Audience / Prospects

Potential Gen Z Recruits: Demonstrate the breadth and depth of the Army, including its diverse career opportunities and the role those careers play in tackling the world’s biggest challenges -Prospect Influencer (Parents, Family, Peers): Educate and provide insights about the positive benefits of Army service

Secondary Audiences/Influencers: -Educators: Educate and build awareness to encourage advocacy for Army service -Business leaders: Build awareness to encourage military service and support long-term hiring of veterans -Elected officials: Build awareness to encourage advocacy of Army service and its value to Soldiers, their families, and their communities

Purpose / Design

We leveraged performance data, research inputs and an assessment of FY21 themes to inform shifts and updates to the Social/Earned Messaging Pillars and Content Themes for FY22.

Messaging / Comms

• Building Trust / Demystify the Army by addressing these misperceptions head on.

• Launchpad for life / Inspire Gen Zto pursue their interests and reach their potential in the Army.

• Creating Connections / Educate Gen Z on the abundant support systems and strong social connections within the Army community.Showing the bonds between Soldiers help the community thrive.

• Relatability / Humanize Soldiers and connect them to youth through aligned values such as loyalty, community, authenticity, and adventure. Enable meaningful, enriching, and approachable Soldier-youth interactions.

Unit / Team

• Prime Agency : Team DDB

• FleishmanHillard’s Role : Social Media / Marketing & Advertising

• Direct Role : Creative Director ( Current )

  Reports to Executive Creative Director - Supporting mission to lead 15 Direct Reports consisting of Art Directors, Copywriters, Production which supports Social, Strategy, Intelligence, Account, Paid, & Real Time teams including partner agencies.