Having served in the Marine Corps for ten years as well as co-founding and operating a web strategy company, I offer a unique perspective on our military and its' Web Strategy. The United States has the world's second largest military, after the People's Liberation Army of China, and has troops deployed around the globe. With an "All Volunteer" military force of 1,454,515 people serving on active duty and an additional 848,000 people in the seven reserve components, I think most people would agree that the military's recruiting mission is of an epic scale compared to other organizations.
Having one of the most challenging recruiting tasks of any organization in America requires nothing less than an exceptional marketing plan. The five branches of the military each have a distinct military mission and therefore recruit a little differently. More specifically, I would like to discuss why I feel the U.S. military is using the internet to market more effectively than almost any civilian corporation in the world.
Just like any other organization, it is first necessary to have a thorough understanding of the military's mission or business plan, in order to develop an effective web strategy. Let's take a brief look at each branch of our military to gain a better understanding of their role in providing our overall national security.
I will be discussing the Military Branches in order from largest to smallest.
| Branch | Size | Mission |
|---|---|---|
| United States Army | 1,090,000+ | Preserving the peace and security, and providing for the defense, of the United States, the Commonwealths and possessions, and any areas occupied by the United States; supporting the national policies; implementing the national objectives; overcoming any nations responsible for aggressive acts that imperil the peace and security of the United States |
| United States Air Force | 333,507 | Responsible for the preparation of the air forces necessary for the effective prosecution of war except as otherwise assigned and, in accordance with integrated joint mobilization plans, for the expansion of the peacetime components of the Air Force to meet the needs of war |
| United States Navy | 332,000 | To maintain, train and equip combat-ready Naval forces capable of winning wars, deterring aggression and maintaining freedom of the seas |
| United States Marine Corps | 243,000 | Responsible for providing force projection from the sea, using the mobility of the United States Navy to rapidly deliver combined-arms task forces |
| United States Coast Guard* | 91,915 | It is unique among the military branches in that it has a maritime law enforcement mission (with jurisdiction both domestically and in international waters) and a federal regulatory agency mission as part of its mission set |
Data Sources: Wikipedia entries for Army, Air Force, Navy, Marine Corps, Coast Guard
*Special note - Although I served in the Marines and am somewhat biased, I think it's pretty amazing how the Coast Guard, as small as they are, have such a big challenge in terms of their mission. Due to the fact that they are the smallest branch in size, their recruiting efforts don't have to be nearly as aggressive as the other military branches. Therefore, I won't be discussing their recruiting website. Also, their target demographic is typically a few years older than that of its' DOD counterparts. Their message is very much like that of a civilian corporation rather than a military organization, "We're Hiring", literally.
What is the Military's Product (what are they selling?)
They are selling what would be considered by any expert in sales, the most difficult product of all to sell, intangible benefits. Intangible benefits such as self-discipline, motivation, honor, and pride of belonging to name just a few. They are also selling the opportunity for higher education, career training, leadership development, worldly experience and travel.
Websites and Product Message
After carefully analyzing each branch's recruiting website I was able to identify differences in messaging that address each unique demographic or target audience. The common demographic across all the military branches, though, are eligible males and females between the ages of 18 to 26 (approximately).
Over the past 200 years the military has been perfecting their recruiting efforts and understand their customer audiences better than most public corporations. But what I find particularly interesting is how quickly the military has fully embraced the use of the internet as an effective marketing vehicle and they have clearly put the pedal to the metal! Most corporations, however, have been slow to adopt or reluctant all together. More specifically, in regards to the use of social media platforms to reach their target audience.
Strategy
On each branch's website, you'll notice how they have integrated their T.V. commercial into the site providing maximum brand awareness and increasing the effectiveness of its' broadcast reach. The following is an excellent example:
One of the biggest sales objections that a recruiter faces are the physical challenges that Boot Camp presents to a potential recruit. Most young people are intimidated by the horrific stories they hear about how Drill Instructors are constantly in your face screaming and yelling. Most prospective recruits are also apprehensive when it comes to facing the extreme physical challenges like combat water survival, repelling from a 50 foot wall, and the confidence course (an extremely challenging obstacle course each Marine Recruit must successfully negotiate in order to earn the title, Marine).
The second biggest challenge for all the branches is parental consent. Many parents are apprehensive about the thought of their children serving in the military. Each service has addressed this sales objection with a special website geared just for the parents of potential recruits. These sites are extremely easy to navigate and answer all of the most common questions and concerns that most parents have. All recruiting sites are also translated in Spanish as a significant portion of the military's prospective recruits are Spanish speaking.
Breakdown of each Branch's Recruiting Website
U.S. Army
Designed to appeal to high school students both female and males. Their message is geared toward the young adult that wants to develop the qualities that are in demand by civilian employers. They are clearly advocating that the Army will make you a stronger person. I would like to note that they have cleverly left that interpretation up to the individual. In any case it can only be construed as a positive benefit that will result from becoming a U.S. Soldier.
The Army's site has one of the most advanced features I have ever seen on a website, the "Ask SGT STAR" feature. It is a database driven application that allows the visitor to ask a virtual Soldier any question that would typically be asked by a prospective recruit. What a powerful database! It answered every question I answered ranging from pay to duty station preferences. It even addresses questions on family housing and includes a sample floor plan. Most impressive!
U.S. Air Force
They don't make an obvious attempt to reach out to either gender. Approximately 20% of the Air Force population is female compared to the Marine Corps' 5%. This should not be surprising as the majority of duties in the Air Force are combat-support and do not involve direct combat. What is obvious from a customer demographics perspective is that the website clearly represents diversity in terms of race. The primary benefit to the prospective recruit that I noticed is self improvement through higher education. The Air Force's marketing message is clear in its appeal to those who value continuing education.
When one thinks of the Air Force, the first thing that comes to mind is cutting-edge technology. The Air Force's recruiting site truly lives up to that branding image. It is probably one of the most interactive sites on the internet. This site has countless activities that engage and stimulate the interests of a young high tech enthusiast. From video games that simulate piloting and destroying enemy targets with Unmanned Aerial Vehicles to simulations that allow you to learn more about training military working dogs, the Air Force recruiting website delivers a user experience that is unparalleled in online marketing.
U.S. Navy - Accelerate Your Life ™
Many young people in high school are in a rush to grow up and be viewed by friends and family as adults. I can't think of a life decision that requires more careful consideration than making a 4-6 year commitment to serve your country in the military other than getting married and having children. The Navy's recruiting website is every bit as impressive as the other branches.
The major feature that differed from the other sites and caught my immediate attention, was an interactive area that connects directly with the female demographic. It showcases women in the Navy and allows the user to learn about the role(s) they have in the Navy. It's a very engaging experience that most likely dispels any apprehension or concerns that a prospective female may have when it comes to meeting the challenges associated with serving in a male dominated military. This is an awesome feature and clearly illustrates the importance the Navy has placed on internet marketing.
U.S. Marine Corps
Designed to appeal to the male, high school student, who is looking for the ultimate challenge of self-discipline. Their message in itself is a challenge and is aimed directly to a small target audience. The Marine Corps needs candidates that are highly motivated and willing to take the challenge of becoming a member of the World's Most Elite Fighting Force. It's no surprise that only one in every one million Americans claims the title, "United States Marine". Can you tell I served in the Marines?
The Marine Corps faces its' biggest sales objection straight on by providing one of the most incredible user experiences I've seen on a website. They include excerpts of video taken from the recruits' perspective while engaging in the most challenging activities during training. They have the entire 12 weeks of Boot Camp broken down on one, navigation friendly page. This user experience allows for the visitor to see first- hand the challenges Marine Corps Boot Camp Offers.
Summary
Each branch of service is augmenting their online presence with YouTube, Facebook, MySpace, and Twitter. They are benefiting from the power that social media offers in spreading their message virally. As a member of Facebook and a former Marine myself, I decided to become a fan of the Marine Corps' Fanpage. Within minutes, I was bombarded by other fans asking me about my experience in the Marine Corps. Most of them are young people that haven't reached the qualifying age yet, but had already decided they are joining the Marine Corps. I was surprised at the amount of questions they were asking in regards to the Marine Corps. I think they were intimidated to talk to the recruiter. This was a way for them to get their questions answered without feeling pressured by a potential sales pitch. It just goes to show that your customers are going to talk about your product with other people outside of your organization. Companies can benefit by monitoring the conversation and learning about what concerns their customers have in terms of their product.
Once they have a better understanding of those concerns, they will be better able to address them via the social platforms they utilize. There is no other marketing tool more powerful than word of mouth. Conversations about your products by your prospective customers is your most powerful marketing tool. The military is one organization that "Get's It" and definitely participates in the conversation.
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