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Task Force Dragon Army ROTC

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on 27 April 2016

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Transcript of Task Force Dragon Army ROTC

TFD's Campaign Goals
1. Shaping the civilian perspective of Army ROTC and the Army through the use of social media:
Mobile Application
2. Highlighting the opportunities available through the U.S. Army
Technical and educational opportunities
How the Army gives back
3. Specifically targeting Generation Y/Z
Parents' sphere of influence
4. Promoting ROTC as a leadership course
Making distinction between Officers and Enlisted Soldiers
Goals of Task Force Dragon
Current Events
Highlight Individual ROTC Battalions
Throw Back Thursday
Historic ROTC Photographs and stories
Upcoming Events
Cadet Summer Training Website links
Currently does not work
Talk with us
Currently does not work
Current Facebook Material
Cadet Fink
“My older brother joined the Marines right out of high school. His actions had me thinking about the military, and on my journey to better myself, I decided to apply to West Point and for ROTC scholarships. Fast forward to now. I just completed my third of five years at Drexel, and I am looking at going into the Engineering branch when I graduate. I think my favorite moments in ROTC are when we go on our field training exercises. They might not be fun the whole time while we’re there, but it’s the best bond building time we have. You don’t think about things besides the mission at hand, and you get to experience something that a lot of other people will never be able to. Army ROTC has helped me develop as a person, and as a leader. It has helped me boost my confidence, learn to take charge of situations, and react to unexpected events.”

Humans of Army ROTC - MSIII
Turn the ROTC Page into a hub
Links to branches that Cadets are assigned to from ROTC
Provide information from new / ccurrent LT's
FAQ's about each
"Support Us" / "Get Involved" information
Information to help support ROTC
Information to support organizations that benefit veterans
Wounded Warrior Project, VA Hopsitals, etc.
Volunteer opportunities within ROTC or supporting organizations
Fix the current Facebook apps
Connect prospective Cadets with current Cadets
Proposed Facebook Material
Task Force Dragon (TFD) - Army ROTC
CDT Matthew Troillet
CDT Kyle Ropp
CDT Natalia Badger

Cadet Phelan
“My favorite moment of my ROTC career so far was our Military Ball at the end of February. The food was amazing, everyone was dressed to the nines, and it was a great opportunity to relax and have fun with the other cadets, especially because we are often associated in much stricter environments. However, besides the obvious niceties, the highlight of the night was when we all watched a photo slideshow that was a collection of pictures from throughout the year. From LDX, Halloween PT, Dragon Stakes, Water PT and more, we got to look back at our brightest and hardest moments with ROTC since August. I really enjoyed seeing how far we’ve come as individuals and as a battalion. For me specifically, I remember having a rough time at LDX with the constant rucking and the cold, but when I saw the pictures of my squad huddled in the woods on the screen, I was proud of how we grew together through the challenges we faced. “
Humans of Army ROTC - MSI
Future Facebook Material
Example from Humans of NY Facebook Page
"Humans of Army ROTC"
CADET Phelan- University of Pennsylvania ‘19
What is it?
Based upon the widely popular "Humans of New York"

What would we do?
Recruiting teams from each battalion highlight select cadets/cadre
Tells the stories of the Cadets, why they joined ROTC, what they hope to accomplish and what they do and don't like
MSI-IV Cadets, New 2LTs, Cadre, NG/Reserve Officers
Make them relate-able
Focusing on the technical and professional opportunities in the Army

CADET Fink- Drexel University ‘18

Example Screenshot of Snapchat Story
What is Snapchat?
Free video and picture sharing application.
Pictures or videos can be as long as 10 seconds
Users can create "stories" a compilation of multiple Videos and pictures which last for 24 hours
Available for iOS and Android OS - 200 million users.
100 million users visit daily

The use of Snapchat could prove immensely beneficial for Army ROTC programs at each university
Each program would have their own Snapchat geo-tag or location enabled story
ROTC Recruiting committee and c/S6 work with Cadre to moderate and post pictures and videos to their story
Stories can be seen by anyone using Snapchat near the location
Cadet Romero
When I came across the ROTC recruiting booth during orientation, the cadre easily sold me on the benefits of the program: a chance to develop my leadership skills, a job as an army officer right after college, and of course the opportunity to receive a scholarship. It is now my second year in the program and I have no doubts that I made the right decision by signing up.
Since joining ROTC, I’ve definitely been challenged but have also gained a lot. One of the most memorable experiences would definitely have to be my participation in the Ranger Challenge this year and last year (The Ranger Challenge is a weekend-long competition between the 42 ROTC schools in the area that consists of a variety of physical challenges like foot races, log carries, Humvee pushes, and ruck marches) as well as problem solving scenarios and team-focused events. Not only did I learn a lot during the training for the competitions, but I also enjoyed the chance to compete alongside my fellow cadets.
In my upcoming years in the program, I look forward to the increasing leadership responsibilities I will receive as a senior cadet. Moving through the program is an exciting process, because I have the distinct sensation that everything I learn and every task I complete brings me one stop closer to actually commissioning as an Army officer.”
Humans of Army ROTC - MSII
CADET Romero - University of Pennsylvania ‘18
Benefits of Social Media
Social media will be the primary tool in changing the target market's perspective about the military
Shifting the focus from the combat arms Army to what most would consider the "softer side" of the Army
Target market already has been exposed to the combat roles of the Army through the media, Hollywood, or personal relationships
Supporting the technical and educational opportunities that the Army can provide
Highlighting the non-combat operations which the army engages in (civil support, humanitarian missions, etc.)
Target market is heavily influenced by social media. Army ROTC must remain agile and adapt to accommodate some of the newest social media apps
The use of this marketing campaign will make the target market knock on the door.

ROTC Recruiters, Cadre and Cadets, will provide information that will inspire prospective Cadets to join ROTC.

Cadre and Cadets foster a healthy environment to develop Cadets, which in turn to stay in the program. (Pros out weigh the cons)

Cadets graduate from ROTC as knowledgeable and effective leaders and go on to have successful Army or civilian careers.

Target Market to Army Officer
Cost related to our campaign:
Developing this social media campaign at the battalion level would have initial costs of under $750
Maintenance costs on social media are effectively $0 with motivated cadet participation
Cost range for contract application development: $50-250 / hour; Battalion-level apps could be developed for $1250 or under, or for free if cadets with programming experience are available
Turn-key, national-scale apps typically cost $50,000 - $150,000 - could be used by all ROTC programs
Most likely total cost: One time expense of
~$1500 per battalion

Benefits of the strategy:
85 percent of users prefer mobile apps to mobile websites - best value in emerging tech

Value Overview
CPT Davis
As an Army professional soldier, a husband, and father of five children, I am always faced with how busy and challenging life can become. I learn very quickly that if I wanted to be successful at both, I needed balance. My profession often demand being away from my family. Therefore, when I am home, I spend time with my family to create and make great memories which ensures that when I am away, we have lots of good memories to enjoy and lean on till I return. It worked for us for over fifteen years; I have no regrets, and I will continue to serve my country and take care of my family. I have the best of both worlds!
Humans of Army ROTC - Cadre
Captain Davis
Generation Y - "Millennials"
Born 1980 - 1995
Raised by indulgent parents
Accustomed to many comforts, such as computers and cell phones
Tend to be impatient, skeptical, blunt and expressive
Place a high value on work-life balance
Target Market
Generation Y
The Task Force Dragon Marketing Team will

civilian interest in Army ROTC by using social media and technology to
high school and college scholars, athletes, and leaders to join the Army ROTC program. Providing them with an opportunity to become Army Officers with solid
career foundations.

Mission Statement
High school seniors and college freshman are unaware of what the U.S. Army and Army ROTC may have to offer
Non-Combat Arms branches are not as well known
Opportunities are plentiful in non-combat arms branches

According to Joint Advertising Market Research and Studies (JAMRS) State of the Officer Recruiting Market:
"Few Youths are motivated to serve..."
12% feel likely to serve in the military in the next few years
Many young adults lack basic knowledge about the Military
Many young adults do not believe you can adequately plan or raise a family
Poor perception of life after the Military
The Problem
As research has shown Generation Y & Z are not responding to current recruiting techniques.

They believe that the threats of mental illness, or physical injury outweigh the benefits of serving.

Offering perspective Cadets the chance to connect with current Cadets - Peer to Peer Connection.

Current generations feel the need to always be connected - so we should focus on keeping them connected and informed.

Why Change Is Needed
The Current Generations
Generation Z - "Post-Millennials"
Born 1996 - 2009
Grew up post 9/11, in the wake of the Great Recession with many reports of school violence
Are tech-savvy and able to grasp new concepts
Accustom to "everyone gets a trophy"
Raised by helicopter parents
Target Market
Generation Z
A perspective Cadet on campus saw the Drexel Army ROTC Snapchat Story.

When he searched for "Drexel Army ROTC", our Facebook Page was available for him to view.

The Army ROTC Mobile Application was available to provide him with more information.

His mother was also able to access useful information in the app.

All this information got him interested, and he made an appointment to speak with Cadets, ROO, and PMS.

What Did We Just See?
Inspire Them to Join
Empower Cadets
How to Get Them in the Door?
How to change the perception
Give prospective cadets a more holistic view of those who are currently serving
Expand upon opportunities available to those who serve
Provide creative and meaningful ways for prospective cadets to connect with current cadets
What Can We Do Differently?
Application to be launched iOS & Android
Provide information to perspective Cadets via a mobile platform
Information regarding:
Active Duty / Reserves / National Guard
Military Civilian Crossover
Opportunities for Career/Education
Two types of users:
Also has access to scholarship updates
Proposed Army ROTC Mobile Application
Login Page
User Interface
Branch Highlight
Recruitment Return on Investment
29% of 17-24 year old Americans are eligible to serve (Source: DoD Youth Polls)
About 37,100 undergraduate students attend Task Force Dragon universities
Translates to approximately 10,750 eligible students
12-15% of youth predicted they would "Definitely" or "Probably" serve
-> 3-4% Army
Rough estimate: 325 - 430 strong ROTC prospects in TFD's AO - 250 - 355 after accounting for the cadets already enrolled

Assuming this strategy has a (conservative) 25% success rate in convincing these strong prospects to join TFD ROTC
-> Approximately 60 - 90 recruits projected
At an estimated total cost of $1500, the Recruitment-ROI is
$17-$25 per recruit
for the TFD Battalion
Smaller overhead expenses would follow every 3-4 years with student turnover
Spreads awareness of the ROTC program more effectively than current strategy - in-person recruitment costs at local events would diminish
With strong local-level social media, there is less need for a national marketing campaign
Full transcript