The new recruitment campaign is visceral as well as practical, heightening the curiosity and imagination of the prospect.
Direct mail campaign consisted of 2 campaigns to 5 specific markets. One campaign was the CONTROL, a single mailer with a broad approach to the monikers and their stories. The second campaign, MARKETS, was more specific, using data-driven strategies to appeal to the demographics, career paths, passions and competition that are unique to each targeted region.
CONTROL mailer, featuring the 5 main monikers of the "What's Your Warrior?" campaign and a more generalized approach.
MARKETS mailer (Atlanta example shown here) with target-specific monikers, benefits and storytelling.
A gritty spot varnish applied to moniker background elements adds an additional layer of sensory engagement. A spot UV varnish is also applied to all headlines and logos.
Front panel features specific moniker groupings, a testimonial and photo of soldiers at task. Back panel features a personalized greeting, custom QR code linked to a vanity URL, and a benefits panel specific to the market.
Program also deployed across email channels, utilizing the same strategy as the direct mail.
