GoArmyEd: Marcom

Marketing Challenge:

When the Army realized it was not fully successful in their efforts to reach out in a meaningful way to their Active duty Soldiers to inform them of a key benefit available to them, GoArmyEd, the Army turned to The Borenstein Group. As a subcontractor to IBM, The Borenstein Group develops the strategic communications plan leading to the creation of key outreach and awareness materials and management of events to raise awareness of this essential educational program. Both internal and external stakeholders are included in these outreach efforts in order to support key transformation, recruiting, retention and force realignment efforts for the betterment of the Army, its Soldiers and their Families.

Strategic Solution:

The Borenstein Group developed the communications messaging, graphics, layout, creative concepts, and produced an integrated Recruitment Communications System consisting of multiple materials to facilitate the process of disseminating information about program enrollment and technical details for Tuition reimbursement. The integrated recruitment communication system consisted of brochures, pocket guides, banners, posters, multimedia presentation, school guides, recruiter guides as well as counselor guides.

Results:

The Borenstein Group was able to expedite and make the process of communicating to a large and geographically wide audience of soldiers deployed around the globe easier and increased program participation steadily over the life of the contract. Our work with GoArmyEd is ongoing.