U.S. Navy Achieving mission impossible

More recruiting, less spending. No problem.

When we began working with the U.S. Navy as their recruiting communications partner, military service wasn’t even a blip on the radar of most of their Gen Y target audience. Our job? Get on their radar. Become a part of their world at every touchpoint. Recruit more qualified candidates. And spend less on marketing than any other branch of the military.

Mission impossible? Maybe for other agencies. But as we enter our third tour of duty as the Navy’s Agency of Record with an unprecedented 94 consecutive months of meeting the Navy’s monthly recruiting goals, impossible isn’t part of our vocabulary anymore.

KEY RESULTS:

The bottom line: helped the Navy meet the General Enlisted recruiting goal every month for more than 94 consecutive months, an unprecedented feat in the era of the all‐volunteer military — and with the lowest cost per recruit of any branch of the military to boot.
Award-winning: Our work for the Navy has been honored with over 80 awards, including some of the most coveted in the industry — Ogilvy, Mosaic, ECHO, Cannes and Effie.
Success through innovation: Navy leads all the military branches in communications technology firsts — first to use YouTube to reach recruits (consistently among the 20 most viewed channels), first to use iTV, first to employ click-to-call mobile technology, and the first advertiser ever to use Click-To-Video.