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TRANSCRIPT
An Introduction to Employer Branding
Mike Zeliff PhD
Chief Strategy Officer JWT INSIDE
Adjunct Assistant Professor of Marketing The George Washington University
Lieutenant Colonel United States Marine Corps (Retired)
Agenda
Strategy
Research (Setting the Foundation)
Insights (Target - Inform Creative and Media Consumption)
Execution
Measures of Effectiveness
Employer Branding Key Questions
Who owns the employer brand?
HR, Marketing, Internal Communications, Leadership?
What is different?
We have advertisements?
What do we want to do?
Employer Brand Goals?
What resources do we own?
Do we have a budget? Does someone else?
How do we know when we have succeeded?
Measures of effectiveness
What will it cost?
Who else is involved?
Strategy
Four Truths
Teller
Mission
Moment
Audience
Differentiation – Why are you special?
Research
Historical Review of the Institution
Review of Leadership Statements
Interviews with Key Decision Makers
Attributes and Attitudes Tracking Study (AATS)
External, Annually, Quantitative (n=800)
Joint Advertising and Marketing Research Studies (JAMRS)
External, Quarterly, Quantitative (n-2,100 per quarter)
Focus Group Testing
Internal and External Audiences, Quarterly, Qualitative
Insights – Enlistment Intent over Time
Insights - The Recruiting Process
Insights - Integrated Typology of Youth Goals
Insights
Propensity (willingness to join) declined to 16% in the current wave compared to 23% in the previous wave.
Consideration for all branches fell directionally in the latest wave.
One out of four continue to feel the benefits of serving in the Marine Corps outweigh the costs while four out of ten feel the costs outweigh the benefits.
“Personal growth/achievement” continues to be seen as the principal advantage of serving in the Marine Corps.
Insights – The Marine Corps Story
The United States Marine Corps does three things for our nation.
We make Marines
We win our Nation’s battles
We develop quality citizens, who once transformed will be Marines For Life
Insights – Brand Expression
Elite Warrior
The Marine Corps and the individual Marine should be viewed as the epitome of military virtue. A group of smart, tough warriors who gain strength of mind, body, and character
through membership in an elite and proud Corps.
Execution - Role of Communications
> Leverage the full range of branded, persuasive communications vehicles to help tell the Longer Marine Corps Story.
Position the Brand
Reach the Prospect (and his/her influencers)
Engage the Prospect
Collect / Qualify / Distribute Leads
Support the Recruiter
Report on Success
Increase Retention
Reduce Regrettable Losses
Maintain / Reinforce Positive Relationships
Distribute Institutional Messages
Execution - Core Competencies
> Awareness
> Lead Generation
> Recruiter Support
Execution - Integration > A prospect sees a TV commercial…
> He goes to Marines.com to see more…
> He watches several videos…
> He fills out the “Request More Information” form (RMI)
> He receives a fulfillment package in the mail…
> A Recruiter contacts him by phone…
> At the Recruiter appointment, he sees the MCOB and takes a brochure with him…
> He asks his guidance counselor about the USMC…
> The counselor has a copy of the Educator’s Guide and has seen the Educator’s Speak video…
> During the home visit, the Recruiter provides a copy of the Parents’ Guide to the Marine Corps…
> He receives a Welcome Aboard Kit after enlisting…
> He wears his poolee jacket after providing a referral…
> He ships to Recruit Training
Execution - Integration Continued > As a Marine he refers friends to a recruiter and receives points for
promotion
> While on active duty he receives institutional “Values” messages from leadership, directly and indirectly.
> Branding and strategic messaging delivered through clubs, exchanges and units.
> He tells his story on our.Marines.com
> When considering reenlisting he is reminded of the reasons he originally joined
> After transitioning out of the active duty force he continues to receive institutional messages of benefits and opportunities.
> As a retired or former Marine he tells his story and refers prospects
Execution - Awareness
> Awareness advertising focuses on developing broad-based audience recognition of the brand, including the following objectives:
Branch differentiation
Topline exposure to brand attributes (tough/elite)
Generate interest in consuming more of the brand story
Awareness Advertising
> Broadcast and National Cable Television
> Targeted local cable for Officer and AA initiatives
> In-school television – Enlisted
> In-school print
> In-gym and campus television - Officer
> Public Service Announcement Program
> Website production and enhancements
> Marines.com
> MarineOfficer.com
> New Influencer Site
> Print / Magazine titles
> Out of Home (Billboards)
> Radio
> Movie Theater
> Online display media (banner advertising)
> Online paid search media
> Organic search engine optimization
> Social Networking and Community Management
> MySpace
> YouTube
> Interactive kiosks > XBox Interactive Module and
content development
> In-Store Gaming Placement
> UFC Partnership and activation
> “TUF” TV Show integration
> Online UFC.com
> PPV inclusion
> Six Flags Partnership
> CIAA Partnership
> Bayou Classic Partnership
> Diversity Influencer Partnerships
> NAACP
> NCLR
> Educational Society Partnerships
> MEOP Music Guilds and Associations
> MEOP - Youth Education in the Arts Partnership
Lead Generation
> An integrated, multichannel program designed to support recruiters and Officer Selection Officers by providing a steady stream of qualified leads:
“Qualified leads” = age & education qualified, and have “opted-in”
Leads distributed daily
Prospects requests for information also fulfilled daily
Lead Generation
> Website design, development, optimization & hosting
> Marines.com
> Marineofficer.com
> Parents.Marines.com
> Our.Marines.com
> Direct Mail
> Enlisted & Officer prospect mailings
> 10 mailings a year - 25 million pieces
> Audience segmentation & modeling utilized for targeting
> Email Marketing
> Online Email Application allows OSOs to send emails as needed
> 500,000 emails/month sent
> Call Center (1.800.Marines)
> Inbound services 24/7/365
> Outbound telemarketing
> Third-party Leads (Military.com)
> 100,000+ annually
> Online paid search
> Database design,
management & hosting
> Fulfillment
> 500,000 information packages sent annually
> Mobile Marketing
Program Components
Lead Generation – Database
Recruiter Support
> Marine Recruiters and OSOs are provided a powerful suite of materials to help manage the wide range of needs, questions and objections encountered when dealing with prospects, parents, educators and coaches. All Recruiter Support materials must accomplish one of the following objectives:
Prospecting: to help initiate engagement of the prospect or an influencer audience
Conversion: Improve lead conversion, yielding greater contract quantity and quality
Engagement: Maintain a prospect’s commitment from initial enlistment through Recruit Training
Recruiter Support
> Electronic Priority Prospecting Card applications: ePPC and oPPC
> Electronic After Action Reporting application
> 1-800 MARINES Hot Lead delivery system
> Marine Corps Opportunities Book (MCOB) - Enlisted
> Officer MCOB
> Reserve MCOB
> Enlisted collateral suite
> Officer collateral suite
> “From Air to Ground” tabletop aviation book
> Influencer collateral - Parent’s Guide
> Parent’s Guide – Spanish
> Desktop calendar
> Recruitment films on annually updated Master DVD
> “Life as a Marine”
> “OCS Film”
> “Educators Speak”
> RSS Posters
> In-School Posters
> Event Posters
> Enlisted Welcome Aboard Kits
> Officer Welcome Aboard Kits
> Source code activation
> Event Promotional Items
> Tabletop Displays for event activation
> Booth / Tent displays
> Branded Hummers for event display
> Online Advertising Resource (OAR) - customizable ad interface to create event notices
> Customized local partnership activation assets, including:
> Signage/Posters
> TV, Radio, Digital production
> Mobile campaigns
> Print/ Billboards
> Unique premium items
> MarineOfficer.com OSO page management
> PSA Program support materials to facilitate TV/Radio station visits
Recruiter Support – Work Samples
Enlisted Collateral
Large Form Aviation Brochure
Desktop Calendar
Educator’s Guide
Premium Item
Enhanced Area Canvassing
Enhanced Area Canvassing Booth
Measures of Effectiveness (MOE)
Propensity to enlist
Ownership of brand attributes
Unaided awareness
Aided awareness
Increased intent to request for more information
Leads / Qualified Leads
Cost per lead
Contracts
Cost per contract
Conversion Rate
Contribution Rate
Retention Rate
Awareness of institutional messages
Leads to MARSOC / 3rd MAR Div and Security Guard Battalion
Stories posted on our.marines.
Reenlistment Rates within critical fields
Leads and Contracts from reserves to active duty
Participation at clubs and exchanges
Enrollment in Marine For Life Programs
Referrals from former and retired Marines
Measures of Effectiveness (MOE)
2011/Jan 2010/Jan Change
Count % of Total Count
% of Total +/- Diff % Diff.
MARINES.COM 5754 27.0 6003 32.5 -249 -4.1 THIRD PARTY LEADS 5002 23.5 138 0.7 4864 3524.6 WEB/INTERACTIVE 4881 22.9 4480 24.2 401 9.0 DIRECT MAIL 2759 12.9 503 2.7 2256 448.5 SPECIAL EVENTS 1323 6.2 1062 5.7 261 24.6 MAGAZINE 612 2.9 159 0.9 453 284.9 1-800 MARINES 369 1.7 282 1.5 87 30.9 COLLATERAL 364 1.7 137 0.7 227 165.7 FULFILLMENT 241 1.1 148 0.8 93 62.8 ACQUISITION EMAIL 7 0.0 4 0.0 3 75.0 BOUNCE BACK 2 0.0 137 0.7 -135 -98.5 COMING OF AGE 0 0.0 5432 29.4 -5432 -100.0 KIOSK 0 0.0 0 0.0 0 0.0 NEWSPAPER 0 0.0 0 0.0 0 0.0 NROTC 0 0.0 0 0.0 0 0.0 UNKNOWN (MCRISS Claimed) 0 0.0 0 0.0 0 0.0 Total 21314 100.0 18485 100.0 2829 15.3
PPCs by Media
• Marines.com media category reports results separate from Web/Interactive category • Marines.com media results are not separated by our properties. Such breakdown can be found in Cube reports. • Web/Interactive media group also reports on Thumb drive and Banner results.
Measures of Effectiveness (MOE)
PPC Program as a % of Total Contracts
The PPC program for January FY11 decreased in comparison to January FY10 by 14.8%.
Cumulative FY11 PPC contracts posted 178 less than the same period in FY10, resulting in a 4.0% change.
January National
PPC Prog
Total PPC Prog % of Total
FY 2010 2,978 1,119 37.6
FY 2011 3,472 953 27.4
Change 494 -166
%Change 16.6 -14.8
Fiscal Year Cum National
PPC Prog
Total PPC Prog % of Total
FY 2010 11,712 4,443 37.9
FY 2011 12,595 4,265 33.9
Change 883 -178
%Change 7.5 -4.0
Measures of Effectiveness (MOE)
28170 25199
18386
22185
42266
32821 32980
38367
38081
39986
45244
28305
38835
68777
24484
29072
61774
56748
39189
35740
56274
41443
33691 35878
41867
35660
30984
40634
53898
53877
42931
48671
56502
61135
44204
48821
33329
52437
29920
23881
52272
47566
41253
41483 39394
39284
23634 25057
27848
23106 22549
26692
0
10000
20000
30000
40000
50000
60000
70000
80000
OCT NOV DEC JAN FEB MAR APR MAY JUN JUL AUG SEP
FY 2007 FY 2008 FY 2009 FY 2010 FY 2011
Qualified Leads (Monthly View)
