Overview of the U.S. Army’s New Recruitment Advertising Campaign

There is strong, then there’s ARMY STRONG.SM

What Is ARMY STRONG.SM?

• ARMY STRONG.SM

is the signature for the new U.S. Army recruiting campaign launching 9 November 2006

• Captures the strength personified in every U.S. Army Soldier – past, present and future, Active Duty, Army Reserve, National Guard and Cadet

• Inspired by Soldiers, ARMY STRONG.SM

explains that the U.S. Army endows a unique brand of strength to its Soldiers, a strength that is mental, emotional and physical, a strength that the Army finds, forges and fosters.

Is ARMY STRONG.SM New?

• The ARMY STRONG.SM

tagline and its advertising and communications campaign are new

• The strength of the Army began with the founding of America

• Two insights drive it:

– The U.S. Army builds lifelong strength in its Soldiers through training, teamwork, shared values and personal experience.

– American Soldiers themselves — making a difference in their lives, their communities and for our nation — are the most compelling evidence of this strength

• The creative expression, but not the core truth, has changed over time to capture the interest of new generations of future Soldiers

ARMY STRONG.SM Builds Upon the Past

ARMY STRONG.SM

is the sixth generation of Army advertising campaigns in more than 30 years of recruiting for the All-Volunteer Army:

– Today’s Army Wants to Join You– Join the People Who’ve Joined the Army– This is the Army– Be All You Can Be– An Army of One– ARMY STRONG.

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How Was ARMY STRONG.SM Developed?

• In December 2005, after a competitive search, the Army awarded its advertising contract to McCann Worldgroup, one of the world’s largest communications companies

• The agency conducted in-depth research and met with hundreds of Soldiers — from new recruits to Soldiers in AIT to senior officers, with Cadets, Special Missions Soldiers and Army Reserve Soldiers

• ARMY STRONG.SM

was informed by research and inspired by interactions with Soldiers

How Does ARMY STRONG.SM Support Recruiting?

• Recruiting a volunteer Army in a time of war and in a country where young Americans have many choices is challenging

• This campaign highlights the lifelong strength of the American Soldier and that the Army helps find, forge and foster a unique brand of strength — there is strong, then there’s ARMY STRONG.

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• It tells prospects, and those who influence them, that the U.S. Army has a mission, a challenge and a career waiting for them

• It recognizes and respects the views of parents, family, friends, community members and employers and encourages the dialogue needed when making a life-changing decision

Why Will ARMY STRONG.SM Be Successful?

• ARMY STRONG.SM

speaks to a compelling and distinctive truth about the U.S. Army: that Soldiers develop mental, emotional and physical strength forged through training, teamwork, personal experience and shared values

• It will highlight the difference Soldiers make in their communities and for our nation

• Research among prospective future Soldiers and their influencers suggests that ARMY STRONG.

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resonates deeply

• ARMY STRONG.SM

advertising will use real Soldiers - the most authentic evidence of all

What’s Next

• The ARMY STRONG.SM

advertising campaign will launch 9 November 2006

• Television, radio and online advertising, as well as an updated goarmy.com Web site, will debut initially

• The campaign will rely on a vigorous online presence, the place where future Soldiers focus their attention and spend time

• The campaign’s effectiveness will be measured continuously

Learn More

• For more information on ARMY STRONG.SM

and the U.S. Army’s recruiting efforts, visit AKO.

You Are ARMY STRONG.SM

More than any advertising campaign can convey, each of you represents and reflects the essence of ARMY STRONG.

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In every interaction in your community, in an airport, in your daily lives, in your work and in Army installations and small villages around the world, you and every other Soldier carry the Army’s image and

demonstrate the ARMY STRONG.SM

message.

Thank you for being ARMY STRONG.SM