This week, The New York Times reported on the U.S. Army’s new advertising strategy that’s designed to “appeal to achievement-oriented college graduates who could qualify for one of its officer training programs.”
This is the first time the Army has used mass advertising mediums specifically to recruit talent to fill officer roles in their military branch. Mediums being used in this campaign include television and online advertisements. They also created a microsite to support their advertising efforts.
The article references the Army’s desire to appeal to both recent college graduates as well as young adults who have yet to go to college.
As the son of two parents who spent their careers in the military, I think this will be great for the Army in the long run. It shows the enormous potential present for young adults to be successful during and after career.
I think commercials like the one below will help the Army accomplish their goal.
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