The Army – Welcoming the 1,000th recruit

Principal Author: Ian Dommett – Golley Slater

Contributing Authors: John Mitchell and David Allfrey – 51 (Scottish) Brigade

INTRODUCTION

Two unpopular wars, deaths in service, deaths in training, political and media supported hostile campaigns, year-on-year decline in recruitment numbers, the potential loss of iconic brand identities … No other submission to these awards will have encountered the set of circumstances faced by the Army in Scotland from 2003 – 2007. This ‘perfect storm’ led to a fundamental re-evaluation of how the Army marketed itself, how it engaged with its target audience and their influencers. This re-engagement strategy delivered a dramatic turnaround in recruitment numbers and a re-establishment of the Army at the heart of Scottish society. Recruitment rose from 727 at March 2007 to 1,142 at March 2010, an increase of 57%.

KEY TIMELINE OF EVENTS COVERED IN THIS SUBMISSION