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News

LONDON: Recruitment advertising for the British Army came in for a blast of criticism last month, but its creators have argued the need to look beyond the “18-30 holiday with helicopters and guns” approach if challenging targets are to ...

News

NEW YORK: An ongoing internal review of the US Army’s marketing and advertising budget appears to question the effectiveness of almost $1bn spending on marketing programs.

Case Study

The British Army used tagging technology, machine learning and AI to change its communication strategy and successfully increase applications among different target groups across the UK.

Case Study

The Counter Terrorism Police in the UK produced its ACT campaign, to encourage members of the British public to report information to help the counter terrorism effort, by producing podcasts to highlight the importance of taking action.

Case Study

British Army Recruitment turned around a dangerous recruitment shortfall and helped safeguard national security with its 'This is Belonging' campaign which convinced more of the British public that they belong in the army.

Case Study

This case study explains how the US Air Force boosted recruitment with a redesigned website that featured career choices and personalisation.

Case Study

This case study explains how the US Army created a difficult to complete simulation mission contained in a website to attract high quality STEM graduates.

Case Study

The National Emergency Office (ONEMI), a government agency dedicated to the prevention and coordination of natural disasters, managed to turn around its declining public perception in Chile by deploying a positive PR campaign.

Case Study

This article presents the City of London Police's new policing strategy - Project Servator - as a way of designing a social marketing campaign that uses a partnership approach with the local community that is replicable across different global locales.

Case Study

E-911 Program Office, the 911 emergency calls administrator, created an educational campaign to teach minority community children in the US how and when to call 911.

News

WASHINGTON DC: The US Army has given notice of its requirement for an advertising agency to give full-service support to a nationwide campaign focused primarily on recruitment and retention.

News

CANBERRA: Marketing initiatives by Australian government departments are delivering large sums, as new figures have revealed official adspend reached a near-record A$174.7m in the past year.

Article

This article examines how brands can acknowledge and support active and retired members of the military, suggesting a number of ways other companies can get involved.

Case Study

This case study shows how the U.S army partnered with a upcoming Hollywood movie to change audience perception of the organisation and increase its recruitment numbers.

Case Study

This case study describes how New Zealand Police portrayed frontline policing as a possibility for under-represented parts of the community by communicating an attribute fundamental to good policing: care.

Case Study

This case study describes how the Danish National Defence, the armed forces, used virtual reality at careers fairs to appeal to people aged 17-24.

Case Study

This case study describes how the Danish National Defence attracted young academics to its commissioning program with its The Officer's Choice campaign.

Research Paper

Evaluation of community engagement has historically avoided or ignored the question of the efficiency of the processes used.

Case Study

This case study shows how the British Royal Navy increased recruitment and reaffirmed support amongst those already serving.

Case Study

This case study demonstrates how reframing the Royal Navy in the UK improved recruitment of engineers.

Case Study

This case study describes how the US Navy created Project Architeuthis, an alternative reality game (ARG), as part of a campaign to recruit prospective cryptologists.

Case Study

This case study describes how the Danish Defence created a multimedia campaign to change attitudes among young academics towards careers in the military.

Article

This event report covers how the New York Police Department (NYPD) is making greater use of social media to connect with citizens and fulfil its mission.

Case Study

This case study describes how the US Air Force improved perceptions of the STEM opportunities available to attract high school students into considering it as a career.

Case Study

This case study describes how Dubai's image was boosted by its police force being given a fleet of supercars.