How to Reach Z

Abstract

The United States Army is in the midst of an identity crisis. The organization has been in existence for over 243 years with General George Washington serving as both the first Commander in Chief of the Continental Army and as the first recruiter (Mountvernon.org, 2019). The difficulties that Washington faced are not so much different from what the challenge is today: inspiring young people to aspire to a greater calling. The United States Army Recruiting Command (USAREC) failed to achieve its fiscal year (FY) 18 mission, missing the mark by around 6,500 recruits (Dickstein, 2018). This current state of affairs has prompted the Secretary of the Army Mark Esper to make this declaration to current and former members of the U.S. Army - tell your Army Story (Myers, 2018). If USAREC continues to fail to fill the ranks there will be rippling national security implications, so in order to correct this the Army Marketing Research Group (AMRG) must find the words, images, and sense of calling that connect with Americas youth.

Open PDF

Document Details

Document Type
Technical Report
Publication Date
Jan 17, 2019
Accession Number
AD1120504

Entities

People

  • Darrin Colwell

Organizations

  • United States Army Sergeants Major Academy

Tags

DTIC Thesaurus Topics

  • Air Force
  • Artificial Intelligence
  • Augmented Reality
  • Basic Training
  • Demographic Cohorts
  • Demography
  • Enlisted Personnel
  • Executives
  • Generation Z
  • Leadership
  • Marketing
  • National Security
  • Personnel Management
  • Platforms
  • Recruiting
  • Recruits
  • Security
  • Social Media
  • Targets
  • United States
  • Virtual Reality

Readers

  • Military History of the United States in the 20th Century.
  • Naval Personnel Management
  • Strategic Security Studies