Identification of Strategies for Penetrating the 19-to-23-Year-Old Recruiting Market.

Abstract

Nine marketing strategies were evaluated for their potential effectiveness in attracting and enlisting a target population of 19-to 23-year old, unmarried, nonprior-service males with high school diplomas. The evaluation was based on information obtained from in-depth interviews with recruiters, members of the target population, and personnel from a variety of civilian and military agencies. The two marketing strategies identified as having the greatest potential were peer networking through expanded use of the Navy's Recruiting Assistance Program and direct mail marketing focusing on the needs and interests of target group members. These strategies should be tested and evaluated to determine their effectiveness in attracting somewhat older prospects and enlisting them in the Navy. (Author)

Open PDF

Document Details

Document Type
Technical Report
Publication Date
Apr 01, 1982
Accession Number
ADA114261

Entities

People

  • Alan P. Romanczuk
  • Barry E. Goodstadt
  • Charles L. Colby
  • Kathleen Fernandes

Organizations

  • Westat

Tags

Communities of Interest

  • Biomedical
  • Human Systems

DTIC Thesaurus Topics

  • Administrative Personnel
  • Business Administration
  • California
  • Education
  • Employment
  • Enlisted Personnel
  • Field Tests
  • Management Personnel
  • Manpower
  • Military Personnel
  • Personnel Management
  • Recruiting
  • Recruits
  • Students
  • Test And Evaluation
  • Trainees
  • Training

Readers

  • Naval Personnel Management