Effectiveness of Mailing a CD ROM for Navy Recruiting

Abstract

In June 1998, CNA completed a CD ROM for Navy Recruiting Command (CNRC). In January 1999, CNRC asked CNA to conduct an experiment that involved mailing 2,000 of these CDs to randomly selected students of community colleges and vocational institutions and following up to determine if any recipients were recruited. This annotated briefing reports on this experiment. The CD ROM proved to be a cost-effective method of generating enlisted contracts (and perhaps even officer contracts). We recommend that CNRC now make a mailing of the CD part of the annual national leads plan, incorporating lessons learned from this experiment. Other recommendations include experimenting with mailing in October and February, and including high school seniors. Finally, we recommend that CNRC consider creating additional CDs dedicated to all the recruiting fields and a CD ROM targeted to the 4-year college market as well.

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Document Details

Document Type
Technical Report
Publication Date
Oct 01, 1999
Accession Number
ADA381064

Entities

People

  • Michael Y. Katz
  • Peggy A. Golfin

Organizations

  • Center for Naval Analyses

Tags

Communities of Interest

  • Biomedical
  • Human Systems

DTIC Thesaurus Topics

  • Basic Training
  • Communities
  • Contracts
  • Cost Effectiveness
  • Costs
  • Cyberspace
  • Education
  • Electronic Mail
  • Information Operations
  • Lessons Learned
  • Personnel Management
  • Recruiting
  • Schools
  • Students
  • United States
  • Universities
  • Urban Areas

Readers

  • Computer Science/Computer Engineering/Data Science/Digital Signal Processing.
  • Emergency Management and Homeland Security.
  • Naval Personnel Management