Recuiting, Advertising and Marketing Strategies in All-Volunteer Force Nations: Case Studies of Canada, Australia, the United Kingdom, and the United States

Abstract

The recruiting environment in all-volunteer force (AVF) nations has changed dramatically in recent years. Low awareness of the Navy in each nation, combined with rapid changes in the media consumption habits of youth, present serious challenges to traditional military marketing approaches. The goal of this study is to provide a comparative analysis of marketing and advertising strategies that have been developed in four AVF nations in response to these challenges. The study focuses on the marketing strategies adopted by each nation's Navy for active duty enlisted recruits. The study is organized around four major areas. First, we assess social, demographic, and economic trends in each nation's external recruiting environment. Second, we discuss the structure of each nation's recruiting organization and its strategy development process. Third, we document various recruiting, marketing, and advertising initiatives in each nation. Finally, the study examines efforts to evaluate the effectiveness of specific marketing initiatives.

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Document Details

Document Type
Technical Report
Publication Date
Dec 01, 2011
Accession Number
ADA557589

Entities

People

  • Carol Stoker
  • Stephen Mehay

Organizations

  • Naval Postgraduate School

Tags

Communities of Interest

  • Biomedical
  • Electronic Warfare
  • Ground and Sea Platforms
  • Human Systems

DTIC Thesaurus Topics

  • Business Administration
  • Demography
  • Employment
  • Enlisted Personnel
  • Ethnic Groups
  • Management Personnel
  • Military Organizations
  • Military Science
  • Millenials
  • Minority Groups
  • National Security
  • Organizational Structure
  • Personnel Management
  • Recreation
  • Social Media
  • Social Networking Services
  • Students

Readers

  • Naval Personnel Management
  • Strategic Security Studies