“WHAT’S YOUR WARRIOR?”€¦ · • “What’s Your Warrior?” is a fresh approach to prospect and prospect influencer marketing that directly responds to the changing desires

WORKING DRAFT // FOR OFFICIAL USE ONLY // PRE-DECISIONAL

Advancing America’s Army with the World’s Greatest Soldiers!

“WHAT’S YOUR WARRIOR?”

RECRUITER LAUNCH TOOLKIT

R2For Local Command Use

21 NOV 2019

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CONTENTS

• BLUF

• Integrated Campaign Overview

• Local Support Overview

• Local Launch Kit Assets

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BLUF

Dr. E. Casey Wardynski, Assistant Secretary of the Army for Manpower and

Reserve Affairs, announced at a 14 OCT panel at AUSA 2019 that the Army is

launching a new marketing campaign in November 2019. A formal multimedia

news release announcing the campaign followed on 15 OCT. The marketing

campaign – “What’s Your Warrior?” – is an evolution of the Army’s most recent

“Warriors Wanted” campaign.

The local component of “What’s Your Warrior?” is designed to provide locally

tailored messaging through informational material and creative assets for use

at the local level.

The assets available in this deck were developed to ensure “What's Your

Warrior?” campaign messaging look, feel and consistency in local usage.

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INTEGRATED CAMPAIGN

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CAMPAIGN GOAL & OBJECTIVES

Goal:

Educate prospects and their close circle of influencers about the breadth and

depth of opportunities for today’s youth to achieve their personal and

professional goals through Army service.

Objectives:

• Increase awareness of “What’s Your Warrior?” among key publics via

integrated communications rollout via PR/earned media, earned influencers

and social media.

• Increase interest and knowledge among prospects and their key

influencers about the benefits of Army service through development and

distribution of research-based messages and real Soldier stories.

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CAMPAIGN AUDIENCES

Gen Z Prospects: Gen Z wants what the Army offers. They just don’t know it (yet).

Today’s young men and women want more than just a job. They yearn for a

meaningful sense of purpose, and to apply their unique skills and talents to something

larger than themselves. They admire diverse warriors across culture, and aspire to

impact the world in a way that is authentic.

Parents: Educate and provide insights about the positive benefits of Army service

Internal Army: Inspire to encourage championship of Army recruitment

Media: Educate national, regional and trade media about the campaign to deliver

compelling stories about Army careers

Other Influencers

• Educators: Educate and build awareness to encourage advocacy for Army careers

• Elected Officials: Educate and build awareness to encourage advocacy of

benefits of Army service and its value to communities

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HISPANIC AUDIENCE CONSIDERATIONS

Gen Z make up a quarter of the U.S. population and represent the most

racially and ethnically diverse generation and the first generation to represent

a minority majority. Nearly 1 in 4 of them (24 percent) is Hispanic and while

they also yearn for a sense of purpose and meaningful work, there are

additional nuances with this group.

• Focus on future stability: They are interested in experiences that will help

them leverage their unique skills and talents and ensure future success.

• Elevated importance of personal and familial pride: They want to make

their families and immediate communities proud.

• Important role of the influencer: They put great value and importance on

the perspective of the influencers in their lives which go beyond the

immediate family.

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CAMPAIGN STRATEGY

Insight:

Today’s young men and women want more than just a job. They yearn for a

powerful sense of identity, and to apply that identity to something larger than

themselves.

Idea:

The U.S. Army is an epic team of powerful individuals taking on the world’s

most impossible challenges. We’ll draw on the storylines of today’s most

popular media franchises, using their techniques to give each military role an

aspirational identity – and showcasing how they come together to create the

most formidable force on Earth.

In short, we will reveal the breadth and depth of roles the Army offers and

enlighten prospects to how the Army will transform their skills, their lives, and

put them in a position to transform the world.

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CAMPAIGN CREATIVE IDEA

Cross mountain ranges.

Split cells.

Master the elements.

Speak new languages.

Harness tools the world has not yet seen.

Turn a global challenge into your daily mission.

We are a team of a million

unique and powerful individuals.

Join forces with us, and

you can take on anything.

“What’s Your Warrior?”

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• “What’s Your Warrior?” is a fresh approach to prospect and prospect influencer

marketing that directly responds to the changing desires of Gen Z.

• The campaign focuses on the breadth and depth of roles the Army offers and how

these diverse skillsets and talents come together to form the most powerful team

on Earth – one that is uniquely able to solve the world’s most impossible

challenges.

• The campaign, inspired by the immersive and episodic storytelling world that Gen

Z was born into, plans to give each role within the Army an aspirational identity to

more deeply resonate in today’s youth culture. Real Soldier stories will be told to

bring those aspirational identities to life and make them achievable.

• “What’s Your Warrior?” will drive greater resonance and distinction because it

moves the Army beyond the “sea of sameness” that has come to define military

advertising and highlights the wide range of exciting, lesser-known ways that Gen

Z youth can fulfill their desire to both be all they can be and contribute their unique

skills and talents to a cause greater than themselves.

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CAMPAIGN COMPONENTS

• Homepage Update

• Army Career Match Tool &

Promotional Emails

GoArmy.com

• TV & Online Video Ad Spots

• Digital Ads (streaming audio,

display banners & paid search)

• Full Color Print Ads

• Live Read Radio Scripts

Advertising

• Recruiter Launch Kit

(including Q&A, talking points,

press release template, etc.)

• Local Field Marketing E-

Newsletter

• Posters

• Social Media updates

• Email Templates

Local Assets

• Multimedia News Press

Release

• Outreach to Media

(national, regional, local and

trade)

Earned Media

• Static and Video Posts

• Story Videos

• Organic Posts

• Internal Updates for Commands,

Recruiters and ROOs

Social Media Content

“WHAT’S YOUR

WARRIOR?”

The below components are included as part of the integrated national “What’s

Your Warrior?” campaign, including local assets to support commands’ recruiting

efforts and communication around the campaign.

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CREATIVE ECOSYSTEM SNAPSHOT

Additional assets being developed for the National campaign launch

will be made available as Local Creative assets.

Search

Social

OLV TV

Digital

Audio

Email

Local

GoArmy.com

PR

Channel Allocation: Below are various media channels within the campaign ecosystem

driving to GoArmy.com

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NATIONAL CREATIVE DELIVERABLES

Additional assets being developed for the National campaign launch

will be made available as Local Creative assets.

• TV Spots

• Online Video

• Digital Streaming Audio

• Digital Banners

• Paid Social Media

• Paid Search Ads

• GoArmy.com Career Match Tool

• Email

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LOCAL CREATIVE ASSETS

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LOCAL CONSIDERATIONS

The Army doesn’t target audiences. The Army recruits individuals. So it is

imperative that the campaign resonates at the individual and, therefore, local

level.

• Campaigns live and die at the local level – if we don’t arm the teams with the

assets they need, the ability for the campaign to resonate only diminishes.

• Consumers resonate with messages that reflect something personal about

them (e.g., location, career interests).

• Localizing allows recruiters the freedom to leverage the campaign for their

individual efforts – customization for target demographic and MOS is critical

at the BDE, BN and local Station levels.

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LOCAL CREATIVE DELIVERABLES

The following creative imagery and assets will be made available in support of the campaign:

Available on 31 OCT 2019

• Via EMM

• Full Color Print Ad: Six (6) full color print ads in three (3) sizes

• Posters: Six (6) posters, sized as 24x36

• Live Read Radio Ads: Four (4) live read radio scripts in two (3) sizes, :60 & :30 (2 English, 2 Spanish)

• Via the Recruiter Toolkit

• One (1) Q&A document

• One (1) Talking Points document

• One (1) Sell Sheet document

• One (1) Press Release

• Twelve (12) Social Media updates throughout the campaign for the Commands (USAREC & USACC),

recruiters and ROOs (accompanying creative assets will be available in EMM prior to 11 NOV)

Available on 7 NOV 2019 via EMM

• Online Video: Two (2) :25s/:5s online videos (1 English, 1 Spanish)

• Digital Banner Static Frame: Twelve (12) static frame graphics, versioned into six (6) sizes (6 English, 6

Spanish)

• Facebook Cover Photo: One (1) Facebook cover photo

• LinkedIn Cover Photo: One (1) LinkedIn cover photo

Available prior to 11 NOV 2019 launch via armynewsletter.info

• E-Newsletter: One (1) Special Edition e-newsletter post

Available on 13 DEC 2019 via EMM: Three (3) email templates

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Resources: access to creative deliverables (EMM cheat sheet)

CATALOG ID AND ASSET ID

Search for “What’s Your

Warrior”

LOCALIZATION CHANGES

Click on Catalog

Images and get all

sizes. Choose

size to begin

localization and/or

save to desktop.

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JOIN FORCES - LOCAL - ENGLISH - :25JOIN FORCES - LOCAL - SPANISH - :25

Online Video: Two (2) :25s/:5s online videos (1 English, 1 Spanish)

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300X600

728X90

300X50

300X250

300X60

320X50

Digital Banner Static Frame: Twelve (12) static frame graphics, versioned into six (6)

sizes (6 English, 6 Spanish)

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300X600

728X90

300X250

300X50

300X60

320X50

Digital Banner Static Frame: Twelve (12) static frame graphics, versioned into six (6)

sizes (6 English, 6 Spanish)

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Facebook Cover Photo: One (1) Facebook cover photo

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LinkedIn Cover Photo: One (1) LinkedIn cover photo

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ENGLISH SELECT — :50/10

VO:

If you’re looking to make an impact, there’s no better place to do that than the U.S. Army.

Whether your goal is to be at the forefront of fighting and curing deadly diseases. Developing and

using tools and technologies the world doesn’t even know exist. Or defending your country, fighting

disasters, and seeking adventure across the globe. The Army is where all of that can happen. And

so much more.

The U.S. Army is a team of a million unique and powerful individuals working together to take on

the most complex problems in the nation and the world, and to win. Nowhere else on earth provides

you the training, experience, and purpose you can find with the Army. Because no other team has

so many people around the globe with the goal of making the world safer, the country stronger, and

the future of their communities better.

If you’re looking to secure a future for you and your family, ask yourself: “What’s your Warrior?” and

go to GOARMY.com to find out.

:10 local tag

Live Read Radio Ads: Four (4) live read radio scripts in two (2) sizes, :60 & :30 (2

English, 2 Spanish)

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VO:

If you’re looking to make an impact, there’s no better place to do that than the U.S. Army.

Whether your goal is to fight and cure deadly diseases, develop technologies, or seek adventure across the globe, the

Army is where all of that can happen. And so much more.

The Army is a team of a million individuals working together to take on the most complex problems in the nation and

the world, and to win. Ask yourself: “What’s your Warrior?” and go to GOARMY.com to find out.

:10 local tag


VO:

What’s your Warrior? Become it in the Army. Whether you want to cure diseases or develop technology the world

doesn’t know exists, the Army is where all of that can happen. Find out more at GOARMY.com.

:5 local tag


English, 2 Spanish)

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SPANISH SELECT — :50/10

De veterinarios a ingenieros. De músicos a médicos. De pilotos a programadores. Lo que quieras lo encuentras en el

U.S. Army.

From veterinarians to engineers. From musicians to medics. From pilots to programmers. Whatever you want, you can

find in the U.S. Army.

El Army capacita y emplea en más de 150 disciplinas. Hay algo para cada tipo de persona; es donde los más “techie”

aprenden a defender redes. Donde los “protectores” curan pacientes y cuidan comunidades. Hay oportunidades para las

mentes matemáticas y las manos mecánicas. Para ingenieros que quieren construir y demoler. Hay trabajos de oficina,

laboratorio, taller y en el área de operaciones. Hay misiones globales que cambian el mundo.

The Army trains and employs in over 150 disciplines. There’s something for each type of person: it’s the place for

“techies” to learn how to defend networks. And for “protectors” to cure patients and care for communities. There are

opportunities for mathematical minds and mechanical hands. For engineers who want to build and demolish. There are

jobs in offices, labs, shops and on the area of operations. There are global missions that change the world.

El U.S. Army ofrece la educación y experiencia que lanza carreras y transforma futuros. El que se une a las fuerzas del

Army, lo puede todo. Conoce más en GOARMY.com/español

The U.S .Army offers the education and experience that launch careers and transform futures. Those who join the U.S.

Army's forces, can take on anything. Learn more at GOARMY.com/espanol

:10 local tag


English, 2 Spanish)

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El U.S. Army capacita y emplea en más de 150 disciplinas. Hay trabajos de oficina, laboratorio, taller y en el área de

operaciones. Hay misiones globales que cambian el mundo. El U.S. Army ofrece la educación y experiencia que lanza

carreras y transforma futuros. Conoce más en GOARMY.com/español

The Army trains and employs over 150 disciplines. There are jobs in offices, labs, shops and on the area of

operations. There are global missions that change the world. The U.S. Army offers the education and experience that

launch careers and transform futures. Learn more at GOARMY.com/espanol

:10 local tag


Capacitando y empleando en más de 200 disciplinas, el U.S. Army ofrece la educación y experiencia que lanza

carreras y transforma futuros. Conoce más en GOARMY.com/español

Training and employing in over 200 disciplines, the U.S. Army offers the education and experience that launch careers

and transform futures. Learn more at GOARMY.com/espanol

:5 local tag


English, 2 Spanish)

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POSTERS (24” x 36”)

AVIATOR

SIGNAL

CYBER

SNIPER

MICROBIOLOGIST

FAMILY SHOT

Posters: Six (6) posters, sized as 24x36

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PRINT ADS

8.5x4.75_Battlefield

8.5x4.75_Adventure

8.5x4.75_Stripes

8.5x4.75_Online

8.5x4.75_Skills

8.5x4.75_Tomorrow

7.7x10_Battlefield

7.7x10_Adventure

7.7x10_Stripes

7.7x10_Online

7.7x10_Skills

7.7x10_Tomorrow

4.25x7_Battlefield

4.25x7_Adventure

4.25x7_Stripes

4.25x7_Online

4.25x7_Skills

4.25x7_Tomorrow

Full Color Print Ad: Six (6) full color print ads in three (3) sizes

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PRINT ADS

8.5x4.75_Battlefield

8.5x4.75_Adventure

8.5x4.75_Stripes

8.5x4.75_Online

8.5x4.75_Skills

8.5x4.75_Tomorrow

7.7x10_Battlefield

7.7x10_Adventure

7.7x10_Stripes

7.7x10_Online

7.7x10_Skills

7.7x10_Tomorrow

4.25x7_Battlefield

4.25x7_Adventure

4.25x7_Stripes

4.25x7_Online

4.25x7_Skills

4.25x7_Tomorrow

Full Color Print Ad: Six (6) full color print ads in three (3) sizes

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Social Media Updates: Twelve (12) Social Media updates for Commands (USAREC &

USACC), recruiters and ROOs

Facebook Copy:

From across the country, to right

here in [city], one million warriors

are working together to tackle

the world’s complex challenges.

If you’re ready to join our team,

head to GoArmy.com

Facebook Copy:

Different skills, same goal. What

will you bring to the team? Find

out at GoArmy.com.

Facebook Copy:

Our team has no second string.

Just one million warriors leading

us to victory with their minds,

hearts, skills and dedication to

the mission. What's Your

Warrior? GoArmy.com

Facebook Copy:

We fight on land and online. In

the air and in the lab. And we’re

stronger together. What's Your

Warrior? GoArmy.com

FACEBOOK

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Twitter Copy:

From [city] to the biggest stage.

If you want to be a force for

innovation, we’re the team for

you. #WhatsYourWarrior

GoArmy.com

Twitter Copy:

Everyone has an origin story.

Here's where yours begins.

#WhatsYourWarrior

GoArmy.com

Twitter Copy:

Together, we're unstoppable.

Join us, and take

on anything.

#WhatsYourWarrior?

GoArmy.com

Twitter Copy:

It's a big world. Make a big

impact. Join our team

and take on anything.

#WhatsYourWarrior

GoArmy.com

TWITTER

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Instagram Copy:

When we say "take on anything"

we mean it. #WhatsYourWarrior

GoArmy.com

Instagram Copy:

There are many ways to define

a warrior. Find yours at

GoArmy.com

#WhatsYourWarrior

End Frame Post Copy:

#WhatsYourWarrior? Swipe up

to find out.

[Swipe to GoArmy.com]

End Frame Post Copy:

#WhatsYourWarrior? Swipe up

to find out.

[Swipe to GoArmy.com]

INSTAGRAM

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Q&A DOCUMENT

CAMPAIGN FAQ

FOUNDATIONAL

Q: What inspired this campaign?

A: Our research tells us that today’s young men and women want more than just a job. They

yearn for a powerful sense of identity, and to apply that identity to something larger than

themselves. “What’s Your Warrior?” appeals to the desires of the next generation of prospects

by showing them how diverse skillsets and distinct attributes like theirs come together to form

the most powerful team on Earth – one uniquely qualified to solve the world’s most impossible

challenges. Inspired by the immersive, epic storytelling properties that have influenced Gen Z’s

view of the world, “What’s Your Warrior?” distinguishes the Army by accentuating a key truth:

teams are exponentially stronger when diverse talents join forces.

Q: How can I figure out my “warrior”?

A: Starting November 2019, prospects can find their inner warrior using the Army Career Match

tool at www.GoArmy.com. By answering questions related to their personal interests, the tool

will match prospects with one of 150 unique roles within the Army.

Q: Is “What’s Your Warrior?” still relevant if I’m not planning on enlisting in the Army?

A: Absolutely. “What’s Your Warrior?” speaks to the ability in all of us to contribute our unique

skills and talents to better serve society and our country. Most importantly, it celebrates the

diverse skills and talents that Army Soldiers bring each day to solving the world’s biggest

challenges – ones that impact every one of us.

http://www.goarmy.com/


Q: Why is this launching around Veterans Day? What’s the connection to recruiting?

A: At its core, “What’s Your Warrior?” celebrates the diverse skills and talents that Army

Soldiers bring each day to solving the world’s biggest challenges – ones that impact every one

of us. It’s only appropriate that we launch the campaign on the same holiday that we honor

those who have served before them.

Q: How does this differ from Warriors Wanted?

A: “What’s Your Warrior?” is an evolution of the Army’s most recent marketing campaign,

Warriors Wanted, and is designed to more directly appeal to youth audiences by emphasizing

the vast array of talents desired by today’s Army.

Q: How and why were the five MOS’s chosen?

A: To showcase the breadth and depth of opportunities with the U.S. Army, the “What’s Your

Warrior?” campaign brings diverse Army experiences to life by profiling five real Soldiers who

serve in specific jobs, known within the Army as military occupation specialties (MOSs).

Featured interest areas include: Signal, Air & Space, Cyber, Science & Medicine and Ground

Combat. Additional Soldier stories representing different careers and areas of interest will be

added to the campaign in the months to come.

Q: What are some of the ideas that were floated, but were not used?

A: As with any creative process there were a number of concepts thrown in the ring, but “What’s

Your Warrior?” was the clear leader. Our research tells us that today’s young men and women

want more than just a job. They yearn for a powerful sense of identity, and to apply that identity

to something larger than themselves. As an evolution of the Warriors Wanted campaign,

“What’s Your Warrior?” appeals to the desires of the next generation of prospects by showing

them how diverse skillsets and distinct attributes like theirs come together to form the most

powerful team on Earth – one uniquely qualified to solve the world’s most impossible

challenges.

The campaign is already performing well in early testing as compared to the most recent

marketing campaign:

o 21% more effective in terms of overall attractiveness

o 13% more attention grabbing

o 14% more likely to inspire action (e.g., visit website, etc.)

Q: You don’t join any branch of military by yourself. How will these ads help parents and

family members cope with their loved one joining the service?

A: The biggest takeaway from this campaign for parents and family members is that there is not

a singular Army experience. The Army offers a number of tangible and intangible benefits to

enlisted Soldiers that create a rich experience, tailored to their unique interests and skills. The

Army provides access to more than 150 jobs (including medicine, law and biochemistry), hands-

on training, education and lifelong friendships.

Q: What career paths does the Army offer that might surprise Generation Z?

A: Many would be surprised to know that the Army offers more than 150 jobs to choose from,

spanning a wide range of interest areas from biochemistry to law to medicine to the culinary arts

and beyond. Through these rewarding careers, Soldiers have access to diverse experiences

that feed passions, grow technical skills and build leadership abilities that help us maintain the

most powerful team on earth.

Q: What else should we know about this campaign?

A: If a specific detail has not been addressed through the discussion, address that key message

as appropriate. Otherwise, provide a short summary of why this campaign matters and how it

will impact Gen Z.

There’s never been a marketing campaign like “What’s Your Warrior?” Building on the

immersive, epic storytelling properties that influence Gen Z’s view of the world, “What’s Your

Warrior?” speaks to today’s youth on their terms, in their language and surprises them with a

new, never-before-seen view of Army service that shows how their diverse skillsets and

interests are needed to form the most powerful team on Earth: the U.S. Army.

Q: What can you tell us about the advertisements? What do they look like?

A: “What’s Your Warrior?” is different from any military campaign you’ve ever seen. With the

expertise of a globally recognized film director, the campaign uses innovative production

techniques to give Army recruitment marketing a fresh look and feel to resonate with Gen Z.

Q. Is “What’s Your Warrior?” the new Army tagline?

A: The “What’s Your Warrior?” campaign is not the new tagline for the U.S. Army. It is the name

of the Army’s newest marketing campaign.

Q: Where can I learn more?

A: For more information on “What’s Your Warrior?” and opportunities with the Army, visit

www.GoArmy.com.

TECHNICAL DETAILS

Q: What is the duration of this campaign? / How many commercials are included?

A: The “What’s Your Warrior?” campaign will launch in November 2019 and is tentatively

expected to end in November 2020.

Q: How much is the Army spending on this campaign?

A: The Army’s annual advertising budget is public information. Our goal with this – and every –

campaign is to fully support the short-term recruiting mission and build the Future Soldier

Training pool while continuing our long-term mission of building positive brand equity.

Q: Where will I see the campaign?

A: “What’s You Warrior” will leverage a mix of traditional and digital advertising to reach Gen Z

recruits and their influencers across their preferred platforms. This will include national

broadcast, out-of-home advertisement, print, websites, social media and more.



Q: What other marketing elements are being employed?

A. Non-traditional marketing elements include the new Army Career Match tool to help potential

recruits align their personal interests with one of 150 unique roles within the Army. Army Career

Match tool users will have the ability to download an “MOS card” into Apple Wallet and Google

Pay with information on the MOSs that they are connected to via the Army Career Match tool.

Q: What key insights led to this campaign name and strategy?

A: Our research tells us that today’s young men and women want more than just a job. They

yearn for a powerful sense of identity, and to apply that identity to something larger than

themselves. “What’s Your Warrior?” appeals to the desires of the next generation of prospects

by showing them how diverse skillsets and distinct attributes like theirs come together to form

the most powerful team on Earth – one uniquely qualified to solve the world’s most impossible

challenges. Inspired by the immersive, epic storytelling properties that have influenced Gen Z’s

view of the world, “What’s Your Warrior?” distinguishes the Army by accentuating a key truth:


Q: Where were the commercials shot?

A: All ads were shot at a soundstage in Atlanta, Georgia.

Q: How did the campaign test? / What’s been the initial feedback?

A: Research shows that “What’s Your Warrior?” campaign creative and messaging show

increased resonance among prospects as compared to the most recent marketing campaign.

Specifically, data shows that “What’s Your Warrior?” saw a double-digit lift from the previous

campaign in effectiveness, attention-grabbing nature and likelihood to inspire action.

Q: Are these paid actors featured in advertisements or actual Army Soldiers?

A: This campaign features real, Army Soldiers, representing various backgrounds, occupations

and geographic areas.

Q: Is the Army working on any other campaigns?

A: Along with “What’s Your Warrior?” campaign the Army also has the Part-time Serve, Full-time

Success and Hometown campaign in market.

RECRUITING

Q: What challenges does the Army face recruiting today’s youth? Is it really just a strong

economy or is a general disillusionment with military service really to blame?

A: At any given time, there are a number of internal and external factors that can influence

recruiting efforts. Today there are a few specific challenges we are working to overcome to

advance recruiting long-term.

1) Low awareness and relevance among today’s youth – We often say the Army doesn’t

have a reverence issue, we have a relevance issue and the numbers speak for

themselves: Research shows that 50% of youth admit they know little or nothing about

military service and fewer youth report having a connection (close or distant) to a military

service member. This general lack of awareness can also lead to misperceptions of

military service.

2) Decreasing pool of qualified candidates – Today less than one out of every four youth

are eligible for military service due to failure to meet health, educational and fitness-

related requirements, meaning there is a smaller pool of candidates to recruit from.

3) Historically low unemployment – The country is enjoying a strong economy, marked by

historically low unemployment. This means that today’s youth are presented with an

unprecedented number of choices after high school, increasing demand for their

attention and consideration.

The “What’s Your Warrior?” campaign is just one of the many ways the Army is countering

environmental challenges to encourage today’s youth, who have begun to tune us out, to tune

back in to Army service. Building on the immersive, epic storytelling properties that influence

their view of the world, “What’s Your Warrior?” speaks to today’s youth on their terms, in their

language and surprises them with a new, never-before-seen view of Army service that shows

how their diverse skillsets and interests are needed to form the most powerful team on Earth:

the U.S. Army.

Q: Is something as simple as “What’s Your Warrior” or a new music strategy enough to

change Gen Z’s perceptions and increase recruitment numbers?

A: When it comes to recruiting Gen Z, the Army is facing a challenge of relevance, not

reverence. Research shows that 50% of youth admit they know little or nothing about military

service and fewer youth report having a connection (close or distant) to a military service

member. This general lack of awareness can lead to misperceptions of military service and a

growing disconnect between the Army and American youth. It’s our job to change this narrative.

Building on the immersive, epic storytelling properties that influence their view of the world,

“What’s Your Warrior?” aims to regain the attention of American youth by speaking to them on

their terms, in their language and surprising them with a new, more relevant, never-before-seen

view of Army service that shows how their diverse skillsets and interests are needed to form the

most powerful team on Earth: the U.S. Army.

Q: Are there specific roles the Army is recruiting for with this campaign? Perhaps some

that are difficult to fill?

A: In support of the Army’s recruitment objective, “What’s Your Warrior?” aims to engage

qualified young men and women across all the Army’s 150 unique career paths and eight broad

specialty areas (Signal, Air & Space, Cyber, Science & Medicine, Engineering, Support &

Logistics, Intelligence and Ground Combat).

Q: Why has it been so difficult to meet the recruiting mission?

A: There is an awareness issue among our youth with 50% of them admitting they know little or

nothing about military service. Another 71% of youth do not qualify for military service due to

health problems, obesity, drugs, or misconduct. The decreasing pool of qualified and propensed

youth is a national security issue, so it is important to everyone that we engage in activities to

bridge the gap and allow the American people to better know their Army and the wealth of

diverse opportunities in provides.

Q: What are the Army’s Fiscal Year 20 recruiting goals?

A: To ensure a constant state of readiness, the U.S. Army is committed to building a high-quality

force comprised of the right people with the right talents. To uphold this commitment and

maintain the world’s most powerful team our FY20 recruiting goals are:

• 69,000 Army recruits

• 15,850 Army Reserve recruits

• 45,430 National Guard recruits

Q: Are Army recruiters admitting historically unqualified candidates to meet recruiting

targets?

A: The U.S. Army follows the U.S. Department of Defense accession policy. Army recruiters are

accountable for upholding these standards to ensure prospects meet physical and mental

requirements.

Q: Are you confident that the Army will reach previously missed recruitment targets?

Why?

A: Yes. We introduced several new initiatives to reach somewhat untapped populations of 18- to

24-year-olds, including virtual recruiting stations, new outreach teams (the Army Esports Team

and the Warrior Fitness Team), and extended outreach in 22 metropolitan areas. “What’s Your

Warrior?” is the most recent example. Our successful achievement of Fiscal Year 19 recruiting

goals is evidence that our new strategy is effective.

Q: Are the jobs featured in this campaign all of the U.S. Army jobs to choose from? How

many U.S. Army careers are there?

A: The U.S. Army has training and jobs in more than 150 career fields, ranging from medicine

and law to electronics, mathematics and many more. U.S. Army Soldiers also receive

competitive pay and benefits packages that equal or surpass those found in many entry-level

civilian jobs.

Q: What’s the long-term opportunity for me?

A: The U.S. Army offers infinite opportunities. Opportunities for Soldiers in the U.S. Army are

based on merit.

Q: Am I able to choose my career within the U.S. Army?

A: Absolutely. The Army offers more than 150 jobs to choose from, spanning a wide range of

interest areas. With opportunities ranging from biochemistry to law to medicine to the culinary

arts and beyond, soldiers have access to diverse experiences that feed passions, grow

technical skills and build leadership abilities.

Q: What are the basic requirements to become an enlisted Soldier in the U.S. Army?

A: To become an enlisted Soldier in the U.S. Army, you must be:

• A U.S. citizen or permanent resident

• 17-34 years old

• Achieve a minimum score on the ASVAB test

• Meet medical, moral and physical requirements

• A high school graduate or equivalent

Q: What if I want to attend college while on Active Duty? Is that possible?

A: Yes, it is possible. With the ability to earn up to full tuition through scholarships and dozens of

financial aid programs, the U.S. Army offers a variety of avenues for Active Duty Soldiers to

obtain their higher education degrees. Additionally, online classes and physical colleges close to

military bases offer multiple avenues for Soldiers to attend class and achieve their goals.

Q: What is the difference between Enlisted and Officer Soldiers?

A: Enlisted Soldiers are the backbone of the Army. They have specific specialties within an

Army unit. Officers act as managers to those Soldiers. They plan missions, give orders and

assign Soldiers to tasks. Officers are tasked with making important decisions in stressful

situations, and they are entrusted with the safety of the men and women under their command.

Q: Where can I find more information on joining the U.S. Army?

A: For more information on the qualifications for and benefits of joining the U.S. Army, visit

www.GoArmy.com.



34

TALKING POINTS

CAMPAIGN TALKING POINTS

PROACTIVE TALKING POINTS – CORE MESSAGING

• In November, the U.S. Army is launching a new marketing campaign – “What’s Your

Warrior?” – that showcases the breadth and depth of opportunities for today’s youth to

achieve their goals in America’s largest military branch.

• “What’s Your Warrior?” highlights the diverse skillsets and distinct attributes required to

form the most powerful team on Earth – one uniquely qualified to solve the world’s most

impossible challenges.

• “What’s Your Warrior?” is designed to appeal to youth audiences by emphasizing the

vast array of capabilities and interests desired and required by today’s Army.

• “What’s Your Warrior?” communicates that there are many ways to be a warrior and,

through Army service, Soldiers can both contribute to something greater than

themselves while improving who they will become.

• Inspired by the immersive, epic storytelling properties that have influenced Gen Z’s view

of the world, “What’s Your Warrior?” distinguishes the Army by accentuating a key truth:


• “What’s Your Warrior?” ties each role within the Army to an aspirational identity to

authentically connect with today’s youth.

• Stories of real Soldiers, representing 150 unique careers and eight broad specialty

areas, come to life across broadcast, digital and print channels in an integrated, hyper-

targeted campaign.

• “What’s Your Warrior?” ensures the Army is reaching potential future Soldiers and their

influencers with relevant, inspiring and highly engaging content.

• “What’s Your Warrior?”, which launches in November 2019, will continue to unfold over

time through the depiction of new, compelling Soldier stories.

• “What’s Your Warrior?” inspires a new generation of youth to discover their inner

warriors and serve as part of America’s greatest team: the U.S. Army.

PROACTIVE TALKING POINTS – EXPANDED MESSAGING

ABOUT THE CAMPAIGN

• In November, the U.S. Army is launching a new marketing campaign – “What’s Your

Warrior?” – that showcases the breadth and depth of opportunities for today’s youth to

achieve their goals in America’s largest military branch.

o The campaign highlights the diverse skillsets and distinct attributes required to

form the most powerful team on Earth – one uniquely qualified to solve the world’s

most impossible challenges.

o “What’s Your Warrior?” is designed to appeal to youth audiences by emphasizing

the vast array of capabilities and interests desired and required by today’s Army.

• What’s Your Warrior?” ensures the Army is reaching potential future Soldiers and their

influencers with relevant, inspiring and highly engaging content.

o When it comes to recruiting Gen Z, the Army is facing a challenge of relevance,

not reverence. Research shows that 50% of youth admit they know little or nothing

about military service and fewer youth report having a connection (close or

distant) to a military service member. This general lack of awareness can lead to

misperceptions of military service and a growing disconnect between the Army

and American youth.

o Building on the immersive, epic storytelling properties that influence their view of

the world, “What’s Your Warrior?” seeks to bridge this gap by speaking to today’s

youth on their terms, in their language and surprising them with a new, never-

before-seen view of Army service that shows how their diverse skillsets and

interests are needed to form the most powerful team on Earth: the U.S. Army.

• “What’s Your Warrior?” communicates that there are many ways to be a warrior and,

through Army service, Soldiers can both contribute to something greater than

themselves while improving who they will become.

o Research tells us that today’s young men and women want more than just a job.

They yearn for a powerful sense of identity, and to apply that identity to something

larger than themselves.

• The campaign, which launches in November 2019, will unfold over time through the

depiction of new, compelling Soldier stories and inspire a new generation of youth to

discover their inner warriors and serve as part of America’s greatest team: the U.S.

Army.

o Leveraging a mix of traditional and digital advertising, grassroots outreach and

public relations engagement, the campaign will reach Gen Z recruits and their

influencers across their preferred platforms.

• For more information on “What’s Your Warrior?” and opportunities with the Army, visit

www.GoArmy.com.

ARMY BENEFITS

• The Army offers tangible and intangible benefits to enlisted Soldiers that create a rich

experience with lasting impact:

o Unlimited Paths: The Army offers more than 150 jobs to choose from, spanning a

wide range of interest areas. With opportunities ranging from biochemistry to law

to medicine to the culinary arts and beyond, Soldiers have access to diverse

experiences that feed passions, grow technical skills and build leadership abilities.

▪ All roles in the Army require specialized training and skills and can easily

translate to long-term careers in both the military and civilian world.

▪ In fact, veterans are highly sought after in the corporate world and

graduate schools.

o Education/Skills: Through access to hands-on training and education, Soldiers

can gain the confidence, skills and freedom to chart their own path and create

entrepreneurial business opportunities.



▪ Eliminate Student Debt: Soldiers can pay for college through the GI Bill or

pass that benefit on to a family member.

▪ Trade School Alternative: Soldiers can get a certification in almost any

career path that can later be used in the military or civilian career.

o Community: Army service comes with a built-in support system that is impossible

to replicate in other environments. Soldiers enjoy lifelong friendships and bonds

that have a lasting impact on their lives.

o Adventure: In the Army, new experiences and opportunities to grow personally

and professionally never stop.

▪ The Army is engaged in operations worldwide, providing Soldiers with

unique opportunities to expand their view of the world and their place in it.

At any given time, the Army has Soldiers stationed anywhere from Italy to

Japan to one of more than 50 bases in the U.S.

ARMY CAREERS

• “What’s Your Warrior?” ties each role within the Army to an aspirational identity to

authentically connect with today’s youth.

• Stories of real Soldiers, representing 150 unique careers and eight broad specialty

areas, come to life across broadcast, digital and print channels in an integrated, hyper-

targeted campaign. “What’s Your Warrior?” ensures the Army is reaching potential future

Soldiers with relevant, inspiring and highly engaging content.

o Interest areas include:

▪ Air & Space: The skilled aviators securing the skies above every

mission, even those that reach into outer space.

▪ Cyber: The emerging lines of offense and defense in every

interconnected system and technology around the world.

▪ Engineering: The powerful force responsible for helping the Army plan,

build, and mobilize against the complex, technical challenges faced by

our communities and Soldiers in combat.

▪ Ground Combat: The recognizable, kinetic forces of the U.S. Army that

defend and protect our country with artillery, armor, infantry, missiles and

air defenses.

▪ Intelligence: The all-seeing, all-hearing mind of the troops, helping to

evaluate, inform and imagine every step of every mission.

▪ Science & Medicine: The cutting-edge scientists and healthcare

practitioners responsible for saving the life and limb of our troops.

▪ Signal: The vast array of capabilities confronting modern and evolving

threats related to signal, crypto, communications and electronic warfare.

▪ Support & Logistics: The backbone of a million-Soldier Army, helping

mobilize, support and protect every member of the team.

o “What’s Your Warrior?” brings diverse Army experiences to life by profiling five

real Soldiers who serve in specific jobs, known within the Army as military

occupation specialties (MOSs).

o Featured Soldiers include:

▪ Captain Erika Alvarado: CPT Alvarado is the Mission Element Lead for

an Army Reserve Cyber Protection Team – part of the Army’s emerging

lines of offense and defense. Keeping a keen ear to emerging

technologies and global events, CPT Alvarado is part of the elite force

helping the Army keep pace with rapidly changing technologies to protect

our country.

• Hometown: Alexandria, Va.

• Station (as of September 2019): Joint Base McGuire-Dix-

Lakehurst, N.J.

▪ Major Derese Getnet: As the Chief of Wound Infections Department at

Walter Reed Army Institute of Research's Bacterial Diseases Branch,

MAJ Getnet engages in cutting-edge medical research to save the life

and limb of our troops. In his unique position as a Soldier and scientist, he

has supported surveillance mission’s abroad and coordinated responses

to some of history’s biggest health threats.

• Hometown: Upper Darby, Pa.

• Station (as of September 2019): Walter Reed Army Institute of

Research, Silver Spring, Md.

▪ Second Lieutenant Hatem Smadi: As a Flight Student/AV Officer, 2LT

Smadi is part of one of the Army’s most versatile branches. Flying

helicopters by trade, he provides the necessary support to Infantry,

Engineers, and other branches to secure our skies. He is a graduate of

West Point and commissioned as a 2LT in 2019.

• Hometown: Peoria, Ariz.

• Station (as of September 2019): Fort Rucker, Ala.

▪ Sergeant Jennifer Smith: As a Signal Support Systems Specialist, SGT

Smith works with an array of capabilities confronting modern and evolving

threats related to signal, crypto, communications and electronic warfare.

Cross-trained on every piece of equipment, she is a vital member of the

signal team’s backbone.

• Hometown: Cromwell, Conn.

• Station (as of September 2019): New London, Conn.

▪ Staff Sergeant Devin McClain: As a Combatives Master Trainer, SSG

McClain is part of the Army’s kinetic force that defends and protects our

country. Vigilant and sharply focused, he provides Soldiers with the vital

tools to defend themselves in combat.

• Hometown: Bellefonte, Pa.

• Station (as of September 2019): Fort Benning, Ga.

PRODUCTION

• With the expertise of a globally recognized film director, the campaign uses innovative

production techniques to give Army recruitment marketing a fresh look and feel to

resonate with Gen Z.

CAMPAIGN EXTENSIONS

• To authentically engage Gen Z on their preferred platforms, the campaign features

unconventional advertising strategies including:

o MOS Finder: To help potential recruits find their inner warriors, in November, the

Army will launch a new online Army Career Match tool that helps youth align their

personal interests with one of 150 unique roles within the Army. Users will have

the ability to download an “MOS card” into Apple Wallet and Google Pay with

information on the MOSs that they are connected to via the Army Career Match

tool. Learn more at www.GoArmy.com.



35

SELL SHEET

SELL SHEET

The following suggested tactics can be executed by local commands to promote the national

“What’s Your Warrior?” campaign to prospects and influencers.

• Customize and share the local press release with local media to announce the “What’s Your

Warrior?” campaign. Use any resulting media opportunities to leverage the campaign talking

points and discuss the range of benefits and opportunities that Army provides young men

and women.

• Use “What’s Your Warrior?” talking points in support of relevant speaking opportunities

(internal and external) and in outreach to your local community.

• Nominate individual Soldiers whose stories should be considered for future campaign

promotional efforts based on their achievements in their MOS/career area. All nominations

should be shared with MAJ Ruth Castro, Public Affairs Officer, Army Marketing. Please

complete this questionnaire and include it with your submission.

In addition to the actions suggested above, the following suggested tactics can be executed by

local commands beginning 11 NOV 2019 (following the campaign launch) to further promote

“What’s Your Warrior?” to prospects and influencers.

• Use local creative, including online video, full color print ads, posters, static frames, email

templates, live read radio scripts and Facebook cover photo.

• Promote the Army Career Match tool available on GoArmy.com while attending local

community outreach events, in presentations or in media interviews.

mailto:[email protected]

• Promote the GoArmy.com site during local community outreach efforts and direct potential

recruits to explore the page.

• Share, retweet or repost social #WhatsYourWarrior content from GoArmy platforms on local

command social channels, and encourage your staff to do the same:

o GoArmy Facebook

o @GoArmy Twitter

o @GoArmy Instagram

o @GoArmy Snapchat

• Pitch local media to share the “What’s Your Warrior?” campaign. Use this as an opportunity

to leverage the campaign talking points and discuss the range of benefits and opportunities

that Army provides young men and women.

SOLDIER STORY NOMINATION

Thank you for nominating a Soldier’s story for future “What’s Your Warrior?” campaign

promotional efforts. Please complete the following questionnaire with the input of the Soldier

you are nominating and submit your responses to MAJ Ruth Castro, Public Affairs Officer, Army

Marketing.

Soldier Name:

Soldier Hometown:

Duty Location:

Rank:

Job Title:

1. Before deciding to join, what was your viewpoint of the Army?

a. Is there something you thought you knew before you joined, but now you know

wasn’t accurate?

2. What was the biggest selling point of joining the Army to you?

3. What motivated you to join the Army? What did you hope to gain from your experience?

4. If you could say one thing that would encourage the next generation to consider joining

the Army, what would it be?

5. What about the Army do you wish you knew sooner?

mailto:[email protected]

6. Do you have any interesting stories or most rewarding tasks that describe your best

Army moments, both non-combat and combat? Why do these stand out?

7. What kind of training does the Army offer? Are these skills that you can and plan to use

in a future career?

a. Besides these specialized skills, how do you feel the Army has set you up for a

successful future?

8. How is the Army helping you reach your dream job? Are you doing it currently?

9. What Army benefits were most important to you when you decided to join?

10. What do you think are the most popular Army benefits? Adventure?

11. What is a widely misunderstood thing about the Army that you want to set straight?

12. How did family/friends react when you joined?

36

PRESS RELEASE

FOR IMMEDIATE RELEASE

Contact: ADD LOCAL CONTACT

Phone: ADD CONTACT PHONE NUMBER

E-mail: ADD CONTACT EMAIL

U.S. Army Announces New Ad Campaign to Introduce Breadth and

Depth of Army Careers to New Generation

“What’s Your Warrior?” Recognizes the Collective Power of Diverse Talents to Conquer

the World’s Toughest Challenges

ADD LOCAL CITY – The U.S. Army recently introduced a new marketing campaign “What’s

Your Warrior?” showcasing the breadth and depth of opportunities for today’s youth to achieve

their goals in America’s largest military branch. The announcement was first made at the

Association of the United States Army (AUSA) Annual Meeting & Exposition in Washington,

D.C.

With a planned launch for November 2019, “What’s Your Warrior?” is designed to address a

decreasing pool of qualified applicants with a fresh approach to educating a new generation of

prospects – Generation Z – about the diverse opportunities available to them through Army

service.

“We know today’s young men and women want more than just a job. They desire a powerful

sense of identity, and to be part of something larger than themselves,” said Secretary of the

Army Ryan D. McCarthy. “What’s Your Warrior?’ highlights the many ways today’s youth can

apply their unique skills and talents to the most powerful team on Earth – one uniquely qualified

to solve the world’s most impossible challenges.”

Tapping into the immersive, epic storytelling concepts that have influenced Gen Z’s view of the

world, “What’s Your Warrior?” ties aspirational warrior identities to the Army’s 150 unique

careers and eight broad specialty areas, including Signal, Air & Space, Cyber, Science &

Medicine, Engineering, Support & Logistics, Intelligence and Ground Combat.

LOCAL MESSAGING AND QUOTE: “What’s Your Warrior?” directly appeals to youth audiences

by emphasizing the vast array of talents desired by today’s Army. These talents are needed to

fill numerous opportunities such as [ADD HIGHLIGHT OF TYPES OF UNITS SPECIFIC TO

LOCAL MARKET], which are found in [INSERT STATE or LOCAL MARKET].

“Most young adults today don’t fully grasp the incredible range of opportunities available to them

in the U.S. Army,” said [INSERT LOCAL COMMAND LEADER]. “What’s Your Warrior?’ makes

it clear to today’s youth that there are many ways to be a warrior through Army service and that

every one of them plays an important role in the overall mission.”

Over time, the campaign will tell the stories of real Soldiers representing a variety of careers

through bold graphic language, cinematic action and innovative production techniques to give

the campaign a fresh look and feel to resonate with Gen Z.

“What’s Your Warrior?” launches in November 2019 across broadcast, print and digital

properties. As part of the campaign, prospects can find their inner warrior using the new Career

Match tool at www.GoArmy.com, which will align their personal interests with unique roles within

the Army.

For more information on “What’s Your Warrior?” and opportunities with the Army, visit

www.GoArmy.com.

###





37

FOR MORE INFORMATION

PLEASE CONTACT YOUR

LOCAL FMR

Documents

“WHAT’S YOUR WARRIOR?”€¦ · • “What’s Your Warrior?” is a fresh approach to prospect and prospect influencer marketing that directly responds to the changing desires