Profiting From The Bugle Call
The Army Is Using a Select Group of Nets To Recruit Young Hispanics
By Luis Clemons -- Multichannel News, 9/18/2005 8:00:00 PM
Recruiting soldiers in wartime is probably among the most challenging jobs in marketing. Not surprisingly, the United States Army's stated goal of recruiting 80,000 soldiers this fiscal year, which ends Sept. 30, will not be met.
But as it edges as close to that goal as possible, the Army is devoting over $40 million dollars, according to an industry source — or one fifth of its annual advertising budget — to convincing young Hispanic men and women to enlist. And that has directed advertising revenue to several broadcast and cable channels who reach not only young Latinos, but older members of Hispanic families seen as key influencers.
BIG SPEND COMING
Two big shifts have become apparent in the Army's media strategy. It has significantly increased its advertising budget for recruitment this year and is in the midst of an agency review. The winning agency will be granted a two-year contract with the possibility of three annual extensions. The potential total value of the multiyear deal is more than $1 billion, or some $200 million a year, making it the single richest government advertising assignment.
Meanwhile, the Army's current agency, Leo Burnett Worldwide, has received an extension of its existing contract through the end of this year. And nearly every marketing platform is being used to drive recruitment — from broadcast and cable to direct mail and video games. “You name it. We do it,” says James Ortiz, a civilian employee of the Army and marketing director of the Army Brand Group.
The Army is not typically thought of as a youth marketer, but they are just that. Its primary target is 16- to 26-year-olds, and an increasing portion of that age group is Hispanic. The Army says its focus on Latinos is only proportional to their demographic weight. “Our goal is for the U.S. Army to reflect the society it serves,” says Ortiz. “We approach this segment with the same enthusiasm as every other segment.”
Enthusiasm, in this case, consists of English-language commercials on cable outlets such as Mun2 and Sí TV and on syndicated shows such as American Latino in addition to Spanish-language ads on Galavisión, Univision, Telefutura and Telemundo.
The English-language spots target potential recruits, while the Spanish ads have an altogether different function. “We have created ads for mom, dad, teachers, counselors and people who are in contact with the prospect,” says Gabriela Rives, the associate creative director of The Cartel Group, a subcontractor to Leo Burnett for the Hispanic part of the account. Over the last four years the billings for the Hispanic portion have grown by a third from $30 million to $40 million.
The Spanish-language commercials are meant to persuade parents and other so-called “influencers” that the Army is an attractive option for young Latinos.
Rives and Ortiz say a greater proportion of the Hispanic campaign goes to persuading influencers than is the case for the general market. They attribute this to the strong sway of parents, grandparents and other relatives over the decisions of young Hispanics. “Certain things are inherent in the Latino-family structure, and there is something about donning a uniform that provides some sort of culture pride,” says Phil Colon, CEO of New York-based multicultural youth marketing agency Project 2050. “It almost provides bragging rights to a mom or dad.”
ENCOUNTERING OPPOSITION
But there are many Latino parents who disapprove of their sons and daughters joining the Army. The No Child Left Behind Act legislated that high-school-student lists be made available to the military, although students and parents have the right to opt out. There is a movement of indeterminate size called Leave My Child Alone that consists of parents who oppose the war and oppose the recruitment efforts of the armed forces.
The growing list of casualties in Iraq and Afghanistan makes military service a tough sell to parents and prospects alike. Giving rise to what Cartel Group associate director of public relations Gustavo Bujanda says is the use of an additional message: “the notion of answering the nation's call to duty, a call to patriotism.”
That pitch is made largely in English, even though as Raul Rodriguez, a Cartel Group media planner, readily acknowledges, “our audience is consuming both English and Spanish media.”
Ortiz stresses the Army is different from companies targeting Hispanic consumers. In order to purchase most products, you do not have to speak English. But you must demonstrate competency in English in order to join the Army.
That lends weight to their emphasis on media buys aimed at English-speaking Latinos born in the States.
“They have been with us with since day one,” says Dottie West, senior vice president of marketing for the English-language channel Sí TV. “We have a young 18-to-24 audience. The Army recognizes that with us they reach an acculturated [Hispanic] audience.”
The Army is going into its third year of advertising on American Latino and Latination, syndicated English-language programs targeting young Hispanics produced by Aim Tell-A-Vision. “They needed to be sure they were hitting their audience with the nail on the head,” says Robert Rose, Aim's CEO and founder.
Even though the Army is increasing the amount of time it buys on “in-culture” TV channels, the total amount of its Hispanic budget spent on traditional media has declined over the last few years. An industry source places the print, radio and television buy at approximately $8 million for the current fiscal year.
That figure does not include the increasing money allotted to direct mail, event marketing, interactive advertising or promotions such as the presence of a souped-up Humvee at auto shows organized by Lowrider magazine.
Interestingly, the Army's ads geared to Hispanics leaves out mention of one benefit that is likely to be attractive to a number of young Latinos.
Legal immigrants who serve in the military and meet certain conditions become U.S. citizens on an accelerated timetable. When asked why this benefit is not highlighted, Ortiz responded, “Good question.”
The answer to why six agencies are participating in the review of the Army account clearly has much to do with the $200 million in annual spending. But as Colon says, “It is tough. You are asking someone to ... potentially give their life for a cause.”
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