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| Navy Recruitment campaign, full page ad. InDesign |
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| Navy Recruitment Campaign, brochure. InDesign |
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| Navy Recruitment Campaign, brochure. InDesign |
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| Navy Recruitment Campaign, brochure. InDesign |
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| Navy Recruitment Campaign, brochure. InDesign |
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| Navy Recruitment Campaign, half page ad. InDesign |
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| Navy Recruitment Campaign, Poster 22x17". InDesign |
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Armed Forces Promotion & Recruitment Project Creative Brief
April 20, 2011
For my armed forces promotion & recruitment project, I have chosen the US Navy. They are an institution steeped in traditions and very proud of their past achievements and roles they have played in past conflicts and humanitarian actions. They have good reason to be proud. At the moment they are the largest naval force on the planet and command the largest seafaring tonnage. They have been instrumental in achieving victories and supporting other branches of the armed forces in their vital duties.
Their past however, also includes some less admirable facts. For the longest time, African American enlistees and later women and Hispanics, even though they were formally equal, found it very hard to move up in the ranks, and after Don’t Ask, Don’t Tell was established in 1994, it ranked first in the number of dismissals of Gay and Lesbian personnel.
At present, the Navy makes a concentrated effort to pursue a policy of equality and diversity, giving ample room for women, African Americans and Latinos to present themselves as proud members of the naval forces. Under Admiral G. Roughead the Navy has established an all-encompassing diversity policy that aims to correct those past wrongs and opens the way for a more open and tolerant future.
From the Navy Diversity Policy:
We must not be locked in time. As leaders, we must anticipate and embrace the demographic changes of tomorrow, and build a Navy that always reflects our Country’s make up. We must lead in ways that will continue to draw men and women to service to our Country and to our Navy. Diversity of thoughts, ideas, and competencies of our people, keeps our Navy strong, end empowers the protection of the very freedoms and opportunities we enjoy each and every day. the vast talent, diversity, and experience of our citizens will continue to be our strength, and will ensure our Navy's relevance and our Nation's security and prosperity.
Following the repeal of Don’t ask, Don’t tell, in 2010, I feel it is time for the Navy to follow through on their promise of diversity and start tapping the vast potential of well-educated and talented Gay and Lesbian men and women who want to contribute to the safety of their country and help others in need all around the world. I propose to design an understated campaign aimed at higher education level Gays and Lesbians with the purpose of recruiting them into leading officer positions. It will be based on the basic premise that they would be proud to serve, a word that resurfaces frequently in the Navy’s written communications.
The four pieces I propose to do are: two magazine ads, placed in publications such as The Advocate and Compete magazine. Secondly, a poster that will go together with a brochure that can be placed in universities and colleges that have an LGBT Student Resource Center, such as Penn State. The brochure could also be used as a handout at specific LGBT events, such as the OUTer Gay and Lesbian SciFi / Fantasy Film Festival in Austin, Texas. Lastly, I want to design small ads to be used on the web, both on the navy’s websites as well as targeted specifically to higher-education LGBT web users through the use of tracking cookies and Google Adwords.
The campaign as a whole should reflect the viability and benefits of a career in the Navy, as well as the talents and potential inherent in the LGBT community.
You may choose the Army, Navy, Air Force, Marine Corps or Coast Guard. Step one is to develop a creative brief defining who this "company" is, what challenges we have in promoting and recruiting for it, and how we can develop an effective public awareness and image. Explain how you would carry this campaign through, with a minimum of 4 pieces. (No more than 2 of these may be print ads, and each ad must be in a different publication and a different size.) Think in terms of carrying this through and reaching your audience: If you design an ad, where are those ads placed? If it's a kiosk poster, where? Radio spots, what station would it run on? Etc. Consider "off the wall" and creative solutions. Spending time on this part of the job will be crucial to developing an effective campaign.
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