Day by Day



16 January 2007

Hello, Navy calling...

From the Navy Times.  It seems that recruiting programs are increasingly reaching out to the target demographic.  This article led me to wonder if we are not developing a set of classes which live and learn in precise and specialized arenas.  Will the liberal bastions of the Northeast and West Coast begin to provide the nations intellectual elite while the heartland and south provides the entrepreneurs and bulk of the foundational workforce? 
 
I posited earlier about my concerns for our increasing isolation.  Citizen Une and I had this discussion, albeit on a slightly different topic, while we were regarding the mind numbing amount of choices and subcultures available on the web. 
         
 Recruiting videos ring in on cell phones

 

By Chris Amos - Staff writer
Jan 13, 2007

The Navy Reserve has found one more way to encourage you to sign up.

Since November, sailors passing within 30 feet of selected pay phone kiosks on 13 Navy bases in California, Virginia, Louisiana, Mississippi and Florida have received a prompt on their Bluetooth-enabled cell phones.

Those accepting the prompt see a two-minute video encouraging sailors to consider transitioning to the Navy Reserve when their enlistments end.

Mark Brodkin, chief executive officer of OutdoorPartners, an advertising agency and owner of the company that manages Navy Reserve Bluetooth advertising, said the video takes about 30 seconds to download and is viewable on most cell phones built within the past three years.

And when it cannot be viewed on a cell phone, the video can be saved and downloaded onto personal computers or forwarded to other cell phones that are capable of showing the video.

It features testimonials from Navy reservists, is free and does not count against a sailor’s wireless airtime.

Advertising officials say Bluetooth advertising is ideally suited for Navy bases for two reasons.

“The [base] audience tends to be younger, and they are much more technologically savvy than the general population,” said Jennifer Moynihan, spokeswoman for Campbell Ewald, a separate advertising firm that manages several Navy recruiting ventures.

Cmdr. Dave Hostetler, advertising planning officer for Navy Recruiting Command, added that the program makes sense because most Navy reservists come from the active-duty Navy, meaning that the video is much more likely to be seen by the Navy Reserve’s target audience than would more traditional advertising.

Brodkin said 50 pay phone kiosks have been placed in such high traffic areas as near Navy Exchanges, movie theaters and dining halls. A transmitter within the kiosk broadcasts the prompt to all cell phones within a 30-foot radius.

Grant Connelly, spokesman for OutdoorPartners, said Bluetooth advertising is effective even when sailors refuse to accept the prompt, because many will look around to see where it came from. When they do, they will see the kiosk, a Navy advertisement emblazoned on its side, reminding them with the message, “Make a difference a few days at a time,” that their future services are desired.

Every sailor accepting the prompt has seen the same video, Grant Connelly, spokesman for OutdoorPartners, but officials said they were unsure if the prompt would be sent every time a sailor passed near a kiosk in a commonly trafficked area, such as a dining hall.

Moynihan said Outdoor Partners has been impressed with the results of the campaign because it has achieved better results than similar advertising campaigns by such famous brands as Absolut Vodka, McDonald’s, Coca-Cola, American Express and others.

“They’re blown away by this,” she said, citing a statement released by Jay Kovalick, an account manager for PrimePoint Media.

“These are by far the best that any Bluetooth program has ever had,” the statement read. “We have never seen published opt-in rates that come close to the U.S. Navy Reserve’s percentages. All the numbers that I have ever seen for a Bluetooth numbers in the [United States], the Navy Reserve’s numbers are three times better.”

The Navy program is scheduled to end Jan. 21, Hostetler said, but he added that the campaign’s success makes it likely to be funded in future Navy recruiting budgets.

“It’s very, very likely that this will be included,” he said.

But Hostetler acknowledged that it was difficult to connect the program with improved recruiting results because the program is so new and because the Navy Reserve buys advertising in numerous media, and advertising’s effect tends to be cumulative.

“[In] Today’s media market, our target market consumes media in so many different ways,” Hostetler said.

“We have to use as many media as possible to ensure we get our message to them. We are technologically astute in the Navy, and we want people to understand that we are.”

Hostetler declined to discuss the costs of the program, because he said Navy Recruiting Command does not break down advertising costs by particular campaigns.

 

By the way, when is a surge not a surge?  When you activate units earlier and extend present units on station.  In numbers and cost, there are more, but not "new" troops.  Someone call Representative Pelosi and explain it to her.

 

10 comments:

Scootmaroo said...

How did you get the cool blue font?
Interesting premise, but is not the Northease Elite/Intellectual argument, and the southern/midwest backbone, hard worker imager a bit of a stereotype in itself? As you yourself have pointed out, the various and sundry ways that people are receiving media from non-traditional elements would, it seems to me, create more of a homogenous effect nationwide then a seperatist one....or is it in how the different regions percieve the information that is disseminated? Am I even making sense? I don't know....

Citizen Deux said...

You are making sense, I simply picked the easiest stereotype to provoke some comment. My primary premise is that birds of a feather will continue to flock together, a sort of social self-segregation.

In Atlanta recently the Velvet Lounge, a predominantly urban, African-American frequented club, featured a "diversity night" attempting to draw in a more mozed crowd. The results were somewhat predictable.

Is this racism or simply social agglomeration?

Scootmaroo said...

Interesting. Let us look at this case in point, which kind of points up your theory of social agglomeration. My Theatre Two is evenly divided black, white, with one hispanic thrown in for good measure. They have all worked with each other before, work well together in class, have fun as a group in class-yet you never see the 2.1 groups socializing as a unit outside of class...they immediatly join there own social/racial/sexual grouping....comfort levels? Why are they comfortable and appear to be close friends for 45 minutes a day, and then go there seperate ways? Things that make you go hmmm....

Citizen Deux said...

Same observations at my workplace, military units, neighborhoods, etc. What thread units a people? A shared experience, common goals, ideals and even something as basic as comfort with physical appearance! The age gap also segregates.

Is this natural? I would argue that it is. Some animals naturally associate together for mutual protection, but thier altruism ends when the predators arrive.

Scootmaroo said...

Or additionally: When I was at Parkdale, the minority of the white kids not only hung out and bonded in class with, but their social circle was not limited to "just the white kids". In fact, they were accepted and expected to blend in with the majority. Was it because they were so very much in the minority? And why do you not see the same situation (all the time) when the situation is reversed(the few black/hispanic/asian kids in a majority white school...)?

Citizen Deux said...

Actually, I think you do. There is some critical mass which constitutes a "tribe". There has been some study on these effects and its impact on development. David Brin wrote of it in his eerily prophetic book Earth.

sonicfrog said...

To me it's the answer to the question of why we have gangs, and why it's so hard to keep kids from joining...

...And political parties are nothing if no glorified gangs. Why do you think Jeffersons ideal of a partyless American government failed. After the revolutionary war, we were united in victory. Being a humanist and enlightenment fellow, he thought we would resist the baser instincts of tribalism in government, i.e. no political parties. He figured the American revolution was also the casting out of factionalism - that we were all Americans and that would be the glue that kept us together and united. He envisioned a government free of the influence from political parties.

He was wrong. No sooner did we start living with the Articles of Confederation, than we started using the State as the common ground to bond our tribes. Then when we ditched the AoC for the Constitution, arguments over the strength of that government structure created the division that fostered the formation of the stronger govt. Federalist vs the weaker govt. Republicans. Of coarse, Jefferson is probably as reponsible as anyone for the formation of that divide with his behind the scenes machinations against Hamilton (desevred), Adams (misguided), and even a little toward Washington himself (wrongheaded).

PS. To be clear, I'm not dissing TJ, just looking at his role in forming his "gang".

Citizen Deux said...

Sonic, very interesting! I personally have a lot of admiration for Jefferson. In many ways he was ahead of his time.

Thanks for that insight!

sonicfrog said...

Are ones choice of "blog-pals" also an example of self-segregation?

Citizen Deux said...

Perhaps only a sign of mental weakness

;-)