Grassroots OutreachOverview

Grassroots Workshop18 AUGUST 2010

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BACKGROUND

Grassroots tactics are used by political campaigns, labor unions and other organizations to advance issues. In FY07, USAAC directed the agency to apply these tactics to the Army recruiting environment in the following manner:

• Work in an initial demonstration market to develop recruiting-specific grassroots TTPs; evaluate effectiveness

• Expand agency work to additional demonstration markets; evaluate effectiveness

• Share TTPs throughout the command via a web-based playbook (www.armygrassrootsplaybook.com)

• As grassroots TTPs are institutionalized throughout the command, agency reverts to a training/advisory role

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GENERAL GRASSROOTS PRINCIPLES

Level 1 Engagement- Committed Advocates– People with the ability to influence others– Trusted sources of information

Level 2 Engagement- Other Community Leaders– Supporters– Neutral-minded

– Opponents

Level 3 Engagement- Members of the Community At-Large

– Supporters– Neutral-minded – Opponents

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GRASSROOTS PRINCIPLES APPLIED TO USAAC

Level 1 = Advisory Board

Level 2 = COI Outreach

Level 3 = Media Outreach

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ADVISORY BOARD

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ADVISORY BOARD

Alignment between what the Army says and what respected and trusted leaders and third parties are saying creates credibility and impact

The voices of informed opinion leaders who have a deeper understanding of the Army and the value of service will resonate within their spheres of influence

• Motivate others to act• Create opportunities for others to

act

WHO ARE THEY?

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WHO ARE THEY? COI Categories

— Civic Leaders— Educators— Multicultural Leaders— Veteran Organization Leaders— Coaches— Faith-Based Leaders— Youth Organization Leaders— Medical Leaders— Celebrities— Business Leaders

Building a Grassroots Network

ADVISORY BOARD

• Purposeful COI engagement

• Partnership between local Army and community leaders

• Activate “super-COIs” to reach other COIs (and direct Influencers) to create a more favorable environment for recruiting messages

• Advise Army leadership and serve as sounding board

• Quarterly meetings facilitated by local Army

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HOW DO YOU FIND THEM?

How do you Engage? Find?

Where do you start?

—Social Networking—Committed Advocates

• CASA• AUSA• Army Reserve Ambassadors• PaYS Partners

— Internet Research

*Market Assessment Worksheet

Building a Grassroots Network

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BUILDING A NETWORK

Develop a COI Database –Government–Major Industries/Businesses–Education–Higher Education–Media/Entertainment–Civic/Non-Profit

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BUILDING A NETWORK

Government– Mayor– City Councilmembers– City Manager– Police Chief– Fire Chief– City Attorney– Police Unions

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BUILDING A NETWORK

Education– Superintendent– School Board Members– Local Bureau Superintendents– High School Principals (Smaller Markets)– Private School Administrators– Teachers’ Union Presidents– Athletic Directors– Coaches– Heads of Guidance Counselors Associations

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BUILDING A NETWORK

Higher Education– Community College Presidents– Community College District Presidents – University Presidents– Board of Regents– Board of Trustees– R.O.T.C. Commanders– Military Affairs Coordinators– Directors of Career Placement

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BUILDING A NETWORK

Civic & Non-Profit Organizations– Multi-Cultural Organizations

• N.A.A.C.P.• L.U.L.A.C.• 100 Black Men

– Civic Organizations• Rotary• Kiwanis• Lions Club

– Religious Organizations– Veteran Organizations

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BUILDING A NETWORK

Media & Entertainment– Newspaper Owners– Magazine Publishers– Sports Owners/Executives– Stadium/Venue Executives– Sports Celebrities– Media Celebrities– Radio Hosts

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BUILDING A NETWORK

Business– Major Industry CEOs – Top Business Executives– Chamber of Commerce

• Local• Regional• Ethnic

– Economic Development Board Members– Top Business Influentials– Public Relations Executives– Public Affairs Executives

Building and Sustaining a Grassroots Board

Grassroots Workshop18 August 2010

ACTIVATING A COMMUNITY

COI Advisory Board

Super-COIs

ArmyTeam

ENGAGE, EQUIP, SUSTAIN, ASK FOR SOMETHING!

MARKET

BUILDING THE BOARD

Board Members

Community Leaders— Multicultural Leaders— Elected Officials— Superintendents /Educators— Media — Business Leaders

Activities— Serve as connection to community— Regularly meet to receive information— Provide advice to challenges— Use personal influence to open doors — Create opportunities— Provide leadership continuity— Work with Company Commanders

BOARD MEMBERS ROLES & RESPONSIBILITIES

Engage— Cultivation event— Board meetings— Army events— Recruiting activities— Future Soldier swear-ins— Award ceremonies— Recruiting stations— Installation tour— Golden Knights jump

BOARD MEMBERS ROLES & RESPONSIBILITIES

Equip

— Recruiting mission— Benefits— Leadership opportunities— Training— Jobs— Education — Talking points— Battalion facts

ASK FOR SOMETHING!

Activate— Reach out to school administrators— Establish PaYs companies— Identify companies for potential

Employer Partners— Write letters to editor— Media interviews— Speak at Army events— Facilitate speaking engagements

for Army — Identify community events for Army

participation

HOSTING CULTIVATION EVENTS AND BOARD MEETINGS

BOARD MEETINGS

Introduction – Strong Leadership Key to Success— Vision— Objectives— Goals

Cultivation Event – Engage COIs to Support Army Advisory Board— Host (lunch or dinner) with super COIs— Introduce board meeting concept— Educate recruiting challenges/successes— Get commitment

Board Meetings – Build more Favorable Recruiting Environment— Quarterly meetings— Develop mission & goals— Provide Army recruiting tools— Action items for board members

* See Event Coordination Checklist

MARKET ASSESSMENT ANDBOARD LEADERSHIP

Grassroots Workshop18 August 2010

MARKET ASSESSMENT

Challenges

— Fewer qualified for Army service— Fewer considering joining Army— Parental support declining— Schools limiting recruiter access— Benefits are not fully understood— Lack of Army knowledge— Recruiting mission increasing— No Army Installation in area

MARKET ASSESSMENT

COI Categories

— Civic Leaders— Educators— Multicultural Leaders— Veteran Organization Leaders— Coaches— Faith-Based Leaders— Youth Organization Leaders— Medical Leaders— Celebrities— Business Leaders— Media Leaders

IDENTIFY BOARD LEADERS

‘Super COI’ Advisory Board Core Leadership

— COI categories most important— Ability to Influence other COIs— Highly Respected— Broad Network— Recruit COIs to serve on board— Ability to make things happen

Requirements— Believe in Army service — Committed to protecting nation— Committed to recruiting mission— Willing to learn Army recruiting structure and mission

Roles & Responsibilities— Advise local Army team— Help build strong and sustainable advisory board— Lead advisory board— Use personal influence to open doors

* Market Assessment Worksheet

IDENTIFY BOARD LEADERS

How do you Engage? Find?

Where do you start? —Social Networking—Committed Advocates

• CASA• AUSA• Army Reserve Ambassadors• PaYS Partners

*Market Assessment Worksheet

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BROAD COI OUTREACH

COI E-NEWSLETTER 32

OUTREACH TO INFLUENTIAL GROUPS

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Community Partners — Community Organizations— Multi-Cultural Organizations— Chamber of Commerce— Education Organizations

YOU’VE BUILT A GRASSROOTS NETWORK – NOW WHAT?

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ACTIVATING A LARGER AUDIENCE

Level 2 Engagement – Connecting with a larger audience by engaging the right COIs

Target Audience— Establish from COI categories— Match mission needs with area organizations

Proactive & Purposeful— Complement recruiting objectives & mission— Establish stronger community ties— Develop new partnerships & relationships — Communicate benefits, opportunity, training— Change perceptions— Gain support

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ACTIVATING A LARGER AUDIENCE

Goal― Engage & Sustain COIs

Tactics― E-Newsletters― Networking Opportunities― Leveraging National Army Relationships― Direct Communications

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ACTIVATING A LARGER AUDIENCEE-NEWSLETTERS

TACTICS― Distributed Quarterly― Developed & Distributed by Agency― Connects local Army to COIs

E-Newsletter content— Soldier or Future Soldier Spotlight— Officer Spotlight— COI Spotlight— Battalion Highlights— Upcoming Events— Community Involvement— Call to Action— Social Media Links

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ACTIVATING A LARGER AUDIENCENETWORKING OPPORTUNITIES

TACTICS― Identify speaking opportunities ― Desk side briefings and presentations― Attendance at community and professional events― Membership in professional organizations

Target Potential Community Partners

(use previous market assessment)— Community Organizations — Chambers of Commerce— Multi-Cultural Organizations— Education Organizations— Media

Next Steps― Set up a meeting with leadership― Prepare for meeting by researching organization mission, priorities and

activities― Confirm Army subject matter expert for attendance at meeting― Identify organization priorities and where Army can be helpful (leadership

trainings, fitness programs)― Clearly outline Army priorities and how organization can be helpful to Army

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ACTIVATING A LARGER AUDIENCELEVERAGING NATIONAL ARMY RELATIONSHIPS

TACTICS – African American Organizations— Key partners: 100 Black Men of America, National Urban

League— Partnerships offer visibility and opportunity to network with local

leaders— Maintain connection with local education committee chairs or

education point person— Highlight mentoring opportunities with local ROTC cadets— Engage in local speaking opportunities— Spotlight local Soldiers who are making the best of the Army

opportunity in e-newsletters— Invite local community leadership to special Army events or

sponsorships when they are in town

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ACTIVATING A LARGER AUDIENCEDIRECT COMMUNICATION

TACTICS

(email, snail mail, social media)― Invitations to Army events― Share media stories― Share Battalion news as it relates to area― Utilize social media (Facebook, Twitter)

― Communication Tips― Avoid Army acronyms― Compress any photos sent via email― Divide COI list in groups to avoid message

oversaturation― Use conversational tone― Ask “Is it newsworthy for this audience?”― Take photos at events

― COI database― Updated contacts important for continued outreach

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MEDIA OUTREACH

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PROACTIVE & PURPOSEFUL42

Exposure to accurate, relevant information about the Army improves perceptions and likelihood to recommend the Army or support the decision to enlist

Supports and reinforces actions of advisory board members and other COI outreach

Complements advertising

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RESULTS

RESULTS TO DATE44

Quantitative COI Research Dallas (margin for error +/- 8%)

•When you think of branches of the U.S. military, what branch comes to mind? The number of COIs responding “Army” increased from 67% to 76%

•How likely are you to recommend a career in the U.S. Army to one of your children or a youth you know? The number of COIs who indicated they were “very likely” to recommend an Army career increased from 32% to 43%

•Have you seen, heard or read anything recently about Army recruiting in the Dallas/Ft. Worth area? Positive responses went from 35% to 53%

RESULTS TO DATE(CONTINUED)

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Quantitative COI Research Expansion Markets

Did what you saw, read or heard about local Army recruiting make you much more favorable towards the Army and recruiting, somewhat more favorable, somewhat less favorable, or much less favorable? The number of COIs responding “favorable” between the benchmark survey and first tracking survey was as follows:

Benchmark Survey Tracking Survey

Los Angeles 61% 75%

Detroit 78% 82%

Miami 44% 65%

Philadelphia 61% 71%

Baltimore/WDC (AMEDD) 32% 57%

RESULTS TO DATE(CONTINUED)

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“Board members have introduced new ideas and programs to assist in Army recruiting, and have offered their help in facilitating ideas and programs.” – Kim Hanson, APA Chief, 2nd Recruiting Brigade

“It enabled me to adjust into my job as commander a lot easier by creating extensions to the community that have enabled us to open doors that were previously closed to Army recruiting.” – LTC Ronnie Williamson, Former Commander, Dallas Recruiting Battalion

“Since the inception of the grassroots board, we have increased our access to high schools by 32%” – LTC Ed Box, Chicago Recruiting Battalion Commander

“The success of the Los Angeles Battalion over the past year is a result of the work of the advisory board” – MG Donald C. Campbell, Commanding General, USAREC