Army Turns to Online Marketing to Boost Recruitment

The U.S. Army plans to expand its recruiting efforts through Web-based media in conjunction with a new nationwide television advertising campaign.

Recruits will be targeted though text messages, online social networks and increased search engine marketing efforts on Google and Yahoo. The army has also established video partnerships using YouTube.com.

The theme for the campaign, “army strong” was created by McCann Worldgroup. The TV component features 30- and 60-second TV spots in English and Spanish. It was launched Thursday on numerous cable TV channels.

“While the U.S. Army met its recruiting goal of 80,000 in 2006, we must continue to make the army message distinctive and powerful, and then deliver that message in ways that reach eligible recruits and those who care about them,” said in statement Lt. Gen. Robert L. Van Antwerp, commander of the U.S. Army accessions command.