6th MCD Recruitment Advertising Plan

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6th MCDRecruitment Advertising Plan
Sixth Marine Corps District Marketing and Public
Affairs Conference
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BACKGROUND

• RS commanding officers are given a limited
  advertising budget so the local plans should not
  be haphazard or duplicate efforts of higher
  headquarters
• RS RAPs should concentrate on getting recruiters
  kneecap-to-kneecap with their target market

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HOW TO SPEND YOUR

• Find out your COs intent regarding your mission
  and his advertising budget
• Use information gathered from SNCOICs and 8412s
• Balance your spending ideas with those items that
  were successful the previous year

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RS RAP

• The purpose of having an annual Recruitment
  Advertisement Plan is to outline a marketing
  strategy to best support your recruiters
• Seek input and guidance from the command group
  (especially the Recruiter Instructor), SNCOICs,
  8412s, JWT and District HQ

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RS RAP

• Your RAP should
• Identify planned expenditures of advertising
  funds by quarter (These will be outlined in your
  Year-in-Sight)
• Event fees
• Paid advertising

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RS RAP

• Your RAP should
• Provide your COs guidance on the use of his
  advertising budget
• Include goals
• Be completed, signed by the CO and distributed
  before the new FY

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RS RAP

• The National and District plans display the
  Corps advertising strategy for the coming year
• YOUR Plan should coincide with those efforts
• Otherwise you will be duplicating effort

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RS RAP

• The RS RAP should leave room for creative,
  spontaneous opportunities
• District will afford all RSs the ability to
  continue to look for additional venues to
  generate leads throughout the year
• However, this does not mean there will be a
  complete open checkbook

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PLAN

• A solid plan is a guideline to compare where you
  are with where you should be.
• The better you map out your Advertising Spending
  Plan now, the easier it will be to execute that
  plan throughout the year.
• Work your plan, but be versatile, creative and
  bold while doing it.
• Keep an eye open for targets of opportunity

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RAP STRUCTURE

• Purpose
• Mission
• Area of Operation
• Conduct of Operation
• - Modes of Achievement
• EAC

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RAP STRUCTURE cont

• Conduct of Operation
• - Modes of Achievement
• EAC
• Paid EAC
• Impact
• Visibility
• Cost effectiveness
• Unpaid EAC

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RAP STRUCTURE cont

• Conduct of Operation cont.

• - List your Tools
• Chin-up Challenge, EMV, Football/Baseball Toss,
  Inflatable DI, Dog tag machine

- List and organize your goals
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RAP STRUCTURE cont

• Conduct of Operation cont.

• - Paid Advertising
• List your goals for Paid Advertising
• Give at least two examples per goal

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RAP STRUCTURE cont

• Conduct of Operation cont.

• Unpaid Advertising
• List Goals
• Give PSA Drop Schedule

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RAP STRUCTURE cont

• Conduct of Operation cont.

• Cover Command Visits (Educators Workshop)
• List Dates
• Cover Execution for RS personnel
• Give requirements for educators participation
• List Goal

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RAP STRUCTURE cont

• Conduct of Operation cont.

• Direct Mail/RSNs
• Give Background
• List Goal
• Provide RSN submission dates

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RAP STRUCTURE cont

• Conduct of Operation cont.

- Include your Public Affairs Plan

• Enclosures
• - Give Collateral Materials/Incentive Items
  Distribution Process
• - RS Budget breakdown will have to be added after
  Year-in-Sight has been submitted and District has
  given Budget amount

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QUESTIONS