The marketing network detailed under the NETWORK section of the website has gained much positive profile for the campaigns and solutions that have effectively tackled many of the communications challenges facing the Army.
Inevitably our profile is such that our expertise is now sought across the organisation for advice and practical solutions. So whilst my primary task has been to solve recruit marketing issues I am increasingly drawn into the provision of service support to other communications requirements within the wider Army and MOD context. The following illustrate a few select examples of other areas of consultancy:
2006/7 FITNESS CAMPAIGN
CLICK here for the link to www.armyfit.mod.uk
New campaign launches in January 2007
2006 RESERVES IMAGE PROJECT (Confidential: for the Vice Chief of the Defence Staff)
2005 SCOTTISH INFANTRY REBRANDING (for the Adjutant General)
As a result of Future Army Structures the decision to merge some of Scotland most reknowned Infantry regiments into one new super regiment created a storm in the National and Scottish media. The impact was devastating for recruitment in Scotland and I was tasked with the brief to rebrand the Royal Regiment of Scotland and deliver an advertising, marketing and PR programme desiigned to cut through the negative media noise.
I developed the campaign to rebrand the ancient Scottish regiments as one new super-regiment, under the personal direction of the Adjutant General (the Army's Senior Personnel Director). The launch campaign Scottish Infantry: Never Stronger was developed in response to a major programme of target audience and the views of 3,000 Scots sampled in opinion former research. Now 12 months downstream the new Regiment is firmly embedded in Scotland and has just celebrated it's 1,000th recruit.
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2005 ARMY CADET FORCE
The Army Cadet Force is a charitable youth development organisation numbering around 41,000 members, their greatest difficulty was generating sufficient Adult Instructors (voluntary posts) to support the youth membership. I was engaged to create a marketing and advertising programme designed to recruit Adult Instructors, starting with negotiation over brand copyright, prior to developing a refreshed brand manual and a major advertsing campaign, within 3 months of launch 12,000 enquiries had been received and the future of the ACF has been consolidated.
2005 MILITARY PROVOST GUARD SERVICE
A Tri-service (Army, RAF, Navy) body recruiting from retiring servicemen faced an increase in target of 1,000 staff in year. I was approached to provide marketing support and developed a brand manual and internal marketing campaign designed to support their requirements.
2005 WELBECK SIXTH FORM COLLEGE
Ranked in the top 5 sixth form technical colleges in the UK, the profile of the college was almost unknown. I was engaged in 2005 to develop above the line marketing activity to boost their applicant numbers. Within the first 3 months the campaign had generated 12,000 new applications.
2005 CVQO
A charitable body responsible for providing assessment and NVQs for youth organisations approached me on the back of the ACF campaign with a request for help packaging their offer and preparing themeselves for an e-learning environment. I commissioned a CDRom based learning tool and brand manual to support their attempts to achieve additional central governement funding to expand the scheme.
2005 INTELLIGENCE CORPS
As part of future Army structures the Intelligence Corps received a 100% increase to recruiting targets of highly specialised intelligence operatives...job done.
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2005 ARMY MEDICAL SERVICES
A campaign for professionally qualified medical consultancy staff in specialist media.
Inevitably our profile is such that our expertise is now sought across the organisation for advice and practical solutions. So whilst my primary task has been to solve recruit marketing issues I am increasingly drawn into the provision of service support to other communications requirements within the wider Army and MOD context. The following illustrate a few select examples of other areas of consultancy:
2006/7 FITNESS CAMPAIGN
CLICK here for the link to www.armyfit.mod.uk
New campaign launches in January 2007
2006 RESERVES IMAGE PROJECT (Confidential: for the Vice Chief of the Defence Staff)
2005 SCOTTISH INFANTRY REBRANDING (for the Adjutant General)
As a result of Future Army Structures the decision to merge some of Scotland most reknowned Infantry regiments into one new super regiment created a storm in the National and Scottish media. The impact was devastating for recruitment in Scotland and I was tasked with the brief to rebrand the Royal Regiment of Scotland and deliver an advertising, marketing and PR programme desiigned to cut through the negative media noise.
I developed the campaign to rebrand the ancient Scottish regiments as one new super-regiment, under the personal direction of the Adjutant General (the Army's Senior Personnel Director). The launch campaign Scottish Infantry: Never Stronger was developed in response to a major programme of target audience and the views of 3,000 Scots sampled in opinion former research. Now 12 months downstream the new Regiment is firmly embedded in Scotland and has just celebrated it's 1,000th recruit.
2005 ARMY CADET FORCE
The Army Cadet Force is a charitable youth development organisation numbering around 41,000 members, their greatest difficulty was generating sufficient Adult Instructors (voluntary posts) to support the youth membership. I was engaged to create a marketing and advertising programme designed to recruit Adult Instructors, starting with negotiation over brand copyright, prior to developing a refreshed brand manual and a major advertsing campaign, within 3 months of launch 12,000 enquiries had been received and the future of the ACF has been consolidated.
2005 MILITARY PROVOST GUARD SERVICE
A Tri-service (Army, RAF, Navy) body recruiting from retiring servicemen faced an increase in target of 1,000 staff in year. I was approached to provide marketing support and developed a brand manual and internal marketing campaign designed to support their requirements.
2005 WELBECK SIXTH FORM COLLEGE
Ranked in the top 5 sixth form technical colleges in the UK, the profile of the college was almost unknown. I was engaged in 2005 to develop above the line marketing activity to boost their applicant numbers. Within the first 3 months the campaign had generated 12,000 new applications.
2005 CVQO
A charitable body responsible for providing assessment and NVQs for youth organisations approached me on the back of the ACF campaign with a request for help packaging their offer and preparing themeselves for an e-learning environment. I commissioned a CDRom based learning tool and brand manual to support their attempts to achieve additional central governement funding to expand the scheme.
2005 INTELLIGENCE CORPS
As part of future Army structures the Intelligence Corps received a 100% increase to recruiting targets of highly specialised intelligence operatives...job done.
2005 ARMY MEDICAL SERVICES
A campaign for professionally qualified medical consultancy staff in specialist media.