Branding & Interactive Briefing
LINK Program

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The Challenge

The National Guard’s LINK program was developed to combat attrition by giving soldiers personal computers connecting them to the Guard’s Virtual Armory website, where they can resolve issues, handle pay problems, and get information about Guard benefits. Yet the CD briefing the Guard was using to introduce the program failed to link directly to the website and lacked interactivity—hindering soldiers from taking full ownership of the program.

The Solution

Mind & Media maximized the Guard’s multimillion-dollar investment in the computers by creating a dynamic multimedia briefing that got Guard soldiers excited about taking part in LINK. The new briefing:

• Emphasized the benefits of LINK so that soldiers realized the huge opportunity the program represented
• Added interactivity so that soldiers could move through the briefing at their own pace
• Linked soldiers to the Virtual Armory website 24/7

The Results

The new LINK briefing served to make over 1,000 soldiers aware of the considerable advantages of their National Guard membership, adding significantly to the Guard’s attrition management effort.