Branding, Marketing, and Recruiting
Readiness First

More images Download PDF

The Challenge

Attrition in the Army National Guard has a significant negative impact on military readiness that results in high-cost recruiting and retraining expenses.

The Solution

Enter Readiness First, a groundbreaking six-year study of attrition in the National Guard that is providing detailed information on the factors that lead to early losses, will identify critical points that require intervention, and will help produce tools the National Guard can use to address attrition at each stage of membership. To date, Mind & Media has created:

• A direct-mail participant recruiting package, including a brochure, letter, and postage-paid return card ultimately sent to 25,000 participants
• A website that allows participating soldiers to take the Readiness First surveys online and post comments, and also gives leadership access to important news and study findings

The Results

In its first year, now completed, the Readiness First survey has already begun to provide crucial insight into first-term attrition in the Guard. Thanks to Mind & Media’s marketing strategy and materials, the initial survey yielded a phenomenal 15-percent response rate that was double the number of participants required to make the study scientifically valid.