THE ARMY BRIEF
IDEA: Need to create a campaign to maintain continued interest in The Army and prompt recruitment
TARGET AUDIENCE: 16+ year olds Men and Women, continuing to study at FE level, after GCSE'S
Main incentive to encourage the audience to consider joining The Army as a GOOD CAREER MOVE
Mandatory Requirements:
Be based around two formats : DIRECT MAIL AND ONLINE
Feature a call to action that will drive people from the direct mail material to go on a online thing such as website
TONE OF VOICE: Solution to be consistent with current Army branding
- encouraging and positive
- clear, no jargon
- create a sense of belonging
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