Editor's note: This piece was adapted by the writer from his article that appeared on the NCO Journal webpage in January. The writer is not employed by Military Times and the views expressed here do not necessarily represent those of Military Times or its editorial staff.

Historical successes, and failures, in a variety of recruiting campaigns show that military branches should stress personal benefits of service when it comes to marketing themselves to potential members. This may be done overtly in recruiting centers and covertly by improving the image of the military to civilians. In doing so, we must choose symbols and benefits most likely to resonate with both the potential recruit and his or her family.

What made "Be All You Can Be" a success? It worked because it asked potential recruits to consider personal benefits of serving. Surprisingly, it even fared well in the height of the Cold War, which was characterized by power struggles difficult for civilians to understand.

Its success suggests most recruits conduct a cost-benefit analysis for military service. And while the follow-up ad campaign, "An Army of One," had early success, it's likely skewed by historical events, namely the Sept. 11 attacks.

Despite spending more than the Navy, Air Force, and Marine Corps combined, the Army showed zero growth from 2003-2004. This is likely related to the rising death toll in Iraq and Afghanistan, but the Marine Corps (also posting heavy combat losses) spent less and enjoyed greater success.

What may have made the difference? Historically, the Marine Corps is among the most successful at meeting recruiting goals. Marine recruiting posters usually display the dress uniform to create an easily recognizable symbol across decades. Furthermore, this symbol fares better during times of conflict than combat uniforms.

There’s also the matter of making military service relevant to an individual’s future success out of uniform. The Navy was the first branch to present exposure to emerging technology as a benefit of service, starting immediately after World War II. The Air Force also highlights technology and is inextricably linked with spaceflight and advanced aeronautics. These campaigns succeed at a lower cost.

Meanwhile, the Army’s "Army Strong" campaign focused on soldiers carrying out combat missions and selected images having little meaning to civilians (Airborne badges, night-vision devices, and similar accoutrements).

PERSONAL PROS AND CONS

The Army’s recruiting efforts struggled more than any branch during Iraq and Afghanistan due in part to potential recruits' cost-benefit analyses. The audience for recruiting campaigns does not include those military brats who plan to join the military from a young age. The military must market to those who are undecided or even initially uninterested.

People are by nature selfish, and successful marketing must present a wide variety of personal benefits to military service.

Take education: Free college has been a motivator for military service since the inception of the GI Bill. An emphasis on college benefits also gains support for service from family members.

Military services do a poor job articulating education benefits and management experience gained during service. A tagline suggesting "Add the Military to your Resume" is one practical way to start this.

It’s not all about financial success, however: Carefully executed campaigns for health and citizenship would allow the military to influence a nation’s youth that is getting fatter, among other service-disqualifying problems. Up to 80 percent of walk-in recruits are turned away as ineligible, with obesity the primary disqualifier.

Publicized partnerships with organizations such as Mission: Readiness, American Legion, Veterans of Foreign Wars, or even Boy Scouts of America – via increased volunteer involvement, for instance -- offer cheap branding and improve public opinion. Military presence surrounding Red Ribbon weeks, anti-bullying efforts and domestic violence campaigns would grow family support while simultaneously improving the pool of potential recruits.

Most of all, the military should adopt the Marine philosophy of "Once a Marine, always a Marine," something the Army has moved toward with its "Soldier for Life" initiative. This pride might extend in both directions by making transition counselors available to teach financial management, college basics or career planning at high schools. These civilian counselors would improve the image of the military and improve both the quality and quantity of future service members.

Staff Sgt. Oren Hammerquist

Photo Credit: Courtesy of Sunshine Sachs

The military has much to offer its members, both during their service and at its conclusion. Highlighting these benefits – whether financial stability, career options, or simply his or her self-respect – only makes sense in efforts to increase the force.

Staff Sgt. Oren Hammerquist is an air defense and airspace management, or ADAM, section Sergeant in the 2nd Cavalry Regiment. He maintains a professional Facebook page at www.facebook.com/OrenHammerquist.

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