Grassroots Outreach
Overview
Grassroots Workshop
18 AUGUST 2010
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BACKGROUND
Grassroots tactics are used by political campaigns, labor
unions and other organizations to advance issues. In FY07,
USAAC directed the agency to apply these tactics to the
Army recruiting environment in the following manner:
• Work in an initial demonstration market to develop
recruiting-specific grassroots TTPs; evaluate effectiveness
• Expand agency work to additional demonstration markets;
evaluate effectiveness
• Share TTPs throughout the command via a web-based
playbook (www.armygrassrootsplaybook.com)
• As grassroots TTPs are institutionalized throughout the
command, agency reverts to a training/advisory role
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GENERAL GRASSROOTS PRINCIPLES
Level 1 Engagement- Committed Advocates
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People with the ability to influence others
Trusted sources of information
Level 2 Engagement- Other Community Leaders
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Supporters
Neutral-minded
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Opponents
Level 3 Engagement- Members of the Community
At-Large
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Supporters
Neutral-minded
Opponents
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GRASSROOTS PRINCIPLES APPLIED TO USAAC
Level 1 = Advisory Board
Level 2 = COI Outreach
Level 3 = Media Outreach
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ADVISORY BOARD
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ADVISORY BOARD
Alignment between what the Army says
and what respected and trusted leaders
and third parties are saying creates
credibility and impact
The voices of informed opinion
leaders who have a deeper
understanding of the Army and the
value of service will resonate within
their spheres of influence
•Motivate others to act
•Create opportunities for others to
act
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WHO ARE THEY?
Building a Grassroots Network
WHO ARE THEY?
COI Categories
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Civic Leaders
Educators
Multicultural Leaders
Veteran Organization Leaders
Coaches
Faith-Based Leaders
Youth Organization Leaders
Medical Leaders
Celebrities
Business Leaders
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ADVISORY BOARD
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Purposeful COI engagement
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Partnership between local Army and community leaders
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Activate “super-COIs” to reach other COIs (and direct
Influencers) to create a more favorable environment for
recruiting messages
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Advise Army leadership and serve as sounding board
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Quarterly meetings facilitated by local Army
Building a Grassroots Network
HOW DO YOU FIND THEM?
How do you Engage? Find?
Where do you start?
—Social Networking
—Committed Advocates
• CASA
• AUSA
• Army Reserve Ambassadors
• PaYS Partners
— Internet Research
*Market Assessment Worksheet
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BUILDING A NETWORK
Develop a COI Database
– Government
– Major Industries/Businesses
– Education
– Higher Education
– Media/Entertainment
– Civic/Non-Profit
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BUILDING A NETWORK
Government
– Mayor
– City Councilmembers
– City Manager
– Police Chief
– Fire Chief
– City Attorney
– Police Unions
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BUILDING A NETWORK
Education
– Superintendent
– School Board Members
– Local Bureau Superintendents
– High School Principals (Smaller Markets)
– Private School Administrators
– Teachers’ Union Presidents
– Athletic Directors
– Coaches
– Heads of Guidance Counselors
Associations
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BUILDING A NETWORK
Higher Education
– Community College Presidents
– Community College District Presidents
– University Presidents
– Board of Regents
– Board of Trustees
– R.O.T.C. Commanders
– Military Affairs Coordinators
– Directors of Career Placement
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BUILDING A NETWORK
Civic & Non-Profit Organizations
– Multi-Cultural Organizations
• N.A.A.C.P.
• L.U.L.A.C.
• 100 Black Men
– Civic Organizations
• Rotary
• Kiwanis
• Lions Club
– Religious Organizations
– Veteran Organizations
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BUILDING A NETWORK
Media & Entertainment
– Newspaper Owners
– Magazine Publishers
– Sports Owners/Executives
– Stadium/Venue Executives
– Sports Celebrities
– Media Celebrities
– Radio Hosts
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BUILDING A NETWORK
Business
– Major Industry CEOs
– Top Business Executives
– Chamber of Commerce
• Local
• Regional
• Ethnic
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Economic Development Board Members
Top Business Influentials
Public Relations Executives
Public Affairs Executives
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Building and Sustaining a
Grassroots Board
Grassroots Workshop
18 August 2010
ACTIVATING A COMMUNITY
COI Advisory Board
Army
Team
MARKET
Super-COIs
ENGAGE, EQUIP, SUSTAIN, ASK FOR
SOMETHING!
BUILDING THE BOARD
Board Members
Community Leaders
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Multicultural Leaders
Elected Officials
Superintendents /Educators
Media
Business Leaders
Activities
—Serve as connection to community
—Regularly meet to receive information
—Provide advice to challenges
—Use personal influence to open doors
—Create opportunities
—Provide leadership continuity
—Work with Company Commanders
BOARD MEMBERS ROLES & RESPONSIBILITIES
Engage
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Cultivation event
Board meetings
Army events
Recruiting activities
Future Soldier swear-ins
Award ceremonies
Recruiting stations
Installation tour
Golden Knights jump
BOARD MEMBERS ROLES & RESPONSIBILITIES
Equip
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Recruiting mission
Benefits
Leadership opportunities
Training
Jobs
Education
Talking points
Battalion facts
ASK FOR SOMETHING!
Activate
— Reach out to school administrators
— Establish PaYs companies
— Identify companies for potential
Employer Partners
— Write letters to editor
— Media interviews
— Speak at Army events
— Facilitate speaking engagements
for Army
— Identify community events for Army
participation
HOSTING CULTIVATION EVENTS AND
BOARD MEETINGS
BOARD MEETINGS
Introduction – Strong Leadership Key to Success
— Vision
— Objectives
— Goals
Cultivation Event – Engage COIs to Support Army Advisory Board
— Host (lunch or dinner) with super COIs
— Introduce board meeting concept
— Educate recruiting challenges/successes
— Get commitment
Board Meetings – Build more Favorable Recruiting Environment
— Quarterly meetings
— Develop mission & goals
— Provide Army recruiting tools
— Action items for board members
* See Event Coordination Checklist
MARKET ASSESSMENT AND
BOARD LEADERSHIP
Grassroots Workshop
18 August 2010
MARKET ASSESSMENT
Challenges
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Fewer qualified for Army service
Fewer considering joining Army
Parental support declining
Schools limiting recruiter access
Benefits are not fully understood
Lack of Army knowledge
Recruiting mission increasing
No Army Installation in area
MARKET ASSESSMENT
COI Categories
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Civic Leaders
Educators
Multicultural Leaders
Veteran Organization Leaders
Coaches
Faith-Based Leaders
Youth Organization Leaders
Medical Leaders
Celebrities
Business Leaders
Media Leaders
IDENTIFY BOARD LEADERS
‘Super COI’
Advisory Board Core Leadership
— COI categories most important
— Ability to Influence other COIs
— Highly Respected
— Broad Network
— Recruit COIs to serve on board
— Ability to make things happen
Requirements
— Believe in Army service
— Committed to protecting nation
— Committed to recruiting mission
— Willing to learn Army recruiting structure and mission
Roles & Responsibilities
— Advise local Army team
— Help build strong and sustainable advisory board
— Lead advisory board
— Use personal influence to open doors
* Market Assessment Worksheet
IDENTIFY BOARD LEADERS
How do you Engage? Find?
Where do you start?
—Social Networking
—Committed Advocates
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CASA
AUSA
Army Reserve Ambassadors
PaYS Partners
*Market Assessment Worksheet
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BROAD COI OUTREACH
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COI E-NEWSLETTER
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OUTREACH TO INFLUENTIAL GROUPS
Community Partners
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Community Organizations
Multi-Cultural Organizations
Chamber of Commerce
Education Organizations
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YOU’VE BUILT A GRASSROOTS NETWORK
– NOW WHAT?
ACTIVATING A LARGER AUDIENCE
Level 2 Engagement – Connecting with a larger audience by
engaging the right COIs
Target Audience
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Establish from COI categories
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Match mission needs with area organizations
Proactive & Purposeful
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Complement recruiting objectives & mission
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Establish stronger community ties
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Develop new partnerships & relationships
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Communicate benefits, opportunity, training
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Change perceptions
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Gain support
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ACTIVATING A LARGER AUDIENCE
Goal
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Engage & Sustain COIs
Tactics
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E-Newsletters
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Networking Opportunities
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Leveraging National Army Relationships
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Direct Communications
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ACTIVATING A LARGER AUDIENCE
E-NEWSLETTERS
TACTICS
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Distributed Quarterly
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Developed & Distributed by Agency
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Connects local Army to COIs
E-Newsletter content
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Soldier or Future Soldier Spotlight
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Officer Spotlight
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COI Spotlight
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Battalion Highlights
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Upcoming Events
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Community Involvement
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Call to Action
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Social Media Links
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ACTIVATING A LARGER AUDIENCE
NETWORKING OPPORTUNITIES
TACTICS
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Identify speaking opportunities
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Desk side briefings and presentations
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Attendance at community and professional events
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Membership in professional organizations
Target Potential Community Partners
(use previous market assessment)
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Community Organizations
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Chambers of Commerce
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Multi-Cultural Organizations
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Education Organizations
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Media
Next Steps
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Set up a meeting with leadership
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Prepare for meeting by researching organization mission, priorities and
activities
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Confirm Army subject matter expert for attendance at meeting
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Identify organization priorities and where Army can be helpful (leadership
trainings, fitness programs)
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Clearly outline Army priorities and how organization can be helpful to Army
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ACTIVATING A LARGER AUDIENCE
LEVERAGING NATIONAL ARMY RELATIONSHIPS
TACTICS – African American Organizations
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Key partners: 100 Black Men of America, National Urban
League
Partnerships offer visibility and opportunity to network with local
leaders
Maintain connection with local education committee chairs or
education point person
Highlight mentoring opportunities with local ROTC cadets
Engage in local speaking opportunities
Spotlight local Soldiers who are making the best of the Army
opportunity in e-newsletters
Invite local community leadership to special Army events or
sponsorships when they are in town
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ACTIVATING A LARGER AUDIENCE
DIRECT COMMUNICATION
TACTICS
(email, snail mail, social media)
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Invitations to Army events
Share media stories
Share Battalion news as it relates to area
Utilize social media (Facebook, Twitter)
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Communication Tips
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Avoid Army acronyms
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Compress any photos sent via email
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Divide COI list in groups to avoid message
oversaturation
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Use conversational tone
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Ask “Is it newsworthy for this audience?”
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Take photos at events
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COI database
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Updated contacts important for continued outreach
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MEDIA OUTREACH
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PROACTIVE & PURPOSEFUL
Exposure to accurate,
relevant information about
the Army improves
perceptions and likelihood
to recommend the Army or
support the decision to
enlist
Supports and reinforces
actions of advisory board
members and other COI
outreach
Complements advertising
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RESULTS
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RESULTS TO DATE
Quantitative COI Research Dallas (margin for error +/- 8%)
•When you think of branches of the U.S. military, what branch comes to
mind? The number of COIs responding “Army” increased from 67%
to 76%
•How likely are you to recommend a career in the U.S. Army to one of
your children or a youth you know? The number of COIs who indicated
they were “very likely” to recommend an Army career increased from
32% to 43%
•Have you seen, heard or read anything recently about Army recruiting
in the Dallas/Ft. Worth area? Positive responses went from 35% to
53%
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RESULTS TO DATE
(CONTINUED)
Quantitative COI Research Expansion Markets
Did what you saw, read or heard about local Army recruiting make
you much more favorable towards the Army and recruiting,
somewhat more favorable, somewhat less favorable, or much less
favorable? The number of COIs responding “favorable” between
the benchmark survey and first tracking survey was as follows:
Benchmark Survey
Tracking Survey
Los Angeles
61%
75%
Detroit
78%
82%
Miami
44%
65%
Philadelphia
61%
71%
Baltimore/WDC (AMEDD)
32%
57%
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RESULTS TO DATE
(CONTINUED)
“Board members have introduced new ideas and programs to assist in
Army recruiting, and have offered their help in facilitating ideas and
programs.” – Kim Hanson, APA Chief, 2nd Recruiting Brigade
“It enabled me to adjust into my job as commander a lot easier by
creating extensions to the community that have enabled us to open
doors that were previously closed to Army recruiting.” – LTC Ronnie
Williamson, Former Commander, Dallas Recruiting Battalion
“Since the inception of the grassroots board, we have increased our
access to high schools by 32%” – LTC Ed Box, Chicago Recruiting
Battalion Commander
“The success of the Los Angeles Battalion over the past year is a result
of the work of the advisory board” – MG Donald C. Campbell,
Commanding General, USAREC