Account Manager Leverages Digital Audit and AudienceSCAN to Close $70,000 Armed Forces Recruiting Ad Campaign

BY Adam Ambro
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Challenge: Getting out the right word about armed forces recruiting

Hannah Kaplan, a several time Sell Smarter! Award Winner and account manager for Bonneville Bay Area, had only been selling media for around a year when she approached a local armed forces recruiting office that was looking for assistance in generating leads.

Solution: Going into the first meeting well prepared

Having closed multiple sales for over $250,000, Kaplan knew what she was doing when she went into her meeting with the armed forces recruiting office. She used multiple AdMall sales tools.

“AdMall helps us run Digital Audit reports and AudienceSCAN reports so we are extremely prepared entering a client meeting and can tell them more info than they might even know about themselves,” said Kaplan.

Having taken care of the initial research, Kaplan was able to walk into the armed forces recruiting office with a campaign that consisted of email marketing and social media ads.

Result: Immediate increase in recruiting inquires

After agreeing to the campaign Kaplan came up with, a 12-​month $70,000 pitch, the armed forces recruiting office saw an immediate jump in the number of inquiries it received.

“Our client was extremely happy with the results we gave them,” said Kaplan. “They had over 20+ new leads interested in joining the force.” 

AudienceSCAN® is SalesFuel’s proprietary annual study of online shoppers, digital audiences and decision-​makers in America. Now in its 13th year, this in-​depth analysis of over 15,500 U.S. online adult consumers gives you the exclusive insight to better understand what’s in the hearts and minds of your account’s best customers. More than 1,380 customer groups are profiled with details on consumer behavior, purchase intent, digital+technology usage, health+wellness concerns, automotive preferences, leisure interests, dining habits and more. Business development specialists use AudienceSCAN to identify new markets, new opportunities and new channel partners. Marketers can use AudienceSCAN data to reach the people who count (instead of counting the people they reach,) while crafting a message with impact to those who are most likely to buy.

AdMall’s Digital Audit will do a real-​time data capture of any client or prospect’s digital presence in less than a minute. Using real-​time big data to analyze the account’s activity and discoverability, the Digital Audit:

  • Lists digital advertising, local search, search engine optimization, social networking, and incoming website traffic
  • Provides a digital opportunity score directing you to the accounts with the most revenue potential for digital marketing services
  • Compares the account’s use of digital advertising to the customers who intend to buy what they’re selling in the next 12 months
  • Compares the account’s digital presence to their top local competitors
  • Does in 60 seconds what would take you 60 minutes to do by hand
  • Incorporates data into tablet-​optimized sales presentations in AdMall PRO

More About: Armed Forces Recruiting

Each branch of the military operates local recruiting centers across the country. These centers aim to recruit young men and women to enlist in or otherwise join the U.S. Armed Services. Their efforts are supported by advertising which is budgeted through operations and maintenance for each military branch. Recruitment centers often tout the military as a career option. In marketing military service, recruiters also appeal to patriotism and promise training that can be used in the private sector once the enlistment period ends.


The U.S. Army typically recruits between 11 and 12 percent more enlistees than it needs to in order to compensate for those who will not make it through basic training and advanced individual training. Marketing services for recruitment is being retooled at national and local levels, being mindful that only 3 in 10 of Americans of enlistment age meet the military’s basic qualifications to serve. Offering shorter enlistments, lowering standards for testing, granting waivers for legal infractions, and offering signing bonuses are some of the current efforts to boost recruitment.


The U.S. Armed Forces are made up of six branches: Air Force, Army, Coast Guard, Marine Corps, Navy, and Space Force. The Army is the largest branch with the Navy and the Air Force accounting for about 25% each. The Marine Corps is made up of 14% of active-​duty personnel while the Coast Guard is about 3%.

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