BY Adam Ambro
Challenge: Explaining how an OTT armed forces recruiting campaign could attract qualified individuals for service
Andrei Lintz, an account executive from Bonneville Seattle, first started using AdMall around 2020, and he has since won the Sell Smarter! award three times. Having closed sales for different industries over the years, he knew AdMall would be key to showing how an OTT armed forces recruiting campaign could benefit a local agency.
“We work with an agency on this account,” said Lintz. “The agency and I have an outstanding relationship. It’s enjoyable to work with them because every interaction doesn’t feel like work. I would describe them as patient and trustworthy.”
“[Attracting qualified recruits is their biggest challenge.] Their client has very specific hiring goals and deadlines. Our job is to figure out how to best fill those many roles through a campaign centered around major sporting events.”
Solution: AdMall’s Digital Audit
When it came to pitching the OTT armed forces recruiting campaign as his solution to their hiring challenge, Lintz turned to AdMall’s digital audit.
“The digital audit was huge in giving them an arbitrary view of where their client ranked across the digital realm,” said Lintz. “The client appreciated having a resource that could provide an unbiased look at what they do well and what needs improvement.”
“The digital audit revealed a key demo they were missing, which was seniors and older parents of teenagers. While not specific targets for [military] employment, these audiences carry a lot of influence in the home of potential applicants.”
“Having an unbiased view, we can present to the client [and show where they rank and build] a ton of trust. The client can tell we don’t go in with an agenda on what to pitch them but rather use the digital audit to decide on a solution together.”
Result: An increased ad budget and increased web traffic.
Lintz’s sale closed for $100,000. But, more importantly, the client saw improvement within two weeks, including new applicants, over 3.5 million impressions, and nearly 25,000 clickthroughs to their website.
You can submit your own sales success story HERE! If your story qualifies for an AdMall Sell Smarter Award, you'll receive a $75 Amazon e‑gift card.
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 findability, the Digital Audit:
- Generates an AI Analysis for recommendations to improve the advertiser’s digital presence.
- Creates AI-generated campaign suggestions and competitive ideas to share with your client.
- 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.
U.S. Army typically recruits between 11%-12% more enlistees than it needs 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 three 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.
