national guard case study - nam youth college marketing & college advertising authority, experts, &...

8/14/2019 National Guard Case Study - NAM Youth College Marketing & College Advertising Authority, Experts, & Consultants

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Client: National Guard Recruitment Mobile

Phone College Networks

Business Objective : Promote-create awareness by

reaching to college students and learn about the National

Guard by NAMU WIFI-Bluetooth when you see these

sign below check your mobile device for contentand offers-Learn more today

NAMUMobile

College

Networks

NAMU

MobileCollege

Networks

Poster Poster


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Strategy: Secure Blue Tooth/ WIFI Enabled CollegeLocations IN SCHOOL Ability To Reach Over 2

Million Students Daily at 50 Campuses EXCLUSIVECollege Provider (Opportunity to Send Electronic Ads topasserby traffic within 300 feet range within NAMUZones.)

1 NAMU ZONE

WIFI Networks

2 KEY NAMU

EXCLUSIVE

COLLEGE

LOCATIONS

3 END RESULTS

Content

Driven Messaging Audio

Video Coupons text,

etc

Currently Setting The

Industry Bar

With 20% Opt In Rates..


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Strong call-to-action,

National Guard

Full ad, National Guard

Message: Turn on your Bluetooth and set

Discoverable/Find me to a movie ticket offer and learn more

about the National Guard


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Market: University of Washington-Seattle Campus, OhioState University-Main Campus

Timing: Spring 09

Program Element:

NAM SERVICE PROTOCOLS: Our group will be placing

Bluetooth or Wi-Fi devices in on campus hotspots thatwould be promoting varied organizations, companies or

services relevant and in demand by the student body asa whole. A message would be sent from the device tothe student's Bluetooth or Wi-Fi enabled devices, things

like cell-phones, Smart Phones, MP3 players, laptops,etc.

Program Results: SUCCESS ROI exceeded clientexpectations Exceeded 50%


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NAM-Army National Guard Pilot ProgramResults

June 18th 2009

Jack Location:RPAC Athletic Center

Science and Engineer Library , 1st Floor

School: The Ohio State University

Key Metrics:Opt-ins per week/jack -55.5

Prior Mall Campaign (per jack per week)- 21.25

81881032Daily Totals

372314Wi-Fi

22223Bluetooth292311Wi-Fi

1224Bluetooth

2009-05-10

2009-05-09

2009-05-08

2009-05-07

2009-05-060

DeliveryMethod


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NAM-Army National Guard Pilot Program Results


11882Wi-Fi

1511Bluetooth

4311729Wi-Fi

23136Bluetooth

2009-

05-15

2009-

05-14

2009-

05-13

2009-

05-12

2009-

05-11

Delivery

Method


567Wi-Fi

2111Bluetooth10941635Wi-Fi

366411Bluetooth

TotalDownloads

2009-05-19

2009-05-18

2009-05-17

2009-05-16

DeliveryMethod


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-125Total Wi-FiHits

-29Unique Wi-FiDevices101079

-378Total Wi-FiHits

-70Unique Wi-FiDevices101047

Wi-Fi

13%-Opt-in/Reponses

5%14Opt-in

33%91Opt-out

38%105

Total

Response

62%169No-response

274100%

DevicesPrompted101079

9%-Opt-in/Reponses

4%24Opt-in

42%239Opt-out

47%263TotalResponse

53%302No-response

565100%

DevicesPrompted101047

Bluetooth:

The Wifi Numbers are Crazy High as you can see


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Campaign Facts

With more than 750 downloads over a six weekperiod, the Army National Guard campaign hasbeen the single most successful proximity-basedmobile campaign ever executed on a college or

university campus. This program, which featuredtwo units broadcasting a recruitment video,averaged 250 downloads each on a monthlybasis.

When compared with other proximity-based

mobile programs such as the United States NavyReserve, considered one of the most successful

proximity-based mobile campaigns ever, thissingle school eclipsed the total monthlydownloads across 13 bases. As compared to theArmy National Guard "Mall Campaign"which utilized a total of 104 units (vs. the two on-campus units), the MND CollegeCampaign generated THREE TIMES as manydownloads per month.

national guard case study - nam youth college marketing & college advertising authority, experts, &...

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