Army, Marine recruiters shift focus to wary parents


    Posted 4/4/2005 11:34 PM
    Army, Marine recruiters shift focus to wary parents
    By Rick Jervis, USA TODAY

    WASHINGTON-Faced with wilting recruitment and ongoing violence in Iraq, Army and Marine Corps recruiters are turning their attention to those most likely to oppose them: parents.

    The two branches are shifting from a strategy that focused first on wooing potential recruits to one aimed at gaining the trust and attention of their parents by using grassroots initiatives and multimillion-dollar advertising campaigns.

    The public relations push comes as the Army and Marines, which absorb the brunt of the casualties in Iraq, encounter one of their worst periods in recruitment.

    Among their initiatives:
    * Four new "influencer" TV ads by the Army, aimed at moms, dads, coaches and ministers. The ads air this month.

    * A decision to pair Army recruiters with Iraq and Afghanistan veterans on visits to the homes of potential recruits. The idea: Tell parents "the Army story," says Army spokeswoman Lt. Col. Pamela Hart.

    * A nine-minute video, "Parents Speak," in which parents of Marines say the Corps has been good for their children.

    * A direct-mail campaign by the Marines to parents of high school juniors and seniors. The Marines highlight the benefits of joining and ask for an opportunity to talk to the students' parents about a military career.
    Studies for the Army show parents are the top obstacles to recruiting. "Opposition to ... military service is increasing significantly among both moms and dads," says a study of 1,200 potential recruits by the firm Millward Brown.

    Another look at potential recruits, by GfK Custom Research, found that the biggest influences in candidates' decisions to join were mothers, named by 81% of respondents, followed by fathers, at 70%.
    "Reach the parents with the Army's new message, particularly moms," the study urges.

    Both branches are trying to convince parents their children will be instilled with integrity and job skills and that service in Iraq is not a death sentence.

    Still, recruitment numbers sag. In February, the Army missed its recruiting goal for the first time in nearly five years. The Army missed its March goal by 32%.
  2. 1 Comments

  3. by   Ted
    Well. . . I guess the Army's "gotta do what they gotta do. . . "

    Both Amy and I have attempted to discourage older teenagers/young adults that we know from joining the armed forces at this time in our country's history. (It's our way of keeping Americans safe. . . well, 3 or 4 Americans safe, at least. ) Sadly, one STILL joined. Her parents (who also discouraged her from joining) are understandably very worried. Still, they lovingly support their daughter and her decision. . . and they still wish she had not joined. (She's not in Iraq yet and hopefully will not be deployed there anytime soon.)
    Last edit by Ted on Apr 26, '05