Military Looks for a Few Good Women … Online
ADOTAS – The Marines and the Navy are launching a guerrilla war to recruit women … online and elsewhere. Recruiting in general has become increasingly difficult in the face of a long and increasingly unpopular war, and The New York Times reports today that the Marine Corps is running ads — in publications like Self and Fitness, on American Idol and elsewhere – that leave out the machismo tilt of traditional ads and instead appeals to lofty notions of patriotism and duty.
The tag line of one ad: “There are no female marines. Only marines.” And so it seems a different kind of behavioral targeting has hit the armed forces: “We never used to have much of a targeting strategy — we were just looking for 18-24-year-old men,” Lt. Col, Mike Zeliff, assistant chief of staff for marketing and advertising for the Marines Corps in Quantico, Va., told the Times. “Today, we are more niche than ever.”
Other branches of the military are launching behavioral targeting advertising campaigns too: the Navy uses the Web to recruit women for nontraditional jobs like aviation mechanics, placing display advertisements on search portals, movie sites and video games sites, the Times reports.
An account director with the Navy’s ad firm, Campbell-Evan, told the Times that women-only e-mail blasts had been a highly successful recruiting method.
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