The U.S. Army has announced its plans to quickly roll out new advertisements following the alleged involvement in a drug ring of the face of its latest recruitment campaign, Jonathan Majors. The move comes as disheartening news for the military’s efforts to attract young recruits, especially during a time when it faces recruitment challenges due to the COVID-19 pandemic. The Army has been ramping up its marketing to increase its numbers, and the setback may prove to be a costly dent in their plans.
The Army is ramping up its recruiting efforts with new ads set to air during this year’s NCAA Final Four basketball games. The organization was forced to pull ads featuring actor Jonathan Majors after his arrest on charges of strangulation, assault, and harassment. The Army believed that featuring Majors in the ads would help it reach a younger audience and revive its struggling recruiting numbers. The Army’s recruitment efforts cost $117 million, and it fell 25% short of its goal to enlist 60,000 recruits in 2020.
Maj. Gen. Alex Fink, head of Army marketing, said that despite the setback, the Army had avoided any loss of the planned $70 million advertising buy. The organization postponed some ads and replaced others with updated commercials. The commercials were meant for television, online platforms, billboards, and buses. Fink believes that the Army will have brand new ads ready for the Women’s Final Four on Friday.
Fink also shared that the Army gathered an enormous amount of content and footage for the “Overcoming Obstacles” and “Pushing Tomorrow” commercials that featured Majors before his arrest. He shared that a majority of that content did not feature the actor and that the Army could use it to create new ads. Fink stated that the campaign was full steam ahead.
Earlier this month, the Army launched a new ad campaign at the National Press Club to revive the Army’s popular “Be All You Can Be” slogan used to recruit soldiers for two decades starting in 1981. The two new ads highlighted the Army’s history and offered a glimpse of the many professions that recruits could pursue.
Lawmakers raised concerns about the Army’s recruiting woes at a recent Capitol Hill hearing. Army Secretary Christine Wormuth and Gen. James McConville, the Army’s chief of staff, answered questions about the organization’s plans to fix its recruiting problems.
Rep. Ken Calvert, R-Calif., commented on the Army’s recent setback and hoped that the Army would release new ads as quickly as possible. Wormuth shared that the Army had several new programs in place to recruit soldiers, including bonuses, referral initiatives, and a future soldier prep course. The prep course gives underperforming recruits a chance to take an academic or fitness course to meet the enlistment standards. Wormuth stated that the Army was doing everything it could to solve its recruitment problems so that it could continue to be the “world’s greatest army.”
In conclusion, while the Army faced a setback with the arrest of actor Jonathan Majors, it has found a way to move forward with updated advertising. Its recruitment efforts have cost $117 million, and the organization is struggling to reach its recruiting goals, having fallen 25% short of its 2020 target. The Army believes that it can revive its “Be All You Can Be” slogan and that it has new initiatives in place, such as bonuses, referrals, and the future soldier prep course, to address its recruitment woes. The Army has its sights set on solving this problem so that it can continue to be the best military force in the world.
In conclusion, the U.S. Army’s decision to swiftly act and plan new ads following Jonathan Majors’ arrest demonstrates the importance of maintaining a positive image and upholding values of integrity and professionalism. While the initial advertisements featuring Majors may have been well-intentioned, the Army recognized the negative impact of associating with an individual facing criminal charges. By taking quick and decisive action, the Army reinforces its commitment to accountability and sets a positive example for future branding endeavors. As always, the importance of responsible and ethical marketing practices cannot be overstated, and it is our hope that this incident serves as a valuable reminder to all organizations in the public eye.
