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Air Force Reserve

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Submitted By irishoez
Words 863
Pages 4
Joseph P. Burrow
David Benz
MKT 553
6 January 2004
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Air Force Reserve – Above and Beyond The following paper will compare and contrast the appropriate use of different components of marketing communications, addressing challenges of integrated messaging. I will focus on a smaller component of the Air Force that specifically targets a different market. I will assess how the Air Force Reserve has integrated and unified their marketing materials. The Air Force Reserve is a separate command within the total force structure of the Department of the Air Force. The Air Force Reserve adds the additional strength of nearly 75,000 personnel to the active duty Air Force strength of 365,000. I choose to explore this section of the Air Force since the Air Force Reserve is a smaller, more specialized entity. Just as the active duty Air Force has the slogan “Step into the Blue”, the Air Force Reserve also has etched out a slogan of their own, “Above & Beyond.” The Air Force Reserve recruiters are searching for a smaller share of the market than their active duty counterparts. The Air Force Reserve is primarily searching for individuals who have previously served on active duty and who want to continue their military commitment part time. However, the Air Force Reserve has a smaller pool of applicants to work with, thus, making the recruiters job a little leaner. Therefore, the Air Force decided to tackle the problem head on. The Air Force consolidated several existing organizations into a combined communications doctorate (Higgs). The new doctorate integrates the functions of public affairs and integrated marketing and will be responsible for the research and development of accurate communication activities. Specifically, they are integrating the Air Force communications support for recruiting and retention initiatives, and maintaining

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