SUBJECT: Branding Strategy to Attract New Army Recruits Army recruiters are working increasingly harder to attract America’s best and brightest to serve in our ranks. I will put forward some innovative ideas in this report to lessen their burden and give them an upper hand against our competitors. These ideas are simple, bold and tried and true. The first strategy I recommend is to launch and aggressive polling campaign to find out what our potential hires like or dislike about us. The second marketing strategy I recommend is to take full advantage of social media. Lastly, I recommend we” Flaunt our country of origin”. These three pillars will undoubtedly yield fantastic results for our organization. According to Andrew O’Connell’s article in the Harvard Business Review, the practice of polling through to use of automated calling machines has yielding very reliable results. This was especially true during the 2008 American election cycle. In his article, he explains that people being surveyed are usually more honest when responding to machines rather than humans. With this being the case, I think we should use this technique to find out what our target audience by asking a few questions to find out what is important and enticing to them. Historically, we have always marketed the $65,000 Montgomery G.I. Bill. This benefit has broad appeal to parents and has been used to make them allies of recruiters. But we have not conducted any type of survey or polling to determine how effective this is as a carrot to the 17-18 year old high school graduate. I think we will find out that the $65,000 is still a great recruiting tool to enlist parents as allies but doesn’t give their children an irresistible desire to join our ranks. One of our main objectives of the polling would be to “Build a brand for the long-haul. Since I joined the Army we have