The 139th Airlift Wing in St. Joseph, Missouri needed a bolder new look and feel for its recruiting materials and campaign to reach out to potential recruits. The goal was to portray the unit as a cool career option for young adults soon or recently graduating high school, who didn’t have plans for college, by highlighting the variety of jobs they could do (much more than just flying planes!) and incorporating local flavor.
We developed a campaign concept that encompassed all the reasons young men and women would want to join the unit — from things like camaraderie and helping their community to tuition assistance — in the idea of being a part of something bigger. Our campaign tag line, Be A Part of Something Bigger, took center stage, along with a graphic badge we applied to everything from ads to t-shirts and window clings. We used photography and video clips featuring local places and personnel, rather than more generic U.S. Air Force stock, to help recruits better identify with the unit and its members. The campaign included TV, radio, billboard, brochure, newspaper ad and social posts that all drove right to the recruiting office for more information.
Ready for Liftoff
Recruiting season is just beginning and our client now has all the materials they need for a successful mission.