LOCKARD & WECHSLER
U.S. ARMY MANPOWER & RESERVE AFFAIRS
Michael J. Sullivan Deputy Asst.-Mktg. & Recruiting
Suzanne Nagel Chief-Media, Web & Licensing
Dir.-Total Comm., U.S. Army
Sr. VP-Digital Dir.
CUSTOMER ACQUISITION PROGRAM
Grandparents.com, an online media company targeting
grandparents, has achieved conversion rates for newsletter
subscriptions exceeding 20% (industry average: 2.51% –
MarketingSherpa). Conversions are driven by direct response
TV commercials and an on-site, first-time visitor video. To drive
immediacy of response, the offer centers on one of two
free, timely, printable guides: 100 Free Things to Do with Your
Grandkids and the Grandparents.com Ultimate Holiday Guide.
U.S. ARMY XBOX – HALO 3
During the toughest recruiting environment in U.S. history, the goal
was to bring Army service into young adults’ consideration by
intercepting their passion for gaming through the media
sponsorship of the Halo 3 Xbox Live Tournament. Extending this
sponsorship to multimedia touch points allowed a fully immersive
soldier experience, helping prospects understand what it means
to serve and inspire them to experience further at goarmy.com.
The program shattered all expectations for click–throughs and
downloads and generated nearly double leads’ projections.