This report analyses the campaign from a marketing and geopolitical defense standpoint too ascertain the need and impact of the campaign, as the customer is the Australian Ministry of Defence a body which requires broader political contextualization. This report implements SWOT, SMART, PESTAL and SOSTEC analysis methodology to frame its findings in conjunction with other frameworks contained in the appendix. Ultimately this methodology was undertaken to fuse classical approach’s towards recruitment to the current marketplace to improve relevancy and message/content consumption. The Australian Defence Force created a bespoke marketing campaign designed to appeal directly to digital natives through mediums they are familiar with to create a unique selling point for the Air Force. Through high-end visuals, emotive language, a promise of adventure and a fulfilling future.
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Through a combination of marketing models, current geopolitical analysis, this paper hopes to blend the interplay of recruitment, defence and foreign policy to more accurately interpret how to maximise recruitment effectiveness in a limited time span.
This blog is written to assess the Australian Defence Forces, “Anytime, Anywhere” campaign designed to court potential recruits from a 16 – 24 year old demographic.
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