Client: Royal New Zealand Air Force
Agency: Frank Advertising
Project: Recruitment Txt Channel
Solution: RedDirect
Launched: 5 September 2006
Campaign length: Ongoing
Background:
The Royal New Zealand Air Force (RNZAF) is a critical component of the New Zealand Defense Force and New Zealand’s security posture, particularly as it provides a military air capability that is characterised by its swift response, its long reach and ability to adapt to a range of contingencies.
In general the RNZAF look for recruits that are well educated, motivated, optimistic, loyal, have a good sense of humour, are great team players and are typically between the ages of 17-29 years old. With this young target audience in mind, the RNZAF wanted to implement a txt channel into their recruitment campaign to provide another compelling and cost effective medium in which to engage potential recruits into the Air Force.
Objectives:
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An easy, efficient and cost effective way for the RNZAF to communicate with potential recruits.
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To measure the effectiveness of each advertising medium currently used for RNZAF recruitment.
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Integrate a mobile channel effectively with their Call Centre, Telelink, for distribution purposes.
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Increase the size of their potential recruits’ database.
Promotion of Campaign:
Strategy:
Run The Red worked closely with the RNZAF and Frank Advertising to create the txt recruitment channel and to ensure for a consistent, effective and engaging mobile marketing solution for the Air Force’s target audience.
As one of the RNZAF’s objectives was to measure the effectiveness of their current advertising mediums, different keywords (i.e. what a potential recruit initially txts in) were assigned to the various advertisements. For example television advertisements had the keyword AIR; Newspaper advertisements had the keyword FORCE etc.
Run The Red also worked closely with Telelink, the RNZAF’s call centre, to ensure that the console was easy to use for their Call Centre Agents. Particularly in terms of editing and verifying postal addresses coming through the system and downloading the addresses for distribution purposes.
How it worked:
Potential recruits can register for a RNZAF information pack by txting an associated keyword to the short-code (223). Within the next txt, potential recruits are asked to txt their full name, street address, suburb and town or city back to the short-code. These addresses are then edited and verified by Telelink Agents, using the Run The Red console, and information packs are sent to them the next day.
The txt channel also enables potential recruits to opt-in to the Air Force txt service by txting YES to 233 after sending through their details. By opting into the Air Force txt service, potential recruits can be sent information regarding the RNZAF via txt and be invited to upcoming events that may be happening around the county. This opt-in channel allows the RNZAF to grow their potential recruit database as well as communicate directly with those recruits who are actively interested in finding out more about the Air Force.
Results:
Although the RNZAF Recruitment Txt Campaign is still live, the channel has been very successful over the last three months, with over 500 information packs being sent out, and many potential recruits opting in to receive more information- creating a well qualified database for the Air Force.
The campaign has also been able to provide the Air Force and Frank Advertising with an overview of the effectiveness of each advertising mediums used with regards to txt.
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