| The U.S. Army's slogan might not be as famous as the | | | | focused on retaining their experienced Soldiers, who |
| Marines' "The Few. The Proud. The Marines," but | | | | are crucial to the success of combat deployments in |
| they've decided to extend their "Army Strong" | | | | Iraq and Afghanistan. |
| marketing campaign with additional national advertising | | | | According to the Houston Chronicle, nearly 208,000 |
| spots to help keep the focus on what the Army | | | | men and women left the military in 2007. The paper |
| offers young men and women. | | | | pointed out that most of these service members were |
| The Army is currently running four different | | | | "rank and file" individuals, meaning those men and |
| commercials that each emphasize the different | | | | woman without advanced technical skills. |
| aspects of the Army life that these young men and | | | | Currently only about 30 percent of enlisted soldiers |
| women will encounter while they serve as Soldiers. | | | | hold a bachelor's degree, which means there are many |
| "These new ads underscore what the Army does for | | | | men and women in the Army who could benefit from |
| an individual in helping them to find strength like no | | | | receiving a college degree while they serve. |
| other," said Lt. Gen. Benjamin Freakley. "Our approach | | | | Soldiers can take advantage of Army Tuition |
| allows potential recruits to visualize their aspirations - | | | | Assistance (TA), which may pay up to 100% of tuition |
| working with our newest technology, advancing their | | | | and fees for online college classes or traditional |
| education, finding challenging training, being on a winning | | | | classes on campus. Army TA is a benefit that Soldiers |
| team - things they will use throughout their career." | | | | have earned by their service to the country; and each |
| The Army's chief marketing officer, Ed Walters, said | | | | year TA renews, giving Soldiers a new sum of money |
| the U.S. Army offers experiences and training that can | | | | to continue their education. |
| not be found anywhere else in the world. He also | | | | With the dawn of the Internet, Soldiers can now enroll |
| stressed how valuable Army skills are to civilian | | | | in online universities to pursue their associate or |
| employers. | | | | bachelor's degrees. Many online colleges have degrees |
| "Whether a young person decides to stay in the Army | | | | that are particularly well-suited for service members: |
| for a full career or decides to pursue another career | | | | criminal justice, business administration, computer |
| after the Army, they receive the skills that the | | | | information systems and general studies are some |
| American public values and employers desire," said | | | | good examples. |
| Walters. | | | | To help attract young people, the Army can |
| Each spot focuses on one of the following: teamwork, | | | | communicate to recruits that they can, not only serve |
| personal development, leadership and job skills training. | | | | their country, but also prepare for their civilian future at |
| Each TV spot will drive people to the website with | | | | the same time. These days it is not unusual for online |
| web films on such fundamental aspects of Army life | | | | schools to have students who are currently serving in |
| like basic training and overseas deployments. | | | | combat roles in the Middle East. |
| In addition to recruiting new Soldiers, the Army is also | | | | |