TEAM DDB All information in this document is proprietaryAll andinformation confidential in and thisshould document not is be proprietary shared without and prior confidential written and consent should from notDDB be Chicago, shared without Inc. prior written consent from DDB Chicago, Inc. 1 - . h-Team DDB leaders Program Account Manager DDB Chicago Cortex FPO PAUL GUNNING DDB Chicago CEO JOHN MAXHAM DDB Chicago CCO CHRIS PULTORAK Program Account Manager SEAN MARSH Research Lead JOHN KOTTMANN Cortex Lead COREY RICHARDSON Multicultural Planning Lead Functional Management Team FPO MYRA NUSSBAUM Creative Lead KRISTEN COLONNA Media Lead AZHER AHMED Digital Lead ANNE MARIE NEAL Direct Marketing Lead ALISON DELZELL Event Marketing Lead All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. KRISTY WILSON Public Relations Lead 3 TEAM DDB OUR STRATEGIC APPROACH All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. 4 All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. 5 REVERENCE VS. RELEVANCE All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. 6 I respect all that Soldiers do, but I could never see myself in the U.S. Army. TEAM DDB TEAM DDB REVERENCE Reverence RELEVANCE 87% 36% 32% 31% The U.S. Army is respected by Americans The U.S. Army is more than just combat and war The U.S. Army would prepare me best for the future The U.S. Army attracst higher quality recruits All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. Source-Team DDB Research 9 TEAM DDB U.S. ARMY MARKETING AND BRANDING PROBLEM Problem statement: America’s deep-rooted misperceptions about serving in the U.S. Army create risk in manning a premier, all-volunteer U.S. Army All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. 10 TEAM DDB All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. 11 TEAM DDB All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. 12 ?uemum snap Into active tethets embedded in body suit TEAM DDB All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. 16 TEAM DDB All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. 18 TEAM DDB All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. 19 TEAM DDB OUR MISSION Elevated, motivating U.S. Army brand High-quality, diverse U.S. Army recruits All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. 20 TEAM DDB OUR APPROACH Aspiration Help prospects see the U.S. Army differently Motivation Help prospects see themselves in the U.S. Army All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. 21 TEAM DDB Over the past two years, we have conducted proprietary, immersive research Extensive social listening with young adults Analyses of Gen Y and Z social trend data: sparks & honey, Pew Research Center, Futures Group, Cassandra In-depth ethnographies with prospects and influencers in NJ, IL, FL, TX All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. National Prospect Quantitative Study n = 2,145 22 TEAM DDB The Impact Gap All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. 23 TEAM DDB There’s a gap… between the impact young adults want to make and the real opportunities to do so All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. 24 TEAM DDB College-capable young adults told us what matters most when thinking about the future 1 “Having purpose, not just a paycheck” 2 “Taking on big challenges that help me grow” 3 “Doing work that is respected by others” All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. Source-Team DDB National Youth Study 25 TEAM DDB But fulfillment is hard to find in the work world It’s difficult to gain access to great companies “Careers” quickly feel like jobs Promises of purpose go unfulfilled % All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. % % Source-Pew Research, Futures Group 26 TEAM DDB And college is an increasingly difficult investment to justify Add it up Total education debt of students and parents per graduating class, in billions 80 70 60 50 40 30 20 10 0 “College is now a calculated risk, not a game-changer like it used to be.” All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. Source-WSJ, Mark Kantroqitz 27 TEAM DDB There’s uncertainty as a result How sure are you that this next step will provide the potential to make significant impact and achieve all you want? % Unsure Going to college 47 Going to tech or trade school 62 Getting a new full-time job 60 Continuing with my current full-time job 68 All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. Source-Team DDB National Youth Study 28 TEAM DDB The U.S. Army can be a powerful solution to the Impact Gap for high-quality prospects All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. 30 TEAM DDB How? How do we transform a prospect’s perception of the U.S. Army? All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. 31 Differentiating Compelling, U.S. Army modern truth context DIFFERENTIATING U.S.ARMY TRUTH “Only the Army has what it takes to tackle the world’s most impossible challenges.” 33 TEAM DDB No other organization can match the U.S. Army Diversity Values Scale Skills Impact All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. 34 TEAM DDB No other organization is preparing for the future like the U.S. Army All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. 35 TEAM DDB No other role makes the impact of a U.S. Army Soldier All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. 36 TEAM DDB COMPELLING MODERN CONTEXT TOMORROW’S “IMPOSSIBLE CHALLENGES” • Engage new enemies across the globe • Defeat the growing spread of terrorism • Protect against cyber attacks • Develop breakthrough technologies • Eradicate new diseases • Build and rebuild diplomatic relations • Engineer entirely new infrastructure • Rescue those increasingly in nature’s path • Train for unforeseen challenges All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. 37 TEAM DDB These challenges of tomorrow are no match for a U.S. Army that is broader, deeper and more capable than any other branch of military service or any private sector organization All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. 38 TEAM DDB “ You are warriors first. But as I saw today in the physics lab, the counterterrorism center, the cyber center, you’re also scientists, political scientists, and so much more. Every day you crack the code in some way. And we need you to continue to do so.” All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. 39 TEAM DDB U.S. ARMY BRAND CONVICTION (STRATEGIC IDEA): Only the U.S. Army fights to tackle tomorrow’s toughest challenges All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. 40 1. An evolved EAB creative platform must amaze and motivate highquality prospects and influencers with the tomorrow-focused power of the U.S. Army 2. It must make the U.S. Army stand alone as an option for high-quality prospects 3. It must help the Army show up differently—reinforcing relevance not only through message, but the modernity of every action and behavior All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. 41 TEAM DDB OUR CREATIVE APPROACH All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. 42 TEAM DDB All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. 45 TEAM DDB RELEVANCE FILTERS • Diversity of people and challenges • Leaning in to future perspective • Technology first • Individual impact + scale = solving problems • • • • • Tone Editing for energy Music Typography Channel / event selection— how and where we show up • Broaden the fronts where we fight and the enemies we combat All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. 46 TEAM DDB OUR APPROACH Aspiration Help prospects see the U.S. Army differently Motivation Help prospects see themselves in the U.S. Army All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. 47 TEAM DDB Warriors of Tomorrow All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. 48 ACTIVE TOMORROW TAKES AN ARSENAL OE WEAPONS AGAINST HATE. 50 ACTIVE TUMURRUMJTAKESSULDIERS UN THEFRUNTLINES OF TECHNOLOGY. 51 ACTIVE TUMURRUWTAKES PILUTSWHU NEVEEH, LEAVETHEGRUUND. 52 SEEQEEXE 3223 m: mm? mw ACTIVE AIES All 54 RESERVE ?81?1:1:ng TUMURRUW YOU CAN GIVE MULTIPLIES IT. RESERVE BACK-1UP THAT KNOWS HUWTU LEAD. 56 TEAM DDB Million Eyes—Reserve All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. 57 TEAM DDB Frontlines All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. 59 TEAM DDB All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. 61 TEAM DDB All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. 62 TEAM DDB All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. 63 TEAM DDB All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. 64 TEAM DDB Lab of Tomorrow An interactive, multi-sensory futuristic dome, highlighting the innovation and technology of the U.S. Army. All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. 65 TEAM DDB All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. 67 TEAM DDB OUR APPROACH Aspiration Help prospects see the U.S. Army differently Motivation Help prospects see themselves in the U.S. Army All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. 68 TEAM DDB Resulting Benefits ACTIVE PROSPECTS The diverse opportunities to impact tomorrow RESERVE PROSPECTS The ability to impact tomorrow while maintaining a civilian life INFLUENCERS Assurance that their son or daughter is making a quality decision for their future All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. 69 TEAM DDB Career Day A career day where a diverse group of professionals share an experience that gave them the skills and training to prepare for tomorrow. All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. 70 TEAM DDB TTAA Corp. An intriguing, unbranded campaign that will attract the low propensity, high-quality prospects the U.S. Army requires to tackle the impossible challenges of tomorrow. All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. 72 TEAM DDB Thousands apply for the opportunity to change the world. TTAA is looking for candidates with an interest in creating cutting-edge cures on the forefront of medicine. TTAA is looking for candidates with computer skills able to take on the world’s most challenging cyber issues. TTAA is looking for candidates to create the thinnest solar panels known to mankind. All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. 73 TEAM DDB All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. 74 TEAM DDB Tomorrow Takes You A digital, social and out-of-home campaign that features our most valuable assets, our recruits. All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. 77 Tomorrow Takes You Upon the launch of the Tomorrow Takes an Army campaign, we’ll begin creating a database of imagery that celebrates every single new Army recruit, highlighting their commitment to the Army and to tomorrow. 78 TEAM DDB Reserve All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. 80 82 37.3: n?l I 87": k"'4l . TOMORROW TOMORROW llemphis TN .Lansing, MI TOMORROW TAKES JERRY Portland, OR . y'? TOMORROW Austin, TX . TOMORROW Sant Tomorrow Takes You New recruit page on GoArmy.com TOMORROW WHY I JOINED: to protect my country. And earn money for college. WHAT I HOPE TO LEARN: Discipline. Teamwork. See the world MV TOMORROW: I'm interested in Special Operations. DDWNIIME: Playing guitar and poker. I also like deer hunting. Fishing. too! 0 CURIOUS ABOUT IESSAOE JERRY SPECIALTIES ENGINEERING MECHANICS MEOICAL TECHNOLOGY HOME STATES 85 Tomorrow Takes You Our Tomorrow Takes You videos will be used on the U.S. Army’s social media accounts. All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. 86 Tomorrow Takes You We’ll target media to speak to potential recruits on a local level. All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. 87 See Your Tomorrow A personalized Facebook video shows potential recruits that the person they are today can greatly impact the world tomorrow. 88 See Your Tomorrow A personalized Facebook video shows potential recruits that the person they are today can greatly impact the world tomorrow. 89 TEAM DDB What’s Your Tomorrow Quiz A visual multiple choice quiz will help recruits discover what MOS is right for them. All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. 90 [9'33? 94% 5:16 BuzzFeeo Exactly What Does Your Tomorrow Look Like? You won't believe how awesome it is! WHERE WOULD YOU 80? TEAM DDB 360° Tomorrow Use 360-degree videos to tell real stories from the POVs of actual Soldiers. We’ll highlight stories ranging from life on an Army base to the development of a cure for the Zika virus to a paratrooper doing a 5,000-foot drop. All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. 92 TEAM DDB All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. 94 #72HOURS What solutions for a better tomorrow can a committed Army team pull off in a short amount of time? Let’s find out. 95 #72HOURS We place a group of Army reservists, along with innovators, subject matter experts, and other U.S. Army personnel, in blackbox isolation to try to help solve issues of global importance. When the doors reopen after 72 hours, the unit reveals the work it has done and the surprising amount of impact that can be made in a limited amount of time. As a series of executions targeted toward prospective reservists, it illustrates how a part-time commitment can translate to big-time, tomorrow-transforming results. 96 TEAM DDB Moms of Tomorrow We’ll showcase heartwarming testimonials of the parents of our U.S. Army soldiers through sponsored content. These proud parents will share stories about the promising tommorrows of their kids because of the U.S. Army. Moms of Tomorrow All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. 97 TEAM DDB All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. 98 TEAM DDB Validation and optimization: The “Tomorrow Takes an Army” platform shows strong potential to perform at a higher level than the current EAB Which idea makes you most interested in considering the U.S. Army? (% by cohort) Tomorrow Takes an Army Join the Team That Makes a Difference Total 17- to 24-year-olds 56 44 “Definitely / Probably Will” U.S. Army Propensity 59 41 “Probably Not” U.S. Army Propensity 57 43 “Definitely Not” U.S. Army Propensity 55 45 African American 58 42 Hispanic 51 49 Academic Leaders 55 45 All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. Among: 17- to 24-year-old prospects Source-Team DDB Platform Validation Study 99 TEAM DDB GoArmy.com All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. 101 All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. 102 Refined experience Our guiding pillars for a modern web experience: • Streamlined • Guided • Agile • Contextual • Adaptive All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. 103 TEAM DDB PROGRESSIVE INTELLIGENCE: ACTIVATE AND AMPLIFY All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. 104 TEAM DDB Driving relevance through the journey ASPIRATION MOTIVATION Progressively help prospects see themselves in the U.S. Army DISCOVER DISCERN DECIDE Reframe the U.S. Army Inspire the individual Drive to action All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. 105 TEAM DDB Turning data into action Prospect Intelligence Prospect Journey Experience Strategy Experience Plan • Media performance • Barriers • Channel strategy • Targeting strategy • Cultural insights • Motivations • Content strategy • Advanced modeling • Macroeconomic data • Apathy and influence • Service design • Primary and syndicated research • Priority channels • Comms systems • Reach, frequency and sequencing • Content opportunities • Emerging technologies • Adtech and martech • Behavioral data All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. • Measurement, data and analytics 106 TEAM DDB Applying advanced data for a more personalized journey PERSONAS Segment-based personas PERSONS Behavior-based personas All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. 1:1 Media / message delivery 107 TEAM DDB Active U.S. Army persona STORY GOALS AND NEEDS With graduation coming fast, my friends and family are asking me I want a solid career path INTERESTS what I am going to do. And honestly I am not sure. I’m a pretty good student and love science and math, so maybe something like I want to have a purpose being an electrician, mechanic or maybe something linked to computers. I like the idea of college or even traveling, but not sure I want college fees paid for how I would pay for it. I have a friend who is thinking about military, but what if I get deployed? I definitely want a solid career where I I want to travel the world can do something I am good at, that has purpose and I can earn a decent income. Robert Age: 17 Junior in High School GPA: 3.2 Chantilly, VA BARRIERS MOTIVATIONS DISCOVER DISCERN Don’t understand the opportunities and impact • Don’t believe people “like him” join the U.S. Army • • Little military connection • • Uninspired by the U.S. Army • • Unclear understanding of the jobs and benefits available Unclear on the quality of life / what it takes to serve Unclear understanding of what the U.S. Army could lead to DECIDE • • Don’t understand the recruitment process Don’t understand how to get preferred job / placement • Mental / physical readiness • Leaving friends / family All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. • Leaving their mark on the world • Looking to belong • Making and saving money • Personal relationships 108 TEAM DDB Active U.S. Army persona STORY GOALS AND NEEDS With graduation coming fast, my friends and family are asking me I want a solid career path INTERESTS what I am going to do. And honestly I am not sure. I’m a pretty good student and love science and math, so maybe something like I want to have a purpose being an electrician, mechanic or maybe something linked to computers. I like the idea of college or even traveling, but not sure I want college fees paid for how I would pay for it. I have a friend who is thinking about military, but what if I get deployed? I definitely want a solid career where I I want to travel the world can do something I am good at, that has purpose and I can earn a decent income. Robert Age: 17 Junior in High School GPA: 3.2 Chantilly, VA BARRIERS MOTIVATIONS DISCOVER DISCERN Don’t understand the opportunities and impact • Don’t believe people “like him” join the U.S. Army • • Little military connection • • Uninspired by the U.S. Army • • Unclear understanding of the jobs and benefits available Unclear on the quality of life / what it takes to serve Unclear understanding of what the U.S. Army could lead to DECIDE • • Don’t understand the recruitment process Don’t understand how to get preferred job / placement • Mental / physical readiness • Leaving friends / family All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. • Leaving their mark on the world • Looking to belong • Making and saving money • Personal relationships 109 TEAM DDB Active U.S. Army journey DISCOVER Understand the opportunities and impact of the U.S. Army Tactic Content Data U.S. Army Instagram post BuzzFeed native content Contextually relevant interest-based, MOS, day-in-the-life content Device, search data, off-site browsing activity, interests All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. 110 TEAM DDB Active U.S. Army journey DISCOVER DISCERN Understand the opportunities and impact of the U.S. Army Understand the job and benefits of the U.S. Army Tactic Content Data U.S. Army Instagram post BuzzFeed native content GoArmy.com MOS landing page Simplified data collection page Triggered EM – prospect nurture Contextually relevant interest-based, MOS, day-in-the-life content Educational content and progressive profiling Device, search data, off-site browsing activity, interests On-site browsing activity, bookmark, content shares, bounce rates, name, location, email All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. 111 TEAM DDB Active U.S. Army journey DISCOVER DISCERN DECIDE Understand the opportunities and impact of the U.S. Army Understand the job and benefits of the U.S. Army Understand the recruitment process Tactic Content Data U.S. Army Instagram post BuzzFeed native content GoArmy.com MOS landing page Simplified data collection page Triggered EM – prospect nurture Triggered MOS DM— prospect nurture Follow-up variable EM Contextually relevant interest-based, MOS, day-in-the-life content Educational content and progressive profiling Practical specifics on serving and recruitment process Device, search data, off-site browsing activity, interests On-site browsing activity, bookmark, content shares, bounce rates, name, location, email Phone number, address, EM delivery / engagement All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. 112 TEAM DDB Mom persona STORY GOALS AND NEEDS Robert is the center of my life. I’ve always taught him to think about I want my son to be successful INTERESTS “tomorrow” and to make the decisions that will set him up best for the future. Now that he is approaching the end of high school, I I want my child to be safe want him to make the right decision on what he is going to do for the rest of his life. Of course I want him to do something he loves, but most importantly something that will give him a long-term path I want my family to be happy and healthy for a solid career, with good benefits and an opportunity for him to worry less and experience more. Carol Age: 46 Teacher 17-year-old son Chantilly, VA BARRIERS MOTIVATIONS DISCOVER DISCERN DECIDE • Having child experience personal and professional fulfillment • Don’t understand the opportunities and impact • Don’t understand how the U.S. Army will facilitate his interests • Don’t understand the pros and cons of serving • Don’t believe people “like him” join the U.S. Army • Understanding the true risks of the military • Understanding where child will be deployed • Raising healthy, respectful children • Understanding the health and education benefits • Having child use their talents • Little military connection All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. 113 TEAM DDB Mom persona STORY GOALS AND NEEDS Robert is the center of my life. I’ve always taught him to think about I want my son to be successful INTERESTS “tomorrow” and to make the decisions that will set him up best for the future. Now that he is approaching the end of high school, I I want my child to be safe want him to make the right decision on what he is going to do for the rest of his life. Of course I want him to do something he loves, but most importantly something that will give him a long-term path I want my family to be happy and healthy for a solid career, with good benefits and an opportunity for him to worry less and experience more. Carol Age: 46 Teacher 17-year-old son Chantilly, VA BARRIERS MOTIVATIONS DISCOVER DISCERN DECIDE • Having child experience personal and professional fulfillment • Don’t understand the opportunities and impact • Don’t understand how the U.S. Army will facilitate his interests • Don’t understand the pros and cons of serving • Don’t believe people “like him” join the U.S. Army • Understanding the true risks of the military • Understanding where child will be deployed • Raising healthy, respectful children • Understanding the health and education benefits • Having child use their talents • Little military connection All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. 114 TEAM DDB Mom as influencer journey DISCOVER Understand the opportunities and impact of the U.S. Army Tactic Content Data U.S. Army advocate engagement Influencer Facebook posts Interests and affinities, followers All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. 115 TEAM DDB Mom as influencer journey DISCOVER DISCERN Understand the opportunities and impact of the U.S. Army Understand how the U.S. Army will facilitate his interests Tactic Content Data U.S. Army advocate engagement Blog content Influencer Facebook posts Blogs with links (paid or earned) Interests and affinities, followers Referral source, session, next action All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. 116 TEAM DDB Mom as influencer journey DISCOVER DISCERN Understand the opportunities and impact of the U.S. Army Understand how the U.S. Army will facilitate his interests Tactic Content Data DECIDE Understand the pros and cons of serving U.S. Army advocate engagement Blog content GoArmy.com mom content Influencer Facebook posts Blogs with links (paid or earned) Influencer and family content focused on specifics of serving and the recruitment process Interests and affinities, followers Referral source, session, next action All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. On-site browsing activity, bookmark, content shares, bounce rates, name, location, email 117 TEAM DDB U.S. Army Reserve persona STORY GOALS AND NEEDS I love what I do, especially the aspects of helping people that are I want to maintain my lifestyle INTERESTS in desperate need of help or need hope that they will feel better. I just wish I knew where this path will lead me and what opportunities I want a solid career path I have for continuing education to provide a better life for my son. I didn't have a chance to complete my degree while also paying for childcare, but I feel the time is right. I have a supportive family and I know I can do more. I want my son to be proud of his mom and know I want to make a mark on the world I want financial freedom I did all I could to make our tomorrow better. Sandra Age: 23 Medical assistant Young son Chico, CA BARRIERS MOTIVATIONS DISCOVER • • • • Don’t know the paths of service Don’t believe people "like her” join the U.S. Army Little military connection Uninspired by the U.S. Army DECIDE DISCERN • • • Unclear on what “part-time” commitment means • Unclear on the quality of life in the Reserve (daily) • Mental and physical readiness • Unclear on the recruitment process • Perception of being a “real soldier" Unclear understanding of the jobs / benefits All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. Need assurance her family will support her decision • Being a good role model • Giving back • Making money for a better life for my family 118 TEAM DDB U.S. Army Reserve persona STORY GOALS AND NEEDS I love what I do, especially the aspects of helping people that are I want to maintain my lifestyle INTERESTS in desperate need of help or need hope that they will feel better. I just wish I knew where this path will lead me and what opportunities I want a solid career path I have for continuing education to provide a better life for my son. I didn't have a chance to complete my degree while also paying for childcare, but I feel the time is right. I have a supportive family and I know I can do more. I want my son to be proud of his mom and know I want to make a mark on the world I want financial freedom I did all I could to make our tomorrow better. Sandra Age: 23 Medical assistant Young son Chico, CA BARRIERS MOTIVATIONS DISCOVER • • • • Don’t know the paths of service Don’t believe people “like her” join the U.S. Army Little military connection Uninspired by the U.S. Army DISCERN • • • DECIDE Unclear on what “part-time” commitment means • Unclear on the quality of life in the Reserve (daily) • Mental and physical readiness • Unclear on the recruitment process • Perception of being a “real soldier” Unclear understanding of the jobs / benefits All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. Need assurance her family will support her decision • Being a good role model • Giving back • Making money for a better life for my family 119 TEAM DDB U.S. Army Reserve prospect journey DISCOVER Understand the paths of service Tactic Content Data Huffington Post native content Contextually relevant, interest-based, MOS content Device, search data, context, off-site browsing activity, interests All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. 120 TEAM DDB U.S. Army Reserve prospect journey DISCOVER DISCERN Understand the paths of service Understand what part-time means Tactic Content Data Huffington Post native content GoArmyReserve.com landing page Simplified data collection page Contextually relevant, interest-based, MOS content Educational content and progressive profiling Device, search data, context, off-site browsing activity, interests On-site browsing activity, bookmark, content shares, bounce rates, name, location, email All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. 121 TEAM DDB U.S. Army Reserve prospect journey DISCOVER DISCERN DECIDE Understand the paths of service Understand what part-time means Be sure that my family will support my decision Tactic Content Data Simplified data collection page Triggered MOS DM— prospect nurture Follow-up variable EM Huffington Post native content GoArmyReserve.com landing page Contextually relevant, interest-based, MOS content Educational content and progressive profiling Practical specifics on serving, family lifestyle management and recruitment process Device, search data, context, off-site browsing activity, interests On-site browsing activity, bookmark, content shares, bounce rates, name, location, email Phone number, address, EM delivery/engagement All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. 122 Scalable creative email system ACTIVE DUTY Header 600 x 100 RESERVE Subject: Robert, need a bridge to the future… Subject: Sandra, save lives with less disruption… Preview Text: To learn more about engineering… Preview Text: Contact a recruiter to learn more… Live text and logo: Engineering Live text and logo: Practical nurses CTA: Talk to a recruiter Module 1 600 x 700 CTA: Talk to a recruiter Module 2 600 x 400 F1 400 X 150 F2 400 X 150 Module 3 600 x 400 Footer 600 x 60 123 Scalable creative direct mail system ACTIVE Explore XXXX Assistant Careers with The U.S. Army RESERVE Explore XXXX Assistant Careers with The U.S. Army Template COVER 8” X 8” OVERSIZED SELF MAILER 4/4 MATTE 10PT CVR FULL COLOR VDP <50 word count support copy> <50 word count support copy> , EXPLORE CAREERS WITH THE < NAME >, YOU CAN START YOUR TOMORROW TODAY. , We’d be happy to answer your questions
BRC 124 TEAM DDB Data to decision to results DATA SIGNALS AND TRIGGERS DECISIONING ENGINE DEMOGRAPHICS LIFE EVENTS Age Graduating high school Gender Change in family Geolocation Loss / separation Household type Moving / new city KEY BARRIERS Financial trouble Alternate careers Relationship loss Lack of guidance High school Struggling in college Family dissent College Receive scholarship U.S. Army perception vs. military CAREER STAGE Graduate Professional World event NEEDS SOURCE Get education Event lead Make money Family referral Build a career School mentor Travel Media lead INTERESTS Serving country High tech Make an impact Explore new challenges Peer influence Natural calamity Online lead LEAD SCORING PERSONALIZED JOURNEY CONTENT LIBRARY Themed content modules Templatized DM Templatized email Programmatic creative Lead eligibility Personalized webpages Academic score Personalized video Physical fitness score ASVAB predictive score RESULTS LEAD GENERATION LEAD TO RECRUIT CONVERSION MAKING MISSION REFINE AND OPTIMIZE Propensity score Recruiter lead Call-center 3rd party lead U.S. Army mentor All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. 125 TEAM DDB ARMY CHANNEL STRATEGY AND TACTICAL MEDIA RECOMMENDATION All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. 126 TEAM DDB Evolving to selectivity at scale FROM TO Search 4% Social 4% 11% Digital 2% Spot TV 15% OLV 12% Digital 55% TV 74% TV Search 6% Social 6% 3% Innovation OOH/Cinema 2% Print 1% Radio 1% OLV 0% 0% 2% OOH/Cinema 20% 40% 60% 80% Social Influencer 1% Print 1% Radio 0% Spot TV 0% 0% All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. 10% 20% 30% 40% 50% 60% 127 TEAM DDB Today’s prospect ACTIVE MRI Population: 10.7M A18-24 in High School or Graduated from High School Translates to 1.33M Qualified and Eligible Quality Prospects Rural and urban skew HHI $49K Urban skew HHI $79K A17-24 A18-34 Fitness focused, gamer Financially savvy Image conscious NFL, MLB purchased an ACT / SAT prep course RESERVE Image conscious MRI Population: 35.7M A18-34 in College or with a College Degree Translates to 4.4M Qualified and Eligible Quality Prospects All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. TMZ, TripAdvisor applied for financial assistance 128 TEAM DDB Closing the Impact Gap All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. Source: Millward Brown Brand Tracker Q4 FY15 Perception Map 129 TEAM DDB We must drive more cost-effective and efficient activation • Adding addressability as a layer of media activation • Holistic approach to video • Mobile at the core • Direct buys with premium guaranteed and curated channels • Segment audiences based on predictive behaviors that signal quality prospects for more efficient targeting U.S. Army QMAs Kansas City, MO Demographics from DMP Male 17-24 Location-based audiences and reporting Has visited gym four days a week Interest, affinity and custom segments Technology early adapter; reads TechCrunch Online and offline behavior segmentation based on content consumption, purchases and activities All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. Reads TechCrunch, purchased gym membership / ACT prep course, etc. 130 TEAM DDB Advanced audience data is at our core 3rd Party Data Search Offline Data Social Mobile Media Activation Conversion / Engagement Data Marketing Data Programmatic Agile Data Platform Data Management Platform Walled Gardens ERetail Measurement and Optimization Decisioning Engine Custom Segmentation Eligibility Personalization Predictive Models Priority Programmatic Creative Attribution / MMM Suppression Multivariate Testing Programmatic Creative Holistic Data Aggregation and Reporting Suite Ingest Data Viz Sharing Agile Development Asset Management All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. 131 TEAM DDB A unique people-first capability KEY PLAYERS SSO IDENTITY LAYER PROSPECTS OPERATING SYSTEM MARKETPLACE ACTIVATION CONTENT TBD DEVICES TBD PROSPECTS Sign In to My Verizon User ID Cell Phone Number TBD All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. 132 TEAM DDB Activating an innovative use of data [ID] [ACTION] [ACTION METADATA] [TIME STAMP] 0321879724/ref=sr_1_2?ie=UTF8andqid= 1495482142andsr=82andkeywords=college+textbooks Purchase college textbooks $226 / Cardlytics / Amazon 5SEP2018 15:07:01.004’ ?keywords=health%20care%20jobsandori gin=GLOBAL_SEARCH_HEADER Looking for health care job LinkedIn 7JUNE2018 18:23:43.149’ 1119225418/ref=sr_1_1?ie=UTF8andqid= 1495481064andsr=81andkeywords=act+prep+book+2017 Buying ACT / SAT prep $23 / Amazon 19MAR2018 15:07:01.004’ $70 / VISA / Cardlytics 7APR2018 18:23:43.149’ B008DSKMKO/ref=sr_1_5?ie=UTF8andqi d=1495481224andsr=85andkeywords=20lb+hand+weights Buying sporting equipment All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. 133 TEAM DDB Holding ourselves accountable to quality, quantity and diversity of leads PROSPECT JOURNEY DISCOVER DISCERN DECIDE Marketing Objective Change perceptions of the U.S. Army and increase differentiation of the U.S. Army vs. other military branches Increase investigation of the U.S. Army by qualified prospects Increase qualified leads and conversion rates Media Objective Increase consideration for the U.S. Army as a career choice, increase familiarity with Reserve service options Increase leads through calls, emails Increase application starts, recruiter visits KPIs Change in perception Engagement rate Conversion rate Measurement Instrument JAMRS Ad Tracker, custom or cross-channel campaign effectiveness research Online journey tracking, search traffic and clicks, social engagement Unique GoArmy.com visitation, matched market testing, digital attribution, market mix modeling Metrics Increase U.S. Army attributes associated with “training and adaptability” Visitation to GoArmy.com, branded U.S. Army searches, social engagement, call center volume Increase online applications, U.S. Army recruiter visits, cost per acquisition All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. 134 TEAM DDB Getting progressively smarter about media across the journey TV OOH EVENTS PRINT DM / CONTENT DIGITAL SEARCH SOCIAL Cross-Channel Brand Effect Analysis DISCOVER JAMRS Ad Tracker Digital Brand Effect Study Social Brand Effect Starch Online Journey Tracking DISCERN Sharing, Commenting, Upload Custom Prospect Behavior Research Search Traffic and Clicks Lead Volume; Unique GoArmy.com Visitation Sentiment Analysis Matched Market Testing DECIDE Digital Attribution Marketing Mix Modeling All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. 135 TEAM DDB Increasing quality accessions +11 points for flat spend Estimated media spend: $98M 58% quality accessions $2,087 cost per quality recruit Media spend: $98M 69% quality accessions $1,733 cost per quality recruit All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. 136 TEAM DDB OUR MISSION CHANNEL EVOLUTION AND RATIONALE All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. 137 TEAM DDB Channel mix shift FROM TO Search 4% Social 4% 11% Digital 2% Spot TV 15% OLV 12% Digital 55% TV 74% TV Search 6% Social 6% 3% Innovation OOH/Cinema 2% Print 1% Radio 1% OLV 0% 0% 2% OOH/Cinema 20% 40% 60% 80% Social Influencer 1% Print 1% Radio 0% Spot TV 0% 0% All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. 10% 20% 30% 40% 50% 60% 138 TEAM DDB Our Scenario tool leverages a breadth of expertise for the U.S. Army DISCOVER REFRAME THE U.S. ARMY DISCERN DECIDE INSPIRE THE INDIVIDUAL DRIVE TO ACTION Microsites Social apps Consumer opinion website / blogs Mobile Search PC or console game products / ads Recommendations by friends/family social apps Event sponsorships Social apps Products in desktop internet search Online games (sponsored) by brand Recommendations by experts Email marketing Email marketing Mobile search Websites for brand Sports sponsorships Products in desktop internet search Consumer opinion website/blog Twitter mobile Direct Mail Social apps Twitter desktop Microsites Mailings Branded mobile apps Home shopping television YouTube Mobile messaging PC or console game products / ads Products in TV shows/movies Websites for brands and companies Direct Mail Other social network ads TV program sponsorship Branded mobile apps All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. 139 TEAM DDB Media investment allocation strategy DISCERN DISCOVER VIDEO PRINT OOH EVENT VIDEO DECIDE SOCIAL DM / EM DISPLAY INNOVATION SOCIAL DISPLAY INFLUENCER DM / EM SOCIAL DISPLAY ALWAYS ON MOBILE SEO SOCIAL INFLUENCER INNOVATION All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. PR GOARMY.COM 140 TEAM DDB TV: Working harder with the behavioral optimizer $2.0M Multicultural A18-34 Reach to Key Segments with Linear 90% 85% Men and Women A18-34 75% • Increased Telemundo 70% 65% 60% A18-34 M18-34 Current Started with 2016 TV schedule Behavioral optimized mix • Added syndication and premium direct response • Added A18-34 cable networks 80% Prime Prospects A18-24 • Removed older skewing networks and dayparts W18-34 HM18-34 AA18-34 • Adjusted linear to OLV balance in sports and broadcast Optimized More efficient and effective mix All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. 141 TEAM DDB Video: Effectively maintaining the base while getting targeted 2016 PROJECTED 2018 2% LOCAL 21% DIGITAL VIDEO 79% NATIONAL 98% NATIONAL • Full episode player • Non-skippable pre-roll • Social • Premium guaranteed • Connected TV 5,643 GRPs 5,643 GRPs All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. 142 TEAM DDB An evolved digital approach—selectivity at scale From network and ROS to audience based and PMPs • Strategic / custom engagements remain From proxy and content to intent & context • Premium guaranteed NFL, CBS Sports, IGN, Spotify From social direct to native platform engagements • YouTube, Facebook, Instagram From algorithm to open and custom • Custom audiences, curated channels and BYOA All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. 143 TEAM DDB Making local work harder with digital DATA Source: Millward Brown Brand Tracker Q4 FY15 Perception Map All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. 144 TEAM DDB Social: Precise, influential and behavioral TARGETING INFLUENCERS Precision audience and affinity targeting will help drive awareness and lead generation Targeting influencers to increase likelihood to support and recommend ADVANCED DATA Advanced targeting from social signals and behavioral / demographic indicators enable U.S. Army to join the conversation, not just listen to it All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. CONTENT Prioritize top-performing content and meet the threshold for content amplification MESSAGING Leverage messaging and bot functionality to maximize lead generation 145 TEAM DDB Search: Relevant, responsive DMAs CONTENT Prioritize DMAs based on brand and category demand indexation Own adjacency and compete with college preparedness, trades and public sector AUDIENCE Leverage more advanced capabilities surrounding audience addressability All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. INTENT Create search keyword portfolio capturing an addressable audience in their key moments of intent 146 TEAM DDB Modern context for all prospects ENVIRONMENT DEVICE FORMAT 75% 70% 60% Audience Mobile Native All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. 147 TEAM DDB Compelling content to reposition the U.S. Army Relevant Purpose driven All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. Tech forward 148 TEAM DDB Differentiated targeting for Active and Reserve RESERVE ACTIVE U.S. Army QMAs Demographics from DMP Location-based audiences and reporting Interest, affinity and custom segments Online and offline behavior segmentation based on content consumption, purchases and activities All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. 149 TEAM DDB DISCOVER CHANNEL ROLES AND TACTICS All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. 150 TEAM DDB Discover: Channel roles and tactics Reframe the U.S. Army VIDEO DISPLAY SEARCH SOCIAL INNOVATION EVENTS Capture attention Capture attention and declare our POV and declare our POV Capture attention and declare our POV Intercept Active seekers Activate key personas Reframe perceptions Personalize the possibility Reduce broadcast and increase the mix of cable, DR and syndication to eliminate inefficiency and drive targeted reach Geo-fence placements in Tier 1 and 2 DMAs, embed in native content, and place within contextually relevant information and entertainment Prioritize DMAs based on Brand and Category Demand indexation Partner with emerging technologies, new media platforms and untested tactics to drive effectiveness, efficiency and ROI Establish a presence with experiential gaming, sports and technology to bring Army possibilities to life OOH/PRINT Contextually relevant placements in Tier 1 and 2 DMAs and high ascension markets Placement in key Speak to a trade publications multicultural audience targeting Reserve with Telemundo prospects Remove expensive daytime prime and late night dayparts, in favor of premium online video Create custom curated channels delivering on prospect behavior, interests and habits of Active, Reserve and Influencer Own adjacency content and compete with college preparedness, trades and public sector Create search keyword portfolio capturing an addressable audience in their key moments of intent Engage target audiences to communicate Army opportunities and encourage them to seek more information Target influencers with content that will increase likelihood to support and recommend and drive them to GoArmy.com Support Lab of Tomorrow with paid media and PR to drive attendance and engagement ALWAYS ON GoArmy.com Mobile Experiences and Applications Events / Lab PR SEO Influencer and COI Engagement All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. 151 TEAM DDB Paid, owned, earned: Lab of Tomorrow Paid Owned Earned Drive awareness and attendance Leverage GoArmy.com for lead generation Invite local media and influencers to engage with and cover event Capture and amplify event experience All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. House event content on all owned channels 152 TEAM DDB Paid, owned, earned: TTAA Corp. TARGETING Paid Owned Earned Interest and target video engagement to key audiences Leverage GoArmy.com for lead generation Pitch the campaign reveal to media House event content on all owned channels All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. Engage influencers to share personal experiences 153 TEAM DDB DISCERN CHANNEL ROLES AND TACTICS All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. 154 TEAM DDB Discern: Channel roles and tactics Inspire the individual VIDEO NATIVE SOCIAL INFLUENCER SEARCH EMAIL MARKETING Educate and encourage to learn more Educate and encourage to learn more Activate interests and affinities Leverage positive sentiment and opinion Intercept Active seekers Persuade hand raisers Retarget prospects who have visited GoArmy.com Create custom editorial with key publishers to deliver Army testimonials Interest target prospects with key lifestyle content Target influencers with content that will increase likelihood to support and recommend and drive them to GoArmy.com Deep link GoArmy.com content to specific queries Compete in job search listings, volunteer opportunities, and financial planning behavior Behaviorally target prospects based on purchase behavior, site visits and search behavior Target Reserve prospects who are job seeking on LinkedIn or volunteering on Change.org Deliver compelling content across tech pubs like Mashable and cultural commentary like Reddit to learn more about the Army Amplify the Tomorrow Quiz with paid media Leverage a Facebook bot to engage prospects and answer questions Compete in job search listings, volunteer opportunities and financial planning behavior Capture, distribute and geotarget Career Day content and Tomorrow Takes You to Active Prospects ALWAYS ON GoArmy.com Mobile Experiences and Applications Events / Lab PR SEO Influencer and COI Engagement All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. 155 TEAM DDB Paid, owned and earned: Career Day Paid Owned Earned Geo-targeted advertising to generate awareness and attendance Leverage GoArmy.com to capture leads Pitch media and influencers to attend and cover event Capture and amplify event experience All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. 156 TEAM DDB DECIDE CHANNEL ROLES AND TACTICS All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. 157 TEAM DDB Decide: Channel roles and tactics Drive action NATIVE SOCIAL Educate and encourage to learn more Activate interests and affinities Create custom editorial with key publishers to deliver Army testimonials Interest target prospects with key lifestyle content Deliver compelling content across tech pubs like Mashable and cultural commentary like Reddit to learn more about the Army Leverage a Facebook bot to engage prospects and answer questions SEARCH Intercept active seekers RECRUITER Establish a feedback loop for better lead generation Deep link GoArmy.com content to specific queries Compete in job search listings, volunteer opportunities and financial planning behavior Leverage more advanced capabilities surrounding audience addressability to lead a prospect toward action Ensure effective recency of communication Re-engage warm prospects with relevant information and next steps ALWAYS ON GoArmy.com Mobile Experiences and Applications Events / Lab PR SEO Influencer and COI Engagement All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. 158 TEAM DDB EXPERIENCE PLAN All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. 159 TEAM DDB Army experience plan OCT NOV DEC JAN FEB MAR APR MAY JUN JUL AUG SEP VIDEO TV: General market and Hispanic market broadcast, sports & cable; syndication $48,807,000 DRTV: Premium cable daypart mix $5,423,000 OLV: Full episode player, pre-roll, social, premium guaranteed and connected TV DIGITAL PROGRAMMATIC DISPLAY AND AUDIO: Curated channels and premium placement, geo-fenced for key DMAs SITE DIRECT AND NATIVE: Contextually relevant partnerships and placement against Active and Reserve R85.5 F25.4 3+R74.6 $14,790,000 $9,761,400 $1,084,600 SEARCH: Targeted keyword, content adjacency, and addressable audience activation $5,916,000 SOCIAL: Affinity and interest targeting against active and reserve, owned channel activation, and bot functionality $5,916,000 INFLUENCER: Key editorial partnerships and personal relationships with advocates $986,000 PRINT: Mix of pages and formats to align with key target and campaign objectives $986,000 OOH: Targeted DMA and format delivery across units at minimum 25% coverage as a lunch vehicle $1,972,000 $2,958,000 INNOVATION: Test and learn framework of now/near/next media opportunities ALWAYS ON GoArmy.com Mobile Experiences and Applications Events / Lab PR SEO Influencer and COI Engagement 31% 24% 27% All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. 18% Total: $98,600,000 160 TEAM DDB Build early and maintain for +17.3% increase in coverage Original 2016 GCM Brand Flighting – 1,376 Effective Cover Final Optimization – 1,614 Effective Cover +17.3% 80 350 70 300 60 250 50 200 40 150 30 100 20 50 10 0 53 55 57 59 61 63 65 67 69 71 73 75 77 79 81 83 85 90 89 92 94 96 98 100102104 Effective Cover 0 350 60 300 50 250 40 200 30 150 20 100 10 50 0 53 55 57 59 61 63 65 67 69 71 73 75 77 79 81 83 85 87 89 91 93 95 97 99101103 GRPs Effective Cover 0 GRPs • Launch level in week 1 to build frequency required to maximize 3+ reach • Second week slightly elevated to continue effective reach cover glide path into optimal weekly zone (effective cover in high 40s) • Remaining campaign flighted 1-low, 2-high to hold optimal weekly zone All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. Sources: U.S. Army FY16 Flow Chart, OMD Scenario, OMD Multi-Channel Optimizer Based on effective frequency of 3, recency frequency of 1 in the past 3 weeks, and decay rate of 15% 161 TEAM DDB INNOVATION All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. 162 TEAM DDB Our roadmap to sophistication DAY 1 TODAY YEAR 2 RISK MITIGATION, EFFICIENCY, EFFICACY NOW Brand-centric communications • “No change” transition • Reframe the brand • Activate efficiency and integration of communication initiatives NEAR • Test and learn • Optimize efficiency drivers across experience • Enhance data, tech and measurement capabilities Now criteria: • It has been proven to grow the business • It is an important channel for the audience Next criteria: • Its impact is thought to be positive or with potential • It is born from the strategic direction Now examples: • TV spot • Events Next examples: • Long form content • In-program integration • Digital touchpoints All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. YEAR 2+ INNOVATION NEXT • Always-on delivery of consumer-driven, dynamic, connected experiences • Holistic attribution New criteria: • Never been done before with the brand • Seen as a learning experience New examples: • Wearable technology • Virtual Reality • In-app integration 163 TEAM DDB BUDGET ESTIMATE AND TRADE-OFFS All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. 164 TEAM DDB Budget estimate and trade-offs BUDGET ESTIMATE TRADE-OFFS 1% 2% • Enhancing the mix with relevant OLV and reducing mass network TV 12% 3% • More targeted and accurate placement and less site-direct digital 9% 58% 15% Working Media Production Events/Sponsorships Call-Center/Tech/DB/Licenses Other Direct Expenses (OOP, Travel, etc.) • A holistic content strategy versus individual campaigns • The journey to an evolved cookie strategy without compromise to confidentiality or the use of PII • An increase in quality leads and a reduction in media inefficiency List Routing/Appends Agency Fees All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. 165 TEAM DDB Increasing quality accessions +11 points for flat spend Estimated media spend: $98M 58% quality accessions $2,087 cost per quality recruit Media spend: $98M 69% quality accessions $1,733 cost per quality recruit All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. 166 TEAM DDB In closing… Reverence vs. Relevance The Impact Gap A platform built for aspiration and motivation across Active, Reserve and influencers Qualitative and quantitative validation Progressive intelligence for personalization Discover / Discern / Decide Optimized and real-time refined media strategy and implementation All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. 167 TEAM DDB A TRANSFORMATIVE IDEA All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. 168 All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. TEAM DDB Team DDB All information in this document is proprietary and confidential and should not be shared without prior written consent from DDB Chicago, Inc. 172