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INDEPENDENCE DAY:

RESURGENCE ARMY CAMPAIGN

PARTNERSHIP UPDATE

PREPARED FOR: —, Director AMRG


DATE: 9 FEB 2016

Overall Clmslflcatlon: UNCLASSIHEDHFOR OFFICIAL USE ONLY


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BLUF
The Army’s IDR recruitment campaign promotion is
on track. The timeline is very aggressive and zeroes
in on a digital execution that meets the FY16 AMP
objective to increase high-quality leads in Tier 1
markets by partnering with a major film (FOX).
Leveraging the Army’s core values and credibility
with the public, and in emphasizing Army technology
and adaptability, the partnership seeks to capitalize
on the recruitment opportunity by reaching a general
movie—going American audience across a wide
demographic.
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Background:
The Agency laid out a strategic vision which ties the Army in relevant ways to the movie,
demonstrating the Army’s ability to prevail against any obstacle 8x be the only force with the
scale, scope, capabilities and critical thinking to protect our nation now and in an uncertain
future. (Advancing perceptual goal: "army of last resort” to ”versatile. highly—trained, adaptable
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Obiective:
To capitalize on an integrated lDR campaign (inclusive of broad reach a digital) that raises
awareness in perceived value of the Army via a recruiting partnership with the purpose of
maximizing traffic engagement to goarmycom properties that will increase willingness to learn
more and increase # of leads

Guidance:
The intent of the FY16 Patriotic Season campaign was to associate America’s Independence
with the US. Army and own it. In selecting IDR as a replacement campaign, the Army will
continue to associate with Independence Day, but in a highly-integrated way, executed in
market across platforms, aggressively delivering the same FY16 objectives — and do it on time
& on budget
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AGENDA

TO Status
Budget Update
Campaign Components & Timeline
Dependencies
Next Steps
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Prose approved 11 Jan


ADS’s approved 20 Jan

Approved 5 FEB 2016; Kiokof FEB

LANDING EXPERIENCE
joinESD.com
ff 4 MISSION CHALLENGE Expected tomorrow 10 FEB 2016
1 +BUNUS
m SIMILAR TD CRYPTARIS

Expected by 16 FEB 2016

; :3. _g? eo POSTING (Tier 1) Expected by 28 FEB 2016


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JoinESD.com Launch:
Wiid Postings 09 May 2016

IDR Movie Release:


24 JUNE 2015

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- FOX & MWG Agreement on FOX assets


- Particularly Top Nav direct link on War0f96.com
10

WHAT’S CHANGED AT THIS POINT

Media COAs to come with weight shift; Creative Review


coming 18 and 25 FEB

ln-theater recruiting activations are out; SMS mobile


engagement is featured

The original 5—6 challenge campaign experience is now 4


Mission Challenges + bonus '

Campaign experience will NOT live within goarmy.com


domain; now a 3rd party hosting which re-directs to
goarmy.com (similar to cryptarismissioncom)
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11

Agency = finalize FOX partnership agreement and FOX


assets (with Army review); T0 for digital due tomorrow

Align with FOX promotional components (Agency)

Potential Media shift Recommendation for AMJ


(Agency/Army)

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12
ARMY MARKETING CROSS
PROMOTION WITH 20TH CENTURY
FOX’S lD-R

ARMY MARKETING AND RESEARCH GROUP

PREPARED FOR: -
DATE: 22APR|L2016

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BLUF
- The 20th Century FOX “Independence Day- Resurgence” (ID-R) movie
release (June 24) presents the U.S. Army with a significant and timely
opportunity to support Enterprise Brand objectives and the recruiting
mission. The Army’s landing experience JoinESD.com launch is 9 May.

‘ Cost-Effective Integrated Marketing Campaign:


v Leverages FOX Studio promotion investment of $150M
- low Army investment of already purchased media buys
- Integrated campaign with digital landing experience, social media, TV,
cinema, local integration and public relations components

- Projected Strategic and Tactical Return on Investment:


- overcome strongly held misperceptions of the Army as low-tech, ordinary
and last resort Option
' Increase understanding of the value of the Army and Army service
to the Nation .
- Will drive an increased willingness to support, recommend and consider
- Will drive increased site visits to goarmycom resulting in an increased
number of pre-screened quality leads
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THAT SHOWS WHAT AN INTEGRATED MARKETING
CAMPAIGN IS AND WHAT ARE THE KEY ELEMENTS...

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ALIGNMENT WITH THE PATRIOTIC SEASON AND EAB


Patriotic Season (Memorial Day - Independence Day):
- The intent of the Patriotic Season campaign is to associate America’s
Independence (AI) with the US. Army and own it
— Directly linking the Army to American's Independence- brought to you by and
defended by the US. Army
Valuing Independence = Valuing the Army
-
- ID-R will build on the success of the FY15 campaign in associating freedom
and independence with the U.S. Army

Strategic Alignment to EAB:


- Reinforces the Enterprise Army Brand “ideal Army” positioning
- Advances perceptual goal —— ”Army of last resort” to ”high-tech versatiie,
highly—trained, adaptable team"
- Exposes audience to the EAB platform in a relevant way
Increases willingness to learn more, driving prospects and influencers to
-
Army properties (goarmycom)
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21
CAMPAIGN ELEMENTS
A PHASED APPROACH TO MESSAGING ROLLOUT
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versatile, advanced, highly-capable force in a way that's


relevant to IDR fans' passion for the movie
- Draw parallels with real Army careers (STEM) and capabilities :..-3 . .
-—.—

(Hi Tech) in an unexpected but relevant way


- Create alignment with film's Earth Space Defense (ESD) Force
"--.,_.to drivehtrgfiic to JoinESD.com and uitimatelg goarmyoom. ”HM,"

Phasel
22 APR — 13 JUN 14 JUN —4 JUL

RECRUITMENT ARMY INTERACTION


- goarmycom - Cinema
- Online recruitment - Online content
- Social sharing ' Soldier reactions
- Video/TV - Installation interaction/
. OOH/Posters Screenings
~ Events - Events
- Digital - Sociai
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REINFORCES EAB STRATEGIC COMMUNICATION AND DRIVES QUALITY LEAD GENERATION

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REFERRALS Technology

Phone | Email
Localsupp
.. . ' Launch: 9 May Movie Release: 24 June

e-BRC: electronic Business Repiy Card


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FOX PROMOTIONAL INVESTMENT ($150M)
DRIVING SIGNIFICANT INTEREST AND PARTICIPATION
GENERATE PUBLIC INTEREST CONTINUED PROMOTIONS CONTINUED PROMOTIONS LAUNCH
(DEC '15) [JAN-MAR '16} (APR-MAY '15) [JUIIHUL '16)

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TRAMR
OFFICE AI. .5 TRAILER #2 - TV & Ulnamfl TRAILER #3 — W 3. Cinema
(2? APR — CaoL America Movie (3G MAT ~ Memorial Day a III-men
TRAILER — Super Bowl Premiere] Apocalypse Premiere)
TRAILER #1 - TV & Cinema
(13 DEC ~ NFL Game) .
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27.7mm Trailer Views fFaux News Videoi
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Prequel Novel . -.‘ [5 Pan Series} 20 JUN ~ Premiere
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(as of 13 FEB} Sonoral contenl
US. IIIIIIIIIr scienlists make dramatic advances
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UNITED WE SURVIVE RECRUITMENT VEDEO

DVD WITH MAJ -


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CREATIVES
TV (Be Someone’s Hero)
- To help raise awareness of the ESD forces and reach out to new recruits, we're going to focus
on the people who care about them while they're away
Cinema
- Drawing parallels between the fictitious themes (overcoming compiex enw'ronments, rising up
to defeat any opponent) and where the writers get that from — the real US. Army
Video (3)
- Alignment with ID—R movie, Army leads world during rebuild, highlighting Army as the leading
force which utilized alien technology to advance human technology and fight back. STEM and
tech MOS's showcased and linked to goarmycom
- United We Survive Recruitment Video
— Inauguration of Colonel Jacobs: "Colonel in the US. Army” and a US. President during the 20 year
period between the first movie and sequel-
- Army leads world rebuild: Moment will highlight Army as the leading force which utilized alien
technology to advance human technology. Strong alignment with JoinESD site.

Digital
- JoinESD.com web experience is the CTA for the Army's recruitment promotion effort
- Missions (4): Bio Extract (Microbiologist), Code Break (Cryptologic Warfare Specialist),
Spacecraft Overhaul (Avionic Mechanic), Aerial Recon (UAV Systems Operator)
Social

E
'- Channel integration: Facebook, Twitter, lnstagram, Periscope, Snapchat, YouTube *
[SE—M

Fox WEBSITE PRIME ARMY PLACEMENT 10


Top Naqigation link to JoinESD.com
Fox Promotional movie site WAROF1996.com

- includes two timeline moments with Army storyline and


JoinESD.com links
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JOINESD.COM CREATIVES (HOMEPAGE)

ESE!
DEFEND TDMDQF’OW.
ENLIST TODAY.

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JOINESD.COM CREATIVES 13

CONGRATULATI

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PHASE 1 TVC —- 3 APRIL SHOOT IMAGES 14

ESD Dad Spot:

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TV SPOT ROUGH CUTS #1 AND #2: 14


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SOClAL MEDIA OPPORTUNITIES 19


Custom Content
Career of the Day feature (STEM related MOSS on Facebook and Twitter)
Motion Graphics/GlFs
Custom Videos — highlighting Army STEM and Soldier Stories
Exclusive/custom content pieces from FOX Studios
Amplify content via paid social ads
lnfluencers
Paid social media influencer to raise awareness of JoinESD.com when it launches
lnfluencer will post original content to their owned social media channel
Engagement
Two-way conversations — using platform tools for direct interaction with fans
Live social media chats —— in negotiation for lD-R celebrity as well as Soldier participation
Replies; Likes; Tagging; Commenting
Reshare/ReTweet/ReGram
Event Action — Installation Screening and PR Event
Share live updates using emerging platforms - Perisc0pe & Snapchat
Social media calls to action for attendees (Share your experiences using #ArmyTeam, Tag us
in your photos)
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INFLUENCER SELECTED 20
Cat Valdes - social influencer with a following of ??

1. 15-30 second Twitter/Instagram video that highlights JoinESD.com


2. 4-12 minute YouTube videos using the following concept:

In true Cat style, she will have a personal and heartfelt conversation with
her audience, encouraging viewers to be proud of their skills, and to
always be curious and genuine. She’ll be seated and speaking directly to
the camera (a video technique Cat finds success with), explaining the
benefits of having a tech-fluent, future—forward mind and expressing that
it's cool to be smart. She will introduce JoinESD.com and encourage
viewers to use their brilliant minds, as well as their teamwork, adaptability
and versatility skills, to solve the challenges.

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14

SOCIAL MEDIA CUSTOM CONTENT SAMPLES


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ESD-lDR—VIDEOSNIDEOH 62437420

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LOCAL INTEGRATION ASSETS ‘6

Provides relevant messaging and creative tools for recruiters in order to


further define the US. Army Opportunities available to potential prospects in
an innovative way. PhaseEF’oster
IDR Poster

Activation Kit
- IDR Campaign overview Briefing Deck
- Q & A Document
— Sell Sheet document
U
~ Local Press Release
itiiiiiiiEEiCi flii
— Talking Points Document

9 May — In Market Dates __ 4 July

~ Local Advertising Assets


{Print ads)
Additional Assets: - Army Marketing at Recruiter update (e-newsletter)
— Social Media Areas Of Focus (AOF) Overview
- Content Calendar
- Digital banners (national assets)

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lD-R CAMPAIGN TIMING 23


W15 US Mmy Purchased Hmu'chun {AIEIIEIS 19 49 8.1‘.118.3:1]

Jun

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FDR CAMPAIGN IDFI C MG"


CHM-IN! EIHHi-DI'I PHASE 1: ESmRamuflment PI'MSE Z- ARMY
Massaging Host

Halional Spotls
Daytime-E

Cinema:

Digital CPL
Dlgiul Video. FEP. Custom.
nigim nan-halo}
019ml Paid Sealchi
Uigiul Paid Social?

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Wild Pnings ‘
PHISocial
Local;
Eutnlsl
Media Pallnelshi 55
GEM Hum Total TV GHP'SI I]

END OF CHARTER AMJ

Phase 13“" '


End 0" Phil! I EH 0! Flu" 2
Sun of Phase 1 End of "JR Campaign

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MEASURES OF EFFECTIVENESS 18

EAB Brand Metrics:


- Increased Army association with perceptual drivers":
V Can adapt to get the mission done
v’ Constantly evolve their competencies and capabilities

Digital Metrics:
- JoinESD.com is an Army Property
- Monthly Site Visits to goarmy.oom
~/ Current average: l.5M/mo*
/ 2015 American Independence Campaign: 2.0M/mo
¢ lDR Estimate: 3.0M/mo

Lead Generation (Pre—screened QualityISTEM/Tech Driven)


- 5,000 Leads over the duration of the campaign

*EAB Brand Metrics conducted by Millward Brown and JAMRS surveys


*Monthly based on 2015 yearly average of Site Visits to goarmy
*Ratio 1300 visit! quality leads

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OPPORTUNITIES Fon ARMY / FOX 25


Movie Premiere at Army installations
Promoting digital content acquisitions
Soldier actor interaction linking reality and fiction

GMA Opportunity
0
Fox confirmed GMA live segment is planned for 14 JUNE (aligns with Flag Day/
Patriotic Holiday)
This also aligns with the Army’s 241 st Birthday
Agency awaiting GMA write up from Fox.
Vivica Fox attending GMA event; possibly —)
Time Square joint forces recruitment center
Fox and agency discussed utilizing GMA opportunity and Be Someone’s Hero
theme on social channels.
Be Someone's Hero, focusing on Hero’s at Home
Great opportunity to feature Army Stories and branding in Times Square
Can feature men/women/families celebrating Army's Birthday and Flag Day

NASDAQ opening bell event w! Times Square signage Opportunity


Potential for Army! Soldier participation 14 JUNE

-'
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26
20TH CENTURY FOX METRICS

- Warof1996.com http://www.warof1996.com/ has 18M site visits to date

-Trailer: https://www.voutube.com/watch?v=LbduDRH2m2M 20.5MM


views

- lD-R YouTube channel has reached 2 million subscribers

- lD-R Facebook page has reached over 1 million followers

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WSW

19

NEXT STEPS

- Continue socializing lD-R through appropriate


channels (DECK NFD); Commands 28 April
° Execute the campaign

ID-R KEY CONTACTS


' -- PM for lD-R—
' - - PAD —
'- LTC — —— TV / Video I Cinema —
_ - Digital 1 Web _
_ — Social Media / Storytelling —
' _-Local support _
° _-Metrics _

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28

BACKUP
WE-QHFQRQFHQlAL—HSWE—QEQQGNAL

ID-R MAJOR COMPONENTS 29


Phase 1 (9 May — 13 June)
- TV — 2 Spots (ESD Son and Dad) start airing week of 9 May
- Digital
JoinESD.com landing page experience with “Mission Challenge” game that leads
-
to goarmy.com/ESD
- Online banner ads (3 static and 3 rich media)
- Social Media
— Custom content (Featured MOS of the Day; Motion Graphics/GIFS)
- Paid promotion of custom content and exclusive lD-R content available through
Army properties
' Recruiter Local Launch Kits
— Campaign overview briefing, Q&A, “Sell" Sheet, local press release template, local
ads and social media suggested posts
- Events
— Leverage existing national events (NHRA, SkillsUSA, air shows, etc) to
incorporate and promote Army campaign elements

I.
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lD-R MAJOR COMPONENTS


Phase 2 (14 June — 10 July)
Cinema — 1 spot (Inspiration) starts airing June 13 (includes SMS text component)
Digital
—|.
J0inESD.com landing page and goarmycomIESD continued
Online banner ads highlighting where hero storylines come from
Social Media
Custom content (2x Videos highlighting real STEM M083 and Army Soldier
Stories)
Paid influencer promotion (in negotiation with YouTube personality)
Snapchat Filter launched 0/3 22 June
Custom content including Periscope and Snapchat utilization from installation
screening
Facebook and Twitter live chats
Events
Good Morning America Segment June 14 (TBD)
Times Square "re—branding” June 14 (TBD)
NASDAQ ”Ringing of the Bell” June 14 with cast members (TBD)
Army NCR premier (TBD)
Army Installation Screening (TBD) _

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JOINESD.COM‘ST/'\GING SITE CAVEATS 31


- The agency is still working through bugs/QAing mobile: Older iPhone and smaller screen
phones may have layout issues.
- The agency has not finalized the infrastructure and layout of Mission Results pages is not final.
- The agency is still working through bugs/QAing Mission Select page after Mission 4, you may
have to refresh page to reset carousel.

The agency has listed below the browsers and devices which are compatible with the ESD site
experience. Gaming frameworks are most efficient in modern browsers and we will not be able
to support out of date browsers.

Hosting Environment: The agency has created the entire site eXperience, inclusive of the missions,
and will use an inline frame for goarmycom. As goarrnycom is more of an CMS platform, the
agency required the hosting of a server to collect data for those individuals who log in and wish
to share content from the ESD site experience. Amazon Web Services (AWS) is a cloud
computing service which will be used to store data required to allow users to have the ability to
login and share. AWS is being used on this project as a means to store required data only.

sasssssrr-iaerrroa era-erases ---onr.vrrr=as=eecisieriac


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JOINESD.COM TESTING 32

Database: My SQL

Software: Jira

Operating Systems Tested:


- Windows 10 (iE‘ii & Chrome)
° MAC OSX Yosemite 10.105 (Chrome & Safari)

Mobile:
* Android: Samsung Galaxy 35 AND Galaxy Note 5
* Apple: iPhone 5, 6/63, SpluslfisF’lus

Tablets:
- Nexus 7
- iPad Mini
- iPad (latest version)

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2'9
AMERICA DEFINED THEIR “IDEAL ARMY”

The U .8. Army is the Nation’sik,


meeting the ever-changing c
It has the scale and s 09133,;
that
is constan , . anda
arise both at home _. .. I
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30
lD-R GOALS AND OJBECTIVES FROM AMP
Goals Strategies
Raise awareness of Army offerings ‘ New and engaging opportunities
and increase perceived value to reach prospects with
a STEM message

Increase network of those that will Leverage partnership and power


support and recommend the Army 2“? of association with a future
forward property in order
to build advocacy

Increase leads in high-quality! Focus on Tier 1 markets


high-volume markets

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‘ 20TH CENTURY FOX’S 1
INDEPENDENCE DAY:
RESURGENCE
ARMY PARTNERSHIP RECRUITMENT CAMPAIGN

ARMY MARKETING AND RESEARCH GROUP - _.;


PREPARED FOR: —, Director Accession Policy
DATE: 27 APRIL 2016

DWI-all Classification: ~ ~ —- -»
I.
-
-
UM c a... v V cm... 9N9!

AMERICA DEFINED THEIR “IDEAL ARMY”


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Army Enterprise Positioning

'3 The US. Army is the Nation’s most versatile force 1


meeting the ever-changing challenges of today. I
It has the scale and scope to adapt to challenges
that arise both at home and abroad. The Army
is constantly evolving its competencies and
capabilities to prevail in complex environments
to protect and preserve our Nation.

U N ELIASSi—F—I-EBJILFQR—QFFiGlAi—ESE~9 h! LY-
UNGEASSiFIEBHFQR—QFFEGIAJVLLSEQNLJffiPREu-BW

ALIGNMENT WITH THE PATRIOTIC SEASON AND EAB 1°


Patriotic Season (Memorial Day - Independence Day):
- The intent of the Patriotic Season campaign is to associate America's
Independence (AI) with the US. Army and own it
— Directly linking the Army to American’s Independence brought to you by and
defended by the US. Army
- Valuing Independence = Valuing the Army
- lD-R will build on the success of the FY15 campaign in associating freedom
and independence with the U.S. Army

Strategic Alignment to EAB:


- Reinforces the Enterprise Army Brand “Ideal Army" positioning
- Advances perceptual goal -- "Army of last resort” to “high-tech versatile,
highly/“trained, adaptabie team”
- Exposes audience to the EAB platform in a relevant way
- increases willingness to learn more, driving prospects and influencers to
Army properties (goarmycom) i

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THE ID-R CAMPAIGN


- The 20th Century FOX “Independence Day- Resurgence” (ID-R) movie
release (June 24) presents the U.S. Army with a significant and timely
opportunity to support Enterprise Brand objectives and the recruiting
mission. The Army’s landing experience JoinESD.corn launch is 9 May.

- Cost-Effective Integrated Marketing Campaign:


- Leverages FOX Studio promotion investment of $150M
- low Army investment of already purchased media buys
- Integrated campaign with digital landing experience, social media, TV,
cinema, local integration and public relations components

- Projected Strategic and Tactical Return on Investment:


- overcome strongly held misperceptions of the Army as low-tech, ordinary
and last resort option
- Increase understanding of the value of the Army and Army service
to the Nation
- Will drive an increased willingness to support, recommend and consider
- Will drive increased site visits to goarmycom resulting in an increased
number of pre-screened quality leads .

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ID-R INTEGRATION: CALL-TO-ACTION (CTA)
REINFORCES EAB STRATEGIC COMMUNICATION AND DRIVES QUALITY LEAD GENERATION

..._.___1. . -'. .

Paid Digital Social Media: .- sentent . 2 .- Events I Tours-5 EMS Textlng 2


I

TWCinema

Warof1996.com
L.— m”...
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REFERRALS Technology

.. __ _ Phone | Email
j Local supp
- - 5 Launch: 9 May Movie Release: 24 June

e—BRC: electronic Business Reply Card

-
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FOX PROMOTIONAL INVESTMENT ($150M) 12
DRIVING SIGNIFICANT INTEREST AND PARTICIPATION
GENERATE PUBLIC INTEREST CONTINUED PROMOTIONS CONTINUED PROMOTIONS LAUNCH
IDEC ‘15) {JAN—MAR '16} (APR-MAY 'lfi) {JUN-JUL '16]

rnAnen TRAILER #2 - TV a Cinema TRAILER #3 - Tll 8. Cinema


(2? APR - Capt Annelise Movie {30 MAY — Mammal Day 5 X-men
TRAILER - Super Bowl Premiere} Apocalypse Premiere] _
TRAILER #1 — TV 8: Cinema
(13 DEC — NFL Game)
{Holidays - STAR WARS Movie}
(7 FEB}
65MM+ Trailer View
'20 Years Later“
internment—i -
{worldwide} i
217%! Trailer View {Faun New Video}
{imam}
E OHIO SERES MOVIE PREMIERE
Preque' NUVET (5 P811 Series} 20 JUN - Premiere
“United We Survive" 24 JUN — In Theaters
ESD Recruitment Video 4 JUL - Largest Summer
[9 new J Blockbuster weekend
btmgimnUWQGHGtg , {OCT — Home Box 0mm}
WAROF1 QQBEOM
(Phase 1 — Historical Timeline between 95
and ‘06) WAROFIQQBCOH
Main FOX content Rolloul
1MH+ Page View: It 2 — Pre Narrative. Character
Stonesl
(1“ 24m}
U3. Army Integration: MAY 1993 13MM+ Page Views MOVIE Teaeersiclips 5
US. Am‘lf scientists make draminic advanm {as at 18 FEB)
Social mnlenl
'n applying recovered alien IBd'Il'IOIDQjI' to {Army content and messa ping
military appiiratim. 5. support through FDXIIDR med
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Promotions
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Fox WEBSETE PREME ARMY PLACEMENT 13

Top Navigation link to JoinESD.com


Fox Promotional movie site WAROF1996.com

- Includes two timeline moments with Army storyline and


JoinESD.com links

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JOINESD.COM CREATIV'ES' (HoinEPAGE) 14


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goannyeom. http://www.qoarmycomicareers-andfibe/about-army-stem.html

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MEASURES OF EFFECTIVENESS w
EAB Brand Metrics:
- Increased Army association with perceptual drivers*:
J Can adapt to get the mission done
V Constantly evolve their competencies and capabilities

Digital Metrics:
- JoinESD.com is an Army Property
- Monthly Site Visits to goarmycom
~/ Current average: 1.5M/mo*
/ 2015 American Independence Campaign: 2.0M/mo
\/ IDR Estimate: 3.0M/mo

Lead Generation (Pre-screened Quality/STEMlTech Driven)


- 5,000 Leads over the duration of the campaign

*EAB Brand Metrics conducted by Millward Brown and JAMRS surveys


*Monthly based on 2015 yearly average of Site Visits to goarmy
*Ratie 300 visitf quality leads

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20

BACKUP

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ID-R CAMPAIGN TIMING 21


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FOX STUDIOS’ INDEPENDENCE
DAY: RESURGENCE
ARMY PARTNERSHIP RECRUITMENT CAMPAIGN

ARMY MARKETING AND RESEARCH GROUP

PREPARED FOR:
Mr. Alex Wagner, Chief of Staff to the Secretary of the Army
DATE: 6 APRIL 2016

Overall Classification: L‘NCLAB-3tF-t-EBHFS-R—SWAEH-S-E—Sfitfifi


WAEUSEW

AMERICA DEFINED THEIR “IDEAL ARMY”

" Army Enterprise Positioning

The U.S. Army is the Nation’s most versatile force i


’ meeting the ever-changing challenges of today.
It has the scale and scope to adapt to challenges
that arise both at home and abroad. The Army
is constantly evolving its competencies and
capabilities to prevail in complex environments
to protect and preserve our Nation.
(Approved by Sec McHugh and GEN Odierno in March 2014) _
HRW-QFFEC n... w..- c. _

BACKGROUND AND ALIGNMENT WITH THE


PATRIOTIC SEASON (MARKETING CAMPAIGN)
Patriotic Season:
The intent of the FY16 Patriotic Season campaign was to associate America’s
Independence with the US. Army and own it. in selecting IDR as a replacement
campaign, the Army will continue to associate with Independence Day. but in a
highly-integrated way, executed in-market across platforms, aggressively
delivering the same FY16 objectives — and do it on time & on budget

Strategic Alignment to EAB:


The strategic partnership leverages the power of Fox’s promotion distribution for
the Independence Day: Resurgence movie to act as a force multiplier for the
public's awareness of the Army’s ability to prevail against any obstacle 8: be the
only force with the scale, scope, capabilities and critical thinking to protect our
nation now and in an uncertain future.
(Advance perceptual goal: "Army of last resort" to “versatile, highly-trained,
adaptable team")
- Expose audience to the EAB platform in a relevant way
- Increase willingness to learn more, driving prospects and influencers to engage
with the Army *
- Drive to Army properties (goarmy.com)
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CAMPAIGN ELEMENTS

22APR— 13 JUN 14 JUN --4 JUL

RECRUITMENT ARMY INTERACTION


* goarmy.com - Cinema
' Online recruitment - Online content
Social sharing * Soldier reactions
Video/TV ' Installation interaction!
OOH/Posters Screenings
Events - Events
- Digital '- Social

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IDR CAMPAIGN PHASED APPROACH


Phase 1: Expose prospects to the U. 8. Army as a versatile, advanced, highly—
capable force in a way that’s hyper-relevant to (DR fans’ passion for the movie.
- Create alignment with film’s Earth Space Defense (ESD) Force
- Draw parallels with real Army careers (STEM) and capabilities (Hi Tech) in an
unexpected but relevant way
- Leverage power of partnership and audience it provides for exposure to Army
messaging

Phase 2: Position the U. 8. Army as the institution most responsible for American
independence and inspire prospects to be a part of it by leveraging the central
themes of the film.
- Utilize the core themes of the film, surrounding independence, to continue to
align Army with Patriotism, lndependence and the equity of the holiday to further
build ownability.
- HighlightArmy as the military branch that brought about American Independence
and will continue to protect and preserve our nation and way of life by drawing
parallels between the fictitious themes (overcoming complex environments, rising
up to defeat any opponent) and where the writers get that from —-
the real US. Army 14 JUN (Army Birthday)

Launch - Movie Release date 24 JUN 2016.

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FOX PROMOTIONAL WEIGHT - $150M


GENERATE PUBLIC INTEREST commueo PROMOTIONS CONTINUED PROMOTIONS LAUNCH
[DEC 15} “mm 16) {APRMAY I5) [JUNJUL '15)

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HTMH Trlilet View: ; . (Fan: News men
(maid-m; . ' ' H APR;
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Pruqmarl Novel [5 Pan Serves: 20 JUN - Premme
“United We Survive“ 24 JUN —~ In Theaters
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4 JUL — Larges: Sunmer
{El HAY: Blocktmsier weekend
(013T - Home 80: arm-T
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and 1My}
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IDR INTEGRATION: CALL-TO-ACTION

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Launch: 09-May 2016


IDR Movie Release:
24 JUNE 2016
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CREATIVES
- TV storyboards -- ESD “Son” and ESD “Dad”
— Cinema
- Digital: joinesd.com website with Missions

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QMAY 2015: LIVE DATE 9


VIDEO AND DIGITAL
JOINESD.COM is the CTA for the Army's recruitment promotion effort. PREMISE for SITE;
Alignment with IDR movie, Army leads world during rebuild, highlighting Army as the leading force
which utilized alien technology to advance human technology and fightback. STEM, tech MOS's
showcased and linked to goarmycom: Microbiologist (Mission 1), cryptology warfare (Mission 2),
avionics mechanic (Mission 3). UAV operator (Mission 4)
|-- --

“United We Survive” Recruitment Video , _ é 1.».-


Two (2) additional Army ‘Moments' will be incorporated -t rs
A -

- Inauguration of Colonel Jacobs? 'Colonel in the U.S. Army’ and a US. President during the 20
year period between the first movie and sequel. Served as president 2005 - 2013 (in the movie background).
Army leads world during rebuild: Moment will highlightArmv as the leading force which utilized
alien technology to advance human technology. Strong alignment with ESD site.

Missions 1 and 2 Video Comps:


Microbiologist (Mission 1). cryptology warfare (Mission 2)

Fox Stats:
- Warof1996.com http:/lwwwwarof‘l 996.com/ (18M site visits to date)

I.
- Trailer: http_s_:/_/_www_.vout_ube.comlwamh2veLbduDBttZM (20.5MM vieWS)
IDR YouTube channel has reached 2 million subscribers.
' IDR Facebook page has reached over 1 million followers.

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10
MEASURES OF SUCCESS
Brand Metrics:
Increased association with perceptional research points/attributes
* can adapt to get the mission done
- constantly evolve their competencies and capabilities

Digital Metrics:
1. joinesd.com is an Army Property
2. Monthly site visits to goarmy.com = 1.5M/mo*
3. Launch of “Team” on 4 July 2015 = 2M/mo and 8M PVs/mo
4. Projected goarmycom lift of IDR promotion = +3M/mo
. Association with hi~tech and STEM; in a new way
- Traffic/engagement on goarmycom
- Social engagement/volume
- # of leads generated

*monthly based on 2015 yearly average of Site Visits to goarmy -'


PV -— Page Views
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10
MEASURES OF SUCCESS
Brand Metrics:
Increased association with perceptional research points/attributes
' can adapt to get the mission done
- constantly evolve their competencies and capabilities

Digital Metrics:
1. joinesdcom is an Army Property
2. Monthly site visits to goarmycom = 1.5M/mo*
3. Launch of “Team” on 4 July 2015 = 2Mfmo and 8M PVs/mo
4. Projected goarmycom lift of IDR promotion = +3M/mo
- Association with hi—tech and STEM; in a new way
- Traffic/engagement on goarmycom
- Social engagement/volume
- # of leads generated

*monthly based on 2015 yearly average of Site Visits to goarmy


PV - Page Views
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10

DISCUSSION

- Risk
- Movie Premiere /Screening at Army installation

*monthly based on 2015 yearly average of Site Visits to goarmy


PV -- Page Views
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12

BACKUP

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'1 3

OPPORTUNITIES FOR ARMY/ FOX

GMA Opportunity
Fox confirmed GMA live segment is planned for 14 JUNE (aligns with Flag Day/
Patriotic Holiday)
Agency noted this also aligns with Army Birthday (14 JUNE -— 241 st Birthday)
Agency awaiting GMA write up from Fox.
Vivica Fox attending GMA event; possibly Judd Hirsch (US Army Vet)
Time Square joint forces recruitment center
Fox and agency discussed utilizing GMA opportunity and Be Someone's Hero
theme on social channels.
Be Someone's Hero, focusing on Hero’s at Home
Great opportunity to feature Army Stories and branding in Times Square
Can feature men/womenifamilies celebrating Army's Birthday and Flag Day

NASDAQ opening bell event wl Times Square signage Opportunity


1-sheeter to come

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14

IDR CAMPAIGN TIMING


Jill! Julq

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ARMY MARKETING CROSS
PROMO'I'ION WITH
“INDEPENDENCE DAY:
RESURGENCE”
ARMY MARKETING AND RESEARCH GROUP

PREPARED FOR: ASB


DATE: 14 APRIL 2016

Overall Classification: WIGLfiwSSIFIEDHFQR-G-FFIGIAEHSE GN-LYA‘PRE—DEGISIONAL


I.
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BLUF
'- The upcoming 20th Century FOX “independence Day- Resurgence” (lD—R)
movie release (June 24) presents the U.S. Army with a significant and
timely opportunity to support Enterprise Brand objectives and the
recruiting mission.

'- Cost—Efiective Innovation:


- Leverages FOX Studio promotion investment of $150M through a low
Army investment of already programmed and purchased media buys
- Integrated campaign with digital landing experience, social media, TV,
cinema, local integration and public relations components

- Projected Strategic and Tactical Return on Investment:


- Will work to overcome strongly held misperceptions of the Army as low-
tech and ordinary
- increase understanding of the value of the Army and Army service
to the Nation
' Will drive an increased willingness to support, recommend and consider
Army service
- Will drive increased visits to goarmycom resulting in an increased
number of pre-screened quality leads *

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ALIGNMENT WITH THE PATRIOTIC SEASON AND EAB 3

Patriotic Season (Memorial Day - Independence Day):


- The intent of the Patriotic Season campaign is to associate America's
Independence (AI) with the US. Army and own it
- Directly linking the Army to American’s Independence- brought to you by and
defended by the US. Army
- Valuing Independence = Valuing the Army
- Increased willingness to support. recommend. and consider Army service
- lD-R will build on the success of the FY15 campaign in associating
freedom and independence with the US. Army

Strategic Alignment to EAB:


- Reinforces the Enterprise Army Brand “Ideal Army” positioning

- Advances perceptual goal -- “Army of last resort" to “high—tech versatile,


highly—trained, adaptable team
- Exposes audience to the EAB platform in a relevant way
Increases willingness to learn more, driving prospects and influencers to
-
Army properties (goarmy.com) .5

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PHASED APPROACH
Phase 1: Expose prospects to the US. Army as a high-tech, versatile,
highly-capable force in a way that is relevant to lD-R fans’ passion for
the movie
- Draw parallels with real Army careers (STEM), capabilities, and technologies in an
unexpected but relevant way
- Create alignment with film’s Earth Space Defense (ESD) Force to drive traffic to
JoinESD.com (Army property) and ultimately goarmycom

Phase 2: Position the US. Army as the institution most responsible for
American Independence and inspire prospects to be a part of it by
leveraging the central themes of the film
- Highlight the Army as the military branch that brought about American Independence
and witi continue to protect and preserve our nation and way of life
- Highlight that fictional movies and heroics are based on real-life Army Soldiers and
heroes who make a difference for the nation and the world every day

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lll v HI ‘— Illl IUIU re

FOX PROMOTIONAL IN ESTMEN'I' ($150M) 5


DRIVING SIGNIFICANT INTEREST AND PARTICIPATION
GENERATE PUBLIC INTEREST CONTINUED PROMOTIONS connnueo PROMOTIONS LAUNCH
(DEC '15] [JAN-MAR ‘16} {APR-MAY ~15) (rumour. '15;

TRAILER #2 -TV a Cinema TRAILER #3 - W 5 Cinema


{2? APR —Capt. America Home (30 MAY- Memorial [Jay E Xmen
TRAILER -— Super Bowl Premiere} Apocalypse Premiere)
TRAILER #1 — TV 8. Cinema (1* FEB}
(13 DEC - NFL Game) 6551!.“ Trailer View
(Holidays — STAR WARS Movie) _ = (worldwide) '20 Years Later"
ZTJMH Trailer Views ‘ {Faint News Video]
{Wile}
E Dun SERIES MOVIE PREMIERE
Prequel Novel I5 PM Series] 20 JUN - Premiere
“United We Survive“ 24 JUN - In Theaters
ESD Recruitment Video 4 JUL — Largest Summer
{9 MAY) Blockbuster weekend
IJIII‘- ”MILE-Ill} EQQEHQU {OCT - Home Box Olfioa}

WAROFIQQB COM
[Phase 1 - Historical Timeiie hehveen '96
and ‘06] WAROFIQBEEUM
{Phase 2 - Pre Narrative. financier
Main FOX content Roiiout
1MH+ Page Views
[1“ 24hrs} Stories]
US. Army Negation: MAY 1998 18“!“ Page View: Movie Teasersictips B
U 3. Army soonest: matte dramatic advances {as at 18 FEB) Social content
H'i applying recovered alien teotrn otogr lo {Anny content and messaging
miiitary appiication. 5 .supportthrorrgh FOXI'I [IR owned
FOX Sacral Media Social Channels)
a Promotions
{Throughout} WARE-F1996 COM
{FIT ase 3 - Hybrid Technology. E50
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lull-m Atri-
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lD-R INTEGRATION: CALL-TO-ACTION (CTA) '5


REINFORCES EAB STRATEGIC COMMUNICATION AND DRIVES QUALITY LEAD GENERATION

-..-...—-—.—_ -—. -- [WIW ......


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2; Paid Digital Social Media: ’MFESXLIEJR“ ' :3 I Events! Tours! 1 SMS Texting i
... .fi '_.........._......__..._.. ...... ..... . .. CQDIE'II... -- ..,...____. .

-' TWCinema

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REFERRALS Technology
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"05’s B-BRC

Phone | Email

Launch: 9 May Movie Release: 24 June

e-BRC: eIectronic Business Reply Card

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FOX WEBSITE PRIME ARMY PLACEMENT


Top Nayigation link to JoinESD.com
Fox Promotional movie site WAROF1996.com

- Includes two timeline moments with Army storyline and


JoinESD.com links

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JOINESD.COM CREATIVES 12

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CREATIVES 13
TV (Be Someone’s Hero)
* To help raise awareness of the ESD forces and reach out to new recruits, we're going to focus
on the people who care about them while they're away
Cinema
- Drawing parallels between the fictitious themes (overcoming complex environments, rising up
to defeat any opponent) and where the writers get that from — the real US. Army
Video (3)
' Alignment with lD—R movie, Army leads world during rebuild, highlighting Army as the leading
force which utilized alien technology to advance human technology and fightback. STEM and
tech MOS’s showcased and linked to goarmycom
United We Survive Recruitment Video
Inauguration of Colonel Jacobs: “Colonel in the U.S. Army" and a US. President during the 20 year
period between the first movie and sequel.
Army leads world rebuild? Moment will highlightArmy as the leading force which utilized alien
technology to advance human technology. Strong alignment with JoinESD site.

Digital
- JoinESD.com web experience is the CTA for the Army’s recruitment promotion effort
- Missions (4): Bio Extract (Microbiologist), Code Break (Cryptologic Warfare Specialist),
Spacecraft Overhaul (Avionic Mechanic), Aerial Recon (UAV Systems Operator)
Social
- Channel integration: Facebook, Twitter, lnstagram, Periscope, Snapchat, YouTube *7

[LSAHMY

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PHASE 1 TVC — 3 APRIL SHOOT IMAGES 14

ESD Dad Spot:

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SOCIAL MEDIA OPPORTUNITIES. 15
Custom Content
- Career of the Day feature (STEM related MOSS on Facebook and Twitter)
' Motion Graphics/GlFs
' Custom Videos - highlighting Army STEM and Soldier Stories
- Exclusive/custom content pieces from FOX Studios
- Amplify content via paid social ads
lnfluencers
- Paid social media influencer to raise awareness of JoinESD.com when it launches
- lnfluencer will post original content to their owned social media channel
Engagement
- Two—way conversations — using platform tools for direct interaction with fans
- Live social media chats — in negotiation for lD-R celebrity as well as Soldier participation
*- Replies; Likes; Tagging; Commenting
- Reshare/ReTweetfReGram
Event Action — Installation Screening and PR Event
- Share live updates using emerging platforms - Periscope & Snapchat
- Social media calls to action for attendees (Share your experiences using #ArmyTeam, Tag us
in your photos)

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16
LOCAL INTEGRATION ASSETS

Provides relevant messaging and creative tools for recruiters in order to


further define the US. Army Opportunities available to potential prospects in
an innovative way.
IDR Poster

Activation Kit Phase 2 Poster


- IDR Campaign overview Briefing Deck
— 0 at A Document
- Sell Sheet document
- Local Press Release liiilEFEilflEiiSl :Jt'l
— Talking Points Document

9 May — In Market Dates _— 4 July


- Local Advertising Assets
(Print ads)
Additional Assets: - Army Marketing & Recruiter update (e-newsletter)
Social Media Areas Of Focus (AOF) Overview
-
- Content Calendar
- Digital banners (national assets)

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17
ID—R CAMPAIGN TIMING
Jun Jul |

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MEASURES OF EFFECTIVENESS 1s
EAB Brand Metrics:
- Increased Army association with perceptual drivers*:
/ Can adapt to get the mission done
V” Constantly evolve their competencies and capabilities

Digital Metrics:
- JoinESD.com is an Army Property
- Monthly Site Visits to goarmycom
~/ Current average: 1.5M/mo*
s/ 2015 American Independence Campaign: 2.0M/mo
~/ IDR EStimate: 3.0M/mo

Lead Generation (Pre-screened Quality/STEMITech Driven)


- 5,000 Leads over the duration of the campaign

*EAB Brand Metrics conducted by Millward Brown and JAMRS surveys


*Monthly based on 2015 yearly average of Site Visits to goal-my
*Ratio 300 visitl quality leads

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19
NEXT STEPS

- Continue socializing lD—R


- Execute

ID-R KEY CONTACTS


— PM for lD-R —
-- PAO —
— TV / Video / Cinema —
-- Digital / Web —
-— Social Media / Storytelling —
-- Local SUpport —
- Metrics _

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20

BACKUP

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CAMPAIGN ELEMENTS ' 2"
A PHASED APPROACH TO MESSAGING ROLLOUT
. ~"t' ‘ 'r'u"; :-__-;-l,- r "=‘-".‘-
‘f Phase 1: Expose prospects to the U.S. Army as a ‘ *l‘fij" -‘-.-—.-. -' ru- IF"

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versatile, advanced. high ly-capeble force in a way that’s .é'afi-Z'
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relevant to [DR fane’ passion for the movie


f _ 7 ‘5 1:. E I,. ‘
- Draw parallels with real Army careers (STEM) and capabililles
{Hi Tech) in an unexpected but relevant way I H *‘ ‘ ' 3
i - Create alignment with film's Earlh Space Defense (ESD) Force J A P
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22APR—13 JUN ’l4JUN—4JUL

RECRUITMENT ARMY INTERACTION


1' goarmycom - Cinema
- Online recruitment . Online content
- Social sharing - Soldier reactions
- Video/TV - Installation interaction/
- OOH/Posters Screenings
- Events . Events
- Digital - Social

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ID-R MAJOR COMPONENTS 22

Phase 1 (9 May —- 13 June)


* T-V — 2 spots (ESD Son and Dad) start airing week of 9 May
- Digital
JoinESD.com landing page experience with "Mission Challenge" game that leads
-
to goarmy.com/ESD
— Online banner ads (3 static and 3 rich media)
° Social Media
— Custom content (Featured MOS of the Day; Motion Graphics/GIFs)
— Paid promotion of custom content and exclusive lD-R content available through
Army properties
- Recruiter Local Launch Kits
— Campaign overview briefing. Q&A, "Sell" Sheet, local press release template, local
ads and social media suggested posts
- Events
—- Leverage existing national events (NHRA, SkillsUSA, air shows, etc) to
incorporate and promote Army campaign elements

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ID-R MAJOR COMPONENTS 23

Phase 2 (14 June - 10 July)


- Cinema - 1 Spot (Inspiration) starts airing June 13 (includes SMS text component)
- Digital
— JoinESDcom landing page and goarmy.com/ESD continued
— Online banner ads highlighting where hero storylines come from
- Social Media
— Custom content (2x Videos highlighting real STEM MOSS and Army Soldier
Stories)
— Paid influencer promotion (in negotiation with YouTube personality)
«— Snapchat Filter launched o/a 22 June
— Custom content including Periscope and Snapchat utilization from installation
screening
— Facebook and Twitter live chats
° Events
— Good Morning America Segment June 14 (TBD)
— Times Square “re—branding" June 14 (TBD)
— NASDAQ "Ringing of the Bell” June 14 with cast members (TBD)
— Army NCR premier (TBD)
—— Army installation Screening (TBD)

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OPPORTUNITIES Eda ARlVlY/ FOX 24


Movie Premiere at Army installations
Promoting digital content acquisitions
Soldier actor interaction linking reality and fiction

GMA Opportunity
Fox confirmed GMA live segment is planned for 14 JUNE (aligns with Flag Day!
Patriotic Holiday)
This also aligns with the Army’s 24ist Birthday
Agency awaiting GMA write up from Fox.
Vivica Fox attending GMA event; possibly Judd Hirsch (US Army Vet)
Time Square joint forces recruitment center
Fox and agency discussed utilizing GMA opportunity and Be Someone's Hero
theme on social channels.
Be Someone's Hero, focusing on Hero’s at Home
Great opportunity to feature Army Stories and branding in Times Square
Can feature men/women/families celebrating Army’s Birthday and Flag Day

NASDAQ opening bell event wl Times Square signage Opportunity


Potential for Army/ Soldier participation 14 JUNE

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20TH CENTURY FOX METRICS 25

- Warof1996.com http://www.warof1996.com/ has 18M site visits to date


~Trailer: https://www.voutube.com/watch?v=LbduDRH2m2M 20.5MM
views

- lD-R YouTube channel has reached 2 million subscribers

- lD-R Facebook page has reached over 1 million followers

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AM ERICA DEFlN E D THEIR l . Y 2"
/ Army Enterprise Positioning \

_ The U.S. Army is the Nation’s most versatile force


' meeting the ever-changing challenges of today.
It has the scale and scope to adapt'to challenges
that arise both at home and abroad. The Army
is constantly evolving its competencies and
capabilities to prevail in complex environments
to protect and preserve our Nation.
I
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DR GOALS AND OJBECTIVES FROM AMP


Goals Strategies
Raise awareness of Army offerings ‘ New and engaging opportunities
and increase perceived value to reach prospects with
a STEM message

Increase network of those that will r Leverage partnership and power


support and recommend the Army of association with a future
forward property in order
to build advocacy

Increase leads in high-quality! :. Focus on Tier 1 markets


high-volume markets

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