Air Force Recruiting Releases Total Force Marketing Management Tool> Air Education and Training Command> Post Display


JOINT BASE SAN ANTONIO-RANDOLPH, Texas – As Air Force Recruiting Service continues to innovate and find ways to improve the recruiting business, it released the Total Force Marketing Management Tool on March 16 with the goal of keeping each partner in sync with events future and improve communication and work processes with all Total Force partners. .

“This is an important milestone and a victory for AFRS,” said Chad Tanner, AFRS National Events Branch deputy. “We now have an all-inclusive management system that will allow full integration of force marketing. The Total Force Marketing Tool will enable increased production and visibility of flyovers, events, mobile tours and more. We couldn’t be more excited to deploy this new technology to connect the Air Force as a Total Force marketing company ”

The new tool replaces the old Air Force events website. It is a place for active duty recruiters, Air National Guard and Air Force Reserve to request assets, plan events and provide after action reports on events. “The Total Force Marketing Management Tool provides a single location for the field to request and track all marketing related matters; local / national assets and events, funding and honor guard / band requests, ”said Major Jason Wyche, AFRS National Events Branch Chief. “In addition, the tool allows regular Air Force, ANG and Reserve recruiters to see events scheduled by their Total Force partners, allowing them to better synchronize their efforts within their AOR ( area of ​​responsibility).

The tool will also allow Total Force recruiting to standardize many processes across the company and aid Air Force branding efforts nationally.

“This will allow all partners to have continuity throughout the year,” said Master Sgt. Zachary Atkinson, AFRS National Events Branch Superintendent. “We can track event metrics to see what worked and what didn’t. Recruiters and marketers can review past events and decide whether or not to carry them over.

For recruiters, being able to see what events are scheduled within their AOR allows them to plan ahead and get the most out of events. Recruiters may also discover an opportunity they weren’t aware of in their AOR.

“If you’ve been recruiting long enough, you’ve probably shown up to work at an event to find the Reserve, Guard, AFROTC, USAFA, etc., also working on the event, but no one really knew that the others were coming. ” said Wyche. “And the various components were probably spread throughout the event space… AFROTC on one side, Guard on the other. Situations like this give the impression that the components of the Air Force are disconnected from each other. The TFMMT will facilitate better communication between components, allowing us to strengthen the Air Force brand at events, creating an Air Force Village, with facilities at air shows.

In addition to strengthening the Air Force brand at events, the tool will save taxpayer dollars by allowing Total Force partners to take advantage of economies of scale by purchasing a large single booth space rather than several small spaces to accommodate each partner.

In addition to Total Force partners, the Honor Guard, Federal Aviation Administration, Air Force Secretary of Public Affairs, and Air Force bands will have access to the TFMMT, primarily as as support function. With their access, users can request events through them, which should significantly speed up the approval process.

“Another reason everyone has access is to encourage recruiters from all programs to work together on their events,” said Atkinson. “In addition, giving the marching bands and the honor guard visibility on our events allows them to see support opportunities. I think we might see an increase in the number of bands and honor guards reaching out to event touchpoints to say, “Hey, we’d love to support your event. “

Another feature of the TFMMT is a QR code creator that can be printed for each event. Once scanned, a person can put their information and automatically becomes a lead if their qualifications are on par with membership standards. This will allow recruiters to see the success of an event and also capture leads in real time. Verifiable data is the key to meaningful action.

“Previously, squadrons could only follow leads received during an event and estimate the number of people stopped by their activation,” Wyche said. “The QR codes will make it easier to track leads, but also allow us to provide accurate data on who actually stopped by our activation. The success of an event is more than just leads. Each person who stopped here was not a lead, may eventually become a lead, or may be an influencer of a future lead. Knowing the total flow of our assets (prospects, target market, influencers) helps determine the effectiveness of an event.

The tool will allow users to request overflights, group performances, national assets and honor guards. There is also a calendar that shows the calendars of national assets. Users can track national assets and request activations on unforeseen or unavailable days. It will also allow users to request local resources from their squadrons.

“As the tool is used, we will incorporate feedback from the field to add the types of features they need to help them be successful,” said Wyche.

For AFRS, having flyovers at events is in many ways a win-win situation, as it is an opportunity for AFRS as a whole to acquire free space at certain events.

“This is important for recruiters because any chance we have to share the Air Force message is a great opportunity. Asking for an overflight does not require AFRS approval, so there are regular overflights including AFRS is absolutely unaware, “said Atkinson.” One of the requirements of a flyby is that the event coordinator must provide space for recruiters. Visibility on approved flyovers allows squadrons recruiter to take advantage of this free recruiting space at an event they may not have considered attending before. ”

While this tool offers many benefits for recruiters, Wyche said recruiters and our partners must have buy-in to use the tool for it to maximize its potential.

“The TFMMT will only be effective if everyone uses it. The tool requires users to provide it with data to share within the Total Force recruiting company, ”Wyche said. “If no one is uploading their events, we will be in the same position we are today, showing up at an event with various Air Force programs spread throughout the event space and none of them knowing that the other would be there. “

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