Georgia National
Guard Consultancy
WBL Team 1
Our Team
Katherinne Quintanilla Hayley Moise Chrisitan Nickens Trinity Peterson Darianna Price
Future Political Science Major Future Media Studies Major Future cyber security/computer Future Lawyer Future Lawyer
science Major
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Roles
Project
Manager
Katherinne
Administrative
Assistant
Hayley
Document Project Presentation Progress
Keeper Stakeholder Editor Chaser
Hayley Darianna Chrtistian Trinity
Even though the National Guard and
Army Reserve see combat today, it r
ankles me that people assume it was
some kind of waltz in the park back t
hen
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-Larry David
SCOPE
WHAT MUST BE ACHIEVED
Engage our target demographic students by
creating a social media campaign that includes
specific posts to gain potential recruits.
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Objectives
Help students with Create a successful Focusing on students from
college admissions campaign that informs 4 schools: Norcross, Lanier,
process and attracts students Archer, and Mountain View
towards National Guard
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Recruiting Generation Z
Generation Z doesn’t recall a Employee referrals are Gen Z’s
time without the internet #1 job source
Generation Z values Generation Z prioritizes
meaningful work diversity, equity and inclusion
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3 Platforms Chosen
TikTok Instagram Twitter
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1.TIKTOK
Predicted Tik Tok Users and Penetration
Year Users (Millions) Penetration
2019 4.9 12.4%
2020 8.5 21.1%
2021 10.9 26.4%
2022 11.7 27.8%
2023 12.1 28.3%
2024 12.5 28.5%
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SWOT Analysis
STRENGTHS WEAKNESSES
Very influential Reach of the specific
Trends audience due to the ‘For
Demographic You Page’ algorithm
Content Creation Friendly
Broader Audience Overshadowing
OPPORTUNITIES THREATS
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2. INSTAGRAM
SWOT Analysis
STRENGTHS WEAKNESSES
Large Audience Solely Image based appeal
-Well Recognized Usually way of promoting
Platform for Business products
Partnerships
Flexible content creating
format Overshadowing
OPPORTUNITIES THREATS
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3. TWITTER
SWOT Analysis
STRENGTHS WEAKNESSES
Ads are very noticeable Abundance of ads
Short and Sweet Focused on news events and
content bases.
Brand personality Overshadowing
OPPORTUNITIES THREATS
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School Interaction
Survey Data
About 90% of respondents are unaware of the
Georgia National Guard and its benefits for
students
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How to do it
- Increasing Advertisement Media within
Counseling & Staff
- Basic Info
- Contact
- Including Themes
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Monthly Themes
JANUARY FEBRUARY MARCH APRIL
-New Year -Valentine’s Day -Women’s Month -Earth Day
-St.Patrick’s Day
MAY JUNE JULY AUGUST
-Mental Health -Summer -Independence Day -Typical Back-to-
Awareness -Flag Day School Period
-Cinco de Mayo
SEPTEMBER OCTOBER NOVEMBER DECEMBER
-Fall -Halloween -Veteran’s Day -Religious
(Christmas,
Hanukkah)- Family
and Friends
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Branding Process
Brand Brand
Brand Strategy Brand Identity Brand Tools
Launch Building
Identified target Georgia National Current Social Success rate Short and
audience Guard’s reputation Media Position- Long Term
compared to goals
expected
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Stakeholders
Social Media Recruits Other Employees
Management - Students: how they - Operational
- Those in charge of see the media and - Management
making the post. respond to it - Training
- Social
Responsibility
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57%
Of consumers will follow a brand to learn about new products
or services while 47% will follow to stay up to date on
company news
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- Concept of face to face
interactions
EMERGIN - Purpose driven campaigns
G TRENDS - Authenticity and transparency
- Inclusivity
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Timeline of Maintenance
Use of possible Regular content 3-4 times
Templates per week Use tends available
Start End
Targeting Audience by Use tools available within Mention dates, etc Be consistent and
setting location platform keep up with trends
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Measures of Success
• Identify elements that are key to the success of the project, such as:
• Satisfied clients or stakeholders
• More students are considering GA National Guard as a post-secondary
option
• Met project objectives
• Increased awareness of the guard, more students and parents are educated
about the GA National Guard as a post-secondary option
• Completed within budget
• Trying to maintain costs low
• Delivered on time
• Making sure the posts are consistent
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National Guard soldiers, as you kno
w, give up their jobs, their time with
their family, make sacrifices to make
sure this country is safe
-Todd Tihart 31
Thank You!
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Works Cited
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