Accession Number : ADA114261

Title :   Identification of Strategies for Penetrating the 19-to-23-Year-Old Recruiting Market.

Descriptive Note : Special rept. Feb-Sep 80,

Corporate Author : WESTAT INC ROCKVILLE MD

Personal Author(s) : Romanczuk,Alan P ; Goodstadt,Barry E ; Colby,Charles L ; Fernandes,Kathleen

PDF Url : ADA114261

Report Date : Apr 1982

Pagination or Media Count : 47

Abstract : Nine marketing strategies were evaluated for their potential effectiveness in attracting and enlisting a target population of 19-to 23-year old, unmarried, nonprior-service males with high school diplomas. The evaluation was based on information obtained from in-depth interviews with recruiters, members of the target population, and personnel from a variety of civilian and military agencies. The two marketing strategies identified as having the greatest potential were peer networking through expanded use of the Navy's Recruiting Assistance Program and direct mail marketing focusing on the needs and interests of target group members. These strategies should be tested and evaluated to determine their effectiveness in attracting somewhat older prospects and enlisting them in the Navy. (Author)

Descriptors :   *Recruiting, Marketing, Strategy, Identification, Navy, Postal service

Subject Categories : Personnel Management and Labor Relations

Distribution Statement : APPROVED FOR PUBLIC RELEASE