1. Kentucky National Guard
Public Affairs Office
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4. DIR DEP/DIR XO
(ME) Mr. Altom CPT Martin
GS-13 State Emp GS-11
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5. DIR DEP/DIR XO
(ME) Mr. Altom CPT Martin
GS-13 State Emp GS-11
NCOIC HISTORIAN MPAD RNCO WESSO
SGT Raymond Mr. Trowbridge SSG Vaile MAJ Greer
ADOS Temp Tech AGR GS-11
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6. DIR DEP/DIR XO
(ME) Mr. Altom CPT Martin
GS-13 State Emp GS-11
NCOIC HISTORIAN MPAD RNCO WESSO
SGT Raymond Mr. Trowbridge SSG Vaile MAJ Greer
ADOS Temp Tech AGR GS-11
COMM
Army VI WING VI R&R MKTG ESGR Family Spt
OUTREACH
Mr. Maggard SGT Riggs MSG Speck Mr. Newton Mr. Miller CPT Combs
Contractor GS-9 GS-11 Contractor Contractor Yellow Ribbon
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7. PAO-PROPER ARMY VI ESGR RECRUITING
HISTORIAN
COMMUNITY EMERG
OUTREACH MGMNT FAMILIES
MPAD
UNIT PAOs
UPAHRs
AF VI/PA
RETIREES

9. GEEKS W/ GEER
PAO-PROPER ARMY VI EMERG KNOWLEDGE
MGMNT RETIREES
UNIT PAOs UPAHRs
THE CREDIT
AF VI/PA
HISTORIAN MPAD
HEART STRINGS
COOL! FAMILIES
GRIP & GRIN
RECRUITING COMMUNITY
JOBS
OUTREACH
ESGR

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16. GEEKS W/ GEER
PAO-PROPER ARMY VI EMERG KNOWLEDGE
MGMNT RETIREES
UNIT PAOs UPAHRs
THE CREDIT
AF VI/PA
HISTORIAN MPAD
HEART STRINGS
COOL! FAMILIES
GRIP & GRIN
RECRUITING COMMUNITY
JOBS
OUTREACH
ESGR

17. The World of Public Affairs

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21. Initial Challenge:
Increase the Kentucky Army National Guard’s 2012 Accessions Mission by 100 recruits.
The initial accessions mission for 2012 was 1052. The new accessions mission was now 1152.
Obstacles:
> The new mission was given to the Kentucky Army National Guard at the end of July, 2012.
> The Guard Recruiting Assistance Program (G-RAP) was no longer in effect.
> Financial incentives for referring potential recruits were gone.
> The Military Entrance Processing Station (MEPS) was both a logistical choke point and
medical discriminator for recruits.
> The recruiters needed immediate support and materials to make this new mission number,
on top of their current mission requirement.
Opportunity:
> Reach potential recruits through new marketing and public relations methods via tradition
and non-traditional channels.
> Create an ambassador-type referral program, where current Guardmembers, their families,
their friends and their centers of influence would refer eligible Kentucky Guard candidates.
> Redesign and retool the same recruiting message to these new candidates.
> Create a sense of exclusivity (The Elite) and time-sensitivity in recruiting these Soldiers.
Danger:
> Creating a sense of exclusivity regarding these 100 new recruits that positioned these
Soldiers above the traditional Kentucky Guard member.
> Double-Triple slotting Soldiers to the MTOE or TDA manning documents.
> Competing with current campaigns and incentives currently deployed with recruiters.
> Recruiters not accepting or utliizing this campaign as a marketing and sales tool.
Execution:
> See the subsequent sheets, beginning with ‘The Hundred – Be The Elite Program Timeline’

22. The Hundred – Be The Elite Program Timeline
19 JULY 12 Commander’s Update Brief—Announcement of additional 100 recruits
23 JULY 12 Chief of Staff meets with Recruiting, HRO and PAO re: strategy/tactics of making
numbers.
24 JULY 12 PAO and Recruiting meet regarding the overall strategy. See ‘The Hundred—
Strategy’ sheet.
25 JULY 12 PAO, J6/VI and Recruiting concept the ‘The Hundred’ campaign. See ‘The
Hundred—Strategy’ sheet.
26 JULY 12 Graphic support from Recruiting develops ‘The Hundred’ logo and design
Recruiting Command offers SGT Napier and PFC Horn as ‘poster’ Troops.
See ―The Hundred—Visual and Tactical Support’ sheet.
27 JULY 12 BeTheElite.com is launched, along with Facebook and Twitter.
See ‘BeTheElite.com’ sheet.
31 JULY 12 PAO and Recruiting announce the BeTheElite program to all Major Support
Elements, Commanders and Staff at a pre-scheduled Quarterly Training Brief.
Overall intent, program concepts, graphics, personnel and supporting resources
are unveiled to the KYNG commanders, units and support staff.
14 AUG 12 The Adjutant General and the Recruiting Commander addressed all the
Kentucky Guard recruiters throughout the state via a LiveStream webcast ions
regarding the TAG’s emphasis on the BeTheElite program. Recruiters were able
ask questions of the TAG and the Recruiting Commander via the LiveStream
chat box. See ‘TAG Address—LiveStream’ sheet.
21 AUG 12 The TAG and a local KYNG BDE Commander were on a regional radio
station at the Kentucky State Fair, promoting the BeTheElite program.
See ‘Kentucky State Fair’ sheet.
08 SEP 12 The BeTheElite—Team Grid Iron press conference is held at the Boone
National Guard Center. See ‘Team Grid Iron’ sheet.
Current results can be seen on the ‘Campaign Results’ sheet.

23. The Hundred – Strategy
Objectives/Goals:
Increase the Kentucky Army National Guard’s 2012 Accessions Mission by 100 recruits by the
end of the 2012 fiscal year 30 SEP 12). See the next page, ‘The Hundred—Ideal Recruit.’
Strategy:
> Reach potential recruits through new marketing and public relations methods via tradition
and non-traditional channels.
> Create an ambassador-type referral program, where current Guardmembers, their families,
their friends and their centers of influence would refer eligible Kentucky Guard candidates.
> Re-tool/re-design the current messaging regarding ‘Joining the Guard’ for all the publics:
current guard members and their leaders, Kentucky Guard recruiters, Kentucky employers,
potential guard members, influencers, families and friends.
> Appeal to the specific needs of the Ideal Recruit. See Ideal Recruit sheet.
> Create a sense of exclusivity (The Elite) and time-sensitivity in recruiting these Soldiers.
Tactics:
> Traditional marketing methods: Public Service Advertisements through the radio.
> Social Media marketing methods: Specific campaign website (BeTheElite.com); Facebook
sub-channel of the Kentucky Guard primary and recruiting Facebook pages; Twitter feeds
regarding BeTheElite through the Kentucky Guard primary and Recruiting Twitter feeds.
> Engage a Speakers Bureau with the Campaign Poster Troops, SGT Napier and PFC
Horn.
> Engage Kentucky Guard commanders to promote the BeTheElite campaign.
> Monitor the effects of this campaign on a daily basis to all stake holders.
Coordination:
> Recruiting command, PAO, MSEs and primary staff members to relay the effects of their
combined efforts on a daily basis.

26. Mobile BeTheElite.com
BeTheElite.com

33. Kentucky National Guard
Public Affairs Office
502.607.1556
kirk.hilbrecht@us.army.mil
www.kentuckyguard.com
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