Toyota
Wilderness Therapy
The U.S. Army faced a battle with recruitment
Thanks to new marketing tactics, leads for the U.S. Army have increased by 68% since 2021. But with waning recruiter numbers, the need to contact every lead within 48 hours placed high demands on their time. This meant potential recruits could fall through the cargo net as they consistently failed to meet recruitment goals.
So we improved their aim to help shoot on target
Data told us that around 60% of leads became disqualified or lost interest. So, during application, we introduced six key questions related to U.S. Army eligibility: Interest, Tattoo, Education, Medical, Legal, and Citizenship. This “ITEMLC” framework allowed recruiters to target leads based on their responses. By integrating these questions across nearly all lead capture sources, exposure rose from 7% to over 70%, empowering recruiters to focus on hot leads from across the board.
And it was Operation Triumph
From the start, prioritized leads were proven to convert to contracts twice as often as lower-priority leads. In the first year, 45k hot leads were identified. By year three, there were 225K+, with conversion rates improving to 2.8 times that of cooler leads. So, for 2024 U.S. Army recruitment, it was mission accomplished.
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