The United States Army Develops a Messaging Platform

Changing Perceptions within the Army and Its Community

Each year the United States Army Chief of Staff, along with the Office of the Chief of Public Affairs, develops a theme to guide its communications efforts and conference exhibits. The theme is typically announced at the Army Birthday Ball and a brand supporting the theme is launched at the annual Association of the United States Army (AUSA) Annual Meeting held in October. The project includes developing the theme’s brand identity, collaborating on the conceptual foundation for the 6600 square foot Army exhibit at the AUSA Annual Meeting exhibit, and designing the exhibit graphics and all collateral materials. The brand is also carried through smaller traveling and permanent exhibits throughout the year. Belmont has been the design partner on this task for the past five years.

Building an Annual Theme with Strength and Emotion

The 2007 “America’s Army: The Strength of the Nation” theme carried into 2008 so the Army could further demonstrate how our Soldiers, their Families, Civilian employees and the extended Army Family embody the moral and physical strengths that have kept the United States a free nation since the Revolutionary War. Aiming to connect with audiences on a more emotional level, Belmont developed a messaging platform, “Faces of Strength,” to support the existing theme. Using the faces of Soldiers, families and community members who make the Army the Strength of the Nation, every-day heroes are highlighted through strong portraiture and short stories. These elements were brought to life, in collaboration with our partners, through day-of-show marketing material, printed collateral, videos, multimedia, and all associated exhibit spaces.

Providing Tools for the Campaign to Grow

In order to facilitate brand consistency when multiple partners are responsible for various products, Belmont develops a branding toolkit that enables other companies and individuals to correctly employ the brand. The toolkit identifies how to create brand imagery, and enables downloads of all of the relevant logos and symbols involved in the campaign. The toolkit is available for all public affairs officers around the world. "The toolkit allowed the mark to be deployed and be used on a number of different products." Frank Wheeler says.

In 2008, as a new evolution of the project, Belmont developed a strategic social media campaign, to support the execution of the AUSA exhibit and give this year’s theme legs to stand on for months and years to come. The campaign included a more interactive website, various social media sites, and the means for the general public to become involved in the movement to become or nominate a Face of Strength.

Moving a Brand Forward One Step at a Time

The social media component of the campaign will provide a wealth of measurement and statistics that can be used to further develop and tweak the Faces of Strength campaign. These metrics will allow us to understand what demographic groups are responding in what ways to each piece of the campaign and what types of activities spike interest. With the campaign “going viral” there is some risk; however, the rewards far out value the risks. The potential to reach new audiences, receive instant input, and capture more assets straight from the field will help grow the Army’s Strategic Communications efforts.