(in partnership with government prime, MPRI, an L-3 Company)

Celebrating the NCO Corps as the Backbone of the Army

In late 2008, the United States Army designated 2009 as the Year of the Non Commissioned Officer (NCO).  Army leadership was dedicated to showing appreciation for the NCO Corps throughout the year by implementing programs recognizing NCOs’ commitment to service and their willingness to make great sacrifices on behalf of our Nation.  The campaign goals were to enhance awareness and public understanding of the roles and responsibilities of today’s NCOs, as well as to accelerate the mental and physical growth of NCOs through development programs.  The Army’s Office of the Chief of Public Affairs (OCPA) tasked MPRI and Belmont to assist with developing and executing a strategic communication plan that would convey the Army’s initiatives for the NCO Corps and celebrate the NCO Corps as the “backbone of the Army”.

Building Bridges between Army Leadership and the NCO Corps

After understanding the goals of the campaign, Belmont set to work on creating a visual identity system that would embody the campaign message and would also align with other OCPA campaigns currently underway.   One of the first deliverables was a seal that came to signify the Year of the NCO initiative.  The seal appeared as a primary element at the Association of the US Army’s (AUSA) annual meeting and the artwork was featured on the official AUSA 2009 Annual Meeting Coin.  Within the Army and among Army supporters, the seal appeared on printed collateral, exhibits, websites and other media throughout the year.

To create a unified and cohesive look across all Year of the NCO initiatives, Belmont created a Branding Toolkit for the campaign.  The toolkit outlines official and unofficial usage of the seal, when the seal should be used, as well as the approved visual identity elements for different media.  The toolkit was put in place to ensure that despite its broad reach, the campaign would maintain consistency through its completion in late December 2009.

MPRI and Belmont also worked with the Army public affairs leadership to launch http://www.army.mil/YearOfTheNCO, the official source for all Year of the NCO communications.  On this Website the Army shares detailed initiatives; current news and events; and educates the general public about NCOs.  The most utilized component of the Website is a Blog where Army leaders engage NCOs by posting their thoughts on Army initiatives, Army recruiting and experiences.  This opens up communication not only to the NCO Corps but also allows Soldiers and the entire Army community to see the impact of NCOs across the organization.

Giving Legs to the NCO Campaign

Since the Year of the NCO kickoff in January, Belmont has been working hard to continue communicating Army initiatives to NCOs worldwide. The campaign continues to grow exponentially through social media outlets including Facebook and Flickr, where it has generated both Army and civilian interest.  As a featured part of The Army Exhibit at the AUSA Annual Meeting, the Year of the NCO messages were delivered to thousands of members of the Army community including Soldiers, Families, Army civilians and Army suppliers.  The campaign will continue through the end of the year at other venues, Army bases and through social media. Belmont is excited to have played a role in the celebration of one of America’s greatest assets, the NCO Corps, the backbone of the American Army.