U.S. Army National Guard: What you stand for

The U.S. Army National Guard is a unique way to serve because it offers the opportunity to serve part-time, with the dual mission of aiding both their local community and nation in times of need.

The assigned task was to attract new recruits aged 17-19, by defining and introducing all of the benefits one would receive as a guard while reinforcing the new ARNG brand identity.

We answered the call by creating a tri-fold direct mailer in the shape of a new ARNG logo. Included in each mailer is a re-positional laptop sticker that our target can use to show their commitment to the cause of service. We also created two email templates in order to test and optimize different sets of messaging and imagery in order to accelerate engagement.