A Shipshape Recruiting Effort
And that’s the primary goal for this mailing: Facilitate personal contact between prospects and recruiters. “The Navy is a vast organization,” Hostetler states, noting that a one-on-one conversation between a recruiter and a prospect is far more effective at presenting a good perspective on what benefits the Navy has to offer than other lead fulfillment activities.
Of course, this lead-generation mailing is no island; it’s part of a media mix that includes broadcast, Internet, e-mail, print and other direct mail campaigns, says Hostetler.
As for the results, Hostetler emphasizes that the particular approach “fits our needs,” and shares a colleague’s characterization of this campaign as the “best lead generator” out of all the direct mail efforts the Navy currently conducts. Even more telling, some recruitment offices have called to tell Hostetler and team that the campaign is producing too many quality leads to follow up on.
One aspect of the campaign that’s intriguing to Hostetler is that testing continues to prove the phone card premium a winner. When the Navy first tested the phone card offer with the initial mailing, “cell phones weren’t in their heyday, and every [high school] senior wasn’t walking around with one,” he notes. But the phone card still pulls well with this audience, despite the changing times. Guess the pay phone isn’t a dinosaur, after all.