Military OneSource

Military OneSource is a non-profit program of the Department of Defense, and was created to provide a wide variety of resources to military service members and their families. Traditionally, service branches (Army, Navy, etc.) have provided non-medical counseling, financial help and family management; Military OneSource reflects the emerging “combined forces” philosophy by offering comprehensive services to all Active Duty, Reserve, Guard and their families — regardless of service branch.

Situation

Despite offering free services and resources specifically targeted to the needs of military families (relocation, career counseling, parenting, etc.), Military OneSource was under-utilized by all branches of service. In part, this was due to a historical culture emphasizing self-sufficiency. However, as military leadership increasingly pushed for use of Military OneSource services, the larger problems were weak branding and ineffective marketing.

Approach

Working with client representatives in Washington, DC, MMI developed an innovative social media campaign that took Military OneSource messaging to its audience members — many of whom were online. In addition to Twitter (BurstingwPride and Military1Source) and Facebook, MMI created and managed a blog site, recruiting military spouses and service members as writers. MMI launched a video-sharing site for military families — TroopTube — providing ongoing content and technical management.

The social media strategies and tactics were aligned with larger communications goals. MMI helped re-brand Military OneSource with new imagery and targeted messages (“Take charge at no charge”) that were rolled out in a series of televised public service announcements (PSAs), product pieces, direct mail, and in-person events. MMI completely re-branded and re-organized the website, the primary portal and public “face” of Military OneSource.

MMI strengthened social media outreach efforts by sponsoring and attending military blogging conferences. This crucial tactic heightened the credibility of Military OneSource among highly influential bloggers, and accelerated relationships with strong advocates who carried the Military OneSource messaging to their audiences.

Whether traveling the country to film content for TroopTube, live-blogging an interview with a General in Iraq, or texting with military spouses, MMI forged lasting bonds between a client and its audience.

Results

  • In the first full year of the MMI campaign, traffic to Military OneSource increased 47 percent.
  • MMI pioneered the use of Twitter (links) for customer relationship management, creating satisfied online advocates from previously disgruntled users.
  • Telephone calls for assistance to Military OneSource in June 2009 increased by 71 percent over the same time last year.
  • Other military and government organizations — from the Army to the Military Health System — began using, linking-to and promoting Military OneSource social media outlets (blog, TroopTube, Twitter, etc.).
  • In 2009, the White House took notice, promoting TroopTube on its blog and in a “New Media” video.