The Air Force is ready to respond. Anytime. Anywhere

McCarthy, Breda

Abstract

This purpose of this case is to facilitate the exploration of branding and marketing communications strategy for a non-profit, governmental institution. The Australian Air Force needs to increase recruitment. Skill shortages in the labour market and competition from other industry sectors are some of the barriers faced by the Australian Air Force. More importantly, misconceptions about the fighter pilot role can discourage people from considering a career in the Air Force - many young people think this role is unattainable. The communications task for the Air Force is to convince the target market that they have the skills to do the job. The communications task is made more complex by the fact that the target market has grown up with technology and are considered 'digital natives'. A particular challenge lay in communicating the air force's message to the target market using social media. It is also important to communicate the fact that members of the Air Force are different from civilians, and appeal to would-be soldiers who respond well to the more militaristic realities of war and the concept of mateship. The Australian Air Force and its marketing communications team needs to do some creating thinking in order to develop a successful integrated marketing communications campaign. Two advertising campaigns are profiled in this case study.

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SAGE Business Cases

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SAGE

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London

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DOI

10.4135/9781473937475