---

Client: GUAM ARMY NATIONAL GUARD
Campaign: LOCALIZATION
Timing: 2005 - 2006

The Challenge: Objective of this campaign was to refresh the Guam Army National Guard brand to encourage recruitment and update and localize the image of the organization.

Solution: The agency developed all main communication for the image pieces to focus on the pride and commitment specific to Guam and the local community ie., 'Serve your country, defend your island'. The recruiting execution was more aggressive in terms of tone utilizing actual training and on duty action photos of guardsman targeting a younger demo (18-25) and highlighting the new benefits offered to encourage enlistment ie., 'We make action heroes', College First', 'Defenders of Freedom'.

Marketing Strategies: Mobile Marketing, Direct Marketing, Special Events Participation.
Media: News Print, Magazines, Television, Outdoor Digital Billboard.
Other: Vehicle Wrap on a 12 passenger Van and Hummer, Wearables and various promotional items, Recruiting Office signage.