The Challenge
The National Guard's digital recruiting infrastructure wasn't built for today's prospects. The national website scores a 4 out of 100 on Google Lighthouse, delivering a slow, frustrating experience that loses prospects before they ever engage. The site's single capture form is designed for the small percentage of visitors already committed to enlisting, ignoring the vast majority who are curious, exploring, or months away from a decision.
For Gen-Z prospects who expect personalized, mobile-first digital experiences, the one-size-fits-all journey is a dead end. There's no career path exploration, no tailored content based on interests or location, and no mechanism to nurture someone who isn't ready to commit today but could be in six months. Meanwhile, 80-90% of recruiter effort gets burned on prospects who will never engage, and most Recruiting & Retention Battalions can't even quantify how many leads their digital marketing has actually produced. The cost is wasted budget and mission readiness slipping through a broken funnel.
The Solution
We created a national guard recruiting marketing platform; a proprietary demand generation engine purpose-built for National Guard recruiting. Rather than treating enlistment like a transaction, we replace the broken digital funnel with a performance marketing system that meets prospects where they are and moves them toward readiness on their terms.The platform combines data science-driven targeting with geo-fenced paid media to reach qualified military-age populations, then captures rich prospect intelligence through a high-performance web experience designed to engage rather than gate-keep. The results have transformed the recruiting pipeline for The state National Guard we're working with, and the other Guard Units we are expanding to work with now.
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