Reaching Veterans Where Traditional Outreach Cannot

Alaska presents a geographic challenge unlike any other state: vast distances, remote communities, no centralized population center, and no concentrated media market. The Alaska VA needed to reach veterans across this landscape and drive qualified applications for a critical support program — a mission where every applicant represents a real person connected to meaningful resources.

RC Strategies designed a video-led earned media campaign built for Alaska's reality. Six campaign-grade videos were produced as the creative backbone — mission-focused storytelling designed to resonate with veterans and drive action. The earned media strategy placed these assets where veterans consume content, generating 6.5 million impressions across the state's dispersed communities through channels that paid advertising alone cannot access efficiently.

The campaign generated 9,600 veteran applicants for the program. The same dispersed-population targeting expertise RC Strategies deploys in military recruiting, rural enrollment marketing, and other geographically challenging verticals was the foundation of the approach — proving that the right strategy reaches the right audience regardless of how far apart they live.