Marketing the Royal Engineers

What / Who are we?
1. How Do We See Ourselves?
  1. Core Values
  2. Our Heritage?
2. How Do Others See Us
  1. Key Msgs?
3. How Do We Wish to be Seen
  1. What can we influence?
    1. External Impressions
      1. "The How"
      2. "The Why"
      3. "The When"
      4. At What Cost?
    2. Internal (MoD) Impressions
      1. Influence Ops?
      2. Mentoring
      3. Strategic Posts?
  2. Key Msgs?
  3. How Do We Know?
4. Consistency ?
  1. Of Messages
  2. Key Msgs?
  3. Over Time?
Strategic Commitment
1. Long Term
2. Stay the Course!
3. Road Map / Plan
What's in it for Them?
1. Corporate Social Responsibilty
2. High Calibre Recruits
3. Back a Winning Team
4. Old Boy Net
  1. Feedback from successful recruits
5. Association with 'Honorable' / Unselfish Organisation
Methods / How?
1. Web
  1. Websites
    1. MoD / Army
    2. www?
    3. Internal / Corps
      1. Inst RE
      2. REA
      3. RE
      4. REMLA
2. Social Networks
  1. Facebook
  2. Twitter
  3. Blogs
  4. Other?
3. Paper / Written
  1. In-House
    1. Journal
    2. Sapper
    3. Sapper Telegraph
  2. Other / External
    1. Newspapers
    2. Learned Journals
4. Other
  1. Radio
  2. TV?
  3. Film?
Why? What's In It For Us?
1. Recruiting
  1. Get the Best
  2. Known as Force for Good
2. Retention
  1. Keep the Best
  2. Cost Effective
3. Resettlement
  1. Duty of Care to Soldiers
  2. Feedback thru' Successful placement?
4. Resources
  1. Fin Sp?
    1. Donations?
    2. Sponsorship
      1. Long Term
      2. One-off / Short Term
    3. What For?
      1. Sport
      2. AT
      3. Heritage
      4. Benevolence
Who Are We Marketing To?
1. Best Approach?
  1. Will Vary
  2. Will Vary Over Time
  3. Needs Constant Monitoring / Attention
    1. Resource Cost
      1. Time
      2. Money
    2. Time?
2. Stakeholders
  1. Industry
    1. As a Source of Kit?
    2. As Employers
      1. Potential
      2. Actual
        Feedback?
    3. As a Source of (Fin) Support?
  2. Wider Public
  3. Analysis Required
  4. Corps
    1. Serving
    2. Retired
      1. Elder Brethren
      2. 2nd Careerists
Endstate / Steady State
1. Able to Conduct Business in Times of Constraint
  1. Threats
    1. Non-core Activities Unfunded
    2. Heritage Unfunded
  2. Tight Public Purse
  3. None-Core Unfunded
    1. Increase our own funding
      1. How?
        Internal
        Serving Member
        Specific Activities
        General Support
        External
        Specific Activities
        General Support
        Long Term!
      2. Size of 'War Chest'?
  4. Increasing spectrum 'non-core'
2. Maintain Current Model?
  1. Why?
  2. Force Change?
    1. In REA
      1. Fundraising?
      2. "Charity of Choice" for Corps
      3. Increase Profile
  3. "Is it Broken?"

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Marketing the Royal Engineers

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