- Reaction score
- 2,557
- Points
- 1,260
Some highlights from the Statement of Work (PDF) from this MERX posting:
.... Moving forward, the focus of advertising messaging will shift with the evolving focus of Canada's military. Ongoing recruitment continues to be the priority and the emphasis will change to accurately reflect the reality of life in the CF. As Fight portrays the CF with a combat focus, and Priority Occupations promotes specific careers, future advertisement campaigns propose to showcase the CF's readiness and proficiency in humanitarian efforts and domestic defence and support. The readiness message should demonstrate that CF personnel are trained and the right equipment and necessary infrastructure are available when and where it is needed.
(....)
CAMPAIGN MESSAGES
All messages for each advertising campaign must be consistent with the annual Canadian Forces Marketing Approach that is produced by DMA. Some of the existing messages, which the Canadian Forces uses in its communication and public affairs activities and products, are found below.
These messages may be modified during the course of the contract. Key recruiting messages are:
(a) The Canadian Forces is a first-class, professional employer that offers rewarding and challenging careers with competitive pay and benefits;
(b) A career with the Canadian Forces can take many forms: long-term or short-term; full-time or part-time;
(c) A career in the Canadian Forces can span several decades or a few years, it is your choice;
(d) A part-time career allows you to combine the experience and benefits of a military life with academic study or a civilian career;
(e) There are more than 100 different career opportunities in the Canadian Forces; (and)
(f) The Canadian Forces is an inclusive workplace that is working to reflect Canadian society - we welcome men and women from all ethnic and cultural backgrounds.
A.6 AUDIENCES
The target audiences for CF recruitment comprise two distinct groups:
(a) Primary target audience: Canadians 18 to 34 years old
- 18 to 24 years old, predominantly males, with high school or college degree, who are interested in risk and adventure;
- 25 to 34 years old, males and females in post-secondary institutions, and college and university graduates who seek to find some employment that meets their desire to serve their community and/or country;
(b) Secondary target audience: Influencers and Intermediaries
- Influencers: parents, career counsellors, coaches, other individuals who play a role in the career decisions of the target audiences;
- Intermediaries: organizations with whom CF has a partnership for recruitment purposes.
(....)