Client: National Guard Recruitment – Mobile

Phone College Networks

NAMU
NAMU
Mobile
Mobile
College
College
Networks
Networks

Business Objective : Promote-create awareness by

reaching to college students and learn about the National
Guard by NAMU WIFI-Bluetooth® when you see these
sign below check your mobile device for content
and offers-Learn more today

Poster Poster
Strategy: Secure Blue Tooth/ WIFI Enabled College
Locations –IN SCHOOL –Ability To Reach Over 2
Million Students Daily at 50 Campuses– EXCLUSIVE
College Provider (Opportunity to Send Electronic Ads to
passerby traffic within 300 feet range within NAMU
Zones.)

2 – KEY NAMU
EXCLUSIVE
1 – NAMU ZONE
COLLEGE
WIFI Networks
LOCATIONS

3 – END RESULTS –
Content
Driven Messaging – Audio –
Video – Coupons – text,
etc…
Currently Setting The
Industry Bar
With 20% Opt In Rates…..
Message: Turn on your Bluetooth® and set
Discoverable/Find me to a movie ticket offer and learn more
about the National Guard
Full ad, National Guard

Strong call-to-action,
National Guard
Market: University of Washington-Seattle Campus, Ohio
State University-Main Campus

Timing: Spring 09’

Program Element:
NAM SERVICE PROTOCOLS: Our group will be placing
Bluetooth or Wi-Fi devices in on campus hotspots that
would be promoting varied organizations, companies or
services relevant and in demand by the student body as
a whole. A message would be sent from the device to
the student's Bluetooth or Wi-Fi enabled devices, things
like cell-phones, Smart Phones, MP3 players, laptops,
etc.
Program Results: SUCCESS – ROI exceeded client
expectations – Exceeded 50%
NAM-Army National Guard –Pilot Program
Results
June 18th 2009

Jack Location:
RPAC Athletic Center
Science and Engineer Library , 1st Floor
School: The Ohio State University

Key Metrics:
Opt-ins per week/jack -55.5
Prior Mall Campaign (per jack per week)- 21.25

Delivery 2009- 2009- 2009- 2009- 2009-

Method 05-060 05-07 05-08 05-09 05-10
Bluetooth 4 2 2 1
Wi-Fi 11 3 2 9 2
Bluetooth 3 2 2 2 2
Wi-Fi 14 3 2 7 3
Daily Totals 32 10 8 18 8
 NAM-Army National Guard –Pilot Program Results
Delivery 2009- 2009- 2009- 2009- 2009-
Method 05-11 05-12 05-13 05-14 05-15
Bluetooth 6 3 1 3 2
Wi-Fi 29 17 1 3 4
Bluetooth 1 1 5 1
Wi-Fi 2 8 8 1 1
Daily Totals 38 29 10 12 8

Total
Delivery 2009- 2009- 2009- 2009- Downloa
Method 05-16 05-17 05-18 05-19 ds
Bluetooth 1 1 4 6 36
Wi-Fi 5 3 16 4 109
Bluetooth 1 1 21
Wi-Fi 7 56

Daily Totals 7 4 21 17 222

 The Wifi Numbers are Crazy High as you can see
Bluetooth:

Devices 565
101047 Prompted 100%
No-response 302 53%
Total
Response 263 47%
Opt-out 239 42%
Opt-in 24 4%
Opt-
in/Reponses - 9%
Devices 274
101079 Prompted 100%
No-response 169 62%
Total
Response 105 38%
Opt-out 91 33%
Opt-in 14 5%
Opt-
in/Reponses - 13%
Wi-Fi
Unique Wi-Fi
101047 Devices 70 -
Total Wi-Fi
Hits 378 -
Unique Wi-Fi
101079 Devices 29 -
Total Wi-Fi
Hits 125 -
 Campaign Facts
• With more than 750 downloads over a six week
period, the Army National Guard campaign has
been the single most successful proximity-based
mobile campaign ever executed on a college or
university campus. This program, which featured
two units broadcasting a recruitment video,
averaged 250 downloads each on a monthly
basis.
•
• When compared with other proximity-based
mobile programs such as the United States Navy
Reserve, considered one of the most successful
proximity-based mobile campaigns ever, this
single school eclipsed the total monthly
downloads across 13 bases. As compared to the
Army National Guard "Mall Campaign"
which utilized a total of 104 units (vs. the two on-
campus units), the MND College
Campaign generated THREE TIMES as many
downloads per month.