J. Michael BrowningThe American Legion Post 60
With over two million members, the American Legion has been one of the most powerful veterans organizations in the country since its founding. However, with many younger veterans returning from Iraq and Afghanistan feeling unsatisfied with their experience in the armed forces, there has been a drop in local membership numbers in recent years. As a result, the organization is now looking to recruit new members by implementing local advertising campaigns utilizing social media, modernizing its website, and advertising new, relevant events.
The American Legion was founded in 1919, just after the end of World War I. Today, the American Legion has over two million members, with each local Post overseen by the post officers and an executive committee.
The American Legion aims to help veterans and their families adjust to civilian life. The organization offers a variety of programs and services, including education benefits, scholarships, housing assistance, employment assistance, and health care.
The American Legion is a non-profit organization that advocates for veteran benefits and local, state, and federal issues. It has a national headquarters in Indianapolis, Indiana, and a Washington, D.C. office. It also has offices in every state and Puerto Rico. The American Legion employs about 500 people nationwide.
Today, the organization has nearly two million members in more than 13,000 posts across the United States. Its membership consists mainly of military veterans, active-duty servicemembers, reservists, and members of the National Guard. The legion is divided into four organizational levels: national, department (state), district, and Post (local). The national organization sets policy for and provides resources to the department organizations. Department organizations implement district and post-level programs.
The American Legion receives its funds through membership dues and donations. As a result, members of the American Legion receive many benefits, including but not limited to: an annual subscription to the award-winning magazine The American Legion, eligibility to join the Sons of The American Legion (SAL) or the Auxiliary, discounts on a variety of products and services, and access to exclusive members-only events.
American Legion Post 60 is trying to target a new generation of members. They have realized they must utilize social media platforms such as Facebook and Twitter to appeal to the digital age. In addition, they are looking for more ways to engage with the community and show that the American Legion is still relevant today while continuing to be a valuable resource for veterans and non-veterans.
Post 60's relationship with the community is dated. Much of its communication comes from its website, which is challenging to navigate and not optimized for mobile use. The link to Facebook from its website is dead, but there is an active Facebook Group with repetitive content.
When a business like The American Legion has been in operation for as long as it has, and its membership is aging, it can be challenging to remain relevant. However, Post 60 has not stayed on top of the latest technologies and trends, which has impacted its membership. To align with current public relations, marketing, and advertising trends, immediate action is required to ensure members continue to join in the future.
Converting a dated business to the digital age is the primary task in assisting Post 60. With the right strategies in place, it can have an almost immediate impact. At its core, there is a need to focus on creating a definitive marketing plan, effective digital advertising, compelling content, and targeting the right audience. However, there are a few other vital factors to remember, such as ensuring Post 60's website is revamped and optimized for search engines and using social media to reach a wider audience.
Social media has become essential to modern marketing campaigns, which Post 60 has not established. Creating an effective marketing campaign plan focusing on a specific social media strategy will allow the Post to target new members.
Between Facebook and Twitter, LinkedIn and Instagram, every social media platform has its own unique challenges, pitfalls, and opportunities, so coming up with a compelling marketing campaign requires serious planning. Post 60 will need to provide valuable insight on creating a standout social media and marketing campaign.
A fundamental problem to overcome in assisting Post 60 with its marketing plan strategy is analog-friendly decision-makers. They will need to understand how digital marketing works and the importance of a marketing campaign plan to reach their target audience. They also need to be aware of the different platforms available and how each can be used to achieve their marketing goals. Additionally, they need to set realistic expectations for their campaign and clearly understand what they want to achieve. Finally, they will need to rely on the analytical data to measure the success of their campaign and readily make adjustments as needed.
There are several potential pitfalls when creating a marketing campaign plan for Post 60. First, there needs to be a clear understanding of their target audience and know they are soliciting new members and not pushing content to satisfy its current aging membership. This can lead to developing messaging that does not resonate with new potential members. Additionally, biased guidance could cause the campaign to be too general or too specific. It is crucial to find the right balance so that their message is heard by those most likely to join.