Market and Consumer Analysis

Abstract

The American Legion is a nonprofit organization that supports veterans, military families, and communities. The organization is looking to create a public relations campaign plan to increase awareness of its work and engage more people in its mission. The campaign will focus on telling the stories of veterans and their families and how the American Legion has helped them. It will also highlight the work the organization does to support communities. The goal is to increase understanding of the American Legion and its work and to inspire more people to join.

Capstone Thesis Project

Introduction

The American Legion is a national organization with over two million veterans (American Legion, 2022). The organization has existed for over ninety years and plays an essential role in the lives of many veterans and their families. The American Legion provides support for veteran benefits, programs for children and families, and advocacy on behalf of all veterans.

Despite its long history and important role, the American Legion faces several challenges. One challenge is that the organization's membership is aging and not being replaced by younger members at the same rate. This is partly because fewer young people are joining the military than previous generations. As a result, the average age of members of the American Legion is gradually increasing (American Legion, 2022).

Another challenge facing the American Legion is competition from veteran organizations, such as Veterans of Foreign Wars (VFW) and Disabled American Veterans (DAV). These organizations also provide support and advocacy for veterans but have newer memberships with lower average ages (American Legion, 2022). The VFW also has a larger public relations budget than the American Legion, which allows them to reach more potential members through advertising and marketing campaigns.

To address these challenges, the American Legion must increase its visibility through a comprehensive public relations campaign to raise awareness about its work among potential new members. Such a campaign would focus on communicating what makes the American legion unique and why it remains relevant today. Additionally, this type of campaign would seek to dispel any misconceptions about who can join or what types of activities are available through participation in this venerable organization (American Legion, 2022).

Thesis Statement

A public relations campaign focused on increasing the visibility of the American Legion is essential to counter the organization's challenges due to its aging membership and competition from other veteran organizations.

Situation Analysis

Company Overview and Current State

The American Legion is a national organization of veterans who served in the armed forces. They have posts in communities across the country where members can gather to socialize and support each other. The Laurel, MD Post 60 is a small but active post with members passionate about helping veterans and their families and hosting events to raise money for local charities supporting veterans. Post Commander, Shirley Luby, will oversee the campaign.

The American Legion's membership is dropping because older members are dying, and younger people are not joining at the same rate. A social media campaign can help bring in new members by reaching out to potential members on platforms like Facebook, Twitter, and Instagram. Using hashtags, running ads, and creating engaging content, the American Legion can reach a wider audience and encourage people to join.

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.

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.

SWOT Analysis

Figure 1: SWOT analysis chart

The American Legion's social media campaign can leverage these strengths to reach a wider audience and have a greater impact. The history and recognition of the organization can attract people who may not have otherwise been interested in the campaign, and the commitment to mentoring youth and sponsoring wholesome programs makes the American Legion a credible source of information. The American Legion can expand its reach and influence by leveraging these strengths.

The organization's weaknesses may adversely affect the American Legion's social media campaign. For example, the aging members may not be as engaged with social media as younger people, and financial difficulties may limit the resources available to support a robust online presence. Additionally, the perception that the Legion is out of touch with modern society could make it challenging to connect with potential members online. To address these issues, the American Legion could focus on developing content that appeals to a broader range of ages and interests and building relationships with other organizations that serve similar audiences.

The American Legion has the opportunity to use social media to connect with potential new members and dispel the notion that it is out of touch. Creating a social media campaign can help the organization reach a wider audience and engage potential donors. Additionally, a successful social media campaign can increase financial stability for the American Legion.

Without a clear plan and strategy, the social media campaign could fail to achieve its objectives or even backfire. In addition, the American Legion must ensure that it has the resources and staffing necessary to carry out the campaign effectively. Social media campaigns can be time-consuming and expensive. There is always the possibility that potential members may not be responsive to the campaign or that it will not reach its target audience effectively.

Competitive Analysis

The American Legion and the VFW are veterans' service organizations that support veterans and their families (VFW, 2022). They advocate for veterans' issues, provide educational opportunities, and sponsor programs and events. The American Legion has a more traditional structure, while the VFW is more progressive. The VFW offers more online resources and support, while the American Legion has a more extensive national network (Burtin, 2022).

The VFW offers various programs and services to support veterans and their families. These include financial assistance, education and training benefits, health care, housing assistance, and more (VFW, 2022). The American Legion also offers many of these same programs and services, but they may be delivered differently or with different eligibility requirements (American Legion, 2022).

The American Legion should focus on its unique history and position as the largest veteran organization in the United States. The VFW may have a more extensive social media following, but the American Legion has a more diverse membership and is better equipped to handle veteran issues. The American Legion should also focus on its partnerships with other organizations, like the Boy Scouts of America, to reach a wider audience.

Problem Statement

The American Legion is an organization of war veterans and their families. Unfortunately, the organization has declined in membership over the past few years. The ideal situation would be for the American Legion to increase its membership to continue supporting war veterans and their families. However, the reality is that the American Legion is struggling to attract new members. One reason for this decline is that many people are unaware of the benefits of joining the American Legion. As a result, the consequences of declining membership are that the American Legion may have to cut back on its programs and services or even close down altogether. To prevent these negative consequences, a public relations campaign is developed to increase awareness of the American Legion and its benefits among potential members through outreach efforts such as print, online, and television advertising; social media campaigns; and community events.

Target Market and Buyer Persona

Target Market

The American Legion Post 60 is a local chapter of the national veterans' organization that supports veterans, their families, and their communities while advocating for veterans' rights and benefits (The American Legion Laurel Post 60). The target market for the American Legion is anyone who has served in the United States Armed Forces. The target audience for the American Legion is people who have served in the United States Armed Forces, as well as their family and friends. The market segmentation for the American Legion is based on the military service branch, rank, era of service, and location.

Some current consumer habits of the American Legion members include supporting businesses that hire veterans, advocating for better VA benefits, and working to end veteran homelessness (Rein, 2021). The American Legion also provides support to military families, offers scholarships and educational opportunities, and works to promote patriotism (American Legion Scholarships).

The American Legion has a long-standing relationship with veterans and their families. The organization provides support and resources to help them navigate the challenges of life after military service (Veterans Employment & Education Commission). The Legion also advocates on behalf of veterans in Congress and works to ensure that their voices are heard on the issues that matter most to them (The American Legion Legislative Agenda).

Buyer Persona

Joe Veteran, recently retired from the military, now works as a security guard at a local mall in Laurel, MD, with an annual income of $30k. He enjoys hanging out with other veterans, watching movies, and playing video games. Joe is a dedicated patriot with an innate desire to help other veterans. He routinely uses Facebook and Twitter to connect with family, friends, and other veterans. He is looking for an organization to join to continue supporting other veterans within his community.

Figure 2: Lance Reis / KickassDesigns on IG

Secondary Research

Overall, veterans have a favorable view of the American Legion and its values. For example, in a survey of Iraq and Afghanistan war veterans, 87% said they had a favorable opinion of the Legion, and nearly 9 in 10 said the organization understands the needs of today's military members and families (Rieckhoff, 2011).

What motivates people to join or not join the American Legion: There are various reasons why people might join or not join the American Legion. Some people may be motivated by the organization's patriotic mission, while others may be attracted to its social activities and networking opportunities. Some people may find the membership requirements too restrictive, while others may not be aware of the organization and its benefits (Hurley). Ultimately, each individual's decision to join or not join the American Legion will be based on their personal preferences and priorities.

How are current practical marketing and outreach efforts in reaching potential members: Social media provides organizations with a way to reach a large number of people with their message quickly and easily. Additionally, social media allows organizations to target their messages to specific groups of people, which can help increase the likelihood that they will reach their intended audience (Ellis, 2017). Finally, social media allows organizations to build relationships with potential members by engaging with them more personally.

What kind of message would most effectively entice potential members to join: Several social media messaging or marketing strategies could be used to entice potential veterans to join the American Legion. Some include using patriotic imagery and messages to appeal to individuals who have served, highlighting the benefits and opportunities that membership in the American Legion provides, and featuring testimonials from current members about how the organization has positively impacted their lives (Nguyen & Young, 2014). Additionally, targeting specific groups of veterans who may be more likely to join may be helpful, such as those who served in recent conflicts or are active-duty military personnel.

What channels are most popular among veterans, and where should the organization focus its social media efforts: The most popular social media channels among veterans are Facebook, Twitter, and Instagram. Veterans seem to prefer using these platforms to stay connected with friends and family and share information about their experiences. Therefore, the organization should focus its social media efforts on these three platforms to reach the most significant number of veterans.

Primary Research Design

Focus groups are an effective research method, allowing for an in-depth exploration of a topic (Rein, 2021). Additionally, focus groups allow people to share their opinions and ideas in a group setting (Evidence in psychology). The best method to target the American Legion audience is to use a focus group. This research should be conducted using a moderator to ensure that the right questions are being asked and that the conversation stays on track. The focus group will allow for an open discussion about the company and its products and services and will provide valuable feedback about how well this specific audience perceives the company.

The proposed design for conducting a focus group for the American legion to grow its membership would involve inviting a group of potential members to participate in a discussion about the benefits of joining the organization. The focus group would be moderated by someone familiar with the American legion and its mission and who could guide the conversation toward topics that would be most helpful in recruiting new members. Potential questions include:

What social media platforms do you use?
Why do you use those particular platforms?
Do you ever feel like veteran organizations are represented well on social media? If not, where do you think they could improve?
Have you ever joined a veteran organization because of something you saw on social media? If so, what was it that caught your attention?
Why or why not would you say someone might want to join a veteran organization?

Primary Research Findings

Introduction

The American Legion is a patriotic, mutual-help, war-time veteran organization with more than 2.4 million members in 14,000 posts worldwide. It was founded in 1919 on the four pillars of strong national security, Veterans Affairs, Americanism, and children & youth. An email survey was conducted to understand veterans’ choice to join the American Legion and whether it benefited them. The study's results will help determine if other veterans should join the American Legion and what benefits they could expect.

Method

An initial email was sent to the mailing list for local members of the American Legion, notifying them of the opportunity to participate in an online survey.

The process of conducting an email survey for local members of the American legion began with a list of potential respondents. A total of 50 members were randomly selected from this list and sent an email invitation to participate in the survey. In the course of the primary research, 12 members responded to the survey.

The results gathered from the email survey will be used to improve the offerings, services, and marketing strategies of the American Legion. It is important to note that the data from this email survey should not be considered entirely reliable, as there is always the possibility that some people may not respond truthfully or accurately. Furthermore, the data may only be representative of those who choose to respond to the survey and not necessarily representative of the entire population.

Results

Of the twelve responses received, eight were positive, two were negative, and two provided no opinion. All eight optimistic respondents said they were happy with the services provided and would recommend that other veterans join. Six of these respondents also said they believe the American legion is adapting to current times. One of the two negative respondents said they were unhappy with the services provided and would not recommend that o ther veterans join. The other respondent did not mention service but said they do not believe the American legion is adapting to current times. The remaining two respondents either only answered one question or did not provide enough information to gauge their opinion on all three questions asked.

Conclusion

Based on the survey information, the American Legion is doing a good job overall, and most veterans who use their services are happy with what they offer. The one negative respondent was unhappy with the services provided but did not mention anything specific. It is possible that this person's experience was an isolated incident. The two respondents who did not provide enough information to gauge their opinion may have had positive or negative experiences. The American legion generally adapts to current times and offers good services to veterans. This information can create targeted marketing campaigns and other outreach efforts more likely to result in new members.

Conclusion

The American Legion is the largest veterans' organization in the United States, with over two million members. The Legion provides support for veterans and their families, advocates for veterans' rights, and promotes patriotism. Despite its size and impact, the Legion is facing significant challenges due to its aging membership and competition from other veteran organizations.

A public relations campaign focused on increasing the visibility of the American Legion is essential to counter these challenges. Such a campaign would raise awareness of the Legion's work and its importance to the veteran community. It would also help attract younger members, which is vital to the organization's long-term success.

Opponents of such a campaign may argue that it is unnecessary or too expensive. However, given the stakes involved, a well-executed public relations campaign could be crucial to ensuring that the American Legion remains a powerful force for good in our nation.

The American Legion faces significant challenges due to its aging membership and competition from other veteran organizations. A public relations campaign focused on increasing the visibility of the American Legion is essential to counter these challenges. The American Legion needs help to spread the word about all the excellent work it does for veterans, their families, and communities across the country.

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