G2/Center for Accessions Research

1 G2/Center for Accessions ResearchG2/ center for Accessions Research1 Report Documentation PageForm ApprovedOMB No. 0704-0188 Public reporting burden for the collection of information is estimated to average 1 hour per response, including the time for reviewing instructions, searching existing data sources, gathering andmaintaining the data needed, and completing and reviewing the collection of information. Send comments regarding this burden estimate or any other aspect of this collection of information,including suggestions for reducing this burden, to Washington Headquarters Services, Directorate for Information Operations and Reports, 1215 Jefferson Davis Highway, Suite 1204, ArlingtonVA 22202-4302. Respondents should be aware that notwithstanding any other provision of law, no person shall be subject to a penalty for failing to comply with a collection of information if itdoes not display a currently valid OMB control number.

2 1. REPORT DATE 01 JUN 2007 2. REPORT TYPE N/A 3. DATES COVERED - 4. TITLE AND SUBTITLE Army Custom Segmentation System 5a. CONTRACT NUMBER 5b. GRANT NUMBER 5c. PROGRAM ELEMENT NUMBER 6. AUTHOR(S) 5d. PROJECT NUMBER 5e. TASK NUMBER 5f. WORK UNIT NUMBER 7. PERFORMING ORGANIZATION NAME(S) AND ADDRESS(ES) G2 - center for Accessions Research , Army Accessions CommandFort Knox, Kentucky 8. PERFORMING ORGANIZATIONREPORT NUMBER 9. SPONSORING/MONITORING AGENCY NAME(S) AND ADDRESS(ES) 10. SPONSOR/MONITOR S ACRONYM(S) 11. SPONSOR/MONITOR S REPORT NUMBER(S) 12. DISTRIBUTION/AVAILABILITY STATEMENT Approved for public release, distribution unlimited 13. SUPPLEMENTARY NOTES See also ADM202526. Military Operations Research Society Symposium (75th) Held in Annapolis,Maryland on June 12-14, 2007, The original document contains color images.

3 14. ABSTRACT 15. SUBJECT TERMS 16. SECURITY CLASSIFICATION OF: 17. LIMITATION OF ABSTRACT UU 18. NUMBEROF PAGES 37 19a. NAME OFRESPONSIBLE PERSON a. REPORT unclassified b. ABSTRACT unclassified c. THIS PAGE unclassified Standard Form 298 (Rev. 8-98) Prescribed by ANSI Std Z39-18 Army Custom Segmentation Army Army Custom Segmentation SystemCustom Segmentation SystemMs. Linda ClinganMs. Linda ClinganG2 G2 -- center for Accessions Research , Army Accessions CommandCenter for Accessions Research , Army Accessions CommandFort Knox, KentuckyFort Knox, KentuckyG2/ center for Accessions ResearchG2/ center for Accessions Research3 OutlineOutline Where I work Where I work USAAC USAAC G2 G2 Understand who the ArmyUnderstand who the Army s Target Audience iss Target Audience is Explain the challenges to the ArmyExplain the challenges to the Army Segmentation OverviewSegmentation Overview Show Army Recruiting Command GeographiesShow Army Recruiting Command Geographies Explain Market SegmentationExplain Market Segmentation Show what Army Custom Segmentation (ACS)

4 IsShow what Army Custom Segmentation (ACS) is Give examples of Army Custom SegmentsGive examples of Army Custom Segments Discuss how the Army uses SegmentationDiscuss how the Army uses Segmentation 11ststRecruiting BrigadeRecruiting Brigade Discuss the future of Army Custom SegmentationDiscuss the future of Army Custom SegmentationWhere Do I Work?Where Do I Work?Where Do I Work? G2/Center for Accessions ResearchG2/ center for Accessions Research5 USAAC was established by general order on 15 USAAC was established by general order on 15 February 2002 February 2002 Subordinate command of TRADOC Subordinate command of TRADOC Integrated C2 of the recruiting and initial military Integrated C2 of the recruiting and initial military training for:training for.

5 --OfficerOfficer--Warrant officerWarrant officer--Enlisted forces Enlisted forces Meets human resource needs of the ArmyMeets human resource needs of the Army Accessions Command (USAAC) Army Accessions Command (USAAC) G2/Center for Accessions ResearchG2/ center for Accessions Army Accessions Command (USAAC) Army Accessions Command (USAAC)USAAC CSMCG, USARECR ecruitingCG, USACCROTCCG, USATC Basic TrainingUSAACC hief of StaffCG, USAACD/CG, TRADOC (IMT)G3 / OPSG7/9 / SODG2/CARC enter for Accession ResearchG1 / PERG6 / ISAG2/ center for Accessions ResearchG2/ center for Accessions Research7G2 G2 center for Accessions Research (CAR) center for Accessions Research (CAR)Mission Conduct Research , studies and analysis for Army Accessions Develop future concepts.

6 Initiatives and innovations to achieve command s strategic vision Conduct testing and experimentation of those concepts Integrate internal and external Research to support the development of strategic plan Integrate the initiatives of the subordinate commandsUnderstanding the ArmyUnderstanding the Army s Markets MarketG2/ center for Accessions ResearchG2/ center for Accessions Research9 Who is the ArmyWho is the Army s Target Markets Target Market 1717--24 year old males and females24 year old males and females High school diploma graduatesHigh school diploma graduates Score high on military testScore high on military test Physically fit (must meet medical, Physically fit (must meet medical, weight and fitness standards)weight and fitness standards) G2/Center for Accessions ResearchG2/ center for Accessions Research10 Disqualified Morally/Dependent/OverweightMedicallyDis qualifiedRequire a Medical/Moral WaiverFully Qualified601218243036 Potential MarketTarget MarketPrime MarketMillionsIn-Military IIIB Female M14 MHSDG Male I-IIIA Male I-IIIA Male I-IIIA < CAT IIIB YO YouthPopulation (M/F)Total Market minus-Disqualified-Medically-Morally-Dep endent-OverweightPotential Market minus - Cat IV-Non-HSDGT arget Market minus- IIIB- I-IIIA Females- Waivers ( M)Refining the Market for FY07 Refining the Market for M(Less than 3 of 10)

7 Non-HSDG Female IIIB number of Non-HSDG and CAT IV are able to serveEven with a waiver, less than half are able to serveRecruiters must focus on finding the Prime Market ( )*Population:2005 Woods & Poole (2006 projections); Waiver Estimates based on2005 Camber Prime Market Study; 2005 DOD QMA Study MHSDG Female IIIB Female IIIB Female IIIB for Accessions ResearchG2/ center for Accessions Research11 Market LocationMarket LocationSource: Woods & Poole1717--24 Qualified Military Available by County 24 Qualified Military Available by County Clusters found in and around major US population By County17 to 24 Year Old54,000 to 810,000 (99)10,000 to 54,000 (445)2,000 to 10,000 (1203)1,000 to 2,000 (672)0 to 1,000 (798)What are the Challenges in Army Recruiting?

8 What are the Challenges in Army What are the Challenges in Army Recruiting?Recruiting? G2/Center for Accessions ResearchG2/ center for Accessions Research13 Challenges to Army RecruitingChallenges to Army Recruiting InfluencersInfluencers Mothers, fathers, friends, teachers, coaches, clergyMothers, fathers, friends, teachers, coaches, clergy Other ServicesOther Services Air Force, Navy, Marines, Coast GuardAir Force, Navy, Marines, Coast Guard CollegesColleges College is first choice for high school grads and their College is first choice for high school grads and their parentsparents Work ForceWork Force Companies are now recruiting students who score high on Companies are now recruiting students who score high on SAT/ACT for internships and will pay for collegeSAT/ACT for internships and will pay for college Global War on Terrorism (GWOT)Global War on Terrorism (GWOT)Where is Army Recruiting?

9 Where is Army Recruiting?Where is Army Recruiting? G2/Center for Accessions ResearchG2/ center for Accessions Research15 What is Market Segmentation?What is Market Segmentation?What is Market Segmentation?DemographicsCredit Card SpendingMedia UsageLeisure ActivitiesSegment 42 Segment 22 Cluster Algorithm Red, White & Blues Young Influentials G2/Center for Accessions ResearchG2/ center for Accessions Research17 Market SegmentationMarket SegmentationMarket segmentation is individual or Market segmentation is individual or intergroupintergroupdifferences in response differences in response to marketingto marketing--mix variables. mix variables. Presumptions about segments: different demandsin a product or service category, respond differentlyto changes in the marketing mixCriteria for segments: The segments must existin the environment.

10 The segments must be identifiable. The segments must be reasonably stable. The segments must be efficiently for Accessions ResearchG2/ center for Accessions Research18 Claritas Claritas PrizmNEPrizmNE Household assigned 1 of 66 Segments Household assigned 1 of 66 Segments (150 variables).(150 variables). Assigned Segment based on ZIP+4 Assigned Segment based on ZIP+4 (10(10--12 Households).12 Households). Based on syndicated survey data and Based on syndicated survey data and survey Research . Updated SegmentationLifestyle SegmentationDemographicsCredit Card SpendingMedia UsageLeisure ActivitiesSegment 42 Segment 22 Cluster Algorithm Red, White & Blues Young Influentials G2/Center for Accessions ResearchG2/ center for Accessions Research19 Why Segment?