RAF recruitment: Fighting for the few - IPA Effectiveness Awards Case Study 1996

Brief Description: 1995-6 recruitment campaign. Budgets for 1992-94 had been low and applications had fallen off. Research showed that attitudes of young people in the UK no longer matched the assumptions made by current recruitment strategy. Print campaign was developed and media spend increased. Response rates seen to rise dramatically and costs per response fell. Interest and applications rose delivering 92% of the plan by end of 1995. With a higher budget in 1996 cinema and radio was added to the press ;---(TAGS)--- Full Title: Fighting for the few : the right number, of the right quality, at the right time.....and right now ; Number: 1996/214 ; Brand Name: RAF Recruitment ; COI - Ministry of Defence - RAF ; Client: COI/Royal Air Force ; IPA_ProductCoding: Government Departments (Public service recruitment - armed forces, police etc.) ; Agency: J Walter Thompson ; Author: Jeremy Davies, Andrew McCowan, S.A. Carter ;