Army National Guard.
Amplifying the Call to Serve in Every Market.
Client Overview
The Army National Guard (ARNG) is a dual-mission force, ready to mobilize at a moment's notice for humanitarian missions and national security needs both at home and abroad.
Activities & Deliverables
Military recruitment campaign strategy and planning
Audience media analysis and intelligence
Media planning and placement
Campaign tracking, reconciliation, verification, and reporting
Creative development and post-production
State recruiting office training, planning, outreach and support
What We Did
ARNG sought a comprehensive media strategy to boost recruitment and nationwide awareness. Team LMD distributed targeted content through radio, TV, and digital channels with national and local PSAs for maximum reach and engagement.
ARNG partnered with Team LMD to develop a comprehensive, nationwide media strategy designed to strengthen recruitment and increase awareness among audiences.
Using a mix of public service announcements (PSAs) and non-commercial sustaining announcements (NCSAs), the campaign delivered messaging across national cable networks, local broadcast stations, and digital platforms. The team also developed custom radio scripts for recruiting offices to advertise local storefront openings, critical military occupational specialties (MOS) vacancies, state-specific education benefits, and special events.
Team LMD managed end-to-end distribution, handling quality control, trafficking, and reporting across 12,000 TV and radio stations in all 50 states and territories. A centralized reporting system powered by Nielsen data gave stakeholders real-time visibility into campaign performance at both national and local levels, and Team LMD to ability to track impressions, identify high-value placements, and continuously optimize outreach.
By combining strategic media planning, localized execution, and robust performance measurement, the campaign significantly expanded reach, improved engagement with key audiences, and reinforced ARNG’s presence in competitive recruitment markets.
The Results.