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<p>The date and approximate cost of each campaign specified is shown in the following
table:</p><p> </p><table><tbody><tr><td><p><strong>Campaign</strong></p></td><td><p><strong>Date</strong></p></td><td><p><strong>Focus</strong></p></td><td><p><strong>Costs</strong></p><p><strong>£
million</strong></p></td></tr><tr><td><p>More Than Meets The Eye</p></td><td><p>January
- March 2014</p></td><td><p>Regular/Reserve</p></td><td><p>£2.7</p></td></tr><tr><td><p>Step
Up</p></td><td><p>May - September 2013</p></td><td><p>Regular</p></td><td><p>£1.8</p></td></tr><tr><td><p>Start
Thinking Soldier</p></td><td><p>April - September 2009</p></td><td><p>Regular</p></td><td><p>£4.6</p></td></tr></tbody></table><p>
</p><p>The evaluation work for the More Than Meets The Eye campaign is expected to
report in May. The figure quoted reflects the media costs of the campaign, and includes
approximately £1.2 million from the existing contracted budget. I have placed a copy
of the marketing brief and analysis of results for the Step Up campaign in the Library
of the House. The Start Thinking Soldier campaign took place four years before the
current partnering arrangement between the Army and Capita started. Although formal
evaluation is no longer held for Start Thinking Soldier, I have placed the marketing
brief for the television advertising in the Library of the House.</p><p> </p><p>The
Army is always recruiting, as it requires a constant flow of personnel to enter as
privates and officer cadets, and then to gain the knowledge and experience to be promoted
through the ranks. Consequently, it will always need to run recruitment campaigns.
Army recruiting will continue to be supported by targeted campaigns, designed to highlight
the variety of skills and trades available in both the Regular and Reserve forces.</p>
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