The exercise kicked off recently with a comprehensive kit sent to around 1,000 students. Each kit included a notepad, quotes picked to inspire potential recruits; detailed scholarship and career options; an invitation to the 'RSAF scholarships for leaders' seminar; a response card and details for later follow-up in case the recipient was unable to attend.
Major private and government bodies vie with each other each year to attract the top talent from colleges. "Every one of these organisations hosts a seminar and sends out a seminar invitation," said DDB creative director Neil Johnson.
The RSAF drive this year went beyond its previous one-piece mailer. DDB also created event posters that served as brand-building devices to raise awareness of the RSAF as progressive, modern and always innovative.
Eighty-seven students and 66 parents attended the RSAF seminar, an attendance level that exceeded expectations. Said Johnson: "(We) advised the RSAF to 'rebrand' the RSAF scholarship seminar as the 'Scholarships for leaders seminar', because ultimately these students would benefit most from the RSAF's unique ability to groom leaders.
"Secondly, the size, quality and finesse of the executions were dramatically increased - we were, after all, talking to the creme-de-la-creme of the student body in Singapore. Finally, DDB recommended that we create more than just a one-piece mailer. The suggestion was a comprehensive kit, with each element designed to complement the others."
A separate letter inviting parents to attend the seminar accounted for the high parent attendance. "In Asia, parents are major influencers in career choices for their children," said Johnson.
He declined to reveal other DM tactics for the coming months. "There will be carefully-targeted communication to everyone who can join the RSAF - from technical course diploma-holders to university graduates," he said.
"The RSAF's unique combination of a high-technology plus high-teamwork environment is beginning to be increasingly recognised by students, and is helping to keep it ahead of the other armed forces - and even compete with blue-chip names."