The Challenge
TRADOC (U.S. Army Training and Doctrine Command) develops Soldier and civilian leaders in order to build a versatile Army. TRADOC supports the Army’s Human Capital Core Enterprise and sustains a responsive, all-volunteer force of more than 27,000 Soldiers and 11,000 civilians, including 32 schools that train more than 500,000 Soldiers a year. In addition, TRADOC designs, develops and integrates capabilities, concepts and doctrine.
JANSON provided TRADOC with research and analysis of mainstream and social media to determine whether or not the command’s message was reaching the intended audience.
JANSON’s Approach
JANSON Communications conducted extensive research encompassing elements such as: volume and tone of current media coverage, trend analysis and key spokesperson commentaries. From this foundation, comprehensive reports were developed in order to explain the findings. Since social media today has fundamentally changed how people communicate, it was important to identify the specific impact drivers affecting TRADOC’s profile.
Weekly mainstream media reports and monthly social media reports provided the groundwork to create an overall view of the ever-changing media landscape, as well as to gauge effects with strategic audiences. Analysis of the information gathered for these reports offered functional interpretation of JANSON’s qualitative and quantitative research conclusions.
The Results
Having access to accurate information regarding the manner in which TRADOC was portrayed and how effectively their messages were relayed has given TRADOC a resource capability to integrate into their mission and overall business operations.
JANSON’S analytical reporting provided a tool for TRADOC to make real time decisions and necessary adjustments. The ability to rapidly adapt to current media trends and impactful world events can propel an organization to the next level of communication resulting in improved audience awareness, connection and advocacy.