U.S. Army Chief of Chaplains Challenge In response to rising divorce rates and domestic violence incidents among the ranks, the U.S. Army Chief of Chaplains developed a marriage-building pilot program. The program was offered at select installations. Satisfaction rates were high, and an Army-wide rollout of the program was approved. The challenge was how to control rollout, syncing up funding support, program awareness, and target markets' acceptance to ensure success. Thomas Wright Partners was asked to develop a strategic marketing communications program to obtain maximum buy-in across all targets. Approach We first defined all target markets that were critical to program success. Among the targets were Army leadership, legislators, commanders, chaplains, soldiers and spouses. We also identified barriers to program success. We set up a series of focus groups with the target markets to gain insight that enabled us to develop communications strategies, test brand names, themes and graphic approaches, and to identify tactical initiatives to reach and influence each target. These groups gave us a keen understanding of timing and how to stage the marketing communications program logistically. Strategy Common ground was established to develop a compelling brand positioning theme and logo-"Strong Bonds: Building Ready Families" was adapted as the new program name and theme. The graphic identity was also tested in focus groups and emerged as the clear winner along with the name and theme. Input was gathered from these focus groups, along with further primary and secondary research, to create a comprehensive marketing and communications plan that segmented all targets and clearly identified key messages and tactics to reach each target. We started by launching a large-scale public relations campaign to obtain Army leaderships and commander buy-in followed by chaplain and Army family buy-in. Communications materials that served a number of objectives were developed to speak to individual targets, appealing to their needs and motivators. Tactical Solutions •   Brand identity, including program name, tagline and graphic logo •   Press kit, with brochure, VNR & FAQ •   PowerPoint presentation to target legislators and Army leadership •   Individual rack brochures to target soldiers/spouses, chaplains and brigade commanders •   Promotional materials carrying logo to create awareness •   Training materials for chaplains (manual and video) •   Electronic campaign to target chaplains, families •   National and Army-wide public relations campaign •   Website content and graphic design: www.strongbonds.org •   Expanded brand in 2006 to add new programs to target single soldiers and families and to address deployment issues Results The program's acceptance is resulting in unprecedented demand among soldiers, their families and the unit chaplains. The challenge now is keeping up with program demand. Legislators and Army leadership see Strong Bonds as critical to Army families' well being and have increased funding since its inception. Currently, Strong Bonds is being expanded to include programs to address deployment and re-deployment concerns specifically.