The U.S. Army Chief of Chaplains

When the U.S. Army Chaplains recognized a need to support relationship building among Army families, they called on TWP to help. Our firm was retained to develop the brand and communications, outreach, and awareness strategy for the pilot program, which TWP helped name Strong Bonds. This pilot was originally funded at $27K a year. The program is now funded at $134M annually and offered to every Army couple and single soldier in the Army, Army Reserve, and National Guard. In its role as marketing partner, TWP:

•	Developed strategic communications plans to build momentum and buy-in from key supporters, leaders, and legislators to build consensus for funding and support
•	Conducted focus groups and intensive interviews with various Army audiences. (Intelligence from this research enabled the operational team to develop program around Army needs and motivators)
•	Developed a brand (including the name "Strong Bonds"), identity, and supporting theme that appealed to all audiences
•	Developed multi‑audience strategic communications and outreach awareness campaign designed to work in tandem with operational development, to build momentum with leadership, and to increase funding
•	Tactical promotional tools including print, website, video, electronic campaigns and press kits
•	Developed training materials and an operational manual for Strong Bond trainers and leadership