ARMY MARKETING: The Army Has Taken Recent Actions That Could Improve Program Oversight, Effectiveness, and Workforce Practices

The Army requested nearly $335 million for fiscal year 2020 to conduct marketing and advertising activities intended to increase awareness of Army service and ultimately generate leads for potential recruits. In April 2018, AAA made recommendations in two reports to improve the contract oversight and return on investment of the Army's marketing and advertising program. Further, in May 2018 and October 2018, respectively, the Army and OPM made recommendations to improve the workforce practices and organizational structure of the program. The John S. McCain National Defense Authorization Act for Fiscal Year 2019 included a provision for GAO to review the actions taken to implement AAA's recommendations and the effects of these actions on AMRG's leadership, workforce and business practices, and return on investment. This report assesses the extent to which the Army has taken steps to address recommendations (1) from AAA to improve the contract oversight and measurement of the effectiveness of the Armys marketing and advertising program and (2) from the Army and OPM to improve the workforce practices and organizational structure of the marketing and advertising program. GAO analyzed Army marketing and advertising data from fiscal year 2018; reviewed marketing and advertising plans and guidance; conducted focus groups with AMRG personnel; interviewed cognizant officials; and compared the Army's efforts to GAO-identified best practices. The Army provided technical comments, which GAO incorporated as appropriate.