Communication Planning, Social Media, and Web Development

Military Community and Family Policy (MC&FP), Office of the Under Secretary of Defense (OUSD) for Personnel and Readiness (P&R)

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Challenge

Due to the changing landscape of the military community, increased operational tempo, and the advancement of technology, Military Community and Family Policy (MC&FP) recognized the need for a high-touch and high-tech philosophy and approach to reach service members, their families, and those that serve them.

Solution

The Bowen Group leveraged their military quality of life expertise and innovative approaches to launch communication strategies targeted toward service members, family members, military leaders, service providers, and senior stake holders to include senior executive service (SES)-level and Congressional staff members.

Under the leadership of MC&FP, Bowen developed communication plans for key program areas, created and continue to manage the MC&FP Facebook page and Twitter account, deployed monthly online eNewsletters and a quarterly eMagazine, designed and continue to manage content for the MilitaryHOMEFRONT website, the official source of Department of Defense (DoD) quality of life information, and created and continue to manage virtual communities through HOMEFRONTConnections, a secure virtual community for service providers, installation commands, and family readiness groups.

As part of the comprehensive communication and outreach plan, The Bowen Group coordinated highly successful Joint Services Regional Family Assistance Services Training Workshops, conducted at strategic locations with a high concentration of both active duty and National Guard families, to introduce new pilot programs and familiarize attendees with DoD-sponsored tools and resources designed to enrich and enhance the military community.

Result

The Bowen Group ensures consistent and sustained delivery of powerful messages across all communication channels under MC&FP and stakeholder purview. Communication strategies have resulted in the distribution of key messages to a wide and diverse audience, increased program and policy awareness, and effective branding for an organization whose mission is to strengthen personal readiness through policy oversight and management of programs and resources for the military community to maintain a mission ready force.

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Strategic Communications Case Studies:

• Awareness Campaign, EFMP
• Communication Planning, Social Media, and Web Development, MC&FP