With over 180,000 employees, locations across the country and around the world, and positions in several hundred unique careers from golf course management to rocket science, the civilian arm of the Air Force must consistently attract and retain a high caliber of applicants and hires, particularly in hard-to-fill positions in the science, technology, engineering and mathematics (STEM) fields. While recruiting for the military side of the Air Force has been highly visible for years, the civilian side, despite its size and complexity, remained largely unknown. In addition, those who did have some measure of awareness were often confused by the relationship between the military and civilian components and wondered if a military commitment was required.

MarCom Group immediately saw the need for a revitalized brand and a new cogent unique selling proposition to attract top candidates to the Air Force mission, beginning with the fundamentals of marketing research to define and guide its efforts.