Direct Marketing
OPA and Joint Advertising, Market Research & Studies (JAMRS) marketing data supports Service-level recruiting and influencer outreach by updating annual contact information of prospective recruits across four efforts: High School Master File, Selective Service System File, Joint Leads Fulfillment Program, and College File.
Recruiting & Survey Database
JAMRS provides centralized list procurement within the Department of Defense (DoD). The Recruiting Database is used by the Services to educate potential prospects on the benefits of military service. There are several unique advantages to centralizing the development and maintenance of this database on behalf of the DoD and the individual military Services.
- Having a centralized database provides numerous Information Assurance and physical security measures which ensure the information is safeguarded at the highest possible levels. This system received an official DoD reaccreditation to the latest information assurance standards in February 2020.
- Redundancy is eliminated as the Services are not simultaneously purchasing the same pieces of information. This results in considerable cost savings to the Department and the American taxpayer.
- Singular control of the database aids the Services in removing individuals from mailing lists who do not want to receive information from the Military.
High School Master File
This file consists of high school-aged youth (16 to 18 years old) compiled on a class-year graduation basis and is released in five increments to all the Services and their processing subcontractors. The process involves acquiring youth records when students enter their junior year. Record acquisition then continues over a 15-month period as students move into their senior year.
List sources used to compile the High School Master File include:
- Armed Services Vocational Aptitude Battery (ASVAB)
- Departments of Motor Vehicles (over 26 states participating)
- Commercial list suppliers
Selective Service System
This is a key part of the national security strategy. All young American men (predominantly 18 to 19 years old) must register with them. To help ensure registration, many states have enacted legislation that links the system with state drivers’ licenses or ID applications.
Monthly registrant data is processed on a quarterly basis and distributed to the Services.
Joint Leads Fulfillment Program
Joint message brochures and business reply cards are inserted into Selective Service System mailings to encourage youths (predominantly 18-year-old males) to request information about the Services. Recipients can respond by business reply card or at todaysmilitary.com. We receive daily responses to this program during the business week.
This system helps the Services' recruiting commands meet their annual recruitment objectives by providing qualified, cost-effective leads.
College File
The College File is compiled annually on an academic year basis and contains data attributes such as school name, class year, and field of study, among others.
Our Success Metrics
List management, coordination, and direct marketing efforts generate tremendous value and extended Service capabilities:
- They save the government millions of dollars per year by consolidating the procurement and processing of direct-mail lists through the Direct Marketing Program.
- They provide the Services with thousands of annual leads through the Joint Leads Fulfillment Program.
