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Recruiter Journal
Telly Awards
 
Marketing videos win awards in multiple contests
 

By Lynsie Dickerson
USAREC Public Affairs
July 22, 2016

FORT KNOX, Ky. - "PSYOP MOS Video," created by U.S. Army Recruiting Command's marketing department and Fort Knox TV, won first place in the recruitment category of the Visual Information Production Awards earlier this month.

The video was submitted to the contest Feb. 18. VIPA, along with The Communicators of Excellence Awards Program and other competitions and awards programs, is overseen and administered by the Defense Information School to "honor and recognize excellence and achievement in mass communications and media by military photographers, videographers, graphic artists, journalists, and production professionals," the DINFOS website states.

Another three videos submitted by USAREC's marketing department to the 37th annual Telly Awards competition recently received four awards.

The videos were submitted to the competition in March and winners were announced in May, said Steve Lambert, chief of marketing at USAREC.

The Telly Awards honors productions in four categories: Film and video, commercials, online video and People's Telly, according to the Telly Awards website. Subcategories include non-broadcast productions; local, regional and cable commercials; branded content; and online videos, according to its website.

The videos were created by USAREC's marketing department in partnership with two production companies.

In the recruitment video category, "U.S. Army Special Forces" won silver, "Civil Affairs" won bronze and "Injury to Recovery" won silver, Lambert said. "U.S. Army Special Forces" also brought home bronze in the government relations video category.

Digital OutPost produced the Civil Affairs and Injury to Recovery videos, and Fort Knox TV produced the Special Forces video, he said.

Last year's Telly Awards received more than 13,000 entries.

"The important part of the awards is that it's really outside verification that we are producing high-quality products," Lambert said. "It's one thing for us to say we do great videos, but what the award does, is it says, 'yes, the industry thinks you do good videos as well.'"

"I've never won an award for a movie; it's something that I never thought I would do as a recruiter," said Sgt. 1st Class Romond Waldron, a recruiter with USAREC's marketing department who worked on the Special Forces video. "It's something new, something different, something that not every recruiter in the Army can say they've done. It was actually something spectacular."

The videos, which highlight different Army Military Occupational Specialties and Army medicine, are just some examples of the videos the marketing department creates every year.

"Our video program of the marketing department consists of three individuals (who) update the video MOS library, which is typically 150 different MOSs," Lambert explained. "What we will do every year, is we will look at what the priority MOSs are and start with those. In a year, we typically produce around 20 videos."

"It's a lot of planning, coordinating, working with the other units; there's a lot of behind-the-scenes (work) before you even can set foot on the ground and film anything," said Capt. Roxana Thompson, video program manager with USAREC's marketing department. "It's a lot of work that goes into getting the final product."

Lambert functions as the director for some of the videos, he said. When he's not director, someone from the production company acts as director.

Two of the marketing department's noncommissioned officers--Waldron and Sgt. 1st Class Charles Franklin, audio visual NCO with USAREC's marketing department--serve as the videos' executive producers.

"They not only do all the coordination, but they're the eyes and ears on the ground to make sure that the quality is there, the uniforms are correct, (tactics, techniques and procedures)... are being followed and, most importantly, that the MOS videos are realistic and accurate," Lambert said. "That's a very important thing."

The videos are produced with the help of four production companies: Fort Knox TV, located on Fort Knox; digital OutPost, located in Carlsbad, California; Enterprise Multimedia Center, located on Fort Eustis, Virginia; and AMEDD TV, located in San Antonio, Texas.

The videos, each about three to five minutes in length, help prospects understand what each MOS is like, Lambert said.

He also doesn't want the videos to show preference of one MOS over another, but rather portray each MOS in a way that informs prospects about what is involved so they can then make informed decisions about what's best for them.

"Every prospect, before they sign a government contract to be a Soldier, they either have to read the job description in the book which is like 10 pages long, or they have to see a video," Lambert said. "That's the point of the videos, to make sure we're being transparent about the requirements and the expectations of that MOS so they know what they're signing up for."

Prospects may be shown the videos by a recruiter or MEPS counselor or access the videos on YouTube or GoArmy.com, he said.

The Army is the only branch in the U.S. military that maintains a library of MOS videos, Lambert added.

"None of the other services have MOS videos, so when it comes to the Navy, Air Force, Marines, they typically use our videos," he said. "When they want to show someone what a truck driver looks like, they'll use our 88 Mike truck driver video, even though it's an Army video."



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