After identifying outdated and redundant materials in the Army National Guard's legacy marketing plan, I streamlined, modernized, and rebuilt the National Marketing Plan used by the 54 States and Territories.
This new plan guides marketing managers through conducting Situational Analyses by evaluating the 5 Cs (company, customers, competitors, collaborators, and context (PEST/LE), SWOT Analyses, Segmentation & Targeting techniques, and other marketing strategies for their States and Territories, allowing the 54 to better identify their marketing priorities and objectives, plan their budgets more efficiently, and project their media buys better, ensuring consistency and compliance nationwide.
The new plan was reviewed and approved by the Army National Guard's Chief Marketing Officer and adopted as the permanent National Marketing Plan for the entire Army National Guard moving forward.
I had the privilege of working with Charles David in the Army National Guard’s (ARNG) marketing department. Upon arrival, he quickly assimilated into his role, identified areas of improvement, advocated for change, and proactively led the effort in many areas. His vision led to innovating several process improvements that resulted in positive change to ARNG marketing efforts. What I appreciated most about Charles was that he genuinely cared about the quality of his work and often went above and beyond to convey his ideas and produce exceptional work. Charles is highly educated in marketing, sharp, a great relationship builder, and passionate about demonstrating marketing’s effectiveness. As a result, he is quite effective at leading positive change effectively in marketing as other areas.
Sabrina Zowada, Assistant, Secretary of the Army
At VirtForce, I spearheaded the creation of a comprehensive marketing plan designed to align with the organization's mission and objectives. Starting with an in-depth analysis of the market landscape, I identified key opportunities and challenges, including audience segmentation and targeting strategies. Drawing on industry insights and my expertise in marketing strategy, I outlined a plan that incorporated both short-term and long-term goals to increase brand awareness, drive membership growth, and strengthen stakeholder engagement. The plan featured innovative approaches to content creation, social media engagement, email marketing, and community outreach, all aimed at fostering a strong, recognizable brand identity. By providing a clear roadmap for execution, the marketing plan set the stage for measurable growth and ensured a consistent and impactful presence across all communication channels.
