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Fors Marsh Group Awarded Department of Defense Market Research Contract

FMG Will Measure Public Awareness and Improve Military Recruitment Advertising Effectiveness

Fors Marsh Group (FMG) was awarded a five-year contract for national survey services and market research for the Office of People Analytics’ (OPA) Joint Advertising, Market Research & Studies (JAMRS) Program. The JAMRS Program supports the joint marketing and advertising needs of the Office of the Under Secretary of Defense for Personnel and Readiness (OUSD(P&R)) and conducts research on the military recruiting market in support of the Services and the Department of Defense (DOD).

Under this contract, FMG will continue as JAMRS’s market research partner to measure and increase U.S. citizens’ awareness and understanding of military service as a career option. Additionally, FMG will work with JAMRS to glean research insights to inform the Services' outreach and military recruiting efforts.

“Spanning a nearly two-decade partnership, FMG serves as the market research partner for JAMRS and delivers insights that empower the Military’s recruiting efforts and outreach, including recruitment advertising messaging, influencer outreach programs, and congressional action regarding military recruitment programs,” said Katherine Ely, Vice President of Military Personnel Analytics at FMG. “As we look to the future of this partnership, with the requirements and expectations of this new contract, we anticipate activating new capabilities, including advanced analytics and data visualization, in order to ensure that JAMRS remains able to provide the Services with timely and actionable research findings needed to navigate a changing market.”

Under the scope of this new contract, FMG will continue its recent efforts to understand recruitment experiences, service expectations, and future plans, as well as how these factors relate to critical outcomes later in the military personnel lifecycle. The Services and DOD will leverage this information to conduct informed advertising and outreach planning, react to recruiting market shifts, improve recruiting strategies, allocate recruiting resources more efficiently, and make informed personnel policy decisions within the context of personnel and readiness outcomes.

“As one of the largest employers in the U.S., DOD must remain competitive in order to attract over 200,000 Americans to join the all-volunteer force each year,” said Michael Karim, Director of Military Recruiting Research. “We are excited to continue our partnership with JAMRS and accomplish their mission by applying FMG’s extensive knowledge of the military recruiting market and proven expertise in multi-method personnel research, survey planning, design and development, career decision-making, and marketing effectiveness theories. We believe our partnership with JAMRS is made stronger by our team of researchers with a diverse set of backgrounds and areas of expertise that share a commitment to doing research the right way.”

To learn more about FMG’s work within the defense industry, visit our Defense page.

About FMG

Fors Marsh Group is a company that uses business as a force for good. Since 2002, it has focused on applying science and strategy to create positive behavior change in people and program and policy improvements in large organizations and government. This work is conducted within seven core U.S. markets: health, defense, technology, finance, homeland security, policy, and consumer. As a B Corporation, FMG governs from a unique set of values and policies that compound the positive impact achieved for its employees, clients, and partners.

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