WASHINGTON: The Defense Human Resource Activity, a sub-agency of the Department of Defense, has hired Mullen to perform a wide range of services including PR, advertising, and marketing.
The firm, selected after a competitive process, has worked with DHRA since 2002. As part of the $161 million contract, Mullen will focus outreach efforts on adults and members of the general public that influence the career decisions of youths, according to an award notice.
“Demands on today's military and their families have never been greater, as [the Defense Department] continues to recruit for its all-volunteer force,” the federal department said in the RFP for the account. “[This contract] provides valuable resources and communications programs from a holistic military perspective, enabling DoD and the services to make informed, research-based decisions to enhance their individual recruiting efforts.”
Mullen will provide a full range of marketing, corporate branding, and communications services that complements and supports each of the military branches and their recruiting and retention programs, according to the award notice.
As part of the contract, Mullen's team will coordinate and execute all PR outreach programs to positively reach influencer targets as well as to address and defuse issues such as consumer and special interest group protests about the capture and use of consumer data for recruiting.
The firm will also provide media relations services, as well as coordinating, collecting, and executing all media services, such as wire releases, broadcast clippings, media training, and Factiva searches.
The work also includes material development of press releases, public affairs guidance, press kits, and other media materials, according to the award notice.
Despite working with the Defense Department sub-agency for over a half-decade, the scope of Mullen's work has remained unchanged.
“The mission is the same, to make sure the US has the most qualified and best military personnel in the world,” said David Swaebe, SVP of agency communications at Mullen.
A representative from DHRA did not immediately return a request for comment.
In September, the US Food and Drug Administration chose Mullen as one of six firms to be eligible to plan and develop multichannel public health-education campaigns to curtail tobacco use.