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SCUnTV CIAMPICATMI OF TWOs Pa ob Df ome* mpact were the size of the direct-mail campaign, the type of design used to evaluate impact, the extent to which the materials appealed to target group members, and the recruiting environment in which the field test was conducted. 1 z S/N 0102 LF. 014-6601 UNC LSSIFIED SUCUMDT1 CLAMICATION OF TWOS PASU4U Ska Sodw.4 FOREWORD This research was performed under engineering development subproject Z1252-PN.01 (Revised Recruiting Systems). It was sponsored by the Chief of Naval Operations Counter Attrition Task Force. The objective of the subproject was to develop and test marketing strategies for recruiting a target population of 19-to 23-year-old, unmarried, nonpriorservice, male high school graduates. This is the third of three reports that describe the development and evaluation of recruiting techniques designed to reach the 19-to 23-year-old age group. The first report (NPRDC SR 82-22) identified peer networking and direct-mail marketing as two promising strategies. The second report (NPRDC SR 83-11) described the peer networking strategy based on expanded use of the Navy's Recruiting Assistance Program. This report describes the test and evaluation of the direct-mail marketing strategy in recruiting 19-to 23-year-olds into the Navy. Test and evaluation of the direct-mail strategy were conducted under contract N00123-79-C-1511 with Westat, Inc. The contract officer's technical representatives were Raye Newmen and Kathleen Fernandes.

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