The new 'altitude' project is a CRM campaign aimed at 14- to 15-year-olds with the aim of encouraging youngsters to consider a career in the RAF when they leave school.
The project also aims to start and maintain a two-way relationship with target groups via regular personalised communications.
Broadsystem will be working closely with other COI-appointed agencies involved with the campaign including Binary Vision, Lida, and Tullo Marshall Warren.
The three-stage multi-channel CRM initiative involves direct mail, digital and telephony communications.
Name and address data will be collected from website registrations via a custom-builT web portal, hosted by Broadsystem.
The digital section will provide the RAF with competitions and a dedicated email booth designed to broadcast information detailing events taking place throughout the year.
Broadsystem will then carry out an analysis exercise to ensure the availability of accurate data for the production and delivery part of the campaign.
Caroline Worboys, CEO of Broadsystem, said: "It is crucial to establish long-term relationship with interested 'pre-eligible' candidates to avoid a drop in awareness levels that would threaten the ability to meet future targets."
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