Database aids Air Force recruiting

The Air Force Recruiting Service is using a customized database built by Merkle Direct Marketing Inc. of Lanham, Md., to target leads and track responses by turning to direct mail, broadcast, print and the Internet to help recruit volunteers.

Merkle is using its proprietary Military Lead Management Knowledge Center, a database marketing system, to help the Air Force meet its recruitment goals, an Air Force official said. The company also manages lead recruitment for the Marine Corps and Army, according to company officials.

'From the start, Merkle has been very proactive and has worked closely with us to maximize our lead recruitment efforts,' said Kerry Macaitis, an Air Force direct marketing account executive. 'We were also very impressed that Merkle delivered its comprehensive solution two weeks ahead of schedule.'

In February, Merkle was hired as a subcontractor to GSD&M, an Austin, Texas, advertising agency, and began work on the custom database.

Using a variety of products, including software from E.piphany Inc. of San Mateo, Calif., Microsoft Windows NT and SQL Server 2000, Merkle is targeting recruitment leads, processing responses generated from several print and broadcast sources and distributing the best leads to field recruitment offices. Afterwards, Merkle analyzes the data to identify the best types of outreach.

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