Case Study:
Army National Guard LEAD Program

Challenge

Like any large organization, the Army National Guard (ARNG) relies on a highly skilled workforce to keep their organization strong, focused, and effective. Replacing experienced personnel can be expensive and time consuming, but by taking the proper steps, costs and turnaround time can be kept to a minimum. Recognizing this fact, the ARNG knew they needed an effective way to provide both experienced and up-and-coming leaders with the vital leadership and people skills necessary to prevent soldiers from leaving the Guard.

Solution

In 2001, Monster partner Mind and Media worked with the ARNG to develop the Leadership Education and Development (LEAD) program— a dynamic, information-packed, inspirational training program tailored to give National Guard leaders the skills, understanding, and knowledge necessary to keep soldiers in the Guard. The ultimate goal of this unique program is to provide leaders with just-in-time training on critical leadership skills such as effective communication, motivation, mentorship, and counseling—all of which are essential for retaining skilled and experienced personnel.

Each of the LEAD training modules is independent, easy to use, and engaging—the stand-alone modules can be used alone or combined, giving leaders the flexibility they need to address situations that are relevant to their units right now; the cookbook-style lesson plans allow instructors to easily provide effective and consistent training; and the content is both entertaining and informative, ensuring that leaders enjoy the training and are motivated to act on what they have learned.

Mind & Media used the following approach to create this customized training program:

• Research and Curriculum Development— By conducting extensive research and focus groups with ARNG subject matter experts, leaders and soldiers, Mind & Media crafted well-written lesson plans that incorporate real-world, practical, and useful information.
• Branding and Graphic Identity Design— To make sure the LEAD program is easily identified, Mind & Media created a unique, branded graphic identity for all program materials. We also designed templates for each element (print, multimedia, and web) to ensure a consistent look throughout.
• Multimedia Presentation Production— To accompany the lesson plans and keep soldiers awake, engaged, and interested, Mind & Media created multimedia presentations on CD-ROM that incorporate video, audio, and dynamic graphics.
• Train-The-Trainer Material Development— To allow instructors to present the program correctly and with very little preparation, Mind & Media created train-the-trainer materials that include a comprehensive instructor’s guide and interactive CD-ROM that provide tips and techniques to facilitate training.
• Program Packaging Design— Mind & Media designed attractive packaging that consolidates all of the LEAD program’s elements—lesson plans, multimedia presentations, and train-the-trainer materials—into one easy-to-use, engaging resource.
• Strategic Marketing Material Development— To help the ARNG raise awareness of and convince state-level decision makers to implement the LEAD program, Mind & Media developed persuasive marketing materials that include a multimedia CD-ROM, an interactive website, and an eye-catching print brochure.

Results

Over the past four years, the award-winning LEAD program has provided the ARNG with a powerful and effective training solution to the complex problem of reducing attrition in the National Guard.

Through targeted programs like LEAD, the ARNG has achieved one of the lowest attrition rates of all the reserve components at 16.7%. Additionally, in FY03 the ARNG surpassed their retention goals for first-term and career soldiers. The ARNG reenlisted 14,399 first-term eligible soldiers, exceeding their goal of 13,652, and of 43,812 career eligible soldiers, ARNG reenlisted 38,433, exceeding their goal of 37,243.

The reduced loss rates enhance the ARNG’s overall readiness and help cut back on the high costs of enlisting new, replacement soldiers. Instead, these significant cost savings can be invested in innovative programs dedicated to keeping the ARNG at the forefront of technology and developing critical capabilities for the future.