Situation 

The 87FSS marketing team needed an effective way to advertise upcoming events to troops and families at Joint Base McGuire-Dix-Lakehurst, a “mega-base” in New Jersey.

Solution 

Service members and their families text specific keywords to a dedicated short code, to opt in to invitations and reminders for specific programs like concerts, barbecues, and movie nights.

Results 

Short codes were a success from the beginning. For one of the first events advertised through the campaign, 25 percent of the audience reported attending because of a text message notification.