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87th Force Support Squadron

Case Study: Mobilizing Community Spirit and Event Attendance 


The 87th Force Support Squadron (87FSS) Marketing office at Joint Base McGuire-Dix-Lakehurst in New Jersey coordinates and advertises programs for the troops and families that live on the mega-base. With such a large population, the office needed an effective way to advertise upcoming events.


Using short codes, the 87FSS Marketing team set up different keywords for different program types such as concerts, BBQs and movie nights. Service members and their families on the base could then opt-in to receive alerts for the types of events they were most interested in.


Service members and their families who opt-in to specific short code programs are sent invitations and reminders about events as they draw near.


For one of the very first events that advertised through short codes, 25 percent of the audience reported that they attended because of receiving a text message alert.

Read the more in-depth case study here.


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