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l Total number of production recruiters on board
the NRD and their station assignment
l Total MHSSs identified by ZIP Code location of
the school
l Male 2-year posthigh school by ZIP Code
location of the school
l All other males 17 to 21 years old by ZIP Code
(MHSSs must be subtracted from this total in
order not to double-count)
. Males 22 to 29 years old by ZIP Code
l NAVET military available by ZIP Code
l Black males 17 to 21 years old by ZIP Code
l 4-year college population by ZIP Code location
of campus
l Total number of students ASVAB tested
(student testing program) by ZIP Code
l Total number of students that tested in upper
mental group categories by ZIP Code
. The number of upper mental group new
contracts written by the Navy and by all services
for the previous year by ZIP Code
. The number of upper mental group contracts
written by the Navy and all services for the
current year by ZIP Code
l Any documentation that may alter previously
reported data
CONFERENCE FORMAT.– Each educational
institution is verified by ZIP Code and enrollment
figures. Population, testing, and accession statistics are
also verified. Any discrepancies between statistics are
arbitrated. Ultimately, an NRD map is developed,
showing all ZIP Code, station, and zone boundaries.
Following a thorough analysis and assessment of all data
collected, new NRD totals are computed. New totals are
used to recalculate market percentages and RAFs for all
ZIP Codes. You will receive this new information in the
Station and Zone Level Market Share reports.
AREA STEAM TEAM.– Each Area commander
directs the formation of an Area STEAM team, with the
Area marketing support officer acting as the Area
STEAM coordinator. The STEAM team will help NRDs
conduct their STEAM.
NRD EDUCATION SPECIALIST.– The NRD
education specialist (EDSPEC) is tasked with becoming
the NRD STEAM expert. The EDSPEC will provide
educational population figures obtained from the state
board of education to be bounced against those collected
from the field.
OTHER DEMOGRAPHIC CONSIDERATIONS
Demographics is a term used to cover statistics
related to a human population including size, density,
distribution, economy, employment, and a myriad of
other vital statistics. When making a marketing analysis,
we have to consider all the factors that may affect the
recruiting environment. As we discussed earlier, STEAM
will provide the marketing data for population size,
distribution, testing results, and accession data. Your
territory analysis should also include information about
the area’s economy, employment, and attitudes.
Economics
You should have a good idea of the economic
situation of your territory. What is the per capita
income? How does the Navy pay compare to average
local wages for young people? Is the local economy
stagnant or is it steadily growing? Answering these
questions will help you know your territory.
Employment
Local employment is always a competitive
consideration. Find out what the employment
opportunities are and what the unemployment percentage
is for your territory. This unemployment percentage
should be compared to the rest of the zone and NRD.
When unemployment is high, there is less competition
for the new work force market. Conversely, when
unemployment is very low, jobs are plentiful and
competition is high.
Propensity to Enlist
Propensity to enlist is a term that has been
alternately raised and dismissed as a factor in recruiting
success. Propensity to enlist basically refers to how
inclined people of an area are to enlist in the military
service. Local attitudes, customs, and values may affect
recruiting efforts. There are parts of the country that are
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