A long, long time ago (the year 2000 to be exact) in a galaxy far, far away, dotp pricipal, Frank McClung, was the Air Force officer in charge of the Government-contractor team that designed, developed and produced Air Force ROTC’s first recruiting website online. Those were crazy, pre-dotcom bubble bursting days when websites with a little html and a splash of Flash would run upwards of $200,000.
Even in 1998, Frank could see that young people were moving online in droves, and for AFROTC not have an online presence that reflected the power and sophistication of the world’s most advanced air force would be a crash landing for recruiting. So, he convinced the Air Force to team up with a civilian design team (Sixty Foot Spider and later Tribal DDB) to create a new AFROTC brand strategy and recruiting website. Within a year of launch Air Force ROTC doubled its regular scholarship applications, and within a few years paper applications were no more.