2024 World Long Drive After Action Report

 

BLUF: 

The 2024 Military Long Drive (MLD) digital campaign has maintained strong engagement with 1,582 new users and 3,102 total users. The engagement rate of 63% reflects that users are interacting with the content. Traffic is heavily driven by organic search and social media. 

• 1356 Golfers made a click to https://www.worldlongdrive.com/ demonstrating a high level of interest in this external event.

Key Metrics:

• New users: 1,582
• Total users: 3,102
• Views: 4,463
• Sessions: 3,888
• Engagement rate: 63%

Installation-Specific Performance:

These installations dominate traffic, showing a strong localized connection to the MLD event.

• Liberty MWR: 237,031 views
• Eisenhower MWR: 49,348 views
• Bliss MWR: 39,238 views

Recommendations:

1. Capitalize on World Long Drive Interest: The high number of clicks to https://www.worldlongdrive.com/ shows strong audience interest. Enhance collaboration with World Long Drive by creating:
   • Exclusive content, such as player profiles or behind-the-scenes event footage.
   • Expand Social Media Engagement: Facebook is clearly a strong channel, but traffic from other platforms like Instagram is underutilized. Steps to boost social engagement include:
     • Develop Instagram Reels or visual campaigns to capture a younger audience.
     • Feature athlete stories or testimonials to humanize the content and boost organic engagement.
2. Optimize Localized Campaigns: Since certain installations, like Liberty and Eisenhower, are generating the bulk of the traffic, continue targeting those areas by:
   • Customizing promotional content specific to high-traffic installations.
   • Use local event highlights or success stories to increase participation among Soldiers and their families.