Intro

For over twenty five years, iostudio has supported the recruitment marketing efforts of the Army National Guard to include multiple go-to-market campaigns, three website redesigns and comprehensive build-outs, a custom content management system (CMS) and customer relationship management system (CRM), 24/7 call centers, email campaigns, video production, full-scale magazine production and delivery, as well as monthly social media content. 

Challenge

Over two decades, the Army National Guard needed its digital presence to evolve from a static landing page into a modern, user-centered platform. The challenge was twofold: meet the expectations of a digital-native audience with fast, intuitive, mobile-first design while also supporting the Guard’s 54 states and territories with localized microsites that preserved national brand integrity. In addition, the site had to address the needs of diverse audiences—from prospective recruits and their families to current Soldiers and veterans—while maintaining strict compliance, accessibility, and security standards for sensitive personal data. 

Solution

iostudio built a custom, security-first CMS platform tailored to ARNG’s mission. Instead of relying on off-the-shelf products, we extended the capabilities of NationalGuard.com, adding standardized tools and widgets to ensure brand integrity while giving states flexibility. Stakeholder research guided enhancements, and adoption was supported with a white-glove training program that equipped state-level marketing teams to manage content confidently. 

Impact

The redesigned platform reduced friction, increased engagement, and improved conversion metrics, including stronger SEO performance, higher time on site, lower bounce rates, and faster paths to critical actions such as “Find a Recruiter” and “Start Your Application.” States gained real-time publishing power, while the Guard achieved a modern, secure, and scalable platform to support its nationwide recruiting mission.  

ARNG website-GetStarted