DOD INSTRUCTION 1304.35
M
ILITARY MARKETING
Originating Component: Office of the Under Secretary of Defense for Personnel and Readiness
Effective: November 1, 2017
Releasability: Cleared for public release. This issuance is available on the Directives
Division Website at http://www.esd.whs.mil/DD/.
Approved by: A. M. Kurta, Performing the Duties of the Under Secretary of Defense for
Personnel and Readiness
Purpose: In accordance with the authority in DoD Directive 5124.02, this issuance:
• Establishes policy and assigns responsibilities for oversight and implementation of DoD recruitment
marketing engagement, event contracts, or task orders.
• Implements a formal process to:
o Facilitate a more effective use of marketing and advertising resources.
o Address inefficiencies.
o Ensure information sharing among the Military Services.
o Eliminate duplication efforts, overlap, and fragmentation that may result from the absence of
coordination among the Military Services.
• Sets minimum criterion for metrics or other measurable deliverables by which each Military
Department and Military Service can evaluate recruitment marketing success to help achieve recruiting
goals.
• Authorizes conduct of marketing related after-action reports, semi-annual contracting reports, and
annual internal audits.
