87th Force Support Squadron Case Study

87FSS Marketing uses mass texting and multiple keywords to boost event attendance, and keep troops informed about events they’re interested in on Joint Base McGuire-Dix-Lakehurst.

87th Force Support Squadron case study

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87th Force Support Squadron Uses SMS Text Messaging

Who They Are

The 87th Force Support Squadron (87FSS) Marketing office at Joint Base McGuire-Dix-Lakehurst coordinates and advertises programs for the troops and families that live on the mega-base.



Joint Base McGuire-Dix-Lakehurst is a very large base, and the 87FSS needed a way to inform the large number of people who live there of upcoming events so there could be better attendance. With their previous methods for communication, they found it difficult to effectively cover a large range of facilities and reach their entire audience. This unfortunately meant programs were slipping through the cracks because of low attendance.


Using Trumpia’s text messaging capabilities, the 87FSS Marketing setup different keywords for different program types such as concerts, BBQs, and movie nights. That way, service-members on the base and their families could opt-in to receive alerts for the types of events they’re most interested in. The base would then send invitations and reminders about events as they drew near, and it didn’t take long for them to start seeing results. For one of the very first events that they advertised through text, a whopping 25% of the audience attended because they received a text message alert.

*No federal endorsements implied.

“We are definitely seeing more interest and excitement about our events now that we can send the information directly to our customers. And with the fact that people can now opt-in for the exact information they want to know, we are building customer relationships that we wouldn't have been able to maintain before.”

Catron Holland, Marketing/Publicity Assistant & Social Media Director