ABOUT US BLUF AGENCY
Welcome to
Bluf Agency – Military Marketing Agency
At BLUF Agency, we take pride in being military marketing experts. With a focus on the “bottom line up front” approach, we specialize in producing effective and efficient marketing and recruiting solutions. Our expertise lies in providing comprehensive marketing support services tailored specifically for the Army National Guard, whether at the national, regional, or state level.
With a legacy of 36 years, our founding partners have played a pivotal role in helping the Army National Guard achieve their recruiting and retention goals. We understand the unique nature of ARNG recruiting and recognize that each state has distinct needs. That’s why our process is carefully crafted to identify and deliver the marketing and recruiting tools necessary for your success. We are dedicated to working closely with you to ensure your objectives are met and surpassed.
MISSION STATEMENT
At BLUF Agency, our mission is to empower the Army National Guard to reach its full recruiting and retention potential through innovative marketing strategies and exceptional services. We are dedicated to providing strategic guidance and creative solutions that drive measurable results. By understanding the Army National Guard’s unique needs, we develop tailored strategies to overcome challenges and seize opportunities. Our commitment to trust, transparency, and integrity forms the foundation of our long-term partnerships. Together, we create success.
Our Team
BLUF Agency is a veteran-owned company that provides products and services designed to help Army National Guard (ARNG) Recruiting and Retention Battalions (RRBs) achieve their recruiting goals, with a focus on marketing and recruiter support. We are uniquely qualified to understand your challenges and provide solutions that get results. Our team is comprised of marketing professionals with expertise in marketing for military recruiting. Our subject matter experts (SMEs) previously worked for CACI’s Regional Marketing Support Team (RMST) and have at least 10 years’ experience in marketing specifically for the ARNG. We have several veterans on our team including former National Guard Marketing NCOs, military recruiters successful in making mission, and an Army Public Affairs Officer. We also have team members that are Army instructor qualified.
Nicole Wellman
Founder and CEO
SRAG 7 Account Director
Meet Nicole Wellman, the driving force behind BLUF Agency as its Managing Member and co-founder. Kicking off her career as a US Army Public Affairs Specialist, Nicole later pivoted to marketing, focusing on military recruitment for over 15 years. During her early days, she delved into state-level National Guard marketing, working as a contractor for the Georgia Army National Guard, where she gained unique insights and expertise.
Nicole continued her journey, sharpening her skills at McCann Erickson as a Field Marketing Representative, handling the US Army account. Her prowess didn’t stop there, as she took on the role of Regional Marketing Representative at CACI International, shaping the Army National Guard’s marketing strategy and training their MNCOs.
Nicole shines in marketing plan development, training execution, and project management. But her real magic lies in her ability to leverage technology and artificial intelligence to deliver top-notch marketing results. Always at the forefront of innovation, she’s developed solutions that address the unique challenges of recruitment and retention battalions based on the valuable feedback from TAGs, BCs, NCOICs, MNCOs, and RRNCOs over the years. Nicole is more than a stellar project manager – she’s a tech-savvy marketing guru passionate about delivering tangible results.
Mel Grimes
Strategic Advisor
Introducing Mel Grimes, one of the key founders who laid the groundwork for BLUF Agency. Mel’s professional journey is steeped in a remarkable 34-year military service, 20 years of which he dedicated to marketing and recruitment for the Maryland Army National Guard.
Transitioning from the military, Mel joined CACI International, where he spent an impactful 16 years. As the Managing Supervisor for the Army National Guard Account, he left an indelible mark by establishing the trailblazing Regional Marketing Support Team. This team was instrumental in offering comprehensive marketing support to all 54 States and Territories. Their services extended beyond conventional boundaries, encompassing consulting, market research, data analytics, and training. This initiative helped bolster regional marketing efforts, providing local teams with the essential tools and knowledge to execute effective strategies.
Mel’s vision didn’t stop there. Recognizing the potential to expand on the invaluable services offered by the Regional Marketing Support Team, he co-founded BLUF Agency. His mission was clear: to continue the legacy of the support team and build upon its services, extending their reach and impact. Mel’s extensive experience and innovative leadership continue to serve as the driving force behind our agency’s success.
Paul Kitzer
Senior Marketing Strategist
SRAG 3 & 5 Account Director
Meet Paul Kitzer, our experienced Senior Marketing Strategist at BLUF Agency. Paul oversees the daily management of ARNG accounts, ensuring smooth project execution and delivering expert marketing guidance tailored to military recruitment. A retired combat veteran of the Army National Guard, Paul brings 13 years of hands-on experience across multiple ARNG recruitment roles, including positions with WIARNG (Recruiter), National Guard Bureau (Marketing NCO), PAARNG (Recruiter), and FLARNG (Marketing NCO). He also supported the State Media Services Program as a CACI employee for six years. With a Master’s degree in Business and a Bachelor’s degree in Marketing and Economics, Paul combines strategic insight with real-world expertise to help our clients succeed.
Tiffany Rich
Media Strategy Director
SRAG 2 & 4 Account Director
Meet Tiffany Rich, our experienced Media Strategy Director at BLUF Agency. Tiffany brings over 11 years of expertise supporting the Army National Guard through media buying, marketing strategy, and state-level consulting.
She began her career at CACI as a Media Buyer, supporting SRAG teams with campaign execution, performance tracking, and reporting. After five years, she became Florida’s designated marketing representative on the RMST team, contributing to the state marketing plan, conducting analysis, and consulting with command leadership. She later expanded her support to SMAG five, continuing to deliver strategic guidance across multiple states.
In her final three years at CACI, Tiffany served as Program Manager for the MOS program, overseeing the Army National Guard’s job board initiative. She successfully led the lead generation program, delivering proven results and monthly metrics to NGB.
With a strong foundation in media, strategy, and program management, Tiffany combines tactical expertise with strategic insight to drive measurable success for our clients.
Beth Novak
Public Affairs and Project Management Director
SRAG 1 & 6 Account Director
Meet Beth Novak, our esteemed Project Management Director at BLUF Agency, who brings more than two decades of expertise to the table in the realms of Marketing, Advertising, and Public Relations.
Before joining BLUF, Beth honed her skills as a Regional Marketing Representative with CACI over the last decade, dedicating her expertise to the Army National Guard. She has been instrumental in providing insightful Research and Analysis, formulating effective Marketing Plans and Campaign Strategy, and crafting comprehensive Training programs. This blend of experience underscores her ability to understand diverse market dynamics and develop effective strategies accordingly.
Beth’s proficiency in training development, coupled with her in-depth knowledge of market research, equips her with the unique ability to anticipate market trends and train teams to respond effectively.
Georgie Eagle
Digital Marketing and Local SEO Manager
Meet Georgie Eagle, our talented Digital Marketing and Local SEO Manager at BLUF Agency. Since joining the team, Georgie has become a go-to expert in Google Business Profile optimization, Recruiting Location Management, and structured social media content development. She is known for her strong organizational skills, accuracy in data and content management, and ability to collaborate effectively across teams to support large-scale, multi-state marketing operations.
Georgie’s specialized expertise in SEO and digital optimization consistently helps clients boost their online presence with accuracy and confidence. Her work enhances digital discoverability, strengthens brand trust, and improves operational efficiency across recruitment-focused marketing programs.
Above all, Georgie’s greatest asset is her commitment to customer service — her clear communication, thoughtful client support, and professional attention to detail make her an invaluable member of the BLUF team.
CONSULTANTS
At BLUF Agency, we pride ourselves on delivering the highest quality products to our clients by harnessing the expertise of industry-leading consultants. By carefully selecting consultants with proven track records in their respective fields, we tap into their specialized insights to enhance the quality, effectiveness, and innovation of our projects.
Our list of consultants:
Heidi Dybeck
As a skilled data analyst, Heidi Dybeck plays a crucial role in preparing data for research studies. Her meticulous approach to data management ensures accuracy and reliability, forming a solid foundation for insightful research. Heidi’s expertise in data analysis is vital in transforming raw data into meaningful information, making her an essential part of the research process.
Guy Britnell
Guy Britnell is our esteemed lead GIS analyst, spearheading all research studies with his expertise in Geographic Information Systems. His ability to analyze and interpret spatial data contributes significantly to the depth and accuracy of our research. Guy’s proficiency in GIS tools and techniques is instrumental in providing comprehensive insights for complex projects.
Our Work
BLUF Agency was born out of a need to provide Army National Guard State-level Recruiting and Retention Battalions with specialized, mission-critical support services. Our offerings, including advanced marketing strategies, analytics, training programs, and innovative recruitment tools, optimize your efforts.
Our team combines marketing expertise with military experience, offering unique insights into Army National Guard recruitment. As former CACI Regional Marketing Support Team members, we understand your challenges and deliver results-driven solutions.
We have worked with 16 Army National Guard States and Territories, providing a wide range of products and services.
Bottom Line Up Front: Our Military Marketing Generates Mission Success
