Project Details
Recruitment Marketing.
West Point’s Department of Admissions needed a new strategy to recruit qualified 17-24 year-old Gen Z cadet candidates through traditional and digital marketing campaigns targeting them and their influencers. So, we provided (and continue to provide) data-driven strategy, analytics/research, creative content, graphic design, social media, photo/video, experiential, web-design, print collateral, and media buying. We partnered with other large defense accounts and we built high-touch relationships with the 10 regional commanders and outreach officers for targeted regional, state, city, geo-targeting with region specific content. Now consumers have continuity between all interfaces, and we integrate ourselves in a personalized and organic way, demystifying our nation’s oldest academy and giving a look behind the curtain. Our region-specific campaigns include the U.S. Northeast, Southeast, Great Lakes, Southwest, far West and OCONUS (Outside the Continental United States).
CAMPAIGNS
• Why West Point
• Cadets of West Point
• Old Grad Spotlight
RESULTS
2023 was the most qualified and most diverse class admitted to USMA. Currently, the class of 2024 has seen a 40+% increase of opened minority admissions files to date.
GAllery
The collaboration with Government Content was highly productive, and their expertise was invaluable in executing successful recruitment marketing and social media strategies for the United States Military Academy. Their deep understanding of the military community and track record in digital marketing played a vital role in attracting highly qualified candidates and promoting the Academy's brand and opportunities through various online channels.
