United States Marine Corps 1984
Enlisted Recruitment
Officer Procurement
Objective
Attract qualified candidates to USMC enlisted and officer opportunities.
Strategy
Spelled-out in annual mission statement.
Tactical Examples
Public Service Program
- Produce relevant local/regional TV spots
- Distribute high-quality national spots
- Solicit media support
Direct Response
- Over 16 million pieces of mail annually (generate leads)
- Systematic recruiting
Innovations
- High school newspaper (tear sheet proof-of-performance)
- Recruiter follow-up
- Cable TV
- Training public affairs personnel
Key Learning
The power of "A few good men" motivated with clear objectives.