Marines go high tech in effort to reach next generation
| Marine Corps Recruiting Command | September 24, 2003
MARINE CORPS BASE QUANTICO, Va. --
Today the Marine Corps launched a new integrated marketing tool in their recruiting arsenal, an interactive CD-ROM titled, "Class of Tomorrow."
The CD-ROM is a multi-media recruiting tool designed to capture the attention of potential recruits and provide them with information about opportunities in the in the Marine Corps.
Designed to complement the tech-savvy and on-the-go lifestyles of today's teenagers, the CD-ROM features a multi-media sequence of video clips and photographs set to a high impact soundtrack.
"Maximizing our powerful brand image has allowed Marine Corps recruiters to attain eight straight years of recruiting success. This CD-ROM will give our recruiters an innovative tool to stay ahead of the competition," said Major General Christopher Cortez, Commanding General, Marine Corps Recruiting Command (MCRC). "The music, videos and images on the CD accurately portray life and training in the Marine Corps. The CD-ROM not only offers information to our prospects but it also provides our recruiters with one more tool to engage our target market."
Shortly after inserting the CD-ROM into their computer, users will share in one young man's transition from recruit to Marine through a "Yearbook to Scrapbook" multi-media experience. A high-energy introduction features video sequences, sound bytes and audio of Marine Corps training and provides an overview of the benefits and pride of becoming a Marine. The subject of the "Yearbook to Scrapbook" concept, Sergeant Antonio Whitehead, a Marine Recruiter in Los Angeles, appears in a moving sequence filmed at the Marine Corps War Memorial in Washington, D.C., where he pays tribute to the traditions and accomplishments of his fellow Marines, past and present.
"Being a Marine changes your life immeasurably," said Whitehead. "I am honored and proud to be included in this new campaign and hope that this true-to-life portrayal of the Marine Corps will be educational and entertaining for young people. I hope they are able to relate to the experiences I have had and they get motivated to hear more about the Corps."
Interested viewers can then dig deeper by navigating through an interactive memory board containing videos of training exercises and interviews with Marines; personal mementos and Marine Corps elements such as marksmanship medals and the Marines' Hymn performed by "The President's Own" Marine Band are also accessible. The CD-ROM contains 13 video clips and 138 photographs. Custom downloads reinforce the Marine Corps brand through screensavers, wallpaper and MP3s.
The CD-ROM will be used by Marine recruiters to engage young men and women in conversation about opportunities in the Marine Corps and to motivate young people to learn more about the Corps. The "Class of Tomorrow" CD-ROM will be distributed at community events and recruiting offices.
""Class of Tomorrow" will give recruiters a new tool to create interest in the Marine Corps," said Maj. Mike Zeliff, Assistant Chief of Staff for Marketing and Public Affairs. "The idea is to give the young person a glimpse into the world of the Marine Corps, spark their interest and drive them back to the recruiter for more information."
The Marine Corps, known for its innovative marketing initiatives, continues to develop new programs to reach its target audience. Recent successful programs include movie theater advertising, a TV commercial featuring footage shot by Marines in real-world operations, an award-winning interactive website, Marines.com, and a "rolling billboard" campaign that features Marine Corps images and branding on the side of commercial trucks.
Each year the Marine Corps recruits approximately 40,000 men and women to fill its ranks. Since July 1995, Marine recruiters have successfully met their assigned recruiting goals. This recruiting success is a testament to the effort and determination of the recruiters and the outstanding support provided by all Marines to the recruiting force. Innovative advertising programs such as the CD-ROM have played a key role in sustaining this success.