During its storied 236-year history, the U.S. Marines Corps has earned a reputation for absolute excellence in the fields of military science and national defense. Now, the legendary fighting force is becoming known as a precise multicultural marketing machine. Since partnering with the independent multicultural advertising agency UniWorld Group some 11 years ago, the Marine Corps has implemented a series of award-winning, integrated campaigns that have made it a fearsome power on the advertising battlefields.
The Marines’ 2011 recruiting brochure provides a case in point. The trifold brochure promotes the Frederick C. Branch Leadership Scholarship, which is awarded to prospects who meet Marines requirements and agree to attend a selected historically black college or university. (White, Latino and Asian American students are eligible also.)
The brochure presents a variety of photos illustrating the Marines experience, including action-themed photos of military missions. Additional photos of African American aviators and judges suggest the range of vocations recruits can select from the Marines Occupational Specialties program. To incentivize prospects, the brochure includes information about financial assistance, and is complemented with two perforated Business Reply Mail® Cards for recipients to give to friends.
“We understand that not everybody responds to solicitations via the web, so the other way that we intimately reach prospects is through direct mail and collateral materials,” says Peter Brown, UniWorld account director for the Marines Corps. “Direct mail is really the intimate, one-to-one brand relationship mechanism that drives prospects to action.”
Read more about multicultural marketing in our Q&A with a panel of experts.Diversity Marketing, Opinion, Prospecting, Segmentation, Targeting, Trends