West Point Military Academy

West Point Military Academy

Our History • Oldest continuously occupied military post in America, despite Benedict Arnold’s treason • Fort developed 1778 • Academy Founded March 16, 1802 by President Thomas Jefferson

Our History • Graduates include U.S. Grant, Robert E. Lee, Thomas “Stonewall” Jackson, George S. Patton, Douglas MacArthur, Dwight Eisenhower, Norman Schwarzkopf • “Much of the history we teach was made by the people we taught.” • Newest class of cadets entered June 23, 2003

Our Creed • "To educate, train, and inspire the Corps of Cadets so that each graduate is a commissioned leader of character committed to the values of Duty, Honor, Country; professional growth throughout a career as an officer in the United States Army; and a lifetime of selfless service to the nation."

Our Creed • A cadet will not lie, cheat, steal or tolerate those who do. • Make us to choose the harder right instead of the easier wrong and never to be content with the half truth when the whole can be won. • The train is still rolling. When you hop off, West Point keeps on going. • West Point is a $250,000 education shoved up your a** a nickel at a time.

Admissions • Candidates must receive a nomination from a member of Congress or from the Department of the Army • Evaluated on their academic, physical, and leadership potential • More than 900 graduates annually • A tuition-free Ivy League education

Admissions • Documentary trailor • Academic workshop • Admissions file

Marketing & Recruitment • Marketing officer responsible for all USMA media to the public • ABC $25 million deal with USMA to promote 200th anniversary • Focus on cultural gap and ignorance of the Army

Marketing & Recruitment • Programs, parades, visitation available for interested cadets • Orientations and candidate visits escorted by first-year cadets for personalization • Soldier and Family Readiness • Presence in the community • Featured on Oprah

Marketing & Recruitment • Discovery Channel documentary • New York public relations firm • Rolling Stone exposé • Direct Selling • Extensive website • Recruitment video • But ultimately...

Marketing & Recruitment • West Point Speaks For Itself!!!

Management Problem • How do we attract the best candidates? • How does the Academy attract high school students? • How do we increase the quantity and quality of potential cadets that are recruited?

Marketing Problem • To determine methods of promotion that attract the most qualified candidates.

Research • Americans have little or no military knowledge • 1/300 today vs 1/10 before WWII military participation • Saving Private Ryan hurt the image of USMA

Research • How research directly affects candidate attraction? • Motivation for candidates? • Ways to gain insights? • Qualitative techniques?

Hypothesized Survey Results • Hope scholarship • Football • Downtown life • Academics • Terry College • Campus • Hot chicks/boys

West Point Military Academy

West Point Military Academy

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