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