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West Point Military Academy - PowerPoint PPT Presentation

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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.

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our history
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 history1
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
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 creed1
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.
  • 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
  • Documentary trailor
  • Academic workshop
  • Admissions file
marketing recruitment
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 recruitment1
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 recruitment2
Marketing & Recruitment
  • Discovery Channel documentary
  • New York public relations firm
  • Rolling Stone exposé
  • Direct Selling
  • Extensive website
  • Recruitment video
  • But ultimately...
marketing recruitment3
Marketing & Recruitment
  • West Point Speaks For Itself!!!
management problem
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
Marketing Problem
  • To determine methods of promotion that attract the most qualified candidates.
  • 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
  • How research directly affects candidate attraction?
  • Motivation for candidates?
  • Ways to gain insights?
  • Qualitative techniques?
hypothesized survey results
Hypothesized Survey Results
  • Hope scholarship
  • Football
  • Downtown life
  • Academics
  • Terry College
  • Campus
  • Hot chicks/boys