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 200 th 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

USMA hurt the image of

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