US Naval Academy
2024
GovCon
Situation:
The United States Naval Academy (USNA), the undergraduate college of our country’s Naval service and #1 public college in the US, launched a new integrated marketing campaign #NavigateYourFuture to attract a broad and diverse group of high achieving candidates to its summer programs. In an effort to do so, the USNA’s Admissions Department sought to modernize its marketing, streamline marketing operations, and grow the number of high-quality applicants, especially with underrepresented populations including females, African Americans, and Hispanic Americans.
Our Role:
In partnership with JOY Collective, the Potomac Strategy team help create a robust analytical SWOT analysis of the higher education space, including leading educational institutions and military academies. We helped develop and implement a new marketing and communications strategy for USNA Summer Programs to increase awareness and interest in the Academy.
Results:
USNA’s entering classes of midshipman have steadily increased in diversity. Within one year, we helped grow the Academy’s social media followers by 200% and engagement by 900%. We additionally boosted applications to the summer programs by 23% (YOY) with an improved digital media strategy and helped position the Academy’s IT department to negotiate a contract to migrate all admissions marketing to Salesforce.com.
