U.S. Coast Guard
Recruiting the Next Generation of Coast Guard Leaders
Client Overview
The United States Coast Guard (USCG) is one of our nation’s five military services. USCG’s mission includes protecting the personal safety and security of our people, the nation’s marine transportation system and infrastructure, our natural and economic resources, and our nation from internal and external threats.
Activities & Deliverables
Market research
Strategic planning
Branding, including a new brand identity, website, and messaging
Creative strategy for video, collateral, social media, print, and digital
Comprehensive cross-channel marketing, including media planning and buying
Event planning
Social media content and execution
Accomplishments
What We Did
LMD conducted extensive research among prospective and current Coasties, Coast Guard leadership, and Coast Guard recruiters to understand the demographics and psychographics of prospective servicemembers. Our research found that, while awareness of the brand was low, the values, interests, and motivations of the target audience aligned with the Coast Guard’s mission. Working collaboratively with the client, we concluded it was time to usher in a new generation of servicemembers with a new recruiting brand that conveys the spirit and impact of Coast Guard service.
A Brand That Stands Apart
As the only military branch that is a component of the Department of Homeland Security, the Coast Guard’s structure, mission, and lifestyle are unique. The fresh, modern recruiting brand reflects this, along with compelling messaging that informs recruits about the Coast Guard’s central mission: to protect, defend, and save.
Coast Guard creative demonstrates how life in the Coast Guard is about making a difference, experiencing adventure, gaining skills, and making life-long friends and connections. The imagery and messaging invite recruits to imagine life in the Coast Guard and the benefits of service. The creative also expands perceptions of the Coast Guard, with careers for people who are passionate about the environment, law enforcement, hospitality, healthcare, and more.
Research-Driven Planning for Sustainable Impact
LMD develops an annual research-driven marketing plan and creative strategy that aligns with the Coast Guard’s recruitment and mission goals. This keeps the marketing and creative strategy dynamic and specialized to the economic, political, social, and budgetary realities, as well as recruiting goals. The plan outlines the strategies and tactics that will increase the Coast Guard’s reach across multiple channels, including digital advertising, social media, out-of-home, and events.
