Case Study

Marine Week Seattle

United States Marine Corps // Traditional Marketing, Digital Marketing, and Experiential Marketing

The Challenge

Solidify the Marine Corps’ relationship with the American public

The 2011 “Gallup Panel Military Perceptions Study” found the Marine Corps was viewed nationally as the most prestigious branch of service but third in importance to national defense. The study also identified Washington as the only state below the national average in viewing the Marines as prestigious and in recommending the Corps as a career. The Gallup study led to Marine Week Seattle per the Corps’ efforts to solidify its relationship with the American public, though budget cuts limited the event.


The Solution

Promoting community, country, and Corps

IGS designed and delivered integrated marketing tactics such as partnership and community engagement, collateral materials, public relations, advertising, and digital and social media engagement. We planned and conducted a press conference and worked with 84 media outlets to reach 3,633,856 people with coverage valued at $553,582. We engaged partners and community stakeholders to help promote the event, created and launched aggressive digital and collateral communications, and put $70,000 into paid media placements on broadcast, out-of-home, and print media.

We provided strategic engagement for Marine Week Seattle that would promote community, country, and Corps and change public perception of the Marine Corps.
positive online sentiment

The Results

The event increased familiarity and belief in the Corps’ importance to national security by 5%, and likelihood of recommending a Corps career by 15%; plus an 87% positive online sentiment, and 149 posts from the top-10 Twitter influencers with 1,683,554 followers.

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