Creative Director
As an elite special operations force, the United States Navy SEALs operate in diverse countries with varying ethnic demographics from the organization’s primary demographic. Recognizing the need for cultural sensitivity, the command initiated awareness campaigns within under-represented communities.
Upon securing the contract, my team organized several kick-off meetings and strategic planning sessions. One of the initial strategies was to conduct focus groups with former and current SEALs to gather insights into their behavioral and training expectations. Additionally, we conducted focus groups and surveys with the target audience to identify the gap in awareness regarding the organization.
Year One
Based on the initial research findings, a series of meet-and-greet events were established within communities, providing opportunities for individuals to interact with Navy SEALs and share their experiences. Engagement materials were developed for pre- and post-event awareness campaigns. Further surveys conducted at the events guided the development of activities for the subsequent year.
Year Two
Building on feedback from year one activities and client input, we launched the SEAL Fitness Challenges, a series of events where individuals could compete in the initial fitness tests required for entry into SEAL training. An integrated marketing strategy centered around the SEAL Fitness Challenge, encompassing the development of an activity training application, a novel concept at the time for the communities. Promotional materials were crafted to attract attendees, and environmental signage and marketing collateral were created for the day of the events. Local media coverage was provided for the event hosted at Howard University in Washington, D.C.
