USMC is reassigning dozens of recruiters to new recruiting stations and substations in order to better capitalize on quality prospects. In conjunction with this realignment, a vast integrated media plan spanning traditional and digital channels has been deployed to drive prospects to the recruiting stations. The agency will continue to monitor the performance of new recruits by multiple standards, including test scores, to ensure that new class is accurately reflecting a diverse American population. The average score for a new recruit today, 55, is up considerably from the average of 49 that was consistent throughout most of the 2000’s, an increase of more than 12%. We hope to continue this trend as we further hone in on the most qualified prospects.

Given that recruitment goals are the ultimate measure of success for the USMC advertising program, the output of this model improves advertising output across-the-board by optimally organizing recruiters. From concentrating on-site efforts via special events and high-school programs to executing district-targeted media, understanding the geographic outlay of quality prospects is crucial to effectively meeting the mission. At a national level, creative strategy has been developed to mirror the same goals as the model: to attract the best and brightest and bring in a more representative Marine Corps. At a district level, creative execution is largely dependent upon and often driven by the availability and propensity of top prospects in the area, as defined by the TMP model. Hand in hand, the enhanced targeting and creative are affecting a massive change to the recruiting landscape and how USMC thinks about it.