SAN DIEGO: The US Navy Seals recently awarded Washington-based Gallup Consulting a six-month, $500,000 contract to help it develop a new branding and marketing strategy.
Work will include assessment of the Seals' current communications tactics and development of a two-year marketing plan, including “development of market segmentation, target candidate profiles, key marketing messages, competitive analysis, and positioning,” according to the RFP issued by the Naval Special Warfare Center (NSWC).
“We're looking for some professional help in defining the right audience for field recruiting,” said Greg Geisen, NSWC commander and public affairs officer. “It's obviously a select group of individuals that we're looking to recruit, who can withstand both the mental and physical rigors of training to be a Seal. Only about 25% of recruits make it through the program.”
Geisen said that currently there are about 2,400 Seals in the US Navy, but that it hopes to increase that number by as many as 500 during the next few years to meet a general need for military special forces. The RFP noted that NSWC had previously identified the most qualified civilian and Naval candidates for Seal training, but had not developed a strategy for identifying those candidates who, once accepted in to the program, would actually succeed in becoming Seals.
The six-month contract requires Gallup to develop the marketing strategy, but not execute it. The consulting agency confirmed it won the account, but was not immediately able to provide further comment.