Marine Military Academy Transforms Brand Position and Digital Strategy
May 14, 2012
HOUSTON — (May 14, 2012) — Marine Military Academy and BrandExtract, LLC have teamed up to transform the private college preparatory school’s brand strategy and recruitment campaign ahead of the 2013 academic year. Marine Military Academy (MMA), the only all boys, college preparatory boarding school based on the principles of the United States Marine Corps, is working with Houston brand experience firm, BrandExtract, to redefine how MMA can better serve parents and students in the recruitment process through traditional and digital communication strategies.
“MMA has a rich history of preparing young men for responsible leadership, and we’re working to align their brand strategy with long-term goals,” explained Jonathan Fisher, chairman, BrandExtract. “Applications for the 2012 fall semester have already increased by 45% from the previous year, and we want to ensure that the academy’s communications channels support future recruitment efforts.”
MMA balances discipline and structure with strong academic instruction to help adolescent men achieve their post-secondary education and career goals. Cadets at MMA earn an average GPA improvement of 1.71, and 97% of MMA graduates enroll in leading colleges, universities and military academies.
“At MMA, we graduate truly exceptional young men who are academically, physically and mentally strong,” said Superintendent Col. R. Glenn Hill. “We know we have a quality product, but it was time to rethink our brand and marketing strategies so more parents become aware of the true value of our educational program.”
In 2011, BrandExtract performed a comprehensive brand assessment for MMA using extensive market research and data analysis. The team analyzed MMA’s operational touch points, communications strategies and overall efficacy of the school’s recruitment process by surveying a wide variety of students, parents, prospects and MMA staff.
“We discovered that some of the traditional marketing and lead generation activities were more costly,” explained Fisher. “Digital channels were under utilized, while traditional methods had a much higher cost per prospect and weren’t generating enough leads to support the academy’s goals.”
Employing the intelligence gathered in the brand assessment and consultation, BrandExtract recommended several strategic programs to transform MMA’s brand position while leveraging multiple tools to align MMA’s messaging across all channels.
One of the key initiatives in the rebranding process was the successful development and launch of four websites in March 2012. The four sites showcases rich imagery and focused brand messaging while also providing viewers with an easy-to-navigate, yet robust, online resource. This included the academy’s primary website, summer camp website, and two native language sites in Spanish and Chinese to drive inbound international leads in key markets.
BrandExtract also developed a completely redesigned collateral system, new graphic standards, rich media content and videos, and recommended the development of a STEM program to support MMA’s revised brand positioning. Additionally, BrandExtract guided the process of MMA’s first ever recruitment webinar on April 10. The webinar saw significantly more participants at a fraction of the cost for traditional, in-person recruitment forums. The knowledge gained from this pilot session will impact the next MMA recruitment webinar on May 31.
According to Fisher, focused brand messaging and enhanced digital engagement strategies have changed the recruitment opportunities for MMA by allowing staff to more effectively communicate with prospects and streamline the recruitment process. BrandExtract continues to provide support to MMA through its brand consulting and online marketing services.
About Marine Military Academy
Marine Military Academy is a premier boarding school offering college preparatory and Marine Corps Junior ROTC programs to young men in grades 8-12. Founded in 1965 in Harlingen, Texas, Marine Military Academy is the only all-boys preparatory boarding school rooted in the traditions and values of the U.S. Marine Corp, and develops disciplined, morally strong, college-ready young men who are prepared for responsible leadership. For more information or to speak to someone in admissions, please visit mma-tx.org.
About BrandExtract, LLC
BrandExtract is a brand experience firm that provides savvy business solutions that help clients create, transform and grow. The company analyzes all customer touch points — from operations and service to promotions and sales — to help clients understand and manage their entire brand experience. The firm then provides sound, strategic counsel combined with engaging creative solutions that deliver measurable results. Visit BrandExtract.com for more information.
For More Information
Marketing/Public Relations Director
Marine Military Academy
RETURN TO ALL NEWS