Semper Fidelis Bowl & Football Program
The challenge was keeping a 241-year old American institution relevant to the youth of the nation while staying true to its brand.
As the Marine Corps seeks to identify young Americans of the highest quality to join its ranks, the brand must appeal to audiences who possess certain values and qualities that are similar to those of the Corps. One of these audiences is athletes. We strategically aligned the Marine Corps brand with athletic programs and partnerships in an effort to engage high school & college athletes as well as members of the general public who possess a sporting affinity.
I worked with the Marine Corps to establish The Semper Fidelis Football Program as an all-community approach to enhance brand awareness in cities across the nation and build a better understanding of who the Marine Corps is and what they do. Football and the Marine Corps share many of the same values including leadership, discipline and mental and physical strength – making the program an organic fit for the Corps. The intended audience for the program consisted of high school football players, parents, families and high school football coaches. By aligning the brand with well-rounded, elite high school athletes and their influencers, the Marine Corps was able to develop effective ambassadors for the brand and establish lasting community relationships. We designed the program with distinct program phases to achieve maximum reach and exposure nationwide.