Marketing Strategy: U.S. Military Academy at West Point

Michael Dearing

When you're running West Point, you’re sitting on more than two centuries of tradition and history. The primary mission of the school is to educate the next generation of leadership for the United States Army. The school is competing for talent with the top tier colleges and universities to fill 1,000 or so seats in each incoming class. Some recent research indicates that prospective students don’t have a clear idea of what the Academy experience is really like or what the underlying purpose of the institution is for the modern era. Senior leadership is wondering what to do about it.