The United States Marine Corps formally prioritized public outreach through its Green Letter No. 1-11, signed in 2011 by the Commandant of the Marine Corps (CMC), General James F. Amos. One of the annual strategic-level community relations programs recognized under this Letter was Marine Week. IGS was contracted to provide strategic engagement for Marine Week Seattle that would promote community, country, and Corps and change public perception of the Marine Corps. More specifically, the objectives for the event were to increase familiarity of the Marine Corps, increase belief in the essentialness of the Corps to national security, and increase the likelihood of the Marine Corps being recommended as as a career among residents of the Pacific Northwest.
We leveraged expertise in strategic communications, public affairs, media relations, media buying, and digital engagement to support Marine Week Seattle. Media relations commenced with a press conference announcing the event and continued through the duration. More than 84 media outlets covered the event, reaching over 3.6 million people, and our social media campaign garnered over 175,000 impressions on Facebook, Twitter, Instagram, and blogs.
Community speaking engagements were implemented and Marine Air Ground Task Force (MAGTF) demonstrations were held during the week. Art, mentorship, and community service were also among the community engagement highlights. Marine Corps combat artists painted a mural as a gift to the City of Seattle, Marines mentored pre-teens on leadership, and Marines planted trees alongside Young Marines, at Kubota Gardens.
Marine Week Seattle partners included the City of Seattle, The Museum of Flight, Seafair, veterans' service organizations, and Seattle sports teams – Seahawks, Mariners, and Sounders. The Museum of Flight and Seafair realized an increase in attendance by 57% and 51%, respectively.
Through our integrated approach, we achieved a 5% increase in familiarity of the Marine Corps in Seattle and the surrounding areas, a 21% increase in Seattlites' perception of the Corps' essentialness to national security, and a 15% increase in the likelihood of their recommendation of the Marine Corps as a career.
We received the Public Relations Society of America (PRSA) 2015 Award of Excellence in Community Relations and the 2015 Thoth Award from the PRSA National Capital Chapter for this project.
In addition to planning Marine Week Seattle, IGS provided communication and digital media support to existing Marine Corps commemorative and outreach events and cultivated new, high-level opportunities with entertainment, sports, and community venues to honor Marines for their services.