Marines Take the Heartland

MPF StaffAdvertising, Advocacy, Branding, Community Relations, Crisis Communications, Digital Media, Event Management, Graphic Design, Grassroots Campaigns, Influencer Outreach, Internal Communications, Media Relations, Publications, Research and Analytics, Strategic Communications Planning, Video, Website Development, Writing/Editing



Marine Week is held in one major American city each year. The event is the biggest annual public display by the United States Marine Corps in the country. The U.S.M.C. hired MP&F to coordinate Marine Week two years in a row, in both Nashville and Detroit, after Marine Week and MP&F achieved unprecedented success in Nashville. This move represented the first time the USMC had hired a nonlocal firm to help with earned media, owned media and advertising.

In Detroit, MP&F and the Marines not only improved on the successful strategies and tactics used during Marine Week Nashville, but also recruited American supermodel and actress Kate Upton and her husband, Houston Astros pitcher Justin Verlander (then with the Detroit Tigers), to pitch in. Together, they leveraged their more than 10 million social followers and a strong Detroit audience to draw attention to the event. Verlander recorded promo videos for the U.S.M.C., and Upton contributed to a special pre-Marine Week event where she completed physical training with Marines.





GOALS


  • Increase awareness of Marine Week and the U.S.M.C. in Detroit and surrounding areas

  • Create media buzz ahead of the event to help build event attendance

  • Generate the most digital engagement in Marine Week History





RESULTS


  • 76% of those surveyed said that their knowledge, familiarity and understanding of the Marine Corps increased after Marine Week, and 69% said that their opinion of the USMC became more positive after Marine Week

  • 564 local, national and international stories in print, on TV, radio and online, including six national media hits and 11 international media hits

  • 4.3 million digital impressions, compared to 3. 2 million in Nashville, the previous Marine Week record

  • 8.3 million social and digital ad impressions, compared to 4.2 million in Nashville, the previous Marine Week record


Our total campaign efforts between Nashville and Detroit garnered: