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The Marines Corps is stumping for recruits and, in a move that is a relatively big departure for this particular branch of the military, is marketing itself specifically to women.
Ads are running in magazines including Shape, Self and Fitness, with a message that claims, “There are no female marines. Only marines,” according to The New York Times.
The Marine Corps has run occasional ads geared toward women in the past, but the current effort is different because the people involved made a concerted effort to understand the psychographics, according to Jay Cronin, management director of JWT, the Marine Corps’ advertising agency of more than 60 years. Women make up 6.2 percent of the Corps and go through the same basic training as men, though most combat jobs are off-limits to them.
The Marines also ran a :60 spot during several episodes of American Idol this season. The ad was intended to reach a general audience, including parents and others considered by the military as “influencers.”
In addition to women, the Marine Corps is reaching out with targeted campaigns to Latinos, with ads in La Raza newspaper emphasizing family and honor, and to Arab-Americans, with messages about nationality and identity.
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