Objective

Increase awareness and engagement with the U.S. Navy SEALs among under-represented communities by creating culturally sensitive campaigns, fostering direct interaction with service members, and developing innovative engagement platforms to broaden the pipeline of potential recruits.

Approach

The initiative began with in-depth research through focus groups with former and current SEALs to capture authentic insights into training and behavioral expectations. Parallel focus groups and surveys with target audiences uncovered knowledge gaps and cultural considerations critical for shaping campaigns.

Year One:
Using these insights, we launched a series of meet-and-greet events within under-represented communities, enabling direct interaction with Navy SEALs. Tailored engagement materials supported pre- and post-event outreach. Surveys conducted at these events informed the design of future activities and ensured messaging was relevant and resonant.

Year Two:
Building on year one feedback, we created the SEAL Fitness Challenge, a community-based event allowing individuals to attempt the same fitness tests required for entry into SEAL training. To extend engagement, we developed a companion fitness training app—an innovative tool at the time—that allowed participants to prepare and track progress. A comprehensive marketing strategy supported the challenge, including promotional campaigns, event collateral, and environmental signage. Local media coverage, such as at Howard University in Washington, D.C., amplified visibility and reinforced credibility.

Results

• Established sustained engagement within under-represented communities through interactive and culturally sensitive programming.

• Increased awareness of SEAL requirements and culture via direct engagement events and first-of-its-kind fitness challenges.

• Launched a fitness training app that extended the reach of campaigns beyond events and into participants’ daily lives.

• Secured positive local media coverage, boosting both visibility and perception of the SEAL brand.

• Delivered a scalable engagement model that informed future recruitment outreach strategies.