MARKETING SURFACE WARFARE AT THE U.S. NAVAL ACADEMY

摘要

That sounds like a good sales pitch for a job, one that would attract people on a job-search website. In fact, these are the selling points used by the surface warfare community at the U.S. Naval Academy. And while those pitches sound appealing, the reality is far from that. Of all of the communities available to midshipmen to select, surface warfare tends to fall last on the list of choices. During my time at the Academy, I heard pitches from each community on why it is the best and why I should join. And while I did select the surface community, and it was my first choice, the marketing of the community as a whole has created a disconnect and lack of desirability among the Brigade of Midshipmen.