UNITED STATES NAVAL ACADEMY (USNA)
Building a Pipeline That Looks Like the Country It Serves.
Strategy & Creative | Video Production | Marketing Outreach
Timeline: 2017 - 2023
The Challenge
The U.S. Naval Academy seeks to broaden its reach among women and underrepresented student populations. Develop a targeted outreach and messaging strategy that educates prospective students and their parents about USNA's distinctive strengths — academically, professionally, and personally — and converts that awareness into a measurable increase in applications from these communities.
What We Did
To address the challenge of increasing awareness and applications from women and diverse students, we developed and executed a full-scale, multi-channel marketing initiative within an aggressive five-day timeline.
Content Production: Conceptualized and produced 18 custom videos tailored to resonate with diverse prospective students and their families — each crafted to authentically showcase the Academy's academic rigor, leadership opportunities, and culture of inclusion.
Strategic Marketing Framework: Built a comprehensive marketing strategy and roadmap that aligned messaging, channels, and audience segments — providing the Naval Academy with a clear, actionable blueprint for sustained outreach and enrollment growth.
Outreach & Collateral Development: Designed and developed a suite of targeted print and digital marketing materials, including brochures and recruitment collateral, strategically tailored to speak directly to women and underrepresented student communities and their parents.
Social Media Strategy & Execution: Created and fully executed a social media plan across key platforms — including content strategy, messaging frameworks, and channel-specific creative — designed to drive engagement, build awareness, and motivate prospective students to take the next step toward applying.
The result was a turnkey, ready-to-deploy marketing ecosystem that gave the U.S. Naval Academy the tools, content, and strategic direction needed to meaningfully expand its reach and diversify its applicant pipeline.
The Results
Increase in diverse applicants year over year.
Let's Build the Pipeline That Diversifies Who Shows Up.
The U.S. Naval Academy trusted House of JOY to help diversify their candidate pool through authentic storytelling and strategic outreach. If your institution needs marketing that reaches communities where they are, not where you assume they'll be, let's talk.