Client:
U.S. Army
The Challenge
For many students, the U.S. Army is a viable career path. But high school administrators often rejected Army outreach, seeing it as a distraction—or even a negative influence. The Army needed a new way to connect with students and schools.
The Solution
We reframed the conversation. The Leadership Challenge gave students hands-on experiences in teamwork and leadership—two skills schools struggle to teach, and the Army excels at delivering. By focusing on shared values instead of recruitment, schools became eager partners.
What We Did
Demand generation toolkit
Mobile tours
The Impact
Significantly raised acceptance rates from schools, with increased student attendance and engagement The Challenge created a win/win/win for students, schools, and the U.S. Army.
