Military Benefits

Marines look for a more diverse force

The Marines are conducting two research efforts to better tailor their recruiting campaigns, including one that will look at "the current mindset of the African American youth," said Jim Edwards, a spokesman for Marine Corps Recruiting Command.

"These topics were chosen in support of our enduring efforts to recruit future Marines from diverse backgrounds," Edwards told Marine Corps Times. first reported about both research efforts Thursday.

"We are constantly evaluating the effectiveness of advertising models and initiatives in order to best support our Marine recruiters and officer selection officers," Edwards said in an email.

The first research project will look at what drives people to "come to the life-changing decision to earn the title 'Marine,'" said Edwards, who did not include specific information about what the research effort into young African-American men and women would entail.

"We routinely conduct research and continuously evaluate our marketing and engagement initiatives," Edwards said. "Targeted studies toward specific demographics have been part of our marketing program for several years, to include research focused on races and gender."  

Both research projects will involve one-on-one interviews and focus groups with Marines conducted at Camp Lejeune, North Carolina, and Camp Pendleton, California, he said

"Results from these projects will inform and support future advertising campaigns and initiatives," Edwards said.

The research events at Camp Lejeune will be Aug. 24, according to the base's Facebook page. The focus groups are open to Marines of all races and gender while the one-on-one interviews will be with African-American Marines, the post says.

Both the focus groups and interviews are open to Marines at the rank of lance corporal and below for enlisted Marines and captains and below for officers, the Facebook post says.

"We are researching the mindset of our prospect audience and the majority of Marines from these ranks are younger and have a better understanding of this audience's mindset," Edwards said.

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