In 2001 the job of a mariner was named “one of the five least desirable jobs” in America. In that same year, Military Sealift Command (MSC) became MediaCross’ client. There was nowhere to go but up, but “up” for MSC meant recruiting civil service mariners and filling a severe staffing shortage. Working alongside MSC, MediaCross dove deep, learning what they did, identifying their target audience, and discovering compelling benefits MSC held for mariners. A new campaign “Take Command of Your Career” as well as a multi-channel strategic communications plan came out of the research we conducted.
MediaCross has been successful in developing a results generating recruitment strategy and deploying the tactics to support it over the last 15 years.