The United States Marine Corps (USMC) is a much-hallowed institu-tion that needs to fill its funnel with new recruits on an ongoing basis, and as such, it turned to Proponent to power its recruitment efforts via social media.

Proponent assisted the USMC with the following:

  • Creating a storytelling narrative to position the organization around a few key pillars
  • Developing a clear photographic style
  • Creating all photography assets
  • Optimizing lead generation efforts both on the social media side as well as on the website side of the funnel
  • Spearheading social media engagement

Prior to Proponent, the USMC had no clear method how to track conversions from its social media efforts to the lead generation forms on its website. Firebrand developed a methodology to do so. In doing so, the USMC was able to track its return on investment, and continues to employ Firebrand’s methodology to this day.

In part due to Proponent’s efforts, the USMC went from missing its recruitment quotas from social media to surpassing those quotas on an ongoing