New Recruiting Campaign: Born Ready!

I am pleased to introduce our new Born Ready recruiting campaign. This campaign is centered around finding those individuals who have a calling to serve, the determination to make a difference, and the desire to do something meaningful with their lives. The phrase "Born Ready" captures the attributes of the dedicated men and women who are already serving as both officers and enlisted while reaching out to the next generation of Guardians. We need to find those young people who are capable of meeting the level of excellence clearly established by our current workforce.

Here are both the male and female versions of the new commercials.

The Born Ready strategy is the result of two years of study and research, creative consult, and detailed review. This is our first new branding campaign since "The Shield of Freedom" was rolled out in the fall of 2002. Unlike other recruiting efforts, this campaign does not overtly focus on our missions. Instead, it puts a spotlight on the individual who wants to serve their country as a Guardian. This message is targeted at people driven by action, adventure, and a commitment to a cause bigger than themselves.

This campaign also clearly ties into the "Everyone is a Recruiter" concept. Like good shipmates, we'll share the duty to assess the very best candidates and challenge those joining our ranks to elevate their performance beyond their preconceived limits.

Our Born Ready commercials debuted during the recent Women's Professional Soccer (WPS) All Star game in St. Louis. As a result of our new partnership with the WPS, we also held a prominent marketing position in their recent Championship game which was carried on Fox sports channels. Future messaging includes theater advertisements (pre-movie ad) in 180 markets from September to October 2009. We have also purchased radio and TV spots in markets critical to our recruiting missions. We have targeted billboards, placards and print media as well so we're confident Born Ready theme will reach the desired audience.

I am excited about the Born Ready concept and I hope you will embrace it as well. I have said many times that our people are our most important asset. To sustain the level of excellence America has come to expect from the U.S. Coast Guard, we need to recruit candidates who share the same commitment, courage, and desire as our current Guardians. By doing this, we'll ensure that the Coast Guard remains America's Maritime Guardian well into the future.

For more information, visit the Coast Guard recruiting website.