The United States Coast Guard Academy is the smallest of the five federal service academies and needed to attract more minority applicants or be at risk of losing a portion of federal funding and have others in government take control of recruiting efforts. We met with students, instructors, coaches and administrators to learn what made CGA unique and then created a focused marketing campaign plan and materials to help amplify the message. All tailored toward attracting people of all situations and backgrounds, because as one black female cadet reminded us: "diversity doesn't just mean the color of someone's skin."