Who does the Secondary Market target?

The Secondary Market specifically targets individuals aged 22-39 who are not currently in high school. This demographic is significant because they often represent potential recruits who have completed their secondary education and may be considering higher education, career changes, or new opportunities. By focusing on this age group, the Navy can reach individuals who may be looking for direction in their careers or who are exploring various paths after high school, including joining the Navy. This age range allows for a more mature audience that has likely amassed life experience and may be in a better position to understand the advantages and commitments associated with military service.

Individuals aged 17-21, while an important demographic for recruitment, primarily fall into the category of the primary market, which targets those nearing graduation from high school. High school students are also a focus of recruitment efforts, but these individuals are typically encouraged to first complete their educational credentials. College graduates, while potentially valuable recruits, represent a more specific segment of the secondary market that is not as broadly defined as the age range identified. Therefore, focusing on a wider age group of 22-39 allows for a more comprehensive recruitment strategy tailored to individuals who are actively evaluating their next steps post-high school.