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The U.S. Navy Seals have hired Gallup Consulting on a $500,000 contract, to help the force "develop a new branding and marketing strategy," reports PR Week. Gallup will write a two-year marketing plan for the Seals, including the "development of market segmentation, target candidate profiles, key marketing messages, competitive analysis, and positioning." One of the contract's goals is to increase recruitment. The U.S. Navy now has 2,400 Seals, but wants to increase that number "by as many as 500 during the next few years to meet a general need for military special forces."