Army brand group draft 4 apr11
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  • Pinnacle is a complete encapsulation of where recruiting needs to go in the 21 st Century. It is not just an extension of team recruiting, a new gadget or gimmick, or a new spin on an old idea. It is the best of all those as well as the best practices of our field force and industry, rolled into one holistic change program.
  • WINDOW OF OPPORTUNITY IS NOW Previous enlisted mission failures had an environment of below 6% national unemployment (projected for 2016). Focusing our efforts on 2015 gives us time and wiggle room to plan better. Risk of missing contract and accession missions will significantly increase Entering uncharted territory ; recruiting an all-volunteer force during a long-term war with an improving economy Need to develop value propositions for prospects for that 2015 window Need to develop an enterprise advocacy program for that 2015 window Need to watch decreases in walk-in traffic, ROTC college enrollments, FSTP volume, quality contracts Scenarios: Congressional Budget Office projections: unlikely, this is faster than any bull projection Historical Forecast: Looking back at unemployment and other economic factors, the current economic cycle would return to 5% in 120 months (10 years). At the high point (10% unemployment), the 5% would come in 2020. It takes several sustained quarters of 4% GDP growth (4 quarters consecutive of 4% gives you 1M jobs). We currently have a 3.2% GDP but only 1Q. Global insights is very similar to historical projections but it uses 11-diffent leading indicators and in the last 3-years been on par in their estimations.

Army brand group draft 4 apr11 Army brand group draft 4 apr11 Presentation Transcript

    • US ARMY ENTERPRISE BRAND STRATEGY
    • IMCOM/FMWRC CONFERENCE
    • SAN ANTONIO, TEXAS
    • 12, APRIL 2011
          • James Ortiz
          • Robert Strahler
          • Army Brand Group
          • Office of The ASA:
          • Manpower & Reserve Affairs
  • OBJECTIVE
      • Strengthen the US Army Enterprise Brand through the development of a mutually beneficial and synergistic relationship with the FORSCOM and IMCOM marketing communities.
  • Agenda
    • Introduction : ASA Manpower & Reserve Affairs
      • James Ortiz
      • Robert Strahler
    • The Power of Branding
    • Building the US Army Enterprise Brand
    • “ Army Strong”
      • Brand Architecture
      • Brand health Assessment
    • The Way Ahead
  • US ARMY ENTERPRISE BRAND MANAGEMENT
    • We all have a role in sustaining the all volunteer force.
    • A strong Army Brand enables us to achieve this
    • collective objective at a reduced cost and benefits us all.
    • We all need to be Army Brand managers and brand advocates.
    • The Army Brand Group serves as the Army Brand managers at the enterprise level, standing ready, willing and able to assist.
    • Everything & Everybody Communicates !
    • Direct relationship between a strong Army brand (equity) and our ability to sustain the all volunteer force.
    • All Enterprise marketing actions & communications affect the Army brand (equity).
      • .
    US ARMY ENTERPRISE BRAND MANAGEMENT
  • US ARMY BRAND ENTERPRISE MANAGEMENT
    • VISION
    • Army is better connected with America-the value of being a Soldier or Army civilian is understood and the importance of Army families is recognized, the Army is seen as an organization American’s support, recommend and want to become a part of (consider joining ).
  • PERCEPTUAL MAP AMONG 16-24 YEAR OLDS Physical (Combat likely, Dangerous) Ordinary, For Average Person For better educated and good for women Elite and high standards Top three box ratings on an 11 point scale, where 10 = “Describes this service very well” and 0 = “Doesn’t describe this service at all
  • PERCEPTUAL MAPS—2008 FULL MAP AMONG 16-24 YEAR-OLDS Top three box ratings on an 11 point scale, where 10 = “Describes this service very well” and 0 = “Doesn’t describe this service at all For better educated and good for women Ordinary, For Average Person Physical (Combat likely, Dangerous) Elite and high standards I could succeed there Trained by real leaders Never accept defeat Will never leave fallen comrade Qualities for success in life Builds personal strength Will never quit Military tasks drills Honor, loyalty, courage Strongest in the world Well-respected Technology Training Better job once I get out Offers interesting work Builds real leaders Send me to exciting places Ordinary Requires the most discipline Go where the real action is Requires courage bravery Feared as a fighting force Most dangerous jobs Good for women Has very high standards Low skill For an average person For the average person Elite Requires teamwork Always places mission first Requires being mentally tough Requires being physically tough I'd become a real expert in my field Best represents the US military Last resort Offers the most job specialties Likely to end up in combat Treats women fairly Treats minorities fairly Widest choice of roles Peace-keeping role Feels like a 'place' for me Occupational opportunities Educational opportunities Air Force Marines Army Navy
    • US Army as a First Choice Preference
    A/B/C/D/E = Statistically significant at the 95% confidence level Base size: N = Approx 750 per quarter Q.17: And now thinking about the four major services, that is the (read list), if you were to join the military, which service would be your first choice? Past Year Q1'09 Q1'10 Q3'10 Q4'10 Q1'11 A B C D E % % % % % Army 18 17 20 22 B 21 Air Force 35 34 35 35 33 Marines 23 26 24 22 23 Navy 20 20 17 19 19
      • BRANDING 101
  • US ARMY BRAND MANAGEMENT
    • A Brand is –
      • MUCH more than the physical representations of logo’s & taglines.
    • What the organization stands for in the minds of its constituents
      • A promise of the organization’s mission, consistent in every word, image and interaction
      • A unifier of staff, constituents and stakeholders
      • A connector between the organization and the people it serves
  • US ARMY BRAND MANAGEMENT
    • What a Brand is NOT
      • Not a LOGO
        • “ A logo is a concise and effective graphic gesture designed to symbolize and communicate the essence of a brand.”*
      • Not a TAGLINE :
        • Tagline s help us position our product/organization the way we want in the minds of our customers. Taglines reflect The positioning and brand personality, the core values and the brand message of the organization
      • Not a slick marketing tool
      • * Ken Boost
  • US ARMY BRAND MANAGEMENT
    • What a Brand is NOT
      • Not a LOGO
        • “ A logo is a concise and effective graphic gesture designed to symbolize and communicate the essence of a brand.”*
      • Not a TAGLINE :
        • Tagline s help us position our product/organization the way we want in the minds of our customers. Taglines reflect The positioning and brand personality, the core values and the brand message of the organization
      • Not a slick marketing tool
      • * Ken Boost
  • LOGOS /TAGLINES/SLOGANS
      • Be All You can Be
      • An Army of One
      • Army Strong
      • The Few …The Proud
      • It’s Not A Job…It’s An Adventure
      • We’re Looking For a Few Good Men
      • Semper Fidelis
      • Above All
      • Into The Blue
      • A Global Force For Good
  • TAGLINES
      • “ I’m Lovin It” ‘ “You Can Do it.. We Can Help
      • “ Reach Out & Touch Someone” “Betcha Can’t Eat just One”
      • “ We Bring Good Things to Life” “Good To The Last Drop”
      • “ Quality is Job One” “I’ve Fallen & I Can’t get Up”
      • The Ultimate Driving Machine” “It Does A Body Good”
      • “ Let You Fingers Do the Walking” “When it Rains ..It Pours”
      • “ Have it Your Way” “ Just Do It”
      • “ Taste great..Less Filling” “You’ve Got Questions..We’ve Got Answers”
      • “ Where’s The Beef” “ Made from The Best Stuff on Earth”
      • “ Takes A Lickin & Keeps on Tickin” “ Obey Your Thirst”
      • “ What happens Here ..Stays Here” “Eat Fresh”
      • “ You’ve Come A Long Way Baby” “ I’d Rather Fight than Switch”
      • “ We Bring Good Things to Life” “ The Mind is A Terrible Thing to waste”
      • “ I Can’t Believe I Ate The Whole thing” “ The Breakfast of Champions”
      • “ Think Different” “ We Try Harder”
      • “ Something Special In The Air” “ It’s Everywhere You want to Be”
      • “ Better Living Thru Chemistry” “Think Outside The Bun”
      • “ Leave the Driving To Us” “Solutions for a Small Planet”
  • US ARMY BRAND MANAGEMENT
    • A Strong brand :
      • Strengthens operations by :
        • Guiding programming and strategic decisions according to mission
        • Unifying staff around what makes the organization special
        • Targeting key audiences to make the most of constrained resources ( ROI)
      • Builds loyalty by :
        • Creating an emotional bridge between the Brand and stakeholders
        • Increasing your credibility through a consistent message and experience
      • Increases value by :
        • Defining what you do best
        • Clarifying what makes you different than your completion
        • Communicating the benefit s you will provide to all members of your audience
      • Builds Brand Equity
  • BRAND EQUITY: THE VALUE OF A BRAND
    • Brand Equity: Is the sum of all distinguishing qualities of a brand, drawn from all relevant stakeholders, that results in personal commitment to and demand for the brand; these differentiating thoughts and feelings make the brand valued and valuable
    • Brand Equity is based on the extent to which the brand has:
      • high brand loyalty,
      • name awareness,
      • perceived quality
      • strong product (organizational) associations
  • Source: Millward Brown Optimor’s BrandZ Top100 Most Valuable Global Brands, 2010 report
  • US ARMY POSITIONING STATEMENT
    • A positioning statement:
    • Describes the “mental space” a brand should occupy in the minds of a target audience. It serves as an internal document which guides most of an organization’s marketing communication strategies, programs and tactics…
    • Requirements:
    • Unique
    • Ownable
    • Credible
    • Valued
    • Being a Soldier strengthens you today and for the future , because the Army develops your potential through relevant challenging training, shared values and personal experience(s). Soldiers consistently take pride in making a difference for themselves, their families and the Nation
    US Army’s Strategic Positioning Statement:
    • Rooted in the ‘ strength based positioning”
      • Physical
      • Mental
      • Emotional
    • Must be relevant and meaningful to diverse target audiences to have value.
    • Not an Afterthought or Add-on
    US ARMY TAGLINE: “ARMY STRONG”
  • PINNACLE
  • INSERT ARMY STRONG VISUAL W/ CORRECT LOGO TREATMENT AND TAGLINE PREFERABLY NON-RECRUTING
    • How does it relate or not to the FMWRC audience(s) ?
    • Soldiers ( past & present)
    • Families/Prospects
    • Influencers
      • Parents
      • Business leaders
      • Politicians
      • Business community
      • Educators
    “ ARMY STRONG”
  • MOVING TOWARD AN ENTERPRISE BRAND
  • BLUF
    • An enterprise brand and enterprise brand strategy allows for the creation of a single, universal brand positioning (message) that will clearly and succinctly identify what the Army stands for while allowing tailored and strategically linked messaging to address specific audience and component requirements.
    • The creation of an enterprise brand begins with a valid Brand Architecture and continues with the development/refinement of the Brand Positioning, Value Propositions, Messaging Platform and finally a Go-to-Market Enterprise Brand Strategy.
  • MARCHING ORDERS Army Outcomes An All-Volunteer Force of High Quality Soldiers, Civilians and Leaders Army Imperative Sustain the Army’s Soldiers, Families and Civilians Overarching Requirement Effectively and Efficiently Allocate and Use Resources to Build the Best Possible Force Campaign Objectives Man the Army & Preserve the All-Volunteer Force Goal The Army is seen as a valued, organization that Americans support, recommend and want to be a part of (consider joining) Objective Within three to five years create a successful Enterprise Brand Strategy Build Army Brand Equity, utilizing the results of the Brand Assessment study to create a bona fide Enterprise Brand Architecture (and messaging platform) Rationale A successful, Enterprise Army Brand allows the Army to achieve its goals with fewer resources. (Time, People, Money) Army Campaign Plan Strategic Marketing Plan
  • GREAT BRAND ARCHITECTURE BUILDS EQUITY AND MEANING IN THE ENTERPRISE BRAND Products Brands Time Brand Equity Sub-brands Build and draw equity
  • A BRANDING SPECTRUM House of Brands Highly consistent Highly differentiated Branded House Endorser Brands Highly consistent Hybrid Brands 1, 3, 5, 7
  • BRANDED HOUSE EXAMPLE: GE Businesses Business Units Corporate Brand/Enterprise Brand GE Commercial Finance GE Industrial GE Infrastructure GE Money GE Healthcare
  • ENTERPRISE BRANDS HAVE GREATER VALUE, TRUST, CONFIDENCE, EXPECTATION/GROWTH
  • CREATING THE ARMY ENTERPRISE BRAND
  • WHY THIS APPROACH – WHY NOW!
    • Narrowing Resources Army Brand Perceptions
    • Association with Strength Mixed Messages
  • ECONOMIC AND PROPENSITY ESTIMATES (ENVIRONMENTAL FACTORS) In this window, there is a potential to notice the effects of the economy (contract mission failure; EP or enrollment reductions in this window Step-1 Step-2 Step-3  Propensity Steps  Step-4b Step-4a 12% 10%
    • Veteran Population & Army Footprint (  )
    • Tuition costs (  )
    • Propensity is current stable but has seen 3-downward steps over the last 25-years.
    • Rely more on non-propensed group to succeed.
    Sustained contract mission failure (  ) & shrinking FSTP precede accession mission failure
    • Most likely: 7% national unemployment by 2015
    • Youth unemployment & underemployed will still be high for all segments
    Mission Failure Mission Failure Mission Failure 1 2
  • TRANSLATED INTO ARMY VALUE, AN ENTERPRISE BRAND WILL…
    • Align the internal organization (the message)
    • Drive positive perceptions and focus the message on what is salient, credible and motivating
    • Increases likelihood to support, recommend, join
    • Engenders efficient and effective marketing and advertising communications
    Helps sustain the All Volunteer Force
  • BRAND KEYS SPECIFICATIONS
    • 2-part questionnaire
    • Psychological and rational
    • On-line, telephone, in-person interviews
    • Test/re-test reliability: .93
    • Used in 30 countries around the world
    • B2B and B2C category and brands
    • Predictive, insightful, and strategic
    • Validated
  • BRAND KEYS MODEL FUSING Emotional Psychological Jungian-based Personification Questionnaire Rational Category Attributes, Benefits & Values Factor Analysis + Regression Analysis + Causal Path Modeling
  • US ARMY RESEARCH OBJECTIVE Determine if an enterprise-wide brand architecture is viable—one that can be used internally across commands and externally across constituencies—to inform enterprise wide cohesion, drive positive perceptions and create the foundation for a unique and ownable position for the US Army. © Brand Keys, Inc. 2011
  • SOLDIERS, FAMILIES AND CIVILIANS 5,223 INTERVIEWS CONDUCTED: 1,719 INTERNAL 3,504 EXTERNAL
    • All with different objectives and missions
    External Audience* Pre-Prospects 14-16 year-olds ROTC 1 ST -4 th year Cadets Influencers Prospects Officer Enlisted Active Enlisted National Guard Army Reserve Active Officer National Guard Army Reserve Professionals Chaplain JAG Army Corp of Engineers AMEDD Caucasian African American Hispanic Other 17-24 year-olds 25-29 year-olds Caucasian African American Hispanic Other Caucasian African American Hispanic Other Parents of Prospects Spouse/ Partner of Prospects Business Community Leaders Coaches Community Advocacy Groups Educators/ Guidance Counselors Religious Leaders Veteran Organizations Veterans Caucasian African American Hispanic Other Caucasian African American Hispanic Other Civilian Internal Audience * In addition, talked to 950 civilians about working in civilian Army capacity SOLDIER
    • Has high standard for its members
    • Is an organization that values and financially supports member education
    • Is worth the risk because I'm doing something meaningful with my life
    • Offers good benefits and support to my family
    • Offers incentives to make staying in the service a good long-term career choice
    • Would give me advantages I would not have otherwise
    • Earns me respect from my community, friends, and family
    • Gives me a sense of belonging
    • Is a place where anyone can do something extraordinary in life
    • Is for everyone who is qualified and wants to serve
    • Makes me feel a part of something bigger than myself
    • Makes me feel it is about more than just combat and war
    • Makes me feel part of a special group
    • Has other people in it like me
    • Increases my self confidence
    • Isn't just for a select few
    • Makes me feel I am carrying on an American tradition of service
    • Makes me feel proud of the branch of service I chose
    • Represents values that I aspire to live up to
    • Challenges me with experiences outside my comfort zone
    • Develops a combination of physical, mental, and emotional strength
    • Helps me to improve myself and develop potential for the future
    • Makes me feel stronger when it comes to handling life‘s challenges
    • Offers me a chance to make a fresh start
    • Offers me the opportunity to work with and learn from strong leaders
    • Offers me training and experience I can really use after I leave
    • Recognizes my talents and builds on them
    • Strengthens me for lifelong success
    • Trains me to be a leader
    • Will equip me with the qualities needed for success in life
    ARMY: THE IDEAL MILITARY ORGANIZATION FOCUSED TO TOP-2 DRIVERS 4 Category Drivers Support, Expectations, and Rewards Belonging and Respect Training for Success Pride and Values Top-2 Drivers Support, Expectations, and Rewards Belonging and Respect Category Attributes, Benefits and Values 100% Together accounting for 55%-73% of positive decision making
  • SYNERGY AMONG ABV’ S WITHIN TOP DRIVERS BY SEGMENT
    • ARMY = Army Active Enlisted, Army National Guard Enlisted, Army Reserve Enlisted , Army Active Officers
    • Army National Guard Officers, Army Reserve Officers, AMEDD, Army Corps of Engineers, Chaplain, and JAG.
    Internal Audience Officer Enlisted Active Enlisted National Guard Army Reserve Active Officer National Guard Army Reserve Professionals Chaplain JAG Army Corp of Engineers AMEDD
    • Offers good benefits and support to my family
    • Has high standards for its members
    • Is worth the risk because I’m doing something meaningful with my life
    • Makes me feel a part of something bigger than myself
    • Earns me respect from my community, friends, and family.
    • Gives me a sense of belonging
    • Makes me feel a part of something bigger than myself
    • Gives me a sense of belonging
    • Earns me respect from my community, friends, and family.
    • Offers good benefits and support to my family
    • Has high standards for its members
    • Is worth the risk because I’m doing something meaningful with my life
    • Offers good benefits and support to my family
    • Has high standards for its members
    • Is worth the risk because I’m doing something meaningful with my life
    • Makes me feel a part of something bigger than myself
    • Earns me respect from my community, friends, and family.
    • Gives me a sense of belonging
    • Offers good benefits and support to my family
    • Has high standards for its members
    • Is worth the risk because I’m doing something meaningful with my life
    • Makes me feel a part of something bigger than myself
    • Earns me respect from my community, friends, and family.
    • Gives me a sense of belonging
    • Offers good benefits and support to my family
    • Has high standards for its members
    • Is worth the risk because I’m doing something meaningful with my life
    • Makes me feel a part of something bigger than myself
    • Earns me respect from my community, friends, and family.
    • Gives me a sense of belonging
    • Offers good benefits and support to my family
    • Has high standards for its members
    • Is worth the risk because I’m doing something meaningful with my life
    • Makes me feel a part of something bigger than myself
    • Earns me respect from my community, friends, and family.
    • Gives me a sense of belonging
    • Makes me feel a part of something bigger than myself
    • Gives me a sense of belonging
    • Earns me respect from my community, friends, and family.
    • Offers good benefits and support to my family
    • Has high standards for its members
    • Is worth the risk because I’m doing something meaningful with my life
    • Makes me feel a part of something bigger than myself
    • Gives me a sense of belonging
    • Earns me respect from my community, friends, and family.
    • Makes me feel a part of something bigger than myself
    • Gives me a sense of belonging
    • Earns me respect from my community, friends, and family.
    • Offers good benefits and support to my family
    • Has high standards for its members
    • Is worth the risk because I’m doing something meaningful with my life
    • Offers good benefits and support to my family
    • Has high standards for its members
    • Is worth the risk because I’m doing something meaningful with my life
    Civilian SOLDIER
    • Makes me feel a part of something bigger than myself
    • Makes me feel it’s about more than combat and war
    • Earns me respect from my community, friends, and family.
    • Offers good benefits and support to my family
    • Has high standards for its members
    • Is an organization that values and financially supports member education
    • Pre-Prospects: 14-16 year-olds. Prospects: 17-24 year-olds, 25-29 year-olds. Influencers: 17-29 year-old Spouses, 34+ year-old Parents, Business Community Leaders, Coaches, Community Advocacy Group, Educators, Guidance Counselors, Religious Leaders, Veterans, Veteran Organizations. ROTC: ROTC 1st – 4th year cadets.
    External Audience Pre-Prospects 14-16 year-olds ROTC 1 ST -4 th year Cadets Influencers Prospects 17-24 year-olds 25-29 year-olds Parents of Prospects Spouse/ Partner of Prospects Business Community Leaders Coaches Community Advocacy Groups Educators Religious Leaders Veteran Organizations Veterans Training and experience for post-service life Leadership and multi-dimensional strength Equips me for a successful life SYNERGY AMONG ABV’S WITHIN TOP DRIVERS BY SEGMENT Part of a special group Something bigger than myself Earns respect Family benefits and support Values and supports education Has high standards Something bigger than myself Earns respect More than combat and war Family benefits and support Values and supports education Has high standards Something bigger than myself Earns respect More than combat and war Family benefits and support Values and supports education Has high standards Something bigger than myself Earns respect More than combat and war Sense of belonging More than combat and war Something bigger than myself Has high standards Family benefits and support Values and supports education Training and experience for post-service life Leadership and multi-dimensional strength Equips me for a successful life Part of a special group Something bigger than myself Earns respect Sense of belonging More than combat and war Something bigger than myself Has high standards Family benefits and support Values and supports education Sense of belonging More than combat and war Something bigger than myself Has high standards Family benefits and support Values and supports education Family benefits and support Values and supports education Has high standards Something bigger than myself Earns respect More than combat and war Sense of belonging More than combat and war Something bigger than myself Has high standards Family benefits and support Values and supports education Sense of belonging More than combat and war Something bigger than myself Has high standards Family benefits and support Values and supports education Family benefits and support Values and supports education Has high standards Something bigger than myself Earns respect More than combat and war Family benefits and support Values and supports education Has high standards Something bigger than myself Earns respect More than combat and war Guidance Counselors Training and experience for post-service life Leadership and multi-dimensional strength Equips me for a successful life Part of a special group Something bigger than myself Earns respect
    • ARMY = Army Active Enlisted, Army National Guard Enlisted, Army Reserve Enlisted , Army Active Officers
    • Army National Guard Officers, Army Reserve Officers, AMEDD, Army Corps of Engineers, Chaplain, JAG Corps.
  • BRAND KEYS RECOMMENDATIONS
    • The highly unified perceptions among both the Army Enterprise and external constituencies creates a viable foundation of an enterprise-wide brand architecture. This is a logical next step in unifying diverse marketing and communications efforts, and will deliver economies in future U.S. Army initiatives.
    • A U.S. Army Brand Architecture is essential for achieving actionable marketing efforts across the Army, consistent with the Army’s overarching goal of sustaining the all volunteer force – Soldiers, Families, and Civilians.
    • Development of a unique Enterprise Brand Architecture will greatly improve the effectiveness and facilitate the construction of a comprehensive and unified communications platform that is both meaningful and ownable.
    • The brand architecture research serves as a foundation for the creation of brand positioning concepts to be tested among the appropriate constituencies against these findings.
    • Conduct internal alignment sessions to create consistency across the Army Enterprise.
  • MAJOR MILESTONES TODAY Gain alignment development of Enterprise Brand 4-6 months Conduct Enterprise positioning & value proposition research 2-4 months Finalize Enterprise messaging platform Within 8-10 months Go to market strategy for Enterprise Brand
  • IN SUMMARY
    • This is our window of opportunity
    • Industry best practice reveals strongest brands are often enterprise brands
    • Research to date has illuminated the path
    • Clear next steps to an enterprise brand strategy
    • Creating a strong enterprise brand will help the Army achieve its goals with less resources
    • CONSIDER THE ARMY BRAND
    • UNDERSTAND THE ARMY BRAND
    • CHAMPION THE ARMY BRAND
    • BUILD THE ARMY BRAND
    • PARTICIPATE IN THE ARMY BRAND PORTAL
    • BENEFIT FROM A STRONG ARMY BRAND
    THE WAY AHEAD