Final army brand group family and mwr symposium briefing (2)

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  • WINDOW OF OPPORTUNITY IS NOWPrevious 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 increaseEntering uncharted territory; recruiting an all-volunteer force during a long-term war with an improving economyNeed to develop value propositions for prospects for that 2015 windowNeed to develop an enterprise advocacy program for that 2015 windowNeed 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 projectionHistorical 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.
  • Final army brand group family and mwr symposium briefing (2)

    1. 1. US ARMY ENTERPRISE BRAND STRATEGY <br />IMCOM/MWR SYMPOSIUM<br />SAN ANTONIO, TEXAS <br />19 APRIL 2011<br /> James Ortiz<br /> Robert Strahler <br /> Army Brand Group<br /> Office of The ASA: <br /> Manpower & Reserve Affairs<br />
    2. 2. OBJECTIVE <br /> Strengthen the US Army Enterprise Brand through the development of a mutually beneficial relationship with the Family and MWR and IMCOM marketing communities. <br />2<br />
    3. 3. AGENDA <br /><ul><li>Introduction
    4. 4. Office of the ASA Manpower & Reserve Affairs
    5. 5. James Ortiz
    6. 6. Robert Strahler
    7. 7. The Power of Branding
    8. 8. Building the US Army Enterprise Brand
    9. 9. The Way Ahead </li></ul>3<br />
    10. 10. Manpower and reserve Affairs Vision <br />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). <br />4<br />
    11. 11. The FAMILY AND MWR vision<br />5<br /> To be the driving force for programs and services that provide the foundation for the Army’s home by:<br /><ul><li>Increasing Soldier and Family resiliency</li></ul>- Restoring balance<br /> - Enhancing recruitment, readiness and retention for Soldiers and Families<br />
    12. 12. EVERYONE HAS A ROLE IN SUSTAINING THE ALL VOLUNTEER FORCE <br />Direct relationship between a strong Army Brand (equity) and our ability to sustain the all volunteer force. <br />All enterprise marketing actions & communications affect the Army brand (equity).<br />Everything & everybody communicates<br /><ul><li>A strong Army Brand enables us to achieve this </li></ul>collective objective at a reduced cost and benefits us all<br /><ul><li>We all need to be Army Brand managers and brand advocates
    13. 13. “You can build it and we can help” </li></ul>6<br />
    14. 14. Elite<br />Has very high standards<br />Marines<br />For the average person<br />Feels like a 'place' for me<br />Most dangerous jobs<br />Always places mission first<br />Will never leave fallen comrade<br />Requires the most discipline<br />Offers interesting work<br />Feared as a fighting force<br />Trained by real leaders<br />Air Force<br />Builds real leaders<br />Likely to end up in combat<br />Never accept defeat<br />Honor, loyalty, courage<br />I could succeed there <br />Go where the real action is<br />Qualities for success in life <br />Strongest in the world<br />Better job once I get out<br />Military tasks<br />drills<br />Well-respected<br />I'd become a real expert in my field <br />Best represents the US military<br />Offers the most job specialties<br />Requires being mentally tough<br />Send me to exciting places<br />Requires courage bravery<br />Technology Training<br />Requires being physically tough<br />Will never quit<br />Builds personal strength<br />Treats minorities fairly<br />Educational opportunities<br />Navy<br />Widest choice of roles<br />Army<br />Peace-keeping role<br />Treats women fairly<br />Requires teamwork<br />Occupational opportunities<br />Good for women<br />Last resort<br />Low skill<br />Ordinary<br />For an average person<br />Perceptual Maps—Full Map Among 16-24 Year-Olds <br />Elite and high standards<br />Physical (Combat likely, Dangerous)<br />For better educated and good for women<br />Ordinary, For Average Person<br />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<br />
    15. 15. US Army as a First Choice Preference<br />A/B/C/D/E = Statistically significant at the 95% confidence level Base size: N = Approx 750 per quarter<br />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?<br />8<br />
    16. 16. THE POWEROFBRANDING <br />9<br />
    17. 17. The Power of branding <br />A Brand is –<br />MUCH more than the physical representations of logos & taglines.<br />What the organization stands for in the minds of its constituents<br /><ul><li>A promiseof the organization’s mission, consistent in every word, image and interaction
    18. 18. A unifier of staff, constituents and stakeholders
    19. 19. A connector between the organization and the people it serves </li></ul>10<br />
    20. 20. The Power of branding <br />A Strong brand:<br /><ul><li>Strengthens operations by :
    21. 21. Guiding programming and strategic decisions according to mission
    22. 22. Unifying staff around what makes the organization special
    23. 23. Targeting key audiences to make the most of constrained resources ( ROI)
    24. 24. Builds loyaltyby:
    25. 25. Creating an emotional bridge between the Brand and stakeholders
    26. 26. Increasing your credibility through a consistent message and experience
    27. 27. Increases value by:
    28. 28. Defining what you do best
    29. 29. Clarifying what makes you different than your completion
    30. 30. Communicating the benefits you will provide to all members of your audience
    31. 31. Builds Brand Equity </li></ul>11<br />
    32. 32. The power of branding <br />What a Brand is NOT<br />Not a LOGO<br />“A logo is a concise and effective graphic gesture designed to symbolize and communicate the essence of a brand.”*<br />Not a TAGLINE: <br />Taglines 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<br />Must be relevant and meaningful to diverse target audiences to have value<br />Not a slick marketing tool<br />* Ken Boost <br />12<br />
    33. 33. TAGLINES<br /><ul><li>“I’m Lovin It” ‘ “You Can Do it.. We Can Help
    34. 34. “Reach Out & Touch Someone” “Betcha Can’t Eat Just One”
    35. 35. “We Bring Good Things to Life” “Good To The Last Drop”
    36. 36. “Quality is Job One” “I’ve Fallen & I Can’t get Up”
    37. 37. The Ultimate Driving Machine” “It Does A Body Good”
    38. 38. “Let You Fingers Do the Walking” “When it Rains ..It Pours”
    39. 39. “Have it Your Way” “ Just Do It”
    40. 40. “Taste great..Less Filling” “You’ve Got Questions..We’ve Got Answers”
    41. 41. “Where’s The Beef” “ Made from The Best Stuff on Earth”
    42. 42. “Takes A Lickin & Keeps on Tickin” “ Obey Your Thirst”
    43. 43. “What happens Here ..Stays Here” “Eat Fresh”
    44. 44. “You’ve Come A Long Way Baby” “ I’d Rather Fight than Switch”
    45. 45. “We Bring Good Things to Life” “ The Mind is A Terrible Thing to Waste”
    46. 46. “I Can’t Believe I Ate The Whole thing” “ The Breakfast of Champions”
    47. 47. “ Think Different” “ We Try Harder”
    48. 48. “Something Special In The Air” “ It’s Everywhere You want to Be”
    49. 49. “Better Living Thru Chemistry” “Think Outside The Bun”
    50. 50. “Leave the Driving To Us” “Solutions for a Small Planet” </li></ul>13<br />
    51. 51. LOGOS /TAGLINES/SLOGANS<br />Be All You can Be<br />An Army of One<br />Army Strong<br />The Few …The Proud<br />It’s Not A Job…It’s An Adventure<br />We’re Looking For a Few Good Men<br />Semper Fidelis <br />Above All<br />Into The Blue<br />A Global Force For Good <br />14<br />
    52. 52. Brand Equity: The Value of a Brand<br />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<br />Brand Equity is based on the extent to which the brand has: <br />high brand loyalty<br />name awareness <br />perceived quality<br />strong product (organizational) associations<br />15<br />
    53. 53. 16<br />Source: Millward Brown Optimor’s BrandZ Top100 Most Valuable Global Brands, 2010 report<br />
    54. 54. 17<br />
    55. 55. The Power of branding <br />A positioning statement:<br />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…<br />Requirements:<br /><ul><li>Unique
    56. 56. Ownable
    57. 57. Credible
    58. 58. Valued </li></ul>18<br />
    59. 59. US Army’s Strategic Positioning Statement:<br />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.<br />19<br />
    60. 60. US ARMY TAGLINE: “ARMY STRONG”<br />“Army Strong” is the signature for the U.S. Army recruiting campaign<br />Inspired by Soldiers, “Army Strong” explains that the U.S. Army endows a unique brand of strength to its Soldiers, a strength that is mental,emotionaland physical, a strength that the Army finds, forges and fosters.<br />20<br />
    61. 61. US ARMY TAGLINE: “ARMY STRONG”<br /><ul><li>Developed to support Active Army enlisted recruiting
    62. 62. The Army has “embraced” the Army Strong tagline
    63. 63. The use of Army Strong has proliferated across:
    64. 64. Commands
    65. 65. Target Audiences
    66. 66. Media Forms
    67. 67. Messaging Platforms </li></ul>.<br />21<br />
    68. 68. 22<br />
    69. 69. 23<br />
    70. 70. 24<br />
    71. 71. 25<br />
    72. 72. 26<br />
    73. 73. PINNACLE<br />27<br />
    74. 74. THE ARMY BRAND <br />How does it relate or not to the Family and MWR audience(s)?<br /><ul><li>Soldiers
    75. 75. Families
    76. 76. Civilians </li></ul>28<br />
    77. 77. 29<br />Moving toward an enterprise brand<br />
    78. 78. <ul><li>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.
    79. 79. The value of an enterprise brand strategy is that it will help the Army achieve its goals using fewer resources and therefore is both an effective and efficient approach.
    80. 80. 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.</li></ul>BLUF<br />
    81. 81. MARCHING ORDERS<br />31<br />Army Campaign Plan<br />Strategic Marketing Plan<br />Army Outcomes<br />An All-Volunteer Force of High Quality Soldiers, Civilians and Leaders<br />Goal<br />The Army is seen as a valued, organization that Americans support, recommend and want to be a part of (consider joining)<br />Objective<br />Within three to five years create a successful Enterprise Brand<br />Army Imperative<br />Sustain the Army’s Soldiers, Families and Civilians<br />Overarching Requirement<br />Effectively and Efficiently Allocate and Use Resources to Build the Best Possible Force<br />Strategy<br />Build Army Brand Equity, utilizing the results of the Brand Assessment study to create a bona fide Enterprise Brand Architecture (and messaging platform)<br />Rationale<br />A successful, Enterprise Army Brand allows the Army to achieve its goals with fewer resources. (Time, People, Money)<br />Campaign Objectives<br />Man the Army & Preserve the All-Volunteer Force<br />
    82. 82. Great brand architecture builds equity and meaning in the enterprise brand<br />32<br />Build and draw equity <br />Brand Equity<br />Sub-brands<br />Products Brands<br />Time<br />
    83. 83. A Branding Spectrum<br />Highly consistent<br />Highly consistent<br />Highly differentiated<br />House of Brands<br />Endorser Brands<br />Hybrid Brands<br />Branded House<br />1, 3, 5, 7<br />
    84. 84. Corporate Brand/Enterprise Brand<br />Business Units<br />GE Industrial<br />GE Infrastructure<br />GE Money<br />GE Healthcare<br />GE Commercial Finance<br />Businesses<br />Branded Houseexample: GE<br />
    85. 85. Enterprise brands have greater value, trust, confidence, expectation/growth<br />
    86. 86. Creating the army ENTERPRISE BRAND<br />
    87. 87. 37<br /> Why this Approach? Why Now?<br />Narrowing Resources Army Brand Perceptions<br />Association with Strength Mixed Messages<br />
    88. 88. Economic and Propensity Estimates (Environmental Factors)<br /><ul><li>Veteran Population & Army Footprint ()
    89. 89. Tuition costs ()
    90. 90. Propensity is current stable but has seen 3-downward steps over the last 25-years.
    91. 91. Rely more on non-propensed group to succeed.</li></ul>Step-1<br /> Propensity Steps<br />Step-2<br />Step-3<br />Step-4a<br />12%<br />Step-4b<br />10%<br />1<br />2<br />Mission <br />Failure<br />Mission <br />Failure<br /><ul><li>Most likely: 7% national unemployment by 2015
    92. 92. Youth unemployment & underemployed will still be high for all segments</li></ul>Mission <br />Failure<br />In this window, there is a potential to notice the effects of the economy (contract mission failure; EP or enrollment reductions in this window<br />Sustained contract mission failure () & shrinking FSTP precede accession mission failure<br />38<br />
    93. 93. Translated into army value, AN enterprise brand will…<br /><ul><li>Align the internal organization (the message)
    94. 94. Drive positive perceptions and focus the message on what is salient, credible and motivating</li></ul>Increases likelihood to support, recommend, join<br />Engenders efficient and effective marketing and advertising communications<br />39<br />Helps sustain the All Volunteer Force<br />
    95. 95. BRAND KEYS Model<br />40<br />FUSING<br />EmotionalPsychological Jungian-based Personification<br />Questionnaire<br />RationalCategory Attributes, Benefits <br />& Values<br />Factor Analysis <br />+<br />Regression Analysis<br />+<br />Causal Path Modeling<br />
    96. 96. US Army Research Objective<br />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.<br />© Brand Keys, Inc. 2011<br />
    97. 97. Soldiers, Families and Civilians5,223 Interviews conducted: 1,719 internal 3,504 external<br />42<br />External Audience*<br />Internal Audience<br />SOLDIER<br />Enlisted<br />Officer<br />Civilian<br />Pre-Prospects<br />14-16 year-olds<br />Influencers<br />Prospects<br />ROTC<br />1ST-4th year Cadets<br />Caucasian<br />Parents of Prospects<br />17-24 <br />year-olds<br />25-29<br />year-olds<br />African American<br />Active Officer<br />Hispanic<br />Active Enlisted<br />Spouse/ Partner of Prospects<br />Other<br />Caucasian<br />Caucasian<br />Army Reserve<br />Caucasian<br />Business Community Leaders<br />Army Reserve<br />Caucasian<br />African American<br />African American<br />Hispanic<br />African American<br />African American<br />Hispanic<br />National Guard<br />National Guard<br />Coaches<br />Other<br />Other<br />Community Advocacy Groups<br />Hispanic<br />Hispanic<br />Professionals<br />Other<br />Other<br />Educators/ Guidance Counselors<br />Army Corp of Engineers<br />Chaplain<br />JAG<br />AMEDD<br />Religious Leaders<br />* In addition, talked to 950 civilians about working in civilian Army capacity <br />Veteran Organizations<br />All with different objectives and missions<br />Veterans<br />
    98. 98. 43<br />ARMY: The ideal military organizationfocused to top-2 drivers<br />Category Attributes, Benefits and Values<br />Has high standard for its members<br />Is an organization that values and financially supports member education<br />Is worth the risk because I'm doing something meaningful with my life<br />Offers good benefits and support to my family<br />Offers incentives to make staying in the service a good long-term career choice<br />Would give me advantages I would not have otherwise<br />Earns me respect from my community, friends, and family<br />Gives me a sense of belonging<br />Is a place where anyone can do something extraordinary in life<br />Is for everyone who is qualified and wants to serve<br />Makes me feel a part of something bigger than myself<br />Makes me feel it is about more than just combat and war<br />Makes me feel part of a special group<br />Has other people in it like me<br />Increases my self confidence<br />Isn't just for a select few<br />Makes me feel I am carrying on an American tradition of service<br />Makes me feel proud of the branch of service I chose<br />Represents values that I aspire to live up to<br />Challenges me with experiences outside my comfort zone<br />Develops a combination of physical, mental, and emotional strength<br />Helps me to improve myself and develop potential for the future<br />Makes me feel stronger when it comes to handling life‘s challenges<br />Offers me a chance to make a fresh start<br />Offers me the opportunity to work with and learn from strong leaders<br />Offers me training and experience I can really use after I leave<br />Recognizes my talents and builds on them<br />Strengthens me for lifelong success<br />Trains me to be a leader<br />Will equip me with the qualities needed for success in life<br />4 Category Drivers<br />Top-2 Drivers<br />Support, Expectations, <br />and Rewards<br />Support, Expectations, <br />and Rewards<br />Belonging and Respect<br />Belonging and Respect<br />Training for Success<br />Pride and Values<br />Together accounting for 55%-73% of positive decision making<br />100%<br />
    99. 99. Synergy among abv’S within top drivers BY segment <br />44<br />Internal Audience<br />SOLDIER<br />Enlisted<br />Officer<br />Civilian<br />Active Officer<br />Active Enlisted<br /><ul><li>Makes me feel a part of something bigger than myself
    100. 100. Gives me a sense of belonging
    101. 101. Earns me respect from my community, friends, and family.
    102. 102. Makes me feel a part of something bigger than myself
    103. 103. Makes me feel it’s about more than combat and war
    104. 104. Earns me respect from my community, friends, and family.
    105. 105. Offers good benefits and support to my family
    106. 106. Has high standards for its members
    107. 107. Is worth the risk because I’m doing something meaningful with my life
    108. 108. Offers good benefits and support to my family
    109. 109. Has high standards for its members
    110. 110. Is worth the risk because I’m doing something meaningful with my life
    111. 111. Makes me feel a part of something bigger than myself
    112. 112. Earns me respect from my community, friends, and family.
    113. 113. Gives me a sense of belonging
    114. 114. Offers good benefits and support to my family
    115. 115. Has high standards for its members
    116. 116. Is an organization that values and financially supports member education </li></ul>Army Reserve<br />Army Reserve<br /><ul><li>Makes me feel a part of something bigger than myself
    117. 117. Earns me respect from my community, friends, and family.
    118. 118. Gives me a sense of belonging
    119. 119. Offers good benefits and support to my family
    120. 120. Has high standards for its members
    121. 121. Is worth the risk because I’m doing something meaningful with my life
    122. 122. Offers good benefits and support to my family
    123. 123. Has high standards for its members
    124. 124. Is worth the risk because I’m doing something meaningful with my life
    125. 125. Makes me feel a part of something bigger than myself
    126. 126. Earns me respect from my community, friends, and family.
    127. 127. Gives me a sense of belonging</li></ul>National Guard<br />National Guard<br /><ul><li>Makes me feel a part of something bigger than myself
    128. 128. Gives me a sense of belonging
    129. 129. Earns me respect from my community, friends, and family.
    130. 130. Offers good benefits and support to my family
    131. 131. Has high standards for its members
    132. 132. Is worth the risk because I’m doing something meaningful with my life
    133. 133. Offers good benefits and support to my family
    134. 134. Has high standards for its members
    135. 135. Is worth the risk because I’m doing something meaningful with my life
    136. 136. Makes me feel a part of something bigger than myself
    137. 137. Earns me respect from my community, friends, and family.
    138. 138. Gives me a sense of belonging</li></ul>Professionals<br />ARMY = Army Active Enlisted, Army National Guard Enlisted, Army Reserve Enlisted , Army Active Officers<br />Army National Guard Officers, Army Reserve Officers, AMEDD, Army Corps of Engineers, Chaplain, and JAG.<br />JAG<br />Chaplain<br />Army Corp of Engineers<br />AMEDD<br /><ul><li>Offers good benefits and support to my family
    139. 139. Has high standards for its members
    140. 140. Is worth the risk because I’m doing something meaningful with my life
    141. 141. Makes me feel a part of something bigger than myself
    142. 142. Gives me a sense of belonging
    143. 143. Earns me respect from my community, friends, and family.
    144. 144. Offers good benefits and support to my family
    145. 145. Has high standards for its members
    146. 146. Is worth the risk because I’m doing something meaningful with my life
    147. 147. Makes me feel a part of something bigger than myself
    148. 148. Gives me a sense of belonging
    149. 149. Earns me respect from my community, friends, and family.
    150. 150. Offers good benefits and support to my family
    151. 151. Has high standards for its members
    152. 152. Is worth the risk because I’m doing something meaningful with my life
    153. 153. Makes me feel a part of something bigger than myself
    154. 154. Earns me respect from my community, friends, and family.
    155. 155. Gives me a sense of belonging</li></li></ul><li>Synergy among abv’S within top drivers BY segment <br />External Audience<br />Family benefits and support<br />Values and supports education<br />Has high standards<br />Something bigger than myself<br />Earns respect<br />More than combat and war<br />ROTC<br />1ST-4th year Cadets<br />Influencers<br />Pre-Prospects<br />14-16 year-olds<br />Prospects<br />Family benefits and support<br />Values and supports education<br />Has high standards<br />Something bigger than myself<br />Earns respect<br />More than combat and war<br />Something bigger than myself<br />Earns respect<br />More than combat and war<br />Family benefits and support<br />Values and supports education<br />Has high standards<br />Parents of Prospects<br />25-29<br />year-olds<br />17-24 <br />year-olds<br />Family benefits and support<br />Values and supports education<br />Has high standards<br />Something bigger than myself<br />Earns respect<br />More than combat and war<br />Family benefits and support<br />Values and supports education<br />Has high standards<br />Family benefits and support<br />Values and supports education<br />Has high standards<br />Something bigger than myself<br />Earns respect<br />More than combat and war<br />Something bigger than myself<br />Earns respect<br />More than combat and war<br />Spouse/ Partner of Prospects<br />Sense of belonging<br />More than combat and war<br />Something bigger than myself<br />Has high standards<br />Family benefits and support<br />Values and supports education<br />Training and experience for post-service life<br />Leadership and multi-dimensional strength<br />Equips me for a successful life<br />Part of a special group<br />Something bigger than myself<br />Earns respect<br />Guidance Counselors<br />Business Community Leaders<br />Sense of belonging<br />More than combat and war<br />Something bigger than myself<br />Has high standards<br />Family benefits and support<br />Values and supports education<br />Has high standards<br />Family benefits and support<br />Values and supports education<br />Sense of belonging<br />More than combat and war<br />Something bigger than myself<br />Coaches<br />Religious Leaders<br />Training and experience for post-service life<br />Leadership and multi-dimensional strength<br />Equips me for a successful life<br />Part of a special group<br />Something bigger than myself<br />Earns respect<br />Training and experience for post-service life<br />Leadership and multi-dimensional strength<br />Equips me for a successful life<br />Community Advocacy Groups<br />Part of a special group<br />Something bigger than myself<br />Earns respect<br />Veteran Organizations<br />Sense of belonging<br />More than combat and war<br />Something bigger than myself<br />Has high standards<br />Family benefits and support<br />Values and supports education<br />Sense of belonging<br />More than combat and war<br />Something bigger than myself<br />Has high standards<br />Family benefits and support<br />Values and supports education<br />Veterans<br />Educators<br />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. <br />
    156. 156. ARMY = Army Active Enlisted, Army National Guard Enlisted, Army Reserve Enlisted , Army Active Officers<br />Army National Guard Officers, Army Reserve Officers, AMEDD, Army Corps of Engineers, Chaplain, JAG Corps.<br />
    157. 157. Major milestones<br />47<br />Conduct Enterprise positioning & value proposition research<br />Gain alignment development of Enterprise Brand <br />Finalize Enterprise messaging platform<br />Go to market strategy for Enterprise Brand<br />4-6 months<br />TODAY<br />2-4 months<br />Within 8-10 months<br />
    158. 158. In summary<br /><ul><li>This is our window of opportunity
    159. 159. Industry best practice reveals strongest brands are often enterprise brands
    160. 160. Research to date has illuminated the path
    161. 161. Clear next steps to an enterprise brand strategy</li></ul>Creating a strong enterprise brand will help the Army achieve its goals with less resources<br />
    162. 162. THE WAY AHEAD <br /><ul><li>UNDERSTAND THE ARMY ENTERPRISE BRAND
    163. 163. Strength Based Brand Positioning
    164. 164. Taglines/Slogans
    165. 165. Logos
    166. 166. UNDERSTAND HOW THE BRAND RELATES TO</li></ul>IMCOM/FAMILY AND MWR MISSION & TARGET AUDIENCES<br /><ul><li>LEVERAGE THE BRAND(S) APPROPRIATELY
    167. 167. BENEFIT FROM THE POWER OF BRAND SYNERGY
    168. 168. WIN/WIN FOR YOU AND THE ARMY ENTERPRISE </li></ul>49<br />
    169. 169. 50<br />
    170. 170. Q & A <br />James.Ortiz@hqda.army.mil<br />703- 325 -5882<br />Robert.Strahler@hqda.army.mil<br />703- 325- 5874 <br />51<br />

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