Navy Times PPT

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  • But, the Navy has the toughest job, they execute the six steps of the Maritime Strategy: from PREVENT, DETERRENCE, DEFENDING, LIMITING, AND WINNING, all along partnering with the other services, pre- and post- boom, nationally, and internationally. It occupies all dimensions and has the biggest footprint, so to speak.
  • This is how you have articulated the mission: What the Navy does, as stated in the Maritime Strategy. (READ)
  • So, take all of what the Navy does and encapsulate into a positioning that captures it all: (READ) The Navy is truly global in its protection of the world, as it is done 24/7, and this protection goes in both directions of BOOM.
  • So, let’s tell the story of America’s Navy. As Kathleen said, it’s time to give it the credit, respect, and admiration that you deserve.
  • Here’s an overview of the research that was done on the Creative that we’ve developed. The point is, we wouldn’t put it out there without testing it.
  • And from the focus group participants themselves, some verbatims. (READ)
  • And there were some very positive results regarding the TV ads (READ)
  • Navy Times PPT

    1. 1. 17 NOV 2009
    2. 2. What Navy Does
    3. 3. Articulate Navy’s Mission <ul><li>The mission of the Navy is to maintain, train and equip combat-ready Naval forces capable of winning wars, deterring aggression and maintaining freedom of the seas </li></ul>
    4. 4. Maritime Strategy Core Capabilities <ul><li>Forward Presence </li></ul><ul><li>Deterrence </li></ul><ul><li>Sea Control </li></ul><ul><li>Power Projection </li></ul><ul><li>Maritime Security </li></ul><ul><li>Humanitarian Assistance & Disaster Response </li></ul>
    5. 5. <ul><li>America’s navy IS THE GLOBAL FORCE THAT PROTECTS THE WORLD BY WHATEVER MEANS NECESSARY 24/7 </li></ul>Navy Brand Positioning
    6. 6. The Audiences Great for recruiting today’s youth Motivating for the Fleet and Veterans Understood by the American People Strong for Multicultural Audiences
    7. 7. Our Navy Brand Communications <ul><li>Make the fleet and veterans rise up and cheer by the way we show America how critical Navy’s mission is to our lives in the 21st Century </li></ul><ul><li>Create reverence and unmitigated admiration </li></ul><ul><li>for the institution and the men and women who comprise our Navy </li></ul><ul><li>Elevate Navy to the status of employer of choice thereby supporting recruiting and end strength goal </li></ul>
    8. 8. ARTICULATING THE NAVY BRAND CAMPBELL-EWALD | GLOBALHUE | GOLINHARRIS | ACCENTMARKETING
    9. 9.
    10. 10. Global Graphic NEED TO CHANGE COLOR OF STARS
    11. 11. FORWARD PRESENCE
    12. 14. DETERRENCE
    13. 16. SEA CONTROL
    14. 17. Sea Control
    15. 19. POWER PROJECTION
    16. 21. Power Projection
    17. 22. MARITIME SECURITY
    18. 25. HUMANITARIAN & DISASTER RELIEF
    19. 28. RECRUITING TO FIT
    20. 34. CREATIVE RESEARCH CAMPBELL-EWALD | GLOBALHUE | GOLINHARRIS | ACCENTMARKETING
    21. 35. Qualitative Research Results <ul><li>General Public, Influencers, and Veterans </li></ul><ul><ul><li>“ The desire to serve is something that comes from inside. If my child has the calling, I will support them. </li></ul></ul><ul><ul><li>“ It makes me proud to be an American.” </li></ul></ul><ul><ul><li>“ It shows tradition, honor and duty served by past generations. It shows Navy’s capacity to protect and serve the United States and the world.” </li></ul></ul><ul><li>Recruiting Prospects </li></ul><ul><li>“ It makes you feel like you’re part of a brotherhood. It grabs you and makes you want to be part of the Navy.” </li></ul><ul><li>“ The opportunity to help is quite appealing.” </li></ul><ul><li>“ It shows humanitarian efforts throughout the world. I can serve this way.” </li></ul>
    22. 36. Quantitative Television testing <ul><li>TV Testing Across General Market </li></ul><ul><ul><li>“ Lifeline” </li></ul></ul><ul><ul><ul><li>90% of Moms found it “very or extremely likeable” </li></ul></ul></ul><ul><ul><ul><li>Among those who have had a change in their feelings about their child joining the Navy, 89% feel “somewhat more positive” or “a lot more positive” </li></ul></ul></ul><ul><ul><li>“ The Calling” </li></ul></ul><ul><ul><ul><li>70% of Dads found it “very or extremely engaging” </li></ul></ul></ul><ul><ul><ul><li>Among those who have had a change in their feelings about their child joining the Navy, 85% feel “somewhat more positive” or “a lot more positive” </li></ul></ul></ul>
    23. 37. Pre & Post Tracking Research <ul><li>Gauge key awareness measures and attitudes toward Navy both prior and then immediately following a 2 week media burst </li></ul><ul><li>Unaided Ad awareness for Navy better than doubled (8% to 17%) </li></ul><ul><li>Total Ad awareness increased 25% (22% to 27%) </li></ul><ul><li>Increases were noted across all age and gender subgroups </li></ul>
    24. 38. THANK YOU CAMPBELL-EWALD | GLOBALHUE | GOLINHARRIS | ACCENTMARKETING

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