• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Navy Times PPT
 

Navy Times PPT

on

  • 1,038 views

 

Statistics

Views

Total Views
1,038
Views on SlideShare
1,038
Embed Views
0

Actions

Likes
0
Downloads
9
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • 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 Navy Times PPT Presentation Transcript

  • 17 NOV 2009
  • What Navy Does
  • Articulate Navy’s Mission
    • 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
  • Maritime Strategy Core Capabilities
    • Forward Presence
    • Deterrence
    • Sea Control
    • Power Projection
    • Maritime Security
    • Humanitarian Assistance & Disaster Response
    • America’s navy IS THE GLOBAL FORCE THAT PROTECTS THE WORLD BY WHATEVER MEANS NECESSARY 24/7
    Navy Brand Positioning
  • The Audiences Great for recruiting today’s youth Motivating for the Fleet and Veterans Understood by the American People Strong for Multicultural Audiences
  • Our Navy Brand Communications
    • 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
    • Create reverence and unmitigated admiration
    • for the institution and the men and women who comprise our Navy
    • Elevate Navy to the status of employer of choice thereby supporting recruiting and end strength goal
  • ARTICULATING THE NAVY BRAND CAMPBELL-EWALD | GLOBALHUE | GOLINHARRIS | ACCENTMARKETING
  • Global Graphic NEED TO CHANGE COLOR OF STARS
  • FORWARD PRESENCE
  •  
  •  
  • DETERRENCE
  •  
  • SEA CONTROL
  • Sea Control
  •  
  • POWER PROJECTION
  •  
  • Power Projection
  • MARITIME SECURITY
  •  
  •  
  • HUMANITARIAN & DISASTER RELIEF
  •  
  •  
  • RECRUITING TO FIT
  •  
  •  
  •  
  •  
  •  
  • CREATIVE RESEARCH CAMPBELL-EWALD | GLOBALHUE | GOLINHARRIS | ACCENTMARKETING
  • Qualitative Research Results
    • General Public, Influencers, and Veterans
      • “ The desire to serve is something that comes from inside. If my child has the calling, I will support them.
      • “ It makes me proud to be an American.”
      • “ 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.”
    • Recruiting Prospects
    • “ It makes you feel like you’re part of a brotherhood. It grabs you and makes you want to be part of the Navy.”
    • “ The opportunity to help is quite appealing.”
    • “ It shows humanitarian efforts throughout the world. I can serve this way.”
  • Quantitative Television testing
    • TV Testing Across General Market
      • “ Lifeline”
        • 90% of Moms found it “very or extremely likeable”
        • 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”
      • “ The Calling”
        • 70% of Dads found it “very or extremely engaging”
        • 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”
  • Pre & Post Tracking Research
    • Gauge key awareness measures and attitudes toward Navy both prior and then immediately following a 2 week media burst
    • Unaided Ad awareness for Navy better than doubled (8% to 17%)
    • Total Ad awareness increased 25% (22% to 27%)
    • Increases were noted across all age and gender subgroups
  • THANK YOU CAMPBELL-EWALD | GLOBALHUE | GOLINHARRIS | ACCENTMARKETING