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Navy Brand Brief to CHINFO

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  • 1. 3 NOVEMBER 2009
  • 2. ARTICULATING THE NAVY BRAND IN THE CAMPBELL-EWALD | GLOBALHUE | GOLINHARRIS | ACCENTMARKETING 2
  • 3. THE AUDIENCES Motivating for the Fleet and Veterans Great for Understood by recruiting today’s the American youth People Strong for Multicultural Audiences 3
  • 4. THE OPPORTUNITY FOR NAVY Few brands have the potential brand power that the Navy has at its disposal Even fewer have the potential to change the world as you do Navy can be one of the most honored brands Let’s tell the story of America’s Navy and give it the credit, respect and admiration it deserves 4
  • 5. ARTICULATING THE NAVY BRAND CAMPBELL-EWALD | GLOBALHUE | GOLINHARRIS | ACCENTMARKETING 5
  • 6. AN INTEGRAL PART OF THE UNITED STATES -The Constitution requires the federal government to protect maritime commerce from both foreign and state interference • The concerns that lead to our Constitution are just as important today as they were when the Constitution was adopted - Maritime Commerce Win Froelich www.nwc.navy.mil 6
  • 7. ARTICULATE NAVY’S MISSION THE MISSION OF THE NAVY IS TO MAINTAIN, TRAIN AND EQUIP COMBAT-READY NAVAL FORCES CAPABLE OF WINNING WARS, 7
  • 8. WHAT NAVY DOES 8
  • 9. WHAT NAVY DOES 9
  • 10. WHAT NAVY DOES 10
  • 11. WHAT NAVY DOES 11
  • 12. WHAT NAVY DOES 12
  • 13. WHAT NAVY DOES 13
  • 14. NAVY BRAND POSITIONING AMERICA’S NAVY IS THE GLOBAL FORCE THAT PROTECTS THE WORLD BY WHATEVER MEANS NECESSARY 24/7 14
  • 15. CONVEY WHY YOU DO IT “We believe in serving” -“It’s important” -“Freedom is a bigger dream than any one of us” -You have made a conscious decision to do more with your lives -While the vast majority of Americans go through the motions, Sailors are engaged 24/7, doing 15
  • 16. WHY AND HOW YOU DO IT -Sailors are deeply proud of the Navy -They know they are sacrificing to achieve a greater good 16
  • 17. WHY AND HOW YOU DO IT -Sailors are deeply proud of the Navy -They know they are sacrificing to achieve a greater good Is this relevant to the General Public? 18 17
  • 18. WE’RE UNCERTAIN ABOUT THE PRESENT LOCAL NATIONAL GLOBAL “Minor shocks & 50% of Americans 70% rate national interruptions to the describe themselves politics as bad system can have as “struggling” versus - Harris Interactive, 8/08 dramatic, instantaneous 37% in 2006 73%-77% — volume of e!ects that reverberate - Gallup-Healthways, 8/08 Americans who have worldwide” negative opinions of - Secretary Winter, 7/08 39% expect things to President, Congress, 60% have cut back get worse over the political parties significantly on next 6 months - Harris Interactive, 8/08 household spending to - Harris Interactive, 8/08 76% — volume of compensate for high gas 1 in every 8 seconds — Americans who believe prices volume of baby the country is headed - USA Today / Gallup Poll boomers retiring in the wrong direction $700 Billion Rescue Plan - Ad Age, 7/08 - Harris Interactive, 8/08 - Contemporary News 18
  • 19. WE WANT TO FEEL BETTER ABOUT OUR COUNTRY How Others Feel About Your Country - Source: PEW 2006 19
  • 20. IN SHORT WE WANT TO RECAPTURE OUR GREATNESS AND REFLECT OUR PRIDE IN OUR COUNTRY 20
  • 21. IN SHORT: WE NEED THE NAVY WE WANT TO RECAPTURE OUR GREATNESS AND REFLECT OUR PRIDE IN OUR COUNTRY “It follows that as certain that night succeeds the day, that without a decisive Naval Force, we can do nothing definitive and with it, everything honorable and glorious” - George Washington, November, 1781 21
  • 22. A NEW WAVE OF SERVICE 76% of all adults agree it’s extremely / very important to be seen as someone who goes out of your way to help others - Yankelovich, 1/08 5 million households took volunteer vacations in 2007 - Yankelovich, 2/08 Millenials display a spirit of volunteerism and interest in the world around them - Applying to service organizations such as the Peace Corps in record numbers - 95% indicate that spending time volunteering or helping people is very or somewhat important 22 - Yankelovich Monitor, 2007
  • 23. RESONATES WITH THE MULTICULTURAL AUDIENCES -African Americans • More likely than all other groups (90%) to focus their community service e!orts on the needs of homeless and hungry people, advancing the rights of emerging majorities, and e!orts sponsored by their religious organizations • Source: 2007/2008 Yankelovich Monitor -Asian Americans • More willing than other groups (70%) to volunteer their time for a good cause " " " • Source: Simmons 2008 -81% of Hispanic Parents • Have close ties to family members who live in Spanish-speaking 23
  • 24. NAVY BRAND POSITIONING IS RELEVANT America’s Navy is the global You Serve as force that a Global Force protects the for Good world by whatever means necessary 24/7 24
  • 25. IGNITING THE FLEET & INSPIRING AMERICA CAMPBELL-EWALD | GLOBALHUE | GOLINHARRIS | ACCENTMARKETING 25
  • 26. 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 26
  • 27. 27
  • 28. 28
  • 29. GLOBAL GRAPHIC NEED TO CHANGE COLOR OF STARS 29
  • 30. 33
  • 31. 35
  • 32. LOCAL MARKET TRANSFORMATION 36
  • 33. FORWARD PRESENCE 37
  • 34. DETERRENCE 40
  • 35. SEA CONTROL 43
  • 36. Sea Control
  • 37. POWER PROJECTION 46
  • 38. Power Projection
  • 39. MARITIME SECURITY 49
  • 40. HUMANITARIAN & DISASTER RELIEF 52
  • 41. RECRUITING TO FIT 55
  • 42. Play “My Navy”
  • 43. CREATIVE RESEARCH CAMPBELL-EWALD | GLOBALHUE | GOLINHARRIS | ACCENTMARKETING 64
  • 44. 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 -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 e!orts throughout the world. I 65
  • 45. 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” 66
  • 46. THANK YOU CAMPBELL-EWALD | GLOBALHUE | GOLINHARRIS | ACCENTMARKETING 67
  • 47. BACK-UP CAMPBELL-EWALD | GLOBALHUE | GOLINHARRIS | ACCENTMARKETING 69
  • 48. CREATIVE RESEARCH -Qualitative testing of alternative themes - ideas based on service and ubiquity -Qualitative and quantitative testing of concepts • Recruiting Target • Veterans • Influencers • General Market • African Americans • Hispanic 70
  • 49. QUALITATIVE TESTING! “Appeal crosses generations.” - General Market Moderator “Never seen a reaction like this to the work we’ve tested!” - Hispanic Moderator 71
  • 50. 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.” • “That hit all the buttons.” • “I liked the tradition - it’s very Navy.” • “Showed purpose and duty.” 72
  • 51. QUALITATIVE RESEARCH RESULTS -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 e!orts throughout the world. I can serve this way.” 73
  • 52. 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” 74
  • 53. QUANTITATIVE THEME RESULTS -86% had positive thoughts about “A Global Force For Good” -88% had positive feelings about the tagline • “Itmakes you think of all the good things you have in life that others don’t and how the Navy is out there trying to make sure we keep what we have and help others as well.” • “Itjust gives you a warm feeling inside to know that we are protected and safe. It makes you feel proud to be an American. If I were younger, it would make me want to enlist to be a part of something like that.” 75