Navy Brand Brief To Public Affairs Visual Information Symposium 2010 With Video Links

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  • As a PAO, I’ve found that understanding the context of how the brand was developed and how it is relevant to our Navy today helps when we’re sharing the brand with our internal and external audiences.
  • Our Maritime Strategy is the foundation upon which the brand was built. So, it’s a natural fit when we tell our Navy story. A “Global force for good” is more than just one tenant of the Maritime Strategy (Humanitarian Assistance & Disaster Response). A “Global force for good” capture ALL tenants of the Maritime Strategy. It’s represented by bottles of water for those in need following an earthquake in Haiti, or putting bombs on terrorist training camps in a remote location around the world.
  • 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)
  • A DVD with all posters, videos and websites was provided to each attendee in their welcome package. All our products are also available from our Navy Recruiting Command website (www.cnrc.navy.mil).
  • Here’s a “sneak peek” at our next PSA which will be released soon.
  • 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.
  • Navy Brand Brief To Public Affairs Visual Information Symposium 2010 With Video Links

    1. 1. A Global Force For Good Public Affairs Visual Information Symposium 26 May 2010 CE | GLOBALHUE | ACCENTMARKETING | GOLINHARRIS
    2. 2. The Calling Commercial http://extensis.cnrc.navy.mil/creative/videos/CallingSD.wmv
    3. 3. Historical Context <ul><li>Four different slogans since inception of the all volunteer force </li></ul><ul><li>Targeted to prospects ages 18-24 and focused on their “what’s in it for me” question </li></ul><ul><ul><li>Be Someone Special – 1973- 1975 </li></ul></ul><ul><ul><li>Navy. It’s not just a job, it’s an adventure – 1976-1996 </li></ul></ul><ul><ul><li>Let the Journey Begin – 1996-2000 </li></ul></ul><ul><ul><li>Accelerate Your Life – 2001-2009 </li></ul></ul><ul><li>In 2009, Navy adopted a “branding” strategy </li></ul><ul><ul><li>Brand is a long-term strategy, not a slogan to change with the tide </li></ul></ul><ul><ul><li>Speaks to Sailors past, present, and future </li></ul></ul><ul><ul><li>Developed through Sailor & target market feedback and focus groups </li></ul></ul><ul><ul><li>Tied to Maritime Strategy </li></ul></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. FORWARD PRESENCE
    6. 8. DETERRENCE
    7. 10. SEA CONTROL
    8. 11. Sea Control
    9. 13. POWER PROJECTION
    10. 15. Power Projection
    11. 16. MARITIME SECURITY
    12. 19. HUMANITARIAN ASSISTANCE & DISASTER RELIEF
    13. 22. RECRUITING TO “FIT” Right Sailor, Right Job
    14. 23. Flags Commercial http://extensis.cnrc.navy.mil/creative/videos/FlagsSD.wmv
    15. 29. CAMPBELL-EWALD | GLOBALHUE | GOLINHARRIS | ACCENTMARKETING CREATIVE RESEARCH
    16. 30. 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>
    17. 31. 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>
    18. 32. 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>
    19. 33. America’s Navy – Brand Sentiment
    20. 34. America’s Navy – GFFG Statistics <ul><li>With the launch of the new Navy.com, and the repositioning of the GFFG information on the home page, May ( projected ) stats are trending upward </li></ul>
    21. 35. America’s Navy – Brand Volume
    22. 36. America’s Navy - YouTube
    23. 37. America’s Navy - YouTube <ul><li>YouTube View Statistics </li></ul><ul><ul><li>“ The Calling” (2 edits) – 111,111 </li></ul></ul><ul><ul><li>“ Flags” – 3,277 views </li></ul></ul><ul><ul><li>“ Mi Navy” (Spanish with English subtitles) – 2,193 views </li></ul></ul>
    24. 38. Mi Navy Commercial <ul><li>http://extensis.cnrc.navy.mil/creative/videos/Mi_NavySD.wmv </li></ul>NEED TO CHANGE COLOR OF STARS
    25. 39. How PAOs can help share our Navy brand <ul><li>Add brand to existing news products </li></ul><ul><ul><li>Haiti, floods in Tennessee and other humanitarian assistance/disaster relief </li></ul></ul><ul><ul><li>Real-world operations (especially kinetic operations in support of GWOT/OCO) </li></ul></ul><ul><ul><li>Exercises </li></ul></ul><ul><li>Brand our command websites </li></ul><ul><li>Pitch our brand as part of external events and news releases </li></ul><ul><li>Add brand to our to social media updates </li></ul>
    26. 40. Examples of branding existing products
    27. 41. Public Service Announcement
    28. 42. CAMPBELL-EWALD | GLOBALHUE | GOLINHARRIS | ACCENTMARKETING THANK YOU
    29. 43. CAMPBELL-EWALD | GLOBALHUE | GOLINHARRIS | ACCENTMARKETING Back-up
    30. 44. Branding Expertise <ul><li>Navy Recruiting team drew on the collective expertise of Campbell-Ewald, Global Hue, and Accent Marketing </li></ul><ul><li>In addition, Navy Recruiting Command retained Scott Bedbury to help guide the sessions and develop the campaign: </li></ul><ul><ul><li>Scott Bedbury is former CMO of Nike and Starbucks. A noted leader in global branding, and author of A New Brand World who indicates Brands, to be most effective should: </li></ul></ul><ul><ul><ul><li>Articulate the mission </li></ul></ul></ul><ul><ul><ul><li>Convey Why You Do It </li></ul></ul></ul><ul><ul><ul><li>Identify The Human Truth </li></ul></ul></ul><ul><ul><ul><li>Connect With Something Bigger </li></ul></ul></ul><ul><ul><ul><li>Champion An Idea </li></ul></ul></ul><ul><ul><ul><li>Speak With One Voice </li></ul></ul></ul><ul><ul><ul><li>Everything Matters </li></ul></ul></ul>
    31. 45. Cross Functional Team Meetings <ul><li>Two cross-functional team meetings were conducted. Attendees included: </li></ul><ul><ul><li>Enlisted men and women </li></ul></ul><ul><ul><li>Officers </li></ul></ul><ul><ul><li>Representatives from across the service, including Seals, Aviators, Surface, Submarine and Recruiting Command. </li></ul></ul><ul><li>All participated in projective exercises (“brand metaphor” and “three-word). </li></ul><ul><li>Material was gathered and synthesized. </li></ul>
    32. 46. Initial Conclusions <ul><li>Summary of inputs, and communications strategy was developed and presented to Recruiting Command and CHINFO. </li></ul><ul><li>Interim meeting was scheduled with MPT&E leaders, chaired by CNP. </li></ul><ul><li>Top-line learning used by pitching agencies as part of Navy Recruiting Command’s advertising contract review </li></ul>
    33. 47. America’s Navy – GFFG Statistics <ul><li>While Interest in America’s Navy A Global Force for Good continues, click thru’s to the GFFG portion of the website mirror a decline of advertising and marketing activity in the marketplace. </li></ul>
    34. 48. What Navy Does
    35. 49. The Audiences Great for recruiting today’s youth Motivating for the Fleet and Veterans Understood by the American People Strong for Multicultural Audiences
    36. 50. 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>

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