17 NOV 2009
WHAT NAVY DOES




            2
ARTICULATE NAVY’S MISSION


 THE MISSION OF THE
NAVY IS TO MAINTAIN,
  TRAIN AND EQUIP
COMBAT-READY NAVAL
 FORCES CAPABLE ...
MARITIME STRATEGY CORE
CAPABILITIES
-Forward Presence
-Deterrence
-Sea Control
-Power Projection
-Maritime Security
-Human...
NAVY BRAND POSITIONING



  AMERICA’S NAVY IS THE
    GLOBAL FORCE THAT
   PROTECTS THE WORLD
    BY WHATEVER MEANS
      ...
THE AUDIENCES


                  Motivating for
                  the Fleet and
                    Veterans

      Great...
OUR NAVY BRAND
COMMUNICATIONS

 Make the fleet and veterans rise up and cheer
by the way we show America how critical Navy’...
ARTICULATING THE
  NAVY BRAND


  CAMPBELL-EWALD | GLOBALHUE | GOLINHARRIS | ACCENTMARKETING
                             ...
9
GLOBAL GRAPHIC

     NEED TO CHANGE COLOR OF STARS




                 10
FORWARD PRESENCE




       11
DETERRENCE




    14
SEA CONTROL




     16
Sea Control
POWER PROJECTION




       19
Power Projection
MARITIME SECURITY




        22
HUMANITARIAN
& DISASTER RELIEF




        25
RECRUITING TO FIT




        28
CREATIVE RESEARCH




  CAMPBELL-EWALD | GLOBALHUE | GOLINHARRIS | ACCENTMARKETING
                              34
QUALITATIVE RESEARCH RESULTS

-General Public, Influencers, and Veterans
                •   “The desire to serve is someth...
QUANTITATIVE TELEVISION
TESTING
-TV Testing Across General Market
 •   “Lifeline”
             •    90% of Moms found it “...
SENTIMENT




            37
PRE & POST TRACKING RESEARCH

-Gauge key awareness measures and attitudes
 toward Navy both prior and then immediately
 fo...
THANK YOU




CAMPBELL-EWALD | GLOBALHUE | GOLINHARRIS | ACCENTMARKETING
                            39
Navy Times PPT
Navy Times PPT
Navy Times PPT
Navy Times PPT
Navy Times PPT
Navy Times PPT
Navy Times PPT
Navy Times PPT
Navy Times PPT
Navy Times PPT
Navy Times PPT
Navy Times PPT
Navy Times PPT
Navy Times PPT
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Navy Times PPT

  1. 1. 17 NOV 2009
  2. 2. WHAT NAVY DOES 2
  3. 3. ARTICULATE NAVY’S MISSION THE MISSION OF THE NAVY IS TO MAINTAIN, TRAIN AND EQUIP COMBAT-READY NAVAL FORCES CAPABLE OF WINNING WARS, 3
  4. 4. MARITIME STRATEGY CORE CAPABILITIES -Forward Presence -Deterrence -Sea Control -Power Projection -Maritime Security -Humanitarian Assistance & Disaster Response 4
  5. 5. NAVY BRAND POSITIONING AMERICA’S NAVY IS THE GLOBAL FORCE THAT PROTECTS THE WORLD BY WHATEVER MEANS NECESSARY 24/7 5
  6. 6. THE AUDIENCES Motivating for the Fleet and Veterans Great for Understood by recruiting today’s the American youth People Strong for Multicultural Audiences 6
  7. 7. 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 7
  8. 8. ARTICULATING THE NAVY BRAND CAMPBELL-EWALD | GLOBALHUE | GOLINHARRIS | ACCENTMARKETING 8
  9. 9. 9
  10. 10. GLOBAL GRAPHIC NEED TO CHANGE COLOR OF STARS 10
  11. 11. FORWARD PRESENCE 11
  12. 12. DETERRENCE 14
  13. 13. SEA CONTROL 16
  14. 14. Sea Control
  15. 15. POWER PROJECTION 19
  16. 16. Power Projection
  17. 17. MARITIME SECURITY 22
  18. 18. HUMANITARIAN & DISASTER RELIEF 25
  19. 19. RECRUITING TO FIT 28
  20. 20. CREATIVE RESEARCH CAMPBELL-EWALD | GLOBALHUE | GOLINHARRIS | ACCENTMARKETING 34
  21. 21. 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 efforts throughout the world. I 35
  22. 22. 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” 36
  23. 23. SENTIMENT 37
  24. 24. 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 38
  25. 25. THANK YOU CAMPBELL-EWALD | GLOBALHUE | GOLINHARRIS | ACCENTMARKETING 39

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