6. The Audiences Great for recruiting today’s youth Motivating for the Fleet and Veterans Understood by the American People Strong for Multicultural Audiences
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8. ARTICULATING THE NAVY BRAND CAMPBELL-EWALD | GLOBALHUE | GOLINHARRIS | ACCENTMARKETING
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)
