3 NOVEMBER 2009
ARTICULATING THE
NAVY BRAND IN THE



  CAMPBELL-EWALD | GLOBALHUE | GOLINHARRIS | ACCENTMARKETING
                       ...
THE AUDIENCES


                  Motivating for
                  the Fleet and
                    Veterans

      Great...
THE OPPORTUNITY FOR NAVY

   Few brands have the potential brand power
        that the Navy has at its disposal


       ...
ARTICULATING THE
  NAVY BRAND


  CAMPBELL-EWALD | GLOBALHUE | GOLINHARRIS | ACCENTMARKETING
                             ...
AN INTEGRAL PART OF THE
UNITED STATES
-The Constitution requires the federal
 government to protect maritime commerce
 fro...
ARTICULATE NAVY’S MISSION


 THE MISSION OF THE
NAVY IS TO MAINTAIN,
  TRAIN AND EQUIP
COMBAT-READY NAVAL
 FORCES CAPABLE ...
WHAT NAVY DOES




            8
WHAT NAVY DOES




            9
WHAT NAVY DOES




            10
WHAT NAVY DOES




            11
WHAT NAVY DOES




            12
WHAT NAVY DOES




            13
NAVY BRAND POSITIONING



  AMERICA’S NAVY IS THE
    GLOBAL FORCE THAT
   PROTECTS THE WORLD
    BY WHATEVER MEANS
      ...
CONVEY WHY YOU DO IT


        “We believe in serving”

-“It’s important”

-“Freedom is a bigger dream than any one of us”...
WHY AND HOW YOU DO IT

-Sailors are deeply proud of the Navy

-They know they are sacrificing to achieve a greater

 good

...
WHY AND HOW YOU DO IT

-Sailors are deeply proud of the Navy

-They know they are sacrificing to achieve a greater

 good

...
WE’RE UNCERTAIN ABOUT THE
PRESENT

         LOCAL                    NATIONAL                            GLOBAL
          ...
WE WANT TO FEEL BETTER
ABOUT OUR COUNTRY
  How Others Feel About Your Country




                                       -...
IN SHORT


    WE WANT TO RECAPTURE
  OUR GREATNESS AND REFLECT
   OUR PRIDE IN OUR COUNTRY




              20
IN SHORT: WE NEED THE NAVY


      WE WANT TO RECAPTURE
    OUR GREATNESS AND REFLECT
     OUR PRIDE IN OUR COUNTRY


 “It...
A NEW WAVE OF SERVICE

            76% of all adults agree it’s extremely /
                              very
           ...
RESONATES WITH THE
MULTICULTURAL AUDIENCES
-African Americans
 •   More likely than all other groups (90%) to focus their ...
NAVY BRAND POSITIONING IS
RELEVANT



   America’s Navy
    is the global         You Serve as
      force that         a ...
IGNITING THE FLEET
        &
INSPIRING AMERICA


  CAMPBELL-EWALD | GLOBALHUE | GOLINHARRIS | ACCENTMARKETING
            ...
OUR NAVY BRAND
COMMUNICATIONS

 Make the fleet and veterans rise up and cheer
by the way we show America how critical Navy’...
27
28
GLOBAL GRAPHIC

     NEED TO CHANGE COLOR OF STARS




                 29
33
35
LOCAL MARKET
TRANSFORMATION




            36
FORWARD PRESENCE




       37
DETERRENCE




    40
SEA CONTROL




     43
Sea Control
POWER PROJECTION




       46
Power Projection
MARITIME SECURITY




        49
HUMANITARIAN
& DISASTER RELIEF




        52
RECRUITING TO FIT




        55
Play “My Navy”
CREATIVE RESEARCH




  CAMPBELL-EWALD | GLOBALHUE | GOLINHARRIS | ACCENTMARKETING
                              64
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 “...
THANK YOU




CAMPBELL-EWALD | GLOBALHUE | GOLINHARRIS | ACCENTMARKETING
                            67
BACK-UP




CAMPBELL-EWALD | GLOBALHUE | GOLINHARRIS | ACCENTMARKETING
                            69
CREATIVE RESEARCH

-Qualitative testing of alternative themes - ideas
 based on service and ubiquity


-Qualitative and qu...
QUALITATIVE TESTING!


    “Appeal crosses generations.”
         - General Market Moderator



   “Never seen a reaction ...
QUALITATIVE RESEARCH RESULTS

-General Public, Influencers, and Veterans
          •   “The desire to serve is something th...
QUALITATIVE RESEARCH RESULTS

-Recruiting Prospects
        •   “It makes you feel like you’re part of a brotherhood. It
 ...
QUANTITATIVE TELEVISION
TESTING
-TV Testing Across General Market
 •   “Lifeline”
             •    90% of Moms found it “...
QUANTITATIVE THEME RESULTS

-86% had positive thoughts about “A Global Force
 For Good”
-88% had positive feelings about t...
Navy Brand Brief to CHINFO
Navy Brand Brief to CHINFO
Navy Brand Brief to CHINFO
Navy Brand Brief to CHINFO
Navy Brand Brief to CHINFO
Navy Brand Brief to CHINFO
Navy Brand Brief to CHINFO
Navy Brand Brief to CHINFO
Navy Brand Brief to CHINFO
Navy Brand Brief to CHINFO
Navy Brand Brief to CHINFO
Navy Brand Brief to CHINFO
Navy Brand Brief to CHINFO
Navy Brand Brief to CHINFO
Navy Brand Brief to CHINFO
Navy Brand Brief to CHINFO
Navy Brand Brief to CHINFO
Navy Brand Brief to CHINFO
Navy Brand Brief to CHINFO
Navy Brand Brief to CHINFO
Navy Brand Brief to CHINFO
Navy Brand Brief to CHINFO
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Navy Brand Brief to CHINFO

  1. 1. 3 NOVEMBER 2009
  2. 2. ARTICULATING THE NAVY BRAND IN THE CAMPBELL-EWALD | GLOBALHUE | GOLINHARRIS | ACCENTMARKETING 2
  3. 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. 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. 5. ARTICULATING THE NAVY BRAND CAMPBELL-EWALD | GLOBALHUE | GOLINHARRIS | ACCENTMARKETING 5
  6. 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. 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. 8. WHAT NAVY DOES 8
  9. 9. WHAT NAVY DOES 9
  10. 10. WHAT NAVY DOES 10
  11. 11. WHAT NAVY DOES 11
  12. 12. WHAT NAVY DOES 12
  13. 13. WHAT NAVY DOES 13
  14. 14. NAVY BRAND POSITIONING AMERICA’S NAVY IS THE GLOBAL FORCE THAT PROTECTS THE WORLD BY WHATEVER MEANS NECESSARY 24/7 14
  15. 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. 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. 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. 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. 19. WE WANT TO FEEL BETTER ABOUT OUR COUNTRY How Others Feel About Your Country - Source: PEW 2006 19
  20. 20. IN SHORT WE WANT TO RECAPTURE OUR GREATNESS AND REFLECT OUR PRIDE IN OUR COUNTRY 20
  21. 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. 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. 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. 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. 25. IGNITING THE FLEET & INSPIRING AMERICA CAMPBELL-EWALD | GLOBALHUE | GOLINHARRIS | ACCENTMARKETING 25
  26. 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. 27
  28. 28. 28
  29. 29. GLOBAL GRAPHIC NEED TO CHANGE COLOR OF STARS 29
  30. 30. 33
  31. 31. 35
  32. 32. LOCAL MARKET TRANSFORMATION 36
  33. 33. FORWARD PRESENCE 37
  34. 34. DETERRENCE 40
  35. 35. SEA CONTROL 43
  36. 36. Sea Control
  37. 37. POWER PROJECTION 46
  38. 38. Power Projection
  39. 39. MARITIME SECURITY 49
  40. 40. HUMANITARIAN & DISASTER RELIEF 52
  41. 41. RECRUITING TO FIT 55
  42. 42. Play “My Navy”
  43. 43. CREATIVE RESEARCH CAMPBELL-EWALD | GLOBALHUE | GOLINHARRIS | ACCENTMARKETING 64
  44. 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. 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. 46. THANK YOU CAMPBELL-EWALD | GLOBALHUE | GOLINHARRIS | ACCENTMARKETING 67
  47. 47. BACK-UP CAMPBELL-EWALD | GLOBALHUE | GOLINHARRIS | ACCENTMARKETING 69
  48. 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. 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. 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. 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. 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. 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

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