The document discusses articulating the Navy brand. It outlines key audiences including those motivating current sailors and veterans, appealing to youth for recruiting, and being understood by the American people. It presents the opportunity for the Navy brand to have great potential power and change the world. The Navy's mission is to maintain, train and equip combat-ready naval forces. The document then outlines what the Navy does including integral roles, conveying why sailors serve, qualitative and quantitative research results, and themes that tested positively. It aims to ignite the fleet, inspire America, and transform local markets through the Navy brand.
Case Study: Carol's Daughter & USA Swimming Make A Splash Alix Montes
I created this case study as a part of my application to the Associates Program at Ogilvy & Mather. I did a case study based off of a sponsorship proposal that I developed for USA Swimming's Make A Splash Tour and Carol's Daughter.
USA Swimming's Make A Splash: http://www.usaswimming.org/
Carol's Daughter: www.carolsdaughter.com
"Eyes Wide Open, Wallet Half Shut" ANA PresentationOgilvy
Today’s consumers are emerging from the recession with a radically new definition of the American Dream and a renewed sense in their own resourcefulness and priorities, according to a just-released quantitative study of 1,200 consumers and qualitative research with nearly 700, conducted by Ogilvy & Mather Chicago in partnership with leading consumer insight company Communispace.
Level the Playing field is our mission to create equality between men and women by building sustainability efforts to make sport more accessible all around the globe. By focusing on sustainability and climate responsibility, we can ensure future athletes have the opportunity to play because everyone has a right to sport. you have to all start at the same line if you’re going to run the same race.
Insights Into the Changing U.S. Consumer MarketResearchShare
This presentation from SIS International Research covers insights and stats on key United States demographics: Baby Boomers, Generation X, Generation Y and Hispanic culture. It also delivers changing U.S. shopping patterns and retail distribution patterns.
After hearing a brief overview of where efforts stand to hydrologically separate the Great Lakes and Mississippi River systems as a means to stop the Asian carp we will dive into the outreach coordinated by environmental organizations that resulted in bringing the voice of thousands of citizens to decision makers calling for their action and how it is making a difference. This will also be an opportunity to learn about upcoming opportunities to keep pressure on decision makers. Freshwater Future and the Alliance for the Great Lakes will be hosting this session.
As part of the 2013 Wear It! campaign, the National Safe Boating Council provided approximately $30,000 in resources and funding to 14 groups nationwide to help promote the campaign in their communities.
The North American Safe Boating Campaign and this project are produced and supported under a grant from the Sports Fish Restoration and Boating Trust Fund, administered by the U.S. Coast Guard.
Ecco lo studio di Ipsos Mori "Global Trends 2014". Uno studio sulle tendenze attuali in tema di comportamenti e preferenze dei cittadini e dei consumatori, ma anche un tentativo di capire cosa accadrà in futuro. 16mila interviste, 20 paesi in tutto il mondo. Brand, salute e benessere, società, attivismo politico, comportamenti dei consumatori, annunci pubblicitari e advertising e molto altro.
Capstone course project within Roosevelt University for our client the US Navy.
The purpose of this campaign is to distinguish the US Navy among competitors and increase brand awareness among targeted demographics.
Enhancing Local Access to Induce the Region's Inclusive EconomyPriceCSI
2018 Southern California Symposium - Final Presentation
Group 2: Mariana Valdivia, Marion Clark, Matt Horton, Karina Macias, and Raul Alvarez
Team Advisor: Gary Painter
USC Sol Price Center for Social Innovation
socialinnovation.usc.edu
Grace Under Pressure: How to Build Engagement and Capacity for Action in Dist...EPIPNational
July 16, 2014 EPIP Webinar | Grace Under Pressure: How to Build Engagement and Capacity for Action in Distressed Communities
For this webinar, we were joined by both a nonprofit and funder to discuss how to meaningfully engage under-resourced communities and “work in the trenches”. Representatives from Community Solutions and the Zilber Family Foundation discussed how they’re making lasting impact at the grassroot level. We examined the successes and failures of their work to build capacity and develop local organizations, engage residents and empower communities.
Every communication has a purpose. Every leader needs effective communication to fulfill their purpose. These tips help leaders communicate more effectively by focusing on the purpose that resonates with their audience.
Case Study: Carol's Daughter & USA Swimming Make A Splash Alix Montes
I created this case study as a part of my application to the Associates Program at Ogilvy & Mather. I did a case study based off of a sponsorship proposal that I developed for USA Swimming's Make A Splash Tour and Carol's Daughter.
USA Swimming's Make A Splash: http://www.usaswimming.org/
Carol's Daughter: www.carolsdaughter.com
"Eyes Wide Open, Wallet Half Shut" ANA PresentationOgilvy
Today’s consumers are emerging from the recession with a radically new definition of the American Dream and a renewed sense in their own resourcefulness and priorities, according to a just-released quantitative study of 1,200 consumers and qualitative research with nearly 700, conducted by Ogilvy & Mather Chicago in partnership with leading consumer insight company Communispace.
Level the Playing field is our mission to create equality between men and women by building sustainability efforts to make sport more accessible all around the globe. By focusing on sustainability and climate responsibility, we can ensure future athletes have the opportunity to play because everyone has a right to sport. you have to all start at the same line if you’re going to run the same race.
Insights Into the Changing U.S. Consumer MarketResearchShare
This presentation from SIS International Research covers insights and stats on key United States demographics: Baby Boomers, Generation X, Generation Y and Hispanic culture. It also delivers changing U.S. shopping patterns and retail distribution patterns.
After hearing a brief overview of where efforts stand to hydrologically separate the Great Lakes and Mississippi River systems as a means to stop the Asian carp we will dive into the outreach coordinated by environmental organizations that resulted in bringing the voice of thousands of citizens to decision makers calling for their action and how it is making a difference. This will also be an opportunity to learn about upcoming opportunities to keep pressure on decision makers. Freshwater Future and the Alliance for the Great Lakes will be hosting this session.
As part of the 2013 Wear It! campaign, the National Safe Boating Council provided approximately $30,000 in resources and funding to 14 groups nationwide to help promote the campaign in their communities.
The North American Safe Boating Campaign and this project are produced and supported under a grant from the Sports Fish Restoration and Boating Trust Fund, administered by the U.S. Coast Guard.
Ecco lo studio di Ipsos Mori "Global Trends 2014". Uno studio sulle tendenze attuali in tema di comportamenti e preferenze dei cittadini e dei consumatori, ma anche un tentativo di capire cosa accadrà in futuro. 16mila interviste, 20 paesi in tutto il mondo. Brand, salute e benessere, società, attivismo politico, comportamenti dei consumatori, annunci pubblicitari e advertising e molto altro.
Capstone course project within Roosevelt University for our client the US Navy.
The purpose of this campaign is to distinguish the US Navy among competitors and increase brand awareness among targeted demographics.
Enhancing Local Access to Induce the Region's Inclusive EconomyPriceCSI
2018 Southern California Symposium - Final Presentation
Group 2: Mariana Valdivia, Marion Clark, Matt Horton, Karina Macias, and Raul Alvarez
Team Advisor: Gary Painter
USC Sol Price Center for Social Innovation
socialinnovation.usc.edu
Grace Under Pressure: How to Build Engagement and Capacity for Action in Dist...EPIPNational
July 16, 2014 EPIP Webinar | Grace Under Pressure: How to Build Engagement and Capacity for Action in Distressed Communities
For this webinar, we were joined by both a nonprofit and funder to discuss how to meaningfully engage under-resourced communities and “work in the trenches”. Representatives from Community Solutions and the Zilber Family Foundation discussed how they’re making lasting impact at the grassroot level. We examined the successes and failures of their work to build capacity and develop local organizations, engage residents and empower communities.
Every communication has a purpose. Every leader needs effective communication to fulfill their purpose. These tips help leaders communicate more effectively by focusing on the purpose that resonates with their audience.
Notes for Communication class taught by Dr. Alvin Plexico at Park University in Millington, TN. The notes are based on the book Your Voice and How to Use It by Cicelly Berry
Notes for Terrorism and the Press class taught by Dr. Alvin Plexico at Park University in Millington, TN. The notes are based on the book Terrorism and the Press: An Uneasy Relationship by Brooke Barnett and Amy Reynolds (2008).
Link to presentation video: http://www.livestream.com/fedcollege2011/video?clipId=pla_89ae798c-0711-4de7-904c-fd9cc394450f&utm_source=lslibrary&utm_medium=ui-thumb
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
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
65. 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
66. 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
70. 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
71. QUALITATIVE TESTING!
“Appeal crosses generations.”
- General Market Moderator
“Never seen a reaction like this
to the work we’ve tested!”
- Hispanic Moderator
71
72. 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
73. 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
74. 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
75. 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