The document outlines the Navy's mission to maintain combat-ready naval forces capable of winning wars through core capabilities like forward presence, deterrence, sea control, and power projection. It discusses positioning the Navy brand to show how the Navy protects the world 24/7. Research with various audiences found pride in the Navy's tradition, honor, and humanitarian efforts. Quantitative testing of TV ads showed increased positive views of joining the Navy. Pre and post tracking found increased awareness of the Navy and more positive attitudes after a media campaign.

1. 17 NOV 2009

2. WHAT NAVY DOES
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3. ARTICULATE NAVY’S MISSION
THE MISSION OF THE
NAVY IS TO MAINTAIN,
TRAIN AND EQUIP
COMBAT-READY NAVAL
FORCES CAPABLE OF
WINNING WARS,
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4. MARITIME STRATEGY CORE
CAPABILITIES
-Forward Presence
-Deterrence
-Sea Control
-Power Projection
-Maritime Security
-Humanitarian Assistance & Disaster Response
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5. NAVY BRAND POSITIONING
AMERICA’S NAVY IS THE
GLOBAL FORCE THAT
PROTECTS THE WORLD
BY WHATEVER MEANS
NECESSARY 24/7
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6. THE AUDIENCES
Motivating for
the Fleet and
Veterans
Great for Understood by
recruiting today’s the American
youth People
Strong for
Multicultural
Audiences
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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
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8. ARTICULATING THE
NAVY BRAND
CAMPBELL-EWALD | GLOBALHUE | GOLINHARRIS | ACCENTMARKETING
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10. GLOBAL GRAPHIC
NEED TO CHANGE COLOR OF STARS
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11. FORWARD PRESENCE
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14. DETERRENCE
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16. SEA CONTROL
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17. Sea Control

19. POWER PROJECTION
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21. Power Projection

22. MARITIME SECURITY
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25. HUMANITARIAN
& DISASTER RELIEF
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28. RECRUITING TO FIT
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34. CREATIVE RESEARCH
CAMPBELL-EWALD | GLOBALHUE | GOLINHARRIS | ACCENTMARKETING
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35. 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
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36. 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”
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37. SENTIMENT
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38. 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
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39. THANK YOU
CAMPBELL-EWALD | GLOBALHUE | GOLINHARRIS | ACCENTMARKETING
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