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US Navy Recruitment Marketing Strategy
- 5. Click to add text
- 6. UNITED STATES NAVY: IMC Recruitment Marketing Strategy IMC 480 DECEMBER 2017 5TH ELEMENT MEDIA
- 7. CURRENT POSITIONING The U.S. Navy is the global force that protects the world by sailing the seven seas, a brand that evokes adventure and teamwork.
- 8. BRAND From 1996-2001, the U.S. Navy focused on individual growth and adventurous opportunities
- 9. THE NAVY LACKS FEMALE REPRESENTATI ON ACROSS ALL SOCIAL MEDIA PLATFORMS Instagram, 2017
- 10. USE OF MALE VOICEOVERS ACROSS ALL CAMPAIGNS
- 13. LIMITED INFORMATION ABOUT CAREER
- 16. THIS IS WHY THE COMPETITORS ARE AHEAD
- 17. OTHER BRANCHES Source: Quartz, Department of Defense, Business Insider
- 19. HIGHER EDUCATION ■ Special grants & programs ■ Unique experiences ■ Unlimited career opportunities Source: Scholarships for Women, Money Crashers
- 20. LAW ENFORCEMENT ■ Serving community ■ Job is never routine Source: The Balance
- 21. Source: CNN
- 23. WHO ARE THESE "YOUNG MULTICULTURA L WOMEN?"
- 24. Adventurer Leader Influencer Go-getter HUSTLER Amber Walker,18, Brooklyn, NY “I’m here to do what they say I couldn’t.”
- 25. HEALER Marie Hernandez, 24, Los Angeles, CA Helper Supporter Community Activist Inspirational ”I’m here to facilitate change.”
- 26. Coder Researcher Problem-solver HACKER Phoebe Wen, 21, Chicago, IL “I’m here to make my family proud.”
- 27. WHERE ARE WE GOING TO FIND THEM? • California • New York • Texas • Illinois Nielsen.com
- 28. SOCIAL MEDIA USAGE • Most used platform is Instagram • Access social media through mobile • Spend the most time on Social Media Sources: PEW Research, Nielsen
- 29. TRENDS Popular brands among our target are ahead of the curve because they have multicultural specific marketing programs. Forever 21 Vs. US Navy
- 30. WHAT DOESTHE TARGETTHINK OF THE NAVY?
- 31. QUANTITATIVE RESEARCH ON CONSUMERS & THE NAVY Young women want to help their country
- 32. WHAT POTENTIAL RECRUITS ARE SAYING... On joining… “It is not just about serving the country or having a sense of pride, it’s about experiencing new things that one would never experience without joining the Navy.“ “Male dominated.”
- 33. WHAT POTENTIAL RECRUITS ARE SAYING... On Influencers… “I have a best friend who is in the navy and feel they could help me mentally prepare myself through their experience.”
- 34. WHAT POTENTIAL RECRUITS ARE SAYING... On added value... “I feel like it is good discipline and it is an honorable job” “Not sure what opportunities are available”
- 35. SURVEY INSIGHTS 63%of our surveyed target expressed being away from family as their number one concern 52%of the same group viewed it as a team 56%of multicultural women surveyed viewed the Navy as adventurous Quantitative Research,2017 OUT OF TOTAL QUANTITATIVE RESPONDENTS…
- 39. KEY INSIGHTS ■ A lack of female representation ■ A lack of understanding of how the Navy can be a viable career option
- 40. THE US NAVY CHALLENGE THE CHALLENGE? "How to get diverse candidates interested in the navy?" HOW ARE WE GOING TO ACCOMPLISH THIS? We must increase brand awareness to encourage 17-24 year old multicultural women to consider joining the navy.
- 41. HOW WE PLAN TO ADDRESS THE CHALLENGE
- 42. CONVINCE YOUNG MULTICULTURAL WOMEN THAT THE US NAVY PROVIDES THEM WITH THE FREEDOM TO SUCCEED, TOGETHER.
- 43. OBJECTIVES MARKETING Increase recruitment by 25% for minority women by generating leads in person and online COMMUNICATION Increase awareness of US Navy recruitment and opportunities for minority women who are thinking about their future by 20%
- 44. THE IDEA
- 48. DIGITAL MEDIA MIX ■ Video Advertising increases awareness and allows the US Navy to expose their sense of family, unity and belongingness ■ Social Media builds relationships with current and prospective recruits ■ PR STUNTS allows for interaction between our target and the Navy ■ OOH will supplement messaging directly from our video advertisement and spread awareness
- 50. "We all have our story. We defy odds. We are winners. We are innovators. We are powerful as one, but unstoppable together" #unstoppabletogetHER
- 51. OOH Advertising
- 52. OOH-Advertising
- 53. SAMPLE TWEETS
- 54. SAMPLE POST
- 57. PR STUNT BRAND PARTNERSHIP W/ UBER Interested in joining the Navy? Uber will bring you a Navy Recruiter. Uber will offer FREE rides with a female recruiter during Fleet Week NEW YORK l SAN DIEGO
- 58. BRAND PARTNERSHIP W/ UBER Request RECRUITBER for a chance to ride with one of US Navy top female recruiters HOW IT WORKS? 1. Riders enter code RECRUITBER to unlock the Navy Recruiter option 2. Riders will set pickup location within Fleet Week coverage zone and request the RECRUITER option in the app 3. Riders will be randomly matched with a female recruiter and picked up a FREE 15-minute pitch on joining the Navy Enter promo code RECRUITBER to be paired with Navy Recruiter
- 59. PR STUNT – FLEET WEEK SECRET CONCERT Request UNSTOPPABL3 for a chance to attend Secret Concert during Fleet Week Navy recruitment program will kick-off 2018 fleet week, with a secret concert Performance from Chance The Rapper and Macklamore on naval ship docked at fleet week NEW YORK l SAN DIEGO
- 60. PR STUNT – FLEET WEEK SECRET CONCERT HOW IT WORKS? 1. Open App Enter code UNSTOPPABL3 and Request Secret Show 2. If connected, you will get a complimentary ride directly to the ship 3. Upon entry, you’ll experience free, private performances from Chance The Rapper or Macklamore @USNrecruiter is hosting a secret concert during Fleet Week! Enter code UNSTOPPABL3 on your Uber App for a chance to be selected. #UnstoppableTogether
- 61. List Open Positions on online Job Board sites. • Geo-targeted job descriptions • Connect directly with recruiters • Educate individuals on career opportunities offered by Navy
- 63. THE NAVY IS NOT CONNECTINGWITH MULTICULTURALWOMEN. ALTHOUGHTHE NAVY IS ROOTED IN TRADITIONANDVALUES, IT HAS NOT DISPLAYEDAN UNDERSTANDINGOF OUR TARGET’SVALUES; OUR PLAN INTEGRATES BOTH. OUR STRATEGY CREATESA MODERNAND RELATIVEAPPROACHTO REACHINGOUR
- 64. Acknowledgements ■ Jim Rappel, SVP GroupAccount Director, Wunderman ■ CommanderAllen Owens, US Navy
Editor's Notes
- USE OF MALE VOICEOVERS ACROSS ALL CAMPAIGNS https://www.youtube.com/watch?v=ZqpJ5kDgKec
- Source: Quartz, Department of Defense, Business Insider ARMY Planning to expand marketing communication to minority women. AIR FORCE Lowest percentage of sexual assaults. The highest retain rates. Highest percentage of females enlisted. Ranked the highest branch of choice when deciding to join the military. MARINE The lowest % of females enlisted. The highest rank of diverse females. First launched ad campaign to target females specifically.
- Showcases diversity in their advertisement. http://www.msc.navy.mil/sealift/2003/december/women.htm
- https://www.scholarshipsforwomen.net/minorities/ https://www.moneycrashers.com/reasons-why-should-go-to-college/ - https://www.theatlantic.com/politics/archive/2014/02/why-are-minority-girls-more-likely-than-boys-to-graduate-high-school-and-attend-college/430671/ https://ngcproject.org/statistics
- https://www.thebalance.com/five-reasons-to-be-a-police-officer-974863
- REPLACE WITH IMAGE LEE MADE
- If a woman was featured instead of a man in this ad, it could be very appealing to potential recruits.
- Hacker: coder, researcher, books; problem-solver Hustler: wants to own life; adventurer; leader; influencer Healer: helper; support; community; inspirational Talking Point: #teamgoals #squad
- Hacker: coder, researcher, books; problem-solver Hustler: wants to own life; adventurer; leader; influencer Healer: helper; support; community; inspirational Talking Point: #teamgoals #squad
- Hacker: coder, researcher, books; problem-solver Hustler: wants to own life; adventurer; leader; influencer Healer: helper; support; community; inspirational Talking Point: #teamgoals #squad
- Friends are the 2nd highest military influence for consumers. Surveyors also stated their top connections to the military as family (47%) and friends (35%).
- Friends are the 2nd highest military influence for consumers. Surveyors also stated their top connections to the military as family (47%) and friends (35%).
- Prefer to work collaboratively Perform better in group settings
- A lack of female representation in its marketing communications. Lack of understanding of how the Navy can be a viable career option
- Put this in quotes
- What the
- Add visuals
- RATIONALE - Research shows that US Navy has struggled with awareness among their target audience. To increase brand awareness and reach the target audience the US Navy needs to engage and be exposed digitally to make themselves easily assessable to the target
- ROLE: Instagram will help us kick off the Unstoppable Together campaign. We will upload campaign video and start introducing supplemental content to connect and engage our core target visually PURPOSE: Connect with our target for recruiting and information purposes. We will share campaign related messaging and upload images and inform of upcoming events Leverage Instagram Stories to tease campaign information which links back to the landing page and or YouTube channels for full length videos Upload campaign video to Instagram to kick off the campaign on Instagram We will create a unique Instagram account @UnstoppableTogether aimed to connect with our target for recruiting and information purposes. Unstoppable Together Fitness Training Series on Instagram & YouTube with celebrity influencers (Brittne Babe, Jeanette Jenkins) to highlight what it means to be unstoppable by taking care of your health and training your body. Take over Soul Cycle classes Gym Classes at local high school and colleges Post weekly stories and photos of women who are currently enlisted in the Navy, sharing personal experiences and inspiring life stories Leverage Instagram Stories to tease campaign information which links back to the landing page and or YouTube channels for full length videos Post 3-4 times a week Highlight photos of women currently serving Updates on promotional events and local recruiting events to showcase the adventure and involvement of the United States Navy
- United States Navy branded filters to kick off the promotional tour in April. Snapchat Filters will be activated in key markets to drive excitement for local recruiting events in their area. The filters will allow consumers to picture themselves as a part of an Unstoppable Force “Try With Friend” options that place you and your friend in Navy Sailor uniforms Also leverage Snapchat branded stories section to capture attendance at local events and get people excited to attend upcoming events. Share stories from women about what it means to be Unstoppable Together
- United States Navy branded filters to kick off the promotional tour in April. Snapchat Filters will be activated in key markets to drive excitement for local recruiting events in their area. The filters will allow consumers to picture themselves as a part of an Unstoppable Force “Try With Friend” options that place you and your friend in Navy Sailor uniforms Also leverage Snapchat branded stories section to capture attendance at local events and get people excited to attend upcoming events. Share stories from women about what it means to be Unstoppable Together
- Divide into 2 slides
- - How are we going to distribute the code? - Email clutter? (Paid lists)
- Break into different slides Do we really want to do it?
- IT INTERGRATES OUR TARGETS CORE VALUES WITH THE NAVY’S MESSAGE BY: HIGHLIGHTS CAREER OPPORTUNITIES, RECRUITMENT FOR WOMEN, PROMOTES TEAMWORK.