A Global Force For Good

Public Affairs Visual Information Symposium 26 May 2010

A Global Force For Good

Public Affairs Visual Information Symposium 26 May 2010

CE | GLOBALHUE | ACCENTMARKETING | GOLINHARRIS CE | GLOBALHUE | ACCENTMARKETING | GOLINHARRIS

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The Calling CommercialThe Calling Commercial

http://extensis.cnrc.navy.mil/creative/videos/CallingSD.wmv

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Historical ContextHistorical Context

Four different slogans since inception of the all volunteer force

Targeted to prospects ages 18-24 and focused on their “what’s in it for

me” question

Be Someone Special – 1973- 1975

Navy. It’s not just a job, it’s an adventure – 1976-1996

Let the Journey Begin – 1996-2000

Accelerate Your Life – 2001-2009

In 2009, Navy adopted a “branding” strategy

Brand is a long-term strategy, not a slogan to change with the tide

Speaks to Sailors past, present, and future

Developed through Sailor & target market feedback and focus groups

Tied to Maritime Strategy

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Maritime Strategy Core CapabilitiesMaritime Strategy Core Capabilities

-Forward Presence

-Deterrence

-Sea Control

-Power Projection

-Maritime Security

-Humanitarian Assistance &

Disaster Response

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FORWARD PRESENCE

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DETERRENCE

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SEA CONTROL

Sea ControlSea Control

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POWER PROJECTION

Power ProjectionPower Projection

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MARITIME SECURITY

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HUMANITARIAN ASSISTANCE & DISASTER RELIEF

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RECRUITING TO “FIT”Right Sailor, Right Job

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Flags CommercialFlags Commercial

http://extensis.cnrc.navy.mil/creative/videos/FlagsSD.wmv

29CAMPBELL-EWALD | GLOBALHUE | GOLINHARRIS | ACCENTMARKETING

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CREATIVE RESEARCHCREATIVE RESEARCH

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Qualitative Research ResultsQualitative 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.”

- 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 can serve this way.”

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Quantitative Television testingQuantitative 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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Pre & Post Tracking ResearchPre & 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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America’s Navy – Brand SentimentAmerica’s Navy – Brand Sentiment

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America’s Navy – GFFG StatisticsAmerica’s Navy – GFFG Statistics

-With the launch of the new Navy.com, and the repositioning of the

GFFG information on the home page, May (projected) stats are

trending upward

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America’s Navy – Brand VolumeAmerica’s Navy – Brand Volume

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America’s Navy - YouTubeAmerica’s Navy - YouTube

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America’s Navy - YouTubeAmerica’s Navy - YouTube

-YouTube View Statistics

• “The Calling” (2 edits) – 111,111

• “Flags” – 3,277 views

• “Mi Navy” (Spanish with English subtitles) – 2,193 views

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Mi Navy CommercialMi Navy Commercial

- http://extensis.cnrc.navy.mil/creative/videos/Mi_NavySD.wmv

NEED TO CHANGE COLOR OF STARS

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How PAOs can help share our Navy brandHow PAOs can help share our Navy brand

Add brand to existing news products

Haiti, floods in Tennessee and other humanitarian assistance/disaster relief

Real-world operations (especially kinetic operations in support of GWOT/OCO)

Exercises

Brand our command websites

Pitch our brand as part of external events and news releases

Add brand to our to social media updates

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Examples of branding existing productsExamples of branding existing products

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Public Service AnnouncementPublic Service Announcement

42CAMPBELL-EWALD | GLOBALHUE | GOLINHARRIS | ACCENTMARKETING

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THANK YOUTHANK YOU

43CAMPBELL-EWALD | GLOBALHUE | GOLINHARRIS | ACCENTMARKETING

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Back-upBack-up

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Branding ExpertiseBranding Expertise

-Navy Recruiting team drew on the collective expertise of Campbell-

Ewald, Global Hue, and Accent Marketing

- In addition, Navy Recruiting Command retained Scott Bedbury to

help guide the sessions and develop the campaign:• Scott Bedbury is former CMO of Nike and Starbucks. A noted leader in global branding,

and author of A New Brand World who indicates Brands, to be most effective should:

• Articulate the mission

• Convey Why You Do It

• Identify The Human Truth

• Connect With Something Bigger

• Champion An Idea

• Speak With One Voice

• Everything Matters

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Cross Functional Team MeetingsCross Functional Team Meetings

-Two cross-functional team meetings were conducted.

Attendees included:• Enlisted men and women

• Officers

• Representatives from across the service, including Seals, Aviators,

Surface, Submarine and Recruiting Command.

-All participated in projective exercises (“brand metaphor”

and “three-word).

-Material was gathered and synthesized.

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Initial ConclusionsInitial Conclusions

-Summary of inputs, and communications strategy was

developed and presented to Recruiting Command and

CHINFO.

-Interim meeting was scheduled with MPT&E leaders,

chaired by CNP.

-Top-line learning used by pitching agencies as part of

Navy Recruiting Command’s advertising contract review

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America’s Navy – GFFG StatisticsAmerica’s Navy – GFFG Statistics

-While Interest in America’s Navy A Global Force for Good

continues, click thru’s to the GFFG portion of the website mirror a

decline of advertising and marketing activity in the marketplace.

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What Navy DoesWhat Navy Does

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The AudiencesThe Audiences

Great for recruiting today’s

youth

Motivating for the Fleet and

Veterans

Understood bythe American

People

Strong for MulticulturalAudiences

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Our Navy Brand CommunicationsOur 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

thereby supporting recruiting and end strength goal