NAVY RECRUITING COMMAND

Commander Brent W. Phillips Director of Marketing Navy Recruiting Command

9 September 2011

Roll ‘em

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We’re hiring!

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1992 550,000 active duty 460 ships

The Navy, September 6th, 2011

•  284 ships in commission •  3700+ operational aircraft •  Personnel deployed: 52,585 •  120 Ships underway: (42%) •  4 carriers underway •  37 submarines underway (69%)

2011 328,266 active duty 203,796 Navy civilians 102,080 reserves

Cell Phone Check

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Navy Recruiting Command

2 Regions 26 Districts 1,459 Stations 65 MEPS 1 “NORU” 1 Reserve Unit

2  Regions  26  Districts  1,459  Sta6ons  65  MEPS  (Military  Entrance        Processing  Sta6on)  1  Recrui6ng  School  house  1  Reserve  Unit                                

(MEPS)

Our mission: Recruit 42.079 Enlisted 3,989 Officers 4,220 NROTC Applications

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New Hire Quality As of 30 June 2011

FY09 FY10 FY11 95.0% 97.4% 98.5% FY 11 Navy Benchmark – 95%

HSDG

TSC I-IIIA FY09 FY10 FY11 77.4% 83.0% 88.0% FY11 Navy Benchmark – 75%

Accession Waiver FY11 - 1 Accessed * FY10 - 6 Accessed FY09 - 51 Accessed *Approved in FY10, accessed 23 Mar 11.

Enlisted Total Force Quality

AC Officer Diversity (New Contracts)

FY08 FY09 FY10 FY11TD

Female 22.8% 24.9% 24.7% 26.8%

Afr Am 6.4% 9.0% 9.0% 6.7%

Hispanic 6.4% 8.1% 7.6% 7.9%

API & Nat Am 10.9% 11.1% 11.6% 15.1%

Enlisted Total Force Diversity Female: Up ~ 4.95% (22.2% in FY10 to 23.3% in FY11)

Diversity: AA - 23.5%, API - 26.8% and HIS - 20.3%

RQAT Drops FY09 FY10 FY11 .20% .15% .08%

RTC Attrition FY09 FY10 FY11 9.22% 8.75% 9.16%

In-Month DEP Attrition FY09 FY10 FY11 3.5% 2.6% 2.0%

Mission FY11 Goal FY11 ACC Result CommentsNew Contracts 22,557 23,218 R 102.9% attained Accessions 24,516 24,550 R 100.1% attainedNuclear Field 2,099 2,102 R 100.1% attainedWarrior Challenge 1,370 1,378 R 100.6%, Goal  exceeded  in  all  5  warrio r  challenge  ratings

Prior Service 3,632 3,642 R 100.3% attained

Non-Prior Service 2,599 2,615 R 100.6% attained

Female 23% 23.3% R On TrackHSDG 95% 98.5% R Above DON standardsTSC I-IIIA 75% 88.0% R Above DON standards

Mission Goal Applications Result Comments4 year 4,000 5,583 R 139.6% of goal attained

Nurse 220 487 R 221.4% of goal attained

Mission Goal Attn On-track CommentsGeneral OCS 1,126 1,120 R 99.5% accessed or selectedGeneral ODS 223 182 R 81.6% accessed or selectedMedical DA 248 220 R 88.7% accessed or selectedMedical Student 583 479 R 82.2% accessed or selected

General 1,414 809 £ 57.2% accessed, selected, and CTO attainedMedical 395 247 £ 62.5% accessed, selected, and CTO attained

OFFICER

TOTAL

RES

ENLISTED

ACT

ACTIVE

RES

R      O      T      C

Data as of: 30JUN11

FY11 Total Force Review As of 30 June 2011

* Active goal based on Rev 4 (17 June 2011) active officer accession plan; Reserve goal based on Rev 2 (20 April 2011) reserve officer accession plan

Recruiting Challenges

q  Complex Mission Ø “FIT” – Right person, right job, right time

q  Shrinking population of qualified and interested youth

q  Navy Awareness lags all other services q  Resource reductions and the changing

economy pose a moderate risk in the near term

q  High demand for professional skill sets in private sector

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Balancing act – recruiting, retention & end strength

Complex Mission

q Doctors q Dentists q Chaplains

(All faiths) q Public

Affairs q Nuclear

Power

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q SEALs, EOD, Diver, AIRR

q Sea Bee’s q Jet Engine

Mechanics q Cryptologists q Sonar

Technicians

q Gas Turbine Engineers

q Pilots q Naval Flight

Officers q Surface

Warfare Officers

Over 122 Career Fields

Navy’s Public Image Which  military  branch  is  most  pres6gious?*   Which  branch  of  the  military  is  most  important  to  na6onal  

defense?  *  

*Source: Gallup Consulting

•   Navy’s  Public  Image  is  consistently  the  lowest  of  all  services  

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The Public Looking In

q In most places around the country, Navy is invisible: Ø No bases nearby Ø Represented solely via the recruiting stations or NOSCs

(Navy Operational Support Center) Ø Bases that are local are mostly inaccessible

q At the same time, Navy’s culture is very insular: Ø We speak our own language Ø It may seem hard AND uninteresting, causing attention to

wane

=

Questions: YATS- Q503 Now, I'd like to ask you how likely it is that you will be serving in the Military in the next few years?; Youth Polls- FPP9 In the next few years, how likely is it that you will be serving in the Military?

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Note: Youth ages 16-21 Source: Department of Defense YATS and Youth Polls

% Probably/Definitely

General Military Interest By Gender

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7% Female, 18% Male

National Television and Network Radio NASCAR

Magazines Posters

In-High School Media

Internet Ads / Navy.com / Life Accelerator Job Postings

DRTV & Radio Direct Mail and E-Mail

About 2/3 of 17-24 year old males are not qualified for military service

16,000,000

10,400,000

8,000,000

6,900,000

6,400,000

5,300,000

Only 5% of the total male population are qualified and propensed to join the military. DoD requires

approximately 125K annually

Medical Unqualified (~5.6M)

Test Score Unqualified (~2.0M)

Conduct Unqualified (~1.6M)

Already in Military (~.5M)

Full Time in College (~1.1M)

Not Propensed to Serve (~4.5M)

Remaining Target Market 850,000

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OPPORTUNITIES

§  Diversity

§  Transforming the Recruiting Force • Recruiting Force 2020

•  Mobile, Agile, Near-real time and local process

§  Information Technology (Challenge & Opportunity)

§  Personnel Alignment

Recruit Quality Today . . . . Build for Tomorrow

Internet Communications

•  Provide detailed information to support the process

•  Navy.com •  Social Media

•  Help them build a possible life map

Media Advertising

•  Build a positive awareness and image of Navy as a global force for good

•  Drive prospects to the web site for more information

BUILD A DESIRABLE IMAGE OF THE NAVY

FACILITATE THE DECISION MAKING PROCESS

GENERATE HIGH QUALITY LEADS

Personal Selling In addition to targeting prospects with direct communications, Tools are provided to support the recruiters in the field: Recruiting Aid Devices (RAD’s), event marketing, promotional items, local advertising and local direct marketing

Direct Marketing

• Reach out with “special invitations” via direct marketing

• Email blasts • Direct Mail

• 1-800-USA-Navy, Navy.com

Attracting Recruits

INFORM, INSPIRE, INFLUENCE, HIRE!

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Sailors on Recruiting Duty

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Diversity Focused Engagement

q  Affinity Group Partnerships. Ø Participate in National, Regional, Local Chapter events, generate leads to hire

diversity officers

q  Strong Local Engagement. Ø Direct NRC HQ support of NRD regional and local events - NRD diversity

officers, local affinity group interaction.

q  Diversity Center of Influence/Student VIP Trips. Ø Develop, engage and inform National, Regional and Local Influencers and

Educators.

q  Focused Diversity Marketing and Advertising efforts. Ø Develop and communicate diversity market characteristics to build tailored

marketing and advertising plans.

q  Building Navy Trust. (You can’t “surge” trust…” Ø Support events and organizations that aid in Building Navy Trust throughout the

nation.

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Navy’s Communications Efforts

q  Until October 2009, Navy’s outbound communications efforts focused exclusively on short-term goals, i.e. Recruiting Prospects Ø Four different recruiting slogans since inception of the all volunteer force Ø 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

q  Navy suffers from the lack of a clear identity among the broader American public: Ø News reporters and the public at large believe the Navy is manned by Generals

and Soldiers Ø They don’t know what is entailed in service or the impact Navy has on their daily

lives. Ø Without this foundation, it’s difficult for the general public to support Naval efforts

and/or service

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AMERICA’S NAVY IS THE GLOBAL FORCE THAT PROTECTS THE

WORLD BY WHATEVER MEANS

NECESSARY 24/7

Navy Brand Positioning Statement

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Broadcast

Digital / Social Media

Events

Direct Marketing

Job Postings

PR

PSA

How we communicate “Multi-channel approach and messaging”

Navy.com

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Navyreserve.com

Social Media

q Have a plan q Be ready to adapt the plan

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29 Back to Presentation

Good vs. Bad engagements

Good

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Good vs. Bad engagements

Bad

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Back to Presentation

Social Media/NavyforMoms.com

q Navy for Moms: Ø Averages 1,222 new members per month. Ø Has more than 10,000 ongoing discussions. Ø Used to engage on a local level with parents and influencers. Ø Solicit for volunteers during special events

-  Navy weeks -  Delayed Entry Program Meetings -  Pot Lucks!

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“Many of our organizations have focused on leaders as communicators. Now, we have the chance to be leaders of communicators. If we recognize the opportunities inherent in this reality, we will be more effective as leaders… our organization will more skillfully inform… and our people will be the key to our communication success, just as they are the key to our success in all things. Ø - Admiral Gary Roughead, Chief of Naval Operations

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Navy.com NavyReserve.com

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