calendar for america: communicating the navy story

Calendar for America: Communicating the Navy Story

Perspectives on Navy

Navy Week Research– Custom research commissioned by CHINFO– 2009-2012

Distinguished Visitor Database– Custom research of Embarkees– 2012

Navy Messaging Survey– Gallup Panel Web Survey– Oct. 25-31, 2012

2

Navy Week Assessment Program: Historical Review

2009

Pre-Post Surveys

National Survey

2010

Pre-Post Surveys

Focus Groups

Onsite Surveys

2011

Focus Groups

Onsite Surveys

National Survey

2012

Pre-Post Surveys

National Survey

3

Key Findings 2009-2012

Navy Week research has shown that the American public is:– Highly favorable to Navy and all branches– Simplistic in understanding– Curious to learn more– Distracted

Navy Weeks show positive impact on those who attend

The public relates to Navy messaging, but messaging and language needs to be simpler and more consistent

4

National Trends Show Favorability, Limited Knowledge, Tempered Likelihood to Recommend

5

Navy Air Force Army Marines

80% 82%78%

84%83% 83% 80%84%83% 83%

78% 81%

National Favorability Trend(% Very/somewhat favorable)


42%39%

54%

42%40% 39%

51%46%

38% 38%

50%

40%

National Knowledge Trend (% know a great deal/somewhat)


41%47%

35% 37%

52%60%

37%44%48%

57%

39% 42%

National Recommend Trend (% very/somewhat likely)

2009 2011 2012

Navy is in Still Waters

Navy Week Impact Holding Steady Over the Years

6

Colum

bus

Knoxv

ille York

Reno

Housto

n

New O

rlean

s

Little

Roc

k

Milw

auke

e

Bosto

n

New O

rlean

s

Nashv

ille

Spoka

ne

Baltim

ore

Cleve

land

0%

20%

40%

60%

80%

100%

Knowledge Favorable Recommend

2009 2010 2012

Navy Week Cities in Which Pre-Post Measurements Were Conducted

But much more successful among Event Attendees!

Navy Week Attendance Increases Knowledge about the Navy

7

Taught Me Something

New

Largest Vessel

# of Carriers Size of Force

Deployment Length

Women's Role (Fighter

Jets)

Women's Role (Seal)

1812 Outcome

Navy Brand

New Orleans Attendees New Orleans Non-AttendeesBaltimore Attendees Baltimore Non-Attendees

Series1

45%

26%

Navy Week Can Improve Understanding

Navy Events Have Bigger Impact Than Other Efforts

8

Knowledge of Navy0.48

0.660000000000003

0.48

0.5800000000000010.45

0.57

0.45

0.630000000000003

0.43

0.50.44000000

0000001

0.520.39000000

0000001

Recommend Navy0.79

0.890.75000000000000

30.84000000000000

10.76000000000000

30.82000000000000

10.76000000000000

30.83000000000000

10.76000000000000

3

0.80.75000000000000

3

0.80.73000000000000

1

Favorable Opinion

Attended Navy Event Past 30 Days

(n=356)

Watched Carrier Classic(n=911)

Watched a Navy Movie(n=824)

Watched NCIS(n=2,686)

Watched Any Navy Programming

(n=4,144)

8.6

9.2

8.6

9.2

8.5

8.9

8.5

8.6

8.6

8.7

8.5

8.7

8.3

Avg. Score on Quiz

Bottom line - Outreach Events Have Impact

Total

Yes

No

Yes

No

Yes

No

Yes

No

Yes

No

Yes

No

0.36

0.52

0.34

0.5

0.34

0.510.330000000000002

0.44

0.34

0.390000000000001

0.34

0.41

0.28

Watched Bomb Patrol or at Sea(n=988)

Awareness of Navy Brand is On the Rise

Navy,

Accel

erat

e You

r Life

Navy:

On th

e Cut

ting

Edge

of T

omor

row

Your F

utur

e Awai

ts in

the

Navy

Amer

ica’s

Navy:

A Glo

bal F

orce

for G

ood

Don't k

now

0%

5%

10%

15%

20%

25%

30%

35%

18%

26%

22%

26%

8%

13%

24%

20%

32%

12%

20112012

9

Please tell me which one of these is the Navy’s current brand. (National Data, n=1001)

Navy Branding is Starting to Work

Americans Are Generally in Line with Navy Messaging, But Messaging Needs to Begin in Simpler Terms

Navy Message As America’s Away Team, your Navy is

agile, flexible, deployed around the world and uniquely positioned to defend our nation’s interest every day

Americans’ Understanding Navy protects and defends our

country’s interests on the waters of the world

10

Need to Message in Public-Friendly Terms

- Navy personnel should interact with attendees waiting in line – answering questions and delivering key messages

Increasing the Impact of Events

11

“Walk” The Line

“Talk” The Tour

- Don’t let attendees just view exhibits. Tell them what they’re seeing – filtering through the key message lens

“Sing” the Hymn

- Be Disciplined! Everyone should sing from the same hymnal - consistently conveying the key messages.





12

Life at Sea

The Navy

0% 100%

84%

77%

13

DVs Love the Program. It Increases Knowledge, Favorability, Attentiveness and Willingness to Recommend the Navy

Compared to Before ProgramKnow Great More About

Extremely Satis-fied with Embark

Very Likely Recommend DV Program

0%

100%93%

98%

Recommend Navy to Young Person

Pay More Attention to News About Navy

Have Favorable Opinion About Navy

0% 100%

63%

62%

61%

Compared to Before ProgramMuch More Likely To

14

DVs Share The Experience With a Wide Range of People, Most Close to Them. Significant Opportunity Exists to Connect With the Media

Relatives

Close friends

Coworkers/Classmates

Casual acquaintances

Youth under 18

Community associations

Government

Church/Religious group

Media

100%

99%

98%

88%

79%

69%

45%

30%

25%

Did you talk about or share your experiences with any of the following people or groups

after your embark?

% Yes

1-25 people

26-50 people

51-100 people

101 + people

18%

29%

25%28%

Number of People DVs Shared Experience With

Mean = 157

Approximately how many people do you think you spoke to or shared information

with about your experiences?

Copyright © 2012 Gallup, Inc. All rights reserved.





15

Navy Messaging Survey

803 Gallup Panel Respondents– Web Based Survey

React to Potential Navy Messages– The Navy protects and defends America at sea– The Navy fights and wins America’s wars at sea– The Navy is deployed around the world, around the clock– The Navy is ready to defend America anytime the nation calls– America’s Navy: A Global Force for Good

16

The Navy Protects and Defends America at Sea

The Navy Fights and Wins America's Wars at Sea

The Navy is Deployed Around the World, Around the Clock

The Navy is Ready to Defend AmericaAnytime the Nation Calls

America's Navy: A Global Force for Good

0% 100%

84%

78%

77%

69%

61%

17

The Warfighting Message is the Easiest to Understand

Message Easy to Understand% Agree

Messages






0% 100%

81%

81%

78%

63%

56%

18

The Most Believable are the Warfighting, Operate Forward, and Be Ready Messages

Message Believable% Agree

Messages






0% 100%

78%

78%

72%

59%

58%

19

The Warfighting, Operate Forward and Be Ready Messages are Most Important

Message Important% Agree

Messages

The Bottom Line

The core Warfighting message is important, easy to understand and clearly conveys the basic message about the Navy– Communications should consistently convey this basic message

Reinforce the message with Operate Forward and Be Ready– Are easily understood– Boost understanding among target audiences– Viewed as most important

Every activity needs to be filtered through the prism of the Core and Supporting Messages– Does it help to clearly communicate the messages?

20

(Warfighting First)

• The Navy protects and defends America on the world’s oceans.

(Operate Forward)

• The Navy is deployed around the world, around the clock.

(Be Ready)

• The Navy is ready to defend America at all times.

Proposed Navy Messages for 2013 – Based on Gallup Message Testing

1

Navy Week Assessment Program: On Target

2013

Target Audience

Research

22

Navy Weeks 2013 Evaluation Plan

E F G I M N

Type of Research

Event Based Survey

Follow Up Survey

Focus Group Discussions

Influencer Interviews

Media Monitoring National Survey

Population Civic Leaders, Diversity Groups, Event attendees

Civic Leaders, Diversity Groups, Event attendees

Key target audiences who attended public events

Corporate, government, legislative, STEM, Educators, 50/50

Media General US population

Goal Instant ratings on event, speakers, assets

Assess “stickiness” of Navy messaging

Qualitative feedback on how events could be improved

Leadership feedback on effectiveness of Navy messaging and flag officer

Ratings of media appearances on how well flag officer stays on message

To trend perceptions towards Navy and effectiveness of Navy messages

Method Gallup interviewers pass out/ collect surveys, including phone and email

Web/phone survey conducted 6 months after event among those providing contact info

Shortly after Navy Week, selected attendees are asked to participate in one of 2 local focus groups, moderated by Gallup

Gallup researchers conduct up to 12 individual in depth interviews per city, by phone, after Navy Week, using business cards collected

Gallup researchers create media scorecard to determine if Navy representative is on message and conveys basic Navy facts, using CSC media monitoring database

Outbound telephone survey, 12 minute length, field period to be determined.

calendar for america: communicating the navy story

Documents