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  • #DLIFLC75 MG Keith L. Ware - Special Event Category

    Defense Language Institute Foreign Language Center75th Anniversary

    DLIFLC Public Affairs1759 Lewis Rd., Bldg. 614Monterey, CA 93944

  • Department of the Army Community Relations Awards Program of Excellence

    Special Event CategoryDefense Language Institute Foreign Language Center

    75th Anniversary

    Page 2 of 13 #DLIFLC75

    Table of Contents

    Memorandum..........................................................................................................................................Page 3

    Introduction.............................................................................................................................................Page 4

    Research Phase........................................................................................................................................Page 5

    Planning Phase........................................................................................................................................Page 6

    Implementation Phase.............................................................................................................................Page 7

    Evaluation Phase.....................................................................................................................................Page 8

    Supporting Documentation: The 75th Anniversary branding examples.................................................Page 9

    Supporting Documentation: GLOBE magazine chronological outline................................................Page 10

    Supporting Documentation: Social media plan-on-a-page...................................................................Page 12

    Supporting Documentation: Links to stories........................................................................................Page 13

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  • Department of the Army Community Relations Awards Program of Excellence

    Special Event CategoryDefense Language Institute Foreign Language Center

    75th Anniversary

    Page 4 of 13 #DLIFLC75

    IntroductionThe Defense Language Institute Foreign Language Center is regarded as one of the finest schools for foreign language instruction in the Nation, providing resident instruction in 23 languages (as of 2016) with the capacity to instruct another 65 in Washington, D.C., graduating more than 220,000 linguists since 1941.

    As part of the U.S. Army Training and Doctrine Command, the Institute provides resident instruction at the Presidio of Monterey, five days a week, seven hours per day. Courses last from 26 to 64 weeks, depending on the difficulty of the language.

    DLIFLC is a multi-service school for active and reserve components, foreign military students, and civil-ian personnel working in the federal government and various law enforcement agencies.

    The present facilities at the Presidio of Monterey accommodate approximately 3,500 Soldiers, Marines, Sailors and Airmen, as well as select Department of Defense members. To attend DLIFLC one must be a member of the Armed Forces or be sponsored by a government agency.

    DLIFLC students are taught by approximately 1,800 highly educated instructors, 98 percent of whom are native speakers of the languages they teach. Aside from classroom instruction, faculty also write course materials, design the Defense Language Proficiency Test, and conduct research and analysis.

    Non-resident, or post-basic instruction primarily takes place in the Continuing Education (CE) director-ate, which is located near the Presidio at Ord Military Community in Seaside, California. Intermediate, advanced and refresher courses are conducted at this facility. DLIFLC also maintains Language Training Detachments sites at more than two dozen locations abroad and at home. Instructors at these locations are by and large from DLIFLCs Monterey home base.

    The DLI-Washington office, located in Arlington, Virginia, is a satellite office for DLIFLC that administers the Contract Foreign Language Training Program, represents the DLIFLC Commandant in the National Capital Region, and provides training and certification for presidential translators who serve the Washing-ton-Moscow Direct Communications Link (MOLINK).

  • Department of the Army Community Relations Awards Program of Excellence

    Special Event CategoryDefense Language Institute Foreign Language Center

    75th Anniversary

    Page 5 of 13 #DLIFLC75

    Research PhaseThe Defense Language Institute Foreign Language Center traces its roots to the eve of World War II when a small group of officers with previous tours of duty in Japan recognized the need for an intelligence unit, which would be able to understand the Japanese language. The Institute evolved over 75 years from this one historical occasion. Recognizing the significance of celebrating DLIFLCs 75 years of existence, the DLIFLC Public Affairs Office mission was to highlight, publicize, emphasize and promote the Institute throughout 2016, culminating in a week of events in November.

    The first step in conducting research was to identify a target audience who would be directly influenced or potentially interested in anni-versary events. An influencer identification map was used to identify ultimate influencers, initial influencers and determined detractors. Ultimate influencers were identified to be retired, career-military lin-guists and military linguists who served, but did not retire, all hereto identified as influential alumni (Figure A). Upon identifying the tar-get audience the Public Affairs Office was then charged with consid-ering how to address influential alumni for their participation with the intent of them being the mouthpiece of the organization (Figure B).

    Although the Institute is located in Monterey, California, it was deter-mined that marketing and promotion would not be tied to one specific locale, but rather; would be executed across multiple platforms to reach the largest audience pos-sible (to include social media,

    town hall events, base newspapers and the use of the DLIFLC web-page). It had already been established that the Institutes command information product, the Globe magazine, the only military foreign language community magazine, would be produced as a special edi-tion to commemorate the 75th Anniversary. Research consisted of fre-quent visits to the Institutes archives and repeated travel to interview people throughout the spring and summer of 2016.

    Figure A

    Figure B

  • Department of the Army Community Relations Awards Program of Excellence

    Special Event CategoryDefense Language Institute Foreign Language Center

    75th Anniversary

    Page 6 of 13 #DLIFLC75

    Planning PhaseThe planning phase for the 75th Anniversary in November 2016 started immediately in the first quarter of Fiscal Year 2016. With the realization that the event would be one of the largest ever executed, the DLI-FLC PAO immediately established the branding for the event, by creating a logo. Alongside this logo, our graphic design artist created a series of banners for our website and social media pages.

    A large part of celebrating 75 years of excellence was to be marked by the induction of new members into the DLIFLC Hall of Fame. Aside from being involved in the planning and branding process of this event, PAO was heavily involved with the advertising of the nomination of new members, the compilation of submissions received, the organization of the board that was to review the nominees and then executed notification, announcements, and the publicizing of the new members on the DLIFLC website and social media pages.

    With the target audience for this event being alumni, former comman-dants, command sergeants majors and other individuals who sig-nificantly contributed to the foreign language training mission, PAO actively engaged in research and outreach to find new materials to feature the information in the upcoming Special Edition of the Globe magazine as well as the creating of a historic video.

    Due to this planning effort, many alumni contacted by the PAO staff to provided materials in the way of stories and photographs, creating a certain degree of hype for the event. Select information was then shared on social media, sparking the interest of the broader pub-lic. (Please see page 12) Additional information was also provided through the DLI Foundation, an external organization for alumni which sponsored a good portion of the planned activities.

    Based on the research conducted, an outline was developed for the Special Edition of the Globe magazine (see page 10-11). A majority of the content gathered was included in the magazine and also used to cre-ate a video commemorating the 75 years of DLIFLC history, starting with black and white footage in the 1950s up to contemporary times. The video, which is 2.5 hours long, was shown during the DLIFLC 75th Anniversary Ball on Nov. 5th, 2016.

    DLIFLC also coordinated a jump on Nov. 4, by the Black Daggers, the official U.S. Army Special Op-erations Command parachute demonstration team. Public Affairs planned for the jump by coordinating outreach, sharing Black Dagger events on DLIFLC social media, and the writing of a preliminary story about one of the jumpers who was a DLIFLC graduate. External media likewise attended to cover the event. https://www.dvidshub.net/news/212228/alumnus-makes-final-parachute-jump-75th-anniversary-demonstration-event

    Figure C

  • Department of the Army Community Relations Awards Program of Excellence

    Special Event CategoryDefense Language Institute Foreign Language Center

    75th Anniversary

    Page 7 of 13 #DLIFLC75

    Implementation PhaseImplementing th

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