navy times
TRANSCRIPT
17 NOV 2009
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WHAT NAVY DOES
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ARTICULATE NAVY’S MISSION
THE MISSION OF THE
NAVY IS TO MAINTAIN,
TRAIN AND EQUIP
COMBAT-READY NAVAL
FORCES CAPABLE OF
WINNING WARS,
MARITIME STRATEGY CORE CAPABILITIES-Forward Presence
-Deterrence
-Sea Control
-Power Projection
-Maritime Security
-Humanitarian Assistance & Disaster Response
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AMERICA’S NAVY IS THE GLOBAL FORCE THAT
PROTECTS THE WORLD BY WHATEVER MEANS
NECESSARY 24/7
NAVY BRAND POSITIONING
THE AUDIENCES
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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 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
CAMPBELL-EWALD | GLOBALHUE | GOLINHARRIS | ACCENTMARKETING
ARTICULATING THE NAVY BRAND
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GLOBAL GRAPHIC
NEED TO CHANGE COLOR OF STARS
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FORWARD PRESENCE
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DETERRENCE
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SEA CONTROL
Sea Control
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POWER PROJECTION
Power Projection
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MARITIME SECURITY
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HUMANITARIAN & DISASTER RELIEF
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RECRUITING TO FIT
CAMPBELL-EWALD | GLOBALHUE | GOLINHARRIS | ACCENTMARKETING
CREATIVE RESEARCH
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QUALITATIVE 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
-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
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QUANTITATIVE 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”
PRE & 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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CAMPBELL-EWALD | GLOBALHUE | GOLINHARRIS | ACCENTMARKETING
THANK YOU
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