dliflc 75th anniversary

#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

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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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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 DLIFLC’s 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).



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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 DLIFLC’s 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 Institute’s 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 Institute’s archives and repeated travel to interview people throughout the spring and summer of 2016.

Figure A

Figure B



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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 1950’s 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



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Implementation PhaseImplementing the 75th Anniversary took place throughout the year via social media (Figure D), but the ac-tual execution of events took place Nov. 3-5, 2016. The first event to be implemented was a Commandant Reception of dignitaries and inductees into the DLIFLC 2016 Hall of Fame. A summary of the selectees’ accomplishments was published online and in the Special Edition of the Globe magazine. The DLIFLC 2016 Hall of Fame event was broadcasted live via social media and drew a large viewership.

The Black Daggers received a lot of community attention with coverage via the local NBC affiliate, KSBW CH 8, and the Monterey County Herald (see links on page 13). PAO also did a live broadcast of this event via social media. The City of Monterey film producer also covered the event, and residents in the commu-nity, due to outreach, were aware of the jump and were able to see in local coverage.

The 75th Anniversary Ball, hosted by the DLI Foundation, was an alumni focused event that sold out for the first time in the Institute’s history with 650 tickets. The PAO team was dedicated to supporting the organization of this event by participating in volunteer meetings and providing branding and graphics as necessary. The PAO staff also volunteered to help set up and break down at the event, aside from conduct-ing all of their official duties of reporting, live broadcasting, posting and photographing the participants, dignitaries, guest speaker and cultural performances.

Figure D Figure E



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Evaluation PhaseThe 75th anniversary of the Defense Language Institute Foreign Language Center, with events taking place the week of Nov. 1-5, was deemed a success by organizers, attendees and alumni.

“I cannot thank you enough for all the time, effort and energy that made this entire anniversary week such a success,” said Col. Phil Deppert, DLIFLC commandant. “You really define what makes DLIFLC such a national treasure – tireless dedication, selfless service and passion for what you do.”

The Institute inducted seven new members into the Hall of Fame during a ceremony at the Presidio of Monterey Nov. 4 with more than 200 people attending in person at the Weckerling Center ballroom. Video from the induction ceremony posted on social media received more than 1,400 views with Facebook users congratulating the inductees in real time.

After the Hall of Fame ceremony, the Black Daggers, the official U.S. Army Special Operations Command parachute demonstration team, jumped into Soldier Field on the Presidio. One team member, DLIFLC alumnus Master Sgt. Sunnydale Hyde, delivered the commandant a scroll proclaiming the awarding of the Joint Meritorious Unit Award for the Institute’s success from 2013 to 2015.

More than 600 service members attended in person to see the Black Daggers as they jumped from a Chi-nook helicopter at 6,000 feet with smoke streamers, the DLIFLC flag, the Prisoner of War/Missing in Action flag and the U.S. flag. Video from the entire event posted to social media received more than 1,600 views.

The following day, Nov. 5, the DLI Foundation hosted the 75th Anniversary Ball at the Hyatt Regency in Monterey. The ball sold out for the first time ever about a month before the event when ticket sales reached the maximum of 650 guests.

Videos from the ball posted to social media received more than 4,700 views. One Facebook user said, “Thank you so much for posting these wonderful performances. Wow!” commenting on the cultural perfor-mances, which were part of the entertainment schedule.

Twitter users also took notice of anniversary events with U.S. Representative Sam Farr tweeting, “Happy anniversary, DLIFLC!”



75th Anniversary

Supporting Documentation: the 75th Anniversary branding examples

All graphic design and branding pertaining to the 75th Anniversary was designed by Amber Whittington, DLIFLC Public Affairs. She produced more than 100 different designs for advertising, promotion, marketing; including posters, brochures, flyers, banners, social media images, name plates, etc.

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Supporting Documentation: GLOBE Magazine Chronological Outline

Purpose: Assuming that someone has not heard of DLIFLC, they will pick up this magazine and come to know exactly who we are through our history.

I. Commandant and CSM letter A. From the top - Col. Deppert B. Command Sgt. Maj. Corner

II. Where is all began A. Original Japanese language instructor remembers Brig. Gen. Weckerling B. Aiso met challenges: Obstacles for Military Inteligence School

III. The Savage and Snelling years A. Nisei Soldier recalls World War II language training B. MIS student witnessed Japanese surrender C. Disney artist designs MISLS logo

IV. DLIFLC changes throughout the Cold War: Part 1 A. Language buildup B. Russian program running strong after 70 years C. Cossacks in Khaki: The Army Language School Russian choir D. “A trip around the world” V. The rise and fall: Vietnamese language training at DLIFLC A. Watching the world B. DLIFLC teacher recalls the fall of Saigon C. Remembering the fallen D. Navy celebrates 40th anniversary of anchor drop E. Language of the “Middle Kingdom” taught in Monterey

VI. DLIFLC changes throughout the Cold War: Part 2 A. The McNerney years: A time to build B. History of the ILR language: Proficiency skill level description and scale C. End of an era: The Berlin Wall dedication D. Dr. Donald C. Fischer: Bringing DLIFLC into the 21st Century VII. The school that went to War A. Language skills save lives: Recalling the Gulf War B. Speaking in the Sand C. DLIFLC provides rapid response language needs in Somalia

VIII. Close of the 20th Century A. Sobichevsky: the man, the myth, the legend B. Command Sergeant Major “Unleashed” C. Training Russian interpreters for combating weapons of mass destruction D. Alumni works to preserve his unit’s history E. Kevin Rice: In the eye of the storm, September 11, 2001

IX. Operation Enduring Freedom A. Getting to higher levels of proficiency B. Michael R. Simone: Creating a vision C. Defense Language Proficiency Test 5 D. Fixing the foreign language problem E. Kazakhstan Language Institute modeled after DLIFLC F. DLI-Washington: Multipurpose and mission essential G. Mansager: The young commandant H. Immersion: A strategy to higher foreign language proficiency I. Command Sgt. Maj. Nick Rozumny: From assembly line to Presidio J. Sue Ann Sandusky: The faculty’s commandant K. AF/PAK Hands makes bonds stronger

X. Modern period and beyond A. Education Network at DLIFLC B. Col. Terry Bare: The fork in the road that led to Monterey C. Dino Pick: Through good times and tough times D. In record time: DLIFLC staff produce Japanese language materials E. Nisei Soldiers of World War II receive Congressional Gold Medal F. Command Sgt. Maj. Tracey Bellotte: A dream come true G. Military Inteligence Service Historic Learning Center opens H. David K. Chapman: The power of immersion I. DJ Skelton: Finding his way back J. Command Sgt. Maj. Matildo Coppi: Mission first, people always K. Evolution of technology in education L. Col. Phillip J. Deppert: The faculty are my troops M. 2016 Hall of Fame Inductees N. The Hall of Fame O. DLIFLC mascot, Lingo

COMPLETED MAGAZINE

Adobe – indd.adobe.com/view/0b370a21-9a2e-45a7-ae7a-45946a36444b?ref=ide

DVIDS – www.dvidshub.net/publication/issues/31393

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75th Anniversary

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Supporting Documentation: Links to StoriesArmy.mil

Defense Language Institute’s 75th anniversary a success – www.army.mil/article/178499/Alumnus makes final parachute jump in 75th anniversary demonstration event – www.army.mil/article/176862/Defense Language Institute celebrates 75 years – www.army.mil/article/177372/defense_language_institute_celebrates_75_years

TRADOC News Center

Monterey language school’s 75th anniversary a success – tradocnews.org/monterey-language-schools-75th-anniversary-a-success/Defense Language Institute celebrates 75 years – tradocnews.org/defense-language-institute-celebrates-75-years/

The Pentagram newspaper

Defense Language Institute celebrates 75 years – www.dcmilitary.com/pentagram/eedition/page/page_9e2d96d9-576f-5a55-a608-3f24b17caeac.html

Other News

Defense Language Institute in Monterey celebrates 75 years – www.ksbw.com/article/defense-language-institute-in-monterey-celebrates-75-years/8249162DLI grad comes full circle with skydive – www.montereyherald.com/government-and-politics/20161021/dli-grad-comes-full-circle-with-skydiveAhoskie native inducted into DLI Hall of Fame – www.roanoke-chowannewsherald.com/2016/12/05/ahoskie-native-inducted-into-dli-hall-of-fame/

Social Media

Explore DLIFLC’s 75th year using #DLIFLC75

dliflc 75th anniversary

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