navy brand presentation july_2011
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CDR Brent “Noise” Phillips - Navy Recruiting CommandDirector of Marketing & Advertising
Navy Recruiting Command
2 Regions26 Districts1,459 Stations65 MEPS1 “NORU”1 Reserve Unit
2 Regions26 Districts1,459 Stations65 MEPS1 Recruiting School house1 Reserve Unit
(MEPS)
Our mission: Recruit 43,279 Enlisted 4,009 Officers 4,220 NROTC Applications
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Navy’s Communications Efforts
Until October 2009, Navy’s outbound communications efforts focused exclusively on short-term goals, i.e. Recruiting Prospects Four different recruiting slogans since inception of the all volunteer force 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
Navy suffers from the lack of a clear identity among the broader American public: News reporters and the public at large believe the Navy is manned by Generals
and Soldiers They don’t know what is entailed in service or the impact Navy has on their daily
lives. Without this foundation, it’s difficult for the general public to support Naval efforts
and/or service
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The Public Looking In
In most places around the country, Navy is invisible:No bases nearbyRepresented solely via the recruiting stations or NOSCsBases that are local are inaccessible
At the same time, Navy’s culture is very insular:The vocabulary, in particular, makes it difficult for interested
parties to understand what Navy is saying It may seem hard AND uninteresting, causing attention to
wane
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Which branch of the military is most important to national defense? (2010)
¹Source: Gallup Consulting
Branding – Navy’s Public Image
Which military branch is the most prestigious?
18%
What is a Brand?
A Brand is A set of perceptions and images representing an
organization, product, or serviceYour strategyThe essence or promise of what will be experienced or
encounteredThe sum of perceptions that someone sees, hears, reads,
knows, feels, and thinks about your organization, product or service
A Brand is notA logo or a swooshWhat you say it is but rather what your customers see it to be
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Why is a Brand Important?
Brand Equity – The impression of extra worth in peoples’ minds
A rallying point for employeesGain the support and admiration of the general
publicMakes it easier to recruit “the best and
brightest” while using less money over time
7Great brands convey WHAT they do and WHY they do it.
Just Do It
Our Brand: America’s Navy
A Global Force for Good
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Brand Backbone
Directly tied to the Navy’s Maritime Strategy
Speaks to Sailors past, present, and future
Developed by Sailors and target market focus groups
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Brand Purpose
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 thereby supporting recruiting and end strength goal
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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
Creative Execution
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Navy Recruiting Command Messaging Channels
We use a multi-channel approach
Broadcast TV, National Radio Internet Advertising Navy Websites Print Advertising Direct Marketing Social Media (e.g., Facebook, YouTube, Twitter, flickr) National and Regional Events Media Events (e.g., X-Games, Army-Navy Game) Public Relations (aligned with CHINFO)
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Navy.com / NavyReserve.com
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Stats? Avg visits per month _____Time on site _________
#1 source of leads, but the sites don’t stand alone
Social Media
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ARTICULATING THE
NAVY BRAND
Maritime Strategy Core Capabilities
Forward Presence Deterrence Sea Control Power Projection Maritime Security Humanitarian Assistance & Disaster
Response
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FORWARD PRESENCE
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DETERRENCE
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SEA CONTROL
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POWER PROJECTION
Power Projection
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MARITIME SECURITY
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HUMANITARIAN & DISASTER RELIEF
We Need Your Help
Contact your local Navy Recruiting District CO
Join the conversation on social media
Use the Navy Brand in your Navy messaging
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Brand Awareness Map
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RED = Above Average Awareness
Backup
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National Television and Network RadioNASCAR
MagazinesPosters
In-High School Media
Internet Ads / Navy.com / Life Accelerator
Job PostingsDRTV & Radio
Direct Mail and E-Mail
Dynamics of Recruitable Population
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
~ About 2/3 of 17-24 year old males are not qualified for
military service 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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