navy brand brief to public affairs visual information symposium 2010 with video links
TRANSCRIPT
A Global Force For Good
Public Affairs Visual Information Symposium 26 May 2010
A Global Force For Good
Public Affairs Visual Information Symposium 26 May 2010
CE | GLOBALHUE | ACCENTMARKETING | GOLINHARRIS CE | GLOBALHUE | ACCENTMARKETING | GOLINHARRIS
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The Calling CommercialThe Calling Commercial
http://extensis.cnrc.navy.mil/creative/videos/CallingSD.wmv
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Historical ContextHistorical Context
Four different 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
In 2009, Navy adopted a “branding” strategy
Brand is a long-term strategy, not a slogan to change with the tide
Speaks to Sailors past, present, and future
Developed through Sailor & target market feedback and focus groups
Tied to Maritime Strategy
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Maritime Strategy Core CapabilitiesMaritime 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
Sea ControlSea Control
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POWER PROJECTION
Power ProjectionPower Projection
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MARITIME SECURITY
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HUMANITARIAN ASSISTANCE & DISASTER RELIEF
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RECRUITING TO “FIT”Right Sailor, Right Job
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Flags CommercialFlags Commercial
http://extensis.cnrc.navy.mil/creative/videos/FlagsSD.wmv
29CAMPBELL-EWALD | GLOBALHUE | GOLINHARRIS | ACCENTMARKETING
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CREATIVE RESEARCHCREATIVE RESEARCH
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Qualitative Research ResultsQualitative 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 generations. It shows
Navy’s capacity to protect and serve the United States and the world.”
- 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 can serve this way.”
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Quantitative Television testingQuantitative 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”
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Pre & Post Tracking ResearchPre & 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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America’s Navy – Brand SentimentAmerica’s Navy – Brand Sentiment
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America’s Navy – GFFG StatisticsAmerica’s Navy – GFFG Statistics
-With the launch of the new Navy.com, and the repositioning of the
GFFG information on the home page, May (projected) stats are
trending upward
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America’s Navy – Brand VolumeAmerica’s Navy – Brand Volume
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America’s Navy - YouTubeAmerica’s Navy - YouTube
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America’s Navy - YouTubeAmerica’s Navy - YouTube
-YouTube View Statistics
• “The Calling” (2 edits) – 111,111
• “Flags” – 3,277 views
• “Mi Navy” (Spanish with English subtitles) – 2,193 views
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Mi Navy CommercialMi Navy Commercial
- http://extensis.cnrc.navy.mil/creative/videos/Mi_NavySD.wmv
NEED TO CHANGE COLOR OF STARS
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How PAOs can help share our Navy brandHow PAOs can help share our Navy brand
Add brand to existing news products
Haiti, floods in Tennessee and other humanitarian assistance/disaster relief
Real-world operations (especially kinetic operations in support of GWOT/OCO)
Exercises
Brand our command websites
Pitch our brand as part of external events and news releases
Add brand to our to social media updates
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Examples of branding existing productsExamples of branding existing products
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Public Service AnnouncementPublic Service Announcement
42CAMPBELL-EWALD | GLOBALHUE | GOLINHARRIS | ACCENTMARKETING
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THANK YOUTHANK YOU
43CAMPBELL-EWALD | GLOBALHUE | GOLINHARRIS | ACCENTMARKETING
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Back-upBack-up
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Branding ExpertiseBranding Expertise
-Navy Recruiting team drew on the collective expertise of Campbell-
Ewald, Global Hue, and Accent Marketing
- In addition, Navy Recruiting Command retained Scott Bedbury to
help guide the sessions and develop the campaign:• Scott Bedbury is former CMO of Nike and Starbucks. A noted leader in global branding,
and author of A New Brand World who indicates Brands, to be most effective should:
• Articulate the mission
• Convey Why You Do It
• Identify The Human Truth
• Connect With Something Bigger
• Champion An Idea
• Speak With One Voice
• Everything Matters
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Cross Functional Team MeetingsCross Functional Team Meetings
-Two cross-functional team meetings were conducted.
Attendees included:• Enlisted men and women
• Officers
• Representatives from across the service, including Seals, Aviators,
Surface, Submarine and Recruiting Command.
-All participated in projective exercises (“brand metaphor”
and “three-word).
-Material was gathered and synthesized.
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Initial ConclusionsInitial Conclusions
-Summary of inputs, and communications strategy was
developed and presented to Recruiting Command and
CHINFO.
-Interim meeting was scheduled with MPT&E leaders,
chaired by CNP.
-Top-line learning used by pitching agencies as part of
Navy Recruiting Command’s advertising contract review
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America’s Navy – GFFG StatisticsAmerica’s Navy – GFFG Statistics
-While Interest in America’s Navy A Global Force for Good
continues, click thru’s to the GFFG portion of the website mirror a
decline of advertising and marketing activity in the marketplace.
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What Navy DoesWhat Navy Does
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The AudiencesThe Audiences
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 CommunicationsOur 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
thereby supporting recruiting and end strength goal