A Global Force For Good Public Affairs Visual Information Symposium 26 May 2010 CE | GLOBALHUE | ACCENTMARKETING | G...
The Calling Commercial http://extensis.cnrc.navy.mil/creative/videos/CallingSD.wmv
Historical Context <ul><li>Four different slogans since inception of the all volunteer force </li></ul><ul><li>Targeted to...
Maritime Strategy Core Capabilities <ul><li>Forward Presence </li></ul><ul><li>Deterrence </li></ul><ul><li>Sea Control </...
FORWARD PRESENCE
 
 
DETERRENCE
 
SEA CONTROL
Sea Control
 
POWER PROJECTION
 
Power Projection
MARITIME SECURITY
 
 
HUMANITARIAN ASSISTANCE & DISASTER RELIEF
 
 
RECRUITING TO “FIT” Right Sailor, Right Job
Flags Commercial http://extensis.cnrc.navy.mil/creative/videos/FlagsSD.wmv
 
 
 
 
 
CAMPBELL-EWALD | GLOBALHUE | GOLINHARRIS | ACCENTMARKETING CREATIVE RESEARCH
Qualitative Research Results <ul><li>General Public, Influencers, and Veterans </li></ul><ul><ul><li>“ The desire to serve...
Quantitative Television testing <ul><li>TV Testing Across General Market </li></ul><ul><ul><li>“ Lifeline” </li></ul></ul>...
Pre & Post Tracking Research <ul><li>Gauge key awareness measures and attitudes toward Navy both prior and then immediatel...
America’s Navy – Brand Sentiment
America’s Navy – GFFG Statistics <ul><li>With the launch of the new Navy.com, and the repositioning of the GFFG informatio...
America’s Navy – Brand Volume
America’s Navy - YouTube
America’s Navy - YouTube <ul><li>YouTube View Statistics </li></ul><ul><ul><li>“ The Calling” (2 edits) – 111,111 </li></u...
Mi Navy Commercial <ul><li>http://extensis.cnrc.navy.mil/creative/videos/Mi_NavySD.wmv </li></ul>NEED TO CHANGE COLOR OF...
How PAOs can help share our Navy brand <ul><li>Add brand to existing news products </li></ul><ul><ul><li>Haiti, floods in ...
Examples of branding existing products
Public Service Announcement
CAMPBELL-EWALD | GLOBALHUE | GOLINHARRIS | ACCENTMARKETING THANK YOU
CAMPBELL-EWALD | GLOBALHUE | GOLINHARRIS | ACCENTMARKETING Back-up
Branding Expertise <ul><li>Navy Recruiting team drew on the collective expertise of Campbell-Ewald, Global Hue, and Accent...
Cross Functional Team Meetings <ul><li>Two cross-functional team meetings were conducted. Attendees included: </li></ul><u...
Initial Conclusions <ul><li>Summary of inputs, and communications strategy was developed and presented to Recruiting Comma...
America’s Navy – GFFG Statistics <ul><li>While Interest in America’s Navy A Global Force for Good continues, click thru’s...
What Navy Does
The Audiences Great for recruiting today’s youth Motivating for the Fleet and Veterans Understood by the American People...
Our Navy Brand Communications <ul><li>Make the fleet and veterans rise up and cheer by the way we show America how critic...
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Navy Brand Brief To Public Affairs Visual Information Symposium 2010 With Video Links

Published on: Mar 3, 2016
Published in: Business      News & Politics      
Source: www.slideshare.net


Transcripts - Navy Brand Brief To Public Affairs Visual Information Symposium 2010 With Video Links

  • 1. A Global Force For Good Public Affairs Visual Information Symposium 26 May 2010 CE | GLOBALHUE | ACCENTMARKETING | GOLINHARRIS
  • 2. The Calling Commercial http://extensis.cnrc.navy.mil/creative/videos/CallingSD.wmv
  • 3. Historical Context <ul><li>Four different slogans since inception of the all volunteer force </li></ul><ul><li>Targeted to prospects ages 18-24 and focused on their “what’s in it for me” question </li></ul><ul><ul><li>Be Someone Special – 1973- 1975 </li></ul></ul><ul><ul><li>Navy. It’s not just a job, it’s an adventure – 1976-1996 </li></ul></ul><ul><ul><li>Let the Journey Begin – 1996-2000 </li></ul></ul><ul><ul><li>Accelerate Your Life – 2001-2009 </li></ul></ul><ul><li>In 2009, Navy adopted a “branding” strategy </li></ul><ul><ul><li>Brand is a long-term strategy, not a slogan to change with the tide </li></ul></ul><ul><ul><li>Speaks to Sailors past, present, and future </li></ul></ul><ul><ul><li>Developed through Sailor & target market feedback and focus groups </li></ul></ul><ul><ul><li>Tied to Maritime Strategy </li></ul></ul>
  • 4. Maritime Strategy Core Capabilities <ul><li>Forward Presence </li></ul><ul><li>Deterrence </li></ul><ul><li>Sea Control </li></ul><ul><li>Power Projection </li></ul><ul><li>Maritime Security </li></ul><ul><li>Humanitarian Assistance & Disaster Response </li></ul>
  • 5. FORWARD PRESENCE
  • 8. DETERRENCE
  • 10. SEA CONTROL
  • 11. Sea Control
  • 13. POWER PROJECTION
  • 15. Power Projection
  • 16. MARITIME SECURITY
  • 19. HUMANITARIAN ASSISTANCE & DISASTER RELIEF
  • 22. RECRUITING TO “FIT” Right Sailor, Right Job
  • 23. Flags Commercial http://extensis.cnrc.navy.mil/creative/videos/FlagsSD.wmv
  • 29. CAMPBELL-EWALD | GLOBALHUE | GOLINHARRIS | ACCENTMARKETING CREATIVE RESEARCH
  • 30. Qualitative Research Results <ul><li>General Public, Influencers, and Veterans </li></ul><ul><ul><li>“ The desire to serve is something that comes from inside. If my child has the calling, I will support them. </li></ul></ul><ul><ul><li>“ It makes me proud to be an American.” </li></ul></ul><ul><ul><li>“ 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.” </li></ul></ul><ul><li>- Recruiting Prospects </li></ul><ul><li>“ It makes you feel like you’re part of a brotherhood. It grabs you and makes you want to be part of the Navy.” </li></ul><ul><li>“ The opportunity to help is quite appealing.” </li></ul><ul><li>“ It shows humanitarian efforts throughout the world. I can serve this way.” </li></ul>
  • 31. Quantitative Television testing <ul><li>TV Testing Across General Market </li></ul><ul><ul><li>“ Lifeline” </li></ul></ul><ul><ul><ul><li>90% of Moms found it “very or extremely likeable” </li></ul></ul></ul><ul><ul><ul><li>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” </li></ul></ul></ul><ul><ul><li>“ The Calling” </li></ul></ul><ul><ul><ul><li>70% of Dads found it “very or extremely engaging” </li></ul></ul></ul><ul><ul><ul><li>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” </li></ul></ul></ul>
  • 32. Pre & Post Tracking Research <ul><li>Gauge key awareness measures and attitudes toward Navy both prior and then immediately following a 2 week media burst </li></ul><ul><li>Unaided Ad awareness for Navy better than doubled (8% to 17%) </li></ul><ul><li>Total Ad awareness increased 25% (22% to 27%) </li></ul><ul><li>Increases were noted across all age and gender subgroups </li></ul>
  • 33. America’s Navy – Brand Sentiment
  • 34. America’s Navy – GFFG Statistics <ul><li>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 </li></ul>
  • 35. America’s Navy – Brand Volume
  • 36. America’s Navy - YouTube
  • 37. America’s Navy - YouTube <ul><li>YouTube View Statistics </li></ul><ul><ul><li>“ The Calling” (2 edits) – 111,111 </li></ul></ul><ul><ul><li>“ Flags” – 3,277 views </li></ul></ul><ul><ul><li>“ Mi Navy” (Spanish with English subtitles) – 2,193 views </li></ul></ul>
  • 38. Mi Navy Commercial <ul><li>http://extensis.cnrc.navy.mil/creative/videos/Mi_NavySD.wmv </li></ul>NEED TO CHANGE COLOR OF STARS
  • 39. How PAOs can help share our Navy brand <ul><li>Add brand to existing news products </li></ul><ul><ul><li>Haiti, floods in Tennessee and other humanitarian assistance/disaster relief </li></ul></ul><ul><ul><li>Real-world operations (especially kinetic operations in support of GWOT/OCO) </li></ul></ul><ul><ul><li>Exercises </li></ul></ul><ul><li>Brand our command websites </li></ul><ul><li>Pitch our brand as part of external events and news releases </li></ul><ul><li>Add brand to our to social media updates </li></ul>
  • 40. Examples of branding existing products
  • 41. Public Service Announcement
  • 42. CAMPBELL-EWALD | GLOBALHUE | GOLINHARRIS | ACCENTMARKETING THANK YOU
  • 43. CAMPBELL-EWALD | GLOBALHUE | GOLINHARRIS | ACCENTMARKETING Back-up
  • 44. Branding Expertise <ul><li>Navy Recruiting team drew on the collective expertise of Campbell-Ewald, Global Hue, and Accent Marketing </li></ul><ul><li>In addition, Navy Recruiting Command retained Scott Bedbury to help guide the sessions and develop the campaign: </li></ul><ul><ul><li>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: </li></ul></ul><ul><ul><ul><li>Articulate the mission </li></ul></ul></ul><ul><ul><ul><li>Convey Why You Do It </li></ul></ul></ul><ul><ul><ul><li>Identify The Human Truth </li></ul></ul></ul><ul><ul><ul><li>Connect With Something Bigger </li></ul></ul></ul><ul><ul><ul><li>Champion An Idea </li></ul></ul></ul><ul><ul><ul><li>Speak With One Voice </li></ul></ul></ul><ul><ul><ul><li>Everything Matters </li></ul></ul></ul>
  • 45. Cross Functional Team Meetings <ul><li>Two cross-functional team meetings were conducted. Attendees included: </li></ul><ul><ul><li>Enlisted men and women </li></ul></ul><ul><ul><li>Officers </li></ul></ul><ul><ul><li>Representatives from across the service, including Seals, Aviators, Surface, Submarine and Recruiting Command. </li></ul></ul><ul><li>All participated in projective exercises (“brand metaphor” and “three-word). </li></ul><ul><li>Material was gathered and synthesized. </li></ul>
  • 46. Initial Conclusions <ul><li>Summary of inputs, and communications strategy was developed and presented to Recruiting Command and CHINFO. </li></ul><ul><li>Interim meeting was scheduled with MPT&E leaders, chaired by CNP. </li></ul><ul><li>Top-line learning used by pitching agencies as part of Navy Recruiting Command’s advertising contract review </li></ul>
  • 47. America’s Navy – GFFG Statistics <ul><li>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. </li></ul>
  • 48. What Navy Does
  • 49. The Audiences Great for recruiting today’s youth Motivating for the Fleet and Veterans Understood by the American People Strong for Multicultural Audiences
  • 50. Our Navy Brand Communications <ul><li>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 </li></ul><ul><li>Create reverence and unmitigated admiration </li></ul><ul><li>for the institution and the men and women who comprise our Navy </li></ul><ul><li>Elevate Navy to the status of employer of choice thereby supporting recruiting and end strength goal </li></ul>

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