Navy Times PPT

Dec 7, 20092 likes1,869 views

The document outlines the Navy's mission to maintain combat-ready naval forces capable of winning wars through core capabilities like forward presence, deterrence, sea control, and power projection. It discusses positioning the Navy brand to show how the Navy protects the world 24/7. Research with various audiences found pride in the Navy's tradition, honor, and humanitarian efforts. Quantitative testing of TV ads showed increased positive views of joining the Navy. Pre and post tracking found increased awareness of the Navy and more positive attitudes after a media campaign.

ARTICULATE NAVY’S MISSION

THE MISSION OF THE
NAVY IS TO MAINTAIN,
TRAIN AND EQUIP
COMBAT-READY NAVAL
FORCES CAPABLE OF
WINNING WARS,

3

MARITIME STRATEGY CORE
CAPABILITIES
-Forward Presence
-Deterrence
-Sea Control
-Power Projection
-Maritime Security
-Humanitarian Assistance & Disaster Response

4

THE AUDIENCES

Motivating for
the Fleet and
Veterans

Great for Understood by
recruiting today’s the American
youth People

Strong for
Multicultural
Audiences

6

GLOBAL GRAPHIC

NEED TO CHANGE COLOR OF STARS

10

CREATIVE RESEARCH

CAMPBELL-EWALD | GLOBALHUE | GOLINHARRIS | ACCENTMARKETING
34

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
35

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”

36

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

38

THANK YOU

CAMPBELL-EWALD | GLOBALHUE | GOLINHARRIS | ACCENTMARKETING
39

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Navy Times PPT

1. 17 NOV 2009

2. WHAT NAVY DOES 2

3. ARTICULATE NAVY’S MISSION THE MISSION OF THE NAVY IS TO MAINTAIN, TRAIN AND EQUIP COMBAT-READY NAVAL FORCES CAPABLE OF WINNING WARS, 3

4. MARITIME STRATEGY CORE CAPABILITIES -Forward Presence -Deterrence -Sea Control -Power Projection -Maritime Security -Humanitarian Assistance & Disaster Response 4

5. NAVY BRAND POSITIONING AMERICA’S NAVY IS THE GLOBAL FORCE THAT PROTECTS THE WORLD BY WHATEVER MEANS NECESSARY 24/7 5

6. THE AUDIENCES Motivating for the Fleet and Veterans Great for Understood by recruiting today’s the American youth People Strong for Multicultural Audiences 6

7. 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 7

8. ARTICULATING THE NAVY BRAND CAMPBELL-EWALD | GLOBALHUE | GOLINHARRIS | ACCENTMARKETING 8

9. 9

10. GLOBAL GRAPHIC NEED TO CHANGE COLOR OF STARS 10

11. FORWARD PRESENCE 11

14. DETERRENCE 14

16. SEA CONTROL 16

17. Sea Control

19. POWER PROJECTION 19

21. Power Projection

22. MARITIME SECURITY 22

25. HUMANITARIAN & DISASTER RELIEF 25

28. RECRUITING TO FIT 28

34. CREATIVE RESEARCH CAMPBELL-EWALD | GLOBALHUE | GOLINHARRIS | ACCENTMARKETING 34

35. 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 35

36. 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” 36

37. SENTIMENT 37

38. 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 38

39. THANK YOU CAMPBELL-EWALD | GLOBALHUE | GOLINHARRIS | ACCENTMARKETING 39

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Navy Times PPT

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