3. THE AUDIENCES
Motivating for
the Fleet and
Veterans
Great for Understood by
recruiting today’s the American
youth People
Strong for
Multicultural
Audiences
3
4. THE OPPORTUNITY FOR NAVY
Few brands have the potential brand power
that the Navy has at its disposal
Even fewer have the potential to
change the world as you do
Navy can be one of the most honored brands
Let’s tell the story of America’s Navy and give it
the credit, respect and admiration it deserves
4
5. ARTICULATING THE
NAVY BRAND
CAMPBELL-EWALD | GLOBALHUE | GOLINHARRIS | ACCENTMARKETING
5
6. AN INTEGRAL PART OF THE
UNITED STATES
-The Constitution requires the federal
government to protect maritime commerce
from both foreign and state interference
• The concerns that lead to our Constitution are just as
important today as they were when the Constitution was
adopted
- Maritime Commerce Win Froelich
www.nwc.navy.mil
6
7. ARTICULATE NAVY’S MISSION
THE MISSION OF THE
NAVY IS TO MAINTAIN,
TRAIN AND EQUIP
COMBAT-READY NAVAL
FORCES CAPABLE OF
WINNING WARS,
7
14. NAVY BRAND POSITIONING
AMERICA’S NAVY IS THE
GLOBAL FORCE THAT
PROTECTS THE WORLD
BY WHATEVER MEANS
NECESSARY 24/7
14
15. CONVEY WHY YOU DO IT
“We believe in serving”
-“It’s important”
-“Freedom is a bigger dream than any one of us”
-You have made a conscious decision to do more
with your lives
-While the vast majority of Americans go through
the motions, Sailors are engaged 24/7, doing
15
16. WHY AND HOW YOU DO IT
-Sailors are deeply proud of the Navy
-They know they are sacrificing to achieve a greater
good
16
17. WHY AND HOW YOU DO IT
-Sailors are deeply proud of the Navy
-They know they are sacrificing to achieve a greater
good
Is this relevant to the General
Public?
18
17
18. WE’RE UNCERTAIN ABOUT THE
PRESENT
LOCAL NATIONAL GLOBAL
“Minor shocks &
50% of Americans 70% rate national interruptions to the
describe themselves politics as bad system can have
as “struggling” versus - Harris Interactive, 8/08
dramatic, instantaneous
37% in 2006 73%-77% — volume of e!ects that reverberate
- Gallup-Healthways, 8/08 Americans who have worldwide”
negative opinions of - Secretary Winter, 7/08
39% expect things to
President, Congress, 60% have cut back
get worse over the political parties significantly on
next 6 months - Harris Interactive, 8/08
household spending to
- Harris Interactive, 8/08
76% — volume of compensate for high gas
1 in every 8 seconds — Americans who believe prices
volume of baby the country is headed - USA Today / Gallup Poll
boomers retiring in the wrong direction $700 Billion Rescue Plan
- Ad Age, 7/08 - Harris Interactive, 8/08 - Contemporary News
18
19. WE WANT TO FEEL BETTER
ABOUT OUR COUNTRY
How Others Feel About Your Country
- Source: PEW 2006
19
20. IN SHORT
WE WANT TO RECAPTURE
OUR GREATNESS AND REFLECT
OUR PRIDE IN OUR COUNTRY
20
21. IN SHORT: WE NEED THE NAVY
WE WANT TO RECAPTURE
OUR GREATNESS AND REFLECT
OUR PRIDE IN OUR COUNTRY
“It follows that as certain that night succeeds the day,
that without a decisive Naval Force, we can do nothing
definitive and with it, everything honorable and glorious”
- George Washington, November, 1781
21
22. A NEW WAVE OF SERVICE
76% of all adults agree it’s extremely /
very
important to be seen as someone who
goes out of your way to help others
- Yankelovich, 1/08
5 million households took
volunteer vacations in 2007
- Yankelovich, 2/08
Millenials display a spirit of
volunteerism and interest in the world
around them
- Applying to service organizations such as the
Peace Corps in record numbers
- 95% indicate that spending time volunteering
or helping people is very or somewhat
important
22 -
Yankelovich Monitor, 2007
23. RESONATES WITH THE
MULTICULTURAL AUDIENCES
-African Americans
• More likely than all other groups (90%) to focus their community
service e!orts on the needs of homeless and hungry people,
advancing the rights of emerging majorities, and e!orts sponsored
by their religious organizations
• Source: 2007/2008 Yankelovich Monitor
-Asian Americans
• More willing than other groups (70%) to volunteer their time for a
good cause " " "
• Source: Simmons 2008
-81% of Hispanic Parents
• Have close ties to family members who live in Spanish-speaking
23
24. NAVY BRAND POSITIONING IS
RELEVANT
America’s Navy
is the global You Serve as
force that a Global Force
protects the for Good
world by
whatever means
necessary 24/7
24
25. IGNITING THE FLEET
&
INSPIRING AMERICA
CAMPBELL-EWALD | GLOBALHUE | GOLINHARRIS | ACCENTMARKETING
25
26. 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
26
65. 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 e!orts throughout the world. I
65
66. 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”
66
70. CREATIVE RESEARCH
-Qualitative testing of alternative themes - ideas
based on service and ubiquity
-Qualitative and quantitative testing of concepts
• Recruiting Target
• Veterans
• Influencers
• General Market
• African Americans
• Hispanic
70
71. QUALITATIVE TESTING!
“Appeal crosses generations.”
- General Market Moderator
“Never seen a reaction like this
to the work we’ve tested!”
- Hispanic Moderator
71
72. 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
generations. It shows Navy’s capacity to protect and
serve the United States and the world.”
• “That hit all the buttons.”
• “I liked the tradition - it’s very Navy.”
• “Showed purpose and duty.”
72
73. QUALITATIVE RESEARCH RESULTS
-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 e!orts throughout the world. I
can serve this way.”
73
74. 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”
74
75. QUANTITATIVE THEME RESULTS
-86% had positive thoughts about “A Global Force
For Good”
-88% had positive feelings about the tagline
• “Itmakes you think of all the good things you have in
life that others don’t and how the Navy is out there
trying to make sure we keep what we have and help
others as well.”
• “Itjust gives you a warm feeling inside to know that we
are protected and safe. It makes you feel proud to be
an American.
If I were younger, it would make me want to enlist to
be a part of something like that.”
75
