3 NOVEMBER 2009

CAMPBELL-EWALD | GLOBALHUE | GOLINHARRIS | ACCENTMARKETING

ARTICULATING THE NAVY BRAND IN THE

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THE AUDIENCES

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Great for recruiting today’s

youth

Motivating for the Fleet and

Veterans

Understood bythe American

People

Strong for MulticulturalAudiences

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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

CAMPBELL-EWALD | GLOBALHUE | GOLINHARRIS | ACCENTMARKETING

ARTICULATING THE NAVY BRAND

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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

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ARTICULATE NAVY’S MISSION

THE MISSION OF THE

NAVY IS TO MAINTAIN,

TRAIN AND EQUIP

COMBAT-READY NAVAL

FORCES CAPABLE OF

WINNING WARS,

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WHAT NAVY DOES

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WHAT NAVY DOES

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WHAT NAVY DOES

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WHAT NAVY DOES

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WHAT NAVY DOES

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WHAT NAVY DOES

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AMERICA’S NAVY IS THE GLOBAL FORCE THAT

PROTECTS THE WORLD BY WHATEVER MEANS

NECESSARY 24/7

NAVY BRAND POSITIONING

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CONVEY WHY YOU DO IT

-“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

“We believe in serving”

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WHY AND HOW YOU DO IT

-Sailors are deeply proud of the Navy

-They know they are sacrificing to achieve a greater

good

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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?

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LOCAL

50% of Americans

describe themselves

as “struggling” versus

37% in 2006

- Gallup-Healthways, 8/08

39% expect things to

get worse over the

next 6 months

- Harris Interactive, 8/08

1 in every 8 seconds —

volume of baby

boomers retiring- Ad Age, 7/08

NATIONAL

70% rate national politics as bad

- Harris Interactive, 8/08

73%-77% — volume of

Americans who have negative opinions of

President, Congress,

political parties- Harris Interactive, 8/08

76% — volume of

Americans who believe

the country is headed

in the wrong direction- Harris Interactive, 8/08

GLOBAL

“Minor shocks & interruptions to the

system can have

dramatic, instantaneous

e!ects that reverberate

worldwide” - Secretary Winter, 7/08

60% have cut back

significantly on

household spending to compensate for high gas

prices- USA Today / Gallup Poll

$700 Billion Rescue Plan- Contemporary News

WE’RE UNCERTAIN ABOUT THE PRESENT

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WE WANT TO FEEL BETTER ABOUT OUR COUNTRY

How Others Feel About Your Country

- Source: PEW 2006

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IN SHORT

WE WANT TO RECAPTURE

OUR GREATNESS AND REFLECT

OUR PRIDE IN OUR COUNTRY

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IN SHORT: WE NEED THE NAVY

“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

WE WANT TO RECAPTURE

OUR GREATNESS AND REFLECT

OUR PRIDE IN OUR COUNTRY

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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 -

Yankelovich Monitor, 2007

More than a trend — the beginning of a

40-year cycleMorley Winograd, The Washington Post, 2/08

A NEW WAVE OF SERVICE

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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

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NAVY BRAND POSITIONING IS RELEVANT

America’s Navy

is the global

force that

protects the

world by

whatever means

necessary 24/7

You Serve as

a Global Force

for Good

CAMPBELL-EWALD | GLOBALHUE | GOLINHARRIS | ACCENTMARKETING

IGNITING THE FLEET &

INSPIRING AMERICA

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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

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GLOBAL GRAPHIC

NEED TO CHANGE COLOR OF STARS

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LOCAL MARKET TRANSFORMATION

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FORWARD PRESENCE

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DETERRENCE

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SEA CONTROL

Sea Control

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POWER PROJECTION

Power Projection

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MARITIME SECURITY

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HUMANITARIAN

& DISASTER RELIEF

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RECRUITING TO FIT

Play “My Navy”

CAMPBELL-EWALD | GLOBALHUE | GOLINHARRIS | ACCENTMARKETING

CREATIVE RESEARCH

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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

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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”

CAMPBELL-EWALD | GLOBALHUE | GOLINHARRIS | ACCENTMARKETING

THANK YOU

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CAMPBELL-EWALD | GLOBALHUE | GOLINHARRIS | ACCENTMARKETING

BACK-UP

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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

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QUALITATIVE TESTING!

“Appeal crosses generations.”

- General Market Moderator

“Never seen a reaction like this

to the work we’ve tested!”

- Hispanic Moderator

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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.”

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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.”

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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”

-86% had positive thoughts about “A Global Force

For Good”

-88% had positive feelings about the tagline

•“It makes 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.”

•“It just 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.”

QUANTITATIVE THEME RESULTS

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