Navy Brand Brief To Navy Times November 2009
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Transcript of Navy Brand Brief To Navy Times November 2009
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17 NOV 2009
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What Navy DoesWhat Navy Does
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Articulate Navy’s MissionArticulate Navy’s Mission
The mission of the Navy is
to maintain, train and equip
combat-ready Naval forces
capable of winning wars,
deterring aggression and
maintaining freedom of the
seas
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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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America’s navy IS THE GLOBAL FORCE THAT
PROTECTS THE WORLD BY WHATEVER MEANS
NECESSARY 24/7
Navy Brand PositioningNavy Brand Positioning
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The AudiencesThe Audiences
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Great for recruiting today’s
youth
Motivating for the Fleet and
Veterans
Understood bythe American
People
Strong for Multicultural
Audiences
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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
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CAMPBELL-EWALD | GLOBALHUE | GOLINHARRIS | ACCENTMARKETING
ARTICULATING THE NAVY BRAND
ARTICULATING THE NAVY BRAND
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Global GraphicGlobal Graphic
NEED TO CHANGE COLOR OF STARS
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FORWARD PRESENCE
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DETERRENCE
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SEA CONTROL
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Sea ControlSea Control
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POWER PROJECTION
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Power ProjectionPower Projection
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MARITIME SECURITY
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HUMANITARIAN & DISASTER RELIEF
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RECRUITING TO FIT
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CAMPBELL-EWALD | GLOBALHUE | GOLINHARRIS | ACCENTMARKETING
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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CAMPBELL-EWALD | GLOBALHUE | GOLINHARRIS | ACCENTMARKETING
THANK YOUTHANK YOU