Copyright © 2014 Gallup, Inc. All rights reserved. 1.

Copyright © 2014 Gallup, Inc. All rights reserved.

EFFECTIVE COMMUNICATION AND ENGAGEMENT IN A COMPLEX ENVIRONMENTFINDINGS FROM GALLUP NATIONAL SURVEY AND NAVY WEEKS ASSESSMENT

2


THE NAVY OPERATES IN A COMPLICATED INFORMATION ENVIRONMENT WITH OFTEN CONFLICTING MESSAGES

Word-of- Mouth

Print

Key Influence

r

Social Media

Face-to- Face

Web

Television

3


WHILE MILITARY AND TERRORISM ARE PERCEIVED AS RELATIVELY IMPORTANT, AMERICANS ARE MORE FOCUSED ON EVERYDAY, BREAD AND BUTTER ISSUES

4


AMERICANS HAVE MORE CONFIDENCE IN THE MILITARY THAN ANY OTHER SOCIETAL INSTITUTION

% Great Deal/Quite A Lot of Confidence In2014

The military 74

Small business 62

The police 53

The church or organized religion 45

The medical system 34

The U.S. Supreme Court 30

The presidency 29

The public schools 26

Banks 26

The healthcare system 23

The criminal justice system 23

Newspapers 22

Big business 21

News on the Internet 19

Television news 18

Congress 7

5

Copyright © 2014 Gallup, Inc. All rights reserved. 6

PERCEIVED KNOWLEDGE OF MOST BRANCHES ROUGHLY EQUIVALENT. ARMY DECLINES AS WARS EBB?

Army Marines Navy Air Force Coast Guard0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

53%

43% 42%38%

22%

49%

42% 40% 40%

23%

2013 2014

Know A Lot or Some About Branch


AMERICANS HAVE A FIRM UNDERSTANDING OF THE NAVY’S MAIN MISSION

Description of Navy’s Main Mission or Responsibility


UNCHANGED FROM 2013, NAVY FAVORABILITY REMAINS HIGH; EQUIVALENT TO OTHER BRANCHES

Favorability Toward Military Service Branches(% 4 or 5)

Marines Air Force Navy Army Coast Guard0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

82% 82% 81%78% 78%

82% 81% 80%76% 76%

2013 2014

8

9Copyright © 2014 Gallup, Inc. All rights reserved.

NAVY WEEKS WORK! Overwhelming satisfaction

with events. Heavy interaction with Navy

personnel. Interaction is effective with a desire for more.

Presentations and demonstrations are most effective at transmitting knowledge. The Air Show and Navy Band less so.

Attendance increases favorability toward the Navy.

Participation leads to advocacy.


NAVY WEEK EVENTS GENERATE HIGH SATISFACTION

Satisfaction With Event Attended

3% 1%8%

28%

60%

Extremely sat-isfied

4

3

2

Not at all satis-fied

Don't know/Re-fused

Air Show Education/STEM

Business Community 0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

68% 65% 63%

46%

Extremely Satisfied


EVENTS ARE EFFECTIVE AT CONVEYING INFORMATION ABOUT THE NAVY — BUSINESS AND EDUCATION EVENTS ESPECIALLY

Community

Air Show

Education

Business

Total

46%

70%

80%

94%

63%

Learned “A Lot” or “Some”


Description of What Learned About Navy• Global Reach

• “I learned that the Navy is involved in many aspects of the world, including giving humanitarian aid and disaster relief to countries.”

• Role to Protect Shipping• “They are a main force in protecting trade routes.”

TCU School of Energy/Engineering Presentations

• Global Reach• “I did not realize how deployed the Navy is around the

world.”• Humanitarian Missions

• “They have a broad range of peaceful and humanitarian missions globally.”

Dallas Rotary Club/American

Legion Presentations

• Navy Band Existence• “I didn’t know they had a band.”

• Variety of Opportunities Available• “There are other job opportunities available to members of

the Navy.”

Navy Band Performances

• Air Capabilities• “Navy has an air branch of service.”• “They are so much more than ships and water.”• “They do more than I thought.”

Air Show

IN DALLAS, EDUCATION AND BUSINESS EVENTS WERE MOST SUCCESSFUL AT CONVEYING THE NAVY'S ROLE AND SPECIFICS. OMAHA PATTERNS SIMILAR.


NAVY WEEK EVENTS GENERATE FAVORABILITY. SMALLER, “INFORMATION HEAVY” EVENTS GENERATE MORE FAVORABILITY

Total Business Education Air Show Community0%

20%

40%

60%

80%

100%

73%

93%

81%75%

64%

On a scale of 1 to 5, where 1 is much less favorable and 5 is much more favorable, please tell me how favorable today’s event made you feel about the

Navy.(% 4 and 5)


NAVY WEEK ATTENDANCE INCREASES ADVOCACY OF A NAVY CAREER

Event Re-contact0%

20%

40%

60%

80%

100%

50%

63%

% 4 and 5 on 5-Point Likelihood to Recommend Scale

+13%


Use simplicity to compete in a complex environment– Consistent, focused, clear, meaningful

Leverage the public’s favorability toward the Navy– Satisfy their curiosity about Navy Basics– Make the link between the Navy’s mission and their everyday

concerns– Every interaction is a message opportunity

Make every sailor an ambassador– Make it a duty– Given them meaningful, simple messages to convey– Encourage interaction with the public

Use the Navy’s most valuable communication vehicle: Sailors

15

INCREASING NAVY COMMUNICATION EFFECTIVENESS


COPYRIGHT STANDARDS

This document contains proprietary research, copyrighted materials, and literary property of Gallup, Inc. It is for the guidance of your company only and is not to be copied, quoted, published, or divulged to others outside of your organization. Gallup®, Q12® Impact, SF34®, CE11® Impact, Clifton StrengthsFinder®, SRI®, The Gallup Path®, StrengthsCoach™, Gallup University®, Gallup Consulting®, StrengthsFinder®, The Gallup Poll®, and Business Impact Analysis™ are trademarks of Gallup, Inc. All other trademarks are the property of their respective owners.

This document is of great value to both your organization and Gallup, Inc. Accordingly, international and domestic laws and penalties guaranteeing patent, copyright, trademark, and trade secret protection protect the ideas, concepts, and recommendations related within this document.

No changes may be made to this document without the express written permission of Gallup, Inc.


ECONOMY AND DYSFUNCTIONAL GOVERNMENT HAVE REMAINED THE PRIMARY ISSUES OF IMPORTANCE TO AMERICANS

Copyright © 2014 Gallup, Inc. All rights reserved. 1.

Documents

Transcript of Copyright © 2014 Gallup, Inc. All rights reserved. 1.