Navy Brand Brief to CHINFO
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Transcript of Navy Brand Brief to CHINFO
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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