Navy Brand Presentation july_2011

Unclassified

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CDR Brent “Noise” Phillips - Navy Recruiting CommandDirector of Marketing & Advertising

Navy Recruiting Command

2 Regions26 Districts1,459 Stations65 MEPS1 “NORU”1 Reserve Unit

2 Regions26 Districts1,459 Stations65 MEPS1 Recruiting School house1 Reserve Unit

(MEPS)

Our mission: Recruit 43,279 Enlisted 4,009 Officers 4,220 NROTC Applications

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Navy’s Communications Efforts

Until October 2009, Navy’s outbound communications efforts focused exclusively on short-term goals, i.e. Recruiting Prospects Four different recruiting slogans since inception of the all volunteer force Targeted to prospects ages 18-24 and focused on their “what’s in it for me”

question- Be Someone Special – 1973- 1975

- Navy. It’s not just a job, it’s an adventure – 1976-1996

- Let the Journey Begin – 1996-2000

- Accelerate Your Life – 2001-2009

Navy suffers from the lack of a clear identity among the broader American public: News reporters and the public at large believe the Navy is manned by Generals

and Soldiers They don’t know what is entailed in service or the impact Navy has on their daily

lives. Without this foundation, it’s difficult for the general public to support Naval efforts

and/or service

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The Public Looking In

In most places around the country, Navy is invisible:No bases nearbyRepresented solely via the recruiting stations or NOSCsBases that are local are inaccessible

At the same time, Navy’s culture is very insular:The vocabulary, in particular, makes it difficult for interested

parties to understand what Navy is saying It may seem hard AND uninteresting, causing attention to

wane

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Which branch of the military is most important to national defense? (2010)

¹Source: Gallup Consulting

Branding – Navy’s Public Image

Which military branch is the most prestigious?

18%

What is a Brand?

A Brand is A set of perceptions and images representing an

organization, product, or serviceYour strategyThe essence or promise of what will be experienced or

encounteredThe sum of perceptions that someone sees, hears, reads,

knows, feels, and thinks about your organization, product or service

A Brand is notA logo or a swooshWhat you say it is but rather what your customers see it to be

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Why is a Brand Important?

Brand Equity – The impression of extra worth in peoples’ minds

A rallying point for employeesGain the support and admiration of the general

publicMakes it easier to recruit “the best and

brightest” while using less money over time

7Great brands convey WHAT they do and WHY they do it.

Just Do It

Our Brand: America’s Navy

A Global Force for Good

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Brand Backbone

Directly tied to the Navy’s Maritime Strategy

Speaks to Sailors past, present, and future

Developed by Sailors and target market focus groups

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Brand Purpose

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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AMERICA’S NAVY IS THE GLOBAL FORCE THAT PROTECTS THE

WORLD BY WHATEVER MEANS

NECESSARY 24/7

Navy Brand Positioning Statement

Creative Execution

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Navy Recruiting Command Messaging Channels

We use a multi-channel approach

Broadcast TV, National Radio Internet Advertising Navy Websites Print Advertising Direct Marketing Social Media (e.g., Facebook, YouTube, Twitter, flickr) National and Regional Events Media Events (e.g., X-Games, Army-Navy Game) Public Relations (aligned with CHINFO)

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Navy.com / NavyReserve.com

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Stats? Avg visits per month _____Time on site _________

#1 source of leads, but the sites don’t stand alone

Social Media

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ARTICULATING THE

NAVY BRAND

Maritime Strategy Core Capabilities

Forward Presence Deterrence Sea Control Power Projection Maritime Security Humanitarian Assistance & Disaster

Response

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FORWARD PRESENCE

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DETERRENCE

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SEA CONTROL

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POWER PROJECTION

Power Projection

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MARITIME SECURITY

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HUMANITARIAN & DISASTER RELIEF

We Need Your Help

Contact your local Navy Recruiting District CO

Join the conversation on social media

Use the Navy Brand in your Navy messaging

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Brand Awareness Map

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RED = Above Average Awareness

Backup

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National Television and Network RadioNASCAR

MagazinesPosters

In-High School Media

Internet Ads / Navy.com / Life Accelerator

Job PostingsDRTV & Radio

Direct Mail and E-Mail

Dynamics of Recruitable Population

16,000,000

10,400,000

8,000,000

6,900,000

6,400,000

5,300,000

Only 5% of the total male population are qualified and propensed to join the

military. DoD requires approximately 125K annually

~ About 2/3 of 17-24 year old males are not qualified for

military service Medical Unqualified (~5.6M)

Test Score Unqualified (~2.0M)

Conduct Unqualified (~1.6M)

Already in Military (~.5M)

Full Time in College (~1.1M)

Not Propensed to Serve (~4.5M)

Remaining Target Market

850,000

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