US Navy Strategic Diversity Recruitment “Rising to the Top” Presented By: Urban Media Solutions.

US Navy Strategic Diversity Recruitment

“Rising to the Top”

Presented By: Urban Media Solutions

Based in New York and Washington DC

Our combined team has more than 100 years of marketing, media and management experience

We build networks, agencies and provide corporate strategies across the globe

Let's look at the idea innovation for the United States Navy

About Urban Media Solutions

Executive Summary5

Campaign Engagement Highlights6

Demographics8

Urban Media Solutions (UMS) Clients10

UMS Capabilities11UMS Executive Team

12Strategic Partnership

14Contact Information

20

Table of Contents

Executive Summary

The Challenge: Finding Minority Officer Candidates

Increasingly geopolitical environments are changing across the globe. Today, global conflicts arise that are fardifferent than the conflicts of the 20th century.

The American military is faced with different challenges that require new perspectives. In addition, our world is rapidly changing. Innovation in technology and weapon development is critical to the success of the U.S. military.

Similarly as the world geopolitical hotspots evolve, the USA racial make-up is changing. Today nearly 30% of the nation is Hispanic, black or Asian and this rising minority population is only going to increase in the coming decades.

U.S. Census Bureau predicts U.S.A. will be a majority, minority nation by 2040. The nation's military branches have made diversity a major focus. Although the U.S. Air Force Times indicates only 4% to 8 % of the officer ranks in the Air Force, Navy and Marines are minorities. Therefore, developing a vibrant recruitment initiative is critically vital to successfully bringing TOP MINORITY TALENT TO THE NAVY.

Campaign Highlights

The Answer: Create a Pool of Potential CandidatesAs an idea innovator, our mission is to transform challenges into opportunities. We combine innovative ideas with experience operators to create programs which bring cost-effective results for our clients. Our program is designed to reach the nation's millennial population of African Americans, Hispanics and Asians. It is based upon three concepts:•Engage•Entertain•Educate

Approach Minority Youth on Three Platforms:Community Interaction via specialized programs, events and seminars at select high schools, colleges and graduate school programs for top achieving minority students in STEM fields. We will focus on institutions such as HBCU in the south and southeast, predominantly Hispanic colleges in the southwest/west and select High Schools and secondary school educational organizations that highlight math and science.Radio Engagement Campaigns that promote the U.S. Navy to the local and regional communities with high concentrations of minority groups in the South and Southwest using mobile messaging and marketing to educate the communitiesSocial Media Innovation via online gaming challenges, webcasts, blogs and virtual communities such asFacebook and Twitter to attract millennial, minority youth

Campaign Highlights

The Benefit: The Result from reaching a larger pool of minority candidates

Qualified Candidates: Though our targeted high school and college campaign, we will provide the Navy with qualified and pre-screened top minority prospects in science, technology and math fields. As a result Navy recruiters will have greater opportunities to win commitments instead of spending large segments of time just finding candidates before educating them on the benefits of the branch.

Development of College ROTC programs: As we reach out through the targeted high school ranks, we will beable to link merit academic scholarships with college bound students at select institutions. Long term this will create a pipeline of future candidates and raise the Navy's profile on science and technologyfocus institutions with significant minority student populations.

Positive Exposure: By focusing on minority communities with a targeted but highly publicized campaign, the Navy will develop a strong brand awareness and loyalty in the African American, Hispanic and Asian communities. The result will be a stronger affinity for the Navy among minority families, educators and political leaders.

Reach & Demographics

State by Ranking

Past and Present Clients

Capabilities

We are a full service branding agency that focuses on innovation and ideas to serveour clients. We provide our clients with:

• Target Research and Strategic Planning

• Brand Positioning and Communication Platforms

• Creative Development

• Media Planning

• Events and Experiential Initiatives

• Data Collection and CRM

• Program and Campaign Measurement-ROI

Executive Team

Bernard Bell, CEO: A 20 year entertainment and media veteran, Bell was the Sr. Vice President, in the office of the President, at TV One. He led TV One’s ancillary businesses and directed all finances along the company’s various platforms. As the CEO of a growing professional and business staff, he has created a marketing network focused on reaching urban consumers on multiple digital and marketing platforms. Currently under his leadership, Urban Media has created partnership with leading financial networks, universities and associations and major pharmaceutical and health care organizations.

Jack Anesh, Creative Operations: A 40 year advertising veteran, Anesh serves as a leader in our Creative operations. Jack has been the creator and leader of a number of national campaigns in the last 4 decades for Pan Am Airlines, American Express and was the creator of the "Keep America Beautiful" television commercials of the 70s. Now a part of the UMS Branding team, Jack assists our creative team on concepts and provides industry insight to our management team.

Kevrick McKain, SVP Client Services: A 10 year veteran of multicultural marketing, McKain was the Marketing Director for Capital K Consultants, Inc. A market communication firm that provided multicultural marketing strategy to firms throughout the southeast. He was the account director for Capital K's relationships with First Citizens Bank, Blue Cross Blue Shield of NC, Wendy's International, TV One and Golden Corral. Now the SVP for Client Services, Kevrick manages the company's account relationships and new business development strategy.

Strategic Partnerships

Pro Social Entertainment, The Blair Underwood Partnership

As President Elias Martinez, the actor Blair Underwood, faced countless challenges

as the fictional leader of the free world. Underwood, previously seen by millions on the NBC conspiracy thriller, The Event, has graciously agreed to lend his likeness and serve as a spokesman for Urban Media Solutions campaigns.

We also serve as the marketing arm for number of Blair's projects ranging from health improvement products to clothing lines to the Blair Underwood Production unit.

With a particular focus on education, service and health awareness, we will leverage his impeccableimage to reach families, women and a multi-racial audience that will bring great value to corporateadvertisers.

Strategic Partnerships

Reality TV Show, Cross OverCROSS OVER is the dramatic story of ten young men,

bound by theirpassion to play basketball and haunted by difficult

pasts. These youngmen move into a stunning house in Los Angeles from

different parts of the country to play prep school basketball with the hopes of obtaining a

college scholarship. In the tumult of their lives they find friendship,

education, business experience, and hope. Through the game and artistry of basketball they find the strength to confront their pasts and refashion their futures.

Cross Over is being Executive Produced by Blair Underwood

Talent Attached: Kevin Durrant; hip-hop artist RaekwonNon-profit and Advocacy Partners: NAACP; African American Bar Association;The Mom Squad – a group of mother’s of professional athletes and entertainers working with young peopleto encourage civic engagement and education

Strategic Partnerships

Feature Film, Life Love SoulLife Love Soul is a BU Theatre property. The film is

complete andavailable for distribution in theaters, and on TV

internationally.

LIFE LOVE SOUL is a coming of age Urban drama.

BU Theatre is currently negotiating a theatrical release deal with

Emerging Pictures and a 360 deal with Melee Entertainment.

The Cast includes Chad Coleman, Jamie Hector, Valerie Simpson,

Tamie Roman, Terrie Vaughn

Strategic Partners: NAACP, Blair Underwood, Steve Harvey – “Stay

Home Dad campaign”

Soundtrack Includes Keisha Cole, Lyfe Jennings, Ashford & Simpson,

Raheem DeVaughn

Strategic Partnerships

Engaging on the High School Level

The Stem Project: We have joined together with Kevin Jordan's award winning STEM enrichment program in Atlanta, Georgia. This partnership will allow us to reach out to high school students gifted in science and math in select cities throughout the southeast.

The groundbreaking program focuses on urban and minority youth stressing achievement in technology and related fields like math and science. By partnering with the STEM project, UMS clients now have access to parents, high school administrators and civic and community leaders/groups throughout urban areas in the south.

Strategic Partnerships

Educational Initiative, Nasa Reach for the Stars

The objective of NASA Reach for Stars is to cultivate and develop urban youth in the scholastic areas of Science, Technology, Engineering and Mathematics. NASA Reach for the Stars is a 5-city Science, Technology, Engineering and Mathematics (STEM) intensive targeted at urban youth.

A collaborative program between NASA, Blair Underwood’s BUB Smart Foundation, Disney Channel, Big Brothers Big Sisters and the Bernard Harris Foundation, this program merges traditional & digital media and key influencers to expose and communicate to young people that Science, Technology, Engineering and Mathematics are fun and exciting.

Kevrick [email protected]

Contact Information