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NAVCO Outreach CapabilitiesThe Way Forward in 2015
Calendar for America Planning Conference December 9, 2014
Good News!
“But when I looked at this picture, it just happened to occur to me - this IS a great story.”
- Don Roberts, WAVY-TV 10/Fox 43 (Hampton Roads, VA)
Why Outreach?
• "Community and public outreach is a crucial Departmental activity that reinforces trust and confidence in the United States military and in its most important asset – people."
- Former Defense Secretary Chuck Hagel
• “Educating the American public about the capability, importance, and value of today’s Navy is an essential responsibility of those who serve.”
- Chief of Naval Operations Adm. Jonathan Greenert
NAVCO Mission
“To inform, educate and increase understanding of the Navy, its people and its importance to national security and prosperity.”
** Specific emphasis on U.S. markets that do not enjoy a significant, everyday Navy presence **
The Navy’s Awareness Challenge
5Green = Army Light blue = Air Force Dark blue = Navy Red = Marines
Relative to the Air Force and Army, the Navy has little presence away from the coast.
WHY REORGANIZE?
• Diversification: Navy Week-centric focus had become a limiting factor, consuming a disproportionate amount of resources and obstructing the employment of new outreach tactics.
• Fiscal realities: NAVCO had to position itself to succeed in all future possible budget environments, necessitating a more agile, adaptable and scalable organization.
• Opportunities: Forced to operate in a near-zero budget environment in 2013, NAVCO experimented with and validated new outreach tactics that proved effective in sharing the Navy story nationwide.
MEDIA OUTREACH DEPARTMENT
Editorial content production• NAVCO personnel will mass produce copy, still photos, video, radio and multimedia content
for direct placement in media across America.• For deploying units• For unique units coincident with events (Constitution and July 4, USS New York and 9/11)• For issues of importance to top Navy leadership (LCS, SSBN replacement)• OP-ED pieces for senior Navy leaders
Direct contact marketing• NAVCO will broker phone, Skype and e-mail interviews with:
• Deployed Sailors• Sailors who have earned an achievement• For namesake units• For unique units coincident with events (Constitution and July 4, USS New York and 9/11)• For issues of importance to top Navy leadership (LCS, SSBN replacement)• Sailors assigned to units in the news
Existing content marketing• NAVCO will market stories, photos and video produced by PA personnel around the Fleet to
media nationwide.
Internal media production• NAVCO will maintain its organic capability to produce copy, still photos, video, radio,
multimedia, web-based and social media content for use in internal outlets.
70 million impressions earned in 2014 – 22% of the U.S. population
MEDIA OUTREACH DEPARTMENT
Editorial Content ProductionYelm Grad Experiences Life as a Sailor Local Sailor Serves Aboard One of Navy’s Most Versatile Combat ShipsBy Mass Communication Specialist 1st Class Electa Berassa For Nisqually Valley News YelmOnline.com | 0 comments
SAN DIEGO — A 2011 Yelm High School graduate is serving in the U.S. Navy as part of a small crew working aboard one of the country’s most versatile combat ships.Petty Officer 3rd Class Gary Meyer, an information systems technician, serves with Littoral Combat Ship Crew 101. The crew most recently served aboard the San Diego-based littoral combat ship USS Freedom (LCS 1), which returned in December from a nine-month deployment to Southeast Asia.......
• 1,450 stories and photos produced
• Many run as-is• Your story as you want it
written• All published on
navyoutreach.org• Sharable via social
media
“My name is James Sprague and I'm editor of the Connersville (Ind.) News-Examiner. We received your email yesterday about Constructionman Hill and wanted to inform you that we will run the story already written by Mass Communication Specialist 1st Class Electa G. Berassa, in its entirety, in our paper for tomorrow. It was a good story and, truthfully, needed nothing more to it in my opinion.”
Media Outreach DepartmentDirect Contact Marketing
Cut and paste the below text into an email and answer all the questions.Command:Current Location:Name (Last, First, MI):Rank/Rate:Designator/Warfare Qualification:Gender:Hometown:State:High School:Graduation Year:College:Graduation Year:Degree:Years in the Navy:What is your military job in civilian terms?:Additional info you think media might be interested in?:Command PAO:Command PAO Email:FOUO – Privacy Act Notice: This email communication contains information subject to the provisions of the Privacy Act (P.L. 93-579). This personal data is intended only for the use of the individual(s) addressed above and is to be treated in a confidential manner. If you have received this email in error, please immediately notify the sender by return email and delete this message.
Ruth Redman Erickson This young man was a student of Terrace Heights Elementary and an East Valley Grad! Way to go Chase!
Media Outreach DepartmentExisting Content Marketing
Event Planning DepartmentNavy Week Program• Traditional coordination and execution of Navy Weeks in cities across America,
including schedule planning and execution support for all participating assets (namesake crews, home town Sailors, expeditionary units, etc.)
• 2015 Proposed Navy Week Schedule• Bossier-Shreveport, LA, April 27–May 3• Quad Cities, IA, May 4–10• Rhode Island, May 25–31• Rockford, IL, June 1–7 • Cheyenne, July 13–19 • Fargo, July 20–26 • Indianapolis, Aug. 10–14• Kansas City, Aug. 17–23• Detroit, Aug. 24–30• Salt Lake City, Sept. 7–13• Oklahoma City, Sept. 21–27• Atlanta, Oct. 26–Nov. 1
Event Planning Department
Namesake Relationship Management• NAVCO will:
• Set up, plan and coordinate visits by crew members to their namesake cities/states.• Liaison with sponsoring organization to maximize the outreach value of the visit.• Assist with city/state government liaison if desired.• Market and coordinate media interviews during namesake visits.• Based on manning and other outreach requirements, we estimate NAVCO will be able
to support 13 namesake crew visits in 2015.
Special Events & Projects• Leaders to Sea embark program• Caps for Kids program• Other projects as necessary
Event Planning DepartmentNamesake Relationship Management: Visit Planning
USS Barry (DDG 52)Namesake visit -- PhiladelphiaJuly 8-10, 2014
Highlights:
- Reenlistment at Independence Hall- Navy League reception- Meeting with retired flag officers- Visit to John Barry Elementary
School- Visit with Villanova NROTC- Color Guard and pre-game field visit
at Phillies vs. Pirates MLB game- Visit with veterans at Philadelphia
Medical Center- Visit with Sterling High School
NJROTC- Tour Independence Seaport
Museum
Executive Outreach Department
Flag Officer/SES/Senior Enlisted Leader Engagement• Identification of senior leaders for Navy Week participation and coordination of
itineraries• Planning and execution of individual Executive Engagement Visits (EEVs)• Twenty-five EEVs planned for 2015
Speaker Support• Content production
• Speakers materials (scripts and supporting materials) for observances and occasions
• Speakers briefing notes, issue highlights, message alignment products, communication plans
Organization Liaison• Speaker solicitation• Information sharing
Executive Outreach DepartmentSpeaker Support: Proactive Speaker Engagement
• NAVCO proactively markets Navy
speakers to key civic organizations
nationwide.
• NRD, NOSC and NROTC unit leaders
are in a unique position to share the Navy
story with key influencers across America.
NRD Michigan Executive Officer, Cmdr. Richard Simpson, delivers a presentation to the Rochester, Mich. Rotary Club.
Executive Outreach Department
Senior Leader Engagement: EEV ProgramRDML Stuart Munsch, commander, Submarine Group Seven, EEV to Fargo, ND, 27-30 Oct. 2014.
Highlights:
- Meeting with ND Governor- Meeting with NDSU President &
VP for Research- Corporate engagements with
Maintenance Engineering, Ramada Suites and Microsoft
- Interview on KFGO Radio- Guest speaker at Fargo Navy
League luncheon- Addressed NDSU football team- Visit to U.S. Navy Submarine
Memorial
RDML Stuart Munsch joins KFGO Radio to talk about the newly commissioned USS North Dakota.
Since 2012, NAVCO has planned and executed 74 executive outreach visits, engaging with more than 800 key influencers across America from all market sectors.
Executive Outreach Department
Speaker Support: Content ProductionMaterials available at: http://www.navyoutreach.org/speakersbureau.html
• Evergreen presentation: “How the Navy Protects America”
• All products contain CNO key messages
• NAVCO will produce content for events with high speaker demand:
- Armed Forces Day - Memorial Day - Battle of Midway - Independence Day - 9/11 - Navy Birthday - Veterans Day - Pearl Harbor Day
Executive Outreach Department
Speaker Support: Content ProductionMaterials available at http://www.navyoutreach.org/speakersbureau.html
• Bearings product.• Digest of the Navy's top news,
issues and current events. • Compiled entirely from official
USG, DoD and DoN sources.• Aligned with Navy
communication priorities and organized by CNO tenet.
• Can be used as an electronic digest with links to the full text of articles, speeches, blogs and transcripts.
• Can be used in its printed form, as notes at the podium or as a current events primer on the way to an event, with brief abstracts on each entry which provide the 5Ws & H of the item.
• Posted every Wednesday.
Executive Outreach Department
Organization Liaison: VSO Support
- Veterans service organizations- Civic organizations- Professional associations- Trade, labor and commerce organizations- Youth groups- NGOs
Senior Chief Aviation Electronics Technician Carl M. Thompson, assigned to Nimitz-class aircraft carrier USS George Washington's Aircraft Intermediate Maintenance Department, received the Bob Feller Act of Valor Award during a ceremony in Washington D.C., Nov. 5.
Engaging prominent organizations whose members are key influencers in their respective communities, and have both the means and the willingness to share information with others in their circles.
Asset Support Department
Navy Band support and scheduling• Implemented tailored band support at Navy Weeks, Fleet Weeks and other
community outreach events – able to provide the right asset for each event • Implemented strategic outreach to help mitigate Navy’s Awareness challenge• Unit-venue liaison to ensure maximum outreach value• Management of $1.5M operational funding in FY15
Aviation outreach support and scheduling• Processing and eligibility determination of 1,000+ requests annually for:
• Blue Angel air performances (full Blue Angels schedule in 2015 – 36 shows)• F/A-18 tactical demonstrations and legacy flights (20 TACDEMOs in 2015)• Navy Parachute Team jumps (27 performances in 2015)• Flyovers and static displays (40 flyovers, 10 static displays in 2015)• Unit-venue liaison to ensure maximum outreach value• Assist in development of Blue Angels annual schedule• Integration of Naval Aviation assets into Navy Weeks, Fleet Weeks and other
community outreach events
Special unit support and scheduling• Support for drill teams, color guards and other special units
How to Reach Us
Media Outreach DepartmentMr. Glenn [email protected]
Asset Support DepartmentLT Kelly [email protected]
Executive Outreach DepartmentMr. Todd [email protected]
Event Planning DepartmentLT Timothy [email protected]
NAVCO DirectorCDR James [email protected]
Deputy DirectorMr. John [email protected]
Questions/Discussion
