17 NOV 2009

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WHAT NAVY DOES

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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,

MARITIME STRATEGY CORE CAPABILITIES-Forward Presence

-Deterrence

-Sea Control

-Power Projection

-Maritime Security

-Humanitarian Assistance & Disaster Response

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AMERICA’S NAVY IS THE GLOBAL FORCE THAT

PROTECTS THE WORLD BY WHATEVER MEANS

NECESSARY 24/7

NAVY BRAND POSITIONING

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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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

CAMPBELL-EWALD | GLOBALHUE | GOLINHARRIS | ACCENTMARKETING

ARTICULATING THE NAVY BRAND

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GLOBAL GRAPHIC

NEED TO CHANGE COLOR OF STARS

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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

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 efforts 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”

SENTIMENT

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PRE & POST TRACKING RESEARCH

-Gauge key awareness measures and attitudes toward Navy both prior and then immediately following a 2 week media burst

-Unaided Ad awareness for Navy better than doubled (8% to 17%)

-Total Ad awareness increased 25% (22% to 27%)

-Increases were noted across all age and gender subgroups

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CAMPBELL-EWALD | GLOBALHUE | GOLINHARRIS | ACCENTMARKETING

THANK YOU

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