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17 NOV 2009

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What Navy DoesWhat Navy Does

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Articulate Navy’s MissionArticulate Navy’s Mission

The mission of the Navy is

to maintain, train and equip

combat-ready Naval forces

capable of winning wars,

deterring aggression and

maintaining freedom of the

seas

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Maritime Strategy Core CapabilitiesMaritime 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 PositioningNavy Brand Positioning

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The AudiencesThe Audiences

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Great for recruiting today’s

youth

Motivating for the Fleet and

Veterans

Understood bythe American

People

Strong for Multicultural

Audiences

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Our Navy Brand CommunicationsOur 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 thereby supporting recruiting and end strength goal

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CAMPBELL-EWALD | GLOBALHUE | GOLINHARRIS | ACCENTMARKETING

ARTICULATING THE NAVY BRAND

ARTICULATING THE NAVY BRAND

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Global GraphicGlobal Graphic

NEED TO CHANGE COLOR OF STARS

1111

FORWARD PRESENCE

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DETERRENCE

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SEA CONTROL

Sea ControlSea Control

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POWER PROJECTION

Power ProjectionPower Projection

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MARITIME SECURITY

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HUMANITARIAN & DISASTER RELIEF

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RECRUITING TO FIT

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CAMPBELL-EWALD | GLOBALHUE | GOLINHARRIS | ACCENTMARKETING

CREATIVE RESEARCHCREATIVE RESEARCH

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Qualitative Research ResultsQualitative 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.”

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 can serve this way.”

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Quantitative Television testingQuantitative 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”

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Pre & Post Tracking ResearchPre & 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 YOUTHANK YOU