navy recruiting command alvin “flex” plexico, ph.d. commander, u.s. navy public affairs officer

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Navy Recruiting Command Alvin “Flex” Plexico, Ph.D. Commander, U.S. Navy Public Affairs Officer [email protected] www.cnrc.navy.mil 1

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Navy Recruiting Command Alvin “Flex” Plexico, Ph.D. Commander, U.S. Navy Public Affairs Officer [email protected] www.cnrc.navy.mil. - PowerPoint PPT Presentation

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Page 1: Navy Recruiting Command Alvin “Flex” Plexico, Ph.D. Commander, U.S. Navy Public Affairs Officer

Navy Recruiting Command

Alvin “Flex” Plexico, Ph.D.

Commander, U.S. Navy

Public Affairs Officer

[email protected]

www.cnrc.navy.mil

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Page 2: Navy Recruiting Command Alvin “Flex” Plexico, Ph.D. Commander, U.S. Navy Public Affairs Officer

The "good" the Navy performs

everyday takes many forms including

bombs on a terrorist hideout, bullets to

protect innocent civilians, bottles of

water to those in need, and advanced

training and education for our Sailors.

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Page 3: Navy Recruiting Command Alvin “Flex” Plexico, Ph.D. Commander, U.S. Navy Public Affairs Officer

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Historical ContextHistorical Context

Four different 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

In 2009, Navy adopted a “branding” strategy

Brand is a long-term strategy, not a slogan to change with the tide

Developed through Sailor feedback

Tied to Maritime Strategy

Page 4: Navy Recruiting Command Alvin “Flex” Plexico, Ph.D. Commander, U.S. Navy Public Affairs Officer

12%

88%

Not Influenced by Advertising Influenced by Advertising

2012 New Sailor Survey

88% of New Sailors Influenced by Navy Advertising Recognition of Navy’s Brand grew an additional 25% in FY12

35% 43%

More New Sailors “agree strongly” Navy’s role in the world is effectively captured

“How relevant do you think the Navybrand is to you and your role in the Navy?”

Agree StronglyAgree

19%

Neither agree or disagree

America’s Navy: A Global Force For GoodFY11FY10

2%

Disagree

2010, 2011, 2012 New Sailor Survey

Brand Resonates With New Sailors

2012 New Sailor Survey 2012 New Sailor Survey

FY12

Page 5: Navy Recruiting Command Alvin “Flex” Plexico, Ph.D. Commander, U.S. Navy Public Affairs Officer

4%

Brand Continues to Gain Traction

2010

Ad Slogan Recall GFFG Mentions in Social Media

Navy Facebook Fan Growth

Facebook Tracking

Live Chat with Navy Recruiter

* CY to date Jan ‘12 – Jun ‘12Omniture & Unica Software Tracking

Radian6 Google InsightJAMRS Ad Tracking Study Wave 27 & 35

2012

2011

2011

2010

2009

261,465

190,516

43,088

118,529*2012

163,000163,000

48,00048,000

2010 2011

204,674*204,674*

2012

12,737

76,413

185,821

2009 2010 2011

272,809*

2012

Page 6: Navy Recruiting Command Alvin “Flex” Plexico, Ph.D. Commander, U.S. Navy Public Affairs Officer

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“Power” - TV

“100 Percent” - TV

“Life, Liberty, Pursuit” - TV

“Until” - TV

Warfighting First

Be Ready

Operate Forward

SWCC – Navy’s Best Kept Secret

Print Ads

Carrier Strike Group - Video Destroyer - Video

CIC - Video

Alignment with CNO Sailing DirectionsAlignment with CNO Sailing Directions

Red Shirts - Video Spec Ops

Page 7: Navy Recruiting Command Alvin “Flex” Plexico, Ph.D. Commander, U.S. Navy Public Affairs Officer

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Friends of the Navy Background:

• Encourage leaders with or without military experience to share key Navy messages through speeches, blogs, letters to the editor & media interviews.

• Provide a toolkit of information to include key messages, fact sheets and other information relevant to candidates’ interests.

• More than 150 candidates based on their influence and potential interest in the Navy.

Examples:

• Chaplain of the United States Senate (Ret. RADM Barry Black)

• Associate Administrator for Education at NASA (Dr. Leland Melvin)

• President of University of North Carolina (Dr. Thomas Ross)

• President of University of Michigan (Dr. Lou Anna Simon)

• Surgeon-in-Chief, Louis Stokes Veterans Affairs Medical Center (Dr. Frederick Cason)

• Dean for Diversity and Community Partnership at Harvard Medical School (Dr. Joan Reede)

• Dean of the Johns Hopkins University School of Medicine (Dr. Edward Miller)

• Dean of the Cockrell School of Engineering at University of Texas in Austin (Mr. Gregory Fenves)

• Dean of the College of Engineering at Georgia Tech (Dr. Gary May)

• Dean of Engineering at Massachusetts Institute of Technology (Dr. Ian Waitz)

• Dean of the College of Aeronautics at Florida Institute of Technology (Ret. CAPT Winston Scott)

• Senior Vice President of Costco (Mr. Steve Toomey)

Recruiting Outreach and Awareness ProgramRecruiting Outreach and Awareness Program

Page 8: Navy Recruiting Command Alvin “Flex” Plexico, Ph.D. Commander, U.S. Navy Public Affairs Officer

Friends of the Navy/Centers of Influence DatabaseFriends of the NavyFriends of the Navy

Page 9: Navy Recruiting Command Alvin “Flex” Plexico, Ph.D. Commander, U.S. Navy Public Affairs Officer

Navy Speeches & Briefs

www.chinfo.navy.mil/chinfo/Speeches.aspx

www.cnrc.navy.mil/pao/

Speech ResourcesSpeech Resources

www.cnrc.navy.mil/pao/

Page 10: Navy Recruiting Command Alvin “Flex” Plexico, Ph.D. Commander, U.S. Navy Public Affairs Officer

Backups

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Page 11: Navy Recruiting Command Alvin “Flex” Plexico, Ph.D. Commander, U.S. Navy Public Affairs Officer

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Maritime Strategy & Sailing DirectionsMaritime Strategy & Sailing Directions