presentation to defense information school on leveraging hometown engagement

8/12/2019 Presentation to Defense Information School on Leveraging Hometown Engagement

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3dSUSTAINMENT COMMAND (EXPEDITIONARY)

Public Affairs

Telling the Sustainer Story


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UNCLASSIFIED

3dESC PAO with 123rdMPAD (OPCON) provides full theater public

affairs coverage of 3dESC units, missions, and personnel IOT facilitatecommunication of 3dESC and MNC-I messages to selected internal and

external audiences. O/O provide support to visiting media.

Mission:


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You know you are in trouble when..


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ESC Snapshot

Who we are:

Soldiers: Between 16000 and 17000 service members any given day (15000available17000 assigned) Active, Guard, ReserveUnits:

5 Sustainment Brigades11 Combat Sustainment Support Battalions (10 CSSB, 1 BSB)1 Transportation Battalion1+ IBCT (6 battalions) equivalent of convoy security forces comprised ofinfantry, cavalry, artillery and other units

Locations:Supply and Distribution to 54 installations within IraqESC units reside at 22 installationsMajor ESC hubs include Balad, Q-West, Marez, Speicher, Adder, Taji,

VBC, Al Asad

Distribution:Food/water:

82,000 cases bottled water issued per day94,000 liters of bottled water produced per day33.07 short tons of ice produced per day12.6 million gallons of bulk water produced per day28 million gallons of bulk water stored per day

Fuel:2.8 million gallons fuel (JP8, Mogas, DF2) issued /day27.36 million gallons of fuel stored each dayBetween 40 and 50 million gallons processed per month = 1.65 milliongallons per day

Ammo11.65 short tons received per day34,846 short tons stored per day

Mail130,000 pounds (65 Tons) of mail per day inbound96,000 pounds (48 Tons) of mail per day outbound200 tons per day during holiday mail surge!

Transportation:

By Groundany given day1724 Theater Movement Requests processed20 theater convoys87 corps convoys

3700 trucks on the road170 Military 2500 Contract1030 other

By Airany given day153 Air movement requests730 fixed wing missions597 pallets flown

149 trucks off the road7 Convoys off the road1200 personnel moved

Maintenance:107 ground fleets managed = 29744 systems6 rotary wing fleets managed = 512 systems2 fixed wing fleets managed = 162 systems2 UAV fleets managed = 95 systems36 direct support work orders completed / dayManage 49,988 lines of ASL managed with $3 million inreutilization of theater excess


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OIC

Press Desk

UNCLASSIFIED

3d ESCPAO

MPAD1SGAdmin / OPS

NCO

ESC PANCOIC

ESC PA46Q

ESC PA46Q

MPADCDR

46Q

Team 1

46Q

46R

Team 2

Print

Broadcast

Layout46Q 46R DVIDS

Print NCOIC Broadcast NCOIC

Primary Coverage: Taji, Q-West, Adder, Al Asad,Spiecher, TQ, Marez, VBC

Primary

Coverage:3ESC events,DVs, 330th,BFC,Secondary:Tenants,augment teams

MPADXO

10thSB Taji -

(Drum)

146Z40146Q10

16thSBQ-West

(Germany)

146Z40146Q20

287thSBAdder

(Kansas NG)

146Z50146Q20

304thSBBalad

(USAR, CA)

1O5 (UPAR)

321stSB - Al Asad

(USAR, LA)

1O1 (UPAR)

Sub Units

46R

Interpreter /Translator

Press DeskNCO

Current Task Org22 JUL 2009

46R DVIDS

Press DeskOfficer

46Q

46RTeam 3

Admin / OPSNCO

ESC Personnel(Fort Knox)

MPAD Personnel(AZARNG)


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UNCLASSIFIED

Contribute to the overall theater information campaign, by enabling awareness,promoting understanding, and inspiring partnership within our own key audiencesthrough the creative production of command information, community outreach, andmedia relations products that are focused on command messages.

Endstate: Key audiences that are aware of what the 3rdESC and its Soldiers aredoing, understand the impact of what we are doing and its impact to the future ofIraq, and are inspired to partner with us in our mission.

What we do

exercise command and control over public affairs assets

assess the public affairs situation

prepare public affairs plans and orders

establish media operation centers as needed

support command and control warfarecoordinate and integrate combined, joint, and/or interagency public affairs support

facilitate media involvement in collecting and distributing information

produce and distribute command and public information products to internal and external audiences

participate in information operations as required

support 24-hour operations

Keyt

asks


7/263dSUSTAINMENT COMMAND (EXPEDITIONARY)

Unique and rich market:

-82 unique unit hometowns

-CONUS, Germany, Alaska

-Active, Guard, Reserve

-Army, Navy, AF, Civilian

-Rural, military, urban communities

Not many folks in the media want to talk about Iraq. Even fewer want to talk about logistics.

But it is funnyevery mom, dad, spouse, neighbor, and Veteran wants to hear about what

their Soldiers are doing. How do we harness that need to tell the important stories of our

command and accomplish informational tasks given to us by higher headquarters?

Leveraging Hometowns-Where is the Sustainer Story?-
http://en.wikipedia.org/wiki/File:41st_Infantry_Division_SSI.svg



Embeds

Partnerships

Press conference

Radio phoner

Taped interview

B-roll placement

Live talk back

Pentagonpress briefing

Iraqi media event

Pan-Arab mediainterview

Op-Ed

Blog placement

Host TV crew

Town Halls

The ProblemNot many folks in the media want to talk about Iraq. Even fewer want to talk about

logistics. But it is funnyevery mom, dad, spouse, neighbor, and Veteran wants to

hear about what their Soldiers are doing.

How do we harness that need to tell the important stories of our command and

accomplish informational tasks given to us by higher headquarters?

Build partnerships (media, communities, organizations)

Focus on the hometown audience (unit and individual)

Pitch where you can win and seal the deal

Low-tech coupled with determination and high energy wins out every time

Do the simple stuff like releases really well

Have a press desk to track everything

Focus on the low-hanging fruit

Use hometown heroes to get your message out

Use influencers back home to drive command information messages (safety, sexual

assault, suicide)

The most powerful words spoken every day are, Hi, my name is Sgt ________

calling from Balad Iraqhow are you doing today?

Find some way to improve your foxhole daily

The answer and our philosophy

Methods and Tactics



Low tech, high

creativi ty, and lo cal

partnerships win out

every time

Embeds

Partnerships

Press conference

Print phonerRadio phoner

Taped interview

B-roll placement

Live talk back

Pentagonpress briefing

Iraqi media event

Pan-Arab mediainterview

Op-Ed

Blog placement

Host TV crew

Town Halls

Picture highlightingpartnership

ISF LOG

Talking point

National Distribution

Campaign

Leveraging Hometown Engagements-ISF Partnerships and Civil Infrastructure-

Set the

conditions

Hold and

Build

Build and

Overwatch

ESC ISF PLAN

ESC ISF PA SUPPORT

-Highl ight par tnerships

-Use local news p egs

-Template for local Iraqi media

How do you enter a market

when logistics aintsexy is

all you hear?

-Highlight ITN

-Hometown s can relate-Leverage sounds and sights
http://localhost/var/www/apps/conversion/tmp/scratch_7/080926%203RD%20ESC%201SG%20Tibbs.mp3http://localhost/var/www/apps/conversion/tmp/scratch_7/080926%203RD%20ESC%201SG%20Tibbs.mp3http://localhost/var/www/apps/conversion/tmp/scratch_7/080926%203RD%20ESC%201SG%20Tibbs.mp3http://localhost/var/www/apps/conversion/tmp/scratch_7/080926%203RD%20ESC%201SG%20Tibbs.mp3http://localhost/var/www/apps/conversion/tmp/scratch_7/15FEB_512K_Stream.wmv



Recurring phoners

Packaged classes

vFRG Website

Newsletters

PSAs

Website

Sharepoint

Newspaper

Speechwriting withcoverage

Specialty publications

Magazine

CDRs

Channel

Hooah Videos

Print / Web

Talking point

Special

Army Birthday Childrens Book reading

DVIDS

-SME select ion

-Flexib le booking opt ions

-Match messengerto messageand prep them!

-voting assistance

-fraternization

-safety

-suicide prevention

-sexual assault

Leveraging Hometown Engagements-Command Information-

How do you leverage key influencers

back hom e (mom, dad, spouse) -on the CGs hot topics here?

Printed hereposted at home
http://localhost/var/www/apps/conversion/tmp/scratch_7/MSGBrownshort.avihttp://localhost/var/www/apps/conversion/tmp/scratch_7/MSGBrownshort.avihttp://localhost/var/www/apps/conversion/tmp/scratch_7/MSGBrownshort.avihttp://localhost/var/www/apps/conversion/tmp/scratch_7/MSGBrownshort.avihttp://localhost/var/www/apps/conversion/tmp/scratch_7/MSGBrownshort.avi



Leveraging Hometown Connections-Community Relations-

Hometown phoners

Hometown releases

Live Shots

Town Halls Game Night

Embeds

DVIDS Interviews

Speakers Bureau

Shouts Out

Educational programs

Conference

Participation

Partnerships

TV Partnerships Radio Partnerships

Special Partners

-Weekly in terviews

-Flexible booking-Part icipation in family events

-Channel for 70thRRC

-American Legion, VFW

-Schools

-Sports Teams

-AUSA convention

-Weekly interviews

-L ink to communi ty funct ions

-Sustainer Minute 2x per week

How do we stay linked to our communities

and their org anizat ions -

from half way around the world?

WQXE 98.3 Elizabethtow n, KY

KIRO Seattle

National Anthem
http://localhost/var/www/apps/conversion/tmp/scratch_7/matsumoto_CD.mpghttp://localhost/var/www/apps/conversion/tmp/scratch_7/Sustainer%20Minute%202009-07-15%20(SPC%20Tucker).WMAhttp://localhost/var/www/apps/conversion/tmp/scratch_7/bg%20lally%20part%201_CD.mpghttp://localhost/var/www/apps/conversion/tmp/scratch_7/matsumoto_CD.mpghttp://localhost/var/www/apps/conversion/tmp/scratch_7/matsumoto_CD.mpghttp://localhost/var/www/apps/conversion/tmp/scratch_7/bg%20lally%20part%201_CD.mpghttp://localhost/var/www/apps/conversion/tmp/scratch_7/bg%20lally%20part%201_CD.mpghttp://localhost/var/www/apps/conversion/tmp/scratch_7/Sustainer%20Minute%202009-07-15%20(SPC%20Tucker).WMAhttp://localhost/var/www/apps/conversion/tmp/scratch_7/Sustainer%20Minute%202009-07-15%20(SPC%20Tucker).WMAhttp://localhost/var/www/apps/conversion/tmp/scratch_7/matsumoto_CD.mpghttp://en.wikipedia.org/wiki/File:41st_Infantry_Division_SSI.svghttp://localhost/var/www/apps/conversion/tmp/scratch_7/provancha.wavhttp://localhost/var/www/apps/conversion/tmp/scratch_7/matsumoto_CD.mpghttp://localhost/var/www/apps/conversion/tmp/scratch_7/Sustainer%20Minute%202009-07-15%20(SPC%20Tucker).WMAhttp://localhost/var/www/apps/conversion/tmp/scratch_7/bg%20lally%20part%201_CD.mpg



Released internal - Ex Times only

Released external, DVIDS, ESC release, CORE

-BDE-BN

-ESC-MPAD

-MNF-I-MNC-I

Released externalMNC-I / MNF-I Release, Direct pitch, Embed pitch

1. Hometown Radio2. Army news3. Installations4. Med. Markets

5. Specialty

Released externalunit release, direct pitch,

hometown releases, webpages, Newsletters

1. Big leaders

2. Big media3. Iraqi media4. Big web

1. Hometown print2. Specialty

Release Process vs. Marketing

UNCLASSIFIED

ESC CDR is release authority for all BDEsregardless of productEvery product goes through security reviewProducts need to be marketable at each level to be released at that levelWhat is marketable for MNC-I is not the same product as needed for 10 thSustainment Brigade to marketMNC-I / MNF-I oriented on big picturetheir channels are major western, Pan-Arab mediaESC focused sustainment pictureour channels are medium-markets, Army, Installations, hometowns when possibleBDEs focused on unit picturetheir channels are hometowns and specialty outlets


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How Products Reach the Audience

Press DeskEditing

Pooling of productsDistribution hub

Tracking of products

Maintaining suspensesMarketing / posting / e-mailing

Archiving of productsHandling queries

Unit / Soldier

Hometown Distro,

Soldier

MNC-I

(E-mail)DVIDS

(FTP, Dish)

CORE(Army and WWWeb Internet)

Targeted Specialty

Distro - Blog, website,

niche publications(E-mail, Internet)

Sharepoint

(Local Internet)

G2

ESCPAO

SB PAOsPrint productsStand alone photosLimited broadcast

Broadcast teamB-rollPackageInterviews

Print teamFeature storyESC releaseRaw photos

Creation / Submission

Production

Distribution

Consumption


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CORE(Content Online Resource Enterprise)

Downrange

To back home

What is it?-CORE is our tool to reach internal and externalaudiences via the web

Background:-ESC was operating two old websites-no contract or G6 web support in-house-Online and web content needs to be updated

regularly and tailored to selected audiences to be avalid channel-The ESCs web presence needed to beexpeditionary, simple to update, controlled in house

What CORE did for us:-Simplified our life 3 to 2 websites, NO COST

-Appearance and branding consistency-Allowed us distro to Army leadership (Sec ArmyTrip, G4)-Easily deployablecan link new units and receivetheir products via AKO servernot e-mail-Gets us in-line with Armys messaging and web

priorities


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JUNE 09 ESC Product Interest

Unique Media Pulls

Potential Audience:430,423,304

1. Sustainer Strong

3SCE (Balad) | 25 pulls2. Alaska's Sherpas sustain Coalition

forces across Iraq

3SCE (Balad) | 24 pulls

3. Leopard Strong Team Competition


4. Loyalty 2.0


5. Sustainer leadership sustaining

momentum3SCE (Balad) | 17 pulls

1 Dot = A hometown with

interest in 1 or more

products

Total products accessed: 480

International: 10

National: 30

Specialty: 5

Army/DoD: 5

Hometown: 78


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JUNE 09 ESC Media Engagements

Unit/Interviews

Type/Interviews

x8

x6

1 Dot = Hometown where 1 or

more interviews took place

ESC 11

10 SB 14

16 SB 1

287 SB 1

304 SB 11

321 SB 0

Total 38

x4

x3

Radio 34

Print 1

TV 3

Total 38

x2


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Community Relations Example-Operation Sustainer Strong Effects-

TV interviewRadio interviewTV story


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Iraq-wide..Army-wide..world-wide

Hometownyon messagepredictablesimple

Message..audience..effect..channel..deliver

Successes - June 2008Present

Routine.recognizedestablished distribution

Safety.Warrior Care.voting.diversity.retention

UNCLASSIFIED
http://localhost/var/www/apps/conversion/tmp/scratch_7/6-5-09%20Safety.wmvhttp://localhost/var/www/apps/conversion/tmp/scratch_7/SHERPAKNG%20PKG-STORY.wmvhttp://localhost/var/www/apps/conversion/tmp/scratch_7/mm30seg1_HD_480p.wmv


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UNCLASSIFIED

15-Month Lessons Learned

SUSTAIN:

Partnerships work (CORE,OCPA, Radio, TV, Sports)Put in-place enduring systems and partnershipsEstablish effects vs products driven strategyFocus on priority 4 themes (LOOs)UPAR programsWorking with press desk (booking, tracking)Archive everything

IMPROVE:Timeliness of coverageEmbed processAccurate SITREPSharing information between command teams and their PAOForecasting events leads to fully enabling desired effects


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Way Ahead

Focus on hometownpitch where you can winIntegrate two new BCTsLow tech, creativity and hard work wins

Build partnerships 13thSC(E) can useNo new initiativesimprove existing onesCodify systems in placeWeekly goals become monthly successes

3RD ESC PA CENTER - Balad, IraqMAJ Paul HayesPAODSN 433-2412 / SV 241-1225 [email protected] SFC David McClainNCOICDSN 433-2157/483-4608/ SV 241-1224 [email protected]
mailto:[email protected]://clickthumbnail%2815%29/mailto:[email protected]://clickthumbnail%2815%29/mailto:[email protected]:[email protected]://clickthumbnail%2815%29/


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Backups

ESC PA Strategy Execution


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Manning

Equipment

Reporting

Producing

Generate Leads

DVIDS Access

UPARs

COMREL

Media Relations

Marketing

WEB

Functional Status

Current Messaging PrioritiesPriority 4

MNC-I Daily SITREP

MNC-I Weekly NKE Report

CG Daily Media Update

Weekly Newspaper

Weekly Hooah Call

Weekly WQXE Call

Bi-weekly KIRO Interview

7 Releases per week

4 Radio and TV engagements per week

Bi-Weekly NewsreelEnd of Tour Journal

Weekly Sustainer Minute

Weekly DVIDS/ CORE postings

1. Highlight how 3rdESC is helping to build Iraqi

Security Forceslogistics capabilities.2. Highlight how the 3rdESC assists in building

Iraqi civil capacity3. Highlight security progress and how we are

securing the population

4. Highlight programs, missions, and initiativeswithin the 3rd ESC that enable theWarfighteron point.

Command Info

ESC PA Strategy Execution

Iraqi

Security Forces

Logistics

Securing the

population

Iraqi civil

capacity

CommunityRelations Media Relations Command Information

#1 Hometown placementHometown radioReleases (Arabic & Western)Websites (DVIDS, ESC)Embeds / media eventPentagon press briefingDVIDS interview, video

#1 Press releasesCORE web distroE-timesMagazineWebsites (vFRG, ESC, MNFI, Sharepoint)Broadcast packages / newsreelGolden Nugget

(Unit hometowns)

#1 Donation PartnershipsE-Times e-mail distroR&R speakers bureauSchool engagementTown hallsLocal letter to the editorSpecial DVIDS engagement

#1 E-Times e-mail distroR&R speakers bureauSchool engagementTown hallsLocal letter to the editorSpecial DVIDS engagement

(All other external audiences) (Internal audiences)

ISF KLE, Training exercises, conferences , faci l i ty openings

Share the road, CMO drops, HA partnerships, KLEs, IED reductions on routes

IBIZ, MEDCAP, ENCAP, Water missions, banking, national distribution, KLE





#1 E-Times e-mail distroR&R speakers bureauSchool engagementTown hallsLocal letter to the editorSpecial DVIDS engagement

Deliverables

10thSBTaji146Z40146Q20

16thSB - Q-west

146Z40146Q20

287thSB - Adder146Z50146Q20

304thSB - Balad1O-51E-6

321stSB - AL Asad1 - UPAR


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Typical ESC PAO Week

Command Information: 1 ea unit 24-page newspaper

2 ea subordinate broadcast updates

40-50 subordinate unit contributions clearedfor release

4-6 internal print submissions

3-5 internal broadcast packages

7 ea daily media roundups

Media relations 2-3 x releases to MNC-I

1 x embed within the command

1 x 90-second taped radio update

10-13 radio / TV interviews

40-50 postings to DVIDS

5-6 direct pitches to media 1-2 x Arabic releases

12 minutes guaranteed radio air time

10 minutes guaranteed TV air time

Community relations Participation in 1 hometown event

Other 7 x sitreps to MNC-I

1 x PAO update to command via BUA

1 x PAO update to MNC-I via breeze

1 x team on the road

4-5 x command photo events

2-4 x DVIDS support requests

1 x media analysis book for CG / CSM

1 x coordination call with DVIDS 8 x command directed meetings

14 x shift changes

2 x breeze sessions

1 x internal coordination meeting

Sorry - what we dont do: Walk ins Requests for coverage of non-ESC units

Requests for coverage not in-line with Priority 4

TAS-C requests

Advertising

JBB MWR, entertainment, recreation, sports

DVIDS support that impacts mission or is outsideappropriate command information


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Audience Analysis By Size


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Coalition Partners

Local TCN

Neighbors

Bloggers / Media

ACF / Propagandists

JBB units

Audience Analysis By Size

Family

members

Size = 50K+

Other:

Unit Hometowns

VSOsProfessional Organizations

Educational Institutions

Size = Millions

Army Partners:

NGB, USARC

AMC ASC

Depots, CASCOMDLA

Size = 10K+UnitsHQ, 3dESC

1st SB

16thSB

287th SB

304th SB

321stSB330th TRANS

Size = 16000

MNC-I

Size = 800

Size = 100K+

Reached by Default

Targeted by design

UNCLASSIFIED


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3d SUSTAINMENT COMMAND (EXPEDITIONARY)

What we are looking for:

Highlight Iraqi Security Forcesand how we are building

their capabilities.Highlight how we are securing the populationand howthe country has become more secure

Highlight how Iraqi civil capacityis growing and how weassist in that

Highlight programs, missions, and initiatives within the 3rd

ESC that enable the Warfighteron point.

Deliverables:

2 print stories a week hitting Priority 4 suitable for distribution to media.2 hometown radio interviews per month1 hometown radio partnership1 print story per month about LTAT partnership1 print story per month about KLE, special Iraqi partnership, or CMO

4 stand-alone photos per week highlighting aboveSuggestions:

Events that involve ESC Soldiers working with Iraqi Soldiers.Events where you are cutting a ribbonEvents or training that show Iraqi logistics capabilities.Events that involve ESC Soldiers working with Iraqi citizens.Initiatives or programs that increase Iraqi logistics, civil, or security capacityAny unit humanitarian or civil capacity projects with local Iraqis

presentation to defense information school on leveraging hometown engagement

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