0. NAVCO Outreach Capabilities Calendar for America Planning Conference
The Way Forward in 2015
Calendar for America Planning Conference
December 9, 2014

1. 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)

2. 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

3. 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 **

4. The Navy’s Awareness Challenge
Relative to the Air Force and Army, the Navy has little presence away from the coast.
And this really shows our challenge….and why community outreach is SO important to the Navy. Without it…we are invisible to most of America.
Because the Navy's primary Fleet concentration areas are on both coasts, communicating the Navy's mission and contribution to national security throughout the country is a significant challenge.
This is especially evident when you consider the substantial inland presence enjoyed by the Army and the Air Force. In addition to the green and light blue markers indicated on this map, every state has Army and Air Guard contingents, which further enhance the services’ outreach profile throughout the country.
Okay, so lets review again the challenge - After more than 10 years of war, the country’s interests/focus is on issues other than the military…..American’s likelihood to recommend the military to a son, daughter or grandchild continues to decline (and with the steady decline of our Veteran’s Population I just don’t see that changing)…..historically, we’ve NEVER been viewed as the service that is most important to national defense…..and as the map shows….simple geography works against us!
So what are we doing about it?
Next slide
Green = Army Light blue = Air Force Dark blue = Navy Red = Marines

5. 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.

6. 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 interviews with:
Deployed Sailors
Sailors who have earned an achievement
For namesake units
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

7. MEDIA OUTREACH DEPARTMENT Editorial Content Production
Yelm Grad Experiences Life as a Sailor
Local Sailor Serves Aboard One of Navy’s Most Versatile Combat Ships
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
By 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.
......
“My name is James Sprague and I'm editor of the Connersville (Ind.) News-Examiner. We received your 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.”

9. Media Outreach Department Direct Contact Marketing
Ruth Redman Erickson This young man was a student of Terrace Heights Elementary and an East Valley Grad! Way to go Chase!
Media Outreach Department Direct Contact Marketing
Cut and paste the below text into an 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:
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
FOUO – Privacy Act Notice: This communication contains information subject to the provisions of the Privacy Act (P.L ). 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 in error, please immediately notify the sender by return and delete this message.

10. Media Outreach Department Existing Content Marketing

11. Event Planning Department
Navy 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

12. 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

13. Event Planning Department Namesake Relationship Management: Visit Planning
USS Barry (DDG 52)
Namesake visit -- Philadelphia
July 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

14. 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

15. Executive Outreach Department Speaker 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.

16. Executive Outreach Department Senior Leader Engagement: EEV Program
RDML Stuart Munsch, commander, Submarine Group Seven, EEV to Fargo, ND, Oct
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.

17. Executive Outreach Department Speaker Support: Content Production
Materials available at:
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

18. Executive Outreach Department Speaker Support: Content Production
Materials available at
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.

19. Executive Outreach Department Organization Liaison: VSO Support
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.
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.

20. 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)
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

21. How to Reach Us NAVCO Director CDR James Stockman
Deputy Director
Mr. John Wallach
Media Outreach Department
Mr. Glenn Sircy
Event Planning Department
LT Timothy Page
Executive Outreach Department
Mr. Todd Martin
Asset Support Department
LT Kelly Cartwright

22. Questions/Discussion