Presentation on theme: "Navy Marketing and Advertising Branding Update and Outreach Primer"— Presentation transcript:
1Navy Marketing and Advertising Branding Update and Outreach Primer CAPT Dave Bouve, CNRC N9National Director of Navy Marketing and Advertising
2Topics Navy Brand update NRC Events vs Diversity Outreach vs CHINFO OutreachNRC Diversity OutreachSeaPerchSTEM
3NRC Branding Status Navy’s Brand Positioning Statement: America’s Navy Is The First and Only Military Force That Protects America and Supports Freedom Through the Power of PresenceNavy Brand remains: America’s NavyNavy Themeline up until July 2014 was: “A Global Force for Good”Effective at recruiting Millenials and Gen Z; but not liked by many active duty and veteransNow divesting, and replacing promotionals by attritionReplacement Themeline?Quantitative, qualitative, and focus group research by LCE narrowed new options to 4, but none resonated with senior Navy leadershipExpect progress to resume mid 2015
4NRC Events Diversity Outreach “Big Navy” Outreach Recruiting Events Nexus between CHINFO and NRC EventsSTEM Displays/Local Recruiter support at Airshows, Fleet Weeks, Navy WeeksLeap Frogs get majority of travel and operating funds from NRCNexus between NRC Events and NRC DiversitySTEM and SeaPerch exhibitions at underserved schoolsNational Level vs Local Level Diversity events“Big Navy” Outreach(CHINFO)Diversity Outreach(NRC Diversity)Recruiting Events(NRC N92)STEMFleet WeeksLeap FrogsSTEMSeaPerchSuper 7 Career Fairs
5NRC Diversity Outreach CDR David Arnold Director of Diversity, 00CLCDR Michael FourteNew YorkLCDR Nikki PeoplesAtlantaLCDR Jaye JonesHoustonLCDR Eric HahnLos AngelesCDR Mike KerleyChicagoLT Andrea FallasPMNCC RileyNCCS JohnsonNCC FernandezNCCS EnosNCC McCabeENS GreenMemphisNavy CityOutreachOfficersNavy CityOutreachCPOsMission: Deliver single & consistent message: generate interest in science/math, and promote Navy awareness – NOT Recruiting due to youth of target audienceFunding and support from Navy (NRC and N134) & ONRThrough this strategic outreach program NCO teams have established relationships with schools in New York, Houston, Atlanta, Chicago, Dallas, Miami, and Los Angeles that were previously inaccessible to NavyNCO teams are engaging students and schools in undeserved areas places like Harlem, Bronx, Watts, Compton, East LA, and South Central LA, Chicago Southside, Decatur, DeKalb, Bankhead, Southwest Atlanta, etc. All very diverse areas that are underserved and underrepresented.Penetrating/developing new territories for recruitment of future sailors, enabling future access.To-date (just over 3 years) the team has engaged well over 400 teachers and 4,200 students.
6SeaPerch 1Q15 SeaPerch Regional Competition Dates February 21st – New York (Manhattan)February 28th – MiamiMarch 7th – HoustonMarch 12th – DallasMarch 14th – ChicagoMarch 21st – Los AngelesMarch 28th – AtlantaTrain Teachers(50+)Train Students(1,000+)Day LongRegionalCompetitionTeachersParentsStudentsCommunityWinners compete in National Competition