Presentation on theme: "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,"— Presentation transcript:
0 NAVCO Outreach Capabilities Calendar for America Planning Conference The Way Forward in 2015Calendar for America Planning ConferenceDecember 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 slideGreen = 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 productionNAVCO personnel will mass produce copy, still photos, video, radio and multimedia content for direct placement in media across America.For deploying unitsFor 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 leadersDirect contact marketingNAVCO will broker phone, Skype and interviews with:Deployed SailorsSailors who have earned an achievementFor namesake unitsSailors assigned to units in the newsExisting content marketingNAVCO will market stories, photos and video produced by PA personnel around the Fleet to media nationwide.Internal media productionNAVCO 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 SailorLocal Sailor Serves Aboard One of Navy’s Most Versatile Combat Ships1,450 stories and photos producedMany run as-isYour story as you want it writtenAll published on navyoutreach.orgSharable via social mediaBy Mass Communication Specialist 1st Class Electa Berassa For Nisqually Valley News YelmOnline.com | 0 commentsSAN 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 MarketingCut 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 PAOFOUO – 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 ProgramTraditional 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 ScheduleBossier-Shreveport, LA, April 27–May 3Quad Cities, IA, May 4–10Rhode Island, May 25–31Rockford, IL, June 1–7Cheyenne, July 13–19Fargo, July 20–26Indianapolis, Aug. 10–14Kansas City, Aug. 17–23Detroit, Aug. 24–30Salt Lake City, Sept. 7–13Oklahoma City, Sept. 21–27Atlanta, Oct. 26–Nov. 1
12 Event Planning Department Namesake Relationship ManagementNAVCO 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 & ProjectsLeaders to Sea embark programCaps for Kids programOther projects as necessary
13 Event Planning Department Namesake Relationship Management: Visit Planning USS Barry (DDG 52)Namesake visit -- PhiladelphiaJuly 8-10, 2014Highlights:Reenlistment at Independence HallNavy League receptionMeeting with retired flag officersVisit to John Barry Elementary SchoolVisit with Villanova NROTCColor Guard and pre-game field visit at Phillies vs. Pirates MLB gameVisit with veterans at Philadelphia Medical CenterVisit with Sterling High School NJROTCTour Independence Seaport Museum
14 Executive Outreach Department Flag Officer/SES/Senior Enlisted Leader EngagementIdentification of senior leaders for Navy Week participation and coordination of itinerariesPlanning and execution of individual Executive Engagement Visits (EEVs)Twenty-five EEVs planned for 2015Speaker SupportContent productionSpeakers materials (scripts and supporting materials) for observances and occasionsSpeakers briefing notes, issue highlights, message alignment products, communication plansOrganization LiaisonSpeaker solicitationInformation sharing
15 Executive Outreach Department Speaker Support: Proactive Speaker Engagement NAVCO proactively markets Navyspeakers to key civic organizationsnationwide.NRD, NOSC and NROTC unit leadersare in a unique position to share the Navystory 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, OctHighlights:Meeting with ND GovernorMeeting with NDSU President & VP for ResearchCorporate engagements with Maintenance Engineering, Ramada Suites and MicrosoftInterview on KFGO RadioGuest speaker at Fargo Navy League luncheonAddressed NDSU football teamVisit to U.S. Navy Submarine MemorialRDML 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 messagesNAVCO 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 atBearings 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 organizationsCivic organizationsProfessional associationsTrade, labor and commerce organizationsYouth groupsNGOsSenior 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 schedulingImplemented tailored band support at Navy Weeks, Fleet Weeks and other community outreach events – able to provide the right asset for each eventImplemented strategic outreach to help mitigate Navy’s Awareness challengeUnit-venue liaison to ensure maximum outreach valueManagement of $1.5M operational funding in FY15Aviation outreach support and schedulingProcessing 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 scheduleIntegration of Naval Aviation assets into Navy Weeks, Fleet Weeks and other community outreach eventsSpecial unit support and schedulingSupport for drill teams, color guards and other special units
21 How to Reach Us NAVCO Director CDR James Stockman Deputy DirectorMr. John WallachMedia Outreach DepartmentMr. Glenn SircyEvent Planning DepartmentLT Timothy PageExecutive Outreach DepartmentMr. Todd MartinAsset Support DepartmentLT Kelly Cartwright