outreach: america’s navy capt robert d. newell. american’s perception of the military source :...
TRANSCRIPT
Outreach: America’s Navy
CAPT Robert D. Newell
American’s Perception of the Military
30
10
2
49
9
26
38
4
22
10
0
10
20
30
40
50
60
Air Force Army Coast Guard Marines Navy
MostPrestigiousBranch of theArmed Forces
Branch ofArmed ForcesMostImportant toNationalDefense
Source : Gallup Consulting December 2008
Percentage of Respondents
Outreach With Intent
O:AN Objectives
Establishes CHINFO as single process owner responsible for community outreach.
Formally tasks commanders with executing outreach requirements.
Creates a long range planning process for identifying, prioritizing, and coordinating Navy outreach efforts with all stakeholders across a 10 year time horizon.
Connects a broad spectrum of agencies to creates synergy in resources and marketing efforts.
Ensures Navy’s outreach efforts are well-coordinated, targeted, and properly funded.
Establishes a system to assess the effectiveness of outreach events.
Outreach With Intent
Metrics Driven
Outreach With Intent
TASK REQUIRED COMPLETED PERFORMANCE INDICATOR
CHINFO 6 6
DIVERSITY 6 3
NAVY WEEKS 10 5
PACFLT 9 8
CNIC 6 2
CNRC 4 1
ENVIRONMENTAL 4 4
CNRF 3 1
OLA 3 0
COMMAND: COMPACFLT REQUIREMENT: LEADERS TO SEA EMBARKS
We’ve Never Done This Before
Outreach With Intent
Stakeholders and Requirements
CDR Todd A. Martin
Stakeholders
Outreach With Intent
CHINFO Sample Requirements
Outreach With Intent
Stakeholders’ Sample Requirements
USFF PACFLT
Outreach With Intent
Commissionings Leaders to Sea
Stakeholders’ Sample Requirements
CNIC CNP
Outreach With Intent
CNRF
Shore Leadership Speaking Events
Maintain List of NJROTC Units
Provide NOSC Support for significant outreach activities
Stakeholders and Sample Requirement
CNRC NH&HC
Outreach With Intent
Purchase advertising to support each Navy Week
Identify traditional commemorative activities and events carried out by the United States Navy
Want to Learn More?
Attend this afternoon’s breakout session at 1300 and receive a FREE COPY of the Outreach: America’s Navy Instruction.
Supplies are limited!
Outreach With Intent
• Rear Admirals
• Aviation
• Band
• Namesake
• MOP… to NAVCO 2.0 • Experience
• Familiarity
• Expeditionary
NAVCO 1.0…
… NAVCO 3.0
Continuing engagement Leaders to SeaExpanded HometownersMOE
3/4-Stars Contract support Web 2.0Pre-event publicity
Initiatives Desired Effects Requirements
Web 2.0 engagement Engaging, empowering, motivating audiences via cyberspace
NAVCO / USNL commitment
Expanded Hometowners highlighting Sailors’ service in real-world, global operations
Amplified stories of our Sailors’ service NAVCO, Fleet commitment
Targeted “Leaders to Sea” embarks
Targeted third-party validators; calls to action 6-9 months before Navy Week
NAVCO, Fleet commitment
3/4-star officers engaging government business, and civic leaders
Strategic, meaningful, continuing “Fortune 100” engagement; tiered engagement (small, medium & larger events)
CNO, flag community commitment
Hired, professional event planning; targeted influencers
Year-long, higher influencer engagement; Calls to action; Meaningful/long-term relationships
$xM
Improved pre-event publicity Increased attendance, messaging $yM
MOE: Hired, professional assessment
Statistical assessment/analysis of awareness and understanding
$zM
CNO letters to mayors, governors, Reps/Senators
Better legislative engagement CNO, OLA commitment
Desired Effect: Better Knowledge of Navy
Day Prior 2100 arrival Day of Engagement 0800 Civic leader breakfast 1000 Legislative engagement 1200 Lunch w/ local Fortune 100
CEO & principal staff 1400 Editorial board w/ local
paper 1600 Media availability icw
Mayor, governor 1800 Local industry group dinner 2000 Departure
Heavy gov’t, corporate,
civic engagement
High tempo, high impact,
low time commitment
Adds to current 1 or 2-star
engagement plan
Ups the Ante
Current 1 or 2-star engagement Civic organizations speaking
events- breakfast, luncheon Youth group engagement Caps for Kids Media availabilities 3 high-impact
events per
Increased Capability
NOSC
NAVCO
Field Officer
NRD
NAVCO
HQ Coordinator
FleetContractor
Region
Leadership
Pre-event
advertising
Unique Locations, Events, Recipes
9mo 4mo 3mo 2mo 1mo
2wk6mo
•CFA (AC/RC NRD)•Anchor event•Blues Sked•Flag Officers
•RC Action Officer•Band Events
•SOE Construction•NRD Assets Availability
•Flag Officer sked•Outreach to local media•Air Assets request
•SOE Confirmation
•Verify NRD Assets•De-conflict SOE
•Flag Officer Trip-book•Media releases•Distribute Press Kits
Present Effort
Next Level(Additional Work)
NW
•3 and 4 Star Fortune 100 Engagement
•Leaders to Sea•Expanded Hometowners
•Legislative Engagement
•Hired, Professional Event Planning
•Hired, Professional AssessmentMPCIPC
Hotwash
FPC
Greg Maryniak
Director, James S. McDonnell Planetarium
Wildwood, MO
Tom Fogarty
Chief Medical Officer/Executive VP Concentra
Richardson, TX
Rosabel Tao
VP, Corporate Comms, Spot Runner
Los Angeles
Ben Phillips
Director of Global Markets, Afro-American Newspapers
Bowie, MD
Carlos Munoz
CEO/Founder, CAM Communication
Fairfax, VA
Tracy Ryks
Manager, Marketing for Twin Ports Testing
Duluth, MN
Call to Actio
n!
6 of 53
in 2009
Common Sailors; Extraordinary Service
Earned Leaders to Sea Expanded Hometowners Social networking Advanced stories
Paid Web ads Newspaper ads Radio & TV ads Billboard, bus banners
Low-cost Post cards PSAs
Increased Attendance; Direct Messaging
Performance (MOP) Event Attendance Media Impressions Ad Value Equivalency Leadership opinion
Subjective, self done
Effectiveness (MOE) Understanding Awareness Survey
Objective, third party
Accurate, Meaningful, Significant
• Taking Navy Weeks to the next level
• Turning Navy Weeks into Navy Years
Bringing the Story Home
Fleet Support to Outreach:America’s Navy
CDR Chris Loundermon
USFF
Fleet Perspective
USFF and CPF along with their subordinate commands will Develop a centralized “Leaders to Sea” embark program.
Most of us only have associated the term “Leaders to Sea”
with embarking in surface ships and not submarines and
aircraft carriers
So what is different? A more focused approach to ensuring the Navy embark the right guests.
Blogs
ShipCommissionings
Namesake Relationships
Fleet Weeks
40 non-Navy Port Visits
Assign Fleet Units to
NJROTC Units
Assign Fleet Units to
NROTC Units
Centralized DV Database
60 dedicated Leaders to Sea
embarks per Fleet
Expanded Hometowners
Fleet Support to OAN
Fleet Requirements
