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Outreach: America’s Navy

Outreach: America’s Navy. CAPT Robert D. Newell. American’s Perception of the Military. Percentage of Respondents. Source : Gallup Consulting December 2008. Outreach With Intent. O:AN Objectives. Establishes CHINFO as single process owner responsible for community outreach.

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Outreach: America’s Navy

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  1. Outreach: America’s Navy CAPT Robert D. Newell

  2. American’s Perception of the Military Percentage of Respondents Source : Gallup Consulting December 2008 Outreach With Intent

  3. 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

  4. Metrics Driven COMMAND: COMPACFLT REQUIREMENT: LEADERS TO SEA EMBARKS Outreach With Intent

  5. We’ve Never Done This Before Outreach With Intent

  6. Stakeholders and Requirements CDR Todd A. Martin

  7. Stakeholders Outreach With Intent

  8. CHINFO Sample Requirements Outreach With Intent

  9. USFF PACFLT Stakeholders’ Sample Requirements Commissionings Leaders to Sea Outreach With Intent

  10. CNIC CNP Stakeholders’ Sample Requirements Shore Leadership Speaking Events Maintain List of NJROTC Units CNRF Provide NOSC Support for significant outreach activities Outreach With Intent

  11. CNRC NH&HC Stakeholders and Sample Requirement Identify traditional commemorative activities and events carried out by the United States Navy Purchase advertising to support each Navy Week Outreach With Intent

  12. 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

  13. NAVCO for O:AN

  14. Evolution NAVCO 1.0… • Rear Admirals • Aviation • Band • Namesake • MOP … to NAVCO 2.0 • Experience • Familiarity • Expeditionary

  15. Revolution Continuing engagement Leaders to Sea Expanded Hometowners MOE 3/4-Stars Contract support Web 2.0 Pre-event publicity … NAVCO 3.0

  16. Status Desired Effect: Better Knowledge of Navy

  17. 3/4-Star Day 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 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 Ups the Ante

  18. Planning Team Leadership NAVCO HQ Coordinator NAVCO Field Officer Fleet NRD Contractor NOSC Region Increased Capability

  19. Planning Milestones • Flag Officer Trip-book • Media releases • Distribute Press Kits • CFA (AC/RC NRD) • Anchor event • Blues Sked • Flag Officers Present Effort • SOE Construction • NRD Assets Availability • SOE Confirmation • Flag Officer sked • Outreach to local media • Air Assets request • Verify NRD Assets • De-conflict SOE • RC Action Officer • Band Events 9mo 6mo 4mo 3mo 2mo 1mo 2wk NW Next Level (Additional Work) • 3 and 4 Star Fortune 100 Engagement • Leaders to Sea • Hired, Professional Event Planning • Expanded Hometowners Hotwash • Legislative Engagement FPC Pre-event advertising IPC • Hired, Professional Assessment MPC Unique Locations, Events, Recipes

  20. Navy Week Leaders to Sea Greg Maryniak Director, James S. McDonnell Planetarium Wildwood, MO Tracy Ryks Manager, Marketing for Twin Ports Testing Duluth, MN Carlos Munoz CEO/Founder, CAM Communication Fairfax, VA Ben Phillips Director of Global Markets, Afro-American Newspapers Bowie, MD Rosabel Tao VP, Corporate Comms, Spot Runner Los Angeles Call to Action! 6 of 53 in 2009 Tom Fogarty Chief Medical Officer/Executive VP Concentra Richardson, TX

  21. Expanded Hometowners 2009 Common Sailors; Extraordinary Service

  22. Earned Leaders to Sea Expanded Hometowners Social networking Advanced stories Paid Web ads Newspaper ads Radio & TV ads Billboard, bus banners Pre-Event Publicity Low-cost • Post cards • PSAs Increased Attendance; Direct Messaging

  23. Web 2.0

  24. Performance (MOP) Event Attendance Media Impressions Ad Value Equivalency Leadership opinion Subjective, self done Effectiveness (MOE) Understanding Awareness Survey Objective, third party Measurement Accurate, Meaningful, Significant

  25. Taking Navy Weeks to the next level • Turning Navy Weeks into Navy Years Bringing the Story Home

  26. Fleet Support to Outreach:America’s Navy CDR Chris Loundermon USFF

  27. 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.

  28. Fleet Requirements

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