Calendar for America: Communicating the Navy Story

Perspectives on Navy Navy Week Research –Custom research commissioned by CHINFO – Distinguished Visitor Database –Custom research of Embarkees –2012 Navy Messaging Survey –Gallup Panel Web Survey –Oct ,

Navy Week Assessment Program: Historical Review 2009 Pre-Post Surveys National Survey 2010 Pre-Post Surveys Focus Groups Onsite Surveys 2011 Focus Groups Onsite Surveys National Survey 2012 Pre-Post Surveys National Survey 3

Key Findings Navy Week research has shown that the American public is: –Highly favorable to Navy and all branches –Simplistic in understanding –Curious to learn more –Distracted Navy Weeks show positive impact on those who attend The public relates to Navy messaging, but messaging and language needs to be simpler and more consistent 4

National Trends Show Favorability, Limited Knowledge, Tempered Likelihood to Recommend 5 Navy is in Still Waters

Navy Week Impact Holding Steady Over the Years Navy Week Cities in Which Pre-Post Measurements Were Conducted But much more successful among Event Attendees!

Navy Week Attendance Increases Knowledge about the Navy 7 45% 26% Navy Week Can Improve Understanding

Navy Events Have Bigger Impact Than Other Efforts 8 Knowledge of Navy Recommend NavyFavorable Opinion Attended Navy Event Past 30 Days (n=356) Watched Carrier Classic (n=911) Watched a Navy Movie (n=824) Watched NCIS (n=2,686) Watched Any Navy Programming (n=4,144) Avg. Score on Quiz Bottom line - Outreach Events Have Impact Watched Bomb Patrol or at Sea (n=988)

Awareness of Navy Brand is On the Rise 9 Please tell me which one of these is the Navy’s current brand. (National Data, n=1001) Navy Branding is Starting to Work

Americans Are Generally in Line with Navy Messaging, But Messaging Needs to Begin in Simpler Terms Navy Message As America’s Away Team, your Navy is agile, flexible, deployed around the world and uniquely positioned to defend our nation’s interest every day Americans’ Understanding Navy protects and defends our country’s interests on the waters of the world 10 Need to Message in Public-Friendly Terms

- Navy personnel should interact with attendees waiting in line – answering questions and delivering key messages Increasing the Impact of Events 11 “Walk” The Line“Talk” The Tour - Don’t let attendees just view exhibits. Tell them what they’re seeing – filtering through the key message lens “Sing” the Hymn - Be Disciplined! Everyone should sing from the same hymnal - consistently conveying the key messages.

Perspectives on Navy Navy Week Research –Custom research commissioned by CHINFO – Distinguished Visitor Database –Custom research of Embarkees –2012 Navy Messaging Survey –Gallup Panel Web Survey –Oct ,

13 DVs Love the Program. It Increases Knowledge, Favorability, Attentiveness and Willingness to Recommend the Navy Compared to Before Program Know Great More About Compared to Before Program Much More Likely To

14 DVs Share The Experience With a Wide Range of People, Most Close to Them. Significant Opportunity Exists to Connect With the Media Did you talk about or share your experiences with any of the following people or groups after your embark? % Yes Number of People DVs Shared Experience With Mean = 157 Approximately how many people do you think you spoke to or shared information with about your experiences? Copyright © 2012 Gallup, Inc. All rights reserved.

Perspectives on Navy Navy Week Research –Custom research commissioned by CHINFO – Distinguished Visitor Database –Custom research of Embarkees –2012 Navy Messaging Survey –Gallup Panel Web Survey –Oct ,

Navy Messaging Survey 803 Gallup Panel Respondents –Web Based Survey React to Potential Navy Messages –The Navy protects and defends America at sea –The Navy fights and wins America’s wars at sea –The Navy is deployed around the world, around the clock –The Navy is ready to defend America anytime the nation calls –America’s Navy: A Global Force for Good 16

17 The Warfighting Message is the Easiest to Understand Message Easy to Understand % Agree Messages

18 The Most Believable are the Warfighting, Operate Forward, and Be Ready Messages Message Believable % Agree Messages

19 The Warfighting, Operate Forward and Be Ready Messages are Most Important Message Important % Agree Messages

The Bottom Line The core Warfighting message is important, easy to understand and clearly conveys the basic message about the Navy –Communications should consistently convey this basic message Reinforce the message with Operate Forward and Be Ready –Are easily understood –Boost understanding among target audiences –Viewed as most important Every activity needs to be filtered through the prism of the Core and Supporting Messages –Does it help to clearly communicate the messages? 20

(Warfighting First) The Navy protects and defends America on the world’s oceans. (Operate Forward) The Navy is deployed around the world, around the clock. (Be Ready) The Navy is ready to defend America at all times. Proposed Navy Messages for 2013 – Based on Gallup Message Testing 1

Navy Week Assessment Program: On Target 2013 Target Audience Research 22

Navy Weeks 2013 Evaluation Plan EFGIMN Type of Research Event Based Survey Follow Up Survey Focus Group Discussions Influencer Interviews Media MonitoringNational Survey PopulationCivic Leaders, Diversity Groups, Event attendees Key target audiences who attended public events Corporate, government, legislative, STEM, Educators, 50/50 MediaGeneral US population GoalInstant ratings on event, speakers, assets Assess “stickiness” of Navy messaging Qualitative feedback on how events could be improved Leadership feedback on effectiveness of Navy messaging and flag officer Ratings of media appearances on how well flag officer stays on message To trend perceptions towards Navy and effectiveness of Navy messages MethodGallup interviewers pass out/ collect surveys, including phone and Web/phone survey conducted 6 months after event among those providing contact info Shortly after Navy Week, selected attendees are asked to participate in one of 2 local focus groups, moderated by Gallup Gallup researchers conduct up to 12 individual in depth interviews per city, by phone, after Navy Week, using business cards collected Gallup researchers create media scorecard to determine if Navy representative is on message and conveys basic Navy facts, using CSC media monitoring database Outbound telephone survey, 12 minute length, field period to be determined.