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. PERFORMANCE INDICATOR
Metrics Driven
COMMAND: COMPACFLT REQUIREMENT: LEADERS TO SEA EMBARKS
TASK
REQUIRED
COMPLETED
PERFORMANCE INDICATOR
CHINFO 6
DIVERSITY 3
NAVY WEEKS 10 5
PACFLT 9 8
CNIC 2
CNRC 4 1
ENVIRONMENTAL
CNRF
OLA
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. Stakeholders’ Sample Requirements
USFF
PACFLT
Commissionings
Leaders to Sea
Outreach With Intent

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

11. Stakeholders and Sample Requirement
CNRC
NH&HC
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… … to NAVCO 2.0 Rear Admirals Aviation Band
Namesake
MOP
… to NAVCO 2.0
Experience
Familiarity
Expeditionary

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

16. Desired Effect: Better Knowledge of Navy
Status
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
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

17. Current 1 or 2-star engagement
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 Increased Capability Leadership NAVCO HQ Coordinator
Field Officer
Fleet
NRD
Contractor
NOSC
Region
Increased Capability

19. Unique Locations, Events, Recipes
Planning Milestones
CFA (AC/RC NRD)
Anchor event
Blues Sked
Flag Officers
SOE Construction
NRD Assets Availability
Present Effort
Flag Officer Trip-book
Media releases
Distribute Press Kits
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
Process from Concept to execution of typical Navy Week.
Decide location of where we want to do a navy week. Deciding factors include: is the area in our AOR, does the NRD want one there, is there an anchoring event that will meet the needs of our navy week.
After Navy Weeks are determined (this is put out after the Blues Schedule in Dec) the list is distributed to NAVCO Reserve AOs for assignment.
A message is promulgated to CHINFO for distribution to all flags to solicit Admiral participation at the Navy Week.
After assignment the Reserve AO will start the process of planning at about 6 months out. Band events, public concerts, should also be looked at for enough lead to schedule.
At 4 months out, conference calls are scheduled bi-weekly. This is the time that AO’s start building an SOE shell, determine assets with NRD and start to fill in the general outline of their week.
At the 3 month mark, focus should be on Admirals schedule. Contact should be made with media in local area to start and build a relationship.
2 months out we start weekly conference calls. This helps get some things solidified and to promote idea sharing.
1 month out, events should start being solid. Re-verify NRD assets and events already planned and de-conflict SOE items.
2 weeks out Admirals trip book should be finalized pending media engagements. Press kits and media releases should be written and sent out/delivered.
1 week. Everything should be finalized and all Navy Week gear should be sent out via mail (caps, camera gear, certificates, etc)
Leaders to Sea
Hired, Professional Event Planning
Expanded Hometowners
Hotwash
Legislative Engagement
FPC
IPC
Pre-event advertising
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!
Tom Fogarty
Chief Medical Officer/Executive VP Concentra
Richardson, TX
6 of 53
in 2009

21. Common Sailors; Extraordinary Service
Expanded Hometowners 2009
Common Sailors; Extraordinary Service

22. Increased Attendance; Direct Messaging
Pre-Event Publicity
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

23. Web 2.0

24. Accurate, Meaningful, Significant
Measurement
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

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. with embarking in surface ships and not submarines and
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