1. Navy Marketing and Advertising Branding Update and Outreach Primer
CAPT Dave Bouve, CNRC N9
National Director of Navy Marketing and Advertising

2. Topics Navy Brand update
NRC Events vs Diversity Outreach vs CHINFO Outreach
NRC Diversity Outreach
SeaPerch
STEM

3. NRC Branding Status Navy’s Brand Positioning Statement:
America’s Navy Is The First and Only Military Force That Protects America and Supports Freedom Through the Power of Presence
Navy Brand remains: America’s Navy
Navy Themeline up until July 2014 was: “A Global Force for Good”
Effective at recruiting Millenials and Gen Z; but not liked by many active duty and veterans
Now divesting, and replacing promotionals by attrition
Replacement Themeline?
Quantitative, qualitative, and focus group research by LCE narrowed new options to 4, but none resonated with senior Navy leadership
Expect progress to resume mid 2015

4. NRC Events Diversity Outreach “Big Navy” Outreach Recruiting Events
Nexus between CHINFO and NRC Events
STEM Displays/Local Recruiter support at Airshows, Fleet Weeks, Navy Weeks
Leap Frogs get majority of travel and operating funds from NRC
Nexus between NRC Events and NRC Diversity
STEM and SeaPerch exhibitions at underserved schools
National Level vs Local Level Diversity events
“Big Navy” Outreach
(CHINFO)
Diversity Outreach
(NRC Diversity)
Recruiting Events
(NRC N92)
STEM
Fleet Weeks
Leap Frogs
STEM
SeaPerch
Super 7 Career Fairs

5. NRC Diversity Outreach
CDR David Arnold Director of Diversity, 00C
LCDR Michael Fourte
New York
LCDR Nikki Peoples
Atlanta
LCDR Jaye Jones
Houston
LCDR Eric Hahn
Los Angeles
CDR Mike Kerley
Chicago
LT Andrea Fallas PM
NCC Riley
NCCS Johnson
NCC Fernandez
NCCS Enos
NCC McCabe
ENS Green
Memphis
Navy City
Outreach
Officers
Navy City
Outreach
CPOs
Mission: Deliver single & consistent message: generate interest in science/math, and promote Navy awareness – NOT Recruiting due to youth of target audience
Funding and support from Navy (NRC and N134) & ONR
Through this strategic outreach program NCO teams have established relationships with schools in New York, Houston, Atlanta, Chicago, Dallas, Miami, and Los Angeles that were previously inaccessible to Navy
NCO teams are engaging students and schools in undeserved areas places like Harlem, Bronx, Watts, Compton, East LA, and South Central LA, Chicago Southside, Decatur, DeKalb, Bankhead, Southwest Atlanta, etc. All very diverse areas that are underserved and underrepresented.
Penetrating/developing new territories for recruitment of future sailors, enabling future access.
To-date (just over 3 years) the team has engaged well over 400 teachers and 4,200 students.

6. SeaPerch 1Q15 SeaPerch Regional Competition Dates
February 21st – New York (Manhattan)
February 28th – Miami
March 7th – Houston
March 12th – Dallas
March 14th – Chicago
March 21st – Los Angeles
March 28th – Atlanta
Train Teachers
(50+)
Train Students
(1,000+)
Day Long
Regional
Competition
Teachers
Parents
Students
Community
Winners compete in National Competition

7. STEM
Robotics
Laproscopic
Demo
Occulus Rift
STEM Quiz

8. STEM for the Classroom

9. Questions?