1. Copyright © 2014 Gallup, Inc. All rights reserved. 1

2. EFFECTIVE COMMUNICATION AND ENGAGEMENT IN A COMPLEX ENVIRONMENT FINDINGS FROM GALLUP NATIONAL SURVEY AND NAVY WEEKS ASSESSMENT 2 Copyright © 2014 Gallup, Inc. All rights reserved.

3. THE NAVY OPERATES IN A COMPLICATED INFORMATION ENVIRONMENT WITH OFTEN CONFLICTING MESSAGES Word-of- Mouth Print Key Influencer Social Media Face-to- Face Web Television Copyright © 2014 Gallup, Inc. All rights reserved. 3

4. WHILE MILITARY AND TERRORISM ARE PERCEIVED AS RELATIVELY IMPORTANT, AMERICANS ARE MORE FOCUSED ON EVERYDAY, BREAD AND BUTTER ISSUES Copyright © 2014 Gallup, Inc. All rights reserved. 4

5. AMERICANS HAVE MORE CONFIDENCE IN THE MILITARY THAN ANY OTHER SOCIETAL INSTITUTION % Great Deal/Quite A Lot of Confidence In 2014 The military 74 Small business 62 The police 53 The church or organized religion 45 The medical system 34 The U.S. Supreme Court 30 The presidency 29 The public schools 26 Banks 26 The healthcare system 23 The criminal justice system 23 Newspapers 22 Big business 21 News on the Internet 19 Television news 18 Congress 7 Copyright © 2014 Gallup, Inc. All rights reserved. 5

6. 6 PERCEIVED KNOWLEDGE OF MOST BRANCHES ROUGHLY EQUIVALENT. ARMY DECLINES AS WARS EBB? Know A Lot or Some About Branch Copyright © 2014 Gallup, Inc. All rights reserved.

7. 7 AMERICANS HAVE A FIRM UNDERSTANDING OF THE NAVY’S MAIN MISSION Description of Navy’s Main Mission or Responsibility Copyright © 2014 Gallup, Inc. All rights reserved.

8. UNCHANGED FROM 2013, NAVY FAVORABILITY REMAINS HIGH; EQUIVALENT TO OTHER BRANCHES Favorability Toward Military Service Branches (% 4 or 5) Copyright © 2014 Gallup, Inc. All rights reserved. 8

9. 9 NAVY WEEKS WORK! Overwhelming satisfaction with events. Heavy interaction with Navy personnel. Interaction is effective with a desire for more. Presentations and demonstrations are most effective at transmitting knowledge. The Air Show and Navy Band less so. Attendance increases favorability toward the Navy. Participation leads to advocacy. Copyright © 2014 Gallup, Inc. All rights reserved.

10. 10 NAVY WEEK EVENTS GENERATE HIGH SATISFACTION Satisfaction With Event Attended Extremely Satisfied Copyright © 2014 Gallup, Inc. All rights reserved.

11. 11 EVENTS ARE EFFECTIVE AT CONVEYING INFORMATION ABOUT THE NAVY — BUSINESS AND EDUCATION EVENTS ESPECIALLY Learned “A Lot” or “Some” Copyright © 2014 Gallup, Inc. All rights reserved.

12. 12 Description of What Learned About Navy Global Reach “I learned that the Navy is involved in many aspects of the world, including giving humanitarian aid and disaster relief to countries.” Role to Protect Shipping “They are a main force in protecting trade routes.” TCU School of Energy/Engineering Presentations Global Reach “I did not realize how deployed the Navy is around the world.” Humanitarian Missions “They have a broad range of peaceful and humanitarian missions globally.” Dallas Rotary Club/American Legion Presentations Navy Band Existence “I didn’t know they had a band.” Variety of Opportunities Available “There are other job opportunities available to members of the Navy.” Navy Band Performances Air Capabilities “Navy has an air branch of service.” “They are so much more than ships and water.” “They do more than I thought.” Air Show IN DALLAS, EDUCATION AND BUSINESS EVENTS WERE MOST SUCCESSFUL AT CONVEYING THE NAVY'S ROLE AND SPECIFICS. OMAHA PATTERNS SIMILAR. Copyright © 2014 Gallup, Inc. All rights reserved.

13. 13 NAVY WEEK EVENTS GENERATE FAVORABILITY. SMALLER, “INFORMATION HEAVY” EVENTS GENERATE MORE FAVORABILITY On a scale of 1 to 5, where 1 is much less favorable and 5 is much more favorable, please tell me how favorable today’s event made you feel about the Navy. (% 4 and 5) Copyright © 2014 Gallup, Inc. All rights reserved.

14. 14 NAVY WEEK ATTENDANCE INCREASES ADVOCACY OF A NAVY CAREER % 4 and 5 on 5-Point Likelihood to Recommend Scale +13% Copyright © 2014 Gallup, Inc. All rights reserved.

15. Use simplicity to compete in a complex environment – Consistent, focused, clear, meaningful Leverage the public’s favorability toward the Navy – Satisfy their curiosity about Navy Basics – Make the link between the Navy’s mission and their everyday concerns – Every interaction is a message opportunity Make every sailor an ambassador – Make it a duty – Given them meaningful, simple messages to convey – Encourage interaction with the public Use the Navy’s most valuable communication vehicle: Sailors 15 INCREASING NAVY COMMUNICATION EFFECTIVENESS Copyright © 2014 Gallup, Inc. All rights reserved.

16. 16 COPYRIGHT STANDARDS This document contains proprietary research, copyrighted materials, and literary property of Gallup, Inc. It is for the guidance of your company only and is not to be copied, quoted, published, or divulged to others outside of your organization. Gallup ®, Q 12 ® Impact, SF 34 ®, CE 11 ® Impact, Clifton StrengthsFinder ®, SRI ®, The Gallup Path ®, StrengthsCoach ™, Gallup University ®, Gallup Consulting ®, StrengthsFinder ®, The Gallup Poll ®, and Business Impact Analysis ™ are trademarks of Gallup, Inc. All other trademarks are the property of their respective owners. This document is of great value to both your organization and Gallup, Inc. Accordingly, international and domestic laws and penalties guaranteeing patent, copyright, trademark, and trade secret protection protect the ideas, concepts, and recommendations related within this document. No changes may be made to this document without the express written permission of Gallup, Inc. Copyright © 2014 Gallup, Inc. All rights reserved.

17. 17 ECONOMY AND DYSFUNCTIONAL GOVERNMENT HAVE REMAINED THE PRIMARY ISSUES OF IMPORTANCE TO AMERICANS Copyright © 2014 Gallup, Inc. All rights reserved.