Transcript Document

Copyright © 2014 Gallup, Inc. All rights reserved.
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EFFECTIVE COMMUNICATION AND
ENGAGEMENT IN A COMPLEX ENVIRONMENT
FINDINGS FROM GALLUP NATIONAL SURVEY AND NAVY WEEKS ASSESSMENT
Copyright © 2014 Gallup, Inc. All rights reserved.
2
THE NAVY OPERATES IN A COMPLICATED INFORMATION
ENVIRONMENT WITH OFTEN CONFLICTING MESSAGES
Word-ofMouth
Television
Print
Key
Influencer
Web
Face-toFace
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Social
Media
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WHILE MILITARY AND TERRORISM ARE PERCEIVED AS
RELATIVELY IMPORTANT, AMERICANS ARE MORE
FOCUSED ON EVERYDAY, BREAD AND BUTTER ISSUES
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4
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
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PERCEIVED KNOWLEDGE OF MOST BRANCHES ROUGHLY
EQUIVALENT. ARMY DECLINES AS WARS EBB?
Know A Lot or Some About Branch
100%
90%
80%
70%
60%
50%
53%
49%
43%
42%
42%
40%
40%
38%
40%
30%
22%
23%
20%
10%
0%
Army
Marines
Navy
2013
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Air Force
2014
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Coast Guard
AMERICANS HAVE A FIRM UNDERSTANDING OF THE
NAVY’S MAIN MISSION
Description of Navy’s Main Mission or Responsibility
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UNCHANGED FROM 2013, NAVY FAVORABILITY REMAINS
HIGH; EQUIVALENT TO OTHER BRANCHES
Favorability Toward Military Service Branches
(% 4 or 5)
100%
90%
82%
82%
82%
81%
81%
80%
80%
78%
76%
78%
76%
70%
60%
50%
40%
30%
20%
10%
0%
Marines
Air Force
Navy
2013
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Army
Coast Guard
2014
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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.
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NAVY WEEK EVENTS GENERATE HIGH SATISFACTION
Satisfaction With
Event Attended
Extremely Satisfied
100%
90%
Extremely
satisfied
80%
4
60%
70%
60%
3
50%
2
40%
30%
Not at all
satisfied
Don't
know/Refused
28%
68%
65%
63%
46%
20%
10%
8%
1%
3%
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0%
Air Show
Education/STEM
10
Business
Community
EVENTS ARE EFFECTIVE AT CONVEYING INFORMATION
ABOUT THE NAVY — BUSINESS AND EDUCATION EVENTS
ESPECIALLY
Learned “A Lot” or “Some”
Total
63%
Business
94%
Education
80%
Air Show
Community
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70%
46%
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IN DALLAS, EDUCATION AND BUSINESS EVENTS WERE
MOST SUCCESSFUL AT CONVEYING THE NAVY'S ROLE
AND SPECIFICS. OMAHA PATTERNS SIMILAR.
Description of What Learned About Navy
TCU School of
Energy/Engineering
Presentations
• 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.”
Dallas Rotary
Club/American
Legion 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.”
Navy Band
Performances
Air Show
• 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.”
• Air Capabilities
• “Navy has an air branch of service.”
• “They are so much more than ships and water.”
• “They do more than I thought.”
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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)
100%
93%
81%
80%
75%
73%
64%
60%
40%
20%
0%
Total
Business
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Education
Air Show
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Community
NAVY WEEK ATTENDANCE INCREASES ADVOCACY OF A
NAVY CAREER
% 4 and 5 on 5-Point Likelihood to Recommend Scale
100%
80%
+13%
63%
60%
50%
40%
20%
0%
Event
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Re-contact
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INCREASING NAVY COMMUNICATION
EFFECTIVENESS

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
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COPYRIGHT STANDARDS
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for the guidance of your company only and is not to be copied, quoted, published, or divulged to others outside
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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.
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ECONOMY AND DYSFUNCTIONAL GOVERNMENT HAVE REMAINED THE
PRIMARY ISSUES OF IMPORTANCE TO AMERICANS
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