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Copyright © 2014 Gallup, Inc. All rights reserved.
EFFECTIVE COMMUNICATION AND ENGAGEMENT IN A COMPLEX ENVIRONMENTFINDINGS FROM GALLUP NATIONAL SURVEY AND NAVY WEEKS ASSESSMENT
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Copyright © 2014 Gallup, Inc. All rights reserved.
THE NAVY OPERATES IN A COMPLICATED INFORMATION ENVIRONMENT WITH OFTEN CONFLICTING MESSAGES
Word-of- Mouth
Key Influence
r
Social Media
Face-to- Face
Web
Television
3
Copyright © 2014 Gallup, Inc. All rights reserved.
WHILE MILITARY AND TERRORISM ARE PERCEIVED AS RELATIVELY IMPORTANT, AMERICANS ARE MORE FOCUSED ON EVERYDAY, BREAD AND BUTTER ISSUES
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Copyright © 2014 Gallup, Inc. All rights reserved.
AMERICANS HAVE MORE CONFIDENCE IN THE MILITARY THAN ANY OTHER SOCIETAL INSTITUTION
% Great Deal/Quite A Lot of Confidence In2014
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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Copyright © 2014 Gallup, Inc. All rights reserved. 6
PERCEIVED KNOWLEDGE OF MOST BRANCHES ROUGHLY EQUIVALENT. ARMY DECLINES AS WARS EBB?
Army Marines Navy Air Force Coast Guard0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
53%
43% 42%38%
22%
49%
42% 40% 40%
23%
2013 2014
Know A Lot or Some About Branch
Copyright © 2014 Gallup, Inc. All rights reserved. 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.
UNCHANGED FROM 2013, NAVY FAVORABILITY REMAINS HIGH; EQUIVALENT TO OTHER BRANCHES
Favorability Toward Military Service Branches(% 4 or 5)
Marines Air Force Navy Army Coast Guard0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
82% 82% 81%78% 78%
82% 81% 80%76% 76%
2013 2014
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9Copyright © 2014 Gallup, Inc. All rights reserved.
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
NAVY WEEK EVENTS GENERATE HIGH SATISFACTION
Satisfaction With Event Attended
3% 1%8%
28%
60%
Extremely sat-isfied
4
3
2
Not at all satis-fied
Don't know/Re-fused
Air Show Education/STEM
Business Community 0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
68% 65% 63%
46%
Extremely Satisfied
Copyright © 2014 Gallup, Inc. All rights reserved. 11
EVENTS ARE EFFECTIVE AT CONVEYING INFORMATION ABOUT THE NAVY — BUSINESS AND EDUCATION EVENTS ESPECIALLY
Community
Air Show
Education
Business
Total
46%
70%
80%
94%
63%
Learned “A Lot” or “Some”
Copyright © 2014 Gallup, Inc. All rights reserved. 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
NAVY WEEK EVENTS GENERATE FAVORABILITY. SMALLER, “INFORMATION HEAVY” EVENTS GENERATE MORE FAVORABILITY
Total Business Education Air Show Community0%
20%
40%
60%
80%
100%
73%
93%
81%75%
64%
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
NAVY WEEK ATTENDANCE INCREASES ADVOCACY OF A NAVY CAREER
Event Re-contact0%
20%
40%
60%
80%
100%
50%
63%
% 4 and 5 on 5-Point Likelihood to Recommend Scale
+13%
Copyright © 2014 Gallup, Inc. All rights reserved.
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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INCREASING NAVY COMMUNICATION EFFECTIVENESS
Copyright © 2014 Gallup, Inc. All rights reserved. 16
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