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18 Navy | Winter 2018 Command introduced Forged by the Sea to the fleet in early December. They wanted to let Chief of Naval Operations ADM John Richardson and the rest of Navy leadership know through various message channels that this was the new tagline, and encourage all hands to get behind it. e initial effort culminated with the first commercials, which aired on CBS-TV during the Army-Navy football game on Dec. 9. While the game traditionally garners a wide audience across the country, Bouvé said the team still considered the viewership as an internal audience. "It was a chance to celebrate, within our life- lines, this idea of a new tagline," Bouvé said. From that point forward, Recruiting Command began its external effort to introduce the slogan through digital and social media spaces — an effort that will continue through the year. Plans call for a major launch before the general public in the form of a three-month campaign on broadcast television beginning in mid-March. "We have kind of a new audience to target; some call them Generation Z. We call them centen- nials. e generation of people we're speaking to now are just coming of age," Bouvé said. ey are just getting out of high school, going off to college, or are even younger than that, Bouvé said. To approach this generation, the team came to grips with the fact that they consume media — and think of the Navy — in different ways from their predecessors. Understanding that is key to the way Navy recruiting intends to reach out to them, Bouvé said. For example, the plan calls for a decreasing use of television advertising. Last year, the Navy placed 70 percent of its recruiting advertisements on television, with 30 percent placed on digital media. is year, Bouvé said, the split will be 50-50. Only 30 percent of all recruiting ads will be placed on television next year, with 70 percent appearing in digital media. "We're now talking to our audience where they live. It acknowledges the media consumption habits of the generation we're speaking to. And it provides us the ability to cra messages that are a bit more targeted," Bouvé said. ey expect to garner better analytics and data about who is getting their message, and what they are doing with it once they get it, he said. e presentation still will look like tradi- tional television commercials, running around 60 seconds in duration, with a twist. One, already produced, is fairly typical. Bouvé described three more that are still in production as "recruit films" — messages directed toward prospective recruits themselves. "We're not just saying, 'We're the Navy, we do a lot of cool stuff.' We're saying, 'Here's what it would mean to you to be a part of this orga- nization.' It's a much more compelling message," Bouvé said. e spots are craed so that they can be cut into six- to 15-second modular segments, making them more easily adaptable to digital space. Bouvé said the approach allows for more than 40 different individual pieces of content to spread across the media at marginal cost. e marginal cost of this campaign, including what was spent on production, the creative U.S. Navy recruits hold a group discussion on what accountability means to them during training Jan. 17 at Recruit Training Command (RTC) in Great Lakes, Ill. RTC trains Sailors in the core competency of "toughness," emphasizing initiative, accountability, integrity and ethics. The goals of the Navy's new marketing campaign — Forged by the Sea — is to educate and inspire the very "best and brightest" recruits possible. MASS COMMUNICATION SPECIALIST 1ST CLASS AMANDA S. KITCHNER

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