ORLANDO\u2014Although the U.S. Navy isn\u2019t your typical consumer brand, it\u2019s in the lead generation business nonetheless. And because its target audience consists mainly of the Centennial Generation, 70% of its media is spent in the digital realm.<\/p>\n

That age cohort, consisting of those born between roughly 1995 and 2008, has been the subject of focus groups, the results of which have formed the Navy\u2019s most recent content for its Forged by the Sea campaign, says Capt. Matt Boren, CMO, Navy Recruiting Command.<\/p>\n

\u201cMost of them have something unique that drew them to the Navy, and we define those as rewards of the Navy,\u201d Capt. Boren explains in this interview with Beet.TV at the recent Association of National Advertisers Masters of Marketing<\/a> conference.<\/p>\n

Some prospects are drawn to meaningful venture or creative innovation, while a third group is \u201ctraditionalist\u201d in nature by virtue of having family members in the military. The last group respond to ads or displays of strength, according to Capt. Boren<\/a>.<\/p>\n

\u201cAll three of those pillars really want to find teamwork and opportunity, so we call that a stability seeking behavior across all three genres.\u201d<\/p>\n

Asked about specific KPI\u2019s, he says the big picture starts with creating awareness about a branch of the armed forces with which not everyone is completely familiar.<\/p>\n

\u201cWe have a system where we go from awareness to them engaging with our content, ultimately driving them to navy.com. We consider that our recruiting hub and there we have a call to action,\u201d says Capt. Boren.<\/p>\n

That might be an 800 number someone can call, filling out lead-gen form or an email. \u201cThey will do some form to get their name and information in our system, at which point we take that from a gross lead and we start a process we call blueprinting.\u201d<\/p>\n

After checking those prospects for age, citizenship and other aspects of eligibility, \u201cthen we get them on the phone\u201d gauge interest and eliminate such disqualifiers as medical or criminal backgrounds. At the bottom of the funnel emerge qualified and interested leads. \u201cThat\u2019s what we pass to our field recruiters.\u201d<\/p>\n

Since 1973, when the Navy became all-volunteer, it\u2019s had nine different advertising taglines, but none of them invoked the word \u201csea\u201d until now, Capt. Boren notes. The Navy\u2019s agency in Memphis is Y&R, whom he describes as an \u201coutstanding team. I\u2019ve been ecstatic with what they\u2019ve produced\u201d in partnership with media agency Wavemaker to drive a deeper connection between media, content and technology.<\/p>\n

He presented on the main stage of the ANA with Amanda Richman, CEO\u00a0 of Wavemaker, U.S.<\/p>\n

This series \u201cGrowing Brands and Driving Results,\u201d was produced at the ANA Masters in Marketing \u201918 conference in Orlando. The series is sponsored by the FreeWheel Council for Premium Video. Please find additional coverage here<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

ORLANDO\u2014Although the U.S. Navy isn\u2019t your typical consumer brand, it\u2019s in the lead generation business nonetheless. And because its target audience consists mainly of the Centennial Generation, 70% of its media is spent in the digital realm. That age cohort, consisting of those born between roughly 1995 and 2008, has been the subject of focus […]<\/p>\n","protected":false},"author":17,"featured_media":57211,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[7591],"tags":[5905,5960,5961,7632,7633,7634],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/57209"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=57209"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/57209\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/57211"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=57209"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=57209"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=57209"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}