Advertisement

You will be redirected to the page you want to view in  seconds.

Focus groups question sailors on 'global force' slogan

Jul. 3, 2013 - 06:00AM   |  
  • Filed Under

Tell us

What are your thoughts on the “Navy brand” — does “Global force for good” get the point across, or does the Navy need an official motto? Send your thoughts to navylet@navytimes.com and include your rate/rank and hometown/duty station. Your letter could appear in a future print edition of Navy Times.

About 165 sailors and officers in Norfolk, Va., and San Diego sat down in June in part to discuss their thoughts on the Navy’s recruiting slogan: “America’s Navy: A global force for good.”

“Have you heard of the slogan?” they were asked. “What do you think of it, and does it reflect what the Navy does?”

It’s the latest scrutiny for a slogan praised for its recruiting strength but often criticized within the service for its lack of war-fighting spirit.

Results of the focus groups are still probably a month away, so it’s unclear how sailors reacted to the discussion. The slogan was just one part of the one-hour sessions; sailors also were asked why they joined, what expectations they had about service and whether those expectations were met.

The Gallup focus groups were paid for by an existing contract, said Rear Adm. John Kirby, the Navy’s chief of information. The polling company had been used in the past for community outreach feedback during fleet weeks. With those canceled this year after budget cuts triggered by sequestration, Kirby wanted to still make use of the $1.85 million contract that expires this year and of which Gallup is only a fraction.

“It was a rare opportunity and one we thought would be foolish not to take advantage of and gain insight from sailors about what service in the Navy means to them,” he said.

Participants were separated into small groups: E-2s through E-4s, E-5s and E-6s, E-7s and E-8s, O-1s through O-3s, O-4s and O-5s, O-6s and two groups of veterans.

One of the participants was Ensign Zach Keating, a 25-year-old public affairs officer at the naval public affairs support element at Naval Station Norfolk, Va.

He said that the idea of a slogan, or a Navy “brand,” was one of the major discussion points in his group.

“When you say ‘The few, the proud,’ pretty much everyone in America knows the next line,” Keating said, referencing the Marine Corps’ long-serving recruiting motto. “The Navy has changed [its recruiting slogan] so much in the last 10 years.”

Keating said the Navy should capitalize on the idea that young men and women have the chance to do jobs they would never be able to do anywhere else, and that the service will transform them.

“It turns you into a person that a lot of these guys probably never thought they could be,” he said.

Kirby said he wanted discussion about the global force slogan because, while he knows it’s for recruiting new sailors, he “wanted to better understand how that resonated inside the lifelines.”

Though it’s sometimes confused for an official motto, “A global force for good” was created solely for Navy Recruiting Command. The service doesn’t have a motto.

Recruiting Command is “constantly evaluating” if its message resonates with the target audience, said spokeswoman Cmdr. Wendy Snyder. The latest results of the New Recruit Survey, conducted quarterly, showed that 88 percent of recruits identify with the “global force” slogan.

Answers by RallyPoint

Join trending discussions in the military's #1 professional community. See what members like yourself have to say from across the DoD.

More In News

Start your day with a roundup of top defense news.

VA Home Loan
Rates

Search By:

Product Options:
Zip Code:

News for your in-box

Sign up now for free Military Times E-Reports. Choose from Money and Education. Subscribers: log in for premium e-newsletters.


This Week's Marine Corps Times

This Week's Marine Corps Times

Big changes in sight
Marksmanship overhaul was a long time coming, say Marines

Subscribe for Print or Digital delivery today!

Classifieds
MilitaryTimes Green Trusted Classifieds Looking to buy, sell and connect on Military Times?
Browse expanded listings across hundreds of military installations.
Faces of valorHonoring those who fought and died in Operations Iraqi Freedom and Enduring Freedom.
hall of valorThe Hall of Valor is a searchable database of valor award citations collected by Doug Sterner, a Vietnam veteran and Military Times contributing editor, and by Military Times staff.
Woman who cried rape
(3 replies)
   Last Post: TJMAC77SP
        May 3, 2014 1:32 PM
   Last Post: garhkal
        May 1, 2014 5:03 PM
Cliven Bundy
(45 replies)
   Last Post: Chief_KO
        Apr 26, 2014 9:49 AM
Handbooks

All you need to know about your military benefits.

Benefits handbook

Guard & Reserve All you need to know about the Guard & Reserve.

guard and reserve handbook