- The Washington Times - Sunday, July 27, 2003

The U.S. Navy is moving full speed ahead with its latest recruitment efforts focusing on young black men and women.

Beginning today, the Navy is extending its “Accelerate Your Life” campaign, which was started in March 2001, to specifically target the black community with new print, radio, TV and Internet ads.

The Navy has a $27 million annual media budget for recruiting. About 20 percent — or $5.4 million — of that is spent on black advertising including this newest campaign, said Lt. Bill Davis, deputy public affairs officer for the Navy Recruiting Command. The Navy’s overall recruiting budget is $88.1 million, he said.

The Navy’s ad agency, Campbell-Ewald in Detroit, teamed up with GlobalHue, a multicultural marketing and advertising firm in Southfield, Mich., for the newest recruitment effort.

Through extensive research, GlobalHue found young black men and women were interested in obtaining skills to lead productive lives and achieve successful careers.

As a result, the advertising positioned the Navy as an investment in their future rather than a fulfillment of a commitment.

The new TV ads feature recruits talking about the life skills — such as courage and discipline — they learned in the Navy. In the print ads one black individual is the focal point with a message in the first person about the link between hard work in the Navy and a successful career in owning a business.

The TV spots will air on networks such as Black Entertainment Television, MTV and Comedy Central. The print ads will appear in magazines such as Vibe, ESPN the Magazine, Muscle & Fitness and the Source.

The Navy’s recruitment goal this year is 41,772 new recruits for the year ending Sept. 30.

That is down from last year’s goal of nearly 46,000 recruits and 53,000 recruits the year before. The Navy has reached its goals for the past several years.

Lt. Davis says the goal for recruits is lower this year because the Navy has retained more sailors, but the military branch won’t cut back on advertising.

“If we pulled back advertising that shows young men and women what the Navy has [to offer], in the long run it will hurt,” Lt. Davis said.

“The bottom line is we have to continue to meet that [recruitment] goal. If we can’t be ready or manned [when needed], then we are going to fail our nation,” he said.

New wins

cThe Bomstein Agency, based in the District, has added three residential real estate clients: Pulte Homes of Maryland; Plaisance Development for the Approach at Folly, which is an 84-unit condominium development in Charleston, S.C.; and Parkside at Ashburn, a 330-unit condominium community in Loudoun County.

• Wills & Associates Inc., a public affairs firm with offices in Bethesda and Baltimore, has been selected by Orbid Corp., a Florida-based developer of technologies for securing and tracking products, documents and data. Wills & Associates is working with the company on its global public relations and marketing efforts.

• Demaree Public Relations Inc. of Germantown has been hired by CareScout, a Wellesley, Mass., company that provides information on nursing homes, assisted-living facilities and home health care agencies. Demaree will implement a program for CareScout’s nationwide outreach to consumers and elder-care providers.

Got news? Donna De Marco can be reached at 202/636-4884. Advertising & Marketing appears every other Monday.


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