By creating an online world where potential recruits can experience the Navy’s incredible training, benefits, technology/equipment – all through the eyes of actual Sailors and Officers.
We also designed a social platform for the key decision-makers for joining the Navy – Moms. And, since our demographic lived in other specific spaces, we designed a video game and a mobile app as well.
Not only did navy.com help to demystify the Navy for potential recruits, it also featured our informative video series, Behind the Ribbons. These videos featured actual Sailors and Officers talking about their personal stories and everyday life in the Navy. Visit section >>
The site also included several smart and useful tools, like Life Ops, which helped a potential recruit figure out a possible career path in the Navy. Visit tool >>
Provide an online platform for Moms to talk to each other and find answers in a credible, non-threatening environment. The site is called Navyformoms.com.
By monitoring this site, we found out exactly how Moms were interacting with each other, what they loved about the Navy, and what we could do to enhance their online experience with Navy.
For example, we learned that Moms wanted to know about Boot Camp. Or, what life was like on a ship. So, we went out and shot MTV Cribs-style videos to give our Mom’s glimpses into different parts of the Navy.
The community has over 100,000 members and continues to grow daily.
As the Navy’s ships, aircraft and vehicles became more sophisticated, the Navy’s recruiting efforts did as well. They were no longer looking for quantity, they wanted quality recruits. So, we created a video game featuring action AND puzzle solving/brain teasers - search for the best and brightest.
This iPhone App let potential recruits take the world’s most powerful sea, air and land force with them wherever they went. The app also featured: