R 081739Z JAN 21 MID200000527257U
FM CHINFO WASHINGTON DC
SUBJ/2021 NAVY COMMUNITY OUTREACH PLAN//
NARR/ Reference (a) is ATSD memo issuing DoD FY21 Public Affairs Community
Reference (b) is OPNAVINST 5726.8BC, Outreach: Americas Navy, and establishes
Navy Community Outreach Requirements.
Reference (c) is
NAVADMIN 148/16 announcing the American Connections program.
Reference (d) is NAVADMIN 298/20 and outlines Navy COVID Standardized
Operational Guidance. //
POC/Rob Newell/Civ/CHINFO/LOC: Washington, DC/Tel (703) 614-1879/Email:
1. In support of references (a) thru (d), this NAVADMIN issues
implementation guidance and tasks support for the Navy's Community Outreach
Program for 2021.
2. DoD HPCON levels, as well as guidelines imposed by the CDC and local
civilian authorities, currently prevent execution of the Navy community
outreach requirements outlined in references (a) and (b). Commands are
encouraged, however, to use existing virtual IT platforms to engage with the
public while social distancing protocols and similar public health measures
restrict face-to-face engagements. The following is provided to guide
commands in these efforts:
3. Data. National Surveys show a growing understanding of the Navys
importance to national security.
a. In 2009, only 12% of the country considered the Navy as the most
important service to our countrys national security. Today, that number
has risen to 25%, exceeding the 2020 goal of 23%.
b. This rise has been driven by 18-29 year-old men. In 2019, 28% of
that age group viewed the Navy as most important. In 2020, the number rose to
36%; 67 % of this group indicate they are very confident in the Navys ability
to protect U.S. Interests.
c. By contrast, in 2019, 15% of 18-29 year-old women viewed the Navy as
most important. In 2020, the number rose to 16%. Less than 40% of this
group indicate they are very confident in the Navys ability to protect U.S.
d. Men are 43% more likely to recommend the Navy to a child or
grandchild than women, and 136% more likely than women to report knowing some
or a lot about the Navy.
a. Continue to increase the number of Americans who understand the
Navys importance to national security.
a. Ensure 50% of all Virtual/In-person Community Outreach Engagements
focus on 13-29 year-olds and 50% of all engagements within this age
group focus on 13-29 year-old women.
b. Increase the number of 18-29 year-old women who view the Navy as
most important to national security from 16% to 21%.
c. Increase the number of those who say they learned some or a lot about
the Navy by attending a Community Outreach Engagement from 72% to 75%.
d. Increase the number of those who say that attending a Community
Outreach Engagement made them more favorable to the Navy from 55% to 60%.
e. Increase the number of those attending a Community Outreach
Engagement who say they are extremely likely to recommend serving in the Navy
to someone they know from 35% to 40%.
6. Virtual Community Outreach: During 2020, the COVID-19 pandemic forced the
Navy to adopt a virtual outreach model to engage key influencers and
audiences throughout the country. Many of the tactics developed proved
effective in building sustained, robust community outreach to target
audiences, and should be continued when in-person outreach activities resume
post-pandemic. Categories of virtual engagements that leverage these tactics
and should be continued in tandem with in-person events when practical
a. Senior Executive Engagements: Opportunities in this category include
hosted blogs and vlogs (video blogs); corporate, government, and academic
virtual roundtables; specialty subject matter webinars in both an
academic and a leadership context; and remote media interviews.
b. Unit and Command Engagements: Opportunities include pre-recorded and
livestreamed content integrated into in-person events, as well as reuse
of evergreen media produced during previous virtual events in other
markets. Virtual tours of ships and submarines proved particularly
valuable in 2020 and have wide-ranging appeal in namesake markets.
c. Individual Sailor Engagements: Opportunities in this category focus
on enabling engagements by hometown and namesake Sailors, as well as special
-interest conversations, in markets that these Sailors would be otherwise
unable to engage due to logistic or operational travel constraints.
Opportunities include Ship2Shore livestreams; social media collaborations in-
market; and YouTube moderated video watch parties.
d. For assistance in planning and executing virtual community outreach
engagements, commands are encouraged to contact CDR John Fage, Director,
Navy Office of Community Outreach at (901) 874-5802 or john.e.fage (at)
7. When DoD HPCON levels and CDC guidelines warrant, reference (a) has
authorized the following community outreach programs for Calendar Year 2021
(CY21). Authorization to resume these in-person activities will be announced
in subsequent updates to ref (d):
a. Fleet Weeks. Los Angeles, CA, San Francisco, CA; Seattle, WA.
Tasking and responsibilities for these events will be provided SEPCOR by
cognizant operational and regional commanders. As always, Fleet Week support
is subject to operational availability.
b. Navy Weeks.
(1) Orlando, FL, 12-18 APR;
(2) San Antonio, TX, 19-25 APR;
(3) Spokane, WA, 10-16 MAY;
(4) Buffalo, NY, 14-20 JUN;
(5) Kansas City, MO, 28 JUN-4 JUL;
(6) Fargo, ND, 19-25 JUL;
(7) Cheyenne, WY, 26 JUL-1 AUG;
(8) Boise, ID, 23-29 AUG;
(9) Minneapolis, MN, 27 SEP-3 OCT;
(10) Austin, TX, 1-8 OCT;
(11) Denver, CO, 11-17 OCT;
(12) Columbia, SC, 18-24 OCT;
(13) Santa Fe, NM, 8-14 NOV.
The first five Navy Weeks in 2021 will be executed virtually due to projected
COVID-19 mitigation requirements and restrictions on travel. Per reference
(b), the Navy Week program is a community outreach requirement, led by the
Navy Office of Community Outreach (NAVCO), and is specifically designed to
provide Americans around the country with the opportunity to personally
connect with their Navy. As such, principal stakeholders identified in
reference (b), as well as subordinate commands specified in subsequent
tasking, will support the 2021 Navy Week campaign to the maximum extent
operational schedules allow.
c. The American Connections program, announced in reference (c), will
continue to be a prominent component of the Navy 2021 community outreach
strategy. Managed by NAVCO, it was established to share the Navy story
with media across the country serving markets that generally do not receive
Navy news and information. In 2021, the program will include the following
(1) Media production visits. NAVCO deploys production teams to
commands to produce feature stories and accompanying photos of assigned
Sailors, which are provided to media outlets where those Sailors have local
connections. NAVCO is planning 10-15 Media Production Visits in 2021
in support of key Navy communication priorities and programs. If travel is
not feasible, NAVCO will work with commands to conduct remote media
production visits. In accordance with Ref (b), commands are required to
support media production visits from NAVCO. Expected areas of focus for 2021
(a) Surface Readiness/Shipbuilding
(b) Aviation Modernization
(c) Undersea Warfare
(d) Strategic Deterrence/Ohio Replacement
(e) Forward Deployed Naval Forces
(2) Media advisory service. Commands are encouraged to continue
highlighting their Sailors awards, promotions, retirements, changes
of command and other recognition by emailing content to
firstname.lastname@example.org. NAVCO shares with media where Sailors have local
connections and provides links to commands so Sailors can share with family
(3) Fleet-produced content sharing service. Every day, commands
throughout the Navy produce hundreds of stories and photos featuring
the professionalism of our Sailors and the accomplishments of Navy commands.
NAVCO provides these stories and photos to media where Sailors have local
connections and to media with ties to namesake units. In accordance with
reference (b), commanding officers are encouraged to, "ensure all internally
produced media products for public release include local connections for any
Sailors identified in stories and photos."
(4) Radio shout-out service. A toll-free telephone service (1-855-
OUR-NAVY or 1-855-687-6289) is available for Sailors to record a short
greeting, which is shared with radio stations where Sailors have local
connections. Greetings can be submitted in conjunction with a holiday or
observance, such as Thanksgiving, Veterans Day, etc. Greetings can also be
sent from Sailors, or namesake units, to offer support to their home teams
participating in major sporting events. Those wishing to be notified of
shout-out opportunities can e-mail email@example.com.
d. Naval Aviation Outreach. Naval Aviation outreach is particularly
effective, in that it has the unique ability to bring a primary
warfighting platform to inland markets. The following Naval Aviation
outreach activities are authorized in 2021 when HPCON levels and CDC/local
authority health guidelines warrant:
(1) 29 full Blue Angels performances.
(2) 70 Navy Parachute Team (Leap Frogs) performances.
(3) 4 Navy Hosted Air Shows/Open Houses. NAS Oceana, VA; NAS Corpus
Christi, TX; NAS Pensacola, FL; NAS El Centro, CA. These events are
authorized to have aerial demonstrations by aviation assets organic to the
(4) 42 TACAIRDEMO performances/Legacy Flights at Chief of Information
(CHINFO)-authorized air shows at which the Blue Angels are not
(5) Aircraft static displays at CHINFO-authorized air shows and other
(6) 50 flyovers (two aircraft maximum unless authorized by CHINFO),
equally divided between East and West Coast aviation assets, at CHINFO
-authorized events. Sporting events are permitted one regular season
and one post-season flyover at home games or matches, unless otherwise
approved by CHINFO. Requests are submitted to NAVCO using DD Form 2535,
reviewed by the Aviation Outreach Working Group (AOWG) consisting of
representatives from CNAL, CNAP, NAVCO and CHINFO, before being forwarded up
to CHINFO for final approval.
(7) Aviation outreach support that falls into the following categories
is not subject to limits specified in reference (a):
(a) Military services retain operational authority over support
for funeral and memorial service flyovers, which are not considered community
(b) Flyovers for ceremonies and other events intended primarily
for an internal audience are not considered outreach events and may be
conducted with TYCOM approval. This includes U.S. Naval Academy events.
(c) Aviation outreach support, to include flyovers, at CHINFO
-authorized events in the local area are permitted when it is deemed by the
local or regional commander to be in the interest of maintaining good
relations with key community partners and organizations.
e. Continental United States Port Visits. From an outreach perspective,
there is no more effective means to showcase the Navy's capabilities and
its talented Sailors than allowing Americans to visit a ship or submarine.
As such, a maximum of 12 port visits for community outreach have been
approved during 2021 when HPCON levels and CDC/local authority health
guidelines warrant: Eastport, ME; New London, CT; New York City; Cleveland,
OH; Erie, PA; Charleston, SC; Mobile, AL; New Orleans, LA; Los Angeles, CA;
Seattle, WA; Portland, OR; San Francisco, CA. Other port visits conducted
primarily for training or operational purposes are not subject to limits
specified in reference (a). Per reference (b), the following elements should
be incorporated into every outreach port visit SOE:
(1) Media day (pierside press availability and a shipboard tour).
(2) Very important person (VIP) reception.
(3) VIP tours for local civic and community leaders.
(4) The maximum amount of public visitation possible to the
extent that time and force protection restrictions permit.
(5) Two or more community relations projects, such as beach clean
-ups, Habitat for Humanity, school visits, etc., with appropriate media
f. Civic and Executive Outreach. Reference (b) approves dedicated
community outreach travel for non-governmental organization, civic and
(1) 25 Executive Outreach Visits. Albany, NY; Indianapolis, IN;
Charleston, SC; Burlington, VT; Lake Charles, LA; Nashville, TN;
Duluth, MN; Ames, IA; Gary, ID; Montgomery, AL; Atlanta, GA; Abilene, TX;
Trenton, NJ; Pittsburgh, PA; Seattle, WA; Dayton, OH; Madison, WI; Fairbanks,
AK; Portland, ME; Houston, TX; Salem, OR; Harrisburg, PA; Charleston, WV;
Raleigh, NC; Phoenix, AR. NAVCO administers the Navy's Executive Engagement
Visit (EEV) program for flag officers, SES civilians and Post-Deployment
Commanding Officers for the purpose of conducting in-person multi-day or
virtual outreach engagements in U.S. cities. NAVCO will coordinate
itineraries for participating Navy leaders to include engagements with
corporate executives, government officials, education leaders, civic groups,
veterans organizations and media. As an extension of the EEV program, NAVCO
will also conduct outreach engagement visits for post-deployment commanding
(2) Per reference (b), travel by flag officers, SES civilians and
members of the command triad outside the local area to participate in
community outreach and other representational events that demonstrably help
achieve the Navy's mission are authorized and will be considered essential
official business in the governments interest.
g. Ship and submarine namesake crew visits. One of the most effective
means to connect Americans with their Navy is through strong and enduring
namesake unit relationships. In addition to the requirements specified for
the Navy Week program referenced above, reference (a) approves visits by
crewmembers of the following ships and submarines with namesake ties to their
namesake city or state:
(1) Ships: USS BAINBRIDGE, USS GONZALEZ, USS GRAVELY, USS ARLINGTON,
USS DETROIT, USS BILLINGS, USS KANSAS CITY, USS SOMERSET.
(2) Submarines: USS BOISE, USS COLORADO, USS NEW MEXICO, USS RHODE
ISLAND, USS SOUTH DAKOTA, USS TEXAS, USS TOLEDO, USS WEST VIRGINIA, USS
WYOMING, PCU IOWA, PCU MASSACHUSETTS, PCU MONTANA, PCU OREGON, USS ALABAMA,
USS SANTA FE, USS ANNAPOLIS, USS CHICAGO, ISS PASADENA, USS LOUISVILLE, USS
ASHEVILLE, USS TOPEKA.
h. Navy Band tours and ceremonial unit performances. U.S. Navy Band and
Fleet Band Activities will oversee and collect all new community outreach
measurement guidelines as detailed in reference (a). Ref (a) approves the
(1) Fall, spring, summer tours for the Navy premiere bands.
(2) Fleet/regional band performances
(3) International and Midwest Band and Orchestra clinic
(4) Navy Band public outreach concerts
(5) Concerts outside the National Capital Region
(6) Large public concerts (DC Concerts on the Ave, Christmas concert)
(7) Ceremonial Guard: Parade outside of NCR, 7 Navy Weeks
(8) Approved participation in 2021 Virginia International Tattoo:
U.S. Navy Fleet Forces Band
i. Navy Birthday and Historical Observances. Funding is approved under
reference (a) for commands and activities to commemorate the Navy
Birthday and Battle of Midway. Commands are encouraged to align activities
and events with the following significant anniversary dates in 2021:
(1) March 3, 1871 (150) - Position of the Surgeon General of the Navy
(2) March 31, 1971 (50) - On the same day that USS JAMES MADISON
(SSBN-627) departs of the first submarine patrol with the Poseidon C-3
missile, the Navy establishes the office responsible for the development of
its successor, the Undersea Long Range Missile System, later called Trident.
(3) April 28, 1971 (50) - Samuel L. Gravely Jr. is among the captains
on the rear admiral promotion list released on this date. Gravely is the
U.S. Navys first African-American flag officer.
(4) June 15, 1946 (75) - The Navys Flight Demonstration Team, the
Blue Angels, performs its first flight demonstration at their home base,
Naval Air Station (NAS) Jacksonville, Florida.
(5) July 1, 1946 (75) - The atmospheric nuclear weapon test, Able, is
detonated during Operation Crossroads at the Bikini Atoll, Marshall
(6) Sept. 11, 2001 (20) - Al-Qaeda-affiliated terrorists fly two
hijacked passenger airliners, American Airlines Flight 11 and United
Airlines Flight 175, into the World Trade Center in New York City, and a
third, American Airlines Flight 77, into the Pentagon. A fourth hijacked
airliner, United Airlines Flight 93, crashes in southwestern Pennsylvania
after passengers attempt to subdue the hijackers.
(7) Oct. 1, 1946 (75) - U.S. Naval Force Mediterranean, which
eventually becomes Sixth Fleet, is established.
(8) Nov. 9, 1921 (100) - USS OLYMPIA (C-6) arrives at the Washington
Navy Yard from France carrying the body of the Unknown Soldier of
World War I for interment at Arlington National Cemetery, Arlington, VA.
j. Community Outreach in Local Areas. For activities not included in
reference (a), use of local resources to support outreach activities in
the local area is authorized and encouraged. Local area is defined in Joint
Travel Regulation, Chapter 2, Article 0206.
k. Entertainment Media. Support is authorized for entertainment media
engaged in the production of the feature films Devotion and Top Gun:
Maverick; television series NCIS and NCIS New Orleans; and other projects as
deemed appropriate by CHINFO.
l. Aircraft Carrier, ship and submarine underway embarks for
distinguished visitors and media will be authorized again as dictated by
HPCON levels and CDC/local authority guidelines.
8. All modifications beyond the scope of reference (a) require approval by
the Office of the Assistant to the Secretary of Defense for Public
Affairs. Requests for an exception to policy must be forwarded through
CHINFO. For additional questions pertaining to this NAVADMIN and the
execution of the Navy's 2021 Community Outreach Plan, please contact Mr. Rob
Newell at (703) 614-1879.
9. Released by RDML C. W. Brown, Chief of Information.//