CLASSIFICATION: UNCLASSIFIED//
ROUTINE
R 201931Z DEC 22 MID200080607226U
FM CHINFO WASHINGTON DC
TO NAVADMIN
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UNCLAS
NAVADMIN 287/22
SUBJ/2023 NAVY COMMUNITY OUTREACH PLAN//
REF/A/DOC/OSD/30SEP2022/-/NOTAL//
REF/B/DOC/OPNAV/16DEC19//
REF/C/NAVADMIN/24JUN16//
NARR/ REF (A) IS ATSD MEMO ISSUING DOD 2023 PUBLIC AFFAIRS COMMUNITY
ENGAGEMENT PLAN.
REF (B) IS OPNAVINST 5726.8C, OUTREACH: AMERICAS NAVY, AND ESTABLISHES NAVY
COMMUNITY OUTREACH REQUIREMENTS.
REF (C) IS NAVADMIN 148-16 ANNOUNCING THE AMERICAN CONNECTIONS PROGRAM.//
POC/ROB NEWELL/CIV/CHINFO/LOC: WASHINGTON, DC/TEL: (703) 614-1879
/EMAIL: robert.d.newell1.civ@us.navy.mil//
1. In support of references (a) thru (c), this NAVADMIN issues
implementation guidance and tasks support for the Navy's Community Outreach
Program for Calendar Year (CY) 2023.
2. While Navy Community Outreach efforts continue to contribute to a growing
understanding of the Navy's importance to our country's national security,
the challenging recruiting environment confronting all the military services
demands we also leverage community outreach programs to help recruit and man
the Navy our fellow citizens require.
3. Data
a. Today, 26 percent of Americans consider the Navy as the most
important service to our country's national security, trailing only the Air
Force's 27 percent. This is a 14 percent increase since 2009 and a 1 percent
increase from 2021.
b. While the Navy continues to be viewed very favorably by the public,
each of the services have experienced at least a 10 percent decrease in
favorability during the past six years. In 2016, 82 percent of the country
viewed the Navy favorably. Today, that number is 70 percent.
c. In 2011, 57 percent of Americans said they would recommend joining
the Navy. Today, 43 percent say they would.
d. Three quarters of U.S. adults under 25 say they are not interested at
all in joining any branch of the military.
e. The percentage of Americans between the ages of 16 and 21 who say they
will either definitely or probably join the military has fallen to 9
percent. The lowest point since 2007.
4. Goals
a. Continue to increase the number of Americans who understand the
Navy's importance to national security.
b. Increase the number of adults who recommend joining the Navy.
c. Increase the number of Americans under 25 who are considering joining
the Navy.
5. Objectives
a. Ensure 50 percent of all in-person community outreach engagements
focus on 13-29 year-olds and 50 percent of all engagements within this age
group focus on 13-29 year-old women.
b. Increase the number of women under 30 who view the Navy favorably
from 46 percent to 49 percent.
c. Increase the number of African Americans who view the Navy as most
important to national security from 17 percent to 24 percent.
d. Increase the number of Hispanic Americans who view the Navy as the
most important to national security from 24 percent to 28 percent.
e. Increase the number of Americans over 25 who recommend joining the
Navy from 43 percent to 48 percent.
f. Increase the number of Americans under 25 who are considering joining
the Navy from 12 percent to 15 percent.
6. Reference (a) has authorized the following community outreach programs
for CY 2023:
a. Seven Fleet Weeks. 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.
(1) (East Coast) Port Everglades, FL; New York City.
(2) (West Coast) Los Angeles, CA; San Francisco, CA; Seattle, WA;
Portland, OR; San Diego, CA.
b. 15 Navy Weeks.
(1) Miami, FL, 23-29 JAN
(2) Tucson, AZ, 20-26 FEB
(3) Shreveport, LA, 20-26 MAR
(4) Tri-Cities, TN, 3-9 APR
(5) Wilmington, NC, 10-16 APR
(6) St. Louis, MO, 8-14 MAY
(7) Oklahoma City, OK, 26 JUN-2 JUL
(8) Milwaukee, WI, 17-23 JUL
(9) Billings, MT, 7-13 AUG
(10) Lincoln, NE, 21-27 AUG
(11) Cleveland, OH, 4-10 SEP
(12) Salt Lake City, UT, 11-17 SEP
(13) Salem, OR, 25 SEP-1 OCT
(14) Philadelphia, PA, 9-15 OCT
(15) Indianapolis, IN, 23-29 OCT
c. 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 2023 Navy Week campaign to
the maximum extent operational schedules allow.
d. The American Connections program, announced in reference (c), will
continue to be a prominent component of the Navy 2023 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 2023, the program will include the following
elements:
(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 12-15 Media Production Visits in 2023 in
support of key Navy communication priorities and programs, such as Ohio
submarine replacement, surface shipbuilding and allied partners. In
accordance with reference (b), commands are required to support media
production visits from NAVCO. Expected areas to be visited include:
(a) Groton, CT
(b) Jacksonville, FL
(c) FDNF Japan
(d) Kings Bay, GA
(e) Lemoore, CA
(f) Mayport, FL
(g) Norfolk, VA
(h) Pearl Harbor, HI
(i) Rota, Spain
(j) San Diego, CA
(2) Sailor recognition. Commands are encouraged to continue
highlighting their Sailors' awards, promotions, retirements, changes of
command and other recognition by emailing content to
navyoutreach@navy.mil. NAVCO shares with media where Sailors have local
connections and provides links to commands so Sailors can share with family
and friends.
(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) Shoutout 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 media where Sailors have local connections. Greetings can be
submitted in conjunction with a holiday or observance, such as Mother's Day,
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. Throughout the year, Sailors can share shoutouts to commemorate
milestones such as birthdays, anniversaries, graduations, etc. Those wishing
to be notified of shoutout opportunities can e-mail navyoutreach@navy.mil.
e. 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 2023:
(1) 33 full Blue Angels performances.
(2) 70 Navy Parachute Team (Leap Frogs) performances.
(3) Seven Navy Hosted Air Shows/Open Houses: NAF El Centro, CA; NAS
Point Mugu, CA; NAS Key West, FL; USNA, Annapolis, MD; NAS Oceana,
VA; NAS Jacksonville, FL; NAS Pensacola, FL. These events are authorized to
have aerial demonstrations by aviation assets organic to the installation.
(4) 42 TACAIRDEMO performances/Legacy Flights at Chief of Information
(CHINFO)-authorized air shows at which the Blue Angels are not performing.
(5) Aircraft static displays at CHINFO-authorized air shows and other
events.
(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 to CHINFO for final
approval.
(7) Flyovers, with local area aircraft, for community events that are
vital to preserving good relations between the following Naval Aviation
installations and host communities that support them: NAS North Island, CA;
NAS Lemoore, CA; NAS Fallon, CA; NAWS China Lake, CA; NAS Whidbey Island, WA;
NAS Oceana, VA. This includes flyovers at High School events that are
approved by the Secretary of the Navy in accordance with the additional
policy guidance and procedures outlined in the Policy section of this Plan.
(8) 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
outreach events.
(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.
(9) U.S. Air Force Academy vs. U.S. Naval Academy football game.
Aerial review consisting of a flyover formation of two U.S. Air Force F-35s
and two Department of the Navy F-35s. Participating Department of Navy
aircraft may be sourced from U.S. Navy or U.S. Marine Corps Aircraft.
Participation will be approved through operational channels in accordance
with Military Service policies.
(10) Super Bowl. Per reference (a), the Navy is authorized to
support the 2023 Super Bowl with a pre-game flyover of four fleet aircraft;
recruiting, education and public affairs assets.
f. 18 Continental United States Port Visits. From a community 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:
(1) (East Coast) Mobile, AL; New Orleans, LA; Boston, MA; Charleston,
SC; Norfolk, VA; Eastport, ME; Bristol, RI; Philadelphia, PA; Rockland, ME;
New London, CT; Manhattan, NY; Cleveland, OH; Newport, RI.
(2) (West Coast) Santa Barbara, CA; Port Angeles, WA; Kodiak, AK;
Homer, AK; Seward, AK.
(3) 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:
(a) Media day (pierside press availability and a shipboard tour).
(b) Very important person (VIP) reception.
(c) VIP tours for local civic and community leaders and
educators.
(d) The maximum amount of public visitation possible to the
extent that time and force protection restrictions permit.
(e) Two or more community relations projects, such as beach clean
-ups, Habitat for Humanity, school visits, etc., with appropriate media
coverage.
g. Civic and Executive Outreach. Reference (b) approves dedicated
community outreach travel for non-governmental organization, civic and
executive outreach.
(1) 25 Executive Engagement Visits. Suggested cities for 2023
include, but are not limited to: Atlanta, GA; Augusta, ME; Breckenridge, CO;
Cheyenne, WY; Chicago, IL; Columbus, OH; Dallas/Ft. Worth, TX; Dayton, OH;
Fairbanks, AK; Grand Forks, ND; Grand Junction, CO; Helena, MT; Kansas City,
MO; Little Rock, AR; Louisville, KY; Nashville, TN; Pierre, SD; Pittsburgh,
PA; Richmond, VA; Santa Fe, NM; Savannah, GA; Trenton, NJ; Twin Falls, ID;
Winter Park, FL. As an extension of the EEV program, NAVCO will also conduct
outreach engagement visits for post-deployment commanding officers. NAVCO
welcomes Flag Officers, SES civilians and post-deployment commanding officers
who are interested in conducting outreach to areas of the United States not
mentioned above where they have close personal ties.
(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 government's interest.
h. 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: USS ASHEVILLE, USS CHICAGO, USS TOPEKA, USS
ANCHORAGE, USS CARL M LEVIN, USS CHARLESTON, USS CINCINNATI, USS COMSTOCK,
USS COWPENS, USS ESSEX, USS FORT WORTH, USS FRANK E PETERSEN JR, USS JACK H.
LUCAS, USS JACKSON, USS JOHN H CANLEY, USS JOHN P MURTHA, USS JOHN S MCCAIN,
USS KANSAS CITY, USS KIDD, USS LENAH SUTCLIFFE HIGBEE, USS MANCHESTER, USS
MICHAEL MURPHY, USS MOBILE, USS MOBILE BAY, USS MONTGOMERY, USS NEW ORLEANS,
USS OAKLAND, USS OKLAHOMA, USS OMAHA, USS PEARL HARBOR, USS PORTLAND, USS
PRINCETON, USS SANTA BARBARA, USS SAVANNAH, USS SOMERSET, USS TULSA.
i. 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). Reference (a) approves
the following:
(1) Fall/spring/summer tours
(2) Fleet/regional band performances
(3) U.S. Navy Band international performances
(a) International Military Band Concert, Vancouver, Canada, May
2023.
(b) Consul General Calgary Independence Day Celebration, Alberta,
Canada, July 2023.
(c) Royal Nova Scotia Tattoo 2023, Halifax, Canada, July 2023.
(4) Puerto Rico tour, January 2023
(5) International and Midwest Band and Orchestra clinics
(6) Navy Band public outreach concerts
(7) Concerts outside the NCR
(8) Large public concerts (DC Concerts on the Ave / Holiday concert)
(9) Ceremonial Guard:
(a) Two parades outside of NCR (Rose Bowl Parade, NYC St.
Patrick's Day Parade)
(b) Seven Navy Weeks and three Fleet Weeks
(c) Two Media engagement events outside of NCR
j. Social Media and Emerging Trends Outreach. Social Media remains an
important component of the Navy 2023 community outreach strategy. NAVCO
manages multiple social platforms to aid in connecting Americans to their
Navy. NAVCO uses social media to amplify fleet messaging, highlight Navy
Weeks, namesake visits, executive engagements visits, and to release content
that educates and informs Americans about their Navy. Commands are
encouraged to continue highlighting their Sailors and tag NAVCO's social
media handles or invite NAVCO to collaborate on posts to help amplify.
Additionally, commands are encouraged to reach out to NAVCO with
content/influencer collaboration ideas.
k. Navy Birthday Celebrations/Historical Commemorations/Ship Milestone
Events. Support is authorized for the following:
(1) Battle of Midway 81st Anniversary (June 4)
(2) 248th Navy Birthday (October 13)
(3) Ship Milestones (dates TBD):
(a) USS SANTA BARBARA (LCS 32) commissioning
(b) USS LENAH SUTCLIFFE HIGBEE (DDG 123) commissioning
(c) USS TRIPOLI (LHA 7) commissioning commemoration
(d) USS MARINETTE (LCS 25) commissioning
(e) USS HYMAN G. RICKOVER (SSN 795) commissioning
(f) USS NANTUCKET (LCS 27) commissioning
(g) USS AUGUSTA (LCS 34) commissioning
(h) USS COOPERSTOWN (LCS-23) commissioning
l. 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.
m. Entertainment Media. Support is authorized for entertainment media
engaged in:
(1) Feature Films: Nerves of Steel; Mission Impossible 8; Blue
Angels IMAX Experience.
(2) Television Series: NCIS; NCIS Los Angeles; NCIS Hawaii
(3) Major Docu-Series: (NETFLIX) Making of an F-35 Pilot; (History
Channel) Making of a Submariner; (History Channel) In Command
n. Aircraft Carrier, ship and submarine underway embarks for
distinguished visitors and media are authorized. Request the Type Commands
managing these programs provide embark opportunities to those who can best
share their experience with young and diverse audiences. To help achieve
that desired effect, CNAF now uses this nomination form:
https://forms.office.com/r/Ti8mh6quZ1. Nominations populate into a database
and are reviewed weekly for consideration for upcoming embark opportunities.
o. Navy Community Ambassador (NCA) Program. The NCA Program is designed
to develop a network of civilian community leaders who understand the
strategic communication challenges facing the Navy, and who can present
engagement opportunities made possible by their experience, connections, and
audiences. The intent is to build access and communication channels with a
more diverse demographic and subsequently increase their understanding of
their Navy, its mission, and contribution to national security. The program
currently has 19 ambassadors representing Virginia, Maryland, Pennsylvania,
New York, Florida, Colorado, Washington, California, Illinois, Texas and the
District of Columbia. The first program year brought opportunities such as
guest speaker invitations; Navy Week engagement recommendations and
connections; distribution of STEM program information; and recruitment
referrals. In 2023, NCAP looks to grow to 50 ambassadors and engage Navy
stakeholders in, at minimum, two ambassador-provided opportunities per
month. PAOs interested in nominating a NCA can submit nominees on the CHINFO
Portal: https://portal.secnav.navy.mil/orgs/CHINFO/services/SitePages/Navy
_Ambassador_Program.aspx.
7. 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 2023 Community Outreach Plan, please contact Mr. Rob Newell at
(703) 614-1879.
8. Released by RDML R. M. Perry, Chief of Information.//
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