Each year, the U.S. Navy enters dozens of communities across the country to give area residents an opportunity to meet sailors, show Americans the investment they have made in their Navy and to help generate interest in service for the Navy. In 2011, Detroit was chosen as a host city for this annual celebration known as Navy Week. The U.S. Navy engaged Stratacomm to support its presence in Detroit by leveraging its in-city intelligence, relationships and access to local leadership and media.
During Detroit’s Navy Week celebration, Stratacomm concentrated on a variety of outreach events in the metropolitan area for the week, sharing the Navy story with as many people as possible. More than 70 corporate, civic, government, media, academic, community service and veterans events, including “Navy Night at Comerica Park” with the Detroit Tigers, the Centennial of Naval Aviation celebration at the “Thunder Over Michigan Air Show” and local Sailors volunteering at a Habitat for Humanity’s 25th Anniversary Building Blitz, highlighted the U.S. Navy’s mission, capabilities and people. Sailors also spent time visiting patients at the John D. Dingell VA Medical Center and were honored with a Proclamation Ceremony by the Detroit City Council.
Depending on the size of the market, Navy Weeks typically garner 1-2 million total impressions from both in-person interactions and media impressions. In 2011, Detroit Navy Week reached more than 10 million total impressions. Stratacomm not only secured an op-ed piece from Vice Admiral Allen Myers in The Detroit News during Detroit Navy Week, but was also able to get placements in other local media outlets including Detroit Free Press, WDIV-TV (NBC) Channel 4, WXYZ-TV (ABC) Channel 7, WJBK-TV (FOX) Channel 2, WJR-AM 760, WWJ-AM 950 and WDET-FM (NPR) 101.9.
The Navy measures success for each Navy Week in several ways including: feedback from the admirals who participate, number of people reached and total number of engagements, number of events in each category (civic, veterans, education, etc.), and quality of events and media impressions. Navy Weeks typically do not return to a city multiple years in a row. However, because of the success of Detroit Navy Week 2011 and the commemoration of the 200th anniversary of the War of 1812, Detroit hosted Navy Week again in 2012.