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Navy Influencer - NAVYForMoms.com
RAN IN: United States
United States Navy
Lee Buchschacher, Super.-Program Advt. Mgr.
Capt. Philip Altizer, Dir.-Advt. & Mktg.
M. Kathleen Donald, Exec. VP-Acct. Dir.
Mark Simon, Exec. VP-Exec. Creative Dir.
Arthur Mitchell, Exec. VP-Dir. Strategic Planning
Dan Ames, Sr. VP-Assoc. Creative Dir.
Eric Olis, Sr. VP-Assoc. Creative Dir.
Rachel Ferhadson, VP-Mgmt. Super.
Ann Kong, VP-Mgr. Acct. Planning
Dan Rioux, Sr. VP-Media Dir.
The goal was to change the perceptions that mothers and fathers have of having their child enlist in the U.S. Navy. The first step was building a social networking site where moms of high school/ college-aged kids can talk to moms who currently have children serving in the Navy. They learn the benefits of the Navy from their peers rather than from recruiters. The Navy's New England pilot brought members to NavyForMoms.com in record numbers. The site exceeded its annual membership objective in less than six months. Truly viral, members hail from all 50 states and overseas.