In the summer of 2004, while working at the U.S. Naval Institute, I had to decide where best to direct my energies. Of all the products that we offered, Naval History magazine was steadily on the rise and seemed to engage a more cross-over audience than most of our divisions. And … the editor-in-chief was… Read more »
In 2003, prior to being moved to the “marketing department” at USNI, I wrote a large document to inform the executive staff on how many opportunities they had to promote the website, and transitively, the Naval Institute. Opportunities that they were under-using or missing entirely. I had absolutely no formal training in marketing or advertising…. Read more »
During the early 2000s the Naval Institute had some “identity issues”—as many companies with extended longevity inevitably do. You see, they were formed in 1874 for a singular purpose: the recording of the proceedings of the meetings of a small group of naval officers. Those later became the foundation for Proceedings magazine, its flagship monthly… Read more »
At the risk of being called “derivative,” these items definitely fit in alongside Product Development: Wallpapers & Screensavers (being things people downloaded to enjoy offline) and Content Development: Interactive Infographics (being … uh … interactive). The quick breakdown about how these were different is simply this: these involved a lot more production. Each one required… Read more »
Shortly after September 11, 2001, the United States military began to mobilize at a scale not seen in a very long time. Every day came new headlines about F-14 Tomcat strikes, Marines disembarking, and even an unused carrier coming out of mothballs to go fight. With every article was accompanying graphics of the hardware discussed…. Read more »
Between 2000 and 2004 a large part of my free website branding plans revolved around electronic giveaways: mainly wallpapers and screensavers. One challenge that Naval Institute faced was that it catered to a lot of different customers. Some were current or former military. Some were military hardware enthusiasts. Some hard-core history buffs. Luckily, we had… Read more »
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