Frequently requested data on African American consumers
Buying Power:
$602 Billion (2002)
Black U.S. Population:
37.7 million
Top Five Black Cities
- New York
- Chicago
- Detroit
- Philadelphia
- Houston
Top Five Black Metros:
- New York-New Jersey
- Washington-Baltimore
- Chicago-Gary
- Los Angeles
- Philadelphia
Top Five Expenditures:
- Housing 130 billion
- Food 52.4 billion
- Cars/Trucks 48.7
- Clothing 22.3 billion
- Health Care 14.5 billion
MILLINGTON, Tenn., July 28 /PRNewswire/ -- The United States Navy is launching a new campaign aimed at African-Americans that expands on the Navy's existing multicultural recruitment efforts and includes print, radio, Internet and, for the first time, television. The new "Person in Me" campaign will launch July 28 when a 30-second TV spot begins airing on BET.
"This new campaign effectively communicates the benefits of being a part of the Navy team that were discovered to be the most important to young African-Americans," said David Faasse, Captain, United States Navy, "Extensive research into the views and values of this segment revealed that they were most compelled to consider the Navy when they were aware of the significant career opportunities it could generate for them."
The Navy's advertising and marketing agency of record, Campbell-Ewald, Detroit, teamed up with GlobalHue, Southfield, Mich., the largest multicultural marketing and advertising agency in the U.S., to extend the Navy's existing Accelerate Your Life(TM) campaign to the African-American community. The resulting GlobalHue creative work, including magazine print ads, posters, Internet banners and 30-second radio and TV spots, demonstrates the capacity of young African-Americans to positively impact their lives and put themselves on a successful path.
GlobalHue conducted research that indicated young African-Americans were interested in obtaining skills essential to leading a productive life and achieving career success. Therefore, the approach positioned serving in the Navy as an investment in their future versus the fulfillment of a commitment.
The television spot is the first of the Accelerate Your Life(TM) campaign targeted mainly to African-Americans. The character-driven spot features recruits declaring the life skills they obtained through their experience in the Navy, intercut with powerful images taken from a number of urban settings. Navy images play out in the shadows of the TV spot. A successful African- American entrepreneur states, "I joined the Navy because I had a plan." A Latino woman says that "The Navy taught me the discipline I need to achieve that goal" as a train passes by. A series of other individuals, African- American and Hispanic, male and female, continue to share their stories before circling back to the first man. Standing atop an urban high-rise, he declares, "The Navy gave me more than just a strong foundation. It gave me the courage I needed to find the person in me." The scene ends with the "Navy. Accelerate your life(TM)" logo.
The print components of the campaign mirror the effect utilized in the TV spot by depicting Naval imagery in the shadows around an African-American individual who serves as the focal point of the print ad. The message reiterates, through first-person testimonial, the link between the hard work and experience achieved in the Navy to later career success and owning "my own company."
"The creative approach to this campaign certainly involves employing powerful imagery that is dramatic and theatrical to catch our target audience's attention," said Cristian Dobles, Senior Vice President/Executive Creative Director, GlobalHue. "But, the real power lies in the messages delivered by the men and women sharing their experiences and communicating the potential of the Navy to help develop the skills necessary to engineer your own future."
The television spot will air on networks such as BET, MTV and Comedy Central. The print ads will break in magazines including, Vibe, ESPN The Magazine, Muscle & Fitness and The Source.
All communications serve to drive traffic to navy.com , which features the Life Accelerator(TM), an engaging, entertaining information tool that demonstrates Navy's hands-on experiences, high-tech training and funding for college that will catapult a young person's interests into a successful and rewarding career. The Internet tool is also designed to demystify life in the Navy and facilitate the sometimes-perplexing enlistment decision process.
Source: United States Navy
Did you miss the fourth annual Black Consumer Research and Advertising Summit? Now you can own the hardcopy of all the presentations made at one of the industry's most anticipated annual events!
You'll get over 300 pages of the latest statistics, trends and analysis on the African American consumer market.
DATA FROM THE BEST IN THE BUSINESS!
Speakers at this year's Summit:
Hugh Brown / The Media Audit
Oveda Brown / Scarborough
Barry Cooper / BlackVoices.com
Julian Davis / Arbitron
Morris Davis / M. Davis & Co.
Ron Franklin / GlobalHue
Valerie Graves / UniWorld
Craig Gillmore / State Farm
Mellody Hobson / Ariel Capital Mgt
Linda Jefferson / Burrell
Dwight Johnson / Census Bureau
Renetta McCann / Starcom
Pepper Miller / Hunter-Miller Group
Chuck Morrison / UniWorld
Marty Revel / BMW North America
David Rudd / Motorola
Ken Smikle / Target Market News
Launa Thompson / WGCI Chicago
Omar Wasow / BlackPlanet.com
Carol Williams / Carol H. Williams Advertising
Christine Wood / Newspaper Assoc. of America
Deborah Gray Young / E. Morris Communications
Your research library is not complete and up-to-date without this invaluable reference on the African-American market.
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