NAVSEA FREO – Organizational Communications & Event Management

Challenges

FREO is a small sub-directorate within the NAVSEA Engineering Department. The office directs five different research, development and implementation programs aimed at cutting Navy ship repair costs and overhaul periods, fuel consumption and the amount of time Sailors spend performing maintenance.

FREO works in the background, and the office’s long-term initiatives are often overshadowed by immediate operational needs of the Fleet, especially during wartime. Publicizing FREO’s ongoing work ensures budget planners do not lose sight of office initiatives’ short- and long-term benefits.

FREO needed communications professionals who could transform dry and complex engineering minutia into compelling, understandable storylines and effectively disseminate that information to its target audience.

Vox Optima had to overcome multiple challenges to implement an effective communications strategy. These ranged from deciphering complex engineering documents and procedures to navigating command bureaucracy in a manner that best facilitated communications product releases without ruffling feathers.

Solutions

Vox Optima created a comprehensive communications plan that identified key themes, audiences and communications vehicles. The plan specified practical communications products and the timeline for their delivery. Working from the plan, Vox Optima was able to methodically deliver a wide range of communications products to several diverse target audiences.

Vox Optima assigned an account lead with extensive experience working with engineers to help simplify the FREO message. The lead’s prior Navy experience helped him maneuver through the NAVSEA bureaucracy.

Pensacola, Florida - PENSACOLA, Florida - Machinist Mate Third Class Petty Officer (SW) Logan Peters uses a hand-held RFID scanner to conduct inventory aboard USS Independence. RFID technology provides the ability to dramatically reduce the time sailors spend conducting parts and equipment inventory in support of ship replenishment. (Photo: Katherine Mapp, U.S. Navy/Released)

Pensacola, Florida - PENSACOLA, Florida - Machinist Mate Third Class Petty Officer (SW) Logan Peters uses a hand-held RFID scanner to conduct inventory aboard USS Independence. RFID technology provides the ability to dramatically reduce the time sailors spend conducting parts and equipment inventory in support of ship replenishment. (Photo: Katherine Mapp, U.S. Navy/Released)

Outcomes

Vox Optima delivered multiple communications products to the customer. These included published press and photo releases, video news stories and digital signage, brochures, newsletters, project summary booklets and fact sheets. Vox Optima provided event planning and management services, enabling FREO to exhibit at several key exhibitions and symposiums.

Vox Optima’s work was pivotal in publicizing FREO initiatives to both internal Navy and external mainstream media and has enabled the office to promote its efforts in person to target audiences. As a result, FREO enjoys an elevated presence in the Navy maintenance community.

A Vox Optima comprehensive communications strategy can help a small activity project itself as a big player.