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Association of the United States Army 2011 Association of the United States Army 2011 Washington, D.C. Oct. 10–12, 2011 Copyright © 2011 Raytheon Company. Customer Success Is Our Mission is a registered trademark of Raytheon Company. AUSA 2011 Overview . SAS Communications . AUSA 2010 Annual Meeting and Exposition – Chandra McQueen, ISRS integrated . Date: Oct. 10–12, 2011 communications . Location: Walter E. Washington Convention Center . SAS Products 801 Mount Vernon Place Northwest – Advanced Distributed Aperture System Washington, D.C. 20001-3614 (ADAS) – Silent Knight . AUSA Show Theme: ―America’s Army: The Strength of the Nation‖ . Space and Airborne Systems Spokespeople – Neil Peterson business development, Intelligence, Surveillance and Reconnaissance Systems – Andy Bonnot product line director, ISRS 2 AUSA 2011 . Business Objectives – SAS has a number of pursuits in work, and AUSA provides a vehicle to position our business and capabilities among key decision makers during this show. – Strategic opportunities include: . Position ADAS for low rate initial production . Keep sold Silent Knight and Common Sensor Payload . Communications Objectives – Engage with media, third party advocates and other key stakeholders to position Raytheon business and capabilities as most effective customer solution – Strengthen existing media relationships to expand relationships with broader Tier 1 publications – Reinforce Raytheon as an innovative and trusted industry partner with a long history of partnering with the U.S. Army . Audiences – Customers – Analysts, investors and the financial community – Media – Political leaders – Government – Industry leaders – Raytheon employees 3 AUSA 2011 . Strategies – Engage the defense trade media prior to the show to secure 1:1 interviews and coverage before and during the show in publications – Schedule strategic media engagements during the show with key defense industry trade press . Coordinate on-site interviews with Raytheon business development – Complement media outreach with robust Internet presence, leveraging social media resources to expand target audience reach . Mirror external Web activities on oneRTN to reach employees – Prepare Raytheon spokespeople with approved, aligned messages – Use Global ISR interactive demo, graphics and messaging at the booth to showcase Raytheon products key to U.S. Army needs – Create a surround-sound effect of Raytheon messaging with print and online advertising and collateral distribution at the show 4 AUSA 2011 Pre-show Media Outreach . Pitch 1:1 interviews with defense trade publications in advance of the show. All interviews will take place during AUSA. The following will attend the show . Arab Defence Journal (Adam Baddeley) . Aviation Week (Bill Sweetman) . C4ISR Journal (Ben Ionnatta) . Defence 21 (Col. Kamal Awar) . Defense Daily (Ann Roosevelt) . Defense News (Michael Hoffman) . DoD Buzz (Carlo Munoz) . Flightglobal (Steve Trimble) . Jane’s Defence Weekly (Geoff Feinn) . National Defense Magazine (Eric Beidel) . Shephard Magazine (Beth Stevenson) 5 AUSA 2011 . iPad® devices – Photos: ADAS on rotary wing platform, CSP turret, CSP on Gray Eagle – Product data sheets: ADAS, Multispectral Targeting System family of sensors, MTS-A, MTS-B, MTS brochure – Video: ADAS flight testing, April 2011 . Interactive demo – Global ISR interactive demo will be available iPad® is a registered trademark of Apple Inc. 6 AUSA 2011 . Pre-Show Meeting Sunday, Oct. 9: 6 p.m. Walter E. Washington Convention Center, Room 147A 801 Mount Vernon Place Northwest Washington, D.C. Exhibit Hours Monday, Oct. 10: 9 a.m. to 5 p.m. Tuesday, Oct. 11: 9 a.m. to 5 p.m. Wednesday, Oct. 12: 9 a.m. to 6:30 p.m. Walter E. Washington Convention Center, Booth # 2603 . Raytheon Media Reception Monday, Oct. 10: 5 to 7 p.m. Grand Hyatt Hotel - Penn Quarter A 1000 H Street Washington, D.C. For more detailed schedule of events and session, go to www.ausa.org 7 AUSA 2011 Booth Invitation 8 AUSA 2011 Media Reception Invitation 9 AUSA 2011 Organizational Communications Web Coverage 10 AUSA 2011 Internal . Plasma screens – AUSA to be posted at McKinney, Expressway and El Segundo sites (run date: Oct. 9 -- 13; resource: Rhonda O’Bier) – ADAS contract award announcement to be posted at McKinney, Expressway and El Segundo sites (run date: Oct 11 -- 21; resource: Chandra McQueen) . oneRTN Web story feature articles – Space and Airborne Systems participates in AUSA 2011 (run date: Oct. 10; resource: Chandra McQueen) – ADAS contract award announcement (run date: Oct. 11; resource: Chandra McQueen) – AUSA wrap up story (run date: Oct. 17; resource: Chandra McQueen) 11 AUSA 2011 External . Multimedia – Pre-approved tweets: . Monday, Oct. 11: See Raytheon’s Advanced Distributed Aperture System latest flight testing video here: _________. Monday, Oct. 11: The Lexington Institute says Raytheon's ADAS is a game changing situational awareness technology. Read about it here: _________. Tuesday, Oct. 11: Come visit the Raytheon booth at # 2603 to learn how Raytheon is partnering with the U.S. Army to increase warfighter situational awareness. Check out our location: ________. Tuesday, Oct. 11: Raytheon’s Tim Carey says Missile Defense Agency Airborne Infrared program key to creating a safer America. Read about it here: ___________. Microsite – Tuesday, Oct. 11: Raytheon’s Advanced Distributed Aperture System: Increasing Aircraft Survivability . (including video and image) – Tuesday, Oct. 11: Tim Carey Op-Ed: Missile Defense Agency Airborne Infrared Program Key to Creating a Safer America . (including video and image) – Tuesday, Oct. 11: Raytheon’s JLENS Meets U.S. Army’s Precision Sensing Needs . (including Surveillance Radar messaging) 12 AUSA 2011 Raytheon Executive Messaging and Planned Media Engagements 13 AUSA 2011 Message Architecture Overall Raytheon Innovation In All Domains Brand Message Raytheon Raytheon uniquely combines its market-leading capabilities in developing and delivering Enterprise innovative technologies and systems with its enterprisewide commitment to Mission Assurance Trade Show to provide its global customers with low-risk, high-value, fully integrated solutions across all five battlespace domains — Land, Sea, Air, Space and Cyberspace — that enable them to achieve Messaging mission success anywhere in the world. U.S. Army 2012 Soldier Protection (air and missile defense) Modernization Mission command Protection Equipment Intelligence Sustainment (transport) Movement and maneuver (ground) Sustainment Portfolios Movement and maneuver (air) Training Fires (indirect) Raytheon AUSA Raytheon is defining U.S. Army, military and allied precision engagement capabilities to cost- 2011 Public effectively improve mission capabilities and protect forces through: Relations Themes Precision effects that provide strategic and flexible fire control capabilities and precise target engagement for complex battlefield missions Common sensing technologies that reduce soldier and combat systems size, weight and power and provide cost savings through commonality in acquisition, training, operation and maintenance across air and ground platforms for netted strategic standoff surveillance and precise target engagement Power of the network that securely links battlefield net-enabled sensors and command, control, communications, computers and intelligence (C4I) systems through mobile ad hoc networks, smartphone applications and other cost-effective mature cyber technologies to seamlessly and reliably transmit voice, data and imagery, all of which deliver connectivity for small unit engagement at the tactical edge, reducing time to target and saving lives 14 AUSA 2011 Message Architecture Raytheon’s Primary soldier audience: Our #1 priority is supporting our U.S. Army soldiers with combat-proven technologies AUSA 2011 and systems, comprehensive training and Mission Support capabilities to ensure that they achieve their Target missions successfully and return home safely. Audience Secondary senior officer audience: Raytheon supports our U.S. Army in a time of transition; is responding Messages quickly to the evolving technologies and requirements for current and future forces by providing affordable solutions that optimize the Army’s technology and infrastructure investments; and supports the Army with dependable, field-ready solutions. Raytheon’s • Innovation: Raytheon is one of the world’s most innovative developers of new and applied technologies for AUSA 2011 defense markets across the globe and is well known for its ability to create ground-breaking, innovative Sub- solutions to the most difficult technical challenges. Messages • Mission Assurance: With an unmatched track record of successful performance, Raytheon delivers products and systems to the U.S. Army that work — reliably and on time. • Trusted, valued partner: As it has for many decades, Raytheon continues to be a reliable and valued partner and supplier to the U.S. Army across the globe; the U.S. Army can count on Raytheon to deliver every time. • Support for U.S. Army Modernization initiatives: Through its strong partnership with the U.S. Army, Raytheon continues to fully support the U.S. Army’s Modernization plans and programs, including the current incremental modernization efforts outlined in the 2012 Modernization Plan. • Delivering on-time and on-budget solutions: At all times, and in all programs and products, Raytheon strives to deliver optimal value to our U.S. Army soldiers — according to agreed-upon schedules and within specified budgets. 15 AUSA 2011 Message Architecture
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