[PAO] Marketing question

[DOUGLAS E. JESSMER, Lt Col, CAP CAP/PM]

Jeff — I'll reply to you off the list. DEJ


DOUGLAS E. JESSMER, Lt Col, CAP
National Marketing Officer

COM: (727) 480-9606
Clearwater, Fla.

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On 28 Jun 2014, at 20:01 , Jeff Carlson, Grp 5 HQ <jcarlson at flwg.us> wrote:

> Doug,
> I am certain recruiting has the greatest need for most of the visuals you
> reference. I hope you coordinate with them.   Don't you think Vanguard would
> be selling more tchotchkes if the market was there?
> 
> The greatest need I see as far as CAP's branding efforts is information.  I
> typically get a room of blank stares when I ask "How many know that CAP has
> a branding campaign?".  When I draw the conversation out, most people focus
> on the logo and miss the concept of brand image.  NHQ has done a poor job of
> helping the general membership understand the branding standard.  Building a
> brand image is difficult for a corporation with deep pockets, let alone a
> non-profit like CAP.
> 
> CAP is not an organization that you can toss an edict from the tower,
> repetition is necessary. Just ask the safety program, or those trying to
> reduce hangar rash.  You could save a bushel full of coins by putting more
> emphasis on educating members, on a regular basis, about the goals of CAP's
> national branding project.    
> 
> Marketing trends say most individuals are getting info from mobile devices
> and other computer devices.  If your fingers are itching to be creative why
> don't you make a selection of banners than can be used on unit web sites and
> on social media; including cover photos for the new social media page
> formats.
> 
> Jeff Carlson, Maj, CAP
> PAO
> 
> 
> -----Original Message-----
> From: cap-pao-bounces at lists.sempervigilans.org
> [mailto:cap-pao-bounces at lists.sempervigilans.org] On Behalf Of DOUGLAS E.
> JESSMER, Lt Col, CAP CAP/PM
> Sent: Saturday, June 28, 2014 5:58 PM
> To: CAP Public Affairs Officers
> Subject: [PAO] Marketing question
> 
> This may be the first of a few questions I ask, just to better assess the
> marketing needs in the field, and as I'm in the midst of a branding project
> for CAP. This may be a little random, but there is a method to the madness,
> so bear with me.
> 
> - What's the need right now for posters, brochures, flyers, et al., and what
> do you think would help better tell our story? What would you change about
> what we're doing now?
> 
> - What do you see as flaws in CAP's branding, whether it's in the visuals,
> the brand message or overall messaging?
> 
> - Do you perceive a need for tschotchkies - key chains, stress balls, stuff
> like that - and since budgets are as they are, if online ordering (let's
> say, from eServices) were stood up, or if preferred vendors were identified,
> would you use it/them?
> 
> Fire away at djessmer at cap.gov.
> 
> 
> DOUGLAS E. JESSMER, Lt Col, CAP
> National Marketing Officer
> 
> COM: (727) 480-9606
> Clearwater, Fla.
> 
> CAUTION: This e-mail is intended only for the person or entity to which it
> is addressed and may contain information that is privileged or otherwise
> protected from disclosure. Do not disseminate this message without the
> sender's approval. If you received this message in error, please notify the
> sender by reply e-mail and delete all copies of this message.
> 
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