[PAO] CAP Brand Communication
Michael Marek, Lt Col, CAP
Michael.Marek at sm.capnhq.gov
Sun Nov 9 15:13:35 CST 2014
Folks,
Logos are a minor, but important part of the overall nature of a brand
management program.
Brand management is about:
1. Identifying a "brand promise" that is based on corporate goals that
people will see as "important, believable, and distinctive" but
nevertheless can be interpreted differently for different target audiences,
2. Identifying these target audiences, based on research and analysis,
3. Creating messages for the specific target audiences based on what we
know about each group's interests,
4. Delivering those messages via channels that are most likely to REACH
the intended audience, and
5. Engaging with them proactively to shape their ideas about the
organization.
If you look at the Branding Master Plan (link below) I think they have
done a reasonable job of identifying key target audience and identifying
what we want people /in that group/ to think about CAP (because
one-size-fits-all messages are not effective). It is an example that I
may use in my marketing communications classes. :-)
http://capmembers.com/media/cms/CAP_MasterPlan_RD10__Revised_3A7B79D355C5C.pdf
But an effective brand management program cannot be a national-only
thing. It must be implemented at the national, region, wing and
squadron/group levels. And that means conforming to the plan, not
"rolling your own" in terms of messages, slogans, graphics, etc, except
as may be permissible within the scope of the overall program.
And, yes, this message is from my new email address with my new
signature block (pending decisions about what I am going to list for
telephone numbers):
--
*Michael Marek, Lt Col, CAP*
HQ CAP Communication Plans and Requirements Division Head
U. S. Air Force Auxiliary
gocivilairpatrol.com <http://gocivilairpatrol.com>
<https://www.facebook.com/pages/Civil-Air-Patrol/107647995924164><http://instagram.com/civil__air__patrol><https://twitter.com/civilairpatrol><https://www.flickr.com/photos/civilairpatrol/sets/>
On 11/9/2014 1:39 PM, DOUGLAS E. JESSMER, Lt Col, CAP CAP/PM wrote:
> ____________
>
> NOTE (written after the message was written and probably not
> self-edited enough): This is just me speaking for myself, and not for
> HQ CAP nor in any official capacity whatsoever. Take this email as
> just office talk between colleagues.
> ____________
>
> I can't speak to where this email signature message came from, but
> while I was still the national marketing officer, I was working on
> parts of CAP's branding, trying to simplify it for field use and
> elaborate upon it where we can and would use it. It had been a work in
> progress, and I'm awaiting further marching orders.
>
> Has the logo changed? Not according to the 900-2, but as we know,
> regulation many times tends to follow and not lead. The
> triangle-thing-that-replaced-the-loathed-triangle-thing doesn't appear
> to have a long shelf life. My concern has/had been with the overall
> branding, which can't be a piecemeal thing. HQ CAP contracted in 2013
> with an advertising/branding agency to come up with a solution, and
> it's one that only went as far as the money could take it. Where it
> went from there was up to the national staff, including (at that time) me.
>
> The mark you saw in the example was also designed with a second, gray
> line underneath that said "U.S. Air Force Auxiliary," and you may see
> that around. As for including that identifier in our email messages, I
> don't see where that's a problem. We ARE the Air Force's auxiliary,
> small A all the time and capital A when we're on funded missions.
> Aux-on, aux-off isn't something that this impacts.
>
> That CAP keeps fussing with signature blocks is endemic of another
> issue, one that's at national and one that's in the field --- (sorry,
> CRITICISM ALERT!) at national, reinventing the wheel, and in the
> field, misidentification by people who want to over-militarize
> themselves and say we're the "U.S. Air Force Auxiliary" and not Civil
> Air Patrol (or who insist on putting the status line above the legal
> name of CAP), or people who just can't seem to identify themselves
> professionally to begin with. We all know people like those. We can
> influence people in the field, and should, since they're the public
> face of CAP and can make or break us to potential constituencies. When
> someone acts like a poser, we lose credibility, and that's a big part
> of the brand.
>
> While I'm happy to say I was involved in this, including designing and
> redesigning the marks you've seen recently, the job is a big one and,
> if done right, a sweeping one. My best advice is to stay tuned.
>
>
> DOUGLAS E. JESSMER, Lt Col, CAP
>
> 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.
>
> On 9 Nov 2014, at 13:41 , Arthur Woodgate <awoodgate at austin.rr.com
> <mailto:awoodgate at austin.rr.com>> wrote:
>
>> Annette,
>> As I understand it, we are not to use "USAF Aux" on the signature
>> block, ever.
>> For a sample letterhead, please see. CAPR 1-10, p. 12
>> On letterhead stock, we are to use the 2-line format: Full Name,
>> Grade, CAP on the first line, and Position Title on the second line.
>> For the non-letterhead signature block, the 3-line will work
>> Full Name, Grade, CAP
>> Position Title, Unit (but the unit might be too long for a single line)
>> Civil Air Patrol
>> Regards,
>> Arthur ~
>> __________________________________
>> ARTHUR E. WOODGATE, Lt. Col., CAP
>> Director of Public Affairs & Director of Organizational Excellence
>> Southwest Region
>> Civil Air Patrol - "Citizens Serving Communities"
>> 512.432.0231
>> 512.547.6997 <<< VoIP (secondary)
>> 512.567.1935 (cell - not always on)
>> awoodgate at austin.rr.com <mailto:awoodgate at austin.rr.com>
>> LtColWoodgate at gmail.com <mailto:LtColWoodgate at gmail.com>
>> *From:*cap-pao-bounces at lists.sempervigilans.org
>> <mailto:cap-pao-bounces at lists.sempervigilans.org>[mailto:cap-pao-bounces at lists.sempervigilans.org]*On
>> Behalf Of*Lt Col Annette Carlson
>> *Sent:*Sunday, November 09, 2014 10:29 AM
>> *To:*cap-pao at lists.sempervigilans.org
>> <mailto:cap-pao at lists.sempervigilans.org>
>> *Subject:*[PAO] Did we change our logo again?
>> I received this email below via chain of command...
>> QUESTION 1) Did we change our CAP logo again?
>> QUESTION 2) If we use " U.S. Air Force Auxiliary " in our branded,
>> standardized email signature, are we not, in fact, stating then that
>> we are the U.S. Air Force Auxiliary 100% of the time? and if so,
>> does that not conflict with the fact that we are ONLY the U.S. Air
>> Force Auxiliary on USAF assigned missions?
>> QUESTION 3) If we use this standardized email signature with an image
>> of the words "Civil Air Patrol" - The name of the organization will
>> NOT be seen in text only format.
>> I've included the text of the email below. To view a pdf of the email
>> showing images and color -
>> see httpCOLONBACKSLASHBACKSLASHbit.lyBACKSLASH1oyBTrF
>> (or email me for the link to the pdf -pao at pawg.cap.gov
>> <mailto:pao at pawg.cap.gov>)
>> Thanks,
>> Annette
>> Annette Carlson, Lt Col, CAP
>> Wing Public Affairs & Information Officer (PAO/PIO)
>> Civil Air Patrol Pennsylvania Wing
>> pao at pawg.cap.gov <mailto:pao at pawg.cap.gov>
>>
>> From:
>> Salvador, John [mailto:JSALVADOR at capnhq.gov
>> <mailto:JSALVADOR at capnhq.gov>]
>> Sent:
>> Friday, November 07, 2014 5:49 PMSubject:
>> New Standardized Signature Block as Part of Implementation of
>> CAP Branding PlanImportance:
>> High
>> Sent:
>> Friday, November 07, 2014 5:49 PM
>> Subject:
>> New Standardized Signature Block as Part of Implementation of
>> CAP Branding Plan
>> Importance:
>> High
>> (Please view this message in HTML or Rich Text)
>> CAP Leaders,
>> As discussed last week during the CSAG, w
>> e are in the process of implementing the CAP Branding Plan that
>> Gen Vazquez approved several weeks ago.
>> One of the simple, yet effective steps in the plan is to
>> encourage all of our members to standardize their email signature
>> blocks when they send an official CAP message. The simulated
>> signature block below is the new standard that we will all be
>> using. It includes social media icons that point to the National
>> pages which is also important in standardization. Please
>> encourage all our members to use it.
>> For those using Microsoft Outlook, you can copy and paste
>> (highlight all then Control C to copy and then Control V to
>> paste) this signature block and make the necessary changes by
>> going to the "Tools" -- "Options" -- "Mail Format" and then
>> "Signatures" in the menu.
>> For those who want additional info on branding, two quick one
>> page excerpts from the branding documents are attached to help
>> explain why branding is so important to the future of the
>> organization and what CAP's branding communication strategy is.
>> Note: the full versions of the Brand Resource Guide and the
>> Branding Master Plan can be downloaded in the upper right hand
>> corner of the following link:
>> http://capmembers.com/cap_national_hq/public_affairs/
>> V/R
>> John Salvador
>> Simulated signature block:
>>
>> <image001.png>
>>
>> *Col. John Doe, CAP*
>>
>> XYZ Region Commander
>>
>> (H) 888.555.1212 <tel:888.555.1212>
>>
>> (C) 888.777.1213 <tel:888.777.1213>
>>
>> U.S. Air Force Auxiliary
>>
>> gocivilairpatrol.com <http://www.gocivilairpatrol.com/>
>>
>> <image002.png>
>> <https://www.facebook.com/pages/Civil-Air-Patrol/107647995924164>
>> <image003.png>
>> <http://instagram.com/civil__air__patrol><image004.png>
>> <https://twitter.com/civilairpatrol><image005.png>
>> <https://www.flickr.com/photos/civilairpatrol/sets/>
>>
>> _______________________________________________
>> Subscribed Email Address:djessmer at cap.gov <mailto:djessmer at cap.gov>
>> CAP-PAO mailing list
>> CAP-PAO at lists.sempervigilans.org
>> <mailto:CAP-PAO at lists.sempervigilans.org>
>> http://lists.sempervigilans.org/mailman/listinfo/cap-pao
>
>
>
> _______________________________________________
> Subscribed Email Address: Michael.Marek at sm.capnhq.gov
> CAP-PAO mailing list
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