[PAO] Marketing question

[Arthur Woodgate]

A significant contributor to the brand promise is the quality, quantity,
breadth and depth of PA coverage. Make no mistake: if PAOs are not doing
their job, the brand can easily die. 

As an example, look at NASA and how they maintain a steady flow of high
quality articles concerning not only space exploration but NASA's
contributions to Earth science and aerospace advancement. We need to do the
same in order to take our story directly to the public. It is on this
platform that marketing will be able to do the best job.

Arthur ~

-----Original Message-----
From: cap-pao-bounces at lists.sempervigilans.org
[mailto:cap-pao-bounces at lists.sempervigilans.org] On Behalf Of Michael Marek
Sent: Monday, June 30, 2014 12:34 PM
To: cap-pao at lists.sempervigilans.org
Subject: Re: [PAO] Marketing question

Slogans are not brand promises.  Slogans interpret and represent the brand
promise, but they are not the promise itself.

The promise is largely an internal statement that begins "Civil Air Patrol
promised that......" and says something that the public will consider to be
important, believable and distinctive.

Then the marketing and public relations people present and explain the brand
promise to our external audiences using decentralized messages reaching the
public from many directions.


-Michael-


On 6/30/2014 10:04 AM, Arthur Woodgate wrote:
> I always liked /Missions for America/ best.
>
> Arthur ~
>
> *From:*cap-pao-bounces at lists.sempervigilans.org
> [mailto:cap-pao-bounces at lists.sempervigilans.org] *On Behalf Of *Karen 
> Copenhaver
> *Sent:* Monday, June 30, 2014 10:52 AM
> *To:* CAP Public Affairs Officers
> *Subject:* Re: [PAO] Marketing question
>
> /This would be a great subject to address at the national board.  Once 
> we understand what the "brand promise" is, then a specific strategy 
> can be developed to address our target audiences.  Being consistent in 
> our market strategy is crucial, as Michael said, everyone should tell 
> the same story from the larger perspective. However, lets not mix-up 
> the two ... "marketing" and "public relations" are two different 
> strategies requiring different approaches.
>
> One item that even confuses me.... is why we keep changing our 
> "branding slogans"...... we've had several over the years.  It adds to 
> the overall "branding" confusion for our public.
>
> Karen~
>
>
>
>
>
> /
>
> On 6/29/2014 2:39 PM, DOUGLAS E. JESSMER, Lt Col, CAP CAP/PM wrote:
>
> Hey, everyone, so far, got some great ideas, which is what I wanted - 
> I was more interested in seeking ideas and input than getting direct 
> answers to my questions, anyway. I'm hoping we can get some folks to 
> put our heads together and make them work. Keep those cards and 
> letters coming...
>
>
> I am not sure that CAP's "brand promise" is well understood in the 
> field.  I don't believe that I have ever seen a strategic message 
> brief explaining it.
>
> Once we know what our brand promise is, and our strategic messages, we 
> need to find ways to integrate them from top to bottom in the 
> organization, i.e. get everyone telling the same story.  Otherwise, 
> people invent their own, based on their local vision.
>
>
> -Michael-
>
>
>
>
>
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