[PAO] Marketing question

Wed Jul 2 11:49:17 CDT 2014

Greetings,

Thanks for the NASA guide. Good stuff!

Have a great day,

STANLEY A. SKRABUT, Col, CAP
Chief of Staff
Rocky Mountain Region
http://rmrcapnews.org/

Skype: skrabut
skype: 307-222-4858
Cell: 307-287-8147

On Tue, Jul 1, 2014 at 3:12 PM, Lt Col Paul Cianciolo <pa at natcapwg.cap.gov>
wrote:

> That's because NASA has one of the best government style/branding guides
> <https://users.cs.jmu.edu/bernstdh/web/common/policies/NASA_StyleGuide_Nov06.pdf>
> out there. It includes everything from newsletters, to aircraft logo
> placement, to fonts used. Every office uses it, yet maintains uniqueness of
> each. NASA also has one of the best grasps of social media. See there
> accounts at http://www.nasa.gov/socialmedia/.
>
> Paul
>
>
> v/r
> --
>
>
> *PAUL S. CIANCIOLO, Lt Col, CAPPublic Affairs OfficerNational Capital Wing*
>
> Cell: 301-751-2011
> Work: 202-385-9599 (@FAA)
>
>
> On Tue, Jul 1, 2014 at 8:38 AM, Arthur Woodgate <awoodgate at austin.rr.com>
> wrote:
>
>> 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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>> >
>> >
>> >
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>> > _______________________________________________
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