[PAO] Marketing question

[Jeff Carlson, Grp 5 HQ]

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.

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