[PAO] Marketing question

Sun Jun 29 12:22:54 CDT 2014

Yea!!! We need tools of all kinds! 

The posters need updated - new graphics, pictures, message. Ensure inclusion of all aspects of CAP - leadership, emergency services, aerospace, blues, bdus, pts, fun - male and female, senior member and cadet. They seem a little old school (we have had the same ones since before I joined over 10 year ago...) I am sure the one cadet is married with several children by now! :) 

The recruitment cards are great! Small, easy to carry and hand out. Would like to have for seniors, cadets, pilots and teachers. 

Could really use mailable postcard! Picture, short message, website on front, blank on back for focused message from unit/group/wing, etc.. Great for follow up to events, activities, recruiting events, etc... 

I don't really see any flaws other than just updating the visuals (see above.) 

Yes, but useful ones and ones that can be used as conversation starters: key chains are great, window stickers, and definitely something that can be used at festivals, fairs, airshows, visits, etc... as a learning giveaway: balsa wood flyers with CAP info on them (teaches AE message and promotes CAP) for example. Stress balls, pencils, etc... just seem to be a waste of money. Something that kids could carry or use at school...that would be a great recruitment tool (locker magnet maybe?) Printable materials as well: airplane coloring sheets with CAP info on them; the old colored CAP paper airplane, etc... I do several "give away" events a year - kids 12 and older sign up for a model airplane. I follow up with a "John Smith won!" letter and information about CAP. A model Cessna with CAP markings would be awesome!! I generally spend about $20 a model. 

If the prices are reasonable and the product is useable, yes, I would use whatever means necessary to have materials to use for recruiting. 

Thanks for addressing this! Truly needed... 

Jaimie Henson, Maj. 
Public Affairs Officer 
Kentucky Wing 
Civil Air Patrol 

----- Original Message -----

From: "DOUGLAS E. JESSMER, Lt Col, CAP CAP/PM" <djessmer at cap.gov> 
To: "CAP Public Affairs Officers" <cap-pao at lists.sempervigilans.org> 
Sent: Saturday, June 28, 2014 5:58:16 PM 
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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