[PAO] Marketing question

[Karen Copenhaver]

/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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