[Psml] RE: America's Boating Club - another perspective

[Paul Soucy]

John,

In a nutshell you said it all.  You're right there are too many boaters and 
general public who have no idea who or what USPS is or does.  If we are to 
survive, we need to strongly advertise who we are, then membership will 
grow.

P/C Paul Soucy AP
Long Bay

----- Original Message ----- 
From: "John & Judy Gill" <twojscom@quadnet.net>
To: "USPS Power Squadron Mailing List" <psml@usps.org>
Cc: "John and Judy Gill" <twojscom@quadnet.net>
Sent: Tuesday, September 05, 2006 3:43 PM
Subject: Fwd: [Psml] RE: America's Boating Club - another perspective


>I would like to expand on David Howe's recent post about another 
>perspective to America's Boating Club.
>
> I agree with David, because the "product positioning" is completely 
> wrong.  For Squadrons like Pennsway which is not near any single  boating 
> area, it is very close to being false and deceptive  advertising.  Why try 
> to be just another boating or yacht club?
>
> USPS membership is decreasing and has been on a decline for many  years. 
> USPS used to advertise its public boating courses, we used to  advertise 
> the benefits of membership, we used to advertise the good  works of our 
> members.  We used to be a visible and widely recognized  organization 
> whose members were held in great esteem, but today we  are largely an 
> unknown in the boating community.  Why, because USPS  does not believe in 
> promoting ourselves, we spend zero advertising  dollars in the boating 
> magazines and then wonder why they don't run  articles about us?  The 
> young editorial staffs of local newspapers  and boating magazines have 
> little or no idea who or what USPS is, and  for good reason -- we don't 
> contribute one thin dime towards their  paychecks!
>
> People know about the USCGAux.  Why?  Because their members talk  about 
> the Coast Guard this and the Coast Guard that.  They teach  Coast Guard 
> Courses, do Coast Guard Vessel Safety Checks, go on Coast  Guard water 
> patrols, etc.  Rarely will you hear them use the word  "Auxiliary".  A 
> recent case in point was when our SEO contacted the  editor of our local 
> newspaper asking him to include our courses in  his boating column -- he 
> stated that they only published courses  taught by nonprofit organizations 
> like the Coast Guard or the State  -- he had no idea who or what USPS was 
> or did!
>
> The sole promotional effort by National is the "Power of One" -- to 
> someone like me who has been in the advertising business (35 years)  is 
> that simply means we do no advertising beyond "word of mouth" and 
> membership is solely a local Squadron problem (no ad slicks or copy  is 
> provided).  When was the last time your District newsletter  contained an 
> article by a National officer OR when was the last time  your Squadron 
> newsletter contained an article (other than reservation  forms for a 
> District or National meeting) from your District officers  or National? 
> Responsibility and blame are pushed downward, but help  from above is not 
> forthcoming.
>
> I have been preaching for several years that the KEY to membership  and 
> member retention is FRIENDSHIPS.  People join a local Squadron  for one or 
> two reasons.  They either have a particular need for  advanced courses OR 
> they have a Friend in the Squadron.  Joining has  virtually nothing to do 
> with joining a prestigious organization (you  simply can't be prestigious 
> if no one knows about you).  Don’t  believe me, ask 10 of your Life 
> Members who their best friends are  and whether or not they are USPS 
> members (exclude their friends who  are not in your squadron).  Of those 
> 10 Life Members who have their  SN ask if they have really put to use ALL 
> their USPS education, or  which courses they honestly could have omitted 
> and not put their boat  or lives in jeopardy.  Go up and down your dock 
> and ask fellow slip  holders what their perception of USPS is or does.
>
> Many on this list have said that it is STATURE that is important to 
> membership, but the reason for my becoming a Life Member is because  of 
> the many FRIENDS I have in the Squadron whom I respect and want  them to 
> think likewise of me, not any personal stature I’ve gained  through 
> membership!
>
> Todays young people are often vilified as being non joiners and not  civic 
> minded.  But, that simply does not jive with our current  military 
> service, without the draft.  The problem, if there is one,  is that it now 
> takes two salaries to make ends meet.  The only  negative I have seen is 
> that some of our young members go on the  bridge, not out of commitment to 
> the squadron, but rather as a resume  builder (to show that they have 
> leadership abilities - in a civic  service organization).
>
> If we were really serious about promoting membership, we would have a 
> Benefits Brochure with ALL the DISCOUNTS and who, what, when, where  and 
> why questions answered and/or Discount Order Forms Enclosed.   Publish a 
> brochure once a year -- let the Membership Committees have  unlimited 
> copies and watch our membership grow.  Run a few  advertisements in 
> national and regional magazines about USPS, our  advanced and elective 
> courses and member benefits and watch our  membership grow.  Watch our 
> prestige, stature, image, and membership  soar!
>
> The number of boats is increasing and membership in USCGAux is  increasing 
> while USPS membership is decreasing - therefore it stands  to reason that 
> WE must be doing something wrong.  Status Quo no  longer means to remain 
> the same.  Like any business venture, you  either grow or you go out of 
> business!
>
> John R. Gill, AP
> Pennsway (PA) Squadron
> Life Member
> Ch/Mem/Com, Ch/ABC, Ch/VSC
>
>
>
>
>
>
>
> ________________________________________
> Need to subscribe, unsubscribe or change your email address?  See 
> www.usps.org/mailman/listinfo/psml for details.