[Psml] PSML Digest, Vol 9, Issue 6 - Response - Part 1

[John]

Couldn't agree more.  National is not listening - just letting us 
blow off steam on PSML. Not enough advertising about who we are at 
the Country-wide level by National. Let's invest our dollars wisely 
so the USPS is not known as the "Who?" or the US Post Office. Don't 
spend so many dollars on such productions as America's Boating Quiz 
(great vacation spots for the MC) that received so little prime air 
time, if at all. National is not Marketing wisely. We need more ads 
that show happy and safe families, the benefits of joining the 
Organization, Education opportunities, on-the-water training, 
participation with the US CG Auxiliary in patrols (we did a lot with 
the US Navy way back when), and the benefits of joining the United 
States (Sail and) Power Squadrons. What was good in 1914 needs to be 
updated to today in more ways than one.
         There are many NASBLA approved courses given on-line (free) 
and other non-proctored courses offered by very many organizations. 
So how will our Organization set itself apart? Our membership losses 
continue to grow. What is the Strategy that will reverse the trend? 
Bring in CG aux members that don't want to take the Security check? 
Change our courses to Seminars (cost) and then what about taking the 
long term courses? Individuals who want to invest in a seminar and 
then pay more for the long term course? Is the Seminar providing a 
false sense of security that you will learn everything one needs to 
know in 2.5 hours? or- is this a way for National to earn more money 
and stay afloat?

Believe that some of the direction that National has taken in the 
Education area is very good (although question the wisdom on some of 
the "seminars").  The Squadrons bear the brunt of local ads but it is 
time that National invest in a National media advertising campaign 
that will get USPS known not as the US Post Office or as "you the CG 
Auxiliary?").
         Unless there is a good marketing strategy at National along 
with a substantial media blitz, USPS will continue its decline. For 
shame, National. Time to act more out of the box.

P/C John Shivik, AP
Northern Virginia Sail and Power Squadron
District 5

At 21:18 05/18/2007, rdaybell at earthlink.net wrote:
>Ron Friedmann. You hit the nail on the head with your message.
>Some way some how USPS needs to get beyond the "we are the greatest 
>educational organization" and patting our selves on the back in our 
>news releases and inform prospective students and members about what 
>we can and will do for them. People need to know what we are 
>offering to make them want our products.
>-----Original Message-----
> >From: psml-request at usps.org
> >Sent: May 15, 2007 8:00 AM
> >To: "R.Daybell" <rdaybell at earthlink.net>
> >Subject: PSML Digest, Vol 9, Issue 6>
> >Message: 1
> >Date: Tue, 15 May 2007 09:38:46 EDT
> >From: Uspsd3ronf at aol.com
> >Subject: [Psml] Marketing
> >To: psml at usps.org
> >Cc: United States Power Squadrons Mailing List <psml at usps.org>
> >Message-ID: <c7e.9b1def5.337b11e6 at aol.com>
> >Content-Type: text/plain; charset="us-ascii">
> >I came across this on a marketing website - it was stuff that I remember
> >from a distant past in marketing 101, but something that is just 
> as true  now:>
> >Know what you are doing
> >Many commercial companies do  not live up to their potential--and sometimes
> >even go bankrupt--because they  fail to correctly define the 
> business they are
> >in.
> >
> >Perfume companies,  for example, do not sell fragrant liquids but rather
> >love, romance,  seductiveness, or self-esteem. Bio-food companies 
> do not sell
> >organic produce  but rather honesty, purity, and nature. 
> Automobile manufacturers
> >do not sell  transportation but rather freedom, adventure, spontaneity, or
> >prestige.
> >
> >Perhaps USPS should take this approach to heart, and push not just that  we
> >are the best educational/fraternal boating group around, but dig 
> deeper into
> >our audiences psyche, and redefine what we are doing that makes an 
> emotional.
> >gut level "Aha! I need them" in our prospective member base. I 
> certainly don't
> > have the answer, but maybe with enough brainstorming we can come 
> up with one
> >or  two ...
> >
> >P/D/C Ron Friedmann, AP
> >D3
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