[Psml] PSML Digest, Vol 9, Issue 6
John
jshivik at cox.net
Wed May 23 22:18:15 EDT 2007
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.
Of really great interest is the article in the Compass Vol.
1 No. 3 on reimbursements. To quote the lead,
"To combat spiraling travel costs, the Budget Committee considered
eliminating, limiting or capping travel reimbursements. Instead, it
chose to ask you to help control USPS reimbursement costs by shopping
around for the cheapest airfare." Further, need to read on -
"USPS travel expense voucher information
Please use standard airfare: the lowest available price on an airline
purchased at least 35 days prior to the scheduled event.
1. The following items will not be reimbursed.
a. tips
b. overweight baggage charges
c. flight change charges other than those due to emergencies
2. The Budget Committee will determine appropriate parking fees and
economical public transportation to and from the airport to the
meeting site. Hotel courtesy vehicles should be used if possible.
3. For transportation exclusively by car, you will be reimbursed at
the rate of $0.25 per mile not to exceed the standard airfare. Hint:
If driving, get a quote from the airline at least 35 days before the
event and include it with your travel voucher submission.
4. Lodging will be reimbursed at a rate of $65 a night. However, if a
$100-a-night room is shared by two people receiving reimbursement,
each person will only be reimbursed for $50 a night."
OK, what's wrong with this picture? Still a lot of perks
that have not been eliminated to save dollars at the National level.
Your Squadron providing these reimbursements to your Bridge? Seems we
went down this path a few years ago to eliminate a lot of National
level reimbursements. Not to regurgitate history, but National stated
reimbursement policy does not show a significant concern. Some
reality did strike home a few years ago when investments were no
longer relied upon as part of the Operating Budget, and a decline in
the market placed National in the red.
So, to get back to the main thread, time for National to
come out of the Ivory Tower, do away with the reimbursements, and
really get moving on an active marketing campaign as noted in the
preceding emails. If USPS doesn't change, it will go the way of the
Dodo - and what a waste of talent, camaraderie and knowledge if that
should ever happen. Remember, Education is only part of the Triangle.
I don't mean to suggest there are no positive advancements, but it
may be too little, too late.
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
> >
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> >Today's Topics:
> >
> > 1. Marketing (Uspsd3ronf at aol.com)
> >
> >
> >----------------------------------------------------------------------
> >
> >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
> >
> >
> >
> >
> >************************************** See what's free at
> http://www.aol.com.
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> >End of PSML Digest, Vol 9, Issue 6
> >**********************************
>
>
>R.D. Daybell
>________________________________________
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