[Psml] What's in a name?

[RichTerry at aol.com]

>From all the great comments presented today, it is evident that we have the  
opportunity to move forward now to make a change for our great organization. 
The  previous comments that market studies may not have been done adequately 
seems to  me a valid statement. We can correct this and perhaps have a contest 
to submit a  new name for our beloved organization. As I said earlier, since no 
one seems to  know about us, they won't know we changed our name either. 
 
I will add my suggestion to the contest for a new name now: "United States  
Boating School & Club"
Perhaps someone will start compiling a list of the suggestions we have seen  
today and then we can publish it on the PSML.
 
Thinking out load; I wonder if our counterpart in the UK, the Royal  Yachting 
Club has a similar problem with their name?
 
P/C Richard J. Terry, JN
Great Blue Hill Sail & Power
s/v Avanelle G.
72 Bristol 35, Sloop
Buzzards Bay
 

 
 
In a message dated 4/18/2008 5:27:40 P.M. Eastern Daylight Time,  
jeff at usps-atlanta.org writes:

I too  strongly support the idea of changing our name, for all the reasons
listed,  but I'll add a couple more:

1)  In addition to being confusing and  a bit stilted, the USPS name seems to
be hard for people to remember or  identify with.  I've given lots of
seminars at boating stores and  introduced USPS and what we are at the
beginning, had the USPS logo on  every slide, and had a 5-slide commercial at
the end, emphasizing our name  and the invitation to come join us.  I've
gotten a couple dozen new  members as a result, but I've also had people come
back in the store and  ask if "those guys from the, I forget their name,
boating club" are going  to have any more seminars.  Locally, we've started
using a logo with  "Atlanta's Boating Club" in large type with Atlanta Sail
and Power Squadron  as a sub-title.  Amazingly, people now come in the stores
asking about  more seminars from the "Atlanta Boating Club."  It seems to
resonate  more with their memories.

2.  I'll maintain that we have an image  problem.   We've referred to it as a
"branding" problem, but I'm  constantly amazed at how few boaters know what
the USPS is and even fewer  know what we do or have to offer.  Some of our
problem is lack of  advertising/marketing, but I think some of it is an
"image" issue.  We  tend to project an image of "the old fogies who insist on
doing everything  the right (old-fashioned) way -- I just want to join a
boating club that  has fun."  Look at who we have manning some of our boat
show booths if  you don't believe me.   A stilted or "old fashioned" name
adds to  that image.  We need to project an image that boating with us  is
fun!

3. I've done a couple of slides at our new member's  orientation and even at
OT on our history, including our name.  It's  amazing how many of our members
(even members that have been here a while)  don't understand where the name
came from or why.

>From my  perspective, a banner that says "America's Boating Club," in large
red  letters, with a subtitle in blue, "Boating that's Safe, Smart, and  FUN!"
says a lot more to the uninitiated than USPS.

Just my  thoughts,
Jeff
D17  Admin


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