[Psml] What's in a name? -- Boating School & Club!

[jeff at usps-atlanta.org]

I find it hard to believe that of our 45000 members, we don't have someone
who is a hot-shot marketing wizard that could guide us through this process.
Often times we've found that we have outstanding resources right in our own
squadron, people who are more than willing to help, but who sit back waiting
to be asked.  I'm sure that's the situation here; we just need to find the
right person and ask, (and believe them when they tell us how and what to
do).

Jeff
D17 Admin


-----Original Message-----
From: psml-bounces at usps.org [mailto:psml-bounces at usps.org] On Behalf Of
RichTerry at aol.com
Sent: Monday, April 21, 2008 10:51 AM
To: jeff at usps-atlanta.org
Cc: psml at usps.org
Subject: Re: [Psml] What's in a name? -- Boating School & Club!


  
John,

Good points regarding the school name as not the right name. Also the
remarks about who we are and what we do are certainly an area we need to
refine as you stated. relationships are what drives business and we are no
different in that aspect. However, as we have stated many times in the past
10 years that I have been associated with the this group, many many people
have no idea who we are how we stated and what we do. Even some USCG
personal do not recognized the USPS Ensign. With that said, what is required
to do the proper market study and get our organization recognized?

P/C Richard J. Terry, JN 
Great Blue Hill Sail & Power
D12



In a message dated 4/20/2008 5:43:41 P.M. Eastern Daylight Time,
twojscom at quadnet.net writes:
Rich and list,

There are lots of Captains License Schools who promote their products  
at the boat shows.  I really do not think that USPS would be well  
served to compete with them.  Why, because we go far beyond what they  
offer for those who want a USCG 6-pack license.  Also because holders  
of a USCG License are held to a higher standard and in many cases  
their boat insurance is increased as a result of their "professional  
status".

I am also personally opposed to the USPS UNIVERSITY Seminar Series  
name which denotes that this excellent lecture series is of "college  
or university level learning" and not for the "average middle class  
boater" who joins their local Yacht Club for boating friendships.   
That said, my wife Judy and I have contributed to both  the USPS  
University  "Trailering Your Boat" and "Inland Boating / Navigation"  
seminars to be released in the near future as well as writing and  
producing our "Locking Through" lesson for the USPS Cruise Planning  
Course.

The problem that USPS is having as you will learn from this thread  
which is brought up every couple of years is simply this:

United States Power Squadrons does not know what they are are or what  
they want to be.  Marketing a product which has no clear use or  
benefit is virtually an impossible task.  Before we can begin to come  
up with a "modern name that the public will understand and accept" we  
must first define who we are, who we want to be -- or become; define  
our mission; our vision for the future.  Then and only then, can we  
properly define our target audience and who are potential customers /  
members are.

Presently, USPS does no National advertising or Marketing  
Communications, but instead relies on the "Power of One" which simply  
put means "Word of Mouth Advertising" -- this means that there are  
more than 50,000 different views of what USPS is all about -- no  
wonder the public is confused with that many conflicting messages  
being told - some new and some very old!

If you ask any of your Life Members, many whom have gotten out of  
boating because of advanced age, why they remained in the Squadrons  
and ACTIVE for so long, you will hear from many, like myself, that  
the primary reason is simply FRIENDSHIPS.  A great many of my best  
friends are Power Squadron members who I believe would think less of  
me if I didn't renew my membership and remain active.

Bottom Line -- if you want to increase membership, the name of the  
organization is not nearly as important as are the Friendships  
Developed between members - work on that!

D/Lt John R. Gill, AP
Pennsway Power Squadron, D/5
a Life Member and
Ch/Mem/Com, Ch/VSC, Ch/ABC, Ch/CP

Members of the Orillia Power Squadron, CPS-ECP
America's Great Loop Cruisers Association - LOOPERS

==================================









Need a new ride? Check out the largest site for U.S. used car listings at
AOL Autos.