[Psml] What's in a name?

[Ernest Marshburn]

Jeff -

Thanks for your email note.  I think that your comments mirror the thoughts
of many in USPS.  More importantly, efforts are underway, in connection with
the National Marketing Director, to use the slogan "Boating is Fun, We'll
Show You How" in connection with USPS marketing and publicity campaigns.
More to come on this I'm sure.

Your comments are thoughtful and appreciated.  Allow me to cc the Chief as
he will probably be interested in adding them to the next Board of Directors
agenda.  I'm fairly certain that the agenda will be dominated by membership
and marketing issues in solicitation of the best strategies for addressing
those issues.

Not that the C/C Maynard's email box is not already overflowing with "good
thoughts", new ideas, approaches, best practices, and suggestions are always
welcome and appreciated.  For this reason, you might want to include him in
future distributions.

Congratulations on your post to D/AO!  I'm sure that D/17 is very proud of
what you have accomplished.

Ernie

Aka "Junior" in some circles ...

-----Original Message-----
From: psml-bounces at usps.org [mailto:psml-bounces at usps.org] On Behalf Of
jeff at usps-atlanta.org
Sent: Friday, April 18, 2008 5:27 PM
To: emarshburn at greenvillenc.com
Cc: United States Power Squadrons Mailing List
Subject: [Psml] What's in a name?

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
toresonate 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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