# Presentation: 923385

## Proposed National Marketing Plan

- Proposed National Marketing Plan

## Status Briefing	

**Public Affairs Mission**
- 	“The mission of the Civil Air Patrol Public Affairs (PA) program is to inform internal and external audiences of Civil Air Patrol’s national importance, safeguard the image and assets of the corporation, and strengthen relations with key audiences and customers, which enables the organization to grow.”

## Where We Are

**Integrated Marketing Communications**
- 	**Integrated Marketing Communications-**a planning process designed to assure that all brand contacts received by a customer or prospect for a product, service or organization are *relevant* to that person and *consistent* over time. (American Marketing Association)

## Where We Are

**Long-term Branding Strategy**
**	****Brand**- A name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers. The legal term for brand is trademark. A brand may identify one item, a family of items, or all items of that seller. If used for the firm as a whole, the preferred term is trade name. (American Marketing Association)

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## How We Got Here

## How We Got Here

**Why?**** **
**What can be done to reverse the trend?**
**Step One: Research!**
- CAP Officers Focus Group

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## How We Got Here

**Why?**** **
**What can be done to reverse the trend?**
**Step One: Research!**
- CAP Officers Focus Group
- Current & Former CAP Members Survey
- National Phone Poll

## Slide 10

## Slide 11

## Plan of Action

**Do Three Things:**
- Garner greater awareness
- Gain more new members
- Retain more current members

## Objective I

- Establish brand synergy among internal and external CAP audiences so that every communication piece speaks with one voice by Spring 2008.

## “Citizens Serving Communities”

- “Citizens Serving Communities”

- “Service Before Self”

- “Performing Missions for America”

- “Everyday Heroes of the U.S. Air Force Auxiliary”

## Tagline
Toolkit
Uniforms
Uniform explanation paragraph
Brand standards policy

- Toolkit
- Uniforms
- Uniform explanation paragraph
- Brand standards policy

- How?

## Objective II

- Improve awareness among all stakeholder groups so that baseline awareness from the 2006 Southeast Research, Inc. Report increases 30% over three years.

## Produce PSA
Place at least one article in local print or online media each quarter.

- Place at least one article in local print or online media each quarter.

- How?

## 	     “Gilchrist reserved special gratitude for the Civil Air Patrol, of which 21 members spent the extended weekend parking cars, providing security and directing traffic. In fact, the group lived on the fair grounds during their tour of duty. ‘We couldn’t run the show without the Civil Air Patrol. Those kids and adults did a fantastic job.’”

- 	     “Gilchrist reserved special gratitude for the Civil Air Patrol, of which 21 members spent the extended weekend parking cars, providing security and directing traffic. In fact, the group lived on the fair grounds during their tour of duty. ‘We couldn’t run the show without the Civil Air Patrol. Those kids and adults did a fantastic job.’”

## Slide 19

## Secure local TV coverage at least once per year (with National Headquarters successfully garnering broader media coverage at least twice per quarter).

Speak at local civic clubs, schools, association meetings or other community-based gatherings at least three times per year.

- Speak at local civic clubs, schools, association meetings or other community-based gatherings at least three times per year.

##  Boost visibility within local communities by actively      partnering with Points of Light Foundation on a national and local level to connect CAP members with community service opportunities.

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## Send press release EVERY time!
Employ a Memorandum of Understanding (MOU) on a national level with The Weather Channel and create relationships at the local level with hometown media outlets to provide SDIS images and ride-along opportunities as appropriate in exchange for on-air credit.
Have MOU in place BEFORE news breaks!

- Employ a Memorandum of Understanding (MOU) on a national level with The Weather Channel and create relationships at the local level with hometown media outlets to provide SDIS images and ride-along opportunities as appropriate in exchange for on-air credit.
- Have MOU in place BEFORE news breaks!

**Notes:**
Don’t forget RayCom sister stations multiply effect!

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## Increase name and brand recognition by providing car/van wraps for every sanctioned CAP vehicle over three years.
Strengthen awareness among military members nationwide by having PAOs near each military base meet with the PAO of that base and arrange a meeting between the Wing Commander and Base Commander at least once per year. 
Examples
Follow Captain Steven Solomon’s lead!
Edwards Air Force Base online newsletter coverage

- Strengthen awareness among military members nationwide by having PAOs near each military base meet with the PAO of that base and arrange a meeting between the Wing Commander and Base Commander at least once per year.
- Examples
- Follow Captain Steven Solomon’s lead!
- Edwards Air Force Base online newsletter coverage

## Improve Congressional ties by having each Wing PAO include the Congressional office in their state in the distribution of items of interest and other branded communications. 

## Objective III

- Increase new memberships by 5% above the 2006 level during year one, 10% during year two and 25% during year three.

## Slide 28

## Purposefully foster relationships with local groups who have a natural affinity for patriotism, civic duty, aerospace education, leadership development and service to community.

YOU know your community better than anyone!

- YOU know your community better than anyone!

## 
Retired Air Force groups/associations
Chaplains at local Air Force bases, hospitals, prisons, etc.
Home school associations
Local ROTC squadrons
Boy Scouts/ Girl Scouts
AARP
Local Red Cross
Local pilots/smaller community airports
Ham Radio Operators
American Legion, VFW

- Retired Air Force groups/associations
- Chaplains at local Air Force bases, hospitals, prisons, etc.
- Home school associations
- Local ROTC squadrons
- Boy Scouts/ Girl Scouts
- AARP
- Local Red Cross
- Local pilots/smaller community airports
- Ham Radio Operators
- American Legion, VFW

- Community Groups

## Use current members and donors to reach potential members and/or donors in their circle of influence.
Encourage others to engage in conversation.
Use free online sources to create buzz & awareness.
Update current National & Unit websites to be more interactive.
Discuss the possibility of having CAP participate in base-level “Warrior Start” briefings.

- Encourage others to engage in conversation.
- Use free online sources to create buzz & awareness.
- Update current National & Unit websites to be more interactive.
- Discuss the possibility of having CAP participate in base-level “Warrior Start” briefings.

## Partner with the military to specifically market to retiring or resigning servicemen and women.
Place Volunteer magazines at your nearest military base as appropriate

- Place *Volunteer *magazines at your nearest military base as appropriate

##  Try to share database information

-  Discuss with the possibility of having CAP participate in
-    base-level out-briefings for retiring service members.

## Objective IV

- Cultivate greater retention rates among current members by 25% during 2008-09 and 50% by 2010, with 2006 figures serving as the baseline.

## Foster sense of community and belonging nationwide by providing online forums for discussion and idea sharing.

Expand CAP Website utilities to include more interactivity among members nationwide. 

- Expand CAP Website utilities to include more interactivity among members nationwide.

## Encourage YOUR cadets and senior members to include CAP in their online activities

- MySpace

- Facebook

## Create and maintain a clean, comprehensive, real-time database of members and donors nationwide.
Make sure all information is current and updated often!
Develop a “welcome” system used when active members move to a new city or state. Have closest squadron in new location engage recent transfer ASAP.
Many let membership lack simply because they move to a new location.     ...Don’t let this happen!

- Make sure all information is current and updated often!
- Develop a “welcome” system used when active members move to a new city or state. Have closest squadron in new location engage recent transfer ASAP.
- Many let membership lack simply because they move to a new location.     **...Don’t let this happen!**

## Consistently administer exit surveys to aid in better understanding reasons for decreasing retention rates.
Every time you are aware that someone has not renewed or does not plan to renew membership, follow through with them by sending them the exit survey.  
Follow through!

- Every time you are aware that someone has not renewed or does not plan to renew membership, follow through with them by sending them the exit survey.
- Follow through!

## Your PAO Manual

**Status Briefing**
**Plan of Action**

## Official Documents
Weather Channel MOU
Points Of Light Foundation MOU
CAP Regulation 190-1
CAP Media Policy
CAP Public Affairs Crisis Policy
CAP Exit Survey

- Weather Channel MOU
- Points Of Light Foundation MOU
- CAP Regulation 190-1
- CAP Media Policy
- CAP Public Affairs Crisis Policy
- CAP Exit Survey

##  Timesavers

- Volunteer Center Directory
- Members of Congress Directory
- Military Base Information & Contact Directory