"Citizens Serving Communities: Above and Beyond"

Started by RiverAux, April 28, 2008, 03:40:46 PM

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♠SARKID♠

Quote from: RiverAux on April 28, 2008, 07:09:34 PM
Wow, this is some quick mocking --- http://swivelch[bannedurl]/  ;D

Looks like Lt. Auger is gonna have to polish up those Thanksgiving turkey dropping skills...

I'm against this new one, sounds like "Citizens on Patrol" from Police Academy (and look how good that turned out.).  And "Above and Beyond" has been used WAY too often.  It has no impact and just turns into dead weight as it reluctantly falls off the tongue.

What I want to know is who comes up with these?  In all of CAP's +/- 55,000 members there HAS to be someone who does marketing on a professional level.  It wouldn't hurt to ask for some assistance.  Or better yet, we could ask the AF for some help.  A business card for the advertising team would be fine.  No, their slogans haven't been top notch either, but they've sure been better than ours.

RiverAux


Eeyore

Quote from: ♠SARKID♠ on April 28, 2008, 07:46:32 PM
What I want to know is who comes up with these?  In all of CAP's +/- 55,000 members there HAS to be someone who does marketing on a professional level.  It wouldn't hurt to ask for some assistance.  Or better yet, we could ask the AF for some help.  A business card for the advertising team would be fine.  No, their slogans haven't been top notch either, but they've sure been better than ours.

We do have a good number of people who do marketing professionally. As with anything that has creative aspects, people have different opinions about what sounds good and what works. Usually we take care of that issue through marketing research. Who would we research? The slogans are not for the general membership, and sadly most people have never heard of CAP. We would have to take a fairly large sample and inform as well as ask questions of the respondents.

Marketing strategies change based on the area of the country you are in and who you are marketing to.  We are marketing to...pilots, youth, teachers, religious leaders, ham radio operators, former military, LEOs, the community service types? I feel that all of them probably need slightly different marketing strategies. There isn't one that can cover all of our bases, and no backing to get the slogan out there.

I think our problem is that we are casting a very wide net with no money to get it all the way out there or to pull it back in. That puts us right back where we started, only with less money, fewer trees and toner, and members that have joined to turn around and quit or go inactive within a year or so.

afgeo4

Why did they use the old USAF Reserve slogan "Above and Beyond"? Were they too slow in developing one line to catch up with the new USAF one "Above All" or was this on purpose?
GEORGE LURYE

Smithsonia

#24
Part of any new campaign, particularly one that is underfunded, or not supported by a large publicity machine is... membership buy-in. In other words, do the members like it, need it, want it, use it, propagate it -- so those of you that think the negative are self-full-filling-your-own-prophesy.
Nothing in advertsing stands alone, example...
"With a name like Smucker's it has to be good" Long and wordy, wasn't much researched, everybody bought into it... because the Smucker's was a family owned company and Mr. Smucker (I assume) told them to "buy-in"... and now it's an Iconic Classic American Advertising Slogan. This advertising game isn't magic, its just human nature that subliminally  replaces the viewer's interior monologue and subverts the will to resist through massive repetition. Sorry, that was a trade secret that I'd been sworn to protect. Now I'm being hunted by Madison Avenue assassination squads.  

If you think I'm kidding about the repetition thing, not death squad thing... when was the last time you thought about Miley Cyrus/Hannah Montana and whom do you think put that thought there?
The correct answer is today and Disney.

With regards;
1Lt. Ed O'Brien
CO/WG Heritage Project Officer
With regards;
ED OBRIEN

RiverAux

Quote from: afgeo4 on April 28, 2008, 08:54:32 PM
Why did they use the old USAF Reserve slogan "Above and Beyond"? Were they too slow in developing one line to catch up with the new USAF one "Above All" or was this on purpose?
Oh jeez, did we steal a slogan AGAIN?  Perhaps they didn't know. 
Heck, its not even an old slogan-- apparently it is still in use and is on the AF Link art page: http://www.af.mil/art/index.asp?galleryID=140 (click on the symbols to be able to read them). 

If we're going to steal, steal the goodone -- America's Hometown Air Force.

afgeo4

Quote from: RiverAux on April 28, 2008, 09:11:40 PM
Quote from: afgeo4 on April 28, 2008, 08:54:32 PM
Why did they use the old USAF Reserve slogan "Above and Beyond"? Were they too slow in developing one line to catch up with the new USAF one "Above All" or was this on purpose?
Oh jeez, did we steal a slogan AGAIN?  Perhaps they didn't know. 
Heck, its not even an old slogan-- apparently it is still in use and is on the AF Link art page: http://www.af.mil/art/index.asp?galleryID=140 (click on the symbols to be able to read them). 

If we're going to steal, steal the goodone -- America's Hometown Air Force.
I don't like "America's Hometown Air Force" because we aren't an Air Force and because we don't like the military in our hometowns (as in military actions against US citizens at home).

Why not use an amazing one that we already have? "We're there."?  It's catchy, meaningful and it's all our own. We already use it in our radio and tv spots (if they were well produced, we'd use them). And isn't that what our citizens want of us? For someone to be "there" for them when they need it? Isn't THAT what we're all about?
GEORGE LURYE

SARMedTech

Quote from: RiverAux on April 28, 2008, 05:20:46 PM
Semper Vigilans -- yes, lets go after that large Latin-speaking demographic in the US.

Do an experiment: Go out of the street of your hometown tomorrow, and ask no fewer than 500 people what Semper Fidelis or just Semper Fi means. And if they dont know what it means, ask them if they have heard it. And if they have ask them in what context. I bet at least half of them will in some way will identify it with the military and have of the rest will probably have some connection to the Marine Corps.

Is there a reason that you always go for the bad in a suggestion first...that you seem to be able to find the problem in any situation? I mean I've looked over a lot of posts and a great many of yours seem to have a problem with the current state of things, the problem with a new regulation or slogan, a criticism of that way that CAP does something? Why is that? I have problems with certain things to, but as I have learned from my prior and current military service friends, some things just are the way they are. You can either accept it, or retire. Are you the same way with the CGAUX?
"Corpsman Up!"

"...The distinct possibility of dying slow, cold and alone...but you also get the chance to save lives, and there is no greater calling in the world than that."

RiverAux

I and many others use this board as a way to discuss possible ways for CAP to improve.  To improve you must first accept that something isn't working. 

SARMedTech

Quote from: afgeo4 on April 29, 2008, 03:32:23 AM
Quote from: RiverAux on April 28, 2008, 09:11:40 PM
Quote from: afgeo4 on April 28, 2008, 08:54:32 PM
Why did they use the old USAF Reserve slogan "Above and Beyond"? Were they too slow in developing one line to catch up with the new USAF one "Above All" or was this on purpose?
Oh jeez, did we steal a slogan AGAIN?  Perhaps they didn't know. 
Heck, its not even an old slogan-- apparently it is still in use and is on the AF Link art page: http://www.af.mil/art/index.asp?galleryID=140 (click on the symbols to be able to read them). 

If we're going to steal, steal the goodone -- America's Hometown Air Force.
I don't like "America's Hometown Air Force" because we aren't an Air Force and because we don't like the military in our hometowns (as in military actions against US citizens at home).

Why not use an amazing one that we already have? "We're there."?  It's catchy, meaningful and it's all our own. We already use it in our radio and tv spots (if they were well produced, we'd use them). And isn't that what our citizens want of us? For someone to be "there" for them when they need it? Isn't THAT what we're all about?

I like the whole "Hometown Air Force" schtick.  I think that in many ways it exemplifies what CAP is, what is meant to do and what kinds of operations it performs. Other than the fact that it may conjure images of 182's with hellfires attached to them...but I dont think the majority of Americans probably know what a hellfire missile or a sidewinder is. (the latter being reserved primarily for use in the Southwestern US to refer to politicians.

I was also a fan of "Missions for America." It was was simple, created curiosity and interest and served as both a slogan and a tag line.  I once though about a variation of Civil Air Patrol: Missions for Every American. It would make people feel as though CAP is looking out for them and also that, once they realize what CAP is, that there might be something in it for them, a way to participate, a way to be of service to their country if they are no longer in the military or, like me, were never able to serve. Of course, I hope to earn my commission in the USPHS within the next two years, after losing 25 pounds and finishing my MPH.

I truly am glad that the "More than Meets the Skies" was done away with. It was just wrong in so many way. I do have to say though that if we were going to stick with one that "Citizens Serving Communities: Above and Beyond." Not only does the first part conjure the citizen-soldier (or in this case airman) sentiment, the Above and Beyond automatically, at least in my head, says hey, those CAP people go above an beyond the call of duty in everything they do.

I like it.
"Corpsman Up!"

"...The distinct possibility of dying slow, cold and alone...but you also get the chance to save lives, and there is no greater calling in the world than that."

CASH172

I just looked at the PAO update and thought one thing at first.  Why would you leave a PAO update as an editable word document on a public website? 

Back to the topic:
Quote from: RiverAux on April 29, 2008, 04:03:35 AM
I and many others use this board as a way to discuss possible ways for CAP to improve.  To improve you must first accept that something isn't working. 

Agreed.

SarDragon

Quote from: CASH172 on April 29, 2008, 04:10:45 AM
I just looked at the PAO update and thought one thing at first.  Why would you leave a PAO update as an editable word document on a public website?

Well, I suppose someone could download it, edit it, and do something dastardly with it, but it would remain in its original form on the NHQ site.
Dave Bowles
Maj, CAP
AT1, USN Retired
50 Year Member
Mitchell Award (unnumbered)
C/WO, CAP, Ret

Psicorp

Now all we need is to ask James Morrison to reprise his role as Lt Col T.C. McQueen in Space Above & Beyond   ;D

I like this slogan better than the Transformers one.
Jamie Kahler, Capt., CAP
(C/Lt Col, ret.)
CC
GLR-MI-257

Smithsonia

"Space; Above and Beyond" works good when we get our ICBMs. Nukes are in the mail. Some assembly required. I'm thinking too Buzz Lightyear, myself. BUT, to each their own.
With regards;
ED OBRIEN
With regards;
ED OBRIEN

RiverAux

Quote from: SARMedTech on April 29, 2008, 03:56:46 AM
Quote from: RiverAux on April 28, 2008, 05:20:46 PM
Semper Vigilans -- yes, lets go after that large Latin-speaking demographic in the US.
Do an experiment: Go out of the street of your hometown tomorrow, and ask no fewer than 500 people what Semper Fidelis or just Semper Fi means. And if they dont know what it means, ask them if they have heard it. And if they have ask them in what context. I bet at least half of them will in some way will identify it with the military and have of the rest will probably have some connection to the Marine Corps.
Please note that the Marines don't use Semper Fi in their recruiting materials.  They've got a great slogan just for that purpose that is so good that almost everybody knows it as well.

CASH172

On one of the documents I got from Embry-Riddle, I just happened to notice on the bottom it says, "There More to Our University Than Meets the Sky TM" 

Maybe Transformers doesn't own the use of the "...Than Meets..." so I think there was more to the change than the copyright issues. 

RiverAux

Word is filtering out that we're dropping "above and beyond" and its now just going to be the super bland "citizens serving communities".

ZigZag911

Better than the old one, which reminded me of kids' commercials for Transformers toys!

BuckeyeDEJ

So what was so wrong with "Eyes Of The Home Skies"? That was on the back of our NASCAR car. It conveys an active role for CAP and speaks to us being "always vigilant."

The existing slogan has proven for its entire existence that brevity is the soul of wit... and that it wasn't exactly witty. Indeed, it read more like the tagline for a Police Academy sequel. If it's true that they're just going to cut off the "above and beyond," they just rendered the slogan totally impotent and wanting. There's hundreds of organizations of citizens serving communities, from the Salvation Army (which changed its slogan recently to "Doing The Most Good") to the local volunteer fire department to the local food bank. What makes us different is the uniform, the airplanes, the cadet program — the military aspects and the aviation aspects of CAP. Otherwise, we're just a neighborhood CERT team or REACT CB club. "Citizens Serving Communities" is about as bad as listening to Ted Baxter (of the Mary Tyler Moore Show, kids) reporting that "locally, the meat prices continue." Of course they do.

Really, we'd be better off piggybacking on the Air Force's branding and riffing off that when we need to. Seems there'd be some cost savings.

Frankly, I wonder if many times, these changes are nothing more than someone trying to leave their own mark, without much thought to betterment of the organization.


CAP since 1984: Lt Col; former C/Lt Col; MO, MRO, MS, IO; former sq CC/CD/PA; group, wing, region PA, natl cmte mbr, nat'l staff member.
REAL LIFE: Working journalist in SPG, DTW (News), SRQ, PIT (Trib), 2D1, WVI, W22; editor, desk chief, designer, photog, columnist, reporter, graphics guy, visual editor, but not all at once. Now a communications manager for an international multisport venue.