1. DO WE HAVE A BRAND YET? DO WE HAVE A BRAND YET? Julie DeBardelaben, Deputy Director, NHQ Public Affairs Lt Col Paul Cianciolo, Assistant Editor/Social Media, FAA, CAP’s National Marketing and Social Media Manager and National Capital Wing PAO Lt Col Steven Solomon, External Affairs Specialist with FEMA, CAP’s National Public Affairs Manager and Chairman of CAP’s 75th Anniversary Committee Lt Col Joe Winter, Air Force Executive Officer, 175th Wing, Maryland Wing Vice Commander and CAP’s National Marketing and Social Media Assistant BUILDING CAP’S TEAM... FOR TODAY AND TOMORROW

2. Lesson Objective By the end of this presentation, you should understand: 1.What’s in CAP’s Branding Master Plan 2.Why it’s important to use CAP’s Brand Resource Guide 3. How your unit PA Plan should embrace branding

3. The good news Last year, CAP offset $155 million in defense spending on an investment of only $29.7 million in funding.

4. The bad news CAP has little budget for branding, because most of our resources are applied to operations.

5. Critical tactical advantage CAP has the passion and capacity of its volunteers to implement the communication strategy,, which in its simplest form is to educate, engage, and empower the 59,000 members to build awareness for the brand.

6. Branding Master Plan Civil Air Patrol’s branding master plan is specifically intended for use by PAOs to assist them in adding more depth and value to their local branding plans as called for in CAPR 190-1.

7. The communication strategy - Educate every member about the brand, to create a unified voice and message. - Engage every member; inspire them to help build awareness and attract the next generation of volunteers. - Consistently communicate the refreshed and revitalized brand message as articulated in the Brand Resource Guide.

8. Target audiences NEW CADETS & YOUNG ADULTS Age: 12-18, Millennials PARENTS OF NEW CADETS Age: 32-54, Generation X SENIOR MEMBERS Age: 18+, Generation X, Boomers MILITARY AND EMERGENCY RESPONDERS Age: 20+, Generation X, Boomers ELECTED OFFICIALS Age: 45+, Boomers

9. Why have a strong brand? » A stronger attraction to potential new members. » More support in local fundraisers. » More support for our requests for coverage from local and national media. » More interest from the younger generation, including young adults. » More support from Congress.

10. Opportunities We must reinvigorate our brand by connecting people to the reason why we do what we do.

11. Who we are in one line For patriots ages 12 and up, civil air patrol is a vital force that protects Americans in need by responding to emergencies, preserves the values that make our country great by developing young leaders, and ensures our country’s preeminence in aerospace and cyberspace education by dedicating ourselves to teaching future generations.

12. What you can do Use this book as your guide for evaluating the many communications you see and approve. Craft your media releases, blog posts, e-mails, tweets, and Facebook updates in ways that communicate our three missions and convey the importance of CAP.

13. What you can do Make sure metadata provided to customers not only meets their needs but also specifies CAP and that all captions include CAP as the source credit.

14. What you can do Ensure that all of your CAP e-mails have the following signature: Maj. John Doe, CAP XYZ Wing Director of Operations (H) 805.543.2919 (C) 805.704.1399 U.S. Air Force Auxiliary gocivilairpatrol.com mowgcap.us/ (note: listing the local wing website is optional)

15. What you can do Establish and maintain Twitter, Facebook, and Instagram pages. If you are unfamiliar with these things, reach out to other members and cadets and enlist their help or assign them this duty. See CAP Facebook page and Twitter account for approved avatar and header images.

16. What you can do Ask all of your members to help build awareness for CAP by following and friending the squadron and national social media channels and by including references to the brand in their personal social media accounts.

17. What you can do Download, print and distribute the branding messages shown in the guide on the back of your CAP business card. Encourage your members to always carry them, as both a constant reminder of our message and as a tool to help them spread the word effectively and consistently.

18. What you can do Our brand is defined by those who live it every day. There are 59,000 of us, but it is up to each of us, as individuals, to spread the word.

19. Questions? Feedback? Ask now or email FM@capnhq.gov

20. Civil Air Patrol …Citizens Serving Communities!