Eastern Board Approves “Push for Public Awareness” Campaign
New promotional initiative to promote our members to the skiing and riding public!
Eastern Division members of PSIA & AASI do an incredible job of helping people of all ages to learn and enjoy skiing and riding.
The time, energy, devotion and enthusiasm you commit to your own personal development as a teacher and as a skier or rider is commendable and impressive; your dedication to sharing that knowledge with others is unmatched. Some of you just started teaching in the past season or two; some of you have been at it for decades and you are still out there on the hill – learning for yourself and sharing it for others.
So why don’t more people know about you?
Why don’t more people know what PSIA & AASI means or what it means to be taught by a member of PSIA & AASI? Why don’t more people value taking lessons with you and appreciate what you do to help them enjoy snowsports? Why don’t more people ASK for you?
Your Eastern Division volunteer and staff leadership is hoping to help change that for the better. MUCH better.
What: Eastern Division “Push for Public Awareness” (PPA) Campaign
When: Fiscal year 2014-15 with launch in fall 2014.
Why: To answer the call from our membership to help build awareness by the skiing and riding public as to the value and identity of PSIA, AASI, our members, what you do and why it is important. In the most recent Eastern Division and National membership surveys “public recognition” is one of the lowest rated areas of member satisfaction (and greatest area for improvement).
How: A multi-faceted promotional outreach campaign that will include the following elements:
A) A continuation and expansion of the More Fun Starts Here! promotion with a primary focus toward beginner and children’s segments.
B) A launch of a new “Ski with us. Ride with us” program that more specifically promotes the value of taking lessons with our members to the skiing and riding public.
C) “Ski with us. Ride with us” will be the tag line to accompany a promotional slogan (or variety of slogans) such as “One good turn deserves another,” “Learn. Turn. Smile. Repeat.”, “Make a turn for the better” etc.
D) The slogan & tag line will appear in a variety of formats (resort publication ads, website banner ads, point of purchase displays, posters, etc.).
E) The promotional tools will be used to target a variety of venues that will include a combination of:
1) Advertising in publications and (or) websites of a collection of the largest ski clubs in the Eastern U.S.
2) Website advertising at a variety of major eastern resorts (“major” by skier/rider visits – not necessarily terrain or vertical).
3) Exhibiting at a selection of the largest consumer ski/snow shows in the Eastern U.S. including shows in Boston, Philadelphia and Albany:
4) Advertising or “Advertorial” opportunities in Eastern snowsports publications (not major magazines) such as New England Ski Journal, Vermont Ski & Ride, Ski the East.
5) Potential banner, poster or point-of-purchase displays in ski shops and in ski/snowboard departments at such retailers as Dick’s, Sport Authority and Eastern Mountain Sports
A) To improve our survey results by the time of our spring 2015 membership survey regarding awareness perception by 10%. That is, “only” have 67% of our members disagree or strongly disagree with the statement, “The skiing and riding public has a good awareness of PSIA & AASI members.”
B) To increase requests for lessons by PSIA & AASI member instructors with measurable results provided by selected Eastern snowsports schools.
C) To improve member perceptions of Eastern Division promotional efforts on their behalf. That is, regardless of increase in lesson requests or not members will see that we are making a strong and concerted effort for them in addressing the need for better awareness and recognition. To be measured via survey question in spring 2015.
Want to help us reach even MORE potential resort guests?
We are committing at least $15,000 in financial resources, talent and time to make this “push” a success in 2014-15 and beyond. We will do all we can to improve awareness of PSIA & AASI members by the skiing and riding public. There is much we will be able to do but there is much MORE we can do if you choose to get involved as well.
Here is how you can help:
We pledge that every tax-deductible dollar you donate to this fund will be used to promote YOU – our members, to the skiing and riding public. It will allow us to expand our outreach via ads in snowsports publications, on ski club and resort websites, at ski shows, in retail establishments and at the resorts where you teach, ski and ride. This is a chance for you to take some ownership of your organization and help us get you more recognition, more reward and ultimately more lessons!
Send us a donation check to the PSIA-Eastern Education Foundation, memo: Fund for Public Awareness at 1-A Lincoln Avenue, Albany, NY 12205. Any amount will be appreciated and put to good use.
All contributions are tax deductible. The Professional Ski Instructors of America – Eastern Education Foundation is a 501(c)3 non-profit organization.
In addition, we have four special donation levels that will receive special recognition:
Gold Medal Contributors: $500 or more.
Gold Medal Contributors will receive acknowledgement in the SnowPro, Eastern Division website and our division Facebook page. Will receive a premium thank you gift from the Eastern Division. Will receive $100 in an “education certificate” toward a future event registration fee.
Thank you to our first Gold Medal Contributor!
* Karen Anne Riley
Silver Medal Contributors: $250 and up.
Silver Medal Contributors will receive acknowledgement in the SnowPro, Eastern Division website and our division Facebook page. Will receive a thank you gift from the Eastern Division. Will receive $50 in an “education certificate” toward a future event registration fee.
Thank you to our first Silver Medal Contributor!
* Ed Chernosky
Bronze Medal Contributors: $100 and up.
Bronze Medal Contributors will receive acknowledgement in the SnowPro, Eastern Division website and our division Facebook page. Will receive a thank you gift from the Eastern Division. Will receive $25 in an “education certificate” toward a future event registration fee.
Thank you to our Bronze Medal Contributors!
* Ole Retlev
* Keith Miller
* Al Pires
* Ralph Eberhardt
* Ron Kubicki
* Ross Boisvert
* Pete Jucker
* Stephen Kling
* Alexander Bassett
* Al Shaver
* Wendy Frank
* Bob Shostek
* Jim Hart
* Paul Crenshaw
* Don Haringa
* Mac Jackson
Campaign Contributors: $25 and up.
Campaign Contributors will receive acknowledgement in the SnowPro, Eastern Division website and our division Facebook page.
Thank you to our Campaign Contributors!
* Rocky Freeman
* Dick Paret
* Alexandra Bohling
* Bob Tripi
* Rob Hodgkins
* Jocelyn Goldberg-Schaible
* Harold Meehan
Follow the onscreen instructions to complete your donation.
We are excited to launch this initiative on your behalf and hope you will see the results in a variety of locations this season!