Early Fall 2013

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Early Fall 2013

Pro

Snow

The Official Publication of the Professional Ski Instructors of America Eastern / Education Foundation

New Season, New Look, New Ideas!

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hough the summer issue of the SnowPro is technically the “first issue” of the new fiscal year that starts July 1, it is the early fall issue that is traditionally considered the first issue of the new season. So with the coming of the new season we felt it was the ideal time to introduce to you our new look SnowPro. We hope you like the design and although it is nice to have a fresh new look we recognize you read the SnowPro for its valuable content more so than dynamic design and pretty colors. There are other sources for that and it is done beautifully (e.g. 32 Degrees from the national office). We also hope we are correct in presuming you prefer new ideas and programs to new fonts and colors. That said, you’ll find plenty of “new” in this issue of the SnowPro including two big announcements: • The new promotional initiative MORE FUN STARTS HERE! (as introduced in the cover story). • A new “member friendly” policy change regarding Alpine Level 2 and 3 exams (see article on page three). Also coming this fall, a new Eastern Division website that you should find to be more attractive and easier to use and navigate. Not necessarily “out with the old” but definitely “in with the new.” Bring on the season! Michael J. Mendrick Executive Director SnowPro Editor  <<

inside President’s Message Update on Alpine Exams Eastern Member Benefits New 20-50 Year Members 2013-14 Event Schedule

2 3,5 8 21 23

New Eastern Division promotional initiative to build awareness with skiing & riding public that PSIA + AASI = MORE FUN.

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s I reviewed the annual Eastern Division membership survey results last spring one of the statistics that really hit home with me was the following – that 3 out of 4 members responding to the survey felt that the general public had limited awareness of “who you are”, “what you do” and why it is YOU that can make the fun of skiing and riding MORE FUN. MORE FUN STARTS HERE! is a new promotional initiative of PSIA-AASI Eastern Division. The objective of the program is to target primarily the skiing and riding public at resorts along with non-member instructors at resorts. Secondarily it will target the general public and resort management. Our goal is to have the campaign introduced via more than 50 Eastern snowsports resorts and schools this coming season. The slogan is intended to build awareness and interest in our association and members along with the important role members play in making “fun” (skiing and riding) MORE FUN. The slogan will be displayed on large banners near snowsports school desks, guest services, outside lodges at lesson meeting areas – anywhere a snowsports resort wants to display it and send the message that PSIA & AASI Eastern Division means MORE FUN. This campaign evolved out of a cooperative effort over the summer by the Eastern Division Membership Promotions Task Force chaired by Walter Jaeger, the Snowsports School Management Committee chaired by Debbie Goslin, Eastern staff and a valuable assist from PSIA-AASI national Director of Membership Marketing & Communications Susan Urbanczyk. What can “MORE FUN STARTS HERE!” help us achieve this season? 1. Create a higher level of awareness by our target groups as to the existence and impact of PSIA & AASI (e.g. we are the ones that make “it” – skiing and riding – “more fun.”)

2. Demonstrate a direct response and action to the membership survey-supported concerns of a large segment of our membership that not enough consumers and resort guests “know who we are.” 3. Create curiosity amongst both our primary target groups (skiing and riding public at resorts; non-member instructors at resorts). How is it “more fun”? Why is it “more fun”? Who makes it “more fun”? 4. Demonstrate a promotional partnership between the Eastern Division and ASEA. This is a program that helps build awareness of the PSIA and AASI brand in a simple and creative way while also demonstrating Eastern Division initiative in addressing member concerns and needs to be better promoted. 5. Demonstrate the power of cooperative efforts between volunteer leadership, committee members, Eastern and ASEA staff in conceiving, developing and delivering a new pilot program in a timely and cost efficient manner. The effectiveness of the new program will be measured by a number of elements including: • The number of snowsports resort managers and snowsports school directors that volunteer to display the promotional banners and purchase additional banners for enhanced display (e.g. outside in the lesson meeting area). • The impact on new member growth at areas displaying the promotional materials. • The lesson activity at the areas displaying the promotional materials. • The “buzz” the slogan creates e.g. post-season survey measuring awareness of the campaign. By the time you read this article we will be announcing the details of the program to all of our Eastern snowsports school directors and filling them in on how to use the campaign to help get YOU more recognition and THEM more lesson business! Let’s start getting the word out that MORE FUN STARTS HERE – at the PSIA-AASI Eastern Division!    <<


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