Canadian Yachting February 2021 - 65

7KHˉUVWVWHSIRU&36(&3VKRXOGEHWRUHWKLQNKRZLWHQJDJes with its existing members and then how best to engage
with millennials as potential new members. If CPS-ECP is not
focused on millennials soon, it will be at a distinct competitive disadvantage. Put another way, when CPS-ECP effectively
engages with millenials, it will have a future.

millennials, social authenticity can be a powerful tool. Millennials want to know the course purchase or membership
they're considering is a high quality product.
Millennials engage with brands through their content. This
means that in lieu of sales ads, CPS-ECP should explore
word-of-mouth tactics and social media channels to amplify
its messaging. One caveat, millennials demand personalization. Don't send generic emails on topics that don't matter
to them. Engagement is a high priority - it's not enough just
to gain a millennial's attention. CPS-ECP needs to continue
working at keeping their attention.

What does CPS-ECP need to do?
CPS-ECP, at each of its three levels, needs to fully embrace
social media. It needs to engage with millennials. Millennials spend large amounts of time online reviewing a great
deal of information. This is particularly true of social media
which dominates their online experience. In this regard, the
effective use of social media is a business essential.
CPS-ECP's brand cannot afford to be seen as boring or stodgy
or old school. Millennials put their trust in word-of-mouth
Why should CPS-ECP focus on using social media?
recommendations. To help do that, CPS-ECP needs to leverFor CPS-ECP, the use of social media will increase its brand DJHLWVPDUNHWSODFHLQˊXHQFHUV7KHVHLQˊXHQFHUVFRXOGEH
awareness. That is critically important in terms of increasing ZHOONQRZQSHUVRQDOLWLHVIURPWKHQDWLRQDORIˉFHRUPHPsquadron membership. As the GT report outlines, by using EHUVZLWKDVSHFLˉFIRFXVRQHQYLURQPHQWDOLVVXHVRUZKR
social media, CPS-ECP can reach a wider range of boating are working more closely with CPS-ECP's strategic partners.
enthusiasts. The GT report's recommendations address ways The idea is to build CPS-ECP's brand awareness through trust.
to increase CPS-ECP's brand awareness.
For CPS-ECP, social media is the most effective method for
The GT report has several key take-aways. CPS-ECP needs to promoting its products, services and membership. Social
KDYHDFOHDUO\GHˉQHGSXUSRVH7KDWGHˉQHGSXUSRVHPXVW media is based on two-way communication with existing
be supported by a social media marketing strategy that's members as well as new customers who could become new
actively endorsed by the squadrons to engage locally with members. CPS-ECP's effective use of two-way communication
a wider number of boating communities.
will help increase brand awareness and trust which, in turn,
helps squadrons build their local boating communities. It is
What should CPS-ECP do?
vital to recognize trust creates engaged relationships with
CPS-ECP needs to promote the authenticity of its boating existing members as well encouraging others to become
brand. This means replying quickly to all comments received new members through referrals. 
via CPS-ECP's online channels. For engaging directly with

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Canadian Yachting February 2021

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