Alternate brand identity America's Boating Club

USPS embraces alternate brand identity with America’s Boating Club

By Paul Mermelstein

How many times have you talked about the United States Power Squadrons to friends and gotten a blank look? As Chief Commander Gary Cheney explained in the Spring 2018 issue (“Name recognition,” page 4), we now have a way to talk about our organization that helps connect us better to the boating public. United States Power Squadrons is America’s Boating Club.

In February 2017 we announced the America’s Boating Club brand to our squadrons. Through our collaboration with Rushton Gregory Communications the past year, we have created a comprehensive advertising campaign to promote our organization, improve name recognition and develop a modern image.

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Upholding the USPS pledge

Upholding the USPS pledge

By Dan Fannon

In the Highlands, the Hudson River flows through remarkably deep water past towering mountains with names like Dunderberg and Storm King. But in its northern reaches, the river changes character. The course widens and shoals as it passes the Hudson Valley’s verdant farmlands, forming flats, enormous miles-long islands of mud and silt just under the water’s surface.

The charts mark these areas as 3 feet mean low water, but it’s not unusual to find a thick carpet of green reeds and brown soil blanketing most of the river’s surface. Given the strong currents and turbulence from passing barges, being mired in the mud flats can quickly become life-threatening.

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USPS sails tall with Tall Ships

USPS sails tall with Tall Ships

By Don Stark and others

At the 2014 Annual Meeting, USPS signed a memorandum of understanding with Tall Ships America, agreeing to support its operational and educational mission. During the year, squadrons on the West Coast took the lead in furthering this agreement and the relationship between USPS and Tall Ships America. Through this developing partnership, USPS hopes to forge one-on-one relationships between ships and individual squadrons and districts.
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