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

CANADIANYACHTING.CA

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http://www.CANADIANYACHTING.CA

Canadian Yachting February 2021

Table of Contents for the Digital Edition of Canadian Yachting February 2021

AT THE HELM: BEGINNING ANOTHER YEAR OF BIG CHANGES
TRAVEL DESTINATION : SALT SPRING ISLAND WITH GOURMET FOOD AND DRINK
POWER REVIEW: NEPTUNUS 750 ENCLOSED FLYBRIDGE
SAIL REVIEW: DUFOUR 430 GRAND LARGE
POWER REVIEW: WORLD CAT 280 DC-X
SPECIAL FEATURE: WE PICK 30 OF THE MOST EXCITING BOATS FOR 2021
THE PORT HOLE: FEBRUARY 2021
JOIN A BOATING CLUB
BOATING SKILLS FOR NOVICE TO ADVANCED BOATERS
START BOATING THE EASY WAY WITH FREEDOM BOAT CLUB
CROSSING THE LINE: OF COURSE: SOME LESSER-KNOWN EDUCATIONAL OPPORTUNITIES
Canadian Yachting February 2021 - Intro
Canadian Yachting February 2021 - Cover1
Canadian Yachting February 2021 - Cover2
Canadian Yachting February 2021 - 3
Canadian Yachting February 2021 - 4
Canadian Yachting February 2021 - 5
Canadian Yachting February 2021 - 6
Canadian Yachting February 2021 - 7
Canadian Yachting February 2021 - 8
Canadian Yachting February 2021 - 9
Canadian Yachting February 2021 - AT THE HELM: BEGINNING ANOTHER YEAR OF BIG CHANGES
Canadian Yachting February 2021 - 11
Canadian Yachting February 2021 - 12
Canadian Yachting February 2021 - 13
Canadian Yachting February 2021 - TRAVEL DESTINATION : SALT SPRING ISLAND WITH GOURMET FOOD AND DRINK
Canadian Yachting February 2021 - 15
Canadian Yachting February 2021 - 16
Canadian Yachting February 2021 - 17
Canadian Yachting February 2021 - 18
Canadian Yachting February 2021 - 19
Canadian Yachting February 2021 - POWER REVIEW: NEPTUNUS 750 ENCLOSED FLYBRIDGE
Canadian Yachting February 2021 - 21
Canadian Yachting February 2021 - 22
Canadian Yachting February 2021 - 23
Canadian Yachting February 2021 - 24
Canadian Yachting February 2021 - 25
Canadian Yachting February 2021 - SAIL REVIEW: DUFOUR 430 GRAND LARGE
Canadian Yachting February 2021 - 27
Canadian Yachting February 2021 - 28
Canadian Yachting February 2021 - 29
Canadian Yachting February 2021 - 30
Canadian Yachting February 2021 - 31
Canadian Yachting February 2021 - POWER REVIEW: WORLD CAT 280 DC-X
Canadian Yachting February 2021 - 33
Canadian Yachting February 2021 - 34
Canadian Yachting February 2021 - 35
Canadian Yachting February 2021 - 36
Canadian Yachting February 2021 - 37
Canadian Yachting February 2021 - 38
Canadian Yachting February 2021 - 39
Canadian Yachting February 2021 - 40
Canadian Yachting February 2021 - 41
Canadian Yachting February 2021 - SPECIAL FEATURE: WE PICK 30 OF THE MOST EXCITING BOATS FOR 2021
Canadian Yachting February 2021 - 43
Canadian Yachting February 2021 - 44
Canadian Yachting February 2021 - 45
Canadian Yachting February 2021 - 46
Canadian Yachting February 2021 - 47
Canadian Yachting February 2021 - 48
Canadian Yachting February 2021 - 49
Canadian Yachting February 2021 - 50
Canadian Yachting February 2021 - 51
Canadian Yachting February 2021 - 52
Canadian Yachting February 2021 - 53
Canadian Yachting February 2021 - 54
Canadian Yachting February 2021 - 55
Canadian Yachting February 2021 - 56
Canadian Yachting February 2021 - THE PORT HOLE: FEBRUARY 2021
Canadian Yachting February 2021 - 58
Canadian Yachting February 2021 - 59
Canadian Yachting February 2021 - 60
Canadian Yachting February 2021 - 61
Canadian Yachting February 2021 - 62
Canadian Yachting February 2021 - 63
Canadian Yachting February 2021 - 64
Canadian Yachting February 2021 - 65
Canadian Yachting February 2021 - 66
Canadian Yachting February 2021 - 67
Canadian Yachting February 2021 - 68
Canadian Yachting February 2021 - 69
Canadian Yachting February 2021 - JOIN A BOATING CLUB
Canadian Yachting February 2021 - 71
Canadian Yachting February 2021 - 72
Canadian Yachting February 2021 - 73
Canadian Yachting February 2021 - 74
Canadian Yachting February 2021 - 75
Canadian Yachting February 2021 - BOATING SKILLS FOR NOVICE TO ADVANCED BOATERS
Canadian Yachting February 2021 - 77
Canadian Yachting February 2021 - 78
Canadian Yachting February 2021 - 79
Canadian Yachting February 2021 - START BOATING THE EASY WAY WITH FREEDOM BOAT CLUB
Canadian Yachting February 2021 - 81
Canadian Yachting February 2021 - 82
Canadian Yachting February 2021 - 83
Canadian Yachting February 2021 - 84
Canadian Yachting February 2021 - 85
Canadian Yachting February 2021 - 86
Canadian Yachting February 2021 - 87
Canadian Yachting February 2021 - 88
Canadian Yachting February 2021 - 89
Canadian Yachting February 2021 - 90
Canadian Yachting February 2021 - 91
Canadian Yachting February 2021 - 92
Canadian Yachting February 2021 - 93
Canadian Yachting February 2021 - 94
Canadian Yachting February 2021 - 95
Canadian Yachting February 2021 - 96
Canadian Yachting February 2021 - 97
Canadian Yachting February 2021 - CROSSING THE LINE: OF COURSE: SOME LESSER-KNOWN EDUCATIONAL OPPORTUNITIES
Canadian Yachting February 2021 - Cover3
Canadian Yachting February 2021 - Cover4
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