SOVA, a four letter acronym is harder to recall than SVA, a three letter acronym. “Marketing experts urge that brand names should be memorable, meaningful and emotionally support the desired brand image” (Petty, 2008). Support Veterans Associations (SVA) meets the test as a simple and easily memorable name. Our team recommends maintaining the SOVA acronym. Including the word veterans in the name makes a distinction of the type of organization being represented. A plug for Operation Stand Down will definitely elevate the branding for SOVA. Searching for organizations on the Internet can be time-consuming as well as difficult for new users of the Web. Search engines allow users to find information by keyword searches or Boolean searches. Explorers on the Internet looking to donate or find Veteran organizations can type in “veterans”, and is highly probable likelihood that SOVA or SVA will be retrieved. At this point it is unlikely that the founder, Anthony A. LoBue will replace SOVA with SVA. Considering the advice of expert marketing firms a shorter name with a three letter acronym is preferable. If polled, the majority of Americans who donate to causes, regardless of age can identify these acronyms and the companies they represent; GMC, SBC, AT&T, CBS, NBC, ABC, NYC, DAV, and USA. All these companies have met the other two purposes for branding; repeat sales/service and new product sales/service. “‘Stickiness’ is ultimately what counts in a world where brands can give a firm the competitive edge. Some of the most frequently used nouns and verbs that roll off our lips each day are company-produced brand names that stick in people’s minds” (Petty, 2008). Segmentation and Targeting
SAVE OUR VETERAN'S ASSOCIATION 9 With more soldiers returning from Iraq and Afghanistan, the need for increased services for veterans are essential. Although, different donors prefer to donate to different types of charity or causes, the type of donations people make may be dependent on interest. In order for Tony to maximize sponsorship potential, the target market should be focused on groups that share the same interest, values, lifestyle and attitude with veterans, and also groups that could benefit from this sponsorship affiliation. Corporations such as USAA, HEB, Toyota, Valero and CPS Energy are potential sponsor groups that may support this cause. Sponsors groups such as these can benefit from this program as a means of advertising, creating a good image for their company and be portrayed as socially responsible. These groups can provide expertise and financial support to address the unique needs of veterans by donating towards San Antonio’s first Operational Stand Down Event. “Operational stand down event” is a non- governmental program where volunteers and professionals give their time and expertise to address the unique needs of veterans. The program provides outreach tools to help homeless veterans in the nation. The nation’s first stand down started in 1988 and has been replicated nationwide (Veteran Village of San Diego, 2010). There are 200 nationwide but none in San Antonio. If Tony adopts the operational stand down program,
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- Winter '19
- United States Department of Veterans Affairs, Veteran, SOVA Organization, mr. lobue, Anthony A. LoBue