Page 4 - AASP Summer 2014 Newsletter

relatively unknown to consumers and our need to establish a brand and external the consumer market – individuals who

colleagues in sport science services. It messaging that our members embrace as directly use our services.

will take further networking efforts and the authentic, while at the same time inspires
It is important to note that our branding
development of consumable information, a consumer market to believe in our
process has been validated by similar

such as position papers solidly grounded credibility and seek us for our expertise
processes used by the Society for Health
in scholarship, to add value to these and and services.
and Physical Educators (SHAPE America),
other proactive organizations.
among others. Many of you likely know

I personally believe AASP is unique SHAPE America as the American Alliance

Recommitting to Our Core, Unifying, in its focus of offering exceptional for Health, Physical Education, Recreation,

Distinct Mission
services to the public through training and Dance (AAHPERD), a professional

and credentialing of professionals in the association founded 100 years before
In writing this message, I realized this is
psychology of performance excellence AASP. SHAPE America recently faced a
my inal opportunity to formally address
and performer well-being. Our public similar challenge of permeating public
the membership as your President. As I
relations irm, Yopko Penhallurick (YP),
awareness and becoming a source
communicated in my Presidential Address
organization for inluencing physical

activity in the United States. Under a

new and streamlined name, logo, and
Each member must be able to communicate
tagline, all of which were developed

systematically and purposefully with an
a distinct common mission and vision that
eye kept on the consumer, the SHAPE

America brand has begun to inluence

unites the membership and distinguishes
state legislation regarding health and

physical education in schools and after
AASP from other organizations.
school programming.

Embracing an Organizational Growth

Mindset

has begun the initial phase of research
With all that said, I do realize the level in New Orleans, because we are serious
toward evaluating our brand. Hopefully,
about being the “go-to” organization for
of personal investment members have you took the time to complete a recent
sport psychology expertise and service,
within AASP, and that even the possibility survey distributed by YP. Your voice will
we will continue to strive for high deinition
of minor change may create tension in be heard as we consider your perceptions
in our vision, mission, scope, professional
our membership. However, tension is of the meaning of our organization. A
identity, and priorities. Each member
not new for this organization – I feel it
second phase of this initiative will include
continues to exist between scholars and must be able to communicate a distinct
development of branding strategies to
common mission and vision that unites
practitioners, licensed psychologists be presented to the E-Board. We will
the membership and distinguishes AASP
and educational practitioners, and sport,
then make efforts to reach out to folks in
from other organizations. Moreover, we

AASP Newsletter // Summer 2014 // President’s Message

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