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What is GO WITH A PRO?
Introduction
As part of its ongoing support for the participant growth initiative launched by NSAA, the Professional Ski Instructors of America (PSIA) and the American Association of Snowboard Instructors (AASI) introduce the Go With a Pro campaign-a universal consumer message to increase interest in taking a lesson in order to increase the value of lessons and instructors. Our hope is that snowsports areas of all sizes, the media and the industry will embrace this new campaign.
NSAA research conducted last season at test sites around the country, affirm that ski and snowboard instructors have the closest contact with the area guest on the hill, and potentially the most influence on whether a guest returns to ski or ride again and again. In addition, 'mystery shopping' and anecdotal research conducted by PSIA-AASI, indicates that consumers and area management view instructors with professional respect especially when they have a PSIA-AASI certification, or other world-class credentials.
Ski and snowboard areas determine lesson programs, content, and who delivers it. PSIA-AASI is the industry leader in developing and delivering education materials to support instructors and instructor training, regardless of the specific teaching approach adopted by area management. Given this scenario, PSIA-AASI can and will continue to work closely with area management to provide a unified message, particularly to the consumer, about the value of taking a lesson to improve and enhance the guest experience on the mountain.
Go With a Pro is a campaign and resource kit offering simple marketing and messaging tools that will help:
- ski and snowboard schools attract more guests to lessons at all levels
- raise the image and value of ski and snowboard instructors and coaches with consumers, their peers and within the industry in general
- make taking a lesson from a pro at any level more cool than learning from friends
The campaign's flexibility encourages each area to customize materials to fit its own promotional strategy in support of its professional teaching program, whether or not it refers to or is affiliated with PSIA and/or AASI. The theme, Go With a Pro, presents a universal message across all regions of the country and all sizes of areas, helping to elevate the status of instructors and lesson taking in the minds of consumers.
For all the reasons mentioned, we hope that areas, large and small, will support Go With a Pro by using the resources and materials provided. We also anticipate support from the media and industry in general as we work together to grow snowsports participation and help meet the PSIA-AASI vision of "Inspiring life-long passion for the mountain experience."
Please log on to the PSIA or AASI web site to download the appropriate Go With a Pro graphics for your area.
The Professional Ski Instructors of America (PSIA) and the American Association of Snowboard Instructors (AASI) are launching a new and ongoing campaign to encourage beginner and enthusiast riders and sliders to take a lesson with a professional instructor or coach. The intent of this season-long campaign is to build a platform that the industry can use collectively to communicate this message to guests, employees and the media for years to come.
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