come for the boating education … stay for the friends sm marketing your courses guidance for...

Come for the Boating Education … Stay for the Friends SM

Marketing Your Courses

Guidance for Squadrons


Objectives

Discuss current environment Better understand Marketing Reinforce what you already know Review some actions to take Leverage education Share ideas


External Challenges

Changing boating population Online education is biggest competitor “Free” is our biggest challenge USPS is not well-known Our education is not “first choice” Difficult to differentiate ourselves


Internal Challenges – National

Enhance strategic focus & vision Better integrate Ed Dept and MARCOM Create offerings people will actually buy

Topical segmentation and packaging Integrated delivery modalities

Develop cohesive business plan Eliminate competitive & muddy guidance


Internal Challenges – Local

Better understand Marketing and PR Collaborate better Share ideas that work Get excited & motivate Understand “Come for the Education …”

Initial attraction Not the end game


Big Questions

Who are our customers? What do we actually sell? What do our customers really want? How do we attract them to us? How can we use our superior courses to a

competitive advantage? What can make us compelling?


MARCOM

R/C Mary Paige Abbott, SN Chair, MARCOMStf/C Glen Sherman, P Branding & External PromotionStf/C Paul Mermelstein, SN Internal Marketing Support &

Market ResearchP/R/C Ken Link, SN USCGAux liaison & special projectsD/Lt/C Chuck Wells, SN Education Department Liaison


MARCOM Role Educate USPS Improve brand image and recognition Develop marketing-centric web site Guide market research Suggest products and services Create materials for marketing and promotion Create guidance and How-To Provide consultation


MARCOM Support for Education

New USPS website highlighting Education New trifold highlighting Education New slide presentation for instructors Marketing strategy for public education Provide support for SEOs


A Word About Branding

Business mind-set Need better identity nationwide Stronger together than separate franchises Consistent look & feel, messaging, etc.


So, What Do We Do?

Understand our customers Understand Marketing and PR Learn how to apply to USPS Adapt (and adopt) at the squadron level


Understand Our CustomersCurrent Members

Motivation and interest in education? Generally Topically

Do they think they need education? Grade advancement? Topics esoteric or relevant? Too much work?


Understand Our CustomersNon-Members

Non-members are future members Who are they, really? What do they want and need? How do they learn of us? What do they think of us? How can we reach them better?

Market research is key


Understand Marketing & PR

What is PR? What is Marketing? Are they different? How are they used? Can they be used synergistically? How?


Public Relations Promotes a positive image Aimed at public welfare

Does not advertise specific products Not directly aimed at customer purchases or

recruiting new members Can identify us with our mission


Public Relations

Employs media as primary channels Traditional press releases etc. (passé) Freebies, buttons, pins, etc. with OUR logo Social Media (a must!)

Go Mobile.


Why Social Media?

Everyone (almost) is a user Many people use social media as their

PRIMARY source of information Majority rely on personal

recommendations via social media First time boat owners often in this

group


Marketing It is not just advertising or selling Marketing is a strategic function Marketing plan linked to strategic vision Serves as customer-advocate


Four P’s or C’s of MarketingProduct Commodity Products and services

people want to buy

Price Cost What consumers are willing to payCompetition’s price

Place Convenienceor Channel

Make it easy to buy and to access/use

Promotion Communication Message & mediumOngoing/repetition


How Does This Apply To Us?

Determine and define our target markets Membership market segments

Current members Future members

Education products market segments Local or unique variants

Offer them products and services tailored for their specific needs


How Does This Apply To Us? Determine the right price

Cost-based or market-based National and local cost drivers

Determine and design promotional strategies, branding, and media To stimulate demand To differentiate our products To convince customers to buy


How Does This Apply To Us?Promotion Explained

Promotion is a call to action Promotes education and membership

directly to individuals Not public service announcements Not generalized statements about safety Not teaching or instruction

Not materials from other organizations


What Can Squadrons Do?

Reorganize and refocus Marketing is a function, not a position Who’s job is it anyway?

ExCom PRO Membership SEO


Promote to Members Query your members: Identify which

members want what topics and why Cultivate your new members

New members take more courses at first Need to keep them engaged

Develop a mutually reinforcing sense of community and education


Promote to Members

Enthusiastic sales pitch at meetings Individually work on newer members Talk it up with “tired” members Compelling descriptions in newsletter Send email blasts And repeat


Promote to the Public Conduct ABC3® courses Conduct seminars Update your website Place flyers at marinas,

WM & other sporting goods locations

Use social media Public events/shows


Promote to the Public Seminars as appetizer Find an visible venue Price aggressively Differentiate us

Certified instructors Education with affiliation Multi-dimensional (classroom, webinar, OTW)

Leave them wanting more


Use the New USPS® Brochure

Use it at all public encounters Simple, clean, uncluttered Targeted points on each page

First opening introduces who we are and how we meet their needs

Second opening provides details Back shows contact info & “for more …”

Local contact information should be included

New USPS® Brochure


Leverage Education

Mission AND gateway After introduction to education excellence:

Recruit next set of students Education leads to more education Schedule for topical progression

Maintain interest; retain members

Ok, how?


Build Upon First Contact

Create recruitment folder Brochure Newsletter Business card Student registration form

Use the new USPS slides Establish credentials = Explain USPS

Re-enforce this with your instructors


Slide Presentation

Who we are

Come for the Education …

What we do


Slide Presentation

More Benefits


Summary

Name & brand recognition Community service Leverage with PR

Promote education to non-members Flyers, website, venue, partnering Emphasize affiliation with other boaters Fill the pipeline – future students Use the tools


Summary

Promote education to current members Retain existing member base The next generation of students Protect your core membership Determine their interests Offer what they want, when they want it Explore delivery options


What Has Worked for You?

1. 2. 3. 4. 5.


Questions?

come for the boating education … stay for the friends sm marketing your courses guidance for...

Documents

boating education

wellknownour education

marketing concepts

lot of challenges

friends smwelcome

friends smnot

friends smnow

basic boating courses