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1 Jan 2014 SEO & DEO Survey. Why Survey? No hard data on SEO opinions Build cohesiveness Better redirect our efforts SEOs closest to our customers Why.

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Presentation on theme: "1 Jan 2014 SEO & DEO Survey. Why Survey? No hard data on SEO opinions Build cohesiveness Better redirect our efforts SEOs closest to our customers Why."— Presentation transcript:

1 1 Jan 2014 SEO & DEO Survey

2 Why Survey? No hard data on SEO opinions Build cohesiveness Better redirect our efforts SEOs closest to our customers Why Survey? No hard data on SEO opinions Build cohesiveness Better redirect our efforts SEOs closest to our customers

3 Jan 2014 SEO & DEO Survey Bob Brandenstein Bob Brandenstein Bob Palmer Bob Palmer Don Fiander Don Fiander Tammy Brown Tammy Brown Gene Molteni Gene Molteni John Malatak John Malatak Bob Brandenstein Bob Brandenstein Bob Palmer Bob Palmer Don Fiander Don Fiander Tammy Brown Tammy Brown Gene Molteni Gene Molteni John Malatak John Malatak Authors

4 Jan 2014 SEO & DEO Survey The scope and content of our current educational product line Form of Course Material Putting students in the seats Following up on Leads Succession and Procedures The scope and content of our current educational product line Form of Course Material Putting students in the seats Following up on Leads Succession and Procedures Categories Identified

5 Jan 2014 SEO & DEO Survey The scope and content of our current educational product line Putting students in the seats Following up on Leads Survey the deletions in June 2014 The scope and content of our current educational product line Putting students in the seats Following up on Leads Survey the deletions in June 2014 Categories surveyed

6 Jan 2014 SEO & DEO Survey 400 SEOs 400 SEOs 33 DEOs 33 DEOs Responses received Responses received 220Response rate of 50%- Excellent Response Excellent Response 400 SEOs 400 SEOs 33 DEOs 33 DEOs Responses received Responses received 220Response rate of 50%- Excellent Response Excellent Response Survey Population

7 Jan 2014 SEO & DEO Survey There are a number of boating- related topics which we could feature in future courses or seminars. Some topics may be helpful to the boaters in your area and your Squadron, others may not be. Scope and content of Courses Question topic- Scope and content of Courses Question topic-Future courses or seminars

8 Jan 2014 SEO & DEO Survey With one being least important and 6 being most important, Rank the topics below in their order of value to the boaters in your squadrons geographical area. Scope and content of Courses Question Topic- Scope and content of Courses Question Topic-Future courses or seminars

9 Jan 2014 SEO & DEO Survey Scope and content of Courses Question Topic- Scope and content of Courses Question Topic-Future courses or seminars 1)Chart Plotters ) Outboard Engine maintenance )Boat maintenance-solvents, caulking, leak treatments, vinyl and canvas maintenance ) Boat finishes and touch-up coating and applicators, their use and maintenance ) Automated Identification System ) Personal Locator Beacons and EPIRBs 2.53 Rank

10 Jan 2014 SEO & DEO Survey List additional desirable topics in the box below Scope and content of Courses Question Topic- Scope and content of Courses Question Topic-Future courses or seminars

11 Jan 2014 SEO & DEO Survey Sample comments: Advanced Engine Maintenance (take grads of EM and have them bring questions to instructors with strength in Engine Maintenance Insurance coverage and recommended limits Sample comments: Advanced Engine Maintenance (take grads of EM and have them bring questions to instructors with strength in Engine Maintenance Insurance coverage and recommended limits Scope and content of Courses Question Topic- Scope and content of Courses Question Topic-Future courses or seminars

12 Jan 2014 SEO & DEO Survey Sample comments (cont.): Trailering & Launching Using radar Area tides and charts Navigation Rules, Horn Signals, etc. in busy ports and approaches Sample comments (cont.): Trailering & Launching Using radar Area tides and charts Navigation Rules, Horn Signals, etc. in busy ports and approaches Scope and content of Courses Question Topic- Scope and content of Courses Question Topic-Future courses or seminars

13 Jan 2014 SEO & DEO Survey Many of the suggested topics already exist within the current product line. Conclusions: Free form responses suggest that- The SEOs know that these features exist but have no experience with them or…. We do a terrible job at making SEOs aware of what is in our CURRENT product line. Many of the suggested topics already exist within the current product line. Conclusions: Free form responses suggest that- The SEOs know that these features exist but have no experience with them or…. We do a terrible job at making SEOs aware of what is in our CURRENT product line. Scope and content of Courses QuestionTopic- Scope and content of Courses QuestionTopic-Future courses or seminars

14 Jan 2014 SEO & DEO Survey Distance-learning creates a virtual classroom in cyberspace using software such as Skype, GoToMeeting, or Webinar, for example. Scope and content of Courses Question Topic- Scope and content of Courses Question Topic-Interest in Distance Learning

15 Jan 2014 SEO & DEO Survey Would your Squadron also benefit from being able to do so, if given help from others on how to set up and run courses in a distance- learning mode? Y, N, Not Sure Scope and content of Courses Question Topic- Scope and content of Courses Question Topic-Interest in Distance Learning

16 Jan 2014 SEO & DEO Survey Scope and content of Courses Question Topic- Scope and content of Courses Question Topic-Interest in Distance Learning Answer Choices –Responses – Yes42.59% No21.76% Not sure36.66%

17 Jan 2014 SEO & DEO Survey Scope and content of Courses Question Topic- Scope and content of Courses Question Topic-Interest in Distance Learning Sample Free Form Responses Already using go to meetings for inclement weather and when student is traveling. Do not need assistance. instructor will miss vital feedback. we have an older audience that are not as attracted to distance learning. Using GoToMeeting in my District now. We get folks involved in our Squadron activities. We feel this is best done by getting people in the door. Already using go to meetings for inclement weather and when student is traveling. Do not need assistance. instructor will miss vital feedback. we have an older audience that are not as attracted to distance learning. Using GoToMeeting in my District now. We get folks involved in our Squadron activities. We feel this is best done by getting people in the door.

18 Jan 2014 SEO & DEO Survey Scope and content of Courses Question Topic- Scope and content of Courses Question Topic-Interest in Distance Learning Conclusions: Definite interest in Distance Learning. Two to one yes v no Free Form responses are lukewarm. Better reading going forward as more Squadrons try distance learning. We need to help Squadrons understand this idea going forward. Definite interest in Distance Learning. Two to one yes v no Free Form responses are lukewarm. Better reading going forward as more Squadrons try distance learning. We need to help Squadrons understand this idea going forward.

19 Jan 2014 SEO & DEO Survey Scope and content of Courses Question Topic- Scope and content of Courses Question Topic-Course Customization Course material and topics could be made readily available in downloadable electronic modular form. If the material were available in this form, Do you think that doing so would increase participation in your Squadrons educational programs? Y, N, Not Sure. If no or not sure, why? Course material and topics could be made readily available in downloadable electronic modular form. If the material were available in this form, Do you think that doing so would increase participation in your Squadrons educational programs? Y, N, Not Sure. If no or not sure, why?

20 Jan 2014 SEO & DEO Survey Scope and content of Courses Question Topic- Scope and content of Courses Question Topic-Course Customization Answer Choices –Responses – Yes67.44% No9.30% Not sure23.26% Total215

21 Jan 2014 SEO & DEO Survey Scope and content of Courses Question Topic- Scope and content of Courses Question Topic-Course Customization Have not received many requests for such. Necessary portions of a class would be neglected and perhaps the additions gut the next class. This would involve significant time to do it. I prefer to order books and manuals. We're already doing that. Have one course built on "How to buy a boat" Have not received many requests for such. Necessary portions of a class would be neglected and perhaps the additions gut the next class. This would involve significant time to do it. I prefer to order books and manuals. We're already doing that. Have one course built on "How to buy a boat" Sample Free Form Responses

22 Jan 2014 SEO & DEO Survey Scope and content of Courses Question Topic- Scope and content of Courses Question Topic-Course Customization Course and topic customization is viewed favorably. Many Squadrons have already done so in some form. Course and topic customization is viewed favorably. Many Squadrons have already done so in some form. Conclusions:

23 Jan 2014 SEO & DEO Survey Scope and content of Courses Question Topic-Mariners Learning System Will the Mariners Learning System Coast Guard license preparation courses, which we now offer through the Ship's Store, be attractive to boaters in your Squadron's area?

24 Jan 2014 SEO & DEO Survey Scope and content of Courses Question Topic-Mariners Learning System Answer Choices –Responses – Yes25.46% No21.76% Not sure52.78% Total 216

25 Jan 2014 SEO & DEO Survey Scope and content of Courses Question Topic-Mariners Learning System Conclusions: Half the respondents are evenly divided between Yes v No The other half are unsure. Free form responses confirm that most are unaware. Better reading in six months after we do some internal marketing. Half the respondents are evenly divided between Yes v No The other half are unsure. Free form responses confirm that most are unaware. Better reading in six months after we do some internal marketing.

26 Jan 2014 SEO & DEO Survey Putting Students in the Seats Question Topic-ABC3 Effectiveness In the box below, describe ABC3's performance relative to state-sponsored courses in terms of price, market acceptance, and thoroughness.

27 Jan 2014 SEO & DEO Survey Putting Students in the Seats Question Topic-ABC3 Effectiveness The USPS course is better, but people want the best price and free is difficult to compete with. A very hard sell based on free state courses in most of the states in district 5. Market prefers their offerings even though our course is more thorough. USPS is under priced. Jr. colleges and other organizations charge more. The USPS course is better, but people want the best price and free is difficult to compete with. A very hard sell based on free state courses in most of the states in district 5. Market prefers their offerings even though our course is more thorough. USPS is under priced. Jr. colleges and other organizations charge more. Sample Free Form Responses

28 Jan 2014 SEO & DEO Survey Putting Students in the Seats Question Topic-ABC3 Effectiveness Free Form responses will be summarized and acted on by Basic Public Education Team. Conclusions:

29 Jan 2014 SEO & DEO Survey Putting Students in the Seats Question Topic-Increasing the Attractiveness of ABC3 Better promotional materials, use of boating simulators, digital charting, and including an on- the-water experience as a regular part of ABC3, are features which may help increase the number of boaters taking the ABC3. In the box below, please describe which of these improvements (or any other improvement) should be made to increase the attractiveness of ABC3. Better promotional materials, use of boating simulators, digital charting, and including an on- the-water experience as a regular part of ABC3, are features which may help increase the number of boaters taking the ABC3. In the box below, please describe which of these improvements (or any other improvement) should be made to increase the attractiveness of ABC3.

30 Jan 2014 SEO & DEO Survey Putting Students in the Seats Question Topic-Increasing the Attractiveness of ABC3 O-T-W is great for the first time boater, but most boat owners do not want to take the time. All of the above. Most students taking ABC3 are taking the course solely to meet the state safety certificate requirement and want to spend the minimum amount of time. For first time we took ABC3 class for on-the-water demonstration well received. The translation of the ABC3 course to Spanish. O-T-W is great for the first time boater, but most boat owners do not want to take the time. All of the above. Most students taking ABC3 are taking the course solely to meet the state safety certificate requirement and want to spend the minimum amount of time. For first time we took ABC3 class for on-the-water demonstration well received. The translation of the ABC3 course to Spanish. Sample Free Form Responses

31 Jan 2014 SEO & DEO Survey Putting Students in the Seats Question Topic-Increasing the Attractiveness of ABC3 Free Form responses will be summarized and acted on by Basic Public Education Team. Conclusions:

32 Jan 2014 SEO & DEO Survey Putting Students in the Seats Question Topic-Effectiveness of Squadron promo efforts How effective have your Squadron's promotional efforts been in attracting boaters to take our courses and seminars in 2013? Answer Choices –Responses – Very effective- we've barely been able to accommodate the crowds 3.54% Ok- the number of boaters showing up were about what we expected 46.97% Not very effective - despite our best efforts at promotion, few takers showed up 49.49%

33 Jan 2014 SEO & DEO Survey Putting Students in the Seats Question Topic-Effectiveness of Squadron promo efforts Squadrons need help affording eye-catching advertisements in newspapers. We don't have the resources to advertise and need assistance in figuring out the marketing. The SEO can't do this alone. I need a marketing assistant!!. Have had no membership chair nor PR lead in the past two years. My efforts to fill in as PRO were barely adequate since I have no background in marketing. We usually get requests for a class after the class has ended. Squadrons need help affording eye-catching advertisements in newspapers. We don't have the resources to advertise and need assistance in figuring out the marketing. The SEO can't do this alone. I need a marketing assistant!!. Have had no membership chair nor PR lead in the past two years. My efforts to fill in as PRO were barely adequate since I have no background in marketing. We usually get requests for a class after the class has ended. Sample Free Form Responses

34 Jan 2014 SEO & DEO Survey Putting Students in the Seats Question Topic-Effectiveness of Squadron promo efforts With the formation of the new Marketing and PRO teams, we have an opportunity to address the issues. Conclusions:

35 Jan 2014 SEO & DEO Survey Putting Students in the Seats Question Topic-Quantity of 2013 ABC3 courses Average number of ABC3 courses planned 3.6 Average number of ABC3 courses held 3.2 Average number of ABC3 students beginning 34.8 Average number of ABC3 students completing 33.2 Average number of students per class held11.0 Average number of ABC3 courses planned 3.6 Average number of ABC3 courses held 3.2 Average number of ABC3 students beginning 34.8 Average number of ABC3 students completing 33.2 Average number of students per class held11.0

36 Jan 2014 SEO & DEO Survey Putting Students in the Seats Question Topic-Effectiveness of Boat Shows In 2013, how effective were your Squadron's Boat Show efforts in attracting boaters to take our courses and seminars? Answer Choices –Responses – Very effective - Many boaters who took our courses discovered us at Boat Shows. 5.95% Ok- a few boaters who took our courses discovered us at Boat Shows % Not very effective - despite our best efforts at boat show promotion, few takers showed up for courses or seminars because they saw us at Boat Shows %

37 Jan 2014 SEO & DEO Survey Putting Students in the Seats Question Topic-Effectiveness of Boat Shows Conclusions: Our Boat Show activities at the Squadron and District level are not effective, by a wide margin. How to sell USPS and your Squadron at a Boat Show could improve our effectiveness. Our Boat Show activities at the Squadron and District level are not effective, by a wide margin. How to sell USPS and your Squadron at a Boat Show could improve our effectiveness.

38 Jan 2014 SEO & DEO Survey Putting Students in the Seats Question Topic-Effectiveness of HQ800 HQ800 is currently the information system for listing upcoming courses, seminars and entering ABC3 course completion data. What can be done to improve HQ800's usefulness for you? Answer Choices –Responses – Better user instructions44.16% More available help-desk consultants7.14% Easier ability to make changes to previously entered information 48.70%

39 Jan 2014 SEO & DEO Survey Putting Students in the Seats Question Topic-Effectiveness of HQ800 Better user instructions would be welcome. We need to redouble our efforts directed toward getting more SEOs to use HQ800. Better user instructions would be welcome. We need to redouble our efforts directed toward getting more SEOs to use HQ800. Conclusions:

40 Jan 2014 SEO & DEO Survey Putting Students in the Seats Question Topic-Effectiveness of HQ800 I have had many problems when entering students for the six month free membership. For what ever reason the information doesn't get processed. It has to be wonderful I wrote it. Dan I have not personally used HQ800 but am told it is a bit tough to use. With the long interval between uses, it is hard to remember all the tricks. In my experience all USPS online education department material is unconscionably incomprehensible. I have had many problems when entering students for the six month free membership. For what ever reason the information doesn't get processed. It has to be wonderful I wrote it. Dan I have not personally used HQ800 but am told it is a bit tough to use. With the long interval between uses, it is hard to remember all the tricks. In my experience all USPS online education department material is unconscionably incomprehensible. Sample Free Form Responses

41 Jan 2014 SEO & DEO Survey Putting Students in the Seats Question Topic-Effectiveness of Seminar Promotion With 1 being least helpful and 4 being most helpful, please rank the following as to their potential helpfulness in your scheduling and promoting of seminars. – Average Ranking – 1) Lower priced seminar kits )Easy access to internet scheduling and promotional aids ) Professionally prepared printed promotional material ) Broader selection of seminar topics 1.91 Rank

42 Jan 2014 SEO & DEO Survey Putting Students in the Seats Question Topic-Effectiveness of Seminar Promotion Local inland boaters have not expressed interest in seminars. they are burned out. "Responsible" boating can seem to be just too much of a chore for them. Stress the fun and escape from it all. We had one seminar with one student attending. Our seminars are quite successful. We held three seminars in We averaged 6 people at each. Need a seminar on spring commissioning and fall storage. Local inland boaters have not expressed interest in seminars. they are burned out. "Responsible" boating can seem to be just too much of a chore for them. Stress the fun and escape from it all. We had one seminar with one student attending. Our seminars are quite successful. We held three seminars in We averaged 6 people at each. Need a seminar on spring commissioning and fall storage. Sample Free Form Responses

43 Jan 2014 SEO & DEO Survey Putting Students in the Seats Question Topic-Squadrons with Brunswick relationships Over 100 Squadrons are now in a working relationship with Brunswick boat dealers. Answer Choices –Responses – No, we do not participate76.92% Yes, we are currently working with a Brunswick dealer %

44 Jan 2014 SEO & DEO Survey Putting Students in the Seats Question Topic-Squadrons with Brunswick relationships Call on the dealer on regular basis. Offer promotional materials on your squadron and for classes and seminars. Ask squadron members to do business with the dealer. Keep them informed of whats going on. Bad question. You should have had an answer for Squadron who have signed up but no dealer activities yet. It should not be just one way relationship. Dealers might include the boating course as part of the sales pitch. Call on the dealer on regular basis. Offer promotional materials on your squadron and for classes and seminars. Ask squadron members to do business with the dealer. Keep them informed of whats going on. Bad question. You should have had an answer for Squadron who have signed up but no dealer activities yet. It should not be just one way relationship. Dealers might include the boating course as part of the sales pitch. Sample Free Form Responses

45 Jan 2014 SEO & DEO Survey Putting Students in the Seats Question Topic-Squadrons without a Brunswick relationship Would the dealers cover the cost of an ABC class for a new customer? Find a dealer interested in working with us. Our Sea Ray dealer is aware of the program, but is not too interested. Local dealer was not interested in the program. Having a hard time just keeping in business. Get local Brunswick dealers into the program and require them to participate with local squadrons. Don't make us do all the work! Would the dealers cover the cost of an ABC class for a new customer? Find a dealer interested in working with us. Our Sea Ray dealer is aware of the program, but is not too interested. Local dealer was not interested in the program. Having a hard time just keeping in business. Get local Brunswick dealers into the program and require them to participate with local squadrons. Don't make us do all the work! What can we do to add your Squadron Sample Free Form Responses

46 Jan 2014 SEO & DEO Survey Putting Students in the Seats Question Topic-Members taking Advanced Grades & Electives Has the percentage of your Squadron members taking Advanced Grades and Elective courses during 2013 declined, stayed the same or increased compared to 2012? Answer Choices – Responses – Percentage of our members taking Advanced Grades and Elective Courses in 2013 was greater than it was in % Percentage of our members taking Advanced Grades and Elective Courses in 2013 was about the same as it was in % Percentage of our members taking Advanced Grades and Electives in 2013 was lower than it was in %

47 Jan 2014 SEO & DEO Survey Putting Students in the Seats Question Topic-Members taking Advanced Grades & Electives What can we do centrally (at the District or National level) to improve the number of your Squadron members taking courses? Sample Free Form Responses Our difficulty is getting volunteers to instruct the advanced courses. Course material is typically trying to cover too much. No current interest among existing members. Our older members have taken all the classes they want. What we need are new members to move up through the classes. Our difficulty is getting volunteers to instruct the advanced courses. Course material is typically trying to cover too much. No current interest among existing members. Our older members have taken all the classes they want. What we need are new members to move up through the classes.

48 Jan 2014 SEO & DEO Survey Putting Students in the Seats Question Topic-On-The-Water participation Did your Squadron participate in the Boat Operator Certification program and/or offer Practical-On- The-Water training classes in 2013? Answer Choices –Responses – Yes44.39% No56.61%

49 Jan 2014 SEO & DEO Survey Putting Students in the Seats Question Topic-On-The-Water participation If your Squadron did not participate in the Boat Certification program and/or offer Practical-On-The Water training, please offer your comments. Sample Free Form Responses There doesn't seem to be much interest in our area, probably because we don't promote it and we question its value. I need to do a better job with the current offerings before taking on BOC. Nobody wants to risk their boating season ended during repairs. Need some more marketing with good selling points for certification.

50 Jan 2014 SEO & DEO Survey Putting Students in the Seats Question Topic-On-The-Water participation How should we alter the Boat Operator Certification program or the Practical-On-The-Water program to make them more attractive? Sample Free Form Responses Members do not feel some of the required Seminars are of value to them. Better communication between the national committee and the district educational department. Give us some reason to get into the BOC... something on the practical side, not lofty and abstract. Members do not feel some of the required Seminars are of value to them. Better communication between the national committee and the district educational department. Give us some reason to get into the BOC... something on the practical side, not lofty and abstract.

51 Jan 2014 SEO & DEO Survey Putting Students in the Seats Question Topic-Supplemental On-The-Water participation Has your Squadron's use of supplemental on-the- water programs been viewed favorably by your Squadron in 2013? Answer Choices –Responses – Yes24.55% No15.45% Unsure or Dont recognize Supplemental programs60.00%

52 Jan 2014 SEO & DEO Survey Putting Students in the Seats Question Topic-Supplemental On-The-Water participation How should we alter the supplemental on-the-water programs to make them a more favorable experience? Sample Free Form Responses Thats hard as no one wants to use their boat for the class. If I offer this additional training I now have to schedule the class time, use my personal boat and spend more personal time on the water, which is ok, but I only have so much time. Give us a boat Thats hard as no one wants to use their boat for the class. If I offer this additional training I now have to schedule the class time, use my personal boat and spend more personal time on the water, which is ok, but I only have so much time. Give us a boat

53 Jan 2014 SEO & DEO Survey Putting Students in the Seats Question Topic-On-Line course Lead Follow-ups What can be done to improve your success in following up on the interest in USPS demonstrated by On-Line course-takers? Sample Free Form Responses People seem to want the education but are not interested in the social aspect, and commitment that comes with local squadron membership. Follow on notice, because sometimes the original is deleted. As education officer I don't get these responses; they go to the commander. Perhaps not the person to whom to send them since SEOs are the ones who are selling classes...or send it to both. People seem to want the education but are not interested in the social aspect, and commitment that comes with local squadron membership. Follow on notice, because sometimes the original is deleted. As education officer I don't get these responses; they go to the commander. Perhaps not the person to whom to send them since SEOs are the ones who are selling classes...or send it to both.

54 Jan 2014 SEO & DEO Survey Putting Students in the Seats Question Topic-Elevator Speech effectiveness Would an or phone call "elevator speech" improve your follow-up results from folks who have taken ABC3 on-line, or who have taken our seminars and courses resident on the BoatUS computers? Answer Choices –Responses – Yes, probably yes, couldnt hurt, maybe41.82% No, probably not, not my yob11.82% Dont Know or no response46.36

55 Jan 2014 SEO & DEO Survey Overall Conclusions High response-half (maybe more given empty SEO slots and invalid addresses) of the SEOs and DEOs were motivated to respond. Many SEOs dont know what is in the product line, or dont believe that the topics are marketable. Better HQ800 user instructions would improve usage. Current Boat Show efforts are ineffective. More marketing assistance needed by the SEOs. High response-half (maybe more given empty SEO slots and invalid addresses) of the SEOs and DEOs were motivated to respond. Many SEOs dont know what is in the product line, or dont believe that the topics are marketable. Better HQ800 user instructions would improve usage. Current Boat Show efforts are ineffective. More marketing assistance needed by the SEOs.

56 Jan 2014 SEO & DEO Survey


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