Come for the Boating Education … Stay for the Friends SM Marketing and Education Education Department Leadership Meeting Orlando, FL February 2017

Come for the Boating Education … Stay for the Friends SM Big Questions for USPS u Who are our customers? u What do we actually sell? u What do our customers really want? u How do we attract them to us? u How can we use our superior courses to a competitive advantage? u What can make us compelling?

Come for the Boating Education … Stay for the Friends SM Marketing Priorities Comprehensive Marketing Strategy u Integrates MARCOM (new), PR, EdDept, Membership, etc. u Resolve product vs member relationship dichotomy u Redefine our public image u Customer oriented l Market research (surveys, R+M project, etc.) l Specific target markets – not all things to all people u Guides what we offer, to whom, and how u Define how we promote USPS

Come for the Boating Education … Stay for the Friends SM Marketing Priorities u Squadron Support l Guidance and consultation incl. “How To” instruction l Marketing collateral l Imaging, messaging, and branding l Boat show operations u USPS Website – Marketing-centric u Brand Standards Update u Public affairs coordination

Come for the Boating Education … Stay for the Friends SM Marketing Priorities Education-Specific: u Integration of Education and Marketing strategies u Product definition & delivery modalities u Online education u Differentiate USPS: OTW Training & other offerings u eMarketing of educational programs u Education website integration Today’s Discussion

Come for the Boating Education … Stay for the Friends SM Why u We have an image problem u Education is a major part of an overall strategy u “If you build it, they will come” does not work u Member course participation declining u Grade means less, and nothing to non-members u ABC3 sales are not doing well either l Product = commodity l Affects both online AND squadron/classroom l Affects ability to recruit new members

Come for the Boating Education … Stay for the Friends SM Marketing? No Silos How Collaboration l MARCOM l EdDept leadership l RCs by subject area l Education Outreach l Digital Media Library l DEOs/ADEOs Marketing Process l Product l Placement l Pricing l Promotion

Come for the Boating Education … Stay for the Friends SM Who u MARCOM Leadership (effective 2/20/16) l R/C Paul Mermelstein, SN-IN l Stf/C Glen Sherman, P l Stf/C Ken Link, SN u EdDept Leadership u Two hats l Chuck Wells l Bob Brandenstein l Bill Bloxham l Tom Brincka l Bob Palmer l Jan Wright And You!

Come for the Boating Education … Stay for the Friends SM Integration With Marketing Strategy u Leverage education as a recruiting gateway u Addresses the Four P’s for Education l As part of an overall USPS strategy l Includes national/district/squadron roles & options u Common imaging and branding u Promotional activities at all levels u Marketing materials l Printed l Public website

Come for the Boating Education … Stay for the Friends SM Available Now: Guidance for SEOs Download from MARCOM webpage

Come for the Boating Education … Stay for the Friends SM Available Now: New USPS® Brochure

Come for the Boating Education … Stay for the Friends SM New USPS® Brochure, inside

Come for the Boating Education … Stay for the Friends SM Available Now: Slide Presentation Who we are Come for the Education … What we do

Come for the Boating Education … Stay for the Friends SM Slide Presentation, con’t More Benefits 10 simple slides Establishes credentials Easy to present Download from MARCOM now Reinforce this with your instructors 10 simple slides Establishes credentials Easy to present Download from MARCOM now Reinforce this with your instructors

Come for the Boating Education … Stay for the Friends SM Product Definition & Delivery u Vast compendium of knowledge u Market-centric approach l What we want to teach vs What do customers want l Goal: Attract non-members (potential members) l Goal: Keep current members u Redefine and repackage our assets u Re-naming is not enough u Address delivery modalities u Address pricing structure

Come for the Boating Education … Stay for the Friends SM Online Education u Integration with an overall strategy l BoatUS partnership l Webinars etc. l Digital Media Library u Needs a concerted marketing effort u Leverage to attract new members u Included in product definition/packaging

Come for the Boating Education … Stay for the Friends SM OTW Training u Can differentiate USPS u Leverage to recruit members u Needs a concerted marketing effort u Needs operationalizing and proliferation l Not enough squadrons ready l Operational and insurance questions

Come for the Boating Education … Stay for the Friends SM eMarketing u iContact u list management u Includes social media marketing u Lots of metrics u Can be used for marketing of everything

Come for the Boating Education … Stay for the Friends SM Education Website u Integration with new USPS site u EdDept, ITCom, and MARCOM partnership u Marketing-centric l Promote education programs l Support squadrons l Serve as pathway for new member recruiting u Include transaction & delivery components

Come for the Boating Education … Stay for the Friends SM Internal Challenges u Getting all of us on the same page u Short term revenue vs long term survival u Topical orientation vs market-centric philosophy u Cross area collaboration u Organizational inertia u Timeframe u Grades and recognition process u Marketing and promotion

Come for the Boating Education … Stay for the Friends SM Q&A