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E-Directorate Workshop Products, Marketing, and Delivery

Join us at the NACON 2019 E-Directorate Workshop to learn about new products and updates in recreational boating safety education. Discover marketing and delivery strategies to maximize revenue and reach more boaters. Provide feedback to improve our mission.

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E-Directorate Workshop Products, Marketing, and Delivery

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  1. NACON • 2019 • E-Directorate Workshop • Products, Marketing, and Delivery

  2. Our Mission: Educating the Public

  3. Agenda • Welcome and Introductions • Mission/Vision/Goals • New Products and Updates • Coming Attractions • Marketing and Delivery • Feedback Link

  4. Mission • To promote and improve Recreational Boating Safety by providing exceptional boating safety education to the American public, with the aim of eliminating loss of life, personal injury and property damage. • To deliver the highest quality training with the finest Auxiliary instructors and public education staff officers at every level, in support of our recreational boating safety goals and directives

  5. Vision United States Coast Guard Auxiliary Public Education Directorate–the best trained, most valued maritime volunteer boating education organization in the world, along with its partners in the districts, continuing to bring to the market innovative new products and sharing best practices and techniques with the American Public and our colleagues in the maritime arena

  6. Goals Based on our Mission, our Vision, and our responsibility to advance the goals of the Auxiliary Strategic Plan we can distill our goals to two simple objectives: • Educate the public • Make money for flotillas and the Auxiliary Association

  7. Assumptions in Creating New Products • • Mission/Preventive SAR • • Audience/Interest • • Market/Demand/Revenue • • Instructor Friendly/Teachable • • Flexibility/Add Local Variations

  8. COMO Daniel Maxim Award for Excellence in Education • National award to formally recognize the best of the best. • Flotillas nominate and send to division, who then sends one nominee to district. One district winner is sent to DIR-E for national evaluation. • Three regional winners compete for Maxim Award. • Announced at NACON – first awards presented 2020. • Award details are posted on E Directorate website.

  9. • Introduction to Basic Boating Safety • Waterfowl Hunting and Boating Safety New Courses Available

  10. • Kids and Paddlecraft • Waypoints New Courses Available

  11. • Flotillas are always encouraged to develop courses that are of interest to local boaters – share your successes with us! • Such courses can meet local needs and provide a wider range of students. • Such courses can also provide a wider revenue potential for flotillas. Local Area Courses

  12. Coming Attractions • Three major changes are underway. Each will enhance our education programs. • Boats and Kids, will be added to our pre-teen curriculum. • Boat America, will replace our current About Boating Safely course as our basic certificate course. • Modularization of Boating Skills and Seamanship.

  13. Boats and Kids • Geared toward children ages 6-11. • 25-30 minute course. • Interactive course • Appropriate for either small or large groups. • Teaches basic boating safety and emergency tips. • Self-contained “lesson in a box” includes lesson plans and video

  14. Boat America • Replacement for About Boating Safely (ABS) as primary certificate course. • Complete program to include new PowerPoint, textbook, exam questions, answer key, certificate, wallet cards. • Used in conjunction with the mandated state PowerPoints already on the E-Directorate site. • Spanish version to be developed

  15. Boating Skills and Seamanship • Currently in process of updating / revising content. • Will take modules from BS&S and add additional modules to be developed from other sources to allow flotillas to offer a fully customized course based on local needs. BS&S as currently configured is a certificate course, but a modularized course will not be. • Recommend that flotillas use Boat America or BS&S as the certificate course and then add modules as they can sell them. A money maker for flotillas willing to try this approach

  16. New Course and Instructor Evaluation Form

  17. Marketing and Delivery of Auxiliary Courses Flotillas have two sources of income • Dues • Public Education income We want to help you grow your income while providing superior education

  18. Marketing and Delivery of Auxiliary Courses Elevator Pitch Marketing • Description of the Course • Why it is valuable • A call to action – closing the deal

  19. Marketing and Delivery of Auxiliary Courses Value added thoughts • What is a “loss leader” - how to use it? • $1.50 hot dog at Costco – gets ‘em into the store • Seminars to whet the appetite for more

  20. Marketing and Delivery of Auxiliary Courses Value added thoughts • What is the value of the Auxiliary and Coast Guard brands? Are you leveraging this unique advantage? • Only reaching 10% now – how do you reach the other 90%? Brainstorm!

  21. Marketing and Delivery of Auxiliary Courses Value added thoughts • How do you compete against free? • The free courses are competing with us - not the other way around. • What are YOUR unique advantages?

  22. Marketing and Delivery of Auxiliary Courses Value added thoughts • Design your own course that will SELL! • Tell folks WHAT they are getting for their money and why it is better than they can get elsewhere.

  23. Marketing and Delivery of Auxiliary Courses Value added thoughts • Pricing is a local consideration – know your market • NEVER assume people will think free is better. Tell them why your class beats the free ones. Free is only cheaper – NOT better.

  24. Marketing and Delivery of Auxiliary Courses Value added thoughts • If people have disposable income for the expenses of boating, they have money for a one-time class. • Don’t cut your price – this cheapens the brand and says it is not valuable.

  25. Marketing and Delivery of Auxiliary Courses Value added thoughts • If you are competing on price alone – you will lose every time. Compete on value and quality to win. • The education you give them is truly priceless when they use it to avoid an accident or worse.

  26. Marketing and Delivery of Auxiliary Courses Value added thoughts • Use your entire RBS team to put people in the seats. This is a team sport with all hands required for success. • Have brainstorming sessions to get workable ideas – glass is half full!

  27. THAT’S ALL FOLKS! QUESTIONS???? We hope you found this presentation informative and useful for your PE program. Please share yourPE stories with us at pe.feedback@cgauxnet.us

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