Jan 2014 SEO & DEO Survey
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
Jan 2014 SEO & DEO Survey
Authors
• Bob Brandenstein
• Bob Palmer
• Don Fiander
• Tammy Brown
• Gene Molteni
• John Malatak
Jan 2014 SEO & DEO Survey
Categories Identified
• 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
Jan 2014 SEO & DEO Survey
Categories surveyed
• 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
Jan 2014 SEO & DEO Survey
Survey Population
• 400 SEOs
• 33 DEOs
Responses received
220—Response rate of 50%-
•Excellent Response
Jan 2014 SEO & DEO Survey
Scope and content of Courses
Question topic-Future courses or seminars
There are a number of boatingrelated 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.
Jan 2014 SEO & DEO Survey
Scope and content of Courses
Question Topic-Future courses or seminars
With one being least important
and 6 being most important, Rank
the topics below in their order of
value to the boaters in your
squadron’s geographical area.
Jan 2014 SEO & DEO Survey
Scope and content of Courses
Question Topic-Future courses or seminars
Rank
1)Chart Plotters
2) Outboard Engine maintenance
4.69
3.99
3)Boat maintenance-solvents, caulking, leak treatments,
vinyl and canvas maintenance
3.36
4) Boat finishes and touch-up coating and applicators,
their use and maintenance
5) Automated Identification System
6) Personal Locator Beacons and EPIRBs
3.31
3.13
2.53
Jan 2014 SEO & DEO Survey
Scope and content of Courses
Question Topic-Future courses or seminars
List additional desirable topics in
the box below
Jan 2014 SEO & DEO Survey
Scope and content of Courses
Question Topic-Future courses or seminars
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
Jan 2014 SEO & DEO Survey
Scope and content of Courses
Question Topic-Future courses or seminars
Sample comments (cont.):
Trailering & Launching
Using radar
Area tides and charts
Navigation Rules, Horn Signals, etc. in
busy ports and approaches
Jan 2014 SEO & DEO Survey
Scope and content of Courses
QuestionTopic-Future courses or seminars
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.
Jan 2014 SEO & DEO Survey
Scope and content of Courses
Question Topic-Interest in Distance Learning
Distance-learning creates a virtual
classroom in cyberspace using
software such as Skype,
GoToMeeting, or Webinar, for
example.
Jan 2014 SEO & DEO Survey
Scope and content of Courses
Question Topic-Interest in Distance Learning
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 distancelearning mode? Y, N, Not Sure
Jan 2014 SEO & DEO Survey
Scope and content of Courses
Question Topic-Interest in Distance Learning
Answer Choices –
Responses –
Yes
No
Not sure
42.59%
21.76%
36.66%
Jan 2014 SEO & DEO Survey
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.
Jan 2014 SEO & DEO Survey
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.
Jan 2014 SEO & DEO Survey
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 Squadron’s educational
programs? Y, N, Not Sure. If no or not sure, why?
Jan 2014 SEO & DEO Survey
Scope and content of Courses
Question Topic-Course Customization
Answer Choices –
Responses –
Yes
67.44%
No
9.30%
Not sure
23.26%
Total
215
Jan 2014 SEO & DEO Survey
Scope and content of Courses
Question Topic-Course Customization
Sample Free Form Responses
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"
Jan 2014 SEO & DEO Survey
Scope and content of Courses
Question Topic-Course Customization
Conclusions:
Course and topic customization is viewed
favorably.
Many Squadrons have already done so in
some form.
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?
Jan 2014 SEO & DEO Survey
Scope and content of Courses
Question Topic-Mariners Learning System
Answer Choices –
Yes
Responses –
25.46%
No
Not sure
Total
21.76%
52.78%
216
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.
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.
Jan 2014 SEO & DEO Survey
Putting Students in the Seats
Question Topic-ABC3 Effectiveness
Sample Free Form Responses
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.
Jan 2014 SEO & DEO Survey
Putting Students in the Seats
Question Topic-ABC3 Effectiveness
Conclusions:
Free Form responses will be summarized and acted
on by Basic Public Education Team.
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 onthe-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.
Jan 2014 SEO & DEO Survey
Putting Students in the Seats
Question Topic-Increasing the Attractiveness of ABC3
Sample Free Form Responses
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.
Jan 2014 SEO & DEO Survey
Putting Students in the Seats
Question Topic-Increasing the Attractiveness of ABC3
Conclusions:
Free Form responses will be summarized and acted
on by Basic Public Education Team.
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%
Jan 2014 SEO & DEO Survey
Putting Students in the Seats
Question Topic-Effectiveness of Squadron promo efforts
Sample Free Form Responses
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.
Jan 2014 SEO & DEO Survey
Putting Students in the Seats
Question Topic-Effectiveness of Squadron promo efforts
Conclusions:
With the formation of the new Marketing and PRO
teams, we have an opportunity to address the
issues.
Jan 2014 SEO & DEO Survey
Putting Students in the Seats
Question Topic-Quantity of 2013 ABC3 courses
Average number of ABC3 courses planned
Average number of ABC3 courses held
3.6
3.2
Average number of ABC3 students beginning 34.8
Average number of ABC3 students completing 33.2
Average number of students per class held
11.0
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.
35.14%
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.
58.92%
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.
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 instructions
44.16%
More available help-desk consultants
7.14%
Easier ability to make changes to previously
entered information
48.70%
Jan 2014 SEO & DEO Survey
Putting Students in the Seats
Question Topic-Effectiveness of HQ800
Conclusions:
Better user instructions would be welcome.
We need to redouble our efforts directed toward
getting more SEOs to use HQ800.
Jan 2014 SEO & DEO Survey
Putting Students in the Seats
Question Topic-Effectiveness of HQ800
Sample Free Form Responses
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.
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.
Rank
–
1) Lower priced seminar kits
Average Ranking –
3.08
2)Easy access to internet scheduling and promotional aids
2.56
3) Professionally prepared printed promotional material
2.47
4) Broader selection of seminar topics
1.91
Jan 2014 SEO & DEO Survey
Putting Students in the Seats
Question Topic-Effectiveness of Seminar Promotion
Sample Free Form Responses
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 2013. We averaged 6
people at each.
Need a seminar on spring commissioning and fall
storage.
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 –
No, we do not participate
Yes, we are currently working with a
Brunswick dealer.
Responses –
76.92%
23.08%
Jan 2014 SEO & DEO Survey
Putting Students in the Seats
Question Topic-Squadrons with Brunswick relationships
Sample Free Form Responses
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 what’s 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.
Jan 2014 SEO & DEO Survey
Putting Students in the Seats
Question Topic-Squadrons without a Brunswick relationship
What can we do to add your Squadron
Sample Free Form Responses
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!
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 2012.
17.80%
Percentage of our members taking Advanced Grades and Elective
Courses in 2013 was about the same as it was in 2012
46.07%
Percentage of our members taking Advanced Grades and
Electives in 2013 was lower than it was in 2012
36.13%
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.
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-OnThe-Water training classes in 2013?
Answer Choices –
Yes
No
Responses –
44.39%
56.61%
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.
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.
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-thewater programs been viewed favorably by your
Squadron in 2013?
Answer Choices –
Responses –
Yes
24.55%
No
15.45%
Unsure or Don’t recognize Supplemental programs 60.00%
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
That’s 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
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 email notice, because sometimes the
original email 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.
Jan 2014 SEO & DEO Survey
Putting Students in the Seats
Question Topic-Elevator Speech effectiveness
Would an E-Mail 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, couldn’t hurt, maybe
41.82%
No, probably not, not my yob
11.82%
Don’t Know or no response
46.36
Jan 2014 SEO & DEO Survey
Overall Conclusions
High response-half (maybe more given empty SEO
slots and invalid E-Mail addresses) of the SEOs and
DEOs were motivated to respond.
Many SEOs don’t know what is in the product line,
or don’t 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.
Jan 2014 SEO & DEO Survey