Education Department Leadership Meeting Orlando FL February 2017 Big Questions for USPS Who are our customers What do we actually sell What do our customers really want How do we attract them to us ID: 721050
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Slide1
Marketing and Education
Education Department Leadership Meeting
Orlando, FL
February 2017Slide2
Big Questions for USPS
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?Slide3
Marketing Priorities
Comprehensive Marketing Strategy
Integrates
MARCOM (new), PR,
EdDept
, Membership, etc
.
Resolve product vs member relationship dichotomy
Redefine our public image
Customer oriented
Market research (surveys, R+M project, etc.)
Specific target markets – not all things to all people
Guides what we offer, to whom, and how
Define how we promote USPSSlide4
Marketing Priorities
Squadron Support
Guidance and consultation incl. “How To” instruction
Marketing collateral
Imaging, messaging, and branding
Boat show operations
USPS Website – Marketing-centric
Brand Standards Update
Public
a
ffairs coordinationSlide5
Marketing Priorities
Education-Specific:
Integration of Education and Marketing strategies
Product definition & delivery modalities
Online education
Differentiate USPS: OTW Training & other offerings
eMarketing
of educational programs
Education website integration
Today’s DiscussionSlide6
Why
We have an image problem
Education is a major part of an overall strategy
“If you build it, they will come” does not work
Member course participation declining
Grade means less, and nothing to non-members
ABC3 sales are not doing well either
Product = commodity
Affects both online AND squadron/classroom
Affects ability to recruit new membersSlide7
Marketing?
No Silos
How
Collaboration
MARCOM
EdDept
leadership
RCs by subject area
Education Outreach
Digital Media Library
DEOs/ADEOs
Marketing Process
Product
Placement
Pricing
PromotionSlide8
Who
MARCOM Leadership
(effective 2/20/16)
R/C Paul Mermelstein, SN-IN
Stf
/C Glen Sherman, P
Stf
/C Ken Link, SN
EdDept
LeadershipTwo hats
Chuck Wells
Bob Brandenstein
Bill Bloxham
Tom Brincka
Bob Palmer
Jan Wright
And You!Slide9
Integration With Marketing Strategy
Leverage education as a recruiting gateway
Addresses the Four P’s for Education
As part of an overall USPS strategy
Includes national/district/squadron roles & options
Common imaging and branding
Promotional activities at all levels
Marketing materials
Printed
Public websiteSlide10
Available Now: Guidance for SEOs
Download from MARCOM webpageSlide11
Available Now: New USPS® BrochureSlide12
New USPS® Brochure, insideSlide13
Available Now: Slide Presentation
Who we are
Come for the Education …
What we doSlide14
Slide Presentation, con’t
More
Benefits
10 simple slides
Establishes credentials
Easy to present
Download from MARCOM now
Reinforce
this with your
instructorsSlide15
Product Definition & Delivery
Vast compendium of knowledge
Market-centric approach
What
we
want to teach
vs
What do
customers
wantGoal: Attract non-members (potential members)Goal: Keep current members
Redefine and repackage our assets
Re-naming is not enough
Address delivery modalities
Address pricing structureSlide16
Online Education
Integration with an overall strategy
BoatUS
partnership
Webinars etc.
Digital Media Library
Needs a concerted marketing effort
Leverage to attract new members
Included in product definition/packagingSlide17
OTW Training
Can differentiate USPS
Leverage to recruit members
Needs
a concerted marketing effort
Needs operationalizing and proliferation
Not enough squadrons ready
Operational and insurance questionsSlide18
eMarketing
iContact
Email list management
Includes social media marketing
Lots of metrics
Can be used for marketing of everythingSlide19
Education Website
Integration with new USPS site
EdDept
,
ITCom
, and MARCOM partnership
Marketing-centric
Promote
e
ducation programsSupport squadronsServe as pathway for new member recruitingInclude transaction & delivery componentsSlide20
Internal Challenges
Getting all of us on the same page
Short term revenue vs long term survival
Topical orientation vs market-centric philosophy
Cross area collaboration
Organizational inertia
Timeframe
Grades and recognition process
Marketing and promotionSlide21
Q&A