1. The SouthEast Coastal Ocean Observing SECOORA Meeting Regional Association (SECOORA) June 11-12, 2007 Marketing Plan Jennifer Dorton & Tom Kuba Jennifer Dorton & Tom Kuba

2. The SouthEast Coastal Ocean Observing SECOORA Meeting Regional Association (SECOORA) June 11-12, 2007 Marketing Goals  Support The Membership  Provide The Membership With Value Add  What Does The Membership Need / Want From SECOORA?  Cash To Support Missions, Research, Development of Products  Data (raw or processed)  Models tailored to need (circulation, atmospheric, fisheries, etc)  Public Good  Long Term Goal Should Be To: 1)Increase Non-Federal Resources($), and 2) Diversify The Customer Set To Lessen The Impact Of Local/Regional Economic Trends  Support The Membership  Provide The Membership With Value Add  What Does The Membership Need / Want From SECOORA?  Cash To Support Missions, Research, Development of Products  Data (raw or processed)  Models tailored to need (circulation, atmospheric, fisheries, etc)  Public Good  Long Term Goal Should Be To: 1)Increase Non-Federal Resources($), and 2) Diversify The Customer Set To Lessen The Impact Of Local/Regional Economic Trends

3. The SouthEast Coastal Ocean Observing SECOORA Meeting Regional Association (SECOORA) June 11-12, 2007 Market Strategy 1. The First Step – what are our products / services? 2. Next who are our most likely customers? 3. What Are Our Customers’ Specific Wants & Needs? 4. “Qualify” our Customers  Their Ability to provide Cash  Their Ability to Provide Political Capital 1. The First Step – what are our products / services? 2. Next who are our most likely customers? 3. What Are Our Customers’ Specific Wants & Needs? 4. “Qualify” our Customers  Their Ability to provide Cash  Their Ability to Provide Political Capital

4. The SouthEast Coastal Ocean Observing SECOORA Meeting Regional Association (SECOORA) June 11-12, 2007 SECOORA Identified Objectives 1. Facilitating Safe And Efficient Marine Operations  Marine Commerce  Search And Rescue 2. Preserving And Restoring Healthy Marine Ecosystems  Fisheries And Monitoring Water Quality 3. Predicting And Mitigating Against Coastal Hazards  Short Term Coastal Inundation Resiliency & Long Term Sea Level Rise 1. Facilitating Safe And Efficient Marine Operations  Marine Commerce  Search And Rescue 2. Preserving And Restoring Healthy Marine Ecosystems  Fisheries And Monitoring Water Quality 3. Predicting And Mitigating Against Coastal Hazards  Short Term Coastal Inundation Resiliency & Long Term Sea Level Rise

5. The SouthEast Coastal Ocean Observing SECOORA Meeting Regional Association (SECOORA) June 11-12, 2007 Target Markets – Potential Customers based on SECOORA Objectives  Boating  Commercial, Recreational  Cruise Lines  FL w/ overlap to Caribbean & Mexico Observing Systems  Shipping  Pilots Associations, Ports, Shipping Industry, Ferry Operations  Public Safety  Hazard planning for disasters, HAZMAT, NWS forecasts, Search and Rescue, HABs  Boating  Commercial, Recreational  Cruise Lines  FL w/ overlap to Caribbean & Mexico Observing Systems  Shipping  Pilots Associations, Ports, Shipping Industry, Ferry Operations  Public Safety  Hazard planning for disasters, HAZMAT, NWS forecasts, Search and Rescue, HABs  Coastal Management  Fisheries & Fishing  Commercial & Recreational  Recreation and Tourism  Research  Private and state supported  Education  K-16 and community based  Media  Coastal Management  Fisheries & Fishing  Commercial & Recreational  Recreation and Tourism  Research  Private and state supported  Education  K-16 and community based  Media

6. The SouthEast Coastal Ocean Observing SECOORA Meeting Regional Association (SECOORA) June 11-12, 2007 Market Process SECOORA Members Academic Institutions Customers Federal Gov’t Other RA’s Industry Partners Flow of $’s Flow of Information Influence

7. The SouthEast Coastal Ocean Observing SECOORA Meeting Regional Association (SECOORA) June 11-12, 2007 ForecastForecast  Federal $ will Continue to be Limited  Increased RA competition for Federal $’s  Region is a “captured market”  Some markets have significant “budgets”  Federal $ will Continue to be Limited  Increased RA competition for Federal $’s  Region is a “captured market”  Some markets have significant “budgets”

8. The SouthEast Coastal Ocean Observing SECOORA Meeting Regional Association (SECOORA) June 11-12, 2007 The Planning Process 1. Where are we now? 2. Where do we want to go? 3. How are we going to get there? 4. How do we ensure we get there?  Of these - #1, #2 and #3 are the most important and have to be answered before SECOORA can reach it’s potential customers. 1. Where are we now? 2. Where do we want to go? 3. How are we going to get there? 4. How do we ensure we get there?  Of these - #1, #2 and #3 are the most important and have to be answered before SECOORA can reach it’s potential customers.