Editor’s note: While the materials described and offered for use in the following article are limited to the Fifth Coast Guard District, North and South Regions, the author felt that the information contained may be useful to any other district that might want to tackle a similar project. The DVD offered by the author is available to all public affairs officers, regardless of their home district. The DVD should be requested as described in the article.

The following scenario recently played out for a Coast Guard Auxiliary Member. It’s about a month out before the annual safety fair at one of the local area high schools. Beth an enthusiastic Auxiliary member has signed up to provide an informational display with a boating safely theme. As Beth ponders her situation she becomes concerned that the safety fair is no small undertaking. There will be posters to design, signs and tables to assemble in preparation for the big event.

What initially seemed an easy task now appears to have all the earmarking of a large undertaking. Beth knows there must be a better way, so she consults with Mary one of her colleagues and good friend in the flotilla. Mary is quick to point out that she is only a few “CLICK’s” and a couple of key strokes away to wrapping up her task with very professional results.

Following Mary’s advice, Beth enters the Fifth Coast Guard District’s OUTREACH FULFILLMENT CENTER web site address into her browser “http://a054.uscgaux.info“ and after a few CLICK’s her work is complete! Beth has successfully ordered professionally designed exhibits, and supporting accessories that will be FEDEX to her door step at no charge to her! She also included in her order the new rising star among mascots, “Sammy the Sea Otter”.

Several weeks later Beth enjoys a fun filled outreach event and Sammy the Sea Otter is a huge draw at the safety fair! Not only was the preparation for the event relatively easy, it was FUN! The wrap-up was easy as well, all of the items were delivered with a prepaid FEDEX air bill that required just a quick phone call or a few CLICK’s to schedule a door step pick-up.

Yes this is reality not a dream, the entire evolution of preparing and participating in a local area public affairs event was both EASY and ENJOYABLE.

After reading about Beth’s experience you may have some doubts, is outreach in this manner really possible and so easy? The answer is a resounding YES! It all started in the spring of 2007 when a significant milestone was reached within the Recreational Boating Safety Program. The National Recreational Boating Safety Program Strategic Plan was formally endorsed by 18 signatories representing national stakeholders within the boating segment. This was a significant event as it provided clear direction to the implementing partners on how best to proceed in a manner that would result in positive outcomes, i.e. fewer boating accidents and fatalities based on strategic approach shaped by boating experts.

The Fifth Coast Guard District evaluated the plan and carefully selected strategies that held great promise for raising the visibility of safety programs by boating partners both within the district and on a national basis. The district selected “Objective 2 – Awareness of Safe Boating Practices”, strategies 2.2 – Develop Branded Messages, 2.3 – Deliver Branded Messages and 2.3.1 – Social Causal Marketing.

Embracing these particular strategies in effect became the foundation and charter of what is now known as the “Outreach Fulfillment Center” (OFC). What’s significant with this approach is the focused emphasis on influencing behaviors before individuals launched out in a recreational boat as an operator or passenger.

Historically, at least within this district, the recreational boating safety (RBS) intervention was typically during a boarding or in some cases in response to a search and rescue call for help. At this point boating behaviors had already been well ingrained and all too often contributed to either less than enjoyable experience or at times a catastrophic outcome. Essentially the window of opportunity to influence positive and safe boating behaviors was missed in many cases.

The strategies adopted from the National RBS plan are clearly proactive rather than reactive. The marketing approach articulated in the RBS plan simply makes the best case for shaping behaviors, particularly among young people who are still forming and accessing values that they will carry forward with them for a lifetime. This strategic approach provides both a call to action and the necessary momentum to reach out to target groups that are contemplating recreational boating.

The 18 month period between July 2007 and December 2008 is what I describe as the journey. Beginning in the summer of 2007 I had many ideas on how to proceed but it was clear that I needed some help to ensure a successful endeavor. The assistance I sought was from professional advisors both within and outside the Coast Guard.

Additionally I needed a partner, a professional entity comprised of visionary and resourceful people who share the same strong desire to deliver successful marketing projects. During my journey there were numerous discussions with knowledgeable RBS marketing experts that were immensely helpful. My preparation also included a focus group to assess the current state of our previous marketing efforts and garner ideas for future outreach initiatives.

While working through a long list of private sector marketing firms on the GSA general schedule it became painfully evident that contracting and acquisition of leading edge outreach exhibits was indeed a significant undertaking. The more I probed into the world of federal contracting the clearer it became that procurement and proper application of the federal acquisition regulations is both imperative and serious work.

During discussion with one of our agency procurement professionals they recommended I consult with the Government Printing Office (GPO). It was at this point that I talked with Casey Radican from GPO’s Atlanta office; she is the national account manager responsible for the Hampton Roads Virginia area. Casey assured me that GPO’s Creative Services studio in Washington, D.C. had the skilled media professionals that could bring our project to life.

In November 2007 an introductory meeting was convened in Washington, D.C. that brought together key members of the Creative Services staff, including graphic designers, project consultants and their northeast region national account manager in addition to representatives from GPO’s contracting staff.

The following month I delivered the Coast Guard’s performance work plan and funding documents prompting the GPO staff to immediately commence the design phase of the project. The design phase was comprised of three segments; the concept round, production round and alteration - additions round. During the design phase the Creative Services studio developed themed graphics for a range of venues that would work for both district and national stakeholders using professional trade show quality exhibits.

The deliverables included the production of large format high resolution graphics for 8’X10’ and 30”X90” displays and vertical retractable banners. The Coast Guard’s performance plan provided the graphic designer guidance with respect to all elements and products to be incorporated into the final group of deliverable files. This approach ensured good alignment with matching of graphics and the latest media trade show products available on the market.

In March of 2008 the design phase was complete and quickly followed by the production round consisting of contracting for initial proto-type exhibits to evaluate the quality and content of both design and hardware to determine readiness for full scale production. Finally in May 2008 fine tuning was made to graphic files during the alteration - additions round thus completing the initial phase of our Outreach and Marketing project.

During the summer of 2008 the Fifth District Prevention Division (RBS specialist and D5 NR & SR Directors of Auxiliary) collaborated with GPO’s Washington, D.C. contracting staff to solicit and award a relatively large contract for the newly designed line of Recreational Boating Safety, America’s Waterway Watch and Coast Guard Auxiliary displays and exhibits.

The next step was stand-up of the district Outreach Fulfillment Center. The vision of the Fifth Coast Guard District Outreach Fulfillment Center (OFC) is straight forward. Our objective is to raise awareness on the importance of recreational boating safety and partner with citizens everywhere through America’s Waterway Watch to improve the boating experience of the maritime public. Additionally and very key to our success is to professionally highlight the Coast Guard Auxiliary, America’s premier volunteer life savers and the many opportunities available through membership.

Working in partnership with all stakeholders within the waterways activity spectrum we convey a commitment to delivering professional, high quality displays and exhibits that increase visibility in a wide range of public venues, elementary school safety fairs, boater education classes, vessel safety check stations, boat shows, conferences, seminars, television spots, national safe boating week activities and many other similar or related safety opportunities with our boating safety partners. We measure our success by delivering excellent outreach support for participants of all outreach opportunities throughout our seven state mid-Atlantic area or responsibility.

The mission at OFC is to generate boater safety awareness that helps minimize the loss of life, personal injury, property damage, and environmental impact associated with the use of recreational boats by delivering branded messages through superb marketing, in order to maximize safe use & enjoyment of America’s waterways by the public.

At the 2008 Coast Guard Innovation Expo the theme was Collaboration = Innovation. This theme underscored the professional relationship between the Fifth Coast Guard District, Prevention Division and U.S. Government Printing Office (GPO), Creative Services, Washington, D.C. as we teamed up to put a new face on OUTREACH and MARKETING.

It all started with palpable synergy as the Fifth Coast Guard District’s Recreational Boating Safety program specialist met with GPO’s national account manager, contracting officer, and graphic designers to map out the project for a successful outcome.

The project graphics designer, Mr. Nick Crawford of GPO Creative Services show cased key safety messages in a tremendously artistic and highly visible manner. He was also responsible for developing the concept of an imaginary aquatic animal, “Sammy the Sea Otter” that pitches an all important safety message to “Wear It” with regard to life jacket importance. From a contracting perspective GPO leveraged their business expertise to provide excellent source selection for high quality professional trade show displays.

The new line of displays created by the Fifth Coast Guard District & GPO may be viewed online at web address: www.a054.uscgaux.info & CLICK on “Sammy” (lower left side margin) and experience how Fifth District helps our boating safety partners with Outreach and Marketing, it’s just a CLICK away.

Our unyielding objective is the development of goal oriented graphics that get results. This theme has shaped the Outreach and Marketing project as demonstrated by the Coast Guard / GPO collaboration that understands this premise. When it comes to marketing it’s all about getting the message heard/viewed in a highly competitive fast paced world. We compete for valuable (visual) time by continually striving to ensure our displays POP! After all we recognize that there are only about 3 seconds available to attract the attention of a venue visitor, lest they walk by unaware that we are there to help.

The importance of “BRANDING” cannot be overstated through message architecture that is paramount and contributes directly to development of highly visible –effective displays and exhibits. In summary, the journey must continue to ensure we reach out and renew our communication methods among target audiences who will undoubtedly become future boaters.

It’s important to know that all Fifth Coast Guard Districts safety displays have been vetted through the appropriate CG HQ’s program managers to ensure they stayed on message. My sincere thanks extends to the CG Office of Boating Safety, CG Chief Director of Auxiliary’s Office, CG-5441 – Office of Prevention, Port & Facility Activities, each one provided valued guidance during the design phase of this project.

D5’s outreach and marketing guidance is available on DVD for the maritime safety programs discussed in this article. The DVD may be requested by sending an email request with complete shipping address (no PO Boxes) to Dennis.M.Sens@uscg.mil.

I would be remiss if I did not extend my appreciation and heartfelt thanks to the dedicated men and women of the Coast Guard Auxiliary, each of you are a key component that ensures our nation’s waterways are safe and enjoyable for all boaters. I look forward to working with many of you as we continue to advance in our journey to reach out through marketing; remember it’s just a CLICK away!