Executive Summary and Recommendations for 2011 Membership Survey
There were 159 owners who responded to our recent survey. This represents about a 40% return, which is considered an excellent return. The survey contained four structured questions and one open-ended question. Each question allowed respondents to list comments. Question 3 had the largest number of written comments (60), question 4 had 53 written responses, Question 1 had 19 written responses and Question 2 had 16 written responses. The open ended question had 49 written responses.
In term of the issues of most concern, (Question 1), over 74% indicated increasing short term nights was their highest priority, followed by marketing to short term campers (59.4%) and increasing internet traffic (50.3%). The emphasis of the comments to question 1 dealt with better and more directed marketing. Allowing rebates for a park to advertise to their specific market, and emphasis on reaching new camper more than existing campers were also emphasized. The idea would be to have KOA’ marketing aimed at new campers while individual campgrounds would market to new and existing campers. Some comments expressed the need for Inc. to educated the public on the advantages of KOA camping, emphasizing the family time camping provides. There is still some concern with the problems of KOA.com and building weekday traffic.
In question 2 nearly 50% indicated the need for operating cost reduction ideas as their most important priority, while over 39% indentified special marketing campaigns as most important. This correlated to responses in question 1 regarding marketing. The comments made after this question reflected the value or potential value of working with the 20 groups. Many comments indicated very favorable attitudes to the 20 group’s meetings. There were mixed reactions to the state/provincial associations, but overall respondents felt these associations did or could provide an important service. The comments reflected on concerns regarding marketing, and on the desire to receive more effective and frequent communications among owners with the OA, 20 groups and state/provincial associations.
Question 3 dealt with the owner’s outlook for this season. Over 83% believed this season would be good or fair. This question had 60 respondents to comment. While most respondents answered good or fair, the comment expressed did not reflect this attitude. Most of the comments centered on the problems with the economy, higher gas prices and bad weather. A couple of comments reflected on concerns with the competitiveness of rates. Most seemed hopeful that we would see a slight pick up for the second half.
Question 4 was a follow up to number 3. Those who thought there might be some improvement in the second half were less than 45%. The confidence level for improvement is low. Again, the comments followed along the lines of the previous question, and the best description is it’s a mixed bag with some optimism, but not a very strong outlook for improvement.
Question 5 was the open-ended question. There were 49 respondents who listed ideas, concerns or suggestions. The main issues centered on the following points:
a) more emphasis on overnight campers and their importance to the system
b) better focus on web marketing efforts
c) allow more reimbursement for directed marketing by individual campgrounds
d) need to increase quality level throughout the system
e) enhancing kampsite
f) overall growth issues
g) needs related to camping trends
h) lingering problems with koa.com
i) review strategy of cancellation policy with varying deposits based on level of stay (tent, cabin, lodge, etc)
RECOMMENDATIONS FOR THE OA TO CONSIDER
1. The OA become more actively involved with the 20 groups. The OA should facilitate closer working relationships with the 20 groups. The 20 groups have become an important part of operations for KOA owners. The OA should ask the various 20 groups to review and focus on certain priority issues identified in this survey. The OA can request the 20 groups to identify key issues regarding trends in the economy, cost cutting ideas and marketing. We can share the information received from these discussions with the membership. We can also ask the 20 groups to submit reports summarizing key issues discussed at their meetings and report them on the OA website, facebook or the OA newsletter. The emphasis would be on the owners to focus on strategic issues to better position themselves for growth and profit.
2. Develop more active participation with the state/provincial associations.
There appears to be differences of the activities and services of the various associations. While we have implemented regular communications with these associations the focus of these communications have mainly been on updating them on OA activities, and keeping updated on meeting dates and current leadership. The OA can help in program planning, information exchange, announcements, etc. Area directors usually attend all or most of these meetings. We could ask to have them present a report at these meeting updating attendees on issues, problems, opportunities, etc. If videos could be taken they could be shown on the website or facebook to create more interest about these meetings.
3. The OA should encourage members to focus on macro issues.
By focusing on issues such as the economy, energy, green policies, employment, etc. the OA can help to provide insights to the membership to help them in developing strategic plans to better situate them for growth in camper nights, increased revenue and appropriate cost cutting opportunities.
4. Encourage members to submit articles on successful marketing campaigns and
cost reduction.
These articles can be published on the website, facebook and/or in the OA newsletter. We could introduce a marketing corner, or cost reduction corner similar to the current mentor corner and workamper corner. These two existing sections are generating interest among owners. By placing them on the web or facebook we would provide more current information to our owners which would be a great service.
5. Recognize contributors to the newsletter, facebook or website.
The OA could recognize owners that have submitted articles during the year with a certificate and award at the OA annual meeting. In addition to recognition at the meeting they could also be recognized on the website or facebook.
6 Request a more active role with Inc. in planning the KOA convention.
With OA representation on a planning committee for the convention, owners could recommend seminar content on issues identified by owners to be presented at the annual convention. They could also make suggestions for cost cutting measures at the convention to reduce the cost of attending.
7. Conduct membership surveys of a regular schedule.
This should be done no more frequently than every year or every other year, and should be done in late winter or early spring.
