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Imc plan for kkmi service ship re launch-3.2009
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Imc plan for kkmi service ship re launch-3.2009


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  • 1. Presented by: Charlotte Busse, Christine Oneto and Erica Kaplan
  • 2. What is ServiceShip? • A floating boat maintenance facility • Cost-effective alternative to boat yard maintenance & repair • Provides quality Electrical, Mechanical & Rigging services with your boat in the water • Offers interior and above-deck repairs/maintenance with boat in water Now in new & convenient Sausalito marina location 2
  • 3. Markets • Day Sailors • Racers • Captains • Surveyors • Salespeople • Existing Customers 3
  • 4. Markets Primary Target Market Integrated Marketing Communications Plan The Day Sailor who keeps his boat in San Francisco Bay Who is he or she? 4
  • 5. Day Sailor Psychographic Make-up 1. He loves his boat 2. She believes sailing is a lifelong activity. She is committed to the sport and it is a priority amongst her interests and consumes a measurable amount of her free time 3. She is environmentally conscious. 4. He is analytical – sailing demands planning and foresight 5. He expects to receive only First Class craftsmanship & quality 6. She is a big reader, detail-oriented and researches everything about boats and boating 5
  • 6. Day Sailor Psychographic Make-up, cont. 7. She is social – active in her yacht club and/or ownership associations 8. He is sensitive to demands on his time 9. She is successful enough to have disposable income to support the sailing hobby & lifestyle 10. He or she would go out on the boat at any time, under most any weather conditions 6
  • 7. How the Psychographics Shape the Need for ServiceShip • Owner’s love of the boat: Wants the best and knows he can trust the expertise of KKMI professionals • Sailing is a priority among his interests and free time; and he knows KKMI’s history as first-rate in reputation • Environmentally conscious & share’s KKMI’s “clean bay” values • Sensitive to demands on his time: Makes Sausalito a convenient location & choice since it is centrally-located near the Bay’s common sailing spots KKMI Expertise + Quality + Convenience + Savings 7
  • 8. Mission for the IMC Plan Awareness ServiceShip is a NEW service It does not current exist in the San Francisco Bay: -- Benchmark is currently 0. Goal Make 30% of SF Bay Day sailors aware of KKMI’s ServiceShip location and services 8
  • 9. Launch Timeline for IMC Plan • 90 day Awareness Campaign announcing NEW KKMI ServiceShip: beginning March 1 through May 31 • Capitalizes on 2 major Bay Area boating events: • Opening Day on the Bay – April 26 • Memorial Day Weekend – May 23 to 25 9
  • 10. Messaging for IMC Plan • KKMI Quality, First-Class Service at your fingertips! • Now in Sausalito, CA • Grand Opening • Try us before all your mates! • You & Your boat deserve the best care 10
  • 11. Blended Communication Methods • Advertising • Public Relations • Sponsorships • Cause Marketing (“Save the Bay” & Call of the Sea) • Direct Marketing (email & print) • Sales Promotion • Personal Selling 11
  • 12. Advertising • Print Ad: • Latitude 38 & other trade publications • • • • • • Websites: Banner Ads 12
  • 13. Public Relations • Photo of tug hauling ServiceShip to Sausalito provided by local trade publications, newspapers and websites • Press releases, follow-up emails and phone calls to local journalists (sports & other) announcing the Grand Opening and events • Invite local influential sailors for a pre-Grand Opening Tour of the ServiceShip • Make special mentions of 1) Support of Bay Area Youth Sailing, 2) Free Seminars, 3) Raffle to win maintenance packages, 4) Host a “Have your photo taken with Paul Cayard” or other sailing pros 13
  • 14. PR Placements • Local  Bay Area Television news  Sausalito news  Marin Independent Journal and SF Chronicle • Industry  Latitude 38  Yacht Club Newsletters/e-News  Bay and Delta Yachtsmen  Scuttlebutt Monitor all Local news for published stories to reprint ads 14
  • 15. Direct Marketing • Postcards to all Bay Area registered boat owners (approx. 3,000) • These will announce Grand Opening April 25-26 Sales Promotion  Cause Marketing    Digital Assets Raffle – Chance to win valuable maintenance packets Proud Sponsor of Bay Area Youth Sailing Have your photo taken with Paul Cayard Website, KKMI boatyard address, phone, twitter 15
  • 16. Sales Promotion • Raffle drawings to win coveted, desirable prizes  One winner each evening of Grand Opening  Grand Prize = Free Rigging, Electrical and Engine Inspection for your boat  Proceeds from Raffle ticket sales and no-host bar to support Bay Area Youth Sailing o Print this prominently on invites o Provide for a donation-only option 16
  • 17. Personal Selling • KKMI Richmond Team/Project Managers will wear new ServiceShip T-shirts to get create buzz • Hosted Seminars at the ServiceShip for:  Local marina tenants  Yacht club members  Current KKMI customers • Prizes given out at the seminar: Free rigging, electrical and engine inspections • Donation table supporting Bay Area Youth Sailing 17
  • 18. Personal Selling, cont. • Seminar Invitees  Sausalito Yacht Club  Corinthian Yacht Club  San Francisco Yacht Club  St. Francis Yacht Club  OCSC (Berkeley) 18
  • 19. Sponsorship • Proud Sponsor of Bay Area Youth Sailing • All proceeds from Grand Opening raffle sales • Donations of new or used equipment to regatta teams, ServiceShip branded merchandise, i.e. shirts, lifejackets, stickers • Find food and beverage sponsors for KKMI, and actively cross-promote and cross-sell 19
  • 20. Cause Marketing • Partnership with Bay Area Youth Sailing  In appreciation for the ServiceShip’s contribution to B.A.Y.S., KKMI will ask that some members of the organization be present at the Grand Opening event  B.A.Y.S. representatives will answer questions on their program, to promote their organization while helping KKMI host the event 20
  • 21. Digital Communications • KKMI Customer email blast about the Grand Opening event  Mention B.A.Y.S. and raffle  Yacht Clubs e-mail to members about the preevent promotional seminars  PR outlets using email pitches & press release post to the wire  Banner ads & potential pre-roll video ad  21
  • 22. Questions? 22