h
  en
     C
                           a rie
Ch                     M
 en


      Mandi


                              ...
Wakeboarding
Splish Splash!
• Water sport most
  effective on smooth
  surfaces
• Pulled behind a
  motorized boat or
  ad...
Our Creative Process
• Burton: Where to go
  next? Extending from a
  specialty industry …
  use caution (relevance)
• Wat...
Branding the Plan
• Consistent with current
  concept and design
• “Summer” based color
  schemes
• Reflective of young,
 ...
Primary Objectives
1. Extend Burton’s brand presence
   geographically


                 2. Flatten out the seasonality o...
Communications Objectives
1. Synonymous transfer of Burton’s
   essence on to wakeboards


                2. Maximizing p...
Measuring Objectives
Achieving a high product trial rate

     18, 500 Wakeboards sold within the first year
Target Audiences
Snowboarders:

• Burton enthusiasts
• Males 16- 30
• Seeking outlet for rebellion
and self-expression
•Pr...
Target Audiences
Wakeboarders:

• Familiarity with
  wakeboarding
• Males 16-30
• Athletic enthusiasts
•Primarily in Austr...
Target Markets: U.S
• Targeting Current Burton Snowboaders:
   Vermont
   Lake Tahoe

• Targeting Wakeboarders:
  Oklahoma...
Vermont
• Mountain resorts ranging the
                                               ry,
  span of the state             ...
Lake Tahoe, CA
• The “dual season” effect
  (summer and winter)
• Popular U.S. tourist destination,
  increasing
  awarene...
Oklahoma City, OK
• Demographics
  - Total adult population: 1,302,157
  - College (1-3 years) :Index 108
  - Single Male ...
Orlando, FL
• Demographics
  - Total adult population: 2,748,558
  - College (1-3 years): Index 114
  - Single Male: Index...
Flagship Stores
Burlington (VT)
New York
                                            Ch ic
Chicago                        ...
Target Markets: Australia
Wakeboarding History
• 1982: surfboard shaper and inventor Bruce McKee
• Skurfer or Skurfboard
•...
Melbourne, AU

          n   e
      our
  e lb e                              Ya r
M
Sk  ylin • 3,744,373                ...
Brisbane, AU
• 1,763,131
• Third largest city          Bri
                                  s
• Target population makes u...
Budget Allocation
 • Fiscal Year Ending: Jan.
 • 2008 Sales: $46 million
 • 1 YR sales growth: 12%
    – 2010 sales: 51.52...
Communication Strategy
   STAGE        United States         Australia

   Pre-Launch   February 1st -28th    N/A

   Reve...
Pre Launch Stage
Objectives:
• Induce curiosity among
current Burton riders

             2. Facilitate rider
            ...
Pre Launch Stage


                              ,
                       Yo r k
                   New
                  ...
Pre Launch Stage
Pre Launch Stage
Reveal Stage
Objectives:
  1. To unveil product concept
  to target audiences
  2. To launch communication with Aussie
   ...
Reveal Stage
www.BurtonWakeboards.com



    WWA Wakeboard
  National Championship

    •July 8-12
    •Oklahoma City, OK
Reveal Stage: Advertising
2. Out of Home:
-Billboards: changing images
from pre-launch stage
Vermont (12)
Lake Tahoe, CA (...
Reveal Stage: Advertising
3. Magazines:
   U.S. Wake Boarding (www.wakeboardingmag.com)
   Australia Wake(www.wakeonline.c...
Reveal Stage: Public Relations
Reveal Stage: Promotions
  6. Wakeside Magazine:
• Informational magazine
• Product specification including designs, price...
Launch Stage
Objectives:
2.Extend excitement from reveal
  stage
• Maximize brand awareness
• Encourage trials
• Initiate ...
Launch Stage: In store
US: Launched in Flagship Stores
AU: Melbourne & Brisbane selected distributors
      - DJ
        -...
Season Stage
Objectives:
2.Maximize trial rates
3.Expand awareness amongst
   pro wake boarders
5.Highlight advantageous
 ...
Season Stage: Promotions
Burton Demo Days:
• 8 week tours of Burton boats to
  desired beaches/lakes in target cities
• De...
Season Stage: Promotions
Burton ‘Swag’:
          - t-shirts
          - stickers
          - bottle openers
          - b...
Season Stage: Sponsorship
U.S: Wakeboarding Events

• Burton Tents and Flags
• Burton Towboats
• Products and Merchandise
Season Stage: Sponsorship
U.S: Audience Size and Reach
•   6000- 10,000 average spectators at events
•   Average age: 21
•...
Season Stage: Sponsorship
   U.S:
    Events
WWA Wakeboard World       WWA Wakeboard National
Championships (Orlando)   Ch...
Season Stage: Sponsorship
  U.S: Events

MasterCraft Pro Wakeboard Tour   BYERLY Toe Jam Wakeskate Events

   1st        T...
Season Stage: Sponsorship
  Australia: Events
Air Nautiques Australian Pro Tour       Ocean and Earth Australian National
...
End of Season
US: September 10, 2010 Australia: March 4, 2011

• Communication efforts for
wakeboards end at the beginning...
Budget Recap
Budget Recap
Extended Plans
1. Sponsoring pro-wakeboarders
2. Creating Burton wakeboarding
   events
3. Expanding product lines
4. Glob...
as
                fu n
            uch
        s m !
     e a E!!
H av
       IB L
P OS S




                    Love,
 ...
Burton Wakeboards Communication Plan
Burton Wakeboards Communication Plan
Burton Wakeboards Communication Plan
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Burton Wakeboards Communication Plan

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Communication for a brand extension of Burton snowboards to Burton Wakeboards in both US and Australia.

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Burton Wakeboards Communication Plan

  1. 1. h en C a rie Ch M en Mandi La u re n Doohe e M ike
  2. 2. Wakeboarding Splish Splash! • Water sport most effective on smooth surfaces • Pulled behind a motorized boat or advanced “cable” system • Hitting the wake, outside and in … • Typical speeds 20 mph
  3. 3. Our Creative Process • Burton: Where to go next? Extending from a specialty industry … use caution (relevance) • Water as a ‘Resource’ (Zaltmans) & the ‘Container’ • From Boots to Boards: Burton’s Identity
  4. 4. Branding the Plan • Consistent with current concept and design • “Summer” based color schemes • Reflective of young, brand sensitive target audience (prominently display logo)
  5. 5. Primary Objectives 1. Extend Burton’s brand presence geographically 2. Flatten out the seasonality of Burton’s business
  6. 6. Communications Objectives 1. Synonymous transfer of Burton’s essence on to wakeboards 2. Maximizing product awareness levels among target audiences
  7. 7. Measuring Objectives Achieving a high product trial rate 18, 500 Wakeboards sold within the first year
  8. 8. Target Audiences Snowboarders: • Burton enthusiasts • Males 16- 30 • Seeking outlet for rebellion and self-expression •Primarily present in US
  9. 9. Target Audiences Wakeboarders: • Familiarity with wakeboarding • Males 16-30 • Athletic enthusiasts •Primarily in Australia
  10. 10. Target Markets: U.S • Targeting Current Burton Snowboaders: Vermont Lake Tahoe • Targeting Wakeboarders: Oklahoma City, OK Orlando, FL
  11. 11. Vermont • Mountain resorts ranging the ry, span of the state onder Lond • High existing familiarity with VT Burton brand • Land of many lakes/ popular seasonal destination • Lower marketing costs Burl i ngto n, V T
  12. 12. Lake Tahoe, CA • The “dual season” effect (summer and winter) • Popular U.S. tourist destination, increasing awareness • Product trial, relating back to objective, at immediate disposal • Number of retailers open to seasonality (A West Coast Vermont)
  13. 13. Oklahoma City, OK • Demographics - Total adult population: 1,302,157 - College (1-3 years) :Index 108 - Single Male : Index 99 - Single Female : Index 98 - Boating/Sailing: Index 89 • The world’s biggest wakeboarding park • Oklahoma River famous for recreational wakeboarding • Host a number of International wakeboarding competition
  14. 14. Orlando, FL • Demographics - Total adult population: 2,748,558 - College (1-3 years): Index 114 - Single Male: Index 96 - Single Female : Index 96 - Boating/Sailing Index: 119 • Popular tourists attractions • 300 named lakes, rivers, world-class water sports facilities • International wakeboarding competitions
  15. 15. Flagship Stores Burlington (VT) New York Ch ic Chicago ag o , IL Wrentham (MA) Los Angles s, CA g e le Santa Barbara (CA) L os A n Wr en tha m, MA
  16. 16. Target Markets: Australia Wakeboarding History • 1982: surfboard shaper and inventor Bruce McKee • Skurfer or Skurfboard • Beach culture and laid back attitudes Market Information • Australia ranks seventh in the world for imported water sport equipmentand has a 3.75 % of the world market for this sector • Estimated value of $35,305,000 million dollars a year • Current Burton Retailers • 33.4 % of Australian residents are under the age of 25 • Medium age of 30
  17. 17. Melbourne, AU n e our e lb e Ya r M Sk ylin • 3,744,373 ra Ha rb o ur • Second largest Australian city • Target population makes up 32% • 2 major wakeboarding associations in state of Victoria and SA
  18. 18. Brisbane, AU • 1,763,131 • Third largest city Bri s • Target population makes up S ky ba ne lin e 21% • Prominent wakeboarding presence - 5 major wakeboard schools and associations d ge y Bri r S to
  19. 19. Budget Allocation • Fiscal Year Ending: Jan. • 2008 Sales: $46 million • 1 YR sales growth: 12% – 2010 sales: 51.52 million – 2011 sales: 54.28 million – 2012 sales: 59.8 million • Marketing Budget 7.5% sales – 35% for Burton Wakeboarding: $1,352,400
  20. 20. Communication Strategy STAGE United States Australia Pre-Launch February 1st -28th N/A Reveal March 1st-April 2nd September 1st- October 1st Launch April 3rd-10th October 2nd Season April 11th- October 3rd-March 4th* September 10th
  21. 21. Pre Launch Stage Objectives: • Induce curiosity among current Burton riders 2. Facilitate rider ownership
  22. 22. Pre Launch Stage , Yo r k New NY S to w e , VT
  23. 23. Pre Launch Stage
  24. 24. Pre Launch Stage
  25. 25. Reveal Stage Objectives: 1. To unveil product concept to target audiences 2. To launch communication with Aussie wakeboarders and familiarize them with Burton and its new product extensions 3. Highlight Burton’s positioning and advantageous aspects of Burton wakeboards 4. Launch Pre-order Sales
  26. 26. Reveal Stage
  27. 27. www.BurtonWakeboards.com WWA Wakeboard National Championship •July 8-12 •Oklahoma City, OK
  28. 28. Reveal Stage: Advertising 2. Out of Home: -Billboards: changing images from pre-launch stage Vermont (12) Lake Tahoe, CA (6) Wrentham, MA (2) Chicago, IL (10) New York, NY (10)
  29. 29. Reveal Stage: Advertising 3. Magazines: U.S. Wake Boarding (www.wakeboardingmag.com) Australia Wake(www.wakeonline.com) Boarder Magazine (www.boardermagazine.com.au) 4. Online ads on wakeboard websites: target audience are heavy internet users
  30. 30. Reveal Stage: Public Relations
  31. 31. Reveal Stage: Promotions 6. Wakeside Magazine: • Informational magazine • Product specification including designs, prices, processes to make the products • Available at Burton demo tents, stores • Distribution: 20,000 in the U.S. and 10,000 in Australia • Targeting current Burton customers
  32. 32. Launch Stage Objectives: 2.Extend excitement from reveal stage • Maximize brand awareness • Encourage trials • Initiate sales
  33. 33. Launch Stage: In store US: Launched in Flagship Stores AU: Melbourne & Brisbane selected distributors - DJ - Burton Wakeboard Product - Wakeside Magazine - SWAG/Giveaways - Partnership with an Energy Drink Company
  34. 34. Season Stage Objectives: 2.Maximize trial rates 3.Expand awareness amongst pro wake boarders 5.Highlight advantageous features to out beat competitors 6.Maximize sales
  35. 35. Season Stage: Promotions Burton Demo Days: • 8 week tours of Burton boats to desired beaches/lakes in target cities • Demo tents set up for weekends to encourage wakeboard trials • Newly launched equipment available, for all levels
  36. 36. Season Stage: Promotions Burton ‘Swag’: - t-shirts - stickers - bottle openers - beach balls
  37. 37. Season Stage: Sponsorship U.S: Wakeboarding Events • Burton Tents and Flags • Burton Towboats • Products and Merchandise
  38. 38. Season Stage: Sponsorship U.S: Audience Size and Reach • 6000- 10,000 average spectators at events • Average age: 21 • Male: 64.1% • Female: 31% • Own a boat: 71% • Under 24: 78% • Purchase a sponsor product over not sponsor product 79% (2007 Pro Wakeboard Tour, Wakeboarding Magazine spectator profile research)
  39. 39. Season Stage: Sponsorship U.S: Events WWA Wakeboard World WWA Wakeboard National Championships (Orlando) Championships (Oklahoma City)
  40. 40. Season Stage: Sponsorship U.S: Events MasterCraft Pro Wakeboard Tour BYERLY Toe Jam Wakeskate Events 1st Texas Orlando 2nd Wisconsin 3rd Tennessee 4th Kentucky 5th Nevada
  41. 41. Season Stage: Sponsorship Australia: Events Air Nautiques Australian Pro Tour Ocean and Earth Australian National (Wakeboard Australia) •Stop 1: Southbank, Brisbane QLD November 19, 2010 •Wenmark, South Australia •Stop 2: Sydney Int. Regatta Centre, Penrith NSW January 28, 2011 •Stop 3: Caribbean Gardens, Melbourne VIC •February 25, 2011
  42. 42. End of Season US: September 10, 2010 Australia: March 4, 2011 • Communication efforts for wakeboards end at the beginning of each fall • Must ensure turnover time for snowboard communication plans
  43. 43. Budget Recap
  44. 44. Budget Recap
  45. 45. Extended Plans 1. Sponsoring pro-wakeboarders 2. Creating Burton wakeboarding events 3. Expanding product lines 4. Global expansion 5. Further magazine distribution 6. Expand website’s reach
  46. 46. as fu n uch s m ! e a E!! H av IB L P OS S Love, he B urton T oard Tea Wakeb

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