A complete marketing plan for a Midwest boating club.

1. HOW LIVING THE BOAT LIFE CAN
MAKE FAMILY TIME FUN AGAIN
ANNA NELSON

2. YOUR BOAT CLUB

3. YOUR BOAT CLUB
AN INTRODUCTION
▸ What is this “Your Boat Club?”
▸ Why did I choose this?
▸ Big decisions
▸ What will I show you?
▸ Current Company
▸ Target Market breakdown, exciting Creative Strategy,

4. MARKET
SUMMARY

5. YOUR BOAT CLUB
YOUR BOAT CLUB
▸ Minneapolis based boat club catering to those who want
to “Live the Boat Life” without the added expense and
hassle of boat ownership.
▸ Leading lifestyle company with an affluent market that
spans across Minnesota and Wisconsin.
▸ Simple online reservation system makes using
membership easy.

6. WHO ARE BOAT
CLUBBERS?

7. RETIREES
ACTIVE WITH TIME
AND MONEY TO SPARE

8. YOUNG
PROFESSIONALS
FINANCIAL AND TIME
BURDEN OF BOAT
OWNERSHIP IS TOO MUCH

9. FAMILIES
MAY HAVE USED TO OWN,
BUT DON’T ANYMORE

10. BOATING MARKET INFO
▸ National Marine Manufacturers Association found a 10%
increase in MN spending on new powerboats, engines and
related boating accessories in 2015.
▸ MN follows only FL, TX, and MI in the recreational boat market
with $661.5 million in spending, putting MN residents at owning
7% of all registered boats in the US (809,000 boats).
▸ This may seem high, but numbers are actually down since the
Recession.
▸ Boat clubs traditionally were for those with larger vessels, to
provide a safe marina for their yacht where they could be
docked next to other members with similar boats.

11. PEOPLE DON’T NECESSARILY
WANT TO GO OUT AND PLUNK
DOWN $50-80,000 ON A BOAT.
FREEDOM BOAT CLUB OWNER JOHN GIGLIO, ON BOAT
OWNERSHIP VERSUS BOAT CLUB MEMBERSHIP
BOATING MARKET INFO

12. MARKETING
OBJECTIVES

13. YOUR BOAT CLUB
CAMPAIGN GOALS
▸ INCREASE NEW
MEMBERSHIP
SALES BY 10% FROM
1/1/17 TO 12/31/17.
▸ INCREASE
MEMBERSHIP
RENEWALS IN 2017
BY 20% FROM 1/1/17
TO 12/31/17.

14. MARKETING
STRATEGY

15. YOUR BOAT CLUB
KEY FEATURES

16. MARKETING STRATEGY
KEY FEATURES
▸ Ease of bookings.
▸ Affordability.
▸ Wide range of products
▸ both boats and lakes to choose from.
▸ Accessibility of the lake life as opposed to boat ownership.

17. TARGET CONSUMER
DEMOGRAPHIC GROUPS
▸ Millenial/Generation Y
▸ Generation X
▸ Baby Boomers
▸ Millenials/Gen Y are 10x more likely to respond to direct
email marketing than any other demographic.
▸ Baby Boomers are more likely to visit the Company’s
website, and also spend the most amount of time on
Facebook with content marketing.
ALL SEGMENTS ARE GENERALLY WHITE-COLLARED, COLLEGE EDUCATED, HOME-OWNING,
AND WITH AN ANNUAL FAMILY INCOME OF AT LEAST $65,000.

18. PRODUCT POSITIONING
WHAT, WHERE, AND HOW?
▸ First: customer chooses how often and what time of day and day of
week they want access to the fleet of boats.
▸ There are three membership levels depending on the customer
needs.
▸ Next, the customer decides where they would like to do most of
their boating.
▸ Finally, the customer decides how big of boats and how many
boats they want to be able to use.
▸ There are three pier levels depending on the customer needs.

19. DISTRIBUTION
LIST OF LAKES
▸ Cross Lake
▸ Forest Lake
▸ Gull Lake
▸ Lake Minnetonka
▸ Prior Lake
▸ Red Wing Lake
▸ The St. Croix River
▸ Lake Waconia
▸ White Bear Lake.

20. HOW?
RESERVATIONS
▸ Members can make one advance
reservation at a time, to ensure
boats are not double booked.
▸ They can also take advantage of
the Same Day or Spontaneous Use
Policy.
▸ 8:30am every day all the
unreserved boats are released for
Same Day use- enabling last
minute boating.

21. PRICE
HOW MUCH?
MEMBERSHIPS
START AT $1495
AND GO UP TO
$6395

22. CAMPAIGN
STRATEGY

23. YOUR BOAT CLUB
MESSAGING
▸ Social media daily
▸ Email Monthly Off-Season, Weekly
On-Season
▸ Neighborhood Billboards On-
Season
▸ Community Lifestyles Magazines
Monthly On-Season
MAKE FAMILY TIME
FUN AGAIN!

24. CAMPAIGN STRATEGY
CREATIVE CONCEPT
▸ Kids + Technology
▸ Family Time
▸ “Live the Boat Life”
▸ Next Level
▸ Targeted marketing with detailed
analytics review leads to long term
members!

25. CAMPAIGN STRATEGY
PERSONAL SELLING
▸ Sales Force Promotion Change
▸ “Discount” for Paid in Full
Memberships
▸ Upcharge for Paid Monthly,
enrolling in AutoPay with 10%
membership uncharge (3.5%
processing fees, 6.5% convenience
fee)
▸ Allows sales force to discount
convenience fee further.
$1495 BASE MEMBERSHIP
10% = $149.50
TOTAL = $1644.50
SEASONAL PAYMENTS ARE $329 EACH MONTH FOR
5 MONTHS OR ONLY $137 PER MONTH FOR 12 MONTHS.
$6395 TOP MEMBERSHIP
10% = $639.50
TOTAL = $7034.50
SEASONAL PAYMENTS ARE $1407 EACH MONTH FOR
5 MONTHS OR ONLY $586 PER MONTH FOR 12 MONTHS.

26. CAMPAIGN STRATEGY
SALES PROMOTION
▸ Cross Promotion Addition
▸ 100 Businesses
▸ 9 Lakes Visit Lord Fletcher’s Today For 10% off with YBC card!

27. CAMPAIGN STRATEGY
SOCIAL MEDIA
▸ Consistent, quality content to
existing and potential members.
▸ Multi-platform approach
▸ Call to Action: Book Now (Visit the
Website)

28. CAMPAIGN STRATEGY
PUBLIC RELATIONS
▸ Direct Email Marketing Change
▸ Featured Family
▸ Enter to Win
▸ Must See Spots (cross promo)
▸ News Outreach
▸ Southwest Journal
▸ Trade Journals

29. HTML MOBILE RESPONSIVE EMAILS

30. CAMPAIGN STRATEGY
ADVERTISING
▸ Obtain more measurable results by
advertising in Community Lifestyle
Magazines and neighborhood
billboards (ClearChannel)
▸ Scatter spending by season

31. Highest Household Income Distribution

32. ADVERTISING
SPONSORED CONTENT
▸ Cross-platform exposure, single
investment.
▸ Web + Print + Sponsored Content
+ Business Profile
▸ In-house analytics + Demographics
▸ Click-thru to website for Bookings

33. AD MOCKUP: NEIGHBORHOOD BILLBOARD

34. AD MOCKUP: COMMUNITY LIFESTYLES MAGAZINES

35. SUMMARY

36. YOUR BOAT CLUB
EFFECTIVE MEASURES
▸ Implementation and Evaluation
▸ Calendar
▸ Staff Review
▸ Delegation
▸ Communication
▸ In-House
▸ Paid Media Reps

37. MARKETING MIX CALENDAR BREAKDOWN

38. THANK YOU!

39. WORKS CITED
Elkins, Kathleen. “Here’s How Much Money Millenials Are Earning In Each State.” Business Insider, 7 April 2015, http://
www.businessinsider.com/millennial-median-wage-map-2015-12.
Haynes, Reagan. “Q&A With Freedom Boat Club Owner John Giglio.” Trade Only Today, 27 May 2014, http://
www.tradeonlytoday.com/features/dealers/marinas-boatyards/marina-news/qa-freedom-boat-club-owner-john-giglio/.
Kennedy, Tony. “State of Boating: Minnesota Has Powered Up.” Star Tribune, 28 May 2016, http://www.startribune.com/
state-of-boating-minnesota-has-powered-up/381217521/.
Kiersz, Andy and Kathleen Elkins. “Here’s How Much Millenials Are Earning Annually Across The US.” Business Insider, 6
Dec, 2015. http://www.businessinsider.com/millennial-median-wage-map-2015-12.
Lake Minnetonka Magazine. Media Kit, 27 Oct 2016, http://lakeminnetonkamag.com/node/9893.
Lockard, Pamela. “Should You Market To Baby Boomers On Social Media?” 19 Feb 2016, https:// www.dmn3.com/dmn3-
blog/should-you-market-to-baby-boomers-on-social-media.
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blog.hootsuite.com/how-to-engage-any-demographic-with-a-social-media-campaign/.
Schaust, Sam. “Few States Spend More On Boating Than Minnesota, Report Finds.” Twin Cities Business, 27 May 2016,
http://tcbmag.com/News/Recent-News/2016/May/ReportMinnesotans-Among-Nation-s-Top-Spenders-On.
Schultz, Abby. Interview. 7 Oct. 2016, Minneapolis, Minnesota.
Walgrove, Anglea. “Infographic: How Millenials, GenXers, and Boomers Consume Content Differently.” Contently. 19 May
2015. https://contently.com/strategist/2015/05/19/infographic-how-millennials-gen-xers-and-boomers-consume-content-
differently/.
Your Boat Club. “We Believe in Boating.” Your Boat Club, 2016, http://www.yourboatclub.com.