The detailed marketing plan with implementation strategy.

1. Marketing Plan
Your Boat Club
“Make Family Time Fun Again”
December 2016
Anna Nelson

2. EXECUTIVE SUMMARY
This marketing plan includes a Company Overview for Your Boat Club, a current Market Overview, an
overview of products and services offered, a SWOT analysis, Marketing Objectives that include increasing
new membership sales by 10% in 2017 and increasing membership renewals in 2017 by 20%, a specific Target
Market Strategy, a Marketing Strategy and detailed Marketing Mix, as well as an Advertising Implementation
and Evaluation Plan and ad mockups and an annual marketing budget.

3. table of contents
Company and Market Overview ..............................................................................................
Company Overview ....................................................................................................
Business Mission .......................................................................................................
Company Main Markets ..............................................................................................
Overview of Products and Services ..............................................................................
Competitive Analysis ..................................................................................................
Company SWOT ..................................................................................................................
Marketing Objectives ...........................................................................................................
Target Market Strategy ........................................................................................................
Product or Service .....................................................................................................
Desired Action of Target Audience ...............................................................................
Demographic Groups Targeting ....................................................................................
How Product or Service Helps Audience ........................................................................
Marketing Strategy and Mix ...................................................................................................
Product ....................................................................................................................
Pricing .....................................................................................................................
Place .......................................................................................................................
Promotions/Creative Strategy ......................................................................................
Creative Strategy .............................................................................................
Promotional Tactics .........................................................................................
Messaging .......................................................................................................
Advertising Plan ..............................................................................................
Ad Mockups ....................................................................................................
Summary ............................................................................................................................
Works Cited .......................................................................................................................
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4. company and market overview
COMPANY OVERVIEW
Your Boat Club has been in operation for over five years with 10 locations throughout Minnesota. The
company’s annual membership sales reached $3.5 million in 2015, with an in-house sales team of just two
people. Officed out of Minneapolis, the company (which consists of two operating partners) employs marina
employees at lake locations as well as three office staff employees. Extensive knowledge and expertise of the
boating world and the lakes of Minnesota offer the company a strong advantage in the market, as well as be-
ing the largest boat club in the nation (based on fleet of boats). Operational partners take on duties in every
aspect of the business, presenting an organizational and time allocation challenge.
Your Boat Club is a leading lifestyle company with an affluent target market that spans across Minnesota
and Wisconsin. Due to ownership’s ability to purchase new boats and watercrafts at low-cost at auction, the
company does a solid job of keeping up with growth and demand. The family dynamic seen in current times
often is that of older parents with more disposable income, due to career-minded and driven generations,
giving the company an opportunity to embrace them as long term customers. On the other hand, the compa-
ny is structured to give those who cannot afford or do not want to the hassle of, owning a boat the lake life
experience. The growing importance of technology has been addressed by the company by giving customers
a simple online reservation system. The company is a certified Lake Service Provider and self purported
stewards of lakes and rivers.
business mission
“We started Your Boat Club because we believe that spending time together with family and friends matters,
and nothing brings people together like being in a boat. But we also understand the hassles, high costs and
headaches that come along with boat ownership. We envisioned a way to make boating an affordable activ-
ity for most families while avoiding the stress and aggravation of owning something that has to be cleaned,
covered, maintained, winterized, stored, bought, sold and often trailered around. We offer hassle-
free daily rental options for people who are just looking to get out on the water once or twice a year, and
unlimited boating boat club memberships for people who are looking to make being together on the water a
regular part of their life. Whether you’re looking to connect with your kids, connect with nature, relax, un-
plug, tube, ski, wakeboard, fish, layout in the sun, socialize, entertain guests, get away or just enjoy a better
work/life balance- boating has a ton of endless activities and benefits to offer. Quite simply, life on
the water is better.”
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5. COMPANY main markets
Your Boat Club has a diverse membership, including market groups of retirees who may have used to own
boats but can’t handle the physical upkeep of them anymore, young professionals who can’t afford the
financial and time commitment of boat ownership, and families who may have used to own a boat or can’t
afford to.
The National Marine Manufacturers Association (NMMA) found a 10% increase in Minnesota spending on
new powerboats, engines, and related accessories in 2015. Minnesota follows only Florida, Texas and Mich-
igan in the recreational boat market with $661.5 million in spending, putting Minnesota residents at owning
7% of all registered boats in the US (809,000 boats). While these numbers speak to high boat ownership,
they are, in fact, lower than in the late 2000’s when the Recession began to affect the economy and recre-
ational spending as a whole. (Schaust) The Department of Natural Resources states Minnesota registers 15
watercraft for every 100 people- still high in the national rankings but is fewer registrations per capita than
before the 2007-2009 recession. (Kennedy) 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.
This growing trend of boat club memberships, and even boat time shares and P2P rentals, is a solution to
the skyrocketing cost of boat ownership.
“So when you compare an $80,000 boat [to own privately] to the types of boats we’re running, which is
probably more of a $30,000 or $40,000 boat, we are such an effective avenue to get people engaged in boat-
ing, people who don’t necessarily want to go out and plunk down $50,000 to $80,000,” explains Freedom
Boat Club owner John Giglio. (Freedom Boat Club is a national boat club with locations in several states.)
overview of products and services
The perceived value of the membership offering to all of the target market groups include the ability to live
a lake life without the added expense and hassle of boat ownership, the ease of reservation, and the multi-
tude of options of lakes and boats to choose from. This value appeals to each group for different reasons.
The lowered expense and hassle-free experience is valued by all groups- busy families with schedules full of
extracurriculars may only have one day to spend together on the lake, and the extra hands to help load and
unload the boat are invaluable to those busy parents. The ease of reservation, available online, appeals to
young professionals who expect technology to keep up with their busy lifestyles. The wide range of boats and
lakes to choose from may appeal to retirees who have more time to explore Minnesota’s lakes, but who find
trailering and docking too daunting of tasks.
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6. competitive analysis
Small competitors include Bay to Bay Boat Club, Stillwater Boat Club, and Minnetonka Boat Club. A ben-
efit offered by some boat clubs that the company does not is boating lessons. The competition currently is
not adversely affecting membership sales, as the company exceeds others in service, support, and product
offerings. The quick success of the company does set a model for imitation, and more boat clubs are predict-
ed to pop up as the market demands. The company is a certified Lake Service Provider and self purported
stewards of lakes and rivers, protecting against invasive species and educating customers on helping the
environment.
company swot
Internal Strengths and Weaknesses
Your Boat Club has been in opera-on for over five years with 10 loca-ons throughout Minnesota. The com-
pany’s annual membership sales reached $3.5 million in 2015, with an inhouse sales team of just two people.
Officed out of Minneapolis, the company (which consists of two operating partners) employs marina employ-
ees at lake locations as well as three office staff employees. Extensive knowledge and expertise of the boat-
ing world and the lakes of Minnesota offer the company a strong advantage in the market, as well as being
the largest boat club in the nation (based on fleet of boats). Operational partners take on duties in every
aspect of the business, presen-ng an organizational and time allocation challenge.
External Opportunities and Threats
Your Boat Club is a leading lifestyle company with an affluent target market that spans across Minnesota
and Wisconsin. Due to ownership’s ability to purchase new boats and watercrafts at low-cost at auction, the
company does a solid job of keeping up with growth and demand. The family dynamic seen in current times
oPen is that of older parents with more disposable income, due to career-minded and driven generations,
giving the company an opportunity to embrace them as long term customers. On the other hand, the compa-
ny is structured to give those who cannot afford or do not want to the hassle of, owning a boat the lake life
experience. The growing importance of technology has been addressed by the company by giving customers
a simple online reservation system. The rising cost of oil may slightly affect the company as gas prices may
rise. Boating regulations in Minnesota have been consistent for the life of the company and are not projected
to impact the company in any way.
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7. marketing objectives
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.
The primary goal of this marketing plan is to reach the three segments of the target demographic through a
multitude of media to accomplish the above stated marketing objectives.
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8. target market strategy
product or service
The product being marketed is a boat club membership in both new membership and renewal membership
objectives.
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.
Boat Club Membership
desired action of target audience
Call or Visit Website to Renew or Purchase New Membership
The desired action is for a new purchase of products and services in both arenas of sales.
demographic groups targeting
The targeted demographic groups include three sectors: the Millenial/Generation Y (hereafter referred to
as Group M/Y), Generation X (referred to as Group X), and the Baby Boomer generation (referred to as
Group BB). These target market segmentations include three generational spans, both male and female,
located within the greater Twin Cities area. Family status differs between segments: Group M/Y including
both unmarried/childless groups as well as married with children groups, Group X being mostly married with
children, and Group BB being mostly married with aged children. The income level varies slightly between
each segmentation but is, in general, white-collared, college educated, home owning, and with an annual
family income of at least $65,000. Traditionally speaking, Group M/Y are more likely to be directors and so-
cials and Group X and Group BB are more likely to be relators and analytics as far as Sales Personalities go.
Group M/ Y will prefer to do their research and waste no time, but be friendly in the sales process. Groups
X and BB will be more likely to discuss personal aspects of life and the monetary realities of the sales pro-
cess.
The values and attitudes of each segment are paramount to the buying behavior of each buying group. The
purchasing power could possibly be higher in Group M/Y but the additional lifestyle status attained by
purchasing the product is valued more by Groups X and BB. Each group has vested interest in the lifestyle
attained by the purchase of the product, which could possibly lead to renewals or word-of-mouth referrals.
The challenges and frustrations each market segmentation face are similar in some ways and different in oth-
ers. A few of the collective customer gains in offerings are the ease of bookings, affordability, and the wide
range of products (boats and lakes) available. The main challenge with Group M/Y is reaching them within
their influx of social media and mobile marketing- being the first to offer them a specialty opportunity their
peers will envy. The main challenge with the Gen X and BB market is reaching them in a way that shows
them extreme value and exclusive benefits. The driving factors behind the purchasing behavior of each of the
target markets vary, but ultimately lead toward the product’s benefits.
Every market segment is driven by price, but responds to the value of the offering in different ways. For
example, Millenials and Gen Y are ten times more likely to respond to direct email marketing than any other
demographic. The most effective email marketing techniques differ from the Company’s existing efforts in
that they should be mobile responsive and HTML and flash responsive.
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9. On the other spectrum of the Company’s market, the BB Group, they are statistically more likely to visit
the Company’s website for further information organically, and also will spend the most amount of time on
Facebook with content marketing- giving the Company an opportunity to increase it’s original blog content
to promote on that platform to have an end result of a higher response to promoted call to action. The most
obvious and driving obstacle to the final purchasing decision of this product is the high price. The out of
pocket expense can be intimidating to each market segment. The promotion of the benefits and the value of
the product need to be foremost, because each and every person targeted could benefit greatly and ulti-
mately save on summer entertainment expenses overall.
The median household income in Minnesota is over $68,000, which happens to include the fourth larg-
est positive income disparity between generations with full-time younger millennials coming in at around
$37,000/year as compared to a national average of $24,000/year. These numbers don’t just express the
overall purchasing power of these demographics but can also point to very specific opportunities within
this identified market segmentation. Not only is the Company operating within the 3rd largest recreational
boating spending market one can be 22 years old and afford to “live the boat life.” This young person can
find extreme value from the same membership her/his grandfather/mother can as well. While the needs and
challenges may differ between generations, the value is paramount in both. The younger generations tend
to buy on impulse and place value second. The older generations will statistically buy on value and place
gratification secondary or lower. This may present a challenge within marketing the product but the options
and breadth of product for sale allows for inclusion of both groups. The majority of Group BB are on Face-
book and almost two thirds of this segment will use the platform to visit the Company’s website because of
a Sponsored ad. All segments have the possibility of responding to advertising on the Facebook platform but
the younger generations have a higher engagement rate between 8pm and midnight and the older generations
have a higher engagement earlier in the day between 9am and noon.
Best marketing practices for the Company will include: content marketing that appeals to both audiences,
posted intermittently throughout the week to include all target market segments, as well as strategic print
and digital advertising changes.
how product or service helps audience
The main benefits of the product include: ease of reservation, option of lakes and boats, and afford-
ability and accessibility of the lake life as opposed to boat ownership.
6

10. marketing strategy and mix
product
Your Boat Club offers several different memberships that vary in price and benefits. First, the customer
chooses how often and what time of day and day of week they want access to the fleet of boats. The Explor-
er Membership gives unlimited access to boats seven days a week. The Executive Membership gives unlim-
ited usage Monday-Thursday only, and the Early Bird Membership gives unlimited usage Monday-Thursday
in the morning and early afternoon only. Next, the customer chooses where they would like to do most of
their boating. This is referred to as their Primary Lake, and while members are not limited to just one lake,
this helps the Company limit the number of memberships sold at each lake in order to ensure memberships
are not oversold. The options to date include Cross Lake, Forest Lake, Gull Lake, Lake Minnetonka, Prior
Lake, Red Wing Lake, the St. Croix River, Lake Waconia and White Bear Lake.
Finally, the customer decides how big of boats and how many boats they want to be able to use. This is
called their Pier Level. Pier 1 boats are the smallest and are only run on the smaller lakes like Forest Lake,
Prior Lake, Waconia and White Bear Lake. Pier 1 members can only use Pier 1 boats. Pier 2 boats are mid-
size and are run on all of the lakes. Pier 2 members can use the Pier 2 or Pier 1 boats. Pier 3 includes the
largest boats and are run on larger bodies of water like Lake Minnetonka and the St. Croix River. Pier 3
members can use boats from any Pier Level.
There are two ways members can make a reservation. All members can make one advance reservation at a
time. As soon as that reservation is used or cancelled, they can make another. This ensures boats are not
double booked. The other way members can make reservations is by taking advantage of the Same Day or
Spontaneous Use Policy. Every day at 8:30am, all the boats that are not reserved are released for Same Day
booking and available on a first come, first served basis. Using this Policy does not affect any future advance
reservations a member may have already in the system.
pricing
Boat club memberships range from $1495 to $6395. The value to the buyer, should they fully utilize their
membership, brings an entire summer of boating to their family and friends for less than the cost of a one-
week family vacation. There are no comparable boat clubs in the Midwest, but the membership cost is on par
with similar sized boat clubs in other states. The customer is price sensitive, since the upfront cost is higher
than most spontaneous purchases.
place
Customers are directed to the Company’s website from Facebook, print advertisements, and direct email
marketing. The Company also attends the annual boat show at the Minneapolis Convention Center. Your
Boat Club has successful SEO and pops up first for most Minnesota boat related searches. An untapped dis-
tribution channel with Community Lifestyle Magazine could reach 47% of the highest earning households in
up to 35 different communities across Minnesota, narrowing their marketing efforts to reach better targeted
segments.
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11. promotions/creative strategy
creative strategy
Your Boat Club is a boat club that offers unlimited memberships and daily rental options for people looking
to make boating a regular part of their life. Their brand is fun and family centric, aimed towards a market
with extra time and income for a luxury activity. Key marketing messages will be put forth on social media
daily, via email monthly during the off season and weekly during the on season, on neighborhood billboards
during the on season, and in Community Lifestyles Magazines monthly during the on season. The best time
to promote is during the months of May through September, when the weather permits boating or plans
to boat in Minnesota. There is little competition in this market for boat clubs, but boat rental companies
generally promote during the same months. This influences the decision to more heavily promote during this
time.
promotional tactics
The target audience will be reached in several ways through a multi-tiered approach of integrated marketing.
PUBLIC RELATIONS
Direct Email Marketing Change
Current email marketing includes a letter to potential customers that have opted in to be included in the
newsletter. Letters are usually long, with information about specific Pier Levels still available for purchase.
Adding valuable content such as Featured Family (which double as a testimonial ad), Enter to Win (with
prizes being branded boating related apparel and accessories) contests, and Must See spots to visit on dif-
ferent lakes can drive existing members to use their membership more, interact with and share the content
with others, as well as entice, educate and excite potential new customers with what The Boat Life can be.
News Outreach
During the on season, timely emails and phone calls will be sent and placed to community newsletters re-
garding special promotions, especially when running cross promotions with waterside businesses. Prior to the
boat show, emails and phone calls will be sent and placed to industry publications to inform them about Your
Boat Club in order to maximize visitors during the show.
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12. PERSONAL SELLING
Personal Selling is a huge part of Your Boat Club. The two sales reps account for the vast majority of mem-
bership sales and renewals. One change to the current approach is the Sales Force Promotion Change.
Sales Force Promotion Change
Discount: Promote “discount” for Paid in Full memberships (price remains the same)
Upcharge: Offer Memberships Paid Monthly for enrolling in Auto-Pay with 10% membership upcharge
(3.5% goes to processing fees, 6.5% “convenience” fee)
The customer has the option to spread out payments over the boating season or the entire year. The sea-
son lasts from May through September (5 months. *Offer expires if membership cancellation occurs and full
membership price is due at that time.
For example: $1495 (10% is 149.50) for a total of $1644.50 Seasonal payments are $328.90 each month for
five months or only $137 a month for twelve months. $6395 (10% is $639.50) for a total of $7,034.50
Seasonal payments are $1406.90 each month for five months or only $586.21 a month for twelve months.
This gives salespeople room to negotiate at trade shows or with new potential members.
Example: Offer valid TODAY only, with only your first monthly payment due today when you enroll in
2017’s membership program!
Salespeople also have the option of discounting the rate further, e.g. making convenience fee 4% instead of
6.5%.
SALES PROMOTION
Cross Promotion Addition
Partnering with waterside restaurants and other businesses near each lake not only builds community but
also provides opportunity for organic advertising through word-of-mouth visits from existing members. Ex-
ample: Show Your Boat Club Membership Card for One FREE Entree at Lord Fletcher’s!
SOCIAL MEDIA
Content Marketing Change
In an effort to bring consistent, quality content to existing and potential new members, a multi-platform
content marketing change will be one way to drive customers to the Company’s website. A sponsored ad on
Facebook or a boosted blog post from the Company’s website or affiliated sponsored content can help drive
the right people to the website. Creating sponsored content on affiliated websites is a great way to educate
potential new customers about the benefits of becoming a boat club member.
Example of FB sponsored ad: Top 7 Reasons Why You Should Join a Boat Club Ever dreamed of spending
your summer on the crisp waters of Lake Minnetonka, with luxurious views and endless possibilities for fun?
While this may seem like an expensive pipe dream, Your Boat Club offers a new, innovative way to make this
dream an affordable reality.
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13. MESSAGING
Social media daily
Email Monthly Off-Season, Weekly On-Season
Neighborhood Billboards On-Season
Community Lifestyles Magazines Monthly On-Season
ADVERTISING PLAN
Print and Digital Marketing Change
Remove Star Tribune ads and replace with Community Lifestyle Magazine advertising in both digital and
print. This enables the Company to reach a wealthier demographic due to the household readership each
magazine has, and also give more measurable results due to the magazine’s boutique, personalized media
services. A sponsored article and full page advertisements will run in the markets surrounding Lake Min-
netonka and click through banner ads will run on the affiliated websites to drive traffic to the Company’s
website.
Community Billboards
Community billboards featuring a happy family on a large boat on the water with the message “Make Family
Time Fun Again” will run in the metropolitan heavy traffic areas with a simple call-to-action of the Company
website and phone number.
AD MOCKUP: COMMUNITY BILLBOARD
Billboard
Mockup
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14. SNAPCHAT. FACEBOOK. INSTAGRAM. YOUR
kids’ lives are spent in front of the screen. Getting them
to go outside and play is almost as difficult as figuring
out how to use the apps they are constantly on.
Read on to find out the Top 5 Ways to Make Family
Time Fun Again:
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Top 5 Ways
to Make Family Time Fun Again
1. Engage
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2. Encourage
sponsored content
AD MOCKUP: COMMUNITY LIFESTYLES MAGAZINE
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3. Excite
4. Educate
5. Entertain
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Click or call today! www.yourboatclub.com 612-555-5555
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15. IMPLEMENTATION STRATEGY
Public Relations: Direct Email Marketing + News Outreach
$0 additional cost
Action Strategy
Direct Email Marketing should take place within an automated HTML email marketing system, such as
MailChimp, on at least a monthly basis. News Outreach should happen during on season and the month of
January in advance of the boat show.
Staff Goals
It is the goal within this category to absorb the labor hours within existing sales rep and operational partner
duties.
Personal Selling: Sales Force Promotion Change
$0 additional cost
Action Strategy
The promotional change should take place immediately with no change in existing pricing to memberships.
The implementation of monthly payment processing will be automated and should be monitored as needed by
sales reps and partners.
Staff Goals
Sales tools with breakdowns on each membership tier will be made available for reference for all staff and
also easily accessible online for potential new customers. Processing must be done monthly.
Sales Promotion: Cross Promotion Addition
$0 additional cost
Action Strategy
A mass email at the beginning of the boating season will be sent out to all neighboring businesses to all
lakes and a list of participating businesses/affiliates will be available for members on the Company’s website.
Staff Goals
One staff member should be responsible for this cross promotion outreach and send monthly follow-ups to
monitor customer response.
Social Media: Content Marketing Change
$200 monthly budget for sponsored ads
Action Strategy
Facebook sponsored ads should run about memberships and daily rentals during the on season and content
marketing plugs should run during the off season.
Staff Goals
Multiple admins can share responsibility for managing the sponsored ads but a single voice should manage
the content marketing for consistent messaging.
Advertising: Print and Digital Marketing Change + Community Billboards
$1500 January Boat Show Industry Ad
$150 February, March, April, October, November Community Lifestyles Magazine Web Ad
$6390 May, June, July, August, September Community Lifestyles Magazine Web Ad + Business Profile +
Sponsored Content
$56,640 June, July Community Billboard Action Strategy Boat Show
Industry Ad should be in the publication the month of the show. Low budget web ads can run with simple
call-to-action and high impact imagery. The three tiered Lifestyles spend is the most time intensive, and
must be produced well in advance with time for edits and need to have consistent imagery and messaging
for continuity and recognition. The billboards will have the same message with two different family boating
photos for each month that coincide with Lifestyles advertising content.
Staff Goals
At least one staff member who is not focused full time on sales is needed for this segment. Communication
with paid media reps for implementation and analytics must be regular and timely, with monthly reports
across the board.
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16. EVALUATION STRATEGY
PR, Personal Sales, and Sales Promotions will be customer feedback with sales reps and automated marketing
analytic tools. Social Media will be Facebook Analytics exported monthly during off season and weekly during
on season, and Advertising will be a combination of customer feedback and media analytics from Advertising
reps from paid media. The monthly Implementation Calendar should coincide with results and be adjusted ac-
cordingly.
Annual Marketing Mix Budget
Public Relations Personal Selling Sales Promotion Social Media Advertising Total Monthly
Budget
Staff Budget
January X X X $200.00 $1500.00 $1700.00 $5000.00
February X X X $200.00 $150.00 $350.00 $3000.00
March X X X $200.00 $150.00 $350.00 $3000.00
April X X X $200.00 $150.00 $350.00 $3000.00
May X X X $200.00 $6390.00 $6390.00 $5000.00
June X X X $200.00 $62830.00 $63030.00 $5000.00
July X X X $200.00 $62830.00 $63030.00 $5000.00
August X X X $200.00 $6390.00 $6390.00 $5000.00
September X X X $200.00 $6390.00 $6390.00 $5000.00
October X X X $200.00 $150.00 $350.00 $3000.00
November X X X $200.00 $150.00 $350.00 $3000.00
December X X X $200.00 $600.00 $800.00 $5000.00
Category Budget $0.00 $0.00 $0.00 $2400.00 $147680.00 $50000.00
Total Annual
Spend
$149480.00 $199480.00
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17. SUMMARY
Your Boat Club is a boat club that offers unlimited memberships and daily rental options for people looking
to make boating a regular part of their life. This marketing plan includes specific demographic research and
marketing mix tactics targeted to each audience. The Implementation Strategy following the Advertising
Plan is key to this campaign’s success. Measurable results with analytic review will give Your Boat Club and
“Making Family Time Fun Again” it’s best chance at success.
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18. works cited
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Spenders-On.
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