|   CASE STUDY       |



Sir Walter
             INTRODUCTION
             Ward Setzer is an award-winning yacht designer...
|   CASE STUDY     |


RESULTS

                                                                 IMPRESSIONS              ...
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Setzer Case Study

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Sir Walter Raleigh Award submission for PR/media relations on behalf of North Carolina-based yacht designer.

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Setzer Case Study

  1. 1. | CASE STUDY | Sir Walter INTRODUCTION Ward Setzer is an award-winning yacht designer and founder of Setzer Design Group of Cary, N.C. His small company has specialized in the design of large Raleigh luxury yachts ranging from 80’–150’ or larger. When Setzer hired French/ West/Vaughan in February 2005, he challenged the agency to position him and his company for a transition from a big-boat specialty designer to a more Awards diversified design house creating a range of nautically inspired consumer products as well as boats of various sizes. OBJECTIVES • Establish Setzer as a superstar in international yacht design to build cred- ibility and name recognition • Generate publicity for Setzer yacht projects • Promote new, smaller boats designs • Generate publicity for new Windswell lifestyle brand and products • Gain visibility in key boating markets on East Coast • Generate local business coverage in Triangle and N.C. METHOD Target and develop specific editorial opportunities for key media audiences, primary among them being potential yacht buyers, investors, and yachting or consumer products partners. • Luxury lifestyle • Yachting lifestyle • International yacht design industry • Raleigh and triangle news and business • Statewide business • National business • Yacht market news CREATIVITY FWV created specifically tailored pitches for the media listed above, designed to achieve the stated objectives for Setzer and Windswell. Listed below are examples of the varied focus of those pitches, along with targeted media that responded: • Setzer as internationally acclaimed yacht designer (Yachts International, Boat International/USA, Yacht Design) • Setzer as N.C. success story (News & Observer, Triangle Business Journal, Cary Business Journal, Cary Magazine, Business NC) • Setzer as yacht charter expert (OT, International Yacht Vacations & Charters) • Setzer as versatile designer of boats from small to very large (Yachting, YI) • Setzer as lifestyle brand entrepreneur (The Wall Street Journal, South Florida Sun-Sentinel) • Setzer yacht clients with market-specific appeal (Palm Beach Daily News, Newport Life) Continued...
  2. 2. | CASE STUDY | RESULTS IMPRESSIONS AD VALUE PR VALUE YACHTS INTERNATIONAL (2) 130,000 $20,000 $60,000 BOAT INTERNATIONAL/USA 49,971 $10,000 $30,000 OT 40,000 $10,000 $30,000 INTERNATIONAL YACHT VACATIONS & CHARTERS 52,000 $10,000 $30,000 NEWPORT LIFE 10,000 $5,000 $15,000 RALEIGH NEWS & OBSERVER 176,112 $10,000 $30,000 TRIANGLE BUSINESS JOURNAL 7,622 $2,500 $7,500 CARY MAGAZINE 20,000 $3,500 $10,500 CARY BUSINESS JOURNAL 7,622 $1,500 $4,500 BUSINESS NORTH CAROLINA “ETC” 26,396 $10,000 $30,000 SOUTH FLORIDA SUN SENTINEL 242,081 $15,000 $45,000 PALM BEACK DAILY NEWS 7,329 $2,000 $6,000 THE WALL STREET JOURNAL 2,083,660 $50,000 $150,000 SMALL BIZ (BUSINESS WEEK) 503,157 $5,000 $15,000 YACHTING 123,665 $25,000 $75,000 YACHT DESIGN 50,000 $25,000 TOTALS 3,529,615 $204,500 $613,500 PROJECT BUDGET SUMMARY • $3,000/mo. for 9 months planning and execution • Total FWV budget: $27,000 • 3,529,615 targeted impressions generated • Cost per impression approx. $00.008, or less than a penny per impression • Advertising equivalency value of $204,500 based on average CPM of $150, with size of story, photography, use color, demographics and other factors considered. • Estimated PR value of $613,500 is based on the industry standard 3:1 value ratio. SIR WALTER RALEIGH AWARDS COMPETITION—FIFTH DIVISION CATEGORY #21: Special Event/Campaign CLIENT: Setzer Design Group AGENCY: French/West/Vaughan PROGRAM TITLE: Setzer/Windswell PR Campaign PROGRAM DATE: Feb. – Oct. 2005

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