Fontana Paddleboard Campaign Strategy

wave

Presented by

wave
December 11, *
2013
Key Issues: Review
1. “Halau Tribe” has negative connotations in the mind of the
consumer.3,4
1. Membership options are co...
Recap of SVC Target: Social Empty Nesters
●
●
●
●
●

45-65 years old 1,4,5
Minimum household income of $85,000 or more 1,4...
Positioning, Message Strategy, Creative Brief
The Authentic, Fontana-on-Geneva-Lake Spot
To Social Empty Nestersthe Fontana Paddle Company is the
brand of Social Wellne...
Escape from the hustle and bustle.
Hang with the local folk.
Be one with nature.

Learn without pressure.

Live the Fontan...
The Circle on Geneva Lake: Why the Circle
●
●
●
●
●

Continues the tradition
Organic, community-based
Centrality
Not limit...
Message Strategy: Fontana Paddleboard

Community
Does size indicate quality?
Professionalism?

Friendly and supportive
sta...
Contrast:Gordy’s Marine
Creative Brief:Fontana Paddleboard Company
● Current Brand: There is a disconnect from FPC to “The Tribe.”
● Solve Problem...
Fontana Paddleboard:Campaign Tone & Manner
● Recommended Tone
○ Description:
■ Holistic, friendly, relaxed vibe, low key
■...
Current Brand: Outdoor Appearance

Many different brands and logos are being used. Nautical, more
collegiate theme does no...
The Circle on Geneva Lake
Campaign Strategy
Business Objectives
●
●
●
●
●

Increase awareness among local targets
Eliminate confusion over options1,2
Make membership ...
Branding Strategy
A Community for Mind, Body and Spirit
■ Fontana Paddle Company
● The Circle on Geneva Lake
○ Interest-ba...
Product Line Strategy
The Circle on Geneva Lake
● Membership
● Rewards Program
● Social Group
Circle Time
● Regularly sche...
Pricing Strategy
● Rental Prices
○ Non-Members
■ Keep the same
○ Members
■ $25 for you +1 for ½ Day
● Circle on Geneva Lak...
Proposed Schedule
Sunday

Monday
Ladies’
Night
6:30-8PM

Tuesday
Circle Paddle
5-7PM

Wednesday
Sunrise
Paddle
6-8AM

Thur...
Special Events
● Open House
○ First weekend of the month
○ Voucher for free paddle
● Destination Paddle
○ A weekend in Jul...
Place (Distribution) Strategy
● Web Presence anchored by local retail
presence
○ Online Marketplace
■ Hosted customer foru...
Promotion Strategy
Advertising Mediums

● Traditional media
○ Local newspapers
○ Radio
● Email list
○ General FPC customer...
Campaign Scope: Timing
● SUP Season
○ SUP Season: May - September
○ Primary Messaging: April - September
○ Frontload messa...
Promotion: Social Media
● Engage in two-way conversation
○ More conversation, less promotion
● Make the brand personable
○...
Partnership Strategies
● Chuck’s Lakeshore Inn
o Ladies Night
o Advertising
o Food/Drinks at Events
● Local YMCA
o Invite ...
Questions?

wave
Appendix
Additional Information
■

■

■

In the appendix of THIS document, please include the ENTIRE team Power
Point presentations...
Social Empty Nesters
Key Behaviors1

● Golfing, Tennis
● Regularly attend social events
● 81% of locals exercise at least ...
Insight: Social Empty Nesters

Finally! I can take time for what I want to do.
Insight Rationale:
● Willing to spend money...
“Halau Tribe” Current Positioning
Consumer

Category
I joined the Tribe at
Fontana to get a great
discount and to try
some...
The Circle on Geneva Lake:
Category

Consumer
I have finally found a
group who shares my
interests

I love getting out on ...
Message Strategy
Who? Active Empty Nesters
Message?“This is where the locals go”
One Word?Community
Difference?More relaxe...
Campaign Executional Considerations
● People 35-50 must be shown on the water on paddle
boards in advertising
● All graphi...
Campaign Timing Support
Campaign Scope: Regionality
● Local:
○ Fontana-on-Geneva-Lake
○ Lake Geneva
● Regional:
○ Chicago
○ Milwaukee
○ Madison
SITUATION ASSESSMENT
& KEY ISSUES
Fontana Paddle Company

wave

Presented by

wave
October 8, 2013
EXECUTIVE SUMMARY
● The Fontana Paddleboard “Tribe” is an opportunity to increase
awareness of Fontana Paddle Co. and of p...
Category: Outdoor RecreationSegments:

Kayaking, canoeing, rafting, stand-up paddle boarding
OUTDOOR RECREATION MARKET
● Industry grew 5% per year from 2005-2011 despite
economic recession (Outdoor Industry Assn.)
●...
PADDLE SPORTS OVERVIEW
● Top motivators for participation are relaxation, exercise
and fun (Outdoor Industry Assn.)
● Padd...
Source: “A Special Report on Paddleboards 2009.” The Outdoor Foundation.
http://www.outdoorfoundation.org/pdf/ResearchPadd...
Source: “A Special Report on Paddleboards 2009.” The Outdoor Foundation.
http://www.outdoorfoundation.org/pdf/ResearchPadd...
Segment:

S Up Paddle Boarding
StandEGMENT: STAND-UP PADDLEBOARDING
● Fastest growing segment of surf industry (WSJ)
○ 18%...
The Brand/Company:

Fontana Paddle Board
Company
BRANDING:

HALAU TRIBE
Halau Tribe
● Website design evokes serenity
● Tribe logo and pendent have a Hawaiian
feel
● Social...
Marketing and Sales Support:

Website Promotions
Events and Programs Tab
● This is the clearest description of FPC events
...
Marketing and Sales Support:

Social Media Presence
Facebook
● Good at uploading photos from events
● Events are promoted ...
Marketing and Sales Support:

Tribe Promotion

Website
● The Tribe is not clearly listed on the Website
● Drop down and gr...
The Consumer

Fontana Paddleboard and the “Tribe”
The Consumer
● Current Market
○ Rentals: Women and their
children
○ Sales: Lake people,
Exercise/Fitness/Health nuts,
Outd...
At a Glance

Sports Utility Moms
● Child-centered
○ Earlier introduction to
sports can lead to
lifelong
● Physically activ...
At a Glance

Fast Track Couples
● Mobile/Active Lifestyles
○ Physical activity and health
are high priority
○ Don’t have t...
At a Glance

Empty Waterfront Nests
● Spending Power
● Leisurely Enjoyment
● Expanding Market
● Expensive Messaging
Demogr...
Competition
Competitors
Local:
● ClearWater Outdoors
○ Lake Geneva, WI
○ Delafield, WI
○ Williams Bay, WI
● Gordy’s Lakefront Marine
○...
Top Competitors
Local:
● ClearWater Outdoors
● Gordy’s Lakefront Marine
Regional:
● Windward Boardshop
● PaddleBoard Speci...
GORDY’S LAKEFRONT MARINE
FONTANA, WI

● Positioned as a high-class, high-quality
brand
● Positioned as a community asset
●...
COMMUNITY INVOLVEMENT
GORDY’S LAKEFRONT MARINE

● Motto & focus based on high-quality customer service
● Boat House Restau...
CLEARWATER OUTDOOR
Lake Geneva, Delafield
&WILLIAMS BAY, WI

● Positioned as a community asset/resource
● E-commerce & onl...
Community Asset
ClearWater Outdoor

•
•

CWO GIVES BACK TO THE COMMUNITY

SPONSORING AND HOSTING
COMMUNITY EVENTS
o 9TH AN...
Adventure Club
Clearwater Outdoor
CWO Online

ClearWater Outdoor
● APPEALING AND INTUITIVE

WEBSITE

● BLOG
● E-COMMERCE
● ACTIVE ON SOCIAL MEDIA; POSITIVE
...
Analylics by TOPSY
Comparing Tweets per day statistics form Fontana, Gordy’s, and Clearwater
PADDLEBOARD SPECIALISTS
WESTPORT, WI

● Positioned as competitive,
professional
● Focus on sales online
● Nationally recog...
COMPETITIVE & PROFESSIONAL
PADDLEBOARD SPECIALISTS

● Messaging is focused on competitions and
professional paddleboarding...
ONLINE SALES FOCUS
PADDLEBOARD SPECIALISTS

● Extensive e-commerce
○ SUPs, accessories, swimwear, etc.
○ New online outlet...
NATIONALLY RECOGNIZED
PADDLEBOARD SPECIALISTS

● Known through competitive circuits and
national paddleboard events
● High...
Windward Boardshop
Chicago, IL

● Old business with a new face
● Hub of social activity
● Strong online presence
● Non-sea...
REDEFINING “BOARDSHOP”
WINDWARD BOARDSHOP
● Purchased from previous owners,
rebranded
○ Young, hip vibe
● Renewed focus on...
CREATING COMMUNITY ONLINE
WINDWARD BOARDSHOP

● WINDWARDBOARDSHOPS.COM
○ BLOG
■ HOW-TO
■ TIPS
■ EVENTS
○ E-COMMERCE
■ WAY ...
SWOT Report

Promotion of the “Tribe”
SWOT Analysis
Strengths
●

No Direct Substitutes for the
tribe
Knowledgeable staff
Existing event opportunities
Local Pres...
Key Issues & Opportunities
ISSUES AND OPPORTUNITIES:

BRAND
● This is the first SUP fitness group in the area.
○ There is little direct competition t...
ISSUES AND OPPORTUNITIES

CATEGORY: OUTDOOR RECREATION
● Snow sports are a large segment in the outdoor recreation
industr...
CONSUMER
● The Feminine and SUP
○ Are key decision makers in sports apparel and
product retail
○ 2010 WSJ Report: 50%+ of ...
COMPETITION
● ClearWater Outdoor has an established group recreation club
(Adventure Club)
○ Teamed up with larger group (...
PRODUCT: THE “TRIBE”
● Primary Research Needed
● Is the Tribe willing to connect with other fitness
groups?
○ Competitor r...
“What Don’t We Know”
CONSUMER: “WHAT DON’T WE KNOW?
● The Tribe Demographic Composition
● Spending Power of Non-Seasonal Households
○ Only 13.8...
CATEGORY: “WHAT DON’T WE KNOW?
● What are the specific trends of SUP in the Midwest?
● Most market research polls coastal ...
BRAND: “WHAT DON’T WE KNOW?”
● Halau Tribe demographic composition
● Scope of the Tribe
● What is the brand personality of...
COMPETITION: “WHAT DON’T WE KNOW?
● Who are their target markets? Top consumers?
Recreational group members?
● Are our tar...
Appendix
PRODUCT LINE REVIEW
Tribe Package

•
•
•
•
•

Halau Tribe t-shirt
Halau Tribe pendant necklace
10-20% discount on regular
...
BOAT CLUB

GORDY’S LAKEFRONT MARINE
● Boat Club
○ One time fee: $995
○ Annual fee: $3,540 over 12 mo. payments
○ “unlimite...
Adventure Club
ClearWater Outdoor

● PARTNERED WITH AMERICAN CANOE ASSOCIATION
● MEMBERSHIP
○ YEARLY MEMBERSHIPS: ADULT - ...
Sources
Action and extreme Sports - US. (2011). Mintel. Retrieved from http://academic.mintel.com.ezproxy.library.wisc.edu...
Sources
The outdoor recreation economy. (2012). Outdoor Association Industry. Retrieved from
http://www.outdoorindustry.or...
Target Consumer
RecommendationQualitative&Quantitative Research
Findings and Key Insights

wave

Presented by

wave
Novemb...
Executive Summary
● Our team conducted research to understand:
○ The Lake Geneva community and people of Fontana
○ Percept...
Research Plan Overview
Primary Research:
● Ethnographies
○ Fontana residents (year round and summer homes)
○ Social exerci...
SVC & Key Influencer Recommendation
Executive Summary
Recommended SVC: Social Empty Nesters
45-65 year old, professionally established males and females with
...
Social Empty Nesters
Key Behaviors1

● Golfing, Tennis
● Regularly attend social events
● 81% of locals exercise at least ...
Social Empty Nesters: Rationale

Disposable Money and Available Time
● “At this point in my life, cost wouldn’t be a deter...
SecondarySVC: Moms in Motion
34-45 year old women who have regularly attended organized
group exercise classes in the past...
Moms in Motion
Key Behaviors

● Exercise 3-4 times per week1
● Participate in a wide array of exercise and leisure activit...
Key Influencer:
Fitness Forward Young Women

•
•
•
•
•

16-23 years old1
Exercise at least three
times a week1
Influenced ...
Pinterest “Paddleboarding” Boards
Key Research Findings
“Tribe” is associated with native people
Word associations collected from focus groups:
● Indians, Native Americans, huts,...
Participants bring friends and family to try it
People are more likely to join a fitness group if they
know someone who pa...
Lake Geneva is an Escape from the City
Fontana runs at a more laid back pace

● “It’s a lot more laid back, relaxed out he...
Come for the fitness, stay for the friendships
The drive to return is in the power of the group.
● Community and strong bo...
Consumer, Category and Brand Insights
Consumer Insight: Social Empty Nesters
My kids’ schedules are no longer my main priority.

Insight Rationale:
● Willing to...
Category Insight: Paddle Boarding

Paddleboarding is a fun, trendy way to relax and exercise at the
same time.

Insight Ra...
Brand Insight:“The Tribe”

When I hear the word “tribe” I think of Native Americans,
not a fitness group.
Insight Rational...
Thank you!

ANY QUESTIONS?

wave
Appendix
Moms in Motion

Additional Behaviors and Interests:
■ Hobbies include: baking & cooking for fun, card &
board games, visit...
Campaign Strategy
Campaign Strategy
Campaign Strategy
Campaign Strategy
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Campaign Strategy

  1. 1. Fontana Paddleboard Campaign Strategy wave Presented by wave December 11, * 2013
  2. 2. Key Issues: Review 1. “Halau Tribe” has negative connotations in the mind of the consumer.3,4 1. Membership options are confusing.1,2, 1. Social Media is not currently utilized to develop the FPC brand voice or to engage with consumers. 1. Seasonal product line/consumer attention
  3. 3. Recap of SVC Target: Social Empty Nesters ● ● ● ● ● 45-65 years old 1,4,5 Minimum household income of $85,000 or more 1,4,5 Property owners near Geneva Lake Exercises at least twice a week Enjoys water activities ○ (boating, kayaking, beach-time, swimming, paddle boarding)1 *
  4. 4. Positioning, Message Strategy, Creative Brief
  5. 5. The Authentic, Fontana-on-Geneva-Lake Spot To Social Empty Nestersthe Fontana Paddle Company is the brand of Social Wellnessthat offers the full Geneva Lake experience because: indulge yourself on the clear-blue water Strengthening your mind and body With a community of authentic people And a knowledgeable crew of local paddle pros. ○ You can ○ ○ ○
  6. 6. Escape from the hustle and bustle. Hang with the local folk. Be one with nature. Learn without pressure. Live the Fontana life. Join the Circle on Geneva Lake
  7. 7. The Circle on Geneva Lake: Why the Circle ● ● ● ● ● Continues the tradition Organic, community-based Centrality Not limited by “paddle” This is NOT Lake Geneva
  8. 8. Message Strategy: Fontana Paddleboard Community Does size indicate quality? Professionalism? Friendly and supportive staff invested in your wellbeing “Join Our Circle” Come for fitness, stay for friendships More than just a business, FPC is a community We are focused on the mind and body experience of being on the water, and building community through physical wellness.
  9. 9. Contrast:Gordy’s Marine
  10. 10. Creative Brief:Fontana Paddleboard Company ● Current Brand: There is a disconnect from FPC to “The Tribe.” ● Solve Problem: FPC brand is not cohesive. “The Circle” is more connected to FPC brand. ● Target:Social Empty Nesters looking to form new social ties and friendships within the Fontana community, people looking to get away from the popular tourist destinations. ● “One thing” to communicate: Relaxed, fun, local destination ○ Not only a place where you can get in a workout. FPC is a place where people can relax, talk with other paddle boarders and form friendships existing outside of FPC. ● Result of advertising: Consumers will want to learn more about FPC and see what the real “Geneva Lake Experience” is about. ○ Come for fitness, stay for friendships.
  11. 11. Fontana Paddleboard:Campaign Tone & Manner ● Recommended Tone ○ Description: ■ Holistic, friendly, relaxed vibe, low key ■ Local hangout, like talking with your neighbor ○ Rationale: ■ Demographic is looking for new social groups and activities ■ Want to connect with people, nature and new experiences ● Recommended Manner ○ Description: ■ Language, fonts, color scheme ■ Community, bottom-up approach ○ Rationale: ■ Looking for something fresh and new ■ Not looking for a tourist destination ■ Want to belong
  12. 12. Current Brand: Outdoor Appearance Many different brands and logos are being used. Nautical, more collegiate theme does not make current state of the “Tribe.”
  13. 13. The Circle on Geneva Lake
  14. 14. Campaign Strategy
  15. 15. Business Objectives ● ● ● ● ● Increase awareness among local targets Eliminate confusion over options1,2 Make membership incentivized, yet profitable Increase regular rentals Build a community for all seasons 2
  16. 16. Branding Strategy A Community for Mind, Body and Spirit ■ Fontana Paddle Company ● The Circle on Geneva Lake ○ Interest-based Community vs Paddleboarding Group ■ Inclusivity ■ New experiences on the water ■ Local, authentic ○ Why? ■ Fulfills multiple needs ■ Offers incentive to continue ■ Best brand loyalty
  17. 17. Product Line Strategy The Circle on Geneva Lake ● Membership ● Rewards Program ● Social Group Circle Time ● Regularly scheduled events ● Special Events for Circle Members only ○ Ladies’ Night In-Store/Online Products ● Supplements to the Experience ○ Events to facilitate sales ● Branded merchandise ● Expanding to other seasons
  18. 18. Pricing Strategy ● Rental Prices ○ Non-Members ■ Keep the same ○ Members ■ $25 for you +1 for ½ Day ● Circle on Geneva Lake Membership (Annual) ○ Standard Rate: $149 ■ Add another for $75 ○ Student/Senior Rate: $120 ○ Family Rate (up to four): $250 ● Circle Time ○ $10 Rentals for Circle Members (+1) ● 10-Rental Passtransferrable to more than one person ○ $250 for non-members ○ $150 for Circle Members
  19. 19. Proposed Schedule Sunday Monday Ladies’ Night 6:30-8PM Tuesday Circle Paddle 5-7PM Wednesday Sunrise Paddle 6-8AM Thursday Circle Paddle 5-7PM Friday Saturday
  20. 20. Special Events ● Open House ○ First weekend of the month ○ Voucher for free paddle ● Destination Paddle ○ A weekend in July ○ Travel to another lake ● In-water Demos ○ Sunday mornings ○ Demonstrate SUP basics ● Charity events ○ Partnerships ○ Awareness/fundraiser paddles
  21. 21. Place (Distribution) Strategy ● Web Presence anchored by local retail presence ○ Online Marketplace ■ Hosted customer forums ■ Elementary e-commerce services ○ Local Presence ■ Primary sales, rentals, services location ■ Establishing sense of place
  22. 22. Promotion Strategy Advertising Mediums ● Traditional media ○ Local newspapers ○ Radio ● Email list ○ General FPC customers ○ The Circle members ● Social media ○ Facebook ○ Twitter ● Events ○ Summer Kick-Off Event ○ Mid-Summer Destination Paddle
  23. 23. Campaign Scope: Timing ● SUP Season ○ SUP Season: May - September ○ Primary Messaging: April - September ○ Frontload messaging 1.5 months ahead of time ● Holiday Season Sales Push ○ Holiday Season: mid-November - December ○ Primary Messaging: early-November - January 1st ● The Circle - Expansion ○ The Circle: Year-round ○ Primary Messaging: April - May ○ Trying to drive engagement and membership at the beginning of the season
  24. 24. Promotion: Social Media ● Engage in two-way conversation ○ More conversation, less promotion ● Make the brand personable ○ Use first-person pronouns, i.e. “we,” “us” ● Facebook ○ Facebook Group for The Circle members ○ Photo albums for events ○ Special events pages ● Twitter ○ One account ○ Tweets separate from Facebook posts ○ Encourage The Circle members, renters, etc. to tag @FontanaPaddleCo
  25. 25. Partnership Strategies ● Chuck’s Lakeshore Inn o Ladies Night o Advertising o Food/Drinks at Events ● Local YMCA o Invite fitness class participants ● The Abbey Resort o Water fitness classes o Recommendations Local Charities, Causes, Programs
  26. 26. Questions? wave
  27. 27. Appendix
  28. 28. Additional Information ■ ■ ■ In the appendix of THIS document, please include the ENTIRE team Power Point presentations #1 and #2 Turning in this assignment: ■ Submit an electronic copy of it in our Learn@UW dropbox by 6 am on Thurs, Dec 12th ■ Bring TWO copies of this presentation to class; one for Deb, one for Kevin. Print these 2 copies in B&W, using the “handout” format (2 slides per page, please). Create and burn TWO CD’s of your entire semester work product; one for Deb, one for Kevin. Bring BOTH to class on Thurs, Dec 12th. This must include: ■ Team presentation #1. Be sure that a detailed appendix/source/bibliography section is included in this document. ■ Team presentation #2, including the appendix of all of your research material ■ This presentation
  29. 29. Social Empty Nesters Key Behaviors1 ● Golfing, Tennis ● Regularly attend social events ● 81% of locals exercise at least 2-3 times a week1 Key Attitudes ● ● ● ● Prefer structured social activities1 Interested in healthy living2 Looking to meet new people1, 3 More willing to try new things when with others3 Demographic Locators ● Married, with children older than 16 ● Average household income of $85,000+4 5 ● Between the ages of 45 and 65
  30. 30. Insight: Social Empty Nesters Finally! I can take time for what I want to do. Insight Rationale: ● Willing to spend money on entertainment for themselves 1 ● More time to spend with friends and/or spouse ● Children are out of the house/grown ● Seeking leisurely enjoyment and new social experiences ● Exercising and eating healthy are important to them ● Enjoying life outside the city 4
  31. 31. “Halau Tribe” Current Positioning Consumer Category I joined the Tribe at Fontana to get a great discount and to try something new I’ve always wanted to try paddleboarding but it looks very difficult. the Halau Tribe sounds interesting, but I’m not sure what it’s all about. Brand Sweet spot: The Halau Tribe offers exclusive deals and a water sport discount for current consumers at the Fontana Paddle Company.
  32. 32. The Circle on Geneva Lake: Category Consumer I have finally found a group who shares my interests I love getting out on the lake and a low impact, full body workout. The Circle is my home on the water - where I can center myself Brand Sweet spot:The Circle offers a genuine community where locals can socialize comfortably push their own limits on the lake
  33. 33. Message Strategy Who? Active Empty Nesters Message?“This is where the locals go” One Word?Community Difference?More relaxed, natural, calm setting Why Care?More than just a business, FPC is a community Why Believe?Friendly and supportive staff invested in your wellbeing Inspiring brand insight? Come for fitness, stay for friendships Feeling?Chill, no pressure, relax, don’t be worried to try and not be perfect, the staff are experts but the consumers are average people; consumers will not be intimidated; community, bonding; escape, a breath away from the tourists Call to Action? “Join our Circle” Aperture?Local publications, flyers at restaurants/tourism center, mailings//Mid-April, email Tone?Welcoming, intimate, sincere Lingering Doubt?Does size indicate quality? Professionalism? How will you live the brand?Not aspiring to the picture perfect image given off by Gordy’s, adding an element of informality; giving off a flawed but sincere/affable vibe
  34. 34. Campaign Executional Considerations ● People 35-50 must be shown on the water on paddle boards in advertising ● All graphics must use dynamic shapes/lines ● Demographic of 45-65 year olds must be included in online and print advertising ● Considerations for copy ○ Slogan must include language of inclusivity ○ Body copy must include the following words, phrases ■ The Circle on Geneva Lake ■ Fontana Paddle Company ● The Fontana Paddle Company logo must be included
  35. 35. Campaign Timing Support
  36. 36. Campaign Scope: Regionality ● Local: ○ Fontana-on-Geneva-Lake ○ Lake Geneva ● Regional: ○ Chicago ○ Milwaukee ○ Madison
  37. 37. SITUATION ASSESSMENT & KEY ISSUES Fontana Paddle Company wave Presented by wave October 8, 2013
  38. 38. EXECUTIVE SUMMARY ● The Fontana Paddleboard “Tribe” is an opportunity to increase awareness of Fontana Paddle Co. and of paddle boarding as a sport in Fontanawhile building a local, communal group through the “tribe”. We will work to overcome the challenges of seasonal change and local competitors to establish and promote the “tribe” on a larger, more developed scale. ● Key issues that Fontana Paddleboard must address: ○ Under promotion of “Tribe” membership ○ Lack of unique selling point ○ Define who is target demographic for the “Tribe”
  39. 39. Category: Outdoor RecreationSegments: Kayaking, canoeing, rafting, stand-up paddle boarding
  40. 40. OUTDOOR RECREATION MARKET ● Industry grew 5% per year from 2005-2011 despite economic recession (Outdoor Industry Assn.) ● Snow sports make up approximately 50% of retail sales in extreme/action sports industry (Mintel) ● Participation of women in boardsports has increased (Surfers Village) Female participants represent an opportunity for growth.
  41. 41. PADDLE SPORTS OVERVIEW ● Top motivators for participation are relaxation, exercise and fun (Outdoor Industry Assn.) ● Paddlers share many “crossover” activities (Mintel) ○ Prefer independent over team sports (Mintel) ● Women and minority groups have been underrepresented (Outdoor Industry Assn.) Paddlers participate in social but independent activities.
  42. 42. Source: “A Special Report on Paddleboards 2009.” The Outdoor Foundation. http://www.outdoorfoundation.org/pdf/ResearchPaddlesports.pdf
  43. 43. Source: “A Special Report on Paddleboards 2009.” The Outdoor Foundation. http://www.outdoorfoundation.org/pdf/ResearchPaddlesports.pdf
  44. 44. Segment: S Up Paddle Boarding StandEGMENT: STAND-UP PADDLEBOARDING ● Fastest growing segment of surf industry (WSJ) ○ 18% increase in participation from 2010 to 2011 (LA Times) ● Biggest growth of SUP has been inland (TIME) ● Can provide more fitness benefits than other paddle sports (WSJ) Opportunity for workout options unavailable to other paddle sports.
  45. 45. The Brand/Company: Fontana Paddle Board Company
  46. 46. BRANDING: HALAU TRIBE Halau Tribe ● Website design evokes serenity ● Tribe logo and pendent have a Hawaiian feel ● Social media posts do not evoke the same brand personality ○ Halau Tribe accounts have not established an independent voice from FPC Brand personality has not been developed.
  47. 47. Marketing and Sales Support: Website Promotions Events and Programs Tab ● This is the clearest description of FPC events Events Drop Down ● Event dates are not always clear ● Past events should be removed ● The “Events” tab is cluttered Home Page ● Events tab is replicated on the home page Suggestions ● Combine all events information under one tab ● Convert the paddle rental calendar into an online form ● Erase past events from the website Website promotions should all be grouped together in one place
  48. 48. Marketing and Sales Support: Social Media Presence Facebook ● Good at uploading photos from events ● Events are promoted frequently ● Good at answering questions followers post ● Should engage more in a conversation with followers 1,070 likes Twitter ● Tweets are replicas of Facebook posts ● Should engage more in a conversation with followers 68 ● Does not utilize photo or video features followers ● Should keep to 140 character posts Suggestions ● Social media is currently being used as a promotional tool but not as a conversation tool ● FPC does a good job posting photos of events but does not utilize videos Engage in a conversation with social media followers
  49. 49. Marketing and Sales Support: Tribe Promotion Website ● The Tribe is not clearly listed on the Website ● Drop down and graphic on the home page ● More visually engaging and personal webpage page about the tribe ● Easier to link to the Halau Tribe Website Social Media ● Halau Twitter page only resposts Facebook Posts ● There is no cross promotion between the FPC and Halau Tribe social media accounts Other ● Lack of print promotional materials ● Emails blasts about the Tribe 30 likes 5 followers Utilize web presence to specifically promote the Halau Tribe
  50. 50. The Consumer Fontana Paddleboard and the “Tribe”
  51. 51. The Consumer ● Current Market ○ Rentals: Women and their children ○ Sales: Lake people, Exercise/Fitness/Health nuts, Outdoor types ● General Market ○ Sales ■ Women ■ Elderly/Empty-Nesters ■ Outdoor Types Localized audience = Increased Commonalities & Reduced FoW/Enhanced Strategic Clarity
  52. 52. At a Glance Sports Utility Moms ● Child-centered ○ Earlier introduction to sports can lead to lifelong ● Physically active ○ Very likely to spend money on Sports Equipment ● Suburban Life ○ Car-Friendly Media ○ Kid-Friendly Media ● Web Presence ○ Mainstream Utility Leveraging Parents/Children for information and messaging
  53. 53. At a Glance Fast Track Couples ● Mobile/Active Lifestyles ○ Physical activity and health are high priority ○ Don’t have time for traditional media ● Social and Status-Conscious ○ Socially active ○ Self-described trendsetters ● Web Presence ○ Online Receptive ○ Informed Consumer Incredibly High Social Media ROI
  54. 54. At a Glance Empty Waterfront Nests ● Spending Power ● Leisurely Enjoyment ● Expanding Market ● Expensive Messaging Demographic
  55. 55. Competition
  56. 56. Competitors Local: ● ClearWater Outdoors ○ Lake Geneva, WI ○ Delafield, WI ○ Williams Bay, WI ● Gordy’s Lakefront Marine ○ Fontana, WI ● Gage Marine ○ William’s Bay, WI Regional: ● Wai Nani Surf & Paddle ○ Minnetonka, MN ● PaddleBoard Specialists ○ Westport, WI ● Windward Boardshop ○ Chicago, IL
  57. 57. Top Competitors Local: ● ClearWater Outdoors ● Gordy’s Lakefront Marine Regional: ● Windward Boardshop ● PaddleBoard Specialists Gordy’s Lakefront Marine ClearWater Outdoors
  58. 58. GORDY’S LAKEFRONT MARINE FONTANA, WI ● Positioned as a high-class, high-quality brand ● Positioned as a community asset ● Boat Club & non-exclusive social events appeal to various types of consumers 3,824 likes 464 followers High quality, for everyone
  59. 59. COMMUNITY INVOLVEMENT GORDY’S LAKEFRONT MARINE ● Motto & focus based on high-quality customer service ● Boat House Restaurant and Bar ● Give back to the community via volunteering, fundraising and donations ● Weekly and monthly social events to engage various community members Source/s: gordysboats.com
  60. 60. CLEARWATER OUTDOOR Lake Geneva, Delafield &WILLIAMS BAY, WI ● Positioned as a community asset/resource ● E-commerce & online presence give CWO a competitive advantage ● CWO is putting the tribe concept to work 3,824 likes 464 followers High quality e-commerce and national distribuition
  61. 61. Community Asset ClearWater Outdoor • • CWO GIVES BACK TO THE COMMUNITY SPONSORING AND HOSTING COMMUNITY EVENTS o 9TH ANNUAL TURKEY • TROT PROVIDE COMMUNITY RESOURCES ONLINE o CWO WEBSITE CONTAINS INFORMATION ON LOCAL CAMPING SITES, TRAILS AND PLACES TO • MOUNTAIN BIKE AND PADDLE BOARD ADVENTURE CLUB
  62. 62. Adventure Club Clearwater Outdoor
  63. 63. CWO Online ClearWater Outdoor ● APPEALING AND INTUITIVE WEBSITE ● BLOG ● E-COMMERCE ● ACTIVE ON SOCIAL MEDIA; POSITIVE CONSUMER FEEDBACK 2,309 likes 413 followers
  64. 64. Analylics by TOPSY Comparing Tweets per day statistics form Fontana, Gordy’s, and Clearwater
  65. 65. PADDLEBOARD SPECIALISTS WESTPORT, WI ● Positioned as competitive, professional ● Focus on sales online ● Nationally recognized name 2,525 likes 1,614 followers
  66. 66. COMPETITIVE & PROFESSIONAL PADDLEBOARD SPECIALISTS ● Messaging is focused on competitions and professional paddleboarding events ● Hosts the Annual Midwest Paddle Fest (2012, 2013) ● Events include clinics, opportunities to Paddle with Pros ● Their name and brand is associated with success in the sport ● Has a professional paddleboard team
  67. 67. ONLINE SALES FOCUS PADDLEBOARD SPECIALISTS ● Extensive e-commerce ○ SUPs, accessories, swimwear, etc. ○ New online outlet ○ Weekly rentals offered online
  68. 68. NATIONALLY RECOGNIZED PADDLEBOARD SPECIALISTS ● Known through competitive circuits and national paddleboard events ● High SEO & Google ranking for paddleboard related searches ○ Shown when searching for paddleboard Photo from Paddleboard Specialists’ Facebook page. Photo from Paddleboard Worlds in Chicago.
  69. 69. Windward Boardshop Chicago, IL ● Old business with a new face ● Hub of social activity ● Strong online presence ● Non-seasonal business 7,761 likes 247 followers
  70. 70. REDEFINING “BOARDSHOP” WINDWARD BOARDSHOP ● Purchased from previous owners, rebranded ○ Young, hip vibe ● Renewed focus on customer service ● Social Center ○ Groups and teams that meet regularly ○ Events ■ SUP gatherings ● women ■ Sales Parties ○ Just for kicks ● Make non-seasonal sales all year round
  71. 71. CREATING COMMUNITY ONLINE WINDWARD BOARDSHOP ● WINDWARDBOARDSHOPS.COM ○ BLOG ■ HOW-TO ■ TIPS ■ EVENTS ○ E-COMMERCE ■ WAY BEYOND BOARDS ■ NATIONAL DISTRIBUTION ■ FREE SHIPPING ● SOCIAL MEDIA ○ FACEBOOK ○ TWITTER ○ YOUTUBE 7,761 likes 247 followers
  72. 72. SWOT Report Promotion of the “Tribe”
  73. 73. SWOT Analysis Strengths ● No Direct Substitutes for the tribe Knowledgeable staff Existing event opportunities Local Presence ● ● ● Opportunities ● ● ● Access to Geneva National Community The Tribe 365 Consumers are Role Models Weaknesses ● ● ● Seasonal Population Social media engagement Promotion of the Tribe Threats ● ● E-Commerce Established area recreational groups
  74. 74. Key Issues & Opportunities
  75. 75. ISSUES AND OPPORTUNITIES: BRAND ● This is the first SUP fitness group in the area. ○ There is little direct competition to the tribe ○ There is little understanding of what the tribe is ● We have to focus on education, branding, and then promotion. ○ Skipping education or branding and going straight to promotion of the Halau Tribe will result in an incomplete marking initiative.
  76. 76. ISSUES AND OPPORTUNITIES CATEGORY: OUTDOOR RECREATION ● Snow sports are a large segment in the outdoor recreation industry (Mintel) ○ Account for 50% of equipment revenue ○ Highest participation rate of all sports for ages 6+ ● We should consider including snow sports and activities as an aspect of FPC during the offseason ○ Not including snow sports could result in potential Tribe members migrating to competitor clubs who do offer these activities
  77. 77. CONSUMER ● The Feminine and SUP ○ Are key decision makers in sports apparel and product retail ○ 2010 WSJ Report: 50%+ of SUP purchases were made by women ○ Strong promotional foundation in place for reaching out to this demographic - Let’s build off of it! ● Empty Nesters and their Spare Time (and Change!) ○ Fontana as a major hotbed for Older Adults ● The Spaces We Don’t Think Of ○ Dentist/Cello Lessons/Ballet Waiting rooms, Cafe signage boards,
  78. 78. COMPETITION ● ClearWater Outdoor has an established group recreation club (Adventure Club) ○ Teamed up with larger group (American Canoe Association) ○ More off-season recreational opportunities ● We should focus on promoting the Tribe and obtaining members who can be influencers/opinion leaders. ○ Not promoting could result in potential Tribe members gravitating towards opportunities offered by well-known competitor recreational clubs
  79. 79. PRODUCT: THE “TRIBE” ● Primary Research Needed ● Is the Tribe willing to connect with other fitness groups? ○ Competitor recreational groups have partnered with larger organizations ● Clarity on the Infrastructure of the Tribe ○ What resources can we leverage in our messaging?
  80. 80. “What Don’t We Know”
  81. 81. CONSUMER: “WHAT DON’T WE KNOW? ● The Tribe Demographic Composition ● Spending Power of Non-Seasonal Households ○ Only 13.8% Population Doesn’t Own Property ● The Culture of the Empty Waterfront Nests ○ Open-Minded vs. Conservative ○ Adventurous/Bold vs. Safe ○ Hippies vs. Straight-Laces
  82. 82. CATEGORY: “WHAT DON’T WE KNOW? ● What are the specific trends of SUP in the Midwest? ● Most market research polls coastal regions ● If we know the trends in the Midwest, we can apply these more specifically to FPC ● Knowing how paddle boarder demographics and psychographics in Midwest differ from coastal regions can help us strategize how to target the Midwestern market
  83. 83. BRAND: “WHAT DON’T WE KNOW?” ● Halau Tribe demographic composition ● Scope of the Tribe ● What is the brand personality of the Halau Tribe? ○ Have a consistent theme among marketing efforts ○ Channel the voice of the tribe in social media posts ○ Create promotional materials that reflect the voice of the Tribe
  84. 84. COMPETITION: “WHAT DON’T WE KNOW? ● Who are their target markets? Top consumers? Recreational group members? ● Are our target markets the same? ● If the target markets and group members are different, may be less of a competitor
  85. 85. Appendix
  86. 86. PRODUCT LINE REVIEW Tribe Package • • • • • Halau Tribe t-shirt Halau Tribe pendant necklace 10-20% discount on regular priced items 30% discount on paddlesport rentals Free Access to tribe member events Paddle Equipment ● SUP boards ● SUP paddles ● Kayaks ● Kayak Paddles ● Indo Boards ● Rowing Skiffs The Tribe comes with great benefits for members
  87. 87. BOAT CLUB GORDY’S LAKEFRONT MARINE ● Boat Club ○ One time fee: $995 ○ Annual fee: $3,540 over 12 mo. payments ○ “unlimited usage of 21 ft. Cobalt, unlimited member guests, boat driving & safety instructions, insurance/maintenance/cleaning/storage, access to wakeboards, tubes, ropes and life vests, fast check-in/out” (website) ○ Targeted towards families - “Family fun-tastic,” “Boomers and Consumers” Source/s: gordysboats.com, MOSAIC USA B09 and L41
  88. 88. Adventure Club ClearWater Outdoor ● PARTNERED WITH AMERICAN CANOE ASSOCIATION ● MEMBERSHIP ○ YEARLY MEMBERSHIPS: ADULT - $40, FAMILY - $70 ○ WEEKLY EVENTS THROUGHOUT THE SUMMER ○ OFF-SEASON EVENTS ● Member benefits ○ Discounted rentals during activities ($10/event) ○ 10% off anything in-store not on sale or kayak ○ 50% off CWO Midweek Boat Rentals ○ “fun!” ● Group SUP activities ● Partner with Body Logic to offer $10 yoga classes every Tuesday and Thursday Source/s: clearwateroutdoor.com
  89. 89. Sources Action and extreme Sports - US. (2011). Mintel. Retrieved from http://academic.mintel.com.ezproxy.library.wisc.edu/display/570755/ A special report on paddlesports. (2009). Outdoor Association Industry & Outdoor Foundation. Retrieved from http://www.outdoorfoundation.org/pdf/ResearchPaddlesports.pdf Author unavailable. (2012, April 20). Boardsports market $19.6 billion in five years. Surfers Village. Retrieved from http://www.surfersvillage.com/surfing-news/56025#.UlOSFWSgkfr Barrovick, Harriet. (2012, August 28). SUP grows up: stand up paddling hits uncharted waters. TIME. Retrieved from http://nation.time.com/2012/08/28/sup-grows-up-stand-up-paddling-hits-uncharted-waters/ Cullen, Jack. (2013, July 13). Midwest standup paddle festival highlights growing popularity of sport here. Wisconsin State Journal. Retrieved from http://host.madison.com/news/local/midwest-standup-paddle-festival-highlights-growing-popularity-of-sport-here/article_0e55bf7a-4c06-5d2b-9f646545c8f6f4c7.html Gordy's Lakefront Marine - Fontana, WI & Fox Lake, IL. (n.d.). Gordy's Lakefront Marine - Fontana, WI & Fox Lake, IL. Retrieved October 8, 2013, from http://gordysboats.com Helliker, Kevin. (2010, July 20). Surf’s up: the rise of stand-up paddleboards. The Wall Street Journal. Retrieved from http://online.wsj.com/article/SB10001424052748703720504575377023651849234.html Standup paddling survey. (2011). SUP Magazine. Retrieved from http://c.ymcdn.com/sites/www.americancanoe.org/resource/resmgr/sppdocuments/sup_demo_survey.pdf
  90. 90. Sources The outdoor recreation economy. (2012). Outdoor Association Industry. Retrieved from http://www.outdoorindustry.org/pdf/OIA_OutdoorRecEconomyReport2012.pdf Wallack, Roy. (2012, July 28). A rising tide for stand-up paddleboarding. Los Angeles Times. Retrieved from http://articles.latimes.com/2012/jul/28/health/la-he-paddleboard-popular-20120728 Outdoor Clothing, Equipment, Gear for all your Adventures. . (n.d.). Outdoor Clothing, Equipment, Gear for all your Adventures. . Retrieved October 8, 2013, from http://www.clearwateroutdoor.com/ Fontana Paddle Company Facebook Pagehttps://www.facebook.com/fontanapaddleco Fontana Paddle Company Twitter https://twitter.com/FontanaPaddleCo Halau Tribe Facebook Page https://www.facebook.com/pages/Halau-Tribe/426870064070326 Halau Tribe Twitter https://twitter.com/HalauTribe
  91. 91. Target Consumer RecommendationQualitative&Quantitative Research Findings and Key Insights wave Presented by wave November 19, 2013
  92. 92. Executive Summary ● Our team conducted research to understand: ○ The Lake Geneva community and people of Fontana ○ Perceptions and Participants of SUP in the Midwest ○ What consumers think of the “Tribe” ● Based on this research, we: ○ Recommend Social Empty Nesters who own property in the Lake Geneva area as your SVC. ■ Interested in social community, as well as exercise ■ Have free time to be an active member ○ Have identified key insights about our consumer ■ Available income, likely to spend on leisure activities ■ Seeking social opportunities ■ Concerned with living healthy lifestyles
  93. 93. Research Plan Overview Primary Research: ● Ethnographies ○ Fontana residents (year round and summer homes) ○ Social exercisers - women and men 35 to 70 ○ The current Fontana Paddle Co. consumers ● Interviews ○ Lake Geneva property owners ages 37-52 who have never done SUP ○ Frequent SUP’ers ages 22-27, ClearWater and Paddle Board Specialist employees, group exercise participant ● Survey ○ Distributed to FPC email list and UW Graduate Students. Examined SUP conceptions and elements of fitness and social engagement. ● Focus groups ○ Young women paddleboarders, Young women who have not paddleboarded
  94. 94. SVC & Key Influencer Recommendation
  95. 95. Executive Summary Recommended SVC: Social Empty Nesters 45-65 year old, professionally established males and females with children who no longer live at home. This group has a minimum household income of $85,000 and own property around/near Lake Geneva. This group exercises at least twice a week, engaged in four or more social activities in the past year, and enjoys water activities (boating, kayaking, beach-time, swimming, etc). 1 ● “I’m looking to get involved with something out of the ordinary that promotes physical activity and communality among members.”2 ● “My wife and I escaped from the city about 25 years ago. . . the pace out here is just a lot more relaxed.”3
  96. 96. Social Empty Nesters Key Behaviors1 ● Golfing, Tennis ● Regularly attend social events ● 81% of locals exercise at least 2-3 times a week1 Key Attitudes ● ● ● ● ● Prefer structured social activities1 They consider themselves healthy eaters2 Enjoy meeting new people1, 3 Feel they are responsible for planning group activities3 More willing to try new things when with others3 Demographic Locators ● Married, with children older than 16 ● Average household income of $85,000+4 5 ● Between the ages of 45 and 65
  97. 97. Social Empty Nesters: Rationale Disposable Money and Available Time ● “At this point in my life, cost wouldn’t be a deterrent” -Donn Droste ● Survey results show cost as minor/irrelevant barrier to entry ● “I consider myself an active member [in Geneva National]. It’s important to me to feel like I belong and contribute to a group of people who all know my name.” -Kristin Martens
  98. 98. SecondarySVC: Moms in Motion 34-45 year old women who have regularly attended organized group exercise classes in the past year and whose oldest child is at least 12 years of age. These women have a minimum household income of $85,000 and own property in the Lake Geneva area. They look for the newest, “hippest” form of exercise and will be interested in paddleboarding for the trendiness of it. ● ● ● ● Attracted to the workout aspect of SUP SUP is an alternative from usual routine Enjoy working out at local YMCA1 Busy Moms looking for “me-time”1
  99. 99. Moms in Motion Key Behaviors ● Exercise 3-4 times per week1 ● Participate in a wide array of exercise and leisure activities including aerobics, yoga, softball, swimming and more1 ● Enjoy exercising at home and at local YMCA1 Key Attitudes ● Feel tense, high-strung1 ● Don’t take care of themselves as well as they would like to because of busy schedule1 Demographic Locators ● ● ● Women with one or more children; one is at least 12 years old Between the ages of 34-45 Minimum househould income of $85,000
  100. 100. Key Influencer: Fitness Forward Young Women • • • • • 16-23 years old1 Exercise at least three times a week1 Influenced by the latest fitness trends of celebrities1 Influence peers and parents1 Family owns property in Lake Geneva area Kim Kardashian featured in US Magazine
  101. 101. Pinterest “Paddleboarding” Boards
  102. 102. Key Research Findings
  103. 103. “Tribe” is associated with native people Word associations collected from focus groups: ● Indians, Native Americans, huts, fires1 ● Pocahontas, Teepees, Africans2 Native people are concerned with cultural appropriation ● “I find it offensive that you would create a group and name it in connection with an actual group of people.”3 “Tribe” merchandise is associated with Natives, not paddleboarding ● “That looks like ancient history. And paddleboarding seems newer.”4 ● “One is an Indian tribe and one is paddleboarding. How do the two mix?”4 Key Implication: “Halau Tribe” is an inappropriate name for the Fontana paddle group.
  104. 104. Participants bring friends and family to try it People are more likely to join a fitness group if they know someone who participates in the group as well ● Participants are brought into the group by a current group member1 ● Established SUPers usually attend in pairs (or multiples)2 ● More willing to try new groups with friends3 ● More likely to try SUP if children are interested4 ● People are more likely to attend an event they are invited to on social media by a friend than a company5 Key Implication: Social connections inspire a willingness to try new things.
  105. 105. Lake Geneva is an Escape from the City Fontana runs at a more laid back pace ● “It’s a lot more laid back, relaxed out here.”1 ○ Less traffic in the morning/ Less stress during the day ● “I constantly feel like I’m on vacation here” - Mary Bill2 Many locals moved to Fontana/Lake Geneva from the city ● “We’re a little more sane than our counterparts - brothers and sisters-in-law - who still live back in the cities.”3 ● Vacations, holidays, prom parties . . . Key Implication: In general, Fontana residents enjoy feeling closer to nature.
  106. 106. Come for the fitness, stay for the friendships The drive to return is in the power of the group. ● Community and strong bond between group participants1 ● Continues to attend because members notice absence1 ● Seeing others encourages people to push themselves2 ● Participants notice absences of members3 ● Group activity becomes a tradition4 Key Implication: Relationships established within the group will keep members engaged.
  107. 107. Consumer, Category and Brand Insights
  108. 108. Consumer Insight: Social Empty Nesters My kids’ schedules are no longer my main priority. Insight Rationale: ● Willing to spend money on entertainment for themselves1 ● Children have grown up and have more time to spend with friends and/or spouse ● Seeking leisurely enjoyment and new social experiences ● Believe it is important to lead a healthy lifestyle ● Enjoying life outside the city 4
  109. 109. Category Insight: Paddle Boarding Paddleboarding is a fun, trendy way to relax and exercise at the same time. Insight Rationale: ● Fun fitness activity and able to socialize with others with similar interests.1 ● New way to get close to the water 12 ● Something that “I have always wanted to try.”3 ● It’s a cool and stylish way to workout4 ● Can provide different SUP experiences (group workout, individual paddle, lake exploration, etc.)5
  110. 110. Brand Insight:“The Tribe” When I hear the word “tribe” I think of Native Americans, not a fitness group. Insight Rationale: ● Associate “tribe” with Indians, Native Americans, huts, fires,Pocahontas, Teepees, Africans1 2 ● “Tribe” merchandise is associated with Natives, not paddleboarding1 ● The store images do not reflect the idea of “The Tribe”1
  111. 111. Thank you! ANY QUESTIONS? wave
  112. 112. Appendix
  113. 113. Moms in Motion Additional Behaviors and Interests: ■ Hobbies include: baking & cooking for fun, card & board games, visiting the zoo & aquariums, Bingo, going to the lake/beach (Simmons) ■ Enjoy wine coolers

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