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Understanding New Life Jacket Labels - Video PSA

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Presenter: Jim Emmons, Water Sports Foundation

Published in: Education
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Understanding New Life Jacket Labels - Video PSA

  1. 1. BOATING SAFETY April 2019
  2. 2. 2018-2019 BOATING SAFETY CAMPAIGN
  3. 3. 4,300,438 BOATING SAFETY PAGE VIEWS 1,938,502 BOATING SAFETY UNIQUE VISITORS 427,480,802 WEB BANNER IMPRESSIONS 4 MINS AVG. TIME SPENT ON SITE 57,503,839 TOAL EDITORIAL ENEWSLETTER INCLUSIONS DELIVERED 17,610,160 TOTAL CUSTOM EMAILS DELIVERED 21.44% CUSTOM EMAIL OPEN RATE 21,292,000 TOTAL PRINT IMPRESSIONS 208 PRINT PAGES 24 BONUS PRINT PAGES 8,171,585 TOTAL SOCIAL MEDIA IMPRESSIONS 28,270 SOCIAL MEDIA ENGAGEMENTS TOTAL CAMPAIGN IMPRESSIONS: JANUARY 2012 - APRIL 2019 CAMPAIGN SUMMARY 150,012 LINK CLICKS 536,358,824
  4. 4. BoatingSafetyMag.com features custom videos, photos, articles, and a monthly quiz. It is accessible from nine Bonnier marine websites and, in 2017, received increased SEO optimization as a standalone website. FEATURES: • Over 120 safety videos and 200+ articles • Accessibility from all mobile devices • Updated design • Quiz module 34.7% of traffic referred to the site was from social networks through promotion of the boating safety content. Timeframe: July 2018 – April 2019 HIGHLIGHTS SAFETY WEBSITE
  5. 5. Webisodes and videos, depicting various safety situations, are featured on the Boating Safety website. Over 680 hours of Boating Safety video content has been watched. Timeframe: July 2018 – April 2019 2019 VIDEO EDITS How to Choose A Charter Help Prevent Prop Strikes 85% of all internet users in the United States watched online video content monthly on any of their devices. Source: Statista, 2018 VIDEO HIGHLIGHTS
  6. 6. The Boating Safety message reaches boating, fishing, sailing and watersports enthusiasts throughout the year across Bonnier’s social media networks. Facebook ads promoting Boating Safety content, directed over 85,000 visitors to the Boating Safety website this year. Timeframe: July 2018 – April 2019 HIGHLIGHTS SOCIAL
  7. 7. The Boating Safety message is delivered directly to enthusiasts’ inboxes every month driving traffic directly to the Boating Safety website. This includes: Email drives more than 20% of the traffic to the Boating Safety website. HIGHLIGHTS EMAILS • Safety content within editorial enewsletters. • Video and quiz promotion in dedicated emails. Active email accounts are expected to hit 5.6 billion in 2019. Source: HubSpot, 2018
  8. 8. High-impact and traditional display ads reach Bonnier’s online audience and drive traffic to the Boating Safety website. Display ads consistently provide the greatest number of impressions. HIGHLIGHTS DISPLAY ADS
  9. 9. HIGHLIGHTS When applicable, ads are paired with user generated lessons learned to enhance the message. A consistent print campaign reaches active subscribers, the influencers of the larger market, with the Boating Safety message. PRINT IBWSS 2019 First Place Print Media!
  10. 10. BOATING, WAKEBOARDING and SPORT FISHING audiences and experts provided their stories of lessons learned on the water for the regular columns “I Learned About Boating from This”, “True Stories”, and “Better Boating”. Safety columns are promoted to boaters through email and social channels throughout the year. HIGHLIGHTS I LEARNED ABOUT BOATING FROM THIS 56% of customers find print marketing to be the most trustworthy type of marketing. Source: Alliance Business Services
  11. 11. LIFETIME CROSS-POLLINATION IMPRESSIONS Cross-pollination partners are promoted across the Bonnier marine network to boating enthusiasts. 20,905,995 CROSS-POLLINATION
  12. 12. 2019 BOATING SAFETY SURVEY RESULTS
  13. 13. 2.41% 12.85% 12.10% 5.16% 3.71% Respondents who say passengers under age 13 wear a life jacket on there boat all or most of the time. Respondents who say that, when boating, they wear a life jacket at all times on their boat. Respondents who say that the other adult passengers wear a life jacket at all times on their boat. Respondents who think that it is socially acceptable to wear life jackets while boating. (2015 vs 2019) Respondents who say skiers, wakeboarders, tubers wear a life jacket all the time while being pulled by their boat. Change in Life Jacket Use: 2011 to 2019 BOATING SAFETY SURVEY SOURCE 2019 Boating Safety Survey. Comparison between 2011 and 2019 responses. Equivalent boaters is calculated based on a total of 87.8 million boaters in the United States. = 1,580,400 more boaters = 2,370,600 more boaters = 1,317,000 more boaters = 2,019,400 more boaters = 1,843,800 more boaters
  14. 14. 9.68% 24.39% 35.94% 15.12% 9.26% 11.44% Purchased a life jacket (after viewing, 2015 vs 2019) Stopped or reduced my consumption of alcohol while boating (after viewing, 2015 vs 2019) Liked the US Coast Guard on Facebook (while viewing, 2011 vs 2019) Looked into taking a safe boating course (after viewing, 2015 vs 2019) Reviewed the boating safety resources (while viewing, 2011 vs 2019) Respondents who say they have visited the U.S. Coast Guard Boating Safety Resource Center website Change in Action While / After Viewing Boating Safety Page BOATING SAFETY SURVEY SOURCE = 4,126,600 more boaters = 2,195,000 more boaters = 1,141,400 more boaters = 2,019,400 more boaters = 263,400 more boaters 2019 Boating Safety Survey. Comparison between 2011 and 2019 responses. Equivalent boaters is calculated based on a total of 87.8 million boaters in the United States. = 878,000 more boaters
  15. 15. 4.51% 8.56% 2.36% Respondents who check a marine weather forecast every time they go out on the boat Respondents who say they have had a free vessel safety check performed by either the USCG Auxiliary or US Power Squadrons. Respondents who say they perform a boat safety inspection every time they get on their boat. Change in Safety Preparations: 2011 to 2019 BOATING SAFETY SURVEY SOURCE = 878,000 more boaters = 4,126,600 more boaters = 3,160,800 more boaters 2019 Boating Safety Survey. Comparison between 2011 and 2019 responses. Equivalent boaters is calculated based on a total of 87.8 million boaters in the United States.
  16. 16. 3.51% 8.71% Respondents who believe that driving a boat under the influence of alcohol should impact your automobile driving rights. Respondents who set limits or have rules about drinking aboard their boat? Change in Alcohol Use: 2011 to 2019 BOATING SAFETY SURVEY SOURCE = 4,916,800 more boaters = 1,843,800 more boaters 2019 Boating Safety Survey. Comparison between 2011 and 2019 responses. Equivalent boaters is calculated based on a total of 87.8 million boaters in the United States.
  17. 17. THANK YOU

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