Regional publicationsv2
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The document describes Summer Sailstice, an annual global sailing celebration held on the weekend closest to the summer solstice each year. It was launched in 2001 and has seen consistent growth over 13 years, with participation from sailors in over 40 countries and all 50 US states. The document provides information on how sailing organizations, clubs, and businesses can partner with and leverage Summer Sailstice to promote sailing, attract new sailors, increase loyalty, and generate publicity through hosting local events and encouraging participation in the worldwide celebration. Specific strategies are outlined for participation and partnership.
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Regional publicationsv2
- 1. SUMMERSAILSTICE: June 21-22 2014 A Tool to Grow Your Business and Sailing BRAND X LOGO “Sail locally. Celebrate globally.”
- 3. How successful can advertising be in a declining market? “Sail locally. Celebrate globally.”
- 4. Jimmy Spithill – never give up! Only all of us together can do it. “Sail locally. Celebrate globally.”
- 5. The difference between growing tennis and sailing. Tennis: “Sail locally. Celebrate globally.”
- 7. How do you create a tradition? Thanksgiving – 400 years “Sail locally. Celebrate globally.”
- 8. How do you create a tradition? Christmas – 2000 Years “Sail locally. Celebrate globally.”
- 9. How do you create a tradition? Celebrating Sailing - 14 years “Sail locally. Celebrate globally.”
- 10. Uniting behind a brand: A global partnership of competing banks “Sail locally. Celebrate globally.”
- 11. About Summer Sailstice… The global sailing celebration held annually on the weekend closest to the summer solstice. Launched in June 2001 with consistent growth over 13 years. Summer Sailstice encompasses a worldwide community of sailors from racers to cruisers, locally and worldwide. All 50 states, 40+ countries, 4900 boats 30,000 sailors (on e-list) 100,000 site visits
- 12. So What and How Do I Use Summer Sailstice? “Sail locally. Celebrate globally.”
- 13. You Are Macy’s! (Or McDonalds) “Sail locally. Celebrate globally.”
- 14. Sample Summer Sailstice Events Mark Twain Sailing Club, Missouri Clipper Cove, San Francisco Bay Branched Oak YC, Nebraska Shanghai B & YC Shanghai, China Torresen Marine, Muskegon, MI Deep Creek YC, Long Island, NY Spring Point YC, Virginia Lake Delta YC, Rome NY
- 15. So What, Specifically, Should I do? Sell Sailstice ads in your June issue Run a Summer Sailstice story Create a Summer Sailstice event on the website Offer a Summer Sailstice prize (readers or advertisers) Encourage Participation from: Dealers Community Sailing Yacht Clubs Class Associations Organize – local sailing community Send press release to non-sailing media Use the tools on the Summer Sailstice Site Only all of us together can do it. “Sail locally. Celebrate globally.”
- 16. Post an event on the Summer Sailstice Site “Sail locally. Celebrate globally.”
- 17. Offer a Prize To Summer Sailstice Participants “Sail locally. Celebrate globally.”
- 18. Use The Summer Sailstice Tools to Create An Event: “Sail locally. Celebrate globally.”
- 19. Order Materials “Sail locally. Celebrate globally.”
- 20. Sailing Network Support • Tagging of ads • Event tie-ins • Press mentions • E-letter mentions • Social media mentions • In kind donations of prizes
- 22. 2014 Sailing Objectives Increase market size / sales Attract new prospects and customers Increase customer loyalty & retention Create barriers to competition (other sports Enhance image as xxxx Generate publicity What else?
- 23. Summer Sailstice: An Opportunity for Sailing! The Challenge: Increase sales Attract new prospects and customers Increase customer loyalty & retention Create barriers to competition Enhance image as xxxx Generate publicity The Solution: Summer Sailstice invites all sailors to participate and engage, fun and free! Summersailstice.com is an established & growing community Invites participation and promotes multiple niches from outreach, to education…to racing Global event with local participation
- 24. Where will growth come from? - Johnny Heineken - Small boats - Snow boards/skiis - Young employees - Cool Only all of us together can do it. “Sail locally. Celebrate globally.”
- 25. Goal of Summer Sailstice: Showcase Diversity of Sailing
- 26. Sailing Takes Time and Money People need to want to sail. (Come on aboard – it’s fun!)
- 27. Working together we have leverage!
- 28. Summer Sailstice and You : GOAL: Unite your diverse readership to get the “whole world” sailing on the summer solstice – June 21 & 22, 2014.
- 29. Benefits of Partnering Increase awareness by tapping into Summer Sailstice’s global community of sailors Generate excitement around an annual event (offline - on the weekend of SummerSailstice, online - year round) which deepens your customer relationships Enhanced brand equity and image (support of global sailing community and industry) Publicity: Become newsworthy via participation in a worldwide event
- 30. Partnership Proposal Summer Sailstice will: Promote partnership Slideshow placement on homepage (1 of 6 slides) Summersailstice.com Brand X page (xxx unique visitors/year) E-Letter placement (30,000 elist) Event poster (logo); xxx printed Social media mentions (3) Brand X Invest $5,000 Promote event and partnership Host Summer Sailstice events Promote signups to Summer Sailstice and cobranded joint promotion (sweepstakes) Brand X Logo on SummerSailstice merchandise Showcase Brand X events Showcase Brand X customer stories, photos Brand X logo E-letter inclusion On website (note suggested placement location) Tag advertising Social media mentions
- 31. What’s Next? Just Do It!
- 32. [If not presenting, would elim this slide] AGENDA - About Summer Sailstice - Today’s Challenges for Sailing - Leveraging Summer Sailstice for growth - Investing in a Summer Sailstice partnership - Next Steps
- 33. Imagine How People Sail Idyllic
- 34. Summer Sailstice Can’t Grow Sailing by itself – neither can Harken, North Sails, The Moorings or Beneteau. Only all of us together can do it. “Sail locally. Celebrate globally.”
- 35. How do these companies work together? - North / Quantum - Beneteau / Catalina - Moorings / TMM - Raymarine / NKE - Laser Performance / RS Sailing Only all of “Sail together can do it. us locally. Celebrate globally.”
- 36. SummerSailstice.com : A Growing Community Put a graph in showing e-list growth over time, number of prizes
Editor's Notes
- Since 1997:Fishing down 32%Hunting Down 43%Camping Down 12%June is great outdoor month.
- It’s hard to grow a business in a declining or stagnant market.A growing market provides: - natural growth- Better advertising results
- Not growing – base is not growing for yacht clubs, one-design classes etc. By extension – US Sailing - demographic are not growing - connect w/people cost effectively - hard to reach in a cost effective way/hard to demonstrate in a realistic way. - I’m an aggregator – one event, all niches – any sponsorship is of all of sailing. Equipment intensive - often think promoting sailboats is promoting sailing. US Sailing’s challenges?Sailstice provides one sponsorship to reach all sailing disciplinesparticipation flat or declining despite growing population- sailing extremely diverse – kiteboards to tall ships. - very equipment intensive – bluewater cruising to foiling moths- people think promoting sailboats or racing is promoting sailing- we’re all passionate about our sailing niche but how do we promote all of sailing?- time: we can’t help people organize their lives we can only help increase their desire to sail.
- SS and US Sailing – similar goal of uniting all sailorsWe’re both about the same thing – we focus on the fun not the equipment.Spinnaker Sailing website: We believe that sailing is about having fun. It's about spending time with your friends and family doing what you love. RondarRaceBoats USA has created some unique boats designed with all of your needs in mind. Whether you love the challenge of a race, or a leisurely afternoon cruise, our boats will help you maximize your fun without compromising your wallet. Come aboard and see how this quality line of boats can show you a whole new way to sail.
- America’s Cup compare to World CupCreate - you are Macy’s, have your parade!MacGregor 26. Melges 24 Summer Sailstice regattaCan’t fix everyone’s personal issues – time and money. We can attempt to make it easier, less time-consuming, less expensive but in the end we need people who are going to love sailing so much – as much as you and I that they want to spend their time and money doing it. They need to want to make sailing a priority – we can only make it fun and desirable. Attract people who want to sail around the world, race, relax, charter but make real time and money commitments. – don’t think we can make the money and time commitment that people might squeeze it into life – they need to want to do it w/their friends and familynot about safety or ease of sailing it’s going to have to be really fun.