Boatsetter is a boat rental platform that allows users to rent boats and hire captains. The document analyzes Boatsetter's strengths, weaknesses, opportunities, and threats. It also discusses target audiences, creative concepts, and an execution plan that includes a large-scale event takeover in Lake Tahoe to drive brand awareness. The proposed budget is $10 million to fund advertising, production, and the Lake Tahoe event.

1. Boatsetter
August 12, 2016

2. Overview
Approach
Creative Platform
Setting Sail
Execution

3. OVERVIEW

4. Strengths:
● Ability to hire a captain
● Time flexibility
● Insurance provided
● Boat/price variety
Weaknesses:
● Confined to Florida and some parts
of California and Illinois
● Not enough advertising
● Small overall internet presence
Opportunities:
● Platform where people can rent a
boat anywhere at anytime
● More advertising outside of Florida
Threats:
● Marinas and boating clubs are
reluctant or don’t allow boatsetter
to use their docks
● Getmyboat.com and
boatbound.com have a larger
market and more social activity/
brand awareness
SWOT Analysis

5. Categorical Trends
Boating industry
perceived as older,
private, exclusive,
‘man’s sport’
Shared economy has
begun to provide
access and cost aids to
a more mass market
in boating
Decline in recreational
boating activities due
to the 2008 economic
crisis

6. Exploratory Research
“Captain”
- Experienced
boater or
someone who
has owned a
boat
- Older male
“Millennial”
- Experience with
shared economy
- Willing to try
something
new/first adopter
- Likes adventure
and travel
“Party Planner”
- Affluent female
- Social leader or
organizer
- Trendy

7. Key Findings
Ideal Boating Experience is one that might offer a
unique/personal sense of exploration or discovery:
“Relaxing in nature”
“Having a picnic lunch on a secret beach”
“Sightseeing to a remote beach”
“Island hopping”
“Watching the sunset on the water with friends”
People associate a “boating trip” with a full length cruise,
but liked the option of a more accessible option:
“Having an experience that I would not normally have the opportunity
to do”
“Just taking a day”
“I would rent in a different location (not at home where I currently
already have a boat), but to try something different”

8. Insights to Leverage
Perceived
“cool factor”
Personalized on the
water experience
Opportunity to
redefine the idea of
the “boating trip”

9. APPROACH

10. Positioning: Brand Launch
The Boatsetter brand redefines the traditional “boating
trip,” serving as a platform for personalized on-the-water
discovery that one can experience without the cost and
time constraints of a cruise or conventional rental
service.
Brand Character:inclusive, outgoing, adventurous, gregarious,
energetic, carefree

11. Original Targets
“Captain”
- Experienced
boater or
someone who
has owned a boat
- Older male
“Millennial”
- Experience with
shared economy
- Willing to try
something
new/first adopter
- Adventure and
travel
“Party Planner”
- Affluent female
- Social leader or
organizer
- Trendy

12. Personas
Seasoned Sailor Oceanic Adventurer

13. Boatsetter Persona

14. Persona Audience Build: Oceanic Adventurer (MRI Doublebase 2016)
HHI $76,000-90,000 lives in CA or FL, has boated in the
last 12 months
• Avg. Age: 28
• Single
• White
• Skewed male
• College educated or higher degree
• Home Renters with kids under 18 in house
• 1st Quintile: Online (TV & magazine light)

15. Values & Attitudes
Live to impress Aspiring Leaders Fun Seekers

16. Persona Audience Build: Seasoned Sailor (MRI Doublebase 2016)
HHI $96,000-104,000 lives in CA or FL, owns a boat
• Avg. Age: 46-50
• Male
• White
• married
• College educated or higher degree
• Homeowners with children in home
• Cruise takers (1-4+ in last 3 years)
• 1st Quintile: Online (TV & magazine light)

17. Values & Attitudes
Affluent Appearances Family Oriented

18. Creative Platform

19. Creative Considerations
Experience vs. Product Personalized AdventureBridging the Gap

24. Magazinespread,8x10.8inches

27. Rich media banner, 300 x 600

31. Facebook carousel ad

33. Pre-roll ad, 30 seconds

34. Film Production Budget
Travel:
$15,000.00
Filming and Production:
$400,000.00
Post Production:
$20,000.00
Talent:
$40,000.00
Still Photography:
$175,000.00
Production of Promotional
Videos:
$100,000.00

35. Native Ad Units
• “Boating on a Budget. 10 Places to Set Sail That Won’t Break Your Bank”
• “Boat Trip Packing Guide: 10 Essential Items For Your Day On The Water”
• “Time Flies When You’re In The Sun: 5 Ways To Make Waves This Summer”

36. SETTING SAIL

37. Setting Sail
Boatsetter is taking over Lake Tahoe on July 4th 2017, and beyond. Meaning, we’re
bringing tents, music, merch, and of course, boats, to every available beach in a
partnership with the Olympus Corporation.

39. Additional Action
● Sponsor concert series, events, and festivals in the Tahoe/Truckee area; such as the
Tahoe Shakespeare Festival, Hot August Nights and Truckee Thursdays
● Sponsor the Labor Day Firework Show as the Tahoe Takeover finale

40. Reasoning
● California has approximately 3 million boating households
● Approximately 1 million people visit South Lake Tahoe alone in the summer time
● About 100,000 people attend “Lights on the Lake”
● “Lights on the Lake” has been recognized in leading travel publications: Travel and
Leisure, CNN, USA Today’s “10 Best,” Budget Travel, and NBC’s “Today Show” as
one of the country’s top displays, and best July 4th firework show west of the
Mississippi.

41. Event Budget
• Free concert sponsorships: $25,000
• Events and Festivals: $40,000
• Red White and Tahoe Blue: $100,000
• Free merch and giveaways: $45,000
• Lights on The Lake: $200,000
• Payment of employees: $50,000
• Tents and equipment: $40,000

42. Connections Framework

43. TARGET
Primary target:
California with a
national foundational
layer
GEOGRAPHY
Foundational:
February-August
Impact: March-June
TIMING
Budget: $7M
Foundational: 1.8M
Impact: 5.2 M
BUDGET
Seasoned Sailor:
45-60
Oceanic Adventurer:
18-34
Reaching potential
consumers by interests
Planning Parameters

44. Print Social
Seasoned
Sailor
Oceanic
Adventurer
Digital
Pre-Roll
Search
Boatsetter Recommendation

45. Strategy
IMPACT
FOUNDATIONAL
Partnerships with publishers that will connect
consumers with relevant content across
multiple platforms and devices to generate a
greater awareness with the brand. (Print,
Digital, Social)
Audience targeting through an “Always On”
Layer to drive traffic and connect users with
relevant content. (SEM, GDN, Native, Launch)

46. Print: $1,800,000
• 6-8 insertions overall
• CNT: April
(Experience/Adventure Issue)
• Outside: May (Adventure Issue)
• T+L: June (Summer Getaways
Issue)

48. Digital: $1,500,000
• Native articles
• Rich media on website
• Homepage takeovers
• ROS units

49. Pre-roll: $1,500,000
High impact digital promotion across
Hulu-owned channels
• TV show in the Spring: Modern
Family
• Pre-roll video
• Video ad
• Contextual targeting across
Hulu’s network to extend
efficiency and reach

50. Search: SEM + GDN
● Google reaches over 90% of
global internet users
● Provides robust targeting
toward Boatsetter target
audience
SEM GDN

51. Social
Ongoing Campaign Support $ 400,000
● Facebook and Instagram
Auto-optimization for reach
● Carousel Unit: 4 creative units
● Click-to-website ads
● Brand awareness via video ad
● Canvas ads
Event Support $200,000
● Single image
● Event response ads

52. Media Budget

53. EXECUTION

54. Production Budget
TV Production Budget
Film and produce the spots and promo videos:
$750,000
Event Launch
Tahoe Take Over:
$500,000
Co-op
Partnership with Olympus:
$1,00,000
Print and Digital Production:
$500,000
Contingency:
$250,000

55. Overall Budget: $10 Million

56. Calendar / Schedule

57. THANK YOU

58. QUESTIONS

59. APPENDIX

60. Why Not Twitter Too?
● Promoted ads can be lost in the
shuffle or scrolled past on Instagram
and Twitter
● Facebook reaches the key
combination of our target audiences
in one social media platform
● Higher overall ad engagement on
Facebook versus other social media
platforms
● “Facebook is the lead channel with
posts by individuals sharing their own
boating experiences.”

61. Whether it's showing off their home to others or sharing details about their
impressive lives, they enjoy being the center of attention. They use their naturally
social and outspoken personalities to achieve high social status. Their friends are
the most important thing in their life. They love to shower their loved ones with
gifts. Wealth and having material possessions is vital for it allows them to pay for
higher quality products and acquire designer brands that will impress others. They
consider their style to be trendy and will buy clothes that uphold this image even if
they aren’t the highest quality. They believe that you can tell a lot about a person
by the clothes they wear.
Live to Impress

62. As leaders, they value power and control over other people and resources. Their
work is important to them. They aspire to get ahead in whatever they do. Their
goal is to make it to the top of their profession. Wealth and having material
possessions is very important. Their salary is the primary reason they work.
Usually they are so busy they can’t finish everything they have to do in one day so
they spend most of their weekends working. With that, juggling work and family
demands is very stressful for them. They often are feel like their life is slipping out
of control so they purchase products that will help organize their life. Amidst the
chaos, they ultimately strive to give the impression that their life's under control.
Aspiring Leaders

63. Aside from their busy lives, their philosophy is that life should be as much fun as
possible (125). They value variety in everyday life (158). They seek adventure and
risk (129). Risking taking is exciting (175). They consider themselves to be
sophisticated (164). They are very interested in fine arts (126) and like to learn
about foreign cultures (139).Fun Seekers

64. Wealth and having material possessions is very important to them. (122)
They are typically willing to pay more for high-quality products (125) which are
vital to maintain an utmost attractive appearance (112). They consider themselves
sophisticated (158). They enjoy learning about foreign cultures (121). Adventure
and risk seeking is very important (121). They like to live a life that is impressive to
others (151). They enjoy showing off their home to guests (135).
Affluent
Appearances

65. Spending time with their families is one of their top priorities (115). They prefer to
set a routine for their daily life (120), this includes making sure their family has
time to eat dinner together (112). They purchase products to help organize their
lives life (115) which allows them to give the impression that their lives are under
control (119)
Family Oriented