This document proposes a marketing strategy for Island Nautical Enterprises to increase awareness in the Tampa Bay area. It recommends celebrating the company's 75th anniversary with an event inviting local businesses. It also suggests supporting local boating events to engage potential new customers and thank existing ones. Uniforms are proposed to promote brand recognition among employees. The strategy aims to expand the customer base and increase online and younger customer segments by strengthening the company's position in the market.

1. Increasing
Island Nautical
Enterprises
Awareness in
the Tampa Bay
Area
Intended use for: Owner of the Company, Store Manager, Systems Administrator

2. Company’s 75th
Anniversary
Celebration
Support Local Events
• local races
• meet and greets
Employee Uniforms
Proposed Plan

3. Overview
Proposing a marketing strategy to connect
customers in the Tampa Bay area with a
local marine store.

4. • A local marine business that specializes in a variety of
marine needs.
• The Doyle Gulf Coast Sail Loft at Island Nautical is the
largest loft in the Southeast.
• The local boaters are unaware of the companies
existence.
• Competing with bigger companies that are nationally
known.
• Past owners have turned away customers.
• 1 out of 3 customers are new to the business
Making Your Boating Experience Better

5. Benefits to the company
Expanding customer basis
Increasing online business
Younger customers
Store plan
Increasing store traffic
Risks to the company
Current set up is not ready for infex of customers
Spending money on events that show no financial
benefit
Ostrichistizing past customers

6. St Petersburg’s
population is 249,704
people
Total annual visitors
are 5,435,00 people
An average of 361 days
of sunny weather each
year
588 miles of coastline
1164 Commercial
vessels registered in
Pinellas County
56,695 Boats overall
23% of the St.
Petersburg residents
owns a boat
Customer Analysis

7. Company’s 75th
Anniversary
Celebration
Support Local Events
• local races
• meet and greets
Employee Uniforms

8. To reinforce the company’s strong position in the
marketplace
Stability generates loyalty
Refresh the
company with the
new ownership
Acknowledging
customers
Show off the new
mural on the building
Generate more
awareness
75th Anniversary

9. Company’s 75th
Anniversary
Celebration
Support Local Events
• local races
• meet and greets
Employee Uniforms

10. Employee Uniforms
They make it easy to see
who’s an employee.
FREE ADVERTISING
They reflect
the Island
Nautical brand
They instill
pride in
employees.
They inspire
customer
confidence.
They create a
professional
environment.

11. Company’s 75th
Anniversary
Celebration
Support Local Events
• local races
• meet and greets
Employee Uniforms

12. Supporting Local Events
Thanking current customers for their
continuous support
Providing the food at a local fun
race at a community boating facility
Engaging with
potential new
customers
Helping local
boaters
Great
advertising
Non-profit write off

13. Having a big 75th anniversary celebration of
Island Nautical.
• Invite all the local businesses to join.
• Have a dedication to the family that started “it all”
• Run a company promotion
• Advertise the 75th on every email to alert current
customers of the achievement
• Make invitations to give out to potential new
customers
• Promote though the website
My recommendation:

14. References/ Data
Local meet and greet
St Pete Paddlers
http://www.meetup.com/St-Pete-Paddlers/
Local marina Listings
Customer Population in Pinellas
County
http://www.pinellascounty.org/facts.htm
1164 commercial vessels registered in Pinellas County; 56,695 boats overall
Boat Statistics
46,969 Registered in St Pete IN 2013
http://www.stpete.org/marina/boating_and_marine_links.asp