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Your Boat Club
- 1. HOW LIVING THE BOAT LIFE CAN MAKE FAMILY TIME FUN AGAIN ANNA NELSON
- 3. YOUR BOAT CLUB AN INTRODUCTION ▸ What is this “Your Boat Club?” ▸ Why did I choose this? ▸ Big decisions ▸ What will I show you? ▸ Current Company ▸ Target Market breakdown, exciting Creative Strategy,
- 5. YOUR BOAT CLUB YOUR BOAT CLUB ▸ Minneapolis based boat club catering to those who want to “Live the Boat Life” without the added expense and hassle of boat ownership. ▸ Leading lifestyle company with an affluent market that spans across Minnesota and Wisconsin. ▸ Simple online reservation system makes using membership easy.
- 7. RETIREES ACTIVE WITH TIME AND MONEY TO SPARE
- 8. YOUNG PROFESSIONALS FINANCIAL AND TIME BURDEN OF BOAT OWNERSHIP IS TOO MUCH
- 9. FAMILIES MAY HAVE USED TO OWN, BUT DON’T ANYMORE
- 10. BOATING MARKET INFO ▸ National Marine Manufacturers Association found a 10% increase in MN spending on new powerboats, engines and related boating accessories in 2015. ▸ MN follows only FL, TX, and MI in the recreational boat market with $661.5 million in spending, putting MN residents at owning 7% of all registered boats in the US (809,000 boats). ▸ This may seem high, but numbers are actually down since the Recession. ▸ Boat clubs traditionally were for those with larger vessels, to provide a safe marina for their yacht where they could be docked next to other members with similar boats.
- 11. PEOPLE DON’T NECESSARILY WANT TO GO OUT AND PLUNK DOWN $50-80,000 ON A BOAT. FREEDOM BOAT CLUB OWNER JOHN GIGLIO, ON BOAT OWNERSHIP VERSUS BOAT CLUB MEMBERSHIP BOATING MARKET INFO
- 13. YOUR BOAT CLUB CAMPAIGN GOALS ▸ INCREASE NEW MEMBERSHIP SALES BY 10% FROM 1/1/17 TO 12/31/17. ▸ INCREASE MEMBERSHIP RENEWALS IN 2017 BY 20% FROM 1/1/17 TO 12/31/17.
- 15. YOUR BOAT CLUB KEY FEATURES
- 16. MARKETING STRATEGY KEY FEATURES ▸ Ease of bookings. ▸ Affordability. ▸ Wide range of products ▸ both boats and lakes to choose from. ▸ Accessibility of the lake life as opposed to boat ownership.
- 17. TARGET CONSUMER DEMOGRAPHIC GROUPS ▸ Millenial/Generation Y ▸ Generation X ▸ Baby Boomers ▸ Millenials/Gen Y are 10x more likely to respond to direct email marketing than any other demographic. ▸ Baby Boomers are more likely to visit the Company’s website, and also spend the most amount of time on Facebook with content marketing. ALL SEGMENTS ARE GENERALLY WHITE-COLLARED, COLLEGE EDUCATED, HOME-OWNING, AND WITH AN ANNUAL FAMILY INCOME OF AT LEAST $65,000.
- 18. PRODUCT POSITIONING WHAT, WHERE, AND HOW? ▸ First: customer chooses how often and what time of day and day of week they want access to the fleet of boats. ▸ There are three membership levels depending on the customer needs. ▸ Next, the customer decides where they would like to do most of their boating. ▸ Finally, the customer decides how big of boats and how many boats they want to be able to use. ▸ There are three pier levels depending on the customer needs.
- 19. DISTRIBUTION LIST OF LAKES ▸ Cross Lake ▸ Forest Lake ▸ Gull Lake ▸ Lake Minnetonka ▸ Prior Lake ▸ Red Wing Lake ▸ The St. Croix River ▸ Lake Waconia ▸ White Bear Lake.
- 20. HOW? RESERVATIONS ▸ Members can make one advance reservation at a time, to ensure boats are not double booked. ▸ They can also take advantage of the Same Day or Spontaneous Use Policy. ▸ 8:30am every day all the unreserved boats are released for Same Day use- enabling last minute boating.
- 21. PRICE HOW MUCH? MEMBERSHIPS START AT $1495 AND GO UP TO $6395
- 23. YOUR BOAT CLUB MESSAGING ▸ Social media daily ▸ Email Monthly Off-Season, Weekly On-Season ▸ Neighborhood Billboards On- Season ▸ Community Lifestyles Magazines Monthly On-Season MAKE FAMILY TIME FUN AGAIN!
- 24. CAMPAIGN STRATEGY CREATIVE CONCEPT ▸ Kids + Technology ▸ Family Time ▸ “Live the Boat Life” ▸ Next Level ▸ Targeted marketing with detailed analytics review leads to long term members!
- 25. CAMPAIGN STRATEGY PERSONAL SELLING ▸ Sales Force Promotion Change ▸ “Discount” for Paid in Full Memberships ▸ Upcharge for Paid Monthly, enrolling in AutoPay with 10% membership uncharge (3.5% processing fees, 6.5% convenience fee) ▸ Allows sales force to discount convenience fee further. $1495 BASE MEMBERSHIP 10% = $149.50 TOTAL = $1644.50 SEASONAL PAYMENTS ARE $329 EACH MONTH FOR 5 MONTHS OR ONLY $137 PER MONTH FOR 12 MONTHS. $6395 TOP MEMBERSHIP 10% = $639.50 TOTAL = $7034.50 SEASONAL PAYMENTS ARE $1407 EACH MONTH FOR 5 MONTHS OR ONLY $586 PER MONTH FOR 12 MONTHS.
- 26. CAMPAIGN STRATEGY SALES PROMOTION ▸ Cross Promotion Addition ▸ 100 Businesses ▸ 9 Lakes Visit Lord Fletcher’s Today For 10% off with YBC card!
- 27. CAMPAIGN STRATEGY SOCIAL MEDIA ▸ Consistent, quality content to existing and potential members. ▸ Multi-platform approach ▸ Call to Action: Book Now (Visit the Website)
- 28. CAMPAIGN STRATEGY PUBLIC RELATIONS ▸ Direct Email Marketing Change ▸ Featured Family ▸ Enter to Win ▸ Must See Spots (cross promo) ▸ News Outreach ▸ Southwest Journal ▸ Trade Journals
- 29. HTML MOBILE RESPONSIVE EMAILS
- 30. CAMPAIGN STRATEGY ADVERTISING ▸ Obtain more measurable results by advertising in Community Lifestyle Magazines and neighborhood billboards (ClearChannel) ▸ Scatter spending by season
- 31. Highest Household Income Distribution
- 32. ADVERTISING SPONSORED CONTENT ▸ Cross-platform exposure, single investment. ▸ Web + Print + Sponsored Content + Business Profile ▸ In-house analytics + Demographics ▸ Click-thru to website for Bookings
- 33. AD MOCKUP: NEIGHBORHOOD BILLBOARD
- 34. AD MOCKUP: COMMUNITY LIFESTYLES MAGAZINES
- 35. SUMMARY
- 36. YOUR BOAT CLUB EFFECTIVE MEASURES ▸ Implementation and Evaluation ▸ Calendar ▸ Staff Review ▸ Delegation ▸ Communication ▸ In-House ▸ Paid Media Reps
- 37. MARKETING MIX CALENDAR BREAKDOWN
- 38. THANK YOU!
- 39. WORKS CITED Elkins, Kathleen. “Here’s How Much Money Millenials Are Earning In Each State.” Business Insider, 7 April 2015, http:// www.businessinsider.com/millennial-median-wage-map-2015-12. Haynes, Reagan. “Q&A With Freedom Boat Club Owner John Giglio.” Trade Only Today, 27 May 2014, http:// www.tradeonlytoday.com/features/dealers/marinas-boatyards/marina-news/qa-freedom-boat-club-owner-john-giglio/. Kennedy, Tony. “State of Boating: Minnesota Has Powered Up.” Star Tribune, 28 May 2016, http://www.startribune.com/ state-of-boating-minnesota-has-powered-up/381217521/. Kiersz, Andy and Kathleen Elkins. “Here’s How Much Millenials Are Earning Annually Across The US.” Business Insider, 6 Dec, 2015. http://www.businessinsider.com/millennial-median-wage-map-2015-12. Lake Minnetonka Magazine. Media Kit, 27 Oct 2016, http://lakeminnetonkamag.com/node/9893. Lockard, Pamela. “Should You Market To Baby Boomers On Social Media?” 19 Feb 2016, https:// www.dmn3.com/dmn3- blog/should-you-market-to-baby-boomers-on-social-media. MacLeod, Sumari. “How to Engage Any Demographic With A Social Media Campaign.” HootSuite. 5 Nov 2015. https:// blog.hootsuite.com/how-to-engage-any-demographic-with-a-social-media-campaign/. Schaust, Sam. “Few States Spend More On Boating Than Minnesota, Report Finds.” Twin Cities Business, 27 May 2016, http://tcbmag.com/News/Recent-News/2016/May/ReportMinnesotans-Among-Nation-s-Top-Spenders-On. Schultz, Abby. Interview. 7 Oct. 2016, Minneapolis, Minnesota. Walgrove, Anglea. “Infographic: How Millenials, GenXers, and Boomers Consume Content Differently.” Contently. 19 May 2015. https://contently.com/strategist/2015/05/19/infographic-how-millennials-gen-xers-and-boomers-consume-content- differently/. Your Boat Club. “We Believe in Boating.” Your Boat Club, 2016, http://www.yourboatclub.com.