Post on 24-Jan-2017
BoatsetterAugust 12, 2016
OverviewApproach
Creative PlatformSetting SailExecution
OVERVIEW
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
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 marketin boating
Decline in recreational boating
activities due to the 2008
economic crisis
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
Key FindingsIdeal 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”
Insights to Leverage
Perceived “cool factor”
Personalized on the water experience
Opportunity to redefine the idea of
the “boating trip”
APPROACH
Positioning: Brand LaunchThe 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
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
Personas
Seasoned Sailor Oceanic Adventurer
Boatsetter Persona
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)
Values & Attitudes
Live to impress Aspiring Leaders Fun Seekers
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)
Values & Attitudes
Affluent Appearances Family Oriented
Creative Platform
Creative Considerations
Experience vs. Product Personalized AdventureBridging the Gap
Magazine spread, 8x10.8 inches
Rich media banner, 300 x 600
Facebook carousel ad
Pre-roll ad, 30 seconds
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
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”
SETTING SAIL
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.
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
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.
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
Connections Framework
TARGET
Primary target: California with a
national foundational layer
GEOGRAPHY
Foundational: February-August
Impact: March-June
TIMING
Budget: $7M
Foundational: 1.8MImpact: 5.2 M
BUDGET
Seasoned Sailor:45-60
Oceanic Adventurer:
18-34
Reaching potential consumers by
interests
Planning Parameters
Print Social
Seasoned Sailor
Oceanic Adventur
erDigital
Pre-Roll
Search
Boatsetter Recommendation
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)
Print: $1,800,000• 6-8 insertions overall• CNT: April
(Experience/Adventure Issue)
• Outside: May (Adventure Issue)
• T+L: June (Summer Getaways Issue)
Digital: $1,500,000
• Native articles• Rich media on website• Homepage takeovers• ROS units
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
Search: SEM + GDN
● Google reaches over 90% of global internet users
● Provides robust targeting toward Boatsetter target audience
SEM GDN
Social
Ongoing Campaign Support $ 400,000
● Facebook and InstagramAuto-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
Media Budget
EXECUTION
Production BudgetTV Production Budget Film and produce the spots and promo videos: $750,000
Event LaunchTahoe Take Over: $500,000
Co-opPartnership with Olympus: $1,00,000
Print and Digital Production:$500,000
Contingency:$250,000
Overall Budget: $10 Million
Calendar / Schedule
THANK YOU
QUESTIONS
APPENDIX
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.”
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
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
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
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
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