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.

insert new image-Becky Rath

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