You oughta be doing more to promote sailing

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You oughta be doing more to promote sailing
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Only Sydney Hobart gets covered
Membership isnt growing
Theres not enough kids
We need more media coverage
What are they doing for women ?
Clubs arent Welcoming
More people in training is the answer
What about sponsorship
Who cares ? Pass a beer
Were losing teenagers
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YVs Mission

• To have more people participating, more
  successfully, and more enjoyably in Sailing and
  Boating at member clubs
• Vision
• Sailing and Boating will be recognised as an
  enjoyable, accessible, safe sport and a lifetime
  recreation for everyone.

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Marketing 101
(Traditional)
PRODUCT

• Research
• SWOT
• Plan

PRICE
PLACE
PROMOTION
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Whats changed in 101 in last decade ?

• One size doesnt fit all !
• Market segmentation, fragmentation, complexity
• Customer Behaviour and expectations
• Wired World

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So whats this got to do with sailing ?
PRODUCT

• Growth of twilight
• Less complex
• Less commitment
• Social
• Easy pathway
• Good scene
• No equipment

• Clubs
• Do people join sailing or clubs ?
• Do we research ?
• Have we adapted to market changes ?
• Service vs product
• customer service

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So whats this got to do with sailing ?
PRICE

• Perceived cost of sailing
• Club membership annual commitment
• Club owned supplied boats new models

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So whats this got to do with sailing ?
PLACE

• Alternatives to clubs
• Boat Share
• Boat Charter centres

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So whats this got to do with sailing ?
PROMOTION

• Minimal budget small media exposure
• Small existing market
• Fragmented supply
• Image middle aged middle class men

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YVs Response

• A simple but prioritised marketing plan
• Low hanging fruit
• Action - not a dust collecting document
• What can we learn from twighlight success ?
• Clubs are the point of service delivery
• YV (or YA) can only provide blueprints

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PATHWAYS
Coaching
Training/ Programs
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Positioning

• YV Vision
• Accessible and affordable
• Sailing boating
• For life all lifestages
• Or Exclusive Aspirational
• Clubs need to decide own positioning - locally

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Low Hanging Fruit Segmentation

• Options
• Wealthy
• Young
• Seniors
• Female (50 population)
• Families
• EACH GROUP HAS
• UNIQUE EXPECTATIONS

• Why prioritise kids ?
• Limited resources
• Other sports competition
• Sail for life
• Attract families
• TACKERS Primary
• SCHOOLS TEAM RACING Secondary

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YV Blue Print

• Overall
• Brand / Image go sailing
• PR affordable accessible
• Media go sailing website
• Pathways
• Training Schemes
• Recommended Classes

• Programs based on target markets
• Kids Tackers
• Secondary Schools Teams Racing
• Sailability
• Women

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YV Clubs
YV Overall / PR Media/ Brand/ Programs
/Pathways
Boat Shed
Clubs
Tackers
Schools Teams
Sailability
Women
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The Boat Shed at Albert Park

• Kid Centric
• Technology / simulators
• Casual participation
• Fun
• Pilot / Model
• Plenty more !

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Who cares ? Pass a beer
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Participation Stream 2

• Tackers
• Boat Shed
• Schools Teams Racing
• The Sailing Future Project
• Power Boats
• Primary Boating Safety for Kids
• Secondary YA Power Boat Handling

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Secondary Schools Retention

• Victoria Harbour Schools
• Teams Sailing Series
• Think Head of the River
• Supporting Club Program
• Sponsors Lend Lease
• City Of Melbourne
• Schools Teams twilight

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