TAKING YOUR EVENT TO THE NEXT LEVEL Club Conference 2012 SAILING EVENTS TAKING YOUR EVENT TO THE NEXT LEVEL Club Conference 2012

CORE AREAS How to build on your success? Creating your Niche in the market place What to do you want to be known for? Understand your key customers in relation to your event What are there needs and wants? Define your purpose and objective What is your end goal and what are the key things to help you achieve it? Design an engaging event offering Not just a regatta… but an engaging event experience… Sponsorship, Grants and In kind Support Forming mutually beneficial partnerships Promotion on a shoe string budget Thinking creatively to hit that target market Evaluation How to build on your success?

What defines you? What’s your specialty what sets you a part from other Clubs? What do you want to be known for in the Sailing and Public Doman Create or refer to your business plan – integrate and streamline investments - FOCUS Define your brand Attributes Benefits Personality Values Essence Now integrate this philosophy throughout everything you do?

What defines you – Sandringham Yacht Club Core Description Answer Competitive Edge What sets you a part from other Yacht Clubs Innovation Multi Service Offering Entertainment Benefits How does this benefit you customer First in class facilities Caters for a board audience Strong engagement platform Personality How would be describe you? Premium Innovative Aspirational Values What are the Club’s beliefs Credible Cutting Edge Engaging Summing it all up! FIRST IN CLASS

So what has this got to do with events

Applying the Philosophy Marketing Communications All Marketing Material Physical Branding Key messaging from a PR Prospective Tone Customer Type Club Presentation Staff Presentation and Interaction Race Delivery Types of entertainment Events you selected to hosted at your Club

Selecting events that reaffirm your position

The top line direction What’s your mission for the event? What are the core elements that will help you reach your mission? Objectives Who are the core customer groups? Who are they? What outcomes are you looking for to achieve your objectives? What’s success to you? What do you want each customer group to say about you? How much will it cost?

Who are the events core customers ?

Identifying your customer groups Competitors and Associates Volunteers Spectators Sponsors/Corporate Government Local Councils Class Associations Media

Deliver credible regatta that exceeds expectations (Credible) Mission: Deliver a first in class State Championship that drives revenues and long lasting brand value for the Club and the sport of sailing Objectives Deliver credible regatta that exceeds expectations (Credible) Drive footfall to the local area through entries and on shore events (Entries and Audience) Use platform to help raise the profile of the sport, event and Yacht Club (Profile) Design an event platform that attract funding and in kind support to assist with the events development (Entertain) Utilize the high level platform to engage aspiring sailors as well as new entries into the sport (Pathways/Grassroots Brand Values: Engaging Professional Inspirational Customer Groups Competitors and Associates Volunteers Spectator Members Sponsors & Corporate Media Good coms Credible Race Management Supportive Regatta Office Supporting Benefits Entertainment/Engagement Excellent Customer Service Forward thinking Feedback Hero’s Celebrities Form a community Create a hub Inform community Provide benefits Acknowledge Listen Reward Engage People through entertainment Engagement with the athletes Create good viewing platforms and coms Inform Entice Educate Ensure Member by in Create a mutually beneficial platform Tailor programs to suit partners needs Understand that they may not care for sailing in the same way you do so be creative ensure ROI is reach or exceeded Write a plan Resource the plan Create a Press Pack Create opportunities Make sure information available Use Social Media This is the best Regatta we have been looked after well and have had fun! We feel appreciated and had fun! We thoroughly enjoyed the entire experience and now have a/or stronger affiliation with sailing This is a professional event that exceed my sponsorship goals that my team and clients was most enjoyed Well organized and news worthy event

Greater sponsors offering Event Design Greater sponsors offering Greater news stories Emotional Connection Benefits the sport Create Platform that offer Brand Extension Opps Create an emotional connection by making them feel good Stay Authentic Grassroots Development Tourism Spectator Platform Corporate Entertainment Credible Sporting Platform /Competitor Experience Brand Essence

Sail Melbourne Event Design Our Position Sports Entertainment Platform centered around world class sailing and engaging lifestyle/marine driven events Brand Values: Credible, Accessible, Excellence, Aspirational

Built on the aspirations of the Olympic Games and the lifestyle synonymous with sailing the Sailing World Cup Melbourne offers a high profile creative communications platform to expose your message through a multi faceted partnership program.

Event Design - SM Core Areas of Development Interstate and International Tourism Number of Entries Pathway Development & Participation Invited Class Criteria Forums Volunteer Discover Sailing Week Profile – Media & Positioning Sailing World Cup Carnival Corporate Lifestyle Grassroots Development Region for Sporting Excellence Melbourne Sandringham Yacht Club Development Race Management Event Management ISS

How can we make the big picture happen ?

Type What Why How Corporate Sponsors Collaborations Media Local Council Funding, Car parking, Permits and Promotion Footfall to the area, Destination Marketing, Local Trader Optimization, Community Engagement Competitors Spectator Attendance Promotion of the area in the lead and during the event Engage and Promote Local Trades Promote event in the local area and create community engagement opportunities Corporate Sponsors Funding, Marketing and Promotional Support Brand Alignment and Positioning Exposure to a target market Client Entertainment Social Responsibility Brand Building Opportunities B2B Logo, Mentions, PR/Media and Marketing Supporting community Activation Program B2B Collaborations In kind Support Clothing, Water, Entertainment, Prizes, Media Web Development Media Coverage News worthy Advertising Brand Building Community/Social Responsibility Logo Mentions PR Media and Marketing Exclusive Story Opportunities Activation

Marketing PR & Promotions Create a Marketing Plan in line with your brand and the overarching event strategy Key Strategies Competitor Drive Partnership Drive Event Leverage On Event Leverage

Post Event Summing it all up! Rap Up On the Success Campaign Purpose How? Competitor Drive Attracting Entries Direct Mail On line Media Poster Advertising Benefits Package Communicate the Fun Stuff Partnerships Attracting Support Personal Selling Prepare a good Proposal Network Event Campaign Keeping people informed Launch PR Stunts and Releases Media Seeding Marketing Plan Implementation Social Media/Free Advertising Partnership Leverage Event Snippets and Highlights Profile the athletes On Event Promoting Success Daily Media Releases Photography Online and Social Media Branding Touch Points Educate – Tracking Live Commentary Use the Guns to drive participation Post Event Summing it all up! Rap Up On the Success

Marketing PR & Promotions Collaborate with Media Outlets Partnership Activation Form Media Partnerships Other events Facebook Twitter You Tube Databases Yacht Clubs Class Associations Suppliers Retailers Yachting Australia & Yachting Victoria Other Free Advertising Promote Benefits/Competitions Early bird offers/Loyalty Schemes Photography/Press Releases/Podcasts

Evaluation Debrief The SWOT The Recommendations Adaption Budget for it

Thanks & any questions ?