2. You oughta be doing more to promote sailing

3. We need more media coverage Clubs aren’t Welcoming There’s not enough kids What about sponsorship More people in training is the answer Membership isn’t growing What are they doing for women ? Who cares ? Pass a beer We’re losing teenagers Only Sydney Hobart gets covered

4. YV’s 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.

5. Marketing 101 (Traditional) Research SWOT Plan PRICE PRODUCT PROMOTION PLACE

6. What’s changed in “101” in last decade ? One size doesn’t fit all ! Market segmentation, fragmentation, complexity Customer Behaviour and expectations Wired World

7. So what’s this got to do with sailing ? 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 PRODUCT

8. So what’s this got to do with sailing ? Perceived cost of sailing Club membership – annual commitment Club owned & supplied boats – new models PRICE

9. So what’s this got to do with sailing ? Alternatives to clubs Boat Share Boat “Charter” centres PLACE

10. So what’s this got to do with sailing ? Minimal budget = small media exposure Small existing market Fragmented supply Image – middle aged middle class men PROMOTION

11. YV’s 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

12. Per- formance Retention Attraction Training/ Programs Coaching PATHWAYS

13. Positioning YV Vision – –Accessible and affordable –Sailing & boating –For life – all lifestages Or Exclusive & Aspirational Clubs need to decide own positioning - locally

14. 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

15. 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

16. YV & Clubs YV – Overall / PR Media/ Brand/ Programs /Pathways Boat Shed Tackers Schools Teams SailabilityWomen Clubs

17. The Boat Shed at Albert Park Kid Centric Technology / simulators Casual participation Fun Pilot / Model Plenty more !

18. Who cares ? Pass a beer

19. 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

21. 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