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

2. 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?

3. 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?

4. 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

5. So what has this got to do with events

6. 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

7. Selecting events that reaffirm your position

8. 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?

9. Who are the events core customers?

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

11. 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

12. 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

13. 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

14. 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.

15. 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

16. How can we make the big picture happen?

17. 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

18. 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

19. 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

20. 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

21. Evaluation
Debrief
The SWOT
The Recommendations
Adaption
Budget for it

22. Thanks & any questions ?