Boating Startup Advertising Options Described for Marketing

Pitch Document for Boat

1. Boatsetter August 12, 2016

2. Overview Approach Creative Platform Setting Sail Execution

3. OVERVIEW

4. 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

5. 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 market in boating Decline in recreational boating activities due to the 2008 economic crisis

6. 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

7. Key Findings Ideal 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”

8. Insights to Leverage Perceived “cool factor” Personalized on the water experience Opportunity to redefine the idea of the “boating trip”

9. APPROACH

10. Positioning: Brand Launch The 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

11. 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

12. Personas Seasoned Sailor Oceanic Adventurer

13. Boatsetter Persona

14. 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 1 st Quintile: Online (TV & magazine light)

15. Values & Attitudes Live to impress Aspiring Leaders Fun Seekers

16. 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) 1 st Quintile: Online (TV & magazine light)

17. Values & Attitudes Affluent Appearances Family Oriented

18. Creative Platform

19. Creative Considerations Experience vs. Product Personalized Adventure Bridging the Gap

20. Magazine spread, 8x10.8 inches

21. Rich media banner, 300 x 600

22. Facebook carousel ad

23. Pre-roll ad, 30 seconds

24. 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

25. 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”

26. SETTING SAIL

27. 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.

28. 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

29. 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.

30. 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

31. Connections Framework

32. TARGET Primary target: California with a national foundational layer GEOGRAPHY Foundational: February-August Impact: March-June TIMING Budget: $7M Foundational: 1.8M Impact: 5.2 M BUDGET Seasoned Sailor: 45-60 Oceanic Adventurer: 18-34 Reaching potential consumers by interests Planning Parameters

33. Print Social Seasoned Sailor Oceanic Adventurer Digital Pre-Roll Search Boatsetter Recommendation

34. 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)

35. Print: $1,800,000 6-8 insertions overall CNT: April (Experience/Adventure Issue) Outside: May (Adventure Issue) T+L: June (Summer Getaways Issue)

36. Digital: $1,500,000 Native articles Rich media on website Homepage takeovers ROS units

37. 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

38. Search: SEM + GDN Google reaches over 90% of global internet users Provides robust targeting toward Boatsetter target audience SEM GDN

39. Social Ongoing Campaign Support $ 400,000 Facebook and Instagram Auto-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

40. Media Budget

41. EXECUTION

42. Production Budget TV Production Budget Film and produce the spots and promo videos: $750,000 Event Launch Tahoe Take Over: $500,000 Co-op Partnership with Olympus: $1,00,000 Print and Digital Production: $500,000 Contingency: $250,000

43. Overall Budget: $10 Million

44. Calendar / Schedule

45. THANK YOU

46. QUESTIONS

47. APPENDIX

48. 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.”

49. 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

50. 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

51. 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

52. 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

53. 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