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Fontana Paddleboard Campaign Strategy

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December 11, 2013

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Key Issues: Review

1. “Halau Tribe” has negative connotations in the mind of the consumer.3,4

2. Membership options are confusing.1,2,

3. Social Media is not currently utilized to develop the FPC brand voice or to engage with consumers.

4. Seasonal product line/consumer attention

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Recap of SVC Target: Social Empty Nesters

● 45-65 years old 1,4,5

● Minimum household income of $85,000 or more 1,4,5

● Property owners near Geneva Lake ● Exercises at least twice a week ● Enjoys water activities

○ (boating, kayaking, beach-time, swimming, paddle boarding)1

Positioning, Message Strategy, Creative Brief

The Authentic, Fontana-on-Geneva-Lake Spot

To Social Empty Nesters the Fontana Paddle Company is the brand of Social Wellness that offers the full Geneva Lake experience

because:

○ You can indulge yourself on the clear-blue water

○ Strengthening your mind and body○ With a community of authentic people

○ And a knowledgeable crew of local paddle pros.

Escape from the hustle and bustle.

Be one with nature. Learn without pressure.

Live the Fontana life.

Hang with the local folk.

Join the Circle on Geneva Lake

The Circle on Geneva Lake: Why the Circle● Continues the tradition ● Organic, community-based● Centrality● Not limited by “paddle” ● This is NOT Lake Geneva

Message Strategy: Fontana Paddleboard

We are focused on the mind and body experience of being on the water, and building community through physical wellness.

More than just a business, FPC is a

community

Friendly and supportive staff invested in your

wellbeing

Come for fitness, stay for

friendships

“Join Our Circle”Does size indicate quality?

Professionalism?

Community

Contrast: Gordy’s Marine

Creative Brief: Fontana Paddleboard Company ● Current Brand: There is a disconnect from FPC to “The Tribe.”

● Solve Problem: FPC brand is not cohesive. “The Circle” is more connected to FPC brand.

● Target: Social Empty Nesters looking to form new social ties and friendships within the Fontana community, people looking to get away from the popular tourist destinations.

● “One thing” to communicate: Relaxed, fun, local destination○ Not only a place where you can get in a workout. FPC is a place

where people can relax, talk with other paddle boarders and form friendships existing outside of FPC.

● Result of advertising: Consumers will want to learn more about FPC and see what the real “Geneva Lake Experience” is about. ○ Come for fitness, stay for friendships.

Fontana Paddleboard: Campaign Tone & Manner● Recommended Tone

○ Description: ■ Holistic, friendly, relaxed vibe, low key ■ Local hangout, like talking with your

neighbor○ Rationale:

■ Demographic is looking for new social groups and activities

■ Want to connect with people, nature and new experiences

● Recommended Manner○ Description:

■ Language, fonts, color scheme■ Community, bottom-up approach

○ Rationale:■ Looking for something fresh and new■ Not looking for a tourist destination■ Want to belong

Current Brand: Outdoor Appearance

Many different brands and logos are being used. Nautical, more collegiate theme does not make current state of the “Tribe.”

The Circle on Geneva Lake

Campaign Strategy

Business Objectives ●Increase awareness among local targets●Eliminate confusion over options1,2

●Make membership incentivized, yet profitable 2

●Increase regular rentals ●Build a community for all seasons

Branding Strategy

A Community for Mind, Body and Spirit■ Fontana Paddle Company

● The Circle on Geneva Lake

○ Interest-based Community vs Paddleboarding Group

■ Inclusivity

■ New experiences on the water

■ Local, authentic

○ Why?

■ Fulfills multiple needs

■ Offers incentive to continue

■ Best brand loyalty

Product Line Strategy

In-Store/Online Products● Supplements to the

Experience ○ Events to facilitate sales

● Branded merchandise ● Expanding to other seasons

Circle Time ● Regularly scheduled events ● Special Events for Circle Members only

○ Ladies’ Night

The Circle on Geneva Lake ● Membership● Rewards Program ● Social Group

Pricing Strategy● Rental Prices

○ Non-Members ■ Keep the same

○ Members ■ $25 for you +1 for ½ Day

● Circle on Geneva Lake Membership (Annual)○ Standard Rate: $149

■ Add another for $75○ Student/Senior Rate: $120○ Family Rate (up to four): $250

● Circle Time○ $10 Rentals for Circle Members (+1)

● 10-Rental Pass transferrable to more than one person○ $250 for non-members ○ $150 for Circle Members

Proposed Schedule

Sunday Monday Tuesday Wednesday

Thursday Friday Saturday

Ladies’Night 6:30-8PM

Circle Paddle5-7PM

Sunrise Paddle6-8AM

Circle Paddle 5-7PM

Special Events

● Open House○ First weekend of the month○ Voucher for free paddle

● Destination Paddle○ A weekend in July○ Travel to another lake

● In-water Demos○ Sunday mornings○ Demonstrate SUP basics

● Charity events○ Partnerships○ Awareness/fundraiser paddles

Place (Distribution) Strategy

● Web Presence anchored by local retail presence○ Online Marketplace

■ Hosted customer forums■ Elementary e-commerce services

○ Local Presence■ Primary sales, rentals, services

location■ Establishing sense of place

Promotion Strategy

Advertising Mediums● Traditional media

○ Local newspapers○ Radio

● Email list ○ General FPC customers○ The Circle members

● Social media○ Facebook○ Twitter

● Events○ Summer Kick-Off Event○ Mid-Summer Destination Paddle

Campaign Scope: Timing

● SUP Season○ SUP Season: May - September○ Primary Messaging: April - September○ Frontload messaging 1.5 months ahead of time

● Holiday Season Sales Push○ Holiday Season: mid-November - December○ Primary Messaging: early-November - January 1st

● The Circle - Expansion ○ The Circle: Year-round○ Primary Messaging: April - May ○ Trying to drive engagement and membership at the

beginning of the season

● Engage in two-way conversation○ More conversation, less promotion

● Make the brand personable ○ Use first-person pronouns, i.e. “we,” “us”

● Facebook○ Facebook Group for The Circle members○ Photo albums for events○ Special events pages

● Twitter○ One account○ Tweets separate from Facebook posts○ Encourage The Circle members, renters, etc. to tag

@FontanaPaddleCo

Promotion: Social Media

Partnership Strategies

● Chuck’s Lakeshore Inno Ladies Nighto Advertising o Food/Drinks at Events

● Local YMCAo Invite fitness class participants

● The Abbey Resorto Water fitness classeso Recommendations

Local Charities, Causes, Programs

Questions?

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Appendix

Additional Information

■ In the appendix of THIS document, please include the ENTIRE team Power Point presentations #1 and #2

■ Turning in this assignment:■ Submit an electronic copy of it in our Learn@UW dropbox by 6 am

on Thurs, Dec 12th

■ Bring TWO copies of this presentation to class; one for Deb, one for Kevin. Print these 2 copies in B&W, using the “handout” format (2 slides per page, please).

■ Create and burn TWO CD’s of your entire semester work product; one for Deb, one for Kevin. Bring BOTH to class on Thurs, Dec 12th. This must include:

■ Team presentation #1. Be sure that a detailed appendix/source/bibliography section is included in this document.

■ Team presentation #2, including the appendix of all of your research material

■ This presentation

Social Empty Nesters

Key Behaviors1 ● Golfing, Tennis ● Regularly attend social events● 81% of locals exercise at least 2-3 times a week1

Key Attitudes● Prefer structured social activities1

● Interested in healthy living2

● Looking to meet new people1, 3

● More willing to try new things when with others3

Demographic Locators● Married, with children older than 16

● Average household income of $85,000+4 5

● Between the ages of 45 and 65

Insight: Social Empty NestersFinally! I can take time for what I want to do.

Insight Rationale:● Willing to spend money on entertainment for themselves 1

● More time to spend with friends and/or spouse

● Children are out of the house/grown

● Seeking leisurely enjoyment and new social experiences

● Exercising and eating healthy are important to them

● Enjoying life outside the city 4

“Halau Tribe” Current Positioning

I joined the Tribe at Fontana to get a great discount and to try something new

the Halau Tribe sounds interesting, but I’m not sure

what it’s all about.

I’ve always wanted to try paddleboarding but it

looks very difficult.

Sweet spot: The Halau Tribe offers exclusive deals and a water sport discount for current consumers at the Fontana Paddle Company.

Brand

Consumer

Category

The Circle on Geneva Lake:

Consumer Category

Brand

I love getting out on the lake and a low impact, full

body workout.

I have finally found a group who shares my interests

The Circle is my home on the water - where I

can center myself

Sweet spot: The Circle offers a genuine community where locals can socialize comfortably push their own limits on the lake

Message Strategy

Who? Active Empty Nesters

Message? “This is where the locals go”

One Word? Community

Difference? More relaxed, natural, calm setting

Why Care? More than just a business, FPC is a community

Why Believe? Friendly and supportive staff invested in your wellbeing

Inspiring brand insight? Come for fitness, stay for friendships

Feeling? Chill, no pressure, relax, don’t be worried to try and not be perfect, the staff are experts but the consumers are average people; consumers will not be intimidated; community, bonding; escape, a breath away from the tourists

Call to Action? “Join our Circle”

Aperture? Local publications, flyers at restaurants/tourism center, mailings//Mid-April, email

Tone? Welcoming, intimate, sincere

Lingering Doubt? Does size indicate quality? Professionalism?

How will you live the brand? Not aspiring to the picture perfect image given off by Gordy’s, adding an element of informality; giving off a flawed but sincere/affable vibe

Campaign Executional Considerations

● People 35-50 must be shown on the water on paddle boards in advertising

● All graphics must use dynamic shapes/lines● Demographic of 45-65 year olds must be included in online

and print advertising● Considerations for copy

○ Slogan must include language of inclusivity ○ Body copy must include the following words, phrases

■ The Circle on Geneva Lake■ Fontana Paddle Company

● The Fontana Paddle Company logo must be included

Marketing Objectives & Strategies Marketing Objectives Marketing Strategies

Increase top-of-mindedness for local residents in terms of paddle sports.

Position the Fontana Paddle Company as “the local spot,” where you can go to just have a low-key time with people you know

Communicate with current and possible members at key touchpoints like before purchase and before trying, in order to create association between the sport and the company.

The brand will be advertised locally, and key influencers (and current members) will be targeted to “recommend” The Circle to newcomers for an incentive.

Generate off-season purchases in current tribe members by 25% between November and January

Product line must include accessories that will be enticing to people who own AND people who rent. Branded merchandise

Create interest in rentals/purchases amongst tourists visiting the area, through their local connections.

Ensure pricing that is competitive with other local daytime, family-based activities with accessories that are

Increase top-of-mindedness for local residents in terms of paddle sports.

Team-building activities, community-based communications (in-store and online), and branded merchandise will serve as key promotions. We also recommend in-water demonstrations for the public (once per month) and working with local partners for events.

Campaign Timing Support

Campaign Scope: Regionality

● Local: ○ Fontana-on-Geneva-

Lake ○ Lake Geneva

● Regional: ○ Chicago○ Milwaukee○ Madison

SITUATION ASSESSMENT & KEY ISSUES

Fontana Paddle Company

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October 8, 2013

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EXECUTIVE SUMMARY

● The Fontana Paddleboard “Tribe” is an opportunity to increase awareness of Fontana Paddle Co. and of paddle boarding as a sport in Fontana while building a local, communal group through the “tribe”. We will work to overcome the challenges of seasonal change and local competitors to establish and promote the “tribe” on a larger, more developed scale.

● Key issues that Fontana Paddleboard must address:○ Under promotion of “Tribe” membership○ Lack of unique selling point○ Define who is target demographic for the “Tribe”

Category: Outdoor RecreationSegments: Kayaking, canoeing, rafting, stand-up paddle boarding

OUTDOOR RECREATION MARKET

● Industry grew 5% per year from 2005-2011 despite economic recession (Outdoor Industry Assn.)

● Snow sports make up approximately 50% of retail sales in extreme/action sports industry (Mintel)

● Participation of women in boardsports has increased (Surfers Village)

Female participants represent an opportunity for growth.

Paddlers participate in social but independent activities.

● Top motivators for participation are relaxation, exercise and fun (Outdoor Industry Assn.)

● Paddlers share many “crossover” activities (Mintel)○ Prefer independent over team sports (Mintel)

● Women and minority groups have been underrepresented (Outdoor Industry Assn.)

PADDLE SPORTS OVERVIEW

Source: “A Special Report on Paddleboards 2009.” The Outdoor Foundation. http://www.outdoorfoundation.org/pdf/ResearchPaddlesports.pdf

Source: “A Special Report on Paddleboards 2009.” The Outdoor Foundation. http://www.outdoorfoundation.org/pdf/ResearchPaddlesports.pdf

SEGMENT: STAND-UP PADDLEBOARDING

● Fastest growing segment of surf industry (WSJ)○ 18% increase in participation from 2010 to 2011

(LA Times)● Biggest growth of SUP has been inland (TIME)● Can provide more fitness benefits than other paddle

sports (WSJ)

Opportunity for workout options unavailable to other paddle sports.

Segment:

STAND UP PADDLE BOARDING

The Brand/Company:

Fontana Paddle Board Company

BRANDING:

HALAU TRIBEHalau Tribe● Website design evokes serenity ● Tribe logo and pendent have a Hawaiian

feel ● Social media posts do not evoke the

same brand personality○ Halau Tribe accounts have not

established an independent voice from FPC

Brand personality has not been developed.

Marketing and Sales Support:

WEBSITE PROMOTIONSEvents and Programs Tab● This is the clearest description of FPC events

Events Drop Down● Event dates are not always clear● Past events should be removed● The “Events” tab is cluttered

Home Page● Events tab is replicated on the home page

Suggestions● Combine all events information under one tab● Convert the paddle rental calendar into an online form● Erase past events from the website

Website promotions should all be grouped together in one place

Marketing and Sales Support:

SOCIAL MEDIA PRESENCEFacebook● Good at uploading photos from events● Events are promoted frequently● Good at answering questions followers post● Should engage more in a conversation with followers

Twitter● Tweets are replicas of Facebook posts● Should engage more in a conversation with followers● Does not utilize photo or video features● Should keep to 140 character posts

Suggestions● Social media is currently being used as a promotional tool but not as a conversation

tool● FPC does a good job posting photos of events but does not utilize videos

Engage in a conversation with social media followers

1,070 likes

68 followers

Marketing and Sales Support:

TRIBE PROMOTIONWebsite● The Tribe is not clearly listed on the Website● Drop down and graphic on the home page● More visually engaging and personal webpage page

about the tribe● Easier to link to the Halau Tribe Website

Social Media● Halau Twitter page only resposts Facebook Posts● There is no cross promotion between the FPC and

Halau Tribe social media accountsOther● Lack of print promotional materials● Emails blasts about the Tribe

Utilize web presence to specifically promote the Halau Tribe

30 likes

5 followers

The ConsumerFontana Paddleboard and the “Tribe”

The Consumer

● Current Market○ Rentals: Women and their

children○ Sales: Lake people,

Exercise/Fitness/Health nuts, Outdoor types

● General Market○ Sales

■ Women

■ Elderly/Empty-Nesters

■ Outdoor Types

Localized audience = Increased Commonalities & Reduced FoW/Enhanced Strategic Clarity

At a Glance

Sports Utility Moms

● Child-centered

○ Earlier introduction to sports can lead to lifelong

● Physically active

○ Very likely to spend money on Sports Equipment

● Suburban Life

○ Car-Friendly Media

○ Kid-Friendly Media

● Web Presence

○ Mainstream UtilityLeveraging Parents/Children

for information and messaging

At a Glance

Fast Track Couples

● Mobile/Active Lifestyles

○ Physical activity and health are high priority

○ Don’t have time for traditional media

● Social and Status-Conscious

○ Socially active

○ Self-described trendsetters

● Web Presence

○ Online Receptive

○ Informed Consumer

Incredibly High Social Media ROI

At a Glance

Empty Waterfront Nests

● Spending Power

● Leisurely Enjoyment

● Expanding Market

● Expensive Messaging Demographic

Competition

Competitors

Regional:● Wai Nani Surf & Paddle

○ Minnetonka, MN

● PaddleBoard Specialists

○ Westport, WI

● Windward Boardshop

○ Chicago, IL

Local:● ClearWater Outdoors

○ Lake Geneva, WI

○ Delafield, WI

○ Williams Bay, WI

● Gordy’s Lakefront Marine

○ Fontana, WI

● Gage Marine

○ William’s Bay, WI

Top Competitors

Local:● ClearWater Outdoors● Gordy’s Lakefront Marine

Regional:● Windward Boardshop ● PaddleBoard Specialists

Gordy’s Lakefront Marine

ClearWater Outdoors

GORDY’S LAKEFRONT MARINEFONTANA, WI

● Positioned as a high-class, high-quality brand

● Positioned as a community asset● Boat Club & non-exclusive social

events appeal to various types of consumers

3,824 likes

464 followers

High quality, for everyone

COMMUNITY INVOLVEMENTGORDY’S LAKEFRONT MARINE

● Motto & focus based on high-quality customer service

● Boat House Restaurant and Bar● Give back to the community via volunteering,

fundraising and donations● Weekly and monthly social events to engage

various community members

Source/s: gordysboats.com

CLEARWATER OUTDOORLake Geneva, Delafield & WILLIAMS BAY, WI

● Positioned as a community asset/resource

● E-commerce & online presence give CWO a competitive advantage

● CWO is putting the tribe concept to work

3,824 likes

464 followers

High quality e-commerce and national distribuition

Community AssetClearWater Outdoor

• CWO GIVES BACK TO THE COMMUNITY

• SPONSORING AND HOSTING COMMUNITY EVENTSo 9TH ANNUAL TURKEY TROT

• PROVIDE COMMUNITY RESOURCES ONLINEo CWO WEBSITE CONTAINS

INFORMATION ON LOCAL CAMPING SITES, TRAILS AND PLACES TO MOUNTAIN BIKE AND PADDLE BOARD

• ADVENTURE CLUB

Adventure ClubClearwater Outdoor

●APPEALING AND INTUITIVE WEBSITE

● BLOG● E-COMMERCE● ACTIVE ON SOCIAL MEDIA;

POSITIVE CONSUMER FEEDBACK

CWO OnlineClearWater Outdoor

2,309 likes

413 followers

Analylics by TOPSYComparing Tweets per day statistics form Fontana, Gordy’s, and Clearwater

PADDLEBOARD SPECIALISTSWESTPORT, WI

● Positioned as competitive, professional

● Focus on sales online● Nationally recognized name

2,525 likes

1,614 followers

COMPETITIVE & PROFESSIONALPADDLEBOARD SPECIALISTS

● Messaging is focused on competitions and professional paddleboarding events

● Hosts the Annual Midwest Paddle Fest (2012, 2013)

● Events include clinics, opportunities to Paddle with Pros

● Their name and brand is associated with success in the sport

● Has a professional paddleboard team

ONLINE SALES FOCUSPADDLEBOARD SPECIALISTS

● Extensive e-commerce○ SUPs, accessories, swimwear, etc.○ New online outlet○ Weekly rentals offered online

NATIONALLY RECOGNIZEDPADDLEBOARD SPECIALISTS

● Known through competitive circuits and national paddleboard events

● High SEO & Google ranking for paddleboard related searches○ Shown when searching for

paddleboard

Photo from Paddleboard Specialists’ Facebook page. Photo from Paddleboard Worlds in Chicago.

Windward Boardshop

Chicago, IL

● Old business with a new face

● Hub of social activity ● Strong online presence● Non-seasonal business 7,761 likes

247 followers

REDEFINING “BOARDSHOP”WINDWARD BOARDSHOP

● Purchased from previous owners, rebranded○ Young, hip vibe

● Renewed focus on customer service

● Social Center○ Groups and teams that meet

regularly○ Events

■ SUP gatherings● women

■ Sales Parties○ Just for kicks

● Make non-seasonal sales all year round

● WINDWARDBOARDSHOPS.COM ○ BLOG

■ HOW-TO ■ TIPS■ EVENTS

○ E-COMMERCE ■ WAY BEYOND BOARDS ■ NATIONAL

DISTRIBUTION ■ FREE SHIPPING

● SOCIAL MEDIA ○ FACEBOOK ○ TWITTER ○ YOUTUBE

CREATING COMMUNITY ONLINEWINDWARD BOARDSHOP

7,761 likes

247 followers

SWOT ReportPromotion of the “Tribe”

Strengths Weaknesses

Opportunities

Threats

SWOT Analysis

● No Direct Substitutes for the tribe

● Knowledgeable staff● Existing event opportunities● Local Presence

● Access to Geneva National Community

● The Tribe 365● Consumers are Role

Models

● E-Commerce● Established area

recreational groups

● Seasonal Population● Social media engagement● Promotion of the Tribe

Key Issues & Opportunities

ISSUES AND OPPORTUNITIES:

BRAND

● This is the first SUP fitness group in the area. ○ There is little direct competition to the tribe○ There is little understanding of what the tribe is

● We have to focus on education, branding, and then promotion.○ Skipping education or branding and going straight to

promotion of the Halau Tribe will result in an incomplete marking initiative.

ISSUES AND OPPORTUNITIES

CATEGORY: OUTDOOR RECREATION

● Snow sports are a large segment in the outdoor recreation industry (Mintel) ○ Account for 50% of equipment revenue ○ Highest participation rate of all sports for ages 6+

● We should consider including snow sports and activities as an aspect of FPC during the offseason○ Not including snow sports could result in potential Tribe

members migrating to competitor clubs who do offer these activities

CONSUMER

● The Feminine and SUP ○ Are key decision makers in sports apparel and

product retail ○ 2010 WSJ Report: 50%+ of SUP purchases were

made by women○ Strong promotional foundation in place for reaching

out to this demographic - Let’s build off of it!● Empty Nesters and their Spare Time (and Change!)

○ Fontana as a major hotbed for Older Adults ● The Spaces We Don’t Think Of

○ Dentist/Cello Lessons/Ballet Waiting rooms, Cafe signage boards,

COMPETITION

● ClearWater Outdoor has an established group recreation club (Adventure Club)○ Teamed up with larger group (American Canoe Association)○ More off-season recreational opportunities

● We should focus on promoting the Tribe and obtaining members who can be influencers/opinion leaders.○ Not promoting could result in potential Tribe members

gravitating towards opportunities offered by well-known competitor recreational clubs

PRODUCT: THE “TRIBE”

● Primary Research Needed

● Is the Tribe willing to connect with other fitness groups?○ Competitor recreational groups have partnered with

larger organizations

● Clarity on the Infrastructure of the Tribe○ What resources can we leverage in our messaging?

“What Don’t We Know”

CONSUMER: “WHAT DON’T WE KNOW?

● The Tribe Demographic Composition● Spending Power of Non-Seasonal

Households○ Only 13.8% Population Doesn’t Own

Property● The Culture of the Empty Waterfront Nests

○ Open-Minded vs. Conservative○ Adventurous/Bold vs. Safe○ Hippies vs. Straight-Laces

CATEGORY: “WHAT DON’T WE KNOW?

● What are the specific trends of SUP in the Midwest?

● Most market research polls coastal regions● If we know the trends in the Midwest, we can

apply these more specifically to FPC● Knowing how paddle boarder demographics

and psychographics in Midwest differ from coastal regions can help us strategize how to target the Midwestern market

BRAND: “WHAT DON’T WE KNOW?”

● Halau Tribe demographic composition● Scope of the Tribe● What is the brand personality of the Halau

Tribe?○ Have a consistent theme among marketing

efforts○ Channel the voice of the tribe in social

media posts○ Create promotional materials that reflect

the voice of the Tribe

COMPETITION: “WHAT DON’T WE KNOW?

● Who are their target markets? Top consumers? Recreational group members?

● Are our target markets the same?● If the target markets and group members are

different, may be less of a competitor

Appendix

PRODUCT LINE REVIEW

Paddle Equipment

● SUP boards

● SUP paddles

● Kayaks

● Kayak Paddles

● Indo Boards

● Rowing Skiffs

The Tribe comes with great benefits for members

Tribe Package

• Halau Tribe t-shirt

• Halau Tribe pendant necklace

• 10-20% discount on regular priced items

• 30% discount on paddlesport rentals

• Free Access to tribe member events

BOAT CLUBGORDY’S LAKEFRONT MARINE

● Boat Club○ One time fee: $995○ Annual fee: $3,540 over 12 mo. payments○ “unlimited usage of 21 ft. Cobalt, unlimited

member guests, boat driving & safety instructions, insurance/maintenance/cleaning/storage, access to wakeboards, tubes, ropes and life vests, fast check-in/out” (website)

○ Targeted towards families - “Family fun-tastic,” “Boomers and Consumers”

Source/s: gordysboats.com, MOSAIC USA B09 and L41

● PARTNERED WITH AMERICAN CANOE ASSOCIATION

● MEMBERSHIP○ YEARLY MEMBERSHIPS: ADULT - $40,

FAMILY - $70○ WEEKLY EVENTS THROUGHOUT THE

SUMMER○ OFF-SEASON EVENTS

● Member benefits○ Discounted rentals during activities ($10/event)○ 10% off anything in-store not on sale or kayak○ 50% off CWO Midweek Boat Rentals○ “fun!”

● Group SUP activities● Partner with Body Logic to offer $10 yoga classes

every Tuesday and Thursday

Adventure ClubClearWater Outdoor

Source/s: clearwateroutdoor.com

SourcesAction and extreme Sports - US. (2011). Mintel. Retrieved from http://academic.mintel.com.ezproxy.library.wisc.edu/display/570755/

A special report on paddlesports. (2009). Outdoor Association Industry & Outdoor Foundation. Retrieved from http://www.outdoorfoundation.org/pdf/ResearchPaddlesports.pdf

Author unavailable. (2012, April 20). Boardsports market $19.6 billion in five years. Surfers Village. Retrieved from http://www.surfersvillage.com/surfing-news/56025#.UlOSFWSgkfr

Barrovick, Harriet. (2012, August 28). SUP grows up: stand up paddling hits uncharted waters. TIME. Retrieved from http://nation.time.com/2012/08/28/sup-grows-up-stand-up-paddling-hits-uncharted-waters/

Cullen, Jack. (2013, July 13). Midwest standup paddle festival highlights growing popularity of sport here. Wisconsin State Journal. Retrieved from http://host.madison.com/news/local/midwest-standup-paddle-festival-highlights-growing-popularity-of-sport-here/article_0e55bf7a-4c06-5d2b-9f64-6545c8f6f4c7.html

Gordy's Lakefront Marine - Fontana, WI & Fox Lake, IL. (n.d.). Gordy's Lakefront Marine - Fontana, WI & Fox Lake, IL. Retrieved October 8, 2013, from http://gordysboats.com

Helliker, Kevin. (2010, July 20). Surf’s up: the rise of stand-up paddleboards. The Wall Street Journal. Retrieved from http://online.wsj.com/article/SB10001424052748703720504575377023651849234.html

Standup paddling survey. (2011). SUP Magazine. Retrieved from http://c.ymcdn.com/sites/www.americancanoe.org/resource/resmgr/spp-documents/sup_demo_survey.pdf

SourcesThe outdoor recreation economy. (2012). Outdoor Association Industry. Retrieved from http://www.outdoorindustry.org/pdf/OIA_OutdoorRecEconomyReport2012.pdf

Wallack, Roy. (2012, July 28). A rising tide for stand-up paddleboarding. Los Angeles Times. Retrieved from http://articles.latimes.com/2012/jul/28/health/la-he-paddleboard-popular-20120728

Outdoor Clothing, Equipment, Gear for all your Adventures. . (n.d.). Outdoor Clothing, Equipment, Gear for all your Adventures. . Retrieved October 8, 2013, from http://www.clearwateroutdoor.com/

Fontana Paddle Company Facebook Page https://www.facebook.com/fontanapaddleco Fontana Paddle Company Twitterhttps://twitter.com/FontanaPaddleCo Halau Tribe Facebook Pagehttps://www.facebook.com/pages/Halau-Tribe/426870064070326 Halau Tribe Twitterhttps://twitter.com/HalauTribe

Target Consumer RecommendationQualitative & Quantitative

Research Findings and Key Insights

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November 19, 2013

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● Our team conducted research to understand:○ The Lake Geneva community and people of

Fontana○ Perceptions and Participants of SUP in the

Midwest ○ What consumers think of the “Tribe”

● Based on this research, we:○ Recommend Social Empty Nesters who own property

in the Lake Geneva area as your SVC.■ Interested in social community, as well as exercise■ Have free time to be an active member

○ Have identified key insights about our consumer■ Available income, likely to spend on leisure activities ■ Seeking social opportunities■ Concerned with living healthy lifestyles

Executive Summary

Research Plan OverviewPrimary Research:● Ethnographies

○ Fontana residents (year round and summer homes) ○ Social exercisers - women and men 35 to 70○ The current Fontana Paddle Co. consumers

● Interviews○ Lake Geneva property owners ages 37-52 who have

never done SUP○ Frequent SUP’ers ages 22-27, ClearWater and Paddle

Board Specialist employees, group exercise participant

● Survey ○ Distributed to FPC email list and UW Graduate

Students. Examined SUP conceptions and elements of fitness and social engagement.

● Focus groups ○ Young women paddleboarders, Young women who have

not paddleboarded○ Middle-aged mothers, Middle-aged fathers

SVC & Key Influencer Recommendation

Recommended SVC: Social Empty Nesters

45-65 year old, professionally established males and females with children who no longer live at home. This group has a minimum household income of $85,000 and own property around/near Lake Geneva. This group exercises at least twice a week, engaged in four or more social activities in the past year, and enjoys water activities (boating, kayaking, beach-time, swimming, etc). 1

● “I’m looking to get involved with something out of the ordinary that promotes physical activity and communality among members.”2

● “My wife and I escaped from the city about 25 years ago. . . the pace out here is just a lot more relaxed.”3

Executive Summary

Social Empty Nesters

Key Behaviors1 ● Golfing, Tennis ● Regularly attend social events● 81% of locals exercise at least 2-3 times a week1

Key Attitudes● Prefer structured social activities1

● They consider themselves healthy eaters2

● Enjoy meeting new people1, 3

● Feel they are responsible for planning group activities3

● More willing to try new things when with others3

Demographic Locators● Married, with children older than 16

● Average household income of $85,000+4 5

● Between the ages of 45 and 65

Social Empty Nesters: RationaleDisposable Money and Available Time

● “At this point in my life, cost wouldn’t be a deterrent” -Donn Droste

● Survey results show cost as minor/irrelevant barrier to entry● “I consider myself an active member [in Geneva National]. It’s

important to me to feel like I belong and contribute to a group of people who all know my name.” -Kristin Martens

Secondary SVC: Moms in Motion

34-45 year old women who have regularly attended organized group exercise classes in the past year and whose oldest child is at least 12 years of age. These women have a minimum household income of $85,000 and own property in the Lake Geneva area. They look for the newest, “hippest” form of exercise and will be interested in paddleboarding for the trendiness of it.

● Attracted to the workout aspect of SUP ● SUP is an alternative from usual routine● Enjoy working out at local YMCA1

● Busy Moms looking for “me-time”1

Moms in Motion

Key Behaviors ● Exercise 3-4 times per week1

● Participate in a wide array of exercise and leisure activities including aerobics, yoga, softball, swimming and more1

● Enjoy exercising at home and at local YMCA1

Key Attitudes● Feel tense, high-strung1

● Don’t take care of themselves as well as they would like to because of busy schedule1

Demographic Locators● Women with one or more children; one is at least 12

years old● Between the ages of 34-45● Minimum househould income of $85,000

Key Influencer: Fitness Forward Young Women

• 16-23 years old1

• Exercise at least three times a week1

• Influenced by the latest fitness trends of celebrities1

• Influence peers and parents1

• Family owns property in Lake Geneva area Kim Kardashian featured in US Magazine

Pinterest “Paddleboarding” Boards

Key Research Findings

“Tribe” is associated with native people

Word associations collected from focus groups:● Indians, Native Americans, huts, fires1

● Pocahontas, Teepees, Africans2

Native people are concerned with cultural appropriation

● “I find it offensive that you would create a group and name it in connection with an actual group of people.”3

“Tribe” merchandise is associated with Natives, not paddleboarding

● “That looks like ancient history. And paddleboarding seems newer.”4

● “One is an Indian tribe and one is paddleboarding. How do the two mix?”4

Key Implication: “Halau Tribe” is an inappropriate name for the Fontana paddle group.

Participants bring friends and family to try it

Key Implication: Social connections inspire a willingness to try new things.

People are more likely to join a fitness group if they know someone who participates in the group as well

● Participants are brought into the group by a current group member1

● Established SUPers usually attend in pairs (or multiples)2

● More willing to try new groups with friends3

● More likely to try SUP if children are interested4

● People are more likely to attend an event they are invited to on social media by a friend than a company5

Lake Geneva is an Escape from the CityFontana runs at a more laid back pace ● “It’s a lot more laid back, relaxed out here.”1

○ Less traffic in the morning/ Less stress during the day

● “I constantly feel like I’m on vacation here” - Mary Bill2

Many locals moved to Fontana/Lake Geneva from the city● “We’re a little more sane than our counterparts

- brothers and sisters-in-law - who still live back in the cities.”3

● Vacations, holidays, prom parties . . .

Key Implication: In general, Fontana residents enjoy feeling closer to nature.

Come for the fitness, stay for the friendships

The drive to return is in the power of the group.● Community and strong bond between group

participants1

● Continues to attend because members notice absence1

● Seeing others encourages people to push themselves2

● Participants notice absences of members3

● Group activity becomes a tradition4

Key Implication: Relationships established within the group will keep members engaged.

Consumer, Category and Brand Insights

Consumer Insight: Social Empty NestersMy kids’ schedules are no longer my main priority.

Insight Rationale:● Willing to spend money on entertainment for themselves1

● Children have grown up and have more time to spend with friends and/or spouse

● Seeking leisurely enjoyment and new social experiences

● Believe it is important to lead a healthy lifestyle

● Enjoying life outside the city 4

Category Insight: Paddle BoardingPaddleboarding is a fun, trendy way to relax and exercise at the same time.

Insight Rationale:● Fun fitness activity and able to socialize with

others with similar interests.1

● New way to get close to the water 1 2

● Something that “I have always wanted to try.”3

● It’s a cool and stylish way to workout4

● Can provide different SUP experiences (group workout, individual paddle, lake exploration, etc.)5

Insight Rationale:● Associate “tribe” with Indians, Native Americans,

huts, fires, Pocahontas, Teepees, Africans1 2

● “Tribe” merchandise is associated with Natives, not paddleboarding1

● The store images do not reflect the idea of “The Tribe”1

Brand Insight: “The Tribe”When I hear the word “tribe” I think of Native Americans, not a fitness group.

Thank you! ANY QUESTIONS?

wave

Appendix

Moms in Motion

Additional Behaviors and Interests:■ Hobbies include: baking & cooking for fun,

card & board games, visiting the zoo & aquariums, Bingo, going to the lake/beach (Simmons)

■ Enjoy wine coolers