Digital Media Plan (Catana Catamaran) Antoine Arrouy

Phase IV: Traditional and Digital Media Plans

Section 1: Target Market Incentive Statement:

To sailboat athletes, Catana is the brand that promises the rush of adrenaline through its legendary performance as a high performance sailing catamaran. The Performance of the Catana 42 is due to its vacuum infusion technology combined with carbon and aramid fibers. The unique foam sandwich of Catana 42, makes the sailboat unsinkable and resistance to the strongest waves. The Catana 42 is also customizable to the owners needs.

■ Boat shows through their promotional nature increase sales.

■ Periods of governmental taxation/tax relief/refund give purchasers additional financial strength to purchase.

■ Periods of low interest rates give incentive to purchase large and high dollar items through competitive lending. (Mega environmental factors)

■ Boat races lead to increased purchases either before or after the event.

■ Create a new aperture by organizing a Catana Gathering bi-annually alternating on each coast where enthusiastic owners can compete, entertain, and reminisce.

Section 2: Traditional Media Objectives:

2.1 Name of the Target Audience:

Our target audience is: males who are sailors from 40 to 70 years old and baby boomers. They are married and earn above 1 million dollars a year.

2.2 Geographic Coverage of the Campaign:

Exhibit 1: DMAs Highest in Target Market Concentration(A)

DMAs Highest in Target Market Concentration

(B)

Population Estimates

(C)

Citations

California Population 2014 estimate 38,802,500 Boat Registrations 1,051,606 (.027 Average Boats per Capita)

http://www.discoverboating.com/resources/article.aspx?id=122 http://quickfacts.census.gov/qfd/states/06000.html

Michigan Population, 2014 estimate 9,909,877 Boat Registrations 1,000,337 (.010 Average Boats per Capita)


Florida Population, 2014 estimate 19,893,297 Boat Registrations 922,597 (.046 Average Boats per Capita)


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http://www.discoverboating.com/resources/article.aspx?id=122

http://quickfacts.census.gov/qfd/states/06000.html





The DMAs are based on boat registrations correlated with population. It contains both males and females of all ages income levels and generational characteristics. This target audience is chosen due to its participation in maritime activities and of course their proximity to larger bodies of water. Even though some DMA’S are only able to participate in maritime seasonally, all have adequate participation to be considered.

2.3 List of Apertures:

■ Boat shows through their promotional nature increase sales. ■ Strictly Sail (Mid february Annually) ■ Palm Beach Boat Show (March 26-29 Annually)

■ Periods of governmental taxation/tax relief/refund give purchasers additional financial strength to purchase. ■ Tax returns (January 01 - April 15 Annually)

■ Periods of low interest rates give incentive to purchase large and high dollar items through competitive lending. (Mega environmental factors) ■ Varies on a long term and politically tied

■ Boat races lead to increased purchases either before or after the event. ■ Volvo Ocean Race (October- June Annually but has specific legs and dates)

Minnesota Population, 2014 estimate 5,457,173 Boat Registrations 1,000,337 (.183 Average Boats per Capita)


Wisconsin Population, 2014 estimate 5,757,564 Boat Registrations 650,280 (.011 Average Boats per Capita)


Texas Population, 2014 estimate 26,956,958 Boat Registrations 624,390 (.023 Average Boats per Capita)


New York Population, 2014 estimate 19,746,227 Boat Registrations 529,732 (.027 Average Boats per Capita)


Ohio Population, 2014 estimate 11,594,163 Boat Registrations 413,276 (.036 Average Boats per Capita)


Illinois Population, 2014 estimate 12,880,580 Boat Registrations 398,431 (.031 Average Boats per Capita)


South Carolina Population, 2014 estimate 4,832,482 Boat Registrations 383,971 (.079Average Boats per Capita)


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■ Create a new aperture by organizing a Catana Gathering annually alternating on each coast where enthusiastic owners can compete, entertain, and reminisce. ■ Summer (Alternating on each Coast of the United States Annually)

2.4 Starting Date and Ending Date of the One-Year Advertising Campaign:

Start Date: January 1st AnnuallyEnd Date: December 31st AnnuallyFollowing the “flighting” pattern depending on apertures

Section 3: Traditional Media Strategy:

3.1 Intensity Range Analysis:

Exhibit 2: Intensity Analysis

(Column A)Factor

(Column B)Finding

(Column C)

Low Intensity

Moderate

Intensity

High Intensit

y

Degree to which the brand is established, has a well-known position, and enjoys high awareness or is new, lacks awareness, and needs to attack market leaders

Lacks awareness and needs to attack market leaders

X

Degree to which the offering enjoys a high market share, good distribution, and solid market standing or has a low market share with needs to increase distribution and market share

Low market share with needs to increase distribution and market share

X

Degree to which the brand is among the dominant players in the market or lacks market domination

Lacks market dominationX

Degree to which the brand has earned a high degree of brand loyalty or has a low degree of brand loyalty

Low degree of brand loyaltyX

Length of time expired between purchases of the brand (e.g. frequent, often, rare, or very rarely)

Long intervalX

The degree to which the message conveyed by the campaign’s message strategy is simple and quickly comprehended or complex and more difficult to understand

Message strategy is simple and quickly comprehended

X

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3.2 Intensity Range during Normal Periods: None, a flighting advertising strategy will be used.

3.3 Intensity Range during Apertures: Very High as the “flighting” strategy means advertising is only done during these apertures and the carry over effect of the advertising is anticipated.

3.4 Reach versus Frequency:3.4.1 During normal periods: None as no advertising is to be done, but carry over effects are

expected.3.4.2 During apertures: Emphasize frequency due to required intensity based on current

awareness levels within the sailing community.

3.5 Audience Turnover:3.5.1 During normal periods: None as no advertising is to be done, but carry over effects are

expected.3.5.2 During apertures: Due to the increased frequency and intensity requirements of the

campaign, the targeted advertisements need to reach the same audience multiple times.

3.6 Vehicle Continuity: 3.6.1 During normal periods: None as no advertising is to be done, but carry over effects are expected.

3.6.2 During apertures: High vehicle continuity due to required frequency and intensity needs.

3.7 Time Continuity:3.7.1 During normal periods: None as no advertising is to be done, but carry over effects are

expected.3.7.2 During apertures: High time continuity as advertising will be done only during the given

apertures but times may be shifted depending on day of week (work days or not).

The extent to which the creative concept for the campaign plan is creative and original or rather straightforward and ordinary

Straightforward and ordinaryX

Whether the campaign goal focuses on communicating information (e.g., brand image/personality, physic brand meaning, features and direct benefits, functionality, performance) to establish the brand or to increase sales immediately

The campaign goal focuses on communicating information (e.g., brand image/personality, physic brand meaning, features and direct benefits, functionality, performance)

X

The degree to which the media schedule is based on either “flighting” or based on the continual pattern of advertising

The media schedule is based on “flighting” (seasonal) X

The degree to which competition is either weak or strong

Strong CompetitionX

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3.8 Media Timing and Patterns Strategy: (Ugi)

Exhibit 3: Media Schedule

Recommended 9-10 Exposures

Factor Position Weight

Well Established 1 .38

Average Share 7 .03

Not Dominant 3 .1

Average Loyalty 8 .03

Long Time Interval 6 .07

Same Message 9 .02

Simple Message 5 .09

Goal Increase Sales 10 .01

Flighting 4 .1

Strong Competition 2 .2

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Section 4: Web Site Program and Promotion Plan:

4.1: Situational Factors:

Exhibit 4: Situational Factors Impacting Web Site Design and ProgramFactors Brief Description

Target audience—name and brief description (limit description to no more than two bullet points

■ Males who are sailors from 40 to 70 years old and baby boomers.

■ They are married and earn above 1 million dollars a year.

Competitive situation Catana lacks brand awareness in the USA and needs to attack market leader to grab more market share and eventually have more market domination.

Factors impacting demand for the brand

The growing boat industry and the improvement of the US economy allows people a better environment for leisure.

Motives and incentives that will attract visitors to the web site

Catana 42 is an almost $500,000 investment. So once the need is recognized prospects spend a lot of time gathering informations about the sailboat before buying. They want to make sure that they brand promises will be met and their self-actualization incentives will be fulfilled.

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4.2 Problem/Opportunity Statement:

Exhibit 5: Web Site—Problem and Opportunity StatementProblems to Solve and

Opportunities to Capture

Description of Response

Problems for the web site to solve

The website needs to enhance the visitors opportunities to share, engage, join a community, review, and get product information.

Due to the baby boomers typical lack of computer skills the web page must be made more navigable

More Transparency

Ease of contact

Opportunities for the web site to capture

Virtual tours and demonstrations by harnessing technology

Integration with social media

Plan for the web site to complement advertising campaign goals and support advertising claims

Advertising Campaign GoalsWeb Site Tactics to Assist in Achieving

Campaign Goals and to Support Advertising Claims

Brand awareness - Performance

Promote the superiority of the functional performance of the Catana 42

Brand awareness - Reliability Promote the brands retention of value, safety and durability

Web-based tactics to communicate key elements of brand strategy

Key Brand Strategy Elements Tactics to Convey Key Brand Strategy Elements

Winning Representations of Successful competition events

Performance Demonstrations by video and live hands on events

Reliability Demonstrations by video and torture testing

Versatile Customization Example layouts portrayed by video and many photos

Web-based tactics to attract visitors to the web site and increase website visits

Buzz on the internet and sponsorship of events

Web-based tactics to engage visitors in sharing and self-expressing

A section dedicated to the Catana Owners Blog

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4.3 Broad Goals for the Web Site:

Communication Goal: To increase brand recall and recognition of the Catana 42 Carbon Infusion for its emotional benefit effect of “winning,” and the functional benefits of its performance, hull reliability and versatile customization.

4.4 Desired Effects Established for the Web Site: (Found in shell 2 6.2)Exhibit 6: Desired Effects Established for the Web Site

Web-based tactics to generate brand reviews

Invite known boat magazines and web bloggers the opportunity to come and experience the Catana 42

Web-based tactics to engage visitors in join a community or an affinity group

A section that allows those interested to have their questions responded to by volunteer fanatic Catana owners

A call in “Hot Line” for prospects to have their questions about Catana responded to quickly

Web-based tactics to increase touch points with the brand

Links on every web page to connect with social media

Web-based tactics to generate brand interaction

Give registered members special access to other online content with interrelated brands

Discounts to Catana sponsored events

Web-based tactics to complement social media program

Give notice on the front page to connect with blogs, discounts, promotions, events, etc.

Other tactics, if any No other tactics.

Desired Effects Description

Perception Attention Leverage the emotional aspects of winning

Relevance Highlight how the Catana 42 through its superiority will unleash the potential of the experienced sailor.

Memory Catana 42 is built to perform, and only the Catana 42 can display your full potential.

Cognition “You have sharpened and honed your sailing skills. Now let Catana 42 demonstrate and unleash your sailing expertise one championship after another.”

Emotion “Winning” all around!

Association Champion sailors using the Catana 42 for their leisure as well.

Persuasion—Credibility and Support for claims

By entering and repeatedly winning sailing competitions, Catana will bolster the credibility of the claims of high performance.

Behavior Create buzz and online curiosity about the brand

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4.5 Web Site Message Strategy:Exhibit 7: Web Site Message Strategy

4.6 Look of the Web Site:

Sincere web brand image/ personality fits best with the Catana 42 because the information needs to be presented in a straightforward and factual manner simple and straight to the point.

Few basic elements are required to make the website efficient for the visitors :

- Black Banner Menu at the top presenting the different sections of the Website

- Recurrent Catana Logo

- Dominant Colors : Red, Blue / Dominant Shades : Black, White and Grey. Those colors symbolize simplicity and make for an accessible web page.

- Slideshow of Catana 42’s pictures from different angles (Wide shot while sailing, cabin picture from the inside…)

- Awards section

- Embed videos on the webpage

4.7 Web Site Content:

- Different website’s sections : HOME / CATANA 42 / NEWS / CATANA NETWORK / CONTACT US / PRESS SPACE /

- Bilingual or Trilingual mode

- Links to the social medias (Facebook, Twitter, Linkedin)

- Overall Presentation of the Boat,

Message Strategy Elements

Description

Brand strategy elements to communicate

Psychological differentiation - “Winning”

Functional differentiation - Performance, Hull Reliability, Versatile Customization

Dominant selling message

Experience of winning

Secondary selling messages

Performance

Hull Reliability

Versatile Customization

Other key executional elements

Entering and winning sailing championships

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- Legal Informations

- Every catana Boat could have its own website presenting the specificities and descriptive pictures.

4.8: Web-Based Tactical Promotion Programs:

Emotional benefit of “Winning”

■ Situation: Lack of brand awareness.

■ Problem/purpose statement: Strong competition, better represented on the market. Example: boat shows, number of boats shown.

■ Broad goals and desired effects: Emphasizing on the emotion of winning because of the Catana features (high performance, reliability, versatile customisation).

■ Message strategy: Psychological differentiation. The best type of positioning strategy for Catana

42 would be indirect positioning based on the feeling of accomplishment and performing at best.

■ Use of social media: Facebook: Events, Twitter: Use #s to follow trends to related to our brand, Linkedin: Creation of an interest page, reach our target market (age + most of users are in the age range we are targeting). In 2014, the social media had 300 million users and 51% of them are between the ages of 40 to 64.

■ Problem/Opportunity Statement: Due to our target market lack of computer skills, the website must be as simple and navigable as possible. And there should be an opportunity for them to share, engage and join a community of passionate sailors around our brand benefits.

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Section 5: Social Media Plan:Exhibit 8: Social Media Plan:

Purpose and Broad GoalsSocial Media

ToolsPlans

Give basic informations and the brand, the product and the Catana Events.

Followers can participate to an online competition by sharing the Fan Page and win an invitation to the Strictly Sail Miami boat Show (for example)

- Forecast and prepare all the posts 1 month in advance

- Post of the fan page on a weekly basis (3 times a week)

- Optimize the visibility of the post by studying the affluence in order to reach as many people as possible (around 1pm and 6pm during the weekdays)

Communicate with the followers through brief messages about the updates of the brand, the news and the products (140 lettering limit)

Followers can participate to an online competition by retweeting and win an invitation to the Strictly Sail Miami boat Show (for example)

- Create and use the hashtags #Catana42 #cruisingwiththe42 #CatanaPerformance #TheFastestBoat #CatanaCatamaran

#CatanaChampion

- Make the followers posting their boat pictures using the hashtags to reference the posts and create a community around the brand

Make connection among professional communities and emphasize the Catana Catamarans visibility

- Create a “interest” page on LinkedIn about the Catana Catamaran that users can link to

- It will give them the opportunity to collect data on the people interested in the brand through the visitors statistics (cookies, bitlinks...)

Twitter

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Linkedin

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Facebook

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Digital Media Plan (Catana Catamaran) Antoine Arrouy

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Transcript of Digital Media Plan (Catana Catamaran) Antoine Arrouy