Burton Wakeboards Communication Plan
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Transcript of Burton Wakeboards Communication Plan
![Page 1: Burton Wakeboards Communication Plan](https://reader036.fdocuments.net/reader036/viewer/2022081413/546ec704af79599f0f8b51b6/html5/thumbnails/1.jpg)
Lauren
ChenChe
nMarie
Mike
Mandi
Doohee
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WakeboardingWakeboarding
• Water sport most effective on smooth surfaces
• Pulled behind a motorized boat or advanced “cable” system
• Hitting the wake, outside and in …
• Typical speeds 20 mph
Splish Splash!Splish Splash!
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Our Creative ProcessOur Creative Process
• Burton: Where to go next? Extending from a specialty industry … use caution (relevance)
• Water as a ‘Resource’ (Zaltmans) & the ‘Container’
• From Boots to Boards:Burton’s Identity
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Branding the PlanBranding the Plan
• Consistent with current concept and design
• “Summer” based color schemes
• Reflective of young, brand sensitive target audience (prominently display logo)
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Primary ObjectivesPrimary Objectives
1. Extend Burton’s brand presence geographically
2. Flatten out the seasonality of Burton’s
business
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Communications ObjectivesCommunications Objectives
1. Synonymous transfer of Burton’s essence on to wakeboards
2. Maximizing product awareness levels among
target audiences
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Measuring ObjectivesMeasuring Objectives
Achieving a high product trial rate
18, 500 Wakeboards sold within the first year
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Target AudiencesTarget AudiencesSnowboarders:
• Burton enthusiasts • Males 16- 30• Seeking outlet for rebellion and self-expression•Primarily present in US
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Target AudiencesTarget Audiences
Wakeboarders:
• Familiarity with wakeboarding• Males 16-30• Athletic enthusiasts•Primarily in Australia
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Target Markets: U.STarget Markets: U.S
• Targeting Current Burton Snowboaders:
Vermont Lake Tahoe
• Targeting Wakeboarders: Oklahoma City, OK Orlando, FL
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VermontVermont
Londonderry,
VT
Burlington, VT
• Mountain resorts ranging the span of the state
• High existing familiarity with Burton brand
• Land of many lakes/ popular seasonal destination
• Lower marketing costs
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Lake Tahoe, CALake Tahoe, CA• The “dual season” effect
(summer and winter)• Popular U.S. tourist
destination, increasing awareness• Product trial, relating
back to objective, at immediate disposal
• Number of retailers open to seasonality (A West Coast Vermont)
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Oklahoma City, OKOklahoma City, OK• Demographics - Total adult population: 1,302,157 - College (1-3 years) :Index 108 - Single Male : Index 99 - Single Female : Index 98 - Boating/Sailing: Index 89
• The world’s biggest wakeboarding park • Oklahoma River famous for recreational
wakeboarding• Host a number of International
wakeboarding competition
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Orlando, FLOrlando, FL
• Demographics - Total adult population: 2,748,558 - College (1-3 years): Index 114 - Single Male: Index 96 - Single Female : Index 96 - Boating/Sailing Index: 119
• Popular tourists attractions• 300 named lakes, rivers, world-class water
sports facilities• International wakeboarding competitions
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Flagship Stores Flagship Stores
Burlington (VT)New York ChicagoWrentham (MA)Los AnglesSanta Barbara (CA)
Chicago, IL
Los Angeles, CA
Wrentham, MA
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Target Markets: AustraliaTarget Markets: AustraliaWakeboarding History• 1982: surfboard shaper and inventor Bruce
McKee • Skurfer or Skurfboard• Beach culture and laid back attitudes
Market Information• Australia ranks seventh in the world for imported
water sport equipmentand has a 3.75 % of the world market for this sector
• Estimated value of $35,305,000 million dollars a year• Current Burton Retailers • 33.4 % of Australian residents are under the age of 25 • Medium age of 30
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Melbourne, AUMelbourne, AU
• 3,744,373
• Second largest Australian city
• Target population makes up 32%
• 2 major wakeboarding associations in
state of Victoria and SA
Melbourne
Skyline Yarra Harbour
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Brisbane, AUBrisbane, AU
• 1,763,131• Third largest city• Target population makes
up 21%• Prominent wakeboarding
presence - 5 major wakeboard schools and associations
Brisbane Skyline
Story Bridge
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Budget AllocationBudget Allocation
• Fiscal Year Ending: Jan.• 2008 Sales: $46 million• 1 YR sales growth: 12%– 2010 sales: 51.52 million– 2011 sales: 54.28 million– 2012 sales: 59.8 million
• Marketing Budget 7.5% sales– 35% for Burton
Wakeboarding: $1,352,400
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Communication StrategyCommunication StrategySTAGE United States Australia
Pre-Launch February 1st -28th N/A
Reveal March 1st-April 2nd September 1st- October 1st
Launch April 3rd-10th October 2nd
Season April 11th- September 10th
October 3rd-March 4th*
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Pre Launch StagePre Launch Stage
Objectives:1.Induce curiosity among current Burton riders
2. Facilitate rider ownership
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Pre Launch StagePre Launch Stage
New York, NY
Stowe, VT
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Pre Launch StagePre Launch Stage
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Pre Launch StagePre Launch Stage
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Reveal StageReveal Stage
Objectives:
1. To unveil product conceptto target audiences2. To launch communication with
Aussie wakeboarders and familiarize them with Burton and its new product extensions
3. Highlight Burton’s positioning and advantageous aspects of Burton wakeboards
4. Launch Pre-order Sales
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Reveal StageReveal Stage
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www.BurtonWakeboards.cowww.BurtonWakeboards.comm
WWA Wakeboard National Championship
•July 8-12•Oklahoma City, OK
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Reveal Stage: AdvertisingReveal Stage: Advertising2. Out of Home:-Billboards: changing images from pre-launch stageVermont (12)Lake Tahoe, CA (6)Wrentham, MA (2)Chicago, IL (10)New York, NY (10)
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Reveal Stage: AdvertisingReveal Stage: Advertising 3. Magazines: U.S. Wake Boarding
(www.wakeboardingmag.com) Australia Wake(www.wakeonline.com) Boarder Magazine
(www.boardermagazine.com.au)
4. Online ads on wakeboard websites: target audience are heavy internet users
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Reveal Stage: Public Reveal Stage: Public RelationsRelations
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Reveal Stage: PromotionsReveal Stage: Promotions 6. Wakeside Magazine:• Informational magazine • Product specification including designs,
prices, processes to make the products
• Available at Burton demo tents, stores• Distribution: 20,000 in the U.S. and 10,000 in Australia• Targeting current Burton customers
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Launch StageLaunch StageObjectives: 1.Extend excitement from reveal
stage1.Maximize brand awareness2.Encourage trials 3.Initiate sales
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Launch Stage: In storeLaunch Stage: In storeUS: Launched in Flagship StoresAU: Melbourne & Brisbane selected
distributors- DJ
- Burton Wakeboard Product
- Wakeside Magazine- SWAG/Giveaways- Partnership with an Energy Drink
Company
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Season StageSeason StageObjectives: 1.Maximize trial rates2.Expand awareness amongst
pro wake boarders1.Highlight advantageous
features to out beat competitors
2.Maximize sales
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Season Stage: Promotions Season Stage: Promotions
Burton Demo Days:• 8 week tours of Burton boats to
desired beaches/lakes in target cities
• Demo tents set up for weekends to encourage wakeboard trials
• Newly launched equipment available, for all levels
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Season Stage: Promotions Season Stage: Promotions
Burton ‘Swag’:- t-shirts- stickers- bottle openers- beach balls
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Season Stage: Sponsorship Season Stage: Sponsorship
U.S: Wakeboarding Events
• Burton Tents and Flags• Burton Towboats• Products and Merchandise
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Season Stage: Sponsorship Season Stage: Sponsorship U.S: Audience Size and Reach
• 6000- 10,000 average spectators at events• Average age: 21• Male: 64.1%• Female: 31%• Own a boat: 71%• Under 24: 78%• Purchase a sponsor product
over not sponsor product 79%
(2007 Pro Wakeboard Tour, Wakeboarding Magazine spectator profile research)
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Season Stage: Sponsorship Season Stage: Sponsorship U.S: Events
WWA Wakeboard National Championships (Oklahoma City)
WWA Wakeboard World Championships (Orlando)
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Season Stage: Sponsorship Season Stage: Sponsorship U.S: Events
MasterCraft Pro Wakeboard Tour
1st Texas2nd Wisconsin3rd Tennessee4th Kentucky5th Nevada
BYERLY Toe Jam Wakeskate Events
Orlando
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Season Stage: Sponsorship Season Stage: Sponsorship Australia: Events
Air Nautiques Australian Pro Tour
•Stop 1: Southbank, Brisbane QLD November 19, 2010
•Stop 2: Sydney Int. Regatta Centre, Penrith NSW January 28, 2011
•Stop 3: Caribbean Gardens, Melbourne VIC •February 25, 2011
Ocean and Earth Australian National (Wakeboard Australia)
•Wenmark, South Australia
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End of SeasonEnd of Season
US: September 10, 2010 Australia: March 4, 2011• Communication efforts for wakeboards end at the beginning of each fall • Must ensure turnover time for snowboard communication plans
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Budget RecapBudget Recap
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Budget RecapBudget Recap
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Extended PlansExtended Plans
1. Sponsoring pro-wakeboarders2. Creating Burton wakeboarding events3. Expanding product lines4. Global expansion 5. Further magazine distribution 6. Expand website’s reach
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Have as much fun as
POSSIBLE!!!
Love,
The Burton
Wakeboard Team