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Product Positioning & Product Positioning & Product Positioning & Product Positioning & Brand StrategyBrand StrategyBrand StrategyBrand StrategyFinal Report Final Report Final Report Final Report
YA’s objectives for the project encompassed a better understanding of its consumers, ideal products as well as commercial options
• To gain thorough insights into the behaviours and motivations of people in the sport and on the fringe and find out how engaged they are, how sailing is consumed and what the barriers to participation are
• To gain an understanding of the optimal product portfolio and brand architecture of Yachting Australia (YA) on a national level
• To receive an assessment of the sponsorship potential of existing programs/brands based on the target demographics of programs/brands
• To get an overview of potential licensing opportunities for the grassroots component of the sport
Quantitative Member ResearchQuantitative Member ResearchQuantitative Member ResearchQuantitative Member Research Qualitative ResearchQualitative ResearchQualitative ResearchQualitative ResearchBrand Workshop & Brand Workshop & Brand Workshop & Brand Workshop & CommercialisationCommercialisationCommercialisationCommercialisation
• Quantitative survey sent out to ~30,000 people including club members as well as people having completed entry level sailing programs such as Go Sailing Day or Try Crewing Day
• 1,668 members responding to approximately 60 questions assessing their preferences, behaviours, potential barriers and consumption of the sport
• Quantitative research provided insights into potential product development opportunities which were tested further in the qualitative research component
• Conducted 7 focus groups covering the segments with the highest potential for YA – both sailors and non sailors:
• Primary School & Young Families
• Secondary School & Older Families
• Young Adults (to understand the drop-off from Secondary School to Young Adult)
• Developed key opportunities for the sport by segment
• Conducted Brand Workshop with key YA stakeholders developing the key opportunities further and discussed implementation requirements and challenges
• Developed commercial opportunities for YA and the key product opportunities
gemba has taken a research-driven approach to developing entry-level product opportunities for Yachting Australia
Entry level Entry level Entry level Entry level programs and programs and programs and programs and brands brands brands brands inconsistently inconsistently inconsistently inconsistently delivered delivered delivered delivered across the across the across the across the different Statesdifferent Statesdifferent Statesdifferent States
Yachting AustraliaYachting AustraliaYachting AustraliaYachting Australia
Tackers Tackers Tackers Tackers Entry level program for children aged 7-12 years
Nationally, there are 4 main training programs for dinghies, keelboats, powerboats and windsurfing
Yachting AustraliaYachting AustraliaYachting AustraliaYachting Australia National YA ProgramsNational YA ProgramsNational YA ProgramsNational YA Programs
National Small Boat National Small Boat National Small Boat National Small Boat Sailing SchemeSailing SchemeSailing SchemeSailing Scheme
National Powerboat National Powerboat National Powerboat National Powerboat Scheme*Scheme*Scheme*Scheme*
National Keelboat National Keelboat National Keelboat National Keelboat SchemeSchemeSchemeScheme
National Windsurfing National Windsurfing National Windsurfing National Windsurfing Scheme*Scheme*Scheme*Scheme*
ContentContentContentContent
• Learn to sail and race a dinghy or small catamaran in most conditions
• Scheme consists of 6 different proficiency levels:
1. Basic Skills 1
2. Basic Skills 2
3. Better Sailing
4. Racing Skills 1
5. Racing Skills 2
6. Small Boat Instructor
• Scheme consists of 4 different proficiency levels:
1. Recreational Powerboat Operator
2. Powerboat Handling Certificate
3. Safety Boat Handling Certificate
4. Powerboat Instructor
• Scheme consists of 5 different levels with each one taking at least 12hrs of training
There is a variety of other entry level programs available through the State organisations and the Boating Industry Association
Yachting Australia
Yachting AustraliaYachting AustraliaYachting AustraliaYachting Australia
• The Boating Industry Association (BIA) of NSW represents the boating and marine industries in NSW
• One of BIA’s objectives is to “Grow Participation in Recreational Boating in Australia”
BIA have established 2 enticer programs for people without prior sailing experience:
1.1.1.1. Try Sailing Day Try Sailing Day Try Sailing Day Try Sailing Day (run for ~15yrs)
• Objective is to give non-sailors, specifically kids, a taste of the sport
• Organised by BIA, run by Yacht clubs
• 2010: 42 participating clubs with ~2,500 children participating
• Target audience are kids 6-12 years
• Free course for participants and clubs, funded by BIA
2.2.2.2. Try Crewing Day Try Crewing Day Try Crewing Day Try Crewing Day (run for 2yrs)
• Targeted at adults >18yrs
• Basic sailing training delivered by clubs
However, there is no information transfer from clubs to BIA and / or However, there is no information transfer from clubs to BIA and / or However, there is no information transfer from clubs to BIA and / or However, there is no information transfer from clubs to BIA and / or YNSW about participant dataYNSW about participant dataYNSW about participant dataYNSW about participant data
Yachting VIC & Yachting WA have been running Go Sailing Days
Membership in yachting is currently developed around annual subscription-based models which are differentiated by age only
• Currently, memberships of individuals with yachting clubs are mostly based around the following models:
o Annual full membershipAnnual full membershipAnnual full membershipAnnual full membership
o Annual crew membershipAnnual crew membershipAnnual crew membershipAnnual crew membership
o Annual junior membershipAnnual junior membershipAnnual junior membershipAnnual junior membership
• Clubs often reserve the right to charge a nomination or entrance fee in addition to the annual subscription
• The process of including new members is often lengthy, including new member reference checks or review through a nomination committee
• There are slight modifications to these models but they are overall non-flexible and mostly require long-term commitments
Yachting MembershipsYachting MembershipsYachting MembershipsYachting MembershipsYachting AustraliaYachting AustraliaYachting AustraliaYachting Australia
Given that most consumers state Given that most consumers state Given that most consumers state Given that most consumers state “commitment” as a barrier for taking “commitment” as a barrier for taking “commitment” as a barrier for taking “commitment” as a barrier for taking up a sport, alternative membership up a sport, alternative membership up a sport, alternative membership up a sport, alternative membership models will be assessed in researchmodels will be assessed in researchmodels will be assessed in researchmodels will be assessed in research
Yachting AustraliaYachting AustraliaYachting AustraliaYachting Australia Current YA Product PortfolioCurrent YA Product PortfolioCurrent YA Product PortfolioCurrent YA Product Portfolio
We used gemba’s Active Sports Participation (gASP) research to draw insights relating to the sport of sailing and its participants
1. Current Participation1. Current Participation1. Current Participation1. Current ParticipationFrequency, time of year, nature, environment and motivations
3. Past Participation3. Past Participation3. Past Participation3. Past ParticipationAge when participated, reason for stopping
4. Junior Programs4. Junior Programs4. Junior Programs4. Junior ProgramsMeasures the awareness of programs, participation, involvement and sponsorship association
5. Brand Imagery5. Brand Imagery5. Brand Imagery5. Brand ImageryMeasures the key brand image attributes as it relates to Participation
6. Membership6. Membership6. Membership6. MembershipAn analysis of types of sports memberships – associations, gyms, clubs
2. Potential Participation2. Potential Participation2. Potential Participation2. Potential ParticipationInterest, motivations, barriers, time of year
7. Volunteering7. Volunteering7. Volunteering7. VolunteeringNumber of hours, volunteering role and time of year
AgeAgeAgeAge
5 to 75 years
8. Consumption8. Consumption8. Consumption8. ConsumptionTV viewership and attendance to professional sporting events
LocationLocationLocationLocation
Capital Cities & Regional
Australia
SampleSampleSampleSample
Weekly 7,280 per
year
Yachting Australia
Key Components of gASP:Key Components of gASP:Key Components of gASP:Key Components of gASP:
Fanatics (5 or 4)Fanatics (5 or 4)Fanatics (5 or 4)Fanatics (5 or 4) Disinterested (1 or 2)Disinterested (1 or 2)Disinterested (1 or 2)Disinterested (1 or 2)Fans ( 3 )Fans ( 3 )Fans ( 3 )Fans ( 3 )
Q. Please indicate your level of passion for each of the sports? 1=not at all; 5=very Base: All Australians; n=5,614
%%%%
Ranked 37Ranked 37Ranked 37Ranked 37 thththth out of out of out of out of 46 sports tracked46 sports tracked46 sports tracked46 sports tracked
Motivations to get involved in sports differ significantly by age and stage of life
0
10
20
30
40
50
60
Primary School High School Young Adult Young Family Older Family Working
Professional
Empty Nesters Retirees
Motivations to Participate in Sport Motivations to Participate in Sport Motivations to Participate in Sport Motivations to Participate in Sport (By Segments)(By Segments)(By Segments)(By Segments) 5 5 5 5 ---- 75 Years75 Years75 Years75 Years
FitnessFitnessFitnessFitness
RelaxationRelaxationRelaxationRelaxation
Social Social Social Social InteractionInteractionInteractionInteraction
CompetitionCompetitionCompetitionCompetition
Source: gASP
Q. For each sport allocate 100 points across the four reasons (Relaxation, Fitness, Social interaction, Competition) to best reflect how important each is for you Base: Total population n=6,253
Only 24% of sailing & yachting fanatics are current participants in the sport
Yachting Australia
Q. Which of these activities have you participated in the past 12 months?
Q. Please indicate your level of interest in participating for each of the sports with the next 12 months?
Source: gemba Active Sports Participation (gASP)
Base: Total Sample n=5,614
Passion for Sailing & ParticipationPassion for Sailing & ParticipationPassion for Sailing & ParticipationPassion for Sailing & Participation(Played at(Played at(Played at(Played at----least once last 12 months, 5least once last 12 months, 5least once last 12 months, 5least once last 12 months, 5----75yrs)75yrs)75yrs)75yrs)
Besides being perceived as an international sport, sailing has an image of being ‘exclusive’, ‘for older people’ and ‘dangerous’
Yachting Australia
4543
35
3026
20 19 19 1916
11 11 10 9 9
Inte
rnatio
nal
Exclu
sive
For o
lder p
eople
Dangero
us
Ageless
Fun
Excitin
g
Boring
For y
oung people
Cool
Safe
Modern
Losin
g Popula
rity
Accessib
le
Com
munity
invo
lved
Q. Which of these sports do you associate with each of the statements? Base: All Australians; n=1,875
Imagery for Sailing / YachtingImagery for Sailing / YachtingImagery for Sailing / YachtingImagery for Sailing / Yachting(in %, among general population, 5-75yrs)
However, female participation in sailing across all segments tends to be less frequent than male participation in sailing
Frequency of participation Frequency of participation Frequency of participation Frequency of participation ---- SailingSailingSailingSailing(Last 12 months, by gender, 5-75yrs)
8%
5%
30%
19%
21%
24% 53%
42%Male
Female
More than once per week
Once every one to three months Less often than every three months
Once per week to once per month
Q. How frequent do you participate in the following sports? Base: Sailing Participants n=147
Sailing has higher levels of participation in Hobart compared to the other capital cities
Yachting Australia
Current Participation in sailing & yachting Current Participation in sailing & yachting Current Participation in sailing & yachting Current Participation in sailing & yachting % of population by location, 5% of population by location, 5% of population by location, 5% of population by location, 5----75yrs75yrs75yrs75yrs
Q. Which of the following sports or forms of exercise have you participated in during the last 12 months?
Sailing is done for social & relaxation reasons, however, frequent participants place slightly more importance to fitness and competition
Yachting Australia
42
10
21
27
Fitness
Competition
Social
Interaction
Relaxation
13
15
36
36
Fitness
Competition
Social
Interaction
Relaxation
Motivation for ParticipationMotivation for ParticipationMotivation for ParticipationMotivation for ParticipationParticipated in last 12 months, 5-75yrs, Mean Importance (100 Points)
Q. For each sport allocate 100 points across the four reasons (fitness, competition, social interaction and relaxation) to best reflect how important each is for you.
Among those who do not currently sail, children, Young Adults and Young Families have the highest interest in participating in sailing
Current + Interest in Participating in Sailing & YachtingCurrent + Interest in Participating in Sailing & YachtingCurrent + Interest in Participating in Sailing & YachtingCurrent + Interest in Participating in Sailing & Yachting(By segment, 5(By segment, 5(By segment, 5(By segment, 5----75yrs)75yrs)75yrs)75yrs)
Q. Which of the following sports or forms of exercise have you participated in during the last 12 months?
Source: gemba Active Sports Participation (gASP)
2.7% 2.8%3.8%
1.7%3.1%
4.3%2.6% 3.0% 3.1%
3.0%4.1%
4.3%
3.3%
4.9% 2.6%
2.6% 1.6% 1.2%
8%
7%
5%5% 4%
8%
7%
5%6%
Total PrimarySchool
SecondarySchool
Young Adults YoungFamilies
OlderFamilies
WorkingProfessionals
(no kids)
EmptyNesters
Retirees
Q. Please indicate your level of interest in participating for each of the sports with the next 12 months? 1=not at all; 5=very
Interested in sailing / yachting next 12 months (% 4 or 5)Sailed Last 12 months
Interest levels are fairly similar across the country, there are some differences between regional and metropolitan areas
Yachting Australia
WA WA WA WA RegionalRegionalRegionalRegional
0.6%0.6%0.6%0.6%SA SA SA SA
RegionalRegionalRegionalRegional
2.8%2.8%2.8%2.8%NSW NSW NSW NSW
Regional Regional Regional Regional
3.2%3.2%3.2%3.2%
Melbourne Melbourne Melbourne Melbourne Metro / VIC Metro / VIC Metro / VIC Metro / VIC
RegionalRegionalRegionalRegional
3.2% / 3.5%3.2% / 3.5%3.2% / 3.5%3.2% / 3.5%
Hobart Metro Hobart Metro Hobart Metro Hobart Metro / TAS / TAS / TAS / TAS
RegionalRegionalRegionalRegional
1.6% / 3.3%1.6% / 3.3%1.6% / 3.3%1.6% / 3.3%
Interest in Participating in Sailing & YachtingInterest in Participating in Sailing & YachtingInterest in Participating in Sailing & YachtingInterest in Participating in Sailing & Yachting(% of population)
Source: gemba Active Sports Participation (gASP)
Q. Please indicate your level of interest in participating for each of the sports with the next 12 months? 1=not at all; 5=very Base: Total Sample n=5,614
In relative terms, families place higher emphasis on sailing to relax while Young Adults and Empty Nesters are more keen on social aspect
Yachting Australia
Motivations for Participation in SailingMotivations for Participation in SailingMotivations for Participation in SailingMotivations for Participation in Sailing(Interested in Sailing)(Interested in Sailing)(Interested in Sailing)(Interested in Sailing)
Relaxation
Fitness
Competition
Social Interaction
Q. How important are the following for your participation in that sport? Allocate 100 points across the 4 attributes to best reflect how important each is to your participation.
Motivations for Motivations for Motivations for Motivations for participationparticipationparticipationparticipation
Pri
ma
ry S
ch
oo
lP
rim
ary
Sc
ho
ol
Pri
ma
ry S
ch
oo
lP
rim
ary
Sc
ho
ol
Sec
on
da
ry
Sec
on
da
ry
Sec
on
da
ry
Sec
on
da
ry
Sch
oo
lSc
ho
ol
Sch
oo
lSc
ho
ol
Yo
un
g A
du
lts
Yo
un
g A
du
lts
Yo
un
g A
du
lts
Yo
un
g A
du
lts
Yo
un
g F
am
ilie
sY
ou
ng
Fa
mili
es
Yo
un
g F
am
ilie
sY
ou
ng
Fa
mili
es
Old
er
Fam
ilie
sO
lde
r Fa
mili
es
Old
er
Fam
ilie
sO
lde
r Fa
mili
es
Pro
fess
ion
al w
/o
Pro
fess
ion
al w
/o
Pro
fess
ion
al w
/o
Pro
fess
ion
al w
/o
kid
sk
ids
kid
sk
ids
Em
pty
Ne
ste
rsEm
pty
Ne
ste
rsEm
pty
Ne
ste
rsEm
pty
Ne
ste
rs
Re
tire
es
Re
tire
es
Re
tire
es
Re
tire
es
Social Interaction 22 25 32323232 29 22 26 32323232 20
While the majority of people interested to sail in the next year want to sail socially, a quarter of them are interested in training programs
Yachting Australia
20
65
3225
137
On my own Socially withfriends
Socially withfamily
As part of anorganisedcoaching /
trainingprogram
As part of anorganised week
to weekcompetition
As part of anorganised
tournament,one off event or
race
Nature of ParticipationNature of ParticipationNature of ParticipationNature of ParticipationInterested in Sailing, all age groups (in %)Interested in Sailing, all age groups (in %)Interested in Sailing, all age groups (in %)Interested in Sailing, all age groups (in %)
Source: gemba Active Sports Participation (gASP)
Q. what are all the ways in which you would want to participate in these sports? Base: Interested in Sailing / Yachting n=164
Consumers
*Multi-choice question hence this figure is less than the sum of the individual scores
Late starting ageLate starting ageLate starting ageLate starting age
Low passion and Low passion and Low passion and Low passion and participationparticipationparticipationparticipation
Key InsightsKey InsightsKey InsightsKey Insights
High interest among High interest among High interest among High interest among
adults and familiesadults and familiesadults and familiesadults and families
High interest among High interest among High interest among High interest among children, young children, young children, young children, young
adults and familiesadults and familiesadults and familiesadults and families
Relaxation an Relaxation an Relaxation an Relaxation an Relaxation an Relaxation an Relaxation an Relaxation an important important important important elementelementelementelement
Cost is the top Cost is the top Cost is the top Cost is the top
Keel Boat participation is highest among yacht club members followed by participation on Dinghies and Powerboats
Yachting Australia
72%
48%
25%
46%
6%
1%
Keel Boat Dinghy Trailable Yachts Powerboating Windsurfing Kiteboarding
Participation in Sailing Participation in Sailing Participation in Sailing Participation in Sailing –––– Last 12 monthsLast 12 monthsLast 12 monthsLast 12 months
Q. When was the last time you participated in each of these activities??
There is no major difference in sailing participation across the country apart from a slightly higher keelboat usage in TAS, WA and NSW
Yachting Australia
Participation in Sailing Participation in Sailing Participation in Sailing Participation in Sailing –––– Last 12 months Last 12 months Last 12 months Last 12 months
Q. When was the last time you participated in each of these activities??
Source: YA Members Survey
Base: Total Sample n=1,668
65%47%
32%
Keel Boat Dinghy Trailable
Yachts
QueenslandQueenslandQueenslandQueensland
79%
46%19%
Keel Boat Dinghy Trailable
Yachts
New South WalesNew South WalesNew South WalesNew South Wales
67%49%
26%
Keel Boat Dinghy Trailable
Yachts
VictoriaVictoriaVictoriaVictoria
84%52%
23%
Keel Boat Dinghy Trailable
Yachts
TasmaniaTasmaniaTasmaniaTasmania62% 52%
28%
Keel Boat Dinghy Trailable
Yachts
South AustraliaSouth AustraliaSouth AustraliaSouth Australia
83%
44%27%
Keel Boat Dinghy Trailable
Yachts
West AustraliaWest AustraliaWest AustraliaWest Australia
When compared to people interested in sailing, current members place a higher emphasis on competition and achievement
Yachting Australia
Motivation for participating in SailingMotivation for participating in SailingMotivation for participating in SailingMotivation for participating in Sailing
Q. Please allocate 100 points across the four reasons to best reflect how important each is for you.
Source: gemba Active Sports Participation (gASP), YA Members Survey Base: Total Pop; n=5,220 (gASP)
Sailing MembersSailing MembersSailing MembersSailing Members
43
15 15
27
Relaxation Fitness Competition /achievement
SocialInteraction
Interested in SailingInterested in SailingInterested in SailingInterested in Sailing
The top reasons for participating in sailing for club members are ‘fun’, ‘freedom’ and ‘the joy of being outdoors’
Yachting Australia
60%
55%
54%
51%
44%
43%
29%
24%
23%
21%
17%
14%
13%
12%
46%
54%
51%
39%
43%
24%
25%
28%
23%
16%
21%
18%
23%
66%For the fun
I like the sense of freedom associated with sailing
I like being outdoors
An activity you can do for life
I like the technical aspect of sailing
For the racing & competition
I live close to the ocean
It involves both males and females
Flexibility to do alone or with others
A social catch-up with friends/family
The opportunity to travel
To maintain fitness & health
To meet new people
To have the family all doing an activity together
Reason for participating in Sailing Reason for participating in Sailing Reason for participating in Sailing Reason for participating in Sailing (Applies very strongly)
Keel Boat sailors only
Dinghy sailors only
Q. Please indicate the degree to which the following reasons motivate you to participate in the sport of sailing. (1=Doesn’t apply 5=Applies very strongly)
Participation peaks on the weekend for Keel Boat and Dinghy. Interestingly there is a large contingent of twilight Keel Boat sailors
Q. When do you participate in sailing?
Weekends
Weekdays – during the day
Weekdays – after work
Holidays – at a place near where I live
Holidays – at a holiday destination
Holidays – at my holiday home
Irregular participation
Keel BoatKeel BoatKeel BoatKeel Boat Trailable YachtsTrailable YachtsTrailable YachtsTrailable YachtsDinghyDinghyDinghyDinghy
54
9
11
9
10
4
41
39
6
8
6
9
3
56
Yachting Australia
Base: Sailors; n=1668
Source: YA Members Survey
Timing of Participation Timing of Participation Timing of Participation Timing of Participation –––– By Boat TypesBy Boat TypesBy Boat TypesBy Boat TypesMembers
Interestingly cost and change of residence are perceived as potential drivers of churn by members, yet amongst churners they are not
Drivers of ChurnDrivers of ChurnDrivers of ChurnDrivers of Churn
30
22
19
11
7
6
4
4
2
2
2
0
0
0
Q. Which of the following best describe your reason for not sailing within the last 2 yearsQ. If you were to ever stop sailing, which of the following do you feel are most likely to lead you to stopping?
Time commitment too high
Conflicts with family needs
Replaced sailing with another
activity/sport
Lost interest
Costs
Replaced sailing with a more fitness
orientated sport
Need to have own boat
I wasn’t made to feel welcome
Moved away from the ocean
I was intimidated
I felt I was not developing my sailing
skills
Yacht club doesn’t offer anything for my
partner
Yacht club doesn’t offer anything for my
kids
Didn’t renew my membership
Actual DriversActual DriversActual DriversActual Drivers Potential DriversPotential DriversPotential DriversPotential Drivers
Young Adults and Young Families struggle with sailing’s time & cost commitments and it’s conflicts with family needs
Factors most likely lead to stop sailing (%)Factors most likely lead to stop sailing (%)Factors most likely lead to stop sailing (%)Factors most likely lead to stop sailing (%)
Yachting Australia
Young AdultsYoung
Families Older FamiliesProfessional
w/o kids Empty Nesters Retirees
Time commitment too high 51 53 27 28 20 9
Costs 38 37 23 23 28 24
Need to have own boat 9 9 5 7 4 3
Conflicts with family needs 21 59 33 13 22 13
Yacht club doesn’t offer anything for my partner 3 20 7 3 7 6
Yacht club doesn’t offer anything for my kids 4 12 5 2 1 2
Loss of interest 10 9 15 16 12 15
Move away from the ocean 30 13 18 25 17 11
Replace sailing with another activity/sport 13 17 17 18 16 13
Don’t want to commit to an annual membership 8 5 3 4 3 5
Replace sailing with a more fitness orientated sport 4 4 3 3 1 1
Not being made to feel welcome 13 11 10 10 8 7
Being made to feel intimidated 8 8 8 8 5 4
Not being able to further develop my sailing skills 13 6 3 9 4 3
Other (please specify) 18 17 40 42 50* 63*
Q. If you were to ever stop sailing, which of the following do you feel are most likely to lead you to stopping? (Multiple choice)* Old age / health the main barrier for older sailors. Base: Sailors; n=1624
Time
Cost
Residence
Time and money less of an issue.
Residence remains
important
Health reasons……death.
Family
Time
Cost
Health issues
Family still an issue but less so than
younger families
Members
Source: YA Members Survey
Important Factor, very likely leading to stop sailing
Factor likely not to be leading to stopping to sail
Self-teaching and learning from friends or family are the key barriers to course participation
56
51
18
14
12
7
1
I taught myself
I have friends/family who have taught me
No convenient times or locations
I wasn’t aware of them
Too much time required
They are too expensive
These courses are too technical
Reasons for nonReasons for nonReasons for nonReasons for non----participation in coursesparticipation in coursesparticipation in coursesparticipation in courses
Q. Why have you never participated in any of these courses? Base: All respondents; n=397
The majority of sailors would consider sending their child or grandchildren to a junior program but a lack of interest is the key barrier
Q. Why wouldn’t you send your child/grandchild to a junior sailing program?
Yachting Australia
0-3 years
4-6 years
7-9 years
10-12 years
13-15 years
16-18 years
Base: Child not involved in sailing but have sailing parents Source: YA Members Survey
Members
Propensity of YA members to send children / Propensity of YA members to send children / Propensity of YA members to send children / Propensity of YA members to send children / grandchildren to a junior sailing programgrandchildren to a junior sailing programgrandchildren to a junior sailing programgrandchildren to a junior sailing program
(By Age)
Reasons for Reasons for Reasons for Reasons for notnotnotnot sending children / grandchildren to junior sending children / grandchildren to junior sending children / grandchildren to junior sending children / grandchildren to junior programprogramprogramprogram
(By Age)
I can train my child
myself
Too dangerou
s
Not safe enough
Time commitm
ent too high
CostsNeed to
have own boat
Conflicts with family
needs
They are not
interested
11% 18% 17% 3% 5% 2% 13% 28%
23% 11% 18% 6% 6% 6% 14% 32%
30% 4% 0% 4% 11% 7% 15% 37%
25% 0% 0% 6% 6% 6% 6% 50%
15% 0% 0% 9% 6% 3% 6% 71%
18% 0% 0% 12% 0% 6% 21% 62%
30%
42%
80%
85%
65%
61%
70%
58%
20%
15%
35%
39%
NoYes
Q. Would you send your children/grandchildren to a junior sailing program?
There is a higher demand for an additional sailing program among dinghy sailors, young adults, young families and older families
Yachting Australia
Opportunity for additional sailing programOpportunity for additional sailing programOpportunity for additional sailing programOpportunity for additional sailing program
Boat TypeBoat TypeBoat TypeBoat Type SegmentsSegmentsSegmentsSegments
29%
37%
32%
Keel Boat SailorsKeel Boat SailorsKeel Boat SailorsKeel Boat Sailors
A family sailing activity targeted at both parents and their kids is one of the suggested programs
Yachting Australia
Adult and child program
Cruising and social sailing (Casual and non-
competitive)
Course for female
Family sailing and cruising (kids sailing with
parents)
Access to boats for non-owners - boat share/charter
Selected suggestions of additional programsSelected suggestions of additional programsSelected suggestions of additional programsSelected suggestions of additional programs
Young Adults Young Family Older Family
Cruising and social sailing (Casual and non-
competitive)
Family sailing and cruising (kids sailing with parents)
1111 1111 1111
2222
2222
2222
3333
Q. Please describe the type of program that would enable you and your family to become more involved in sailing?
Members also see an opportunity to develop a cruising and social sailing program for all segments
Professional no kids Empty Nesters Retirees
Yachting Australia
Course for female
A conversion course from dinghy to larger
boats
Cruising and social sailing (Casual and non-
competitive)
Family fun days where all the family participate
Cruising and social sailing (Casual and non-
competitive)
Selected suggestions of additional programsSelected suggestions of additional programsSelected suggestions of additional programsSelected suggestions of additional programs
1111
2222
1111 1111
Q. Please describe the type of program that would enable you and your family to become more involved in sailing?
No difference No difference No difference No difference between Statesbetween Statesbetween Statesbetween States
Cost is not the Cost is not the Cost is not the Cost is not the Cost is not the Cost is not the Cost is not the Cost is not the real reason for real reason for real reason for real reason for
churnchurnchurnchurn
Racing / Racing / Racing / Racing / competitivecompetitivecompetitivecompetitive
Key InsightsKey InsightsKey InsightsKey Insights
“I can teach “I can teach “I can teach “I can teach myself”myself”myself”myself”
7777----12 is ideal age 12 is ideal age 12 is ideal age 12 is ideal age 7777----12 is ideal age 12 is ideal age 12 is ideal age 12 is ideal age bracket to start bracket to start bracket to start bracket to start
sailingsailingsailingsailing
Sailing program Sailing program Sailing program Sailing program
adults and families adults and families adults and families adults and families
Sailing program Sailing program Sailing program Sailing program opportunities for opportunities for opportunities for opportunities for dinghy, young dinghy, young dinghy, young dinghy, young
adults and families adults and families adults and families adults and families
Club members are mainly focused on racing and are very competitive by
nature
For members, cost and change of residence are perceived as potential drivers of churn however they are not the reasons for why
people leave the sport
Self teaching and learning from friends/family are the key barriers to participation in a sailing course
The overwhelming majority of sailors believe 7-12 is the ideal age to introduce kids to
sailing
There is a higher demand for an additional sailing program among dinghy sailors, young
adult, young families and older families1111
2222
3333
4444
5555
6666
Key Insights – Club Members
Slightly higher keelboat participation in TAS, WA and NSW but generally no difference in
Compared to males, females have lower passion and participation levels but female teenagers and young moms have high interest levels
Yachting Australia
4.2%
6.6%
Male Female
1.8%2.4%
1.5% 2.0%0.9% 1.1%
3.0%2.3%
3.2%
5.3%
2.2%
4.9%
1.0%1.8%
1.6%
2%
3%
5%
3%
0.4%
5%
7%
8%
4%
Primary
School
Secondary
School
Young Adults Young
Families
Older Families Working
Professionals
(no kids)
Empty Nesters Retirees
Passion for SailingPassion for SailingPassion for SailingPassion for Sailing
Sailed Last 12 Sailed Last 12 Sailed Last 12 Sailed Last 12 monthsmonthsmonthsmonths
2.1%
2.8%
Male Female
Current + Interest among FEMALES in Participating in Current + Interest among FEMALES in Participating in Current + Interest among FEMALES in Participating in Current + Interest among FEMALES in Participating in Sailing & YachtingSailing & YachtingSailing & YachtingSailing & Yachting
Interested in sailing / yachting next 12 months (% 4 or 5)Sailed Last 12 months
Source: gASP Q. Which of the following sports or forms of exercise have you participated in during the last 12 months?
Q. Please indicate your level of interest in participating for each of the sports with the next 12 months? 1=not at all; 5=veryQ. Please indicate your level of passion for Sailing?
Interested females are attracted by relaxation & social elements. Costs are a barrier for potential female sailors and current members.
Yachting Australia
Motivation: Those Motivation: Those Motivation: Those Motivation: Those Interested in Sailing Interested in Sailing Interested in Sailing Interested in Sailing (Females)(Females)(Females)(Females)
Motivation: Motivation: Motivation: Motivation: Sailing Members Sailing Members Sailing Members Sailing Members (Females)(Females)(Females)(Females)
1 Time commitment too high 33%
2 Costs 26%
3 Moving away from the ocean 24%
4 Conflicts with family needs 21%
5Replaced sailing with another activity
14%
Factors most likely lead to stop sailing Factors most likely lead to stop sailing Factors most likely lead to stop sailing Factors most likely lead to stop sailing (Among members)(Among members)(Among members)(Among members)
1 Cost of Participating 46%
2 Not knowing where to participate 31%
3Lack of available/ appropriate facilities
25%
4 Not having anyone to participatewith
21%
5 Having to become a member 18%
Barrier to Participation Barrier to Participation Barrier to Participation Barrier to Participation (Among those interested)(Among those interested)(Among those interested)(Among those interested)
Relaxation
Fitness
Competition
Social Relaxation
FitnessCompetition
Social
Source: gemba Active Sports Participation (gASP) Source: YA Members Survey
Positive unprompted associations of Sailing/Yachting dominated the discussions – only when probed, negative attributes arose
• Water
• Wind in your air
• Freedom
• Boats
• Summer & Sun
• Escape
• Serenity
• Hard work
• Cold & Wet
• Stressful
• Expensive
• Commitment (time & money)
• Exclusive
No real difference between segments or involvement typeNo real difference between segments or involvement typeNo real difference between segments or involvement typeNo real difference between segments or involvement type
NonNonNonNon----sailors connect more strongly with the term ‘sailing’ than sailors connect more strongly with the term ‘sailing’ than sailors connect more strongly with the term ‘sailing’ than sailors connect more strongly with the term ‘sailing’ than ‘yachting’ ‘yachting’ ‘yachting’ ‘yachting’ –––– however, this is not the terminology used by the sport however, this is not the terminology used by the sport however, this is not the terminology used by the sport however, this is not the terminology used by the sport
YOUNG ADULTSYOUNG ADULTSYOUNG ADULTSYOUNG ADULTS YOUNG FAMILIESYOUNG FAMILIESYOUNG FAMILIESYOUNG FAMILIES OLDER FAMILIESOLDER FAMILIESOLDER FAMILIESOLDER FAMILIES
Yachting Australia
Note: Sailors did not mention any other image attributesNote: Sailors did not mention any other image attributesNote: Sailors did not mention any other image attributesNote: Sailors did not mention any other image attributes
Based on initial experiences, only very few ‘fringe’ sailors make it through the barriers of sailing to become regular participants
Yachting Australia
Enthusiastic
Positive expectations & imagery
Non Sailors on the ‘Fringe’Non Sailors on the ‘Fringe’Non Sailors on the ‘Fringe’Non Sailors on the ‘Fringe’ The BarriersThe BarriersThe BarriersThe Barriers
CostsCostsCostsCosts
Intimidating first experienceIntimidating first experienceIntimidating first experienceIntimidating first experience
Club experienceClub experienceClub experienceClub experience
Lack of informationLack of informationLack of informationLack of information
SailorsSailorsSailorsSailors
Need to make friends quicklyNeed to make friends quicklyNeed to make friends quicklyNeed to make friends quickly
You need to be braveYou need to be braveYou need to be braveYou need to be brave
Motivations to get involved in sailing revolve around ease of entry and social, immediate experiences -other sports can serve as an example
• Has to be Easy & FunEasy & FunEasy & FunEasy & Fun
• Minimal commitment Minimal commitment Minimal commitment Minimal commitment – don’t want to have to join anything
• With group of friends friends friends friends –––– social social social social
• Has to be an experienceexperienceexperienceexperience – more practice than theory, just enough to feel comfortable & safe
• Has to be a great day out great day out great day out great day out (with friends or family)
• Maybe a resultresultresultresult (i.e. certificate or voucher) that is attractive and provides value to continuing in sailing
Sports that do entry level Sports that do entry level Sports that do entry level Sports that do entry level programs wellprograms wellprograms wellprograms well
• Scuba Diving Scuba Diving Scuba Diving Scuba Diving ---- PADI PADI PADI PADI Open Water courseOpen Water courseOpen Water courseOpen Water course
• Internationally recognised entry course/card
• Gets people into water straight away –theory is done in water
Ideal program components vary by segment; families are looking for family courses while young adults want a one-off experience
• Parents & kids together
• Basic theory before getting on boat, but not in class room atmosphere
• 3-4hrs, shorter timeframe if with kids
• Weekend / Saturday morning or summer holiday program
• Not too early
• Keelboat for adults
• In summer
• Cost $60-150 per family
• No membership
• Weekend activity or during school holidays –in summer
• Parents & kids together or on separate courses
• 2-3hrs
• Practice rather than theory – learning by doing
• Boat must be easy to sail & rig up
• No commitment, no membership
• Upfront 1-2 week workshop before signing up to proper course
• Pay as you go
YOUNG FAMILIESYOUNG FAMILIESYOUNG FAMILIESYOUNG FAMILIES OLDER FAMILIESOLDER FAMILIESOLDER FAMILIESOLDER FAMILIES
• Together with parents, joint learning experience
• On dinghies
• Short time
• Weekend / Saturday morning or summer holiday program
• Certificate at end of course
• Good coach : child ratio
PRIMARY SCHOOLPRIMARY SCHOOLPRIMARY SCHOOLPRIMARY SCHOOL
• Weekend activity or during school holidays –in summer
• Parents & kids together or on separate courses
• 2-3hrs
• Practice rather than theory – learning by doing
• Organised by school
• No commitment, no membership
SECONDARY SCHOOLSECONDARY SCHOOLSECONDARY SCHOOLSECONDARY SCHOOL
Yachting Australia
• 3-4 hrs, ½ day
• Summer
• On weekend/Sunday
• Multiple instructors in a relaxed atmosphere
• On keelboat
• An experience
• Practice rather than theory – few safety tips like on plane
• Socially with a group eg. Lunch/drink at club
• Include discount to proper course
• Cost $50-100 with lunch
• No membership
YOUNG ADULTSYOUNG ADULTSYOUNG ADULTSYOUNG ADULTS
Respondents intuitively Respondents intuitively Respondents intuitively Respondents intuitively thought of a onethought of a onethought of a onethought of a one----day day day day
type of experience when type of experience when type of experience when type of experience when asked but not of a asked but not of a asked but not of a asked but not of a
structured, multistructured, multistructured, multistructured, multi----week week week week training programtraining programtraining programtraining program
A Taste of SailingA Taste of SailingA Taste of SailingA Taste of Sailing
Go SailingGo SailingGo SailingGo Sailing
Yachting Australia
Perceptions about existing program namesPerceptions about existing program namesPerceptions about existing program namesPerceptions about existing program names
“Course sounds too serious” “Course sounds like too much
commitment, it’s a little bit intimidating already”
Program Names that appealed to Program Names that appealed to Program Names that appealed to Program Names that appealed to both sailors & nonboth sailors & nonboth sailors & nonboth sailors & non----sailorssailorssailorssailors
Program Names that were testedProgram Names that were testedProgram Names that were testedProgram Names that were tested
Training ProgramTraining ProgramTraining ProgramTraining Program
CourseCourseCourseCourse
ProgramProgramProgramProgram
Training SchemeTraining SchemeTraining SchemeTraining Scheme
‘Discover Sailing’ was the preferred program name for consumers and represents a strong call to action
Yachting Australia
Why ‘ Discover Sailing’ is appealingWhy ‘ Discover Sailing’ is appealingWhy ‘ Discover Sailing’ is appealingWhy ‘ Discover Sailing’ is appealing
“It sounds like an adventure”
“It has the connotation of a
beginning”
‘Discover Sailing’ appears to be a communication message with a strong appeal to ‘Discover Sailing’ appears to be a communication message with a strong appeal to ‘Discover Sailing’ appears to be a communication message with a strong appeal to ‘Discover Sailing’ appears to be a communication message with a strong appeal to consumers. It inherently represents the more exciting aspect of the sport and also consumers. It inherently represents the more exciting aspect of the sport and also consumers. It inherently represents the more exciting aspect of the sport and also consumers. It inherently represents the more exciting aspect of the sport and also
carries a strong emotional connection. carries a strong emotional connection. carries a strong emotional connection. carries a strong emotional connection.
It is recommended to use ‘Discover Sailing’ as the call to action for all entry level It is recommended to use ‘Discover Sailing’ as the call to action for all entry level It is recommended to use ‘Discover Sailing’ as the call to action for all entry level It is recommended to use ‘Discover Sailing’ as the call to action for all entry level programs that entice new participants to give sailing a go, e.g. in an Open Day or programs that entice new participants to give sailing a go, e.g. in an Open Day or programs that entice new participants to give sailing a go, e.g. in an Open Day or programs that entice new participants to give sailing a go, e.g. in an Open Day or
Discovery Day Discovery Day Discovery Day Discovery Day
Based on the resourcing constraints of YA, it is recommended to focus on the 3 high potential segments in a first step
ImmediateImmediateImmediateImmediate Medium TermMedium TermMedium TermMedium Term Long TermLong TermLong TermLong Term
Prioritisation Plan Yachting AustraliaPrioritisation Plan Yachting AustraliaPrioritisation Plan Yachting AustraliaPrioritisation Plan Yachting Australia
Primary SchoolPrimary SchoolPrimary SchoolPrimary School
Secondary SchoolSecondary SchoolSecondary SchoolSecondary School
Young FamiliesYoung FamiliesYoung FamiliesYoung Families
Primary school kids are a key segments of focus: they have high interest in sailing & capturing them early ensures a lifelong association with the sport
• Crucial to focus on this segment since this is the time in children’s life where sampling of a variety of sports is taking place, first experiences of success happen and first friendships are built
• It is a highly sought after segment by sports and other activities – YA’s strategic disadvantages lie in:
– parents perceiving sailing as a dangerous sport for primary school kids and
– the fact that the ideal starting age is believed to be around 7-12 years, which is later than for other sports
– the perception that sailing is an exclusive sport, reserved for older people
• Other barriers for this segment are:
– Having to become a member & Lack of equipment & facilities
• When asked, parents wanted their children to be in a program featuring:– Good coach : child ratio– Short time, weekend program– Certificate or clear pathway at end of course
Yachting Australia
1111 Primary School Primary School Primary School Primary School OpportunitiesOpportunitiesOpportunitiesOpportunities
• Roll out of existing junior program Roll out of existing junior program Roll out of existing junior program Roll out of existing junior program TACKERS nationally to all clubsTACKERS nationally to all clubsTACKERS nationally to all clubsTACKERS nationally to all clubs
• Delivery:Delivery:Delivery:Delivery:
– Starting age at 7 yearsStarting age at 7 yearsStarting age at 7 yearsStarting age at 7 years
– On weekends or during holidaysOn weekends or during holidaysOn weekends or during holidaysOn weekends or during holidays
– Program to focus on social Program to focus on social Program to focus on social Program to focus on social interaction between kidsinteraction between kidsinteraction between kidsinteraction between kids
• Communication about program Communication about program Communication about program Communication about program needs to emphasiseneeds to emphasiseneeds to emphasiseneeds to emphasise
– SafetySafetySafetySafety
– Social aspectsSocial aspectsSocial aspectsSocial aspects
• Opportunity for parents to get Opportunity for parents to get Opportunity for parents to get Opportunity for parents to get involved as volunteers supporting involved as volunteers supporting involved as volunteers supporting involved as volunteers supporting their kids developmenttheir kids developmenttheir kids developmenttheir kids development
Secondary school kids are a tough segment to attract if they are not yet interested but it is key to capture them for the sport pathway
Yachting Australia
2222Secondary Secondary Secondary Secondary
School School School School
• In general, this segment is participating in a variety of sports – they have the most time at hands but will already have made their choices about their favourite sports
• Main sports motivations for this segment are social interaction and fitness
• Secondary School children have the highest future interest in sailing and strong current participation numbers – future interest is mainly coming from females
• Barriers to participation in sailing are:– Cost of participating– Equipment needed– Potentially lower interest levels of teenagers who have
already chosen their favourite sports– Not an ideal age to start sailing – too late
• When asked, parents wanted their children to be in a program featuring:– More practice than theory, learning by doing– Organised by school– 2-3hrs– Weekend activity or during summer holidays– No membership required
• Program needs to feature fun & Program needs to feature fun & Program needs to feature fun & Program needs to feature fun & social interaction as sailing is social interaction as sailing is social interaction as sailing is social interaction as sailing is currently not perceived as very currently not perceived as very currently not perceived as very currently not perceived as very exciting by this age groupexciting by this age groupexciting by this age groupexciting by this age group
• Investigate options to include Investigate options to include Investigate options to include Investigate options to include sailing in school activitiessailing in school activitiessailing in school activitiessailing in school activities
• Create social, fun product for kids Create social, fun product for kids Create social, fun product for kids Create social, fun product for kids not wanting to racenot wanting to racenot wanting to racenot wanting to race
• Retention after TackersRetention after TackersRetention after TackersRetention after Tackers
• Less structured, more funLess structured, more funLess structured, more funLess structured, more fun
• 2222----3hrs3hrs3hrs3hrs
• On weekends or summer On weekends or summer On weekends or summer On weekends or summer holidaysholidaysholidaysholidays
• Without membershipWithout membershipWithout membershipWithout membership
• Investigate appeal of current Investigate appeal of current Investigate appeal of current Investigate appeal of current sailing rules & regulations, sailing rules & regulations, sailing rules & regulations, sailing rules & regulations, language, facilities for this segmentlanguage, facilities for this segmentlanguage, facilities for this segmentlanguage, facilities for this segment
Young Families are a key focus segment since sailing needs to capture kids under the age of 12 and parents are still decision-makers
• This segment is particularly crucial to engage in sports since young parents are still taking decisions for their young children – also around the type of sports activity the children partake in
• By acquiring & retaining young parents there is a chance to not only get adults into the sport but also their young children since parents are looking for social activities that can be done by the entire family
• Research shows that there is a strong correlation between parents who sail & getting their children involved in sailing (~50% of 7-18 year olds)
• Fitness is a key motivator for young families to participate in sports – competition & achievement are rather uninteresting
• Real or potential barriers to participating in sailing are:– Lack of available time for young parents– Cost of participating– Lack of facilities & equipment– Lack of information/communication– Perceived danger of sailing for young children– Lack of offerings for kids & partners
Yachting Australia
4444 Young FamiliesYoung FamiliesYoung FamiliesYoung FamiliesOpportunitiesOpportunitiesOpportunitiesOpportunities
• Parents to get involved as volunteers in Parents to get involved as volunteers in Parents to get involved as volunteers in Parents to get involved as volunteers in programs for kids, programs for kids, programs for kids, programs for kids, i.e. Tackers to have i.e. Tackers to have i.e. Tackers to have i.e. Tackers to have parent support structure parent support structure parent support structure parent support structure
• There is a need for a more tailored There is a need for a more tailored There is a need for a more tailored There is a need for a more tailored introductory sailing experience introductory sailing experience introductory sailing experience introductory sailing experience involving:involving:involving:involving:– Shorter experienceShorter experienceShorter experienceShorter experience----type offertype offertype offertype offer– More flexible membership offerings More flexible membership offerings More flexible membership offerings More flexible membership offerings
for shorter periods of timefor shorter periods of timefor shorter periods of timefor shorter periods of time– Sailing or other offers for partners Sailing or other offers for partners Sailing or other offers for partners Sailing or other offers for partners
and children at same time, e.g. and children at same time, e.g. and children at same time, e.g. and children at same time, e.g. Small boat parent & kids daySmall boat parent & kids daySmall boat parent & kids daySmall boat parent & kids day
– Basic theory, not in classBasic theory, not in classBasic theory, not in classBasic theory, not in class----room room room room atmosphereatmosphereatmosphereatmosphere
– In summer, on keelboatsIn summer, on keelboatsIn summer, on keelboatsIn summer, on keelboats– No membershipNo membershipNo membershipNo membership
• General Entry Day for adults to be General Entry Day for adults to be General Entry Day for adults to be General Entry Day for adults to be offered on a regular basisoffered on a regular basisoffered on a regular basisoffered on a regular basis– Focus on reducing barriersFocus on reducing barriersFocus on reducing barriersFocus on reducing barriers– Focus on directing adults onto right Focus on directing adults onto right Focus on directing adults onto right Focus on directing adults onto right
Older Families are looking for more recreational activities for themselves and potentially their kids – if they are not yet sailing it is unlikely they start it
• For older families, relaxation becomes the 2nd most prominent motivation for participation in sports –besides fitness
• Older families have kids above 10 years, with more money & time available – family conflicts might still be applicable but less so than for young families
• Their children will already have taken most of their decisions about sports & activities to pursue
• Older Families start to see sailing as a more fun, accessible, cool & exciting activity than younger segments
• Older Families currently have high participation rates in keelboat sailing & powerboating
• Conversion rates of Older Families aware of available courses and participation in courses is very low
• Older Families are more likely to own boats, specifically dinghies
• If children don’t sail at the age of If children don’t sail at the age of If children don’t sail at the age of If children don’t sail at the age of 12 and above there is a low 12 and above there is a low 12 and above there is a low 12 and above there is a low likelihood for them to pick it up likelihood for them to pick it up likelihood for them to pick it up likelihood for them to pick it up ----this is a barrier to parent this is a barrier to parent this is a barrier to parent this is a barrier to parent participationparticipationparticipationparticipation
• Potential opportunities for families:Potential opportunities for families:Potential opportunities for families:Potential opportunities for families:– Sailing Experience Day with Sailing Experience Day with Sailing Experience Day with Sailing Experience Day with
focus on social interactionfocus on social interactionfocus on social interactionfocus on social interaction– Practice rather than theoryPractice rather than theoryPractice rather than theoryPractice rather than theory– Easy to rigEasy to rigEasy to rigEasy to rig----up boatsup boatsup boatsup boats– Experience day before Experience day before Experience day before Experience day before
signing up to proper coursesigning up to proper coursesigning up to proper coursesigning up to proper course– 2222----3hrs3hrs3hrs3hrs
– General Entry Day for adults to General Entry Day for adults to General Entry Day for adults to General Entry Day for adults to be offered on a regular basisbe offered on a regular basisbe offered on a regular basisbe offered on a regular basis
– Focus on reducing barriersFocus on reducing barriersFocus on reducing barriersFocus on reducing barriers– Focus on directing adults Focus on directing adults Focus on directing adults Focus on directing adults
onto right boat & courseonto right boat & courseonto right boat & courseonto right boat & course
Young Adults are not currently sailing much but have a lot of interest in future participation – more flexible offers will attract them to the sport
• Young adults are fitness-driven, flexible & on the move – they also currently have the lowest participation levels in sailing but high future interest for the sport
• Young adults might see sailing not only from a sports perspective but also from a social side – social interaction is important for them
• Barriers for taking up sailing are:
– Lack of information where to participate
– Costs
– Lack of time, facilities & equipment
– Perception that sailing is not fun or exciting but rather boring and for older people
– Potentially moving away from the coast
• Young Adults that are currently sailing have the highest activity levels across all boat types, particularly on dinghies
Yachting Australia
3333 Young AdultsYoung AdultsYoung AdultsYoung AdultsOpportunitiesOpportunitiesOpportunitiesOpportunities
• Young Adults are the least likely Young Adults are the least likely Young Adults are the least likely Young Adults are the least likely segment to commit to a season or segment to commit to a season or segment to commit to a season or segment to commit to a season or yearyearyearyear----long membershiplong membershiplong membershiplong membership
– Pay as you sail or seasonal Pay as you sail or seasonal Pay as you sail or seasonal Pay as you sail or seasonal membership offerings can attract this membership offerings can attract this membership offerings can attract this membership offerings can attract this segment segment segment segment
• Potential opportunity is a social ‘Sailing Potential opportunity is a social ‘Sailing Potential opportunity is a social ‘Sailing Potential opportunity is a social ‘Sailing Experience Day’:Experience Day’:Experience Day’:Experience Day’:- 3333----4hrs to half day4hrs to half day4hrs to half day4hrs to half day- Summer, on weekendsSummer, on weekendsSummer, on weekendsSummer, on weekends- Multiple instructors in relaxed Multiple instructors in relaxed Multiple instructors in relaxed Multiple instructors in relaxed
atmosphereatmosphereatmosphereatmosphere- On keelboatsOn keelboatsOn keelboatsOn keelboats- Practice rather than theory Practice rather than theory Practice rather than theory Practice rather than theory –––– a few a few a few a few
- With a groupWith a groupWith a groupWith a group- $50$50$50$50----$100 including lunch$100 including lunch$100 including lunch$100 including lunch- No membershipNo membershipNo membershipNo membership
• Working Professionals without kids are highly motivated by fitness if they get into sports
• In sailing, this segment has relatively low levels of current participation & future interest in sailing -most of that interest is coming from male working professionals
• Barriers for sailing include:
– Flexibility, having to move away from the ocean
– Cost & time
• Female working professionals might also feel too intimated by the yacht club atmosphere to take up sailing
• Shorter, more flexible options need Shorter, more flexible options need Shorter, more flexible options need Shorter, more flexible options need to be offered to this segment:to be offered to this segment:to be offered to this segment:to be offered to this segment:
• Develop communication / training Develop communication / training Develop communication / training Develop communication / training material for working professionals material for working professionals material for working professionals material for working professionals before going on Twilight Sailing before going on Twilight Sailing before going on Twilight Sailing before going on Twilight Sailing experience experience experience experience
• Empty Nesters and Retirees are very similar segments
• Motivations for sport participation are in both cases fitness followed by relaxation
• Both segments have solid participation levels but not a lot of future interest in the sport of sailing –those interested in the sport are already doing it!
• The segments are associating sailing with very positive brand attributes – exciting, fun, Australian and for young people
• Among those sailing, boat ownership is very high
• However, retirees also associate “danger” with sailing, potentially due to their less stable health and strength
• Establish ‘Safe Sailing’ program for Establish ‘Safe Sailing’ program for Establish ‘Safe Sailing’ program for Establish ‘Safe Sailing’ program for older peopleolder peopleolder peopleolder people
• In safe/wide dinghiesIn safe/wide dinghiesIn safe/wide dinghiesIn safe/wide dinghies
• With similar aged instructorsWith similar aged instructorsWith similar aged instructorsWith similar aged instructors
• Focus on social sailing, not Focus on social sailing, not Focus on social sailing, not Focus on social sailing, not racingracingracingracing
Structured, Structured, Structured, Structured, national national national national OPEN OPEN OPEN OPEN DAYSDAYSDAYSDAYS at Yacht at Yacht at Yacht at Yacht
ClubsClubsClubsClubs
SocialSocialSocialSocial SocialSocialSocialSocialSocial & Social & Social & Social & CompCompCompComp
Social & Social & Social & Social & CompCompCompComp
Social & Social & Social & Social & CompCompCompComp
We further investigated the entry level opportunities around “Open Day”, the “Sailing Experience Day” & general club improvements
Yachting Australia
Structured, national Structured, national Structured, national Structured, national OPEN DAY at Yacht OPEN DAY at Yacht OPEN DAY at Yacht OPEN DAY at Yacht
ClubsClubsClubsClubs
Social EXPERIENCE DAYSocial EXPERIENCE DAYSocial EXPERIENCE DAYSocial EXPERIENCE DAY General YACHT CLUB General YACHT CLUB General YACHT CLUB General YACHT CLUB opportunitiesopportunitiesopportunitiesopportunities
The OPEN DAY needs to cater for all priority segments and occur regularly and in a similar consistent manner across the country
Yachting Australia
Structured, Structured, Structured, Structured, national OPEN DAY national OPEN DAY national OPEN DAY national OPEN DAY
at Yacht Clubsat Yacht Clubsat Yacht Clubsat Yacht Clubs
1111CONTENTCONTENTCONTENTCONTENT
•Regular event – monthly or fortnightly
•Short enticer session
- Brief introduction to club
- Short safety tips, majority of time in boat on water
- Potential to try different boat types
- In small groups, parents with children, similar-aged people together
- Interactive elements, e.g. participants to receive small pack including brochure with clear outline of next stages in pathway, CD/DVD highlighting what dinghy vs. keelboat sailing is about
- Participants to receive contact details of 1 person in club –mentor or buddy system
COSTSCOSTSCOSTSCOSTS
• Free for participants, vouchers for Experience Day
The experience at the yacht club is important for new entrants in the sport to keep them in the sport
Yachting Australia
The YACHT CLUB The YACHT CLUB The YACHT CLUB The YACHT CLUB ExperienceExperienceExperienceExperience
3333THE OVERALL EXPERIENCE NEEDS TO BE:THE OVERALL EXPERIENCE NEEDS TO BE:THE OVERALL EXPERIENCE NEEDS TO BE:THE OVERALL EXPERIENCE NEEDS TO BE:
•Welcoming & not intimidating
•Be open for new participants – who are not necessarily members right away
•A special volunteer/person to welcome new participants welcome new participants welcome new participants welcome new participants (e.g. “ASK ME ANYTHING” badge)
•Visible boards at Yacht Club about which boats are available for boats are available for boats are available for boats are available for crewing crewing crewing crewing and what skills are needed
•Participants that return for another course want to be recognised & recognised & recognised & recognised & offered what works for themoffered what works for themoffered what works for themoffered what works for them
•Clubs to be more visible in the communities more visible in the communities more visible in the communities more visible in the communities – visible banners next Open Day or course start
•Clubs to potentially own boats thus reducing the ‘equipment’ barriers
MEMBERSHIPMEMBERSHIPMEMBERSHIPMEMBERSHIP•No commitment•Pay-for-sail•Payment for added value activities, e.g. sailing experience with additional lunch and/or drink at club house
Most sports organisations have developed strong communication messagescommunication messagescommunication messagescommunication messagesdesigned to entice consumers to become interested in their participation
programmes
Yachting Australia
• Includes a “call to action”
• Is formulated in an active way
• Is driving all external communication about programs
• Is worded in the language appropriate for the sport
• Can describe a variety of entry points into the sport
Most sports have developed communication messages with strong calls to action to communicate their entry level programs
Entry Level into SportEntry Level into SportEntry Level into SportEntry Level into Sport Brand vs. MessageBrand vs. MessageBrand vs. MessageBrand vs. Message
• Others: community cricket, school cricket, coaching…
• Getting Involved Getting Involved Getting Involved Getting Involved is the umbrella message used to communicate different options of cricket to adults & kids
• In2CricketIn2CricketIn2CricketIn2Cricket has own brand, logo, identity and naming rights sponsor
RYA communicates its entry level points with the communications message “Start Boating” which leads to all available courses
RYA National Sailing SchemesAdult & Youth
Dinghy, Multihull & Small Keelboats, Windsurfing
Improvers’ & Advance
Learn to Race
High PerformanceJunior / Transition / Youth
EliteOlympics / Team GBR
Branding & Communication
• The entry-level programmes for sailing in the UK are the RYA National Sailing Schemes differentiated by
• Boat type and
• Adult vs. Youth
• The training schemes and practical information about the entry points into the sport are communicated using the umbrella messages ‘Start Boating’ and ‘Get Afloat’
• Brands have been developed for 3 distinct programmes:
• OnBoard: program for kids
• Saiability: program for people with a disability
• T15: a windsurfing programme for kids under 15 years
The gemba Brand Strategy Framework has been used to develop the key elements of the Sailing brand
Yachting Australia
These elements were developed in the Brand Day workshop and the These elements were developed in the Brand Day workshop and the These elements were developed in the Brand Day workshop and the These elements were developed in the Brand Day workshop and the reviewed and evolved for final recommendationreviewed and evolved for final recommendationreviewed and evolved for final recommendationreviewed and evolved for final recommendation
These elements were developed in the Brand Day workshop and the These elements were developed in the Brand Day workshop and the These elements were developed in the Brand Day workshop and the These elements were developed in the Brand Day workshop and the reviewed and evolved for final recommendationreviewed and evolved for final recommendationreviewed and evolved for final recommendationreviewed and evolved for final recommendation
The Behaviour and Personality determines the actions and style of the brand
Yachting Australia
BehavioursWhat are our actions?
PersonalityWhat is our tone and style of
our products, communications & service?
• Welcome new people, Welcome new people, Welcome new people, Welcome new people,
• Provide opportunities to Provide opportunities to Provide opportunities to Provide opportunities to be involved, be involved, be involved, be involved,
• Ensure safety is Ensure safety is Ensure safety is Ensure safety is maintained at all timesmaintained at all timesmaintained at all timesmaintained at all times
The Brand personality is the brand’s unique character – how it
acts and expresses itself
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• ADVENTUROUSADVENTUROUSADVENTUROUSADVENTUROUS
• RESPONSIBLERESPONSIBLERESPONSIBLERESPONSIBLE
• FUNFUNFUNFUN
• FRIENDLYFRIENDLYFRIENDLYFRIENDLY
The Brand behaviour determines the manner in which we interact
To consumers with an interest in Sailing, Sailing is the lifestyle activity that makes you feel excited because it provides family and friends an escape from the everyday to enjoy a great day of the sun and
the sea
The Gemba Brand Strategy Framework
Programs & Offerings $$ Communications Clubs Clubs, YA, MYA’s
To attract new participants to sailing through the provision of
compelling programs and welcoming clubs
Welcome new people, Provide opportunities to enjoy and be
involved, Ensure safety at all times
Adventurous, Fun, Friendly, Responsible
To Australians with an interest in sailing Key segments are: Primary School Children, Secondary School Children, Young Families
A great day A great day A great day A great day out!out!out!out!
30 min theory& 30 min theory& 30 min theory& 30 min theory& rest practicerest practicerest practicerest practice
Social/group Social/group Social/group Social/group of similar of similar of similar of similar peoplepeoplepeoplepeople
A weekend A weekend A weekend A weekend activityactivityactivityactivity
Structured, Structured, Structured, Structured, national national national national OPEN OPEN OPEN OPEN DAYSDAYSDAYSDAYS at Yacht at Yacht at Yacht at Yacht
Entry Level Communication MessageEntry Level Communication MessageEntry Level Communication MessageEntry Level Communication Message
1) These are based on the format of existing program concepts but should be reviewed to reduce the length and commitment required 2) The communication message for programs beyond the Entry Level of the sport has not been tested and researched, this is therefore a suggestion only
‘CONTINUE THE JOURNEY’‘CONTINUE THE JOURNEY’‘CONTINUE THE JOURNEY’‘CONTINUE THE JOURNEY’2)
This option is not gemba’s recommendation This option is not gemba’s recommendation This option is not gemba’s recommendation This option is not gemba’s recommendation as people along the journey get past the as people along the journey get past the as people along the journey get past the as people along the journey get past the ‘Discovery’ stage and have very different ‘Discovery’ stage and have very different ‘Discovery’ stage and have very different ‘Discovery’ stage and have very different
expectations about activities & expectations about activities & expectations about activities & expectations about activities & communication contentcommunication contentcommunication contentcommunication content
The Communication Message needs to be brought to life on the YA website and all external communication
• Open Days
• Discovery Days
• Tackers Intro
• Dinghy & Crewing Experiences
Yachting Australia
‘DISCOVER SAILING’‘DISCOVER SAILING’‘DISCOVER SAILING’‘DISCOVER SAILING’Entry Level Communication Entry Level Communication Entry Level Communication Entry Level Communication
MessageMessageMessageMessage
For people starting to discover the sport, the activity and have no
previous knowledge or contact with the sport
• Existing YA Programs including Sailability and crewing options
‘CONTINUE THE DISCOVERY’‘CONTINUE THE DISCOVERY’‘CONTINUE THE DISCOVERY’‘CONTINUE THE DISCOVERY’‘GET ON THE WATER’‘GET ON THE WATER’‘GET ON THE WATER’‘GET ON THE WATER’
‘GET AFLOAT’‘GET AFLOAT’‘GET AFLOAT’‘GET AFLOAT’‘CONTINUE THE JOURNEY’ ‘CONTINUE THE JOURNEY’ ‘CONTINUE THE JOURNEY’ ‘CONTINUE THE JOURNEY’ 1)1)1)1)
Should portray independence, people
starting to sail more independently, having an understanding of the sport
A different stage on the involvement continuum
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• Tangible & intangible benefits of becoming a member
• Membership options
• Costs associated
The Benefits of becoming The Benefits of becoming The Benefits of becoming The Benefits of becoming a membera membera membera member
Should be developed against the needs of the
different segments
Needs to be based on consumer needs &
packaged accordingly
3333
1)The communication message for programs beyond the Entry Level of the sport has not been tested and researched, this is therefore a suggestion only
Structured, national Structured, national Structured, national Structured, national OPEN DAY at Yacht OPEN DAY at Yacht OPEN DAY at Yacht OPEN DAY at Yacht
ClubsClubsClubsClubs
Social EXPERIENCE DAYSocial EXPERIENCE DAYSocial EXPERIENCE DAYSocial EXPERIENCE DAY
1111 2222
To support the new entry level programs for Sailing, a communications campaign should be developed to achieve the following objectives
• To generate awareness and interest in the local vicinity for these To generate awareness and interest in the local vicinity for these To generate awareness and interest in the local vicinity for these To generate awareness and interest in the local vicinity for these Club DaysClub DaysClub DaysClub Days
• To position Sailing as Adventurous, Fun, Responsible and Friendly To position Sailing as Adventurous, Fun, Responsible and Friendly To position Sailing as Adventurous, Fun, Responsible and Friendly To position Sailing as Adventurous, Fun, Responsible and Friendly
• To capture the details of all attendees to be used to build the To capture the details of all attendees to be used to build the To capture the details of all attendees to be used to build the To capture the details of all attendees to be used to build the database for ongoing communicationsdatabase for ongoing communicationsdatabase for ongoing communicationsdatabase for ongoing communications
• To develop a national blue print for the implementation of a To develop a national blue print for the implementation of a To develop a national blue print for the implementation of a To develop a national blue print for the implementation of a compelling and consistent “Open Day” & social “Experience Day” compelling and consistent “Open Day” & social “Experience Day” compelling and consistent “Open Day” & social “Experience Day” compelling and consistent “Open Day” & social “Experience Day” for Clubsfor Clubsfor Clubsfor Clubs
• To encourage and gain the support of Clubs to deliver the Days in To encourage and gain the support of Clubs to deliver the Days in To encourage and gain the support of Clubs to deliver the Days in To encourage and gain the support of Clubs to deliver the Days in accordance with the planaccordance with the planaccordance with the planaccordance with the plan
• To provide the material to the Clubs to bring the Days to lifeTo provide the material to the Clubs to bring the Days to lifeTo provide the material to the Clubs to bring the Days to lifeTo provide the material to the Clubs to bring the Days to life
•Interested in youth market of 13-19 year olds and their parents with a high discretionary spend
•Supports racing aspect of sailing: State & National Youth Championships
•Cash component
•YA executing all insurances through OAMPS
AST Co-Sponsors
•Primary objective in sponsorship is to expose product to current non-users
•Consideration to become major corporate partner of YA
•No cash, only vehicle supply in AUS
•Support to hire vehicles overseas
•Provision of apparel for AST only
•Plans to extend partnership into sales of AST memorabilia and club merchandise have not materialised
•Cash + VIK component
•Partnership based on strong personal relationships between Hamilton Island and Yachting Australia
•No leverage activities
•Cash component
AST Official Suppliers
•All supporting sponsors are donating VIK items such as ropes, sailboat hardware, boat storage, compression garments as well as transport support
•VIK
Current sponsors and partners of Yachting Australia include OAMPS, Audi, Hamilton Island and SLAM
SponsorshipSponsorshipSponsorshipSponsorship Current YA Sponsorship StructureCurrent YA Sponsorship StructureCurrent YA Sponsorship StructureCurrent YA Sponsorship Structure
•Branding: Branding: Branding: Branding: branding of team uniform, officiating uniform, training apparel and athlete boat hull at Australian & State Youth Championship
•Advertising: Advertising: Advertising: Advertising: YA letterhead, YA website recognition & link (YA and Youth Champs website)
•Hospitality: Hospitality: Hospitality: Hospitality: Trophy Presentation at AST Function, 6 invites to AYC functions
•Signage: Signage: Signage: Signage: Media Board signage
•Audi is a major sponsor in the world of sailing, e.g. partnering big sailing events such as Sydney Harbour Regatta or Victoria Week
•Find strategies to enlarge current engagement beyond AST
SLAMSLAMSLAMSLAM
•Branding: Branding: Branding: Branding: branding of team uniform, boat hull, boat sail, coach boat, team training apparel for Australian Sailing Team
•Advertising: Advertising: Advertising: Advertising: Website recognition & link (YA and AST website), YA and AST letter head, PR Testimonial, sponsors page
• It is vital to ensure It is vital to ensure It is vital to ensure It is vital to ensure category protection category protection category protection category protection for sponsors throughout the YA pathwayfor sponsors throughout the YA pathwayfor sponsors throughout the YA pathwayfor sponsors throughout the YA pathway
• One option to solve the conflict is to clear 1One option to solve the conflict is to clear 1One option to solve the conflict is to clear 1One option to solve the conflict is to clear 1----3 sponsorship categories which receive full 3 sponsorship categories which receive full 3 sponsorship categories which receive full 3 sponsorship categories which receive full protection and get sponsors in these areas to invest in the sportprotection and get sponsors in these areas to invest in the sportprotection and get sponsors in these areas to invest in the sportprotection and get sponsors in these areas to invest in the sport
• States and clubs are able to acquire or keep existing and potentially conflicting sponsors in all States and clubs are able to acquire or keep existing and potentially conflicting sponsors in all States and clubs are able to acquire or keep existing and potentially conflicting sponsors in all States and clubs are able to acquire or keep existing and potentially conflicting sponsors in all other categoriesother categoriesother categoriesother categories
• To grow awareness and engagement with the sport of sailing, increased activation activities of To grow awareness and engagement with the sport of sailing, increased activation activities of To grow awareness and engagement with the sport of sailing, increased activation activities of To grow awareness and engagement with the sport of sailing, increased activation activities of sponsors illuminating the benefits of the sport are necessary sponsors illuminating the benefits of the sport are necessary sponsors illuminating the benefits of the sport are necessary sponsors illuminating the benefits of the sport are necessary
• Identify YA’s own target audience & consider which corporates are targeting similar consumer segments
• E.g. Primary School children and their parents
SponsorSponsorSponsorSponsor----objective objective objective objective based Approachbased Approachbased Approachbased Approach
• Brand, sales/trade or community drivers are the primary motivations for commercial partners to invest into sponsorship
• Due to the nature of the high priority products and segments the most likely partnership will be primarily driven by communitycommunitycommunitycommunitymotivations of the corporate partner
1111 2222 3333
Principles to be worked through from left to rightPrinciples to be worked through from left to rightPrinciples to be worked through from left to rightPrinciples to be worked through from left to right
The main driver for potential YA The main driver for potential YA The main driver for potential YA The main driver for potential YA sponsorssponsorssponsorssponsors
Condition for achieving sponsorship for National Condition for achieving sponsorship for National Condition for achieving sponsorship for National Condition for achieving sponsorship for National Open Day and Experience Day are the existence of Open Day and Experience Day are the existence of Open Day and Experience Day are the existence of Open Day and Experience Day are the existence of
formalised programs that can be rolled out formalised programs that can be rolled out formalised programs that can be rolled out formalised programs that can be rolled out consistently by all deliverers consistently by all deliverers consistently by all deliverers consistently by all deliverers
Participation FranchiseParticipation FranchiseParticipation FranchiseParticipation Franchise(People who participate)(People who participate)(People who participate)(People who participate)
To date, Participation Franchises have not been able to realise significant levels of licensing income
0% 25%
55%
0%12.5%
25%
Sports Involvement Matrix with Licensing Income Sports Involvement Matrix with Licensing Income Sports Involvement Matrix with Licensing Income Sports Involvement Matrix with Licensing Income EstimatesEstimatesEstimatesEstimates
Swimming
Tennis Aust
Athletics
Netball
Cycling
NRL
FFA
AFL
ARU
Cricket Aust
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Participation FranchiseParticipation FranchiseParticipation FranchiseParticipation Franchise(People who participate)(People who participate)(People who participate)(People who participate)
Yachting Australia Yachting Australia Yachting Australia Yachting Australia currently does not currently does not currently does not currently does not derive any income derive any income derive any income derive any income
from licensing from licensing from licensing from licensing activitiesactivitiesactivitiesactivities
Full Control of IP by Rights HolderFull Control of IP by Rights HolderFull Control of IP by Rights HolderFull Control of IP by Rights Holder
Comprehensive of Style GuideComprehensive of Style GuideComprehensive of Style GuideComprehensive of Style Guide
Highly Attractive IP to large consumer Highly Attractive IP to large consumer Highly Attractive IP to large consumer Highly Attractive IP to large consumer basebasebasebase
Full Access to Channel (i.e. Clubs)Full Access to Channel (i.e. Clubs)Full Access to Channel (i.e. Clubs)Full Access to Channel (i.e. Clubs)
Sufficient Motivation for all Stakeholders Sufficient Motivation for all Stakeholders Sufficient Motivation for all Stakeholders Sufficient Motivation for all Stakeholders (i.e. Rebate Program)(i.e. Rebate Program)(i.e. Rebate Program)(i.e. Rebate Program)
Participation-based sports can use licensing in two ways: brand licensing and know-how licensing
Yachting Australia
• IP (“know how”) refers to the intellectual capital and/or technology developed by an organisation
• Sporting organisations grant the rights to deliver its programmes to external deliverers
• Programmes used for licensing are often entry–level programs or junior development programs
• Deliverers pays a licensing fee for the rights to deliver the program
IP (“knowIP (“knowIP (“knowIP (“know----how”) Licensinghow”) Licensinghow”) Licensinghow”) Licensing
• The sporting organisation offers the use of its IP to a third party for use in products, services or promotion
• 2 main types of brand licensing:
- Consumer sales promotionConsumer sales promotionConsumer sales promotionConsumer sales promotion: : : : enhance sales of existing products in the marketplace through logo of sport organisation on unrelated consumer good
- MerchandisingMerchandisingMerchandisingMerchandising: : : : develop fan products with high consumer appeal or that are mandatory to use by participants of the sport
• Professional coaches pay an annual membership fee to TA to become an official Hot Shots deliverer
• Coaches receive equipment and program manual to run the program
• Coaches are instructed to run the program in a consistent manner and have the same branding
• TA has partnered with Wilson to develop modified equipment and merchandise designed for the Hot Shots program, e.g. smaller racquets, low-compression tennis balls, nets, Hot Shots t-shirts and caps
• All equipment and merchandise is sold in an online shop hosted on the TA website
• Racquets are given out for free to every participant to encourage take-up of the Hot Shots program
Effectively, coaches are ‘buying’ the IP license to the Hot Shots program
and branded equipment
The need of modified equipment ensure products are purchased via
TA website
Tennis Australia Tennis Australia Tennis Australia Tennis Australia –––– MLC Hot ShotsMLC Hot ShotsMLC Hot ShotsMLC Hot ShotsLicensingLicensingLicensingLicensing
Surf life savers have to get qualified through a series of training courses and have to purchase & wear official uniforms when on patrol
Yachting Australia
• Surf Life Saving Australia developed a number of training courses (Bronze, Silver and Gold Medallion) which are mandatory for all Surf Life Saving clubs to run
• Clubs recoup the cost of running these programs via the membership fee from surf life savers
• SLSA has a strong licensing and merchandising program and developed club equipment, apparel, education material and other merchandise
• All volunteer surf life savers and parent helpers (in Nippers) are obliged to wear official uniforms and use official equipment when on patrol or training
• Once signed up to an entry-level programme (Nippers for kids; Bronze Medallion course for adults), participants receive the official uniform, but any extra gear is available for purchase
• Bowls Australia has a National Dress Regulation in place to ensure consistency in attire worn at pennant* and above level competitions
• This policy is strictly enforced by all affiliated state and territory organisations
• Licenses are issued to a number of clothing manufacturers which allows them to use the BA logo on garments they have manufactured
• Bowls Australia earn a royalty fee for the garment sold by their licensed manufacturers
• Since its inception, the licensing program has contributed $950,000 to Bowls Australia nationally to support the general development of the game at grassroots level
Note: IP Licensing not available*Pennant is the traditional format of Bowls, there are a number of other social formats
IP Licensing is most likely to be successful for Tackers in the short term, due to the program being established and formalised
Yachting Australia
• Licensing Tackers to commercial operators – in areas of high demand or without yacht clubs
Yachting AustraliaYachting AustraliaYachting AustraliaYachting Australia---- IP Licensing Considerations IP Licensing Considerations IP Licensing Considerations IP Licensing Considerations ----
LicensingLicensingLicensingLicensing1111
TackersTackersTackersTackers National Open DayNational Open DayNational Open DayNational Open Day
• No licensing opportunities in short term
Experience DayExperience DayExperience DayExperience Day
• If the Experience Day developed as a formal, standardised product run similarly by every club, a license to the Experience Day can be sold to clubs
Time Horizon
Short termShort termShort termShort term Long termLong termLong termLong term
• Development of official Tackers gear and branded merchandise to be purchased additionally by participants, e.g.– Rash vests– Windbreaker– Hats / caps– Toys – Wrist bands
TackersTackersTackersTackers National Open DayNational Open DayNational Open DayNational Open Day Experience DayExperience DayExperience DayExperience Day
• Develop branded merchandise for Open Day participants with a focus on fashion rather functionality, e.g. marine-inspired t-shirts, caps
• Develop branded merchandise for Experience Day participants with a focus on fashion rather functionality, e.g. marine-inspired t-shirts, caps
* Tackers current model: YA receive ~25% of Tackers revenue from club which is used to cover for participant kit, insurance, marketing collateral & management; it is suggested to develop a similar model for licensing Tackers to Commercial Providers
Licensing Models by ProgramLicensing Models by ProgramLicensing Models by ProgramLicensing Models by Program
Brand Licensing Model OptionsBrand Licensing Model OptionsBrand Licensing Model OptionsBrand Licensing Model Options
Licensing without PaymentLicensing without PaymentLicensing without PaymentLicensing without Payment
* Tackers excluded since delivery model already in place
Biggest barrier to both licensing models is the need to create a formalised program Biggest barrier to both licensing models is the need to create a formalised program Biggest barrier to both licensing models is the need to create a formalised program Biggest barrier to both licensing models is the need to create a formalised program for the Experience Day that can be rolled out in a standardised wayfor the Experience Day that can be rolled out in a standardised wayfor the Experience Day that can be rolled out in a standardised wayfor the Experience Day that can be rolled out in a standardised way
• To create an entry level for the pathway of the sport, it is recommended to create a national Open Day and Experience Day to suit the priority target segments
• There should be short crewing programs in the intermediate level of the sport to bridge the gap between entry level and existing programs
Yachting Australia
Program Program Program Program DevelopmentDevelopmentDevelopmentDevelopment
• Based on assessing Strategic Importance & Ease of Implementing a new program, 3 key target segments have been identified with implementation of programs recommended in the short term:
• Primary School children• Secondary School children• Young Families
•YA needs to increase its ability to help States & Clubs implement the programs and suggestions made on a national level
Yachting Australia
GovernanceGovernanceGovernanceGovernance
•More flexible membership models and ‘pay as you sail’ options are requested by new entrants into the sport – current annual membership models are not attractiveMembershipMembershipMembershipMembership
•The language used in the sport of sailing currently does not come naturally to potential participants:
• The majority of potential entrants in the sport favoured the term ‘sailing’ vs. ‘yachting’ – however, the structure of the sport is based around the term ‘yachting’. It is recommended to use the term ‘sailing’ when speaking about the sport or activity. The corporate brand ‘Yachting Australia’ can remain unchanged as it is less relevant for consumers
• Boat types are not the drivers for decision-making & new entrants into the sport do not understand what the boat types are about. Therefore, YA needs to focus on explanation and education about the boat types and what experience consumers can expect on each boat
• The current terminology in the sport around “training schemes” and “learning” does not appeal to potential participants who seek something less ‘serious’ and commitment-based. “Course” is a term that consumers are familiar with and that does not necessarily convey extensive commitment.
•Clubs need to ‘push out’ communication more instead of expecting consumers to go & find information about the pathway, e.g. have information boards in clubs about next crewing option
•More visible communication about the opportunities, e.g. on website, banners outside club, community newspapers
•The communication message for the entry level is recommended to be “Discover Sailing!” with the Open Day, Experience Day as well as Tackers Intro program sitting underneath this message
•Sailing’s personality can be described as adventurous, responsible, fun & friendly
US Sailing have developed a portfolio of different programs to suit different target audiences and their call to action is “Getting Started”
Yachting Australia
Branding & Communication
• US Sailing offers Learn to Sail courses for each type of boat
• Among the programs offered, the Keelboat Certification scheme stands out as being more structured and has a standalone website, however still under the US Sailing ‘brand’
• The overarching communication message to new entrants into the sport is “Getting Started”