product positioning & brand strategy - yachting australia · product positioning & brand...

Product Positioning & Product Positioning & Product Positioning & Product Positioning & Brand StrategyBrand StrategyBrand StrategyBrand StrategyFinal Report Final Report Final Report Final Report

December, 2011December, 2011December, 2011December, 2011

CONFIDENTIAL & PROPRIETARYCONFIDENTIAL & PROPRIETARYCONFIDENTIAL & PROPRIETARYCONFIDENTIAL & PROPRIETARY © GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP

1© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUPYachting Australia

Agenda

� Objectives of Yachting Australia

� Project Approach

� Status Quo

– Yachting Australia

– Market

– Consumers

� Segment Opportunities

� Brand Strategy

� Sponsorship Landscape

� Licensing

� Recommendations

� Appendix


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


Agenda



� Status Quo


– Market

– Consumers


� Brand Strategy


� Licensing

� Recommendations

� Appendix


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

5© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUPCONFIDENTIAL & PROPRIETARYCONFIDENTIAL & PROPRIETARYCONFIDENTIAL & PROPRIETARYCONFIDENTIAL & PROPRIETARYYachting Australia

Agenda



� Status Quo


– Market

– Consumers


� Brand Strategy


� Licensing

� Recommendations

� Appendix

6© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUPTA Marketing Plan

Yachting Australia


Yachting Australia’s pathway comprises 10 different steps, however the entry level into the sport is not clearly defined across States

10. AUS Sailing Team

“GoSailing” “GoSailing” “GoSailing” “GoSailing” Entry level brand VIC

Steps Steps Steps Steps 1111----3333


6. Club & class coaching programs5. Club racing 4. Simplified club racing, e.g. Twilight / Social Sailing

Steps Steps Steps Steps 10101010


9. AUS Development Squad8. State-based HP Squad7. State-based Development Squad

Entry Entry Entry Entry LevelLevelLevelLevel

3. Learn to Race2. Better Sailing 1. Introduction to Sailing

“TrySailing” “TrySailing” “TrySailing” “TrySailing” Entry level brand NSW

YA PathwayYA PathwayYA PathwayYA Pathway

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

SailabilitySailabilitySailabilitySailability


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

1. Keelboat Crew

2. Keelboat Helm

3. Keelboat Spinnaker

4. Keelboat Racing

5. Keelboat Seamanship

•Scheme consists of 9 different levels:

1. Basic Skills

2. Improving Techniques

3. Stronger Winds

4. Longboard

5. Short board

6. Instructor Levels

7. Windsurfing Master

8. Club Trainer

9. Coach Level 1 & 2

* not in scope for research

9© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP

There is a variety of other entry level programs available through the State organisations and the Boating Industry Association

Yachting 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

successfully over the past years


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’s governance structure inhibits direct control by the peak body through to the yachting clubs


State AssociationsState AssociationsState AssociationsState Associations

Yacht ClubsYacht ClubsYacht ClubsYacht ClubsYacht ClubsYacht ClubsYacht ClubsYacht Clubs

•YA and State Associations are separate legal entities

•YA can provide strategic leadership but States & clubs are not obligated to follow

•YA receives an annual financial contribution from States

•State Associations then levy fees from clubs –they have freedom to determine how the fees are levied

Source: Yachting Australia and State association interviews

* The sport of Windsurfing is governed by the Australian Windsurfing Association which is affiliated to YA

Affiliation RevenueAffiliation RevenueAffiliation RevenueAffiliation Revenue Affiliation StructureAffiliation StructureAffiliation StructureAffiliation Structure

Revenue Revenue Revenue Revenue FlowsFlowsFlowsFlows

Revenue Revenue Revenue Revenue FlowsFlowsFlowsFlows

Yachting Governance StructureYachting Governance StructureYachting Governance StructureYachting Governance StructureYachting AustraliaYachting AustraliaYachting AustraliaYachting Australia


The current product portfolio of YA offers a variety of programs but is not targeting any segments nationally with specific offerings

No sailing skills

Basic Awareness

Medium level of skills

Social & recreationa

l skills

Simplified racing skills

Full racing skills

Coaching skills

HP skills

Primary school kids 5-12yrs

Secondary school kids 13-19yrs

Young adults 16-34yrs w/o kids

Working Professionals <34yrs, working, w/o kids

Young Families

Older Families

Empty Nesters

Retirees

People with a Disability

Capability Capability Capability Capability LevelLevelLevelLevel

SegmentsSegmentsSegmentsSegments

Tackers (VIC only)

Development Squad

HP SquadAST

Try Sailing Day (BIA)

Yachting AustraliaYachting AustraliaYachting AustraliaYachting Australia Current YA Product PortfolioCurrent YA Product PortfolioCurrent YA Product PortfolioCurrent YA Product Portfolio

Try Crewing Day (BIA)

National Small Boat Sailing Scheme

National Keelboat Sailing Scheme

Twilight Sailing

Go Sailing

Day(VIC, WA

only)

Sailability

13© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP•TA Marketing Plan

Market


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:


Passion levels are low for sailing and yachting – only 5% of the population is fanatical about the sport

3131313125252525 23232323 22222222 20202020 19191919 19191919 19191919 18181818 18181818 17171717 17171717 15151515 15151515 13131313

5555

23232323

1616161625252525

1616161613131313 20202020 16161616 16161616 18181818 16161616 21212121 22222222

16161616 1717171713131313

11111111

4747474759595959

5252525263636363 67676767

61616161 65656565 66666666 64646464 66666666 62626262 6161616169696969 69696969

7474747483838383

Walking AFL Swimming Cricket Rugby

League

Tennis M otor

Sports

Fishing Dance Soccer Ten pin

bowling

Bushwalking Gym

workouts

Cycling Rugby Union Sailing /

Yachting

Passion Levels SportsPassion Levels SportsPassion Levels SportsPassion Levels Sports(5-75yrs)

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

Source: gemba Active Sports Participation (gASP)

Market


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?


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)

5%

11%

83%

Fanatics

Fans

Disinterested

Sailing & Yachting PassionSailing & Yachting PassionSailing & Yachting PassionSailing & Yachting Passion

6%

94%

Non Participant

Participate last 12mths

24%

76%

1%

99%

Market


2.6% of Australia’s population is currently participating in sailing & yachting

Yachting Australia

53.1%

36.7%

26.1%23.2% 21.5% 20.0% 19.7% 18.5%

16.0%12.5% 11.1% 11.0% 10.3% 9.1% 8.7%

2.6%

Walki

ng

Swim

min

g

Bush

walk

ing

Fishin

gG

ym w

orkouts

Ten

pin b

owling

Dance

Cyc

ling

Runnin

g / jo

gging

Tenn

is

Golf

Soccer

Gro

up exe

rcise

Table

Tennis

Cric

ket -

outd

oorSa

iling /

Yachting

Current Participation Current Participation Current Participation Current Participation (% of population, in the last 12 months, 5-75yrs)

Q. Which of the following sports or forms of exercise have you participated in during the last 12 months? Base: Total Sample n=5,614

Source: gemba Active Sports Participation (gASP), *Extrapolated using ABS Census data (June 2010) – Total population ~19.5m (age 5 to 74), national

Ranked 34Ranked 34Ranked 34Ranked 34 th th th th out of out of out of out of 46 sports tracked46 sports tracked46 sports tracked46 sports tracked

511k people participated in

sailing during the last 12 months*

Market


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)

Market



No other sports is seen as ‘exclusive’ as sailing. The biggest difference to the top sport is ‘Accessibility’ and ‘Community involved’

Yachting Australia

Q. Which of these sports do you associate with each of the statements? Base: All Australians; n=1,875

45 4335

30

20 19 19

69

43

6169

4639

34

International Exclusive For older people Dangerous Fun Exciting Boring

Top Sport for ImagerySailing / Yachting

19 1611 10 9 9

58

4338

34

6153

For young people Cool Modern Losing Popularity Accessible Community involved

Ten

nis

Ten

nis

Ten

nis

Ten

nis

Saili

ng

Saili

ng

Saili

ng

Saili

ng

Wa

lkin

gW

alk

ing

Wa

lkin

gW

alk

ing

Mo

tor

Spo

rts

Mo

tor

Spo

rts

Mo

tor

Spo

rts

Mo

tor

Spo

rts

Ten

Pin

Te

n P

in

Ten

Pin

Te

n P

in

Bo

wlin

gB

ow

ling

Bo

wlin

gB

ow

lin

g

Mo

tor

Mo

tor

Mo

tor

Mo

tor

Spo

rts

Spo

rts

Spo

rts

Spo

rts

Go

lfG

olf

Go

lfG

olf

Sno

w

Sno

w

Sno

w

Sno

w

Spo

rts

Spo

rts

Spo

rts

Spo

rts

Sno

w

Sno

w

Sno

w

Sno

w

Spo

rts

Spo

rts

Spo

rts

Spo

rts

Sno

w

Sno

w

Sno

w

Sno

w

Spo

rts

Spo

rts

Spo

rts

Spo

rts

Squ

ash

Squ

ash

Squ

ash

Squ

ash

Wa

lkin

gW

alk

ing

Wa

lkin

gW

alk

ing

Surf

Lif

e

Surf

Lif

e

Surf

Lif

e

Surf

Lif

e

Sav

ing

Sav

ing

Sav

ing

Sav

ing

Snow sports defined as Snow Skiing and Snow boarding

Imagery Imagery Imagery Imagery (Sailing vs. Top sport, in %, 5-75yrs)

Market


The average starting age for sailing is very high compared to sports with an established junior develop program

Yachting Australia

89 9 10

11

Swimming Gymnastics Athletics Soccer AFL

20 21 22 23

28

Sailing /Yachting

Golf Groupexercise

Gymworkouts

Pilates

Average Participation Start AgeAverage Participation Start AgeAverage Participation Start AgeAverage Participation Start Age(in years)

Earliest start age Latest start age

Q. For the sports you have participated in the past or are currently participating in, at what age did you first start participating?


Junior Development ProgramsJunior Development ProgramsJunior Development ProgramsJunior Development Programs

Market

Base: Participants of respective sports


Sailing’s ‘starting age’ profile is similar to golf – the majority of people picked up the sport between the age of 16 and 24

Yachting Australia

74%

52%

18%

12%

6%

16%

32%

22%

24%

12%

6%

13%

31%

33%

51%

20%

21%

18%

9%

10%

10%

2%

2%

Swimming

AFL

Sailing / Yachting

Golf

Gym workouts

Q. For the sports you have participated in the past or are currently participating in, at what age did you first start participating?


2%

1%

Under 10 25 – 3416 – 24 35 +10 – 15

Starting age profileStarting age profileStarting age profileStarting age profile(Selected Sports)

Market

Base: Participants


Consumers

24© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP•Yachting Australia

Current Current Current Current ParticipationParticipationParticipationParticipation


Participation in sailing varies by life stage where the ‘Older Families’ segment has the highest participation levels in Sailing

Yachting Australia

2.8%

3.8%

1.7%

3.1%

4.3%

2.6%

3.0% 3.1%

Primary School SecondarySchool

Young Adults YoungFamilies

Older Families WorkingProfessionals

(no kids)


Participation in SailingParticipation in SailingParticipation in SailingParticipation in Sailing(Last 12 months, by segment, 5-75yrs)

Q. Which of the following sports or forms of exercise have you participated in during the last 12 months?



Consumers


Older Families is also the segment where females outnumber males in terms of participation

Yachting Australia

1.9%2.5%

0.9%

1.8%2.1%

1.1%

2.3%1.8%

0.9%

1.2%

0.8%

1.4%

2.2%

1.5%

0.7%1.3%

4.3%

2.6%

3.0% 3.1%

1.7%

3.8%

3.1%

2.8%

Primary School SecondarySchool

Young Adults Young Families Older Families WorkingProfessionals

(no kids)


Female

Male

Participation in Sailing Participation in Sailing Participation in Sailing Participation in Sailing (Last 12 months, by segment & gender, 5-75yrs)




Consumers


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




PerthPerthPerthPerth

2.6%2.6%2.6%2.6%

AdelaideAdelaideAdelaideAdelaide

1.6%1.6%1.6%1.6%

BrisbaneBrisbaneBrisbaneBrisbane

2.5%2.5%2.5%2.5%

SydneySydneySydneySydney

2.5%2.5%2.5%2.5%

MelbourneMelbourneMelbourneMelbourne

1.9%1.9%1.9%1.9%

HobartHobartHobartHobart

5.4%5.4%5.4%5.4%

Consumers


Among sailing participants, most tend to sail socially with friends & family while a quarter takes part in some form of organised sailing

Yachting Australia

1

64

33

117 9

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 Participation(Sailing Participants, 5-75yrs, in % of participants)


Q.During the last 12 months, what was the nature of your participation in these sports or forms of exercise? Base: Sailing Participants n=147

Consumers

*Multi-choice question hence this figure is less than the sum of the individual scores

23% 23% 23% 23% participated participated participated participated

in some in some in some in some form of form of form of form of

organised organised organised organised Sailing*Sailing*Sailing*Sailing*


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.

SurfingSurfingSurfingSurfing

Canoeing / KayakingCanoeing / KayakingCanoeing / KayakingCanoeing / KayakingGolfGolfGolfGolf

All sportsAll sportsAll sportsAll sports


9

9

40

42

Fitness

Competition

Social

Interaction

Relaxation

25

15

21

40

Fitness

Competition

Social

Interaction

Relaxation

WindsurfingWindsurfingWindsurfingWindsurfing

Sailing & YachtingSailing & YachtingSailing & YachtingSailing & Yachting

Consumers

18

4

32

46

Fitness

Competition

Social

Interaction

Relaxation

23

5

33

38

Fitness

Competition

Social

Interaction

Relaxation

Base: Participants of respective sport; Sailing: n=147

Among current participants (participated in the last 12 months)

14

16

39

31

At least monthly


Future Future Future Future ParticipationParticipationParticipationParticipation


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)



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


Consumers


Young mothers are particularly interested in sailing, thus making the Young Families segment the one with the highest interest for sailing

Yachting Australia

1.8%2.4%

1.4%

2.3%1.6%

1.9% 2.0%

0.9% 1.0%

1.2%

1.7%

2.9% 1.0%

3.3%

0.7% 0.6%

0.8%0.2%

4.9%

2.6% 2.6%

1.6%

1.2%

3.0%3.3%

4.1%4.3%

Total Primary School SecondarySchool

Young Adults Young Families Older Families WorkingProfessionals

(no kids)


Interest in Sailing Interest in Sailing Interest in Sailing Interest in Sailing (Next 12 months, by segment & gender, 5-75yrs)




Consumers

Female

Male


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


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


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)


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

QLD QLD QLD QLD RegionalRegionalRegionalRegional

1.5%1.5%1.5%1.5%Brisbane Brisbane Brisbane Brisbane

MetroMetroMetroMetro

2.3%2.3%2.3%2.3%

Sydney Sydney Sydney Sydney MetroMetroMetroMetro

3.9%3.9%3.9%3.9%

Adelaide Adelaide Adelaide Adelaide MetroMetroMetroMetro

2.5%2.5%2.5%2.5%

Perth Perth Perth Perth MetroMetroMetroMetro

1.7%1.7%1.7%1.7%

Consumers


Among the high interest segments the cost of participating is a common barrier to participation

Yachting Australia

Cost of participating

37%

Not having the equipment required to participate

37%

Not knowing where to participate

24%

Lack of available/appropriate facilities

20%

Not having anyone to participate with

19%

Secondary SchoolSecondary SchoolSecondary SchoolSecondary School

Barriers to Participate 1/2Barriers to Participate 1/2Barriers to Participate 1/2Barriers to Participate 1/2

Not knowing where to participate 63%

Cost of participating 55%


47%

Not having anyone to participate with 42%


33%

Young AdultsYoung AdultsYoung AdultsYoung Adults

Cost of participating 63%


44%

Not knowing where to participate 34%


33%

Not having anyone to participate with 24%

Young FamiliesYoung FamiliesYoung FamiliesYoung Families

Note: Small sample sizeQ. For the following sports that you are interested in participating in, if any, which of the following

create barriers to you staring to participate?

Having to become a member

34%


33%


32%


30%


29%

Primary SchoolPrimary SchoolPrimary SchoolPrimary School

Consumers


The perceived cost of participating in sailing remains the top barrier for Older families, Working Professionals and Retirees

Yachting Australia


52%


39%


35%


21%


18%

Work Professional Work Professional Work Professional Work Professional (w/o kids)(w/o kids)(w/o kids)(w/o kids)

Barriers to Participate 2/2Barriers to Participate 2/2Barriers to Participate 2/2Barriers to Participate 2/2


37%


30%


19%


15%

Commitment to a season

12%

Empty NestersEmpty NestersEmpty NestersEmpty Nesters


41%


29%

Have existing injuries

28%


24%


14%

RetireesRetireesRetireesRetirees

Note: Small sample sizeQ. For the following sports that you are interested in participating in, if any, which of the following

create barriers to you staring to participate?


56%


41%

Commitment to a season

25%


24%


13%

Older FamiliesOlder FamiliesOlder FamiliesOlder Families

Consumers


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

Competition 28 11 13 8 9 16 8 17

Fitness 22 19 12 8 16 13 14 19

Relaxation 28 45 42 55555555 53535353 45 46 44

43%

15%

15%

27%

Base: Interested in Sailing, n=155

Consumers



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 %)


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


Exclusive image Exclusive image Exclusive image Exclusive image and inaccessibleand inaccessibleand inaccessibleand inaccessible

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

participationparticipationparticipationparticipation

Cost is the top Cost is the top Cost is the top Cost is the top barrier to barrier to barrier to barrier to

participationparticipationparticipationparticipation

Sailing is ranked 37th and 34th out of 46 sports respectively in passion and participation

On average, the starting age of sailing is much higher than other sports with

established junior programs. Sailing has a similar profile to golf

Primary school, Secondary school, Young Adults and Young Families have the highest interest in participating

in sailing in the next 12 months

Relaxation is consistently the most important reason for Sailing participation among both current sailors and those interested in sailing

The main barrier for future participation is the perceived cost of sailing, especially among

Young Adult and Young Families1111

2222

3333

4444

5555

6666

Key Insights – Market & Consumers

Sailing is perceived as the most ‘exclusive’ sport while not being seen as very ‘accessible’


Yacht Club Members


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??

Source: YA Members Survey


Members


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??



65%47%

32%

Keel Boat Dinghy Trailable

Yachts

QueenslandQueenslandQueenslandQueensland

79%

46%19%


Yachts

New South WalesNew South WalesNew South WalesNew South Wales

67%49%

26%


Yachts

VictoriaVictoriaVictoriaVictoria

84%52%

23%


Yachts

TasmaniaTasmaniaTasmaniaTasmania62% 52%

28%


Yachts

South AustraliaSouth AustraliaSouth AustraliaSouth Australia

83%

44%27%


Yachts

West AustraliaWest AustraliaWest AustraliaWest Australia

Members


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

27

17

34

22

Relaxation Fitness Competition /achievement

SocialInteraction

Base: Sailors; n=1,668 (Member Survey)

Members


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)

Members


71

24

34

14

15

3

21

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


Timing of Participation Timing of Participation Timing of Participation Timing of Participation –––– By Boat TypesBy Boat TypesBy Boat TypesBy Boat TypesMembers


Dinghy sailing has the shortest average sailing time at any occasion, particularly during weekdays after work

Yachting Australia

Average time spent (Hours)Average time spent (Hours)Average time spent (Hours)Average time spent (Hours)

DinghyKeel Boat

7.4

6.2

3.1

15.1

16.9

12.9

6.6

4.8

3.6

2.4

5.24.6 4.3

2.5

5.94.9

2.9

9.2

11.8

7.2

3.8

Weekends Weekdays – duringthe day

Weekdays – afterwork

Holidays – at aplace near where I

live

Holidays – at aholiday destination

Holidays – at myholiday home

Irregularparticipation

Trailable Yachts

Base: Sailors; n=1668Q. Thinking about when you participate in sailing, including preparation and ‘clean up’ activities, typically how much

time would you spend sailing during the following occasions?


Members


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

27

25

16

13

27

2

5

10

18

7

5

8

4

4

Yachting Australia

Base: Not sailed past 2 years; n=54

Base: Sailors; n=1624

Members



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


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

Yachting Australia

Members



13

72

11

2

1

0

0

0

0

The overwhelming majority of sailors believe 7-12 is the ideal age to introduce kids to sailing

Q. What age do you recommend as the best age to get involved in sailing?

Age 6 or younger

7 to 12 years

13 to 17 years

18 to 24 years

25 to 29 years

30 to 34 years

35 to 39 years

40 to 44 years

45 or above

Youngest Age to start sailingYoungest Age to start sailingYoungest Age to start sailingYoungest Age to start sailing

5

12

18

28

21

6

8

0

1

Below 5 years

5 years

6 years

7 years

8 years

9 years

10 years

11 years

12 years

Ideal Age to start sailing Ideal Age to start sailing Ideal Age to start sailing Ideal Age to start sailing

Yachting Australia

Q. What is the youngest age someone could first actively get involved in the sport?Base: Sailors; n=1668 Base: Ideal 7-12 years; n=1209


Members


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

Dinghy SailorsDinghy SailorsDinghy SailorsDinghy Sailors

BothBothBothBoth

40%

36%

23%

Young AdultYoung AdultYoung AdultYoung Adult

Older FamilyOlder FamilyOlder FamilyOlder Family


47%

31%

21%

Young FamilyYoung FamilyYoung FamilyYoung Family

Working professional Working professional Working professional Working professional (no kids)(no kids)(no kids)(no kids)


Q. Do you feel there is an opportunity for an additional program to enable you and your family to become more involved in sailing?


29% of keel boat sailors feel there is an opportunity for

an additional program

Members

40% of Young Adults feel there is an opportunity for

additional program


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


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?


Base: n=500 (random coding)

Members


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


competitive)

Family fun days where all the family participate


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?


Base: n=500 (random coding)

Members


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

preference across States

Females


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)


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

(vs male: 21%)(vs male: 21%)(vs male: 21%)(vs male: 21%)

Qualitative Research Insights


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

PositivesPositivesPositivesPositives NegativesNegativesNegativesNegatives


Many respondents are unsure about the differences of Sailing vs. Yachting

Perception on DifferencesPerception on DifferencesPerception on DifferencesPerception on Differences

• More exclusiveMore exclusiveMore exclusiveMore exclusive

• More a boat typeMore a boat typeMore a boat typeMore a boat type

• SnobbishSnobbishSnobbishSnobbish

• More passiveMore passiveMore passiveMore passive

• More inclusiveMore inclusiveMore inclusiveMore inclusive

• More an activityMore an activityMore an activityMore an activity

• More activeMore activeMore activeMore active

• More a sportMore a sportMore a sportMore a sport

Yachting Australia

YachtingYachtingYachtingYachting SailingSailingSailingSailing

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

currentlycurrentlycurrentlycurrently


There is a strong perception that sailing is an expensive sport due to a variety of factors

Yachting Australia

• Boat ownership including purchase, Boat ownership including purchase, Boat ownership including purchase, Boat ownership including purchase,

maintenance, storage costsmaintenance, storage costsmaintenance, storage costsmaintenance, storage costs

• Membership in club (believed to be Membership in club (believed to be Membership in club (believed to be Membership in club (believed to be

mandatory)mandatory)mandatory)mandatory)

• Expensive for a family activityExpensive for a family activityExpensive for a family activityExpensive for a family activity

• High upfront costs without High upfront costs without High upfront costs without High upfront costs without

guaranteed positive experienceguaranteed positive experienceguaranteed positive experienceguaranteed positive experience

• Sailing lessonsSailing lessonsSailing lessonsSailing lessons

Perceived Costs of Sailing*Perceived Costs of Sailing*Perceived Costs of Sailing*Perceived Costs of Sailing*

* Qualitative insights only, not in order of importance


Similar to associations, respondents generally chose positive image attributes among a range of positive & negative attributes available

FUNFUNFUNFUN

EXHILIARATINGEXHILIARATINGEXHILIARATINGEXHILIARATING

ADVENTUREOUSADVENTUREOUSADVENTUREOUSADVENTUREOUS

SOCIALSOCIALSOCIALSOCIAL

CHALLENGINGCHALLENGINGCHALLENGINGCHALLENGING

EXCITINGEXCITINGEXCITINGEXCITING

SHARED ATTRIBUTES ACROSS ALL SEGMENTSSHARED ATTRIBUTES ACROSS ALL SEGMENTSSHARED ATTRIBUTES ACROSS ALL SEGMENTSSHARED ATTRIBUTES ACROSS ALL SEGMENTS

COOLCOOLCOOLCOOL

PRESTIGIOUSPRESTIGIOUSPRESTIGIOUSPRESTIGIOUS

SOPHISTICATEDSOPHISTICATEDSOPHISTICATEDSOPHISTICATED

EXPLOREREXPLOREREXPLOREREXPLORER

CONFIDENTCONFIDENTCONFIDENTCONFIDENT

EXCLUSIVEEXCLUSIVEEXCLUSIVEEXCLUSIVE

RESPONSIBLERESPONSIBLERESPONSIBLERESPONSIBLE


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


There are a lot of very strong, shared benefits of sailing across the groups – sailors are the only group to see competition as a benefit

SHARED BENEFITSSHARED BENEFITSSHARED BENEFITSSHARED BENEFITS

MateshipMateshipMateshipMateship

CamaraderieCamaraderieCamaraderieCamaraderie

Relaxation / Relaxation / Relaxation / Relaxation / Time outTime outTime outTime out

Strength & Strength & Strength & Strength & FitnessFitnessFitnessFitness

Relaxation Relaxation Relaxation Relaxation

Community & Community & Community & Community & Club networkClub networkClub networkClub network

Community & Community & Community & Community & club networkclub networkclub networkclub network

Love the Love the Love the Love the challenge & challenge & challenge & challenge & competitioncompetitioncompetitioncompetition

Mateship / Mateship / Mateship / Mateship / CamaraderieCamaraderieCamaraderieCamaraderie

YOUNG ADULTSYOUNG ADULTSYOUNG ADULTSYOUNG ADULTS YOUNG FAMILIESYOUNG FAMILIESYOUNG FAMILIESYOUNG FAMILIES OLDER FAMILIESOLDER FAMILIESOLDER FAMILIESOLDER FAMILIES SAILORSSAILORSSAILORSSAILORS

Yachting Australia

Enjoyment of the outdoor and seaEnjoyment of the outdoor and seaEnjoyment of the outdoor and seaEnjoyment of the outdoor and sea

A great day out with friendsA great day out with friendsA great day out with friendsA great day out with friends

A great day out with familyA great day out with familyA great day out with familyA great day out with family

Sense of adventureSense of adventureSense of adventureSense of adventure

Peace and tranquillity / Getting away / FreedomPeace and tranquillity / Getting away / FreedomPeace and tranquillity / Getting away / FreedomPeace and tranquillity / Getting away / Freedom


Benefits of sailing for sailors include very strong terminology around ‘freedom’, ‘addictive’ and ‘magic’

It’s magic

Gliding through the water

Giving me a sense of space – no buildings around

you

It’s addictive

It’s magic, free, therapeutic

It clears your head & feeds your soul

Satisfying

Total freedom

Yachting Australia


The focus groups revealed very little awareness of boat types and when prompted the language used was different to YA terminology

Everyday familiesEveryday familiesEveryday familiesEveryday families

Good for kids to learnGood for kids to learnGood for kids to learnGood for kids to learn

Portable/easierPortable/easierPortable/easierPortable/easier

More soloMore soloMore soloMore solo

Less socialLess socialLess socialLess social

More sportyMore sportyMore sportyMore sporty

Exclusive Exclusive Exclusive Exclusive (aspirational to some)(aspirational to some)(aspirational to some)(aspirational to some)

ExpensiveExpensiveExpensiveExpensive

More socialMore socialMore socialMore social

Team buildingTeam buildingTeam buildingTeam building

RecreationRecreationRecreationRecreation

RelaxationRelaxationRelaxationRelaxation

SkiersSkiersSkiersSkiers

”Cruising””Cruising””Cruising””Cruising”

LazyLazyLazyLazy

Speed/AdvetureSpeed/AdvetureSpeed/AdvetureSpeed/Adveture

DINGHYDINGHYDINGHYDINGHY KEEL BOATKEEL BOATKEEL BOATKEEL BOAT POWERBOATPOWERBOATPOWERBOATPOWERBOAT

Unprompted Responses to Boat TypesUnprompted Responses to Boat TypesUnprompted Responses to Boat TypesUnprompted Responses to Boat Types

SportySportySportySporty Less sportyLess sportyLess sportyLess sporty

Yachting Australia

“Lasers”“Skiffs” “Hobie Cats”

Prompted ResponsesPrompted ResponsesPrompted ResponsesPrompted Responses

Considered:


Perception of yacht clubs was generally negative, however the experience tended to vary greatly by club

ExclusiveExclusiveExclusiveExclusive

IntimidatingIntimidatingIntimidatingIntimidating

ScaryScaryScaryScary

ElitistElitistElitistElitist

DauntingDauntingDauntingDaunting

HiddenHiddenHiddenHidden

UnapproachableUnapproachableUnapproachableUnapproachable

A closed communityA closed communityA closed communityA closed community

Community FeelCommunity FeelCommunity FeelCommunity Feel

WelcomingWelcomingWelcomingWelcoming

Down to earthDown to earthDown to earthDown to earth

Similar to RSL or SLSA clubSimilar to RSL or SLSA clubSimilar to RSL or SLSA clubSimilar to RSL or SLSA club

Yachting Australia

NegativeNegativeNegativeNegative

PositivePositivePositivePositive


School, parents & friends are responsible for the initiation into sailing while lack of time or interest and commitment present biggest barriers

ParentsParentsParentsParents

SchoolSchoolSchoolSchool

FriendsFriendsFriendsFriends

SchoolSchoolSchoolSchool


ParentsParentsParentsParents

Many did it when Many did it when Many did it when Many did it when they were youngthey were youngthey were youngthey were young


Holiday Holiday Holiday Holiday experienceexperienceexperienceexperience

Many did it when Many did it when Many did it when Many did it when they were youngthey were youngthey were youngthey were young



Holiday houseHoliday houseHoliday houseHoliday house

PRIMARY PRIMARY PRIMARY PRIMARY SCHOOLSCHOOLSCHOOLSCHOOL

SECONDARY SECONDARY SECONDARY SECONDARY SCHOOLSCHOOLSCHOOLSCHOOL YOUNG FAMILIESYOUNG FAMILIESYOUNG FAMILIESYOUNG FAMILIES OLDER FAMILIESOLDER FAMILIESOLDER FAMILIESOLDER FAMILIES

No interestNo interestNo interestNo interest

Too hardToo hardToo hardToo hard

Many other sports Many other sports Many other sports Many other sports e.g. Soccere.g. Soccere.g. Soccere.g. Soccer

No other friend No other friend No other friend No other friend interestinterestinterestinterest

No interestNo interestNo interestNo interest

Too hardToo hardToo hardToo hard

Many other sports Many other sports Many other sports Many other sports eg. Soccereg. Soccereg. Soccereg. Soccer

No other friend No other friend No other friend No other friend interestinterestinterestinterest

Commitment (time, Commitment (time, Commitment (time, Commitment (time,

TimeTimeTimeTime

Commitment (time, Commitment (time, Commitment (time, Commitment (time, financial & financial & financial & financial &

organisational)organisational)organisational)organisational)

Bad first Bad first Bad first Bad first experienceexperienceexperienceexperience

Melb: not Melb: not Melb: not Melb: not compelling compelling compelling compelling

enough enough enough enough ----destinationdestinationdestinationdestination

Planning/Hard Planning/Hard Planning/Hard Planning/Hard workworkworkwork

Kids lack of interestKids lack of interestKids lack of interestKids lack of interest

What got What got What got What got segment segment segment segment into into into into sailing?sailing?sailing?sailing?

The The The The barriersbarriersbarriersbarriers



YOUNG ADULTSYOUNG ADULTSYOUNG ADULTSYOUNG ADULTS

Now need to make Now need to make Now need to make Now need to make time for it (no time for it (no time for it (no time for it (no

school)school)school)school)

Friends Friends Friends Friends stopping/not stopping/not stopping/not stopping/not

interestedinterestedinterestedinterested

Less interested in Less interested in Less interested in Less interested in competitioncompetitioncompetitioncompetition

Too familyToo familyToo familyToo family----ishishishish

Commitment Commitment Commitment Commitment –––– too too too too hardhardhardhard

Yachting Australia

PRIMARY PRIMARY PRIMARY PRIMARY SCHOOLSCHOOLSCHOOLSCHOOL

SECONDARY SECONDARY SECONDARY SECONDARY SCHOOLSCHOOLSCHOOLSCHOOL YOUNG FAMILIESYOUNG FAMILIESYOUNG FAMILIESYOUNG FAMILIES OLDER FAMILIESOLDER FAMILIESOLDER FAMILIESOLDER FAMILIESYOUNG ADULTSYOUNG ADULTSYOUNG ADULTSYOUNG ADULTS


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

• SurfingSurfingSurfingSurfing

• SkiingSkiingSkiingSkiing

Yachting Australia

Motivations Motivations Motivations Motivations


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


Non-sailors find it hard to identify with “training” or “scheme” for a leisure activity

Discover SailingDiscover SailingDiscover SailingDiscover Sailing

Enjoy SailingEnjoy SailingEnjoy SailingEnjoy Sailing

Sailing AdventureSailing AdventureSailing AdventureSailing Adventure

Sail4FunSail4FunSail4FunSail4Fun

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


Come SailingCome SailingCome SailingCome Sailing

Discover SailingDiscover SailingDiscover SailingDiscover Sailing

Learn SailingLearn SailingLearn SailingLearn Sailing

Enjoy SailingEnjoy SailingEnjoy SailingEnjoy Sailing

Sailing AdventureSailing AdventureSailing AdventureSailing Adventure

Sail4FunSail4FunSail4FunSail4Fun

A Taste of SailingA Taste of SailingA Taste of SailingA Taste of Sailing


Try SailingTry SailingTry SailingTry Sailing

Favourite Favourite Favourite Favourite NameNameNameName

“Learn is not appealing – it

needs to be softer”


‘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

“It sounds inviting”


Agenda



� Status Quo


– Market

– Consumers


� Brand Strategy


� Licensing

� Recommendations

� Appendix


• 5 - 12 years (in primary school)Primary Primary Primary Primary SchoolSchoolSchoolSchool

• > 34 years

• Family with youngest child over 10 years at home

Older Older Older Older FamiliesFamiliesFamiliesFamilies

• > 50 years

• RetireesRetireesRetireesRetireesRetirees

• < 49 years

• Family with youngest child under 10 years

Young Young Young Young FamiliesFamiliesFamiliesFamilies

• 16 – 34 years

• University or Full time working professional (no kids)

Young Young Young Young AdultsAdultsAdultsAdults

Secondary Secondary Secondary Secondary SchoolSchoolSchoolSchool • 13 - 19 years (in secondary school)

We have analysed all insights from a segment perspective to reflect the impact of a person’s lifestage on decision-making

SegmentSegmentSegmentSegment Segment DefinitionsSegment DefinitionsSegment DefinitionsSegment Definitions

Professional Professional Professional Professional w/o kidsw/o kidsw/o kidsw/o kids

• > 34 years

• Full time working professional without kids

Empty Empty Empty Empty NestersNestersNestersNesters

• > 34 years

• Working parent – children living away from home


By combining Consumer Insights and general yachting learnings, a prioritisation matrix for these segments has been developed

Low Below Average Average Above Average High

Strategic ImportanceStrategic ImportanceStrategic ImportanceStrategic Importance Primary Primary Primary Primary SchoolSchoolSchoolSchool

Secondary Secondary Secondary Secondary SchoolSchoolSchoolSchool




Working Working Working Working ProfessionProfessionProfessionProfession

alsalsalsals



Size of the segment potential (Future interest in sailing)

Commercial Potential of segment (income & YA member spend)

Attractiveness to funding partners (Govt & Private)

Ability to influence other segments

Ease of ImplementationEase of ImplementationEase of ImplementationEase of Implementation

Primary Primary Primary Primary SchoolSchoolSchoolSchool





Working Working Working Working ProfessionProfessionProfessionProfession

alsalsalsals



Competing with other sports (market share available for sailing)

Existing program can be rolled out or modified

Access to infrastructure (=boats) is not a strong barrier

Segment Priority FrameworkSegment Priority FrameworkSegment Priority FrameworkSegment Priority Framework

HighHighHighHigh HighHighHighHigh MediumMediumMediumMedium HighHighHighHigh MediumMediumMediumMedium LowLowLowLow Low Low Low Low Low Low Low Low

HighHighHighHigh MediumMediumMediumMedium LowLowLowLow Low Low Low Low MediumMediumMediumMedium MediumMediumMediumMedium HighHighHighHigh HighHighHighHigh

1111 2222 3333 4444 5555 6666 7777 8888

Red text: Insights-driven criteriaBlack text: General learnings


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Ease of ImplementationEase of ImplementationEase of ImplementationEase of Implementation(Both to implement and service)

3 3 3 3 ---- LowLowLowLow2 2 2 2 ---- Medium Medium Medium Medium 1 1 1 1 –––– High*High*High*High*

LowLowLowLow

MidMidMidMid

HighHighHighHigh

The rating system highlights priority segments – Primary and Secondary School children, as well as Young & Older Families

Impact vs. Implementation MatrixImpact vs. Implementation MatrixImpact vs. Implementation MatrixImpact vs. Implementation Matrix

1111 Primary Primary Primary Primary SchoolSchoolSchoolSchool

3333 Young AdultsYoung AdultsYoung AdultsYoung Adults

6666 Working Working Working Working ProfessionalsProfessionalsProfessionalsProfessionals

Opportunities with strong potential

Opportunities with less potential

4444 Young Young Young Young FamiliesFamiliesFamiliesFamilies

Strategic ImportanceStrategic ImportanceStrategic ImportanceStrategic Importance

• Size of the segment potential (Future interest in sailing)

• Commercial Potential of segment (income & YA member spend)

• Attractiveness to funding partners (Govt & Private)

• Ability to influence other segments

Ease of ImplementationEase of ImplementationEase of ImplementationEase of Implementation

• Competing with other sports (market share available for sailing)

• Existing program can be rolled out or modified

• Access to infrastructure (=boats) is not a strong barrier

5555

*Note: High ease of implementation can be achieved quicker than low ease of implementation

2222 Secondary Secondary Secondary Secondary SchoolSchoolSchoolSchool


7777 Empty NestersEmpty NestersEmpty NestersEmpty Nesters

8888 RetireesRetireesRetireesRetirees


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






Working Working Working Working

ProfessionalsProfessionalsProfessionalsProfessionals




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

– Length ideally 1Length ideally 1Length ideally 1Length ideally 1----2 hours2 hours2 hours2 hours

– 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

OpportunitiesOpportunitiesOpportunitiesOpportunities

• 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

boat & courseboat & courseboat & courseboat & course


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

Yachting Australia

5555 Older FamiliesOlder FamiliesOlder FamiliesOlder FamiliesOpportunitiesOpportunitiesOpportunitiesOpportunities

• 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

safety tips “in flight security safety tips “in flight security safety tips “in flight security safety tips “in flight security demonstration”demonstration”demonstration”demonstration”

- 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 have similar concerns as Young Adults and might be attracted by similar, shorter & more convenient sailing offers

Yachting Australia

6666Working Working Working Working

ProfessionalsProfessionalsProfessionalsProfessionals

• 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:

– MidMidMidMid----week sailingweek sailingweek sailingweek sailing

– Twilight sailingTwilight sailingTwilight sailingTwilight sailing

• 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

• Short, online, onShort, online, onShort, online, onShort, online, on----demanddemanddemanddemand

• Highlighting further coursesHighlighting further coursesHighlighting further coursesHighlighting further courses


Empty Nesters & Retirees are the segments with the smallest opportunities for sailing

Yachting Australia

7777 Empty NestersEmpty NestersEmpty NestersEmpty Nesters

• 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

8888 RetireesRetireesRetireesRetirees


“EXPERIENCE” “EXPERIENCE” “EXPERIENCE” “EXPERIENCE”

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

YA’s pathway needs a regular national Open Days as well as a more social Experience Day product at the entry level of the sport

“I WOULD LIKE “I WOULD LIKE “I WOULD LIKE “I WOULD LIKE TO GIVE IT A TO GIVE IT A TO GIVE IT A TO GIVE IT A

TRY”TRY”TRY”TRY”

“I AM KEEN TO “I AM KEEN TO “I AM KEEN TO “I AM KEEN TO GET MORE GET MORE GET MORE GET MORE INVOLVED”INVOLVED”INVOLVED”INVOLVED”

“I AM “I AM “I AM “I AM COMMITTED”COMMITTED”COMMITTED”COMMITTED”

“I AM “I AM “I AM “I AM INTERESTED”INTERESTED”INTERESTED”INTERESTED”

“ITS IMPORTANT TO “ITS IMPORTANT TO “ITS IMPORTANT TO “ITS IMPORTANT TO ME & BECOMING ME & BECOMING ME & BECOMING ME & BECOMING

PART OF LIFE”PART OF LIFE”PART OF LIFE”PART OF LIFE”

Involvement Process

Yachting Australia


Segments





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


Tackers Tackers Tackers Tackers Introduction Introduction Introduction Introduction

DayDayDayDayTackersTackersTackersTackers

School Intro School Intro School Intro School Intro Tackers School Tackers School Tackers School Tackers School


CREWINGCREWINGCREWINGCREWINGKeelboat Keelboat Keelboat Keelboat

experienceexperienceexperienceexperience2 weeks, team 2 weeks, team 2 weeks, team 2 weeks, team

& social& social& social& social

DINGHY DINGHY DINGHY DINGHY experienceexperienceexperienceexperience

2 weeks, solo, 2 weeks, solo, 2 weeks, solo, 2 weeks, solo, less social, for less social, for less social, for less social, for

families & more families & more families & more families & more sportysportysportysporty

Existing YA courses & Existing YA courses & Existing YA courses & Existing YA courses & programs programs programs programs

(including Sailability)

Entry Level Intermediate Level

Tackers 2 & 3Tackers 2 & 3Tackers 2 & 3Tackers 2 & 3


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


Social EXPERIENCE DAYSocial EXPERIENCE DAYSocial EXPERIENCE DAYSocial EXPERIENCE DAY General YACHT CLUB General YACHT CLUB General YACHT CLUB General YACHT CLUB opportunitiesopportunitiesopportunitiesopportunities

1111 2222 3333


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 next step in the pathway is a social, non-commitment EXPERIENCE DAY that participants can enjoy together with family & friends

Yachting Australia

Social EXPERIENCE Social EXPERIENCE Social EXPERIENCE Social EXPERIENCE DAYDAYDAYDAY

2222CONTENTCONTENTCONTENTCONTENT

•Could be once-off or done more than once

•Social, with a group of similarly-aged people

•On weekends, starting not earlier than 10am – for 3-4 hours

•Should include lunch or a drink and an invitation to the club house after the sailing experience

•With only a brief “in-flight security demonstration” type of safety briefing – majority happening on/around boat

•Done on keelboats, potentially large dinghies

•Includes a ‘destination’ – somewhere to sail to

COSTSCOSTSCOSTSCOSTS

• $50-$150 depending on which extras are included


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


Agenda



� Status Quo


– Market

– Consumers


� Brand Strategy


� Licensing

� Recommendations

� Appendix


What is a brand?

A brand lives in the heart of consumers and is

something that consumers have an emotional

attachment with

Yachting Australia


What is a Communication Message?

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

Typical characteristicsTypical characteristicsTypical characteristicsTypical characteristics


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

Surfing Surfing Surfing Surfing AustraliaAustraliaAustraliaAustralia

• 6-12yrs: SurfGroms

• >12yr olds & adults: Learn to Surf

• SurfGromsSurfGromsSurfGromsSurfGroms is a stand-alone brand with its own website, identity, logo, naming rights sponsor

• Learn to SurfLearn to SurfLearn to SurfLearn to Surf is an umbrella message linking all SA-affiliated surf schools via a website

RYA UKRYA UKRYA UKRYA UK• Programs organised by boat

type• Start BoatingStart BoatingStart BoatingStart Boating is umbrella message on website leading towards the

different programs

US SailingUS SailingUS SailingUS Sailing• Programs organised by boat

type• Getting Started Getting Started Getting Started Getting Started is umbrella message for all entry points into the sport

AFLAFLAFLAFL

• Kids: NAB Auskick

• 8-12: AFL Junior

• 13-18: AFL Youth

• Girls: Female Footy

• Open Age & Masters

• Play AFL Play AFL Play AFL Play AFL is umbrella message is with logo

• AuskickAuskickAuskickAuskick is a brand with an individual website, naming rights sponsor and identity which is communicated

TennisTennisTennisTennis• Kids: MLC Hotshots

• Adults: Cardio Tennis

• Play Tennis Play Tennis Play Tennis Play Tennis is the umbrella message used on website to guide participants and/or competitors through the sport

• Hotshots Hotshots Hotshots Hotshots has its own brand identity

CricketCricketCricketCricket• Kids: Milo In2Cricket

• 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

Yachting Australia

* Details for all examples in Appendix


Surfing Australia has a new entry level brand for kids called SurfGroms and an overall communications message called Learn to Surf

ASP Events (Pro)

ISA Events (Amateur)

National Titles, Elite/HP

Regular State Events

SurfgromsSurfgromsSurfgromsSurfgroms

• Surfing Australia have two different entry points into the sport

• Via surf schools and their SA-accredited programs or school-specific courses for people of all ages

• Via SurfGroms – kids program for children 7-12 years

• SurfGroms has been developed as a stand-alone brand

• Learn to Surf is a communications message developed to guide potential participants towards the right surf school

Sports Pathway

BrandBrandBrandBrand

Communication Communication Communication Communication MessageMessageMessageMessage

Surf school surf courses

Branding & Communication

Entry LevelEntry LevelEntry LevelEntry Level

Learn to Surf


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


• 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


UK Sailing Pathway

OnBoardOnBoardOnBoardOnBoard SailabilitySailabilitySailabilitySailability T15T15T15T15

Yachting Australia

Start Boating Get AfloatCommunication Communication Communication Communication

MessagesMessagesMessagesMessages

BrandsBrandsBrandsBrands

Brand Brand Brand Brand StrategyStrategyStrategyStrategy


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 Vision and Values clearly set the foundation for the brand

Yachting Australia

Vision

To attract participants to Sailing through the provision of compelling

programs and welcoming clubs

What do we want to achieve?

Values*

Examples: Examples: Examples: Examples: IntegrityDiversityInclusive

What values guide our behaviour?

1111 2222

*To be refined and developed further internally at YA


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

1111 2222

• ADVENTUROUSADVENTUROUSADVENTUROUSADVENTUROUS

• RESPONSIBLERESPONSIBLERESPONSIBLERESPONSIBLE

• FUNFUNFUNFUN

• FRIENDLYFRIENDLYFRIENDLYFRIENDLY

The Brand behaviour determines the manner in which we interact

with people


The recommended positioning territory for Sailing is around “A Great Day Out”

Sailing Benefit LadderSailing Benefit LadderSailing Benefit LadderSailing Benefit Ladder

Social, enjoyment of the ocean and outdoors, relaxing, all ages

Excited

Escape from the everyday with family & friend to enjoy a great

day of the sun and the sea

A Great Day OutA Great Day OutA Great Day OutA Great Day Out


This brand framework should act as a guide for growth and development of the Sailing brand

PurposePurposePurposePurpose ValuesValuesValuesValues PersonalityPersonalityPersonalityPersonality

Target MarketTarget MarketTarget MarketTarget Market

PositioningPositioningPositioningPositioning

BehavioursBehavioursBehavioursBehaviours

PRODUCT PEOPLEPLACE PRICEPROMOTION

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

Yachting Australia

Integrity, Diversity, Inclusive


Although the other brands in the YA portfolio can have their own “story” they should reinforce the overarching strategy of Sailing brand

“I WOULD LIKE “I WOULD LIKE “I WOULD LIKE “I WOULD LIKE TO GIVE IT A TO GIVE IT A TO GIVE IT A TO GIVE IT A

TRY”TRY”TRY”TRY”

“I AM KEEN TO “I AM KEEN TO “I AM KEEN TO “I AM KEEN TO GET MORE GET MORE GET MORE GET MORE INVOLVED”INVOLVED”INVOLVED”INVOLVED”

“I AM “I AM “I AM “I AM COMMITTED”COMMITTED”COMMITTED”COMMITTED”

“I AM “I AM “I AM “I AM INTERESTED”INTERESTED”INTERESTED”INTERESTED”

“ITS IMPORTANT TO “ITS IMPORTANT TO “ITS IMPORTANT TO “ITS IMPORTANT TO ME & BECOMING ME & BECOMING ME & BECOMING ME & BECOMING

PART OF LIFE”PART OF LIFE”PART OF LIFE”PART OF LIFE”

Involvement Process

Yachting Australia


Segments





SocialSocialSocialSocial SocialSocialSocialSocialSocial & Social & Social & Social & CompCompCompComp


Social & Social & Social & Social & CompCompCompCompEntry Level

Intermediate Level

“EXPERIENCE” “EXPERIENCE” “EXPERIENCE” “EXPERIENCE”

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


Tackers Tackers Tackers Tackers Introduction Introduction Introduction Introduction

DayDayDayDayTackersTackersTackersTackers

School Intro School Intro School Intro School Intro Tackers School Tackers School Tackers School Tackers School


CREWINGCREWINGCREWINGCREWINGKeelboat Keelboat Keelboat Keelboat

experienceexperienceexperienceexperience2 weeks, team 2 weeks, team 2 weeks, team 2 weeks, team

& social& social& social& social

DINGHY DINGHY DINGHY DINGHY experienceexperienceexperienceexperience

2 weeks, solo, 2 weeks, solo, 2 weeks, solo, 2 weeks, solo, less social, for less social, for less social, for less social, for

families & more families & more families & more families & more sportysportysportysporty

Existing YA courses & Existing YA courses & Existing YA courses & Existing YA courses & programs programs programs programs

(including Sailability)



SocialSocialSocialSocialEXPERIENCE DAYEXPERIENCE DAYEXPERIENCE DAYEXPERIENCE DAY

gemba recommends to use “Discover Sailing” as the Communication Message to act as a call to action and pointer to trial sailing

Yachting Australia

OPEN DAYOPEN DAYOPEN DAYOPEN DAYTackers Tackers Tackers Tackers

Introduction DayIntroduction DayIntroduction DayIntroduction DayTackers 1Tackers 1Tackers 1Tackers 1

School Intro School Intro School Intro School Intro program program program program

School ProgramSchool ProgramSchool ProgramSchool Program

CREWING CREWING CREWING CREWING Keelboat Keelboat Keelboat Keelboat

experienceexperienceexperienceexperience1)

DINGHY DINGHY DINGHY DINGHY experienceexperienceexperienceexperience1)

Existing Yachting Australia programs including Sailability and

crewing options

SAILINGSAILINGSAILINGSAILING

‘DISCOVER SAILING’‘DISCOVER SAILING’‘DISCOVER SAILING’‘DISCOVER SAILING’

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)

Existing Sailing Pathway Existing Sailing Pathway Existing Sailing Pathway Existing Sailing Pathway Communication MessageCommunication MessageCommunication MessageCommunication Message


Option 1Option 1Option 1Option 1

Increase Involvement & MembershipIncrease Involvement & MembershipIncrease Involvement & MembershipIncrease Involvement & MembershipThis Option is gemba’s recommendationThis Option is gemba’s recommendationThis Option is gemba’s recommendationThis Option is gemba’s recommendation


SocialSocialSocialSocialEXPERIENCE DAYEXPERIENCE DAYEXPERIENCE DAYEXPERIENCE DAY

“Discover Sailing” could also be used as a Communication Message across both the entry level of the sport and existing programs

Yachting Australia

OPEN DAYOPEN DAYOPEN DAYOPEN DAYTackers Tackers Tackers Tackers

Introduction DayIntroduction DayIntroduction DayIntroduction DayTackers 1Tackers 1Tackers 1Tackers 1

School Intro School Intro School Intro School Intro program program program program

School ProgramSchool ProgramSchool ProgramSchool Program

CREWING CREWING CREWING CREWING Keelboat Keelboat Keelboat Keelboat

experienceexperienceexperienceexperience1)

DINGHY DINGHY DINGHY DINGHY experienceexperienceexperienceexperience1)

Existing Yachting Australia programs including Sailability and

crewing options

SAILINGSAILINGSAILINGSAILING

‘DISCOVER SAILING’‘DISCOVER SAILING’‘DISCOVER SAILING’‘DISCOVER SAILING’

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


Option 2Option 2Option 2Option 2

Increase Involvement & MembershipIncrease Involvement & MembershipIncrease Involvement & MembershipIncrease Involvement & Membership

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

1111 2222

• 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


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

CLU

BS

CLU

BS

CLU

BS

CLU

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CO

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CO

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MER

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COMMUNCIATION OBJECTIVESCOMMUNCIATION OBJECTIVESCOMMUNCIATION OBJECTIVESCOMMUNCIATION OBJECTIVES


Agenda



� Status Quo


– Market

– Consumers


� Brand Strategy


� Licensing

� Recommendations

� Appendix


AreaAreaAreaArea SponsorSponsorSponsorSponsor Sponsor Activities & ObjectivesSponsor Activities & ObjectivesSponsor Activities & ObjectivesSponsor Activities & Objectives Investment Investment Investment Investment

Major Sponsor Youth

Development

•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


The major sponsors only get basic rights and don’t benefit from YA’s association with major races of the sport

Yachting Australia

Sponsorship Benefits AnalysisSponsorship Benefits AnalysisSponsorship Benefits AnalysisSponsorship Benefits AnalysisSponsorshipSponsorshipSponsorshipSponsorship

SponsorSponsorSponsorSponsor RightsRightsRightsRights Comments & PotentialComments & PotentialComments & PotentialComments & Potential

OAMPSOAMPSOAMPSOAMPS

•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

•Appearances:Appearances:Appearances:Appearances: none

•Signage: Signage: Signage: Signage: Signage at YA office and Australian Youth Championship

• n/a

AudiAudiAudiAudi

•Branding: Branding: Branding: Branding: branding of boat hull, boat sail, coach boat, team training apparel for Australian Sailing Team

•Advertising: Advertising: Advertising: Advertising: AST letterhead, AST website recognition & link, sponsors page, PR Testimonial

•Hospitality: Hospitality: Hospitality: Hospitality: none

•Appearances: Appearances: Appearances: Appearances: none

•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


•Appearances:Appearances:Appearances:Appearances: six sailor appearances


•Assess opportunity to jointly develop merchandise for YA

•Assess if SLAM is the right partner due to difficult business relationship and small likelihood of SLAM investing more in Australian market

Hamilton Hamilton Hamilton Hamilton IslandIslandIslandIsland

•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: AST letterhead, AST website recognition & link, logo in E-news, PR Testimonial


•Appearances: Appearances: Appearances: Appearances: 2 AST, AWMRT, Coaches & management for up to 3 appearances


•n/a


YA sponsors cannot rely on category exclusivity on MYA and grassroots level and currently don’t undertake activation activities

•YA’s sponsorship contracts currently contain category protection clauses for sponsors across the different levels of the organisation

•However, there are States which still have relationships with brands in the same categories, e.g.

o NSW: NSW: NSW: NSW: Nautilus Marine Insurance, Gill (apparel)

o VIC: VIC: VIC: VIC: Helly Hansen

o BMWBMWBMWBMW also has strong relationships to individual sailing clubs

Sponsorship ObservationsSponsorship ObservationsSponsorship ObservationsSponsorship Observations

• 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

SponsorshipSponsorshipSponsorshipSponsorship

Sponsor ExclusivitySponsor ExclusivitySponsor ExclusivitySponsor Exclusivity

• Sponsor activation activities are very limited for the majority of YA’s main sponsors

• Activities are limited to promotional items in membership packs or event banners

Sponsor ActivationSponsor ActivationSponsor ActivationSponsor Activation


We recommend approaching the commercial partner search based on three different sequential filters or perspectives

Commercial Partner Targeting PrinciplesCommercial Partner Targeting PrinciplesCommercial Partner Targeting PrinciplesCommercial Partner Targeting Principles

Yachting Australia

CategoryCategoryCategoryCategory----based based based based ApproachApproachApproachApproach

• Target traditional high-spend industry categories which invest in sponsorship and have an interest in YA’s target audience such as

• Financial Institutions

• FMCG’s with focus on children

• Health industry

• Sports & leisure apparel suppliers

Target audienceTarget audienceTarget audienceTarget audience----based Approachbased Approachbased Approachbased Approach

• 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



Broadly speaking sponsors are becoming more sophisticated and are generally looking to address the following outcomes

Brand DriversBrand DriversBrand DriversBrand DriversBrand DriversBrand DriversBrand DriversBrand Drivers Commercial Commercial Commercial Commercial DriversDriversDriversDrivers

Commercial Commercial Commercial Commercial DriversDriversDriversDrivers

Community Community Community Community EngagersEngagersEngagersEngagers


Campaigns that either increase increase increase increase awareness or awareness or awareness or awareness or

build the imagebuild the imagebuild the imagebuild the imageof the brand

Campaigns that can deliver sustainable sustainable sustainable sustainable commercial commercial commercial commercial opportunitiesopportunitiesopportunitiesopportunities

Campaigns that can deliver deep,

engaging relationships with relationships with relationships with relationships with

specific community specific community specific community specific community groupsgroupsgroupsgroups

A B C

1111 Sponsor objectiveSponsor objectiveSponsor objectiveSponsor objective----based approachbased approachbased approachbased approach

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

Yachting Australia



Typically, community engagers seek the direct contact to as many participants as possible

GSNZ



Campaigns that can deliver deep,

engaging relationships with relationships with relationships with relationships with

specific community specific community specific community specific community groupsgroupsgroupsgroups

C

1111 Sponsor objectiveSponsor objectiveSponsor objectiveSponsor objective----based approachbased approachbased approachbased approach


Typical Community Sponsor Requirements

• Category Exclusivity

• National reach

• A maximum of participants

• The ability to engage with grassroots participants

• A central communication platform (i.e. website)

• The ability to be included in program communication

• Ability to engage own staff locally

• Access to the program database


While the target audience for Tackers is clearly defined, the Open Day and Experience Day products appeal to all priority segments

Yachting Australia


TackersTackersTackersTackers National Open DayNational Open DayNational Open DayNational Open Day








Target Target Target Target SegmentsSegmentsSegmentsSegments

2222 Target audienceTarget audienceTarget audienceTarget audience----based approachbased approachbased approachbased approach

Experience DayExperience DayExperience DayExperience Day







Yachting’s brand attributes can be used to identify the best-matching categories

• Outdoor, (water)sports & sailing brands

• Finance & Insurance

• Sports drink / soft drink manufacturers

• FMCG with child focus

• Retail with child focus

• Health Industry

• Sunscreen brand

Yachting Australia


ADVENTUROUSADVENTUROUSADVENTUROUSADVENTUROUS

FRIENDLYFRIENDLYFRIENDLYFRIENDLY

FUNFUNFUNFUN


3333 CategoryCategoryCategoryCategory----based based based based ApproachApproachApproachApproach

Brand Brand Brand Brand Personality Personality Personality Personality

SailingSailingSailingSailing

Potential Categories with ‘best fit’Potential Categories with ‘best fit’Potential Categories with ‘best fit’Potential Categories with ‘best fit’

TackersTackersTackersTackersNational Open National Open National Open National Open

DayDayDayDay

• Outdoor, (water)sports & sailing brands

• Finance & Insurance


• Health Industry

• Sunscreen brand

• Automotive

Experience Experience Experience Experience DayDayDayDay

• Outdoor, sports & sailing brands

• Lifestyle / Entertainment brand


• Sunscreen brand

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


Potential partners for Tackers, the national Open Day and Experience day can be on a national or regional/local level

Yachting Australia


3333 CategoryCategoryCategoryCategory----based based based based ApproachApproachApproachApproach

Potential Partners in ‘best fit’ categoriesPotential Partners in ‘best fit’ categoriesPotential Partners in ‘best fit’ categoriesPotential Partners in ‘best fit’ categories

TackersTackersTackersTackersNational Open National Open National Open National Open

DayDayDayDayExperience Experience Experience Experience

DayDayDayDay

IndustryIndustryIndustryIndustry Example PartnersExample PartnersExample PartnersExample Partners

Outdoor & sailing brands

Sunscreen brand

Sports drink / soft drink

Finance & Insurance

Health Industry

FMCG (Child focus)

Retail (Child focus)

Automotive

The North Face / Helly Hansen / Adidas / Puma

Banana Boat / Nivea / Sun Smart

Coca-Cola / Powerade / Redbull / Boost Juice

Westpac / ANZ / nab / CWB / HSBC/ OAMPS / UBS

Bupa / Medibank / Blackmore’s / Swisse

Kellogg's / Nestle / Nutella

Pumpkin Patch / Nickelodeon /Lego

AUDI


YA’s current CRM capabilities include a comprehensive member database but could be leveraged more for sponsorship purposes

• YA has a national database which can be accessed by members, clubs, State organisations and YA

• Current database entries vary in quality –currently, only name and address are mandatory fields

• Besides personal information, each record contains information on courses or qualifications achieved

Database ContentDatabase ContentDatabase ContentDatabase Content

• Currently, the database is not used extensively internally or for sponsor activities

• The database is mainly used to communicate to members via Email – however, a large proportion of members will not be reached due to missing data

• Each user generates a unique record

- The lifecycle of a member could easily be tracked

- Entry or exit motivations could be assessed and used to improve programs

- Communicating to members of a sport via its database is a direct benefit that most sponsors seek

Activities & ConsiderationsActivities & ConsiderationsActivities & ConsiderationsActivities & Considerations

Total records 129,000

Members current FY 55,690

Current members with Email address on record

26,700

More than 50% of entries are not current members but could be contacted as part of a

member re-gain campaign



Agenda



� Status Quo


– Market

– Consumers


� Brand Strategy


� Licensing

� Recommendations

� Appendix


Licensing income is traditionally driven by sports with strong consumer franchises

Sports Involvement MatrixSports Involvement MatrixSports Involvement MatrixSports Involvement Matrix

Source: gSER Report July 2010- June 2011

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Participation FranchiseParticipation FranchiseParticipation FranchiseParticipation Franchise(People who participate)(People who participate)(People who participate)(People who participate)

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ENTERTAINMENTENTERTAINMENTENTERTAINMENTENTERTAINMENTENTERTAINMENTENTERTAINMENTENTERTAINMENTENTERTAINMENT HEARTBEATHEARTBEATHEARTBEATHEARTBEATHEARTBEATHEARTBEATHEARTBEATHEARTBEAT

SwimmingCycling

Soccer

Golf

Tennis

Cricket

Australian Rules

Basketball

Surfing

NetballAthletics

Rugby League

Motor Car Racing

Sailing

Rugby UnionHorse racing

GRASS ROOTSGRASS ROOTSGRASS ROOTSGRASS ROOTSGRASS ROOTSGRASS ROOTSGRASS ROOTSGRASS ROOTSTHE PACKTHE PACKTHE PACKTHE PACKTHE PACKTHE PACKTHE PACKTHE PACK

Base: All Australian; n = 5538

LicensingLicensingLicensingLicensing


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


Source: gemba


Commercialising licensing through a Participation Franchise is highly dependent upon on access to the grassroots network

Consumer FranchiseConsumer FranchiseConsumer FranchiseConsumer Franchise Participation FranchiseParticipation FranchiseParticipation FranchiseParticipation Franchise

Value PropositionValue PropositionValue PropositionValue Proposition

Access to Intellectual PropertyAccess to Intellectual PropertyAccess to Intellectual PropertyAccess to Intellectual Property

Value PropositionValue PropositionValue PropositionValue Proposition

Access to Consumer ChannelAccess to Consumer ChannelAccess to Consumer ChannelAccess to Consumer Channel

Critical Success FactorsCritical Success FactorsCritical Success FactorsCritical Success Factors

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

Critical Success FactorsCritical Success FactorsCritical Success FactorsCritical Success Factors

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)

Relevant for Yachting Australia



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

Brand LicensingBrand LicensingBrand LicensingBrand Licensing1111 2222

Licensing TypesLicensing TypesLicensing TypesLicensing TypesLicensingLicensingLicensingLicensing


Sports with relatively low consumer appeal or participation base have found innovative ways to secure a licensing revenue stream

Yachting Australia

IP (“knowIP (“knowIP (“knowIP (“know----how”) Licensinghow”) Licensinghow”) Licensinghow”) Licensing Brand LicensingBrand LicensingBrand LicensingBrand Licensing

Surf Life Saving

Surfing

Bowls

RYARYA entry-level and advance training schemes are licensed worldwide

A number of publications have been developed by RYA on sailing training

A merchandising program gives licensees the right to produce official bowls apparel

Affiliated surf schools can run the Surfgroms program developed by SA

A number of courses have been developed to qualify surf life savers

Surf life savers have to wear official SLS uniform on patrol

Surf schools have to buy branded equipment to run Surfgroms



Coaches and participants have to use modified equipment during the Hot Shots program

Yachting Australia

IP LicensingIP LicensingIP LicensingIP Licensing Brand / Product LicensingBrand / Product LicensingBrand / Product LicensingBrand / Product Licensing

• 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


Surf Life Saving AustraliaSurf Life Saving AustraliaSurf Life Saving AustraliaSurf Life Saving AustraliaLicensingLicensingLicensingLicensing


Bowls Austraila put in place a National Dress Regulation which ensure participants wear licensed apparel during competitions

Yachting Australia

Brand / Product LicensingBrand / Product LicensingBrand / Product LicensingBrand / Product Licensing

• 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

Bowls AustraliaBowls AustraliaBowls AustraliaBowls AustraliaLicensingLicensingLicensingLicensing


Deliverers of the SurfGroms program have to follow the syllabus designed by Surfing Australia and use branded surf boards & clothes

Yachting Australia

• SurfGroms is a recently launched national junior development program in surfing for kids aged 5-12

• In the first years, accredited surf schools with qualified surf coaches are the main deliverers of the program

• SA developed the syllabus, program content and branding which are used by surf schools

• Currently, surf schools do not pay a licensing fee to SA to use the program

• Branded surf boards are used and currently they are provided to the surf schools for free or at a discounted price

• Participants have to wear official SurfGroms rash vests

• A number of SurfGroms branded merchandise are sold to participants on the stand-alone SurfGroms website


Surfing Australia Surfing Australia Surfing Australia Surfing Australia ---- SurfGromsSurfGromsSurfGromsSurfGromsLicensingLicensingLicensingLicensing


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


Brand licensing opportunities are greatest with Tackers through developing branded merchandise gear that is mandatory to wear

Yachting Australia

LicensingLicensingLicensingLicensing 2222 Yachting AustraliaYachting AustraliaYachting AustraliaYachting Australia---- Brand Licensing Considerations Brand Licensing Considerations Brand Licensing Considerations Brand Licensing Considerations ----

• 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


IP Licensing of the Experience Day to yacht clubs as well as licensing Tackers to other providers are the biggest opportunities

Licensing OpportunitiesLicensing OpportunitiesLicensing OpportunitiesLicensing OpportunitiesPotential Potential Potential Potential

Commercial ImpactCommercial ImpactCommercial ImpactCommercial ImpactEase of Ease of Ease of Ease of

ImplementationImplementationImplementationImplementation

• Licensing of Tackers to commercial operators

• Licensing Experience Day to clubs

• Development of official Tackers gear for mandatory wear and purchase

• Branded Tackers merchandise for purchase

• Branded merchandise for Open Day

• Branded merchandise for Experience Day

Low Below Average Average Above Average High

1111

2222

3333

4444

5555

6666

Yachting Australia

Summary of Licensing OpportunitiesSummary of Licensing OpportunitiesSummary of Licensing OpportunitiesSummary of Licensing Opportunities


YA needs to run market tests to assess the likely licensing costs that the market is willing to take

Yachting Australia

Tackers* Tackers* Tackers* Tackers* Open DayOpen DayOpen DayOpen Day Experience DayExperience DayExperience DayExperience Day

Participant Participant Participant Participant FeeFeeFeeFee

$300 No feeFee TBD

ranging from $50-$150

Licensing Licensing Licensing Licensing possiblepossiblepossiblepossible

Yes No Yes

Potential Potential Potential Potential DeliverersDeliverersDeliverersDeliverers

Commercial providers Yacht Clubs Yacht Clubs

Potential Potential Potential Potential Licensing Licensing Licensing Licensing Revenue Revenue Revenue Revenue ModelModelModelModel

>25%* n/a 25%

* 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


‘Paid’ licensing will provide revenue needed to cover expenses but might inhibit participation uptake depending on licensing fees

Pro’sPro’sPro’sPro’s

• Additional revenue streams for YA and MYA’s to cover overhead and material costs

• Applicable for roll-out to commercial providers (Tackers)

• Larger participation uptake is more likely

• Less barriers for clubs to take up licensing model

Con’sCon’sCon’sCon’s

• Higher prices might limit uptake from participants

• Additional capacities needed internally to manage licensees

• Condition for licensing agreement is existence of a formalised program / schedule to ensure standardised roll-out

• No additional revenue streams

• Additional capacities needed internally to manage licensees

• Condition for licensing agreement is existence of a formalised program / schedule to ensure standardised roll-out

Yachting Australia


‘Paid’ Licensing‘Paid’ Licensing‘Paid’ Licensing‘Paid’ Licensing

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


Agenda



� Status Quo


– Market

– Consumers


� Brand Strategy


� Licensing

� Recommendations

� Appendix


Overall Recommendations 1/2

• 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

Priority Priority Priority Priority SegmentsSegmentsSegmentsSegments

• YA needs to broaden its sponsor base for the new grassroots entry level programs

• There is a need to assess how current sponsors can be ‘on-sold’ to support new programs

• There is a potential to partner with local sponsors or dealers of brands to connect with clubs

Sponsorship Sponsorship Sponsorship Sponsorship AcquisitionAcquisitionAcquisitionAcquisition

LicensingLicensingLicensingLicensing• The licensing opportunities of YA lie mainly in developing a brand licensing model for Tackers

to be outsourced to commercial providers and in the longer-term, a brand licensing model for a structured Experience Day


Overall Recommendations 2/2

•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

CommunicationCommunicationCommunicationCommunication

•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

Brand Brand Brand Brand ArchitectureArchitectureArchitectureArchitecture


Agenda



� Status Quo


– Market

– Consumers


� Brand Strategy


� Licensing

� Recommendations

� Appendix


US Sailing have developed a portfolio of different programs to suit different target audiences and their call to action is “Getting Started”

Yachting Australia


• 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”

Learn to Sail Courses

Smallboat sailing, Keelboat sailing & cruising, Windsurfing, Powerboats

OlympicsOlympicsOlympicsOlympicsDisabled SailingDisabled SailingDisabled SailingDisabled Sailing

(Paralympics)

College SailingCollege SailingCollege SailingCollege SailingHigh School High School High School High School

SailingSailingSailingSailingChampionshipsChampionshipsChampionshipsChampionships


US Sailing Pathway

Junior OlympicsJunior OlympicsJunior OlympicsJunior Olympics

Match & Team Match & Team Match & Team Match & Team RacingRacingRacingRacing

ClinicsClinicsClinicsClinicsVariousVariousVariousVarious

Multihull, One-Design

Getting StartedCommunication Communication Communication Communication



Play AFL

Play AFL is the umbrella message which encompasses all of the grass-root programs offered to footy players

Yachting Australia


• nab Auskick is the most prominent brand for entry-level footy

• There is no entry-level footy training programs for age 18 and above

• ‘Play AFL’ is the umbrella message for all of AFL’s grassroots program and it is used merely as a communication tool

• The nab rising stars program provides a clear pathway to elite levels in state leagues and the AFL competition

NAB Auskick (Age 5 – 12)


AFL Junior (Age 8 – 12)

AFL Youth (Age 13 – 18)

NAB AFL Draft Program

State <18 Competitions

State Development Program

Representative

AFL Masters

35+

AFL Recreational Football

Open Age

(All age)

Talent PathwayParticipation

Fem

ale

fo

oty

Communication Communication Communication Communication MessageMessageMessageMessage


Play AFL


Cricket Australia communicates all of its grass-root programs under the umbrella term “Get Involved”

•Yachting Australia


• Milo in2CRICKET is the branded junior development program and the entry point to playing cricket for kids aged 5-10 years

• Club cricket is the local competition catered for all levels, talented players at club level can get involved in Premier / Grade club cricket

• ‘Get involved’ is the message used for all community cricket formats

Australian Team

State Competition

Men’s and Women’s State 2nd XI

Premier / Grade Club Cricket

MILO in2CRICKET Have-a-game / Have-a-go

EntryEntryEntryEntry----levellevellevellevel

Junior & Senior Club Cricket

Get InvolvedCommunication Communication Communication Communication


Get Involved

Lifestyle cricket

Participation High Performance

Disability and Indigenous cricket



Besides Hot Shots, Tennis Australia has developed Cardio Tennis, a branded product which combines tennis and a cardio workout

Yachting Australia

Grand Slams & ATP/WTA events

Australia Pro Tour

Australian Money Tournament

Optus Junior Tour

Cardio Tennis*

Pathway

MLC Hot Shots

Play TennisCommunication Communication Communication Communication


Club Tennis

Entry Level / Entry Level / Entry Level / Entry Level / Participation programmesParticipation programmesParticipation programmesParticipation programmes

Junior development series


• Tennis Australia offers a number of entry-level programs, all under the umbrella message ‘Play Tennis’:

• MLC Hot Shots is the junior development program for kids age 4 and up

• Cardio Tennis is a fitness-based product catered for all ages

• Tennis clubs deliver coaching lessons, some of which are run by TA accredited coaches

• More grass-root programs are currently in development

• Talented young tennis players enter competition starting with the Junior development series

*New programme

- Coaching program- Competitions- Tournaments



Using ABS data, retirees and empty nesters make up 30% of the total population and have a lower propensity to sail for various reasons

YA

Future Interest within segment (%)

4.1%4.1%4.1%4.1% 4.3%4.3%4.3%4.3% 3.3%3.3%3.3%3.3% 3.8%3.8%3.8%3.8% 1.6%1.6%1.6%1.6% 1.2%1.2%1.2%1.2%

FutureInterest (market size)

114,640 114,640 114,640 114,640 64,500 64,500 64,500 64,500 157,160 157,160 157,160 157,160 177,771 177,771 177,771 177,771 46,571 46,571 46,571 46,571 36,451 36,451 36,451 36,451

Share of market 19%19%19%19% 11%11%11%11% 26%26%26%26% 30%30%30%30% 8%8%8%8% 6%6%6%6%

30%30%30%30%

Comments & Observations

•Empty nesters & retirees currently make up ~30% of all Australians

•They have a lower propensity to sail in future

•They have made up their minds already about their passion sports

•They are less able to influence other segments, especially kids

Note: view is based on age groups, not life-stage segments as per gemba’s research

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