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Riverside Outfitters (RO) is Richmond’s guide to the outdoors, offering outdoor activities from white-water rafting and tubing on the James River to climbing trees. Co-founder Matt Perry of Riverside Outfitters (RO) approached first year VCU Brandcenter students to create a strategic marketing plan for his company.

Objective: Increase brand awareness and seasonal revenue around white water rafting.

The Situation

‣ Richmonders are generally unaware of white-water rafting on the James.

‣ For those aware, white-water rafting is perceived as an activity that requires skill and costly equipment. ‣ Richmonders are more likely to visit other local, low-cost attractions (VA Museum of Fine Arts, Maymont, Lewis Botanical Gardens).

“Statue of Liberty Effect”

With Richmond being the only U.S. city with Class IV rapids within city limits, RO holds a unique position in the outdoor marketplace. But similar to the case of New York where a small percent of locals have visited the Statue of Liberty, Richmonders are unlikely to go white-water rafting and instead substitute it for other day trip options.

NON-USERS55%

FRINGERS30%

USERS15%

“Fringers” (est. 75,000) have one toe in the water--they might walk their dog or sit on the rocks, but they haven’t made the complete “dive.” We found there to be two groups of “fringers.” We called them ‘Social Singles’ and ‘Park Parents.’

“I’ve been tubing, nothing crazy.”“Trips [to the James] are usually spur of the moment.”“I go to relax or walk my dog. I rarely get into the water.”“White-water rafting is a rite of passage something to check off my list.”

Targeting

Focus on “Fringers”

“Social Singles” “Park Parents”

‣ Twenty-somethings

‣ Define their own fun

‣ First to discover cool things to do

‣ Active researchers

‣ Trendsetters

‣ Walk with kids and dogs

‣ Value time with family

‣ Underutilize the river

‣ See others kayaking/tubing, but

haven’t gone yet 12

SITUATION

Barriers

TARGET SEGMENTS Data was gathered through online surveys, blogs, and one-on-one and street interviews around Richmond. After analyzing our research,

we acknowledged a segment we believe would make the difference for Riverside Outfitters.

Our goal was to leverage the mentality that white-water rafting is a rite of passage and create an urgency for “Fringers” to try something new. For Matt and the RO team, “nothing beats the outdoors.” RO is the breath of fresh are these “fringers” enjoy and offers a way to experience “tha rivah” in an unexpected way.

ROI Riverside Outfitters saw increase awareness for their brand and white-water rafting on the James. They also increased their seasonal revenue by 50% (exceeding our projections and their expectations). More importantly, we helped Matt and his team build Riverside Outfitters into a Richmond Institution-- the real ROI.

TACTICS

Less than three months later, Riverside Outfitters was featured on a Living Social weekend promotion. Their deal sold out (900 deals) Saturday morning. In early February 2011, Living Social wrote Riverside Outfitter a check for over $16,000.

Living Social promotion offer starting on February 24, 2011

STRATEGY MAKE THE MOST OF THE JAMES

Messaging: “Take the plunge.”

Positioning: “Riverside Outfitters connects Richmonders to unexpected, natural fun within city limits.”

We gave the RO crew various suggestions, including online, local and loyalty solutions. But to increase awareness and seasonal revenue in a cost effective way, we believed a partnership with LivingSocial would yield a positive return... we were right.

Mock-up of Living Social promotion presented on December 1, 2010, to Riverside Outfitters