2. What is ServiceShip?
• A floating boat maintenance facility
• Cost-effective alternative to boat yard maintenance & repair
• Provides quality Electrical, Mechanical & Rigging services
with your boat in the water
• Offers interior and above-deck repairs/maintenance with boat
in water
Now in new & convenient Sausalito marina location
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5. Day Sailor Psychographic Make-up
1. He loves his boat
2. She believes sailing is a lifelong activity. She is committed to
the sport and it is a priority amongst her interests and
consumes a measurable amount of her free time
3. She is environmentally conscious.
4. He is analytical – sailing demands planning and foresight
5. He expects to receive only First Class craftsmanship &
quality
6. She is a big reader, detail-oriented and researches
everything about boats and boating
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6. Day Sailor Psychographic Make-up, cont.
7. She is social – active in her yacht club and/or ownership
associations
8. He is sensitive to demands on his time
9. She is successful enough to have disposable income to
support the sailing hobby & lifestyle
10. He or she would go out on the boat at any time, under most
any weather conditions
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7. How the Psychographics Shape the
Need for ServiceShip
•
Owner’s love of the boat: Wants the best and knows he can
trust the expertise of KKMI professionals
•
Sailing is a priority among his interests and free time; and he
knows KKMI’s history as first-rate in reputation
•
Environmentally conscious & share’s KKMI’s “clean bay”
values
•
Sensitive to demands on his time: Makes Sausalito a
convenient location & choice since it is centrally-located near
the Bay’s common sailing spots
KKMI Expertise + Quality + Convenience + Savings
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8. Mission for the IMC Plan
Awareness
ServiceShip is a NEW service
It does not current exist in the San Francisco Bay:
-- Benchmark is currently 0.
Goal
Make 30% of SF Bay Day sailors aware of KKMI’s
ServiceShip location and services
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9. Launch Timeline for IMC Plan
•
90 day Awareness Campaign announcing NEW
KKMI ServiceShip: beginning March 1 through
May 31
•
Capitalizes on 2 major Bay Area boating events:
• Opening Day on the Bay – April 26
• Memorial Day Weekend – May 23 to 25
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10. Messaging for IMC Plan
•
KKMI Quality, First-Class Service at your
fingertips!
•
Now in Sausalito, CA
•
Grand Opening
•
Try us before all your mates!
•
You & Your boat deserve the best care
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13. Public Relations
•
Photo of tug hauling ServiceShip to Sausalito provided
by local trade publications, newspapers and websites
•
Press releases, follow-up emails and phone calls to
local journalists (sports & other) announcing the Grand
Opening and events
•
Invite local influential sailors for a pre-Grand Opening
Tour of the ServiceShip
•
Make special mentions of 1) Support of Bay Area Youth
Sailing, 2) Free Seminars, 3) Raffle to win maintenance
packages, 4) Host a “Have your photo taken with Paul
Cayard” or other sailing pros
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14. PR Placements
•
Local
Bay Area Television news
Sausalito news
Marin Independent Journal and SF Chronicle
• Industry
Latitude 38
Yacht Club Newsletters/e-News
Bay and Delta Yachtsmen
Scuttlebutt
Monitor all Local news for published stories
to reprint ads
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15. Direct Marketing
•
Postcards to all Bay Area registered boat owners
(approx. 3,000)
•
These will announce Grand Opening April 25-26
Sales
Promotion
Cause
Marketing
Digital
Assets
Raffle – Chance to win valuable maintenance
packets
Proud Sponsor of Bay Area Youth Sailing
Have your photo taken with Paul Cayard
Website, KKMI boatyard address, phone, twitter
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16. Sales Promotion
•
Raffle drawings to win coveted, desirable prizes
One winner each evening of Grand Opening
Grand Prize = Free Rigging, Electrical and
Engine Inspection for your boat
Proceeds from Raffle ticket sales and no-host
bar to support Bay Area Youth Sailing
o Print this prominently on invites
o Provide for a donation-only option
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17. Personal Selling
•
KKMI Richmond Team/Project Managers will wear
new ServiceShip T-shirts to get create buzz
•
Hosted Seminars at the ServiceShip for:
Local marina tenants
Yacht club members
Current KKMI customers
• Prizes given out at the seminar: Free rigging,
electrical and engine inspections
• Donation table supporting Bay Area Youth Sailing
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18. Personal Selling, cont.
•
Seminar Invitees
Sausalito Yacht Club
Corinthian Yacht Club
San Francisco Yacht Club
St. Francis Yacht Club
OCSC (Berkeley)
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19. Sponsorship
• Proud Sponsor of Bay Area Youth Sailing
• All proceeds from Grand Opening raffle sales
• Donations of new or used equipment to regatta
teams, ServiceShip branded merchandise, i.e.
shirts, lifejackets, stickers
• Find food and beverage sponsors for KKMI, and
actively cross-promote and cross-sell
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20. Cause Marketing
•
Partnership with Bay Area Youth Sailing
In appreciation for the ServiceShip’s
contribution to B.A.Y.S., KKMI will ask that
some members of the organization be present
at the Grand Opening event
B.A.Y.S. representatives will answer questions
on their program, to promote their organization
while helping KKMI host the event
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21. Digital Communications
•
KKMI Customer email blast about the Grand
Opening event
Mention B.A.Y.S. and raffle
Yacht Clubs e-mail to members about the preevent promotional seminars
PR outlets using email pitches & press release
post to the wire
Banner ads & potential pre-roll video ad
KKMI.com
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