Product Positioning & Brand Strategy

Final Report
December, 2011
CONFIDENTIAL & PROPRIETARY © GEMBA GROUP

Agenda

Objectives of Yachting Australia Project Approach Status Quo – Yachting Australia – Market – Consumers Segment Opportunities Brand Strategy Sponsorship Landscape Licensing Recommendations Appendix

Yachting Australia

© GEMBA GROUP

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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

Yachting Australia

© GEMBA GROUP

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Agenda Objectives of Yachting Australia Project Approach Status Quo – Yachting Australia – Market – Consumers Segment Opportunities Brand Strategy Sponsorship Landscape Licensing Recommendations Appendix Yachting Australia © GEMBA GROUP 3 .

gemba has taken a research-driven approach to developing entrylevel product opportunities for Yachting Australia Quantitative Member Research • Quantitative survey sent out to ~30. behaviours.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. 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 Qualitative Research • 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 Brand Workshop & Commercialisation • 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 Yachting Australia © GEMBA GROUP 4 .668 members responding to approximately 60 questions assessing their preferences.

Agenda Objectives of Yachting Australia Project Approach Status Quo – Yachting Australia – Market – Consumers Segment Opportunities Brand Strategy Sponsorship Landscape Licensing Recommendations Appendix Yachting Australia CONFIDENTIAL & PROPRIETARY © GEMBA GROUP 5 .

Yachting Australia TA Marketing Plan © GEMBA GROUP 6 .

Learn to Race 2.Yachting Australia’s pathway comprises 10 different steps. State-based Development Squad Steps 4-6 6. Better Sailing 1. Club & class coaching programs 5. Introduction to Sailing Entry Level “GoSailing” Entry level brand VIC “TrySailing” Entry level brand NSW Tackers Entry level program for children aged 7-12 years Sailability Entry level programs and brands inconsistently delivered across the different States Yachting Australia © GEMBA GROUP 7 . AUS Sailing Team Steps 7-9 9. Simplified club racing. e. Twilight / Social Sailing Steps 1-3 3. State-based HP Squad 7. however the entry level into the sport is not clearly defined across States Yachting Australia YA Pathway Steps 10 10. AUS Development Squad 8.g. Club racing 4.

Keelboat Racing 3. Keelboat Handling 7. Powerboat 3. Coach Level 1 & 2 Instructor 6. Improving • Scheme consists of 6 Powerboat 1. Basic Skills 2 4. Powerboat 9. Racing Skills 1 Seamanship Certificate 8. Basic Skills 1 Handling Content Spinnaker Certificate 5. Safety Boat 6. Longboard 1. Recreational 2. there are 4 main training programs for dinghies. Windsurfing Master 4. Keelboat 4. Instructor Levels 3. powerboats and windsurfing Yachting Australia National YA Programs National Small Boat Sailing Scheme National Powerboat Scheme* National Keelboat Scheme National Windsurfing Scheme* • Learn to sail and race • Scheme consists of 4 • Scheme consists of 5 •Scheme consists of 9 a dinghy or small different proficiency different levels with different levels: catamaran in most levels: each one taking at 1. Club Trainer 5. Small Boat Instructor * not in scope for research Yachting Australia © GEMBA GROUP 8 . Stronger Winds levels: 2. Keelboat Helm 3. Basic Skills conditions least 12hrs of training 1. Racing Skills 2 4. Keelboat Crew Techniques different proficiency Operator 2.Nationally. keelboats. Better Sailing 5. Short board 2.

Try Crewing Day (run for 2yrs) • Targeted at adults >18yrs • Basic sailing training delivered by clubs However. a taste of the sport • Organised by BIA. run by Yacht clubs • 2010: 42 participating clubs with ~2. there is no information transfer from clubs to BIA and / or YNSW about participant data Yachting Australia Yachting VIC & Yachting WA have been running Go Sailing Days successfully over the past years © GEMBA GROUP 9 .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: 1.500 children participating • Target audience are kids 6-12 years • Free course for participants and clubs. specifically kids. Try Sailing Day (run for ~15yrs) • Objective is to give non-sailors. funded by BIA 2.

Membership in yachting is currently developed around annual subscription-based models which are differentiated by age only Yachting Australia Yachting Memberships • Currently. memberships of individuals with yachting clubs are mostly based around the following models: o o o Annual full membership Annual crew membership Annual 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 Given that most consumers state “commitment” as a barrier for taking up a sport. alternative membership models will be assessed in research Yachting Australia © GEMBA GROUP 10 .

Yachting’s governance structure inhibits direct control by the peak body through to the yachting clubs Yachting Australia Yachting Governance Structure Affiliation Structure Yachting Australia Affiliation Revenue •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 Revenue Flows •YA and State Associations are separate legal entities •YA can provide strategic leadership but States & clubs are not obligated to follow State Associations Revenue Flows Yacht Clubs Source: Yachting Australia and State association interviews * The sport of Windsurfing is governed by the Australian Windsurfing Association which is affiliated to YA Yachting Australia © GEMBA GROUP 11 .

w/o kids Young Families Older Families Empty Nesters Retirees People with a Disability Yachting Australia HP Squad AST Go Try Sailing Crewin Day g Day (VIC.The current product portfolio of YA offers a variety of programs but is not targeting any segments nationally with specific offerings Yachting Australia Capability Level Segments Primary school kids 5-12yrs Secondary school kids 13-19yrs Young adults No sailing skills Basic Awareness Current YA Product Portfolio Social & Medium Simplified recreationa level of skills racing skills l skills Tackers (VIC only) Try Sailing Day (BIA) Full racing skills Coaching skills HP skills National Small Boat Sailing Scheme National Keelboat Sailing Scheme Developm ent Squad 16-34yrs w/o kids Working Professionals <34yrs. (BIA) WA only) Twilight Sailing Sailability © GEMBA GROUP 12 . working.

Market •TA Marketing Plan © GEMBA GROUP 13 .

Volunteering Number of hours. motivations. participation. Potential Participation Interest. Past Participation Age when participated. Current Participation Frequency. Brand Imagery Measures the key brand image attributes as it relates to Participation 6.280 per year 7. Consumption TV viewership and attendance to professional sporting events Yachting Australia © GEMBA GROUP 14 .We used gemba’s Active Sports Participation (gASP) research to draw insights relating to the sport of sailing and its participants Key Components of gASP: 1. time of year. clubs Sample Weekly 7. volunteering role and time of year 8. environment and motivations 2. barriers. nature. involvement and sponsorship association Location Capital Cities & Regional Australia 5. Membership An analysis of types of sports memberships – associations. gyms. Junior Programs Measures the awareness of programs. time of year Age 5 to 75 years 3. reason for stopping 4.

614 © GEMBA GROUP 15 . 5=very Yachting Australia Base: All Australians.Passion levels are low for sailing and yachting – only 5% of the population is fanatical about the sport Market Passion Levels Sports (5-75yrs) Ranked 37 th out of 46 sports tracked 47 59 % 52 63 67 61 65 66 64 66 62 61 69 69 74 83 23 16 31 Walking 25 16 23 Swimming 13 20 Rugby League 20 19 Tennis 16 19 M o to r Spo rts 16 19 Fishing 18 18 Dance 16 18 So ccer 21 17 Ten pin bo wling 22 17 B ushwalking 16 15 Gym wo rko uts 17 15 Cycling 13 13 Rugby Unio n 25 A FL 22 Cricket 11 5 Sailing / Yachting Fanatics (5 or 4) Source: gemba Active Sports Participation (gASP) Fans ( 3 ) Disinterested (1 or 2) Q. n=5. Please indicate your level of passion for each of the sports? 1=not at all.

75 Years 60 50 Fitness 40 Relaxation 30 20 Social Interaction Competition 10 0 Primary School High School Young Adult Young Family Older Family Working Professional Empty Nesters Retirees Source: gASP Q. For each sport allocate 100 points across the four reasons (Relaxation. Fitness. Competition) to best reflect how important each is for you Base: Total population n=6.253 © GEMBA GROUP 16 . Social interaction.Motivations to get involved in sports differ significantly by age and stage of life Motivations to Participate in Sport (By Segments) 5 .

Only 24% of sailing & yachting fanatics are current participants in the sport Market 1% Passion for Sailing & Participation at5(Played at-least once last 12 months. Which of these activities have you participated in the past 12 months? Q.614 © GEMBA GROUP 17 . 5-75yrs) Sailing & Yachting Passion 6% 99% Disinterested 83% 24% 94% Fans Fanatics 11% 5% Participate last 12mths Non Participant Source: gemba Active Sports Participation (gASP) 76% Q. Please indicate your level of interest in participating for each of the sports with the next 12 months? Yachting Australia Base: Total Sample n=5.

0% 12.2.1% 23.7% 26.5m (age 5 to 74). 5-75yrs) 53. *Extrapolated using ABS Census data (June 2010) – Total population ~19. national Q.6% or ko ut s So cc er s lf hi ng g ci se nn is g nc e g in g g in g r lk in w lin yc lin m in G o nn i oo Sw im Bu sh G ro up G ym Ta b pi n / ke t ng Te n Ru nn i ric Source: gemba Active Sports Participation (gASP). in the last 12 months.6% of Australia’s population is currently participating in sailing & yachting Market Current Participation (% of population.7% 18.5% Ranked 34 th out of 46 sports tracked 16.3% 9.1% 511k people participated in sailing during the last 12 months* 36.5% 20.614 © GEMBA GROUP Sa ili C ng / Ya ch tin al k g -o ut d Te D a ex er Fi s a jo g bo W w C w le Te g 18 .0% 19.1% 8.1% 11.7% 2. Which of the following sports or forms of exercise have you participated in during the last 12 months? Yachting Australia Base: Total Sample n=5.5% 11.2% 21.0% 10.

‘for older people’ and ‘dangerous’ Market Imagery for Sailing / Yachting (in %. n=1. among general population. sailing has an image of being ‘exclusive’. 5-75yrs) 45 43 35 30 26 20 19 19 19 16 11 11 10 9 9 M od er n eo pl e Bo r in g ul ar ity si b le fe l cl us iv e Fu n na l ss le g an ge ro u C oo In te rn at io de rp yo un g Ac ce s Po p Ex D sin g Fo r Fo r Lo Source: gemba Active Sports Participation (gASP) Q.Besides being perceived as an international sport. Which of these sports do you associate with each of the statements? Yachting Australia Base: All Australians.875 © GEMBA GROUP C om m un i ol ty in vo lv e ci tin Ag el e Ex pe op Sa d s 19 .

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

Imagery (Sailing vs. Top sport, in %, 5-75yrs)
69 45 43 43 61 35 69 46 20

Motor Sports

39

Walking

Ten Pin Bowling

30

34 19

Sailing

Motor Sports

Tennis

19

International

Exclusive

For older people

Dangerous

Fun

Exciting

Boring

58 43 19 38 34

61 53

Walking

Snow Sports

Snow Sports

11

Snow Sports

16

10

9

9

For young people

Cool

Modern
Sailing / Yachting

Losing Popularity
Top Sport for Imagery

Accessible

Community involved

Snow sports defined as Snow Skiing and Snow boarding Q. Which of these sports do you associate with each of the statements? Yachting Australia

Base: All Australians; n=1,875
© GEMBA GROUP

Surf Life Saving

Squash

Golf
20

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

Average Participation Start Age (in years) Earliest start age Latest start age
28 20 21 22 23

8

9

9

10

11

Swimming

Gymnastics

Athletics

Soccer

AFL

Sailing / Yachting

Golf

Group exercise

Gym workouts

Pilates

Junior Development Programs

Source: gemba Active Sports Participation (gASP) Q. For the sports you have participated in the past or are currently participating in, at what age did you first start participating? Yachting Australia

Base: Participants of respective sports

© GEMBA GROUP

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

Starting age profile (Selected Sports)
2%
Swimming 74% 16% 6% 2%

1%
AFL 52% 32% 13% 2%

Sailing / Yachting

18%

22%

31%

20%

9%

Golf

12%

24%

33%

21%

10%

Gym workouts

6%

12%

51%

18%

10%

Under 10

10 – 15

16 – 24

25 – 34

35 +

Source: gemba Active Sports Participation (gASP) Q. For the sports you have participated in the past or are currently participating in, at what age did you first start participating? Yachting Australia Base: Participants

© GEMBA GROUP

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Consumers •TA Marketing Plan © GEMBA GROUP 23 .

Current Participation •Yachting Australia © GEMBA GROUP 24 .

3% 3.220 © GEMBA GROUP 25 . Which of the following sports or forms of exercise have you participated in during the last 12 months? Yachting Australia Base: Total Sample n=5.Participation in sailing varies by life stage where the ‘Older Families’ segment has the highest participation levels in Sailing Consumers Participation in Sailing (Last 12 months.8% 2. 5-75yrs) 4.7% Primary School Secondary School Young Adults Young Families Older Families Working Professionals (no kids) Empty Nesters Retirees Source: gemba Active Sports Participation (gASP) Q.8% 3.6% 3.0% 3.1% 1.1% 2. by segment.

220 © GEMBA GROUP 26 .2% 1.2% 2.7% 3.8% 2.3% 1.5% 1.7% 2. Which of the following sports or forms of exercise have you participated in during the last 12 months? Yachting Australia Base: Total Sample n=5.1% 1.4% 2.0% 0.9% Primary School Secondary School Young Adults Young Families Older Families 1.8% 3.3% 1.8% 1.1% 1.1% 2.9% 0. by segment & gender.6% 3.9% 1. 5-75yrs) Male Female 4.8% 0.3% 3.8% Source: gemba Active Sports Participation (gASP) Q.1% Working Professionals (no kids) Empty Nesters Retirees 0.Older Families is also the segment where females outnumber males in terms of participation Consumers Participation in Sailing (Last 12 months.5% 2.

However. by gender.Sailing (Last 12 months. How frequent do you participate in the following sports? Yachting Australia Base: Sailing Participants n=147 © GEMBA GROUP 27 . female participation in sailing across all segments tends to be less frequent than male participation in sailing Frequency of participation . 5-75yrs) Male 8% 30% 21% 42% Female 5% 19% 24% 53% More than once per week Once every one to three months Once per week to once per month Less often than every three months Q.

9% Hobart Source: gemba Active Sports Participation (gASP) 5. 5-75yrs Brisbane Perth 2.5% Sydney 2. Which of the following sports or forms of exercise have you participated in during the last 12 months? Yachting Australia 28 .6% 2.Sailing has higher levels of participation in Hobart compared to the other capital cities Consumers Current Participation in sailing & yachting 5% of population by location.614 © GEMBA GROUP Q.4% Base: Total Sample n=5.5% Melbourne 1.6% Adelaide 1.

Among sailing participants. what was the nature of your participation in these sports or forms of exercise? Yachting Australia Base: Sailing Participants n=147 © GEMBA GROUP 29 . 5-75yrs. competition one off event or race 23% participated in some form of organised Sailing* *Multi-choice question hence this figure is less than the sum of the individual scores Source: gemba Active Sports Participation (gASP) Q.During the last 12 months. most tend to sail socially with friends & family while a quarter takes part in some form of organised sailing Consumers Nature of Participation (Sailing Participants. in % of participants) 64 33 11 1 On my own Socially with friends Socially with family As part of an organised coaching / training program 7 9 As part of an As part of an organised week organised to week tournament.

social interaction and relaxation) to best reflect how important each is for you. frequent participants place slightly more importance to fitness and competition Consumers Motivation for Participation Participated in last 12 months. For each sport allocate 100 points across the four reasons (fitness. however. Yachting Australia Base: Participants of respective sport. Mean Importance (100 Points) All sports Sailing & Yachting 42 10 21 27 Fitness Competition Social Interaction Relaxation 9 9 40 42 At least monthly Surfing Fitness Competition Social Interaction Relaxation 4 32 46 18 Fitness Competition Social Interaction Relaxation 14 16 39 31 Golf Fitness Competition Social Interaction Relaxation 13 15 36 36 Fitness Competition Social Interaction Relaxation Windsurfing 25 15 21 40 Canoeing / Kayaking Fitness Competition Social Interaction Relaxation 5 33 38 23 Source: gemba Active Sports Participation (gASP) Among current participants (participated in the last 12 months) Q.Sailing is done for social & relaxation reasons. Sailing: n=147 © GEMBA GROUP 30 . competition. 5-75yrs.

Future Participation •Yachting Australia © GEMBA GROUP 31 .

children.8% Primary School 3. Which of the following sports or forms of exercise have you participated in during the last 12 months? Q.3% 5% 4.7% Secondary Young Adults School Sailed Last 12 months 8% 7% 4.6% Older Families Working Professionals (no kids) Young Families Empty Nesters Retirees Interested in sailing / yachting next 12 months (% 4 or 5) Source: gemba Active Sports Participation (gASP) Q.6% 5% 1. 5-75yrs) 8% 7% 6% 3.0% 4% 1.1% 3.220 Yachting Australia © GEMBA GROUP 32 . 5=very Base: Total Sample n=5. Please indicate your level of interest in participating for each of the sports with the next 12 months? 1=not at all.Among those who do not currently sail.8% 1.7% Total 2.1% 4.6% 3.3% 2.1% 3.2% 3. Young Adults and Young Families have the highest interest in participating in sailing Consumers Current + Interest in Participating in Sailing & Yachting 5(By segment.6% 5% 2.3% 2.9% 2.0% 4.

8% 2.0% 1.7% 2.3% 1.6% 0.0% 1.6% 0. 5-75yrs) Male Female 4.4% 1.3% 2.9% 1.0% Retirees Total Primary School Secondary School Source: gemba Active Sports Participation (gASP) Q.3% 3.2% 1. Which of the following sports or forms of exercise have you participated in during the last 12 months? Yachting Australia Base: Total Sample n=5.9% Young Adults Young Families Older Families Working Professionals (no kids) Empty Nesters 4.220 © GEMBA GROUP 33 .4% 2.9% 1.6% 0.Young mothers are particularly interested in sailing.8% 0.0% 3.7% 2. thus making the Young Families segment the one with the highest interest for sailing Consumers Interest in Sailing (Next 12 months.1% 4.2% 0.6% 1.6% 1. by segment & gender.3% 3.9% 2.2% 1.

5% Hobart Metro / TAS Regional NSW Regional 3.614 Yachting Australia © GEMBA GROUP 34 .5% Source: gemba Active Sports Participation (gASP) 1.2% Brisbane Metro 2.7% QLD Regional 1. there are some differences between regional and metropolitan areas Consumers Interest in Participating in Sailing & Yachting (% of population) WA Regional 0.9% Melbourne Metro / VIC Regional 3.8% Adelaide Metro 2. 5=very Base: Total Sample n=5. Please indicate your level of interest in participating for each of the sports with the next 12 months? 1=not at all.6% Perth Metro 1.Interest levels are fairly similar across the country.6% / 3.3% Q.5% SA Regional 2.3% Sydney Metro 3.2% / 3.

if any. For the following sports that you are interested in participating in. which of the following create barriers to you staring to participate? Note: Small sample size Yachting Australia © GEMBA GROUP 35 .Among the high interest segments the cost of participating is a common barrier to participation Consumers Barriers to Participate 1/2 Secondary School Cost of participating Not having the equipment required to participate Not knowing where to participate Lack of available/appropri ate facilities Not having anyone to participate with Primary School Having to become a member Not having the equipment required to participate Lack of available/appropri ate facilities Not knowing where to participate Young Adults Not knowing where to participate Young Families 63% Cost of participating Lack of available/appropri ate facilities Not knowing where to participate Not having the equipment required to participate Not having anyone to participate with 34% 37% 63% 33% 37% Cost of participating Lack of available/appropri ate facilities Not having anyone to participate with Not having the equipment required to participate 55% 44% 32% 24% 47% 34% 30% 20% 42% 33% Cost of participating 29% 19% 33% 24% Q.

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

Barriers to Participate 2/2 Work Professional (w/o kids)
56% Cost of participating Not having the equipment required to participate Not having anyone to participate with Lack of available/appropri ate facilities Having to become a member 52%

Older Families
Cost of participating Lack of available/appropri ate facilities Commitment to a season Not having the equipment required to participate Not having anyone to participate with

Empty Nesters
Not having anyone to participate with 37%

Retirees
Cost of participating Not having the equipment required to participate Have existing injuries 41%

41%

39%

Cost of participating Not having the equipment required to participate Not knowing where to participate

30%

29%

25%

35%

19%

28%

24%

21%

15%

Not having anyone to participate with

24%

13%

18%

Commitment to a season

12%

Having to become a member

14%

Q. For the following sports that you are interested in participating in, if any, which of the following create barriers to you staring to participate? Note: Small sample size Yachting Australia
© GEMBA GROUP

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In relative terms, families place higher emphasis on sailing to relax while Young Adults and Empty Nesters are more keen on social aspect
Consumers

Motivations for Participation in Sailing
(Interested in Sailing)

Professional w/o kids

Young Families

Primary School

Older Families

27%

Competition

15% 15%
Social Interaction Competition Fitness Relaxation

Fitness

22 28 22 28

25 11 19 45

32 13 12 42

29 8 8 55

22 9 16 53

26 16 13 45

32 8 14 46

20 17 19 44

Relaxation

43%

Motivations for participation Source: gemba Active Sports Participation (gASP) 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. Yachting Australia

Base: Interested in Sailing, n=155
© GEMBA GROUP

Retirees

Social Interaction

Empty Nesters

Young Adults

Secondary School

37

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
Consumers

Nature of Participation Interested in Sailing, all age groups (in %)

65

32 20 25 13 7

On my own

Socially with friends

Socially with family

As part of an organised coaching / training program

As part of an As part of an organised week organised to week tournament, competition one off event or race

*Multi-choice question hence this figure is less than the sum of the individual scores Source: gemba Active Sports Participation (gASP) Q. what are all the ways in which you would want to participate in these sports? Yachting Australia Base: Interested in Sailing / Yachting n=164
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Secondary school. especially among Young Adult and Young Families Low passion and participation 1 Cost is the top barrier to participation 6 2 Exclusive image and inaccessible Key Insights Sailing is perceived as the most ‘exclusive’ sport while not being seen as very ‘accessible’ Relaxation an 5 important element Relaxation is consistently the most important reason for Sailing participation among both current sailors and those interested in sailing 3 Late starting age On average.Key Insights – Market & Consumers Sailing is ranked 37th and 34th out of 46 sports respectively in passion and participation The main barrier for future participation is the perceived cost of sailing. Young Adults and Young Families have the highest interest in participating in sailing in the next 12 months Yachting Australia © GEMBA GROUP 39 . the starting age of sailing is much higher than other sports with established junior programs. Sailing has a similar profile to golf High interest among children. young adults and families 4 Primary school.

Yacht Club Members •TA Marketing Plan © GEMBA GROUP 40 .

When was the last time you participated in each of these activities?? Yachting Australia Base: Total Sample n=1.Keel Boat participation is highest among yacht club members followed by participation on Dinghies and Powerboats Members Participation in Sailing – Last 12 months 72% 48% 46% 25% 6% 1% Keel Boat Dinghy Trailable Yachts Powerboating Windsurfing Kiteboarding Source: YA Members Survey Q.578 © GEMBA GROUP 41 .

WA and NSW Members Participation in Sailing – Last 12 months West Australia Queensland 65% 47% 32% 83% 44% 27% Trailable Yachts Keel Boat Dinghy Keel Boat Dinghy Trailable Yachts New South Wales 79% 46% 19% Keel Boat Dinghy Trailable Yachts South Australia 62% Victoria 52% 28% Trailable Yachts Keel Boat Dinghy Tasmania 84% 52% 23% 67% 49% 26% Trailable Yachts Keel Boat Dinghy Keel Boat Trailable Yachts Dinghy Source: YA Members Survey Q. When was the last time you participated in each of these activities?? Yachting Australia Base: Total Sample n=1.668 © GEMBA GROUP 42 .There is no major difference in sailing participation across the country apart from a slightly higher keelboat usage in TAS.

n=5. YA Members Survey Q.668 (Member Survey) © GEMBA GROUP 43 .When compared to people interested in sailing. Please allocate 100 points across the four reasons to best reflect how important each is for you. Yachting Australia Base: Total Pop. n=1. current members place a higher emphasis on competition and achievement Members Motivation for participating in Sailing Sailing Members 43 34 27 22 17 Interested in Sailing 27 15 15 Relaxation Fitness Competition / achievement Social Interaction Relaxation Fitness Competition / achievement Social Interaction Source: gemba Active Sports Participation (gASP).220 (gASP) Base: Sailors.

The top reasons for participating in sailing for club members are ‘fun’. Please indicate the degree to which the following reasons motivate you to participate in the sport of sailing. ‘freedom’ and ‘the joy of being outdoors’ Members Reason for participating in Sailing (Applies very strongly) 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 29% 24% 24% 25% 23% 28% 21% 23% 17% 16% 14% 21% 13% 18% 12% 23% 44% 39% 43% 43% 46% 60% 55% 54% 54% 51% 51% 66% Keel Boat sailors only Dinghy sailors only Q. (1=Doesn’t apply 5=Applies very strongly) Yachting Australia © GEMBA GROUP 44 .

Interestingly there is a large contingent of twilight Keel Boat sailors Members Timing of Participation – By Boat Types Keel Boat Weekends Dinghy Trailable Yachts 71 54 39 Weekdays – during the day 24 9 6 Weekdays – after work 34 11 8 Holidays – at a place near where I live 14 9 6 Holidays – at a holiday destination 15 10 9 Holidays – at my holiday home 3 4 3 Irregular participation 21 41 56 Source: YA Members Survey Q. n=1668 © GEMBA GROUP 45 .Participation peaks on the weekend for Keel Boat and Dinghy. When do you participate in sailing? Yachting Australia Base: Sailors.

2 4. particularly during weekdays after work Members Average time spent (Hours) 16.2 6.8 3. typically how much time would you spend sailing during the following occasions? Yachting Australia Base: Sailors.9 11.8 Weekends Weekdays – during the day Weekdays – after work Holidays – at a Holidays – at a place near where I holiday destination live Holidays – at my holiday home Irregular participation Keel Boat Dinghy Trailable Yachts Source: YA Members Survey Q.3 2.6 6.1 2.4 2. n=1668 © GEMBA GROUP 46 .2 7.2 4. Thinking about when you participate in sailing.6 3.9 4.9 15.9 5.1 12.8 9.9 3.Dinghy sailing has the shortest average sailing time at any occasion.6 4. including preparation and ‘clean up’ activities.5 7.4 5.

Interestingly cost and change of residence are perceived as potential drivers of churn by members. n=54 Base: Sailors. Which of the following best describe your reason for not sailing within the last 2 years Q. which of the following do you feel are most likely to lead you to stopping? Yachting Australia Base: Not sailed past 2 years. If you were to ever stop sailing. yet amongst churners they are not Members Drivers of Churn Actual Drivers Time commitment too high Conflicts with family needs Replaced sailing with another activity/sport Lost interest Costs Potential Drivers 30 22 19 11 7 6 4 4 2 2 2 0 0 0 4 4 5 8 7 2 5 10 18 13 16 27 25 27 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 Source: YA Members Survey Q. n=1624 © GEMBA GROUP 47 .

very likely leading to stop sailing Factor likely not to be leading to stopping to sail Time Cost Residence Family Time Cost Family still an issue but less so than younger families Time and money less of an issue. Source: YA Members Survey Q. If you were to ever stop sailing. Yachting Australia Base: Sailors.Young Adults and Young Families struggle with sailing’s time & cost commitments and it’s conflicts with family needs Members Factors most likely lead to stop sailing (%) Young Adults Young Families 53 37 9 59 20 12 9 13 17 5 4 11 8 6 17 Older Families 27 23 5 33 7 5 15 18 17 3 3 10 8 3 40 Professional w/o kids 28 23 7 13 3 2 16 25 18 4 3 10 8 9 42 Empty Nesters 20 28 4 22 7 1 12 17 16 3 1 8 5 4 50* Retirees 9 24 3 13 6 2 15 11 13 5 1 7 4 3 63* Time commitment too high Costs Need to have own boat Conflicts with family needs Yacht club doesn’t offer anything for my partner Yacht club doesn’t offer anything for my kids Loss of interest Move away from the ocean Replace sailing with another activity/sport Don’t want to commit to an annual membership Replace sailing with a more fitness orientated sport Not being made to feel welcome Being made to feel intimidated Not being able to further develop my sailing skills Other (please specify) 51 38 9 21 3 4 10 30 13 8 4 13 8 13 18 Important Factor. 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. n=1624 © GEMBA GROUP 48 . Residence remains important Health issues Health reasons… …death.

Why have you never participated in any of these courses? Yachting Australia Base: All respondents. n=397 © GEMBA GROUP 49 .Self-teaching and learning from friends or family are the key barriers to course participation Members nonReasons for non -participation in courses I taught myself 56 I have friends/family who have taught me 51 No convenient times or locations 18 I wasn’t aware of them 14 Too much time required 12 They are too expensive 7 These courses are too technical 1 Source: YA Members Survey Q.

n=1668 Yachting Australia Youngest Age to start sailing Below 5 years 13 72 11 2 1 0 0 0 0 5 12 18 28 21 6 8 5 years 6 years 7 years 8 years 9 years 10 years 11 years 0 12 years 1 Q. What is the youngest age someone could first actively get involved in the sport? Base: Ideal 7-12 years.The overwhelming majority of sailors believe 7-12 is the ideal age to introduce kids to sailing Members Ideal Age to start 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 Source: YA Members Survey Q. n=1209 © GEMBA GROUP 50 . What age do you recommend as the best age to get involved in sailing? Base: Sailors.

The majority of sailors would consider sending their child or grandchildren to a junior program but a lack of interest is the key barrier Members Propensity of YA members to send children / grandchildren to a junior sailing program (By Age) Reasons for not sending children / grandchildren to junior program (By Age) I can train Too Not safe my child dangerou enough myself s Time commitm ent too high Need to Conflicts They are have own with family not boat needs interested Yes No Costs 0-3 years 4-6 years 7-9 years 10-12 years 13-15 years 16-18 years 30% 42% 80% 85% 65% 61% 70% 58% 20% 15% 35% 39% 11% 23% 30% 25% 15% 18% 18% 11% 4% 0% 0% 0% 17% 18% 0% 0% 0% 0% 3% 6% 4% 6% 9% 12% 5% 6% 11% 6% 6% 0% 2% 6% 7% 6% 3% 6% 13% 14% 15% 6% 6% 21% 28% 32% 37% 50% 71% 62% Q. Why wouldn’t you send your child/grandchild to a junior sailing program? Source: YA Members Survey Yachting Australia Base: Child not involved in sailing but have sailing parents © GEMBA GROUP 51 . Would you send your children/grandchildren to a junior sailing program? Q.

Do you feel there is an opportunity for an additional program to enable you and your family to become more involved in sailing? Yachting Australia 52 .There is a higher demand for an additional sailing program among dinghy sailors. young adults. young families and older families Members Opportunity for additional sailing program 29% of keel boat sailors feel there is an opportunity for an additional program 40% of Young Adults feel there is an opportunity for additional program Boat Type Segments Young Adult 40% 47% 36% 31% 23% 21% © GEMBA GROUP Keel Boat Sailors 29% Young Family Dinghy Sailors 37% Older Family Working professional (no kids) Both 32% Empty Nesters Retirees Source: YA Members Survey Q.

boat share/charter Source: YA Members Survey Q.A family sailing activity targeted at both parents and their kids is one of the suggested programs Members Selected suggestions of additional programs Young Adults Young Family Older Family 1 Cruising and social sailing (Casual and noncompetitive) 1 Family sailing and cruising (kids sailing with parents) 1 Cruising and social sailing (Casual and noncompetitive) 2 Adult and child program 2 Course for female 2 Family sailing and cruising (kids sailing with parents) Access to boats for nonowners . Please describe the type of program that would enable you and your family to become more involved in sailing? Yachting Australia Base: n=500 (random coding) © GEMBA GROUP 3 53 .

Members also see an opportunity to develop a cruising and social sailing program for all segments Members Selected suggestions of additional programs Professional no kids Empty Nesters Retirees 1 Course for female 1 Cruising and social sailing (Casual and noncompetitive) 1 Cruising and social sailing (Casual and noncompetitive) 2 A conversion course from dinghy to larger boats Family fun days where all the family participate Source: YA Members Survey Q. Please describe the type of program that would enable you and your family to become more involved in sailing? Yachting Australia Base: n=500 (random coding) © GEMBA GROUP 54 .

young adult. WA and NSW but generally no difference in preference across States 7. 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 Yachting Australia © GEMBA GROUP 55 .12 is ideal age 5 bracket to start sailing The overwhelming majority of sailors believe 7-12 is the ideal age to introduce kids to sailing 3 Cost is not the real reason for churn 4 “I can teach myself” For members. young families and older families Racing / competitive 1 Sailing program opportunities for dinghy.Key Insights – Club Members Club members are mainly focused on racing and are very competitive by nature There is a higher demand for an additional sailing program among dinghy sailors. young adults and families 2 6 No difference between States Key Insights Slightly higher keelboat participation in TAS.

Females .

5=very Q. Please indicate your level of passion for Sailing? Yachting Australia © GEMBA GROUP 57 .0% 0.1% Working Professionals (no kids) 2. Which of the following sports or forms of exercise have you participated in during the last 12 months? Q.5% Young Adults Empty Nesters Male Source: gASP Female Sailed Last 12 months Interested in sailing / yachting next 12 months (% 4 or 5) Q.4% 3.1% 1.2% 8% 7% Male Sailed Last 12 months Female 5% 5.6% 4.2% 1.0% Young Families 5% 1.4% Secondary School 1. Please indicate your level of interest in participating for each of the sports with the next 12 months? 1=not at all.Compared to males.3% 4% 4.3% Retirees 3.8% 2.9% Older Families 1.8% 1. females have lower passion and participation levels but female teenagers and young moms have high interest levels Passion for Sailing Current + Interest among FEMALES in Participating in Sailing & Yachting 6.8% Primary School 2.6% 3% 0.9% 3% 2.2% 2% 2.0% 2.

Interested females are attracted by relaxation & social elements. Costs are a barrier for potential female sailors and current members. Motivation: Those Interested in Sailing Motivation: Sailing Members (Females) Social Relaxation Social (Females) Relaxation (vs male: 21%) Competition Competition Fitness Fitness Barrier to Participation (Among those interested) 1 2 3 4 5 Cost of Participating Not knowing where to participate Lack of available/ appropriate facilities Not having anyone to participate with Having to become a member 46% 31% 25% 21% 18% Factors most likely lead to stop sailing (Among members) 1 2 3 4 5 Time commitment too high Costs Moving away from the ocean Conflicts with family needs Replaced sailing with another activity 33% 26% 24% 21% 14% Source: gemba Active Sports Participation (gASP) Yachting Australia Source: YA Members Survey © GEMBA GROUP 58 .

Qualitative Research Insights .

negative attributes arose Positives • Water • Wind in your air • Freedom • Boats • Summer & Sun • Escape • Serenity • Hard work • Cold & Wet • Stressful • Expensive Negatives • Commitment (time & money) • Exclusive No real difference between segments or involvement type Yachting Australia © GEMBA GROUP 60 .Positive unprompted associations of Sailing/Yachting dominated the discussions – only when probed.

this is not the terminology used by the sport currently Yachting Australia © GEMBA GROUP 61 . Yachting Perception on Differences Yachting • More exclusive • More a boat type • Snobbish • More passive Sailing • More inclusive • More an activity • More active • More a sport NonNon -sailors connect more strongly with the term ‘sailing’ than ‘yachting’ – however.Many respondents are unsure about the differences of Sailing vs.

There is a strong perception that sailing is an expensive sport due to a variety of factors Perceived Costs of Sailing* • Boat ownership including purchase. maintenance. storage costs • Membership in club (believed to be mandatory) • Expensive for a family activity • High upfront costs without guaranteed positive experience • Sailing lessons * Qualitative insights only. not in order of importance Yachting Australia © GEMBA GROUP 62 .

Similar to associations. respondents generally chose positive image attributes among a range of positive & negative attributes available SHARED ATTRIBUTES ACROSS ALL SEGMENTS FUN EXHILIARATING ADVENTUREOUS SOCIAL CHALLENGING EXCITING YOUNG ADULTS COOL PRESTIGIOUS SOPHISTICATED EXPLORER YOUNG FAMILIES CONFIDENT EXCLUSIVE RESPONSIBLE OLDER FAMILIES RESPONSIBLE Note: Sailors did not mention any other image attributes Yachting Australia © GEMBA GROUP 63 .

shared benefits of sailing across the groups – sailors are the only group to see competition as a benefit SHARED BENEFITS Enjoyment of the outdoor and sea A great day out with friends A great day out with family Sense of adventure Peace and tranquillity / Getting away / Freedom YOUNG ADULTS Mateship Camaraderie Relaxation / Time out Strength & Fitness YOUNG FAMILIES OLDER FAMILIES SAILORS Relaxation Community & Club network Community & club network Love the challenge & competition Mateship / Camaraderie Yachting Australia © GEMBA GROUP 64 .There are a lot of very strong.

‘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 © GEMBA GROUP 65 .Benefits of sailing for sailors include very strong terminology around ‘freedom’.

The focus groups revealed very little awareness of boat types and when prompted the language used was different to YA terminology Unprompted Responses to Boat Types “Lasers” “Skiffs” “Hobie Cats” Prompted Responses DINGHY Everyday families Good for kids to learn Portable/easier More solo Less social More sporty Considered: KEEL BOAT Exclusive (aspirational to some) Expensive More social Team building Recreation Relaxation POWERBOAT Skiers ”Cruising” Lazy Speed/Adveture Sporty Less sporty © GEMBA GROUP Yachting Australia 66 .

Perception of yacht clubs was generally negative. however the experience tended to vary greatly by club Negative Exclusive Positive Intimidating Scary Elitist Daunting Hidden Unapproachable A closed community Community Feel Welcoming Down to earth Similar to RSL or SLSA club Yachting Australia © GEMBA GROUP 67 .

financial & organisational) Bad first experience Melb: not compelling enough destination OLDER FAMILIES Planning/Hard work Kids lack of interest Yachting Australia © GEMBA GROUP 68 .g. Soccer No other friend interest SECONDARY SCHOOL No interest Too hard Many other sports eg.School. parents & friends are responsible for the initiation into sailing while lack of time or interest and commitment present biggest barriers PRIMARY SCHOOL Parents What got segment into sailing? School Friends SECONDARY SCHOOL School Friends Parents YOUNG ADULTS Friends Holiday experience YOUNG FAMILIES Many did it when they were young Friends Holiday experience OLDER FAMILIES Many did it when they were young Friends Holiday experience Holiday house PRIMARY SCHOOL No interest The barriers Too hard Many other sports e. Soccer No other friend interest YOUNG ADULTS Now need to make time for it (no school) Friends stopping/not interested Less interested in competition Too family-ish familyCommitment – too hard YOUNG FAMILIES Time Commitment (time.

Based on initial experiences. only very few ‘fringe’ sailors make it through the barriers of sailing to become regular participants Non Sailors on the ‘Fringe’ Enthusiastic Positive expectations & imagery The Barriers Sailors Costs Intimidating first experience Club experience Lack of information Need to make friends quickly You need to be brave Yachting Australia © GEMBA GROUP 69 .

Motivations to get involved in sailing revolve around ease of entry and social.e. certificate or voucher) that is attractive and provides value to continuing in sailing Sports that do entry level programs well • Scuba Diving . immediate experiences -other sports can serve as an example Motivations • Has to be Easy & Fun • Minimal commitment – don’t want to have to join anything • With group of friends – social • Has to be an experience – more practice than theory. just enough to feel comfortable & safe • Has to be a great day out (with friends or family) • Maybe a result (i.PADI Open Water course • Internationally recognised entry course/card • Gets people into water straight away – theory is done in water • Surfing • Skiing Yachting Australia © GEMBA GROUP 70 .

Ideal program components vary by segment. no membership Respondents intuitively onethought of a one-day type of experience when asked but not of a multistructured. families are looking for family courses while young adults want a one-off experience YOUNG FAMILIES • Parents & kids together • Basic theory before getting on boat. no membership • Upfront 1-2 week workshop before signing up to proper course • Pay as you go • Summer YOUNG ADULTS • 3-4 hrs. but not in class room atmosphere • 3-4hrs. Lunch/drink at club • Include discount to proper course • Cost $50-100 with lunch • No membership PRIMARY SCHOOL • 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 SECONDARY 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. ½ day • 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. 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 OLDER FAMILIES • 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. multi-week training program Yachting Australia © GEMBA GROUP 71 .

it’s a little bit intimidating already” “Learn is not appealing – it needs to be softer” Program Names that were tested Training Program Course Program Training Scheme Go Sailing Come Sailing Discover Sailing Learn Sailing Enjoy Sailing Sailing Adventure Sail4Fun A Taste of Sailing Go Sailing Try Sailing Yachting Australia Program Names that appealed to nonboth sailors & non-sailors Discover Sailing Enjoy Sailing Sailing Adventure Sail4Fun A Taste of Sailing Go Sailing Favourite Name © GEMBA GROUP 72 .Non-sailors find it hard to identify with “training” or “scheme” for a leisure activity Perceptions about existing program names “Course sounds too serious” “Course sounds like too much commitment.

‘Discover Sailing’ was the preferred program name for consumers and represents a strong call to action Why ‘ Discover Sailing’ is appealing “It sounds like an adventure” “It has the connotation of a beginning” “It sounds inviting” ‘Discover Sailing’ appears to be a communication message with a strong appeal to consumers. e. It inherently represents the more exciting aspect of the sport and also carries a strong emotional connection. 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.g. in an Open Day or Discovery Day Yachting Australia © GEMBA GROUP 73 .

Agenda Objectives of Yachting Australia Project Approach Status Quo – Yachting Australia – Market – Consumers Segment Opportunities Brand Strategy Sponsorship Landscape Licensing Recommendations Appendix Yachting Australia © GEMBA GROUP 74 .

19 years (in secondary school) 16 – 34 years University or Full time working professional (no kids) < 49 years Family with youngest child under 10 years > 34 years Family with youngest child over 10 years at home > 34 years Full time working professional without kids > 34 years Working parent – children living away from home > 50 years Retirees Yachting Australia © GEMBA GROUP 75 .We have analysed all insights from a segment perspective to reflect the impact of a person’s lifestage on decision-making Segment Primary School Secondary School Young Adults Young Families Older Families Professional w/o kids Empty Nesters Retirees Segment Definitions • 5 .12 years (in primary school) • • • • • • • • • • • • • 13 .

a prioritisation matrix for these segments has been developed Segment Priority Framework Strategic Importance 1 Primary School High 2 Secondary School High 3 Young Adults Medium 4 Young Families High 5 Older Families Medium 6 Working 7 Empty Profession Nesters als Low Low 8 Retirees Low 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 Primary School High Ease 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 Secondary School Medium Young Adults Low Young Families Low Older Families Medium Working Profession als Medium Empty Nesters High Retirees High Red text: Black text: Insights-driven criteria General learnings Low Below Average Average Above Average High Yachting Australia © GEMBA GROUP 76 .By combining Consumer Insights and general yachting learnings.

as well as Young & Older Families Impact vs.Medium 3 .Low Ease of Implementation (Both to implement and service) Opportunities with strong potential Opportunities with less potential *Note: High ease of implementation can be achieved quicker than low ease of implementation Yachting Australia © GEMBA GROUP 77 .The rating system highlights priority segments – Primary and Secondary School children. Implementation Matrix 1 Primary School 2 Secondary School Strategic Importance • Size of the segment potential (Future interest in sailing) High Strategic Importance 4 Families Young • Commercial Potential of segment (income & YA member spend) • Attractiveness to funding partners (Govt & Private) • Ability to influence other segments Ease of Implementation • Competing with other sports (market share available for sailing) 5 Older Families 3 Young Adults Mid 6 Working Professionals • Existing program can be rolled out or modified • Access to infrastructure (=boats) is not a strong barrier Low 7 Empty Nesters 8 Retirees 1 – High* 2 .

it is recommended to focus on the 3 high potential segments in a first step Prioritisation Plan Yachting Australia Immediate Primary School Secondary School Young Families Medium Term Older Families Young Adults Long Term Working Professionals Empty Nesters Retirees Yachting Australia © GEMBA GROUP 78 .Based on the resourcing constraints of YA.

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 1 Primary School Opportunities • Roll out of existing junior program TACKERS nationally to all clubs • Delivery: – Starting age at 7 years – Length ideally 1-2 hours 1– On weekends or during holidays – Program to focus on social interaction between kids • Communication about program needs to emphasise – Safety – Social aspects • Opportunity for parents to get involved as volunteers supporting their kids development • 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. which is later than for other sports – the perception that sailing is an exclusive sport. parents wanted their children to be in a program featuring: – Good coach : child ratio – Short time. reserved for older people • Other barriers for this segment are: – Having to become a member & Lack of equipment & facilities • When asked. 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. weekend program – Certificate or clear pathway at end of course Yachting Australia © GEMBA GROUP 79 .

parents wanted their children to be in a program featuring: – More practice than theory. 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.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 2 Secondary School Opportunities • Program needs to feature fun & social interaction as sailing is currently not perceived as very exciting by this age group • Investigate options to include sailing in school activities • Create social. learning by doing – Organised by school – 2-3hrs – Weekend activity or during summer holidays – No membership required Yachting Australia • Investigate appeal of current sailing rules & regulations. fun product for kids not wanting to race • • • • • Retention after Tackers Less structured. language. facilities for this segment © GEMBA GROUP 80 . more fun 2-3hrs On weekends or summer holidays Without membership • In general.

Young Families are a key focus segment since sailing needs to capture kids under the age of 12 and parents are still decision-makers
4

Young Families

Opportunities • Parents to get involved as volunteers in programs for kids, i.e. Tackers to have parent support structure • There is a need for a more tailored introductory sailing experience involving: – Shorter experience-type offer experience– More flexible membership offerings for shorter periods of time – Sailing or other offers for partners and children at same time, e.g. Small boat parent & kids day – Basic theory, not in class-room classatmosphere – In summer, on keelboats – No membership • General Entry Day for adults to be offered on a regular basis – Focus on reducing barriers – Focus on directing adults onto right boat & course
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• 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
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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
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Older Families

Opportunities • If children don’t sail at the age of 12 and above there is a low likelihood for them to pick it up this is a barrier to parent participation • Potential opportunities for families: – Sailing Experience Day with focus on social interaction – Practice rather than theory – Easy to rig-up boats rig– Experience day before signing up to proper course – 2-3hrs – General Entry Day for adults to be offered on a regular basis – Focus on reducing barriers – Focus on directing adults onto right boat & course

• 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

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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
3

Young Adults

Opportunities • Young Adults are the least likely segment to commit to a season or yearyear-long membership – Pay as you sail or seasonal membership offerings can attract this segment • Potential opportunity is a social ‘Sailing Experience Day’: - 3-4hrs to half day - Summer, on weekends - Multiple instructors in relaxed atmosphere - On keelboats - Practice rather than theory – a few safety tips “in flight security demonstration” - With a group - $50-$100 including lunch $50- No membership

• 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

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online.Working professionals have similar concerns as Young Adults and might be attracted by similar. on-demand on• Highlighting further courses • 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. more flexible options need to be offered to this segment: – Mid -week sailing Mid– Twilight sailing • Develop communication / training material for working professionals before going on Twilight Sailing experience • Short. shorter & more convenient sailing offers 6 Working Professionals Opportunities • Shorter. 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 Yachting Australia © GEMBA GROUP 84 .

fun. not racing Yachting Australia © GEMBA GROUP 85 . retirees also associate “danger” with sailing. potentially due to their less stable health and strength • Establish ‘Safe Sailing’ program for older people • In safe/wide dinghies • With similar aged instructors • Focus on social sailing.Empty Nesters & Retirees are the segments with the smallest opportunities for sailing 7 Empty Nesters 8 Retirees Opportunities • 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. Australian and for young people • Among those sailing. boat ownership is very high • However.

national OPEN DAYS at Yacht Clubs School Intro Tackers School Program DINGHY experience 2 weeks.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 Involvement Process Segments “I AM INTERESTED” “I WOULD LIKE TO GIVE IT A TRY” “I AM KEEN TO GET MORE INVOLVED” “ITS IMPORTANT TO ME & BECOMING PART OF LIFE” “I AM COMMITTED” Primary School Tackers Introduction Day Tackers Tackers 2 & 3 Secondary School Young Adults Structured. team & social Social & Comp Social & Comp © GEMBA GROUP “EXPERIENCE” A great day out! 30 min theory& rest practice Social/group of similar people A weekend activity Existing YA courses & programs (including Sailability) Young Families Older Families Social Entry Level Intermediate Level Yachting Australia Social Social & Comp 86 . solo. less social. for families & more sporty CREWING Keelboat experience 2 weeks.

national OPEN DAY at Yacht Clubs Social EXPERIENCE DAY General YACHT CLUB opportunities Yachting Australia © GEMBA GROUP 87 . the “Sailing Experience Day” & general club improvements 1 2 3 Structured.We further investigated the entry level opportunities around “Open Day”.

In small groups.g. keelboat sailing is about . majority of time in boat on water . participants to receive small pack including brochure with clear outline of next stages in pathway.Short safety tips. parents with children. national OPEN DAY at Yacht Clubs CONTENT •Regular event – monthly or fortnightly •Short enticer session .Participants to receive contact details of 1 person in club – mentor or buddy system COSTS • Free for participants. e. vouchers for Experience Day Yachting Australia © GEMBA GROUP 88 . similar-aged people together .Brief introduction to club .Potential to try different boat types .The OPEN DAY needs to cater for all priority segments and occur regularly and in a similar consistent manner across the country 1 Structured. CD/DVD highlighting what dinghy vs.Interactive elements.

potentially large dinghies •Includes a ‘destination’ – somewhere to sail to COSTS • $50-$150 depending on which extras are included Yachting Australia © GEMBA GROUP 89 . 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. non-commitment EXPERIENCE DAY that participants can enjoy together with family & friends 2 CONTENT Social EXPERIENCE DAY •Could be once-off or done more than once •Social. with a group of similarly-aged people •On weekends.The next step in the pathway is a social.

g. e. “ASK ME ANYTHING” badge) •Visible boards at Yacht Club about which boats are available for crewing and what skills are needed •Participants that return for another course want to be recognised & offered what works for them •Clubs to be more visible in the communities – visible banners next Open Day or course start •Clubs to potentially own boats thus reducing the ‘equipment’ barriers MEMBERSHIP •No commitment •Pay-for-sail •Payment for added value activities. sailing experience with additional lunch and/or drink at club house Yachting Australia © GEMBA GROUP 90 .g.The experience at the yacht club is important for new entrants in the sport to keep them in the sport 3 The YACHT CLUB Experience 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 (e.

Agenda Objectives of Yachting Australia Project Approach Status Quo – Yachting Australia – Market – Consumers Segment Opportunities Brand Strategy Sponsorship Landscape Licensing Recommendations Appendix Yachting Australia © GEMBA GROUP 91 .

What is a brand? A brand lives in the heart of consumers and is something that consumers have an emotional attachment with Yachting Australia © GEMBA GROUP 92 .

What is a Communication Message? Most sports organisations have developed strong communication messages designed to entice consumers to become interested in their participation programmes Typical characteristics • 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 Yachting Australia © GEMBA GROUP 93 .

naming rights sponsor • Learn to Surf is an umbrella message linking all SA-affiliated surf schools via a website • Start Boating is umbrella message on website leading towards the different programs • Getting Started is umbrella message for all entry points into the sport Surfing Australia RYA UK US Sailing AFL • Play AFL is umbrella message is with logo • Auskick is a brand with an individual website. coaching… • Play Tennis is the umbrella message used on website to guide participants and/or competitors through the sport • Hotshots has its own brand identity • Getting Involved is the umbrella message used to communicate different options of cricket to adults & kids • In2Cricket has own brand. identity. naming rights sponsor and identity which is communicated Tennis • Kids: MLC Hotshots • Adults: Cardio Tennis • Kids: Milo In2Cricket • Others: community cricket. logo. logo. Message • SurfGroms is a stand-alone brand with its own website. school cricket.Most sports have developed communication messages with strong calls to action to communicate their entry level programs Entry Level into Sport • 6-12yrs: SurfGroms • >12yr olds & adults: Learn to Surf • Programs organised by boat type • Programs organised by boat type • • • • • Kids: NAB Auskick 8-12: AFL Junior 13-18: AFL Youth Girls: Female Footy Open Age & Masters Brand vs. identity and naming rights sponsor Cricket * Details for all examples in Appendix Yachting Australia © GEMBA GROUP 94 .

Surfing Australia has a new entry level brand for kids called SurfGroms and an overall communications message called Learn to Surf Sports Pathway ASP Events (Pro) Branding & Communication • Surfing Australia have two different entry points into the sport • Via surf schools and their SAaccredited programs or schoolspecific 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 ISA Events (Amateur) National Titles. Elite/HP Regular State Events Entry Level Communication Message Learn to Surf Brand Surfgroms Surf school surf courses Yachting Australia © GEMBA GROUP 95 .

Windsurfing Yachting Australia © GEMBA GROUP 96 .RYA communicates its entry level points with the communications message “Start Boating” which leads to all available courses UK Sailing Pathway Elite Olympics / Team GBR High Performance Junior / Transition / Youth Branding & Communication • The entry-level programmes for sailing in the UK are the RYA National Sailing Schemes differentiated by • Boat type and • Adult vs. Youth • The training schemes and practical information about the entry points into the sport are communicated using the umbrella messages ‘Start Boating’ and ‘Get Afloat’ • Brands have been developed for 3 distinct programmes: • OnBoard: program for kids • Saiability: program for people with a disability • T15: a windsurfing programme for kids under 15 years Improvers’ & Advance Learn to Race Entry Level Brands OnBoard Sailability T15 Communication Messages Start Boating Get Afloat RYA National Sailing Schemes Adult & Youth Dinghy. Multihull & Small Keelboats.

Brand Strategy .

The gemba Brand Strategy Framework has been used to develop the key elements of the Sailing brand These elements were developed in the Brand Day workshop and the reviewed and evolved for final recommendation Yachting Australia © GEMBA GROUP 98 .

The Vision and Values clearly set the foundation for the brand 1 Vision What do we want to achieve? 2 Values* What values guide our behaviour? To attract participants to Sailing through the provision of compelling programs and welcoming clubs Examples: Integrity Diversity Inclusive *To be refined and developed further internally at YA Yachting Australia © GEMBA GROUP 99 .

The Behaviour and Personality determines the actions and style of the brand 1 2 Behaviours What are our actions? Personality What is our tone and style of our products. • Ensure safety is maintained at all times Yachting Australia © GEMBA GROUP 100 . • Provide opportunities to • ADVENTUROUS • RESPONSIBLE • FUN • FRIENDLY be involved. communications & service? The Brand behaviour determines the manner in which we interact with people The Brand personality is the brand’s unique character – how it acts and expresses itself • Welcome new people.

enjoyment of the ocean and outdoors. all ages Yachting Australia © GEMBA GROUP 101 . relaxing.The recommended positioning territory for Sailing is around “A Great Day Out” Sailing Benefit Ladder A Great Day Out Excited Escape from the everyday with family & friend to enjoy a great day of the sun and the sea Social.

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 Positioning PRODUCT Programs & Offerings PLACE $$ PROMOTION Communications PRICE Clubs PEOPLE Clubs. Ensure safety at all times Personality Adventurous. Responsible Target Market To Australians with an interest in sailing Key segments are: Primary School Children. MYA’s Yachting Australia © GEMBA GROUP 102 .This brand framework should act as a guide for growth and development of the Sailing brand The Gemba Brand Strategy Framework To attract new participants to sailing through the provision of compelling programs and welcoming clubs Purpose Values Integrity. Provide opportunities to enjoy and be involved. Fun. Friendly. Diversity. Secondary School Children. Young Families To consumers with an interest in Sailing. YA. Inclusive Behaviours Welcome new people.

less social.Although the other brands in the YA portfolio can have their own “story” they should reinforce the overarching strategy of Sailing brand Involvement Process Segments “I AM INTERESTED” “I WOULD LIKE TO GIVE IT A TRY” “I AM KEEN TO GET MORE INVOLVED” “ITS IMPORTANT TO ME & BECOMING PART OF LIFE” “I AM COMMITTED” Primary School Tackers Introduction Day Tackers Tackers 2 & 3 Secondary School Young Adults Structured. team & social Social & Comp Social & Comp © GEMBA GROUP “EXPERIENCE” A great day out! 30 min theory& rest practice Social/group of similar people A weekend activity Existing YA courses & programs (including Sailability) Young Families Older Families Social Entry Level Intermediate Level Yachting Australia Social Social & Comp 103 . for families & more sporty CREWING Keelboat experience 2 weeks. solo. national OPEN DAYS at Yacht Clubs School Intro Tackers School Program DINGHY experience 2 weeks.

gemba recommends to use “Discover Sailing” as the Communication Message to act as a call to action and pointer to trial sailing Option 1 SAILING ‘DISCOVER SAILING’ Entry Level Communication Message OPEN DAY Tackers Introduction Day School Intro program Social EXPERIENCE DAY Tackers 1 ‘CONTINUE THE JOURNEY’2) Existing Sailing Pathway Communication Message Tackers 2 & 3 School Program DINGHY experience1) CREWING Keelboat experience1) Existing Yachting Australia programs including Sailability and crewing options This Option is gemba’s recommendation Increase Involvement & Membership 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 Yachting Australia © GEMBA GROUP 104 .

“Discover Sailing” could also be used as a Communication Message across both the entry level of the sport and existing programs Option 2 SAILING ‘DISCOVER SAILING’ Entry Level Communication Message OPEN DAY Tackers Introduction Day School Intro program Social EXPERIENCE DAY Tackers 1 Tackers 2 & 3 School Program DINGHY experience1) CREWING Keelboat experience1) Existing Yachting Australia programs including Sailability and crewing options This option is not gemba’s recommendation as people along the journey get past the ‘Discovery’ stage and have very different expectations about activities & communication content Increase Involvement & Membership 1) These are based on the format of existing program concepts but should be reviewed to reduce the length and commitment required Yachting Australia © GEMBA GROUP 105 .

The Communication Message needs to be brought to life on the YA website and all external communication 1 ‘DISCOVER SAILING’ Entry Level Communication Message 2 ‘CONTINUE THE DISCOVERY’ ‘GET ON THE WATER’ ‘GET AFLOAT’ ‘CONTINUE THE JOURNEY’ 1) 3 The Benefits of becoming a member • Open Days • Discovery Days • Tackers Intro • Dinghy & Crewing Experiences • Existing YA Programs including Sailability and crewing options • Tangible & intangible benefits of becoming a member • Membership options • Costs associated For people starting to discover the sport. having an understanding of the sport A different stage on the involvement continuum Should be developed against the needs of the different segments Needs to be based on consumer needs & packaged accordingly 1)The communication message for programs beyond the Entry Level of the sport has not been tested and researched. the activity and have no previous knowledge or contact with the sport Should portray independence. this is therefore a suggestion only Yachting Australia © GEMBA GROUP 106 . people starting to sail more independently.

national OPEN DAY at Yacht Clubs 2 Social EXPERIENCE DAY COMMUNCIATION OBJECTIVES CLUBS CONSUMER •Yachting Australia • To develop a national blue print for the implementation of a compelling and consistent “Open Day” & social “Experience Day” for Clubs • To encourage and gain the support of Clubs to deliver the Days in accordance with the plan • To provide the material to the Clubs to bring the Days to life • To generate awareness and interest in the local vicinity for these Club Days • To position Sailing as Adventurous. Responsible and Friendly • To capture the details of all attendees to be used to build the database for ongoing communications © GEMBA GROUP 107 .To support the new entry level programs for Sailing. a communications campaign should be developed to achieve the following objectives 1 Structured. Fun.

Agenda Objectives of Yachting Australia Project Approach Status Quo – Yachting Australia – Market – Consumers Segment Opportunities Brand Strategy Sponsorship Landscape Licensing Recommendations Appendix Yachting Australia © GEMBA GROUP 108 .

only vehicle non-users supply in AUS •Consideration to become major corporate partner of YA •Support to hire vehicles overseas AST CoSponsors •Provision of apparel for AST only •Plans to extend partnership into sales of AST memorabilia and club merchandise have not materialised •Partnership based on strong personal relationships between Hamilton Island and Yachting Australia •No leverage activities •Cash + VIK component •Cash component AST Official Suppliers •All supporting sponsors are donating VIK items such as ropes.Current sponsors and partners of Yachting Australia include OAMPS. •VIK sailboat hardware. boat storage. Audi. compression garments as well as transport support Yachting Australia © GEMBA GROUP 109 . Hamilton Island and SLAM Sponsorship Area Sponsor Current YA Sponsorship Structure Sponsor Activities & Objectives •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 Investment •Cash component •YA executing all insurances through OAMPS Major Sponsor Youth Development •Primary objective in sponsorship is to expose product to current •No cash.

officiating uniform. PR Advertising: Testimonial. sponsors page. 6 invites to AYC functions • Appearances: none • Signage: Signage at YA office and Australian Youth Championship •Branding: branding of boat hull. boat sail. e. boat sail. team training Branding: apparel for Australian Sailing Team •Advertising: AST letterhead.The major sponsors only get basic rights and don’t benefit from YA’s association with major races of the sport Sponsorship Sponsor Sponsorship Benefits Analysis Rights Comments & Potential OAMPS • Branding: branding of team uniform. training apparel and athlete boat • n/a hull at Australian & State Youth Championship • Advertising: YA letterhead. YA website recognition & link (YA and Youth Champs website) • Hospitality: Trophy Presentation at AST Function. team training apparel for Branding: Australian Sailing Team •Advertising: AST letterhead. AST website recognition & link. AWMRT. coach boat. sponsors page •Hospitality: none Hospitality: •Appearances: six sailor appearances Appearances: •Signage: Media Board signage Signage: •Branding: branding of team uniform. PR Testimonial Advertising: •Hospitality: none Hospitality: •Appearances: none Appearances: •Signage: Media Board signage Signage: •Branding: branding of team uniform. team training Branding: apparel for Australian Sailing Team •Advertising: Website recognition & link (YA and AST website). YA and AST letter head. boat hull. logo in E-news. PR Testimonial Advertising: •Hospitality: none Hospitality: •Appearances: 2 AST. coach boat. boat sail.g. Coaches & management for up to 3 appearances Appearances: •Signage: Media Board signage Signage: •Audi is a major sponsor in the world of sailing. AST website recognition & link. coach boat. partnering big sailing events such as Sydney Harbour Regatta or Victoria Week •Find strategies to enlarge current engagement beyond AST •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 •n/a Audi SLAM Hamilton Island Yachting Australia © GEMBA GROUP 110 . boat hull.

increased activation activities of sponsors illuminating the benefits of the sport are necessary Yachting Australia © GEMBA GROUP 111 . o NSW: Nautilus Marine Insurance.g.YA sponsors cannot rely on category exclusivity on MYA and grassroots level and currently don’t undertake activation activities Sponsorship Sponsorship Observations Sponsor Activation • 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 Exclusivity •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. Gill (apparel) o VIC: Helly Hansen o BMW also has strong relationships to individual sailing clubs • It is vital to ensure category protection for sponsors throughout the YA pathway • One option to solve the conflict is to clear 1-3 sponsorship categories which receive full 1protection 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 other categories • To grow awareness and engagement with the sport of sailing.

We recommend approaching the commercial partner search based on three different sequential filters or perspectives Sponsorship 1 Commercial Partner Targeting Principles 2 3 SponsorSponsor-objective based Approach • Brand.g. Primary School children and their parents CategoryCategory-based Approach • 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 Principles to be worked through from left to right Yachting Australia © GEMBA GROUP 112 . 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 community motivations of the corporate partner audienceTarget audiencebased Approach • Identify YA’s own target audience & consider which corporates are targeting similar consumer segments • E.

engaging relationships with specific community groups The main driver for potential YA sponsors Yachting Australia © GEMBA GROUP 113 .Broadly speaking sponsors are becoming more sophisticated and are generally looking to address the following outcomes Sponsorship 1 objectiveSponsor objective-based approach A B C Brand Drivers Campaigns that either increase awareness or build the image of the brand Commercial Drivers Campaigns that can deliver sustainable commercial opportunities Community Engagers Campaigns that can deliver deep.

e.Typically. community engagers seek the direct contact to as many participants as possible Sponsorship 1 objectiveSponsor objective-based 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. engaging relationships with specific community groups GSNZ © GEMBA GROUP 114 . website) • The ability to be included in program communication • Ability to engage own staff locally • Access to the program database C Community Engagers Campaigns that can deliver deep.

the Open Day and Experience Day products appeal to all priority segments Sponsorship 2 audienceTarget audience.based approach Tackers National Open Day Experience Day Target Segments Primary School Young Families Primary School Secondary School Young Families Young Adults Older Families Primary School Secondary School Young Families Young Adults Older Families © GEMBA GROUP Yachting Australia 115 .While the target audience for Tackers is clearly defined.

sports & sailing brands • Lifestyle / Entertainment brand • Sports drink / soft drink manufacturers • Sunscreen brand 116 . (water)sports & sailing brands • Finance & Insurance • Sports drink / soft drink manufacturers • FMCG with child focus • Retail with child focus • Health Industry • Sunscreen brand Condition for achieving sponsorship for National Open Day and Experience Day are the existence of formalised programs that can be rolled out consistently by all deliverers Yachting Australia © GEMBA GROUP • Outdoor.Yachting’s brand attributes can be used to identify the best-matching categories Sponsorship 3 CategoryCategory.based Approach Potential Categories with ‘best fit’ Tackers National Open Day Experience Day Brand Personality Sailing ADVENTUROUS FRIENDLY FUN RESPONSIBLE • Outdoor. (water)sports & sailing brands • Finance & Insurance • Sports drink / soft drink manufacturers • Health Industry • Sunscreen brand • Automotive • Outdoor.

based Approach Potential Partners in ‘best fit’ categories Tackers National Open Day Experience Day Industry Outdoor & sailing brands Sunscreen brand Sports drink / soft drink Finance & Insurance Health Industry FMCG (Child focus) Retail (Child focus) Automotive Yachting Australia Example Partners 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 © GEMBA GROUP 117 .Potential partners for Tackers. the national Open Day and Experience day can be on a national or regional/local level Sponsorship 3 CategoryCategory.

State organisations and YA • Current database entries vary in quality – currently.000 55. the database is not used extensively internally or for sponsor activities • The database is mainly used to communicate to members via Email – however. only name and address are mandatory fields • Besides personal information.700 Activities & Considerations • Currently. 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 . clubs.690 26.Communicating to members of a sport via its database is a direct benefit that most sponsors seek More than 50% of entries are not current members but could be contacted as part of a member re-gain campaign Yachting Australia © GEMBA GROUP 118 .YA’s current CRM capabilities include a comprehensive member database but could be leveraged more for sponsorship purposes Sponsorship Database Content • YA has a national database which can be accessed by members.Entry or exit motivations could be assessed and used to improve programs . each record contains information on courses or qualifications achieved Total records Members current FY Current members with Email address on record 129.

Agenda Objectives of Yachting Australia Project Approach Status Quo – Yachting Australia – Market – Consumers Segment Opportunities Brand Strategy Sponsorship Landscape Licensing Recommendations Appendix Yachting Australia © GEMBA GROUP 119 .

Read or Listen) Australian Rules Cricket Rugby League Motor Car Racing THE PACK Soccer GRASS ROOTS Tennis Rugby Union Horse racing Athletics Netball Surfing Sailing Golf Basketball Cycling Swimming Source: gSER Report July 2010.Licensing income is traditionally driven by sports with strong consumer franchises Licensing Sports Involvement Matrix ENTERTAINMENT HEARTBEAT Consumer Franchise (Watch.June 2011 Yachting Australia Participation Franchise (People who participate) Base: All Australian. n = 5538 © GEMBA GROUP 120 .

Participation Franchises have not been able to realise significant levels of licensing income Licensing 55% Sports Involvement Matrix with Licensing Income Estimates AFL Consumer Franchise (Watch. Read or Listen) NRL Cricket Aust 25% FFA ARU Tennis Aust Swimming Cycling Netball Athletics Yachting Australia currently does not derive any income from licensing activities 0% 0% 12.To date.5% Participation Franchise (People who participate) 25% Source: gemba Yachting Australia © GEMBA GROUP 121 .

e.Commercialising licensing through a Participation Franchise is highly dependent upon on access to the grassroots network Licensing Consumer Franchise Participation Franchise Value Proposition Access to Intellectual Property Value Proposition Access to Consumer Channel Critical Success Factors Full Control of IP by Rights Holder Comprehensive of Style Guide Highly Attractive IP to large consumer base Critical Success Factors Full Access to Channel (i.e. Rebate Program) Relevant for Yachting Australia Yachting Australia © GEMBA GROUP 122 . Clubs) Sufficient Motivation for all Stakeholders (i.

Participation-based sports can use licensing in two ways: brand licensing and know-how licensing Licensing Licensing Types 1 (“knowIP (“know-how”) Licensing 2 Brand Licensing • 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 • 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: .Merchandising: develop fan products with high consumer appeal or that are mandatory to use by participants of the sport Yachting Australia © GEMBA GROUP 123 .Consumer sales promotion : enhance sales of existing products in the marketplace through logo of sport organisation on unrelated consumer good .

Sports with relatively low consumer appeal or participation base have found innovative ways to secure a licensing revenue stream Licensing (“knowIP (“know-how”) Licensing A number of courses have been developed to qualify surf life savers Affiliated surf schools can run the Surfgroms program developed by SA Brand Licensing Surf life savers have to wear official SLS uniform on patrol Surf schools have to buy branded equipment to run Surfgroms A merchandising program gives licensees the right to produce official bowls apparel Surf Life Saving Surfing Bowls RYA RYA entry-level and advance training schemes are licensed worldwide A number of publications have been developed by RYA on sailing training Yachting Australia © GEMBA GROUP 124 .

smaller racquets. e. 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 • 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 Effectively.g. low-compression tennis balls.Coaches and participants have to use modified equipment during the Hot Shots program Licensing Tennis Australia – MLC Hot Shots IP Licensing Brand / Product Licensing • TA has partnered with Wilson to develop modified equipment and merchandise designed for the Hot Shots program. nets. coaches are ‘buying’ the IP license to the Hot Shots program and branded equipment Yachting Australia The need of modified equipment ensure products are purchased via TA website © GEMBA GROUP 125 .

Bronze Medallion course for adults). but any extra gear is available for purchase • Surf Life Saving Australia developed a number of training courses (Bronze.Surf life savers have to get qualified through a series of training courses and have to purchase & wear official uniforms when on patrol Licensing Surf Life Saving Australia IP Licensing Brand / Product Licensing • SLSA has a strong licensing and merchandising program and developed club equipment. 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. 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 Yachting Australia © GEMBA GROUP 126 . apparel. participants receive the official uniform.

000 to Bowls Australia nationally to support the general development of the game at grassroots level *Pennant is the traditional format of Bowls. there are a number of other social formats Note: IP Licensing not available Yachting Australia © GEMBA GROUP 127 . the licensing program has contributed $950.Bowls Austraila put in place a National Dress Regulation which ensure participants wear licensed apparel during competitions Licensing Bowls Australia Brand / 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.

accredited surf schools with qualified surf coaches are the main deliverers of the program • SA developed the syllabus.Deliverers of the SurfGroms program have to follow the syllabus designed by Surfing Australia and use branded surf boards & clothes Licensing Surfing Australia . program content and branding which are used by surf schools • Currently.SurfGroms IP Licensing Brand / Product Licensing • 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 • SurfGroms is a recently launched national junior development program in surfing for kids aged 5-12 • In the first years. surf schools do not pay a licensing fee to SA to use the program Yachting Australia © GEMBA GROUP 128 .

a license to the Experience Day can be sold to clubs Time Horizon Short term Long term Yachting Australia © GEMBA GROUP 129 .IP Licensing is most likely to be successful for Tackers in the short term. standardised product run similarly by every club. due to the program being established and formalised Licensing 1 Yachting Australia .IP Licensing Considerations - Tackers National Open Day Experience Day • Licensing Tackers to commercial operators – in areas of high demand or without yacht clubs • No licensing opportunities in short term • If the Experience Day developed as a formal.

caps Yachting Australia © GEMBA GROUP 130 .g. – Rash vests – Windbreaker – Hats / caps – Toys – Wrist bands • Develop branded merchandise for Open Day participants with a focus on fashion rather functionality.Brand Licensing Considerations - Tackers National Open Day Experience Day • Development of official Tackers gear and branded merchandise to be purchased additionally by participants. caps • Develop branded merchandise for Experience Day participants with a focus on fashion rather functionality. e.g. e. e. marine-inspired t-shirts.g.Brand licensing opportunities are greatest with Tackers through developing branded merchandise gear that is mandatory to wear Licensing 2 Yachting Australia . marine-inspired t-shirts.

IP Licensing of the Experience Day to yacht clubs as well as licensing Tackers to other providers are the biggest opportunities Summary of Licensing Opportunities Licensing Opportunities •1 2 • Potential Commercial Impact Ease of Implementation 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 • 3 4 • 5 • 5 6 • Low Below Average Average Above Average High Yachting Australia © GEMBA GROUP 131 .

insurance.YA needs to run market tests to assess the likely licensing costs that the market is willing to take Licensing Models by Program Tackers* Participant Fee Licensing possible Potential Deliverers Potential Licensing Revenue Model Open Day Experience Day Fee TBD ranging from $50-$150 Yes Yacht Clubs $300 Yes Commercial providers No fee No Yacht Clubs >25%* n/a 25% * Tackers current model: YA receive ~25% of Tackers revenue from club which is used to cover for participant kit. it is suggested to develop a similar model for licensing Tackers to Commercial Providers Yachting Australia © GEMBA GROUP 132 . marketing collateral & management.

‘Paid’ licensing will provide revenue needed to cover expenses but might inhibit participation uptake depending on licensing fees Licensing Brand Licensing Model Options ‘Paid’ Licensing • Pro’s • • • Con’s • Additional revenue streams for YA and MYA’s to cover overhead and material costs Applicable for roll-out to commercial providers (Tackers) 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 • • Licensing without Payment Larger participation uptake is more likely Less barriers for clubs to take up licensing model 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 rollout • • • 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 way Yachting Australia * Tackers excluded since delivery model already in place © GEMBA GROUP 133 .

Agenda Objectives of Yachting Australia Project Approach Status Quo – Yachting Australia – Market – Consumers Segment Opportunities Brand Strategy Sponsorship Landscape Licensing Recommendations Appendix Yachting Australia © GEMBA GROUP 134 .

3 key target segments have been identified with implementation of programs recommended in the short term: • • • Primary School children Secondary School children Young Families Licensing • 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.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 Program Development Priority Segments • Based on assessing Strategic Importance & Ease of Implementing a new program. a brand licensing model for a structured Experience Day • YA needs to broaden its sponsor base for the new grassroots entry level programs Sponsorship Acquisition • 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 Yachting Australia © GEMBA GROUP 135 .

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. e. have information boards in clubs about next crewing option •More visible communication about the opportunities. e. responsible. 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. community newspapers Yachting Australia © GEMBA GROUP Membership Brand Architecture Communication 136 .Overall Recommendations 2/2 Governance •YA needs to increase its ability to help States & Clubs implement the programs and suggestions made on a national level •More flexible membership models and ‘pay as you sail’ options are requested by new entrants into the sport – current annual membership models are not attractive •The communication message for the entry level is recommended to be “Discover Sailing!” with the Open Day. It is recommended to use the term ‘sailing’ when speaking about the sport or activity. the structure of the sport is based around the term ‘yachting’. Experience Day as well as Tackers Intro program sitting underneath this message •Sailing’s personality can be described as adventurous. on website.g. banners outside club.g. ‘yachting’ – however. Therefore. fun & friendly •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. “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.

Agenda Objectives of Yachting Australia Project Approach Status Quo – Yachting Australia – Market – Consumers Segment Opportunities Brand Strategy Sponsorship Landscape Licensing Recommendations Appendix Yachting Australia © GEMBA GROUP 137 .

Powerboats Yachting Australia © GEMBA GROUP 138 .US Sailing have developed a portfolio of different programs to suit different target audiences and their call to action is “Getting Started” US Sailing Pathway Disabled Sailing (Paralympics) Branding & Communication • US Sailing offers Learn to Sail courses for each type of boat • Among the programs offered. however still under the US Sailing ‘brand’ • The overarching communication message to new entrants into the sport is “Getting Started” Olympics Junior Olympics High School Sailing College Sailing Championships Clinics Match & Team Racing Various Multihull. OneDesign Entry Level Communication Message Getting Started Learn to Sail Courses Smallboat sailing. Windsurfing. Keelboat sailing & cruising. the Keelboat Certification scheme stands out as being more structured and has a standalone website.

Play AFL is the umbrella message which encompasses all of the grassroot programs offered to footy players Participation Play AFL Talent Pathway NAB AFL Draft Program Branding & Communication • nab Auskick is the most prominent brand for entry-level footy AFL Masters 35+ AFL Recreational Football Open Age (All age) Entry Level State <18 Competitions • 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 State Development Program Representative Communication Message Play AFL Female footy AFL Youth (Age 13 – 18) AFL Junior (Age 8 – 12) Brand Yachting Australia NAB Auskick (Age 5 – 12) © GEMBA GROUP 139 .

level High Performance Australian Team Branding & Communication • Milo in2CRICKET is the branded junior development program and the entry point to playing cricket for kids aged 510 years • Club cricket is the local competition catered for all levels.Cricket Australia communicates all of its grass-root programs under the umbrella term “Get Involved” Participation Get Involved Disability and Indigenous cricket Lifestyle cricket Junior & Senior Club Cricket EntryEntry. talented players at club level can get involved in Premier / Grade club cricket • ‘Get involved’ is the message used for all community cricket formats State Competition Men’s and Women’s State 2nd XI Premier / Grade Club Cricket Communication Message Get Involved Brand MILO in2CRICKET Have-a-game / Have-a-go •Yachting Australia © GEMBA GROUP 140 .

Besides Hot Shots.Coaching program . 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 Communication Message Brand Play Tennis MLC Hot Shots Cardio Tennis* Club Tennis . a branded product which combines tennis and a cardio workout Pathway Grand Slams & ATP/WTA events Australia Pro Tour Australian Money Tournament Optus Junior Tour Junior development series Entry Level / Participation programmes Branding & Communication • Tennis Australia offers a number of entry-level programs. Tennis Australia has developed Cardio Tennis.Competitions . 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.Tournaments *New programme Yachting Australia © GEMBA GROUP 141 .

451 Share of market 19% 11% 26% 30% 8% 6% 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.160 177.2% 114.1% 4.571 36.500 157. not life-stage segments as per gemba’s research YA © GEMBA GROUP 142 .3% 3. retirees and empty nesters make up 30% of the total population and have a lower propensity to sail for various reasons 30% Future Interest within segment (%) Future Interest (market size) 4.Using ABS data.3% 3. especially kids Note: view is based on age groups.6% 1.771 46.640 64.8% 1.

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