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Product Positioning & Product Positioning & Product Positioning & Product Positioning & Brand StrategyBrand StrategyBrand StrategyBrand StrategyFinal Report Final Report Final Report Final Report
December, 2011December, 2011December, 2011December, 2011
CONFIDENTIAL & PROPRIETARYCONFIDENTIAL & PROPRIETARYCONFIDENTIAL & PROPRIETARYCONFIDENTIAL & PROPRIETARY © GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP
1© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUPYachting Australia
Agenda
� Objectives of Yachting Australia
� Project Approach
� Status Quo
– Yachting Australia
– Market
– Consumers
� Segment Opportunities
� Brand Strategy
� Sponsorship Landscape
� Licensing
� Recommendations
� Appendix
2© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUPYachting Australia
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
3© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUPYachting Australia
Agenda
� Objectives of Yachting Australia
� Project Approach
� Status Quo
– Yachting Australia
– Market
– Consumers
� Segment Opportunities
� Brand Strategy
� Sponsorship Landscape
� Licensing
� Recommendations
� Appendix
4© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUPYachting Australia
Quantitative Member ResearchQuantitative Member ResearchQuantitative Member ResearchQuantitative Member Research Qualitative ResearchQualitative ResearchQualitative ResearchQualitative ResearchBrand Workshop & Brand Workshop & Brand Workshop & Brand Workshop & CommercialisationCommercialisationCommercialisationCommercialisation
• Quantitative survey sent out to ~30,000 people including club members as well as people having completed entry level sailing programs such as Go Sailing Day or Try Crewing Day
• 1,668 members responding to approximately 60 questions assessing their preferences, behaviours, potential barriers and consumption of the sport
• Quantitative research provided insights into potential product development opportunities which were tested further in the qualitative research component
• Conducted 7 focus groups covering the segments with the highest potential for YA – both sailors and non sailors:
• Primary School & Young Families
• Secondary School & Older Families
• Young Adults (to understand the drop-off from Secondary School to Young Adult)
• Developed key opportunities for the sport by segment
• Conducted Brand Workshop with key YA stakeholders developing the key opportunities further and discussed implementation requirements and challenges
• Developed commercial opportunities for YA and the key product opportunities
gemba has taken a research-driven approach to developing entry-level product opportunities for Yachting Australia
5© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUPCONFIDENTIAL & PROPRIETARYCONFIDENTIAL & PROPRIETARYCONFIDENTIAL & PROPRIETARYCONFIDENTIAL & PROPRIETARYYachting Australia
Agenda
� Objectives of Yachting Australia
� Project Approach
� Status Quo
– Yachting Australia
– Market
– Consumers
� Segment Opportunities
� Brand Strategy
� Sponsorship Landscape
� Licensing
� Recommendations
� Appendix
6© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUPTA Marketing Plan
Yachting Australia
7© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUPYachting Australia
Yachting Australia’s pathway comprises 10 different steps, however the entry level into the sport is not clearly defined across States
10. AUS Sailing Team
“GoSailing” “GoSailing” “GoSailing” “GoSailing” Entry level brand VIC
Steps Steps Steps Steps 1111----3333
Steps Steps Steps Steps 4444----6666
6. Club & class coaching programs5. Club racing 4. Simplified club racing, e.g. Twilight / Social Sailing
Steps Steps Steps Steps 10101010
Steps Steps Steps Steps 7777----9999
9. AUS Development Squad8. State-based HP Squad7. State-based Development Squad
Entry Entry Entry Entry LevelLevelLevelLevel
3. Learn to Race2. Better Sailing 1. Introduction to Sailing
“TrySailing” “TrySailing” “TrySailing” “TrySailing” Entry level brand NSW
YA PathwayYA PathwayYA PathwayYA Pathway
Entry level Entry level Entry level Entry level programs and programs and programs and programs and brands brands brands brands inconsistently inconsistently inconsistently inconsistently delivered delivered delivered delivered across the across the across the across the different Statesdifferent Statesdifferent Statesdifferent States
Yachting AustraliaYachting AustraliaYachting AustraliaYachting Australia
Tackers Tackers Tackers Tackers Entry level program for children aged 7-12 years
SailabilitySailabilitySailabilitySailability
8© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUPYachting Australia
Nationally, there are 4 main training programs for dinghies, keelboats, powerboats and windsurfing
Yachting AustraliaYachting AustraliaYachting AustraliaYachting Australia National YA ProgramsNational YA ProgramsNational YA ProgramsNational YA Programs
National Small Boat National Small Boat National Small Boat National Small Boat Sailing SchemeSailing SchemeSailing SchemeSailing Scheme
National Powerboat National Powerboat National Powerboat National Powerboat Scheme*Scheme*Scheme*Scheme*
National Keelboat National Keelboat National Keelboat National Keelboat SchemeSchemeSchemeScheme
National Windsurfing National Windsurfing National Windsurfing National Windsurfing Scheme*Scheme*Scheme*Scheme*
ContentContentContentContent
• Learn to sail and race a dinghy or small catamaran in most conditions
• Scheme consists of 6 different proficiency levels:
1. Basic Skills 1
2. Basic Skills 2
3. Better Sailing
4. Racing Skills 1
5. Racing Skills 2
6. Small Boat Instructor
• Scheme consists of 4 different proficiency levels:
1. Recreational Powerboat Operator
2. Powerboat Handling Certificate
3. Safety Boat Handling Certificate
4. Powerboat Instructor
• Scheme consists of 5 different levels with each one taking at least 12hrs of training
1. Keelboat Crew
2. Keelboat Helm
3. Keelboat Spinnaker
4. Keelboat Racing
5. Keelboat Seamanship
•Scheme consists of 9 different levels:
1. Basic Skills
2. Improving Techniques
3. Stronger Winds
4. Longboard
5. Short board
6. Instructor Levels
7. Windsurfing Master
8. Club Trainer
9. Coach Level 1 & 2
* not in scope for research
9© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP
There is a variety of other entry level programs available through the State organisations and the Boating Industry Association
Yachting Australia
Yachting AustraliaYachting AustraliaYachting AustraliaYachting Australia
• The Boating Industry Association (BIA) of NSW represents the boating and marine industries in NSW
• One of BIA’s objectives is to “Grow Participation in Recreational Boating in Australia”
BIA have established 2 enticer programs for people without prior sailing experience:
1.1.1.1. Try Sailing Day Try Sailing Day Try Sailing Day Try Sailing Day (run for ~15yrs)
• Objective is to give non-sailors, specifically kids, a taste of the sport
• Organised by BIA, run by Yacht clubs
• 2010: 42 participating clubs with ~2,500 children participating
• Target audience are kids 6-12 years
• Free course for participants and clubs, funded by BIA
2.2.2.2. Try Crewing Day Try Crewing Day Try Crewing Day Try Crewing Day (run for 2yrs)
• Targeted at adults >18yrs
• Basic sailing training delivered by clubs
However, there is no information transfer from clubs to BIA and / or However, there is no information transfer from clubs to BIA and / or However, there is no information transfer from clubs to BIA and / or However, there is no information transfer from clubs to BIA and / or YNSW about participant dataYNSW about participant dataYNSW about participant dataYNSW about participant data
Yachting VIC & Yachting WA have been running Go Sailing Days
successfully over the past years
10© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUPYachting Australia
Membership in yachting is currently developed around annual subscription-based models which are differentiated by age only
• Currently, memberships of individuals with yachting clubs are mostly based around the following models:
o Annual full membershipAnnual full membershipAnnual full membershipAnnual full membership
o Annual crew membershipAnnual crew membershipAnnual crew membershipAnnual crew membership
o Annual junior membershipAnnual junior membershipAnnual junior membershipAnnual junior membership
• Clubs often reserve the right to charge a nomination or entrance fee in addition to the annual subscription
• The process of including new members is often lengthy, including new member reference checks or review through a nomination committee
• There are slight modifications to these models but they are overall non-flexible and mostly require long-term commitments
Yachting MembershipsYachting MembershipsYachting MembershipsYachting MembershipsYachting AustraliaYachting AustraliaYachting AustraliaYachting Australia
Given that most consumers state Given that most consumers state Given that most consumers state Given that most consumers state “commitment” as a barrier for taking “commitment” as a barrier for taking “commitment” as a barrier for taking “commitment” as a barrier for taking up a sport, alternative membership up a sport, alternative membership up a sport, alternative membership up a sport, alternative membership models will be assessed in researchmodels will be assessed in researchmodels will be assessed in researchmodels will be assessed in research
11© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUPYachting Australia
Yachting’s governance structure inhibits direct control by the peak body through to the yachting clubs
Yachting AustraliaYachting AustraliaYachting AustraliaYachting Australia
State AssociationsState AssociationsState AssociationsState Associations
Yacht ClubsYacht ClubsYacht ClubsYacht ClubsYacht ClubsYacht ClubsYacht ClubsYacht Clubs
•YA and State Associations are separate legal entities
•YA can provide strategic leadership but States & clubs are not obligated to follow
•YA receives an annual financial contribution from States
•State Associations then levy fees from clubs –they have freedom to determine how the fees are levied
Source: Yachting Australia and State association interviews
* The sport of Windsurfing is governed by the Australian Windsurfing Association which is affiliated to YA
Affiliation RevenueAffiliation RevenueAffiliation RevenueAffiliation Revenue Affiliation StructureAffiliation StructureAffiliation StructureAffiliation Structure
Revenue Revenue Revenue Revenue FlowsFlowsFlowsFlows
Revenue Revenue Revenue Revenue FlowsFlowsFlowsFlows
Yachting Governance StructureYachting Governance StructureYachting Governance StructureYachting Governance StructureYachting AustraliaYachting AustraliaYachting AustraliaYachting Australia
12© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUPYachting Australia
The current product portfolio of YA offers a variety of programs but is not targeting any segments nationally with specific offerings
No sailing skills
Basic Awareness
Medium level of skills
Social & recreationa
l skills
Simplified racing skills
Full racing skills
Coaching skills
HP skills
Primary school kids 5-12yrs
Secondary school kids 13-19yrs
Young adults 16-34yrs w/o kids
Working Professionals <34yrs, working, w/o kids
Young Families
Older Families
Empty Nesters
Retirees
People with a Disability
Capability Capability Capability Capability LevelLevelLevelLevel
SegmentsSegmentsSegmentsSegments
Tackers (VIC only)
Development Squad
HP SquadAST
Try Sailing Day (BIA)
Yachting AustraliaYachting AustraliaYachting AustraliaYachting Australia Current YA Product PortfolioCurrent YA Product PortfolioCurrent YA Product PortfolioCurrent YA Product Portfolio
Try Crewing Day (BIA)
National Small Boat Sailing Scheme
National Keelboat Sailing Scheme
Twilight Sailing
Go Sailing
Day(VIC, WA
only)
Sailability
13© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP•TA Marketing Plan
Market
14© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP
We used gemba’s Active Sports Participation (gASP) research to draw insights relating to the sport of sailing and its participants
1. Current Participation1. Current Participation1. Current Participation1. Current ParticipationFrequency, time of year, nature, environment and motivations
3. Past Participation3. Past Participation3. Past Participation3. Past ParticipationAge when participated, reason for stopping
4. Junior Programs4. Junior Programs4. Junior Programs4. Junior ProgramsMeasures the awareness of programs, participation, involvement and sponsorship association
5. Brand Imagery5. Brand Imagery5. Brand Imagery5. Brand ImageryMeasures the key brand image attributes as it relates to Participation
6. Membership6. Membership6. Membership6. MembershipAn analysis of types of sports memberships – associations, gyms, clubs
2. Potential Participation2. Potential Participation2. Potential Participation2. Potential ParticipationInterest, motivations, barriers, time of year
7. Volunteering7. Volunteering7. Volunteering7. VolunteeringNumber of hours, volunteering role and time of year
AgeAgeAgeAge
5 to 75 years
8. Consumption8. Consumption8. Consumption8. ConsumptionTV viewership and attendance to professional sporting events
LocationLocationLocationLocation
Capital Cities & Regional
Australia
SampleSampleSampleSample
Weekly 7,280 per
year
Yachting Australia
Key Components of gASP:Key Components of gASP:Key Components of gASP:Key Components of gASP:
15© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUPYachting Australia
Passion levels are low for sailing and yachting – only 5% of the population is fanatical about the sport
3131313125252525 23232323 22222222 20202020 19191919 19191919 19191919 18181818 18181818 17171717 17171717 15151515 15151515 13131313
5555
23232323
1616161625252525
1616161613131313 20202020 16161616 16161616 18181818 16161616 21212121 22222222
16161616 1717171713131313
11111111
4747474759595959
5252525263636363 67676767
61616161 65656565 66666666 64646464 66666666 62626262 6161616169696969 69696969
7474747483838383
Walking AFL Swimming Cricket Rugby
League
Tennis M otor
Sports
Fishing Dance Soccer Ten pin
bowling
Bushwalking Gym
workouts
Cycling Rugby Union Sailing /
Yachting
Passion Levels SportsPassion Levels SportsPassion Levels SportsPassion Levels Sports(5-75yrs)
Fanatics (5 or 4)Fanatics (5 or 4)Fanatics (5 or 4)Fanatics (5 or 4) Disinterested (1 or 2)Disinterested (1 or 2)Disinterested (1 or 2)Disinterested (1 or 2)Fans ( 3 )Fans ( 3 )Fans ( 3 )Fans ( 3 )
Q. Please indicate your level of passion for each of the sports? 1=not at all; 5=very Base: All Australians; n=5,614
%%%%
Ranked 37Ranked 37Ranked 37Ranked 37 thththth out of out of out of out of 46 sports tracked46 sports tracked46 sports tracked46 sports tracked
Source: gemba Active Sports Participation (gASP)
Market
16© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP
Motivations to get involved in sports differ significantly by age and stage of life
0
10
20
30
40
50
60
Primary School High School Young Adult Young Family Older Family Working
Professional
Empty Nesters Retirees
Motivations to Participate in Sport Motivations to Participate in Sport Motivations to Participate in Sport Motivations to Participate in Sport (By Segments)(By Segments)(By Segments)(By Segments) 5 5 5 5 ---- 75 Years75 Years75 Years75 Years
FitnessFitnessFitnessFitness
RelaxationRelaxationRelaxationRelaxation
Social Social Social Social InteractionInteractionInteractionInteraction
CompetitionCompetitionCompetitionCompetition
Source: gASP
Q. For each sport allocate 100 points across the four reasons (Relaxation, Fitness, Social interaction, Competition) to best reflect how important each is for you Base: Total population n=6,253
17© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP
Only 24% of sailing & yachting fanatics are current participants in the sport
Yachting Australia
Q. Which of these activities have you participated in the past 12 months?
Q. Please indicate your level of interest in participating for each of the sports with the next 12 months?
Source: gemba Active Sports Participation (gASP)
Base: Total Sample n=5,614
Passion for Sailing & ParticipationPassion for Sailing & ParticipationPassion for Sailing & ParticipationPassion for Sailing & Participation(Played at(Played at(Played at(Played at----least once last 12 months, 5least once last 12 months, 5least once last 12 months, 5least once last 12 months, 5----75yrs)75yrs)75yrs)75yrs)
5%
11%
83%
Fanatics
Fans
Disinterested
Sailing & Yachting PassionSailing & Yachting PassionSailing & Yachting PassionSailing & Yachting Passion
6%
94%
Non Participant
Participate last 12mths
24%
76%
1%
99%
Market
18© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP
2.6% of Australia’s population is currently participating in sailing & yachting
Yachting Australia
53.1%
36.7%
26.1%23.2% 21.5% 20.0% 19.7% 18.5%
16.0%12.5% 11.1% 11.0% 10.3% 9.1% 8.7%
2.6%
Walki
ng
Swim
min
g
Bush
walk
ing
Fishin
gG
ym w
orkouts
Ten
pin b
owling
Dance
Cyc
ling
Runnin
g / jo
gging
Tenn
is
Golf
Soccer
Gro
up exe
rcise
Table
Tennis
Cric
ket -
outd
oorSa
iling /
Yachting
Current Participation Current Participation Current Participation Current Participation (% of population, in the last 12 months, 5-75yrs)
Q. Which of the following sports or forms of exercise have you participated in during the last 12 months? Base: Total Sample n=5,614
Source: gemba Active Sports Participation (gASP), *Extrapolated using ABS Census data (June 2010) – Total population ~19.5m (age 5 to 74), national
Ranked 34Ranked 34Ranked 34Ranked 34 th th th th out of out of out of out of 46 sports tracked46 sports tracked46 sports tracked46 sports tracked
511k people participated in
sailing during the last 12 months*
Market
19© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP
Besides being perceived as an international sport, sailing has an image of being ‘exclusive’, ‘for older people’ and ‘dangerous’
Yachting Australia
4543
35
3026
20 19 19 1916
11 11 10 9 9
Inte
rnatio
nal
Exclu
sive
For o
lder p
eople
Dangero
us
Ageless
Fun
Excitin
g
Boring
For y
oung people
Cool
Safe
Modern
Losin
g Popula
rity
Accessib
le
Com
munity
invo
lved
Q. Which of these sports do you associate with each of the statements? Base: All Australians; n=1,875
Imagery for Sailing / YachtingImagery for Sailing / YachtingImagery for Sailing / YachtingImagery for Sailing / Yachting(in %, among general population, 5-75yrs)
Market
Source: gemba Active Sports Participation (gASP)
20© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP
No other sports is seen as ‘exclusive’ as sailing. The biggest difference to the top sport is ‘Accessibility’ and ‘Community involved’
Yachting Australia
Q. Which of these sports do you associate with each of the statements? Base: All Australians; n=1,875
45 4335
30
20 19 19
69
43
6169
4639
34
International Exclusive For older people Dangerous Fun Exciting Boring
Top Sport for ImagerySailing / Yachting
19 1611 10 9 9
58
4338
34
6153
For young people Cool Modern Losing Popularity Accessible Community involved
Ten
nis
Ten
nis
Ten
nis
Ten
nis
Saili
ng
Saili
ng
Saili
ng
Saili
ng
Wa
lkin
gW
alk
ing
Wa
lkin
gW
alk
ing
Mo
tor
Spo
rts
Mo
tor
Spo
rts
Mo
tor
Spo
rts
Mo
tor
Spo
rts
Ten
Pin
Te
n P
in
Ten
Pin
Te
n P
in
Bo
wlin
gB
ow
ling
Bo
wlin
gB
ow
lin
g
Mo
tor
Mo
tor
Mo
tor
Mo
tor
Spo
rts
Spo
rts
Spo
rts
Spo
rts
Go
lfG
olf
Go
lfG
olf
Sno
w
Sno
w
Sno
w
Sno
w
Spo
rts
Spo
rts
Spo
rts
Spo
rts
Sno
w
Sno
w
Sno
w
Sno
w
Spo
rts
Spo
rts
Spo
rts
Spo
rts
Sno
w
Sno
w
Sno
w
Sno
w
Spo
rts
Spo
rts
Spo
rts
Spo
rts
Squ
ash
Squ
ash
Squ
ash
Squ
ash
Wa
lkin
gW
alk
ing
Wa
lkin
gW
alk
ing
Surf
Lif
e
Surf
Lif
e
Surf
Lif
e
Surf
Lif
e
Sav
ing
Sav
ing
Sav
ing
Sav
ing
Snow sports defined as Snow Skiing and Snow boarding
Imagery Imagery Imagery Imagery (Sailing vs. Top sport, in %, 5-75yrs)
Market
21© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP
The average starting age for sailing is very high compared to sports with an established junior develop program
Yachting Australia
89 9 10
11
Swimming Gymnastics Athletics Soccer AFL
20 21 22 23
28
Sailing /Yachting
Golf Groupexercise
Gymworkouts
Pilates
Average Participation Start AgeAverage Participation Start AgeAverage Participation Start AgeAverage Participation Start Age(in years)
Earliest start age Latest start age
Q. For the sports you have participated in the past or are currently participating in, at what age did you first start participating?
Source: gemba Active Sports Participation (gASP)
Junior Development ProgramsJunior Development ProgramsJunior Development ProgramsJunior Development Programs
Market
Base: Participants of respective sports
22© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP
Sailing’s ‘starting age’ profile is similar to golf – the majority of people picked up the sport between the age of 16 and 24
Yachting Australia
74%
52%
18%
12%
6%
16%
32%
22%
24%
12%
6%
13%
31%
33%
51%
20%
21%
18%
9%
10%
10%
2%
2%
Swimming
AFL
Sailing / Yachting
Golf
Gym workouts
Q. For the sports you have participated in the past or are currently participating in, at what age did you first start participating?
Source: gemba Active Sports Participation (gASP)
2%
1%
Under 10 25 – 3416 – 24 35 +10 – 15
Starting age profileStarting age profileStarting age profileStarting age profile(Selected Sports)
Market
Base: Participants
23© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP•TA Marketing Plan
Consumers
24© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP•Yachting Australia
Current Current Current Current ParticipationParticipationParticipationParticipation
25© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP
Participation in sailing varies by life stage where the ‘Older Families’ segment has the highest participation levels in Sailing
Yachting Australia
2.8%
3.8%
1.7%
3.1%
4.3%
2.6%
3.0% 3.1%
Primary School SecondarySchool
Young Adults YoungFamilies
Older Families WorkingProfessionals
(no kids)
Empty Nesters Retirees
Participation in SailingParticipation in SailingParticipation in SailingParticipation in Sailing(Last 12 months, by segment, 5-75yrs)
Q. Which of the following sports or forms of exercise have you participated in during the last 12 months?
Source: gemba Active Sports Participation (gASP)
Base: Total Sample n=5,220
Consumers
26© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP
Older Families is also the segment where females outnumber males in terms of participation
Yachting Australia
1.9%2.5%
0.9%
1.8%2.1%
1.1%
2.3%1.8%
0.9%
1.2%
0.8%
1.4%
2.2%
1.5%
0.7%1.3%
4.3%
2.6%
3.0% 3.1%
1.7%
3.8%
3.1%
2.8%
Primary School SecondarySchool
Young Adults Young Families Older Families WorkingProfessionals
(no kids)
Empty Nesters Retirees
Female
Male
Participation in Sailing Participation in Sailing Participation in Sailing Participation in Sailing (Last 12 months, by segment & gender, 5-75yrs)
Q. Which of the following sports or forms of exercise have you participated in during the last 12 months?
Source: gemba Active Sports Participation (gASP)
Base: Total Sample n=5,220
Consumers
27© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUPYachting Australia
However, female participation in sailing across all segments tends to be less frequent than male participation in sailing
Frequency of participation Frequency of participation Frequency of participation Frequency of participation ---- SailingSailingSailingSailing(Last 12 months, by gender, 5-75yrs)
8%
5%
30%
19%
21%
24% 53%
42%Male
Female
More than once per week
Once every one to three months Less often than every three months
Once per week to once per month
Q. How frequent do you participate in the following sports? Base: Sailing Participants n=147
28© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP
Sailing has higher levels of participation in Hobart compared to the other capital cities
Yachting Australia
Current Participation in sailing & yachting Current Participation in sailing & yachting Current Participation in sailing & yachting Current Participation in sailing & yachting % of population by location, 5% of population by location, 5% of population by location, 5% of population by location, 5----75yrs75yrs75yrs75yrs
Q. Which of the following sports or forms of exercise have you participated in during the last 12 months?
Source: gemba Active Sports Participation (gASP)
Base: Total Sample n=5,614
PerthPerthPerthPerth
2.6%2.6%2.6%2.6%
AdelaideAdelaideAdelaideAdelaide
1.6%1.6%1.6%1.6%
BrisbaneBrisbaneBrisbaneBrisbane
2.5%2.5%2.5%2.5%
SydneySydneySydneySydney
2.5%2.5%2.5%2.5%
MelbourneMelbourneMelbourneMelbourne
1.9%1.9%1.9%1.9%
HobartHobartHobartHobart
5.4%5.4%5.4%5.4%
Consumers
29© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP
Among sailing participants, most tend to sail socially with friends & family while a quarter takes part in some form of organised sailing
Yachting Australia
1
64
33
117 9
On my own Socially withfriends
Socially withfamily
As part of anorganisedcoaching /
trainingprogram
As part of anorganised week
to weekcompetition
As part of anorganised
tournament,one off event or
race
Nature of ParticipationNature of ParticipationNature of ParticipationNature of Participation(Sailing Participants, 5-75yrs, in % of participants)
Source: gemba Active Sports Participation (gASP)
Q.During the last 12 months, what was the nature of your participation in these sports or forms of exercise? Base: Sailing Participants n=147
Consumers
*Multi-choice question hence this figure is less than the sum of the individual scores
23% 23% 23% 23% participated participated participated participated
in some in some in some in some form of form of form of form of
organised organised organised organised Sailing*Sailing*Sailing*Sailing*
30© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP
Sailing is done for social & relaxation reasons, however, frequent participants place slightly more importance to fitness and competition
Yachting Australia
42
10
21
27
Fitness
Competition
Social
Interaction
Relaxation
13
15
36
36
Fitness
Competition
Social
Interaction
Relaxation
Motivation for ParticipationMotivation for ParticipationMotivation for ParticipationMotivation for ParticipationParticipated in last 12 months, 5-75yrs, Mean Importance (100 Points)
Q. For each sport allocate 100 points across the four reasons (fitness, competition, social interaction and relaxation) to best reflect how important each is for you.
SurfingSurfingSurfingSurfing
Canoeing / KayakingCanoeing / KayakingCanoeing / KayakingCanoeing / KayakingGolfGolfGolfGolf
All sportsAll sportsAll sportsAll sports
Source: gemba Active Sports Participation (gASP)
9
9
40
42
Fitness
Competition
Social
Interaction
Relaxation
25
15
21
40
Fitness
Competition
Social
Interaction
Relaxation
WindsurfingWindsurfingWindsurfingWindsurfing
Sailing & YachtingSailing & YachtingSailing & YachtingSailing & Yachting
Consumers
18
4
32
46
Fitness
Competition
Social
Interaction
Relaxation
23
5
33
38
Fitness
Competition
Social
Interaction
Relaxation
Base: Participants of respective sport; Sailing: n=147
Among current participants (participated in the last 12 months)
14
16
39
31
At least monthly
31© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP•Yachting Australia
Future Future Future Future ParticipationParticipationParticipationParticipation
32© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUPYachting Australia
Among those who do not currently sail, children, Young Adults and Young Families have the highest interest in participating in sailing
Current + Interest in Participating in Sailing & YachtingCurrent + Interest in Participating in Sailing & YachtingCurrent + Interest in Participating in Sailing & YachtingCurrent + Interest in Participating in Sailing & Yachting(By segment, 5(By segment, 5(By segment, 5(By segment, 5----75yrs)75yrs)75yrs)75yrs)
Q. Which of the following sports or forms of exercise have you participated in during the last 12 months?
Source: gemba Active Sports Participation (gASP)
2.7% 2.8%3.8%
1.7%3.1%
4.3%2.6% 3.0% 3.1%
3.0%4.1%
4.3%
3.3%
4.9% 2.6%
2.6% 1.6% 1.2%
8%
7%
5%5% 4%
8%
7%
5%6%
Total PrimarySchool
SecondarySchool
Young Adults YoungFamilies
OlderFamilies
WorkingProfessionals
(no kids)
EmptyNesters
Retirees
Q. Please indicate your level of interest in participating for each of the sports with the next 12 months? 1=not at all; 5=very
Interested in sailing / yachting next 12 months (% 4 or 5)Sailed Last 12 months
Base: Total Sample n=5,220
Consumers
33© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP
Young mothers are particularly interested in sailing, thus making the Young Families segment the one with the highest interest for sailing
Yachting Australia
1.8%2.4%
1.4%
2.3%1.6%
1.9% 2.0%
0.9% 1.0%
1.2%
1.7%
2.9% 1.0%
3.3%
0.7% 0.6%
0.8%0.2%
4.9%
2.6% 2.6%
1.6%
1.2%
3.0%3.3%
4.1%4.3%
Total Primary School SecondarySchool
Young Adults Young Families Older Families WorkingProfessionals
(no kids)
Empty Nesters Retirees
Interest in Sailing Interest in Sailing Interest in Sailing Interest in Sailing (Next 12 months, by segment & gender, 5-75yrs)
Q. Which of the following sports or forms of exercise have you participated in during the last 12 months?
Source: gemba Active Sports Participation (gASP)
Base: Total Sample n=5,220
Consumers
Female
Male
34© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP
Interest levels are fairly similar across the country, there are some differences between regional and metropolitan areas
Yachting Australia
WA WA WA WA RegionalRegionalRegionalRegional
0.6%0.6%0.6%0.6%SA SA SA SA
RegionalRegionalRegionalRegional
2.8%2.8%2.8%2.8%NSW NSW NSW NSW
Regional Regional Regional Regional
3.2%3.2%3.2%3.2%
Melbourne Melbourne Melbourne Melbourne Metro / VIC Metro / VIC Metro / VIC Metro / VIC
RegionalRegionalRegionalRegional
3.2% / 3.5%3.2% / 3.5%3.2% / 3.5%3.2% / 3.5%
Hobart Metro Hobart Metro Hobart Metro Hobart Metro / TAS / TAS / TAS / TAS
RegionalRegionalRegionalRegional
1.6% / 3.3%1.6% / 3.3%1.6% / 3.3%1.6% / 3.3%
Interest in Participating in Sailing & YachtingInterest in Participating in Sailing & YachtingInterest in Participating in Sailing & YachtingInterest in Participating in Sailing & Yachting(% of population)
Source: gemba Active Sports Participation (gASP)
Q. Please indicate your level of interest in participating for each of the sports with the next 12 months? 1=not at all; 5=very Base: Total Sample n=5,614
QLD QLD QLD QLD RegionalRegionalRegionalRegional
1.5%1.5%1.5%1.5%Brisbane Brisbane Brisbane Brisbane
MetroMetroMetroMetro
2.3%2.3%2.3%2.3%
Sydney Sydney Sydney Sydney MetroMetroMetroMetro
3.9%3.9%3.9%3.9%
Adelaide Adelaide Adelaide Adelaide MetroMetroMetroMetro
2.5%2.5%2.5%2.5%
Perth Perth Perth Perth MetroMetroMetroMetro
1.7%1.7%1.7%1.7%
Consumers
35© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP
Among the high interest segments the cost of participating is a common barrier to participation
Yachting Australia
Cost of participating
37%
Not having the equipment required to participate
37%
Not knowing where to participate
24%
Lack of available/appropriate facilities
20%
Not having anyone to participate with
19%
Secondary SchoolSecondary SchoolSecondary SchoolSecondary School
Barriers to Participate 1/2Barriers to Participate 1/2Barriers to Participate 1/2Barriers to Participate 1/2
Not knowing where to participate 63%
Cost of participating 55%
Lack of available/appropriate facilities
47%
Not having anyone to participate with 42%
Not having the equipment required to participate
33%
Young AdultsYoung AdultsYoung AdultsYoung Adults
Cost of participating 63%
Lack of available/appropriate facilities
44%
Not knowing where to participate 34%
Not having the equipment required to participate
33%
Not having anyone to participate with 24%
Young FamiliesYoung FamiliesYoung FamiliesYoung Families
Note: Small sample sizeQ. For the following sports that you are interested in participating in, if any, which of the following
create barriers to you staring to participate?
Having to become a member
34%
Not having the equipment required to participate
33%
Lack of available/appropriate facilities
32%
Not knowing where to participate
30%
Cost of participating
29%
Primary SchoolPrimary SchoolPrimary SchoolPrimary School
Consumers
36© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP
The perceived cost of participating in sailing remains the top barrier for Older families, Working Professionals and Retirees
Yachting Australia
Cost of participating
52%
Not having the equipment required to participate
39%
Not having anyone to participate with
35%
Lack of available/appropriate facilities
21%
Having to become a member
18%
Work Professional Work Professional Work Professional Work Professional (w/o kids)(w/o kids)(w/o kids)(w/o kids)
Barriers to Participate 2/2Barriers to Participate 2/2Barriers to Participate 2/2Barriers to Participate 2/2
Not having anyone to participate with
37%
Cost of participating
30%
Not having the equipment required to participate
19%
Not knowing where to participate
15%
Commitment to a season
12%
Empty NestersEmpty NestersEmpty NestersEmpty Nesters
Cost of participating
41%
Not having the equipment required to participate
29%
Have existing injuries
28%
Not having anyone to participate with
24%
Having to become a member
14%
RetireesRetireesRetireesRetirees
Note: Small sample sizeQ. For the following sports that you are interested in participating in, if any, which of the following
create barriers to you staring to participate?
Cost of participating
56%
Lack of available/appropriate facilities
41%
Commitment to a season
25%
Not having the equipment required to participate
24%
Not having anyone to participate with
13%
Older FamiliesOlder FamiliesOlder FamiliesOlder Families
Consumers
37© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP
In relative terms, families place higher emphasis on sailing to relax while Young Adults and Empty Nesters are more keen on social aspect
Yachting Australia
Motivations for Participation in SailingMotivations for Participation in SailingMotivations for Participation in SailingMotivations for Participation in Sailing(Interested in Sailing)(Interested in Sailing)(Interested in Sailing)(Interested in Sailing)
Relaxation
Fitness
Competition
Social Interaction
Q. How important are the following for your participation in that sport? Allocate 100 points across the 4 attributes to best reflect how important each is to your participation.
Motivations for Motivations for Motivations for Motivations for participationparticipationparticipationparticipation
Pri
ma
ry S
ch
oo
lP
rim
ary
Sc
ho
ol
Pri
ma
ry S
ch
oo
lP
rim
ary
Sc
ho
ol
Sec
on
da
ry
Sec
on
da
ry
Sec
on
da
ry
Sec
on
da
ry
Sch
oo
lSc
ho
ol
Sch
oo
lSc
ho
ol
Yo
un
g A
du
lts
Yo
un
g A
du
lts
Yo
un
g A
du
lts
Yo
un
g A
du
lts
Yo
un
g F
am
ilie
sY
ou
ng
Fa
mili
es
Yo
un
g F
am
ilie
sY
ou
ng
Fa
mili
es
Old
er
Fam
ilie
sO
lde
r Fa
mili
es
Old
er
Fam
ilie
sO
lde
r Fa
mili
es
Pro
fess
ion
al w
/o
Pro
fess
ion
al w
/o
Pro
fess
ion
al w
/o
Pro
fess
ion
al w
/o
kid
sk
ids
kid
sk
ids
Em
pty
Ne
ste
rsEm
pty
Ne
ste
rsEm
pty
Ne
ste
rsEm
pty
Ne
ste
rs
Re
tire
es
Re
tire
es
Re
tire
es
Re
tire
es
Social Interaction 22 25 32323232 29 22 26 32323232 20
Competition 28 11 13 8 9 16 8 17
Fitness 22 19 12 8 16 13 14 19
Relaxation 28 45 42 55555555 53535353 45 46 44
43%
15%
15%
27%
Base: Interested in Sailing, n=155
Consumers
Source: gemba Active Sports Participation (gASP)
38© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP
While the majority of people interested to sail in the next year want to sail socially, a quarter of them are interested in training programs
Yachting Australia
20
65
3225
137
On my own Socially withfriends
Socially withfamily
As part of anorganisedcoaching /
trainingprogram
As part of anorganised week
to weekcompetition
As part of anorganised
tournament,one off event or
race
Nature of ParticipationNature of ParticipationNature of ParticipationNature of ParticipationInterested in Sailing, all age groups (in %)Interested in Sailing, all age groups (in %)Interested in Sailing, all age groups (in %)Interested in Sailing, all age groups (in %)
Source: gemba Active Sports Participation (gASP)
Q. what are all the ways in which you would want to participate in these sports? Base: Interested in Sailing / Yachting n=164
Consumers
*Multi-choice question hence this figure is less than the sum of the individual scores
39© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUPYachting Australia
Exclusive image Exclusive image Exclusive image Exclusive image and inaccessibleand inaccessibleand inaccessibleand inaccessible
Late starting ageLate starting ageLate starting ageLate starting age
Low passion and Low passion and Low passion and Low passion and participationparticipationparticipationparticipation
Key InsightsKey InsightsKey InsightsKey Insights
High interest among High interest among High interest among High interest among
adults and familiesadults and familiesadults and familiesadults and families
High interest among High interest among High interest among High interest among children, young children, young children, young children, young
adults and familiesadults and familiesadults and familiesadults and families
Relaxation an Relaxation an Relaxation an Relaxation an Relaxation an Relaxation an Relaxation an Relaxation an important important important important elementelementelementelement
Cost is the top Cost is the top Cost is the top Cost is the top
participationparticipationparticipationparticipation
Cost is the top Cost is the top Cost is the top Cost is the top barrier to barrier to barrier to barrier to
participationparticipationparticipationparticipation
Sailing is ranked 37th and 34th out of 46 sports respectively in passion and participation
On average, the starting age of sailing is much higher than other sports with
established junior programs. Sailing has a similar profile to golf
Primary school, Secondary school, Young Adults and Young Families have the highest interest in participating
in sailing in the next 12 months
Relaxation is consistently the most important reason for Sailing participation among both current sailors and those interested in sailing
The main barrier for future participation is the perceived cost of sailing, especially among
Young Adult and Young Families1111
2222
3333
4444
5555
6666
Key Insights – Market & Consumers
Sailing is perceived as the most ‘exclusive’ sport while not being seen as very ‘accessible’
40© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP•TA Marketing Plan
Yacht Club Members
41© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP
Keel Boat participation is highest among yacht club members followed by participation on Dinghies and Powerboats
Yachting Australia
72%
48%
25%
46%
6%
1%
Keel Boat Dinghy Trailable Yachts Powerboating Windsurfing Kiteboarding
Participation in Sailing Participation in Sailing Participation in Sailing Participation in Sailing –––– Last 12 monthsLast 12 monthsLast 12 monthsLast 12 months
Q. When was the last time you participated in each of these activities??
Source: YA Members Survey
Base: Total Sample n=1,578
Members
42© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP
There is no major difference in sailing participation across the country apart from a slightly higher keelboat usage in TAS, WA and NSW
Yachting Australia
Participation in Sailing Participation in Sailing Participation in Sailing Participation in Sailing –––– Last 12 months Last 12 months Last 12 months Last 12 months
Q. When was the last time you participated in each of these activities??
Source: YA Members Survey
Base: Total Sample n=1,668
65%47%
32%
Keel Boat Dinghy Trailable
Yachts
QueenslandQueenslandQueenslandQueensland
79%
46%19%
Keel Boat Dinghy Trailable
Yachts
New South WalesNew South WalesNew South WalesNew South Wales
67%49%
26%
Keel Boat Dinghy Trailable
Yachts
VictoriaVictoriaVictoriaVictoria
84%52%
23%
Keel Boat Dinghy Trailable
Yachts
TasmaniaTasmaniaTasmaniaTasmania62% 52%
28%
Keel Boat Dinghy Trailable
Yachts
South AustraliaSouth AustraliaSouth AustraliaSouth Australia
83%
44%27%
Keel Boat Dinghy Trailable
Yachts
West AustraliaWest AustraliaWest AustraliaWest Australia
Members
43© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP
When compared to people interested in sailing, current members place a higher emphasis on competition and achievement
Yachting Australia
Motivation for participating in SailingMotivation for participating in SailingMotivation for participating in SailingMotivation for participating in Sailing
Q. Please allocate 100 points across the four reasons to best reflect how important each is for you.
Source: gemba Active Sports Participation (gASP), YA Members Survey Base: Total Pop; n=5,220 (gASP)
Sailing MembersSailing MembersSailing MembersSailing Members
43
15 15
27
Relaxation Fitness Competition /achievement
SocialInteraction
Interested in SailingInterested in SailingInterested in SailingInterested in Sailing
27
17
34
22
Relaxation Fitness Competition /achievement
SocialInteraction
Base: Sailors; n=1,668 (Member Survey)
Members
44© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP
The top reasons for participating in sailing for club members are ‘fun’, ‘freedom’ and ‘the joy of being outdoors’
Yachting Australia
60%
55%
54%
51%
44%
43%
29%
24%
23%
21%
17%
14%
13%
12%
46%
54%
51%
39%
43%
24%
25%
28%
23%
16%
21%
18%
23%
66%For the fun
I like the sense of freedom associated with sailing
I like being outdoors
An activity you can do for life
I like the technical aspect of sailing
For the racing & competition
I live close to the ocean
It involves both males and females
Flexibility to do alone or with others
A social catch-up with friends/family
The opportunity to travel
To maintain fitness & health
To meet new people
To have the family all doing an activity together
Reason for participating in Sailing Reason for participating in Sailing Reason for participating in Sailing Reason for participating in Sailing (Applies very strongly)
Keel Boat sailors only
Dinghy sailors only
Q. Please indicate the degree to which the following reasons motivate you to participate in the sport of sailing. (1=Doesn’t apply 5=Applies very strongly)
Members
45© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP
71
24
34
14
15
3
21
Participation peaks on the weekend for Keel Boat and Dinghy. Interestingly there is a large contingent of twilight Keel Boat sailors
Q. When do you participate in sailing?
Weekends
Weekdays – during the day
Weekdays – after work
Holidays – at a place near where I live
Holidays – at a holiday destination
Holidays – at my holiday home
Irregular participation
Keel BoatKeel BoatKeel BoatKeel Boat Trailable YachtsTrailable YachtsTrailable YachtsTrailable YachtsDinghyDinghyDinghyDinghy
54
9
11
9
10
4
41
39
6
8
6
9
3
56
Yachting Australia
Base: Sailors; n=1668
Source: YA Members Survey
Timing of Participation Timing of Participation Timing of Participation Timing of Participation –––– By Boat TypesBy Boat TypesBy Boat TypesBy Boat TypesMembers
46© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP
Dinghy sailing has the shortest average sailing time at any occasion, particularly during weekdays after work
Yachting Australia
Average time spent (Hours)Average time spent (Hours)Average time spent (Hours)Average time spent (Hours)
DinghyKeel Boat
7.4
6.2
3.1
15.1
16.9
12.9
6.6
4.8
3.6
2.4
5.24.6 4.3
2.5
5.94.9
2.9
9.2
11.8
7.2
3.8
Weekends Weekdays – duringthe day
Weekdays – afterwork
Holidays – at aplace near where I
live
Holidays – at aholiday destination
Holidays – at myholiday home
Irregularparticipation
Trailable Yachts
Base: Sailors; n=1668Q. Thinking about when you participate in sailing, including preparation and ‘clean up’ activities, typically how much
time would you spend sailing during the following occasions?
Source: YA Members Survey
Members
47© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP
Interestingly cost and change of residence are perceived as potential drivers of churn by members, yet amongst churners they are not
Drivers of ChurnDrivers of ChurnDrivers of ChurnDrivers of Churn
30
22
19
11
7
6
4
4
2
2
2
0
0
0
Q. Which of the following best describe your reason for not sailing within the last 2 yearsQ. If you were to ever stop sailing, which of the following do you feel are most likely to lead you to stopping?
Time commitment too high
Conflicts with family needs
Replaced sailing with another
activity/sport
Lost interest
Costs
Replaced sailing with a more fitness
orientated sport
Need to have own boat
I wasn’t made to feel welcome
Moved away from the ocean
I was intimidated
I felt I was not developing my sailing
skills
Yacht club doesn’t offer anything for my
partner
Yacht club doesn’t offer anything for my
kids
Didn’t renew my membership
Actual DriversActual DriversActual DriversActual Drivers Potential DriversPotential DriversPotential DriversPotential Drivers
27
25
16
13
27
2
5
10
18
7
5
8
4
4
Yachting Australia
Base: Not sailed past 2 years; n=54
Base: Sailors; n=1624
Members
Source: YA Members Survey
48© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP
Young Adults and Young Families struggle with sailing’s time & cost commitments and it’s conflicts with family needs
Factors most likely lead to stop sailing (%)Factors most likely lead to stop sailing (%)Factors most likely lead to stop sailing (%)Factors most likely lead to stop sailing (%)
Yachting Australia
Young AdultsYoung
Families Older FamiliesProfessional
w/o kids Empty Nesters Retirees
Time commitment too high 51 53 27 28 20 9
Costs 38 37 23 23 28 24
Need to have own boat 9 9 5 7 4 3
Conflicts with family needs 21 59 33 13 22 13
Yacht club doesn’t offer anything for my partner 3 20 7 3 7 6
Yacht club doesn’t offer anything for my kids 4 12 5 2 1 2
Loss of interest 10 9 15 16 12 15
Move away from the ocean 30 13 18 25 17 11
Replace sailing with another activity/sport 13 17 17 18 16 13
Don’t want to commit to an annual membership 8 5 3 4 3 5
Replace sailing with a more fitness orientated sport 4 4 3 3 1 1
Not being made to feel welcome 13 11 10 10 8 7
Being made to feel intimidated 8 8 8 8 5 4
Not being able to further develop my sailing skills 13 6 3 9 4 3
Other (please specify) 18 17 40 42 50* 63*
Q. If you were to ever stop sailing, which of the following do you feel are most likely to lead you to stopping? (Multiple choice)* Old age / health the main barrier for older sailors. Base: Sailors; n=1624
Time
Cost
Residence
Time and money less of an issue.
Residence remains
important
Health reasons……death.
Family
Time
Cost
Health issues
Family still an issue but less so than
younger families
Members
Source: YA Members Survey
Important Factor, very likely leading to stop sailing
Factor likely not to be leading to stopping to sail
49© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP
Self-teaching and learning from friends or family are the key barriers to course participation
56
51
18
14
12
7
1
I taught myself
I have friends/family who have taught me
No convenient times or locations
I wasn’t aware of them
Too much time required
They are too expensive
These courses are too technical
Reasons for nonReasons for nonReasons for nonReasons for non----participation in coursesparticipation in coursesparticipation in coursesparticipation in courses
Q. Why have you never participated in any of these courses? Base: All respondents; n=397
Yachting Australia
Members
Source: YA Members Survey
50© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP
13
72
11
2
1
0
0
0
0
The overwhelming majority of sailors believe 7-12 is the ideal age to introduce kids to sailing
Q. What age do you recommend as the best age to get involved in sailing?
Age 6 or younger
7 to 12 years
13 to 17 years
18 to 24 years
25 to 29 years
30 to 34 years
35 to 39 years
40 to 44 years
45 or above
Youngest Age to start sailingYoungest Age to start sailingYoungest Age to start sailingYoungest Age to start sailing
5
12
18
28
21
6
8
0
1
Below 5 years
5 years
6 years
7 years
8 years
9 years
10 years
11 years
12 years
Ideal Age to start sailing Ideal Age to start sailing Ideal Age to start sailing Ideal Age to start sailing
Yachting Australia
Q. What is the youngest age someone could first actively get involved in the sport?Base: Sailors; n=1668 Base: Ideal 7-12 years; n=1209
Source: YA Members Survey
Members
51© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP
The majority of sailors would consider sending their child or grandchildren to a junior program but a lack of interest is the key barrier
Q. Why wouldn’t you send your child/grandchild to a junior sailing program?
Yachting Australia
0-3 years
4-6 years
7-9 years
10-12 years
13-15 years
16-18 years
Base: Child not involved in sailing but have sailing parents Source: YA Members Survey
Members
Propensity of YA members to send children / Propensity of YA members to send children / Propensity of YA members to send children / Propensity of YA members to send children / grandchildren to a junior sailing programgrandchildren to a junior sailing programgrandchildren to a junior sailing programgrandchildren to a junior sailing program
(By Age)
Reasons for Reasons for Reasons for Reasons for notnotnotnot sending children / grandchildren to junior sending children / grandchildren to junior sending children / grandchildren to junior sending children / grandchildren to junior programprogramprogramprogram
(By Age)
I can train my child
myself
Too dangerou
s
Not safe enough
Time commitm
ent too high
CostsNeed to
have own boat
Conflicts with family
needs
They are not
interested
11% 18% 17% 3% 5% 2% 13% 28%
23% 11% 18% 6% 6% 6% 14% 32%
30% 4% 0% 4% 11% 7% 15% 37%
25% 0% 0% 6% 6% 6% 6% 50%
15% 0% 0% 9% 6% 3% 6% 71%
18% 0% 0% 12% 0% 6% 21% 62%
30%
42%
80%
85%
65%
61%
70%
58%
20%
15%
35%
39%
NoYes
Q. Would you send your children/grandchildren to a junior sailing program?
52© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP
There is a higher demand for an additional sailing program among dinghy sailors, young adults, young families and older families
Yachting Australia
Opportunity for additional sailing programOpportunity for additional sailing programOpportunity for additional sailing programOpportunity for additional sailing program
Boat TypeBoat TypeBoat TypeBoat Type SegmentsSegmentsSegmentsSegments
29%
37%
32%
Keel Boat SailorsKeel Boat SailorsKeel Boat SailorsKeel Boat Sailors
Dinghy SailorsDinghy SailorsDinghy SailorsDinghy Sailors
BothBothBothBoth
40%
36%
23%
Young AdultYoung AdultYoung AdultYoung Adult
Older FamilyOlder FamilyOlder FamilyOlder Family
Empty NestersEmpty NestersEmpty NestersEmpty Nesters
47%
31%
21%
Young FamilyYoung FamilyYoung FamilyYoung Family
Working professional Working professional Working professional Working professional (no kids)(no kids)(no kids)(no kids)
RetireesRetireesRetireesRetirees
Q. Do you feel there is an opportunity for an additional program to enable you and your family to become more involved in sailing?
Source: YA Members Survey
29% of keel boat sailors feel there is an opportunity for
an additional program
Members
40% of Young Adults feel there is an opportunity for
additional program
53© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP
A family sailing activity targeted at both parents and their kids is one of the suggested programs
Yachting Australia
Adult and child program
Cruising and social sailing (Casual and non-
competitive)
Course for female
Family sailing and cruising (kids sailing with
parents)
Access to boats for non-owners - boat share/charter
Selected suggestions of additional programsSelected suggestions of additional programsSelected suggestions of additional programsSelected suggestions of additional programs
Young Adults Young Family Older Family
Cruising and social sailing (Casual and non-
competitive)
Family sailing and cruising (kids sailing with parents)
1111 1111 1111
2222
2222
2222
3333
Q. Please describe the type of program that would enable you and your family to become more involved in sailing?
Source: YA Members Survey
Base: n=500 (random coding)
Members
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Members also see an opportunity to develop a cruising and social sailing program for all segments
Professional no kids Empty Nesters Retirees
Yachting Australia
Course for female
A conversion course from dinghy to larger
boats
Cruising and social sailing (Casual and non-
competitive)
Family fun days where all the family participate
Cruising and social sailing (Casual and non-
competitive)
Selected suggestions of additional programsSelected suggestions of additional programsSelected suggestions of additional programsSelected suggestions of additional programs
1111
2222
1111 1111
Q. Please describe the type of program that would enable you and your family to become more involved in sailing?
Source: YA Members Survey
Base: n=500 (random coding)
Members
55© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUPYachting Australia
No difference No difference No difference No difference between Statesbetween Statesbetween Statesbetween States
Cost is not the Cost is not the Cost is not the Cost is not the Cost is not the Cost is not the Cost is not the Cost is not the real reason for real reason for real reason for real reason for
churnchurnchurnchurn
Racing / Racing / Racing / Racing / competitivecompetitivecompetitivecompetitive
Key InsightsKey InsightsKey InsightsKey Insights
“I can teach “I can teach “I can teach “I can teach myself”myself”myself”myself”
7777----12 is ideal age 12 is ideal age 12 is ideal age 12 is ideal age 7777----12 is ideal age 12 is ideal age 12 is ideal age 12 is ideal age bracket to start bracket to start bracket to start bracket to start
sailingsailingsailingsailing
Sailing program Sailing program Sailing program Sailing program
adults and families adults and families adults and families adults and families
Sailing program Sailing program Sailing program Sailing program opportunities for opportunities for opportunities for opportunities for dinghy, young dinghy, young dinghy, young dinghy, young
adults and families adults and families adults and families adults and families
Club members are mainly focused on racing and are very competitive by
nature
For members, cost and change of residence are perceived as potential drivers of churn however they are not the reasons for why
people leave the sport
Self teaching and learning from friends/family are the key barriers to participation in a sailing course
The overwhelming majority of sailors believe 7-12 is the ideal age to introduce kids to
sailing
There is a higher demand for an additional sailing program among dinghy sailors, young
adult, young families and older families1111
2222
3333
4444
5555
6666
Key Insights – Club Members
Slightly higher keelboat participation in TAS, WA and NSW but generally no difference in
preference across States
Females
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Compared to males, females have lower passion and participation levels but female teenagers and young moms have high interest levels
Yachting Australia
4.2%
6.6%
Male Female
1.8%2.4%
1.5% 2.0%0.9% 1.1%
3.0%2.3%
3.2%
5.3%
2.2%
4.9%
1.0%1.8%
1.6%
2%
3%
5%
3%
0.4%
5%
7%
8%
4%
Primary
School
Secondary
School
Young Adults Young
Families
Older Families Working
Professionals
(no kids)
Empty Nesters Retirees
Passion for SailingPassion for SailingPassion for SailingPassion for Sailing
Sailed Last 12 Sailed Last 12 Sailed Last 12 Sailed Last 12 monthsmonthsmonthsmonths
2.1%
2.8%
Male Female
Current + Interest among FEMALES in Participating in Current + Interest among FEMALES in Participating in Current + Interest among FEMALES in Participating in Current + Interest among FEMALES in Participating in Sailing & YachtingSailing & YachtingSailing & YachtingSailing & Yachting
Interested in sailing / yachting next 12 months (% 4 or 5)Sailed Last 12 months
Source: gASP Q. Which of the following sports or forms of exercise have you participated in during the last 12 months?
Q. Please indicate your level of interest in participating for each of the sports with the next 12 months? 1=not at all; 5=veryQ. Please indicate your level of passion for Sailing?
58© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP
Interested females are attracted by relaxation & social elements. Costs are a barrier for potential female sailors and current members.
Yachting Australia
Motivation: Those Motivation: Those Motivation: Those Motivation: Those Interested in Sailing Interested in Sailing Interested in Sailing Interested in Sailing (Females)(Females)(Females)(Females)
Motivation: Motivation: Motivation: Motivation: Sailing Members Sailing Members Sailing Members Sailing Members (Females)(Females)(Females)(Females)
1 Time commitment too high 33%
2 Costs 26%
3 Moving away from the ocean 24%
4 Conflicts with family needs 21%
5Replaced sailing with another activity
14%
Factors most likely lead to stop sailing Factors most likely lead to stop sailing Factors most likely lead to stop sailing Factors most likely lead to stop sailing (Among members)(Among members)(Among members)(Among members)
1 Cost of Participating 46%
2 Not knowing where to participate 31%
3Lack of available/ appropriate facilities
25%
4 Not having anyone to participatewith
21%
5 Having to become a member 18%
Barrier to Participation Barrier to Participation Barrier to Participation Barrier to Participation (Among those interested)(Among those interested)(Among those interested)(Among those interested)
Relaxation
Fitness
Competition
Social Relaxation
FitnessCompetition
Social
Source: gemba Active Sports Participation (gASP) Source: YA Members Survey
(vs male: 21%)(vs male: 21%)(vs male: 21%)(vs male: 21%)
Qualitative Research Insights
60© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUPYachting Australia
Positive unprompted associations of Sailing/Yachting dominated the discussions – only when probed, negative attributes arose
• Water
• Wind in your air
• Freedom
• Boats
• Summer & Sun
• Escape
• Serenity
• Hard work
• Cold & Wet
• Stressful
• Expensive
• Commitment (time & money)
• Exclusive
No real difference between segments or involvement typeNo real difference between segments or involvement typeNo real difference between segments or involvement typeNo real difference between segments or involvement type
PositivesPositivesPositivesPositives NegativesNegativesNegativesNegatives
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Many respondents are unsure about the differences of Sailing vs. Yachting
Perception on DifferencesPerception on DifferencesPerception on DifferencesPerception on Differences
• More exclusiveMore exclusiveMore exclusiveMore exclusive
• More a boat typeMore a boat typeMore a boat typeMore a boat type
• SnobbishSnobbishSnobbishSnobbish
• More passiveMore passiveMore passiveMore passive
• More inclusiveMore inclusiveMore inclusiveMore inclusive
• More an activityMore an activityMore an activityMore an activity
• More activeMore activeMore activeMore active
• More a sportMore a sportMore a sportMore a sport
Yachting Australia
YachtingYachtingYachtingYachting SailingSailingSailingSailing
NonNonNonNon----sailors connect more strongly with the term ‘sailing’ than sailors connect more strongly with the term ‘sailing’ than sailors connect more strongly with the term ‘sailing’ than sailors connect more strongly with the term ‘sailing’ than ‘yachting’ ‘yachting’ ‘yachting’ ‘yachting’ –––– however, this is not the terminology used by the sport however, this is not the terminology used by the sport however, this is not the terminology used by the sport however, this is not the terminology used by the sport
currentlycurrentlycurrentlycurrently
62© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP
There is a strong perception that sailing is an expensive sport due to a variety of factors
Yachting Australia
• Boat ownership including purchase, Boat ownership including purchase, Boat ownership including purchase, Boat ownership including purchase,
maintenance, storage costsmaintenance, storage costsmaintenance, storage costsmaintenance, storage costs
• Membership in club (believed to be Membership in club (believed to be Membership in club (believed to be Membership in club (believed to be
mandatory)mandatory)mandatory)mandatory)
• Expensive for a family activityExpensive for a family activityExpensive for a family activityExpensive for a family activity
• High upfront costs without High upfront costs without High upfront costs without High upfront costs without
guaranteed positive experienceguaranteed positive experienceguaranteed positive experienceguaranteed positive experience
• Sailing lessonsSailing lessonsSailing lessonsSailing lessons
Perceived Costs of Sailing*Perceived Costs of Sailing*Perceived Costs of Sailing*Perceived Costs of Sailing*
* Qualitative insights only, not in order of importance
63© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP
Similar to associations, respondents generally chose positive image attributes among a range of positive & negative attributes available
FUNFUNFUNFUN
EXHILIARATINGEXHILIARATINGEXHILIARATINGEXHILIARATING
ADVENTUREOUSADVENTUREOUSADVENTUREOUSADVENTUREOUS
SOCIALSOCIALSOCIALSOCIAL
CHALLENGINGCHALLENGINGCHALLENGINGCHALLENGING
EXCITINGEXCITINGEXCITINGEXCITING
SHARED ATTRIBUTES ACROSS ALL SEGMENTSSHARED ATTRIBUTES ACROSS ALL SEGMENTSSHARED ATTRIBUTES ACROSS ALL SEGMENTSSHARED ATTRIBUTES ACROSS ALL SEGMENTS
COOLCOOLCOOLCOOL
PRESTIGIOUSPRESTIGIOUSPRESTIGIOUSPRESTIGIOUS
SOPHISTICATEDSOPHISTICATEDSOPHISTICATEDSOPHISTICATED
EXPLOREREXPLOREREXPLOREREXPLORER
CONFIDENTCONFIDENTCONFIDENTCONFIDENT
EXCLUSIVEEXCLUSIVEEXCLUSIVEEXCLUSIVE
RESPONSIBLERESPONSIBLERESPONSIBLERESPONSIBLE
RESPONSIBLERESPONSIBLERESPONSIBLERESPONSIBLE
YOUNG ADULTSYOUNG ADULTSYOUNG ADULTSYOUNG ADULTS YOUNG FAMILIESYOUNG FAMILIESYOUNG FAMILIESYOUNG FAMILIES OLDER FAMILIESOLDER FAMILIESOLDER FAMILIESOLDER FAMILIES
Yachting Australia
Note: Sailors did not mention any other image attributesNote: Sailors did not mention any other image attributesNote: Sailors did not mention any other image attributesNote: Sailors did not mention any other image attributes
64© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP
There are a lot of very strong, shared benefits of sailing across the groups – sailors are the only group to see competition as a benefit
SHARED BENEFITSSHARED BENEFITSSHARED BENEFITSSHARED BENEFITS
MateshipMateshipMateshipMateship
CamaraderieCamaraderieCamaraderieCamaraderie
Relaxation / Relaxation / Relaxation / Relaxation / Time outTime outTime outTime out
Strength & Strength & Strength & Strength & FitnessFitnessFitnessFitness
Relaxation Relaxation Relaxation Relaxation
Community & Community & Community & Community & Club networkClub networkClub networkClub network
Community & Community & Community & Community & club networkclub networkclub networkclub network
Love the Love the Love the Love the challenge & challenge & challenge & challenge & competitioncompetitioncompetitioncompetition
Mateship / Mateship / Mateship / Mateship / CamaraderieCamaraderieCamaraderieCamaraderie
YOUNG ADULTSYOUNG ADULTSYOUNG ADULTSYOUNG ADULTS YOUNG FAMILIESYOUNG FAMILIESYOUNG FAMILIESYOUNG FAMILIES OLDER FAMILIESOLDER FAMILIESOLDER FAMILIESOLDER FAMILIES SAILORSSAILORSSAILORSSAILORS
Yachting Australia
Enjoyment of the outdoor and seaEnjoyment of the outdoor and seaEnjoyment of the outdoor and seaEnjoyment of the outdoor and sea
A great day out with friendsA great day out with friendsA great day out with friendsA great day out with friends
A great day out with familyA great day out with familyA great day out with familyA great day out with family
Sense of adventureSense of adventureSense of adventureSense of adventure
Peace and tranquillity / Getting away / FreedomPeace and tranquillity / Getting away / FreedomPeace and tranquillity / Getting away / FreedomPeace and tranquillity / Getting away / Freedom
65© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP
Benefits of sailing for sailors include very strong terminology around ‘freedom’, ‘addictive’ and ‘magic’
It’s magic
Gliding through the water
Giving me a sense of space – no buildings around
you
It’s addictive
It’s magic, free, therapeutic
It clears your head & feeds your soul
Satisfying
Total freedom
Yachting Australia
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The focus groups revealed very little awareness of boat types and when prompted the language used was different to YA terminology
Everyday familiesEveryday familiesEveryday familiesEveryday families
Good for kids to learnGood for kids to learnGood for kids to learnGood for kids to learn
Portable/easierPortable/easierPortable/easierPortable/easier
More soloMore soloMore soloMore solo
Less socialLess socialLess socialLess social
More sportyMore sportyMore sportyMore sporty
Exclusive Exclusive Exclusive Exclusive (aspirational to some)(aspirational to some)(aspirational to some)(aspirational to some)
ExpensiveExpensiveExpensiveExpensive
More socialMore socialMore socialMore social
Team buildingTeam buildingTeam buildingTeam building
RecreationRecreationRecreationRecreation
RelaxationRelaxationRelaxationRelaxation
SkiersSkiersSkiersSkiers
”Cruising””Cruising””Cruising””Cruising”
LazyLazyLazyLazy
Speed/AdvetureSpeed/AdvetureSpeed/AdvetureSpeed/Adveture
DINGHYDINGHYDINGHYDINGHY KEEL BOATKEEL BOATKEEL BOATKEEL BOAT POWERBOATPOWERBOATPOWERBOATPOWERBOAT
Unprompted Responses to Boat TypesUnprompted Responses to Boat TypesUnprompted Responses to Boat TypesUnprompted Responses to Boat Types
SportySportySportySporty Less sportyLess sportyLess sportyLess sporty
Yachting Australia
“Lasers”“Skiffs” “Hobie Cats”
Prompted ResponsesPrompted ResponsesPrompted ResponsesPrompted Responses
Considered:
67© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP
Perception of yacht clubs was generally negative, however the experience tended to vary greatly by club
ExclusiveExclusiveExclusiveExclusive
IntimidatingIntimidatingIntimidatingIntimidating
ScaryScaryScaryScary
ElitistElitistElitistElitist
DauntingDauntingDauntingDaunting
HiddenHiddenHiddenHidden
UnapproachableUnapproachableUnapproachableUnapproachable
A closed communityA closed communityA closed communityA closed community
Community FeelCommunity FeelCommunity FeelCommunity Feel
WelcomingWelcomingWelcomingWelcoming
Down to earthDown to earthDown to earthDown to earth
Similar to RSL or SLSA clubSimilar to RSL or SLSA clubSimilar to RSL or SLSA clubSimilar to RSL or SLSA club
Yachting Australia
NegativeNegativeNegativeNegative
PositivePositivePositivePositive
68© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP
School, parents & friends are responsible for the initiation into sailing while lack of time or interest and commitment present biggest barriers
ParentsParentsParentsParents
SchoolSchoolSchoolSchool
FriendsFriendsFriendsFriends
SchoolSchoolSchoolSchool
FriendsFriendsFriendsFriends
ParentsParentsParentsParents
Many did it when Many did it when Many did it when Many did it when they were youngthey were youngthey were youngthey were young
FriendsFriendsFriendsFriends
Holiday Holiday Holiday Holiday experienceexperienceexperienceexperience
Many did it when Many did it when Many did it when Many did it when they were youngthey were youngthey were youngthey were young
FriendsFriendsFriendsFriends
Holiday Holiday Holiday Holiday experienceexperienceexperienceexperience
Holiday houseHoliday houseHoliday houseHoliday house
PRIMARY PRIMARY PRIMARY PRIMARY SCHOOLSCHOOLSCHOOLSCHOOL
SECONDARY SECONDARY SECONDARY SECONDARY SCHOOLSCHOOLSCHOOLSCHOOL YOUNG FAMILIESYOUNG FAMILIESYOUNG FAMILIESYOUNG FAMILIES OLDER FAMILIESOLDER FAMILIESOLDER FAMILIESOLDER FAMILIES
No interestNo interestNo interestNo interest
Too hardToo hardToo hardToo hard
Many other sports Many other sports Many other sports Many other sports e.g. Soccere.g. Soccere.g. Soccere.g. Soccer
No other friend No other friend No other friend No other friend interestinterestinterestinterest
No interestNo interestNo interestNo interest
Too hardToo hardToo hardToo hard
Many other sports Many other sports Many other sports Many other sports eg. Soccereg. Soccereg. Soccereg. Soccer
No other friend No other friend No other friend No other friend interestinterestinterestinterest
Commitment (time, Commitment (time, Commitment (time, Commitment (time,
TimeTimeTimeTime
Commitment (time, Commitment (time, Commitment (time, Commitment (time, financial & financial & financial & financial &
organisational)organisational)organisational)organisational)
Bad first Bad first Bad first Bad first experienceexperienceexperienceexperience
Melb: not Melb: not Melb: not Melb: not compelling compelling compelling compelling
enough enough enough enough ----destinationdestinationdestinationdestination
Planning/Hard Planning/Hard Planning/Hard Planning/Hard workworkworkwork
Kids lack of interestKids lack of interestKids lack of interestKids lack of interest
What got What got What got What got segment segment segment segment into into into into sailing?sailing?sailing?sailing?
The The The The barriersbarriersbarriersbarriers
FriendsFriendsFriendsFriends
Holiday Holiday Holiday Holiday experienceexperienceexperienceexperience
YOUNG ADULTSYOUNG ADULTSYOUNG ADULTSYOUNG ADULTS
Now need to make Now need to make Now need to make Now need to make time for it (no time for it (no time for it (no time for it (no
school)school)school)school)
Friends Friends Friends Friends stopping/not stopping/not stopping/not stopping/not
interestedinterestedinterestedinterested
Less interested in Less interested in Less interested in Less interested in competitioncompetitioncompetitioncompetition
Too familyToo familyToo familyToo family----ishishishish
Commitment Commitment Commitment Commitment –––– too too too too hardhardhardhard
Yachting Australia
PRIMARY PRIMARY PRIMARY PRIMARY SCHOOLSCHOOLSCHOOLSCHOOL
SECONDARY SECONDARY SECONDARY SECONDARY SCHOOLSCHOOLSCHOOLSCHOOL YOUNG FAMILIESYOUNG FAMILIESYOUNG FAMILIESYOUNG FAMILIES OLDER FAMILIESOLDER FAMILIESOLDER FAMILIESOLDER FAMILIESYOUNG ADULTSYOUNG ADULTSYOUNG ADULTSYOUNG ADULTS
69© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP
Based on initial experiences, only very few ‘fringe’ sailors make it through the barriers of sailing to become regular participants
Yachting Australia
Enthusiastic
Positive expectations & imagery
Non Sailors on the ‘Fringe’Non Sailors on the ‘Fringe’Non Sailors on the ‘Fringe’Non Sailors on the ‘Fringe’ The BarriersThe BarriersThe BarriersThe Barriers
CostsCostsCostsCosts
Intimidating first experienceIntimidating first experienceIntimidating first experienceIntimidating first experience
Club experienceClub experienceClub experienceClub experience
Lack of informationLack of informationLack of informationLack of information
SailorsSailorsSailorsSailors
Need to make friends quicklyNeed to make friends quicklyNeed to make friends quicklyNeed to make friends quickly
You need to be braveYou need to be braveYou need to be braveYou need to be brave
70© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP
Motivations to get involved in sailing revolve around ease of entry and social, immediate experiences -other sports can serve as an example
• Has to be Easy & FunEasy & FunEasy & FunEasy & Fun
• Minimal commitment Minimal commitment Minimal commitment Minimal commitment – don’t want to have to join anything
• With group of friends friends friends friends –––– social social social social
• Has to be an experienceexperienceexperienceexperience – more practice than theory, just enough to feel comfortable & safe
• Has to be a great day out great day out great day out great day out (with friends or family)
• Maybe a resultresultresultresult (i.e. certificate or voucher) that is attractive and provides value to continuing in sailing
Sports that do entry level Sports that do entry level Sports that do entry level Sports that do entry level programs wellprograms wellprograms wellprograms well
• Scuba Diving Scuba Diving Scuba Diving Scuba Diving ---- PADI PADI PADI PADI Open Water courseOpen Water courseOpen Water courseOpen Water course
• Internationally recognised entry course/card
• Gets people into water straight away –theory is done in water
• SurfingSurfingSurfingSurfing
• SkiingSkiingSkiingSkiing
Yachting Australia
Motivations Motivations Motivations Motivations
71© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP
Ideal program components vary by segment; families are looking for family courses while young adults want a one-off experience
• Parents & kids together
• Basic theory before getting on boat, but not in class room atmosphere
• 3-4hrs, shorter timeframe if with kids
• Weekend / Saturday morning or summer holiday program
• Not too early
• Keelboat for adults
• In summer
• Cost $60-150 per family
• No membership
• Weekend activity or during school holidays –in summer
• Parents & kids together or on separate courses
• 2-3hrs
• Practice rather than theory – learning by doing
• Boat must be easy to sail & rig up
• No commitment, no membership
• Upfront 1-2 week workshop before signing up to proper course
• Pay as you go
YOUNG FAMILIESYOUNG FAMILIESYOUNG FAMILIESYOUNG FAMILIES OLDER FAMILIESOLDER FAMILIESOLDER FAMILIESOLDER FAMILIES
• Together with parents, joint learning experience
• On dinghies
• Short time
• Weekend / Saturday morning or summer holiday program
• Certificate at end of course
• Good coach : child ratio
PRIMARY SCHOOLPRIMARY SCHOOLPRIMARY SCHOOLPRIMARY SCHOOL
• Weekend activity or during school holidays –in summer
• Parents & kids together or on separate courses
• 2-3hrs
• Practice rather than theory – learning by doing
• Organised by school
• No commitment, no membership
SECONDARY SCHOOLSECONDARY SCHOOLSECONDARY SCHOOLSECONDARY SCHOOL
Yachting Australia
• 3-4 hrs, ½ day
• Summer
• On weekend/Sunday
• Multiple instructors in a relaxed atmosphere
• On keelboat
• An experience
• Practice rather than theory – few safety tips like on plane
• Socially with a group eg. Lunch/drink at club
• Include discount to proper course
• Cost $50-100 with lunch
• No membership
YOUNG ADULTSYOUNG ADULTSYOUNG ADULTSYOUNG ADULTS
Respondents intuitively Respondents intuitively Respondents intuitively Respondents intuitively thought of a onethought of a onethought of a onethought of a one----day day day day
type of experience when type of experience when type of experience when type of experience when asked but not of a asked but not of a asked but not of a asked but not of a
structured, multistructured, multistructured, multistructured, multi----week week week week training programtraining programtraining programtraining program
72© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP
Non-sailors find it hard to identify with “training” or “scheme” for a leisure activity
Discover SailingDiscover SailingDiscover SailingDiscover Sailing
Enjoy SailingEnjoy SailingEnjoy SailingEnjoy Sailing
Sailing AdventureSailing AdventureSailing AdventureSailing Adventure
Sail4FunSail4FunSail4FunSail4Fun
A Taste of SailingA Taste of SailingA Taste of SailingA Taste of Sailing
Go SailingGo SailingGo SailingGo Sailing
Yachting Australia
Perceptions about existing program namesPerceptions about existing program namesPerceptions about existing program namesPerceptions about existing program names
“Course sounds too serious” “Course sounds like too much
commitment, it’s a little bit intimidating already”
Program Names that appealed to Program Names that appealed to Program Names that appealed to Program Names that appealed to both sailors & nonboth sailors & nonboth sailors & nonboth sailors & non----sailorssailorssailorssailors
Program Names that were testedProgram Names that were testedProgram Names that were testedProgram Names that were tested
Training ProgramTraining ProgramTraining ProgramTraining Program
CourseCourseCourseCourse
ProgramProgramProgramProgram
Training SchemeTraining SchemeTraining SchemeTraining Scheme
Go SailingGo SailingGo SailingGo Sailing
Come SailingCome SailingCome SailingCome Sailing
Discover SailingDiscover SailingDiscover SailingDiscover Sailing
Learn SailingLearn SailingLearn SailingLearn Sailing
Enjoy SailingEnjoy SailingEnjoy SailingEnjoy Sailing
Sailing AdventureSailing AdventureSailing AdventureSailing Adventure
Sail4FunSail4FunSail4FunSail4Fun
A Taste of SailingA Taste of SailingA Taste of SailingA Taste of Sailing
Go SailingGo SailingGo SailingGo Sailing
Try SailingTry SailingTry SailingTry Sailing
Favourite Favourite Favourite Favourite NameNameNameName
“Learn is not appealing – it
needs to be softer”
73© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP
‘Discover Sailing’ was the preferred program name for consumers and represents a strong call to action
Yachting Australia
Why ‘ Discover Sailing’ is appealingWhy ‘ Discover Sailing’ is appealingWhy ‘ Discover Sailing’ is appealingWhy ‘ Discover Sailing’ is appealing
“It sounds like an adventure”
“It has the connotation of a
beginning”
‘Discover Sailing’ appears to be a communication message with a strong appeal to ‘Discover Sailing’ appears to be a communication message with a strong appeal to ‘Discover Sailing’ appears to be a communication message with a strong appeal to ‘Discover Sailing’ appears to be a communication message with a strong appeal to consumers. It inherently represents the more exciting aspect of the sport and also consumers. It inherently represents the more exciting aspect of the sport and also consumers. It inherently represents the more exciting aspect of the sport and also consumers. It inherently represents the more exciting aspect of the sport and also
carries a strong emotional connection. carries a strong emotional connection. carries a strong emotional connection. carries a strong emotional connection.
It is recommended to use ‘Discover Sailing’ as the call to action for all entry level It is recommended to use ‘Discover Sailing’ as the call to action for all entry level It is recommended to use ‘Discover Sailing’ as the call to action for all entry level It is recommended to use ‘Discover Sailing’ as the call to action for all entry level programs that entice new participants to give sailing a go, e.g. in an Open Day or programs that entice new participants to give sailing a go, e.g. in an Open Day or programs that entice new participants to give sailing a go, e.g. in an Open Day or programs that entice new participants to give sailing a go, e.g. in an Open Day or
Discovery Day Discovery Day Discovery Day Discovery Day
“It sounds inviting”
74© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUPYachting Australia
Agenda
� Objectives of Yachting Australia
� Project Approach
� Status Quo
– Yachting Australia
– Market
– Consumers
� Segment Opportunities
� Brand Strategy
� Sponsorship Landscape
� Licensing
� Recommendations
� Appendix
75© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUPYachting Australia
• 5 - 12 years (in primary school)Primary Primary Primary Primary SchoolSchoolSchoolSchool
• > 34 years
• Family with youngest child over 10 years at home
Older Older Older Older FamiliesFamiliesFamiliesFamilies
• > 50 years
• RetireesRetireesRetireesRetireesRetirees
• < 49 years
• Family with youngest child under 10 years
Young Young Young Young FamiliesFamiliesFamiliesFamilies
• 16 – 34 years
• University or Full time working professional (no kids)
Young Young Young Young AdultsAdultsAdultsAdults
Secondary Secondary Secondary Secondary SchoolSchoolSchoolSchool • 13 - 19 years (in secondary school)
We have analysed all insights from a segment perspective to reflect the impact of a person’s lifestage on decision-making
SegmentSegmentSegmentSegment Segment DefinitionsSegment DefinitionsSegment DefinitionsSegment Definitions
Professional Professional Professional Professional w/o kidsw/o kidsw/o kidsw/o kids
• > 34 years
• Full time working professional without kids
Empty Empty Empty Empty NestersNestersNestersNesters
• > 34 years
• Working parent – children living away from home
76© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUPYachting Australia
By combining Consumer Insights and general yachting learnings, a prioritisation matrix for these segments has been developed
Low Below Average Average Above Average High
Strategic ImportanceStrategic ImportanceStrategic ImportanceStrategic Importance Primary Primary Primary Primary SchoolSchoolSchoolSchool
Secondary Secondary Secondary Secondary SchoolSchoolSchoolSchool
Young Young Young Young AdultsAdultsAdultsAdults
Young Young Young Young FamiliesFamiliesFamiliesFamilies
Older Older Older Older FamiliesFamiliesFamiliesFamilies
Working Working Working Working ProfessionProfessionProfessionProfession
alsalsalsals
Empty Empty Empty Empty NestersNestersNestersNesters
RetireesRetireesRetireesRetirees
Size of the segment potential (Future interest in sailing)
Commercial Potential of segment (income & YA member spend)
Attractiveness to funding partners (Govt & Private)
Ability to influence other segments
Ease of ImplementationEase of ImplementationEase of ImplementationEase of Implementation
Primary Primary Primary Primary SchoolSchoolSchoolSchool
Secondary Secondary Secondary Secondary SchoolSchoolSchoolSchool
Young Young Young Young AdultsAdultsAdultsAdults
Young Young Young Young FamiliesFamiliesFamiliesFamilies
Older Older Older Older FamiliesFamiliesFamiliesFamilies
Working Working Working Working ProfessionProfessionProfessionProfession
alsalsalsals
Empty Empty Empty Empty NestersNestersNestersNesters
RetireesRetireesRetireesRetirees
Competing with other sports (market share available for sailing)
Existing program can be rolled out or modified
Access to infrastructure (=boats) is not a strong barrier
Segment Priority FrameworkSegment Priority FrameworkSegment Priority FrameworkSegment Priority Framework
HighHighHighHigh HighHighHighHigh MediumMediumMediumMedium HighHighHighHigh MediumMediumMediumMedium LowLowLowLow Low Low Low Low Low Low Low Low
HighHighHighHigh MediumMediumMediumMedium LowLowLowLow Low Low Low Low MediumMediumMediumMedium MediumMediumMediumMedium HighHighHighHigh HighHighHighHigh
1111 2222 3333 4444 5555 6666 7777 8888
Red text: Insights-driven criteriaBlack text: General learnings
77© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUPYachting Australia
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Ease of ImplementationEase of ImplementationEase of ImplementationEase of Implementation(Both to implement and service)
3 3 3 3 ---- LowLowLowLow2 2 2 2 ---- Medium Medium Medium Medium 1 1 1 1 –––– High*High*High*High*
LowLowLowLow
MidMidMidMid
HighHighHighHigh
The rating system highlights priority segments – Primary and Secondary School children, as well as Young & Older Families
Impact vs. Implementation MatrixImpact vs. Implementation MatrixImpact vs. Implementation MatrixImpact vs. Implementation Matrix
1111 Primary Primary Primary Primary SchoolSchoolSchoolSchool
3333 Young AdultsYoung AdultsYoung AdultsYoung Adults
6666 Working Working Working Working ProfessionalsProfessionalsProfessionalsProfessionals
Opportunities with strong potential
Opportunities with less potential
4444 Young Young Young Young FamiliesFamiliesFamiliesFamilies
Strategic ImportanceStrategic ImportanceStrategic ImportanceStrategic Importance
• Size of the segment potential (Future interest in sailing)
• Commercial Potential of segment (income & YA member spend)
• Attractiveness to funding partners (Govt & Private)
• Ability to influence other segments
Ease of ImplementationEase of ImplementationEase of ImplementationEase of Implementation
• Competing with other sports (market share available for sailing)
• Existing program can be rolled out or modified
• Access to infrastructure (=boats) is not a strong barrier
5555
*Note: High ease of implementation can be achieved quicker than low ease of implementation
2222 Secondary Secondary Secondary Secondary SchoolSchoolSchoolSchool
Older Older Older Older FamiliesFamiliesFamiliesFamilies
7777 Empty NestersEmpty NestersEmpty NestersEmpty Nesters
8888 RetireesRetireesRetireesRetirees
78© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUPYachting Australia
Based on the resourcing constraints of YA, it is recommended to focus on the 3 high potential segments in a first step
ImmediateImmediateImmediateImmediate Medium TermMedium TermMedium TermMedium Term Long TermLong TermLong TermLong Term
Prioritisation Plan Yachting AustraliaPrioritisation Plan Yachting AustraliaPrioritisation Plan Yachting AustraliaPrioritisation Plan Yachting Australia
Primary SchoolPrimary SchoolPrimary SchoolPrimary School
Secondary SchoolSecondary SchoolSecondary SchoolSecondary School
Young FamiliesYoung FamiliesYoung FamiliesYoung Families
Older FamiliesOlder FamiliesOlder FamiliesOlder Families
Young AdultsYoung AdultsYoung AdultsYoung Adults
Working Working Working Working
ProfessionalsProfessionalsProfessionalsProfessionals
Empty NestersEmpty NestersEmpty NestersEmpty Nesters
RetireesRetireesRetireesRetirees
79© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP
Primary school kids are a key segments of focus: they have high interest in sailing & capturing them early ensures a lifelong association with the sport
• Crucial to focus on this segment since this is the time in children’s life where sampling of a variety of sports is taking place, first experiences of success happen and first friendships are built
• It is a highly sought after segment by sports and other activities – YA’s strategic disadvantages lie in:
– parents perceiving sailing as a dangerous sport for primary school kids and
– the fact that the ideal starting age is believed to be around 7-12 years, which is later than for other sports
– the perception that sailing is an exclusive sport, reserved for older people
• Other barriers for this segment are:
– Having to become a member & Lack of equipment & facilities
• When asked, parents wanted their children to be in a program featuring:– Good coach : child ratio– Short time, weekend program– Certificate or clear pathway at end of course
Yachting Australia
1111 Primary School Primary School Primary School Primary School OpportunitiesOpportunitiesOpportunitiesOpportunities
• Roll out of existing junior program Roll out of existing junior program Roll out of existing junior program Roll out of existing junior program TACKERS nationally to all clubsTACKERS nationally to all clubsTACKERS nationally to all clubsTACKERS nationally to all clubs
• Delivery:Delivery:Delivery:Delivery:
– Starting age at 7 yearsStarting age at 7 yearsStarting age at 7 yearsStarting age at 7 years
– Length ideally 1Length ideally 1Length ideally 1Length ideally 1----2 hours2 hours2 hours2 hours
– On weekends or during holidaysOn weekends or during holidaysOn weekends or during holidaysOn weekends or during holidays
– Program to focus on social Program to focus on social Program to focus on social Program to focus on social interaction between kidsinteraction between kidsinteraction between kidsinteraction between kids
• Communication about program Communication about program Communication about program Communication about program needs to emphasiseneeds to emphasiseneeds to emphasiseneeds to emphasise
– SafetySafetySafetySafety
– Social aspectsSocial aspectsSocial aspectsSocial aspects
• Opportunity for parents to get Opportunity for parents to get Opportunity for parents to get Opportunity for parents to get involved as volunteers supporting involved as volunteers supporting involved as volunteers supporting involved as volunteers supporting their kids developmenttheir kids developmenttheir kids developmenttheir kids development
80© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP
Secondary school kids are a tough segment to attract if they are not yet interested but it is key to capture them for the sport pathway
Yachting Australia
2222Secondary Secondary Secondary Secondary
School School School School
• In general, this segment is participating in a variety of sports – they have the most time at hands but will already have made their choices about their favourite sports
• Main sports motivations for this segment are social interaction and fitness
• Secondary School children have the highest future interest in sailing and strong current participation numbers – future interest is mainly coming from females
• Barriers to participation in sailing are:– Cost of participating– Equipment needed– Potentially lower interest levels of teenagers who have
already chosen their favourite sports– Not an ideal age to start sailing – too late
• When asked, parents wanted their children to be in a program featuring:– More practice than theory, learning by doing– Organised by school– 2-3hrs– Weekend activity or during summer holidays– No membership required
OpportunitiesOpportunitiesOpportunitiesOpportunities
• Program needs to feature fun & Program needs to feature fun & Program needs to feature fun & Program needs to feature fun & social interaction as sailing is social interaction as sailing is social interaction as sailing is social interaction as sailing is currently not perceived as very currently not perceived as very currently not perceived as very currently not perceived as very exciting by this age groupexciting by this age groupexciting by this age groupexciting by this age group
• Investigate options to include Investigate options to include Investigate options to include Investigate options to include sailing in school activitiessailing in school activitiessailing in school activitiessailing in school activities
• Create social, fun product for kids Create social, fun product for kids Create social, fun product for kids Create social, fun product for kids not wanting to racenot wanting to racenot wanting to racenot wanting to race
• Retention after TackersRetention after TackersRetention after TackersRetention after Tackers
• Less structured, more funLess structured, more funLess structured, more funLess structured, more fun
• 2222----3hrs3hrs3hrs3hrs
• On weekends or summer On weekends or summer On weekends or summer On weekends or summer holidaysholidaysholidaysholidays
• Without membershipWithout membershipWithout membershipWithout membership
• Investigate appeal of current Investigate appeal of current Investigate appeal of current Investigate appeal of current sailing rules & regulations, sailing rules & regulations, sailing rules & regulations, sailing rules & regulations, language, facilities for this segmentlanguage, facilities for this segmentlanguage, facilities for this segmentlanguage, facilities for this segment
81© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP
Young Families are a key focus segment since sailing needs to capture kids under the age of 12 and parents are still decision-makers
• This segment is particularly crucial to engage in sports since young parents are still taking decisions for their young children – also around the type of sports activity the children partake in
• By acquiring & retaining young parents there is a chance to not only get adults into the sport but also their young children since parents are looking for social activities that can be done by the entire family
• Research shows that there is a strong correlation between parents who sail & getting their children involved in sailing (~50% of 7-18 year olds)
• Fitness is a key motivator for young families to participate in sports – competition & achievement are rather uninteresting
• Real or potential barriers to participating in sailing are:– Lack of available time for young parents– Cost of participating– Lack of facilities & equipment– Lack of information/communication– Perceived danger of sailing for young children– Lack of offerings for kids & partners
Yachting Australia
4444 Young FamiliesYoung FamiliesYoung FamiliesYoung FamiliesOpportunitiesOpportunitiesOpportunitiesOpportunities
• Parents to get involved as volunteers in Parents to get involved as volunteers in Parents to get involved as volunteers in Parents to get involved as volunteers in programs for kids, programs for kids, programs for kids, programs for kids, i.e. Tackers to have i.e. Tackers to have i.e. Tackers to have i.e. Tackers to have parent support structure parent support structure parent support structure parent support structure
• There is a need for a more tailored There is a need for a more tailored There is a need for a more tailored There is a need for a more tailored introductory sailing experience introductory sailing experience introductory sailing experience introductory sailing experience involving:involving:involving:involving:– Shorter experienceShorter experienceShorter experienceShorter experience----type offertype offertype offertype offer– More flexible membership offerings More flexible membership offerings More flexible membership offerings More flexible membership offerings
for shorter periods of timefor shorter periods of timefor shorter periods of timefor shorter periods of time– Sailing or other offers for partners Sailing or other offers for partners Sailing or other offers for partners Sailing or other offers for partners
and children at same time, e.g. and children at same time, e.g. and children at same time, e.g. and children at same time, e.g. Small boat parent & kids daySmall boat parent & kids daySmall boat parent & kids daySmall boat parent & kids day
– Basic theory, not in classBasic theory, not in classBasic theory, not in classBasic theory, not in class----room room room room atmosphereatmosphereatmosphereatmosphere
– In summer, on keelboatsIn summer, on keelboatsIn summer, on keelboatsIn summer, on keelboats– No membershipNo membershipNo membershipNo membership
• General Entry Day for adults to be General Entry Day for adults to be General Entry Day for adults to be General Entry Day for adults to be offered on a regular basisoffered on a regular basisoffered on a regular basisoffered on a regular basis– Focus on reducing barriersFocus on reducing barriersFocus on reducing barriersFocus on reducing barriers– Focus on directing adults onto right Focus on directing adults onto right Focus on directing adults onto right Focus on directing adults onto right
boat & courseboat & courseboat & courseboat & course
82© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP
Older Families are looking for more recreational activities for themselves and potentially their kids – if they are not yet sailing it is unlikely they start it
• For older families, relaxation becomes the 2nd most prominent motivation for participation in sports –besides fitness
• Older families have kids above 10 years, with more money & time available – family conflicts might still be applicable but less so than for young families
• Their children will already have taken most of their decisions about sports & activities to pursue
• Older Families start to see sailing as a more fun, accessible, cool & exciting activity than younger segments
• Older Families currently have high participation rates in keelboat sailing & powerboating
• Conversion rates of Older Families aware of available courses and participation in courses is very low
• Older Families are more likely to own boats, specifically dinghies
Yachting Australia
5555 Older FamiliesOlder FamiliesOlder FamiliesOlder FamiliesOpportunitiesOpportunitiesOpportunitiesOpportunities
• If children don’t sail at the age of If children don’t sail at the age of If children don’t sail at the age of If children don’t sail at the age of 12 and above there is a low 12 and above there is a low 12 and above there is a low 12 and above there is a low likelihood for them to pick it up likelihood for them to pick it up likelihood for them to pick it up likelihood for them to pick it up ----this is a barrier to parent this is a barrier to parent this is a barrier to parent this is a barrier to parent participationparticipationparticipationparticipation
• Potential opportunities for families:Potential opportunities for families:Potential opportunities for families:Potential opportunities for families:– Sailing Experience Day with Sailing Experience Day with Sailing Experience Day with Sailing Experience Day with
focus on social interactionfocus on social interactionfocus on social interactionfocus on social interaction– Practice rather than theoryPractice rather than theoryPractice rather than theoryPractice rather than theory– Easy to rigEasy to rigEasy to rigEasy to rig----up boatsup boatsup boatsup boats– Experience day before Experience day before Experience day before Experience day before
signing up to proper coursesigning up to proper coursesigning up to proper coursesigning up to proper course– 2222----3hrs3hrs3hrs3hrs
– General Entry Day for adults to General Entry Day for adults to General Entry Day for adults to General Entry Day for adults to be offered on a regular basisbe offered on a regular basisbe offered on a regular basisbe offered on a regular basis
– Focus on reducing barriersFocus on reducing barriersFocus on reducing barriersFocus on reducing barriers– Focus on directing adults Focus on directing adults Focus on directing adults Focus on directing adults
onto right boat & courseonto right boat & courseonto right boat & courseonto right boat & course
83© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP
Young Adults are not currently sailing much but have a lot of interest in future participation – more flexible offers will attract them to the sport
• Young adults are fitness-driven, flexible & on the move – they also currently have the lowest participation levels in sailing but high future interest for the sport
• Young adults might see sailing not only from a sports perspective but also from a social side – social interaction is important for them
• Barriers for taking up sailing are:
– Lack of information where to participate
– Costs
– Lack of time, facilities & equipment
– Perception that sailing is not fun or exciting but rather boring and for older people
– Potentially moving away from the coast
• Young Adults that are currently sailing have the highest activity levels across all boat types, particularly on dinghies
Yachting Australia
3333 Young AdultsYoung AdultsYoung AdultsYoung AdultsOpportunitiesOpportunitiesOpportunitiesOpportunities
• Young Adults are the least likely Young Adults are the least likely Young Adults are the least likely Young Adults are the least likely segment to commit to a season or segment to commit to a season or segment to commit to a season or segment to commit to a season or yearyearyearyear----long membershiplong membershiplong membershiplong membership
– Pay as you sail or seasonal Pay as you sail or seasonal Pay as you sail or seasonal Pay as you sail or seasonal membership offerings can attract this membership offerings can attract this membership offerings can attract this membership offerings can attract this segment segment segment segment
• Potential opportunity is a social ‘Sailing Potential opportunity is a social ‘Sailing Potential opportunity is a social ‘Sailing Potential opportunity is a social ‘Sailing Experience Day’:Experience Day’:Experience Day’:Experience Day’:- 3333----4hrs to half day4hrs to half day4hrs to half day4hrs to half day- Summer, on weekendsSummer, on weekendsSummer, on weekendsSummer, on weekends- Multiple instructors in relaxed Multiple instructors in relaxed Multiple instructors in relaxed Multiple instructors in relaxed
atmosphereatmosphereatmosphereatmosphere- On keelboatsOn keelboatsOn keelboatsOn keelboats- Practice rather than theory Practice rather than theory Practice rather than theory Practice rather than theory –––– a few a few a few a few
safety tips “in flight security safety tips “in flight security safety tips “in flight security safety tips “in flight security demonstration”demonstration”demonstration”demonstration”
- With a groupWith a groupWith a groupWith a group- $50$50$50$50----$100 including lunch$100 including lunch$100 including lunch$100 including lunch- No membershipNo membershipNo membershipNo membership
84© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP
Working professionals have similar concerns as Young Adults and might be attracted by similar, shorter & more convenient sailing offers
Yachting Australia
6666Working Working Working Working
ProfessionalsProfessionalsProfessionalsProfessionals
• Working Professionals without kids are highly motivated by fitness if they get into sports
• In sailing, this segment has relatively low levels of current participation & future interest in sailing -most of that interest is coming from male working professionals
• Barriers for sailing include:
– Flexibility, having to move away from the ocean
– Cost & time
• Female working professionals might also feel too intimated by the yacht club atmosphere to take up sailing
OpportunitiesOpportunitiesOpportunitiesOpportunities
• Shorter, more flexible options need Shorter, more flexible options need Shorter, more flexible options need Shorter, more flexible options need to be offered to this segment:to be offered to this segment:to be offered to this segment:to be offered to this segment:
– MidMidMidMid----week sailingweek sailingweek sailingweek sailing
– Twilight sailingTwilight sailingTwilight sailingTwilight sailing
• Develop communication / training Develop communication / training Develop communication / training Develop communication / training material for working professionals material for working professionals material for working professionals material for working professionals before going on Twilight Sailing before going on Twilight Sailing before going on Twilight Sailing before going on Twilight Sailing experience experience experience experience
• Short, online, onShort, online, onShort, online, onShort, online, on----demanddemanddemanddemand
• Highlighting further coursesHighlighting further coursesHighlighting further coursesHighlighting further courses
85© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP
Empty Nesters & Retirees are the segments with the smallest opportunities for sailing
Yachting Australia
7777 Empty NestersEmpty NestersEmpty NestersEmpty Nesters
• Empty Nesters and Retirees are very similar segments
• Motivations for sport participation are in both cases fitness followed by relaxation
• Both segments have solid participation levels but not a lot of future interest in the sport of sailing –those interested in the sport are already doing it!
• The segments are associating sailing with very positive brand attributes – exciting, fun, Australian and for young people
• Among those sailing, boat ownership is very high
• However, retirees also associate “danger” with sailing, potentially due to their less stable health and strength
OpportunitiesOpportunitiesOpportunitiesOpportunities
• Establish ‘Safe Sailing’ program for Establish ‘Safe Sailing’ program for Establish ‘Safe Sailing’ program for Establish ‘Safe Sailing’ program for older peopleolder peopleolder peopleolder people
• In safe/wide dinghiesIn safe/wide dinghiesIn safe/wide dinghiesIn safe/wide dinghies
• With similar aged instructorsWith similar aged instructorsWith similar aged instructorsWith similar aged instructors
• Focus on social sailing, not Focus on social sailing, not Focus on social sailing, not Focus on social sailing, not racingracingracingracing
8888 RetireesRetireesRetireesRetirees
86© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP
“EXPERIENCE” “EXPERIENCE” “EXPERIENCE” “EXPERIENCE”
A great day A great day A great day A great day out!out!out!out!
30 min theory& 30 min theory& 30 min theory& 30 min theory& rest practicerest practicerest practicerest practice
Social/group Social/group Social/group Social/group of similar of similar of similar of similar peoplepeoplepeoplepeople
A weekend A weekend A weekend A weekend activityactivityactivityactivity
YA’s pathway needs a regular national Open Days as well as a more social Experience Day product at the entry level of the sport
“I WOULD LIKE “I WOULD LIKE “I WOULD LIKE “I WOULD LIKE TO GIVE IT A TO GIVE IT A TO GIVE IT A TO GIVE IT A
TRY”TRY”TRY”TRY”
“I AM KEEN TO “I AM KEEN TO “I AM KEEN TO “I AM KEEN TO GET MORE GET MORE GET MORE GET MORE INVOLVED”INVOLVED”INVOLVED”INVOLVED”
“I AM “I AM “I AM “I AM COMMITTED”COMMITTED”COMMITTED”COMMITTED”
“I AM “I AM “I AM “I AM INTERESTED”INTERESTED”INTERESTED”INTERESTED”
“ITS IMPORTANT TO “ITS IMPORTANT TO “ITS IMPORTANT TO “ITS IMPORTANT TO ME & BECOMING ME & BECOMING ME & BECOMING ME & BECOMING
PART OF LIFE”PART OF LIFE”PART OF LIFE”PART OF LIFE”
Involvement Process
Yachting Australia
Primary Primary Primary Primary SchoolSchoolSchoolSchool
Segments
Secondary Secondary Secondary Secondary SchoolSchoolSchoolSchool
Young Young Young Young AdultsAdultsAdultsAdults
Young Young Young Young FamiliesFamiliesFamiliesFamilies
Older Older Older Older FamiliesFamiliesFamiliesFamilies
Structured, Structured, Structured, Structured, national national national national OPEN OPEN OPEN OPEN DAYSDAYSDAYSDAYS at Yacht at Yacht at Yacht at Yacht
ClubsClubsClubsClubs
SocialSocialSocialSocial SocialSocialSocialSocialSocial & Social & Social & Social & CompCompCompComp
Social & Social & Social & Social & CompCompCompComp
Social & Social & Social & Social & CompCompCompComp
Tackers Tackers Tackers Tackers Introduction Introduction Introduction Introduction
DayDayDayDayTackersTackersTackersTackers
School Intro School Intro School Intro School Intro Tackers School Tackers School Tackers School Tackers School
ProgramProgramProgramProgram
CREWINGCREWINGCREWINGCREWINGKeelboat Keelboat Keelboat Keelboat
experienceexperienceexperienceexperience2 weeks, team 2 weeks, team 2 weeks, team 2 weeks, team
& social& social& social& social
DINGHY DINGHY DINGHY DINGHY experienceexperienceexperienceexperience
2 weeks, solo, 2 weeks, solo, 2 weeks, solo, 2 weeks, solo, less social, for less social, for less social, for less social, for
families & more families & more families & more families & more sportysportysportysporty
Existing YA courses & Existing YA courses & Existing YA courses & Existing YA courses & programs programs programs programs
(including Sailability)
Entry Level Intermediate Level
Tackers 2 & 3Tackers 2 & 3Tackers 2 & 3Tackers 2 & 3
87© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP
We further investigated the entry level opportunities around “Open Day”, the “Sailing Experience Day” & general club improvements
Yachting Australia
Structured, national Structured, national Structured, national Structured, national OPEN DAY at Yacht OPEN DAY at Yacht OPEN DAY at Yacht OPEN DAY at Yacht
ClubsClubsClubsClubs
Social EXPERIENCE DAYSocial EXPERIENCE DAYSocial EXPERIENCE DAYSocial EXPERIENCE DAY General YACHT CLUB General YACHT CLUB General YACHT CLUB General YACHT CLUB opportunitiesopportunitiesopportunitiesopportunities
1111 2222 3333
88© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP
The OPEN DAY needs to cater for all priority segments and occur regularly and in a similar consistent manner across the country
Yachting Australia
Structured, Structured, Structured, Structured, national OPEN DAY national OPEN DAY national OPEN DAY national OPEN DAY
at Yacht Clubsat Yacht Clubsat Yacht Clubsat Yacht Clubs
1111CONTENTCONTENTCONTENTCONTENT
•Regular event – monthly or fortnightly
•Short enticer session
- Brief introduction to club
- Short safety tips, majority of time in boat on water
- Potential to try different boat types
- In small groups, parents with children, similar-aged people together
- Interactive elements, e.g. participants to receive small pack including brochure with clear outline of next stages in pathway, CD/DVD highlighting what dinghy vs. keelboat sailing is about
- Participants to receive contact details of 1 person in club –mentor or buddy system
COSTSCOSTSCOSTSCOSTS
• Free for participants, vouchers for Experience Day
89© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP
The next step in the pathway is a social, non-commitment EXPERIENCE DAY that participants can enjoy together with family & friends
Yachting Australia
Social EXPERIENCE Social EXPERIENCE Social EXPERIENCE Social EXPERIENCE DAYDAYDAYDAY
2222CONTENTCONTENTCONTENTCONTENT
•Could be once-off or done more than once
•Social, with a group of similarly-aged people
•On weekends, starting not earlier than 10am – for 3-4 hours
•Should include lunch or a drink and an invitation to the club house after the sailing experience
•With only a brief “in-flight security demonstration” type of safety briefing – majority happening on/around boat
•Done on keelboats, potentially large dinghies
•Includes a ‘destination’ – somewhere to sail to
COSTSCOSTSCOSTSCOSTS
• $50-$150 depending on which extras are included
90© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP
The experience at the yacht club is important for new entrants in the sport to keep them in the sport
Yachting Australia
The YACHT CLUB The YACHT CLUB The YACHT CLUB The YACHT CLUB ExperienceExperienceExperienceExperience
3333THE OVERALL EXPERIENCE NEEDS TO BE:THE OVERALL EXPERIENCE NEEDS TO BE:THE OVERALL EXPERIENCE NEEDS TO BE:THE OVERALL EXPERIENCE NEEDS TO BE:
•Welcoming & not intimidating
•Be open for new participants – who are not necessarily members right away
•A special volunteer/person to welcome new participants welcome new participants welcome new participants welcome new participants (e.g. “ASK ME ANYTHING” badge)
•Visible boards at Yacht Club about which boats are available for boats are available for boats are available for boats are available for crewing crewing crewing crewing and what skills are needed
•Participants that return for another course want to be recognised & recognised & recognised & recognised & offered what works for themoffered what works for themoffered what works for themoffered what works for them
•Clubs to be more visible in the communities more visible in the communities more visible in the communities more visible in the communities – visible banners next Open Day or course start
•Clubs to potentially own boats thus reducing the ‘equipment’ barriers
MEMBERSHIPMEMBERSHIPMEMBERSHIPMEMBERSHIP•No commitment•Pay-for-sail•Payment for added value activities, e.g. sailing experience with additional lunch and/or drink at club house
91© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUPYachting Australia
Agenda
� Objectives of Yachting Australia
� Project Approach
� Status Quo
– Yachting Australia
– Market
– Consumers
� Segment Opportunities
� Brand Strategy
� Sponsorship Landscape
� Licensing
� Recommendations
� Appendix
92© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP
What is a brand?
A brand lives in the heart of consumers and is
something that consumers have an emotional
attachment with
Yachting Australia
93© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP
What is a Communication Message?
Most sports organisations have developed strong communication messagescommunication messagescommunication messagescommunication messagesdesigned to entice consumers to become interested in their participation
programmes
Yachting Australia
• Includes a “call to action”
• Is formulated in an active way
• Is driving all external communication about programs
• Is worded in the language appropriate for the sport
• Can describe a variety of entry points into the sport
Typical characteristicsTypical characteristicsTypical characteristicsTypical characteristics
94© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP
Most sports have developed communication messages with strong calls to action to communicate their entry level programs
Entry Level into SportEntry Level into SportEntry Level into SportEntry Level into Sport Brand vs. MessageBrand vs. MessageBrand vs. MessageBrand vs. Message
Surfing Surfing Surfing Surfing AustraliaAustraliaAustraliaAustralia
• 6-12yrs: SurfGroms
• >12yr olds & adults: Learn to Surf
• SurfGromsSurfGromsSurfGromsSurfGroms is a stand-alone brand with its own website, identity, logo, naming rights sponsor
• Learn to SurfLearn to SurfLearn to SurfLearn to Surf is an umbrella message linking all SA-affiliated surf schools via a website
RYA UKRYA UKRYA UKRYA UK• Programs organised by boat
type• Start BoatingStart BoatingStart BoatingStart Boating is umbrella message on website leading towards the
different programs
US SailingUS SailingUS SailingUS Sailing• Programs organised by boat
type• Getting Started Getting Started Getting Started Getting Started is umbrella message for all entry points into the sport
AFLAFLAFLAFL
• Kids: NAB Auskick
• 8-12: AFL Junior
• 13-18: AFL Youth
• Girls: Female Footy
• Open Age & Masters
• Play AFL Play AFL Play AFL Play AFL is umbrella message is with logo
• AuskickAuskickAuskickAuskick is a brand with an individual website, naming rights sponsor and identity which is communicated
TennisTennisTennisTennis• Kids: MLC Hotshots
• Adults: Cardio Tennis
• Play Tennis Play Tennis Play Tennis Play Tennis is the umbrella message used on website to guide participants and/or competitors through the sport
• Hotshots Hotshots Hotshots Hotshots has its own brand identity
CricketCricketCricketCricket• Kids: Milo In2Cricket
• Others: community cricket, school cricket, coaching…
• Getting Involved Getting Involved Getting Involved Getting Involved is the umbrella message used to communicate different options of cricket to adults & kids
• In2CricketIn2CricketIn2CricketIn2Cricket has own brand, logo, identity and naming rights sponsor
Yachting Australia
* Details for all examples in Appendix
95© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUPYachting Australia
Surfing Australia has a new entry level brand for kids called SurfGroms and an overall communications message called Learn to Surf
ASP Events (Pro)
ISA Events (Amateur)
National Titles, Elite/HP
Regular State Events
SurfgromsSurfgromsSurfgromsSurfgroms
• Surfing Australia have two different entry points into the sport
• Via surf schools and their SA-accredited programs or school-specific courses for people of all ages
• Via SurfGroms – kids program for children 7-12 years
• SurfGroms has been developed as a stand-alone brand
• Learn to Surf is a communications message developed to guide potential participants towards the right surf school
Sports Pathway
BrandBrandBrandBrand
Communication Communication Communication Communication MessageMessageMessageMessage
Surf school surf courses
Branding & Communication
Entry LevelEntry LevelEntry LevelEntry Level
Learn to Surf
96© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP
RYA communicates its entry level points with the communications message “Start Boating” which leads to all available courses
RYA National Sailing SchemesAdult & Youth
Dinghy, Multihull & Small Keelboats, Windsurfing
Improvers’ & Advance
Learn to Race
High PerformanceJunior / Transition / Youth
EliteOlympics / Team GBR
Branding & Communication
• The entry-level programmes for sailing in the UK are the RYA National Sailing Schemes differentiated by
• Boat type and
• Adult vs. Youth
• The training schemes and practical information about the entry points into the sport are communicated using the umbrella messages ‘Start Boating’ and ‘Get Afloat’
• Brands have been developed for 3 distinct programmes:
• OnBoard: program for kids
• Saiability: program for people with a disability
• T15: a windsurfing programme for kids under 15 years
Entry LevelEntry LevelEntry LevelEntry Level
UK Sailing Pathway
OnBoardOnBoardOnBoardOnBoard SailabilitySailabilitySailabilitySailability T15T15T15T15
Yachting Australia
Start Boating Get AfloatCommunication Communication Communication Communication
MessagesMessagesMessagesMessages
BrandsBrandsBrandsBrands
Brand Brand Brand Brand StrategyStrategyStrategyStrategy
98© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP
The gemba Brand Strategy Framework has been used to develop the key elements of the Sailing brand
Yachting Australia
These elements were developed in the Brand Day workshop and the These elements were developed in the Brand Day workshop and the These elements were developed in the Brand Day workshop and the These elements were developed in the Brand Day workshop and the reviewed and evolved for final recommendationreviewed and evolved for final recommendationreviewed and evolved for final recommendationreviewed and evolved for final recommendation
These elements were developed in the Brand Day workshop and the These elements were developed in the Brand Day workshop and the These elements were developed in the Brand Day workshop and the These elements were developed in the Brand Day workshop and the reviewed and evolved for final recommendationreviewed and evolved for final recommendationreviewed and evolved for final recommendationreviewed and evolved for final recommendation
99© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP
The Vision and Values clearly set the foundation for the brand
Yachting Australia
Vision
To attract participants to Sailing through the provision of compelling
programs and welcoming clubs
What do we want to achieve?
Values*
Examples: Examples: Examples: Examples: IntegrityDiversityInclusive
What values guide our behaviour?
1111 2222
*To be refined and developed further internally at YA
100© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP
The Behaviour and Personality determines the actions and style of the brand
Yachting Australia
BehavioursWhat are our actions?
PersonalityWhat is our tone and style of
our products, communications & service?
• Welcome new people, Welcome new people, Welcome new people, Welcome new people,
• Provide opportunities to Provide opportunities to Provide opportunities to Provide opportunities to be involved, be involved, be involved, be involved,
• Ensure safety is Ensure safety is Ensure safety is Ensure safety is maintained at all timesmaintained at all timesmaintained at all timesmaintained at all times
The Brand personality is the brand’s unique character – how it
acts and expresses itself
1111 2222
• ADVENTUROUSADVENTUROUSADVENTUROUSADVENTUROUS
• RESPONSIBLERESPONSIBLERESPONSIBLERESPONSIBLE
• FUNFUNFUNFUN
• FRIENDLYFRIENDLYFRIENDLYFRIENDLY
The Brand behaviour determines the manner in which we interact
with people
101© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUPYachting Australia
The recommended positioning territory for Sailing is around “A Great Day Out”
Sailing Benefit LadderSailing Benefit LadderSailing Benefit LadderSailing Benefit Ladder
Social, enjoyment of the ocean and outdoors, relaxing, all ages
Excited
Escape from the everyday with family & friend to enjoy a great
day of the sun and the sea
A Great Day OutA Great Day OutA Great Day OutA Great Day Out
102© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP
This brand framework should act as a guide for growth and development of the Sailing brand
PurposePurposePurposePurpose ValuesValuesValuesValues PersonalityPersonalityPersonalityPersonality
Target MarketTarget MarketTarget MarketTarget Market
PositioningPositioningPositioningPositioning
BehavioursBehavioursBehavioursBehaviours
PRODUCT PEOPLEPLACE PRICEPROMOTION
To consumers with an interest in Sailing, Sailing is the lifestyle activity that makes you feel excited because it provides family and friends an escape from the everyday to enjoy a great day of the sun and
the sea
The Gemba Brand Strategy Framework
Programs & Offerings $$ Communications Clubs Clubs, YA, MYA’s
To attract new participants to sailing through the provision of
compelling programs and welcoming clubs
Welcome new people, Provide opportunities to enjoy and be
involved, Ensure safety at all times
Adventurous, Fun, Friendly, Responsible
To Australians with an interest in sailing Key segments are: Primary School Children, Secondary School Children, Young Families
Yachting Australia
Integrity, Diversity, Inclusive
103© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP
Although the other brands in the YA portfolio can have their own “story” they should reinforce the overarching strategy of Sailing brand
“I WOULD LIKE “I WOULD LIKE “I WOULD LIKE “I WOULD LIKE TO GIVE IT A TO GIVE IT A TO GIVE IT A TO GIVE IT A
TRY”TRY”TRY”TRY”
“I AM KEEN TO “I AM KEEN TO “I AM KEEN TO “I AM KEEN TO GET MORE GET MORE GET MORE GET MORE INVOLVED”INVOLVED”INVOLVED”INVOLVED”
“I AM “I AM “I AM “I AM COMMITTED”COMMITTED”COMMITTED”COMMITTED”
“I AM “I AM “I AM “I AM INTERESTED”INTERESTED”INTERESTED”INTERESTED”
“ITS IMPORTANT TO “ITS IMPORTANT TO “ITS IMPORTANT TO “ITS IMPORTANT TO ME & BECOMING ME & BECOMING ME & BECOMING ME & BECOMING
PART OF LIFE”PART OF LIFE”PART OF LIFE”PART OF LIFE”
Involvement Process
Yachting Australia
Primary Primary Primary Primary SchoolSchoolSchoolSchool
Segments
Secondary Secondary Secondary Secondary SchoolSchoolSchoolSchool
Young Young Young Young AdultsAdultsAdultsAdults
Young Young Young Young FamiliesFamiliesFamiliesFamilies
Older Older Older Older FamiliesFamiliesFamiliesFamilies
SocialSocialSocialSocial SocialSocialSocialSocialSocial & Social & Social & Social & CompCompCompComp
Social & Social & Social & Social & CompCompCompComp
Social & Social & Social & Social & CompCompCompCompEntry Level
Intermediate Level
“EXPERIENCE” “EXPERIENCE” “EXPERIENCE” “EXPERIENCE”
A great day A great day A great day A great day out!out!out!out!
30 min theory& 30 min theory& 30 min theory& 30 min theory& rest practicerest practicerest practicerest practice
Social/group Social/group Social/group Social/group of similar of similar of similar of similar peoplepeoplepeoplepeople
A weekend A weekend A weekend A weekend activityactivityactivityactivity
Structured, Structured, Structured, Structured, national national national national OPEN OPEN OPEN OPEN DAYSDAYSDAYSDAYS at Yacht at Yacht at Yacht at Yacht
ClubsClubsClubsClubs
Tackers Tackers Tackers Tackers Introduction Introduction Introduction Introduction
DayDayDayDayTackersTackersTackersTackers
School Intro School Intro School Intro School Intro Tackers School Tackers School Tackers School Tackers School
ProgramProgramProgramProgram
CREWINGCREWINGCREWINGCREWINGKeelboat Keelboat Keelboat Keelboat
experienceexperienceexperienceexperience2 weeks, team 2 weeks, team 2 weeks, team 2 weeks, team
& social& social& social& social
DINGHY DINGHY DINGHY DINGHY experienceexperienceexperienceexperience
2 weeks, solo, 2 weeks, solo, 2 weeks, solo, 2 weeks, solo, less social, for less social, for less social, for less social, for
families & more families & more families & more families & more sportysportysportysporty
Existing YA courses & Existing YA courses & Existing YA courses & Existing YA courses & programs programs programs programs
(including Sailability)
Tackers 2 & 3Tackers 2 & 3Tackers 2 & 3Tackers 2 & 3
104© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP
SocialSocialSocialSocialEXPERIENCE DAYEXPERIENCE DAYEXPERIENCE DAYEXPERIENCE DAY
gemba recommends to use “Discover Sailing” as the Communication Message to act as a call to action and pointer to trial sailing
Yachting Australia
OPEN DAYOPEN DAYOPEN DAYOPEN DAYTackers Tackers Tackers Tackers
Introduction DayIntroduction DayIntroduction DayIntroduction DayTackers 1Tackers 1Tackers 1Tackers 1
School Intro School Intro School Intro School Intro program program program program
School ProgramSchool ProgramSchool ProgramSchool Program
CREWING CREWING CREWING CREWING Keelboat Keelboat Keelboat Keelboat
experienceexperienceexperienceexperience1)
DINGHY DINGHY DINGHY DINGHY experienceexperienceexperienceexperience1)
Existing Yachting Australia programs including Sailability and
crewing options
SAILINGSAILINGSAILINGSAILING
‘DISCOVER SAILING’‘DISCOVER SAILING’‘DISCOVER SAILING’‘DISCOVER SAILING’
Entry Level Communication MessageEntry Level Communication MessageEntry Level Communication MessageEntry Level Communication Message
1) These are based on the format of existing program concepts but should be reviewed to reduce the length and commitment required 2) The communication message for programs beyond the Entry Level of the sport has not been tested and researched, this is therefore a suggestion only
‘CONTINUE THE JOURNEY’‘CONTINUE THE JOURNEY’‘CONTINUE THE JOURNEY’‘CONTINUE THE JOURNEY’2)
Existing Sailing Pathway Existing Sailing Pathway Existing Sailing Pathway Existing Sailing Pathway Communication MessageCommunication MessageCommunication MessageCommunication Message
Tackers 2 & 3Tackers 2 & 3Tackers 2 & 3Tackers 2 & 3
Option 1Option 1Option 1Option 1
Increase Involvement & MembershipIncrease Involvement & MembershipIncrease Involvement & MembershipIncrease Involvement & MembershipThis Option is gemba’s recommendationThis Option is gemba’s recommendationThis Option is gemba’s recommendationThis Option is gemba’s recommendation
105© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP
SocialSocialSocialSocialEXPERIENCE DAYEXPERIENCE DAYEXPERIENCE DAYEXPERIENCE DAY
“Discover Sailing” could also be used as a Communication Message across both the entry level of the sport and existing programs
Yachting Australia
OPEN DAYOPEN DAYOPEN DAYOPEN DAYTackers Tackers Tackers Tackers
Introduction DayIntroduction DayIntroduction DayIntroduction DayTackers 1Tackers 1Tackers 1Tackers 1
School Intro School Intro School Intro School Intro program program program program
School ProgramSchool ProgramSchool ProgramSchool Program
CREWING CREWING CREWING CREWING Keelboat Keelboat Keelboat Keelboat
experienceexperienceexperienceexperience1)
DINGHY DINGHY DINGHY DINGHY experienceexperienceexperienceexperience1)
Existing Yachting Australia programs including Sailability and
crewing options
SAILINGSAILINGSAILINGSAILING
‘DISCOVER SAILING’‘DISCOVER SAILING’‘DISCOVER SAILING’‘DISCOVER SAILING’
Entry Level Communication MessageEntry Level Communication MessageEntry Level Communication MessageEntry Level Communication Message
1) These are based on the format of existing program concepts but should be reviewed to reduce the length and commitment required
Tackers 2 & 3Tackers 2 & 3Tackers 2 & 3Tackers 2 & 3
Option 2Option 2Option 2Option 2
Increase Involvement & MembershipIncrease Involvement & MembershipIncrease Involvement & MembershipIncrease Involvement & Membership
This option is not gemba’s recommendation This option is not gemba’s recommendation This option is not gemba’s recommendation This option is not gemba’s recommendation as people along the journey get past the as people along the journey get past the as people along the journey get past the as people along the journey get past the ‘Discovery’ stage and have very different ‘Discovery’ stage and have very different ‘Discovery’ stage and have very different ‘Discovery’ stage and have very different
expectations about activities & expectations about activities & expectations about activities & expectations about activities & communication contentcommunication contentcommunication contentcommunication content
106© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP
The Communication Message needs to be brought to life on the YA website and all external communication
• Open Days
• Discovery Days
• Tackers Intro
• Dinghy & Crewing Experiences
Yachting Australia
‘DISCOVER SAILING’‘DISCOVER SAILING’‘DISCOVER SAILING’‘DISCOVER SAILING’Entry Level Communication Entry Level Communication Entry Level Communication Entry Level Communication
MessageMessageMessageMessage
For people starting to discover the sport, the activity and have no
previous knowledge or contact with the sport
• Existing YA Programs including Sailability and crewing options
‘CONTINUE THE DISCOVERY’‘CONTINUE THE DISCOVERY’‘CONTINUE THE DISCOVERY’‘CONTINUE THE DISCOVERY’‘GET ON THE WATER’‘GET ON THE WATER’‘GET ON THE WATER’‘GET ON THE WATER’
‘GET AFLOAT’‘GET AFLOAT’‘GET AFLOAT’‘GET AFLOAT’‘CONTINUE THE JOURNEY’ ‘CONTINUE THE JOURNEY’ ‘CONTINUE THE JOURNEY’ ‘CONTINUE THE JOURNEY’ 1)1)1)1)
Should portray independence, people
starting to sail more independently, having an understanding of the sport
A different stage on the involvement continuum
1111 2222
• Tangible & intangible benefits of becoming a member
• Membership options
• Costs associated
The Benefits of becoming The Benefits of becoming The Benefits of becoming The Benefits of becoming a membera membera membera member
Should be developed against the needs of the
different segments
Needs to be based on consumer needs &
packaged accordingly
3333
1)The communication message for programs beyond the Entry Level of the sport has not been tested and researched, this is therefore a suggestion only
107© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP•Yachting Australia
Structured, national Structured, national Structured, national Structured, national OPEN DAY at Yacht OPEN DAY at Yacht OPEN DAY at Yacht OPEN DAY at Yacht
ClubsClubsClubsClubs
Social EXPERIENCE DAYSocial EXPERIENCE DAYSocial EXPERIENCE DAYSocial EXPERIENCE DAY
1111 2222
To support the new entry level programs for Sailing, a communications campaign should be developed to achieve the following objectives
• To generate awareness and interest in the local vicinity for these To generate awareness and interest in the local vicinity for these To generate awareness and interest in the local vicinity for these To generate awareness and interest in the local vicinity for these Club DaysClub DaysClub DaysClub Days
• To position Sailing as Adventurous, Fun, Responsible and Friendly To position Sailing as Adventurous, Fun, Responsible and Friendly To position Sailing as Adventurous, Fun, Responsible and Friendly To position Sailing as Adventurous, Fun, Responsible and Friendly
• To capture the details of all attendees to be used to build the To capture the details of all attendees to be used to build the To capture the details of all attendees to be used to build the To capture the details of all attendees to be used to build the database for ongoing communicationsdatabase for ongoing communicationsdatabase for ongoing communicationsdatabase for ongoing communications
• To develop a national blue print for the implementation of a To develop a national blue print for the implementation of a To develop a national blue print for the implementation of a To develop a national blue print for the implementation of a compelling and consistent “Open Day” & social “Experience Day” compelling and consistent “Open Day” & social “Experience Day” compelling and consistent “Open Day” & social “Experience Day” compelling and consistent “Open Day” & social “Experience Day” for Clubsfor Clubsfor Clubsfor Clubs
• To encourage and gain the support of Clubs to deliver the Days in To encourage and gain the support of Clubs to deliver the Days in To encourage and gain the support of Clubs to deliver the Days in To encourage and gain the support of Clubs to deliver the Days in accordance with the planaccordance with the planaccordance with the planaccordance with the plan
• To provide the material to the Clubs to bring the Days to lifeTo provide the material to the Clubs to bring the Days to lifeTo provide the material to the Clubs to bring the Days to lifeTo provide the material to the Clubs to bring the Days to life
CLU
BS
CLU
BS
CLU
BS
CLU
BS
CO
NSU
MER
CO
NSU
MER
CO
NSU
MER
CO
NSU
MER
COMMUNCIATION OBJECTIVESCOMMUNCIATION OBJECTIVESCOMMUNCIATION OBJECTIVESCOMMUNCIATION OBJECTIVES
108© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUPYachting Australia
Agenda
� Objectives of Yachting Australia
� Project Approach
� Status Quo
– Yachting Australia
– Market
– Consumers
� Segment Opportunities
� Brand Strategy
� Sponsorship Landscape
� Licensing
� Recommendations
� Appendix
109© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUPYachting Australia
AreaAreaAreaArea SponsorSponsorSponsorSponsor Sponsor Activities & ObjectivesSponsor Activities & ObjectivesSponsor Activities & ObjectivesSponsor Activities & Objectives Investment Investment Investment Investment
Major Sponsor Youth
Development
•Interested in youth market of 13-19 year olds and their parents with a high discretionary spend
•Supports racing aspect of sailing: State & National Youth Championships
•Cash component
•YA executing all insurances through OAMPS
AST Co-Sponsors
•Primary objective in sponsorship is to expose product to current non-users
•Consideration to become major corporate partner of YA
•No cash, only vehicle supply in AUS
•Support to hire vehicles overseas
•Provision of apparel for AST only
•Plans to extend partnership into sales of AST memorabilia and club merchandise have not materialised
•Cash + VIK component
•Partnership based on strong personal relationships between Hamilton Island and Yachting Australia
•No leverage activities
•Cash component
AST Official Suppliers
•All supporting sponsors are donating VIK items such as ropes, sailboat hardware, boat storage, compression garments as well as transport support
•VIK
Current sponsors and partners of Yachting Australia include OAMPS, Audi, Hamilton Island and SLAM
SponsorshipSponsorshipSponsorshipSponsorship Current YA Sponsorship StructureCurrent YA Sponsorship StructureCurrent YA Sponsorship StructureCurrent YA Sponsorship Structure
110© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP
The major sponsors only get basic rights and don’t benefit from YA’s association with major races of the sport
Yachting Australia
Sponsorship Benefits AnalysisSponsorship Benefits AnalysisSponsorship Benefits AnalysisSponsorship Benefits AnalysisSponsorshipSponsorshipSponsorshipSponsorship
SponsorSponsorSponsorSponsor RightsRightsRightsRights Comments & PotentialComments & PotentialComments & PotentialComments & Potential
OAMPSOAMPSOAMPSOAMPS
•Branding: Branding: Branding: Branding: branding of team uniform, officiating uniform, training apparel and athlete boat hull at Australian & State Youth Championship
•Advertising: Advertising: Advertising: Advertising: YA letterhead, YA website recognition & link (YA and Youth Champs website)
•Hospitality: Hospitality: Hospitality: Hospitality: Trophy Presentation at AST Function, 6 invites to AYC functions
•Appearances:Appearances:Appearances:Appearances: none
•Signage: Signage: Signage: Signage: Signage at YA office and Australian Youth Championship
• n/a
AudiAudiAudiAudi
•Branding: Branding: Branding: Branding: branding of boat hull, boat sail, coach boat, team training apparel for Australian Sailing Team
•Advertising: Advertising: Advertising: Advertising: AST letterhead, AST website recognition & link, sponsors page, PR Testimonial
•Hospitality: Hospitality: Hospitality: Hospitality: none
•Appearances: Appearances: Appearances: Appearances: none
•Signage: Signage: Signage: Signage: Media Board signage
•Audi is a major sponsor in the world of sailing, e.g. partnering big sailing events such as Sydney Harbour Regatta or Victoria Week
•Find strategies to enlarge current engagement beyond AST
SLAMSLAMSLAMSLAM
•Branding: Branding: Branding: Branding: branding of team uniform, boat hull, boat sail, coach boat, team training apparel for Australian Sailing Team
•Advertising: Advertising: Advertising: Advertising: Website recognition & link (YA and AST website), YA and AST letter head, PR Testimonial, sponsors page
•Hospitality: Hospitality: Hospitality: Hospitality: none
•Appearances:Appearances:Appearances:Appearances: six sailor appearances
•Signage: Signage: Signage: Signage: Media Board signage
•Assess opportunity to jointly develop merchandise for YA
•Assess if SLAM is the right partner due to difficult business relationship and small likelihood of SLAM investing more in Australian market
Hamilton Hamilton Hamilton Hamilton IslandIslandIslandIsland
•Branding: Branding: Branding: Branding: branding of team uniform, boat hull, boat sail, coach boat, team training apparel for Australian Sailing Team
•Advertising: Advertising: Advertising: Advertising: AST letterhead, AST website recognition & link, logo in E-news, PR Testimonial
•Hospitality: Hospitality: Hospitality: Hospitality: none
•Appearances: Appearances: Appearances: Appearances: 2 AST, AWMRT, Coaches & management for up to 3 appearances
•Signage: Signage: Signage: Signage: Media Board signage
•n/a
111© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUPYachting Australia
YA sponsors cannot rely on category exclusivity on MYA and grassroots level and currently don’t undertake activation activities
•YA’s sponsorship contracts currently contain category protection clauses for sponsors across the different levels of the organisation
•However, there are States which still have relationships with brands in the same categories, e.g.
o NSW: NSW: NSW: NSW: Nautilus Marine Insurance, Gill (apparel)
o VIC: VIC: VIC: VIC: Helly Hansen
o BMWBMWBMWBMW also has strong relationships to individual sailing clubs
Sponsorship ObservationsSponsorship ObservationsSponsorship ObservationsSponsorship Observations
• It is vital to ensure It is vital to ensure It is vital to ensure It is vital to ensure category protection category protection category protection category protection for sponsors throughout the YA pathwayfor sponsors throughout the YA pathwayfor sponsors throughout the YA pathwayfor sponsors throughout the YA pathway
• One option to solve the conflict is to clear 1One option to solve the conflict is to clear 1One option to solve the conflict is to clear 1One option to solve the conflict is to clear 1----3 sponsorship categories which receive full 3 sponsorship categories which receive full 3 sponsorship categories which receive full 3 sponsorship categories which receive full protection and get sponsors in these areas to invest in the sportprotection and get sponsors in these areas to invest in the sportprotection and get sponsors in these areas to invest in the sportprotection and get sponsors in these areas to invest in the sport
• States and clubs are able to acquire or keep existing and potentially conflicting sponsors in all States and clubs are able to acquire or keep existing and potentially conflicting sponsors in all States and clubs are able to acquire or keep existing and potentially conflicting sponsors in all States and clubs are able to acquire or keep existing and potentially conflicting sponsors in all other categoriesother categoriesother categoriesother categories
• To grow awareness and engagement with the sport of sailing, increased activation activities of To grow awareness and engagement with the sport of sailing, increased activation activities of To grow awareness and engagement with the sport of sailing, increased activation activities of To grow awareness and engagement with the sport of sailing, increased activation activities of sponsors illuminating the benefits of the sport are necessary sponsors illuminating the benefits of the sport are necessary sponsors illuminating the benefits of the sport are necessary sponsors illuminating the benefits of the sport are necessary
SponsorshipSponsorshipSponsorshipSponsorship
Sponsor ExclusivitySponsor ExclusivitySponsor ExclusivitySponsor Exclusivity
• Sponsor activation activities are very limited for the majority of YA’s main sponsors
• Activities are limited to promotional items in membership packs or event banners
Sponsor ActivationSponsor ActivationSponsor ActivationSponsor Activation
112© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP
We recommend approaching the commercial partner search based on three different sequential filters or perspectives
Commercial Partner Targeting PrinciplesCommercial Partner Targeting PrinciplesCommercial Partner Targeting PrinciplesCommercial Partner Targeting Principles
Yachting Australia
CategoryCategoryCategoryCategory----based based based based ApproachApproachApproachApproach
• Target traditional high-spend industry categories which invest in sponsorship and have an interest in YA’s target audience such as
• Financial Institutions
• FMCG’s with focus on children
• Health industry
• Sports & leisure apparel suppliers
Target audienceTarget audienceTarget audienceTarget audience----based Approachbased Approachbased Approachbased Approach
• Identify YA’s own target audience & consider which corporates are targeting similar consumer segments
• E.g. Primary School children and their parents
SponsorSponsorSponsorSponsor----objective objective objective objective based Approachbased Approachbased Approachbased Approach
• Brand, sales/trade or community drivers are the primary motivations for commercial partners to invest into sponsorship
• Due to the nature of the high priority products and segments the most likely partnership will be primarily driven by communitycommunitycommunitycommunitymotivations of the corporate partner
1111 2222 3333
Principles to be worked through from left to rightPrinciples to be worked through from left to rightPrinciples to be worked through from left to rightPrinciples to be worked through from left to right
SponsorshipSponsorshipSponsorshipSponsorship
113© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP
Broadly speaking sponsors are becoming more sophisticated and are generally looking to address the following outcomes
Brand DriversBrand DriversBrand DriversBrand DriversBrand DriversBrand DriversBrand DriversBrand Drivers Commercial Commercial Commercial Commercial DriversDriversDriversDrivers
Commercial Commercial Commercial Commercial DriversDriversDriversDrivers
Community Community Community Community EngagersEngagersEngagersEngagers
Community Community Community Community EngagersEngagersEngagersEngagers
Campaigns that either increase increase increase increase awareness or awareness or awareness or awareness or
build the imagebuild the imagebuild the imagebuild the imageof the brand
Campaigns that can deliver sustainable sustainable sustainable sustainable commercial commercial commercial commercial opportunitiesopportunitiesopportunitiesopportunities
Campaigns that can deliver deep,
engaging relationships with relationships with relationships with relationships with
specific community specific community specific community specific community groupsgroupsgroupsgroups
A B C
1111 Sponsor objectiveSponsor objectiveSponsor objectiveSponsor objective----based approachbased approachbased approachbased approach
The main driver for potential YA The main driver for potential YA The main driver for potential YA The main driver for potential YA sponsorssponsorssponsorssponsors
Yachting Australia
SponsorshipSponsorshipSponsorshipSponsorship
114© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP
Typically, community engagers seek the direct contact to as many participants as possible
GSNZ
Community Community Community Community EngagersEngagersEngagersEngagers
Community Community Community Community EngagersEngagersEngagersEngagers
Campaigns that can deliver deep,
engaging relationships with relationships with relationships with relationships with
specific community specific community specific community specific community groupsgroupsgroupsgroups
C
1111 Sponsor objectiveSponsor objectiveSponsor objectiveSponsor objective----based approachbased approachbased approachbased approach
SponsorshipSponsorshipSponsorshipSponsorship
Typical Community Sponsor Requirements
• Category Exclusivity
• National reach
• A maximum of participants
• The ability to engage with grassroots participants
• A central communication platform (i.e. website)
• The ability to be included in program communication
• Ability to engage own staff locally
• Access to the program database
115© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP
While the target audience for Tackers is clearly defined, the Open Day and Experience Day products appeal to all priority segments
Yachting Australia
SponsorshipSponsorshipSponsorshipSponsorship
TackersTackersTackersTackers National Open DayNational Open DayNational Open DayNational Open Day
Primary SchoolPrimary SchoolPrimary SchoolPrimary School
Young FamiliesYoung FamiliesYoung FamiliesYoung Families
Primary SchoolPrimary SchoolPrimary SchoolPrimary School
Secondary SchoolSecondary SchoolSecondary SchoolSecondary School
Young FamiliesYoung FamiliesYoung FamiliesYoung Families
Young AdultsYoung AdultsYoung AdultsYoung Adults
Older FamiliesOlder FamiliesOlder FamiliesOlder Families
Target Target Target Target SegmentsSegmentsSegmentsSegments
2222 Target audienceTarget audienceTarget audienceTarget audience----based approachbased approachbased approachbased approach
Experience DayExperience DayExperience DayExperience Day
Primary SchoolPrimary SchoolPrimary SchoolPrimary School
Secondary SchoolSecondary SchoolSecondary SchoolSecondary School
Young FamiliesYoung FamiliesYoung FamiliesYoung Families
Young AdultsYoung AdultsYoung AdultsYoung Adults
Older FamiliesOlder FamiliesOlder FamiliesOlder Families
116© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP
Yachting’s brand attributes can be used to identify the best-matching categories
• Outdoor, (water)sports & sailing brands
• Finance & Insurance
• Sports drink / soft drink manufacturers
• FMCG with child focus
• Retail with child focus
• Health Industry
• Sunscreen brand
Yachting Australia
SponsorshipSponsorshipSponsorshipSponsorship
ADVENTUROUSADVENTUROUSADVENTUROUSADVENTUROUS
FRIENDLYFRIENDLYFRIENDLYFRIENDLY
FUNFUNFUNFUN
RESPONSIBLERESPONSIBLERESPONSIBLERESPONSIBLE
3333 CategoryCategoryCategoryCategory----based based based based ApproachApproachApproachApproach
Brand Brand Brand Brand Personality Personality Personality Personality
SailingSailingSailingSailing
Potential Categories with ‘best fit’Potential Categories with ‘best fit’Potential Categories with ‘best fit’Potential Categories with ‘best fit’
TackersTackersTackersTackersNational Open National Open National Open National Open
DayDayDayDay
• Outdoor, (water)sports & sailing brands
• Finance & Insurance
• Sports drink / soft drink manufacturers
• Health Industry
• Sunscreen brand
• Automotive
Experience Experience Experience Experience DayDayDayDay
• Outdoor, sports & sailing brands
• Lifestyle / Entertainment brand
• Sports drink / soft drink manufacturers
• Sunscreen brand
Condition for achieving sponsorship for National Condition for achieving sponsorship for National Condition for achieving sponsorship for National Condition for achieving sponsorship for National Open Day and Experience Day are the existence of Open Day and Experience Day are the existence of Open Day and Experience Day are the existence of Open Day and Experience Day are the existence of
formalised programs that can be rolled out formalised programs that can be rolled out formalised programs that can be rolled out formalised programs that can be rolled out consistently by all deliverers consistently by all deliverers consistently by all deliverers consistently by all deliverers
117© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP
Potential partners for Tackers, the national Open Day and Experience day can be on a national or regional/local level
Yachting Australia
SponsorshipSponsorshipSponsorshipSponsorship
3333 CategoryCategoryCategoryCategory----based based based based ApproachApproachApproachApproach
Potential Partners in ‘best fit’ categoriesPotential Partners in ‘best fit’ categoriesPotential Partners in ‘best fit’ categoriesPotential Partners in ‘best fit’ categories
TackersTackersTackersTackersNational Open National Open National Open National Open
DayDayDayDayExperience Experience Experience Experience
DayDayDayDay
IndustryIndustryIndustryIndustry Example PartnersExample PartnersExample PartnersExample Partners
Outdoor & sailing brands
Sunscreen brand
Sports drink / soft drink
Finance & Insurance
Health Industry
FMCG (Child focus)
Retail (Child focus)
Automotive
The North Face / Helly Hansen / Adidas / Puma
Banana Boat / Nivea / Sun Smart
Coca-Cola / Powerade / Redbull / Boost Juice
Westpac / ANZ / nab / CWB / HSBC/ OAMPS / UBS
Bupa / Medibank / Blackmore’s / Swisse
Kellogg's / Nestle / Nutella
Pumpkin Patch / Nickelodeon /Lego
AUDI
118© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUPYachting Australia
YA’s current CRM capabilities include a comprehensive member database but could be leveraged more for sponsorship purposes
• YA has a national database which can be accessed by members, clubs, State organisations and YA
• Current database entries vary in quality –currently, only name and address are mandatory fields
• Besides personal information, each record contains information on courses or qualifications achieved
Database ContentDatabase ContentDatabase ContentDatabase Content
• Currently, the database is not used extensively internally or for sponsor activities
• The database is mainly used to communicate to members via Email – however, a large proportion of members will not be reached due to missing data
• Each user generates a unique record
- The lifecycle of a member could easily be tracked
- Entry or exit motivations could be assessed and used to improve programs
- Communicating to members of a sport via its database is a direct benefit that most sponsors seek
Activities & ConsiderationsActivities & ConsiderationsActivities & ConsiderationsActivities & Considerations
Total records 129,000
Members current FY 55,690
Current members with Email address on record
26,700
More than 50% of entries are not current members but could be contacted as part of a
member re-gain campaign
SponsorshipSponsorshipSponsorshipSponsorship
119© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUPYachting Australia
Agenda
� Objectives of Yachting Australia
� Project Approach
� Status Quo
– Yachting Australia
– Market
– Consumers
� Segment Opportunities
� Brand Strategy
� Sponsorship Landscape
� Licensing
� Recommendations
� Appendix
120© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUPYachting Australia
Licensing income is traditionally driven by sports with strong consumer franchises
Sports Involvement MatrixSports Involvement MatrixSports Involvement MatrixSports Involvement Matrix
Source: gSER Report July 2010- June 2011
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Participation FranchiseParticipation FranchiseParticipation FranchiseParticipation Franchise(People who participate)(People who participate)(People who participate)(People who participate)
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ENTERTAINMENTENTERTAINMENTENTERTAINMENTENTERTAINMENTENTERTAINMENTENTERTAINMENTENTERTAINMENTENTERTAINMENT HEARTBEATHEARTBEATHEARTBEATHEARTBEATHEARTBEATHEARTBEATHEARTBEATHEARTBEAT
SwimmingCycling
Soccer
Golf
Tennis
Cricket
Australian Rules
Basketball
Surfing
NetballAthletics
Rugby League
Motor Car Racing
Sailing
Rugby UnionHorse racing
GRASS ROOTSGRASS ROOTSGRASS ROOTSGRASS ROOTSGRASS ROOTSGRASS ROOTSGRASS ROOTSGRASS ROOTSTHE PACKTHE PACKTHE PACKTHE PACKTHE PACKTHE PACKTHE PACKTHE PACK
Base: All Australian; n = 5538
LicensingLicensingLicensingLicensing
121© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUPYachting Australia
To date, Participation Franchises have not been able to realise significant levels of licensing income
0% 25%
55%
0%12.5%
25%
Sports Involvement Matrix with Licensing Income Sports Involvement Matrix with Licensing Income Sports Involvement Matrix with Licensing Income Sports Involvement Matrix with Licensing Income EstimatesEstimatesEstimatesEstimates
Swimming
Tennis Aust
Athletics
Netball
Cycling
NRL
FFA
AFL
ARU
Cricket Aust
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Participation FranchiseParticipation FranchiseParticipation FranchiseParticipation Franchise(People who participate)(People who participate)(People who participate)(People who participate)
Yachting Australia Yachting Australia Yachting Australia Yachting Australia currently does not currently does not currently does not currently does not derive any income derive any income derive any income derive any income
from licensing from licensing from licensing from licensing activitiesactivitiesactivitiesactivities
LicensingLicensingLicensingLicensing
Source: gemba
122© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUPYachting Australia
Commercialising licensing through a Participation Franchise is highly dependent upon on access to the grassroots network
Consumer FranchiseConsumer FranchiseConsumer FranchiseConsumer Franchise Participation FranchiseParticipation FranchiseParticipation FranchiseParticipation Franchise
Value PropositionValue PropositionValue PropositionValue Proposition
Access to Intellectual PropertyAccess to Intellectual PropertyAccess to Intellectual PropertyAccess to Intellectual Property
Value PropositionValue PropositionValue PropositionValue Proposition
Access to Consumer ChannelAccess to Consumer ChannelAccess to Consumer ChannelAccess to Consumer Channel
Critical Success FactorsCritical Success FactorsCritical Success FactorsCritical Success Factors
Full Control of IP by Rights HolderFull Control of IP by Rights HolderFull Control of IP by Rights HolderFull Control of IP by Rights Holder
Comprehensive of Style GuideComprehensive of Style GuideComprehensive of Style GuideComprehensive of Style Guide
Highly Attractive IP to large consumer Highly Attractive IP to large consumer Highly Attractive IP to large consumer Highly Attractive IP to large consumer basebasebasebase
Critical Success FactorsCritical Success FactorsCritical Success FactorsCritical Success Factors
Full Access to Channel (i.e. Clubs)Full Access to Channel (i.e. Clubs)Full Access to Channel (i.e. Clubs)Full Access to Channel (i.e. Clubs)
Sufficient Motivation for all Stakeholders Sufficient Motivation for all Stakeholders Sufficient Motivation for all Stakeholders Sufficient Motivation for all Stakeholders (i.e. Rebate Program)(i.e. Rebate Program)(i.e. Rebate Program)(i.e. Rebate Program)
Relevant for Yachting Australia
LicensingLicensingLicensingLicensing
123© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP
Participation-based sports can use licensing in two ways: brand licensing and know-how licensing
Yachting Australia
• IP (“know how”) refers to the intellectual capital and/or technology developed by an organisation
• Sporting organisations grant the rights to deliver its programmes to external deliverers
• Programmes used for licensing are often entry–level programs or junior development programs
• Deliverers pays a licensing fee for the rights to deliver the program
IP (“knowIP (“knowIP (“knowIP (“know----how”) Licensinghow”) Licensinghow”) Licensinghow”) Licensing
• The sporting organisation offers the use of its IP to a third party for use in products, services or promotion
• 2 main types of brand licensing:
- Consumer sales promotionConsumer sales promotionConsumer sales promotionConsumer sales promotion: : : : enhance sales of existing products in the marketplace through logo of sport organisation on unrelated consumer good
- MerchandisingMerchandisingMerchandisingMerchandising: : : : develop fan products with high consumer appeal or that are mandatory to use by participants of the sport
Brand LicensingBrand LicensingBrand LicensingBrand Licensing1111 2222
Licensing TypesLicensing TypesLicensing TypesLicensing TypesLicensingLicensingLicensingLicensing
124© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP
Sports with relatively low consumer appeal or participation base have found innovative ways to secure a licensing revenue stream
Yachting Australia
IP (“knowIP (“knowIP (“knowIP (“know----how”) Licensinghow”) Licensinghow”) Licensinghow”) Licensing Brand LicensingBrand LicensingBrand LicensingBrand Licensing
Surf Life Saving
Surfing
Bowls
RYARYA entry-level and advance training schemes are licensed worldwide
A number of publications have been developed by RYA on sailing training
A merchandising program gives licensees the right to produce official bowls apparel
Affiliated surf schools can run the Surfgroms program developed by SA
A number of courses have been developed to qualify surf life savers
Surf life savers have to wear official SLS uniform on patrol
Surf schools have to buy branded equipment to run Surfgroms
LicensingLicensingLicensingLicensing
125© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP
Coaches and participants have to use modified equipment during the Hot Shots program
Yachting Australia
IP LicensingIP LicensingIP LicensingIP Licensing Brand / Product LicensingBrand / Product LicensingBrand / Product LicensingBrand / Product Licensing
• Professional coaches pay an annual membership fee to TA to become an official Hot Shots deliverer
• Coaches receive equipment and program manual to run the program
• Coaches are instructed to run the program in a consistent manner and have the same branding
• TA has partnered with Wilson to develop modified equipment and merchandise designed for the Hot Shots program, e.g. smaller racquets, low-compression tennis balls, nets, Hot Shots t-shirts and caps
• All equipment and merchandise is sold in an online shop hosted on the TA website
• Racquets are given out for free to every participant to encourage take-up of the Hot Shots program
Effectively, coaches are ‘buying’ the IP license to the Hot Shots program
and branded equipment
The need of modified equipment ensure products are purchased via
TA website
Tennis Australia Tennis Australia Tennis Australia Tennis Australia –––– MLC Hot ShotsMLC Hot ShotsMLC Hot ShotsMLC Hot ShotsLicensingLicensingLicensingLicensing
126© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP
Surf life savers have to get qualified through a series of training courses and have to purchase & wear official uniforms when on patrol
Yachting Australia
• Surf Life Saving Australia developed a number of training courses (Bronze, Silver and Gold Medallion) which are mandatory for all Surf Life Saving clubs to run
• Clubs recoup the cost of running these programs via the membership fee from surf life savers
• SLSA has a strong licensing and merchandising program and developed club equipment, apparel, education material and other merchandise
• All volunteer surf life savers and parent helpers (in Nippers) are obliged to wear official uniforms and use official equipment when on patrol or training
• Once signed up to an entry-level programme (Nippers for kids; Bronze Medallion course for adults), participants receive the official uniform, but any extra gear is available for purchase
IP LicensingIP LicensingIP LicensingIP Licensing Brand / Product LicensingBrand / Product LicensingBrand / Product LicensingBrand / Product Licensing
Surf Life Saving AustraliaSurf Life Saving AustraliaSurf Life Saving AustraliaSurf Life Saving AustraliaLicensingLicensingLicensingLicensing
127© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP
Bowls Austraila put in place a National Dress Regulation which ensure participants wear licensed apparel during competitions
Yachting Australia
Brand / Product LicensingBrand / Product LicensingBrand / Product LicensingBrand / Product Licensing
• Bowls Australia has a National Dress Regulation in place to ensure consistency in attire worn at pennant* and above level competitions
• This policy is strictly enforced by all affiliated state and territory organisations
• Licenses are issued to a number of clothing manufacturers which allows them to use the BA logo on garments they have manufactured
• Bowls Australia earn a royalty fee for the garment sold by their licensed manufacturers
• Since its inception, the licensing program has contributed $950,000 to Bowls Australia nationally to support the general development of the game at grassroots level
Note: IP Licensing not available*Pennant is the traditional format of Bowls, there are a number of other social formats
Bowls AustraliaBowls AustraliaBowls AustraliaBowls AustraliaLicensingLicensingLicensingLicensing
128© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP
Deliverers of the SurfGroms program have to follow the syllabus designed by Surfing Australia and use branded surf boards & clothes
Yachting Australia
• SurfGroms is a recently launched national junior development program in surfing for kids aged 5-12
• In the first years, accredited surf schools with qualified surf coaches are the main deliverers of the program
• SA developed the syllabus, program content and branding which are used by surf schools
• Currently, surf schools do not pay a licensing fee to SA to use the program
• Branded surf boards are used and currently they are provided to the surf schools for free or at a discounted price
• Participants have to wear official SurfGroms rash vests
• A number of SurfGroms branded merchandise are sold to participants on the stand-alone SurfGroms website
IP LicensingIP LicensingIP LicensingIP Licensing Brand / Product LicensingBrand / Product LicensingBrand / Product LicensingBrand / Product Licensing
Surfing Australia Surfing Australia Surfing Australia Surfing Australia ---- SurfGromsSurfGromsSurfGromsSurfGromsLicensingLicensingLicensingLicensing
129© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP
IP Licensing is most likely to be successful for Tackers in the short term, due to the program being established and formalised
Yachting Australia
• Licensing Tackers to commercial operators – in areas of high demand or without yacht clubs
Yachting AustraliaYachting AustraliaYachting AustraliaYachting Australia---- IP Licensing Considerations IP Licensing Considerations IP Licensing Considerations IP Licensing Considerations ----
LicensingLicensingLicensingLicensing1111
TackersTackersTackersTackers National Open DayNational Open DayNational Open DayNational Open Day
• No licensing opportunities in short term
Experience DayExperience DayExperience DayExperience Day
• If the Experience Day developed as a formal, standardised product run similarly by every club, a license to the Experience Day can be sold to clubs
Time Horizon
Short termShort termShort termShort term Long termLong termLong termLong term
130© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP
Brand licensing opportunities are greatest with Tackers through developing branded merchandise gear that is mandatory to wear
Yachting Australia
LicensingLicensingLicensingLicensing 2222 Yachting AustraliaYachting AustraliaYachting AustraliaYachting Australia---- Brand Licensing Considerations Brand Licensing Considerations Brand Licensing Considerations Brand Licensing Considerations ----
• Development of official Tackers gear and branded merchandise to be purchased additionally by participants, e.g.– Rash vests– Windbreaker– Hats / caps– Toys – Wrist bands
TackersTackersTackersTackers National Open DayNational Open DayNational Open DayNational Open Day Experience DayExperience DayExperience DayExperience Day
• Develop branded merchandise for Open Day participants with a focus on fashion rather functionality, e.g. marine-inspired t-shirts, caps
• Develop branded merchandise for Experience Day participants with a focus on fashion rather functionality, e.g. marine-inspired t-shirts, caps
131© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP
IP Licensing of the Experience Day to yacht clubs as well as licensing Tackers to other providers are the biggest opportunities
Licensing OpportunitiesLicensing OpportunitiesLicensing OpportunitiesLicensing OpportunitiesPotential Potential Potential Potential
Commercial ImpactCommercial ImpactCommercial ImpactCommercial ImpactEase of Ease of Ease of Ease of
ImplementationImplementationImplementationImplementation
• Licensing of Tackers to commercial operators
• Licensing Experience Day to clubs
• Development of official Tackers gear for mandatory wear and purchase
• Branded Tackers merchandise for purchase
• Branded merchandise for Open Day
• Branded merchandise for Experience Day
Low Below Average Average Above Average High
1111
2222
3333
4444
5555
6666
Yachting Australia
Summary of Licensing OpportunitiesSummary of Licensing OpportunitiesSummary of Licensing OpportunitiesSummary of Licensing Opportunities
132© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP
YA needs to run market tests to assess the likely licensing costs that the market is willing to take
Yachting Australia
Tackers* Tackers* Tackers* Tackers* Open DayOpen DayOpen DayOpen Day Experience DayExperience DayExperience DayExperience Day
Participant Participant Participant Participant FeeFeeFeeFee
$300 No feeFee TBD
ranging from $50-$150
Licensing Licensing Licensing Licensing possiblepossiblepossiblepossible
Yes No Yes
Potential Potential Potential Potential DeliverersDeliverersDeliverersDeliverers
Commercial providers Yacht Clubs Yacht Clubs
Potential Potential Potential Potential Licensing Licensing Licensing Licensing Revenue Revenue Revenue Revenue ModelModelModelModel
>25%* n/a 25%
* Tackers current model: YA receive ~25% of Tackers revenue from club which is used to cover for participant kit, insurance, marketing collateral & management; it is suggested to develop a similar model for licensing Tackers to Commercial Providers
Licensing Models by ProgramLicensing Models by ProgramLicensing Models by ProgramLicensing Models by Program
133© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP
‘Paid’ licensing will provide revenue needed to cover expenses but might inhibit participation uptake depending on licensing fees
Pro’sPro’sPro’sPro’s
• Additional revenue streams for YA and MYA’s to cover overhead and material costs
• Applicable for roll-out to commercial providers (Tackers)
• Larger participation uptake is more likely
• Less barriers for clubs to take up licensing model
Con’sCon’sCon’sCon’s
• Higher prices might limit uptake from participants
• Additional capacities needed internally to manage licensees
• Condition for licensing agreement is existence of a formalised program / schedule to ensure standardised roll-out
• No additional revenue streams
• Additional capacities needed internally to manage licensees
• Condition for licensing agreement is existence of a formalised program / schedule to ensure standardised roll-out
Yachting Australia
LicensingLicensingLicensingLicensing
‘Paid’ Licensing‘Paid’ Licensing‘Paid’ Licensing‘Paid’ Licensing
Brand Licensing Model OptionsBrand Licensing Model OptionsBrand Licensing Model OptionsBrand Licensing Model Options
Licensing without PaymentLicensing without PaymentLicensing without PaymentLicensing without Payment
* Tackers excluded since delivery model already in place
Biggest barrier to both licensing models is the need to create a formalised program Biggest barrier to both licensing models is the need to create a formalised program Biggest barrier to both licensing models is the need to create a formalised program Biggest barrier to both licensing models is the need to create a formalised program for the Experience Day that can be rolled out in a standardised wayfor the Experience Day that can be rolled out in a standardised wayfor the Experience Day that can be rolled out in a standardised wayfor the Experience Day that can be rolled out in a standardised way
134© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUPYachting Australia
Agenda
� Objectives of Yachting Australia
� Project Approach
� Status Quo
– Yachting Australia
– Market
– Consumers
� Segment Opportunities
� Brand Strategy
� Sponsorship Landscape
� Licensing
� Recommendations
� Appendix
135© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP
Overall Recommendations 1/2
• To create an entry level for the pathway of the sport, it is recommended to create a national Open Day and Experience Day to suit the priority target segments
• There should be short crewing programs in the intermediate level of the sport to bridge the gap between entry level and existing programs
Yachting Australia
Program Program Program Program DevelopmentDevelopmentDevelopmentDevelopment
• Based on assessing Strategic Importance & Ease of Implementing a new program, 3 key target segments have been identified with implementation of programs recommended in the short term:
• Primary School children• Secondary School children• Young Families
Priority Priority Priority Priority SegmentsSegmentsSegmentsSegments
• YA needs to broaden its sponsor base for the new grassroots entry level programs
• There is a need to assess how current sponsors can be ‘on-sold’ to support new programs
• There is a potential to partner with local sponsors or dealers of brands to connect with clubs
Sponsorship Sponsorship Sponsorship Sponsorship AcquisitionAcquisitionAcquisitionAcquisition
LicensingLicensingLicensingLicensing• The licensing opportunities of YA lie mainly in developing a brand licensing model for Tackers
to be outsourced to commercial providers and in the longer-term, a brand licensing model for a structured Experience Day
136© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP
Overall Recommendations 2/2
•YA needs to increase its ability to help States & Clubs implement the programs and suggestions made on a national level
Yachting Australia
GovernanceGovernanceGovernanceGovernance
•More flexible membership models and ‘pay as you sail’ options are requested by new entrants into the sport – current annual membership models are not attractiveMembershipMembershipMembershipMembership
•The language used in the sport of sailing currently does not come naturally to potential participants:
• The majority of potential entrants in the sport favoured the term ‘sailing’ vs. ‘yachting’ – however, the structure of the sport is based around the term ‘yachting’. It is recommended to use the term ‘sailing’ when speaking about the sport or activity. The corporate brand ‘Yachting Australia’ can remain unchanged as it is less relevant for consumers
• Boat types are not the drivers for decision-making & new entrants into the sport do not understand what the boat types are about. Therefore, YA needs to focus on explanation and education about the boat types and what experience consumers can expect on each boat
• The current terminology in the sport around “training schemes” and “learning” does not appeal to potential participants who seek something less ‘serious’ and commitment-based. “Course” is a term that consumers are familiar with and that does not necessarily convey extensive commitment.
•Clubs need to ‘push out’ communication more instead of expecting consumers to go & find information about the pathway, e.g. have information boards in clubs about next crewing option
•More visible communication about the opportunities, e.g. on website, banners outside club, community newspapers
CommunicationCommunicationCommunicationCommunication
•The communication message for the entry level is recommended to be “Discover Sailing!” with the Open Day, Experience Day as well as Tackers Intro program sitting underneath this message
•Sailing’s personality can be described as adventurous, responsible, fun & friendly
Brand Brand Brand Brand ArchitectureArchitectureArchitectureArchitecture
137© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUPYachting Australia
Agenda
� Objectives of Yachting Australia
� Project Approach
� Status Quo
– Yachting Australia
– Market
– Consumers
� Segment Opportunities
� Brand Strategy
� Sponsorship Landscape
� Licensing
� Recommendations
� Appendix
138© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP
US Sailing have developed a portfolio of different programs to suit different target audiences and their call to action is “Getting Started”
Yachting Australia
Branding & Communication
• US Sailing offers Learn to Sail courses for each type of boat
• Among the programs offered, the Keelboat Certification scheme stands out as being more structured and has a standalone website, however still under the US Sailing ‘brand’
• The overarching communication message to new entrants into the sport is “Getting Started”
Learn to Sail Courses
Smallboat sailing, Keelboat sailing & cruising, Windsurfing, Powerboats
OlympicsOlympicsOlympicsOlympicsDisabled SailingDisabled SailingDisabled SailingDisabled Sailing
(Paralympics)
College SailingCollege SailingCollege SailingCollege SailingHigh School High School High School High School
SailingSailingSailingSailingChampionshipsChampionshipsChampionshipsChampionships
Entry LevelEntry LevelEntry LevelEntry Level
US Sailing Pathway
Junior OlympicsJunior OlympicsJunior OlympicsJunior Olympics
Match & Team Match & Team Match & Team Match & Team RacingRacingRacingRacing
ClinicsClinicsClinicsClinicsVariousVariousVariousVarious
Multihull, One-Design
Getting StartedCommunication Communication Communication Communication
MessageMessageMessageMessage
139© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP
Play AFL
Play AFL is the umbrella message which encompasses all of the grass-root programs offered to footy players
Yachting Australia
Branding & Communication
• nab Auskick is the most prominent brand for entry-level footy
• There is no entry-level footy training programs for age 18 and above
• ‘Play AFL’ is the umbrella message for all of AFL’s grassroots program and it is used merely as a communication tool
• The nab rising stars program provides a clear pathway to elite levels in state leagues and the AFL competition
NAB Auskick (Age 5 – 12)
Entry LevelEntry LevelEntry LevelEntry Level
AFL Junior (Age 8 – 12)
AFL Youth (Age 13 – 18)
NAB AFL Draft Program
State <18 Competitions
State Development Program
Representative
AFL Masters
35+
AFL Recreational Football
Open Age
(All age)
Talent PathwayParticipation
Fem
ale
fo
oty
Communication Communication Communication Communication MessageMessageMessageMessage
BrandBrandBrandBrand
Play AFL
140© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP
Cricket Australia communicates all of its grass-root programs under the umbrella term “Get Involved”
•Yachting Australia
Branding & Communication
• Milo in2CRICKET is the branded junior development program and the entry point to playing cricket for kids aged 5-10 years
• Club cricket is the local competition catered for all levels, talented players at club level can get involved in Premier / Grade club cricket
• ‘Get involved’ is the message used for all community cricket formats
Australian Team
State Competition
Men’s and Women’s State 2nd XI
Premier / Grade Club Cricket
MILO in2CRICKET Have-a-game / Have-a-go
EntryEntryEntryEntry----levellevellevellevel
Junior & Senior Club Cricket
Get InvolvedCommunication Communication Communication Communication
MessageMessageMessageMessage
Get Involved
Lifestyle cricket
Participation High Performance
Disability and Indigenous cricket
BrandBrandBrandBrand
141© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP
Besides Hot Shots, Tennis Australia has developed Cardio Tennis, a branded product which combines tennis and a cardio workout
Yachting Australia
Grand Slams & ATP/WTA events
Australia Pro Tour
Australian Money Tournament
Optus Junior Tour
Cardio Tennis*
Pathway
MLC Hot Shots
Play TennisCommunication Communication Communication Communication
MessageMessageMessageMessage
Club Tennis
Entry Level / Entry Level / Entry Level / Entry Level / Participation programmesParticipation programmesParticipation programmesParticipation programmes
Junior development series
Branding & Communication
• Tennis Australia offers a number of entry-level programs, all under the umbrella message ‘Play Tennis’:
• MLC Hot Shots is the junior development program for kids age 4 and up
• Cardio Tennis is a fitness-based product catered for all ages
• Tennis clubs deliver coaching lessons, some of which are run by TA accredited coaches
• More grass-root programs are currently in development
• Talented young tennis players enter competition starting with the Junior development series
*New programme
- Coaching program- Competitions- Tournaments
BrandBrandBrandBrand
142© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP© GEMBA GROUP
Using ABS data, retirees and empty nesters make up 30% of the total population and have a lower propensity to sail for various reasons
YA
Future Interest within segment (%)
4.1%4.1%4.1%4.1% 4.3%4.3%4.3%4.3% 3.3%3.3%3.3%3.3% 3.8%3.8%3.8%3.8% 1.6%1.6%1.6%1.6% 1.2%1.2%1.2%1.2%
FutureInterest (market size)
114,640 114,640 114,640 114,640 64,500 64,500 64,500 64,500 157,160 157,160 157,160 157,160 177,771 177,771 177,771 177,771 46,571 46,571 46,571 46,571 36,451 36,451 36,451 36,451
Share of market 19%19%19%19% 11%11%11%11% 26%26%26%26% 30%30%30%30% 8%8%8%8% 6%6%6%6%
30%30%30%30%
Comments & Observations
•Empty nesters & retirees currently make up ~30% of all Australians
•They have a lower propensity to sail in future
•They have made up their minds already about their passion sports
•They are less able to influence other segments, especially kids
Note: view is based on age groups, not life-stage segments as per gemba’s research