Integrated Marketing Plan

April 2024

Gabriella Acevedo, Nicholas Carlson, Chehayle Chandran, Sullivan Hupp,

Nicholas Nesteriak, Hollee Seaward, Avery Vermeulen

Integrated Strategic Communications Student Team

Washington State University Everett
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TABLE OF CONTENTS

EXECUTIVE SUMMARY .............................................................................................. 2

SWOT ANALYSIS........................................................................................................ 4
RECRUITMENT GOALS .............................................................................................. 6
MARKETING GOALS................................................................................................... 6
OBJECTIVES .............................................................................................................. 6
TARGET GEOGRAPHY ............................................................................................... 6
TARGET AUDIENCES ................................................................................................. 7
USER PERSONAS ...................................................................................................... 8
STRATEGIES ............................................................................................................ 10
TACTICS ................................................................................................................... 11
SURVEY.................................................................................................................... 12
TIMELINE .................................................................................................................. 14
MATERIAL AUDIT ..................................................................................................... 15
WEBSITE AUDIT ....................................................................................................... 15
PRINT MATERIAL AUDIT........................................................................................... 17
BUDGET ................................................................................................................... 19
EVALUATION ............................................................................................................ 21
APPENDIX ................................................................................................................ 22
REFERENCES ........................................................................................................... 31

AMERICA’S BOATING CLUB MARKETING PLAN 1

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EXECUTIVE SUMMARY
While America’s Boating Club has strong ties to its national parent organization, its true
strength lies in its rich history in Snohomish County. Throughout its 77 years of activity
in the area, the Club has formed strong bonds with its surrounding community and
nurtured them through civic service, volunteer work, and community outreach.

America’s Boating Club’s greatest export is the wealth of boating knowledge that they
can bring to their members and non-member students. The Club offers multi-hour
educational and two-hour short courses led by experienced volunteers. These courses
are widely varied in content and set at affordable and fair prices. The education
provided by America’s Boating Club focuses heavily on safety while on the water. They
supplement these courses with free on-water instruction and Coast Guard-approved
vessel safety checks. America’s Boating Club’s primary goal is to educate as many
people as possible about responsibility for the water while still having fun.

The Club has formed partnerships with like-minded organizations through their efforts
in teaching boating courses. The Port of Everett gives America’s Boating Club regular
features in its monthly newsletter, and the Everett Yacht Club is partnering with them
for an upcoming grand opening. These partnerships will be vital to leverage to help
spread their marketing message.

The most significant weakness of America’s Boating Club is its identity. Internally, they
struggle with which courses they could offer that would provide the best structure and
opportunities to attract students. Externally, they struggle with public perception and
branding.

Their second most prominent weakness is centered on a lack of resources. While the
Club has a solid financial standing, it needs more personnel and volunteer hours.
Instructors teaching these courses are doing so in their own free time, and the lack of
interest from students in specific courses demoralizes volunteer instructors from
continuing with those courses. Lack of student retention or interest in coursework is
one of the areas that the Club has actively been trying to combat – along with a
perception that learning concludes after an individual obtains their Boater’s Card.

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The Club’s areas of opportunity lie primarily in new marketing opportunities. Innovative
digital marketing strategies, a stronger focus on their Facebook social media marketing
plan, and restructured hybrid coursework to reach new audiences can significantly
impact membership and community engagement. Leveraging partnerships can help
spread their message, and new opportunities with local sponsorship venues could help
the Club reach potential constituents. Having a clear plan available to attract new
audiences and retain current members will address issues of dwindling membership.

The biggest threat that America’s Boating Club faces is competing opportunities,
specifically in similar organizations that have more substantial online coursework
options. These competitors are potentially drawing members away and require a
strategic response. The response should be focused on highlighting the benefits of
America’s Boating Club and addressing the belief that education stops at obtaining a
Boater’s Card.

As a minor threat, tentative partnerships with the local yacht club are threatened by
changing memberships and the need for more inter-organization communication.
In summary, America’s Boating Club has robust educational and community offerings.
Still, it is hindered by a lack of a clear marketing plan, threats from competing
organizations, and a general lack of interest in continued education. These issues can
be addressed by a position change highlighting their volunteer-driven, nonprofit
mission. A clear communication plan, both internally and externally, will be essential to
navigate these opportunities and challenges effectively.

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SWOT ANALYSIS
Strengths
● Education
○ Multi-hour courses and two-hour short course seminars
○ Unique and extensive coursework
○ Inexpensive
○ Free on-water instruction (Jump Start Training)
● Civic service volunteer work
● Partnership with the Port of Everett
○ Part of the monthly newsletter with pictures
● Part of a national organization
● Established as a club for 77 years in Everett
● Commitment to safety
● Deep relationships between members and the community
● Vessel safety checks that are Coast Guard-approved
● Strong financial standing

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Weaknesses
● Suffering from membership declines
● Uncertain of how to market current educational courses
○ Lack of understanding of how to reach new audiences in online spaces
● Lack of instructors
● Low class sizes and/or attendance
● All traditional clubs are struggling at the moment
● Don’t know where to market online or reach people to meet their needs
● Identity crisis - internal and external
● Online courses are primarily introductory
● Lack of student and/or membership retention
● Uncertain if certain classes should stay on their offered educational courses
● Resources in the ways of people and time
● The perception that learning concludes after obtaining a boater’s card limits
course enrollment

Opportunities
● Reaching new audiences
● Explore ideas to reach various audience members in the boating club.
● Development of online and hybrid classes
● Using innovative marketing strategies to increase class sizes and attendance
● Development of social media presence on platforms (primarily Facebook)
● Community outreach that promotes positivity and community

Threats
● Losing audience members to outside online opportunities
○ New clubs and online opportunities are drawing away members and/or
targeted audiences
● Yacht Club leadership change putting a halt in partnership communication
○ Other clubs are hesitant to partner because of the idea that members
might be “stolen” from other clubs

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RECRUITMENT GOALS
● Increase the number of current memberships and reach 100 members over a
timeline of a 12-month campaign for Snohomish County America’s Boating
Club.
● Retain current membership to keep consistent member numbers.

MARKETING GOALS
● Leverage current owned media channels (website, Facebook, Instagram)
● Effectively communicate America’s Boating Club education offers to the target
demographic.

OBJECTIVES
● To provide boating information to the community so they may boat safely in the
Snohomish County waters.
● To educate and inform individuals who are interested in boating to promote
safety in the boating community.
● To offer outreach opportunities to boating enthusiasts and provide them a
chance to engage, build, and educate a diverse community.
● To promote the benefits of boating education and safety to boating enthusiasts
in Snohomish County so that they can link their experiences back to America’s
Boating Club and consider joining the club through membership.

TARGET GEOGRAPHY
All marketing and recruitment efforts will be focused on Snohomish County.

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TARGET AUDIENCES
Primary Secondary

Potential Members Current Members

● Interested in boating ● In love with boating and the
● Geographically, in Snohomish community
County ● Geographically, in Snohomish
● Middle-high class County
● 40+ in age (families) ● Middle-high class
● Interested in joining a community ● 40+ in age (families)
● Awareness of the club (past ● Hoping to continue boating
students) knowledge
● Hoping to gain boating knowledge ● Hoping to get others interested in
● Active in the community boating
● Facebook members ● Active in the community
● New boat owners ● Facebook members
● Past Club members

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USER PERSONAS

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STRATEGIES
● Objective: To inform the community about available boating information and
education so they may boat safely in the Snohomish County waters.
○ Social media - Facebook - outreach (Reference Appendix B)
■ Creating a timeline for social media posting
■ Creating a timeline for Facebook paid ads (Reference Timeline)
○ Boat dealership partnership opportunity
■ Boat mechanics, part shops, or local law enforcement agencies
○ Flyers/Print Marketing
■ Postcards/Direct Mail
○ Web advertising/email marketing
■ Web redesign/organization
■ Updating website scrapbook (past events list)
■ Constant Contact email marketing campaigns (Reference Timeline)
○ Using current media to promote to the audience(s)
● Objective: To offer outreach opportunities to boating enthusiasts and provide
them a chance to engage, build, and educate a diverse community.
○ Community events
○ Community partnerships
○ Collaboration with local communities/organizations/etc
○ Boat dealership partnership opportunity
■ Boat mechanic or part shop
○ Flyers/Print Marketing
■ Postcards/Direct Mail
○ Web advertising/email marketing
■ Web redesign/organization
■ Updating website scrapbook (past events list)
● Objective: To promote the benefits of boating education, safety, and community
to boating enthusiasts in Snohomish County so that they can link their
experiences back to America’s Boating Club and consider joining the club
through membership.
○ Strategy 1: Digital Marketing
■ Social media
■ Web
■ Email newsletters

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■ Hybrid/online education opportunities

○ Strategy 2: Print Marketing
■ Flyers
■ Postcards
■ Direct mail
○ Strategy 3: Community engagement
■ Partnerships/Collaboration opportunities
■ Events
■ In-person boating education and awareness

TACTICS
● Creating a survey to understand trends in target demographics.
● Using digital marketing to reach the audience(s) to promote boating education,
safety, and community with America’s Boating Club.
○ Social media campaigns
○ Website redesign/reorganization (SEO)
○ Email newsletters
○ Promotion of hybrid/online classes
○ Utilizing current media to promote the boating club’s opportunities
● Using print marketing to reach audience(s) to promote boating education,
safety, and community with America’s Boating Club.
○ Flyers at local boating hotspots in Snohomish County
○ Direct mail
○ Postcards/brochures/additional print materials
○ Local publications
● Using community engagement to involve the community, give them
opportunities to learn more, and take advantage of boating education, safety,
and community with America’s Boating Club.
○ In-person classes and events
○ Community collaboration/partnerships
○ Workshops
○ On-water events

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SURVEY
Implementing an optional survey for Everett Power and Sail Squadron, now known as
America's Boating Club, can provide numerous benefits for a better understanding the
target market. Here are several reasons why such a disclosure could be advantageous:
● Insight into Member Preferences:
● A survey allows members to express their preferences, interests, and
expectations regarding the squadron's offerings, events, and services.
● Understanding member preferences helps tailor activities and programs
to align with their needs, enhancing overall satisfaction and engagement.
●
● Feedback for Improvement:
● The survey can serve as a valuable feedback mechanism, enabling
members to highlight areas where the squadron excels and areas that
may require improvement.
● This feedback is crucial for continuous improvement and maintaining high
standards, contributing to the squadron's long-term success.
●
● Member Retention and Recruitment:
● The squadron can develop targeted retention strategies by understanding
member preferences and satisfaction levels.
● Positive feedback collected through the survey can also be used for
marketing and recruitment efforts, showcasing the squadron's strengths
to potential new members.
●
● Strategic Planning:
● Survey data provides valuable insights for strategic planning and
decision-making.
● Understanding the demographics, preferences, and expectations of the
target market helps the squadron align its goals with the needs of its
members, ensuring a cohesive and effective strategic direction.
●
● Customized Communication:
● A survey allows the squadron to understand how members prefer to
receive communication and updates.

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● Tailoring communication channels and content based on member

preferences enhances the effectiveness of outreach efforts and ensures
that important information reaches the intended audience.
●
● Enhanced Member Engagement:
● The squadron fosters community and inclusivity by involving members in
the decision-making process through surveys.
● Members who feel their opinions are valued are more likely to be
engaged and committed to the squadron's activities and initiatives.
●
● Data-Driven Decision-Making:
● Survey responses provide concrete, data-driven insights that can inform
strategic decisions.
● Data-driven decision-making is crucial for maximizing resources,
optimizing services, and maintaining a member-centric approach.
●
In summary, implementing an optional survey for Everett Power and Sail Squadron:
America’s Boating Club can yield valuable insights that contribute to member
satisfaction, strategic planning, membership increase, and the overall success of the
squadron. It fosters a culture of continuous improvement and responsiveness to the
evolving needs of the target market.

Recommended survey questions are listed in Appendix A on page 22.

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TIMELINE

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MATERIAL AUDIT
The following audit contains recommendations based on marketing material
observation, including owned media and print media. These recommendations are
based on suggestions from our team regarding best practices and next steps.

WEBSITE AUDIT
Design and Layout: The website's design is clean and visually appealing. The color
scheme is consistent with the blue-and-white theme, conveying calmness and
professionalism.

Navigation: The navigation menu is straightforward and intuitive, making it easy for
users to find information. The menu items are logically organized, covering essential
sections such as Home, About Us, Membership, Fleet, and Contact.

Responsiveness: The website is responsive, adjusting well to different screen sizes,

including desktop, tablet, and mobile devices.

Specific Observations:
Homepage:
● The homepage briefly overviews the club's offerings, including
membership benefits and access to a fleet of boats.
● The slideshow banner highlights key features and benefits effectively.
● It might be beneficial to include a call-to-action (CTA) button or link
directing visitors to learn more about membership or explore the fleet
options directly from the homepage.
About Us:
● The "About Us" section provides valuable information about the club's
history, mission, and values.
● It could be enhanced with more visuals, such as photos or videos, to
create a more engaging experience and showcase the club's activities
and community.
Membership:
● The "Membership" page outlines the different membership options,
associated benefits, and pricing.

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● Including testimonials or success stories from existing members could

help build credibility and encourage potential members to join.
Fleet:
● The "Fleet" section details the boats available for club members to use.
● Including more comprehensive information about each boat, such as
specifications, features, and availability, would be helpful.
Contact:
● The "Contact" page includes a contact form for inquiries and essential
contact information.
● Consider adding a map or directions to the club's location for visitors
who may want to visit in person.

Recommendations for Improvement:

Enhance Visual Content: Incorporate more visuals throughout the website, including
high-quality images and videos showcasing the club's activities, boats, and members.

Improve Content Depth: Expand on the information provided, particularly in sections

like Membership and Fleet, to offer more comprehensive details that address potential
questions and concerns of visitors.

Optimize CTAs: Integrate clear and compelling calls-to-action (like Find Out More or
Click Here) strategically throughout the website to encourage user engagement and
guide visitors towards desired actions, such as membership sign-up or fleet
exploration.

Update Content Regularly: Ensure that the website's content, including event
schedules, news, and membership updates, is updated regularly to provide accurate
information to visitors.

Accessibility: Conduct an accessibility audit to ensure the website meets relevant

accessibility standards, making it inclusive and usable for all visitors, including those
with disabilities

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PRINT MATERIAL AUDIT

Key Observations:
Wordiness:
● The print material contains excessive text, which can overwhelm readers
and dilute the message.
● Lengthy paragraphs and verbose descriptions may discourage
engagement and make it challenging for readers to digest the
information.

Lack of Social Media Representation:

● The print material does not mention or integrate social media platforms
(e.g., Facebook, Instagram).
● Failing to leverage social media deprives the club of valuable
opportunities for community engagement, member interaction, and brand
visibility.

Need for Better Branding:

● The print material needs consistent branding elements such as logo
usage, color scheme, and typography.
● A solid brand identity is crucial for recognition and differentiation in the
competitive boating club market.

Recommendations:
Streamline Content:
● Simplify the text and use concise language to convey key messages
effectively.
● Break down lengthy paragraphs into shorter, more digestible chunks.
● Utilize bullet points, headers, and visuals to enhance readability and
highlight important information.

Integrate Social Media Presence:

● Incorporate social media icons and handles into the print material to
encourage readers to connect with the club online.
● Promote social media engagement by featuring user-generated content,
event highlights, and member testimonials.

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● Consider using QR codes on print materials to link social media platforms

seamlessly.

Enhance Branding Consistency:

● Ensure consistent use of the club's logo, colors, and typography
throughout the print material.
● Establish visual guidelines to maintain brand coherence across all
communication channels.

Incorporate branded elements creatively to reinforce brand identity and foster brand
recognition among target audiences.

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BUDGET
For this proposal there is an estimated spending of $16,500 for a year long campaign.
This includes expenditures for print materials (brochures and rack cards), a year long
NW Yachting Club Ad, digital advertising (Facebook and Google Ads), and a contract
part-time social media manager. We consider all of these potential opportunities to
boost viewer awareness and engagement with the club through both print and digital
media sources. Adjustments to the budget will be made accordingly depending on
needs throughout the year and pricing negotiations.

● Print Materials:
○ 250 Tri-Fold Brochures: $148
○ 250 Rack Cards: $80
■ See Appendix C for a brochure example.
○ NW Yachting Ad: $742/year for ¼ page ad (with potential price breaks)
■ Appendix D for ad example.
● Social Media Management:
○ Estimated $35/hr for 40 hours a month: $1,400
■ Hiring a part-time manager can yield significant returns in
engagement and outreach.
● Facebook Ads:
○ Estimation: $500 for 2,000 impressions over a 4-week campaign.
○ Daily Budget: ~$16.67
■ See Appendix B for a Facebook Ad example.
● Google Ads:
○ Estimation: $900 for 1500 impressions over a 4-week campaign.
○ Cost per Click (CPC): $0.73
○ Average interactions: 51 with a 3.42% conversion rate.

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EVALUATION
This marketing plan focuses on a few areas we feel America’s Boating Club of
Snohomish County would benefit from exploring. Marketing for people is always an
unknown variable and is subject to changes from internal and external sources,
including changes in the economy or market volatility. Our efforts in this marketing plan
are to maximize the returns on investment and give an honest appraisal of America
Boating Club’s current marketing efforts. Also included are some next-step practices
for implementing this marketing plan going forward.

Expectations
Below are a few standard industry definitions and benchmarks for digital advertising.

Definitions:
Click-through rate: measures how many people click an ad to visit the website.
Cost-per-click: the actual price you pay for each click on your ad.

Average CTR (Click-through-rate)

Google Ads: 8.87%
Facebook: 1.30%

Average CPC (Cost-per-click)

Google: $0.73
Facebook: $0.77

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APPENDIX
This section’s primary use is to showcase samples of various marketing offerings to
understand how to approach the strategies and tactics outlined in the marketing plan.

APPENDIX A - SURVEY QUESTIONNAIRE

Thanks for participating in this survey conducted by USPS America’s Boating Club.
This survey should take participants 20-25 minutes to complete.
Your participation in this survey is voluntary, and your responses will be kept
confidential.

Your responses may be analyzed collectively to identify trends and preferences within
our community and better serve our members. Individual responses will not be
disclosed publicly without your explicit consent.

If you choose to provide your contact information for follow-up purposes, it will not be
shared with any third parties without your consent. Additionally, we may contact you
for your consent to share further details about your experiences for potential use in
social media posts.

By proceeding with this survey, you acknowledge and consent to the terms outlined in
this disclaimer.

Thank you for your participation and support,

Everett Power and Sail Squadron: America’s Boating Club

Personal Information

Please provide us with your name, email, and zip code.

● [Textbox response]

Are you a Washington state resident?

● Yes
● No

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Age
● Under 18
● 18-29
● 30-39
● 40-49
● 50-59
● 60-69
● 70-79
● 80+

Race
● White
● Black or African American
● Hispanic or Latino
● Asian
● Native Hawaiian or Other Pacific Islander
● Native American or American Indian
● Other (please specify)
● Prefer not to say

Annual Household income

● Less than $24,999
● $25,000 - $49,999
● $50,000 - $74,999
● $75,000 - $99,999
● $100,000 - $149,999
● $150,000 - $199,999
● Over $200,000
● Prefer not to say
● Retired

Have you ever served in the U.S. Armed Forces, Reserves, or National Guard?
● Yes, I am currently serving
● Yes, I have previously served
● No, I have never served
● Prefer not to answer

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Active on social media? What platforms?

● Facebook
● Instagram
● Twitter
● LinkedIn
● TikTok
● Snapchat
● YouTube
● Pinterest
● Reddit
● Other (please specify)

Have you seen us on social media?

● Yes
● No

Communication preferences
● Email
● Text
● Social Media
● Postal Mail
● In-person

Boating Experience

Are you a member of our boating club?

● Yes
● No

If you are not a member, what was your experience with the boating club?
● Attended a class
● Community event
● Former Member
● Yacht club member

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● Referred by a family member or friend

● I have not had an experience with the boating club
● Other (please specify)

For members, how did you become affiliated with the club?
● [Textbox response]

Do you own a boat?

● Yes
● Yes, but I rarely use it
● No
● No, but I go boating/rent a boat

How often do you take your boat out?

● Frequently
● Often
● Sometimes
● Rarely
● Very rarely

Do you ever take your boat overnight?

● Yes
● No

Could you share one of your favorite boating moments with us?
● [Textbox Response]

If you don’t have one, can you share why you are interested in boating?
● [Textbox Response]

Community Involvement

How do you like to meet?

● In-person
● Virtually

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● I prefer not to meet

For members, how often do you attend monthly meetings?

● Never
● Less than three times a year
● 3-5 times a year
● 6-9 times a year
● Almost always (10-12 times a year)

How often have you attended community events?

● List of local community events

For members, how likely are you to mention/recommend the boating club to others?
● Strongly recommend
● Recommend
● Might recommend
● Do not recommend

Please explain why you would or would not recommend the boating club to others:
● [Textbook reply]

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APPENDIX B - FACEBOOK AD SAMPLES

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APPENDIX C - BROCHURE

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APPENDIX D - NW YACHTING

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APPENDIX E - Google Display Ad

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REFERENCES
https://www.wordstream.com/blog/ws/2015/05/21/how-much-does-adwords-
cost#:~:text=If%20you%20take%20the%20average,be%20cheaper%2C%20averaging%20und
er%20%241.

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