On The Water Film
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On The Water (OTW) Components
BMF
Contribution
£22k
Members Events
Circa £6K
for 2013
+ plus good will
and marketing
NBS Activity
PSP Southampton Boat
Show
London Boat Show
£50k
The Broad Plan
- To create commercial opportunities on the website of
£1000
BMF Contribution
£22k
- Deploy a Facebook ad campaign targeting a profiled
user with the target of acquiring 2000 ‘likes’ by the end
of the year.
- Identify and import content for the OTW site through
Groups/ Associations and strategic partners.
- Deploy an industry On The Water event in 2014
- Provide a suite of printed & online material plus offer
‘goodies’ and event assets that can be used to support
member events.
- To improve logo use and general awareness of the
project across the industry
- To use the brand at Boat Shows to help signpost the
project
Communicating OTW To Members
Page of editorial has 3 times PR value of advertising
..... In Addition
Latest news: 6000 industry
subscribers (25% open rate)
Boat Show News:
1000 copies
How to get involved
Member Events Hold Real Value
BMF contributes approx £6k to events however members bring
more value in terms of cash and value in kind.
Case Study: BMF Southwest – over 550
people out on the water over a weekend
Members Events:
Circa
£5200 for 2013
+ plus goodwill
and marketing
BMF Contribution: £550
Found Costs:
Radio Advertising £1000
AA Signs: £306
Press Ads: £200
12 Boats in kind @ circa £500 a boat (£6000)
500 fliers printed free of charge
Volunteers from local colleges
TOTAL value: £8056
National Boat Shows Contribution
The largest events for On The Water are hosted at Boat Shows
NBS Activity:
PSP
Southampton
Boat Show &
London Boat
Show
£50k
The OTW banner is used to highlight on water
activity at the Show:
• Try A Boat
• Get Afloat
• Skipper Skills
• Active Marinas
Are all promoted under the OTW brand
Everyone who has a go will be offered OTW
info
We collect data for OTW.
Approx 10k got on the water in 2013
On The Water at the PSP Southampton
Boat Show – Where Did The Brand Appear?
Show Guide
Signage
Booking Form
Website
Value of PSP Southampton Boat Show
(Estimated values)
• 15 Boats provided by the industry circa
£7500
• Branding on signage: £2000
• Data collected: £1000 to rent
• Show guide activity: £2500
• Staff: £5000
• Fliers into Exhibitor packs: £1000
• Show website page: £1000
• Show fliers (150k printed): £3000
Total value: £23000
London Boat Show
Large watersports pool will host free activities including
Zorbing and Stand Up paddle boarding. Participants will
be given OTW info post event and where possible
added to the OTW dbase.
Big screen will carry OTW film.
Pool will play host to launch of
National Watersports Month.
Large OTW branding.
Contribution from NBS circa £35k
Results
Is OTW attracting page views, what are visitors looking at
and which websites are referring people to On The
Water?
On The Water Top 10 Pages For 2013
Page Title
Unique
Visitors
% New Visits
Pageviews
Buying a boat
9,880
90.05%
18,398
Where to Kayak
7,973
90.39%
14,742
Financing a Boat
5,937
88.26%
10,501
On the Water - Which boat for me?
5,070
90.60%
9,261
Buying a Used Boat
4,448
68.15%
7,141
Buy a Narrow boat
2,377
85.82%
4,170
Boat Hire & Holiday
2,334
91.13%
3,442
Marinas and Moorings
2,306
84.25%
3,436
OTW Weekend Home Page
2,263
76.57%
3,991
Top 10 Referring Websites for 2013
External Referral Sites
BMF Find a Member - Canoeing /
Kayaking Trips
www.britishwaterski.org.uk/
BMF Find a Member - Boat Loans /
Financing
www.bcu.org.uk/about/membership/
www.which-marina.com/
www.canoe-england.org.uk/oursport/where-to-paddle/canoe-trails/
www.berthsearch.com/
www.wakeboard.co.uk/
www.britishwaterways.co.uk/licenseit/choosing-and-buying-a-licence
BMF Find a Member - Waterskiing and
Wakeboarding Clubs
These sites have sent over 3000
unique people to the OTW website.
The OTW logo has some real value,
use it on your website along with
the BMF logo.
On The Water Digital
• In the past 12 months, the On The Water website has
received just over 80,000 unique visitors, a four-fold
increase on the previous year. This can be attributed to
SEO work on the site
• Onthewater.co.uk is now the TOP of Google rankings
for kayak where to go kayaking
• Facebook: Just over 1100 likes
• OTW database: 3200 names
Summary Of Results:
The majority of visits are by people looking for information on
how to buy a boat and accounts for 18,000 + page views.
Onthewater.co.uk is the leading site for those looking to find
out where to go kayaking and account for over 14,000 page views
Financing a boat, boating holidays and marinas and moorings
are high priorities for those using the site. Collectively these
account for over 16,500 page views.
Conclusion:
If your business is related to these areas the website
holds real opportunity for you in terms of content, advertising
and sponsorship. We are asking that all associations review
relevant pages with a view to improving content and
therefore opportunity.
Looking Ahead to 2014
National Watersports Month: May 2014
The OTW team will be providing event boxes – these will contain
just about everything you need to get your event going
(sunshine not provided!)
Objectives:
- To work with strategic partners to launch a month of
activity in May 2014.
- Collect data
- Highlight boating as easy, enjoyable, affordable and fun
- Provide industry with appropriate help & support
- Follow up post event
Members Events 2014
The following Regions and Associations have expressly said
that they will be holding an On The Water Event in 2014.
•
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Kent & Sussex
BMF Midlands
BMF South West
BMF Wessex
British Sailing
MLA
CBA
Event Box
All You Need For An Event
To include: Branding, FAQs guide, relevant forms, fliers, freebies
Call To Action
•Please review onthewater.co.uk and help us
provide the most relevant information possible.
•Please email us your videos, photographs and
do use the logo.
•Send us your offers so we can email the dbase.
•Let us know about your events.
Thank you