1. Presented by: Charlotte Busse,
Christine Oneto and Erica Kaplan

2. What is ServiceShip?
• A floating boat maintenance facility
• Cost-effective alternative to boat yard maintenance & repair
• Provides quality Electrical, Mechanical & Rigging services
with your boat in the water
• Offers interior and above-deck repairs/maintenance with boat
in water
Now in new & convenient Sausalito marina location
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3. Markets
• Day Sailors
• Racers
• Captains
• Surveyors
• Salespeople
• Existing Customers
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4. Markets
Primary Target Market
Integrated Marketing Communications Plan
The Day Sailor who keeps his boat in San Francisco Bay
Who is he or she?
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5. Day Sailor Psychographic Make-up
1. He loves his boat
2. She believes sailing is a lifelong activity. She is committed to
the sport and it is a priority amongst her interests and
consumes a measurable amount of her free time
3. She is environmentally conscious.
4. He is analytical – sailing demands planning and foresight
5. He expects to receive only First Class craftsmanship &
quality
6. She is a big reader, detail-oriented and researches
everything about boats and boating
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6. Day Sailor Psychographic Make-up, cont.
7. She is social – active in her yacht club and/or ownership
associations
8. He is sensitive to demands on his time
9. She is successful enough to have disposable income to
support the sailing hobby & lifestyle
10. He or she would go out on the boat at any time, under most
any weather conditions
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7. How the Psychographics Shape the
Need for ServiceShip
•
Owner’s love of the boat: Wants the best and knows he can
trust the expertise of KKMI professionals
•
Sailing is a priority among his interests and free time; and he
knows KKMI’s history as first-rate in reputation
•
Environmentally conscious & share’s KKMI’s “clean bay”
values
•
Sensitive to demands on his time: Makes Sausalito a
convenient location & choice since it is centrally-located near
the Bay’s common sailing spots
KKMI Expertise + Quality + Convenience + Savings
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8. Mission for the IMC Plan
Awareness
ServiceShip is a NEW service
It does not current exist in the San Francisco Bay:
-- Benchmark is currently 0.
Goal
Make 30% of SF Bay Day sailors aware of KKMI’s
ServiceShip location and services
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9. Launch Timeline for IMC Plan
•
90 day Awareness Campaign announcing NEW
KKMI ServiceShip: beginning March 1 through
May 31
•
Capitalizes on 2 major Bay Area boating events:
• Opening Day on the Bay – April 26
• Memorial Day Weekend – May 23 to 25
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10. Messaging for IMC Plan
•
KKMI Quality, First-Class Service at your
fingertips!
•
Now in Sausalito, CA
•
Grand Opening
•
Try us before all your mates!
•
You & Your boat deserve the best care
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11. Blended Communication Methods
•
Advertising
•
Public Relations
•
Sponsorships
•
Cause Marketing (“Save the Bay” & Call of the
Sea)
•
Direct Marketing (email & print)
•
Sales Promotion
•
Personal Selling
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12. Advertising
•
Print Ad:
• Latitude 38 & other trade publications
•
•
•
•
•
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Websites:
latitude3.com
Yachtsmanmagazine.com
Sailors.com
Sailingscuttlebutt.com
Banner Ads
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13. Public Relations
•
Photo of tug hauling ServiceShip to Sausalito provided
by local trade publications, newspapers and websites
•
Press releases, follow-up emails and phone calls to
local journalists (sports & other) announcing the Grand
Opening and events
•
Invite local influential sailors for a pre-Grand Opening
Tour of the ServiceShip
•
Make special mentions of 1) Support of Bay Area Youth
Sailing, 2) Free Seminars, 3) Raffle to win maintenance
packages, 4) Host a “Have your photo taken with Paul
Cayard” or other sailing pros
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14. PR Placements
•
Local
 Bay Area Television news
 Sausalito news
 Marin Independent Journal and SF Chronicle
• Industry
 Latitude 38
 Yacht Club Newsletters/e-News
 Bay and Delta Yachtsmen
 Scuttlebutt
Monitor all Local news for published stories
to reprint ads
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15. Direct Marketing
•
Postcards to all Bay Area registered boat owners
(approx. 3,000)
•
These will announce Grand Opening April 25-26
Sales
Promotion

Cause
Marketing



Digital
Assets
Raffle – Chance to win valuable maintenance
packets
Proud Sponsor of Bay Area Youth Sailing
Have your photo taken with Paul Cayard
Website, KKMI boatyard address, phone, twitter
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16. Sales Promotion
•
Raffle drawings to win coveted, desirable prizes
 One winner each evening of Grand Opening
 Grand Prize = Free Rigging, Electrical and
Engine Inspection for your boat
 Proceeds from Raffle ticket sales and no-host
bar to support Bay Area Youth Sailing
o Print this prominently on invites
o Provide for a donation-only option
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17. Personal Selling
•
KKMI Richmond Team/Project Managers will wear
new ServiceShip T-shirts to get create buzz
•
Hosted Seminars at the ServiceShip for:
 Local marina tenants
 Yacht club members
 Current KKMI customers
• Prizes given out at the seminar: Free rigging,
electrical and engine inspections
• Donation table supporting Bay Area Youth Sailing
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18. Personal Selling, cont.
•
Seminar Invitees
 Sausalito Yacht Club
 Corinthian Yacht Club
 San Francisco Yacht Club
 St. Francis Yacht Club
 OCSC (Berkeley)
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19. Sponsorship
• Proud Sponsor of Bay Area Youth Sailing
• All proceeds from Grand Opening raffle sales
• Donations of new or used equipment to regatta
teams, ServiceShip branded merchandise, i.e.
shirts, lifejackets, stickers
• Find food and beverage sponsors for KKMI, and
actively cross-promote and cross-sell
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20. Cause Marketing
•
Partnership with Bay Area Youth Sailing
 In appreciation for the ServiceShip’s
contribution to B.A.Y.S., KKMI will ask that
some members of the organization be present
at the Grand Opening event
 B.A.Y.S. representatives will answer questions
on their program, to promote their organization
while helping KKMI host the event
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21. Digital Communications
•
KKMI Customer email blast about the Grand
Opening event
 Mention B.A.Y.S. and raffle
 Yacht Clubs e-mail to members about the preevent promotional seminars
 PR outlets using email pitches & press release
post to the wire
 Banner ads & potential pre-roll video ad
 KKMI.com
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22. Questions?
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