Marina Marketing Plan

MARINA MARKETING PLAN CHECK LIST

PLOTTING YOUR COURSE

A marketing plan specifies the marketing goals and objectives to be achieved over a specific time period and then lays out the various strategies to be followed in achieving them.

The purpose of this presentation is to provide Marina Managers and Owners with a basic guide in the preparation of a Marketing Plan. It indicates the subject matter which should be taken into account and a logical sequence in which it should be presented.

Because of the different characteristics of Marinas, the importance or relevance of many of the factors listed will vary. You should decide where the emphasis should be placed in this planning .

When writing your plan, you should make points succinctly and clearly avoiding unnecessarily long texts. Where possible, use figures to illustrate or substantiate arguments

The Annual Marketing Plan should be prepared in conjunction with the Annual Operating Budget and Revenue Forecast setting exercise.

OVERVIEW

THE MAIN SECTIONS OF THE MARKETING PLAN SHOULD BE IN THE FOLLOWING SEQUENCE:

1. Contents 7. Major Objectives

2. Introduction 8. Strategies

3. Position Statement 9. Media Plan

4. Mission Statement 10. Action Calendar

5. Situation Analysis 11. Marketing Budget

6. Marketing Policies 12. Appendices

CONTENTS

Subjects and tables listed by page numbers. This is the final step after everything else has been completed

INTRODUCTION

An explanation of the conclusions and main points of your marketing plan. The introduction should be written so that any reader, whether familiar with your marina, or not, will understand what you are proposing to accomplish. Indicate the period covered by the plan and who prepared it

UNIQUE SELLING PROPOSITION - POSITION STATEMENT

A position Statement creates the distinguishing characteristics of your marina that answers the question “Why should I choose your marina over another?” What makes your marina unique and different than others? The answer to these questions will provide you with your USP – Unique Selling Proposition. Your USP is the image that you want to imprint on the mind of your target market. Some unique propositions that were pioneers when they were introduced:

* Domino's Pizza: "You get fresh, hot pizza delivered to your door in 30 minutes or less -- or it's free.”

* FedEx: "When your package absolutely, positively has to get there overnight”

* M&M's: "The milk chocolate melts in your mouth, not in your hand"

MISSION STATEMENT

A Mission Statement is an enduring statement of purpose for your business that identifies the scope of its operation in product and market terms, and reflects its values and priorities.

A good example of a mission statement is one that became familiar to millions of television viewers years ago.

“Space the final frontier…. These are the voyages of the Starship Enterprise. It’s five year mission: To explore strange new worlds, to seek out new life and new civilizations, to boldly go where no man has gone before.”

Gene Roddenberry – Star Trek

SITUATION ANALYSIS Report and commentary on performance, the current situation and future outlook

Open with summary introduction of the main factors of the present marketing situations which affect your Marina

Marina Revenue results – actual financial performance against budget and previous year

Occupancy results – actual annual, seasonal and transient against budget and previous year

Rates achieved – average rates experienced against budget and previous year.

Business Mix – evaluate the various categories as seasonal, annual, monthly, daily transient, groups and special packages.

Marina sources of business – direct mail, referrals, advertising and other sources

Comment on the major geographic areas that supply boaters to the destination.

SWOT Analysis – Strengths-Weaknesses-Opportunities–Threats Prepare a SWOT analysis on each of those marinas that can be considered competitors , listing advantages and disadvantages. Indicate their occupancy and rates where known.

MARKETING POLICIES

Give detailed breakdown and analysis of all aspects of your marina tariff, (Rate Card) including comment on discounting policy with regard to various rates for seasonal, monthly, weekly, daily transient, groups and special promotions

MAJOR OBJECTIVES

A written statement of each major objective of your Marketing. For example; Increase occupancy, increase average slip rates, increase number of larger boats, better control of market mix etc.

STRATEGIES

Outline the strategies you will use to accomplish each marketing objective of your Marketing Plan.

The following A through H is a possible list of strategies

STRATEGY A – DIRECT SALES

Elaborate on the direct selling activities that are to be undertaken by the various individuals, indicating those targets set. Provide an outline itinerary plan for each of the individuals, as it is seen at present, including the Manager if undertaking sales promotional trips and trade shows

STRATEGY B - ADVERTISING

Detail the media advertising plans which are proposed, indicating regions of coverage, media to be used, its purpose and timing. Refer to any co-op advertising which is planned with events, boat dealers, tourist boards etc.

STRATEGY C - PROMOTIONAL PRINT

Itemize the range of promotional print pieces that are to be used and which are prepared during the year.. State quantities and distribution breakdowns.

STRATEGY D - PUBLIC RELATIONS

Describe what public relations activities are envisioned and how they are to be implemented and controlled

STRATEGY E - DIRECT MAIL

Itemize with dates and target audiences the range of direct mail shots that are planned

STRATEGY F - BOAT SHOWS AND SPECIAL EVENTS

Schedule the range of boat shows and special events in which the marina plans to participate. Provide dates, locations and audiences to be reached.

STRATEGY G - PROMOTION

Itemize and describe the range of specific sales promotional schemes that are either to be repeated or introduced during the course of the year. Indicate what it is hoped will be achieved by each of them

STRATEGY H – OTHER ACTIVITIES

Refer to any other sales of promotional actions which are to be undertaken, but which have not been covered by the above subheadings, e.g. give aways , exhibition displays, posters, etc.

9 - MEDIA PLAN

A calendar of advertisement placement, including name of publication, ad sizes, insertion date, issue date and cost of ad

10 - ACTION CALENDARSet out in detail order, month by month, a complete summary of the various actions that will need to be taken on all marketing and sales promotional fronts. This should be done under headings of action to be taken, with start dates and completion dates and who will be responsible for the action taken

11 - MARKETING BUDGETS

Provide a detailed analysis of the costs of each of the marketing activities planned and referred to in your plan.. Spread your marketing budget over twelve months , line by line. Include total for each month and total for the year.

12 - APPENDICES

These to include those appendices already referred to in earlier sections of the plan

Supplementary material at the end of your Marketing Plan, articles, documents, or other text, usually of an explanatory, statistical, or bibliographic nature.

FINALLY – PLAN YOUR WORK AND WORK YOUR PLAN

Your Marketing Plan is a working tool; working tools don’t sit on a shelf. Think of it as a navigational chart to keep you on course, on time, and to help you reach your destination by building a solid profitable business

Remember, a Marketing Plan, as with plotting a course, can encounter various conditions that force you to change direction. Constantly monitor your marketing plan’s progress and change direction when necessary

Your initial Marketing Plan is always the hardest to prepare, take your time and develop a good plan and it will serve you well for years to come

I hope you found this presentation of value in your Market Planning.

RICHARD GRAVES & ASSOCIATES

Marketing

►Market Research And Analysis

► Strategic Market Planning

►Media Planning And Placement

► Collateral Design and Production

►Market Positioning and Competitive Analysis

► Customer Relationship Management

► Event Planning and Public Relations

► Full Marketing And Sales Representation

►Web Site Design And Positioning

Operations

► Start-up Management

► Staff Hiring & Training

► Professional Marina Design

►Marina Acquisition Analysis

► Project Management

► Feasibility Studies

► Operation Manuals

►Hurricane and Emergency Plans

► Buyer And Seller Representation

1000 SE 4th Street - Suite 224 — Fort Lauderdale, Florida 33301

Phone: 954-524-2131 — Fax: 954-524-7417 — Email: rvgraves@rgassoc.com