On The Water Film(click to start)

On The Water (OTW) Components

BMF Contribution

£22k

Members EventsCirca £6K for 2013

+ plus good will and marketing

NBS ActivityPSP Southampton Boat

ShowLondon Boat Show

£50k

The Broad Plan

BMF Contribution £22k

- To create commercial opportunities on the website of £1000

- 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

- To improve logo use and general awareness of the project across the industry

- Provide a suite of printed & online material plus offer ‘goodies’ and event assets that can be used to support member events.

- To use the brand at Boat Shows to help signpost the project

Page of editorial has 3 times PR value of advertising

Communicating OTW To Members

..... In AdditionLatest news: 6000 industry subscribers (25% open rate)

Boat Show News: 1000 copies

How to get involved

Members Events:Circa

£5200 for 2013+ plus goodwill and marketing

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 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

NBS Activity:PSP

Southampton Boat Show & London Boat

Show£50k

National Boat Shows Contribution

The largest events for On The Water are hosted at Boat Shows

The OTW banner is used to highlight on wateractivity at the Show:• Try A Boat• Get Afloat• Skipper Skills • Active MarinasAre all promoted under the OTW brandEveryone who has a go will be offered OTW infoWe collect data for OTW.

Approx 10k got on the water in 2013

Signage

Booking Form

Show Guide

Website

On The Water at the PSP Southampton Boat Show – Where Did The Brand Appear?

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 ShowLarge 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?

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

On The Water Top 10 Pages For 2013

External Referral SitesBMF Find a Member - Canoeing / Kayaking Tripswww.britishwaterski.org.uk/BMF Find a Member - Boat Loans / Financingwww.bcu.org.uk/about/membership/www.which-marina.com/www.canoe-england.org.uk/our-sport/where-to-paddle/canoe-trails/www.berthsearch.com/www.wakeboard.co.uk/www.britishwaterways.co.uk/license-it/choosing-and-buying-a-licenceBMF Find a Member - Waterskiing and Wakeboarding Clubs

Top 10 Referring Websites for 2013

These sites have sent over 3000unique 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:

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

The majority of visits are by people looking for information on how to buy a boat and accounts for 18,000 + 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

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

The OTW team will be providing event boxes – these will contain just about everything you need to get your event going (sunshine not provided!)

Members Events 2014

• Kent & Sussex• BMF Midlands• BMF South West• BMF Wessex• British Sailing • MLA• CBA

The following Regions and Associations have expressly said that they will be holding an On The Water Event in 2014.

Event BoxAll 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