National in Scope – Consumer Forward Facing

Affecting

Life Jacket Wear, BUI, Navigation Rules and Boater’s Education

INSPIRATION-BASED

print

Giving an audience of influencers what they

didn’t know they needed.

RESEARCH-BASED

web

Feeding an audience hungry for information.

INFORMATION-BASED

email

Connect with an audience that expects

consistent information.

CONVERSATION-BASED

social

Giving a loyal audience

something to talk about.

Delivering engaging content and promotional experiences to

passionate audiences through multiple channels.

Channel Strategy

924,151BOATING SAFETY UNIQUE VISITORS

285,406,127WEB BANNER IMPRESSIONS

6 MINSAVG. TIME SPENT ON SITE

9,480,402TOTAL CUSTOM

EMAILS DELIVERED

21.01%CUSTOM EMAIL

OPEN RATE

90PRINT PAGES

16BONUS PRINT PAGES

23,945,147TOTAL EDITORIAL

ENEWSLETTER INCLUSIONS DELIVERED

11,815,000TOTAL PRINT IMPRESSIONS

183SOCIAL MEDIA POSTS

2,728,137BOATING SAFETY

PAGE VIEWS

Campaign Overview

1,284,475TOTAL SOCIAL MEDIA REACH

Life Jacket Usage

Increase in respondents who believe that the law should require

adults to wear life jackets aboard when the boat is moving.6.6%

Source: 2014 Boating Safety Survey. Comparison between 2011 and 2014 responses.

Statistical Survey Report Highlights

Boating While Intoxicated

Decrease in the number of people who say they drink alcohol

on a boat when they are the driver.14.1%

Increase in the number of respondents who set limits or have

rules about drinking aboard their boat (of respondents who allow

drinking on their boat)12.9%

Increase in the number of respondents who say that they take

advantage of the USCG Auxiliary safety inspection program

annually.

18.6%

General Boating Safety

Conclusions

• Total Impressions Delivered are increasing annually.

• 2012: 76 million

• 2013: 91 million

• 2014: 166 million

• Timely consistent content creation keeps audiences engaged.

• Social Media Audience continues to grow as editors create more opportunities to engage

boaters in deeper conversation about safety.

• Video Content continues to be extremely popular on the Boating Safety website as

indicated by the increase in the number of plays and length of time viewing.

• Custom eMail Deliveries are driving traffic to the Boating Safety website and the Boating

Safety Quiz.

The Public’s Attitudes and Behaviors about Boating Safety are

Improving.