Digital Media Plan (Catana Catamaran) Antoine Arrouy

Phase IV: Traditional and Digital Media Plans
Section 1: Target Market Incentive Statement:
To sailboat athletes, Catana is the brand that promises the rush of adrenaline through its legendary
performance as a high performance sailing catamaran. The Performance of the Catana 42 is due to
its vacuum infusion technology combined with carbon and aramid ﬁbers. The unique foam
sandwich of Catana 42, makes the sailboat unsinkable and resistance to the strongest waves. The
Catana 42 is also customizable to the owners needs.
■ Boat shows through their promotional nature increase sales.
■ Periods of governmental taxation/tax relief/refund give purchasers additional financial
strength to purchase.
■ Periods of low interest rates give incentive to purchase large and high dollar items through
competitive lending. (Mega environmental factors)
■ Boat races lead to increased purchases either before or after the event.
■ Create a new aperture by organizing a Catana Gathering bi-annually alternating on each
coast where enthusiastic owners can compete, entertain, and reminisce.
Section 2: Traditional Media Objectives:
2.1 Name of the Target Audience:
Our target audience is: males who are sailors from 40 to 70 years old and baby boomers.
They are married and earn above 1 million dollars a year.
2.2 Geographic Coverage of the Campaign:
Exhibit 1: DMAs Highest in Target Market Concentration
(A)
DMAs Highest in Target Market
Concentration
(B)
Population Estimates
(C)
Citations
California Population 2014 estimate
38,802,500
Boat Registrations 1,051,606
(.027 Average Boats per Capita)
http://www.discoverboating.com/
resources/article.aspx?id=122
http://quickfacts.census.gov/qfd/
states/06000.html
Michigan Population, 2014 estimate
9,909,877
states/26000.html
Florida Population, 2014 estimate
19,893,297
Boat Registrations 922,597
states/12000.html
!1

The DMAs are based on boat registrations correlated with population. It contains both males and
females of all ages income levels and generational characteristics. This target audience is chosen
due to its participation in maritime activities and of course their proximity to larger bodies of water.
Even though some DMA’S are only able to participate in maritime seasonally, all have adequate
participation to be considered.
2.3 List of Apertures:
■ Boat shows through their promotional nature increase sales.
■ Strictly Sail (Mid february Annually)
■ Palm Beach Boat Show (March 26-29 Annually)
■ Periods of governmental taxation/tax relief/refund give purchasers additional financial
strength to purchase.
■ Tax returns (January 01 - April 15 Annually)
■ Periods of low interest rates give incentive to purchase large and high dollar items through
competitive lending. (Mega environmental factors)
■ Varies on a long term and politically tied
■ Boat races lead to increased purchases either before or after the event.
■ Volvo Ocean Race (October- June Annually but has specific legs and dates)
Minnesota Population, 2014 estimate
5,457,173
states/27000.html
Wisconsin Population, 2014 estimate
5,757,564
states/55000.html
Texas Population, 2014 estimate
26,956,958
states/48000.html
New York Population, 2014 estimate
19,746,227
states/36000.html
Ohio Population, 2014 estimate
11,594,163
states/39000.html
Illinois Population, 2014 estimate
12,880,580
states/17000.html
South Carolina Population, 2014 estimate
4,832,482
(.079Average Boats per Capita)
states/45000.html
!2

■ Create a new aperture by organizing a Catana Gathering annually alternating on each coast
where enthusiastic owners can compete, entertain, and reminisce.
■ Summer (Alternating on each Coast of the United States Annually)
2.4 Starting Date and Ending Date of the One-Year Advertising Campaign:
Start Date: January 1st Annually
End Date: December 31st Annually
Following the “ﬂighting” pattern depending on apertures
Section 3: Traditional Media Strategy:
3.1 Intensity Range Analysis:
Exhibit 2: Intensity Analysis
(Column A)
Factor
(Column B)
Finding
(Column C)
Low
Intensity
Moderat
e
Intensity
High
Intensit
y
Degree to which the brand is established,
has a well-known position, and enjoys
high awareness or is new, lacks
awareness, and needs to attack market
leaders
Lacks awareness and needs to
attack market leaders
X
Degree to which the offering enjoys a
high market share, good distribution, and
solid market standing or has a low market
share with needs to increase distribution
and market share
Low market share with needs to
increase distribution and market share
X
Degree to which the brand is among the
dominant players in the market or lacks
market domination
Lacks market domination
X
Degree to which the brand has earned a
high degree of brand loyalty or has a low
degree of brand loyalty
Low degree of brand loyalty
X
Length of time expired between
purchases of the brand (e.g. frequent,
often, rare, or very rarely)
Long interval
X
The degree to which the message
conveyed by the campaign’s message
strategy is simple and quickly
comprehended or complex and more
difﬁcult to understand
Message strategy is simple and
quickly comprehended
X
!3

3.2 Intensity Range during Normal Periods: None, a flighting advertising strategy will be
used.
3.3 Intensity Range during Apertures: Very High as the “flighting” strategy means advertising is
only done during these apertures and the carry over effect of the advertising is anticipated.
3.4 Reach versus Frequency:
3.4.1 During normal periods: None as no advertising is to be done, but carry over effects are
expected.
3.4.2 During apertures: Emphasize frequency due to required intensity based on current
awareness levels within the sailing community.
3.5 Audience Turnover:
expected.
3.5.2 During apertures: Due to the increased frequency and intensity requirements of the
campaign, the targeted advertisements need to reach the same audience multiple times.
3.6 Vehicle Continuity:
expected.
3.6.2 During apertures: High vehicle continuity due to required frequency and intensity needs.
3.7 Time Continuity:
expected.
3.7.2 During apertures: High time continuity as advertising will be done only during the given
apertures but times may be shifted depending on day of week (work days or not).
The extent to which the creative concept
for the campaign plan is creative and
original or rather straightforward and
ordinary
Straightforward and ordinary
X
Whether the campaign goal focuses on
communicating information (e.g., brand
image/personality, physic brand meaning,
features and direct benefits, functionality,
performance) to establish the brand or to
increase sales immediately
The campaign goal focuses on
communicating information (e.g.,
brand image/personality, physic brand
meaning, features and direct benefits,
functionality, performance)
X
The degree to which the media schedule
is based on either “flighting” or based on
the continual pattern of advertising
The media schedule is based on
“flighting” (seasonal)
X
The degree to which competition is either
weak or strong
Strong Competition
X
!4

3.8 Media Timing and Patterns Strategy: (Ugi)
Exhibit 3: Media Schedule
Recommended 9-10 Exposures
Factor Position Weight
Well Established 1 .38
Average Share 7 .03
Not Dominant 3 .1
Average Loyalty 8 .03
Long Time Interval 6 .07
Same Message 9 .02
Simple Message 5 .09
Goal Increase Sales 10 .01
Flighting 4 .1
Strong Competition 2 .2
!5

Section 4: Web Site Program and Promotion Plan:
4.1: Situational Factors:
Exhibit 4: Situational Factors Impacting Web Site Design and Program
Factors Brief Description
Target audience—name and
brief description (limit
description to no more than two
bullet points
■ Males who are sailors from 40 to 70 years old and baby
boomers.
■ They are married and earn above 1 million dollars a year.
Competitive situation Catana lacks brand awareness in the USA and needs to attack market
leader to grab more market share and eventually have more market
domination.
Factors impacting demand for
the brand
The growing boat industry and the improvement of the US economy
allows people a better environment for leisure.
Motives and incentives that will
attract visitors to the web site
Catana 42 is an almost $500,000 investment. So once the need is
recognized prospects spend a lot of time gathering informations about
the sailboat before buying. They want to make sure that they brand
promises will be met and their self-actualization incentives will be
fulﬁlled.
!7

4.2 Problem/Opportunity Statement:
Exhibit 5: Web Site—Problem and Opportunity Statement
Problems to Solve and
Opportunities to
Capture
Description of Response
Problems for the web
site to solve
The website needs to enhance the visitors opportunities to share, engage, join
a community, review, and get product information.
Due to the baby boomers typical lack of computer skills the web page must be
made more navigable
More Transparency
Ease of contact
Opportunities for the web
site to capture
Virtual tours and demonstrations by harnessing technology
Integration with social media
Plan for the web site to
complement advertising
campaign goals and
support advertising
claims
Advertising Campaign Goals
Web Site Tactics to Assist in Achieving
Campaign Goals and to Support
Advertising Claims
Brand awareness -
Performance
Promote the superiority of the functional
performance of the Catana 42
Brand awareness - Reliability Promote the brands retention of value,
safety and durability
Web-based tactics to
communicate key
elements of brand
strategy
Key Brand Strategy Elements Tactics to Convey Key Brand Strategy
Elements
Winning Representations of Successful competition
events
Performance Demonstrations by video and live hands on
events
Reliability Demonstrations by video and torture testing
Versatile Customization Example layouts portrayed by video and
many photos
attract visitors to the web
site and increase website
visits
Buzz on the internet and sponsorship of events
engage visitors in
sharing and self-
expressing
A section dedicated to the Catana Owners Blog
!8

4.3 Broad Goals for the Web Site:
Communication Goal: To increase brand recall and recognition of the Catana 42 Carbon
Infusion for its emotional benefit effect of “winning,” and the functional benefits of its
performance, hull reliability and versatile customization.
4.4 Desired Effects Established for the Web Site:
(Found in shell 2 6.2)
Exhibit 6: Desired Effects Established for the Web Site
generate brand reviews
Invite known boat magazines and web bloggers the opportunity to come and
experience the Catana 42
engage visitors in join a
community or an affinity
group
A section that allows those interested to have their questions responded to by
volunteer fanatic Catana owners
A call in “Hot Line” for prospects to have their questions about Catana
responded to quickly
increase touch points
with the brand
Links on every web page to connect with social media
generate brand
interaction
Give registered members special access to other online content with
interrelated brands
Discounts to Catana sponsored events
complement social
media program
Give notice on the front page to connect with blogs, discounts, promotions,
events, etc.
Other tactics, if any No other tactics.
Desired Effects Description
Perception Attention Leverage the emotional aspects of winning
Relevance Highlight how the Catana 42 through its superiority will unleash the
potential of the experienced sailor.
Memory Catana 42 is built to perform, and only the Catana 42 can display
your full potential.
Cognition “You have sharpened and honed your sailing skills. Now let Catana 42
demonstrate and unleash your sailing expertise one championship after another.”
Emotion “Winning” all around!
Association Champion sailors using the Catana 42 for their leisure as well.
Persuasion—
Credibility and
Support for claims
By entering and repeatedly winning sailing competitions, Catana will bolster the
credibility of the claims of high performance.
Behavior Create buzz and online curiosity about the brand
!9

4.5 Web Site Message Strategy:
Exhibit 7: Web Site Message Strategy
4.6 Look of the Web Site:
Sincere web brand image/ personality ﬁts best with the Catana 42 because the information
needs to be presented in a straightforward and factual manner simple and straight to the
point.
Few basic elements are required to make the website efﬁcient for the visitors :
- Black Banner Menu at the top presenting the different sections of the Website
- Recurrent Catana Logo
- Dominant Colors : Red, Blue / Dominant Shades : Black, White and Grey. Those colors
symbolize simplicity and make for an accessible web page.
- Slideshow of Catana 42’s pictures from different angles (Wide shot while sailing, cabin
picture from the inside…)
- Awards section
- Embed videos on the webpage
4.7 Web Site Content:
- Different website’s sections : HOME / CATANA 42 / NEWS / CATANA NETWORK / CONTACT US
/ PRESS SPACE /
- Bilingual or Trilingual mode
- Links to the social medias (Facebook, Twitter, Linkedin)
- Overall Presentation of the Boat,
Message Strategy
Elements
Description
Brand strategy elements
to communicate
Psychological differentiation - “Winning”
Functional differentiation - Performance, Hull Reliability, Versatile
Customization
Dominant selling
message
Experience of winning
Secondary selling
messages
Performance
Hull Reliability
Versatile Customization
Other key executional
elements
Entering and winning sailing championships
!10

- Legal Informations
- Every catana Boat could have its own website presenting the specificities and descriptive pictures.
4.8: Web-Based Tactical Promotion Programs:
Emotional benefit of “Winning”
■ Situation: Lack of brand awareness.
■ Problem/purpose statement: Strong competition, better represented on the market. Example:
boat shows, number of boats shown.
■ Broad goals and desired effects: Emphasizing on the emotion of winning because of the Catana
features (high performance, reliability, versatile customisation).
■ Message strategy: Psychological differentiation. The best type of positioning strategy for Catana
42 would be indirect positioning based on the feeling of accomplishment and performing at best.
■ Use of social media: Facebook: Events, Twitter: Use #s to follow trends to related to our brand,
Linkedin: Creation of an interest page, reach our target market (age + most of users are in the age
range we are targeting). In 2014, the social media had 300 million users and 51% of them are
between the ages of 40 to 64.
■ Problem/Opportunity Statement: Due to our target market lack of computer skills, the website
must be as simple and navigable as possible. And there should be an opportunity for them to
share, engage and join a community of passionate sailors around our brand benefits.
!11

Section 5: Social Media Plan:
Exhibit 8: Social Media Plan:
Purpose and Broad Goals
Social Media
Tools
Plans
Give basic informations and
the brand, the product and
the Catana Events.
Followers can participate to
an online competition by
sharing the Fan Page and win
an invitation to the Strictly Sail
Miami boat Show (for
example)
- Forecast and prepare all the posts 1 month in
advance
- Post of the fan page on a weekly basis (3
times a week)
- Optimize the visibility of the post by studying
the afﬂuence in order to reach as many
people as possible (around 1pm and 6pm
during the weekdays)
Communicate with the
followers through brief
messages about the updates
of the brand, the news and
the products (140 lettering
limit)
Followers can participate to
an online competition by
retweeting and win an
invitation to the Strictly Sail
Miami boat Show (for
example)
- Create and use the hashtags #Catana42
#cruisingwiththe42 #CatanaPerformance
#TheFastestBoat #CatanaCatamaran
#CatanaChampion
- Make the followers posting their boat pictures
using the hashtags to reference the posts
and create a community around the brand
Make connection among
professional communities and
emphasize the Catana
Catamarans visibility
- Create a “interest” page on LinkedIn about
the Catana Catamaran that users can link to
- It will give them the opportunity to collect data
on the people interested in the brand through
the visitors statistics (cookies, bitlinks...)
Twitter
!
Linkedin
!
Facebook
!
!12

Digital Media Plan (Catana Catamaran) Antoine Arrouy

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