Sir Walter Raleigh Award submission for PR/media relations on behalf of North Carolina-based yacht designer.

1. | CASE STUDY |
Sir Walter
INTRODUCTION
Ward Setzer is an award-winning yacht designer and founder of Setzer Design
Group of Cary, N.C. His small company has specialized in the design of large
Raleigh
luxury yachts ranging from 80’–150’ or larger. When Setzer hired French/
West/Vaughan in February 2005, he challenged the agency to position him
and his company for a transition from a big-boat specialty designer to a more
Awards
diversified design house creating a range of nautically inspired consumer
products as well as boats of various sizes.
OBJECTIVES
• Establish Setzer as a superstar in international yacht design to build cred-
ibility and name recognition
• Generate publicity for Setzer yacht projects
• Promote new, smaller boats designs
• Generate publicity for new Windswell lifestyle brand and products
• Gain visibility in key boating markets on East Coast
• Generate local business coverage in Triangle and N.C.
METHOD
Target and develop specific editorial opportunities for key media audiences,
primary among them being potential yacht buyers, investors, and yachting or
consumer products partners.
• Luxury lifestyle
• Yachting lifestyle
• International yacht design industry
• Raleigh and triangle news and business
• Statewide business
• National business
• Yacht market news
CREATIVITY
FWV created specifically tailored pitches for the media listed above, designed
to achieve the stated objectives for Setzer and Windswell. Listed below are
examples of the varied focus of those pitches, along with targeted media that
responded:
• Setzer as internationally acclaimed yacht designer (Yachts International, Boat
International/USA, Yacht Design)
• Setzer as N.C. success story (News & Observer, Triangle Business Journal,
Cary Business Journal, Cary Magazine, Business NC)
• Setzer as yacht charter expert (OT, International Yacht Vacations & Charters)
• Setzer as versatile designer of boats from small to very large (Yachting, YI)
• Setzer as lifestyle brand entrepreneur (The Wall Street Journal, South Florida
Sun-Sentinel)
• Setzer yacht clients with market-specific appeal (Palm Beach Daily News,
Newport Life)
Continued...

2. | CASE STUDY |
RESULTS
IMPRESSIONS AD VALUE PR VALUE
YACHTS INTERNATIONAL (2) 130,000 $20,000 $60,000
BOAT INTERNATIONAL/USA 49,971 $10,000 $30,000
OT 40,000 $10,000 $30,000
INTERNATIONAL YACHT VACATIONS & CHARTERS 52,000 $10,000 $30,000
NEWPORT LIFE 10,000 $5,000 $15,000
RALEIGH NEWS & OBSERVER 176,112 $10,000 $30,000
TRIANGLE BUSINESS JOURNAL 7,622 $2,500 $7,500
CARY MAGAZINE 20,000 $3,500 $10,500
CARY BUSINESS JOURNAL 7,622 $1,500 $4,500
BUSINESS NORTH CAROLINA “ETC” 26,396 $10,000 $30,000
SOUTH FLORIDA SUN SENTINEL 242,081 $15,000 $45,000
PALM BEACK DAILY NEWS 7,329 $2,000 $6,000
THE WALL STREET JOURNAL 2,083,660 $50,000 $150,000
SMALL BIZ (BUSINESS WEEK) 503,157 $5,000 $15,000
YACHTING 123,665 $25,000 $75,000
YACHT DESIGN 50,000 $25,000
TOTALS 3,529,615 $204,500 $613,500
PROJECT BUDGET SUMMARY
• $3,000/mo. for 9 months planning and execution
• Total FWV budget: $27,000
• 3,529,615 targeted impressions generated
• Cost per impression approx. $00.008, or less than a penny per impression
• Advertising equivalency value of $204,500 based on average CPM of $150, with size of story, photography, use color, demographics and
other factors considered.
• Estimated PR value of $613,500 is based on the industry standard 3:1 value ratio.
SIR WALTER RALEIGH AWARDS COMPETITION—FIFTH DIVISION
CATEGORY #21: Special Event/Campaign
CLIENT: Setzer Design Group
AGENCY: French/West/Vaughan
PROGRAM TITLE: Setzer/Windswell PR Campaign
PROGRAM DATE: Feb. – Oct. 2005