1. Fontana Paddleboard Campaign Strategy
wave
Presented by
wave
December 11, *
2013

2. Key Issues: Review
1. “Halau Tribe” has negative connotations in the mind of the
consumer.3,4
1. Membership options are confusing.1,2,
1. Social Media is not currently utilized to develop the FPC
brand voice or to engage with consumers.
1. Seasonal product line/consumer attention

3. Recap of SVC Target: Social Empty Nesters
●
●
●
●
●
45-65 years old 1,4,5
Minimum household income of $85,000 or more 1,4,5
Property owners near Geneva Lake
Exercises at least twice a week
Enjoys water activities
○ (boating, kayaking, beach-time, swimming, paddle boarding)1
*

4. Positioning, Message Strategy, Creative Brief

5. The Authentic, Fontana-on-Geneva-Lake Spot
To Social Empty Nestersthe Fontana Paddle Company is the
brand of Social Wellnessthat offers the full Geneva Lake
experience
because:
indulge yourself on the clear-blue water
Strengthening your mind and body
With a community of authentic people
And a knowledgeable crew of local paddle pros.
○ You can
○
○
○

6. Escape from the hustle and bustle.
Hang with the local folk.
Be one with nature.
Learn without pressure.
Live the Fontana life.
Join the Circle on Geneva Lake

7. The Circle on Geneva Lake: Why the Circle
●
●
●
●
●
Continues the tradition
Organic, community-based
Centrality
Not limited by “paddle”
This is NOT Lake Geneva

8. Message Strategy: Fontana Paddleboard
Community
Does size indicate quality?
Professionalism?
Friendly and supportive
staff invested in your
wellbeing
“Join Our Circle”
Come for fitness,
stay for friendships
More than just a business,
FPC is a community
We are focused on the mind and body experience of being on
the water, and building community through physical wellness.

9. Contrast:Gordy’s Marine

10. Creative Brief:Fontana Paddleboard Company
● Current Brand: There is a disconnect from FPC to “The Tribe.”
● Solve Problem: FPC brand is not cohesive. “The Circle” is more connected to
FPC brand.
● Target:Social Empty Nesters looking to form new social ties and friendships
within the Fontana community, people looking to get away from the popular
tourist destinations.
● “One thing” to communicate: Relaxed, fun, local destination
○ Not only a place where you can get in a workout. FPC is a place where
people can relax, talk with other paddle boarders and form friendships
existing outside of FPC.
● Result of advertising: Consumers will want to learn more about FPC and see
what the real “Geneva Lake Experience” is about.
○ Come for fitness, stay for friendships.

11. Fontana Paddleboard:Campaign Tone & Manner
● Recommended Tone
○ Description:
■ Holistic, friendly, relaxed vibe, low key
■ Local hangout, like talking with your neighbor
○ Rationale:
■ Demographic is looking for new social groups
and activities
■ Want to connect with people, nature and new
experiences
● Recommended Manner
○ Description:
■ Language, fonts, color scheme
■ Community, bottom-up approach
○ Rationale:
■ Looking for something fresh and new
■ Not looking for a tourist destination
■ Want to belong

14. Current Brand: Outdoor Appearance
Many different brands and logos are being used. Nautical, more
collegiate theme does not make current state of the “Tribe.”

15. The Circle on Geneva Lake

16. Campaign Strategy

17. Business Objectives
●
●
●
●
●
Increase awareness among local targets
Eliminate confusion over options1,2
Make membership incentivized, yet profitable
Increase regular rentals
Build a community for all seasons
2

18. Branding Strategy
A Community for Mind, Body and Spirit
■ Fontana Paddle Company
● The Circle on Geneva Lake
○ Interest-based Community vs Paddleboarding Group
■ Inclusivity
■ New experiences on the water
■ Local, authentic
○ Why?
■ Fulfills multiple needs
■ Offers incentive to continue
■ Best brand loyalty

19. Product Line Strategy
The Circle on Geneva Lake
● Membership
● Rewards Program
● Social Group
Circle Time
● Regularly scheduled events
● Special Events for Circle Members only
○ Ladies’ Night
In-Store/Online Products
● Supplements to the Experience
○ Events to facilitate sales
● Branded merchandise
● Expanding to other seasons

20. Pricing Strategy
● Rental Prices
○ Non-Members
■ Keep the same
○ Members
■ $25 for you +1 for ½ Day
● Circle on Geneva Lake Membership (Annual)
○ Standard Rate: $149
■ Add another for $75
○ Student/Senior Rate: $120
○ Family Rate (up to four): $250
● Circle Time
○ $10 Rentals for Circle Members (+1)
● 10-Rental Passtransferrable to more than one person
○ $250 for non-members
○ $150 for Circle Members

21. Proposed Schedule
Sunday
Monday
Ladies’
Night
6:30-8PM
Tuesday
Circle Paddle
5-7PM
Wednesday
Sunrise
Paddle
6-8AM
Thursday
Circle Paddle
5-7PM
Friday
Saturday

22. Special Events
● Open House
○ First weekend of the month
○ Voucher for free paddle
● Destination Paddle
○ A weekend in July
○ Travel to another lake
● In-water Demos
○ Sunday mornings
○ Demonstrate SUP basics
● Charity events
○ Partnerships
○ Awareness/fundraiser paddles

23. Place (Distribution) Strategy
● Web Presence anchored by local retail
presence
○ Online Marketplace
■ Hosted customer forums
■ Elementary e-commerce services
○ Local Presence
■ Primary sales, rentals, services
location
■ Establishing sense of place

24. Promotion Strategy
Advertising Mediums
● Traditional media
○ Local newspapers
○ Radio
● Email list
○ General FPC customers
○ The Circle members
● Social media
○ Facebook
○ Twitter
● Events
○ Summer Kick-Off Event
○ Mid-Summer Destination Paddle

25. Campaign Scope: Timing
● SUP Season
○ SUP Season: May - September
○ Primary Messaging: April - September
○ Frontload messaging 1.5 months ahead of time
● Holiday Season Sales Push
○ Holiday Season: mid-November - December
○ Primary Messaging: early-November - January 1st
● The Circle - Expansion
○ The Circle: Year-round
○ Primary Messaging: April - May
○ Trying to drive engagement and membership at the beginning of
the season

26. Promotion: Social Media
● Engage in two-way conversation
○ More conversation, less promotion
● Make the brand personable
○ Use first-person pronouns, i.e. “we,” “us”
● Facebook
○ Facebook Group for The Circle members
○ Photo albums for events
○ Special events pages
● Twitter
○ One account
○ Tweets separate from Facebook posts
○ Encourage The Circle members, renters, etc. to tag @FontanaPaddleCo

28. Partnership Strategies
● Chuck’s Lakeshore Inn
o Ladies Night
o Advertising
o Food/Drinks at Events
● Local YMCA
o Invite fitness class participants
● The Abbey Resort
o Water fitness classes
o Recommendations
Local Charities, Causes, Programs

29. Questions?
wave

30. Appendix

31. Additional Information
■
■
■
In the appendix of THIS document, please include the ENTIRE team Power
Point presentations #1 and #2
Turning in this assignment:
■
Submit an electronic copy of it in our Learn@UW dropbox by 6 am on
Thurs, Dec 12th
■
Bring TWO copies of this presentation to class; one for Deb, one for Kevin.
Print these 2 copies in B&W, using the “handout” format (2 slides per page,
please).
Create and burn TWO CD’s of your entire semester work product; one for Deb,
one for Kevin. Bring BOTH to class on Thurs, Dec 12th. This must include:
■
Team presentation #1. Be sure that a detailed
appendix/source/bibliography section is included in this document.
■
Team presentation #2, including the appendix of all of your research
material
■
This presentation

32. Social Empty Nesters
Key Behaviors1
● Golfing, Tennis
● Regularly attend social events
● 81% of locals exercise at least 2-3 times a week1
Key Attitudes
●
●
●
●
Prefer structured social activities1
Interested in healthy living2
Looking to meet new people1, 3
More willing to try new things when with others3
Demographic Locators
● Married, with children older than 16
● Average household income of $85,000+4 5
● Between the ages of 45 and 65

33. Insight: Social Empty Nesters
Finally! I can take time for what I want to do.
Insight Rationale:
● Willing to spend money on entertainment for themselves 1
● More time to spend with friends and/or spouse
● Children are out of the house/grown
● Seeking leisurely enjoyment and new social experiences
● Exercising and eating healthy are important to them
● Enjoying life outside the city 4

34. “Halau Tribe” Current Positioning
Consumer
Category
I joined the Tribe at
Fontana to get a great
discount and to try
something new
I’ve always wanted to try
paddleboarding but it
looks very difficult.
the Halau Tribe sounds
interesting, but I’m not sure
what it’s all about.
Brand
Sweet spot: The Halau Tribe offers exclusive deals and a water sport
discount for current consumers at the Fontana Paddle Company.

35. The Circle on Geneva Lake:
Category
Consumer
I have finally found a
group who shares my
interests
I love getting out on the
lake and a low impact, full
body workout.
The Circle is my home
on the water - where I
can center myself
Brand
Sweet spot:The Circle offers a genuine community where locals can
socialize comfortably push their own limits on the lake

36. Message Strategy
Who? Active Empty Nesters
Message?“This is where the locals go”
One Word?Community
Difference?More relaxed, natural, calm setting
Why Care?More than just a business, FPC is a community
Why Believe?Friendly and supportive staff invested in your wellbeing
Inspiring brand insight? Come for fitness, stay for friendships
Feeling?Chill, no pressure, relax, don’t be worried to try and not be perfect, the staff are experts but the
consumers are average people; consumers will not be intimidated; community, bonding; escape, a breath
away from the tourists
Call to Action? “Join our Circle”
Aperture?Local publications, flyers at restaurants/tourism center, mailings//Mid-April, email
Tone?Welcoming, intimate, sincere
Lingering Doubt?Does size indicate quality? Professionalism?
How will you live the brand?Not aspiring to the picture perfect image given off by Gordy’s, adding an
element of informality; giving off a flawed but sincere/affable vibe

37. Campaign Executional Considerations
● People 35-50 must be shown on the water on paddle
boards in advertising
● All graphics must use dynamic shapes/lines
● Demographic of 45-65 year olds must be included in online
and print advertising
● Considerations for copy
○ Slogan must include language of inclusivity
○ Body copy must include the following words, phrases
■ The Circle on Geneva Lake
■ Fontana Paddle Company
● The Fontana Paddle Company logo must be included

39. Campaign Timing Support

40. Campaign Scope: Regionality
● Local:
○ Fontana-on-Geneva-Lake
○ Lake Geneva
● Regional:
○ Chicago
○ Milwaukee
○ Madison

41. SITUATION ASSESSMENT
& KEY ISSUES
Fontana Paddle Company
wave
Presented by
wave
October 8, 2013

42. EXECUTIVE SUMMARY
● The Fontana Paddleboard “Tribe” is an opportunity to increase
awareness of Fontana Paddle Co. and of paddle boarding as a
sport in Fontanawhile building a local, communal group
through the “tribe”. We will work to overcome the challenges of
seasonal change and local competitors to establish and
promote the “tribe” on a larger, more developed scale.
● Key issues that Fontana Paddleboard must address:
○ Under promotion of “Tribe” membership
○ Lack of unique selling point
○ Define who is target demographic for the “Tribe”

43. Category: Outdoor RecreationSegments:
Kayaking, canoeing, rafting, stand-up paddle boarding

44. OUTDOOR RECREATION MARKET
● Industry grew 5% per year from 2005-2011 despite
economic recession (Outdoor Industry Assn.)
● Snow sports make up approximately 50% of retail
sales in extreme/action sports industry (Mintel)
● Participation of women in boardsports has
increased (Surfers Village)
Female participants represent an opportunity for growth.

45. PADDLE SPORTS OVERVIEW
● Top motivators for participation are relaxation, exercise
and fun (Outdoor Industry Assn.)
● Paddlers share many “crossover” activities (Mintel)
○ Prefer independent over team sports (Mintel)
● Women and minority groups have been
underrepresented (Outdoor Industry Assn.)
Paddlers participate in social but independent activities.

46. Source: “A Special Report on Paddleboards 2009.” The Outdoor Foundation.
http://www.outdoorfoundation.org/pdf/ResearchPaddlesports.pdf

47. Source: “A Special Report on Paddleboards 2009.” The Outdoor Foundation.
http://www.outdoorfoundation.org/pdf/ResearchPaddlesports.pdf

48. Segment:
S Up Paddle Boarding
StandEGMENT: STAND-UP PADDLEBOARDING
● Fastest growing segment of surf industry (WSJ)
○ 18% increase in participation from 2010 to 2011
(LA Times)
● Biggest growth of SUP has been inland (TIME)
● Can provide more fitness benefits than other paddle
sports (WSJ)
Opportunity for workout options unavailable to other paddle sports.

49. The Brand/Company:
Fontana Paddle Board
Company

50. BRANDING:
HALAU TRIBE
Halau Tribe
● Website design evokes serenity
● Tribe logo and pendent have a Hawaiian
feel
● Social media posts do not evoke the
same brand personality
○ Halau Tribe accounts have not
established an independent voice
from FPC
Brand personality has not been developed.

51. Marketing and Sales Support:
Website Promotions
Events and Programs Tab
● This is the clearest description of FPC events
Events Drop Down
● Event dates are not always clear
● Past events should be removed
● The “Events” tab is cluttered
Home Page
● Events tab is replicated on the home page
Suggestions
● Combine all events information under one tab
● Convert the paddle rental calendar into an online form
● Erase past events from the website
Website promotions should all be grouped together in one place

52. Marketing and Sales Support:
Social Media Presence
Facebook
● Good at uploading photos from events
● Events are promoted frequently
● Good at answering questions followers post
● Should engage more in a conversation with followers
1,070 likes
Twitter
● Tweets are replicas of Facebook posts
● Should engage more in a conversation with followers
68
● Does not utilize photo or video features
followers
● Should keep to 140 character posts
Suggestions
● Social media is currently being used as a promotional tool but not as a conversation
tool
● FPC does a good job posting photos of events but does not utilize videos
Engage in a conversation with social media followers

53. Marketing and Sales Support:
Tribe Promotion
Website
● The Tribe is not clearly listed on the Website
● Drop down and graphic on the home page
● More visually engaging and personal webpage page
about the tribe
● Easier to link to the Halau Tribe Website
Social Media
● Halau Twitter page only resposts Facebook Posts
● There is no cross promotion between the FPC and
Halau Tribe social media accounts
Other
● Lack of print promotional materials
● Emails blasts about the Tribe
30 likes
5 followers
Utilize web presence to specifically promote the Halau Tribe

54. The Consumer
Fontana Paddleboard and the “Tribe”

55. The Consumer
● Current Market
○ Rentals: Women and their
children
○ Sales: Lake people,
Exercise/Fitness/Health nuts,
Outdoor types
● General Market
○ Sales
■ Women
■ Elderly/Empty-Nesters
■ Outdoor Types
Localized audience = Increased Commonalities & Reduced
FoW/Enhanced Strategic Clarity

56. At a Glance
Sports Utility Moms
● Child-centered
○ Earlier introduction to
sports can lead to
lifelong
● Physically active
○ Very likely to spend
money on Sports
Equipment
● Suburban Life
○ Car-Friendly Media
○ Kid-Friendly Media
● Web Presence
○ Mainstream Utility
Leveraging Parents/Children for
information and messaging

57. At a Glance
Fast Track Couples
● Mobile/Active Lifestyles
○ Physical activity and health
are high priority
○ Don’t have time for traditional
media
● Social and Status-Conscious
○ Socially active
○ Self-described trendsetters
● Web Presence
○ Online Receptive
○ Informed Consumer
Incredibly High Social Media ROI

58. At a Glance
Empty Waterfront Nests
● Spending Power
● Leisurely Enjoyment
● Expanding Market
● Expensive Messaging
Demographic

59. Competition

60. Competitors
Local:
● ClearWater Outdoors
○ Lake Geneva, WI
○ Delafield, WI
○ Williams Bay, WI
● Gordy’s Lakefront Marine
○ Fontana, WI
● Gage Marine
○ William’s Bay, WI
Regional:
● Wai Nani Surf & Paddle
○ Minnetonka, MN
● PaddleBoard Specialists
○ Westport, WI
● Windward Boardshop
○ Chicago, IL

61. Top Competitors
Local:
● ClearWater Outdoors
● Gordy’s Lakefront Marine
Regional:
● Windward Boardshop
● PaddleBoard Specialists
Gordy’s Lakefront Marine
ClearWater Outdoors

62. GORDY’S LAKEFRONT MARINE
FONTANA, WI
● Positioned as a high-class, high-quality
brand
● Positioned as a community asset
● Boat Club & non-exclusive social events
appeal to various types of consumers
3,824 likes
464
followers
High quality, for everyone

63. COMMUNITY INVOLVEMENT
GORDY’S LAKEFRONT MARINE
● Motto & focus based on high-quality customer service
● Boat House Restaurant and Bar
● Give back to the community via volunteering,
fundraising and donations
● Weekly and monthly social events to engage various
community members
Source/s: gordysboats.com

64. CLEARWATER OUTDOOR
Lake Geneva, Delafield
&WILLIAMS BAY, WI
● Positioned as a community asset/resource
● E-commerce & online presence give CWO a
competitive advantage
● CWO is putting the tribe concept to work
3,824 likes
464
followers
High quality e-commerce and national distribuition

65. Community Asset
ClearWater Outdoor
•
•
CWO GIVES BACK TO THE COMMUNITY
SPONSORING AND HOSTING
COMMUNITY EVENTS
o 9TH ANNUAL TURKEY
•
TROT
PROVIDE COMMUNITY RESOURCES
ONLINE
o CWO WEBSITE CONTAINS
INFORMATION ON LOCAL CAMPING
SITES, TRAILS AND PLACES TO
•
MOUNTAIN BIKE AND PADDLE BOARD
ADVENTURE CLUB

66. Adventure Club
Clearwater Outdoor

67. CWO Online
ClearWater Outdoor
● APPEALING AND INTUITIVE
WEBSITE
● BLOG
● E-COMMERCE
● ACTIVE ON SOCIAL MEDIA; POSITIVE
CONSUMER FEEDBACK
2,309 likes
413
followers

68. Analylics by TOPSY
Comparing Tweets per day statistics form Fontana, Gordy’s, and Clearwater

69. PADDLEBOARD SPECIALISTS
WESTPORT, WI
● Positioned as competitive,
professional
● Focus on sales online
● Nationally recognized name
2,525 likes
1,614
followers

70. COMPETITIVE & PROFESSIONAL
PADDLEBOARD SPECIALISTS
● Messaging is focused on competitions and
professional paddleboarding events
● Hosts the Annual Midwest Paddle Fest
(2012, 2013)
● Events include clinics, opportunities to
Paddle with Pros
● Their name and brand is associated with
success in the sport
● Has a professional paddleboard team

71. ONLINE SALES FOCUS
PADDLEBOARD SPECIALISTS
● Extensive e-commerce
○ SUPs, accessories, swimwear, etc.
○ New online outlet
○ Weekly rentals offered online

72. NATIONALLY RECOGNIZED
PADDLEBOARD SPECIALISTS
● Known through competitive circuits and
national paddleboard events
● High SEO & Google ranking for paddleboard
related searches
○ Shown when searching for paddleboard
Photo from Paddleboard Specialists’ Facebook page. Photo from Paddleboard Worlds in Chicago.

73. Windward Boardshop
Chicago, IL
● Old business with a new face
● Hub of social activity
● Strong online presence
● Non-seasonal business
7,761 likes
247
followers

74. REDEFINING “BOARDSHOP”
WINDWARD BOARDSHOP
● Purchased from previous owners,
rebranded
○ Young, hip vibe
● Renewed focus on customer
service
● Social Center
○ Groups and teams that meet
regularly
○ Events
■ SUP gatherings
● women
■ Sales Parties
○ Just for kicks
● Make non-seasonal sales all year
round

75. CREATING COMMUNITY ONLINE
WINDWARD BOARDSHOP
● WINDWARDBOARDSHOPS.COM
○ BLOG
■ HOW-TO
■ TIPS
■ EVENTS
○ E-COMMERCE
■ WAY BEYOND BOARDS
■ NATIONAL DISTRIBUTION
■ FREE SHIPPING
● SOCIAL MEDIA
○ FACEBOOK
○ TWITTER
○ YOUTUBE
7,761 likes
247
followers

76. SWOT Report
Promotion of the “Tribe”

77. SWOT Analysis
Strengths
●
No Direct Substitutes for the
tribe
Knowledgeable staff
Existing event opportunities
Local Presence
●
●
●
Opportunities
●
●
●
Access to Geneva National
Community
The Tribe 365
Consumers are Role
Models
Weaknesses
●
●
●
Seasonal Population
Social media engagement
Promotion of the Tribe
Threats
●
●
E-Commerce
Established area
recreational groups

78. Key Issues & Opportunities

79. ISSUES AND OPPORTUNITIES:
BRAND
● This is the first SUP fitness group in the area.
○ There is little direct competition to the tribe
○ There is little understanding of what the tribe is
● We have to focus on education, branding, and then
promotion.
○ Skipping education or branding and going straight to
promotion of the Halau Tribe will result in an
incomplete marking initiative.

80. ISSUES AND OPPORTUNITIES
CATEGORY: OUTDOOR RECREATION
● Snow sports are a large segment in the outdoor recreation
industry (Mintel)
○ Account for 50% of equipment revenue
○ Highest participation rate of all sports for ages 6+
● We should consider including snow sports and activities as an
aspect of FPC during the offseason
○ Not including snow sports could result in potential Tribe
members migrating to competitor clubs who do offer these
activities

81. CONSUMER
● The Feminine and SUP
○ Are key decision makers in sports apparel and
product retail
○ 2010 WSJ Report: 50%+ of SUP purchases were
made by women
○ Strong promotional foundation in place for reaching
out to this demographic - Let’s build off of it!
● Empty Nesters and their Spare Time (and Change!)
○ Fontana as a major hotbed for Older Adults
● The Spaces We Don’t Think Of
○ Dentist/Cello Lessons/Ballet Waiting rooms, Cafe
signage boards,

82. COMPETITION
● ClearWater Outdoor has an established group recreation club
(Adventure Club)
○ Teamed up with larger group (American Canoe Association)
○ More off-season recreational opportunities
● We should focus on promoting the Tribe and obtaining
members who can be influencers/opinion leaders.
○ Not promoting could result in potential Tribe members
gravitating towards opportunities offered by well-known
competitor recreational clubs

83. PRODUCT: THE “TRIBE”
● Primary Research Needed
● Is the Tribe willing to connect with other fitness
groups?
○ Competitor recreational groups have partnered with
larger organizations
● Clarity on the Infrastructure of the Tribe
○ What resources can we leverage in our messaging?

84. “What Don’t We Know”

85. CONSUMER: “WHAT DON’T WE KNOW?
● The Tribe Demographic Composition
● Spending Power of Non-Seasonal Households
○ Only 13.8% Population Doesn’t Own Property
● The Culture of the Empty Waterfront Nests
○ Open-Minded vs. Conservative
○ Adventurous/Bold vs. Safe
○ Hippies vs. Straight-Laces

86. CATEGORY: “WHAT DON’T WE KNOW?
● What are the specific trends of SUP in the Midwest?
● Most market research polls coastal regions
● If we know the trends in the Midwest, we can apply
these more specifically to FPC
● Knowing how paddle boarder demographics and
psychographics in Midwest differ from coastal
regions can help us strategize how to target the
Midwestern market

87. BRAND: “WHAT DON’T WE KNOW?”
● Halau Tribe demographic composition
● Scope of the Tribe
● What is the brand personality of the Halau Tribe?
○ Have a consistent theme among marketing
efforts
○ Channel the voice of the tribe in social media
posts
○ Create promotional materials that reflect the
voice of the Tribe

88. COMPETITION: “WHAT DON’T WE KNOW?
● Who are their target markets? Top consumers?
Recreational group members?
● Are our target markets the same?
● If the target markets and group members are
different, may be less of a competitor

89. Appendix

90. PRODUCT LINE REVIEW
Tribe Package
•
•
•
•
•
Halau Tribe t-shirt
Halau Tribe pendant necklace
10-20% discount on regular
priced items
30% discount on paddlesport
rentals
Free Access to tribe member
events
Paddle Equipment
● SUP boards
● SUP paddles
● Kayaks
● Kayak Paddles
● Indo Boards
● Rowing Skiffs
The Tribe comes with great benefits for members

91. BOAT CLUB
GORDY’S LAKEFRONT MARINE
● Boat Club
○ One time fee: $995
○ Annual fee: $3,540 over 12 mo. payments
○ “unlimited usage of 21 ft. Cobalt, unlimited
member guests, boat driving & safety instructions,
insurance/maintenance/cleaning/storage, access
to wakeboards, tubes, ropes and life vests, fast
check-in/out” (website)
○ Targeted towards families - “Family fun-tastic,”
“Boomers and Consumers”
Source/s: gordysboats.com, MOSAIC USA B09 and L41

92. Adventure Club
ClearWater Outdoor
● PARTNERED WITH AMERICAN CANOE ASSOCIATION
● MEMBERSHIP
○ YEARLY MEMBERSHIPS: ADULT - $40, FAMILY - $70
○ WEEKLY EVENTS THROUGHOUT THE SUMMER
○ OFF-SEASON EVENTS
● Member benefits
○ Discounted rentals during activities ($10/event)
○ 10% off anything in-store not on sale or kayak
○ 50% off CWO Midweek Boat Rentals
○ “fun!”
● Group SUP activities
● Partner with Body Logic to offer $10 yoga classes
every Tuesday and Thursday
Source/s: clearwateroutdoor.com

93. Sources
Action and extreme Sports - US. (2011). Mintel. Retrieved from http://academic.mintel.com.ezproxy.library.wisc.edu/display/570755/
A special report on paddlesports. (2009). Outdoor Association Industry & Outdoor Foundation. Retrieved from
http://www.outdoorfoundation.org/pdf/ResearchPaddlesports.pdf
Author unavailable. (2012, April 20). Boardsports market $19.6 billion in five years. Surfers Village. Retrieved from
http://www.surfersvillage.com/surfing-news/56025#.UlOSFWSgkfr
Barrovick, Harriet. (2012, August 28). SUP grows up: stand up paddling hits uncharted waters. TIME. Retrieved from
http://nation.time.com/2012/08/28/sup-grows-up-stand-up-paddling-hits-uncharted-waters/
Cullen, Jack. (2013, July 13). Midwest standup paddle festival highlights growing popularity of sport here. Wisconsin State Journal. Retrieved from
http://host.madison.com/news/local/midwest-standup-paddle-festival-highlights-growing-popularity-of-sport-here/article_0e55bf7a-4c06-5d2b-9f646545c8f6f4c7.html
Gordy's Lakefront Marine - Fontana, WI & Fox Lake, IL. (n.d.). Gordy's Lakefront Marine - Fontana, WI & Fox Lake, IL. Retrieved October 8, 2013,
from http://gordysboats.com
Helliker, Kevin. (2010, July 20). Surf’s up: the rise of stand-up paddleboards. The Wall Street Journal. Retrieved from
http://online.wsj.com/article/SB10001424052748703720504575377023651849234.html
Standup paddling survey. (2011). SUP Magazine. Retrieved from http://c.ymcdn.com/sites/www.americancanoe.org/resource/resmgr/sppdocuments/sup_demo_survey.pdf

94. Sources
The outdoor recreation economy. (2012). Outdoor Association Industry. Retrieved from
http://www.outdoorindustry.org/pdf/OIA_OutdoorRecEconomyReport2012.pdf
Wallack, Roy. (2012, July 28). A rising tide for stand-up paddleboarding. Los Angeles Times. Retrieved from
http://articles.latimes.com/2012/jul/28/health/la-he-paddleboard-popular-20120728
Outdoor Clothing, Equipment, Gear for all your Adventures. . (n.d.). Outdoor Clothing, Equipment, Gear for all your Adventures. . Retrieved October
8, 2013, from http://www.clearwateroutdoor.com/
Fontana Paddle Company Facebook Pagehttps://www.facebook.com/fontanapaddleco
Fontana Paddle Company Twitter
https://twitter.com/FontanaPaddleCo
Halau Tribe Facebook Page
https://www.facebook.com/pages/Halau-Tribe/426870064070326
Halau Tribe Twitter
https://twitter.com/HalauTribe

95. Target Consumer
RecommendationQualitative&Quantitative Research
Findings and Key Insights
wave
Presented by
wave
November 19, 2013

96. Executive Summary
● Our team conducted research to understand:
○ The Lake Geneva community and people of Fontana
○ Perceptions and Participants of SUP in the Midwest
○ What consumers think of the “Tribe”
● Based on this research, we:
○ Recommend Social Empty Nesters who own property in the
Lake Geneva area as your SVC.
■ Interested in social community, as well as exercise
■ Have free time to be an active member
○ Have identified key insights about our consumer
■ Available income, likely to spend on leisure activities
■ Seeking social opportunities
■ Concerned with living healthy lifestyles

97. Research Plan Overview
Primary Research:
● Ethnographies
○ Fontana residents (year round and summer homes)
○ Social exercisers - women and men 35 to 70
○ The current Fontana Paddle Co. consumers
● Interviews
○ Lake Geneva property owners ages 37-52 who have never done
SUP
○ Frequent SUP’ers ages 22-27, ClearWater and Paddle Board
Specialist employees, group exercise participant
● Survey
○ Distributed to FPC email list and UW Graduate Students.
Examined SUP conceptions and elements of fitness and social
engagement.
● Focus groups
○ Young women paddleboarders, Young women who have not
paddleboarded

98. SVC & Key Influencer Recommendation

99. Executive Summary
Recommended SVC: Social Empty Nesters
45-65 year old, professionally established males and females with
children who no longer live at home. This group has a minimum
household income of $85,000 and own property around/near Lake
Geneva. This group exercises at least twice a week, engaged in four
or more social activities in the past year, and enjoys water activities
(boating, kayaking, beach-time, swimming, etc). 1
● “I’m looking to get involved with something out of the ordinary
that promotes physical activity and communality among
members.”2
● “My wife and I escaped from the city about 25 years ago. . . the
pace out here is just a lot more relaxed.”3

100. Social Empty Nesters
Key Behaviors1
● Golfing, Tennis
● Regularly attend social events
● 81% of locals exercise at least 2-3 times a week1
Key Attitudes
●
●
●
●
●
Prefer structured social activities1
They consider themselves healthy eaters2
Enjoy meeting new people1, 3
Feel they are responsible for planning group activities3
More willing to try new things when with others3
Demographic Locators
● Married, with children older than 16
● Average household income of $85,000+4 5
● Between the ages of 45 and 65

101. Social Empty Nesters: Rationale
Disposable Money and Available Time
● “At this point in my life, cost wouldn’t be a deterrent” -Donn Droste
● Survey results show cost as minor/irrelevant barrier to entry
● “I consider myself an active member [in Geneva National]. It’s important to
me to feel like I belong and contribute to a group of people who all know
my name.” -Kristin Martens

102. SecondarySVC: Moms in Motion
34-45 year old women who have regularly attended organized
group exercise classes in the past year and whose oldest child is at
least 12 years of age. These women have a minimum household
income of $85,000 and own property in the Lake Geneva area. They
look for the newest, “hippest” form of exercise and will be
interested in paddleboarding for the trendiness of it.
●
●
●
●
Attracted to the workout aspect of SUP
SUP is an alternative from usual routine
Enjoy working out at local YMCA1
Busy Moms looking for “me-time”1

103. Moms in Motion
Key Behaviors
● Exercise 3-4 times per week1
● Participate in a wide array of exercise and leisure activities
including aerobics, yoga, softball, swimming and more1
● Enjoy exercising at home and at local YMCA1
Key Attitudes
● Feel tense, high-strung1
● Don’t take care of themselves as well as they would like to
because of busy schedule1
Demographic Locators
●
●
●
Women with one or more children; one is at least 12 years old
Between the ages of 34-45
Minimum househould income of $85,000

104. Key Influencer:
Fitness Forward Young Women
•
•
•
•
•
16-23 years old1
Exercise at least three
times a week1
Influenced by the latest
fitness trends of
celebrities1
Influence peers and
parents1
Family owns property in
Lake Geneva area
Kim Kardashian featured in US Magazine

105. Pinterest “Paddleboarding” Boards

106. Key Research Findings

107. “Tribe” is associated with native people
Word associations collected from focus groups:
● Indians, Native Americans, huts, fires1
● Pocahontas, Teepees, Africans2
Native people are concerned with cultural appropriation
● “I find it offensive that you would create a group and name it in
connection with an actual group of people.”3
“Tribe” merchandise is associated with Natives, not
paddleboarding
● “That looks like ancient history. And paddleboarding seems
newer.”4
● “One is an Indian tribe and one is paddleboarding. How do the
two mix?”4
Key Implication: “Halau Tribe” is an inappropriate name
for the Fontana paddle group.

108. Participants bring friends and family to try it
People are more likely to join a fitness group if they
know someone who participates in the group as well
● Participants are brought into the group by a current
group member1
● Established SUPers usually attend in pairs (or multiples)2
● More willing to try new groups with friends3
● More likely to try SUP if children are interested4
● People are more likely to attend an event they are
invited to on social media by a friend than a company5
Key Implication: Social connections inspire a willingness to try new things.

109. Lake Geneva is an Escape from the City
Fontana runs at a more laid back pace
● “It’s a lot more laid back, relaxed out here.”1
○ Less traffic in the morning/ Less stress during the day
● “I constantly feel like I’m on vacation here” - Mary Bill2
Many locals moved to Fontana/Lake Geneva
from the city
● “We’re a little more sane than our counterparts
- brothers and sisters-in-law - who still live back
in the cities.”3
● Vacations, holidays, prom parties . . .
Key Implication: In general, Fontana residents enjoy feeling closer to
nature.

110. Come for the fitness, stay for the friendships
The drive to return is in the power of the group.
● Community and strong bond between group participants1
● Continues to attend because members notice absence1
● Seeing others encourages people to push themselves2
● Participants notice absences of members3
● Group activity becomes a tradition4
Key Implication: Relationships established within the group will
keep members engaged.

111. Consumer, Category and Brand Insights

112. Consumer Insight: Social Empty Nesters
My kids’ schedules are no longer my main priority.
Insight Rationale:
● Willing to spend money on entertainment for themselves1
● Children have grown up and have more time to spend with
friends and/or spouse
● Seeking leisurely enjoyment and new social experiences
● Believe it is important to lead a healthy lifestyle
● Enjoying life outside the city 4

113. Category Insight: Paddle Boarding
Paddleboarding is a fun, trendy way to relax and exercise at the
same time.
Insight Rationale:
● Fun fitness activity and able to socialize with others
with similar interests.1
● New way to get close to the water 12
● Something that “I have always wanted to try.”3
● It’s a cool and stylish way to workout4
● Can provide different SUP experiences (group
workout, individual paddle, lake exploration, etc.)5

114. Brand Insight:“The Tribe”
When I hear the word “tribe” I think of Native Americans,
not a fitness group.
Insight Rationale:
● Associate “tribe” with Indians, Native Americans, huts,
fires,Pocahontas, Teepees, Africans1 2
● “Tribe” merchandise is associated with Natives, not
paddleboarding1
● The store images do not reflect the idea of “The Tribe”1

115. Thank you!
ANY QUESTIONS?
wave

116. Appendix

117. Moms in Motion
Additional Behaviors and Interests:
■ Hobbies include: baking & cooking for fun, card &
board games, visiting the zoo & aquariums, Bingo,
going to the lake/beach (Simmons)
■ Enjoy wine coolers