Presenter: Jim Emmons, Water Sports Foundation

1. BOATING SAFETY
April 2019

2. 2018-2019 BOATING SAFETY CAMPAIGN

3. 4,300,438
BOATING SAFETY
PAGE VIEWS
1,938,502
BOATING SAFETY
UNIQUE VISITORS
427,480,802
WEB BANNER
IMPRESSIONS
4 MINS
AVG. TIME SPENT ON SITE
57,503,839
TOAL EDITORIAL ENEWSLETTER
INCLUSIONS DELIVERED
17,610,160
TOTAL CUSTOM
EMAILS DELIVERED
21.44%
CUSTOM EMAIL
OPEN RATE
21,292,000
TOTAL PRINT
IMPRESSIONS
208
PRINT PAGES
24
BONUS PRINT PAGES
8,171,585
TOTAL SOCIAL MEDIA
IMPRESSIONS
28,270
SOCIAL MEDIA
ENGAGEMENTS
TOTAL CAMPAIGN IMPRESSIONS: JANUARY 2012 - APRIL 2019
CAMPAIGN SUMMARY
150,012
LINK CLICKS
536,358,824

4. BoatingSafetyMag.com features custom videos, photos, articles, and a monthly quiz. It is accessible from nine Bonnier
marine websites and, in 2017, received increased SEO optimization as a standalone website.
FEATURES:
• Over 120 safety videos and 200+ articles
• Accessibility from all mobile devices
• Updated design
• Quiz module
34.7% of traffic referred to the site was from social networks through promotion of the boating safety content.
Timeframe: July 2018 – April 2019
HIGHLIGHTS
SAFETY
WEBSITE

5. Webisodes and videos, depicting various safety situations, are featured on the Boating Safety website.
Over 680 hours of Boating Safety video content has been watched.
Timeframe: July 2018 – April 2019
2019 VIDEO EDITS
How to Choose A Charter
Help Prevent Prop Strikes
85%
of all internet users in the United
States watched online video
content monthly on any of their
devices.
Source: Statista, 2018
VIDEO
HIGHLIGHTS

6. The Boating Safety message reaches boating, fishing, sailing and watersports enthusiasts throughout
the year across Bonnier’s social media networks.
Facebook ads promoting Boating Safety content, directed over 85,000 visitors to the Boating Safety website this year.
Timeframe: July 2018 – April 2019
HIGHLIGHTS
SOCIAL

7. The Boating Safety message is delivered directly to enthusiasts’ inboxes every month driving traffic directly to
the Boating Safety website. This includes:
Email drives more than 20% of the traffic to the Boating Safety website.
HIGHLIGHTS
EMAILS
• Safety content within editorial
enewsletters.
• Video and quiz promotion in
dedicated emails.
Active email accounts are expected
to hit 5.6 billion in 2019.
Source: HubSpot, 2018

8. High-impact and traditional display ads reach Bonnier’s online audience and drive traffic to the Boating Safety
website.
Display ads consistently provide the greatest number of impressions.
HIGHLIGHTS
DISPLAY ADS

9. HIGHLIGHTS
When applicable, ads are paired with user generated lessons learned to enhance the message.
A consistent print campaign reaches active subscribers, the influencers of the larger market, with the Boating Safety
message.
PRINT
IBWSS 2019
First Place
Print Media!

10. BOATING, WAKEBOARDING and SPORT FISHING audiences and experts provided their stories of lessons
learned on the water for the regular columns “I Learned About Boating from This”, “True Stories”, and “Better
Boating”.
Safety columns are promoted to boaters through email and social channels throughout the year.
HIGHLIGHTS
I LEARNED ABOUT BOATING FROM THIS
56%
of customers find print
marketing to be the most
trustworthy type of
marketing.
Source: Alliance Business Services

11. LIFETIME CROSS-POLLINATION IMPRESSIONS
Cross-pollination partners are promoted across the Bonnier marine network to boating enthusiasts.
20,905,995
CROSS-POLLINATION

12. 2019
BOATING SAFETY SURVEY RESULTS

13. 2.41%
12.85%
12.10%
5.16%
3.71%
Respondents who say passengers under age 13 wear a
life jacket on there boat all or most of the time.
Respondents who say that, when boating, they wear a
life jacket at all times on their boat.
Respondents who say that the other adult passengers
wear a life jacket at all times on their boat.
Respondents who think that it is socially acceptable to
wear life jackets while boating. (2015 vs 2019)
Respondents who say skiers, wakeboarders, tubers wear
a life jacket all the time while being pulled by their boat.
Change in Life Jacket Use: 2011 to 2019
BOATING SAFETY SURVEY
SOURCE
2019 Boating Safety Survey. Comparison between 2011 and 2019 responses. Equivalent boaters is calculated based on a
total of 87.8 million boaters in the United States.
= 1,580,400 more boaters
= 2,370,600 more boaters
= 1,317,000 more boaters
= 2,019,400 more boaters
= 1,843,800 more boaters

14. 9.68%
24.39%
35.94%
15.12%
9.26%
11.44%
Purchased a life jacket
(after viewing, 2015 vs 2019)
Stopped or reduced my consumption of alcohol
while boating (after viewing, 2015 vs 2019)
Liked the US Coast Guard on Facebook
(while viewing, 2011 vs 2019)
Looked into taking a safe boating course
(after viewing, 2015 vs 2019)
Reviewed the boating safety resources
(while viewing, 2011 vs 2019)
Respondents who say they have visited the U.S. Coast
Guard Boating Safety Resource Center website
Change in Action While / After Viewing Boating Safety
Page
BOATING SAFETY SURVEY
SOURCE
= 4,126,600 more boaters
= 2,195,000 more boaters
= 1,141,400 more boaters
= 2,019,400 more boaters
= 263,400 more boaters
2019 Boating Safety Survey. Comparison between 2011 and 2019 responses. Equivalent boaters is calculated based on a
total of 87.8 million boaters in the United States.
= 878,000 more boaters

15. 4.51%
8.56%
2.36%
Respondents who check a marine weather forecast every
time they go out on the boat
Respondents who say they have had a free vessel safety
check performed by either the USCG Auxiliary or US
Power Squadrons.
Respondents who say they perform a boat safety
inspection every time they get on their boat.
Change in Safety Preparations: 2011 to 2019
BOATING SAFETY SURVEY
SOURCE
= 878,000 more boaters
= 4,126,600 more boaters
= 3,160,800 more boaters
2019 Boating Safety Survey. Comparison between 2011 and 2019 responses. Equivalent boaters is calculated based on a
total of 87.8 million boaters in the United States.

16. 3.51%
8.71%
Respondents who believe that driving a boat under the
influence of alcohol should impact your automobile
driving rights.
Respondents who set limits or have rules about drinking
aboard their boat?
Change in Alcohol Use: 2011 to 2019
BOATING SAFETY SURVEY
SOURCE
= 4,916,800 more boaters
= 1,843,800 more boaters
2019 Boating Safety Survey. Comparison between 2011 and 2019 responses. Equivalent boaters is calculated based on a
total of 87.8 million boaters in the United States.

18. THANK YOU