Product Positioning &
Brand Strategy
Final Report
December, 2011
CONFIDENTIAL & PROPRIETARY
© GEMBA GROUP
Agenda
Objectives of Yachting Australia
Project Approach
Status Quo
– Yachting Australia
– Market
– Consumers
Segment Opportunities
Brand Strategy
Sponsorship Landscape
Licensing
Recommendations
Appendix
Yachting Australia
© GEMBA GROUP
1
YA’s objectives for the project encompassed a better understanding
of its consumers, ideal products as well as commercial options
• To gain thorough insights into the behaviours and motivations of people in the
sport and on the fringe and find out how engaged they are, how sailing is
consumed and what the barriers to participation are
• To gain an understanding of the optimal product portfolio and brand
architecture of Yachting Australia (YA) on a national level
• To receive an assessment of the sponsorship potential of existing
programs/brands based on the target demographics of programs/brands
• To get an overview of potential licensing opportunities for the grassroots
component of the sport
Yachting Australia
© GEMBA GROUP
2
Agenda
Objectives of Yachting Australia
Project Approach
Status Quo
– Yachting Australia
– Market
– Consumers
Segment Opportunities
Brand Strategy
Sponsorship Landscape
Licensing
Recommendations
Appendix
Yachting Australia
© GEMBA GROUP
3
gemba has taken a research-driven approach to developing entrylevel product opportunities for Yachting Australia
Quantitative Member Research
• Quantitative survey sent out to
~30,000 people including club
members as well as people having
completed entry level sailing
programs such as Go Sailing Day
or Try Crewing Day
• 1,668 members responding to
approximately 60 questions
assessing their preferences,
behaviours, potential barriers and
consumption of the sport
• Quantitative research provided
insights into potential product
development opportunities which
were tested further in the
qualitative research component
Yachting Australia
Qualitative Research
• Conducted 7 focus groups
covering the segments with the
highest potential for YA – both
sailors and non sailors:
• Primary School & Young
Families
• Secondary School & Older
Families
Brand Workshop &
Commercialisation
• Conducted Brand Workshop with
key YA stakeholders developing
the key opportunities further and
discussed implementation
requirements and challenges
• Developed commercial
opportunities for YA and the key
product opportunities
• Young Adults (to understand
the drop-off from Secondary
School to Young Adult)
• Developed key opportunities for
the sport by segment
© GEMBA GROUP
4
Agenda
Objectives of Yachting Australia
Project Approach
Status Quo
– Yachting Australia
– Market
– Consumers
Segment Opportunities
Brand Strategy
Sponsorship Landscape
Licensing
Recommendations
Appendix
Yachting Australia
CONFIDENTIAL & PROPRIETARY
© GEMBA GROUP
5
Yachting
Australia
TA Marketing Plan
© GEMBA GROUP
6
Yachting Australia’s pathway comprises 10 different steps, however
the entry level into the sport is not clearly defined across States
Yachting Australia
YA Pathway
Steps
10
Steps
7-9
Steps
4-6
Steps
1-3
Entry
Level
3. Learn to Race
2. Better Sailing
1. Introduction to Sailing
“TrySailing” Entry level brand NSW
Tackers Entry level program for children aged 7-12 years
Yachting Australia
9. AUS Development Squad
8. State-based HP Squad
7. State-based Development Squad
6. Club & class coaching programs
5. Club racing
4. Simplified club racing, e.g. Twilight / Social Sailing
“GoSailing” Entry level brand VIC
Sailability
10. AUS Sailing Team
Entry level
programs and
brands
inconsistently
delivered
across the
different States
© GEMBA GROUP
7
Nationally, there are 4 main training programs for dinghies, keelboats,
powerboats and windsurfing
Yachting Australia
National YA Programs
National Small Boat
Sailing Scheme
National Powerboat
Scheme*
National Keelboat
Scheme
National Windsurfing
Scheme*
• Learn to sail and race • Scheme consists of 4 • Scheme consists of 5 •Scheme consists of 9
a dinghy or small
different proficiency
different levels with
different levels:
catamaran in most
levels:
each one taking at
1. Basic Skills
conditions
least
12hrs
of
training
1. Recreational
2. Improving
• Scheme consists of 6
Powerboat
1. Keelboat Crew
Techniques
different proficiency
Operator
2. Keelboat Helm
3. Stronger Winds
levels:
2. Powerboat
3. Keelboat
4. Longboard
1. Basic Skills 1
Handling
Content
Spinnaker
Certificate
5. Short board
2. Basic Skills 2
4. Keelboat Racing
3. Safety Boat
6. Instructor Levels
3. Better Sailing
5. Keelboat
Handling
7. Windsurfing Master
4. Racing Skills 1
Seamanship
Certificate
8. Club Trainer
5. Racing Skills 2
4. Powerboat
9. Coach Level 1 & 2
Instructor
6. Small Boat
Instructor
* not in scope for research
Yachting Australia
© GEMBA GROUP
8
There is a variety of other entry level programs available through the
State organisations and the Boating Industry Association
Yachting Australia
•
The Boating Industry Association (BIA) of NSW represents the boating
and marine industries in NSW
•
One of BIA’s objectives is to “Grow Participation in Recreational Boating
in Australia”
BIA have established 2 enticer programs for people without prior sailing
experience:
1. Try Sailing Day (run for ~15yrs)
• Objective is to give non-sailors, specifically kids,
a taste of the sport
• Organised by BIA, run by Yacht clubs
• 2010: 42 participating clubs with ~2,500 children participating
• Target audience are kids 6-12 years
• Free course for participants and clubs, funded by BIA
2. Try Crewing Day (run for 2yrs)
• Targeted at adults >18yrs
• Basic sailing training delivered by clubs
Yachting VIC & Yachting WA have
been running Go Sailing Days
successfully over the past years
However, there is no information transfer from clubs to BIA and / or
YNSW about participant data
Yachting Australia
© GEMBA GROUP
9
Membership in yachting is currently developed around annual
subscription-based models which are differentiated by age only
Yachting Australia
Yachting Memberships
• Currently, memberships of individuals with yachting clubs are mostly based around the following
models:
o
Annual full membership
o
Annual crew membership
o
Annual junior membership
• Clubs often reserve the right to charge a nomination or entrance fee in addition to the annual
subscription
• The process of including new members is often lengthy, including new member reference checks or
review through a nomination committee
• There are slight modifications to these models but they are overall non-flexible and mostly require
long-term commitments
Given that most consumers state
“commitment” as a barrier for taking
up a sport, alternative membership
models will be assessed in research
Yachting Australia
© GEMBA GROUP
10
Yachting’s governance structure inhibits direct control by the peak
body through to the yachting clubs
Yachting Australia
Yachting Governance Structure
Affiliation Revenue
Affiliation Structure
Yachting Australia
•YA receives an annual
financial contribution
from States
•State Associations then
levy fees from clubs –
they have freedom to
determine how the fees
are levied
Revenue
Flows
State Associations
•YA and State
Associations are
separate legal entities
•YA can provide
strategic leadership
but States & clubs are
not obligated to
follow
Revenue
Flows
Yacht Clubs
Source: Yachting Australia and State association interviews
* The sport of Windsurfing is governed by the Australian Windsurfing Association which is affiliated to YA
Yachting Australia
© GEMBA GROUP
11
The current product portfolio of YA offers a variety of programs but is
not targeting any segments nationally with specific offerings
Current YA Product Portfolio
Yachting Australia
Capability
Level
Segments
Primary school
kids 5-12yrs
Secondary school
kids 13-19yrs
No sailing
skills
Basic
Awareness
Social &
Medium
Simplified
recreationa
level of skills
racing skills
l skills
Full racing
skills
Coaching
skills
HP skills
Tackers (VIC only)
Try Sailing
Day (BIA)
Developm
ent Squad
National Small Boat Sailing Scheme
National Keelboat Sailing Scheme
Young adults
16-34yrs w/o kids
Working
Professionals
<34yrs, working,
w/o kids
Young Families
Older Families
HP Squad
AST
Go
Try
Sailing
Crewin Day
g Day (VIC,
(BIA)
WA
only)
Twilight
Sailing
Empty Nesters
Retirees
People with a
Disability
Yachting Australia
Sailability
© GEMBA GROUP
12
Market
•TA Marketing Plan
© GEMBA GROUP
13
We used gemba’s Active Sports Participation (gASP) research to draw
insights relating to the sport of sailing and its participants
Key Components of gASP:
1. Current Participation
Frequency, time of year, nature, environment and motivations
2. Potential Participation
Interest, motivations, barriers, time of year
Age
5 to 75
years
3. Past Participation
Age when participated, reason for stopping
4. Junior Programs
Measures the awareness of programs, participation, involvement and sponsorship association
Location
Capital Cities
& Regional
Australia
5. Brand Imagery
Measures the key brand image attributes as it relates to Participation
6. Membership
An analysis of types of sports memberships – associations, gyms, clubs
Sample
Weekly
7,280 per
year
7. Volunteering
Number of hours, volunteering role and time of year
8. Consumption
TV viewership and attendance to professional sporting events
Yachting Australia
© GEMBA GROUP
14
Passion levels are low for sailing and yachting – only 5% of the
population is fanatical about the sport
Market
Passion Levels Sports
(5-75yrs)
47
59
52
63
61
67
65
66
64
66
Ranked 37 th out of
46 sports tracked
62
61
69
69
74
83
%
23
16
31
Walking
25
A FL
25
16
20
13
16
16
18
16
21
22
16
17
13
23
22
20
19
19
19
18
18
17
17
15
15
13
Swimming
Cricket
Rugby
League
Tennis
M o to r
Spo rts
Fishing
Dance
So ccer
Ten pin
bo wling
B ushwalking
Gym
wo rko uts
Cycling
Rugby Unio n
Fanatics (5 or 4)
Fans ( 3 )
11
5
Sailing /
Yachting
Disinterested (1 or 2)
Source: gemba Active Sports Participation (gASP)
Q. Please indicate your level of passion for each of the sports? 1=not at all; 5=very
Yachting Australia
Base: All Australians; n=5,614
© GEMBA GROUP
15
Motivations to get involved in sports differ significantly by age and
stage of life
Motivations to Participate in Sport
5 - 75 Years
(By Segments)
60
50
Fitness
40
Relaxation
30
20
Social
Interaction
10
Competition
0
Primary School
High School
Young Adult
Young Family
Older Family
Working
Professional
Empty Nesters
Retirees
Source: gASP
Q. For each sport allocate 100 points across the four reasons (Relaxation, Fitness, Social interaction, Competition) to
best reflect how important each is for you
Base: Total population n=6,253
© GEMBA GROUP
16
Only 24% of sailing & yachting fanatics are current participants in the
sport
1%
Market
Passion for Sailing & Participation
(Played atat-least once last 12 months, 55-75yrs)
Sailing & Yachting Passion
6%
99%
Disinterested
83%
24%
94%
Fans
Fanatics
11%
5%
Participate last 12mths
Non Participant
Source: gemba Active Sports Participation (gASP)
76%
Q. Which of these activities have you participated in the past 12 months?
Q. Please indicate your level of interest in participating for each of the sports with the next 12 months?
Yachting Australia
Base: Total Sample n=5,614
© GEMBA GROUP
17
2.6% of Australia’s population is currently participating in sailing &
yachting
Market
Current Participation
(% of population, in the last 12 months, 5-75yrs)
53.1%
511k people
participated in
sailing during the
last 12 months*
36.7%
26.1%
Ranked 34 th out of
46 sports tracked
23.2% 21.5%
20.0% 19.7% 18.5%
16.0%
12.5% 11.1% 11.0% 10.3%
9.1%
8.7%
Ya
ch
tin
Sa
ili
ng
/
-o
ut
d
ke
t
ric
C
g
r
oo
nn
is
Ta
b
le
Te
ci
se
ex
er
G
ro
up
So
cc
er
lf
G
o
s
nn
i
g
jo
g
ng
/
Te
in
g
g
yc
lin
C
Ru
nn
i
nc
e
D
a
w
lin
bo
pi
n
Te
n
w
G
ym
g
or
ko
ut
s
hi
ng
al
k
w
Bu
sh
Fi
s
in
g
g
m
in
Sw
im
W
a
lk
in
g
2.6%
Source: gemba Active Sports Participation (gASP), *Extrapolated using ABS Census data (June 2010) – Total population ~19.5m (age 5 to 74), national
Q. Which of the following sports or forms of exercise have you participated in during the last 12 months?
Yachting Australia
Base: Total Sample n=5,614
© GEMBA GROUP
18
Besides being perceived as an international sport, sailing has an
image of being ‘exclusive’, ‘for older people’ and ‘dangerous’
Market
Imagery for Sailing / Yachting
(in %, among general population, 5-75yrs)
45
43
35
30
26
19
16
Source: gemba Active Sports Participation (gASP)
Q. Which of these sports do you associate with each of the statements?
Yachting Australia
9
d
si b
le
9
ty
m
un
i
C
om
sin
g
Lo
10
in
vo
lv
e
11
M
od
er
n
fe
Sa
l
C
oo
le
pe
op
yo
un
g
Bo
r in
g
Fo
r
g
ci
tin
Ex
Fu
n
ss
Ag
el
e
s
an
ge
ro
u
D
eo
pl
e
Fo
r
ol
de
rp
cl
us
iv
e
Ex
In
te
rn
at
io
na
l
11
Ac
ce
s
19
ul
ar
ity
19
Po
p
20
Base: All Australians; n=1,875
© GEMBA GROUP
19
No other sports is seen as ‘exclusive’ as sailing. The biggest difference
to the top sport is ‘Accessibility’ and ‘Community involved’
Imagery
(Sailing vs. Top sport, in %, 5-75yrs)
69
35
Exclusive
For older people
20
Dangerous
Cool
38
Exciting
Boring
Modern
Snow sports defined as Snow Skiing and Snow boarding
Q. Which of these sports do you associate with each of the statements?
10
Losing Popularity
9
Accessible
9
Surf Life
Saving
34
Squash
11
Snow
Sports
16
Snow
Sports
Snow
Sports
19
53
Sailing / Yachting
Yachting Australia
34
61
43
For young people
19
Fun
58
19
39
Walking
Tennis
International
30
46
Golf
43
Sailing
43
Walking
45
Motor
Sports
61
Ten Pin
Bowling
69
Motor Sports
Market
Community involved
Top Sport for Imagery
Base: All Australians; n=1,875
© GEMBA GROUP
20
The average starting age for sailing is very high compared to sports
with an established junior develop program
Market
Average Participation Start Age
(in years)
Earliest start age
Latest start age
28
20
8
Swimming
9
9
Gymnastics
Athletics
10
Soccer
21
22
23
11
AFL
Sailing /
Yachting
Golf
Group
exercise
Gym
workouts
Pilates
Junior Development Programs
Source: gemba Active Sports Participation (gASP)
Q. For the sports you have participated in the past or are currently participating in, at what age did you first start participating?
Yachting Australia
Base: Participants
of respective sports
© GEMBA GROUP
21
Sailing’s ‘starting age’ profile is similar to golf – the majority of people
picked up the sport between the age of 16 and 24
Market
Starting age profile
(Selected Sports)
2%
Swimming
74%
16%
6%
2%
1%
AFL
52%
18%
Sailing / Yachting
Golf
Gym workouts
22%
12%
6%
32%
13%
31%
24%
20%
33%
12%
21%
51%
Under 10
10 – 15
16 – 24
2%
18%
25 – 34
9%
10%
10%
35 +
Source: gemba Active Sports Participation (gASP)
Q. For the sports you have participated in the past or are currently participating in, at what age did you first start participating?
Yachting Australia
Base: Participants
© GEMBA GROUP
22
Consumers
•TA Marketing Plan
© GEMBA GROUP
23
Current
Participation
•Yachting Australia
© GEMBA GROUP
24
Participation in sailing varies by life stage where the ‘Older Families’
segment has the highest participation levels in Sailing
Consumers
Participation in Sailing
(Last 12 months, by segment, 5-75yrs)
4.3%
3.8%
3.1%
2.8%
3.0%
3.1%
Empty Nesters
Retirees
2.6%
1.7%
Primary School
Secondary
School
Young Adults
Young
Families
Older Families
Working
Professionals
(no kids)
Source: gemba Active Sports Participation (gASP)
Q. Which of the following sports or forms of exercise have you participated in during the last 12 months?
Yachting Australia
Base: Total Sample n=5,220
© GEMBA GROUP
25
Older Families is also the segment where females outnumber males in
terms of participation
Consumers
Participation in Sailing
(Last 12 months, by segment & gender, 5-75yrs)
Male
Female
4.3%
3.8%
3.1%
2.8%
1.2%
2.6%
1.4%
0.9%
1.7%
2.5%
1.8%
Secondary
School
1.3%
2.3%
2.1%
0.9%
Primary School
0.7%
1.5%
0.8%
1.9%
3.1%
3.0%
2.2%
Young Adults Young Families Older Families
1.8%
1.1%
Working
Professionals
(no kids)
Empty Nesters
Retirees
Source: gemba Active Sports Participation (gASP)
Q. Which of the following sports or forms of exercise have you participated in during the last 12 months?
Yachting Australia
Base: Total Sample n=5,220
© GEMBA GROUP
26
However, female participation in sailing across all segments tends to
be less frequent than male participation in sailing
Frequency of participation - Sailing
(Last 12 months, by gender, 5-75yrs)
Male
Female
8%
5%
30%
19%
21%
24%
53%
More than once per week
Once per week to once per month
Once every one to three months
Less often than every three months
Q. How frequent do you participate in the following sports?
Yachting Australia
42%
Base: Sailing Participants n=147
© GEMBA GROUP
27
Sailing has higher levels of participation in Hobart compared to the
other capital cities
Consumers
Current Participation in sailing & yachting
% of population by location, 55-75yrs
Brisbane
Perth
Adelaide
2.6%
1.6%
2.5%
Sydney
2.5%
Melbourne
1.9%
Hobart
Source: gemba Active Sports Participation (gASP)
5.4%
Q. Which of the following sports or forms of exercise have you participated in during the last 12 months?
Yachting Australia
Base: Total Sample n=5,614
© GEMBA GROUP
28
Among sailing participants, most tend to sail socially with friends &
family while a quarter takes part in some form of organised sailing
Consumers
Nature of Participation
(Sailing Participants, 5-75yrs, in % of participants)
64
33
11
1
On my own
Socially with
friends
Socially with
family
As part of an
organised
coaching /
training
program
7
9
As part of an
As part of an
organised week
organised
to week
tournament,
competition
one off event or
race
23%
participated
in some
form of
organised
Sailing*
*Multi-choice question hence this figure is less than the sum of the individual scores
Source: gemba Active Sports Participation (gASP)
Q.During the last 12 months, what was the nature of your participation in these sports or forms of exercise?
Yachting Australia
Base: Sailing Participants n=147
© GEMBA GROUP
29
Sailing is done for social & relaxation reasons, however, frequent
participants place slightly more importance to fitness and competition
Motivation for Participation
Participated in last 12 months, 5-75yrs, Mean Importance (100 Points)
Consumers
Sailing & Yachting
All sports
Fitness
Competition
42
10
Social
Interaction
Relaxation
Fitness
9
14
Fitness
Competition
9
16
Competition
39
Social
Interaction
31
Relaxation
Social
Interaction
21
27
Competition
40
Relaxation
Golf
Fitness
Surfing
At least
monthly
42
Windsurfing
13
Fitness
15
Competition
Social
Interaction
36
Social
Interaction
Relaxation
36
Relaxation
4
32
46
Canoeing / Kayaking
25
Fitness
15
Competition
Social
Interaction
21
40
23
5
33
Relaxation
Source: gemba Active Sports Participation (gASP)
Among current participants (participated in the last 12 months)
Q. For each sport allocate 100 points across the four reasons (fitness, competition, social interaction and relaxation)
to best reflect how important each is for you.
Yachting Australia
18
38
Base: Participants of respective
sport; Sailing: n=147
© GEMBA GROUP
30
Future
Participation
•Yachting Australia
© GEMBA GROUP
31
Among those who do not currently sail, children, Young Adults and
Young Families have the highest interest in participating in sailing
Consumers
Current + Interest in Participating in Sailing & Yachting
(By segment, 55-75yrs)
8%
8%
7%
6%
3.0%
7%
4.3%
5%
4.1%
4.9%
5%
2.6%
5%
4%
2.6%
1.6%
1.2%
2.6%
3.0%
3.1%
Working
Professionals
(no kids)
Empty
Nesters
Retirees
3.3%
2.7%
2.8%
Total
Primary
School
3.8%
1.7%
Secondary Young Adults
School
Sailed Last 12 months
3.1%
Young
Families
4.3%
Older
Families
Interested in sailing / yachting next 12 months (% 4 or 5)
Source: gemba Active Sports Participation (gASP)
Q. Which of the following sports or forms of exercise have you participated in during the last 12 months?
Q. Please indicate your level of interest in participating for each of the sports with the next 12 months? 1=not at all; 5=very Base: Total Sample n=5,220
Yachting Australia
© GEMBA GROUP
32
Young mothers are particularly interested in sailing, thus making the
Young Families segment the one with the highest interest for sailing
Consumers
Interest in Sailing
(Next 12 months, by segment & gender, 5-75yrs)
Male
Female
4.9%
4.1%
4.3%
3.3%
3.0%
1.7%
3.3%
2.9%
1.0%
1.2%
1.8%
Total
2.4%
Primary School
2.3%
2.6%
2.6%
0.7%
0.6%
2.0%
1.9%
1.4%
1.6%
Secondary
School
Young Adults Young Families Older Families
Working
Professionals
(no kids)
1.6%
0.8%
1.2%
0.2%
0.9%
1.0%
Empty Nesters
Retirees
Source: gemba Active Sports Participation (gASP)
Q. Which of the following sports or forms of exercise have you participated in during the last 12 months?
Yachting Australia
Base: Total Sample n=5,220
© GEMBA GROUP
33
Interest levels are fairly similar across the country, there are some
differences between regional and metropolitan areas
Consumers
Interest in Participating in Sailing & Yachting
(% of population)
WA
Regional
0.6%
Perth
Metro
1.7%
QLD
Regional
1.5%
SA
Regional
2.8%
NSW
Regional
3.2%
Adelaide
Metro
2.5%
Hobart Metro
/ TAS
Regional
Brisbane
Metro
2.3%
Sydney
Metro
3.9%
Melbourne
Metro / VIC
Regional
3.2% / 3.5%
Source: gemba Active Sports Participation (gASP)
1.6% / 3.3%
Q. Please indicate your level of interest in participating for each of the sports with the next 12 months? 1=not at all; 5=very Base: Total Sample n=5,614
Yachting Australia
© GEMBA GROUP
34
Among the high interest segments the cost of participating is a
common barrier to participation
Barriers to Participate 1/2
Consumers
Primary School
Having to become
a member
Secondary School
63%
Cost of
participating
63%
37%
Cost of
participating
55%
Lack of
available/appropri
ate facilities
44%
24%
Lack of
available/appropri
ate facilities
47%
Not knowing where
to participate
34%
Lack of
available/appropri
ate facilities
20%
Not having anyone
to participate with
42%
Not having the
equipment required
to participate
33%
Not having anyone
to participate with
19%
Not having the
equipment required
to participate
33%
Not having anyone
to participate with
24%
34%
Cost of
participating
33%
Not having the
equipment required
to participate
Lack of
available/appropri
ate facilities
32%
Not knowing where
to participate
Not knowing where
to participate
30%
Cost of
participating
29%
Not having the
equipment required
to participate
Young Families
Young Adults
37%
Not knowing where
to participate
Q. For the following sports that you are interested in participating in, if any, which of the following
create barriers to you staring to participate? Note: Small sample size
Yachting Australia
© GEMBA GROUP
35
The perceived cost of participating in sailing remains the top barrier
for Older families, Working Professionals and Retirees
Barriers to Participate 2/2
Consumers
Work Professional
(w/o kids)
Older Families
Cost of
participating
Retirees
Empty Nesters
37%
Cost of
participating
41%
39%
Cost of
participating
30%
Not having the
equipment required
to participate
29%
25%
Not having anyone
to participate with
35%
Not having the
equipment required
to participate
19%
Have existing
injuries
28%
Not having the
equipment required
to participate
24%
Lack of
available/appropri
ate facilities
21%
Not knowing where
to participate
15%
Not having anyone
to participate with
24%
Not having anyone
to participate with
13%
Having to become
a member
18%
Commitment to a
season
12%
Having to become
a member
14%
56%
Cost of
participating
41%
Not having the
equipment required
to participate
Commitment to a
season
Lack of
available/appropri
ate facilities
52%
Not having anyone
to participate with
Q. For the following sports that you are interested in participating in, if any, which of the following
create barriers to you staring to participate? Note: Small sample size
Yachting Australia
© GEMBA GROUP
36
In relative terms, families place higher emphasis on sailing to relax
while Young Adults and Empty Nesters are more keen on social aspect
Consumers
Motivations for Participation in Sailing
Older Families
Professional w/o
kids
Empty Nesters
Retirees
Relaxation
Young Families
Fitness
Young Adults
Competition
Secondary
School
Social Interaction
Primary School
(Interested in Sailing)
Social
Interaction
22
25
32
29
22
26
32
20
Competition
28
11
13
8
9
16
8
17
Fitness
22
19
12
8
16
13
14
19
Relaxation
28
45
42
55
53
45
46
44
27%
15%
15%
43%
Motivations for
participation
Source: gemba Active Sports Participation (gASP)
Q. How important are the following for your participation in that sport? Allocate 100 points across the 4
attributes to best reflect how important each is to your participation.
Yachting Australia
Base: Interested in Sailing, n=155
© GEMBA GROUP
37
While the majority of people interested to sail in the next year want to
sail socially, a quarter of them are interested in training programs
Consumers
Nature of Participation
Interested in Sailing, all age groups (in %)
65
32
25
20
13
On my own
Socially with
friends
Socially with
family
As part of an
organised
coaching /
training
program
7
As part of an
As part of an
organised week
organised
to week
tournament,
competition
one off event or
race
*Multi-choice question hence this figure is less than the sum of the individual scores
Source: gemba Active Sports Participation (gASP)
Q. what are all the ways in which you would want to participate in these sports?
Yachting Australia
Base: Interested in Sailing / Yachting n=164
© GEMBA GROUP
38
Key Insights – Market & Consumers
The main barrier for future participation is the
perceived cost of sailing, especially among
Young Adult and Young Families
Cost is the top
barrier to
participation
Low passion and
participation
1
Sailing is ranked 37th and 34th out of 46 sports respectively in
passion and participation
6
2
Key Insights
Relaxation an 5
important
element
Exclusive image
and inaccessible
Sailing is perceived as the most ‘exclusive’
sport while not being seen as very ‘accessible’
3
Late starting age
Relaxation is consistently the most important
reason for Sailing participation among both
current sailors and those interested in sailing
4
High interest among
children, young
adults and families
On average, the starting age of sailing is
much higher than other sports with
established junior programs. Sailing has a
similar profile to golf
Primary school, Secondary school, Young Adults and
Young Families have the highest interest in participating
in sailing in the next 12 months
Yachting Australia
© GEMBA GROUP
39
Yacht Club
Members
•TA Marketing Plan
© GEMBA GROUP
40
Keel Boat participation is highest among yacht club members
followed by participation on Dinghies and Powerboats
Members
Participation in Sailing – Last 12 months
72%
48%
46%
25%
6%
1%
Keel Boat
Dinghy
Trailable Yachts
Powerboating
Windsurfing
Kiteboarding
Source: YA Members Survey
Q. When was the last time you participated in each of these activities??
Yachting Australia
Base: Total Sample n=1,578
© GEMBA GROUP
41
There is no major difference in sailing participation across the country
apart from a slightly higher keelboat usage in TAS, WA and NSW
Members
Participation in Sailing – Last 12 months
Queensland
West Australia
83%
65%
44%
Keel Boat
Dinghy
47%
32%
27%
Keel Boat
Trailable
Yachts
Dinghy
Trailable
Yachts
New South Wales
79%
46%
19%
Keel Boat
Dinghy
Trailable
Yachts
South Australia
62%
Victoria
52%
28%
Tasmania
67%
84%
49%
52%
Keel Boat
Dinghy
23%
Trailable
Yachts
Keel Boat
Keel Boat
Dinghy
Source: YA Members Survey
Q. When was the last time you participated in each of these activities??
Yachting Australia
26%
Dinghy
Trailable
Yachts
Trailable
Yachts
Base: Total Sample n=1,668
© GEMBA GROUP
42
When compared to people interested in sailing, current members
place a higher emphasis on competition and achievement
Members
Motivation for participating in Sailing
Interested in Sailing
Sailing Members
43
34
27
27
22
17
Relaxation
Fitness
Competition /
achievement
Social
Interaction
Relaxation
15
15
Fitness
Competition /
achievement
Social
Interaction
Source: gemba Active Sports Participation (gASP), YA Members Survey
Base: Total Pop; n=5,220 (gASP)
Q. Please allocate 100 points across the four reasons to best reflect how important each is for you.
Base: Sailors; n=1,668 (Member Survey)
Yachting Australia
© GEMBA GROUP
43
The top reasons for participating in sailing for club members are ‘fun’,
‘freedom’ and ‘the joy of being outdoors’
Members
Reason for participating in Sailing
(Applies very strongly)
60%
For the fun
I like the sense of freedom associated with sailing
46%
51%
51%
An activity you can do for life
44%
39%
I like the technical aspect of sailing
43%
43%
For the racing & competition
29%
24%
I live close to the ocean
24%
25%
It involves both males and females
23%
28%
Flexibility to do alone or with others
21%
23%
A social catch-up with friends/family
To maintain fitness & health
To meet new people
To have the family all doing an activity together
55%
54%
54%
I like being outdoors
The opportunity to travel
66%
Keel Boat sailors only
Dinghy sailors only
17%
16%
14%
21%
13%
18%
12%
23%
Q. Please indicate the degree to which the following reasons motivate you to participate in the sport of sailing. (1=Doesn’t apply 5=Applies very strongly)
Yachting Australia
© GEMBA GROUP
44
Participation peaks on the weekend for Keel Boat and Dinghy.
Interestingly there is a large contingent of twilight Keel Boat sailors
Members
Timing of Participation – By Boat Types
Keel Boat
Weekends
Dinghy
54
71
9
24
Weekdays – during the day
Holidays – at a place near where I live
14
9
Holidays – at a holiday destination
15
10
3
Irregular participation
Source: YA Members Survey
Q. When do you participate in sailing?
Yachting Australia
6
8
6
9
3
4
21
39
11
34
Weekdays – after work
Holidays – at my holiday home
Trailable Yachts
56
41
Base: Sailors; n=1668
© GEMBA GROUP
45
Dinghy sailing has the shortest average sailing time at any occasion,
particularly during weekdays after work
Members
Average time spent (Hours)
16.9
15.1
12.9
11.8
9.2
7.4
7.2
5.9
6.2
3.6
Weekends
5.2
4.9
4.8
Weekdays – during
the day
3.1
2.4
4.6
4.3
Keel Boat
2.5
Holidays – at a
Holidays – at a
place near where I holiday destination
live
Dinghy
Holidays – at my
holiday home
Irregular
participation
Trailable Yachts
Source: YA Members Survey
Q. Thinking about when you participate in sailing, including preparation and ‘clean up’ activities, typically how much
time would you spend sailing during the following occasions?
Yachting Australia
3.8
2.9
Weekdays – after
work
6.6
Base: Sailors; n=1668
© GEMBA GROUP
46
Interestingly cost and change of residence are perceived as potential
drivers of churn by members, yet amongst churners they are not
Members
Drivers of Churn
Actual Drivers
Potential Drivers
27
30
Time commitment too high
Conflicts with family needs
25
22
Replaced sailing with another
activity/sport
16
19
13
11
Lost interest
27
7
Costs
Replaced sailing with a more fitness
orientated sport
6
Need to have own boat
4
I wasn’t made to feel welcome
4
Moved away from the ocean
2
I was intimidated
2
2
5
10
18
7
I felt I was not developing my sailing
skills
Yacht club doesn’t offer anything for my
partner
Yacht club doesn’t offer anything for my
kids
0
0
4
Didn’t renew my membership
0
4
2
5
8
Source: YA Members Survey
Q. Which of the following best describe your reason for not sailing within the last 2 years
Q. If you were to ever stop sailing, which of the following do you feel are most likely to lead you to stopping?
Yachting Australia
Base: Not sailed past 2 years; n=54
Base: Sailors; n=1624
© GEMBA GROUP
47
Young Adults and Young Families struggle with sailing’s time & cost
commitments and it’s conflicts with family needs
Members
Factors most likely lead to stop sailing (%)
Young Adults
Young
Families
Older Families
Professional
w/o kids
Empty Nesters
Retirees
Time commitment too high
51
53
27
28
20
9
Costs
38
37
23
23
28
24
Need to have own boat
9
9
5
7
4
3
Conflicts with family needs
21
59
33
13
22
13
Yacht club doesn’t offer anything for my partner
3
20
7
3
7
6
Yacht club doesn’t offer anything for my kids
4
12
5
2
1
2
Loss of interest
10
9
15
16
12
15
Move away from the ocean
30
13
18
25
17
11
Replace sailing with another activity/sport
13
17
17
18
16
13
Don’t want to commit to an annual membership
8
5
3
4
3
5
Replace sailing with a more fitness orientated sport
4
4
3
3
1
1
Not being made to feel welcome
13
11
10
10
8
7
Being made to feel intimidated
8
8
8
8
5
4
Not being able to further develop my sailing skills
13
6
3
9
4
3
Other (please specify)
18
17
40
42
50*
63*
Important Factor, very likely leading to stop sailing
Factor likely not to be leading to stopping to sail
Time
Family
Cost
Time
Residence
Cost
Family still
an issue but
less so than
younger
families
Time and money
less of an issue.
Residence
remains
important
Source: YA Members Survey
Q. If you were to ever stop sailing, which of the following do you feel are most likely to lead you to stopping? (Multiple choice)
* Old age / health the main barrier for older sailors.
Yachting Australia
Health
issues
Health
reasons…
…death.
Base: Sailors; n=1624
© GEMBA GROUP
48
Self-teaching and learning from friends or family are the key barriers
to course participation
Members
Reasons for nonnon -participation in courses
56
I taught myself
I have friends/family who have
taught me
51
18
No convenient times or locations
14
I wasn’t aware of them
12
Too much time required
7
They are too expensive
These courses are too technical
Source: YA Members Survey
Q. Why have you never participated in any of these courses?
Yachting Australia
1
Base: All respondents; n=397
© GEMBA GROUP
49
The overwhelming majority of sailors believe 7-12 is the ideal age to
introduce kids to sailing
Members
Youngest Age to start sailing
Ideal Age to start sailing
13
Age 6 or younger
72
7 to 12 years
11
13 to 17 years
5
Below 5 years
12
5 years
18
6 years
18 to 24 years
2
7 years
25 to 29 years
1
8 years
30 to 34 years
0
9 years
35 to 39 years
0
10 years
40 to 44 years
0
11 years 0
45 or above
0
12 years
28
21
6
8
1
Source: YA Members Survey
Q. What age do you recommend as the best age to
get involved in sailing? Base: Sailors; n=1668
Yachting Australia
Q. What is the youngest age someone could first
actively get involved in the sport? Base: Ideal 7-12 years; n=1209
© GEMBA GROUP
50
The majority of sailors would consider sending their child or
grandchildren to a junior program but a lack of interest is the key barrier
Members
Propensity of YA members to send children /
grandchildren to a junior sailing program
Reasons for not sending children / grandchildren to junior
program
(By Age)
(By Age)
Yes
0-3 years
30%
4-6 years
7-9 years
16-18 years
No
70%
42%
58%
80%
85%
10-12 years
13-15 years
I can train
Too
Not safe
my child dangerou
enough
myself
s
65%
61%
20%
15%
35%
39%
Q. Would you send your children/grandchildren to a junior
sailing program?
Source: YA Members Survey
Yachting Australia
Time
commitm
ent too
high
Costs
Need to Conflicts They are
have own with family
not
boat
needs
interested
11%
18%
17%
3%
5%
2%
13%
28%
23%
11%
18%
6%
6%
6%
14%
32%
30%
4%
0%
4%
11%
7%
15%
37%
25%
0%
0%
6%
6%
6%
6%
50%
15%
0%
0%
9%
6%
3%
6%
71%
18%
0%
0%
12%
0%
6%
21%
62%
Q. Why wouldn’t you send your child/grandchild to a junior sailing program?
Base: Child not involved in sailing but have sailing parents
© GEMBA GROUP
51
There is a higher demand for an additional sailing program among
dinghy sailors, young adults, young families and older families
Members
Opportunity for additional sailing program
Boat Type
Keel Boat Sailors
Dinghy Sailors
Both
29% of keel boat
sailors feel there is
an opportunity for
an additional
program
29%
37%
40% of Young Adults
feel there is an
opportunity for
additional program
Segments
Young Adult
40%
Young Family
47%
Older Family
36%
Working professional
(no kids)
31%
Empty Nesters
23%
Retirees
21%
32%
Source: YA Members Survey
Q. Do you feel there is an opportunity for an additional program to enable you and your family to become more involved in sailing?
Yachting Australia
© GEMBA GROUP
52
A family sailing activity targeted at both parents and their kids is one
of the suggested programs
Members
Selected suggestions of additional programs
Young Adults
Young Family
1
1
Older Family
1
Family sailing and
cruising (kids sailing with
parents)
Cruising and social sailing
(Casual and noncompetitive)
Cruising and social sailing
(Casual and noncompetitive)
2
Adult and child program
2
Course for female
2
Family sailing and cruising
(kids sailing with parents)
3
Access to boats for nonowners - boat share/charter
Source: YA Members Survey
Q. Please describe the type of program that would enable you and your family to become more involved in sailing?
Yachting Australia
Base: n=500 (random coding)
© GEMBA GROUP
53
Members also see an opportunity to develop a cruising and social
sailing program for all segments
Members
Selected suggestions of additional programs
Professional no kids
Empty Nesters
1
1
Course for female
Retirees
1
Cruising and social sailing
(Casual and noncompetitive)
Cruising and social sailing
(Casual and noncompetitive)
2
A conversion course
from dinghy to larger
boats
Family fun days where all
the family participate
Source: YA Members Survey
Q. Please describe the type of program that would enable you and your family to become more involved in sailing?
Yachting Australia
Base: n=500 (random coding)
© GEMBA GROUP
54
Key Insights – Club Members
There is a higher demand for an additional
sailing program among dinghy sailors, young
adult, young families and older families
Sailing program
opportunities for
dinghy, young
adults and families
Racing /
competitive
1
Club members are mainly focused on
racing and are very competitive by
nature
2
No difference
between States
6
Key Insights
Slightly higher keelboat participation in TAS,
WA and NSW but generally no difference in
preference across States
7- 12 is ideal age 5
bracket to start
sailing
3
The overwhelming majority of sailors believe
7-12 is the ideal age to introduce kids to
sailing
4
“I can teach
myself”
Cost is not the
real reason for
churn
For members, cost and change of residence
are perceived as potential drivers of churn
however they are not the reasons for why
people leave the sport
Self teaching and learning from friends/family are the key barriers
to participation in a sailing course
Yachting Australia
© GEMBA GROUP
55
Females
Compared to males, females have lower passion and participation
levels but female teenagers and young moms have high interest levels
Passion for Sailing
Current + Interest among FEMALES in Participating in
Sailing & Yachting
6.6%
8%
4.2%
Male
Female
7%
5%
5%
5.3%
4%
Sailed Last 12
months
4.9%
2.2%
2.8%
1.8%
2.4%
1.5%
2%
2.0%
2.1%
Primary
School
Male
Female
1.6%
3%
3.2%
Secondary
School
Young Adults
Sailed Last 12 months
Young
Families
3%
1.8%
1.0%
0.9%
1.1%
Older Families
Working
Professionals
(no kids)
0.4%
3.0%
Empty Nesters
2.3%
Retirees
Interested in sailing / yachting next 12 months (% 4 or 5)
Source: gASP
Q. Which of the following sports or forms of exercise have you participated in during the last 12 months?
Q. Please indicate your level of passion for Sailing?
Q. Please indicate your level of interest in participating for each of the sports with the next 12 months? 1=not at all; 5=very
Yachting Australia
© GEMBA GROUP
57
Interested females are attracted by relaxation & social elements.
Costs are a barrier for potential female sailors and current members.
Motivation: Those Interested in Sailing
Motivation: Sailing Members
(Females)
(Females)
Social
Relaxation
Social
Relaxation
(vs male: 21%)
Competition
Competition
Fitness
Fitness
Barrier to Participation
(Among those interested)
Factors most likely lead to stop sailing
(Among members)
1
Cost of Participating
46%
1
Time commitment too high
33%
2
Not knowing where to participate
31%
2
Costs
26%
25%
3
Moving away from the ocean
24%
21%
4
Conflicts with family needs
21%
18%
5
Replaced sailing with another
activity
14%
3
4
5
Lack of available/ appropriate
facilities
Not having anyone to participate
with
Having to become a member
Source: gemba Active Sports Participation (gASP)
Yachting Australia
Source: YA Members Survey
© GEMBA GROUP
58
Qualitative
Research
Insights
Positive unprompted associations of Sailing/Yachting dominated the
discussions – only when probed, negative attributes arose
Positives
Negatives
• Water
• Hard work
• Wind in your air
• Cold & Wet
• Freedom
• Stressful
• Boats
• Expensive
• Summer & Sun
• Commitment (time & money)
• Escape
• Exclusive
• Serenity
No real difference between segments or involvement type
Yachting Australia
© GEMBA GROUP
60
Many respondents are unsure about the differences of Sailing vs.
Yachting
Perception on Differences
Yachting
Sailing
• More exclusive
• More inclusive
• More a boat type
• More an activity
• Snobbish
• More active
• More passive
• More a sport
NonNon -sailors connect more strongly with the term ‘sailing’ than
‘yachting’ – however, this is not the terminology used by the sport
currently
Yachting Australia
© GEMBA GROUP
61
There is a strong perception that sailing is an expensive sport due to a
variety of factors
Perceived Costs of Sailing*
• Boat ownership including purchase,
maintenance, storage costs
• Membership in club (believed to be
mandatory)
• Expensive for a family activity
• High upfront costs without
guaranteed positive experience
• Sailing lessons
* Qualitative insights only, not in order of importance
Yachting Australia
© GEMBA GROUP
62
Similar to associations, respondents generally chose positive image
attributes among a range of positive & negative attributes available
SHARED ATTRIBUTES ACROSS ALL SEGMENTS
FUN
EXHILIARATING
ADVENTUREOUS
SOCIAL
CHALLENGING
EXCITING
YOUNG ADULTS
YOUNG FAMILIES
OLDER FAMILIES
COOL
CONFIDENT
RESPONSIBLE
PRESTIGIOUS
EXCLUSIVE
SOPHISTICATED
RESPONSIBLE
EXPLORER
Note: Sailors did not mention any other image attributes
Yachting Australia
© GEMBA GROUP
63
There are a lot of very strong, shared benefits of sailing across the
groups – sailors are the only group to see competition as a benefit
SHARED BENEFITS
Enjoyment of the outdoor and sea
A great day out with friends
A great day out with family
Sense of adventure
Peace and tranquillity / Getting away / Freedom
YOUNG ADULTS
YOUNG FAMILIES
OLDER FAMILIES
SAILORS
Mateship
Camaraderie
Relaxation /
Time out
Strength &
Fitness
Yachting Australia
Relaxation
Community &
Club network
Community &
club network
Love the
challenge &
competition
Mateship /
Camaraderie
© GEMBA GROUP
64
Benefits of sailing for sailors include very strong terminology around
‘freedom’, ‘addictive’ and ‘magic’
It’s magic
Gliding through the water
Giving me a sense of space – no buildings around
you
It’s addictive
It’s magic, free, therapeutic
It clears your head & feeds your soul
Satisfying
Total freedom
Yachting Australia
© GEMBA GROUP
65
The focus groups revealed very little awareness of boat types and
when prompted the language used was different to YA terminology
Unprompted Responses to Boat Types
“Lasers”
“Skiffs”
“Hobie Cats”
Prompted Responses
DINGHY
KEEL BOAT
POWERBOAT
Everyday families
Exclusive (aspirational to some)
Skiers
Good for kids to learn
Expensive
”Cruising”
Portable/easier
More social
Lazy
More solo
Team building
Speed/Adveture
Less social
Recreation
More sporty
Relaxation
Considered:
Sporty
Yachting Australia
Less sporty
© GEMBA GROUP
66
Perception of yacht clubs was generally negative, however the
experience tended to vary greatly by club
Negative
Exclusive
Positive
Intimidating
Scary
Community Feel
Elitist
Welcoming
Daunting
Down to earth
Hidden
Similar to RSL or SLSA club
Unapproachable
A closed community
Yachting Australia
© GEMBA GROUP
67
School, parents & friends are responsible for the initiation into sailing
while lack of time or interest and commitment present biggest barriers
PRIMARY
SCHOOL
SECONDARY
SCHOOL
YOUNG ADULTS
YOUNG FAMILIES
OLDER FAMILIES
Parents
School
Friends
School
Friends
Many did it when
they were young
Friends
Parents
Holiday
experience
Many did it when
they were young
Friends
Friends
Holiday
experience
Holiday
experience
What got
segment
into
sailing?
Holiday house
The
barriers
PRIMARY
SCHOOL
SECONDARY
SCHOOL
No interest
No interest
Too hard
Too hard
Many other sports
e.g. Soccer
Many other sports
eg. Soccer
No other friend
interest
No other friend
interest
YOUNG ADULTS
YOUNG FAMILIES
OLDER FAMILIES
Now need to make
time for it (no
school)
Time
Planning/Hard
work
Friends
stopping/not
interested
Less interested in
competition
Too familyfamily-ish
Commitment – too
hard
Yachting Australia
Commitment (time,
financial &
organisational)
Kids lack of interest
Bad first
experience
Melb: not
compelling
enough destination
© GEMBA GROUP
68
Based on initial experiences, only very few ‘fringe’ sailors make it
through the barriers of sailing to become regular participants
Non Sailors on the ‘Fringe’
The Barriers
Sailors
Enthusiastic
Positive expectations & imagery
Costs
Intimidating first experience
Club experience
Lack of information
Need to make friends quickly
You need to be brave
Yachting Australia
© GEMBA GROUP
69
Motivations to get involved in sailing revolve around ease of entry and
social, immediate experiences -other sports can serve as an example
Motivations
• Has to be Easy & Fun
• Minimal commitment – don’t want to have
to join anything
• With group of friends – social
• Has to be an experience – more practice
than theory, just enough to feel
comfortable & safe
• Has to be a great day out (with friends or
family)
• Maybe a result (i.e. certificate or voucher)
that is attractive and provides value to
continuing in sailing
Yachting Australia
Sports that do entry level
programs well
• Scuba Diving - PADI
Open Water course
• Internationally
recognised entry
course/card
• Gets people into
water straight away –
theory is done in
water
• Surfing
• Skiing
© GEMBA GROUP
70
Ideal program components vary by segment; families are looking for
family courses while young adults want a one-off experience
YOUNG FAMILIES
• Parents & kids together
• Basic theory before getting on boat, but not
in class room atmosphere
• 3-4hrs, shorter timeframe if with kids
• Weekend / Saturday morning or summer
holiday program
• Not too early
• Keelboat for adults
• In summer
• Cost $60-150 per family
• No membership
PRIMARY SCHOOL
• Together with parents, joint learning experience
• On dinghies
• Short time
• Weekend / Saturday morning or summer
holiday program
• Certificate at end of course
• Good coach : child ratio
Yachting Australia
YOUNG ADULTS
OLDER FAMILIES
• Weekend activity or during school holidays –
in summer
• Parents & kids together or on separate
courses
• 2-3hrs
• Practice rather than theory – learning by
doing
• Boat must be easy to sail & rig up
• No commitment, no membership
• Upfront 1-2 week workshop before signing up
to proper course
• Pay as you go
• 3-4 hrs, ½ day
• Summer
• On weekend/Sunday
• Multiple instructors in a relaxed atmosphere
• On keelboat
• An experience
• Practice rather than theory – few safety tips like
on plane
• Socially with a group eg. Lunch/drink at club
• Include discount to proper course
• Cost $50-100 with lunch
• No membership
SECONDARY SCHOOL
• Weekend activity or during school holidays –
in summer
• Parents & kids together or on separate
courses
• 2-3hrs
• Practice rather than theory – learning by
doing
• Organised by school
• No commitment, no membership
Respondents intuitively
thought of a oneone-day
type of experience when
asked but not of a
structured, multimulti-week
training program
© GEMBA GROUP
71
Non-sailors find it hard to identify with “training” or “scheme” for a
leisure activity
Perceptions about existing program names
“Course sounds
too serious”
Program Names that were tested
Training Program
Course
Program
Training Scheme
Go Sailing
Come Sailing
Discover Sailing
Learn Sailing
Enjoy Sailing
Sailing Adventure
Sail4Fun
A Taste of Sailing
Go Sailing
Try Sailing
Yachting Australia
“Course sounds like too much
commitment, it’s a little bit
intimidating already”
“Learn is not
appealing – it
needs to be softer”
Program Names that appealed to
both sailors & nonnon-sailors
Discover Sailing
Favourite
Name
Enjoy Sailing
Sailing Adventure
Sail4Fun
A Taste of Sailing
Go Sailing
© GEMBA GROUP
72
‘Discover Sailing’ was the preferred program name for consumers
and represents a strong call to action
Why ‘ Discover Sailing’ is appealing
“It sounds like an
adventure”
“It has the
connotation of a
beginning”
“It sounds
inviting”
‘Discover Sailing’ appears to be a communication message with a strong appeal to
consumers. It inherently represents the more exciting aspect of the sport and also
carries a strong emotional connection.
It is recommended to use ‘Discover Sailing’ as the call to action for all entry level
programs that entice new participants to give sailing a go, e.g. in an Open Day or
Discovery Day
Yachting Australia
© GEMBA GROUP
73
Agenda
Objectives of Yachting Australia
Project Approach
Status Quo
– Yachting Australia
– Market
– Consumers
Segment Opportunities
Brand Strategy
Sponsorship Landscape
Licensing
Recommendations
Appendix
Yachting Australia
© GEMBA GROUP
74
We have analysed all insights from a segment perspective to reflect
the impact of a person’s lifestage on decision-making
Segment
Primary
School
•
5 - 12 years (in primary school)
Secondary
School
•
13 - 19 years (in secondary school)
Young
Adults
•
16 – 34 years
•
University or Full time working professional (no kids)
Young
Families
•
< 49 years
•
Family with youngest child under 10 years
Older
Families
•
> 34 years
•
Family with youngest child over 10 years at home
Professional
w/o kids
•
> 34 years
•
Full time working professional without kids
Empty
Nesters
•
> 34 years
•
Working parent – children living away from home
•
> 50 years
•
Retirees
Retirees
Yachting Australia
Segment Definitions
© GEMBA GROUP
75
By combining Consumer Insights and general yachting learnings, a
prioritisation matrix for these segments has been developed
Segment Priority Framework
Strategic Importance
1
Primary
School
2
Secondary
School
3
Young
Adults
High
High
Medium
Primary
School
Secondary
School
Young
Adults
High
Medium
4
Young
Families
5
High
Older
Families
Medium
6
Working 7 Empty
Profession
Nesters
als
8
Retirees
Low
Low
Low
Working
Profession
als
Empty
Nesters
Retirees
High
High
Size of the segment potential (Future interest
in sailing)
Commercial Potential of segment (income
& YA member spend)
Attractiveness to funding partners (Govt &
Private)
Ability to influence other segments
Ease of Implementation
Low
Young
Families
Low
Older
Families
Medium
Medium
Competing with other sports (market share
available for sailing)
Existing program can be rolled out or
modified
Access to infrastructure (=boats) is not a
strong barrier
Red text:
Black text:
Insights-driven criteria
General learnings
Yachting Australia
Low
Below Average
Average
Above Average
High
© GEMBA GROUP
76
The rating system highlights priority segments – Primary and
Secondary School children, as well as Young & Older Families
Impact vs. Implementation Matrix
Strategic Importance
2 Secondary
1 Primary
School
School
• Size of the segment potential (Future interest in sailing)
High
Strategic Importance
Young
4 Families
5 Older
Families
3 Young Adults
• Commercial Potential of segment (income & YA
member spend)
• Attractiveness to funding partners (Govt & Private)
• Ability to influence other segments
Mid
Ease of Implementation
• Competing with other sports (market share available
for sailing)
6 Working
• Existing program can be rolled out or modified
Professionals
Low
• Access to infrastructure (=boats) is not a strong barrier
7 Empty Nesters
8 Retirees
1 – High*
2 - Medium
3 - Low
Ease of Implementation
Opportunities with
strong potential
Opportunities with less
potential
(Both to implement and service)
*Note: High ease of implementation can be achieved quicker than low ease of implementation
Yachting Australia
© GEMBA GROUP
77
Based on the resourcing constraints of YA, it is recommended to focus
on the 3 high potential segments in a first step
Prioritisation Plan Yachting Australia
Immediate
Medium Term
Long Term
Primary School
Older Families
Working
Secondary School
Young Adults
Professionals
Young Families
Empty Nesters
Retirees
Yachting Australia
© GEMBA GROUP
78
Primary school kids are a key segments of focus: they have high interest in
sailing & capturing them early ensures a lifelong association with the sport
1
Primary School
• Crucial to focus on this segment since this is the time in
children’s life where sampling of a variety of sports is
taking place, first experiences of success happen and
first friendships are built
• It is a highly sought after segment by sports and other
activities – YA’s strategic disadvantages lie in:
– parents perceiving sailing as a dangerous sport for
primary school kids and
– the fact that the ideal starting age is believed to be
around 7-12 years, which is later than for other sports
– the perception that sailing is an exclusive sport,
reserved for older people
• Other barriers for this segment are:
– Having to become a member & Lack of equipment &
facilities
• When asked, parents wanted their children to be in a
program featuring:
– Good coach : child ratio
– Short time, weekend program
– Certificate or clear pathway at end of course
Yachting Australia
Opportunities
• Roll out of existing junior program
TACKERS nationally to all clubs
• Delivery:
– Starting age at 7 years
– Length ideally 1
1--2 hours
– On weekends or during holidays
– Program to focus on social
interaction between kids
• Communication about program
needs to emphasise
– Safety
– Social aspects
• Opportunity for parents to get
involved as volunteers supporting
their kids development
© GEMBA GROUP
79
Secondary school kids are a tough segment to attract if they are not
yet interested but it is key to capture them for the sport pathway
2
Secondary
School
• In general, this segment is participating in a variety of
sports – they have the most time at hands but will already
have made their choices about their favourite sports
• Main sports motivations for this segment are social
interaction and fitness
• Secondary School children have the highest future
interest in sailing and strong current participation
numbers – future interest is mainly coming from females
• Barriers to participation in sailing are:
– Cost of participating
– Equipment needed
– Potentially lower interest levels of teenagers who have
already chosen their favourite sports
– Not an ideal age to start sailing – too late
• When asked, parents wanted their children to be in a
program featuring:
– More practice than theory, learning by doing
– Organised by school
– 2-3hrs
– Weekend activity or during summer holidays
– No membership required
Yachting Australia
Opportunities
• Program needs to feature fun &
social interaction as sailing is
currently not perceived as very
exciting by this age group
• Investigate options to include
sailing in school activities
• Create social, fun product for kids
not wanting to race
•
Retention after Tackers
•
Less structured, more fun
•
2-3hrs
•
On weekends or summer
holidays
•
Without membership
• Investigate appeal of current
sailing rules & regulations,
language, facilities for this segment
© GEMBA GROUP
80
Young Families are a key focus segment since sailing needs to
capture kids under the age of 12 and parents are still decision-makers
4
Young Families
• This segment is particularly crucial to engage in sports
since young parents are still taking decisions for their
young children – also around the type of sports activity
the children partake in
• By acquiring & retaining young parents there is a
chance to not only get adults into the sport but also
their young children since parents are looking for
social activities that can be done by the entire family
• Research shows that there is a strong correlation
between parents who sail & getting their children
involved in sailing (~50% of 7-18 year olds)
• Fitness is a key motivator for young families to
participate in sports – competition & achievement are
rather uninteresting
• Real or potential barriers to participating in sailing are:
– Lack of available time for young parents
– Cost of participating
– Lack of facilities & equipment
– Lack of information/communication
– Perceived danger of sailing for young children
– Lack of offerings for kids & partners
Yachting Australia
Opportunities
• Parents to get involved as volunteers in
programs for kids, i.e. Tackers to have
parent support structure
• There is a need for a more tailored
introductory sailing experience
involving:
– Shorter experienceexperience-type offer
– More flexible membership offerings
for shorter periods of time
– Sailing or other offers for partners
and children at same time, e.g.
Small boat parent & kids day
– Basic theory, not in classclass-room
atmosphere
– In summer, on keelboats
– No membership
• General Entry Day for adults to be
offered on a regular basis
– Focus on reducing barriers
– Focus on directing adults onto right
boat & course
© GEMBA GROUP
81
Older Families are looking for more recreational activities for themselves and
potentially their kids – if they are not yet sailing it is unlikely they start it
5
Older Families
• For older families, relaxation becomes the 2nd most
prominent motivation for participation in sports –
besides fitness
• Older families have kids above 10 years, with more
money & time available – family conflicts might still be
applicable but less so than for young families
• Their children will already have taken most of their
decisions about sports & activities to pursue
• Older Families start to see sailing as a more fun,
accessible, cool & exciting activity than younger
segments
• Older Families currently have high participation rates
in keelboat sailing & powerboating
• Conversion rates of Older Families aware of available
courses and participation in courses is very low
• Older Families are more likely to own boats,
specifically dinghies
Yachting Australia
Opportunities
• If children don’t sail at the age of
12 and above there is a low
likelihood for them to pick it up this is a barrier to parent
participation
• Potential opportunities for families:
– Sailing Experience Day with
focus on social interaction
– Practice rather than theory
– Easy to rigrig-up boats
– Experience day before
signing up to proper course
– 2-3hrs
– General Entry Day for adults to
be offered on a regular basis
– Focus on reducing barriers
– Focus on directing adults
onto right boat & course
© GEMBA GROUP
82
Young Adults are not currently sailing much but have a lot of interest in future
participation – more flexible offers will attract them to the sport
3
Young Adults
• Young adults are fitness-driven, flexible & on the move
– they also currently have the lowest participation
levels in sailing but high future interest for the sport
• Young adults might see sailing not only from a sports
perspective but also from a social side – social
interaction is important for them
• Barriers for taking up sailing are:
– Lack of information where to participate
– Costs
– Lack of time, facilities & equipment
– Perception that sailing is not fun or exciting but
rather boring and for older people
– Potentially moving away from the coast
• Young Adults that are currently sailing have the
highest activity levels across all boat types,
particularly on dinghies
Yachting Australia
Opportunities
• Young Adults are the least likely
segment to commit to a season or
yearyear-long membership
– Pay as you sail or seasonal
membership offerings can attract this
segment
• Potential opportunity is a social ‘Sailing
Experience Day’:
- 3-4hrs to half day
- Summer, on weekends
- Multiple instructors in relaxed
atmosphere
- On keelboats
- Practice rather than theory – a few
safety tips “in flight security
demonstration”
- With a group
- $50$50-$100 including lunch
- No membership
© GEMBA GROUP
83
Working professionals have similar concerns as Young Adults and
might be attracted by similar, shorter & more convenient sailing offers
6
Working
Professionals
• Working Professionals without kids are highly
motivated by fitness if they get into sports
• In sailing, this segment has relatively low levels of
current participation & future interest in sailing most of that interest is coming from male working
professionals
• Barriers for sailing include:
– Flexibility, having to move away from the ocean
– Cost & time
• Female working professionals might also feel too
intimated by the yacht club atmosphere to take up
sailing
Yachting Australia
Opportunities
• Shorter, more flexible options need
to be offered to this segment:
– MidMid -week sailing
– Twilight sailing
• Develop communication / training
material for working professionals
before going on Twilight Sailing
experience
• Short, online, onon-demand
• Highlighting further courses
© GEMBA GROUP
84
Empty Nesters & Retirees are the segments with the smallest
opportunities for sailing
7
Empty Nesters
8
Retirees
Opportunities
• Empty Nesters and Retirees are very similar
segments
• Motivations for sport participation are in both
cases fitness followed by relaxation
• Both segments have solid participation levels but
not a lot of future interest in the sport of sailing –
those interested in the sport are already doing it!
• Establish ‘Safe Sailing’ program for
older people
• In safe/wide dinghies
• With similar aged instructors
• Focus on social sailing, not
racing
• The segments are associating sailing with very
positive brand attributes – exciting, fun, Australian
and for young people
• Among those sailing, boat ownership is very high
• However, retirees also associate “danger” with
sailing, potentially due to their less stable health
and strength
Yachting Australia
© GEMBA GROUP
85
YA’s pathway needs a regular national Open Days as well as a more
social Experience Day product at the entry level of the sport
Involvement
Process
“I AM
INTERESTED”
Segments
“I WOULD LIKE
TO GIVE IT A
TRY”
“I AM KEEN TO
GET MORE
INVOLVED”
Primary
School
Tackers
Introduction
Day
Tackers
Secondary
School
School Intro
Tackers School
Program
Young
Adults
Structured,
national OPEN
DAYS at Yacht
Clubs
A great day
out!
30 min theory&
rest practice
Young
Families
Social/group
of similar
people
A weekend
activity
Older
Families
Entry Level
Intermediate Level
Yachting Australia
“EXPERIENCE”
Social
Social
DINGHY
experience
2 weeks, solo,
less social, for
families & more
sporty
“ITS IMPORTANT TO
ME & BECOMING
PART OF LIFE”
“I AM
COMMITTED”
Tackers 2 & 3
Existing YA courses &
programs
(including Sailability)
CREWING
Keelboat
experience
2 weeks, team
& social
Social &
Comp
Social &
Comp
© GEMBA GROUP
Social &
Comp
86
We further investigated the entry level opportunities around “Open
Day”, the “Sailing Experience Day” & general club improvements
1
2
Structured, national
OPEN DAY at Yacht
Clubs
Yachting Australia
3
Social EXPERIENCE DAY
General YACHT CLUB
opportunities
© GEMBA GROUP
87
The OPEN DAY needs to cater for all priority segments and occur
regularly and in a similar consistent manner across the country
1
Structured,
national OPEN DAY
at Yacht Clubs
CONTENT
•Regular event – monthly or fortnightly
•Short enticer session
- Brief introduction to club
- Short safety tips, majority of time in boat on water
- Potential to try different boat types
- In small groups, parents with children, similar-aged people
together
- Interactive elements, e.g. participants to receive small pack
including brochure with clear outline of next stages in pathway,
CD/DVD highlighting what dinghy vs. keelboat sailing is about
- Participants to receive contact details of 1 person in club –
mentor or buddy system
COSTS
• Free for participants, vouchers for Experience Day
Yachting Australia
© GEMBA GROUP
88
The next step in the pathway is a social, non-commitment EXPERIENCE
DAY that participants can enjoy together with family & friends
2
CONTENT
Social EXPERIENCE
DAY
•Could be once-off or done more than once
•Social, with a group of similarly-aged people
•On weekends, starting not earlier than 10am – for 3-4 hours
•Should include lunch or a drink and an invitation to the club house
after the sailing experience
•With only a brief “in-flight security demonstration” type of safety
briefing – majority happening on/around boat
•Done on keelboats, potentially large dinghies
•Includes a ‘destination’ – somewhere to sail to
COSTS
• $50-$150 depending on which extras are included
Yachting Australia
© GEMBA GROUP
89
The experience at the yacht club is important for new entrants in the
sport to keep them in the sport
3
The YACHT CLUB
Experience
THE OVERALL EXPERIENCE NEEDS TO BE:
•Welcoming & not intimidating
•Be open for new participants – who are not necessarily members
right away
•A special volunteer/person to welcome new participants (e.g.
“ASK ME ANYTHING” badge)
•Visible boards at Yacht Club about which boats are available for
crewing and what skills are needed
•Participants that return for another course want to be recognised &
offered what works for them
•Clubs to be more visible in the communities – visible banners next
Open Day or course start
•Clubs to potentially own boats thus reducing the ‘equipment’
barriers
MEMBERSHIP
•No commitment
•Pay-for-sail
•Payment for added value activities, e.g. sailing experience with
additional lunch and/or drink at club house
Yachting Australia
© GEMBA GROUP
90
Agenda
Objectives of Yachting Australia
Project Approach
Status Quo
– Yachting Australia
– Market
– Consumers
Segment Opportunities
Brand Strategy
Sponsorship Landscape
Licensing
Recommendations
Appendix
Yachting Australia
© GEMBA GROUP
91
What is a brand?
A brand lives in the heart of
consumers and is
something that consumers
have an emotional
attachment with
Yachting Australia
© GEMBA GROUP
92
What is a Communication Message?
Most sports organisations have developed strong communication messages
designed to entice consumers to become interested in their participation
programmes
Typical characteristics
• Includes a “call to action”
• Is formulated in an active way
• Is driving all external communication about programs
• Is worded in the language appropriate for the sport
• Can describe a variety of entry points into the sport
Yachting Australia
© GEMBA GROUP
93
Most sports have developed communication messages with strong
calls to action to communicate their entry level programs
Entry Level into Sport
Brand vs. Message
Surfing
Australia
• 6-12yrs: SurfGroms
• >12yr olds & adults: Learn to
Surf
• SurfGroms is a stand-alone brand with its own website, identity, logo,
naming rights sponsor
• Learn to Surf is an umbrella message linking all SA-affiliated surf schools
via a website
RYA UK
• Programs organised by boat
type
• Start Boating is umbrella message on website leading towards the
different programs
US Sailing
• Programs organised by boat
type
• Getting Started is umbrella message for all entry points into the sport
AFL
•
•
•
•
•
Tennis
• Kids: MLC Hotshots
• Adults: Cardio Tennis
• Play Tennis is the umbrella message used on website to guide
participants and/or competitors through the sport
• Hotshots has its own brand identity
Cricket
• Kids: Milo In2Cricket
• Others: community cricket,
school cricket, coaching…
• Getting Involved is the umbrella message used to communicate different
options of cricket to adults & kids
• In2Cricket has own brand, logo, identity and naming rights sponsor
Kids: NAB Auskick
8-12: AFL Junior
13-18: AFL Youth
Girls: Female Footy
Open Age & Masters
• Play AFL is umbrella message is with logo
• Auskick is a brand with an individual website, naming rights sponsor and
identity which is communicated
* Details for all examples in Appendix
Yachting Australia
© GEMBA GROUP
94
Surfing Australia has a new entry level brand for kids called SurfGroms
and an overall communications message called Learn to Surf
Sports Pathway
Branding & Communication
ASP Events (Pro)
ISA Events (Amateur)
National Titles, Elite/HP
Regular State Events
Entry Level
Communication
Message
Brand
Yachting Australia
Surfgroms
• Surfing Australia have two different
entry points into the sport
• Via surf schools and their SAaccredited programs or schoolspecific courses for people of all
ages
• Via SurfGroms – kids program for
children 7-12 years
• SurfGroms has been developed as a
stand-alone brand
• Learn to Surf is a communications
message developed to guide
potential participants towards the right
surf school
Learn to Surf
Surf school surf
courses
© GEMBA GROUP
95
RYA communicates its entry level points with the communications
message “Start Boating” which leads to all available courses
UK Sailing Pathway
Branding & Communication
Elite
Olympics / Team GBR
High Performance
Junior / Transition / Youth
Improvers’ &
Advance
Learn to Race
Entry Level
Brands
Communication
Messages
OnBoard
Sailability
Start Boating
T15
Get Afloat
RYA National Sailing Schemes
Adult & Youth
• The entry-level programmes for sailing
in the UK are the RYA National Sailing
Schemes differentiated by
• Boat type and
• Adult vs. Youth
• The training schemes and practical
information about the entry points into
the sport are communicated using the
umbrella messages ‘Start Boating’ and
‘Get Afloat’
• Brands have been developed for 3
distinct programmes:
• OnBoard: program for kids
• Saiability: program for people
with a disability
• T15: a windsurfing programme for
kids under 15 years
Dinghy, Multihull & Small Keelboats, Windsurfing
Yachting Australia
© GEMBA GROUP
96
Brand
Strategy
The gemba Brand Strategy Framework has been used to develop the
key elements of the Sailing brand
These elements were developed in the Brand Day workshop and the
reviewed and evolved for final recommendation
Yachting Australia
© GEMBA GROUP
98
The Vision and Values clearly set the foundation for the brand
1
Vision
What do we want to
achieve?
To attract participants to Sailing
through the provision of compelling
programs and welcoming clubs
2
Values*
What values guide our
behaviour?
Examples:
Integrity
Diversity
Inclusive
*To be refined and developed further internally at YA
Yachting Australia
© GEMBA GROUP
99
The Behaviour and Personality determines the actions and style of the
brand
1
Behaviours
What are our actions?
The Brand behaviour determines
the manner in which we interact
with people
2
Personality
What is our tone and style of
our products,
communications & service?
The Brand personality is the
brand’s unique character – how it
acts and expresses itself
• Welcome new people,
• ADVENTUROUS
• Provide opportunities to
• RESPONSIBLE
be involved,
• Ensure safety is
maintained at all times
Yachting Australia
• FUN
• FRIENDLY
© GEMBA GROUP
100
The recommended positioning territory for Sailing is around “A Great
Day Out”
Sailing Benefit Ladder
A Great Day Out
Excited
Escape from the everyday with
family & friend to enjoy a great
day of the sun and the sea
Social, enjoyment of the ocean
and outdoors, relaxing, all ages
Yachting Australia
© GEMBA GROUP
101
This brand framework should act as a guide for growth and
development of the Sailing brand
The Gemba Brand Strategy Framework
Purpose
To attract new participants to
sailing through the provision of
compelling programs and
welcoming clubs
Values
Behaviours
Integrity,
Diversity,
Inclusive
Welcome new people, Provide
opportunities to enjoy and be
involved, Ensure safety at all times
Personality
Adventurous, Fun, Friendly,
Responsible
Target Market
To Australians with an interest in sailing
Key segments are: Primary School Children,
Secondary School Children, Young Families
Positioning
To consumers with an interest in Sailing, Sailing is the lifestyle activity
that makes you feel excited because it provides family and friends
an escape from the everyday to enjoy a great day of the sun and
the sea
PRODUCT
PLACE
PROMOTION
PRICE
PEOPLE
Programs & Offerings
$$
Communications
Clubs
Clubs, YA, MYA’s
Yachting Australia
© GEMBA GROUP
102
Although the other brands in the YA portfolio can have their own “story”
they should reinforce the overarching strategy of Sailing brand
Involvement
Process
“I AM
INTERESTED”
Segments
“I WOULD LIKE
TO GIVE IT A
TRY”
“I AM KEEN TO
GET MORE
INVOLVED”
Primary
School
Tackers
Introduction
Day
Tackers
Secondary
School
School Intro
Tackers School
Program
Young
Adults
Structured,
national OPEN
DAYS at Yacht
Clubs
A great day
out!
30 min theory&
rest practice
Young
Families
Social/group
of similar
people
A weekend
activity
Older
Families
Entry Level
Intermediate Level
Yachting Australia
“EXPERIENCE”
Social
Social
DINGHY
experience
2 weeks, solo,
less social, for
families & more
sporty
“ITS IMPORTANT TO
ME & BECOMING
PART OF LIFE”
“I AM
COMMITTED”
Tackers 2 & 3
Existing YA courses &
programs
(including Sailability)
CREWING
Keelboat
experience
2 weeks, team
& social
Social &
Comp
Social &
Comp
© GEMBA GROUP
Social &
Comp
103
gemba recommends to use “Discover Sailing” as the Communication
Message to act as a call to action and pointer to trial sailing
Option 1
SAILING
‘CONTINUE THE JOURNEY’2)
‘DISCOVER SAILING’
Entry Level Communication Message
OPEN DAY
Tackers
Introduction Day
Tackers 1
School Intro
program
School Program
Social
EXPERIENCE DAY
DINGHY
experience1)
Existing Sailing Pathway
Communication Message
Tackers 2 & 3
Existing Yachting Australia
programs including Sailability and
crewing options
CREWING
Keelboat
experience1)
This Option is gemba’s recommendation
Increase Involvement & Membership
1) These are based on the format of existing program concepts but should be reviewed to reduce the length and commitment required
2) The communication message for programs beyond the Entry Level of the sport has not been tested and researched, this is therefore a suggestion only
Yachting Australia
© GEMBA GROUP
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“Discover Sailing” could also be used as a Communication Message
across both the entry level of the sport and existing programs
Option 2
SAILING
‘DISCOVER SAILING’
Entry Level Communication Message
OPEN DAY
Tackers
Introduction Day
Tackers 1
School Intro
program
School Program
Social
EXPERIENCE DAY
DINGHY
experience1)
This option is not gemba’s recommendation
as people along the journey get past the
‘Discovery’ stage and have very different
expectations about activities &
communication content
Tackers 2 & 3
Existing Yachting Australia
programs including Sailability and
crewing options
CREWING
Keelboat
experience1)
Increase Involvement & Membership
1) These are based on the format of existing program concepts but should be reviewed to reduce the length and commitment required
Yachting Australia
© GEMBA GROUP
105
The Communication Message needs to be brought to life on the YA
website and all external communication
1
‘DISCOVER SAILING’
Entry Level Communication
Message
• Open Days
• Discovery Days
• Tackers Intro
2
‘CONTINUE THE DISCOVERY’
‘GET ON THE WATER’
‘GET AFLOAT’
‘CONTINUE THE JOURNEY’ 1)
• Existing YA Programs
including Sailability and
crewing options
The Benefits of becoming
a member
• Tangible & intangible
benefits of becoming a
member
• Membership options
• Dinghy & Crewing
Experiences
For people starting to
discover the sport, the
activity and have no
previous knowledge or
contact with the sport
3
• Costs associated
Should portray
independence, people
starting to sail more
independently, having an
understanding of the sport
A different stage on the
involvement continuum
Should be developed
against the needs of the
different segments
Needs to be based on
consumer needs &
packaged accordingly
1)The communication message for programs beyond the Entry Level of the sport has not been tested and researched, this is therefore a suggestion only
Yachting Australia
© GEMBA GROUP
106
To support the new entry level programs for Sailing, a communications
campaign should be developed to achieve the following objectives
2
1
Structured, national
OPEN DAY at Yacht
Clubs
Social EXPERIENCE DAY
CLUBS
COMMUNCIATION OBJECTIVES
• To develop a national blue print for the implementation of a
compelling and consistent “Open Day” & social “Experience Day”
for Clubs
• To encourage and gain the support of Clubs to deliver the Days in
accordance with the plan
CONSUMER
• To provide the material to the Clubs to bring the Days to life
•Yachting Australia
• To generate awareness and interest in the local vicinity for these
Club Days
• To position Sailing as Adventurous, Fun, Responsible and Friendly
• To capture the details of all attendees to be used to build the
database for ongoing communications
© GEMBA GROUP
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Agenda
Objectives of Yachting Australia
Project Approach
Status Quo
– Yachting Australia
– Market
– Consumers
Segment Opportunities
Brand Strategy
Sponsorship Landscape
Licensing
Recommendations
Appendix
Yachting Australia
© GEMBA GROUP
108
Current sponsors and partners of Yachting Australia include OAMPS,
Audi, Hamilton Island and SLAM
Current YA Sponsorship Structure
Sponsorship
Area
Major Sponsor
Youth
Development
Sponsor
Sponsor Activities & Objectives
Investment
•Interested in youth market of 13-19 year olds and their parents
with a high discretionary spend
•Supports racing aspect of sailing: State & National Youth
Championships
•Cash component
•YA executing all
insurances through
OAMPS
•Primary objective in sponsorship is to expose product to current •No cash, only vehicle
non-users
supply in AUS
•Consideration to become major corporate partner of YA
•Support to hire
vehicles overseas
AST CoSponsors
AST Official
Suppliers
Yachting Australia
•Provision of apparel for AST only
•Plans to extend partnership into sales of AST memorabilia and
club merchandise have not materialised
•Cash + VIK
component
•Partnership based on strong personal relationships between
Hamilton Island and Yachting Australia
•No leverage activities
•Cash component
•All supporting sponsors are donating VIK items such as ropes,
•VIK
sailboat hardware, boat storage, compression garments as well
as transport support
© GEMBA GROUP
109
The major sponsors only get basic rights and don’t benefit from YA’s
association with major races of the sport
Sponsorship
Sponsor
OAMPS
Sponsorship Benefits Analysis
Rights
Comments & Potential
• Branding: branding of team uniform, officiating uniform, training apparel and athlete boat • n/a
hull at Australian & State Youth Championship
• Advertising: YA letterhead, YA website recognition & link (YA and Youth Champs website)
• Hospitality: Trophy Presentation at AST Function, 6 invites to AYC functions
• Appearances: none
• Signage: Signage at YA office and Australian Youth Championship
Audi
•Branding:
Branding: branding of boat hull, boat sail, coach boat, team training apparel for
Australian Sailing Team
•Advertising:
Advertising: AST letterhead, AST website recognition & link, sponsors page, PR Testimonial
•Hospitality:
Hospitality: none
•Appearances:
Appearances: none
•Signage:
Signage: Media Board signage
•Audi is a major sponsor in the world of
sailing, e.g. partnering big sailing events
such as Sydney Harbour Regatta or
Victoria Week
•Find strategies to enlarge current
engagement beyond AST
SLAM
•Branding:
Branding: branding of team uniform, boat hull, boat sail, coach boat, team training
apparel for Australian Sailing Team
•Advertising:
Advertising: Website recognition & link (YA and AST website), YA and AST letter head, PR
Testimonial, sponsors page
•Hospitality:
Hospitality: none
•Appearances:
Appearances: six sailor appearances
•Signage:
Signage: Media Board signage
•Assess opportunity to jointly develop
merchandise for YA
•Assess if SLAM is the right partner due to
difficult business relationship and small
likelihood of SLAM investing more in
Australian market
•n/a
Hamilton
Island
•Branding:
Branding: branding of team uniform, boat hull, boat sail, coach boat, team training
apparel for Australian Sailing Team
•Advertising:
Advertising: AST letterhead, AST website recognition & link, logo in E-news, PR Testimonial
•Hospitality:
Hospitality: none
•Appearances:
Appearances: 2 AST, AWMRT, Coaches & management for up to 3 appearances
•Signage:
Signage: Media Board signage
Yachting Australia
© GEMBA GROUP
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YA sponsors cannot rely on category exclusivity on MYA and
grassroots level and currently don’t undertake activation activities
Sponsorship
Sponsorship Observations
Sponsor Exclusivity
•YA’s sponsorship contracts currently contain
category protection clauses for sponsors across
the different levels of the organisation
•However, there are States which still have
relationships with brands in the same
categories, e.g.
o NSW: Nautilus Marine Insurance, Gill
(apparel)
o VIC: Helly Hansen
o BMW also has strong relationships to
individual sailing clubs
•
Sponsor Activation
• Sponsor activation activities are very limited
for the majority of YA’s main sponsors
• Activities are limited to promotional items in
membership packs or event banners
It is vital to ensure category protection for sponsors throughout the YA pathway
• One option to solve the conflict is to clear 11-3 sponsorship categories which receive full
protection and get sponsors in these areas to invest in the sport
• States and clubs are able to acquire or keep existing and potentially conflicting sponsors in all
other categories
•
To grow awareness and engagement with the sport of sailing, increased activation activities of
sponsors illuminating the benefits of the sport are necessary
Yachting Australia
© GEMBA GROUP
111
We recommend approaching the commercial partner search based
on three different sequential filters or perspectives
Sponsorship
Commercial Partner Targeting Principles
1
2
3
SponsorSponsor-objective
based Approach
Target audienceaudiencebased Approach
CategoryCategory-based
Approach
• Brand, sales/trade or
community drivers
are the primary
motivations for
commercial partners
to invest into
sponsorship
• Identify YA’s own
target audience &
consider which
corporates are
targeting similar
consumer segments
• Target traditional
high-spend industry
categories which
invest in sponsorship
and have an interest
in YA’s target
audience such as
• Due to the nature of
the high priority
products and
segments the most
likely partnership will
be primarily driven
by community
motivations of the
corporate partner
• E.g. Primary
School children
and their parents
• Financial
Institutions
• FMCG’s with focus
on children
• Health industry
• Sports & leisure
apparel suppliers
Principles to be worked through from left to right
Yachting Australia
© GEMBA GROUP
112
Broadly speaking sponsors are becoming more sophisticated and
are generally looking to address the following outcomes
Sponsorship
1
Sponsor objectiveobjective-based approach
A
B
C
Brand Drivers
Commercial
Drivers
Community
Engagers
Campaigns that
either increase
awareness or
build the image
of the brand
Campaigns that
can deliver
sustainable
commercial
opportunities
Campaigns that can
deliver deep,
engaging
relationships with
specific community
groups
The main driver for potential YA
sponsors
Yachting Australia
© GEMBA GROUP
113
Typically, community engagers seek the direct contact to as many
participants as possible
Sponsorship
1
Sponsor objectiveobjective-based approach
Typical Community Sponsor Requirements
C
Community
Engagers
Campaigns that can
deliver deep,
engaging
relationships with
specific community
groups
• Category Exclusivity
• National reach
• A maximum of participants
• The ability to engage with grassroots
participants
• A central communication platform (i.e.
website)
• The ability to be included in program
communication
• Ability to engage own staff locally
• Access to the program database
GSNZ
© GEMBA GROUP
114
While the target audience for Tackers is clearly defined, the Open
Day and Experience Day products appeal to all priority segments
Sponsorship
2
Target audienceaudience- based approach
Tackers
Target
Segments
Yachting Australia
Primary School
Young Families
National Open Day
Experience Day
Primary School
Secondary School
Young Families
Young Adults
Older Families
Primary School
Secondary School
Young Families
Young Adults
Older Families
© GEMBA GROUP
115
Yachting’s brand attributes can be used to identify the best-matching
categories
Potential Categories with ‘best fit’
Sponsorship
3
CategoryCategory- based
Approach
Tackers
National Open
Day
Experience
Day
Brand
Personality
Sailing
ADVENTUROUS
FRIENDLY
FUN
RESPONSIBLE
• Outdoor, (water)sports
& sailing brands
• Outdoor, (water)sports
& sailing brands
• Outdoor, sports &
sailing brands
• Finance & Insurance
• Finance & Insurance
• Sports drink / soft drink
manufacturers
• Sports drink / soft drink
manufacturers
• Lifestyle /
Entertainment brand
• FMCG with child focus
• Health Industry
• Sports drink / soft drink
manufacturers
• Retail with child focus
• Sunscreen brand
• Sunscreen brand
• Health Industry
• Automotive
• Sunscreen brand
Condition for achieving sponsorship for National
Open Day and Experience Day are the existence of
formalised programs that can be rolled out
consistently by all deliverers
Yachting Australia
© GEMBA GROUP
116
Potential partners for Tackers, the national Open Day and Experience
day can be on a national or regional/local level
Sponsorship
3
CategoryCategory- based
Approach
Potential Partners in ‘best fit’ categories
National Open
Day
Tackers
Industry
Outdoor & sailing brands
Example Partners
The North Face / Helly Hansen / Adidas / Puma
Sunscreen brand
Sports drink / soft drink
Banana Boat / Nivea / Sun Smart
Coca-Cola / Powerade / Redbull / Boost Juice
Finance & Insurance
Westpac / ANZ / nab / CWB / HSBC/ OAMPS / UBS
Health Industry
Bupa / Medibank / Blackmore’s / Swisse
FMCG (Child focus)
Kellogg's / Nestle /
Nutella
Retail (Child focus)
Pumpkin Patch /
Nickelodeon /Lego
Automotive
Yachting Australia
Experience
Day
AUDI
© GEMBA GROUP
117
YA’s current CRM capabilities include a comprehensive member
database but could be leveraged more for sponsorship purposes
Sponsorship
Database Content
Activities & Considerations
• YA has a national database which can be
accessed by members, clubs, State
organisations and YA
• Current database entries vary in quality –
currently, only name and address are
mandatory fields
• Besides personal information, each record
contains information on courses or
qualifications achieved
Total records
129,000
Members current FY
55,690
Current members with Email
address on record
26,700
More than 50% of entries are not current
members but could be contacted as part of a
member re-gain campaign
Yachting Australia
• Currently, the database is not used
extensively internally or for sponsor
activities
• The database is mainly used to
communicate to members via Email
– however, a large proportion of
members will not be reached due to
missing data
• Each user generates a unique
record
- The lifecycle of a member
could easily be tracked
- Entry or exit motivations could
be assessed and used to
improve programs
- Communicating to members of a
sport via its database is a direct
benefit that most sponsors seek
© GEMBA GROUP
118
Agenda
Objectives of Yachting Australia
Project Approach
Status Quo
– Yachting Australia
– Market
– Consumers
Segment Opportunities
Brand Strategy
Sponsorship Landscape
Licensing
Recommendations
Appendix
Yachting Australia
© GEMBA GROUP
119
Licensing income is traditionally driven by sports with strong consumer
franchises
Sports Involvement Matrix
Licensing
(Watch, Read or Listen)
Consumer Franchise
ENTERTAINMENT
HEARTBEAT
Australian Rules
Cricket
Rugby League
THE PACK
Soccer
GRASS ROOTS
Motor Car Racing
Tennis
Rugby Union
Horse racing
Athletics Netball
Surfing
Sailing
Source: gSER Report July 2010- June 2011
Yachting Australia
Golf
Basketball
Cycling
Participation Franchise
(People who participate)
Swimming
Base: All Australian; n = 5538
© GEMBA GROUP
120
To date, Participation Franchises have not been able to realise
significant levels of licensing income
Licensing
Sports Involvement Matrix with Licensing Income
Estimates
55%
(Watch, Read or Listen)
Consumer Franchise
AFL
NRL
Yachting Australia
currently does not
derive any income
from licensing
activities
Cricket Aust
25%
FFA
ARU
Tennis Aust
Swimming
Cycling
Netball
Athletics
0%
0%
Source: gemba
Yachting Australia
12.5%
25%
Participation Franchise
(People who participate)
© GEMBA GROUP
121
Commercialising licensing through a Participation Franchise is highly
dependent upon on access to the grassroots network
Licensing
Consumer Franchise
Participation Franchise
Value Proposition
Value Proposition
Access to Intellectual Property
Access to Consumer Channel
Critical Success Factors
Critical Success Factors
Full Control of IP by Rights Holder
Full Access to Channel (i.e. Clubs)
Comprehensive of Style Guide
Sufficient Motivation for all Stakeholders
(i.e. Rebate Program)
Highly Attractive IP to large consumer
base
Relevant for Yachting Australia
Yachting Australia
© GEMBA GROUP
122
Participation-based sports can use licensing in two ways: brand
licensing and know-how licensing
Licensing
Licensing Types
1
IP (“know(“know-how”) Licensing
2
Brand Licensing
• IP (“know how”) refers to the
intellectual capital and/or technology
developed by an organisation
• The sporting organisation offers the use
of its IP to a third party for use in
products, services or promotion
• Sporting organisations grant the rights
to deliver its programmes to external
deliverers
• 2 main types of brand licensing:
• Programmes used for licensing are
often entry–level programs or junior
development programs
• Deliverers pays a licensing fee for the
rights to deliver the program
Yachting Australia
- Consumer sales promotion :
enhance sales of existing products in
the marketplace through logo of
sport organisation on unrelated
consumer good
- Merchandising:
develop fan products with high
consumer appeal or that are
mandatory to use by participants of
the sport
© GEMBA GROUP
123
Sports with relatively low consumer appeal or participation base have
found innovative ways to secure a licensing revenue stream
Licensing
IP (“know(“know-how”) Licensing
Brand Licensing
Surf Life Saving
A number of courses have
been developed to qualify
surf life savers
Surf life savers have to
wear official SLS uniform on
patrol
Surfing
Affiliated surf schools can
run the Surfgroms program
developed by SA
Surf schools have to buy
branded equipment to run
Surfgroms
A merchandising program
gives licensees the right to
produce official bowls
apparel
Bowls
RYA
Yachting Australia
RYA entry-level and
advance training
schemes are licensed
worldwide
A number of publications
have been developed by
RYA on sailing training
© GEMBA GROUP
124
Coaches and participants have to use modified equipment during
the Hot Shots program
Licensing
Tennis Australia – MLC Hot Shots
IP Licensing
• Professional coaches pay an annual
membership fee to TA to become an official
Hot Shots deliverer
• Coaches receive equipment and program
manual to run the program
• Coaches are instructed to run the program
in a consistent manner and have the same
branding
Effectively, coaches are ‘buying’ the
IP license to the Hot Shots program
and branded equipment
Yachting Australia
Brand / Product Licensing
• TA has partnered with Wilson to develop
modified equipment and merchandise
designed for the Hot Shots program, e.g.
smaller racquets, low-compression tennis
balls, nets, Hot Shots t-shirts and caps
• All equipment and merchandise is sold in
an online shop hosted on the TA website
• Racquets are given out for free to every
participant to encourage take-up of the Hot
Shots program
The need of modified equipment
ensure products are purchased via
TA website
© GEMBA GROUP
125
Surf life savers have to get qualified through a series of training
courses and have to purchase & wear official uniforms when on patrol
Licensing
Surf Life Saving Australia
IP Licensing
Brand / Product Licensing
• Surf Life Saving Australia developed a
number of training courses (Bronze, Silver
and Gold Medallion) which are mandatory
for all Surf Life Saving clubs to run
• SLSA has a strong licensing and
merchandising program and developed
club equipment, apparel, education
material and other merchandise
• Clubs recoup the cost of running these
programs via the membership fee from surf
life savers
• All volunteer surf life savers and parent
helpers (in Nippers) are obliged to wear
official uniforms and use official equipment
when on patrol or training
• Once signed up to an entry-level
programme (Nippers for kids; Bronze
Medallion course for adults), participants
receive the official uniform, but any extra
gear is available for purchase
Yachting Australia
© GEMBA GROUP
126
Bowls Austraila put in place a National Dress Regulation which ensure
participants wear licensed apparel during competitions
Licensing
Bowls Australia
Brand / Product Licensing
• Bowls Australia has a National Dress Regulation in place to
ensure consistency in attire worn at pennant* and above
level competitions
• This policy is strictly enforced by all affiliated state and
territory organisations
• Licenses are issued to a number of clothing manufacturers
which allows them to use the BA logo on garments they
have manufactured
• Bowls Australia earn a royalty fee for the garment sold by
their licensed manufacturers
• Since its inception, the licensing program has contributed
$950,000 to Bowls Australia nationally to support the general
development of the game at grassroots level
*Pennant is the traditional format of Bowls, there are a number of other social formats
Note: IP Licensing not available
Yachting Australia
© GEMBA GROUP
127
Deliverers of the SurfGroms program have to follow the syllabus
designed by Surfing Australia and use branded surf boards & clothes
Licensing
Surfing Australia - SurfGroms
IP Licensing
Brand / Product Licensing
• SurfGroms is a recently launched national
junior development program in surfing for
kids aged 5-12
• Branded surf boards are used and currently
they are provided to the surf schools for free
or at a discounted price
• In the first years, accredited surf schools with
qualified surf coaches are the main
deliverers of the program
• Participants have to wear official SurfGroms
rash vests
• SA developed the syllabus, program
content and branding which are used by
surf schools
• A number of SurfGroms branded
merchandise are sold to participants on the
stand-alone SurfGroms website
• Currently, surf schools do not pay a
licensing fee to SA to use the program
Yachting Australia
© GEMBA GROUP
128
IP Licensing is most likely to be successful for Tackers in the short term,
due to the program being established and formalised
Licensing
1
Tackers
• Licensing Tackers to
commercial operators – in
areas of high demand or
without yacht clubs
Time
Horizon
Short term
Yachting Australia
Yachting Australia
- IP Licensing Considerations -
National Open Day
• No licensing opportunities
in short term
Experience Day
• If the Experience Day
developed as a formal,
standardised product run
similarly by every club, a
license to the Experience
Day can be sold to clubs
Long term
© GEMBA GROUP
129
Brand licensing opportunities are greatest with Tackers through
developing branded merchandise gear that is mandatory to wear
Licensing
Tackers
• Development of official
Tackers gear and branded
merchandise to be
purchased additionally by
participants, e.g.
– Rash vests
– Windbreaker
– Hats / caps
– Toys
– Wrist bands
Yachting Australia
2
Yachting Australia
- Brand Licensing Considerations -
National Open Day
• Develop branded
merchandise for Open Day
participants with a focus on
fashion rather functionality,
e.g. marine-inspired t-shirts,
caps
Experience Day
• Develop branded
merchandise for
Experience Day
participants with a focus on
fashion rather functionality,
e.g. marine-inspired t-shirts,
caps
© GEMBA GROUP
130
IP Licensing of the Experience Day to yacht clubs as well as licensing
Tackers to other providers are the biggest opportunities
Summary of Licensing Opportunities
Potential
Commercial Impact
Licensing Opportunities
•1
Licensing of Tackers to commercial operators
•2
Licensing Experience Day to clubs
•3
Development of official Tackers gear for mandatory
wear and purchase
•4
Branded Tackers merchandise for purchase
•5
5
Branded merchandise for Open Day
•6
Branded merchandise for Experience Day
Low
Yachting Australia
Below Average
Average
Above Average
Ease of
Implementation
High
© GEMBA GROUP
131
YA needs to run market tests to assess the likely licensing costs that
the market is willing to take
Licensing Models by Program
Tackers*
Open Day
Experience Day
$300
No fee
Fee TBD
ranging from $50-$150
Licensing
possible
Yes
No
Yes
Potential
Deliverers
Commercial providers
Yacht Clubs
Yacht Clubs
Potential
Licensing
Revenue
Model
>25%*
n/a
25%
Participant
Fee
* Tackers current model: YA receive ~25% of Tackers revenue from club which is used to cover for participant kit, insurance,
marketing collateral & management; it is suggested to develop a similar model for licensing Tackers to Commercial Providers
Yachting Australia
© GEMBA GROUP
132
‘Paid’ licensing will provide revenue needed to cover expenses but
might inhibit participation uptake depending on licensing fees
Brand Licensing Model Options
Licensing
‘Paid’ Licensing
•
Pro’s
•
•
•
Con’s
•
Licensing without Payment
Additional revenue streams for YA and
MYA’s to cover overhead and material
costs
Applicable for roll-out to commercial
providers (Tackers)
•
Higher prices might limit uptake from
participants
Additional capacities needed internally
to manage licensees
Condition for licensing agreement is
existence of a formalised program /
schedule to ensure standardised roll-out
•
•
•
•
Larger participation uptake is more
likely
Less barriers for clubs to take up
licensing model
No additional revenue streams
Additional capacities needed
internally to manage licensees
Condition for licensing agreement is
existence of a formalised program /
schedule to ensure standardised rollout
Biggest barrier to both licensing models is the need to create a formalised program
for the Experience Day that can be rolled out in a standardised way
Yachting Australia
* Tackers excluded since delivery model already in place
© GEMBA GROUP
133
Agenda
Objectives of Yachting Australia
Project Approach
Status Quo
– Yachting Australia
– Market
– Consumers
Segment Opportunities
Brand Strategy
Sponsorship Landscape
Licensing
Recommendations
Appendix
Yachting Australia
© GEMBA GROUP
134
Overall Recommendations 1/2
Program
Development
Priority
Segments
Licensing
• To create an entry level for the pathway of the sport, it is recommended to create a national
Open Day and Experience Day to suit the priority target segments
• There should be short crewing programs in the intermediate level of the sport to bridge the gap
between entry level and existing programs
• Based on assessing Strategic Importance & Ease of Implementing a new program, 3 key target
segments have been identified with implementation of programs recommended in the short
term:
•
•
•
Primary School children
Secondary School children
Young Families
• The licensing opportunities of YA lie mainly in developing a brand licensing model for Tackers
to be outsourced to commercial providers and in the longer-term, a brand licensing model for
a structured Experience Day
• YA needs to broaden its sponsor base for the new grassroots entry level programs
Sponsorship
Acquisition
Yachting Australia
• There is a need to assess how current sponsors can be ‘on-sold’ to support new programs
• There is a potential to partner with local sponsors or dealers of brands to connect with
clubs
© GEMBA GROUP
135
Overall Recommendations 2/2
Governance
•YA needs to increase its ability to help States & Clubs implement the programs and suggestions made
on a national level
Membership
•More flexible membership models and ‘pay as you sail’ options are requested by new entrants into the
sport – current annual membership models are not attractive
Brand
Architecture
•The communication message for the entry level is recommended to be “Discover Sailing!” with the Open
Day, Experience Day as well as Tackers Intro program sitting underneath this message
•Sailing’s personality can be described as adventurous, responsible, fun & friendly
•The language used in the sport of sailing currently does not come naturally to potential participants:
• The majority of potential entrants in the sport favoured the term ‘sailing’ vs. ‘yachting’ – however, the
structure of the sport is based around the term ‘yachting’. It is recommended to use the term ‘sailing’
when speaking about the sport or activity. The corporate brand ‘Yachting Australia’ can remain
unchanged as it is less relevant for consumers
Communication
• Boat types are not the drivers for decision-making & new entrants into the sport do not understand
what the boat types are about. Therefore, YA needs to focus on explanation and education about
the boat types and what experience consumers can expect on each boat
• The current terminology in the sport around “training schemes” and “learning” does not appeal to
potential participants who seek something less ‘serious’ and commitment-based. “Course” is a term
that consumers are familiar with and that does not necessarily convey extensive commitment.
•Clubs need to ‘push out’ communication more instead of expecting consumers to go & find information
about the pathway, e.g. have information boards in clubs about next crewing option
•More visible communication about the opportunities, e.g. on website, banners outside club, community
newspapers
Yachting Australia
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Agenda
Objectives of Yachting Australia
Project Approach
Status Quo
– Yachting Australia
– Market
– Consumers
Segment Opportunities
Brand Strategy
Sponsorship Landscape
Licensing
Recommendations
Appendix
Yachting Australia
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US Sailing have developed a portfolio of different programs to suit
different target audiences and their call to action is “Getting Started”
US Sailing Pathway
Olympics
Disabled Sailing
(Paralympics)
Branding & Communication
Junior Olympics
High School
Sailing
College Sailing
Championships
Clinics
Match & Team
Racing
Various
Multihull, OneDesign
Entry Level
Communication
Message
• US Sailing offers Learn to Sail courses
for each type of boat
• Among the programs offered, the
Keelboat Certification scheme stands
out as being more structured and has
a standalone website, however still
under the US Sailing ‘brand’
• The overarching communication
message to new entrants into the sport
is “Getting Started”
Getting Started
Learn to Sail Courses
Smallboat sailing, Keelboat sailing & cruising, Windsurfing,
Powerboats
Yachting Australia
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Play AFL is the umbrella message which encompasses all of the grassroot programs offered to footy players
Participation
Play AFL
Talent Pathway
Branding & Communication
NAB AFL Draft Program
• nab Auskick is the most prominent
brand for entry-level footy
AFL Masters
35+
State <18 Competitions
AFL Recreational
Football
State Development
Program
Open Age
(All age)
Representative
• There is no entry-level footy training
programs for age 18 and above
• ‘Play AFL’ is the umbrella message for
all of AFL’s grassroots program and it is
used merely as a communication tool
• The nab rising stars program provides
a clear pathway to elite levels in state
leagues and the AFL competition
Entry Level
Play AFL
AFL Youth (Age 13 – 18)
AFL Junior (Age 8 – 12)
Brand
Yachting Australia
NAB Auskick
(Age 5 – 12)
Female footy
Communication
Message
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Cricket Australia communicates all of its grass-root programs under
the umbrella term “Get Involved”
Participation
High Performance
Get Involved
Australian Team
Disability and
Indigenous cricket
State Competition
Lifestyle cricket
Men’s and Women’s
State 2nd XI
Junior & Senior Club
Cricket
Premier / Grade Club
Cricket
EntryEntry- level
Communication
Message
Brand
•Yachting Australia
Branding & Communication
• Milo in2CRICKET is the branded junior
development program and the entry
point to playing cricket for kids aged 510 years
• Club cricket is the local competition
catered for all levels, talented players
at club level can get involved in
Premier / Grade club cricket
• ‘Get involved’ is the message used for
all community cricket formats
Get Involved
MILO in2CRICKET Have-a-game /
Have-a-go
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Besides Hot Shots, Tennis Australia has developed Cardio Tennis, a
branded product which combines tennis and a cardio workout
Branding & Communication
Pathway
Grand Slams & ATP/WTA events
Australia Pro Tour
Australian Money Tournament
Optus Junior Tour
Junior development series
Entry Level /
Participation programmes
Communication
Message
Brand
Play Tennis
MLC Hot Shots
Cardio Tennis*
Club Tennis
• Tennis Australia offers a number of
entry-level programs, all under the
umbrella message ‘Play Tennis’:
• MLC Hot Shots is the junior
development program for kids
age 4 and up
• Cardio Tennis is a fitness-based
product catered for all ages
• Tennis clubs deliver coaching
lessons, some of which are run by
TA accredited coaches
• More grass-root programs are currently
in development
• Talented young tennis players enter
competition starting with the Junior
development series
- Coaching program
- Competitions
- Tournaments
*New programme
Yachting Australia
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Using ABS data, retirees and empty nesters make up 30% of the total
population and have a lower propensity to sail for various reasons
30%
Future
Interest
within
segment (%)
Future
Interest
(market size)
Share of
market
4.1%
4.3%
3.3%
3.8%
1.6%
114,640 64,500 157,160 177,771 46,571
19%
11%
26%
30%
8%
1.2%
36,451
6%
Comments & Observations
•Empty nesters & retirees currently make up ~30% of all Australians
•They have a lower propensity to sail in future
•They have made up their minds already about their passion sports
•They are less able to influence other segments, especially kids
Note: view is based on age groups, not life-stage segments as per
gemba’s research
YA
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