| Posted at 02:39 PM on November 29, 2009 |
McKerns Development Case Study: Marina Group – Release and Rewind
Background
This now trademarked marina group is a brand concept springing from a hotel, office and apartment development company and its two principals coming to Florida in the 90’s scouting for land and investment opportunities. Their specialty is in finding underperforming properties, bringing them to profitability and holding them as long term performing, cash income assets.
The developers discover underutilized properties for sale that happen to have marinas associated with them. Interested primarily in the potential of the upland, one partner is quoted as saying that initially they are at a loss as to what to do with these waterfront assets, but soon realize that “these assets were ripe for a roll up.” The concept of a marina brand is born.
Specifically, McKerns Development is asked to come onboard as a public relations consultant and key member of the strategic planning team which includes the two owners, corporate management, the chief brand and marketing strategist and field personnel.
The ultimate public relations goal is to secure local, national, business, financial, consumer and trade press, position the brand as leading themarine and marina industry in Florida, create positive public awareness of the benefits of belonging to the brand, while securing opportunities for brand expansion into other US states, the Bahamas and the Caribbean.
Challenges and Opportunity
Historically, marinas in Florida are Mom and Pop operations and being natural waterfront amenities, no two are alike. The challenge is to create a recognizable set of characteristics that can be readily perceived as a brand despite the diverse physical properties of each marina site, to be able to promote the marina as branded destinations for vessel storage, yearlong waterfront activity hubs for fishing and boating and as seasonal and annual travel destinations.
Another challenge is to overcome the negative viewpoint that developers (and boaters) do not care about sustainability or about protecting natural resources, water quality and biological species. The third is to grow boating for the next generation and secure waterfront that is open to the public.
In the past, press coverage had been non-existent, and any focus on project awareness was directed towards developers of waterfront housing units (highrise or mid rise condominiums, single family residences) and on the sales campaigns for housing developers. Marinas were primarily seen as related entities and not as stand-alone assets.
Further, despite being a leading economic generator for the State, with more revenue produced than the Florida citrus industry, the marine and marina industry was sorely lacking in visibility and support.
Worse, was a daunting tax burden for marina owners, who saw their property taxes more than quadruple because owners were being taxed on “highest and best use” for their properties, which meant the potential for high rise condominium or hotel development (at the time), and not according to the current revenue generated as a marina. The threat was significant enough to potentially drive marina owners out of business, relegate properties to more exclusive development and reduce public access to the water.
The opportunity existed to capitalize on clean marinas and grow boating initiatives, to develop a brand that would have benefits significant enough to attract new and existing boaters, to position Florida as both a destination and as a point of entry to the Bahamas and the Caribbean, and to have a collective voice strong enough to support the industry and fair tax initiatives.
Strategy and Tactics
The first strategy was to develop a strong brand platform that would serve as the backbone for the marketing of the brand and support of the brand in public relations storylines, media outreach and messaging.
The Brand Platform was designed and based upon:
· a sound ecological platform,
· conservation of the marine environment
· actively supporting marine life research and rescue
· securing each site as a State of Florida Clean Marina ™
· a “unique in the industry”, Platform of Member benefits, essentially a yacht club with all the amenities and benefits at no additional charge, available simply with a lease.
· providing exceptional service (uniformed attendants and experienced marine professionals)
· reciprocal locations, trip planning and destination development
Brand Development meant perfecting a cohesive visual identity – logo, website, newsletter, stationery, note cards, rate cards, clothing and other branded merchandise, Membership cards, Membership Welcome Aboard kits (branded clothing and merchandise, discounts and gifts), uniforms, site and building signage and tradeshow booth.
Brand Development also entailed creation of the brand experience with social activities sundown events, breakfast events, get togethers, Bahamas Rendezvous and Island parties, fishing trips and other excursions, on-site cookouts, off-site picnics, holiday parties and happy hours, making each location a destination and gathering spot, inspiring loyalty in its Members and creating brand ambassadors as they invited other friends to become Members through a slip lease.
Brand Development also involved the creation and implementation of an amenity package. Along with a wet or dry slip at home port, Members enjoy the following at no cost: Reciprocal Dockage;Captain’s Lounge with complimentary gourmet coffee daily, local newspapers,marine publications, cable television and fresh fruit; locker rooms, restrooms and laundry facilities, Harbor Master’s Office with a full service office, useof copy/fax machines, copiers, internet access, mail delivery service and message centers; Concierge/Travel Service; Ships Store with soda, water, beer,ice, snacks and general marina supplies; logo merchandise including hats,visors, shirts, sweatshirts, and jackets; Membership Cards with benefits; Hurricane rated facilities. World’s largest marine forklifts; destination-rich beach and waterfront activities, tropical pool and waterfront decks, spas, saunas, pool tables, recreation rooms, tennis courts and weight rooms, valet parking, meeting rooms, access to award winning golf courses and gated security.
Results
McKerns Development embarked on a very deliberate campaign of media outreach, identifying each target publication in trade publications, boating and sports publications, luxury, leisure and travel, business and financial publications newspapers and online.
The message is – here’s a company that is unique because it is not selling slips, but leasing a lifestyle – yacht club with reciprocal locations and benefits with no cost beyond a lease; defending and protecting the environment, keeping waterfront access open to the public, growing boating for the next generation and promoting Florida as a multiple stop destination with land and water based activities and as a gateway to the tropical Caribbean.
McKerns Development developed a hybrid press release – part release part feature story and crafted pitches to major media resulting in extensive media attention.
The approach was to pitch the story to the media, provide relevant statistical research and backup, and actually write a feature story so that reporter would be able to visualize the story, slant and appeal to the reader.
As a result, the marina brand has generated millions of print impressions, and consistently positive media attention, appearing repeatedly in virtually every local newspaper, trade and business publication and on the cover with multiple spread pages in such publications as The Business Journal and The NewYork Times – Travel Section: Escapes: Weekend Getaways Section.
The marina awards and recognition program developed by McKerns Development for the brand resulted in the Awards: Marine Project of the Year Award, Marina of the Year Award, Southeast’s Top Project Award and Clean Marina ™ designation recognition for 12 marinas under the brand.
Contact:
McKerns Development
Leslie McKerns
mckerns@mckernsdevelopment.com
Visit www.mckernsdevelopment.com
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tags: how to brand a marina, marina marketing, public relations for marinas, building a marina brand
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