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MARKETING/MARKET RESEARCH
In order to successfully retain existing members, and attract sailors from outside the Class, we need to understand what it is that sailors really want, and what they don’t. We need to answer questions such as “What do you like about our Class?” and “What do you think of the Lightning?” We propose hiring an industry-appropriate professional firm to conduct critical market research, both inside and especially outside the Class, to provide data on which we can build.
Additionally, we need to develop a cohesive brand and message that we will continually build on through 2038 and beyond. With this message we can create and execute on an innovative marketing plan - including social media – to attract and retain sailors, and focus on those currently outside the Class to drive growth.
CALL TO ACTION: If you have marketing experience, or you know of an industry-appropriate firm we should contact, or you have an interest in helping build the brand/message, please raise your hand! |