Marine Five Star Dealer Certification (MFSDC) today announced the launch of a new marketing blitz, now underway that targets the boat buying consumer.
Funded in part by a contribution from GE Capital, the new marketing effort includes an online advertising campaign, public relations and communications, social media, and a strategic tie-in with Discover Boating through the successful DiscoverBoating.com website. The marketing efforts promote and raise consumer awareness of the benefits of buying from Marine Five Star Certified Dealers.
“This integrated marketing effort allows MFSDC to reach a wider audience of boat buyers to communicate the advantages of buying from a certified dealer,” said Terry Leitz, MFSDC director.
The online advertising campaign will feature banner ads placed on such sites as BoatTrader.com, and a mix of top Bonnier media websites, including Boating, Saltwater Sportsman, Sport Fishing, Yachting and Cruising World. Online impressions are expected to reach 14 million for the six-month campaign, which runs through August.
Discover Boating will support MFSDC as part of a tie-in with DiscoverBoating.com featuring MFSDC on its home page, as well as in its popular boat detail pages and boat selector tool. In addition, MFSDC will be featured within the Discover Boating e-newsletter that reaches boating consumers nationwide.
Public relations and communications outreach is being facilitated by Kenton Smith Marketing and targets consumer boating media across the U.S., in addition to communicating with the industry via outreach to marine trades. Public relations tactics include news releases and outreach to key consumer media; the development of a digital press kit which includes the first-ever MFSDC fact sheet, Q&A, and dealer testimonials; plus, a revamped MFSDC section on GrowBoating.org to help educate industry stakeholders and provide useful backgrounder materials for dealers.
Social media efforts will be managed by Grow Boating, Inc. staff and will include outreach to boating consumers on Twitter using the @DiscoverBoating handle.
About Grow Boating: The Grow Boating Initiative is a cooperative effort by the recreational boating industry to promote the boating lifestyle and improve the boating experience to increase participation, and ultimately, sales of marine products and services. For more information and stakeholder resources, visit GrowBoating.org.