2007 Grow Boating Annual Report
Encouraging Non-Boaters to Discover and Participate in Boating
May 8, 2008
Grow Boating is an industry lead initiative focused on developing greater interest in boating and developing the marine services market. Programs instigated by Grow Boating include dealer certification, water access protection, and the Discover Boating marketing campaign. Grow Boating has released their 2007 annual report that highlights progress made by the initiative.
Grow Boating Mission Statement
Grow Boating is guided by a brief mission statement, "To formulate and execute initiatives that promote the boating lifestyle and improve the boating experience that will ultimately increase participation in boating and lead to increases in sales of marine products and services."
Discover Boating Campaign
This is the marketing arm of the Grow Boating initiative. Marketing highlights for 2007 consist of:
- Advertising included a combined 7,000 television commercials, 30 full-page advertisements in 12 major publications, and banners placed at 400 websites
- A four-minute short film entitled Good Run was produced in cooperation with general Motors
- 940 stories spotlighting the boating lifestyle were published in major media markets
- An on-the-water media tour held in New York introduced national editors of lifestyle magazines to boating
- The DiscoverBoating.com site had a total of 3.2 million visitors, 59 percent more than the previous year
- Discover Boating reached 11,241 people attending National Marine Manufacturers Association (NMMA) boat shows
- DiscoverBoating.ca was successfully launched to promote boating in Canada
Water Access Task Force
Continued access to the water is vital to the future of the recreational marine industry. Grow Boating formed a water access alliance that has five key components, permitting, brownfield development, government planning, communications, and coalition building. In 2007, Grow Boating supported legislative efforts like Water Resources Development and Keep Our Waterfronts Working Acts in Congress. In May of 2007, Grow Boating sponsored the first-ever national conference devoted to water access issues.
Product and Dealer Certification
Part of the Grow Boating effort is focused on promoting the certification programs developed by the National Marine Manufacturers Association (NMMA). Certifications are now available for boats, yachts, boat trailers, personal watercraft and marine engine oils. Certification involves a through application process, on-site inspections, and technical support for the manufacturer. Certification helps assure consumers of product quality and is seen as ultimately improving the boating experience. Over $1.3 million was spent in 2007 advertising the certification campaign. 598 marine dealers were enrolled in the program during 2007, a 24 percent increase from the previous year.
Industry Communications
Grow Boating uses a number of venues to keep stakeholder updated on project efforts. These include the Grow Boating Update emailed to 24,000 boating industry representatives and development of the new Grow Boating Television program introduced in December.
The Grow Boating Initiative vision is to sell more boats to non-boaters, encourage construction of better boats, improve customer service and protect continued public access to the waterfront. Results seen for the initiative in 2007 show great strides in this direction.
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