Communication for a brand extension of Burton snowboards to Burton Wakeboards in both US and Australia.

1. h
en
C
a rie
Ch M
en
Mandi
La u
re n
Doohe e
M ike

2. Wakeboarding
Splish Splash!
• Water sport most
effective on smooth
surfaces
• Pulled behind a
motorized boat or
advanced “cable” system
• Hitting the wake, outside
and in …
• Typical speeds 20 mph

3. Our Creative Process
• Burton: Where to go
next? Extending from a
specialty industry …
use caution (relevance)
• Water as a ‘Resource’
(Zaltmans) & the
‘Container’
• From Boots to Boards:
Burton’s Identity

4. Branding the Plan
• Consistent with current
concept and design
• “Summer” based color
schemes
• Reflective of young,
brand sensitive target
audience (prominently
display logo)

5. Primary Objectives
1. Extend Burton’s brand presence
geographically
2. Flatten out the seasonality of
Burton’s business

6. Communications Objectives
1. Synonymous transfer of Burton’s
essence on to wakeboards
2. Maximizing product awareness
levels among target audiences

7. Measuring Objectives
Achieving a high product trial rate
18, 500 Wakeboards sold within the first year

8. Target Audiences
Snowboarders:
• Burton enthusiasts
• Males 16- 30
• Seeking outlet for rebellion
and self-expression
•Primarily present in US

9. Target Audiences
Wakeboarders:
• Familiarity with
wakeboarding
• Males 16-30
• Athletic enthusiasts
•Primarily in Australia

10. Target Markets: U.S
• Targeting Current Burton Snowboaders:
Vermont
Lake Tahoe
• Targeting Wakeboarders:
Oklahoma City, OK
Orlando, FL

11. Vermont
• Mountain resorts ranging the
ry,
span of the state onder
Lond
• High existing familiarity with VT
Burton brand
• Land of many lakes/ popular
seasonal destination
• Lower marketing costs Burl
i ngto
n, V
T

12. Lake Tahoe, CA
• The “dual season” effect
(summer and winter)
• Popular U.S. tourist destination,
increasing
awareness
• Product trial, relating back to
objective, at immediate
disposal
• Number of retailers open to
seasonality (A West Coast
Vermont)

13. Oklahoma City, OK
• Demographics
- Total adult population: 1,302,157
- College (1-3 years) :Index 108
- Single Male : Index 99
- Single Female : Index 98
- Boating/Sailing: Index 89
• The world’s biggest wakeboarding park
• Oklahoma River famous for recreational wakeboarding
• Host a number of International wakeboarding
competition

14. Orlando, FL
• Demographics
- Total adult population: 2,748,558
- College (1-3 years): Index 114
- Single Male: Index 96
- Single Female : Index 96
- Boating/Sailing Index: 119
• Popular tourists attractions
• 300 named lakes, rivers, world-class water sports
facilities
• International wakeboarding competitions

15. Flagship Stores
Burlington (VT)
New York
Ch ic
Chicago ag o
, IL
Wrentham (MA)
Los Angles
s, CA
g e le
Santa Barbara (CA) L os A
n
Wr
en
tha
m,
MA

16. Target Markets: Australia
Wakeboarding History
• 1982: surfboard shaper and inventor Bruce McKee
• Skurfer or Skurfboard
• Beach culture and laid back attitudes
Market Information
• Australia ranks seventh in the world for imported water sport
equipmentand has a 3.75 % of the world market for this sector
• Estimated value of $35,305,000 million dollars a year
• Current Burton Retailers
• 33.4 % of Australian residents are under the age of 25
• Medium age of 30

17. Melbourne, AU
n e
our
e lb e Ya r
M
Sk ylin • 3,744,373 ra
Ha
rb o
ur
• Second largest Australian city
• Target population makes up 32%
• 2 major wakeboarding associations in
state of Victoria and SA

18. Brisbane, AU
• 1,763,131
• Third largest city Bri
s
• Target population makes up S ky ba ne
lin
e
21%
• Prominent wakeboarding
presence - 5 major wakeboard
schools and associations
d ge
y Bri
r
S to

19. Budget Allocation
• Fiscal Year Ending: Jan.
• 2008 Sales: $46 million
• 1 YR sales growth: 12%
– 2010 sales: 51.52 million
– 2011 sales: 54.28 million
– 2012 sales: 59.8 million
• Marketing Budget 7.5% sales
– 35% for Burton Wakeboarding:
$1,352,400

20. Communication Strategy
STAGE United States Australia
Pre-Launch February 1st -28th N/A
Reveal March 1st-April 2nd September 1st- October
1st
Launch April 3rd-10th October 2nd
Season April 11th- October 3rd-March 4th*
September 10th

21. Pre Launch Stage
Objectives:
• Induce curiosity among
current Burton riders
2. Facilitate rider
ownership

22. Pre Launch Stage
,
Yo r k
New
NY
S to w
e , VT

24. Pre Launch Stage

25. Pre Launch Stage

26. Reveal Stage
Objectives:
1. To unveil product concept
to target audiences
2. To launch communication with Aussie
wakeboarders and familiarize them with
Burton and its new product extensions
3. Highlight Burton’s positioning and
advantageous aspects of Burton wakeboards
4. Launch Pre-order Sales

27. Reveal Stage

28. www.BurtonWakeboards.com
WWA Wakeboard
National Championship
•July 8-12
•Oklahoma City, OK

29. Reveal Stage: Advertising
2. Out of Home:
-Billboards: changing images
from pre-launch stage
Vermont (12)
Lake Tahoe, CA (6)
Wrentham, MA (2)
Chicago, IL (10)
New York, NY (10)

30. Reveal Stage: Advertising
3. Magazines:
U.S. Wake Boarding (www.wakeboardingmag.com)
Australia Wake(www.wakeonline.com)
Boarder Magazine (www.boardermagazine.com.au)
4. Online ads on wakeboard websites: target audience
are heavy internet users

31. Reveal Stage: Public Relations

32. Reveal Stage: Promotions
6. Wakeside Magazine:
• Informational magazine
• Product specification including designs, prices,
processes to make the products
• Available at Burton demo tents, stores
• Distribution: 20,000 in the U.S. and 10,000 in
Australia
• Targeting current Burton customers

33. Launch Stage
Objectives:
2.Extend excitement from reveal
stage
• Maximize brand awareness
• Encourage trials
• Initiate sales

34. Launch Stage: In store
US: Launched in Flagship Stores
AU: Melbourne & Brisbane selected distributors
- DJ
- Burton Wakeboard Product
- Wakeside Magazine
- SWAG/Giveaways
- Partnership with an Energy Drink Company

35. Season Stage
Objectives:
2.Maximize trial rates
3.Expand awareness amongst
pro wake boarders
5.Highlight advantageous
features to out beat competitors
6.Maximize sales

36. Season Stage: Promotions
Burton Demo Days:
• 8 week tours of Burton boats to
desired beaches/lakes in target cities
• Demo tents set up for weekends to encourage
wakeboard trials
• Newly launched equipment available, for all
levels

37. Season Stage: Promotions
Burton ‘Swag’:
- t-shirts
- stickers
- bottle openers
- beach balls

38. Season Stage: Sponsorship
U.S: Wakeboarding Events
• Burton Tents and Flags
• Burton Towboats
• Products and Merchandise

39. Season Stage: Sponsorship
U.S: Audience Size and Reach
• 6000- 10,000 average spectators at events
• Average age: 21
• Male: 64.1%
• Female: 31%
• Own a boat: 71%
• Under 24: 78%
• Purchase a sponsor product
over not sponsor product 79%
(2007 Pro Wakeboard Tour, Wakeboarding Magazine spectator profile research)

40. Season Stage: Sponsorship
U.S:
Events
WWA Wakeboard World WWA Wakeboard National
Championships (Orlando) Championships (Oklahoma City)

41. Season Stage: Sponsorship
U.S: Events
MasterCraft Pro Wakeboard Tour BYERLY Toe Jam Wakeskate Events
1st Texas Orlando
2nd Wisconsin
3rd Tennessee
4th Kentucky
5th Nevada

42. Season Stage: Sponsorship
Australia: Events
Air Nautiques Australian Pro Tour Ocean and Earth Australian National
(Wakeboard Australia)
•Stop 1: Southbank, Brisbane QLD
November 19, 2010
•Wenmark, South Australia
•Stop 2: Sydney Int. Regatta Centre,
Penrith NSW
January 28, 2011
•Stop 3: Caribbean Gardens, Melbourne VIC
•February 25, 2011

43. End of Season
US: September 10, 2010 Australia: March 4, 2011
• Communication efforts for
wakeboards end at the beginning of
each fall
• Must ensure turnover time for
snowboard communication plans

44. Budget Recap

45. Budget Recap

46. Extended Plans
1. Sponsoring pro-wakeboarders
2. Creating Burton wakeboarding
events
3. Expanding product lines
4. Global expansion
5. Further magazine
distribution
6. Expand website’s reach

49. as
fu n
uch
s m !
e a E!!
H av
IB L
P OS S
Love,
he B urton
T
oard Tea
Wakeb