MARINA

MARKETING PLAN CHECK LIST

Richard Graves & Associates

A Marketing Plan specifies the marketing goals and objectives to be achieved over a specific
time period and then lays out the various strategies to be followed in achieving them.

The purpose of this paper is to provide Marina Managers with a basic guide in the preparation of
a Marketing Plan. It indicates the subject matter, which should be taken into account and a
logical sequence in which it should be presented.

Because of the different characteristics of Marinas, the importance or relevance of many of the
factors listed will vary. You should decide where the emphasis should be placed in this planning.

When writing your plan, you should make points succinctly and clearly avoiding unnecessarily
long texts. Where possible, use figures to illustrate or substantiate arguments.

The Annual Marketing Plan should be prepared in conjunction with the Annual Operating
Budget and Revenue Forecast setting exercise.

The main sections of the Marketing Plan should be in the following sequence:

1. Contents 7. Major Objectives

2. Introduction 8. Strategies
3. Position Statement 9. Media Plan
4. Mission Statement 10. Action Calendar
5. Situation Analysis 11. Marketing Budget
6. Marketing Policies 12. Appendices

Notes on the content of these sections follow:

1. Contents

Subjects and tables listed by page numbers (final step)

2. Introduction

An explanation of the conclusions and main points of your marketing plan. The
introduction should be written so that any reader whether familiar
with your marina or not, will understand what it is you are proposing to
accomplish. Indicate the period covered by the plan and who prepared it

3. Position Statement

A Position Statement creates the distinguishing characteristics of your facility that

answers the questions why should I choose your marina over another? What makes your
marina unique and different from others? The answers to these questions will provide
you with your USP C Unique Selling Proposition. Your USP is the image
that you want to imprint on the mind of your target market.

4. Mission Statement

A Mission Statement is an enduring statement of purpose for your business that

identifies the scope of its operation in product and market terms, and reflects its
values and priorities.

A good example of a mission statement is one that became familiar to millions of

television viewers.

“Space, the Final Frontier....These are the voyages of the Starship Enterprise.
Its five-year mission: To explore strange new worlds, to seek out new life and
new civilizations, to boldly go where no man has gone before”.

Gene Roddenberry - Star Trek

5. Situation Analysis

Report and commentary on performance, the current situation and future

outlook.

Open with summary introduction of the main factors of the present marketing
situation, which affect the Marina.

Marina’s revenue results – actual financial performance against budget and the previous
year.

Occupancy results - actual seasonal and transient against budget and the previous year.
Slip rates achieved - average slip rates against budget and the previous year.

Marina business mix - evaluate the various categories as seasonal, monthlies,

 weeklies, daily transient, group and special packages.

Marina sources of business - direct mail, advertising, referrals, walk-ins etc.

Commentary and figures regarding the type and volume of boating traffic into
destination over past four or five years and the outlook for immediate future.

Comment on the major geographic areas that supply boaters to the destination.
Where possible compare the Marina’s performance against other marinas in the
destination as a whole.

Comment on and refer to the appendix summarizing the state of the marina and boating
industry and demographics of target markets and the destination.

Prepare a competitive analysis on each of those marinas that can be considered

directly competitive, listing advantages and disadvantages. Indicate their occupancy
performances and rates where known.

6. Marketing Policies

Give detailed breakdown and analysis of all aspects of your marina tariff,
including comment on discounting policy with regard to various rates for
seasonal, monthly, weekly, daily transient, groups, and special promotions.

7. Major Objectives.

A written statement of each major objective of your Marketing Plan e.g., increase
occupancy, increase average slip rate, increase number of larger boats, control market
mix etc.

8. Strategies

Outline the strategies you will use to accomplish each marketing objective of your
marketing plan.

A) Direct Sales

Elaborate on the direct selling activities that are to be undertaken by the

various individuals, indicating those targets set. Provide an outline
itinerary plan for each of the individuals, as it is seen at present, including
the General Manager if undertaking sales promotional trips and trade shows.
B) Advertising

Detail the media advertising plans which are proposed, indicating regions
of coverage, media to be used, its purpose and timing. Refer to any
co-op advertising which is planned with tourist boards, boat dealers, etc.

C) Promotional Print

Itemize the range of promotional print pieces that are to be used and
which are to be prepared during the year. State quantities and
distribution breakdowns.

D) Public Relations

Describe what public relations activities are envisioned and how they are
to be implemented and controlled.

E) Direct Mail

Itemize with dates and target audiences the range of direct mail shots
that are planned.

F) Boat Shows and Special Events

Schedule the range of boat shows and special events in which the marina
plans to participate. Provide dates, locations and audiences to be reached.

G) Promotions

Itemize and describe the range of specific sales promotional schemes

that are either to be repeated or introduced during the course of the
year. Indicate what it is hoped will be achieved by each of them.

H) Other Activities

Refer to any other sales or promotional actions which are to be

undertaken, but which have not been covered by the above sub-
headings, e.g. give-aways, exhibition displays, posters, etc.
9. Media Plan

A calendar of advertisement placement including name of publication, ad size,

insertion date, issue date and cost of ad.

10. Action Calendar

Set out in detail order, month by month, a complete summary of the various actions that
will need to be taken on all the marketing and sales promotional fronts. This should be
done under headings of action to be taken, start dates and completion dates and who will
be responsible for the action taken.

11. Marketing Budgets

Provide a detailed analysis of the costs of each of the marketing activities

planned and referred to in your plan. Spread your marketing budget over twelve
months, line by line. Include total for each month and total for the year.

12. Appendices

These to include those appendices already referred to in earlier sections.

Plan Your Work - Work Your Plan

Your marketing plan is a working tool; working tools don’t sit on the shelf. Think of it as a
navigational chart to keep you on course, on time, and to help you reach your destination by
building a solid profitable business

Remember, a Marketing Plan, as with plotting a course, can encounter various conditions that
force you to change direction. Constantly monitor your marketing plan’s progress and change
direction when necessary.

Your initial Marketing Plan is always the hardest to prepare, take your time and develop a good
plan and it will serve you well for years to come.

© Richard Graves & Associates