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MARKETING OUTREACH PROGRAMS – PROMOTING THE GROWTH OF SAILING

Sail America’s no.1 marketing goal is to grow the sailing market through promoting the sailing lifestyle. Sail America supports numerous marketing campaigns and events to promote sailing across the country and to attract new sailors, including:

• Discover Sailing: Discover Sailing is Sail America’s national outreach program aimed at introducing new people to sailing. Discover Sailing’s integrated marketing campaign features an informative website, an award-winning DVD (Discover Sailing: The Ultimate Adventure), free introductory sailboat rides, press ads, magazine inserts, brochures, and an extensive database of new sailing customers.
  
  In 2009, there were over 50,000 unique visitors to the Discover Sailing website, generating over 5,000 qualified leads for Sail America members. Discover Sailing has created more than 40,000 potential new sailboat customers since the program was launched in 2001.

• Grow Boating: The Grow Boating Initiative was launched by the NMMA in 2005 to promote recreational boating, improve the boating experience, and increase sales of marine products and services. Sail America has long endorsed and supported the Grow Boating Initiative and takes an active role in various committees and boards.
  Sailing benefits directly from the Discover Boating marketing campaign:

  • Sailing is part of the national Public Relations efforts that generate more than 275 million impressions annually.
  • DiscoverBoating.com attracts more than 2.5 million unique visitors and generates more than 70,000 prospects per year, of which 15% express an interest in sailing.
  • Sailboat manufacturers that support Grow Boating are listed on the Discover Boating website and have direct access to sales leads.

THOUSANDS OF FREE SALES LEADS FOR SAIL AMERICA MEMBERS

Sail America members have access to tens of thousands of sailing leads. Since the Discover Sailing program started in 2001, over 40,000 people have registered online, by phone, or at Discover Sailing events to receive the Discover Sailing: The Ultimate Adventure DVD.

Sail America members have access to leads from the following sources:

• Discover Sailing Participants
• Discover Sailing DVD Recipients
• Boat Show Attendees
• Discover Boating Tour Participants

Testimonials:

“Offshore Sailing School has profited by our association with industry members through Sail America and enjoyed growth opportunities that would have never materialized had it not been for our years of membership in this highly valuable industry association.”

Doris Colgate
Chief Executive Officer and President, Offshore Sailing School