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The Grow Boating Initiative’s mission is 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.
- GrowBoating.org Relaunches
- National Marketing Efforts Kick Off This Month
- DiscoverBoating.com Prepares For Influx of New Visitors
- GrowBoating.org - Contributing Manufacturers Urged to Log In NOW
- Discover Boating Lead System Training Sessions Scheduled
- Discover Boating Dealer Program Introduced
- Manufacturers Support Dealer Certification Program
- Grow Boating, Inc. Board of Directors Announced
- 3M Presents Generous Rising Tide Contribution in Miami
GrowBoating.org Relaunches
Manufacturers Log in This Week; All Industry Stakeholders Required to Register
 To gain full access to industry specific information at GrowBoating.org, registration is now required for all industry stakeholders.
Updated Information
Stakeholders can find up-to-date information on Grow Boating and its programs at the recently relaunched GrowBoating.org. Visitors to the site will be asked to register and log-in to receive detailed industry information including:
• Discover Boating Marketing and PR Information
• Marine Industry Dealership Certification Information
• Water Access Protection Research and Plans
• NMMA Product Certification Information
Registration Required
When you first log onto GrowBoating.org, basic information will be available focusing on the many consumer benefits of the Grow Boating Initiative. You must register to gain access to the more robust industry specific information.
• Contributing Boat and Engine Manufacturers received specific usernames and passwords in February. For username and password issues, please contact Armida Markarova at amarkarova@nmma.org or Steve Tadd stadd@nmma.org.
• Marine Dealer Registration has been delayed by one week to give time for contributing manufacturers to set up their profiles in the system.
• All stakeholders may log in by clicking on “Sign In Here” and providing basic information.
Industry-Only Information
Once registered, GrowBoating.org is the key industry resource where:
• Contributing Boat and Engine Manufacturers can upload, update and/or verify information displayed on DiscoverBoating.com (AVAILABLE NOW)
• Contributing Boat Manufacturers can sort and retrieve sales leads (AVAILABLE 3/13)
• Contributing Marine Dealers can request marketing materials through the Discover Boating Dealer Program (AVAILABLE 3/13)
• Contributing Marine Dealers can register for the Discover Boating Dealer Finder (AVAILABLE 3/13)
• Marine Dealers can sign up for a Marine Industry Dealership Certification Launch Meeting (AVAILABLE NOW)
• All Stakeholders can view campaign materials and access information on the Grow Boating marketing efforts and programs (AVAILABLE NOW)
• Stakeholders can pledge support for Grow Boating and contribute through the Rising Tide Fund and view other contributors (AVAILABLE NOW)
• Stakeholders can access information and results for all campaigns and programs (AVAILABLE NOW)
Please click here and register to take full advantage of the Grow Boating Initiative and Discover Boating Campaign.
National Marketing Efforts Kick Off This Month
Fully Integrated Discover Boating Campaign Will Reach Millions
 The Discover Boating marketing campaign, a major component of the industry’s Grow Boating Initiative, officially kicks into high gear beginning this spring with plans to release a number of key elements to the marine industry and the general public—including the launch of a national advertising campaign, website redesign and public relations programs.
Television Advertising
The highly anticipated national advertising campaign will first appear in April editions of magazines that reach newsstands in mid-March, online during webcast of the NCAA Basketball Tournament and on cable television beginning the first week of April. The two TV spots, referred to as “Grocery” and “Wave,” will run more than 2,900 times on major cable TV networks such as CNN, Fox News Network, TNT, ABC Family, The History Channel, Discovery Channel, Weather Channel and several others.
Print Advertising
The Discover Boating print campaign will run prominently on pages two and three, including a one-third page informational gatefold in the April editions of Time, Popular Science, Sports Illustrated, Men’s Journal, Outdoor Life and Family Fun. Discover Boating online banner ads will appear on at least 12 websites, including CBS.com, CNN.com, SI.com and Weatherchannel.com.
Overall, the advertising campaign is expected to generate more than 1.63 billion consumer impressions, 766 million of which fall directly into the Discover Boating target profile.
New Consumer Website
The newly redesigned Discover Boating website, DiscoverBoating.com, has also launched. The site serves as the official consumer hub for the Discover Boating marketing campaign. It helps consumers narrow down their boat-type choices and compiles their information in the Discover Boating Lead System, which contributing boat and engine manufacturers and their dealers can draw from.
Public Relations
On the public relations front, the Discover Boating PR team is already aggressively pitching major national news outlets, including key newspapers and magazines, with stories about the campaign, as well as the joys of boating. In addition to reaching out to national media, the public relations team is working in synch with the Discover Boating advertising team to support and develop added value and other promotional opportunities.
“The Discover Boating campaign is not a short-term promotion; rather a lifestyle campaign designed to draw consumers’ attention to boating and then turn dreamers into boat owners,” says Carl Blackwell, NMMA vice president of Marketing and Communications.
For more information on the Grow Boating Initiative’s Discover Boating campaign, visit GrowBoating.org and DiscoverBoating.com, or contact Carl Blackwell at (312) 946-6277; cblackwell@nmma.org
DiscoverBoating.com Prepares For Influx of New Visitors
New Consumer Website, “Get Started In Boating” DVD Re-Launching Soon
 Beginning in mid-March (print and online) and April (television), all advertising will lead consumers to the NEW DiscoverBoating.com. This unique campaign will entice consumers by promoting the benefits found only when they “discover boating.” Each ad closes with a simple and effective call to action: “Find out how easy it is to get started with your free DVD at DiscoverBoating.com.”
Focused on the Needs of Boating Prospects
Designed to motivate interested consumers to become boaters and bolstered by new interactive tools, including a “Boat Selector” and video boat descriptions, the new DiscoverBoating.com will not disappoint. The site will feature content relevant to the needs of prospects and new boaters and will include:
• Beginner’s Guide to Boating
• Boating activity and destination information
• Monthly questions, articles and features
• How-to information
• Financing Calculator
• and much more
“Get Started in Boating DVD”
The new “Get Started in Boating DVD” is now available for consumers at DiscoverBoating.com. This new resource is the bridge between the emotional benefits of boating as presented in the advertising campaign and the more rational process of selecting and buying your first boat as laid out at DiscoverBoating.com.
Three documentary style vignettes share the experiences of three families that recently purchased their first boat. These three families each represent a specific need segment that was identified early on in the marketing research conducted for the Grow Boating Initiative. The three need segments include:
• Family Bonders
• Restless Relaxers
• Outdoor Enthusiasts and Sportsmen
In addition to these entertaining and compelling vignettes, the Get Started in Boating DVD provides viewers with practical tips on how to get started and tips on selecting, financing, trailering, and outfitting your boat.
Industry Stakeholders are invited to order a copy of the consumer DVD at GrowBoating.org as soon as it is ready.
GrowBoating.org - Contributing Manufacturers Urged to Log In NOW
Manage Profiles; View Lead System
You are a boat or engine manufacturer and you’ve been paying your engine assessments. Your support of the Grow Boating Initiative through the Grow Boating Engine Assessment is greatly appreciated. You have been issued a username and password to log into GrowBoating.org to take advantage of the soon to launch national marketing campaign.
Register ASAP.
Once the campaign launches, millions of consumers will be encouraged to “get started with a free DVD at DiscoverBoating.com.” You will want to make sure that your DiscoverBoating.com listing is activated.
Your company’s listing will not appear on DiscoverBoating.com until you activate the listing by logging onto GrowBoating.org.
Your dealers will be registering next week in order to list themselves in the Discover Boating Dealer Finder. They will only be able to select those brands where the manufacturers have already registered.
GrowBoating.org Manufacturer Registration System Now Available
• Manage your DiscoverBoating.com profile and activate your listing
• Change password
• Authorize GrowBoating.org user access to others in your organization
• Familiarize yourself with the Discover Boating Lead System
• Find useful information on the Discover Boating Campaign and all Grow Boating Programs and Strategies
• Gain access to campaign imagery and logos (coming soon)
Print and online advertising begins March 15th, cable television advertising begins April 1st. Be sure to log in to GrowBoating.org right away to take full advantage of this unprecedented campaign. And thank you for supporting the Grow Boating Initiative.
Marine Dealers may register beginning March 13th.
Discover Boating Dealer Program Introduced
Dealers Should Log In Beginning MARCH 13TH at GrowBoating.org– It’s Free
Contributing Marine Dealers are invited to register at GrowBoating.org to participate in the new Discover Boating Dealer Program, which recognizes the critical contribution of the dealer community to the process of “growing boating.” This program gives dealers,marine trade associations, and marinas the chance to integrate their businesses with the boating industry’s national Discover Boating campaign.
Marine Dealers who sell boats built by manufacturers that are actively paying their Grow Boating Engine Assessments are invited to sign up for the Discover Boating Dealer Program at GrowBoating.org.
Dealers - Register Next Week at GrowBoating.org to receive these FREE benefits:
• Free Listing on the DiscoverBoating.com Dealer Finder
• Discover Boating point of sale materials, including Poster, Window Clings, DVDs and Brochures (additional supplies may be purchased at cost)
• Access to Marketing Materials as they become available.
• Access to information about all Grow Boating Programs, including the Discover Boating marketing campaign and the Dealership Certification Program
Print and online advertising begins March 15th, cable television advertising begins April 1st. Be sure to log in to GrowBoating.org right away to take full advantage of this unprecedented campaign. And thank you for supporting the Grow Boating Initiative.
Manufacturers Support Dealer Certification Program
More Than 200 Dealerships in the Pipeline
 The Marine Industry Dealership Certification Program is on its way to a successful first year. Introduced just over four months ago, there are more than 200 dealers currently in the pipeline to become certified. This number will continue to increase as industry leaders step up to help their dealers improve their businesses and differentiate themselves through certification. Already, several leaders have promised to support their dealers efforts to improve:
Formula
Formula Boats has agreed to reimburse exclusive Formula dealers 50 percent of the cost of certification under the Grow Boating Initiative’s Marine Industry Dealership Certification Program. Non-exclusive Formula dealers will receive reimbursement equal to 25 percent of certification costs. The reimbursements may be redeemed by all Formula dealers upon completion of the certification program.
Regulator
Regulator Marine announced it will allow dealers to use Regulator Co-Op funds to cover up to 50 percent of the costs associated with becoming certified under the Grow Boating Initiative’s Marine Industry Dealership Certification Program.
Regal
Regal Marine Industries has agreed to reimburse any Regal dealer up to $1,000 toward the cost of certification under the Grow Boating Initiative’s Marine Industry Dealership Certification Program. The reimbursement may be redeemed by Regal dealers upon completion of the certification program.
Scout
Scout Boats Inc. announced it will allow dealers to use Scout Co-Op funds to cover up to 100 percent of the costs associated with becoming certified under the Grow Boating Initiative’s Marine Industry Dealership Certification Program. In addition, Scout has also agreed to credit its dealers’ Co-Op accounts $500 upon completion of the program.
Grady-White
Grady-White Boats announced it will cover 50 percent of the cost for any Grady-White dealer to become certified under the Grow Boating Initiative’s Marine Industry Dealership Certification Program.
Honda
Honda Marine announced it will cover 50 percent of the costs associated with becoming certified under the Grow Boating Initiative’s Marine Industry Dealership Certification Program for the first 50 dealers that take the engine manufacturer up on its offer.
Northwest Marine Trade Association
Northwest Marine Trade Association will cover 10 percent of the early registration fees for the first 20 members participating in the process.
Southern California Marine Association
Southern California Marine Association (SCMA) has agreed to reimburse each SCMA member $500 upon completion of the certification process. The reimbursement is available to any SCMA member who registered to participate in the certification program after attending the launch workshop Grow Boating hosted February 1 during the 50th Annual Los Angeles Boat Show.
Grow Boating, Inc. Board of Directors Announced
Advisory Council Conducts First Meeting
Appointment of the Grow Boating, Inc. Board of Directors is nearly complete. Their first meeting will take place in the next four to eight weeks. The Grow Boating Board will be responsible for oversight and direction of the largest initiative ever undertaken in the recreational boating industry. The Grow Boating Initiative is a major, long term undertaking that includes the national marketing campaign, boat and dealership certification and water access protection.
The innaugural Grow Boating Board, which includes equal representation from boat and engine manufacturers and dealers, is listed here:
Five Boat Manufacturer Representatives
Dave Taylor, US Marine
Jeff Olson, Four Winns
Jim Lane, Chapparral
Scott Deal, Maverick Boats
Dennis Revell, Tracker Boats
Five Engine Manufacturer Representatives
Ben Speciale, Yamaha Motor Corp
Kevin Grodzki, MerCruiser
Clint Moore, Volvo
Tom Calhoun, Yanmar
TBD
Five Dealer Representatives
Brett McGill, Marine Max, Clearwater, FL
Rod Malone, Sail and Ski, Austin, TX
Joe Lewis, Mt. Dora Marine, Mt. Dora, FL
Marie Schock, Schock Boats, San Diego, CA
Alan Bohling, Seattle Boat Company, Seattle, WA
Two Accessory Manufacturers
George Bellwoar, Perko
Terry Carlson, Raymarine
Canadian Discover Boating Representative
Scott MacCrimmon, Ed Huck Marine
Alternate: Rick Layzel, Yamaha Motor Corp, Canada
Advisory Council
The Grow Boating Advisory Council met for the first time at the Miami International Boat Show last month. The group represents every segment of the industry. The Board of Directors will use this diverse group to gain input and insights from the broad group of stakeholders that will benefit from the Grow Boating Initiative.
The Grow Boating Advisory Council includes representation from the following organizations:
• Sail America
• Marine Retailers Association
• National Marine Manufacturers Association
• Canadian Marine Manufacturers Association
• Association of Marina Industries
• Trailer Manufacturers Association
• Houseboat Industry Association
• Inflatable Boat Manufacturers Association
• States Organizations for Boating Access
• American Boatbuilders and Repairers Association
• Personal Flotation Device Manufacturers Association
• Marine Industry Technical Education Council
• National Marine Distributors Association
• National Marine Bankers Association
• Recreational Boating and Fishing Foundation
• American Sportfishing Association
• National Association of Marine Surveyors
• Society of Accredited Marine Surveyors
• Yacht Brokers Association of America
• Marine Insurance
• Mass Retailers
• National Marine Trade Council
3M Presents Generous Rising Tide Contribution in Miami
Industry Stakeholders Encouraged to Contribute
3M presented NMMA President Thom Dammrich and MRAA President Phil Keeter with a generous Grow Boating Contribution of $110,000 at the Grow Boating Update Meeting at the Miami International Boat Show last month. Joe Parks, business manager for 3M presented the check.
“3M is proud to support the Grow Boating Initiative on behalf of its marine customers," said Parks.
The $110,000 contribution represents its first annual Rising Tide Fund Contribution based upon a percentage of 3M’s marine sales. This makes 3M the first Quadruple Platinum Rising Tide Contributor.
The voluntary Rising Tide Fund supplements the Grow Boating Engine Assessment to fund the industry’s Discover Boating campaign and Grow Boating Initiative. Over $160,000 has been contributed since its introduction two months ago. Other contributors include:
• Accon Marine, Inc
• Bank of America
• Commercial Products Int’l, Inc.
• E.S. Ritchie & Sons
• ITW Philadelphia Resins Corp.
• Kropf Industrial, Inc.
• Michigan Boating Industry Association
• Professional Boatbuilder Magazine
• Raritan Engineering Co., Inc.
• Raymarine, Inc.
• Shakespeare Electronic Products
• Sumerset Acquisition, LLC
• The Astrup Co.
• Weems & Plath
• Statistical Surveys, Inc.
• Atlantic Marketing
To contribute to the Rising Tide Fund, please fill out a pledge form available at GrowBoating.org.
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