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Minutes of Marketing Committee meeting 20 February 2008 Members Present: R.D. Aikens, Medea Isphording Bern, Chair, Lee Bonds, Susan Ruhne, Alina Zarr Guests: John McNeill, Mike Ratiani, Grace Bautista, John Craig, Ben Yamanaka SPECIAL REPORT FROM GRACE PRE-MEETING: Grace Bautista from the KetchAll gave a general overview of the possibilities for adding a retail component to the existing website that would enable members to purchase items remotely. Cost is $750 for the new module, $75 per month for servicing. Management will run the numbers to ensure cost effectiveness. If so, it will be up and running by mid- April. Grace will advise approximate launch date so that Marketing may broadcast to membership. Discussion included offering a ‘grand opening’ special sale, surveying those who use to system to gauge satisfaction and request suggestions for improvement, and sending targeted emails to those who have ordered when new merch comes in that, based upon prior sales, may be of interest. Up to 50 items may be online at one time, and updating inventory may occur in real-time. Module can include online gift certificates. Consensus to support Grace in this endeavor. (see Q and A, appendix A) ACTION ITEM: ANNOUNCE OPENING, WITH SALE IF SO DECIDED JOHN MCNEILL WILL WORK WITH GRACE AND NOEL TO PHOTOGRAPH INVENTORY-SLATED TO BEGIN ON 3 MARCH R.D. TO WORK WITH GRACE AND MANAGEMENT TO DETERMINE WHETER WE CAN ESTABLISH A COST ‘CO-OP’ WITH VENDORS IN RETURN FOR THEIR PRESENCE ON OUR SITE. WHEN: MONTH OF MAY-REPORT AT NEXT MEETING Meeting called to order at 18.15 Minutes of January meeting approved unanimously Webcam: Mike Ratiani, special report Two goals for the webcam: depicting races in real time and reflecting weather/boating conditions outside the club. With the same camera, we can change the feed to make the pictures stream, as would be useful for races, or slow it down (thus reducing bandwidth) for weather/boating conditions. Mike recommends a continual pano on the home page, and another looking back toward the city to assist race in determining whether there is ample dock space for visiting yachts. The camera(s) can also be set up to give instant reply for races. The cost for this can be incorporated into the video surveillance budget for the club. Approximate cost will be $2400 plus networking plus installation. Will be a multi-function camera, so can be allocated among various budget ‘pots’-very efficient! ACTION ITEM: MIKE WILL PREPARE FORMAL PROPOSAL IN THE NEXT WEEK. MEDEA/KIMBALL WILL FOLLOW UP WITH FINANCE COMMITTEE AND THE BOARD TO SECURE APPROVAL GOAL: HAVE CAMERAS IN PLACE BY THE FIRST OF APRIL. Recap of Action items from January meeting: Ketchall-see above. Committee Pages: Long discussion ensued concerning redesigning the website to encourage greater and more efficient use. Now site seems to have too many layers. Would make sense to have a current news segment and a history component to simplify navigation. Thomas needs at least one other person to assist with the site. Needs include actual uploading of photos and text as well as soliciting content from committee chairs. ACTION ITEMS: IDENTIFY PEOPLE TO HELP THOMAS WITH WEB. ALL COMMITTEE MEMBERS TO HELP WITH THIS TASK, WHICH NEEDS TO BE UNDERTAKEN IMMEDIATELY; COMMITTEE CHAIRS TO BE SOLICITED FOR CONTENT INPUT. MEDEA TO UNDERTAKE OVER THE NEXT MONTH; ALL MEMBERS SHOULD SPEND SOME TIME ON THE WEBSITE AND IDENTIFY SEGMENTS THAT SEEM TO WORK WELL, THOSE THAT ARE CLUNKY OR NOT PARTICULARLY USEFUL AND WE WILL DEVOTE A SIGNIFICANT PART OF THE NEXT MEETING TO WEB REVIEW. COMMITTEE MEMBERS ARE ENCOURAGED TO SEND SUGGESTIONS, COPYING ALL COMMITTEE MEMBERS, BETWEEN NOW AND OUR MARCH MEETING. Photo Updates: These are in progress. Susan has asked Matt Gregory for new photos of Fresh Crew events. Medea has asked Joe and Katie Horn for family photos for the Tinsley portion of the website. ACTION ITEMS: THIS IS AN ONGOING TASK THAT MAY BE WELL-DESIGNATED TO A WEB SUBCOMMITTEE MEMBER, ONCE THAT GROUP IS IDENTIFIED. ‘Room at the Mark’: Debbie Lopker is ready to go in creating these pieces. Janet Heineken met with Race (see below) and identify races that make sense to cover broadly. These have been communicated to Debbie, and she will incorporate them into her coverage plan. Susan will try to cover Thursday Kites also. We will use Rolex’s media information for our Room at the Mark. Debbie should use Dana’s press release and work closely with staff to get this printed so that it is in place when BBS begins. Action Items: CONVEY INFO TO DEBBIE RE: BBS VIA THESE MINUTES. LEE WILL WORK WITH DEBBIE IN PREPARING RATMS. Race Coverage: Janet Heineken gave her report to Medea in advance of the meeting. Race suggests coverage should focus on these regattas: Collegiate Regatta, 5/6 April; US Kite Board Nationals: 12/15 June; Laser North Americans: 24/25 July; 18 Skiffs: 12/16 August; J 105 North Americans: July/August; BBS: 11/14 Oct-Rolex does external PR but we can handle our internal via RATM; Finn Nationals: 17/19 Oct-maybe, maybe not; Committee added the Big Sail between Cal and Stanford, which takes place in the fall. John suggested we create a media matrix so we know what is happening when and so that we can determine our level of internal and external marketing for each. We also need to ensure that we have our press rooms covered. Action Items: CREATE MEDIA MATRIX; MEDEA TO WORK WITH PR CONTACT, VERIFY ACCURACY WITH JOHN-TO BE READY BY MARCH MEETING; SUPERVISION OF PRESS ROOMS FOR EACH RACE: R.D. TO HANDLE; EXTERNAL MARKETING OF RACES: ALINA. Media Contacts: Alina has been working with the Junior sailing committee and tome Maritime Museum to determine whether there might be some kids from their program who would like to participate in ours. They invited Alina to visit their camps to talk to the kids-she will work with Paul Heineken to achieve. Maritime Museum will publish our information including race in its publications. Andy from Latitude 38 will also publish info about our kids camps. Alina presented an informative piece about the Gitata 13, which is just about to win an important race that concludes shortly at the foundation of the GGB. (The captain is a friend.) Channel 2, possibly channel 4 and Lat. 38 are all covering. Alina proposed holding a no-host party for the team. (Team members would be comped of course) She will handle publicity, internal and external. The committee enthusiastically supported the idea of a party and several in attenance agreed that even if the club will not host the team (approximately 9 members) we could find club members to ‘adopt’ a crew member to pay for his/her meal and drinks. ACTION ITEMS: ALINA: STAY IN TOUCH WITH CREW TO ENSURE IT IS AVAILABLE TO ATTEND A PARTY; MEDEA; CLEAR THE IDEA WITH COMMODORE HORN, AND GO TO COMMITTEE WITH ALTERNATIVE FUNDING SUGGESTIONS SHOULD HE DECIDE AGAINST; THOMAS/SUSAN: SEND EBLAST TO ALL MEMBERS ENCOURAGING THEM TO COME AND SUPPORT THIS TEAM, USING ALINA’S BACKGROUND MATERIAL SUPPLIED TO THE COMMITTEE AS INCENTIVE AND ENCOURAGEMENT. WHEN: RACE SUPPOSED TO CONCLUDE DURING THE WEEK OF 24 FEB. Clean Regattas: This initiative, sponsored by the non-profit Sailors for the Sea out of Boston, encourages all regatta entrants and sponsors to adopt ‘clean regatta’ best practices. These may be found on the SFTS website (www.sailorsforthesea.org) Participants fly the ‘clean regattas’ flag and are listed as partners on the SFTS website. Very little action required for a great deal of local, national and internationl goodwill and possible exposure in the media and on the SFTS site. Currently, no NorCal yacht clubs participate, so we would be the mavericks. Medea has vetted through required board channels. Committee approves going forward. Action item: MEDEA TO WORK WITH DAN PINGARO, CLUB MEMBER, TO IMPLEMENT. WHEN: BY APRIL MEETING. New Business: Susan reported on the Mainsheet theme line up for the next few months: March: racing; April: opening day and club traditions, including House Flags; May: youth sailing, trophy histories. Committee agreed that Mainsheet under Susan’s direction looks fantastic. Susan is implementing strict submission policies and deadlines-will be the 8th of the month going forward, instead of the 10th. This will help ensure that members have the Mainsheet in their homes by the first of the month and thus avoid a tardy Mainsheet that arrives after an event taking place early in the month. There are many ‘fun facts’ that have come from the Community Relations committee that the members should know. Medea suggested that in lieu of running articles about these we instead place ‘Did you know…” banners on various pages of each edition on which these facts could appear. R.D. suggested a refinement, using number instead (i.e. ‘…25 million…number of dollars earned in San Francisco as a direct result of events held at the St. Francis…) Susan will pursue. Meeting adjourned at 19.35. Appenxix A Answers To Your Queries… Question: Will members of the St. Francis Yacht Club’s staff receive an automatic email when a purchase has been made via the online store? Answer: Yes, we can set it up so that you will receive an email right away whenever a purchase is made. Question: When a member makes a purchase, how do the Club’s staff members update that members’ account? Answer: When your staff receives the email alerting them that a purchase has been made, you look at the details of the order (these details are listed in the email) and then you manually enter the information into the POS (Point-Of-Sale) system to fulfill the order. This is the easiest way to maintain inventory and properly charge the member accounts. Question: If a member orders multiple products—each of which have their own shipping costs—will the member be charged the sum of those shipping costs… or will it just be one shipping cost based on the items in the shopping cart? (Example: John Doe orders a hat that has a $2.00 “ship by air” cost, AND he orders a box of golf balls that have a $2.00 “ship by air” cost as well… will Joe have to pay $4:00 for shipping, or will the shopping cart ignore adding up the shipping costs per item?) Answer: Each item is assigned separate shipping values when it’s created… the TOTAL SHIPPING cost is the sum of these values for all items ordered. Question: When out of state people order a product online, and it’s shipped to them, often times the product is tax exempt. Can the club’s staff easily delete the taxes for out of state orders? Answer: Since that is done when the staff inputs the order into the POS, it is possible only if their POS supports it, which most do. Question: Do customers receive auto email receipts after they make a purchase? Answer: Yes, they receive a receipt, and status updates when the item is filled, and shipped.
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