Shady Harbor Marina

Brian and Kathy Donovan

Final Report
70 Shady Harbor Drive, West Coxsackie, NY 12192

Submitted by:
Chuck DePont, Laura Donovan, Carly Hagan, Chris Hamberger, Danielle Jones,
Lauren Moran, Amanda Norris, Jeremy Petit

Professor William R. Sandberg

MGMT 479-001
Darla Moore School of Business
University of South Carolina
April 20, 2018

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 TABLE OF CONTENTS

Executive Summary………………………………………………...…………………………....4

Project Overview………………………………………………………...…………………….....6

Background………………………………………………………...………………………….....7
Industry Overview………………………………………...……………………………....7

Approach and Methods………………………………………………………...……………....10

Background Information………………………………………...……………………….10
Competitors………………………………………...………………………………….....10
Partnerships………………………………………...…………………………….............11
Integrated Marketing Campaign………………………………………...……………….11

Results & Findings………………………………………………………...………....................12

Background Information………………………………………...……………………….12
Competitors………………………………………...………………………………….....12
Partnerships………………………………………...………………………………….....14
Integrated Marketing Campaign………………………………………...……………….17

Analyses & Discussion of Results……………………………………………………………...17

Background Information………………………………………………………………....17
Competitors………………………………………………………………………………18
Partnerships………………………………………………………………………………18
Integrated Marketing Campaign…………………………………………………………19

Recommendations………………………………………………………...……….....................20
Logo Redesign…………………………………………………………………………...20
Online Presence………………………………………………………………………….21
Integrated Marketing Campaign………………………………………………………....22

References………………………………………………………...………..................................24

Appendices………………………………………………………...……….................................25
Appendix A: Per Capita Disposable Income in the United States, IBIS World…………25
Appendix B: Marina Industry at a Glance, IBIS World………………………………....25
Appendix C: Marina Industry Trends, IBIS World…………………………………...…26
Appendix D: Marina Industry Structure, IBIS World…………………………………...26

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Appendix E: Key Features of a Mature Industry, IBIS World…………………………..27
Appendix F: Barriers to Enter Marina Industry, IBIS World……………………………27
Appendix G: Key External Drivers, IBIS World………………………………………..28
Appendix H: Revenue Growth for Marina Industry, IBIS World……………………….28
Appendix I: Revenue Outlook for Marina Industry, IBIS World………………………..29
Appendix J: Welcome Email…………………………………………………………….29
Appendix K: Logo Redesign Process……………………………………………………30
Appendix L: Shady Harbor Marina Brochure Design…………………………………...32
Appendix M: Website Mock-Up………………………………………………………...​.​33
Appendix N: Event Template……………………………………………………………​.​33
Appendix O: Special Events Templates…………………………………………………​.​34

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 Executive Summary

Located just 100 miles north of New York City on the Hudson River, Donovan’s Shady Harbor
Marina strives to be the premier destination for all boating needs. With 120 slips, this
full-service marina is equipped to handle boats of any size, currently managing daily, monthly,
and seasonal dockers. Aside from offering gas, diesel fuel, and electrical service, Shady Harbor
Marina has a ship store, convenience store, bathhouse, and laundry room for guests’ utility. The
property also boasts a riverfront restaurant, swimming pool, bonfire pit, and outdoor activities for
those in search of relaxation. The owners, Brian and Kathy Donovan, sum up their approach
towards hospitality in one phrase: “The answer is yes, what’s the question?” The talented crew
and caring owners aim to provide an unforgettable experience for every guest who encounters
Shady Harbor Marina.

Despite the growth the marina has seen in recent years, this business has not always been
successful. The Donovans purchased the marina in 2011 through a bankruptcy auction, at a time
when the marina industry was a risky market to enter. The previous owners bought the marina in
2006, when buyers were over-leveraged and could not survive the market crash. However, they
did not have the capital or resources to grow the brand and property. Over the past seven years,
the Donovans have made the commitment to invest in one large project annually to ensure
consistent growth. Past projects have resulted in a consistent increase in revenues, positive
feedback, and returning customers.

Shady Harbor Marina, an independent LLC, has consulted the Darla Moore School of Business
to revitalize its digital marketing initiatives to build market presence and increase company
revenue. The Donovan family has successfully redesigned the Shady Harbor facilities and
invested in a number of customer incentives such as private charters and kayak rentals. The
consulting team has developed strategic marketing plans to assist the Donovan family to build
market presence, increase revenue, and improve their seasonal recruitment process to maximize
profit and strengthen the company’s reputation.

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The team split the research into four distinct sections. First, background information on the
marina industry was found to determine trends in consumer behavior that the Donovans should
be aware of. As consumer disposable income is rising and there is a projected increase in
spending on leisure activities, Shady Harbor Marina should continue expanding the services,
amenities, and activities it offers. Marinas and yacht clubs near the Hudson Valley were then
researched to assess where Shady Harbor Marina stands in terms of its competition. The team
found that many of these competitors are not ranked as highly as Shady Harbor Marina and do
not have very strong social media or online presence. To give Shady Harbor Marina a
competitive advantage, the team recommends rebranding through website redesign and an
updated logo and interacting with customers more frequently on social media platforms.
Potential partnerships were also looked into, as they would create mutually beneficial business
relationships. While the team was unable to reach these businesses, suggestions were made for
breweries, golf courses, and family friendly activities in the area that Shady Harbor Marina
should consider partnering with. Lastly, the team assessed various methods to creating a
profitable, integrated marketing campaign. Maintaining a consistent, compelling message
through print, digital, and social media advertisements will be critical to creating an attractive
brand image, drawing in new customers, and helping the Donovans reach their goals for the
marina.

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 Project Overview

As Shady Harbor Marina continues to grow under the Donovans’ ownership, it must shed its past
image as an older rundown marina. The key goal of this group project involved rebranding the
marina and showcasing its newly remodeled docks and attractions. The rebranding process
includes strengthening the marina’s online presence, analyzing and leveraging the success of
traditional advertisements, and creating satisfied customers who will engage in word-of-mouth
marketing. A successful rebranding will not only bring in new customers, but will create a loyal
community of boaters and visitors.

Improving the marina’s online presence, specifically on social media platforms, is central to the
goal of rebranding the marina and a keystone of the project. The team created a new logo that
ties into the Boathouse Grille logo, promoting unity between the restaurant and marina. An
executable and easily understandable social media plan was developed in addition to a proposed
increase in content marketing, featuring pictures from marina customers and visitors. These
deliverables will provide the Donovans with a clear path to continued improvements which will
result in a successful rebranding of the marina online. The team used research results about the
market and potential successful strategies to develop recommendations to the client.

Shady Harbor Marina continues to move its focus to online media. However, the company
realizes the importance of traditional advertising media, especially within the boating
community. The marina must produce impactful advertisements in traditional media and have a
strong online presence in order for rebranding to be successful. The Donovans are currently
advertising through pamphlets that are handed out at marinas across the East Coast. They also
have a full-page advertisement in “Boating on the Hudson,” and have recently filmed multiple
short commercials that can be used both online and in traditional media. Pairing these efforts
will allow for the greatest result in the marina’s rebranding and will lead to an increase in
customers.
The final step covered in the Project Overview is pleasing customers and creating a destination
for boaters and adventurers alike. These plans serve two purposes: delighting current customers

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and bringing in new customers, including those who rarely venture far up the Hudson River.
Opportunities for expanding the marina’s amenities include offering kayak rentals (set to debut
this summer), daily excursions to surrounding attractions, boating charters for groups and events,
and loyalty programs for dockers and restaurant patrons. These bonus activities will draw in new
customers and keep them in the area for longer periods of time, hopefully encouraging them to
extend their stay from just one night to a full weekend.

This project encompasses the rebranding of the marina across all forms of media, both online and
in print, along with the continuous improvement of services offered. Through research and
communication with the company, the team provided strategies that will assist in the rebranding
of Shady Harbor Marina. The expected outcome of the project is to increase the volume of
customers to the marina, ensure that visitors have a great experience, and foster a desire to join
the Shady Harbor Marina community. The research conducted and recommendations given will
inform the Donovans on the most prudent plan of action to take to accomplish these goals.

Background

Industry Overview
Over the past decade, the marina industry has experienced extensive growth in terms of rising
revenues and profits. As of 2017, total industry revenue was projected to be nearly $4.9 billion,
following annual growth of 1.8% from 2012 to 2017. Annual growth from 2017 to 2022 is
expected to decrease to 0.4% (Appendix B).

External drivers of demand for the marina industry include per capita disposable income and the
demand for boat building. Per capita disposable income has been on an upward trend since 2013
and is projected to continue increasing at an annual rate of 2.8% from 2018 to 2023 (Appendix
A). Consumers’ buying patterns indicate their willingness to spend on non-essential goods,
services, and experiences including boating and water sports. As boat building activity has
recovered from lows during the recession, more consumers will be in need of a place to store
their boats (Kalyani, 2017).

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The success of this industry is also dependent on the number of middle to upper-income
households, oil prices, and time spent on leisure activities (Appendix C). Although not all
boat-owning households earn over $100,000 annually, middle to upper-income households have
a significant impact on this industry. As these households often own large boats or yachts, they
pay greater slip fees and utilize more of the marina’s premium service offerings. Households
earning more than $100,000 annually are forecasted to reach 27.9% in 2022. Therefore, marinas
are expected to be in higher demand and earn more revenue. Prices of crude oil are very volatile
and can represent a threat to the marina industry. The world price of crude oil is expected to
grow at an annualized rate of 2.5%, reaching $61.11 per barrel by 2023. However, as oil
production will rise faster than consumption in 2018, prices will experience downward pressure.
Lastly, the time spent on leisure activities and sports is only expected to rise slightly from 5.22
hours per day to 5.27 by 2023 among Americans 15 years of age or older. This measure includes
“time spent socializing and communicating, watching television, surfing the Internet, playing
games, reading, playing sports, exercising, [and] participating in recreation” as well as the travel
time associated with each activity (Kalyani, 2017). Although the national unemployment rate
negatively correlates to time spent on leisure activities, the median age of the United States’
population is growing. As the elderly often do not work, they have much more free time to
commit to these types of activities. In addition, household activities are beginning to be divided
more evenly between men and women, which could result in higher levels of leisure time overall
(Kalyani, 2017).

According to IBISWorld, there are currently 11,842 businesses in the marina industry in the
United States. Internal competition consists of marinas and yacht clubs striving to differentiate
themselves based on their prices, service offerings, staff, and geographical location. External
competition consists of any substitute leisure or recreational activities, including visits to
“resorts, hotels, [and] amusement parks” (Kalyani, 2017). The marina industry is highly
saturated and is considered to be in the mature stage of its life cycle. Mergers and acquisitions
have been taking place in the past several years and few new competitors should be entering the
market (Appendix E). This is partially due to the steadily high barriers to entry that make it

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difficult for new direct entrants to succeed. Not only are high initial capital expenditures
required of marina owners, but there are limited spaces available for purchase that are suitable to
operating these businesses. High inventory costs, rising insurance premiums, and government
regulations can also discourage new entrants (Kalyani, 2017).

Marinas currently operating in the industry will continue fighting to differentiate themselves
based on their services and amenities. To further their revenue streams, marina operators should
consider personalizing their services and incorporating “full-service restaurants and bars,
equipment rental services, and other merchandise sales” into their properties (Kaylani, 2017). As
the number of boat owners in the United States grows, repair and maintenance on these boats
will increase profits for marinas. Overall, the marina industry is expected to expand and become
even more profitable in the coming years (Appendix I).

There are several entry barriers to consider before entering the marina industry. Looking at the
history and the background of the industry and these entry considerations give the potential
owner a good idea of what to expect. The major factors that an individual, partners, or a
company would have to consider before buying a marina would be the cost of purchase, local
and regional competition, and the success plan after the purchase. There is a very significant
cost to purchase a marina. Real estate on the water is typically very costly. There are also other
laws and rules to consider and follow, such as boarding laws and boat docking fees. Most
marinas do not operate at full capacity, and have been struggling to do so, which is important to
know and try to fix before operation begins to ensure a positive start for the business. Buying,
building, and maintaining marinas can have high costs, depending on the size of the marina,
weather, and water characteristics. Costs per new slip range from $50,000 to $60,000, an
additional consideration when purchasing a new marina and planning on adding new docks. The
average marina has between 3-10 employees and annual revenues of roughly $400,000, while
larger operating marinas may have up to 100 employees and annual revenues of $10 million or
more (Kaylani, 2017).

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There are several internal and external means of competition available to marinas. While
marinas are typically used to temporarily accommodate boats, they often provide various
services and amenities to draw boaters to their particular marina over competitors. Related
industries that could compete with marinas include boat builders, boat dealerships, repair
companies, dry docks, and cargo inspection services. A new owner should consider adding these
services to his or her marina to take away that advantage from the competitors, or if this is not
realistic, consider the effects of losing customers who need those services. Entry costs, entry
barriers, and competition must be weighed heavily prior to making the decision to enter the
marina industry.

Approach & Methods

Background Information
In order to effectively execute the Donovans’ vision, the consultants conducted significant
primary and secondary research. The team utilized survey results that the Donovans collected
from current boaters at the marina to distinguish points of customer satisfaction and areas for
improvement. This information provided the team with important insights about Shady Harbor
Marina from its customers’ perspectives. IBIS World was used to assess the background, current
state, and future outlook for the marina industry, giving the team a better understanding of the
clients’ needs.

Competitors
The competitive sphere of marinas in the Northeast was analyzed to identify competitors’
general branding, successful marketing initiatives, and social media presence. The team assessed
the quality of these businesses’ marketing, in terms of how targeted, specific, and effective their
marketing efforts were. Both direct and indirect competitors along the Hudson River were
researched, including Albany Yacht Club, Coeymans Landing Marina, Lock One Marina &
Shipyard, Half Moon Bay Marina, and Haverstraw Marina. Aside from examining Shady
Harbor Marina’s competitors and comparing their online presence, the Donovans suggested we

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utilize ‘Active Captain’. This website involves a large community of boaters who share their
feedback and learn from other users to ensure the most enjoyable boating experience possible.
By comparing ratings that were assigned on a one to five star scale, the team was able to see
where Shady Harbor Marina ranked among their competitors.

Partnerships
The team researched the profitability of forming partnerships with sister marinas in the area to
facilitate buzz around the boating world and nurture the relationships between these businesses.
The National Park Service, resorts, bed and breakfasts, and adventure-driven businesses in the
area were also researched regarding partnership opportunities. The goal was to create more
business-to-business support while providing tourists with a well-rounded travel experience in
the Hudson Valley region, allowing non-conventional boaters to enjoy time on the water as well.
Implementing new experiences through these partnerships would allow the marina to extend its
services to a wider audience of potential consumers.

The team began by generating a list of local businesses that offer exciting activities for
customers, which can be seen in the “Results” section below. Several of the companies were
contacted to gauge their interest in creating an advertising partnership with Shady Harbor
Marina. The partnership would involve advertising these companies to Shady Harbor Marina’s
customers as weekend or one day excursions and giving marina customers personalized
discounts. In return, these companies could advertise the marina’s services and amenities to their
guests. For example, if Shady Harbor Marina advertised for a local golf course, the golf course
could offer free golf club rentals to marina customers, who would be unlikely to travel with their
personal clubs. Another proposed potential partnership was with Jericho Drive-In Movies. If the
marina referred its customers to this business, Jericho Drive-In could offer marina customers a
free large popcorn or ice cream with each movie ticket purchase.

Integrated Marketing Campaign

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The consultants redesigned the company logo and website to more clearly communicate the
“Relax, Recharge, Repeat” values that Shady Harbor Marina holds. This general rebranding
effort aimed to provide the Donovans with an identity that can be seamlessly communicated
across multiple media formats. The team also conducted research to determine the most
profitable way to market the Donovans’ newest services, including chartered events, excursions,
and kayak rentals.

Results & Findings

Background Information
The consulting team found that the main points of customer satisfaction were the Donovans’
friendliness and commitment to their marina. Areas of improvement that were identified for
Shady Harbor Marina included their communication of events, dock staff knowledge, the variety
of items sold in the ship store, and the speed of Shady Harbor Marina’s boat winterization.

Competitors
To identify where Shady Harbor Marina stands in this competitive environment, renowned
marinas in the Hudson River area were researched. The team found that Lock One Marina &
Shipyard, Haverstraw Marina, and Coeymans Landing Marina were not advanced in their social
media presence or interaction with customers. Lock One Marina & Shipyard has a very simple
one-page website that lists all of the relevant information consumers need in a straightforward
manner. The company does not have an Instagram, runs a very basic Facebook page with a
limited following, and has not updated its Twitter since October 2016. Haverstraw Marina’s
website is more complicated, difficult to navigate, and is not aesthetically pleasing. While the
marina does not have Twitter or Instagram accounts, its website displays links to its Google Plus
and Facebook page, which only has 330 followers. Coeymans Landing Marina was also
researched, as it is the only other marina in the area with a waterfront restaurant, making it a
direct rival. While its Facebook page has 610 likes, the marina’s Instagram page only has 68

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followers. The website is also very outdated and difficult to read due to low-quality pictures and
an amateur website design.

Half Moon Bay Marina has an intermediate-level Facebook page with 343 likes, 344 followers,
and 18 positive reviews that have earned the business a rating of 4.9 stars. However, it does not
have a Twitter page and its Instagram only has 29 followers and 1 post. The company’s website
is much more advanced, with pictures, videos, and links to Facebook, Google Plus, Yelp, and
Active Captain. Half Moon Bay Marina’s “Escape, relax, and unwind” message closely reflects
the atmosphere that Shady Harbor Marina strives to create for its customers (Half Moon Bay,
2018).

Shady Harbor Marina often loses seasonal boaters to Albany Yacht Club, since yacht clubs are
cheaper than marinas. Transient guests who need to dock for the night or weekend often choose
Albany Yacht Club due to its location near the city of Albany that offers many entertainment
options closeby. Its Facebook page frequently posts updates and has 421 members that had to be
accepted into the group by Albany Yacht Club administrators.

The chart below was designed based on each competitor’s involvement and engagement with
customers through these social media platforms. Each business’ rating on Active Captain was
also included.

Marina Facebook Twitter Instagram Active Captain

Shady Harbor High Intermediate Low 5.0 stars

Haverstraw Intermediate None None 3.0 stars

Half Moon Bay Intermediate None Low 4.0 stars

Lock One Low Low Intermediate 4.0 stars

Coeymans High None None 4.0 stars

Landing

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 Albany Yacht Intermediate None None 4.0 stars
Club

Figure 1: Social Media Engagement & Customer Ratings

Partnerships
According to the team’s prior industry analysis, marinas that offer a variety of personalized
services are able to better distinguish themselves from their competitors. This differentiation
attracts a greater number of customers who are willing to spend their disposable income on
amenities and services. In order to capitalize on this information, the team generated a list of
various off-site destinations that Shady Harbor Marina can consider partnering with to provide
customers with new experiences. These destinations include family-friendly adventure parks,
local golf courses, and craft breweries that will further Shady Harbor Marina’s “Relax, Recharge,
Repeat” motto. The businesses in the area that the team believes boaters would enjoy taking
day-long excursions to are listed below, split into categories of “Family Friendly,” “Golf
Courses,” and “Breweries.”

Family Friendly
● ​Saratoga Performing Arts Center​, ​108 Avenue of the Pines, Saratoga Springs, NY
12866
○ Located 55 minutes away from Shady Harbor Marina, this large amphitheatre is
home to a large variety of concerts and events that can make for a perfect evening
of entertainment for a small family or couple on vacation.
● Saratoga Race Course​, ​267 Union Ave, Saratoga Springs, NY 12866
○ This world renowned, thoroughbred horse racing track has races and events
throughout the summer and could provide a delightful day of entertainment for
any interested boaters. About an hour from the marina, near the Performing Arts
Center, a day trip to the horse races could be complemented by an evening
concert at this venue.

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● New York State Museum​, ​222 Madison Ave, Albany, NY 12230
○ Located 25 minutes from Shady Harbor Marina, this museum consists of 100,000
square feet of exhibition space and offers educational opportunities for kids and
the entire family.
● Schodack Island State Park​, ​1 Schodack Island Way, Schodack Landing, NY 12156
○ This 1,502-acre state park is home to a bird conservation area and plenty of
natural space for camping, picnics and hiking. Located just 33 minutes from the
marina, outdoor-loving boaters would enjoy exploring the beautiful park.
● Mohonk Mountain House​,​ ​1000 Mountain Rest Rd, New Paltz, NY 12561
○ Located just over an hour from the marina and set in a Victorian castle, this New
York historic spa offers a resort style weekend getaway filled with spectacular
panoramic views, hiking, and other outdoor adventures.
● New York Zipline Adventures Tour​,​ 64 Klein Ave, Hunter, NY 12442
○ For thrill-seeking boaters, this tour offers a zipline experience 600 feet above the
ground through the New York mountainside. Located an hour away from Shady
Harbor Marina, this quick day-trip excursion will please the entire family.
● Jericho Drive-In Movies​,​ ​21 Jericho Rd. Glenmont, NY 12077
○ Located 21 minutes away from the Marina, Jericho Drive-In Movies provides a
relaxing evening under the stars. Boaters can watch a movie with popcorn or
enjoy an ice cream sundae from the onsite Twist Ice Cream Shoppe.
● Funplex Funpark​,​ 589 Columbia Turnpike, East Greenbush, NY 12061
○ Located just 28 minutes away, this small-scale amusement park is a great getaway
for families with younger children.
● Huck Finn’s Playland​, 25 Erie Blvd, Albany, NY 12204
○ Slightly closer than Funplex Funpark, this Playland offers a large variety of rides
for children, providing activities for parents to entertain themselves as well.
● Zoom Flume Family Fun Water Park,​ ​20 Shady Glen Rd, East Durham, NY 12423

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 ○ For families who want to cool off away from the Hudson River, this water park is
only 40 minutes away and has eight waterslides, five play areas, and four
restaurants.

Golf Courses
● Capital Hills,​ ​65 O'Neil Rd, Albany, NY 12208
○ (518) 438-2208
○ 30 minutes away
● Colonial Acres,​ ​15 Saybrook Dr, Glenmont, NY 12077
○ (518) 439-2089
○ 21 minutes away
● Olde Kinderhook,​ ​202 Co Rd 32, Valatie, NY 12184
○ (518) 766-6542
○ 21 minutes away
● Pheasant Hollow, ​2670 Phillips Rd, Castleton-On-Hudson, NY 12033
○ (518) 599-5756
○ 30 minutes away
● Sunny Hill, ​352 Sunny Hill Rd, Greenville, NY 12083
○ (518) 634-7642
○ 28 minutes away

Breweries
● Honey Hollow Brewing Company,​ ​376 E Honey Hollow Rd, Earlton, NY 12058
○ (518) 966-5560
○ 17 minutes away
● ​Hudson Brewing Company, ​99 S 3​rd​ St, NY 12534
○ (518) 610-4091
○ 30 minutes away
● ​Rip Van Winkle Brewing Company,​ ​4545 NY-32, Catskill, NY 12414

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 ○ (518) 678-9275
○ 35 minutes away
● Crossroads Brewing Company, ​21 2​nd​ St, Athens, NY 12015
○ (518) 945-2337
○ 25 minutes away

Integrated Marketing Campaign

In regards to research focused on maximizing the profitability of Shady Harbor Marina’s
marketing efforts, the team found that while word-of-mouth is the main driver, more tangible
efforts such as forging partnerships with local businesses, help build brand equity within the
community. Additionally, the consulting team expected that reaching the portion of the target
audience that is currently unaware can be facilitated through digital platform usage. In a world
dominated by the Internet and websites like TripAdvisor and Yelp, it is imperative to showcase
the marina in a positive light and differentiate it from competitors. Through visually appealing
marketing techniques, including the utilization of high-quality drone footage of the property and
professional photographs of the restaurant cuisine, Shady Harbor Marina will stand out to
prospective customers.

Analyses & Discussion of Results

Background Information
Consumer disposable income and recreational spending are rising, indicating a positive outlook
for the marina industry. Aside from boating, consumers will be willing to spend money on
activities like kayaking, paddle boarding, and tubing, which Shady Harbor Marina will begin
offering in the near future. Including these activities among the services and amenities the
marina already offers will give the business a competitive advantage. In addition, the marina
will stand out among Millennials and younger generations, who are known to be adventurous
and interested in outdoor activities.

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As transient customers passing through marinas generate high profit margins, Shady Harbor
Marina needs to focus on targeting this segment. The team believes that the proposed
partnerships with local businesses will attract more transient customers to the marina. Offering
coupons for golf courses, breweries, and family-friendly excursions in the area will encourage
customers to dock at Shady Harbor Marina before embarking on these day-trips. Pamphlets
advertising Shady Harbor Marina can be displayed at these local businesses once partnerships
are in place, increasing both awareness and traffic to the marina.

Competitors
After researching rival marinas in the area, the team found that while Shady Harbor Marina’s
marketing efforts must be improved, the Donovans’ engagement with customers is superior to
that of their competitors across several platforms. Shady Harbor Marina’s Facebook page has
944 likes, 936 followers, and a 4.8 star rating, indicating a positive perception of the marina.
The Donovans maintain a relatively high level of interaction, responding to many of their
customers’ reviews and frequently posting on the platform. The company also has a great
presence on Active Captain, listing detailed, relevant information to customers in an organized
manner. Shady Harbor Marina is also listed on LinkedIn, in contrast with many of their
competitors. However, with only 40 likes and no activity on the platform, this page only
provides users with limited information that could be found on their website instead.
Aside from continuing to increase interaction with customers, Shady Harbor Marina must
improve their visual content, especially its Instagram and website. The Instagram page currently
displays two posts from 2013, has 34 followers, and does not follow any other users. The
Donovans need to post more frequently, draw more customers to their page, and follow other
marinas and yacht clubs in the Hudson Valley. By following businesses in the area, Shady
Harbor Marina will become aware of their competitors’ marketing strategy and level of
interaction with customers. In terms of its website, Shady Harbor Marina needs to update and
redesign the layout to improve user-friendliness and better showcase the unique, relaxing
atmosphere.

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Partnerships
Unfortunately, after reaching out to several of these businesses regarding potential partnerships
with Shady Harbor Marina, there was a lack of response from the business owners. The team
believed that these companies’ reluctance to communicate about partnerships stemmed from the
students’ lack of credibility. These businesses would likely have been more receptive to this idea
if the correspondence came from legitimate representatives and decision-makers at the marina.
In addition, due to the project’s brief time span, there may not have been adequate time to
appropriately communicate with the businesses and truly express the benefits a partnership
would have for both entities. Involving itself in these partnerships would allow Shady Harbor
Marina to be viewed as a high class resort with well-established connections in the area, offering
its customers a variety of activities in and around the “Island of Shady Harbor.” Partners would
also make money off of ticket purchases, concessions, and increased customer awareness for
their businesses. The team recorded either a brief overview for each business or contact
information to encourage the Donovans to seek out mutually beneficial partnerships in the future.

Integrated Marketing Campaign

Through qualitative and quantitative marketing research techniques, the team was able to
identify key pain points surrounding Shady Harbor Marina. In this digital age, it is imperative to
communicate with clients, both old and new, on multiple digital platforms. Print media alone is
not a sufficient way to convey the marina’s mission across its target markets. After researching
competitors and other businesses in this space, it was evident that Shady Harbor Marina needs to
update their overall marketing initiatives. By increasing posting frequency and refreshing and
revitalizing their image across the platforms they utilize, Shady Harbor Marina will be able to
consistently communicate their message. The integrative marketing campaign the team has
developed clearly defines the tactics the owners need to take to accomplish their marketing
objectives. While the results of these efforts are difficult to accurately quantify before execution,
the team is confident that the proposed strategies will allow Shady Harbor Marina to achieve
their goal of increasing transient and seasonal dockage by 20 percent.

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 Recommendations

Logo Redesign
A strong visual identity is one of the most important features of successful business marketing.
Therefore, it is important for Shady Harbor Marina to maintain a pristine appearance and
cohesive, compelling message across all platforms.

From a design perspective, Shady Harbor Marina’s current logo is uninspired, crowded, and
contains more text than necessary. The circular graphic was intended to represent the sun, wind,
and waves, but failed to do so, indicating the need for redesign. While the team initially began
designing an entirely new logo, the Donovans offered feedback throughout this process and
suggested keeping the current “Times” typeface text that reads “Shady Harbor Marina” with the
anchor insignia. This recommendation was made because the apparel, supplies, and glasses at
the marina already contain this stripped down version of the logo, which the Donovans find is
well-received by existing customers. Therefore, the team pivoted its focus to instead cleaning up
the current logo. The words “Donovan’s” and “New Baltimore, New York” were removed as
well as the insignia to the left of the text.

The feedback loop has primarily consisted of three phases (Appendix K). The first phase
included several sketches that the Donovans did not feel strongly about. The suggestion to
maintain the core “Shady Harbor Marina” text led to the iterations seen in Phase 2. The
Donovans reacted well to this set of sketches, but proposed creating a design with a boat cleat
centered under the text that all boaters would identify with. Phase 3 consisted of officially
deciding on the new design. The team submitted three finalist logos and continue to wait for
approval regarding which logo to proceed with. Once the chosen design is fine-tuned, the
Donovans will be provided with the appropriate vector files to use across all mediums without
pixelating, for both digital and print purposes.

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Online Presence
To achieve the goal of reaching new customers while pleasing existing customers, the Donovans
need to improve their website and online presence. A clean website that is easy to navigate will
drive prospective customers to visit Shady Harbor Marina, increasing the reach of the business.
The new website will also communicate the information customers need without hassle, an issue
the current website faces due to its outdated nature and cluttered layout. The new website will
not only drive online users to Shady Harbor, but will also communicate the many offerings the
Donovans provide to visitors. The website will also feature a hyperlink to the Boathouse Grille,
allowing customers to quickly access the restaurant promoting the variety of amenities available
at Shady Harbor, including a full restaurant and bar. The link on the website will also increase
traffic to the restaurant’s website, increasing brand awareness and bringing more customers to
the Boathouse Grille. Tying the marina’s website to the Boathouse Grille’s more sophisticated
website will unify the business and eliminate past confusion regarding whether the marina and
restaurant had different owners.

The new website will include many of the current tabs, as each of these tabs serve as a functional
backbone for the business. The design will not change these tabs, accommodations, or rates, but
will rather repackage and present these tabs. Relabeling and ordering these tabs will present a
more aesthetically pleasing layout to the customer that will be easier to navigate. A new tab the
team would like to feature on the website would focus on the new day-long excursions and
charters available for customers spending the day at the marina. Adding this tab will excite
existing customers about these new offerings, while interesting new customers who have not
visited Shady Harbor Marina in the past. This will also maximize the effect partnerships will
have, as the business’ coupons and deals for marina customers will be listed under this tab as
well. The website will also feature a gallery page where users can view and submit pictures of
the marina and their trips on the water. Sharing photographs of the beautiful features and views
of Shady Harbor Marina will increase interaction with the marina and other customers. Building
a deep connection with customers will promote continuous business from returning customers

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and draw new customers into the marina. Customers whose pictures have been featured on the
website are much more likely to remember the marina and return in the future.

In addition, the team created a ‘Welcome Email’ for the Donovans to send out to their email list
(Appendix J). Instead of creating a standard email template, the team attempted to embody the
Donovans’ personalities through an enthusiastic, catchy email that will get boaters’ attention and
excite them for the upcoming boating season.

Integrated Marketing Campaign

Shady Harbor must continue to draw in new customers and strengthen loyalty among their
existing customers. Social media is a great tool to achieve both of these ends and increase the
content put forth by the company. Generating new content will not only strengthen Shady
Harbor Marina’s online presence, but will also create a deeper connection between the customers
and the company. Using each social media and digital platform properly will allow the company
to reach its customer segments without alienating any group. Shady Harbor Marina can also use
social media to create interest for the company in the off-season months. For example,
customers who have been following Shady Harbor Marina on social media platforms throughout
the winter are more likely to visit the business during boating season in the summer.

Through Twitter, Shady Harbor Marina can post instantly and frequently, updating a broad
audience on information such as the weather, restaurant specials, and promotions. Twitter offers
the quickest and most dynamic contact with customers who are using the app for news and recent
updates. Utilizing the agility of Twitter to give customers instant updates on weather and daily
promotions will maximize the reach of Shady Harbor on social media. As many users on
Facebook are older and check the website less often, this platform should be used to
communicate events and promotions that will occur in the future. The use of Facebook events
will not only increase consumer awareness of these events, but will also allow boaters and
visitors to connect with the Shady Harbor owners and boating community.

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We have created a template for the Donovans to update every month with event dates. It is
designed as a Facebook/Twitter Banner advertisement that will be seen upon opening Shady
Harbor Marina’s page (Appendix N). Shady Harbor Marina can utilize their Instagram page to
distribute user-submitted and professional content to showcase the marina’s offerings such as
daily excursions and chartered trips. By publishing photos on the Instagram page submitted by
customers, Shady Harbor Marina will create strong connections with its customers. The team
also developed the idea of creating a “Boater of the Week” hashtag campaign to feature one
Shady Harbor Marina customer per week with a user-submitted picture and caption.
Recognizing customers by involving them in the marketing process will not only make them feel
valued, but will increase their loyalty to the business. Once local partnerships are established
and the marina begins offering new excursions and recreational activities, awareness should be
spread through posts on each of these platforms. As Instagram photos can be linked through
Facebook, consumers who only have a Facebook account will be able to see the pictures posted
and possibly join the Shady Harbor Instagram community themselves.

Properly utilizing each of these platforms’ advantages will extend the reach of Shady Harbor
Marina to all of its target audience. The team is optimistic that the proposed recommendations
will guide the Donovans’ social media strategy and boost online marketing presence, leading to
the creation of genuine, deep connections between customers and the marina. In this transitional
and evolutionary period for Shady Harbor Marina, it is crucial to maintain the key values and
mission of the business. Properly integrating the team’s recommended marketing initiatives will
strengthen Shady Harbor Marina’s online presence, increase its customer interaction and
engagement, and maximize the impact of this project.

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 References

Albany Yacht Club. (2015-2018). Welcome to Albany Yacht Club. Retrieved February 10, 2018,
from ​https://www.albanyyachtclub.com

Coeymans Landing Marina. (2017, December 2). Coeymans Landing Marina. Retrieved March
8, 2018, from ​http://www.coeymanslandingmarina.co​m

Half Moon Bay Marina. (2018). Half Moon Bay Marina. Retrieved March 12, 2018, from
http://www.halfmoonbaymarina.co​m

Haverstraw Marina. (2017). Your Resort & Yacht Club on the Hudson River. Retrieved March
18, 2018, from https://www.haverstrawmarina.com

Kalyani, D. (2017, November). Retrieved February 12, 2018, from

clients1.ibisworld.com/reports/us/industry/currentperformance.aspx?entid=1654#KED.

Lock One Marina & Shipyard. (2016). A Full Service Marina. Retrieved March 17, 2018, from
http://www.lockonemarinaandshipyard.com

Marinas Industry. ​University Libraries - USC​, Nov. 2017, Retrieved from

http://clients1.ibisworld.com.pallas2.tcl.sc.edu/reports/us/industry/ataglance.aspx?entid=1654.

Shady Harbor Marina on the Hudson: New Baltimore, NY. (2018). Retrieved February 10, 2018,
from ​http://www.shadyharbormarina.com

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 Appendices

Appendix A: Per Capita Disposable Income in the United States, IBISWorld

Appendix B: Marina Industry at a Glance, IBIS World

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Appendix C: Marina Industry Trends, IBIS World

Appendix D: Marina Industry Structure, IBIS World

26
Appendix E: Key Features of a Mature Industry, IBIS World

Appendix F: Barriers to Enter Marina Industry, IBIS World

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Appendix G: Key External Drivers, IBIS World

Appendix H: Revenue Growth for Marina Industry, IBIS World

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Appendix I: Revenue Outlook for Marina Industry, IBIS World

Appendix J: Welcome Email

Welcome Email  
 
Greetings friends and family of Shady Harbor Marina!

No way it’s ​Fill in Date Here​! You know what they say, time does fly by when you’re having
fun. So let us apologize in advance, because these upcoming months are going to be an absolute
blast!!!

Located just 100 miles north of New York City on the Hudson River, Donovan’s Shady Harbor
Marina is the premier destination for all of your boating needs. With a talented crew, world-class
restaurant, and caring owners, this place is truly one of a kind. The full-service marina includes a
ship store, certified mechanics, a pool, bathhouse, laundry room, bocce ball courts and more.
With 120 slips, Shady Harbor Marina is equipped to handle boats of any size, currently
managing daily, monthly, and seasonal dockers.

To update you on what all that has been going on at Shady Harbor, your wishes will be our
command and we will execute on those dreams so we can continue to be recognized as the #1
Marina in the Capital District.

What to look out for:

★ New Logo
★ Revitalized Website https://www.shadyharbormarina.com
★ Social Media: Promo Excursions
★ “Boater of the Week” Contests

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 ★ New Local Partnerships
We are so excited to see you cheersing friends, old and new, while dining in at the Boathouse
Grille with its full new delicious menu. Thinking of expanding your visit beyond Shady Harbor
Marina? Visit one our new local partnerships: Golf Courses, Family Fun Activities such as the
Hunter Mountain Zipline Adventure Tour, and National Parks. Check out our brochure and
website for all the fun upcoming events to look forward to this summer!

We can’t wait to reconnect with you this summer… remember our motto, “The answer is yes,
what’s the question?” You can contact us by email, phone, or even feel free to slide into DMs
via Facebook or Instagram!

Cheers to 2018 boat season!

Brian and Kathy Donovan

Shady Harbor Marina Owners

Appendix K:

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Phase 1

Phase 2

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Phase 3

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Appendix L: Shady Harbor Marina Brochure Design

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Appendix M: Website Mock-Up

Appendix N: Event Template

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Appendix O: Special Events Templates

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