Marine Case Studies
An upscale marina firm with several locations in South Florida, AMP assumed third-party management of a marina in Georgia, and sought media coverage to promote the marina and their "National Marina Day" event. Boardroom was able to secure media to attend an event at the event, including local TV and major dailies. Extensive coverage including several stories and photo essays were posted on the newspaper's website. Boardroom was a presence at major events and represented the company on several occasions, including international boat shows held in Miami and Fort Lauderdale.
Boardroom promoted company founder and president for several profile pieces as well as linking the firm to several stories on the economy. Boardroom was a presence at major events, including trade organization meetings, press conferences and networking events, and was able to secure announcements for the firm in many outlets, including Lloyd's List, the international maritime publication. Boardroom assisted with media outreach in the Florida market and on a national level. Boardroom helped in devising a strategic interactive marketing plan, including web site design for National Liquidators and National Maritime Capital, and brochure design for MariTech Services.
Based in: Ft. Lauderdale, Florida
Description: Diver's Direct is America's largest and most experienced dive retailer, stocking more than 25,000 different products for SCUBA divers and snorkelers. The company focuses its business on the catalog, retail, Internet and travel market segments. In addition to its Deerfield Beach headquarters/outlet store, Divers Direct operates Divers Direct Outlet stores in Orlando, West Palm Beach, Florida City, Key Largo, Key West and Fort Lauderdale. The company also has World Water Sports store in the Florida Keys.
Goal: Generate media coverage for Diver's Direct to encourage interest in scuba diving and thus, help drive sales to the company stores, web site and catalogs.
Success: Boardroom Communications approach to handling the public relations for Divers Direct was two-pronged. On a local level, we worked to generate interest and enthusiasm about diving and the company by approaching the media with various news and activities about the company. On the national level, we repeated the interest but rather than focusing on the stores, we encouraged interest in the catalog and the Internet services.
The response in both cases was very positive and very effective. From the Keynoter, Key Largo Independent, Key West Citizen to the Miami Herald, information about Divers Direct was consistently included - sales news, events, quotes from owner Kevin Senecal, etc. Florida Trend, the Sun Sentinel, the Palm Beach Post, and the electronic media (WPLG - TV 10, WJNO News Radio 1290, WIOD Newsradio 610) all conducted interviews with Divers Direct executives. The company also received exposure in The Robb Report and USA Today.
Boardroom Communications capitalized on the tremendous Florida Keys Spiegel Grove event to position Divers Direct management as experts in the dive industry, and to promote diving in general. We went to business writers to talk about the business of running a national dive shop, to sports reporters to relate the activity of diving.
On a national level, our targets were mainstream diving magazines as well as catalog reports. Divers Direct was included in publications such as Rodale's Scuba Diving, Catalog Age, Dive Report, Florida Scuba News, The Captain's Table, and the Boating News. Due to Boardroom's services, Divers Direct remained in the front of the minds of diving enthusiasts, the audience most important to the company.
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