Out-of-Home Campaign: Driving Awareness and Membership for CBI

Community Boating, Inc. (CBI), the oldest public sailing organization in the U.S., has been making sailing accessible to all since 1937. Despite its prime location on Boston's Charles River Esplanade and affordable memberships, CBI faced a challenge: increasing awareness and community engagement. Explore how we helped them tackle this and drive membership growth.

Introduction

Community Boating, Inc. (CBI) is a non-profit organization with a rich history dating back to 1937. Located along Boston's scenic Charles River Esplanade, CBI is the oldest public sailing organization in the United States. It provides access to sailing classes, racing opportunities, and a fleet of sailboats, kayaks, and paddleboards. Offering affordable memberships and rentals, CBI’s mission is to make sailing accessible to all. However, despite its unique offerings and central location, CBI faced a significant challenge: increasing awareness and membership in the Boston community.

Challenges

Over the years, CBI has relied almost exclusively on word-of-mouth promotion to attract members. While this approach sustained the organization for decades, it limited its reach, leaving untapped potential among Boston's diverse population. CBI’s leadership recognized that many locals, including commuters and students, were unaware of the opportunity to sail right in the city. Additionally, with no recent advertising efforts, CBI struggled to compete for attention amidst the multitude of recreational options available in Boston.

  • Key challenges included:

  • Increasing visibility within the Boston community.

  • Driving new memberships, particularly from commuters and students.

  • Effectively communicating the accessibility and affordability of CBI’s offerings.

Solution

To address these challenges, CBI partnered with a marketing team to design and execute a targeted out-of-home (OOH) advertising campaign. The strategy leveraged the high traffic and visibility of Boston's MBTA Red Line subway system, which runs directly to CBI’s location at the Charles Street stop.

Campaign Highlights:

  • Thematic Messaging: Ads featured the tagline “You could be sailing here,” highlighting the unique and exciting opportunity to sail on the Charles River.

  • Convenience: Messaging emphasized CBI’s proximity to public transportation, making it a hassle-free recreational choice.

  • Engagement: Ads incorporated QR codes directing viewers to a landing page on CBI’s website. The page promoted an open house event, allowing visitors to experience the offerings firsthand.

  • Multi-Channel Placement: Ads appeared both inside Red Line subway cars and on digital signage at stations, ensuring visibility among commuters and students.

  • Timing: The campaign ran for four weeks in April, aligning with the start of warmer weather and peak interest in outdoor activities.

Success Metrics:

  • Landing page visits.

  • Registrations for the open house.

  • Open house attendance.

  • New memberships resulting from the campaign.

Results

The campaign is set to launch in April 2025, and results will be evaluated shortly afterward. Early indicators of success will include web traffic and registration numbers, while the ultimate measure will be the growth in memberships. With a strategic, data-driven approach, CBI aims to revitalize its community presence and connect more Bostonians with the joy of sailing on the Charles River.

Stay tuned for updates on this exciting initiative!