.Fuel The Flash 2030

We are investing in a multi-phase approach to Marketing. 

• Phase One: Qualitative research, consisting of in-depth interviews with seven focus groups including: current Lightning sailors – what do they love about the Class; lapsed Lightning sailors – why did they leave; and future sailors – how do we attract them to the Lightning Class? The findings comprise a wide range of actionable opportunities and challenges in retaining, re-energizing and recruiting Class members. 
• Phase Two: Quantitative Research, develops three Positionings based on findings from the Qualitative research that we will test to a broader audience to gauge resonance and impact, including with the Class membership. 
• Phase Three: Marketing Tools, is the creation of practical marketing tools to present a unified brand and marketing message.
• Phase Four: Marketing Campaign, uses the tools created to market the Lightning Class to help re-energize and strengthen existing fleets, re-engage lapsed sailors, and recruit new members.