Creating the social network for the boating community

About the client

The National Marine Manufacturers Association (NMMA) is dedicated to advocating for and promoting the strength of marine manufacturing and the boating lifestyle. NMMA is the nation’s leading trade association representing boat, marine engine and accessory manufacturers.

Opportunity

The National Marina Manufacturer’s Association (NMMA) is a non-profit that represents major boat manufacturers. NMMA had worked with it’s members to create the new “Discover Boating” campaign in partnership with the legendary creative agency, Cutwater. The campaign slogan — “See you out here” — served as a call to action for people to get out on the water. The campaign delivered. But NMMA needed a digital platform to take them to the next level.

Solution

The pandemic was a significant setback for the NMMA. Its primary value proposition was hosting boating shows for the industry. Due to COVID, the NMMA could no longer host these shows.

Struggling to stay relevant, NMMA needed new ideas. Through our Transforming Thinking Workshop, we developed a new idea for a social network on the water that was a direct expression of its new brand messaging.

We designed a new digital experience designed to be intuitive, entertaining, network-building, and habit-forming.

The design was built with a focus on delivering immediate engagement via an easy-to-use interface, delighters to drive engagement throughout, and reinforcements to improve the probability of ongoing re-engagement. Most importantly, the experience drove referrals organically. It’s not always smooth sailing. But the NMMA is now the social network for boaters.

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