Case Study – Boatsetter
Shifting a Message from Features to Outcomes
Boatsetter is one of the fastest-growing technology companies in Florida. Based in Fort Lauderdale, Boatsetter is a peer-to-peer marketplace where people can legally and safely rent a boat from a private owner. Pioneering both the model and the industry’s first private-owner insurance coverage for renting watercraft, Boatsetter saw tremendous growth throughout the pandemic as they offered a safe way to connect with friends and family.
While the company has shown remarkable potential and benefited from an impressive string of successes, they knew something was missing. They knew there was a larger story to tell and they knew activating their purpose was where they wanted to start.
Coconspirator crafted a new messaging platform with their internal marketing team to put the customer at the center of the story. We looked at Boatsetter’s purpose and its internal values for inspiration. Their desire to “create memorable experiences on the water for everyone” was at the core of their brand and culture, which gave us every reason to use it as the genesis of our focus on showcasing what those experiences could be.
Building on the elements that make up a memory and the desire for human connection, we built a messaging platform to include both sides of this double-sided marketplace. We sought to connect the Boatsetter brand deeply with the core needs of users looking for a day on the water and those who had a vessel they would like to rent to others.
We worked diligently to carry this strategy forward across various touchpoints and collaborated with the data and analytics team to ensure measurements and metrics were in place. This assured us we would be able to garner insights to drive the evolution and refinement of the message once the 2021 season came to a close.
Additionally, we worked closely with Boatsetter’s CEO and President to identify team development opportunities, talent needs, and organizational changes and assisted with public relations messaging as Boatsetter set its focus on the next round of investment opportunities.
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