Dino Publishing

we make you a better storyteller we make you a better storyteller

“Content is compelling. Content is delivery agnostic. Content is global. Content is the driver that elevates your brand’s story from expected to unforgettable.”

-Doug Leik, President/Publisher, Dino Publishing

2DINO

PUBLISHING

8360°

CONTENT

26CASE

STUDIES

WHAT’S YOURSTORY?

All products are conversations. That makes brands conversationalists. How well

do you converse with your clients and prospects?

Good conversationalists surprise and delight, but they are also easily understood.

Their dialogue skills draw people in. Their stories connect with the audience

because they respect the audience’s needs, desires and point of view.

DINO PUBLISHING | 3

How good are your stories?

Does your narrative surprise, inform, delight?

Does your audience feel the connection?

It takes more than swimming in the same water to understand the point of view

of your customers and prospects.

Often, marketers simply say what they think they need to say, rather than what

prospects need to hear. But stories only resonate when you internalize your

audience’s perspective.

4 | DINO PUBLISHING

Pain points >> Benefits >> Features. Seems a reasonable formula on the surface,

but that’s everybody’s formula. What sets you apart?

Does your narrative connect with your prospects where they swim?

BETTER STORIES,DEEPER CONNECTIONS

DINO PUBLISHING creates lifestyle-rich messaging environments for brands. Across platforms and channels,

these consumer-centric communications reflect the lifestyle to which your customers aspire.

OUR COMPANY comprises marketing strategists and publishing experts, writers and editors,

photographers and designers, developers and analysts, all focused on making your company an indispens-

able part of your customers’ lives.

THE CONTENT is evocative, compelling and versatile. Dino creates content with legs—multidimensional

strategic assets that can be used throughout your organization and out into your delivery channel.

THE RESULT is deeper engagement that resonates with consumers and increases their value to the brand.

We bring your story to life, and present it using the highest production values and smartest technologies.

We make you a better storyteller.

DINO PUBLISHING | 7

Spread 4, how about changing last word (“live”) in pull quote to swim? connects to � rst sentence of copy and photo.

CONTENT

MAGAZINE/PUBLICATIONS

DIGITALOUTREACH

PARTNERSHIPS

EVENTS

PROMOTIONS

LOYALTYPROGRAMS

SOCIAL MEDIA

ADVERTISING/ COLLATERAL

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1

2

3

4

5

6

7

8 | DINO PUBLISHING

Bringing Your Story to Life. Building content synergy across channels, strategies, tactics

and audiences requires a depth of understanding. Enlivening your brand’s content ecology

requires consistency of message, on-point strategy, self-evident quality, well-earned trust

and consummate style in every execution. It’s about getting the story right throughout the

360-degree relationship you have with your customers. Let’s take a deeper look at some of the

most important touchpoints that content can empower.

DINO PUBLISHING | 9

“Content Marketing is all the Marketing that’s left.”

- Seth Godin

1 DIGITAL

EXECUTIONS

10 | DINO PUBLISHING

Website

Websites are the front door of every business. Dino writes and designs websites with great curb appeal,

welcoming prospects and customers in to look around, find what they need and look around some

more. Content-rich sites improve search results, but more than that they increase engagement through

audience-focused material. They also make prospects more informed buyers, helping them overcome

any resistance to purchase.

Email Newsletters and Content Sites

Newsletters powered with brand journalism and other engaging content nurture prospects until they

are ready to purchase, and remind owners why they bought in the first place, increasing satisfaction

and re-purchasing. Content-specific sites are softer-sell, emotionally wedded to a brand’s offerings

but allowing customers and prospects to engage without feeling they are merely targets for a sales

pitch. Newsletters and content sites also offer opportunities for traditional advertising placements,

sponsored content and integration from aligned co-marketing partners.

When the new searay.com launched, page views increased 93% on desktop and tablet

and 204% on mobile. Sea Ray’s prospect database grew in accordance.

A disciplined and well-executed content marketing strategy is consistent across executions,

including into catalogs and advertising. They are among the many different chapters featuring

the same narrative, with style, language, art and themes supporting the brand’s story arc.

Catalogs and ads can pair beautifully with a brand’s magazine, combining Why and What into

one truly compelling package.

2 ADVERTISING &

COLLATERAL

DINO PUBLISHING | 13

Catalogs must feature the same narrative, with style, language,

art and themes supporting the brand’s story arc.

Dino Publishing creates magazines and other print publications with high-production values that connect brands and

consumers in common purpose. Sometimes that content champions the lifestyles enjoyed by our clients’ customers.

Sometimes it highlights features and benefits of products or supports other tactical initiatives. But in every case it is

emotionally wedded to the brand story, affirming customer loyalty and sharing an aspirational message that resonates with

prospects. Magazines are also the perfect environment for like-minded brands and partners to connect through advertising,

advertorial and promotional opportunities.

Dino Publishing creates magazines and other print publications with high-production values that connect brands and Dino Publishing creates magazines and other print publications with high-production values that connect brands and

consumers in common purpose. Sometimes that content champions the lifestyles enjoyed by our clients’ customers.

Sometimes it highlights features and benefits of products or supports other tactical initiatives. But in every case it is

3MAGAZINES/PRINT

PUBLICATIONS


Content must be emotionally wedded to the brand story,

affirming customer loyalty and sharing an aspirational

message that resonates with prospects.

4SOCIAL MEDIA

Social media is a crucial channel in the content marketing mix, for several divergent reasons. The built-in two-way

conversation of social networks allows fantastic market insights and consumer goodwill if handled well. Perhaps even

more valuable, the organic third-party testimonials of sharing, liking, retweeting and linking provide compelling outreach

to fans and new prospects alike. Content and network selection are the keys to unlocking true social media value.

Whether promotional, educational, entertainment or brand-building, social content must have a laser focus on the needs

of the audience.


The organic third-party testimonials of sharing, liking,

retweeting and linking provide compelling outreach

to fans and new prospects alike.

Any high-touch marketing strategy must include events

where consumers can experience a brand (and its co-marketing

partners) in person. Effective strategy, tasteful execution

and careful alignment with customer desires are key to

successful events. And the real reach of effective event

strategy comes after the fact, as assets from the events

contribute to powerful content broadly amplified through

all channels, including the distribution channels of strategic

partners who have participated in the events.

Any high-touch marketing strategy must include events

where consumers can experience a brand (and its co-marketing

partners) in person. Effective strategy, tasteful execution

5 EVENT MARKETING

■ Launch party for new Chicago live/work/play

real estate venture

■ New York boat christening celebration,

co-hosted with Aston Martin

■ The L-Class Coastal Tour, featuring gala events

at six stops along the eastern seaboard

■ Exclusive Chicago Experience at Trump Tower,

with private Chicago River tour

■ Sea Ray Yacht Expo on Captiva Island, Florida,

featuring showings of a dozen yacht models

■ VIP gatherings and debut showings at boat shows in

Fort Lauderdale and Miami

■ “First Look” private showings at dealerships around the

country, with luxury transportation provided

DINO PUBLISHING EVENTS:


….assets from the events contribute to powerful

content broadly amplified through all channels…

YACHTEXPOWOmEn On WATEr

6PROMOTIONS

Well-executed promotions invite consumers to get in the game, driving participation and excitement. The hook for a good promotion

is like the hook for a good story, drawing you in and making you feel vested in how it turns out. The story analogy is apt because

promotions that sync up with the brand narrative increase participation and provide coherence that turns participants into true

advocates. Co-marketing partners can add juice to promotions and increase exposure out to their audiences.

■ All Day, Your Way 350 SLX Contest

(win a day on a Sea Ray)

■ Galley Gourmet Recipe Contest,

co-sponsored by Nobilo Wines

■ Boston Whaler One Legendary Giveaway/

The Journey Home product introduction and boat

giveaway

■ Sea Ray SLX Virtual Test Drive, with retail

incentives across the lineup

RECENT PROMOTIONS INCLUDE:


7PARTNERSHIPS

Great content marketing is an audience aggregator, creating a receptive market that builds great

partnerships. Content is a hook for pulling in eyeballs and co-marketing partners, and a megaphone

for sharing the messaging of symbiotic brands to each other’s audiences. Well-conceived content and

event properties support the brand goals of all participants.


Content is a megaphone for sharing the messaging of

symbiotic brands to each other’s audiences.

MARINE INSURANCE GUIDEExclusive to Sea Ray Owners

We’ve done the work for you.Easy Insurance Solutions from NBOA

8LOYALTY

PROGRAMS

Whether buyer rewards programs or social affinity programs,

owners club members are plugged into the brand for social

opportunities, as well as access to special offers and

experiences. Trust and self-identified brand affinity are at

the core of successful owners clubs, and members-only

content provides the storyline and benefit to increase

participation and deepen loyalty.

■ Membership: 196,018

■ Boat sales/redemptions: $1.51 B

■ Average retail selling price: $233,280

■ Percent of trade-up to larger Sea Rays: 84%

■ SROC Member Services (2012): 33,088 Touches

SEA RAY OWNERS CLUB STATISTICS TELL THE TALE:

Your distribution channel is more than just the point

of purchase; it’s also a primary source of information

and brand advocacy for your customers. The best content

marketing programs feed retailer marketing efforts and

ensure that both their messaging and brand experience

are consistent with the brand’s quality and effectiveness,

while generating more leads.

Your distribution channel is more than just the point

of purchase; it’s also a primary source of information

and brand advocacy for your customers. The best content

9DEALER

MARKETING


Fully 84% of SROC members have traded

up into a new Sea Ray from their previous model.

CASE STUDIES

Traditional marketing talks at people, while content marketing talks with them.

Dino Publishing develops strategic content to fuel a wide range of tactics that

help clients connect with their customers and prospects. Whether introducing

new products or sub-brands, claiming new brand attributes, connecting

with unexplored markets, empowering retail channels, rewarding fans, or many

other opportunities, content is the straw that stirs a powerful marketing drink.

Case studies on the following pages share the recipe.


Powerful content stakes claim, enlightens,

broadens and rewards, ultimately deepening your

brand’s connection/with customers and prospects.

S P R I N G 2 0 0 9w w w . f i s h e r p a y k e l . c o mneuet o m o r r o w ’ s k i t c h e n t o d a y

CASE STUDIES:

For Fisher & Paykel, the focus is “appliance innovation to inspire creative

living.” The content we create for the New Zealand-based brand must

appeal to both end consumers and the design and architecture professionals

who help those consumers choose the right appliances for their lifestyle.

Dino Publishing creates assets that can be retargeted to work well in

both B-to-C and B-to-B channels, while maintaining universal branding

and messaging consistency and quality. Neue is a magazine distributed

to designers and architects, but with an aesthetic that allows those

professionals to use it as a lookbook for their clients. Because that

content honors the brand’s innovation/creative living narrative, it is

easily converted for B-to-C channels and strategies, as well.

DESIGNING DESIRE

vo l.2 i s s u e 1w w w . f i s h e r p a y k e l . c o mneuet o m o r r o w ’ s k i t c h e n t o d a y

ne.wi10.cover.qxp:Layout 1 7/20/10 12:49 PM Page 1

The Idea House draws equal inspiration from traditionaland modern design, making the Texas seaside home thepicture of casual sophistication

BEAUTYBEACH

WORDS | ELLI THOMPSON PHOTOGRAPHY | JEAN ALLSOPP

on the

ne.wi.10.idea_Layout 1 6/21/12 12:59 AM Page 28

A Bold Look WestAs a historic Chicago district surges to life, its new residences are taking intrepid strides in design

WORDS | ROGER KAMHOLZ PHOTOGRAPHY | MIKE CALABRO

av.sp09.Chicago_Layout 1 6/21/12 1:07 AM Page 50

DESIGN & VISIONOut at the far edge of the world, Fisher & Paykel designers reinvent what appliances can do for innovation-hungry customers

WORDS | RANDY HESS

av.sp09.design2_Layout 1 6/21/12 1:05 AM Page 16


Retargeting content to work for

B-to-B and B-to-C channels.


CASE STUDIES:

Aston Martin is known for no-compromises luxury and performance. But to

steal mindshare from higher-volume luxury automakers, Aston Martin requires

a high-touch approach with direct access to prospects with both refined tastes

and deep pockets. The brand utilizes Dino for brilliant affinity marketing and

experiential events, adding panache and zip to those events and scoring direct

access to qualified prospects in brand-appropriate environments. At those

events, content is generated that is then distributed both to Aston Martin’s

owned audience and to the audiences of Aston Martin co-marketing partners.

GMC is a giant advertiser, but also a brand looking for stronger share in specific

markets like towing. Dino Publishing helps GMC reach this valuable slice of

the market by forging affinity-marketing relationships with marine brands that

include advertising, experiential and content marketing components. GMC and

boat brands appear in each other’s publications, catalogs, advertising, newsletters

and events.

DRIVING A MARKET

Both GMC and Aston Martin recognize the value of connecting

experiential and content marketing, using each to drive the other.

VIPTELOS

W E L L P R O V I D E T H E V .Y O U B R I N G T H E I . P .

• 10 29 •

O C T O B E R 2 9 T W E N T Y - F I F T E E N

TELOS.COM

322 | 820 | 833 | SPACEF O R I N F O R M A T I O N


CASE STUDIES:

This highly integrated, tech-forward, multi-location development is aimed

at young urban professionals for whom the lines between work, leisure and

home life have blurred. V. Collective embraces this new reality by delivering a

centralized, all-inclusive city lifestyle, and it needed a coherent storyline to

communicate the integrated benefits to people new to the concept.

Content marketing can effectively socialize novel ideas, walking people

from 60,000 feet to ground level, maintaining a focus on the through storyline

of change at every level. In every communication—from social and signage to

brochures and website—the innovation narrative is the driving story element.

Crayton Advisors takes on the challenge of re-inventing real estate

with the launch of V. Collective, a micro-community of

luxury residential, office, retail, fitness and entertainment spaces.

RE-INVENTING REAL ESTATE

CASE STUDIES:

Sea Ray’s yacht offerings faced an onslaught of Euro-styled luxury yachts with

modern design sensibilities that demanded both new product development and a

new storyline. This storyline needed to reclaim sophistication and luxury while

holding onto legacy brand advantages. Dino developed the L-Class sub-brand

narrative and redefined these select models as the pinnacle of Sea Ray’s artform,

a distinctive group of yachts that brought sophistication to the fore. Inspiration and

luxury were combined into the Inspired Luxury tagline, and the theme was set.

Innovative virtual reality executions and microsites combined with unique

experiential tours and tactical email content campaigns to help sell out three years

of advance production slots. People began buying yachts they wouldn’t get for

several boating seasons. Rock-solid strategy, compelling story and innovative tactics

are the recipe for brilliant content marketing and laudable sales success.

Rock-solid strategy, compelling story and innovative

tactics are the recipe for brilliant content marketing

and laudable sales success.

RECLAIMING SOPHISTICATION

B e g i n y ou r j ou r n e y w i t h a n L - C L a s s C o n C i e r g e t o day.

s e a r ay. c om / l - c l a s s

L 5 9 0 | L 5 9 0 f L y | L 6 5 0 | L 6 5 0 f L y

With its graceful lines and sophisticated aesthetic, an L-Class yacht captivates at first sight. But look closer and you’ll find even more to love: Powerful performance. Superior livability. Personalized customer service. Because when style and substance marry this beautifully, it’s

not about what a yacht can do for you; it’s what it does to you.

T r u e l u x u r y l e a v e s a l a s t i n g i m p r e s s i o n

With its graceful lines and sophisticated aesthetic, an L-Class yacht

L-Class_8.375x10.875.FINAL.indd All Pages 6/11/15 5:31 PM


CASE STUDIES:


DCS builds premium grills and kitchen appliances and has utilized content

marketing and custom publishing assistance from Dino to get the word out

and grow enthusiasm for high-end cooking technology.

The ideal DCS content rests at the confluence of design and cooking

information, with prominent profile and lifestyle angles to bolster third-

party endorsement from end users. Taste magalog combines both lifestyle

and product info in a convenient single piece of literature. The front of

Taste concentrates on food and cooking with a sidecar of design inspiration,

while the back gives the full product breakdown to help close the sale.

The result is perfectly symbiotic Why and What content.

GROWING AN APPETITE

Lifestyle and product info combine

in a convenient single piece of literature.

WELC

OM

E T

O T

HE

NEW

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A O

F B

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THE ROADMAP TO HAPPINESSHAS NO ROADS

Even if you have the weight of the world on your shoul-

ders, when you’re on the water, you’re floating. Element,

the revolutionary new 16-footer from Bayliner, brings

that transformational magic within reach. Whatever held

you back before is no longer in the way. So hit the road

toward a new kind of happiness—the water’s fine.

Whether you choose the Standard or optional Sport

configuration (includes a Sport Arch, gel coat color

choice, cooler, bow filler cushion and special hull graphics),

Element’s spacious cockpit and bow seating areas

promote onboard comfort and foster easy conversation

among passengers.

BUILT AROUND YOU, YOUR FAMILY AND YOUR FRIENDS

Element comfortably fits a family of four, with capacity

for up to six. At 16 feet, Element stows in most garages,

and its low towing weight is suitable for most compact

SUVs. Under-seat storage throughout and room onboard

for a cooler ensure that no gear is left behind.

6 16'2" 7'5" 1,570 lb 60-hp 12 gal

PERFORMANCE AND SAFETY,HAND IN HAND

Element has the power to pull a wakeboarder and the

speed to thrill a skier. Its high sidewalls, non-skid surfaces,

snug seating with well placed grab handles, and full-time

level flotation all help to provide onboard safety.

With Element’s innovative M-Hull,™stability is built in

TAKE TURNS TAKING TURNS

Element’s M-Hull™ improves stability while passengers are

boarding and reduces leaning as the boat turns. Familiar

automotive-style handling, 360-degree unobstructed

views, and one simple, easy-to-read, multifunction gauge

make learning to drive the Element a cinch.

AFFORDABLE BOATING HAS BEEN REDEFINED

With a low monthly bill, fuel-efficient outboard engine,

low-maintenance components and a lightweight build

that lessens your trailering load, Element changes every-

thing. The possibilities are bigger, the price tag is

smaller, and all the old excuses no longer apply.

Quick planing and clear sightlines improve driver visibility

element

Get everything to start your own Element adventure—

boat, motor AND trailer—for $0 DOWN and payments

on par with a cable bill. That’s about: $150 A MONTH*.

*Based on a transaction price of $13,500.00 plus estimated dealerprep, destination charges, taxes and registration with zero down at5.74% APR for 120 months. Subject to credit approval and not allbuyers will qualify for the above terms. Monthly payments may vary.Dealer sets actual price. See dealer for details.

Optional Sport configuration available with your choice black or red color

$0 down and about $150 a month*

www.StartBoatingToday.com

A NEW SHAPE, A NEW ERA

$150A M O N T H !*

Element’s “newness” story carried through all marketing including show displays and a unique fold-out “elemental” brochure that explored “ease” one fold-out panel at a time.


CASE STUDIES:

Bayliner launched the entry-level Element for people who were intrigued

by the idea of getting on the water, but were concerned it was difficult. At

the core, Element’s story is that it’s a “gateway” boat helping new-to-boating

prospects take on a new sport as easily as possible.

Dino developed the “Start of Something New” narrative: The Element

is uniquely easy to buy/own/use because of many of its attributes, and

it’s also the start of a new hobby and lifestyle for the purchaser. That

frame tied back to the hexagonal “elemental” design scheme, the basic

building blocks of a life on the water. The story, the design, the multiple

executions all clicked, making it the most successful new product launch

ever in the history of all the Brunswick boat brands.

“The most successful boat introduction Brunswick had ever seen,

we doubled our expected sales numbers.”

— Matt Guilford, Marketing Director, Brunswick Boat Group

STARTING SOMETHING NEW


YACHTEXPO

WINE 101SPONSORED BY

Nobilo events, advertising, contests and recipes provide hooks in both Nobilo and marketing partner content streams.

CASE STUDIES:

Nobilo Wines is a leading producer of New Zealand Sauvignon Blanc and

Pinot Noir wines, and cultivates an active, outdoorsy persona. The brand

aims to be approachable and for its wines to pair well with food.

Nobilo takes advantage of Dino’s content and experiential-marketing

expertise, participating in contests and tasting events, and providing

wine for other brands’ events. An emphasis is placed on image and event

capture in unique settings, as well as prestige rub off from other brands.

Nobilo events reap content that drives the active, outdoorsy narrative. This

content leads to print, email marketing and social executions that reach a

much broader audience than those who attend the events.

Placing emphasis on image and event capture in unique settings,

as well as prestige rub off from other brands.

DRINKING TO SUCCESS

DINO PUBLISHING | 3

Through its groundbreaking NextWave initiative, Sea Ray is proud to offer the newest, most

compelling lineup in the marine industry. Innovations include the unmatched performance of

Dynamic Running Surface;™ the noise-quashing Quiet Ride™ system featuring patented Tuned

Transom® technology; and SkyFlow Design,™ providing incredible flow of natural light. See these and other NextWave

breakthroughs on our latest models: the 510 Fly (shown), 350 SLX, 260 Sundancer and four all-new deckboats.

And that’s only the beginning.

innovative thinkinginspired execution

IS BRIGHT

BOATING’S FUTURE

www.searay.com

SEA RAY IS LEADING THE BOATING INDUSTRY THROUGH INNOVATION


CASE STUDIES:

Despite continually introducing new technologies and features, consumers

saw Sea Ray as no more innovative than any of its less innovative competitors.

Dino saw under-utilized competitive advantage and “repackaged” Sea Ray’s

disparate innovations into an intensive and cohesive program to “reimagine

the boating experience.” We dubbed the campaign Next Wave.

The Next Wave program promised Innovative Thinking and Inspired

Execution—both smart and well done—to assert Sea Ray as a dominant

global presence and a company of forward thinkers. Next Wave innovations

each got clever names, stories and individual content marketing efforts, but

all tied together to help Sea Ray own the innovation crown that had eluded it.

Next Wave content marketing tied together a disparate group

of features into a single brand attribute, asserting Sea Ray

as a dominant global presence and a company of forward thinkers.

OWNING INNOVATION

A N O T H E R N E X T WA V E I N N O V A T I O N

Quiet Ride™

QuietRide_Buckslip_4.325x8.375.indd 1 12/11/14 2:24 PM


SKYFLOW™

SkyFlow_Buckslip_4.325x8.375.indd 1 12/11/14 2:25 PM


DynamicRunning

SuRface™

DynamicRun_Buckslip_4.325x8.375.indd 1 12/11/14 2:26 PM

ConCealedoutboard

ProPulsion™


Concealed_Buckslip_4.325x8.375.indd 1 12/11/14 2:26 PM

DINO PUBLISHING | 3


Jordan events, co-marketing participation and customer relationship maintenance are built around a consistent story told with production values matching the band’s overall quality.

CASE STUDIES:

Jordan Vineyard and Winery recognizes that wine aficionados need a good

story with their selections, and Dino has tied together the art in the bottle

with the art of storytelling. From advancements in fruit sourcing, oak aging,

precision farming and conserving natural resources to diversifying agriculture

and creating new visitor experiences at its Healdsburg winery, Jordan has

maintained a relentless quest to improve with every vintage.

This great story begs to be told well, and to the right people. Well-thought-out

content marketing was a natural for introducing all of those improvements

to a customer base thirsty for more insight and familiarity.

Well-thought-out content marketing has tied together the

art in the bottle with the art of storytelling.

REWARDING GOOD TASTE

THANK YOU

Dino Publishing offers a suite of integrated content and marketing solutions that are innovative,

scalable and ideal for any brand attempting to define and differentiate itself. Content is compelling.

Content is mobile. Content is the driver that elevates your brand’s story from expected to

unforgettable. Dino can make your story truly resonate with customers.

let us help make you a better storyteller

350 West Hubbard Street | Suite 400 | Chicago, IL 60654 | (312) 822-9266 | dinopublishing.com

For a deeper discussion about the value of content, please contact

Doug Leik at [email protected] or (312) 822-9266.

we make you a better storyteller 350 West Hubbard Street | Suite 400 | Chicago, IL 60654 | (312) 822-9266 | dinopublishing.com

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