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Nipissing University Varsity Hockey: “Break the ICE!


Prepared by:

Diana Caragan Yvette Garcia Mindy Wiriya Sarika Nico Vega

BACKGROUND

1909: North Bay Normal School

1957: North Bay Teacher’s College

1967: Nipissing University

1992: Nipissing Lakers Men’s Hockey Team (OUA) (CIS)

• Mission Statement: “..The pursuit of learning through scholarship, teaching and research within a spirit of free enquiry and expression.” • Key product: Laker’s men hockey home game

OVERVIEW
• Objective: create brand awareness to gather all previous, current, and potential hockey fans. The Lakers wants to the target market to perform: - The target market to becoming active hockey fans/audience - Recruiting potential hockey team fans/audience That all current/loyal hockey fans

- Maintain a good communication and stay connected via social media
• Long-term Goals: – Keeping a secure relationship with private groups of investors – Maintaining and updating all promotional tools – Recruiting more hockey players from the junior leagues

TARGET AUDIENCE PROFILE
Demographics

• Total population (2011) 53,520 people • Median age Students (18-25), 34 years old, 45 years old, 51 years old • Gender Male/female • Median income 15+ years old in workforce: $23,470 34 years old: $32,857 45 years old: $50,000 51 years old: $49,375

OCCUPATIONAL ACTIVITIES
Employment Rate: 56.6% Sales and Services 23% 31% Government & Religious Inst. Management 18% 8% 10% 10% Business Services Others (agriculture, wholesale trade, finance, real estate, construction)
Source: City-Data

Educational services

PSYCHOGRAPHICS
Modes of Transportation

Leisure Alternatives: • • • • Lake Nipissing Skiing facilities 42 beaches Trails and parks

6% 12% Car (driver) Car (passenger) Public Transit 82%
Source: City-Data

Memorial Gardens Arena

HISTORIC PURCHASE BEHAVIOR

2001-2002 The Centennials (OHL) 2,314 people/game

2011-2012 North Bay Trappers (JHL) 664 people/game

DESIRED PERCEPTIONS

ELEMENTS USED
• Visual – Flyers, Television Ads, Billboards, E-mails, Newspapers. • Auditory – Radio • Verbal – Word of Mouth (Prior Fans, Family Members/Friends of Team) • Kinesthetic – Hockey activities through sponsorships in MIM leagues, charities and local events.

Central Idea: become advocates to the community about Hockey as a sport and bring people together within the community through hockey.

Positioning Statement
The target market should position the brand Among the top of the competitive brands.
Competitive Brands have: • similar target markets. • in the Varsity range, in organizations such as: Canadian Hockey League, Canadian College Athletics Association.

Differences from Competitors: • been around for 21 years, compared to some of the CHL leagues teams. (L'Oceanic 18 years, Drakkar 16 years) • The university has high standards for its varsity teams. • The lead coach was a graduate from Nipissing University this shows tradition • The only local varsity team, promotes team spirits

STRATEGIC PLANNING ELEMENTS
COLORS WORDS Lakers uniform colors: navy blue, green, white, and black Catchy phrases, funny slogan, easy to remember e.g. “Break the Ice”, “Keep Calm and Love Hockey”, “Friday Night Hockey” • Flyers with Lakers logo and game info • Posters with pictures of Lakers hockey team • Banner ads on website and social media with digital illustration Lakers logo, Group picture before or after the game, Close-up shot illustrates victory, determination, intensity Trajan (Sans Serif) Excitement, intensity, energetic, exhilarating Catchy tunes, upbeat, current hits (rock, pop, or hip hop)

COPY

PICTURE

FONT MOOD MUSICA L

OTHER TOUCH POINTS
Personal Selling Sales Promotion – contest, premium, billboard, transit advertising Direct Marketing – opt-in email, direct mail, cross-selling Social Media – Facebook, Twitter, YouTube, Flickr

WAYS TO COMMUNICATE THE CREATIVE MESSAGE

• Radio advertising - a 30 second commercial, 28 times a week (2 weeks) (15,000 listeners) • Television Ad - a 15 second commercial, 21 times a week (2weeks) (106, 000 viewers) • Newspaper Ad - half a page (1-2 days prior, preferably during weekends) (13,000 readers) • Transit Ad - 72” x 30” bus backs, 3 units (4 weeks) • Others - Handouts or Flyers to be distributed locally and on campus - Posters to be posted on local establishments, sporting goods, and campus • Social Media – Facebook, Twitter, YouTube, Flickr

SUPPORTING RATIONAL
MAJOR ACTION REQUIREMENTS Budget – $50, 000 • Personal Selling Flyers 5x4 T-shirt Souvenir cups • Radio Ad 2 weeks broadcast • Newspaper Ad ½ page weekend run • Social Media • TV Ad 3 times a day for 2 weeks • Transit Ad (public & campus buses) Super King 240”W x 30”H

Total cost Personal Selling – $80.00 Radio Ad - $1,400.00 Newspaper Ad – $1,342.00 Social Media – n/a TV Ad – $756.00 Transit Ad – $950.00

Total Expense - $ 4,528

MEASURE OF EFFECTIVENESS
Types of promotion

Suitable measures

• • • • • •

Personal Selling Radio Ad Newspaper Social media TV Ads Transit advertising
– Public buses – Campus buses

• Fans/ Non fans response • Number of broadcast
– Listeners – Contest participants

• • • •

Number of readers Number of followers Number of viewers Demographics

Contact Information:

Address- 100 College Dr. North Bay, ON, Canada Email - marcl@nipissing.ca (Sports information/ Marc Larochelle) Website- http://athletics.nipissing.ca/Pages/Contact Direct Office Phone- 1 (705) 474-3451 Ext. 4397