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 Teachers College

1967: Nipissing University

1992: Nipissing Lakers Mens 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: Lakers 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 page weekend run Social Media TV Ad 3 times a day for 2 weeks Transit Ad (public & campus buses) Super King 240W x 30H

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