black ice hockey rink project

Your Firm Communication Plan Black Ice Hockey Rink

Designed by: Korrie Lamarre

Black Ice Hockey Rink Communications Plan

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Table of Contents

Business Overview…………………...... 3-4

Communication Launch Plan………… 5-15

Crisis Communication Plan…………. 16-20

Employee Communication Plan……. 21-25

Community Relations Plan………….. 26-30

Appendix

o Flyer for Schools……………………….31

o Small Cards…………………………….32

o Website Homepage……………………33

o Coupons…………………………….34-35

o Contact Card……………………………36

o Skills for Lessons…………………..37-40

o Ice Arena Rules…………………….41-44

o Team and Employee Apparel…….45-47


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Business Overview

When you pull into the parking lot, you see a giant building and you can only

imagine what is inside of it. When you walk into Black Ice Hockey Rink, you come to

discover that there is a Pro Shop, a concession stand, locker rooms, three full sized ice

rink, a skate rent stop, flat screen televisions to keep up with your local and

professional hockey teams, vending machines, and a snack shop. According to some

other hockey rinks, this is much bigger than others.

The two outside rinks are NHL approved sized rinks, which are 80’ x 180’ to 85’

x 200’. This rink is more than 7200 square feet. The middle rink is a little smaller

which is 48’ x 80’ to 60’ x 120’. This rink can be anywhere from 3840 square feet to

7200 square feet. The middle rink will be mainly used for figure skating lessons and

rat time. The outside rinks will be used for hockey games and hockey lessons. There

are many different types of lessons available for both figure skating and hockey

lessons.

The Pro Shop will have all types of gear in many different brands for both

figuring skating and hockey. The different hockey brands to include in the skate

shop are Easton, CCM, Bauer, Rbk Hockey, Warrior Hockey, and Reebok. The items

that I would need to include for hockey is senior ice hockey skates, junior ice hockey

skates, ice skate holders and runners, recreational ice skates, composite hockey

sticks, wood hockey sticks, helmets, cages, shields, gloves, elbow pads, shin guards,

shoulder pads, inline pants, girdles, bags, hockey jerseys, hockey socks, hockey skate

laces, mouth guards, pucks, and tape. The different figure skating brands are

Jackson, Riedell, Harlick, GAM, MK, and SP-Teri. The items that I would need to

include for figure skating is boots, blades, tights, bag, skating apparel - dresses,

jackets, pants, shorts, shirts, and skirts, laces, boot covers, skate guards, and blade

protectors. The most important part of the skate shop is to have a blade sharpener

and a boot stretcher.

Black Ice Hockey Rink is located in Crystal Lake, Illinois on East Prairie Street.

Crystal Lake, Illinois is committing to becoming an area that is known for high

quality but is enjoyed by both citizens and businesses of the community. The

community has a population of 40,743 people today. This area is a leader in the

region for planning, growth management and municipal services. This brings all

sorts of people and age ranges to Black Ice Hockey. Within this community, there are

three high schools, 10 elementary schools, and four junior high schools. The main

demographic of this area is married couples and families.


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Black Ice Hockey Rink will be open:

Money through Friday: 9:30 am to 9:00 pm

Saturday and Sunday: 8:30 am to 9:00 pm

Holiday hours:

Rat Time: Wednesday, Friday, Saturday, and Sunday: 7:00 am to 9:00am

The prices for all skate classes, free skate, and rat time are:

Figure Skating Beginner Lessons: $153.00 (9 weeks)

Figuring Skating Advanced Lessons: $171.00 (9 weeks)

Private Lessons: $262.00 (Winter and Spring)

Hockey Skating Lessons: $162.00 (9 weeks)

Public Skating:

o $6.00 Adults

o $5.00 Child 6 and Younger

o $5.00 Senior Citizens

o $2.00 Skate Rental

Rat Time

o Youth (Midget through High School):

$7.00 at door

o Adult (18 and older):

Goalies are Free

$10.00 at door


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COMMUNICATION LAUNCH PLAN RESEARCH

o Research the demographics of Crystal Lake, Illinois

Age

Gender

Race

Socioeconomic status

o Local Residents

Families

Couples

Teenagers

Local media

Northwest Herald Newspaper

Crystal Lake – Cary, IL Patch

Media

Local organizations

Local non-profit organizations

Other local hockey rinks

Barrington Ice Arena

Crystal Ice House

Leafs Ice Centre

Public Transportation

Pace Bus

Metra train

Cab Services

To research the demographics of Crystal Lake, Illinois is to look at age, gender,

race, and socioeconomic status. By doing this, it will get more of an idea on who

would be interested in going to the ice rink and the type of prices to charge so the

business would make a profit.

The local residents that live in Crystal Lake, Illinois are families, couples,

teenagers, local media, media, local organizations, other local hockey rinks, and

public transportation. The local media consists of Northwest Herald Newspaper and

Crystal Lake – Cary, IL Path. The other local hockey rinks are Barrington Ice Arena,

Crystal Ice House, and the Leafs Ice Centre. The Public Transportation that goes

through Crystal Lake, IL are the Pace bus, Metra train, and cab services.

The plan for this communication launch is the mission, communication

mission and the goals.


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Planning

o Mission

The mission of Black Ice Hockey Rink is to provide suburban

Illinois with a family/friendly hockey rink that has many

different activities that can bring all family members too.

o Communication mission

To communicate the cultural experience, as well as, the services

offered by Black Ice Hockey Rink to potential customers,

employees and become a staple in the local community.

TARGET AUDIENCES

Demographics of Crystal Lake, Illinois Families

Couples

Teenagers

Local Media

Local Non-Profit

Media

o Print Media

Newspapers

Magazines

o Social Media

Facebook

Twitter

Instagram

o Other Media

Radio

There are many families in Crystal Lake, Illinois. By targeting this group and

establishing special deals and more direct advertisement, we believe we can grow

our customer base and establish our image as a family-friendly environment.

We strive to advertise to couples because changing up the average date night

can show how much fun ice-skating can be!

This demographic targets high school students and middle school students.

Advertising to teenagers will benefit Black Ice Hockey Rink because it can bring in


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groups of teenagers looking for something new and different to do with their friends

on the weekends.

After conducting our research, we will know what businesses surrounding

Crystal Lake, Illinois by having strong customer bases and have similar missions to

Black Ice Hockey Rink. This will help us know what businesses to target for

promotional events and partnerships in order for out customer base.

After conducting our research, we will know what non-profits surrounding

Crystal Lake, Illinois have similar to Black Ice Hockey Rink. These will be the

organizations we will be in contact with for special events, fundraisers, and/or

partnerships in order to promote our name within the McHenry County Area. This

will help establish our mission to provide a safe and entertaining environment

within the McHenry County Area.

After conducting our initial research, we will be able to compile a list of all

media outlets throughout McHenry County and what demographics they reach. We

will establish relationships with this media in order to advertise our events and

attract and build a large customer base. This will help create awareness of our

business, our mission, and out contribution to the local community.

Goals 1. Create awareness for Black Ice Hockey Rink in Crystal Lake, Illinois.

2. Establish the image of a family business that supports local businesses.

3. Establish a customer base among the targeted audiences and maintain these

customers.

Goal One: Create awareness for Black Ice Hockey Rink in Crystal Lake,

Illinois.

Objective One: Have 50% of the local students aware of Black Ice Hockey Rink at 6

months

Strategy One: Have local hockey teams show that the new coming hockey

rink is sponsoring team.


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o Tactic One: There are many high school hockey teams in Crystal Lake;

by having the Black Ice Hockey Rink logo on their team apparel will

gain the communities attention.

This will get the publics attention and the community will

become curious on what it is.

This will get different groups communicating on what Black Ice

Hockey Team and when they can go to the rink.

The high schools team can show that Black Ice Hockey Rink is

going to be their new home for their hockey games and

tournaments.

o Tactic Two: Hand out flyers to local elementary schools, junior highs,

high schools, and local colleges

Can have the flyers go home with the elementary schools and

junior high students

Parents can be going through their children’s paper work and

notice the flyer

High schools can make a announcement over the media com for

anyone who is interested in lessons or free skate

The flyers will be sitting out in the front office available for

anyone who wants more information

Local colleges can have flyers in the main office and in the sports

department

College students who are out of season can pick up another

sport to stay in shape

College might not have the sport or activity at school and

student may be interested in trying something new

Strategy Two: Create before opening advertisement campaign

o Tactic One: Create small cards to be placed on car windshields

Place small flyers about the business on the windshields of cars,

including the grand opening, special events going on during

special events weeks, services offered by the business and

information about our website and a 10% discount on any

service.

Strategy Three: Have a neighborhood “block party”

o Tactic One: Have local restaurants and businesses come

Shows the Black Ice Hockey Rink is not an enemy to other local

businesses

Promotes other local restaurants and businesses

o Tactic Two: Get the media to come


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Promote Black Ice Hockey Rink and other local restaurants and

businesses

Media will want to come because professional hockey team will

come

o Tactic Three: Have local professional hockey teams to come (Chicago

Wolves)

Use to get more people to come

Sign autographs

Kids will want to be like them – someone to look up too

Will want to sign up for classes

o Tactic Four: Can have people go in to skate

Experience the rinks

Objective Two: Participate in 75% of large community events in the suburb during

the first year

Strategy One: Determine what the local events are in the area

o Tactic One: Visit the town website

Strategy Two: Choose 75% of the events for the town and contact the people in

charge of hosting those events via email

o Tactic Two: Offer some type of a service whether it is a booth or

volunteering at the event.

Goal Two: Establish the image of a family business that supports local

businesses.

Objective One: Have 3,000 people come to Black Ice Hockey Rink within the first 60

days of being open.

Strategy One: Have a free day for the community to come in and experience

the rinks, the classes, free skating, and Pro Shop.

o Tactic One: Have a sign up sheet for people who are interested in

signing up for classes for themselves, children or family members for

when the rink is fully operating.

Can send out a reminder email saying that they did sign up for

classes 60 days prior to opening

Send out an email to come in and fill out paperwork to get into

classes

o Tactic Two: Hand out a 10% of coupon to the people who are interested

in signing up for classes. This would help bring people in for lessons

because of the cheaper price.


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When sending out email for coming in to fill out paperwork for

classes and remind them of their 10% off coupon for lessons

o Tactic Three: Hand out a coupon for 25% off of a single item for

figuring skating or hockey gear.

If customer is new to figure skating or hockey, they will need

new skates and the coupon can be used towards the skates.

New skates are the most expensive piece of gear

o Tactic Four: Hand out a coupon for a day or night of free, free skate.

Can use the coupon to break in skates

Can come in to practice skills

Can come in just for fun

Strategy Two: Grand Opening Event Launch

o Tactic One: Live Music

The Friday that the business opens, there will be live music

from local bands

o Tactic Two: Giveaways

Customers will each receive a puck with the Black Ice Hockey

Rink logo on it

o Tactic Three: Raffle

People can fill out a card for the raffle and the people who

win will win 5 free - free skates (including skates), discounted

food at concession stand, and a discounted birthday party rate

o Tactic Four: Ribbon cutting ceremony

The morning of the opening day, there will be a ribbon

cutting

Invite media via press release one week before ceremony

with a story about growing business in Crystal Lake, IL

area.

Have live music

Have employees handing out coupons and flyers on the street

to attract potential customers

Goal Three: Establish a customer base among the targeted audiences and

maintain these customers.

Objective One: Collect contact information from all customers

Strategy One: Set up customers accounts


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o Tactic One: Have an account with the customer’s and the classes they

have done

Include general information such as name, phone number, email

(would you like to receive updates and coupons) and zip code

Easy to contact customer for classes cancelled, weather

updates, early closings, and for emergency’s

Will be kept on business computers

Will be updated every 6 months

Will verbally ask about information updates

Happen when checking in for classes or rat time

On computer program will have the date on when they

filled out contact card

On computer program will have the two 6 month dates

on when to update contact card

This will continue as long as the customer continues to

come in

Objective Two: Have 5 positive reviews in the first month of business in local media

Strategy One: Submit 2-3 press releases in the newspaper for each quarter

o Tactic One: Direct media to the media page on our website

o Tactic Two: Send media editors samples of out products food

o Tactic Three: Send a media kit

The media kits will include a hockey puck with Black Ice Hockey

Rink’s logo on it, a free skate coupon, a list of our events coming

up, information about the company’s goals and mission,

informational handouts and contact information to be used if

there are any further questions.

Objective Three: Include advertising and stories in the media for Black Ice Hockey

Rink up to 3 months prior to opening day

Strategy One: Develop Media Campaign to publicize services

o Tactic One: Drop off donuts and coffee for morning radio talk hosts –

One month before opening drop off donuts and coffee to radio talk

show hosts to encourage them to discuss your product on the air,

include a flyer, a list of the classes available and free skate hours.

Have 3-5 radio interviews during the first month in business

o Tactic Two: Invite media to all events being hosted during the opening

– Be sure to give them a list of the events and how they can participate.


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TIMELINE One year prior

January

o Research demographics of Crystal Lake area

o Start creating information materials

o Begin advertising campaign in newspapers and publications

o Personally ask businesses to cross promote

o Send media kits out to local media to promote opening and

products

o Begin training employees

February

o Launch Website

o Launch Social Media

o Create all flyers

o Create coupon books

o Contact local businesses to participate in “Block Party”

o Create advertisements for opening events

o Send press release about Grand Opening and events

o Place advertisements cards on cars in a 5 mile radius 1 month

prior to opening

o Begin printing coupons on the back of grocery stores receipts

o Send out flyers to local elementary schools, middle schools,

high schools, and local colleges

o Create newspaper advertisement for February

March

o Place advertisements on cars one week prior to opening

o Put up Grand Opening sign one week prior to opening with

signs in the window announcing opening week

o Send out advertisements for opening week events

o Send out the first newsletter to those who have signed up on

our webpage

o Print Grand Opening Discount flyer to local grocery stores

and sports stores

o Create new newspaper advertisement for March

o Ask businesses to place informational materials and coupons

at their registers to encourage business relationships

o Invite media to attend Grand Opening Events

o Send Grand Opening press releases to local radio and

newspaper stations


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o Invite media for reviews of Grand Opening

April

o Have businesses continue to promote coupons

o Send press releases to local radio stations to invite for

interviews

o Start opening month evaluations to create benchmark data

o Create a new advertisement for newspaper

May

o Invite radio to interview Black Ice Hockey owners and

customers as a follow up

o Create new news advertisement

o Start Q1 Evaluation

June

o Send out press releases inviting media to review Black Ice

Hockey Rink amenities


July


o Send out 2nd Quarter newsletter

o Invite media for reviews

Augustana College

o Create new news advertisement for Augustana College

o Start Q2 Evaluations

September

o Create new news advertisement for October

o Invite local public broadcasting stations for….

November

o Send out press release for upcoming fundraisers and drives

o Create new news advertisements

o Create press release for community event calendars

December

o Send out Q4 Newsletter


o Begin Q4 Evaluations

o Begin Year Evaluation


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BUDGET Advertisements Placed in

Newspapers

$2,000

Flyers/Brochures for Community $4,000

Website Design $1,000

TOTAL $7,000


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EVALUATION

Launch follow up would be necessary to track satisfaction by using surveys as

a method for in-progress and summative evaluation.

o Customers would be asked to take a survey of their experience at Black Ice

Hockey Rink. In this way a benchmark of customer satisfaction at the

beginning of the launch and then repeat this survey again after one year of

business can be created.

These surveys could be used as in progress check up procedures at the

end of each quarter to demonstrate successes in maintaining and

keeping customer satisfaction.

The main goals and objectives during the first year of service are to create

benchmark numbers for future years of business. With that in mind, it is

important to evaluate how well events were attended and whether or not it

was worth the time and effort spent on the project.

o I would do this through records of attendance and sales versus requests to

repeat the event that had been received.

As a summative evaluation I would see what goals were met during the first

year in business and which goals were yet to be met.

o From there I would research causal explanations for certain correlations

between the business sales and customer satisfaction to determine which

direction the company should choose to go in from the end of the first year.

A second survey of community reception will be necessary in order to compare

to the original benchmark data collected from the prior to opening research

survey.

o It would be also necessary to do a content analysis of local media reports in

order to demonstrate their effectiveness to be used as benchmark data later

for our media relations campaign.


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CRISIS COMMUNICATION PLAN

CASE: Black Ice Hockey Rink has many volunteers that come in and help run open

skate. All volunteers and employees are required to go through a background check.

After doing background search on one of the newest volunteers, it has come to my

attention that he has a sex offender on his records.

RESEARCH

Target what went wrong and how we improve on who is volunteering.

o First step would be to talk to the volunteer one-on-one and get an

understanding on why child molester is on his background search.

After getting a understanding from what the volunteer has told

me, I would go to the volunteer’s mentor and the court.

o Second step, would be to look into how other organizations have

handled the same type of situation. I would do this by looking at

newspapers, social media, and how the community handled the

situation.

By looking at the different articles, will help Black Ice Hockey

Rink get an idea on how to handle the situation.

Black Ice Hockey Rink would come with a policy on going

through more of an extensive background check on both

employees and volunteers

o Final step would be to let the media know on what has happened at

Black Ice Hockey Rink and how we are planning on taking care of the

situation.

Would talk about how we are taking care of the situation and

how we are going to make sure this doesn’t happen again so all

of our customers, employees, and the community feel safe to

come into Black Ice Hockey Rink.

PUBLICS Local Residents

o Families

o Couples

o Teenagers

Local Media


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o Northwest Herald Newspaper

o Crystal Lake – Cary, IL Patch

Media

Local organizations

Local non-profit organizations

Other local hockey rinks

o Barrington Ice Arena

o Crystal Ice House

o Leafs Ice Center

In this situation, the most important publics would be the local residents and

the media. By getting this information out to the local community could be terrible

for Black Ice Hockey Rink for all busy opportunities. The local residents: families,

couples, and teenagers would not want to come to a business that has a volunteer

who is known for having a sex offender working there. If the media were to find out,

they would be putting it into all of the local newspapers for the community to know.

This would be bad because it would be very difficult to come back from something

like that.

GOALS 1. Rebuild the strong, positive image of Black Ice Hockey Rink

2. Run a successful and profitable business

Goal 1: Rebuild the strong, positive image of Black Ice Hockey Rink

Objective one: Communicate with 100% of employees and volunteers

Strategy one: Increase public communication about changes to procedures

with volunteers

o Tactic one: Have one on one meetings with all employees and

volunteers

Explain to each employee and volunteer one on one on what is

happening and how we are handling the situation

If any employee or volunteer feels uncomfortable they can

personally tell me right then instead of in front of a group


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Anyone who is uncomfortable with this information and wants

to be put in a different area or work at different times with this

volunteer can be worked around.

Hang posters in the office to motivate trust in one another

Place a comments and suggestions box in the break room

Objective two: Spread awareness of our 75% of our customers about the positive

changes being made within our organization

Strategy one: Utilize the media to help spread the message

o Tactic one: Create a news release to send out to the media on what has

happened and how Black Ice Hockey Rink has included new policies

with background checks.

Can include on how we are improving our business to be better

for our community

o Tactic two: Include a meet our staff page on our website with profiles of

our professional employees and the names of our volunteers

This way the community can look at who is working at BIHR and

what they have done in their past.

Goal 2: Run a successful and profitable business

Objective one: Increase awareness of the target audience of their importance and how

the effectiveness of our customers by 25% within the first six months

Strategy one: Show to our customers that we serve them 100%

o Tactic one: Make sure that all of our customers feel comfortable coming

into our environment

When having the customers feel comfortable they will

recommend Black Ice Hockey Rink to their friends and family

o Tactic two: Put out a suggestion box for the customers on how to

improve our environment so they feel more comfortable on coming

back

o Tactic three: Take the suggestions and actually show to the customers

that we would be working on using their suggestions to make Black Ice

Hockey Rink a better place

Objective two: Increase overall customer satisfaction by 25% over the next 6 months

Strategy one: Use feedback from customers to be more fitting to their needs

o Tactic one: Use the suggestions to keep track of customer satisfaction


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o Tactic two: Include email surveys and links on all internet based

sources that discuss our customer feedback and satisfaction

TIMELINE Day of the incident

o Day 1

Talk to the volunteer

Contact mentor

Begin research on how local businesses handled situations

o Day 2

Hold a staff meeting and explain on what we have came across

and if they have any concerns or questions

Have an idea on how we would like to handle having the

volunteer working at Black Ice Hockey Rink

Determine if the situation has received any coverage in the local

media

o Day 3

Implement the new policies to employees and volunteers

More thorough background checks

Volunteer was cleared by court and would only be

working with adult teams

Create a news release to the local newspaper explaining what has

happened and how we are taking care of the situation

Will continue on being a great environment for family and

friends

o Two months post-incident

Send out a news release stating on how great things are going at

Black Ice Hockey Rink and will continue to stay that way

BUDGET

Resources Quantities Costs

Suggestion boxes 2 $30

Policy change letter 10 $1.50

Printing 150 $100

TOTAL: $131.50


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EVALUATION

On three separate occasions; once at a one-month period, a three-month

period and a six-month period; have a separate meeting with employees

and volunteers to see how they feel they are satisfied with the changes.

o See if the employees feel comfortable with the policy changes, notice if the

customers seem happy with the changes we have made and see if they have

any suggestions about anything.

Perform analytics on how often out story was reached and which Internet

media was out strongest source of spreading the word. I would also collect

coupons to get an idea on how many people were reached via that source.


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EMPLOYEE COMMUNICATION PLAN

At Black Ice Hockey Rink, takes pride in ourselves on the personal attention

our staff members give to each customer. Our customer’s satisfaction with the

business and out products depends greatly on the service they receive. Therefore, we

need employees that are knowledgeable, motivated, and satisfied in their jobs. The

goal of the employee communication plan is to have a strong staff, dedicated to

customer service and representing Black Ice Hockey Rink in a positive light.

RESEARCH

Benchmark Data

o Employee satisfaction surveys will be completed bi-annually

o Weekly meetings

Attendance at training refresher workshops

o Turnover rate

o Number of sick days allowed/taken

Successful Companies

o Study the internal strategies of successful companies in the area

o Model incentive programs and training programs after relevant existing

businesses

Other research

o How do new employees learn about job openings

o Why do people quit

AUDIENCE Current employees

o Our employees are the most important audience in this communication

plan. They will be the receiving ends of most of the internal media and

their response to the initiatives directly impacts the productivity and

success of the business.

Potential employees

o Has to be able to prove that they can do the skills that they are applying

for

Different skill level classes

Management


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o Our management team will be interested in this plan because they will

need to facilitate many of the strategies. They will also be at the

receiving en of much of the internal media, and their response to the

plan will determine its success.

GOALS

1. Establish and maintain two-way communication between employees and

management

2. Employees are motivated and dedicated to their work

Goal 1: Establish and maintain two-way communication between employees and

management

Objective one: Maintain 90% positive feedback on employee satisfaction surveys

Strategy one: Hold monthly staff meetings for all employees and weekly

management meetings to which all employees are invited if they wish to

attend

o Tactic one: On a white board, have reminders of when the monthly

meeting will be held

o Tactic two: The week before the meetings, make sure employees initial

next to the date to prove that they will be there for the meeting

For employees who cannot attend the meeting will have to leave

a note for the managers on the reason why they cannot attend the

meeting.

o Tactic three: On the white board in the front office, there will have all

of the important information that all employees need to know.

This will change weekly/monthly due to what is happening that

month

Strategy two: Encourage employees to have their voices and opinions heard

o Tactic one: This important information will also be on the website

under the employee page, were they have to login with their employee

code and pin.

This way customers and the community won’t see this

information

o Tactic two: Managers will take the suggestions from the suggestion box

and will discuss on how we can improve that suggestion to make Black

Ice Hockey Team better.


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Objective two: Ensure that all of our employees feel like an important part of the

company

Strategy one: Stress employee well-being and safety

o Tactic one: Hang safety posters in the front office, behind the counter

in the pro shop, behind the counter at the skate rental hut, and inside all

of the rinks.

o Tactic two: Hockey helmets must be worn inside rinks

o Tactic three: Skate guards must be worn

Don’t wear skates on bleachers

o Tactic four: All gear must be worn during lessons

Strategy two: Recognize employee achievements with incentive program

o Tactic one: Allow customers and coworkers to write and submit

comment cards about an employee who was particularly helpful or

made their visit a pleasure

o Tactic two: The employee who receives the most positive comment

cards will get employee of the month star

o Tactic three: The employee who gets employee of the month will receive

a gift card for a free lunch.

Strategy three: On the homepage of the website will include who was the

employee of the month

o Tactic one: Feature employees that have been particularly helpful each

month as a way to recognize their hard work so employees feel

appreciated

o Tactic two: Share information such as birthdays, engagements, etc. so

that employees feel like a part of the company

Goal 2: Employees are motivated and dedicated to their work

Objective one: Employees continue to show they can perform 75% of skills

Strategy one: Skating teachers will have to show they can perform the skills

they would like to teach

o Tactic one: Each month the skating teachers who would like to move up

to a higher level of skating, has to prove they can complete those skills.

Managers would be the ones judging on whether or not they can

teach that class or would have to stay at current level

Depending on how long employee has been with Black Ice

Hockey Rink, will be put up for a raise

All skills are listed in the appendix


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Timeline

June

o Hire managers

o Begin recruiting employees

o Develop training program for employees

August

o Hire employees

o Employee training programs begin

o First monthly internal newsletter

SKILLS FOR TRAINING EMPLOYEES Once the applicants get hired, they would have to go through a set training for

each position. Even though the applicants are hired because of their skill sets, they

would still be required to go through a set training period so everyone would be on

the same page and how things will be done.

TRAINING EMPLOYEES When training the employees, each group of employees would go through

different types of training. The snack shop and open skate employees would be

trained together because both of those groups will be able to work both areas. The

skate shop would be trained in how to keep inventory stocked, what needs to be

ordered for the store, how to sharpen skates, how to stretch skates, and how to

properly fit customers on gear. All of the figure skating teachers would be all trained

together because that way they would be able to teach all levels and incase anyone

ends up sick or have a family emergency. That way they can easily fill in for each

other. The hockey skating teachers would be all trained together because they would

be able to teach all levels incase anyone ends up sick or a family emergency. That

way they can easily fill in for each other.

BUDGET Resource Cost

Initial expenses $500

Training $75 per new hire

Incentives $150 monthly

Miscellaneous $150 monthly


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Evaluation

Establish and maintain two-way communication between employees and

management

o To decide whether we have met this objective, we will use benchmark data

from the initial satisfaction surveys and compare each to the last.

o Will look at participation at meetings and on the online discussion forums. We

will also have an item on the satisfaction survey measuring how important

each employee feels to the company


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COMMUNITY RELATIONS PLAN

RESEARCH Determine annually which method of interaction is best preferred to draw in

customer volunteers to community events

Determine the impact made by similar sized businesses in the local

community

Community research will need to be conducted through surveys and looking

census numbers to determine the type of audience that will be necessary to

target in order to yield the best results in making a difference in the

community

PLANNING

Mission

The mission of the community relation’s plan will be to help the community

to grow into a more beautiful place to live through our commercial services as

well as to service the public.

Publics

Local businesses in Crystal Lake, IL

o Local groups that live about the business and therefore house potential

customers and necessary departments for business in the community.

Business/Media

o These audiences are important for business relations, as well as, media

relations in order to increase the awareness in the business community

and the local and regional community through their services.

Website

Social Media

GOALS 1. Demonstrate that Black Ice Hockey Rink has a genuine interest in the local

community

2. Develop relationships with the local community


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3. Create an atmosphere of connection between employees and the community

they serve

4. Utilize relationships with the community to build a more positive image for

Black Ice Hockey Rink

Goal 1: Demonstrate that Black Ice Hockey Rink has a genuine interest in the local

community

Objective one: Utilize service opportunities in order to build employee and customer

relationships by 20%

Strategy one: Host 2 annual projects to clean up/beautify the community

o Tactic one: Forest Preserve Clean Up – The forest preserve cleanup event

would consist of employee and customer volunteers working together

to cleanup an area park or forest preserve.

Contact local media about events

Submit press release to local media

Contact local radio personalities offering interviews and a

schedule of events

Record participation and hours of service for metric reference

Goal 2: Develop relationships with the local community

Objective one: Correlate quality with company name (develop a positive association)

by 25%

Strategy one: Create communications for philanthropic efforts visible to the

general public

o Tactic one: Create a boilerplate for all company sent emails that details

the importance of philanthropic efforts in the community according to

the company.

o Tactic two: Include a Philanthropy tab in the main web design

Include all information about our upcoming events and drives

for customers and potential customers to see

Include links to all of the organizations that Black Ice Rock Rink

has sponsored or hosted events with during the year

Goal 3: Create an atmosphere of connection between employees and the

community they serve

Objective one: Increase repeat customers by 20% each year


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Strategy one: Use promotional offered to help to encourage customer loyalty

after first service

o Tactic one: Loyalty Program – Give all customers redeemable codes in

their emails so customers can participate in a loyalty program

For every product purchased from the Pro Shop the customer

receives 1 redeemable code on their receipt (which will also be

stored in a program on the computers).

Customers will also receive 5 cards when they purchase

something at the Pro Shop to hand out to their friends. For each

“friend card code” that is entered, the customer and the friend

will both receive an additional five points towards their total for

the voucher.

Goal 4: Utilize relationships with the community to build a more positive image

for Black Ice Hockey Rink

Objective one: Participate in 75% of large community events

Strategy one: Determine what the local events are in the area

o Tactic one: Visit the town website

Strategy two: Choose 75% of the events for the town and contact the people in

charge of hosting those events via email

o Tactic two: Offer some type of a service whether it is a both or

volunteering at the event

Timeline One Year Prior

o January

Run monthly social media offer

Send press release

Q1 media invite

o February


Send press release

Q1 Employee Training

o March


Send press release

Q1 Newsletter


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o April


Send press release

Q2 media invite

o May


Send press release


o June


Send press release

Q2 Newsletter

o July


Send press release

Q3 media invite

o August


Send press release


o September


Send press release

Q3 Newsletter

o October


Send press release

Q4 media invite

o November


Send press release


o December


Send press release


Coupon books to be handed out for loyalty customers during

customer appreciation month


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Budget

There was no budget

Evaluation Continue looking at what customers are purchasing and what they are not

o Use a purchase log in the Pro Shop and record products sold and

frequency every quarter.

o Compare results from earlier quarters to mark trends and eliminate

products that are not selling.

Determine how many times Black Ice Hock Rink was mentioned in the local

media to see if the goals for media coverage were met. If not, determine other

strategies for meeting those goals in the future. Do a media audit to see what is

working in reaching the media and what is not.

Evaluate the comments; questions and suggestions log to determine if there

are any trends that can be solved in the future. Take action to solve any

problems or make things more clear for our customers.

Continue to survey customers on a quarterly basis about their customer

satisfaction. Compare the information to previous quarters to determine a

stand of excellence for Black Ice Hockey Rink

Perform a product understanding survey from a randomized group of

customers giving customers a Black Ice Hockey Rink chug mug for their

participation. Determine if product use and definitions are being translated

well across the general public’s being served.

Refer to the social media tracker to determine if the demographics that we are

targeting are being reached with out messages. Also determine which types of

messages are best received (for example: one’s with photos, questions,

comments, discounts, and deals, etc.)

Offer an online survey asking customers to describe different experiences at

Black Ice Hockey Rink in one word. Collect the information and determine if

the words that are being provided are things that the company intended for

customers to perceive. If not, reevaluate the consumer education section of the

consumer plan.


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Appendix 1: Flyer to handout to local elementary schools, middle

school, high school’s, and local colleges


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Appendix 2: Small cards to put on car windshields


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Appendix 3: Website homepage


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Appendix 4: Coupons

10% off Lessons

Black Ice Hockey Rink

25% off a single item

At Black Ice Hockey Pro Shop

10% off Coupon on Lessons

At Black Ice Hockey Rink


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Appendix 5: Contact Card


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Appendix 6: Skills For Lessons Figure Skating

o Basic Step One

Age 7+

Sit and stand on ice

March across the ice

Backward wiggles

Snowplow stop

Rocking horse

Two-foot hop

o Basic Step Two

Forward skating with proper position into a stride

o Basic Step Three

Forward skating with proper positioning into a stride

Balance will be strengthened through forward 1-foot glides

Backwards two-foot stride

Backward swizzles

Moving snowplow stops

Glide turns

o Basic Step Four

Improve skating Technique

Forward Crossovers

Inside and outside edge on a circle

Backward half swizzle pumps on a circle

Backward Stroking

Backward snowplow stopping

o Basic Step Five

Advanced Skaters

Backward outside edge

Inside edge on a circle

Backward crossovers

One-foot spins up to three revolutions

Hockey stop

Side toe-hop

o Basic Step Six

Advanced Skaters

Forward inside three-turn from a standing position

Moving backward to forward two-foot turn

T-stop


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Bunny hop

Forward arabesque/spiral on a straight line

Forward lunge

o Basic Step Seven

Advanced Skaters

Forward inside open Mohawk from a standstill position

Backward outside edge to forward edge transition on a circle

Ballet jump

Backward crossovers to a backward outside edge

Forward inside pivots

o Basic Step Eight

Advanced Skaters

Moving forward outside three-turn on a circle Combination moves One-foot upright spin Waltz jump Mazurka

o Freestyle One Advanced Skaters

Advanced forward stroking Advanced back outside Scratch spin from back crossovers Waltz jump Half jump

o Freestyle Two Advanced Skaters

Forwards outside and forward inside spirals Forward progressive chasse sequence Waltz threes Toe loop

o Freestyle Three Advanced Skaters

Forward and backward crossovers in figure 8 patterns Waltz eight Advanced forward swing roles


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Backward inside-three turn Backspin Salchow Half Lutz jump Waltz jump toe combo

o Freestyle Four Advanced Skaters

Spiral sequences Forward power three turns Sit spin Loop jump Waltz jump-loop jump combination

o Freestyle Five Advanced Skaters

Spiral sequences Swing roll sequence Camel spin Forward upright spin to back upright spin Loop-loop jump combination Flip jump Waltz jump-falling leaf-toe loop jump sequence

o Freestyle Six Advanced Skaters

Five-step Mohawk sequence Camel-sit combination split jump Waltz-jump-half loop Salchow Lutz jump Axel

Hockey o Hockey 1

Age: 7+ Skills and speed through learning proper hockey stance Marching across the ice


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Long glides Moving dips Multiple forward swizzles in a row Beginning backward skating Scooter push

o Hockey 2 Intermediate Skaters

Forward skate proper positioning into a stride Balance will be strengthened through forward one foot glides Backward hustle Backward swizzles Moving snowplow stops Glides

o Hockey 3 Advanced skaters

Improve skating technique while incorporating proper

introductory stick handling skills

Learn forward c-cuts

Advanced hockey turns

Forward starts and stops

Backward v-stops

Lateral crossovers

Forward starts and stops

o Hockey 4

Hockey game-play techniques while incorporating stick-

handling skills

Skaters will practice forward one foot pushes

Crossovers

Crossover glides

Backward c-cuts

Backward one foot glides

Mohawks

Advanced hockey stops

o Minor Hawk Skills

Taught by professional coaches

Teaches players to advance their fundamental hockey skills


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Appendix 7: Ice Arena Rules Assumption of Individual Risk

1. Minor injuries such as scratches, bruises, and sprains; to

2. Major injuries such as eye injury or loss of sight, joint or back sprains,

strains, breaks, concussions, severe cuts, head trauma,

a. We strongly recommend that you consult your personal physical

before starting any physical activity program. Participation is

voluntary; thus, individuals knowingly assume all such risks.

General Facility Policies

1. No running around, roller blading or playing hockey off ice.

2. Youth are not permitted in the locker rooms without adult supervision.

3. Children should not play in the lockers or stand on top of the benches.

4. Individuals and groups are expected to cleanup after themselves.

Adult Supervision of Children Ages 15 and Under

At least one parent/legal guardian must accompany the child to the facility and

monitor their activity at all times.

Skating Aids

Skating aids (“walkers and sleds”) are available for use on the ice.

Wheelchairs may also go onto the ice; enter at the Zamboni doors.

Hockey Games Rules for Spectators

1. Do not throw anything at the players, officials, Zamboni driver, or onto

the ice at any time.

2. Refrain from using offensive language. Individuals using profanity or

acting inappropriately will be asked to leave, without receiving a

refund.

3. Alcoholic beverages are prohibited on the premises.

4. Do not lean or hang over the balcony railing at any time.

5. All persons standing on the lower level must have all body parts behind

and below the glass.

6. All patrons are prohibited from the Zamboni entranceway while the ice

is being resurfaced.


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7. The southwest corner of the rink must be cleared of all spectators prior

to the players going on or coming off the ice.

8. No smoking facility.

9. By police order, canned or bottled beverages will not be allowed into

the rink proper. Cans found in the rink will be confiscated. Cups and

ice are available from the concessions stand.

10. CAUTION: The puck moves at a high rate of speed and may leave the

playing surface. Please keep your attention on the puck at all times.

11. Those individuals, who wish to leave the Ice Arena and return during a

game, must get their hand stamped before existing the building.

Open Skating Sessions and Private Parties

1. Everyone must skate in the same direction at a safe, controllable speed.

2. No racing or excessive weaving in and out.

3. No playing tag, cap throwing, or playing crack the whip.

4. No gum chewing, eating or drinking on the ice.

5. Be aware of other skaters around you at all times.

6. No snowball throwing or jumping the orange cones.

7. No one except Ice Arena personnel is allowed on the ice while it is

being resurfaced.

8. Figure skaters must confine jumps and spins to the center ice only.

9. Private lessons are not allowed during Open Skating Sessions.

10. Beginning skaters should try to skate alone the boards for their own

safety. This means others should avoid standing along the board area.

11. No cell phones, cameras, or personalized music systems are allowed on

the ice unless management has granted permission.

12. Do not go upstairs to the balcony area with your skates on. This is

dangerous and will ruin skates. Metal will also harm skates so please

stay off the railings.

13. Be respectful of the rink monitors and follow their directions.

Private Coach Insurance Required

All private coaches must provide a copy of their general liability insurance

prior to giving lessons during Open Freestyle times. Both parties,

skater/parent and coach must sign a waiver and pay an admission fee to use

this facility. No private lessons are allowed during regular Open Skating

sessions.


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Helmets Required

It is mandatory that all persons involved in ice hockey must wear a helmet. For

ice hockey, full equipment is highly recommended. Hockey programs

administered by Campus Recreation and the UI Ice Arena required full-face

shields/cages on the helmet. Helmets are recommended for all ice skating

activities and can be checked out at the customer service window or Learn to

Skate Office.

Ice Skate Rental

All patrons utilizing rental skates must wear a pair of socks with these skates.

This policy is in effect for sanitary and health reasons. It also ensures a longer

period for use for these skates. The figure skates in skate rental can not be

rented for ant ice hockey activities. This is to ensure the safety of the

participants.

Ice Arena Locker Room Policies

1. A minimum of $25.00 will be assessed to any group or individual that

fails to return the locker room key or fails to leave the locker room in a

clean and orderly condition.

2. Locker rooms are available ½ hour prior to ice time to ½ hour after ice

time. Keys may be checked out at the Customer Service Window.

3. The person who signs out the key must list his/her phone number and

address. That individual is responsible for the entire group using the

locker room.

4. All youth (ages 15 and under) are required o have parental supervision

during locker room use.

5. Only authorized groups will be allowed locker room access. Any

individual found in the locker room who is not associated with that

group will be viewed as trespassing.

6. Each group is responsible for cleaning-up the locker room. This

includes picking up all tape and garbage, stools returned to the stalls,

and turning off showers.

7. Groups using locker rooms will be held responsible for any stolen

items and/or damage to the locker rooms, including any markings founf

on the walls or doors.

8. The arena is not responsible for any lost, stolen or damage personal

items. Always lock the bathroom door and front door when leaving the

room unattended.

9. Smoking, alcoholic beverages, and chewing tobacco are prohibited in

this building.


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10. Ice Arena staff may occasionally enter locker rooms for safety and

maintenance reasons.

11. Strategy boards must only be used for coaching purposes and require

the use of Ice Arena approved, dry erase markers. Markers are available

at the CSA Window.

12. Any problems with the locker rooms should be reported prior ro

occupancy since the last group in the room will ultimately be held

responsible for any maintenance fees.

13. Individuals not following these rules will lose further privileges

associated with the use of the locker rooms and may be denied

participation in future Ice Arena activities.

14. Organizations and groups renting ice will be held responsible for their

members and guests.

LOCAL BUSINESSES AND NON-PROFIT ORGANIZATIONS IN CL


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Appendix 8 – Team and Employee Apparel

Worker or Hockey Player Jacket:


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Employee Sweatshirts

Back of sweatshirt

will have

employee in bold

letters instead of

example.


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Employee T-shirt

black ice hockey rink project

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