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    Nipissing University Varsity Hockey:Break the ICE!

    Prepared by:

    Diana Caragan

    Yvette GarciaMindy Wiriya Sarika

    Nico Vega

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    BACKGROUND

    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

    1909:North Bay

    Normal School

    1957:North Bay

    Teachers College

    1967:Nipissing

    University

    1992:Nipissing Lakers

    Mens Hockey Team

    (OUA) (CIS)

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    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

    OVERVIEW

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    Total population (2011)

    53,520people

    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: $32,85745 years old: $50,000

    51 years old: $49,375

    TARGET AUDIENCE PROFIL

    Demographics

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    OCCUPATIONAL ACTIVITIES

    Source: City-Data

    Employment Rate: 56.6%

    31%

    8%

    10%10%

    18%

    23%

    Sales and Services

    Educational services

    Government &Religious Inst.

    Management

    Business Services

    Others

    (agriculture, wholesale trade,

    finance, real estate,

    construction)

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    PSYCHOGRAPHICS

    Source: City-Data

    Modes of Transportation Leisure Alternatives:

    Lake Nipissing

    Skiing facilities

    42 beaches

    Trails and parks

    82%

    12%

    6%

    Car (driver)

    Car(passenger)

    Public Transit

    Memorial Gardens Arena

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    HISTORIC PURCHASE BEHAVIOR

    2001-2002

    The Centennials (OHL)

    2,314 people/game

    2011-2012

    North Bay Trappers (JHL)

    664 people/game

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    DESIRED PERCEPTIONS

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    VisualFlyers, Television Ads, Billboards, E-mails, Newspapers. AuditoryRadio

    VerbalWord of Mouth (Prior Fans, Family Members/Friends of

    Team)

    KinestheticHockey activities through sponsorships in MIM

    leagues, charities and local events.

    ELEMENTS USED

    Central Idea: become advocates to the

    community about Hockey as a sport and

    bring people together within thecommunity through hockey.

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    The target market should position the brand

    Among the top of the competitive brands.

    Positioning Statement

    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 for21years, 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

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    STRATEGIC PLANNING

    ELEMENTS

    COLORS Lakers uniform colors: navy blue, green,

    white, and black

    WORDS Catchy phrases, funny slogan, easy to

    remember

    e.g. Break the Ice, Keep Calm and Love

    Hockey, Friday Night Hockey

    COPY Flyers with Lakers logo and game info Posters with pictures of Lakers hockey

    team

    Banner ads on website and social media

    with digital illustration

    PICTURE Lakers logo, Group picture before or after

    the game, Close-up shot illustrates victory,

    determination, intensity

    FONT Trajan (Sans Serif)

    MOOD Excitement, intensity, energetic,

    exhilarating

    MUSICA

    L

    Catchy tunes, upbeat, current hits (rock,

    pop, or hip hop)

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    OTHER TOUCH POINTS

    Personal Selling

    Sales Promotioncontest, premium, billboard, transit

    advertising

    Direct Marketingopt-in email, direct mail, cross-selling

    Social MediaFacebook, Twitter, YouTube, Flickr

    WAYS TO COMMUNICATE THE CREATIVE MESSAG

    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 MediaFacebook, Twitter, YouTube, Flickr

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    SUPPORTING RATIONAL

    MAJOR ACTION REQUIREMENTS

    Budget$50, 000

    Personal Selling Flyers 5x4

    T-shirt

    Souvenir cups

    Radio Ad2 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

    Personal Selling$80.00Radio Ad - $1,400.00

    Newspaper Ad

    $1,342.00

    Social Median/a

    TV Ad$756.00

    Transit Ad$950.00

    Total Expense - $ 4,528

    Total cost

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    Contact I nformation:

    Address- 100 College Dr. North Bay, ON, Canada

    Email - [email protected] (Sports information/ Marc Larochelle)

    Website- http://athletics.nipissing.ca/Pages/Contact

    Direct Office Phone- 1 (705) 474-3451 Ext. 4397