Education in Hockey Marketing

Plan

F.A.S.T Group Project

1

Matthew BayerMatthew BeckAntwan OwensDaniel WatkinsRocky Worley

Mission Statement: Increase fan affinity, utilizing the escalator concept, by raising awareness and attendance of the “Education in Hockey Day”

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Our Approach• Develop student and teacher survey• Distribute surveys to current/potential educators• Collect and analyze data• Make recommendations

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Demographics of Survey Respondents• Teacher (40)• Principal or Assistant Principle (1)• Other School Administrator (1)• Other (Please Specify) (6)• None of the Above (3)

• Female (27) (67.5%)• Male (13) (32.5%)

4

5

0

5

10

15

20

25

30

2 3

8

14

24

Type of School (n=51)

Grade Level

Freq

uenc

y

ElemNo DataK-12Middle High

• The majority of respondents came from high school educators

Awareness & Previous Attendance

6

Series10

20

40

60

80

100

43.2

56.8

Were you aware that Cincinnati Cyclones hosts an annual Edu-

cation in Hockey Day?

yes no

Perc

enta

ge

Series10

20

40

60

80

100

31.6

68.4

Have you attended Education in Hockey Day in past?

yes noPe

rcen

tage

n=19n=44

• Low previous attendants results from low awareness of the event

Branding Survey Question: If you were to guess, what do you think would take place at the ‘Education in Hockey Day’?

Some respondents answered (n=51):“ History of Hockey?”“The history of how hockey began?”“Hockey influence on the culture?”“How hockey was invented, and cultural contributions”

7

8

1-2 3-4 5-8 9-12 Annual I don't know

Don't take trips

Other0

20

40

60

80

100

33.3

20.8

4.2 2.1 4.2

20.812.5

2.1

Field Trip Planning

Months in advance

Perc

enta

ge

• Most educators plan field trips 1-4 months in advance• Plan to send correspondence prior to the 4 month window

n=44

9

0

20

40

60

80

100

2.3 2.3 2.3 2.3 2.3 6.8

29.5

56.8

Factors Influencing Field Trips

Factors

Perc

enta

ge o

f R

espo

nden

ts

n=41

• Teachers value educational content and affordability when planning field trips

10

0.00

1.00

2.00

3.00

4.00

5.00

2.10 2.262.64

3.26 3.50 3.55 3.62 3.74 3.79

Educational Value of Field Trips

Mean n=42Venue

Edu

catio

nal V

alue

• Mathematically, the Aquarium, Children’s Theater, and the Education in Hockey Day are different, but based on an analysis of paired T-tests, they are statistically the same.

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Take Hoime DVD Worksheet In-game Videos 0.00

1.00

2.00

3.00

4.00

5.00

3.003.40

3.67

Effectiveness of Materials at Education in Hockey Day

mean n =6Type of Material

Effe

ctiv

enes

s of M

ater

ial

• The in-game videos are the most effective educational material• Develop grade-appropriate material for each level of student

(elementary, middle, high school)

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I'm not sure $5 or less $6-10 $11-$15 $16-$20 More than $20

0

4

8

12

16

810

14

4 4

1

Price of Field Trip

Frequency n=41

Dol

lars

Price Ranges

• The price point of $8.25 for Education in Hockey day falls into the average range of field trip prices ($6-$10)

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Freedo

m Cen

ter

Coney

Islan

d

Reds G

ame

Aquari

um

Cincinn

ati M

useum

Cen

...

Childre

n's The

ater

Zoo

Kings I

sland

Educat

ion in

Hoc

key D

ay

1.00

2.00

3.00

4.00

5.00

3.34 3.41 3.44 3.46 3.59 3.59 3.68 3.78 3.80

Entertainment Value in Field Trips

Mean n=41Venue

Ente

rtai

nmen

t val

ue

• Based on a paired T-test analysis, the top 5 are statistically the same.

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Currriculum was challenging

Information was applicable

Staff was helpful

Managaing Students was easy

Would return

Parking was convenient

Students were interested

Arriving at Seats was easy

Atmosphere was appropriate0.00

1.00

2.00

3.00

4.00

5.00

3.33 3.333.80 4.00 4.00 4.20 4.33 4.33 4.50

Experience at Education in Hockey Day

Mean n=6 (High School = 4; Middle School= 1; Elementary = 1)

Lev

els o

f agr

eem

ent

Or

disa

gree

men

t

• The atmosphere is enjoyable and appropriate for high school students, and they would return

• May not be appropriate for younger students

Final Conclusions• Branding: The ‘Education In Hockey Day’ is not clear to all educators,

we believe this is due to the title of the event.

• The preferred planning time for school field trips is 1-4 months prior to events.

• Curriculum may not be appropriate for each grade level. (4 of the 6 respondents that had attended the event were high school educators)

• Price point of $8.25 is appropriate

• By building on the awareness and attendance generated in this project, we hope to move these new student/fans from the first level of the escalator concept, to the second, through the use of promotions

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Final Recommendations • We recommend renaming the event “Education

Through Hockey”

• Revise and further develop the contact database to reach a broader audience

• Develop grade-appropriate material utilizing sponsors and promotions to encourage future attendance (See example workbook)

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We would like to take this time to thank you for the opportunity to work with the Cincinnati Cyclones!