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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