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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”
2
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
15
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)
16
17
We would like to take this time to thank you for the opportunity to work with the Cincinnati Cyclones!