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Subject category: Marketing
Published by: NACRA - North American Case Research Association
Published in: "The Case Research Journal", 2011
Length: 12 pages
Data source: Field research

Abstract

In the summer of 2008, Nipissing University announced their intent to launch a men's varsity hockey team. Since that time, excitement had been mounting throughout the halls of Nipissing University and within the local community of North Bay, Ontario. It had been a long and at times, challenging journey to bring this team to fruition but with the help of a private group of investors, the Nipissing University Lakers men's varsity hockey team would finally hit the ice in September 2009 and kick-off a much anticipated inaugural season. In January 2009 the Lakers Hockey marketing committee gathered to discuss how best to promote this new team. The Lakers would be playing in North Bay's largest recreational facility - Memorial Gardens, which has a total building capacity of 4,048 (with 3,582 fixed seats). Their objectives were clear - the coveted Lakers varsity hockey team would have to garner widespread support and maximize fan attendance. With approximately nine months until the opening game, the marketing team focused on developing the most effective marketing plan to realize these objectives.

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Abstract

In the summer of 2008, Nipissing University announced their intent to launch a men's varsity hockey team. Since that time, excitement had been mounting throughout the halls of Nipissing University and within the local community of North Bay, Ontario. It had been a long and at times, challenging journey to bring this team to fruition but with the help of a private group of investors, the Nipissing University Lakers men's varsity hockey team would finally hit the ice in September 2009 and kick-off a much anticipated inaugural season. In January 2009 the Lakers Hockey marketing committee gathered to discuss how best to promote this new team. The Lakers would be playing in North Bay's largest recreational facility - Memorial Gardens, which has a total building capacity of 4,048 (with 3,582 fixed seats). Their objectives were clear - the coveted Lakers varsity hockey team would have to garner widespread support and maximize fan attendance. With approximately nine months until the opening game, the marketing team focused on developing the most effective marketing plan to realize these objectives.

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