NHL Creative Brief

Purpose of the project:
Develop promotional concepts for Q4 and 2003 to “land the brand” into retail, promote consumer involvement with the sport of hockey, and influence incremental purchases of NHL licensed merchandise. 

Primary Target Market:
Teens 13-18 living farther than 50 miles from a NHL Franchise with HH income $35,000+

Secondary Target Market:
Young Adults 19-34 HH $35,000+ looking for involvement with extreme sports such as skating and/or surf 

Consumer misperception we need to address to achieve our goal:
You cannot be involved with hockey unless you’ve had “skate time” or the money/proximity to attend NHL events in your hometown

Key Background:
NHL merchandise has not been widely available in mega-stores such as Walmart, Sam’s Club, Toys R US, Best Buy, Costco, Target, or K-Mart, despite the enormous growth and influence of this segment (with the possible exception of software games.

Specialty retailers such as Gart Sports, and Champs have dominated the sales of NHL licensed goods for the past five years. The nhl.com shopping site has grown dramatically in recent years but still represents a small percentage of overall sales.

The drop-off in outerwear business for the specialty and department store segment lead to a steep decline in licensed apparel sales 1999-2002.

Purchases of NHL apparel, headwear, and specialty items are emotionally charged and seasonally based on the relative success of the individual franchise. Holiday is the key selling season.

Females, non-Caucasians, and southern US fans are underrepresented as buyers of NHL items compared to their northern and central US counterparts.

The NHL shield is carefully merchandised, but “The Coolest Game on Earth” and “Hockey Rules” is available to utilize for merchandising opportunities.

Specialty items include die cast Zambonis, mini masks, and pucks, etc.

Promotions such as “Hockey Gives Back to Cancer Research” have worked to tie hockey to Christmas gift giving in the past, but PR interest is waning.

“Bring the Cup Home” promotion did not have the impact it had 3-4 years ago either.

Key Benefit/Takeaway:

 

Don Capener
Monmouth College
BUSI 367 - Creative Brief
Sept. 16, 2005