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Boston Bruins Summer Camp 2012

Marketing plan to increase registrants and revenue at the Pro Ambitions and Boston Bruins Youth Hockey Summer Camps.
by

Lauren Hamill

on 7 April 2011

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Transcript of Boston Bruins Summer Camp 2012

Boston Bruins
Youth Hockey
Summer Camp
2012 Lauren Hamill New ideas I have for: Our purpose- to increase
registrants and revenue for
each of the Bruins Youth Hockey Summer Camps. 1. Promotions and Media Outlets
2. Target Audience and how they will be reached
3. 5th Summer Camp location
4. Promotional Event and Giveaways
5. Potential Sponsors
6. Player / Alumni Appearances In Game Promotions: “Blades” The Mascot makes ice appearances in Bruins Summer Camp T-Shirt
Zamboni Advertisement
Summer Camp Advertisement in Boston Bruins Game Program And Media Outlets: One of the largest hockey sites on the web
Camp Staff can share hockey videos, stories, photos and news about the campers to top hockey social networking sites
Hockey Hub team is consistently updating uploaded videos from users
All leagues and age levels are welcome on site HockeyHub.net Facebook.com Disseminate information about Camps and special events
Not intended solely for target audience, but for all Bruins fans Contact: Dan Alperin, Local Sales Manager
617-746-1440 98.5 The Sports Hub Contact: Gary Kurtz, General Sales Manager
GKurtz@entercom.com
617-779-3430 93.7 Mike FM Contact for On-Air advertisement:
Paul Meade

General Sales Manager
617-779-5411 Contact for Online advertisement:
Michael Connor

Director of Digital Sales
617-779-3528 WAAF Boston's Rock Radio Target Audience: Local Rinks throughout Massachusetts
Area Youth Hockey Leagues How do we reach them? Representatives (Pro Ambitions staff members or Bruins Interns) make on-site visits to each of the rinks
Provide coaches and families with information about Summer Camps and the Summer Camp Promotional Event Representatives can verbally present camp information to youth teams, coaches, and parents; but they can also post flyers around rinks for continued advertisement as well. A 5th Summer Camp Location Olympia Ice Center
125 Capital Drive
West Springfield, MA
01089 Olympia Ice Center The Olympia Ice Center is the hub of hockey in Western Massachusetts to local college, high school, junior, youth, and adult ice hockey leagues. They provide hockey clinics/schools, figure skating, events and tournaments. The building features three newly renovated NHL size ice surfaces, a full snack bar, skate shop, game room, and lounge. Over 70+ hours of rink time is rented out each week with over 600,000 people from all over the country attending events at the Olympia Ice Center each year. Located at the junction of the Mass Pike (I-90) and I-91, the Olympia Ice Center is accessible to Upstate New York, Vermont, Connecticut, and Massachusetts’s residents west of Worcester. For those campers who aren’t close enough to the Boston area for a daily commute, this 5th location would still allow them to particpiate in an exciting week of Bruins Hockey fun! Currently, this rink offers Spring and Summer Total Skills Clinics with Paul Rivest. Although this may seem like a Summer Camp competitor, the Total Skills Clinics are limited to 35 skaters per group and all sessions have SOLD OUT every year. This is a good indicator that implementation of the Pro Ambitions and Bruins Summer Camp at this location has high potential for sold out registries as well. Not to mention, a fantastic (and preferred) alternative for children who aren’t able to sign up for full capacity clinics or distance limiting day camps in Eastern MA. Another Media Outlet To advertise registration in the Western MA area:
105.5 WEEI Sports Radio Network
David Oldread, Station Manager
Springfield, MA
(413) 214-6977 Insert Drumroll. The Promotional Event A two  day event
one day at a Boston rink location
second day at the new rink location in Western MA
held during February or April school vacation, to specifically promote Boston Bruins Summer Camp registration. Boston Bruins
Skate & Sign Purpose of the event: promote Bruins Youth Hockey Summer Camps Free event open to local youth hockey players (ages 7-14).
Allows kids skate with a few Bruins players and Pro Ambition staff to get a brief introduction on what they could expect to be taught at a Youth Hockey Summer Camp.
Advertised and sponsored by local radio station who will be at the event giving away promotional items (ie. miniature hockey sticks, t-shirts, pucks) that the children can get signed by NHL players.
Boston Bruins Alumni will give on-ice instructions, sign Bruins and hockey memorablia, and encourage registration for Summer Camps. As a Result.. Anyone who registers for the  2012 Youth Hockey Summer Camp
at the Skate and Sign will automatically receive a free promotional
T-Shirt
Bumper Sticker
(Both shown under Promotional Giveaways)

In addition, they will also be entered into a raffle to win:
3rd prize: hockey bag with a Bruins T-Shirt
2nd prize: Bruins Player autographed hockey stick 
Grand prize: a VIP trip to Bruins regular season game- 4 tickets including a pre-game locker room tour, and meet and greet with the players! *Not only are the Bruins players encouraging the kids to sign up for Summer Camp, but so is the Grand Prize! Promotional Giveaways
for the Skate & Sign Event Short Sleeve Black:
20 each xs-xl youth
20 each s-xl adult
10 2xl, 10 3xl
Total $1,842.00 Short Sleeve White: (emphasizes Bruins and Pro Ambitions contributions
to Summer Camp)
20 each xs-xl youth
20 each s-xl adult
10 2xl
Total $1,508.00 Bumper Stickers:
$537.50 for 250 items (Minimum Requirement) Back: "If you train hard
you'll not only be hard,
you'll be hard to beat."
-Herschel Walker Potential Sponsors: Potential Corporate Sponsors ESPN: Coaches Fundraising Program
Already a sponsor of AAU Hockey
ESPN The Magazine allows kids to stay on top of ‘Who’s Next’ and ‘What’s Hot’, along with in-depth coverage of all major sports. As a potential sponsor, the ESPN Magazine could advertise for the Youth Hockey Summer Camp in coming seasons or publish cover stories about the camps themselves. Dick’s Sporting Goods
According to founder Dick Stack, "Sports play a vital role in teaching fundamental values like a strong work ethic, teamwork, and good sportsmanship. Sponsoring organizations that help make youth sports possible is the best way to promote these desired values in the upcoming generations of athletes."
Through a Community Sports Program, Dick's Sporting Goods is donating thousands of coach's equipment kits to youth sports organizations. By creating an account, the Bruins Summer Camp could request donations or sponsorship for their program. Player and Alumni Appearances Bobby Orr
With countless achievements and awards as a defenceman and overall outstanding hockey player, Orr has become a legend in the NHL. Youth hockey players would only dream of one day being in his shoes. Zdeno Chara
As a team captain, Bruins fans of all ages look up to Chara, literally. Known for his height and playing with all-out intensity, all youth hockey players aspire to lead a team as successfully as Chara leads the Bruins. Tuukka Rask
There aren't many goalies that can read the game as well as Rask can. With confidence and stature, all kids strive to possess similar skills when they grow up. As the "future in Boston," Rask is the player the team is going to build around for years to come. Tim Thomas
Known for being a great team player, Thomas won't quit when it comes to the net. His nickname "The Tank" is well earned through his spectacular saves. To learn goaltending skills from Thomas would be a youth's hockey dream come true. I'm currently a Junior Organizational Communication major at James Madison University, but I was born and raised in Western Massachusetts with Boston sports in my blood.
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