close

Вход

Забыли?

вход по аккаунту

?

Club Hockey Canada

код для вставки
March 6, 2013
Club Hockey Canada Engaging the membership through a distinctly Canadian loyalty program
Loyalty World Conference
Toronto, Canada
| В© 2013 | Proprietary & Confidential | Not for Reproduction or Distribution
| P.
1
Introduction to Hockey Canada and Exchange Solutions

Mission
: To Lead, Develop and Promote Positive Hockey Experiences

Hockey Canada is a not
-
for
-
profit organization with 13 provincial and territorial
branches

Hockey Canada is celebrating its 100th anniversary on December 4th, 2014

Primary roles include:
пѓє
Operate National Teams to compete internationally
пѓє
Run world class domestic and international Events
пѓє
Develop program based on the needs and demands of membership
пѓє
Provide service to our 13 partners

The Customer Engagement Expertsв„ў

We design, build and operate customer engagement programs which drive beneficial chang
e to key customer behaviours and deliver industry
-
leading ROI 
Our programs share a common technology platform and are based upon our proprietary intellectual property and proven best practices in customer engagement programs 
Our programs are currently generating superior results for retailers, banks and on
-
line businesses and communities
| В© 2013 | Proprietary & Confidential | Not for Reproduction or Distribution
| P.
2
Customer / Member Engagement Programs Keys to Success

Individualized Earn and Burn

Create Strong Incentives for Regular and Frequent Visits

Treat every Interaction as an Opportunity for Deeper Engagement and Behaviour Shifts

Real –
time Behaviour Recognition and Messaging

Relevant (to the Affinity) and Unique Rewards and Incentives

Treat Access to the Affinity as an Asset

Explicitly Measure ROI
| В© 2013 | Proprietary & Confidential | Not for Reproduction or Distribution
| P.
3
Hockey Canada
Program Objectives
Overall Objective.
Create a membership program that reinforces and enhances the Hockey Canada brand and supports the Hockey Canada mission to increase participation in, and reduce the cost of, amateur hockey in Canada.
This requires delivering a compelling and relevant value proposition to:
1. Members (players, parents, coaches) 
Unique merchandise and experiences

Fundraising and cost deferral

Team functionality
2. Sponsors

Access to a large and strong affinity with compelling demographics and engagement levels

Association with a powerful brand
3. Fans

Involvement in, and support of, a national pastime
| В© 2013 | Proprietary & Confidential | Not for Reproduction or Distribution
| P.
4
Hockey Canada
Program Concept —
WIN
-
WIN
-
WIN
Lower the cost of hockey
and increase recruitment and retention of minor hockey players
Provide unique experiences and value to Canadian hockey families and communities
Get access to a highly targeted, engaged member base
Provide value with offers,
exclusive benefits and
merchandise in online store
Receive offers, exclusive benefits and ability to earn PUCK BUCKS through online purchases
Use PUCK BUCKS to lower hockey registration costs and for fundraising
Members
Sponsors
| В© 2013 | Proprietary & Confidential | Not for Reproduction or Distribution
| P.
5
Club Hockey Canada
Program Overview

~600,000 households / ~1,500,000 individuals 
Included all minor hockey players, coaches and officials

For every household with a player under age 18, two parent / guardian cards were included in the package
Membership Card & Welcome Package Club Hockey Canada membership cards mailed to all hockey households
| В© 2013 | Proprietary & Confidential | Not for Reproduction or Distribution
| P.
6
Club Hockey Canada
Program Overview
Members activate their cards and create an online account for access 
Sponsor coupons & offers

Shop online & earn PUCK BUCKS that can be redeemed towards hockey registration fees and team fundraising

Contests

Exclusive hockey content (
news, games, videos)
Membership Website
www.clubhockeycanada.ca
| В© 2013 | Proprietary & Confidential | Not for Reproduction or Distribution
| P.
7
Club Hockey Canada
Program Overview
Retailers that sponsor Hockey Canada accept the CHC card and provide members with exclusive discounts and special offers
Retail Card Acceptance 
Ongoing �Evergreen’ offer (e.g. flash card and receive 10% discount on minimum $100 spend)

Periodic promotional offers
(e.g. During World Juniors, members save an additional 10% the day after a Team Canada win)
| В© 2013 | Proprietary & Confidential | Not for Reproduction or Distribution
| P.
8
Club Hockey Canada
Sponsor Value Proposition
Re
-
Direct Spend. Households save on hockey by redirecting their spend to participating sponsors.
Direct & targeted across hockey households. D
irect access to 100,000+ Canadian households (and counting)
. Ability for sponsors to message participants in a targeted and relevant way.
New Marketing Channels. Logged
-
in member website with filtered content, targeted offers, customized banners and e
-
store
. Direct marketing opportunities via email, web banners, SMS and social media. Deeper Measurement & Understanding. Ability to track sponsor sales resulting from the program
. Measurement of participant response to sponsor campaigns and ROI. Website analytics to understand direct brand impressions by target audiences. Participation At a Grass Roots Level. Sponsors create a direct connection between their brands & products and saving on hockey right down to the team and player level.
| В© 2013 | Proprietary & Confidential | Not for Reproduction or Distribution
| P.
9
Club Hockey Canada
Sponsor Brand Exposure
Member Website
Banner ads, offers, contests and more. Highly targeted based on member type.
Direct Member Communication
Emails
, social media & other channels to access the member base.
Online Store
Sell products and gift cards. Drive members to the store through targeted ad banners.
| В© 2013 | Proprietary & Confidential | Not for Reproduction or Distribution
| P.
10
Club Hockey Canada
Initial Program Results
25
% Household Activation Rate
74% of households have at least one 18+ member 86% of members have opted in to receive communications 99% email deliverability (
Unique Open Rates ~2X industry average) 88% of visitors to Clubhockeycanada.ca actually log in
20% average weekly growth in Facebook followers (25% Twitter likes!)
3x the industry average of banner click
-
through
-
rates
| В© 2013 | Proprietary & Confidential | Not for Reproduction or Distribution
| P.
11
Club Hockey Canada
Coming Soon…

Team Management features

Fundraising for 2013
-
14 hockey season

Open membership to fans
March 6, 2013
Steven J Hoffman, President & CEO
Exchange Solutions
416.646.7005
shoffman@exchangesolutions.com
@ExchangeSolns
Loyalty World Conference
Toronto, Canada
Автор
Editor
Editor160   документов Отправить письмо
Документ
Категория
Образовательные
Просмотров
41
Размер файла
1 034 Кб
Теги
loyalty, sport
1/--страниц
Пожаловаться на содержимое документа