How Do We Market Our Brand?
Community Relations Strategy/ Promotions:
At the Springfield Thunderbirds Organization, it is critical that we are in the community promoting our brand. For example, on social media or conducting our Thunderbirds Thursdays community events. These events will occur for three months that provide our fans an opportunity to interact with our staff for four hours and talk about how we can improve ourselves as an organization going forward.
There are many exciting aspects of attending a Thunderbirds game. For example, having the opportunity to take a picture with Boomer, in-game promotions and post-game skate after Sunday afternoon games. The Thunderbirds do a wonderful job of having their employees interact with their fans to ensure they get the holistic experience while they are at a game.
Community outreach is a vital part of the Springfield Thunderbirds Organization. For example, our street team, email account, and Boomer bobble head night are all initiatives that will provide our fans an incentive to come out for a game. Thunderbirds Thursday’s that are held from July to October. These events are in different parts of the community that run from 4-8pm. The best part of that experience is having the ability to interact with the front office staff of a team and understand the behind the scenes planning that is involved in sport. Events such as these will further enhance the knowledge of Thunderbirds hockey in the Springfield Community. Communication is very important to our organization and we want to make sure every fan is satisfied with their game or community event experience. I believe if the three tactics will help my staff and I achieve our objective.
If you come and support the Thunderbirds at our community events it will help us promote the team environment that we would like you to become part of. We look forward to seeing you at our future community events!
*You can also refer to my 10-step model section in my binder where you can look on page 10 of a flyer I created of a community event we have. I encourage you to check it out!
Sales Strategy:
​
The Springfield Thunderbirds are a minor professional ice hockey team in the American Hockey League that began play for the 2016-2017 season as the affiliate of the National Hockey League Florida Panthers. Based in Springfield, Massachusetts, the Thunderbirds will play all of their home games at the Mass Mutual Center. In May, 2016, following the relocation of the Springfield Falcons to Tucson, Arizona Coyotes, the AHL’s Portland Pirates were sold to a Springfield based group who intended to relocate the franchise for the 2016-2017 season.
There is a group of 30 owners that consists of local business who were interested in keeping hockey in Springfield. Owners include the likes of Paul Picknelly, owner of the Springfield Marriott and member of the family owning Peter Pan Bus Lines, as well as several local hotel owners.
The Thunderbirds played their first game on October 15th, 2016, a 4-2 loss to the Lehigh Valley Phantoms. On October 22nd, 2016, the Thunderbirds played their inaugural home opener, a 5-4 win against the St. John IceCaps. Dryden Hunt Scored the first goal on home ice, and Mackenzie Weegar scored the game winning goal in overtime in front of a sellout crowd of 6,793. While the inaugural season did not result in a playoff berth, average attendance rose from 3,108 in the Falcons’ last season to 4,618 and including three sellouts.
The Springfield Thunderbird organization provides exciting, fun, and family entertainment for every home game at the Mass Mutual Center. Our objective is to provide our fans with our richest product due to the history hockey has in Springfield.
Now, since you have heard our story it is time for you to come make yours!
Summary:
*At the Springfield Thunderbirds, we believe it is important for us to share our story with the fans. You all play a vital role in our success during the season due to your attendance at games and community events. We would like to let you know that we are very appreciative of that and hope that you will attend more games and create your story as you can see how we have created ours. We look forward to you coming to a Thunderbirds game soon!
Marketing Strategy:
​
This is the Springfield Thunderbirds marketing strategy for the 2017-2018 season. Each box above reflects our demographics for our organization. We believe that each demographic for our organization plays a vital role in our success. It is critically important in how we market our brand to them to ensure they attend a Thunderbirds game. If we reach out to our target audiences above we believe it will help us achieve our objective that is stated in the 10-step model section of the binder under the term goals and objectives in the table of contents.
COME AND BE PART OF OUR STORY!
COME AND BE PART OF OUR STORY!
COME AND BE PART OF OUR STORY!
COME AND BE PART OF OUR STORY!
