President's Report
The environment that we live in today is very different to what it was a year ago. The global economic and financial crisis has affected all of us. In troubled times, it is commonplace for the family unit to turn to family activities to provide hope, a sense of togetherness and stability. As parents, we understand the importance of continually engaging our children through sport, allowing them to develop as individuals, expanding their horizons through new experiences. This is where OneGoal comes in to play, breaking down real and perceived barriers to the sport of hockey. At OneGoal we are proud to be contributors and facilitators of the sport of hockey. Through our web site, advertisements, equipment programs and our new marketing campaign - Vitamin H (VH) - OneGoal continues to educate, inspire and facilitate the hockey experience for today’s youngsters.
One Goal is activated by a group of core hockey stakeholders that have committed themselves to grow youth and minor hockey in North America. The inner workings of OneGoal allow influential members of the hockey community to participate in Outreach committees to allow OneGoal to activate the various assets at our disposal. OneGoal committees focus in the following 4 core areas: US youth hockey participation, Canadian minor hockey participation, OneGoal awareness or brand development, and a OneGoal fundraising committee that allows us to continue to fuel our efforts. Should any readers of this publication have ideas or an opinion on how to encourage children’s participation in the game of hockey, please write us at info@onegoal.com.
This is OneGoal's 3rd complete year of operation and we are proud of our results and successes. Our website is now chocked full of stories about children who have joined and love the game. At this time I would like to thank all of our financial sponsors, our highly engaged and supportive directors and committee members, and Bill Hattem, the Executive Director of OneGoal. Our success is a direct reflection of their efforts.
Brand Outreach Committee
The Brand Outreach Committee's mandate is to create "awareness" for OneGoal and the grass roots hockey programs that are being developed by our organization throughout North America. Our primary target for communication includes kids, parents and key stakeholders within the hockey community.
OneGoal Committee members bring a wealth of desirable hockey assets to the overall group. The Brand Outreach Committee is mandated to leverage these assets in order to generate excitement that will attract a new group of potential young athletes to the game of hockey. This is done in order deliver on our vision of growing the sport of hockey.
We have officially launched a bold new "Vitamin H" Campaign, blending hockey-related objects with food to illustrate how the sport of hockey can help build happy, healthy kids.
The Brand Outreach Committee has now developed a public relations press kit to support the Vitamin H launch and this will be activated and sent to the media with a blitz beginning next January. The Vitamin H campaign features a series of four posters which can be downloaded and printed from www.onegoal.com. USA Hockey has donated a full page ad space for us to feature one of the print executions in their magazine next January. Radio Public Service Announcement (PSA) radio ads have been produced and have already aired in some key markets. A collection of OneGoal success stories has been developed and is being distributed to all of our members.
We will continue to bring excitement to our target market. We will be developing new initiatives in 2009. We have plans to incorporate some NHL players and to record segments where these pro athletes share some of their own real life minor hockey experiences. This will help engage new consumers and connect them with the sport of hockey.
The onegoal.com web site continues to be the centre hub of communication and our efforts are designed to drive traffic to this site. As we continue to build and enhance this site, it will prove to be a valuable resource and reference center for kids and parents to access.
The Brand Outreach Committee mandate heading into 2009:
1. Create Awareness
2. Focus, focus, focus
3. Drive traffic to onegoal.com
4. Leverage our member assets
5. Engage new consumers
US Outreach Update
With more than 11,000 sets of OneGoal starter equipment being utilized by youth associations and rinks in the US, momentum for OneGoal continues to build.
The nationwide roll out of the OneGoal equipment program this past fall could be transformational for hockey participation in the US. Youth associations and rink-run programs are utilizing the equipment to break down barriers to entry in hockey.
In Fond du Lac, Wisconsin, new kids in hockey were allowed to play for free this season, and were given free OneGoal equipment to use. Hyland Hills, Colorado is running a "bring a friend to hockey" day where all newcomers can try hockey while wearing OneGoal gear. Girls in Rochester, New York will be able to join a free Learn to Skate program and use OneGoal equipment.
Programs around the US are already making plans to order equipment to use for next season. The US Outreach Committee is collecting all the success stories from this season to produce a Best Practices manual that will be sent out with OneGoal equipment purchases.
Vitamin H posters were sent to every rink in the US this fall. The Philadelphia Flyers also utilized the posters to promote hockey in their community. Our goal is to make OneGoal posters and other media more readily available to hockey programs and rink operators in the near future.
On January 10, 2009 Connecticut will celebrate Connecticut Hockey Day with the support of OneGoal. The Connecticut Hockey Conference purchased 200 sets of OneGoal equipment and have 10 rinks across the state set to host kids that want to try hockey. OneGoal is currently working on the media blitz that will drive these new participants to the rinks.
Another market blitz will happen in Chicago, as OneGoal will partner with the Chicago Blackhawks to promote hockey participation during USA Hockey’s 2nd Hockey Weekend Across America, which will be held from February 13 to 15, 2009.
Additionally, USA Hockey is conducting a contest for best Hockey Weekend Across America programming with the grand-prize winner receiving sets of OneGoal equipment.
Canadian Outreach Update
The Canadian Outreach Committee has decided to forge ahead with two market blitzes in March 2009. Edmonton and Ottawa markets meet the necessary criteria to be considered for a Canadian Market Blitz, including available ice time, proven instruction, a Hockey Canada initiation program, and of course, the natural tie in to an NHL franchise.
Glen McCurdie, of Hockey Canada, will provide the respective "Learn to Play" Programs of the two Branches, by the end of January, at which point, we will align these with the communication and promotional directions of the two respective NHL Teams.
The Canadian Outreach Committee has also identified the CHL as an ideal vehicle to expand the Market Blitz formula for 2009 and maximize the use of our resources. Upon developing a "cookie cutter" template for a "Learn to Play" Program, which will include ice time, instruction, and promotional requirements, we will meet with the CHL and explore a potential roll-out plan for 2009. We anticipate this meeting to take place in February 2009.
A major initiative for the Committee in 2009 will be the establishment and execution of a OneGoal Summit scheduled for August 18th, 2009 in Toronto, piggy-backing the "OneGoal Classic" Golf Tournament. The intention is to invite as many influential hockey stakeholders and corporations from Canada who may have an interest in growing the game of hockey, co-branding with OneGoal and may supply ongoing support and creative for OneGoal grow the game initiatives.
OneGoal Equipment Program
After receiving an overwhelming response from our last equipment program and great demand for additional equipment we are pleased to announce that we will begin accepting orders for 2009 equipments requirements now!
Orders can be placed by faxing, emailing or mailing (details provided below) in the order form that is to be printed from our website: www.onegoal.com.
There is a minimum of 20 sets per order, orders must be placed in multiples of 4 and all orders must be prepaid. For additional details on this existing program, please contact the undersigned individuals.
Second Annual OneGoal Classic
We are proud to announce the second annual OneGoal Classic benefiting the OneGoal Association will take place Wednesday, August 19th, 2009 at the Club at Bond Head, minutes north of Toronto.
We received outstanding support at our inaugural event in 2008 and we are now reaching out to you to help make our next event even more successful!
We have more exciting things in store for 2009 and we will be sending regular updates announcing former and current NHL player participation, prizes, activities and much more!
Take early advantage of sponsorship opportunities and give your company some remarkable exposure at a great event benefiting youth and minor hockey across North America!
OneGoal: Growing Hockey Across North America |
