How the Right Service Model will Lead to Sales Success Rob ... · Heather McKay Director of Finance...
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Rob Mullowney VP, Operations St. John’s IceCaps How the Right Service Model Leads to Sales Success
Transcript of How the Right Service Model will Lead to Sales Success Rob ... · Heather McKay Director of Finance...
Rob Mullowney
VP, Operations
St. John’s IceCaps
How the Right Service Model
Leads to Sales Success
• Background
• 5 Components of our
Service Model
• Q & A
• #1 in cash sponsorship in AHL for 5 years running
• Average sponsorship renewal rate of over 95% over 5 years
• More league awards than any other team in last 5 years; including 3 sponsorship awards
• In 2013 set a new bench mark for highest revenue ever generated by an AHL team in single season
More than $1,500,000
to 250 Organizations
Service
Brand Management
Sales
Our Service Model
Our Culture
Retention
Reputation
Growth
Retention
Reputation
Growth
CultureCulture
TeamworkTeamwork
EfficientEfficientEducationEducation
RelationshipRelationship
Culture
Our Culture
#reputation
Teamwork
Staff Layout
#reputation
St. John’s IceCaps
Danny Williams
President & CEO
Heather McKay
Director of Finance
Glenn Stanford
COO
Trevor Murphy
Sr. Director of Fan
Experience
Colin Fardy
Manager, Game
Operations
Kory Harnum
Games Operations
Coordinator
Mark Spencer
Staff Accountant
David Salter
Director of
Communications
Chris Doyle
Manager,
Marketing
Brian Rogers
Broadcaster
Samantha Phelan
Manager, Sales and
Service
Rob Mullowney
VP of Operations
Jason King
Director of Hockey Ops
Staff Layout
#reputation
St. John’s IceCaps
Danny Williams
President & CEO
Heather McKay
Director of Finance
Glenn Stanford
COO
Trevor Murphy
Sr. Director of Fan
Experience
Colin Fardy
Manager, Game
Operations
Kory Harnum
Games Operations
Coordinator
Mark Spencer
Staff Accountant
David Salter
Director of
Communications
Chris Doyle
Manager,
Marketing
Brian Rogers
Broadcaster
Samantha Phelan
Manager, Sales and
Service
Rob Mullowney
VP of Operations
Jason King
Director of Hockey Ops
Efficient
#reputation
5 Things You
Need to Know
• Update from our President and COO/Governor
• Business Plan Overview with focus on key
initiatives as well as new opportunities
• Review of key milestones and dates for all
partners
• Dedicated session on improving ROI
• Detailed discussion on activation
• Best Practices from our sponsor group
• Lunch and Golf in afternoon
Education
Consumer &
Partner Research
25
Highlights Implications
Strong STH base – with good ticket
cycling
Our reach and impact is broader
Good base for business activity Focused corporate marketing possible
FanFest Expanded reach
Facebook Double the NL penetration rate
LinkedIn Above average penetration rate
24% versus 15%
Demographic Profile High income earners – significantly
above average
#reputation
What types of agencies do you use to
help support your IceCaps
partnership?
Answer Options Response Percent Response Count
1None, Manage Entirely
In-house63.0% 17
2None, Rely on advice
from the IceCaps staff.33.3% 9
3Marketing, Promotions,
PR22.2% 6
4 Advertising 11.1% 3
#reputation
How valuable are the following
property-provided services?
Top Responses
1 Audience Research on Attitude/Image
2 Leveraging Ideas
3 Audience Research on Recognition
4 Post-Event Report/Fulfillment Audit
5 Audience Research on Buying Habits
#reputation
What’s the #1 challenge facing your
business in next 12 months?
Answer Options Response Percent Response Count
Revenue Growth 44.4% 12
Revenue Retention 29.6% 8
Brand Awareness 14.8% 4
Employee Retention 3.7% 1
Employee Recruitment 3.7% 1
Decreasing Marketing Budget 3.7% 1
Other (please specify) 0
answered question 27
skipped question 0
Strengthening
the Relationship
#reputation
“Molson Coors used our marketing assets
acquired from the IceCaps to achieve
over a 30% lift in net sales year over
year”
Jason Hull, Director of Sales NL,
Molson Coors NL
“Thanks for a job well done. We are
getting great feedback from people
attending the games and obviously from
the families of our winners”
Darrell Smith, Retail Programs,
North Atlantic & Orange Store
“Awesome job! The execution was
perfect and the announcements
were great. I have now contacted 30
people that were at the game and all
said the ads were great.”
Brad Carroll,
Edward Jones NL
“What a great promotion. You guys do a
really good job and make us feel our
money is well spent”
Geoff Connors
Regional Sales Manager, NL
Old Dutch
“As I've been repeating to those that
have inquired about our partnership,
you and your colleagues are the most
professional group that I've ever
worked with”
Kimberley Thompson
Parks Canada
Our Culture
Retention
Reputation
Growth
Retention
Reputation
Growth
CultureCulture
TeamworkTeamwork
EfficientEfficientEducationEducation
RelationshipRelationship
