Session 2 Presentation 2 The Danish Experience Role Models and Recruitment
Lion Project Concept for standardised reception, visitation and treatment of new players in the age group of -9 years Developed over 2 seasons Regular practice times at decent hours Information materials for parents and children Calibrating expectations Parent/club meetings Visibility of the concept (jackets, emblems, diplomas, etc)
Kim Staal Road Show Building on Germany 2010 Wanting to capitalize on hockey fever in Denmark Wanting to create an event drawing more children into hockey AND market the positive image of hockey Why Kim Staal? Natioal Team Icon Profile Catching the lucky break Kim out for 6 months with shoulder injury, but still able to be on ice
Sponsors National Team Player + Happy Children = WIN Sponsors quickly materialised NOC - AL Bank Honda OK Benzin
Media Again: National Team Player + Happy Children = WIN Huge media interest News clips from different stops on the tour
The event 3 hours Welcome for children + parents 60 minutes of on ice practice Closing remarks in the dressing room Autographs + pictures, etc. Outside of the ice parents needs to have VIP experience Cliche time: 1st impressions last, never get a 2nd chance to make a first impression, etc. etc. Clear cut agreements of who does what (check-list)
Calendar Klub Dag Dato Istid Kontaktperson Mobil Mail 1 Herning Lørdag 28.08.10 11:00 Erik Petersen 2365 0566 eampetersen@sport.dk 2 Rødovre Søndag 29.08.10 14:30 Charlotte Munch 2923 6549 charlotte.munch@hotmail.com 3 Amager Torsdag 02.09.10 17:00 Steen Bekker 6161 3436 steen@bekno.dk 4 Aarhus Lørdag 04.09.10 10:00 Pia Krarup 2121 1175 p.krarup@ik-aarhus.dk 5 Frederikshavn Søndag 05.09.10 10:00 Kasper Boelsmann Kristensen 2536 2598 kasper@kasper-k.com 6 Aab Onsdag 08.09.10 17:00 Lars Quist Jensen 4084 5577 post@aab-is.dk 7 Gentofte Lørdag 11.09.10 10:00 Inge Nielsen ingniel@yahoo.dk 8 Rungsted Lørdag 11.09.10 14:00 Margit Böll 5124 7405 mab@rik.dk 9 Herlev Søndag 12.09.10 13:00 Per Friis 2980 0323 pmf@hornets.dk 10 Hvidovre Torsdag 16.09.10 16.45 Lis / Jette lis@hvik.dk 11 Esbjerg Lørdag 18.09.10 15:00 Ole Hagensen 3028 1139 oh@esbjergik.dk 12 Gladsaxe Søndag 19.09.10 11:00 Ruben Jørgensen 4019 1355 rj@dva.dk 13 KSF Søndag 19.09.10 14:00 Mogens Friborg 3115 0171 jensenwillumsen@hotmail.com 14 Silkeborg Lørdag 25.09.10 09.30 Thomas Lavring 4221 4242 tl@itrelation.dk 15 Vojens Lørdag 25.09.10 13.25 Bo Dietz Larsen bo.dietz@mil.dk 16 Odense Søndag 26.09.10 12:00 Anders Holst 6617 1100 ah@oik.dk
Advertising Club Date Onice Advertised Deadline Media 1 Herning Lørdag 28.08.10 11:00 25-aug 20-aug Herning Bladet 2 Rødovre Søndag 29.08.10 14:30 25-aug 20-aug Vestegnens Avis 3 Amager Torsdag 02.09.10 17:00 31-aug 27-aug Amagerbladet 4 Aarhus Lørdag 04.09.10 10:00 01-sep 26-aug Aarhus Onsdag 5 Frederikshavn Søndag 05.09.10 10:00 31-aug 26-aug Lokalavisen Frederikshavn 6 Aab Onsdag 08.09.10 17:00 31-aug 26-aug Vejgaard Avis & Midtvest Avis & Nr.Sundby Avis 7 Gentofte Lørdag 11.09.10 10:00 07-sep 03-sep Villabyerne 8 Rungsted Lørdag 11.09.10 14:00 07-sep 03-sep Ugebladet Hørsholm 9 Herlev Søndag 12.09.10 13:00 07-sep 02-sep Herlev Bladet 10 Hvidovre Torsdag 16.09.10 16.45 14-sep 10-sep Hvidovre Avis 11 Esbjerg Lørdag 18.09.10 15:00 15-sep 10-sep Ugeavisen Esbjerg 12 Gladsaxe Søndag 19.09.10 11:00 14-sep 10-sep Gladsaxe Bladet 13 KSF Søndag 19.09.10 14:00 15-sep 10-sep Østerbro Avis 14 Silkeborg Lørdag 25.09.10 09.30 22-sep 15-sep Ekstra Posten 15 Vojens Lørdag 25.09.10 13.25 22-sep 16-sep Haderslev Ugeavis 16 Odense Søndag 26.09.10 12:00 22-sep 17-sep Ugeavisen Odense
Massive advertising Posters locally Agreements with 2 national broadcasters MASSIVE internet campaign on association and league sites Clubs handle local media (standardised press release) Local tv local papers local sites
Follow up 2nd event planned locally Evaluation to the association Evaluate with parent group
Results 468 new children under 12 attended Total players under 12 before Road Show was 1147 318 of the 468 who started are still playing = 20 % inscrease of membership for that age group! Massive positive media feed back Sponsors already committed to doing same type of event again Cost for association: 0 (zero) EUR
Improving and next steps What happened to the 145 who dropped out from the start to now? How do we focus on our black spots and get people to come? How do we repeat the succes with-out people thinking been there done that? How do we keep the 345 children interested? How do we keep media attention on our recruitment effort