Wednesday, October 11, 2006

Bruins Making Smart PR and Marketing Moves

Many of you have heard of some of the changes the Bruins have been making lately. Heidi Holland, the director of PR, has been moved to a new position or is no longer with the team. I have been told, the organization has two openings in its PR department. The team is "cleaning house" and bringing in some "new blood."

Editor's Note: I am not applying to these positions due to other opportunities in the pipeline.

Thankfully, from a marketing standpoint, they are starting to promote their players to the city, which will help them sell tickets in the long run. It's been a while, other than the Leary commercials, since the team really marketed its players. The ticket office has been concerned lately since they haven’t sold as many tickets as they had hoped. Could that be because peripheral hockey/sports fans don’t even know who is on the roster?

Below are items from the Bruins newsletter which was sent out earlier this week and are positive ways to gain marketshare within the Boston community this season:

* Welcome the Bruins back to Boston as they face off against Jarome Iginla and the Calgary Flames. Don't miss great prizes, tee-shirt giveaways, and contests throughout the game. Plus, fans who register during the game will have the opportunity to obtain post-game photos with Bruins players!
Don't forget - kids 12 and under get in for free!

Offering post game photos is a great way to create an "experience" for children which will hopefully make them hockey fans for life. Think of the success the Red Sox have had when offering fans the opportunity to take pictures with their players. Also, it’s a smart idea to let kids in for free to create the family atmosphere.

* What's Bruin Around Town?
B's vs. Blues Viewing Party - Tomorrow!
Thursday, October 12th at 7:00 p.m. @ The Greatest Bar
Don't miss your chance to win Bruins tickets, autographed merchandise, and other cool prizes such as a new iPod or a Bud Light snowboard! The Boston Bruins, along with Budweiser are hosting a "Bruins Viewing Party" at The Greatest Bar, located at 262 Friend Street. Come meet the Bruins Ice Girls and watch the B's take on the St. Louis Blues.

This is something they need to do regularly in different parts of the city and surrounding towns to generate interest in the team. They receive very little media or fan attention. This is a cheap and inexpensive way for at least the Bruins Ice Girls to interact with fans.

* Celebrity Bartending with the Bruins
Tuesday, October 17th from 6:00-8:00 p.m. @ Sports Grille Boston
Join the Boston Bruins and Miller Lite for a night on the town! Come see members of the Bruins as they serve drinks on Tuesday, October 17th from 6 - 8:00 p.m. at Sports Grille Boston, located at 132 Canal Street in Boston. Tickets are $10 and can be purchased at the door.
All proceeds benefit the Boston Bruins Foundation.

If the Bruins are smart, they will ensure television crews and even a radio station is at this event. The PR department really needs to market the hell out of this to fans. This is the one event before the home opener for the players to connect with the Bruins faithful. If the team is smart, they will host events like this in the future.

* Patrice's Pals
This season, Boston Bruins center Patrice Bergeron is unveiling his latest community effort, Patrice's Pals. Throughout the season, Patrice will invite children and their families from local hospitals and non-profit organizations to Bruins home games to sit in the Patrice's Pals Luxury Box and receive the ultimate VIP game experience. Last week, Patrice visited Children's Hospital Boston to meet Cole Pasqualucci, a patient, and Patrice's first guest in the suite on the October 19th home opener.

Great community relations investment and they make fans of the families for life.

The Bruins are finally on the right track.


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