Minnesota Hockey, an affiliate of USA Hockey, is the governing body of youth and amateur hockey in Minnesota and the premier developer of hockey players in the state. Minnesota Hockey (formerly known as the Minnesota Amateur Hockey Association) has provided volunteer services for the development and promotion of hockey in Minnesota since 1947.
However, competitive pressures had begun to threaten the community-based model of Minnesota Hockey, especially with families whose primary desire is to develop their child’s ability to play hockey (Target Members).
In 2011 the Board engaged us to guide them in developing a Brand Strategy that would help them better understand Target Members, their underlying needs and motivations, and their perceptions of the Minnesota Hockey brand and competitive AAA brands. Most important was their desire to determine the relationship the Minnesota Hockey brand would have with Target Members in the future.
We began by fielding qualitative research with Target Members, and then guided the Board in discovering insights and creating a Brand Promise that was compelling, believable and distinct in order to fuel their growth plans.
- Dave Margenau, President
- Mike Snee, Executive Director
- Dave Bakke, VP Planning
- Scott Gray, VP Publicity & Promotion
- Tom Slaird, Chair, Metro Hockey League
- Steve Oleheiser, Director District 12
- Terry Evavold, ACE/8U Coordinator
- Scott Macho, USA Hockey Minnesota District High School Representative