Minnesota Sports & Entertainment (MSE), owner of the Minnesota Wild NHL Club, wanted to create a new for-profit venture that was initially focused on entering the following areas of business: Content (i.e. website, newspaper), Hockey Practice Facility, Special Events (i.e. HDM, expo, banquets, conventions), Merchandising, Player Development, Safety, etc. The Vision was: “To be a catalyst for the Citizens of The State Of Hockey that helps to positively evolve their native sport.”
In 2015 we were engaged to help evolve the initial Business Strategy and to create a Brand Strategy for the new venture. We led a team of executives in digging deeply into current and potential customer motivations, over and above their functional needs, to understand what they emotionally seek. By tapping into those emotional needs we defined the brand of the new venture from a customer perspective, and created a compelling and distinct Brand Promise that could drive growth consistent with the new Business Strategy.
The first venture launched was StateofHockey.com, a robust, Minnesota hockey-themed website, powered by scores, rankings, standings and schedules for nearly every level of hockey throughout the state. The site aims to deliver rich, relevant and timely editorial content to entertain and inform hockey fans of all ages.
- Jamie Spencer, VP, New Business & Assistant to the Chairman, Minnesota Wild
- Matt Majka, COO, Minnesota Wild
- John Maher, VP Brand Marketing & Communications, Minnesota Wild
- Kathy Ross, Senior Director, Strategic Communications, Minnesota Wild
- Derek Bitter, Group Creative Director, Colle+McVoy
- Mark Strobel, Hockey Advisor