In summer 2008, Nipissing University announced its intention to launch a men’s university hockey team. Since that time, excitement was in the halls of Nipissing University and within the community of North Bay, Ontario was mounting. It was a long and sometimes difficult journey to lead this team to success, but with the help of a private investor group, the Nipissing University Lakers Men’s Varsity Hockey team would finally on the ice in September 2009 and kick-o .. . Read more »

In summer 2008, Nipissing University announced its intention to launch a men’s university hockey team. Since that time, excitement was in the halls of Nipissing University and within the community of North Bay, Ontario was mounting. It was a long and sometimes difficult journey to lead this team to success, but with the help of a private investor group, the Nipissing University Lakers Men’s Varsity Hockey team would finally on the ice in September 2009 and kick-off a much anticipated first season . In January 2009, the Lakers Hockey Marketing Committee was assembled to discuss, to promote this new team. Memorial Gardens, which had a total building capacity of 4,048 – The Lakers would play in North Bay, the largest recreational facility. Their goals were clear – the coveted Lakers Varsity Hockey team would have to win broad support and attendance to maximize fan. With about nine months to the first game, the marketing team focused on the development of the most effective marketing plan to achieve these goals. On 2 March, they would their recommendations to the Lakers ownership group present for final approval and implementation.
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from
Denyse Lafrance-Horning
Source: North American Case Research Association (NACRA)
12 pages.
Release Date: 1 December 2011. Prod #: NA0152-PDF-ENG
Nipissing University Varsity Hockey – If we build it will they come? HBR case solution