Nicole Lee ('05), Manager of Integrated Marketing at the NHL, answers a few questions for Marketing Monday about her role at the NHL, marketing challenges, favorite campaigns, and more.
1. What is your day-to-day role as Manager, Integrated Marketing at the NHL? What exactly does "integrated marketing" mean?
My primary responsibility is to manage a portfolio of League sponsors, which includes; MolsonCoors, Bridgestone, Visa and SiriusXM. I work with each to leverage their contractual assets and strategically build successful brand campaigns. Working with our media sales & events team, my role it to present fully “integrated” solutions to elevate these partners’ brand platforms via NHL media and jewel events (i.e. Bridgestone NHL Winter Classic). Some of these past campaigns include; Molson Canadian Stanley Cup Collection (in-case trading cards in Canada), Bridgestone Performance Moments, Visa Hockey Love Hurts (Canada only). Overall, my role is to manage these partner activations (from inception to execution) and delivery of contractual assets. I also help provide ongoing metrics to show partners the value of their investment. At the end of the day it’s about selling beer, tires and satellite radio subscriptions, all with your Visa card.
2. How did you get your start in hockey and at the NHL?
After reaching my three-year mark with Anheuser-Busch working in sales & marketing for the Michelob ULTRA Open, I was ready for the next challenge. Conveniently, an Account Executive position in our Toronto office was posted. Five years later, in a Manager role, I’m working in the sport I love and once again living close to family and friends.
3. What would you say is the biggest marketing challenge you face today? What have you and your team thought about to fix it?
Convincing partners to invest dollars in hockey programming and use their marketing rights effectively. Gone are the days when arena signage and logos on hat giveaways (for example) are enough. Partners receiving the most value from their sponsorship dollars are those going above and beyond with fully integrated hockey campaigns in the market. I’m tasked with showing partners how levering the passion of hockey fans can sell more product, increase ROI and stand above their competitors.
Over the past five years, we’ve significantly expanded our calendar of jewel events. Now partners have more opportunities to activate throughout the full season, beyond just the Stanley Cup Playoffs window. Some of these additional events include; Molson Canadian NHL Face-Off (Canadian season launch party), Bridgestone NHL Winter Classic (Jan.1), Coors Light NHL Stadium Series (NEW for 2013-14), Tim Hortons NHL Heritage Classic (Mar.2) and NHL Awards Show (June).
4. What was the importance of the Ohio Sports Administration program in your career and personal development?
Preparing me with the knowledge, experience and professionalism needed to stand out in such a competitive industry. The intern opportunities throughout the quarters provided necessary event experience and talking points to reference in that first interview post-graduation that essentially launched my career. The Alumni connections and strong friendships continue to be a valuable resource today. Memories of Athens and Court Street with classmates/friends always make me smile!
5. What is the biggest piece of advice that you could offer someone trying to get into sports marketing?
Be flexible with job location and pay. Patience, persistence and hard work always pay off in the end. Don’t underestimate the power of hand written thank you notes.
6. What is one of the coolest thing you've seen in hockey marketing?
During the 2013 Stanley Cup Playoffs, the Toronto Maple Leafs hosted outdoor viewing parties in Maple Leaf Square for each game, home and away. Last season marked the first time in nine years the Leafs made the Playoffs so these patient fans were ready to celebrate. The game was shown on the 30’x50’ outdoor screen and the Square had a stage for live music/entertainment, partner activations and fans raising their bottles of Molson Canadian. CBC had live look-ins during the national broadcast while many other media outlets picked up the story. Maple Leaf Square quickly became the destination of “where to watch”. Despite the torrential downpours and miserable weather, crowds of over 3,000 passionate “Be-Leafers” rallied together to chant and cheer on their team. The Leafs recognized the opportunity to reward their loyal fans, provide media exposure for their corporate partners and create an atmosphere to build even more excitement and talk around their team. It worked.
7. Do you have any recent or upcoming projects you could share with us?
With the season launch just around the corner, we’re in full preparation for the 2013 Molson Canadian NHL Face-Off event, Oct. 1 in Montreal at Places des Festivals. This outdoor street party will feature cover bands in the afternoon, leading up to the headliner act (still TBD) just before puck drop. Partners will be activating on-site with hockey games, trivia, NHL Alumni appearances, giveaways and full beer garden. The Leafs v. Canadiens game will be projected on multiple big screens throughout the street. CBC will have live clips of the celebration during the game broadcast. It’s going to be a fun event.
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