Transformative Ownership Era for Ottawa Senators Brings New Marketing Strategies
Ownership transitions within sports franchises often generate an unparalleled surge of optimism. Such has been the case in Anaheim, where the sale of the Angels from Arte Moreno to Kroenke Sports & Entertainment ushered in a wave of exuberance.
In Ottawa, a city long entwined with the tribulations of inadequate ownership and ineffective management, the acquisition of the Senators by Michael Andlauer has sparked renewed hope, encapsulated in his vision of delivering a ‘Best in Class’ standard.
While this aspiration may seem utopian, Andlauer’s stewardship heralds a return to the foundational pillars of professionalism, empathy, and effective communication, befitting an organization competing at the apex of professional sports.
As we near the three-year milestone of Andlauer’s tenure, the prevailing positivity within the Ottawa market remains intact, yet it is simultaneously a period characterized by significant transition.
The Senators have reached the postseason in consecutive years, notwithstanding their struggles to advance beyond the first round, which has led to a growing recognition of their robust defensive capabilities amidst a league of elite competitors.
Concurrent with these on-ice developments, a parallel evolution is occurring off the ice. Rather than resting on the goodwill generated from the change in ownership, efforts are underway to cultivate a substantive identity for the franchise.
Peter Shier, serving as the Senators’ vice president of marketing, has been entrusted with this pivotal responsibility.
At 71 years of age, Shier possesses a diverse and intriguing career background. He is an alumnus of Cornell University, where he excelled not only in his studies, majoring in hotel and restaurant management, but also as an offensive defenseman on the esteemed hockey team.
During his final collegiate season, he dominated as a scoring defenseman, accumulating 24 goals and 50 points in merely 27 games, which eventually led to a professional contract with Minnesota.
Although he never graced the NHL, Shier spent three seasons in the Central Hockey League with Oklahoma City before embarking on a voyage across Europe, playing in countries such as Finland, Switzerland, and Austria; he subsequently retired at the age of 27 to pivot toward a marketing and advertising career.
“Upon my return, I initially dabbled in the restaurant industry,” Shier recounted. “I quickly found it unfulfilling due to the demands of working nights and weekends. A chance encounter with a Harvard hockey player led me into the advertising realm.”
“For 25 years, I ran my branding agency in Toronto before deciding to exit. I was then in the midst of authoring a book when Andlauer reached out to me.”
Shier has a longstanding rapport with the Senators’ owner, dating back two decades, having previously played hockey alongside him.
“He was our goaltender,” Shier reminisced. “We often found ourselves early in the locker room, engaging in discussions about life and business. He possesses a keen understanding of branding.”
“I distinctly remember telling him that I would relish the opportunity to collaborate one day. Now, that dream is materializing.” After a year in his role, one of Shier’s primary mandates has been to enhance and expand the Senators’ brand identity.
“It is imperative for the Senators to solidify their presence after three years of Andlauer’s stewardship,” Shier asserted. “Everyone is acutely aware of the previous tumult before his arrival. Now, he has firmly established himself within the community.”
Shier recognized the necessity of capitalizing on the momentum created by Andlauer’s ownership to forge a deeper connection with the local populace.
Many franchises aspire to crystallize iconic branding. The Toronto Raptors tout ‘We The North’, while the Minnesota Wild align themselves with ‘State of Hockey’.
Though the Senators have previously attempted campaigns featuring slogans such as ‘Heart over hype’ and ‘All heart, all in’, Shier acknowledged the need for a more resonant identity moving forward.
“As a marketing professional, I had to ask, ‘What do we aspire to embody?’” Shier articulated. “We explored past themes, including ‘Heart over hype’, which served its purpose but lacked the longevity necessary to sustain interest.”
Shier’s challenge was to delineate what the Senators’ brand signifies and how it resonates within the community.
This endeavor was undertaken collaboratively with Acart Communications, a longtime marketing partner. Together, they embarked on exhaustive research endeavors, including focus groups and community outreach, engaging directly with local residents.
In these intimate interactions, key themes emerged, with one sentiment resonating prominently.
“A clear theme emerged during my conversations,” Shier explained. “It revolves around the residents of Ottawa. People are choosing to live here, enduring the winters and the imperfections, because it is an exceptional place to call home.”
“The advantages are plentiful. Ottawa is not Toronto or Montreal; it is a smaller, more tranquil city. We take pride in that. Even those who’ve relocated often return.”
One anecdote from his research particularly struck a chord.
“I spoke with a waitress from the Supply and Demand restaurant who had previously resided in Toronto,” Shier recalled.
“When I queried her motivation for returning, she said, ‘My family is here, and I’ve always cherished Ottawa. It allowed me to transition back to life.’”
“That sentiment beautifully encapsulates the essence of this city. It’s quieter, more polite, and easier to navigate—concepts that guided our thoughts and strategy.”
“I love this graphic,” Shier described a visual representing their new direction. “It’s deliberately ambiguous. That figure could represent anyone. The design is also bilingual, which is crucial.
The ‘Hill’ references both Parliament Hill and the Gatineau Hills. The ‘we’ signifies inclusivity, inviting others to embrace this journey with us. The notion of ‘choice’ underscores decision-making—enhancing our narrative.”
The slogan’s potency is amplified by its geographical implications. Initial Senators fans often supported other NHL teams due to the absence of a local franchise.
To this day, Toronto Maple Leafs and Montreal Canadiens loyalists permeate the Ottawa and Gatineau region.
Recognizing this, Andlauer has prioritized building connections with the Gatineau community. He is keenly aware of the significance of engaging with this demographic, and they have had ongoing discussions regarding strategies for outreach.
“He understands marketing,” Shier emphasized. “Gatineau is immensely important to him. I find myself having weekly conversations focused on ways to strengthen our presence there.”
In striking parallels, the Senators are drawing inspiration from Los Angeles Clippers owner Steve Ballmer’s community engagement approach.
Instead of attempting to convert entrenched adult fans of rival teams, Ballmer has chosen to refurbish basketball courts across Southern California to cultivate a future generation of fans.
In Gatineau, a market that languished under previous management, the Senators are proactively seeking to establish a presence.
This season, they’ve invested in Timbits and U7 hockey programs, ensuring that five AAA teams will don Senators jerseys as they represent Outaouais in the Quebec Elite League.
While these initiatives are in their infancy, instilling familiarity with the logo among local youth should yield long-term positivity.
The context surrounding branding efforts coincides intriguingly with Brady Tkachuk’s recent trade request. The American-born player has exercised his right to seek a trade, invoking a no-movement clause in pursuit of a destination in Florida.
“It’s taken months to develop this marketing campaign, so Tkachuk’s decision wasn’t the catalyst for this direction,” Shier clarified. “However, there’s a potential benefit in leveraging such moments as rallying points for our identity.”
“A few have speculated that our branding shift stems from Brady’s action,” Shier remarked. “In reality, we initiated these discussions prior. In fact, immediately following Brady’s trade, I mentioned to Dave Poulin) how we could use this momentum to advocate for choosing Ottawa.”
Indeed, the Senators must navigate the nuances of building brand loyalty. Claude Giroux initially joined Ottawa amid its competitive struggles, motivated by familial ties and a desire to reside closer to family.
Meanwhile, Tim Stützle recently emphasized his fondness for playing in a Canadian market—an assertion that has grown increasingly salient in the wake of recent developments.
Tkachuk’s departure could represent a galvanizing moment for the franchise; however, the efficacy of this rebranding endeavor in sustaining that sentiment over the coming years remains to be seen.
In an era defined by the significance of branding, the question lingers: can the Senators cultivate a distinctive identity to match the expectations of their fanbase?
“That’s one of the central questions,” Shier conceded. Attaining this goal hinges on the authenticity and resonance of what we establish.
The branding must be distinctive and meaningful—something that fans can truly claim as their own. We strive to carve out a genuine identity akin to ‘We The North’, which is irreplicable.
“Ultimately, it will serve as the bedrock for all our endeavors, providing depth and significance to our outreach.”
Source link: Sports.yahoo.com.
