Analysis of the IHK Comet you ice hockey LTP
Miller, Gareth (2013)
Miller, Gareth
Haaga-Helia ammattikorkeakoulu
2013
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201705239620
https://urn.fi/URN:NBN:fi:amk-201705239620
Tiivistelmä
IHK Comet went through associational bankruptcy in 2010. A large number of members left the association during that period, but numbers have continued to decline up till now. The recruitment program has had inconsistent attention, even though the national federation pro-vides the format. The format originates from Stavanger Hockey association, who boasts great success in recruitment.
The first purpose of this document will be to serve to analyse the efficiency of the Get Skoyte og Hockeyskole (GSH) format, when being implemented in IHK Comet’s hockeyschool, and therefore produce possibilities to develop the format provided by the national association. The associational and environmental differences between Stavanger Hockey and IHK Comet bredde are vast. The second purpose is to analyse the efficiency of IHK Comet hockeyschool.
Entry-level recruitment programs fall into the context of youth development and marketing. How the customer is attracted, how the customer is retained, and how the child is prepared for stepping into the actual sport need to be catered for.
To analyse the effectiveness of the Get Skoyte og Hockeyskole (GSH) format, which is im-plemented at IHK Comet’s hockeyschool, all customers from the last four seasons were re-quested to complete a survey. The questions gave insight into the customer’s perceived sat-isfaction, channels of marketing, retention of customers, and transition into the association. An interview with the individual responsible for creating the format was also conducted.
For some time now, Norwegian Ice Hockey Federation (NIHF) has been encouraging their member associations to implement the GSH format. The interest towards this was incon-sistent, as well as the information made available seems lacking. Ice hockey is also a very expensive sport to provide, as well as participate in, yet the effort in many countries to recruit is substandard when comparing to other major sports.
The results from the interview and survey show that certain key factors, while mentioned in the literature provided form the national association, are not given the notable importance they should have. The channels of marketing used were mostly ineffective, yet transitioning into the association was satisfactory. The area of coaching was unsatisfactory, yet the attitude towards the children was seen as positive.
There are multiple things should be added to the format, but the concept is the product of a passionate heart, with hockey experience and marketing education. IHK Comet will use the results from this to manipulate their recruitment program for a smaller city population, target a larger age bracket (to spread recruitment, and target athlete dropout/burnout in the other sports within the city), adjust on-ice structure for a faster transition into teams, renovate equipment made available to children, and reduce requirements in terms of personnel.
The first purpose of this document will be to serve to analyse the efficiency of the Get Skoyte og Hockeyskole (GSH) format, when being implemented in IHK Comet’s hockeyschool, and therefore produce possibilities to develop the format provided by the national association. The associational and environmental differences between Stavanger Hockey and IHK Comet bredde are vast. The second purpose is to analyse the efficiency of IHK Comet hockeyschool.
Entry-level recruitment programs fall into the context of youth development and marketing. How the customer is attracted, how the customer is retained, and how the child is prepared for stepping into the actual sport need to be catered for.
To analyse the effectiveness of the Get Skoyte og Hockeyskole (GSH) format, which is im-plemented at IHK Comet’s hockeyschool, all customers from the last four seasons were re-quested to complete a survey. The questions gave insight into the customer’s perceived sat-isfaction, channels of marketing, retention of customers, and transition into the association. An interview with the individual responsible for creating the format was also conducted.
For some time now, Norwegian Ice Hockey Federation (NIHF) has been encouraging their member associations to implement the GSH format. The interest towards this was incon-sistent, as well as the information made available seems lacking. Ice hockey is also a very expensive sport to provide, as well as participate in, yet the effort in many countries to recruit is substandard when comparing to other major sports.
The results from the interview and survey show that certain key factors, while mentioned in the literature provided form the national association, are not given the notable importance they should have. The channels of marketing used were mostly ineffective, yet transitioning into the association was satisfactory. The area of coaching was unsatisfactory, yet the attitude towards the children was seen as positive.
There are multiple things should be added to the format, but the concept is the product of a passionate heart, with hockey experience and marketing education. IHK Comet will use the results from this to manipulate their recruitment program for a smaller city population, target a larger age bracket (to spread recruitment, and target athlete dropout/burnout in the other sports within the city), adjust on-ice structure for a faster transition into teams, renovate equipment made available to children, and reduce requirements in terms of personnel.