Minnesota Hockey Recruitment & Retention
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MINNESOTA HOCKEY RECRUITMENT & RETENTION MANUAL To develop programs for recruiting new players and retaining existing players through communication, education, and the promotion of the game of hockey Table of Contents Recruiting & Retention Contact List .............................................................................................. 3 Growth Coordinator Job Description .............................................................................................. 4 Best Practices .................................................................................................................................. 5 Marketing & Communications ................................................................................................... 5 Promotions .................................................................................................................................. 6 School Events & Programs ......................................................................................................... 6 Hockey Events & Programs ........................................................................................................ 6 Community Events & Programs ................................................................................................. 7 Community Partnerships ............................................................................................................. 8 Using Testimonials ..................................................................................................................... 8 Girls Specific Ideas ..................................................................................................................... 8 Creating a Culture of Growth ..................................................................................................... 8 Recruiting Goalies ...................................................................................................................... 9 Resources .................................................................................................................................... 9 Minnesota Hockey Grants............................................................................................................. 10 Gear Up Minnesota! .................................................................................................................. 10 Pass the Puck Grant Program .................................................................................................... 11 Step-By-Step Program Models ..................................................................................................... 12 Try Hockey for Free.................................................................................................................. 12 New Family Orientation Night ................................................................................................. 14 Reading Program ...................................................................................................................... 16 Flex Development Program ...................................................................................................... 18 Five-Star Hockey Development ................................................................................................ 20 After-School Hockey Program ................................................................................................. 21 Retention Phone Call Program .................................................................................................. 22 Page 2 of 23 With over 18,000 Mite/8U players, Minnesota is the gold standard in the United States for introducing young kids to hockey. That type of record-breaking success is largely due to the efforts of volunteers, like you, within each community based association. Each association has the best opportunity to know and understand the kids in their community and how to attract them to our great sport. The role of Minnesota Hockey and USA Hockey is to support the associations through the development of various grants, programs and resources. This manual is intended to provide a collection of best practices and available resources to assist in making the effort of local volunteers more efficient and effective. We hope you find this guide is helpful and as an association, you continue to place a priority on getting more kids involved in our great sport each season. Good luck! Recruiting & Retention Contact List Minnesota Hockey and USA Hockey are committed to assisting association leaders in growing the game through grassroots programs and initiatives. If you have any questions on the resources in this manual, feel free to contact any of the individuals below: Jeff Wright Glen Andresen Committee Chair Executive Director (412) 491-1209 (651) 602-5727 [email protected] [email protected] Shannon Webster Derek Ricke USA Hockey Marketing and Communications Mgr. (719) 538-1118 (218) 255-0478 [email protected] [email protected] Page 3 of 23 Growth Coordinator Job Description POSITION: Local Association Growth Coordinator OBJECTIVES: • To acquire and retain youth hockey players in the 4 to 8 year old age range for local association. • Foster a welcoming atmosphere and positive experience throughout all beginner level programs • There are many opportunities available for growing youth hockey; it is up to the Growth Coordinator in determining what will work in their community. RESPONSIBILITIES: • Work with association leadership on acquisition & retention programs • Research and utilize USA Hockey and Minnesota Hockey resources • Connect with other hockey programs in the area on potential growth events • Apply for grants • Have a presence at community activities • Act as the main contact for potential new families • Communicate with parents to maximize program satisfaction • Coordinate loaner equipment • Recruit volunteers to assist with growth initiatives QUALIFICATIONS: • A passion to grow the game in local community • Excellent communication and organization skills • Enthusiastic Page 4 of 23 Best Practices Marketing & Communications 1. Create flyers that can be distributed at schools through “take home folders” or e-mail newsletters. 2. Place flyers or posters in local stores, schools, libraries, day cares, pools, etc. 3. Make it easily accessible for new players and parents to find information on how to get started on the association’s website, especially on the home page. Utilize key words such “Try Hockey” or “New to Hockey?” to draw attention. 4. Utilize yard signs or larger signage to promote registration at popular intersections and/or business partners. 5. Submit an ad for your community or county Community Education booklet 6. Find a parent or volunteer that is active on social media and engage them to run accounts for the association. 7. Promote registration and/or recruiting events using Facebook ads targeted specifically to your community. 8. Work with local newspaper, radio and public access TV contacts to use public address opportunities to promote local hockey events. 9. Use testimonials to highlight the strengths of the organization. Ex: website, local media, social media, in the arena and at local businesses or sponsors. See the Testimonials section later in manual for ideas on how to collect quotes. 10. During the season, take photos and create short videos of current players and teams to share on website or social media and promote a positive experience. 11. Share news and educational materials for new players or families from Minnesota Hockey and USA Hockey. 12. Promote safety initiatives such as Heads Up, Don’t Duck, SafeSport, no checking rules, and no fighting in youth hockey to develop a safer perception of hockey 13. Highlight the education reward programs (ex: SKATE) your association participates in as this type of academic encouragement isn’t common in other youth sports 14. Conduct personal phone calls to families of players who do not return to your program the following year to invite them back to hockey and/or find out why they aren’t returning. Page 5 of 23 Promotions 1. Host a jersey day early in the school year and/or throughout the season on game days 2. Hand out t-shirts to youth hockey players that they can wear to school to promote registration and their pride in the association 3. Provide giveaway items at local events (wristbands, foam puck, mini stick, etc.) 4. Offer free or reduced prices for first year players 5. Provide a referral discount to players that get their friends to sign up for hockey 6. Develop an equipment lending program and promote special offers for try hockey events or other recruiting programs 7. Coordinate with a local sporting goods store on equipment packages or discounts 8. Allow youth players wearing their jerseys into high school games for free School Events & Programs 1. Host a youth hockey table at elementary school open house(s) with promotional materials and/or games 2. Attend your school carnival and create a game with a hockey theme 3. Set up a reading program where high school players spend time reading hockey themed Brady Brady books to students in younger grades. Players are often allowed to wear their jerseys and hand out information about your association. 4. Enhance math and science classes with the NHL Future Goals Program powered by Everfi 5. Encourage local gym teachers to include floor hockey, floorball and/or broomball as one of their activities by providing them with practice plans converted