If the NBA lockout continues, the New Jersey Devils may continue to be the only pro show in town (that town being Newark) this winter, but regardless of ice or hardwood, the team continues to press ahead new and innovative ways to connect with the community.
One of those ways, sponsored by an in-state company (AmeriHealth), championed by owner Jeff Vanderbeek who has always been a big supporter of New Jersey high school and youth hockey, was launched this past week. It is an up-to-date data and news portal through Devils.nhl.com that will give information and updates on all high school hockey across the state. The Devils have become the first N.H.L. club to host such information in a state where more than 6,000 children play for more than 300 teams.
Anyone who has been to the Pru for any event has probably noticed one of the arena’s more unique touches, hockey jerseys from every team in the State adorning the corridors around the building. It was the first of many steps that the team has taken to connect closely to their core audience…an audience that obviously includes not just those playing the game, but the thousands of hickey moms and dads carting kids all over the State for tournaments and games. By engaging that core group, the team builds brand affinity, not just for today but for the future consumer, in an area with a solid fan base tucked between the Rangers to the north and the Flyers to the south. That connection is even more important for the team, which limits its players in community events during the season (although their alumni program is among the best anywhere) and needs to use alternative ways to keep fans engaged away from the arena.
The result has been a cutting edge approach to social media and online engagement by the team, ranging from the “Mission Control” area in the arena where volunteers monitor all news on the team social media sites, to this latest grassroots outreach. It not only is informational to the casual fan, it now makes the Devils website a source of pride and a destination for thousands who love youth hockey but may not always think devils first in that category.
The new section of the Web site, with the information from the state’s Youth Hockey League and Interscholastic Athletic Association, has been branded as New Jersey Youth Hockey Central. The Devils have provided the youth hockey leagues with LeagueStat, an online tracking system, so representatives from the teams can enter data in real time or after the game.
While the Devils are certainly not the first team to seek to become the destination of choice for all things hockey…the Minnesota Wild are perhaps the best at engaging “Hockey nation” in the state…New Jersey is certainly among the smartest and the best at digital fan engagement in ways other teams in any sport have yet to try. That affinity and connection to the community is critical to success in today’s challenged environment, where business success cannot just be based on wins and losses on the ice. Performance is certainly still a big part of the mix, but finding ways to keep fans engaged away from the arena is more and more critical to brands looking to spend with teams, and the Devils have certainly created a new growth area others may emulate.
