As Cape Fear Hockey's Marketing Advisor, I led this project from the heart. My goal was to expand the only USA-hockey sanctioned youth program in both Fort Liberty (Bragg), an installation of 55,000 people, and the southeastern North Carolina region.

I led all aspects of the marketing and brand planning. The two audiences are not the same, so my strategy varied depending on the audience. My marketing plan included: 1) exposing the local community to hockey, especially underrepresented communities, through targeted community outreach events and organizations; 2) Marketing the opportunities available to people moving into the area already familiar with the sport and involved in competitive hockey; and 3) Recruit young players into the program to better sustain future teams and build the love of the game from an early age. The website exceeds all industry standard readability statistics and all marketing materials are aligned with the overarching brand plan.