USA Hockey is the National Governing Body of amateur hockey in the United States with approximately 600,000 participant members.
As a 501(c)3 organization, the mission of USA Hockey is to promote the health, welfare and growth of amateur hockey in the United States. Stoneacre Partners was retained to design, develop and execute a pilot program targeting at-large non-participant hockey fans in the United States as well as those concentric circles of alumni and supporters of USA Hockey. The USA Hockey Advantage Program was operated and marketed for the benefit of the USA Hockey Foundation.
The goals of the Program were to create additional revenues for the USA Hockey Foundation so as to further funding wherewithal in its support of USA Hockey, Inc. Stoneacre conceived, designed and created the USA Hockey Advantage Program branding strategy and related positioning. Stoneacre designed and sourced a consumer offering that consisted of multiple categories of benefits including access to special savings on game tickets and events from the Boston Bruins, Hockey East and other New England participating program partners. Stoneacre brought proprietary technologies sourced from third party technology providers across social, mobile and digital platforms. Stoneacre implemented the technologies using a “Free to Fee” pricing strategy as part of a multi-channel customer acquisition strategy. Stoneacre leveraged USA Hockey’s social reach and employed the geo-fencing and push notification capabilities that mobile technologies provide. The Program was also designed around certain data collection and data asset build objectives.