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NHL Direct Marketing Creative, Database Marketing and Web Analytics Internship

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A brief overview of the work I have done so far with my Internship at the NHL.

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NHL Direct Marketing Creative, Database Marketing and Web Analytics Internship

  1. 1. Bernice Denehan<br />Database Marketing and Web Analytics Internship<br />Direct Digital Marketing Department<br />
  2. 2. Shop.nhl.com: Merchandise Banners <br />Over 600 promotional merchandise banners created for use on NHL.com and team sites<br />
  3. 3. Shop.nhl.com<br />FLASH BANNERS:<br />Social Networking- Creating posts daily, revising Facebookbanner/profile image and thumbnail<br />Proofing all GSI and licensee creative<br />Comparative Analysis of other league storefronts and ecommerce best business practices <br />Catalog Proofing<br />Creating tagged links to track placement effectiveness <br />Compiled list of NHL licensees to further add new vendors to the site<br />Social:<br />
  4. 4. Auctions<br />Web banners, and print materials for NHL Auctions including:<br />“Hockey for Huggies” <br /> -Web Banners & Email promotion creative<br />Full Page Ad in All Star Program<br />Full Page Ad in Heritage Classic Program<br />Winter Classic “Game Worn” Auction<br />
  5. 5. Other NHL Direct areas <br />Game Center Live<br />Working with Evan and Lindsay to update current GCL creative:<br />-Generic & Holiday Banners<br />-Email marketing<br />-GCL Banners for “Hockey Day In America”<br />NBC Sports : Winter Classic<br />Worked with Devi to create a set of promotional banners and email graphics to promote NBC sports airing 2011 Winter Classic<br />
  6. 6. Database & Analytics <br />EXCEL:<br />Formatting customer data for implementation into database<br />Reformatting and uploading files from Ticketmaster<br />Assist with All-Star reporting and Email reporting<br />Player shop updating using PIDs <br />POWERPOINT:<br />Formatting and printing PowerPoint presentations<br />Creating instructional guides for partner data<br />Comparative analytics of League Shops for competitive intelligence <br />Screenshots of Registration flows<br />GRAPHICS:<br />Ticket Trigger Player Updates<br />SSO registration benefit graphic<br />E-newsletter signup banners<br />Welcome Email Series graphics<br />
  7. 7. Newsletter<br />Weekly Newsletter tasks:<br />-Editing and saving header images from the past week’s games for each of the 31 newsletters<br />-Proofing links, videos, and thumbnails in 62 versions<br />-Editing and saving shop.nhl.com merchandise images for use in “shop” ad space<br />-Weeks of January 24th-31st and March 21st responsible for assisting Amie with editing, loading and proofing all newsletter content when Sarah was out.<br />Redesign of email “Social Networking” header<br />-Worked with Amie to create a more updated look for the header of NHL emails.<br />
  8. 8. Networking Event<br />Sports Analytics and CRM <br />-Logo and invitation design<br />-Organized invitations and name tags for event<br />-Weekly monitoring of online Linkedin Group<br />

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