Scoring profile for LEVEL5 Strategy Group’s “State of the Hockey Nation” study
Felicity was challenged to demonstrate the thought leadership and unique capabilities of LEVEL5 Strategy Group, while at the same time earning top-tier media coverage, all to create a “calling card” for prospective clients.
What we did:
- Felicity developed a game plan that would leverage timely events – the 2012 NHL lockout – and Canadians’ love of the game to position LEVEL5 as the gatekeeper of hockey culture.
- The team distilled complex data into impactful materials that would capture media attention. Based on their strong journalist relationships, Felicity associates worked to secure high-profile interview opportunities and coverage for LEVEL5.
- From the puck drop to the final buzzer, the “State of the Hockey Nation” campaign was a huge win for LEVEL5 Strategy Group. Thirty-two stories – all containing key messages – generated nearly 20 million media impressions.
- A highlight was a feature article in the Globe and Mail by Hockey Hall of Fame inductee and legendary sports journalist Roy MacGregor. This piece alone generated tremendous buzz and credibility for LEVEL5. Beyond media coverage, the campaign helped LEVEL5 score several new business opportunities. In the words of MacGregor himself, “if I may mix a metaphor, the story is a home run.”