Honors Thesis

To graduate with honors from the South Carolina Honors College, I successfully defended my honors thesis, constructed over the course of two years. “Puck Around and Find Out: Expanding the NHL’s Reach to New Demographics Through an Updated Marketing Strategy” explores the NHL’s current marketing strategy and how it can be refined to better resonate with women, Generation Z, and communities of color.

Full Thesis

Background

As a lifelong fan of professional ice hockey, I wanted to research how better to share the sport with more Americans. I conducted primary research by pulling data from various NHL teams’ social media accounts and analyzing the resulting patterns. I also consulted a variety of academic sources to establish a concrete basis for sports marketing, with a focus on hockey marketing in particular. Combining these forms of research allowed me to craft a detailed, segmented marketing strategy for the NHL to follow in expanding its reach across the US.