Four Great Reasons to See a Home Game in March: The Secret Emails

By Luke Peristy

Yesterday, the Senators sent their season ticket holders an email outlining why Ottawa's remaining home games are a great ticket to have, despite where the team may be in the "standings". Through our sources inside the Senators organization, we have obtained an email thread that outlines the process through which this email was drafted.

I think you'll agree that it provides a fascinating behind-the-scenes look at the day-to-day operations of the Ottawa Senators, and their marketing department in particular.

Note: All names and email addresses have been changed to protect the guilty/innocent.

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From: Jeff <director@marketing.ottawasenators.com>
Date: Mon, Mar 17, 2014 at 7:45 AM
Subject: Home Game Email
To: Gord <gord@marketing.ottawasenators.com>

Hey Gord,

Unfortunately, the team had a bit of a rough weekend so I think it's a good idea to send out an email to ticket holders to remind them that there's still lots of good reasons to come to Sens games. I was wondering if you could put together an email for this. Just talk about stuff like being able to watch Ales Hemsky and Erik Karlsson, how good the big screen is, and the fact that there's restaurants at the arena and stuff. Shouldn't be a big deal.

Thanks,

Jeff

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From: Gord <gord@marketing.ottawasenators.com>
Date: Mon, Mar 17, 2014 at 8:37 AM
Subject: Re: Home Game Email
To: Jeff <director@marketing.ottawasenators.com>

Jeff,

I think I see what you're going for here, but I decided to take it in my own direction. I was really feeling the creative juices flowing today. The email definitely has a theme to it. Check it out and let me know if you can figure out what it is.

- Gord

Sens Army, There are great seats at great prices available to remaining home games in March and April. Be part of the live game experience at Canadian Tire Centre. Here are four great reasons to be United in Red! Come marvel at the enormity of The Largest Parking Lot in Eastern Ontario! After the game, come marvel at the enormity of The Largest Parking Lot Traffic Jam in Eastern Ontario! If you're coming by bus, enjoy one of the most demanding transit routes in sports! If it takes that long, it's gotta be worth it in the end, right? Some things you can’t see on television. Watch great game highlights like this on the Bell HD screen at Canadian Tire Centre vs. Tuesday, March 18, at 7:30 p.m. vs. Thursday, March 20, at 7:30 p.m. vs. Monday, March 31, at 7:30 p.m. vs. Wednesday, April 2, at 7 p.m. vs. Thursday, April 10, at 7:30 p.m. Be here live United in Red!

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From: Jeff <director@marketing.ottawasenators.com>
Date: Mon, Mar 17, 2014 at 9:17 AM
Subject: Re: Re: Home Game Email
To: Gord <gord@marketing.ottawasenators.com>

Hi Gord,

I took a look at what you've got. The formatting is pretty good, but I think you should focus less on transit and more on the actual players, perhaps. Ales Hemsky's a new player, here. Maybe mention him.

Thanks,

Jeff

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From: Gord <gord@marketing.ottawasenators.com>
Date: Mon, Mar 17, 2014 at 10:03 AM
Subject: Re: Re: Re: Home Game Email
To: Jeff <director@marketing.ottawasenators.com>

Hey Jeff,

Thanks for the feedback. I've dropped the transit thing, even though I feel like it could really move people. (Get it? Transit will move people! Ha! I'm the best...) Anyway, here's the new email. I hope you'll like this one better.

- Gord

Sens Army, There are great seats at great prices available to remaining home games in March and April. Be part of the live game experience at Canadian Tire Centre. Here are four great reasons to be United in Red! Catch our newest Senator Ales Hemsky who has one goal and six assists in his first five games and might not be here for long, so see him while you can! Catch our oldest Senator Chris Phillips who just signed a new two year contract and will probably be here forever. Catch our smallest Senator Cory Conacher Catch our largest Senator Jared Cowen who is basically Zdeno Chara except smaller, cheaper, younger and will never be leaving via free agency as long as we have anything to say about it. Some things you can’t see on television. Watch great game highlights like this on the Bell HD screen at Canadian Tire Centre vs. Tuesday, March 18, at 7:30 p.m. vs. Thursday, March 20, at 7:30 p.m. vs. Monday, March 31, at 7:30 p.m. vs. Wednesday, April 2, at 7 p.m. vs. Thursday, April 10, at 7:30 p.m. Be here live United in Red!

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From: Jeff <director@marketing.ottawasenators.com>
Date: Mon, Mar 17, 2014 at 10:22 AM
Subject: Re: Re: Re: Re: Home Game Email
To: Gord <gord@marketing.ottawasenators.com>

Gord,

This is getting better, but it might be just a little too focused on Senators players. Maybe make things a little more accessible for people who might not necessarily be Sens fans.

Thanks,

Jeff

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From: Gord <gord@marketing.ottawasenators.com>
Date: Mon, Mar 17, 2014 at 11:47 AM
Subject: Re: Re: Re: Re: Re: Home Game Email
To: Jeff <director@marketing.ottawasenators.com>

Jeff,

I think I know exactly what you're getting at. See attached.

- Gord

Sens Army and Friends, There are great seats at great prices available to remaining home games in March and April. Be part of the live game experience at Canadian Tire Centre. Here are four great reasons to be United in Colours That Include Red! Come enjoy ticket prices that are much cheaper than those in Toronto or Montreal. Watch the game in a unique environment surrounded by thousands of other fans of your team. Visit the wide open spaces of scenic Kanata! The large farmers fields are perfect for a post-game riot or even, dare we say it, a parade? Some things you can’t see on television. Watch great game highlights like this on the Bell HD screen at Canadian Tire Centre vs. Tuesday, March 18, at 7:30 p.m. vs. Thursday, March 20, at 7:30 p.m. vs. Monday, March 31, at 7:30 p.m. vs. Wednesday, April 2, at 7 p.m. vs. Thursday, April 10, at 7:30 p.m. Be here live United in Red (and possibly Blue and White)!

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From: Jeff <director@marketing.ottawasenators.com>
Date: Mon, Mar 17, 2014 at 1:04 PM
Subject: Re: Re: Re: Re: Re: Re: Home Game Email
To: Gord <gord@marketing.ottawasenators.com>

Gord,

First of all, that's not at all what I meant. Second of all, you can't just say every game is against the Maple Leafs or Canadiens, no matter how many extra tickets we'd sell. Third of all, you've barely even touched on the game day experience at the rink. Please mention at least one of the restaurants. We need to send this email out soon.

Sincerely,

Jeff

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From: Gord <gord@marketing.ottawasenators.com>
Date: Mon, Mar 17, 2014 at 2:12 PM
Subject: Re: Re: Re: Re: Re: Re: Re: Home Game Email
To: Jeff <director@marketing.ottawasenators.com>

Hi Jeff,

I've incorporated all your suggestions. I think you'll be pleasantly surprised by the results.

I gotta head home now. I still haven't seen last night's episode of Girls and I just can't wait any longer.

- Gord

Sens Army, There are great seats at great prices available to remaining home games in March and April. Be part of the live game experience at Canadian Tire Centre. Here are four great reasons to be United in Red! Catch our newest Senator Ales Hemsky who can't believe how much better Ottawa is compared to Edmonton. Erik Karlsson leads all NHL defenseman in sick flow. Watch him flip his hair over and over again! Chek Point is one of the only sports bars in Kanata to enjoy a pre-game meal. Featuring four walls and 42 high-definition Samsung screens, Chek Point will offer the best audio visual experience in any sports bar in Ottawa Senators arenas. Some things you can’t see on television. Watch great restaurant commercials like this on the Bell HD screen at Canadian Tire Centre vs. Tuesday, March 18, at 7:30 p.m. vs. Thursday, March 20, at 7:30 p.m. vs. Monday, March 31, at 7:30 p.m. vs. Wednesday, April 2, at 7 p.m. vs. Thursday, April 10, at 7:30 p.m. Be here live United in Red!

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From: Jeff <director@marketing.ottawasenators.com>
Date: Mon, Mar 17, 2014 at 2:17 PM
Subject: Whatever.
To: Gord <gord@marketing.ottawasenators.com>

You know what, never mind. I'll just take care of this myself.

See you tomorrow.

- Jeff

P.S. Team Adam 4 lyfe!

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