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Bulletin: Senators re-launch their Official Website

by Staff Writer / Ottawa Senators
Club to Focus on Unique Online Content in 2007-08 for Technologically-Savvy Fans

OTTAWA – The Ottawa Senators today announced the re-launch of their official team website, The re-launch is part of a transition that sees all 30 NHL clubs move to a league-wide platform for the start of the 2007-08 season. The initiative will make it easier for fans to navigate all of the NHL club sites while providing better and more user-friendly content.

The Senators also announced the introduction of new features this upcoming season using the research from a recent fan survey to gauge interest. The survey polled Senators season ticket holders, ‘Sens Insiders’ members (online newsletter) and the club’s fan base on during the 2007 playoffs and found the following from the more than 7,200 respondents:
  • 94% say they are online at least once a day and 58% say they are online for at least 2 hours.
  • 75% visit at least once a week and 82% subscribe to the weekly newsletter.
  • 58% say they are very technically savvy.
  • Respondents say their preferred channel of information is still online and email (although wireless channels are a fast-growing platform for the 18 to 34-year-olds).
The club will look to focus on producing unique content and make it available on multiple platforms, as well as increasing fan interaction.

“The majority of fans rely on several sources to obtain information, including places like Facebook,“ said Senators director of website and e-marketing, Isabelle Perreault-Lachapelle. In fact, the survey shows the more technologically savvy the respondent, the more likely he/she is to visit social networking sites. “It was amazing to see a large number of fans come together on Facebook during the playoffs to support the team and create an environment where they could easily share stories, photos, and interact with other fans.

“Rather than re-creating the wheel, we were able to collaborate with the group administrators to send out information and keep fans informed of playoff activities,” added Perreault-Lachapelle. “It turned out to be a great channel to reach out to fans.”

New features the club will look to add in consideration of their wired fans this upcoming season include the Sens All Access Podcast, Sens Blog Central, and a text-only version of their news, statistics and standings for access on BlackBerry and cellular phones. The club will also have better integration of video throughout the site and exclusive “Sens TV” programming.

“The key is to think about multiple platforms when creating content to ensure it can be distributed and published in as many channels as possible,” said Perreault-Lachapelle. “For example, when shooting video, make sure it’s available online, in mobile format or as a podcast.”

The Senators open their 15th NHL season on Oct. 3, when they visit the Toronto Maple Leafs at Air Canada Centre.

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