Throughout the 2022-23 off-season, the Ontario Hockey League will be spotlighting a member from each of our teams’ front office staffs as we look to highlight those working “Behind the Scenes” of the day-to-day operations.
Winning an OHL Championship this season, Adam King speaks on the pleasure of working as the Director of Marketing for the Peterborough Petes.
AK: My name is Adam King, I am the Director of Marketing for the Peterborough Petes and I started with the Petes in December of 2021 as the Coordinator of Game Operations and Major Events. I then transitioned to Director of Marketing in July of 2022 and have been in that role ever since. I went to Brock University, earning an undergraduate degree in Sport Management (BSM) and then went on to do a Master of Arts (MA) with a Sport Management Specialization. In my fourth year at Brock, I did an internship with MLSE, specifically with the Toronto Maple Leafs in Marketing and Game Presentation. During my Master’s degree, I worked part-time at MLSE on the Toronto Maple Leafs game crew which eventually led to a part-time contract role in Game Operations for Toronto FC and the Toronto Argonauts.
What are your responsibilities as the Petes Director of Marketing?
AK: As Director of Marketing, I oversee the marketing department, including the team’s website, social media channels, internal/external communications, game operations, and all media requests. I liaise with all local media outlets (TV/Radio/digital) to ensure they are getting access to players and coaches and I often pitch unique stories and content. I also oversee a full time staff of three coordinators and multiple interns per semester, as well as ensure they have the tools necessary to be successful in their roles. I take every opportunity to help them with their professional development and career goals. My aim is to grow the Petes brand presence in Peterborough and beyond by increasing our followership, working with internal and external stakeholders and ensuring that the Petes brand is gaining exposure on all platforms. I attempt to achieve this by creating and executing unique marketing campaigns both digitally and in-person at our venue.
What has been your favourite marketing campaign /content push since joining the Petes?
It is difficult to choose just one but if I had to, my favourite marketing campaign since joining the Petes has been the development of our game night experience. As a former game Operations Coordinator, I recognize the impact of the game night experience on our fans and our brand. As a junior hockey team, a main focus is ticket revenue and I feel as though a big part of this is having a game night experience that keeps fans coming back and I truly believe we are one of the leaders in the OHL in terms of the game night experience. I also think our ‘Almost Thursday’ Instagram posts have been a unique content piece that our fans have connected with. We are one of the few OHL teams that have their home games on Thursday nights and I think this campaign showcases that in a fun, unique way.
What led you to your current role with the Petes?
My partner, Briana, and I purchased a home in Peterborough in November 2021 and about a week after we did, the Game Operations job posting with the Petes came out and I jumped at the opportunity to work with such a storied junior hockey franchise. I joined the team in December 2021 and have enjoyed every moment with the team. In the summer of 2022, the opportunity to apply for the Director of Marketing position became available and I jumped at the chance because I have always been interested in marketing.
What has been the most fulfilling about working for the Petes?
The Peterborough Petes operate as a non-profit and as such, we are always looking to engage with the community and give back. I think the most fulfilling part of my time with the Petes has been using hockey as a vehicle to improve the community and make hockey a more inclusive space for all. I love the charity and fundraising opportunities and have enjoyed being a part of things like Pink in the Rink, Pride Night, Indigenous Heritage Night and many, many more. I think hockey has a long way to go to be truly inclusive and ‘for everyone’ and I relish the opportunity to be a positive catalyst in this change/development. I look forward to continuing to do good work in the community and leverage the Petes brand to create positive change in Peterborough and beyond.
