Any efforts to market the NHL will be wasted unless games regularly appear on network TV - either CBS, ABC, NBC, or FOX to guarantee a maximized number of homes can view them, and with enough games that people can be reasonably assured of turning on their TV on a certain night and seeing a hockey game. Frankly, it would require a weekly "Hockey Night in the USA". Then promote the young stars and show them in clips demonstrating their skills. Instead of constantly teaching people about hockey like FOX tried to do, instead use the tag line "the only way to learn the game is to watch it." Hell, I learned most of the rules of hockey as a new fan at the age of 21 just by playing a freakin' Super Nintendo hockey game.
Between increasing visibility and getting people familiar with the personalities in the game, you'd build up the fan base. Problem is, most people (especially network TV execs) won't even give hockey a chance, so they won't watch it (or broadcast it with any frequency). For some reason there's a negative stigma attached to the sport, and I blame sports broadcasters for that, because so many of the popular ones badmouth hockey while simultaneously admitting they don't understand the sport.