for hockey in australia 2017-2020 · strategy 4: digital page 16 strategy 5: workforce development...

NATIONAL PARTICIPATION GAME PLANFOR HOCKEY IN AUSTRALIA

2017-2020

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Introduction Page 4

State of Play: The Need for Change Page 5

2020 Vision Page 7

Participation Pillars Page 8

Participation Access Map Page 9

Priorities Page 12

Strategy 1: Hookin2Hockey Page 13

Strategy 2: Modified New Formats Page 14

Strategy 3: Retention Strategies Page 15

Strategy 4: Digital Page 16

Strategy 5: Workforce Development Page 17

Strategy 6: Marketing Page 18

Strategy 7: Facilities Page 19

Strategy 8: Inclusion Programs Page 20

National Targets Page 21

Hockey Australia‘s Objectives & Values Page 23

Appendices Page 24

Useful Resources from the Australian Sports Commission Page 26

CONTENTS

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INTRODUCTIONAS THE NATIONAL SPORTING ORGANISATION (NSO) OVERSEEING THE FUTURE OF HOCKEY IN AUSTRALIA, HOCKEY AUSTRALIA’S OVERARCHING OBJECTIVE IS TO GROW PARTICIPATION IN HOCKEY IN AUSTRALIA THROUGH BOTH TRADITIONAL CLUB-BASED PROGRAMS, COMPETITIONS AND EVENTS AS WELL AS THROUGH NON-TRADITIONAL MODIFIED NEW FORMATS OF THE GAME.

The purpose of the National Participation Game Plan 2017-2020 is to provide a roadmap on how Hockey Australia in collaboration and alignment with its key partners through a ‘whole of sport’ approach will develop national strategies that are delivered locally to achieve its participation objectives of;• Attracting new participants;• Retaining current participants; and• Re-engaging past participants.

Hockey Australia’s National Participation Game Plan 2017-2020 is designed to be a live working strategic document that will be reviewed annually and modified as required.

STATE OF PLAY OF PLAYTHE NEED FOR CHANGE

HOCKEY HAS A STRONG AND PROUD HISTORY IN AUSTRALIA. IT IS THEREFORE WORRYING THAT HOCKEY IN AUSTRALIA IS IN DECLINE, WITH PARTICIPATION RATES CONTINUING TO DECLINE FROM THE PEAKS REPORTED IN THE MID 2000’S IN MOST AREAS OF AUSTRALIA.

Whilst some states and territories have experienced moderate success in growing their participation over recent years through targeted programs, the levels of national participation decline are a significant concern.

The decline in participation aligns directly to the decline in membership, with approximately 10,000 fewer playing members in the past 12 months alone. The participation rate (percentage of the total population playing hockey) paints an even more dire situation. The total population in Australia has steadily grown, while the number of people playing hockey has been in decline, meaning the participation rate has fallen considerably in the last decade.

To better understand the decline in participation, Hockey Australia has conducted National Exit Surveys in 2015 and 2016 which have revealed an annual churn rate of between 20-25%. This means in each year, up to 25,000 people stop playing hockey for a variety of reasons including, but not limited to, work, study and family commitments, injuries, access to suitable training and competition times and the increasing costs of participation.

At the same time, the sport is doing a good job attracting approximately 15,000 new participants into our Hookin2Hockey junior participation programs and new and returning club-based participants, resulting in a net loss of around 10,000 participants a year.

Encouragingly, 57% of those participants who have left our sport in the last 12 months, have indicated that they will most likely be back playing in the next one to two years so we have likely not lost these participants for life, but we

will need to ensure that we facilitate their return by satisfying their participation needs.

The annual churn or ‘leakage’ in traditional club-based participants is impacting on all levels of hockey, especially in our ability to deliver the sport through a trained workforce and allowing clubs to have a growth focus. We must have proactive strategies to arrest the churn and keep participants engaged.

The participation decline in hockey is strongly aligned to the general shift away from club-based sporting activities towards non-organised sporting activities. This change in consumer behaviour is linked to a change in people’s needs from sport which has moved from predominantly competition based outcomes to a large focus on social and fitness outcomes in what is an ever increasing time poor society.

Refer to Appendices on pages 24 - 26.

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THE SPORT OF HOCKEY IS STILL INCREDIBLY TRADITIONAL AND NEEDS TO CHANGE ITS APPROACH AND DELIVERY MODELS TO ADAPT TO CHANGING CONSUMER PREFERENCES.

This National Participation Game Plan 2017-2020 is focused on growing the sport by acknowledging and addressing the challenges identified previously.

Our plan into the future must be dynamic and we must embrace change and adopt a growth mindset.

It is critical for the sustainability of our sport that we continue to nurture and support the traditional component of our sport. Clubs & Associations from across Australia have been, and will continue to be, the backbone of hockey into the future.Importantly, we must also recognise the need to provide non-traditional modified new formats of

the game that meet the needs of new consumers of our sport. We need to be focused on both our current and prospective participants. Providing traditional and modified new formats of our game are two central pillars in the National Participation Game Plan 2017-2020.

Our sport needs to be aggressive in obtaining a slice of the wider community by providing potential hockey participants with formats which meet their changing needs and attract them to take up this great game.

Developing evidence-based and innovative participation growth strategies to retain and attract participants to the game, together with strong leadership and governance across all levels of hockey, is urgently required to redress this decline and enable growth.

A THREE-PRONGED STRATEGY IS REQUIRED TO;• Attract new participants;• Retain current participants; and• Re-engage past participants.

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2020 VISION250,000 100,000 50,000 15% 20%

BY THE END OF 2020 , WE WILL HAVE:

Hockey Australia will achieve these participation growth strategies through collaboration and respectful partnerships with our eight State and Territory member Hockey Associations as well as their affiliated Clubs and Associations.

Critical to the success of the National Participation Game Plan 2017-2020 will also be our innovative partnerships with other workforce providers and educators who will assist in the delivery of modified new formats of the game.

More than 250,000 participants actively involved in traditional club-based hockey as well as non-traditional modified new formats of the game.

More than 100,000 of these participants will be juniors (under 18) experiencing Hookin2Hockey programs, competitions and events, as well as modified new formats of the game.

More than 50,000 school students per year experiencing quality hockey programs delivered by accredited providers through the Australian Sports Commission’s Sporting Schools Program.

Reduced the annual churn of participants exiting the sport from 25% to 15% through the identification and implementation of effective retention strategies to engage and retain participants.

Increased the number of accredited coaches, umpires and technical officials by 20% to support the participant growth.

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Refer to National Targets on page 20.

CURRENTLY 196 ,584 CURRENTLY 59 ,989 CURRENTLY 42 ,951 CURRENTLY 25% CURRENTLY 8 ,540

PARTICIPATION PILLARS

KEY FOCUS AREAS

HOOKIN2HOCKEY MODIFIED NEW FORMATSOF THE GAME

DIGITALMARKETING

FACILITIES

Clubs, Associations & SchoolsSocial & Fitness

WORKFORCE DEVELOPMENT

TRADITIONAL CLUBBASED HOCKEY

ENAB

LERS

ENABLERS

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ATTRACT, RETAIN & RE-ENGAGE ATTRACT ATTRACT & RE-ENGAGE

PARTICIPATION ACCESS MAP

PrimarySchool Age

Hookin2Hockey- Come & Try

- Skills in Action- Game On!

SecondarySchool Age

YoungAdult

OlderAdultFamily

ModifiedNew Formats

ModifiedNew Formats

ModifiedNew Formats

ModifiedNew Formats

Traditional Club Based Hockey

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P _ 12 PRIO

RITIE

S

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1

5

3

7

2

6

4

8

Hookin2Hockey

Workforce Development

Modified New Formats

Marketing

Retention Strategies

Facilities

Digital

Inclusion Programs

PRIORITIES

NEW

These are the 8 key priorities which will ensure that we can attract new participants, retain current participants and re-engage past participants.

GOAL: To have Hookin2Hockey, the official national junior participation program, delivered and promoted consistently across the country.KEY STRATEGIES

1.1 Relaunch of the Hookin2Hockey ‘Skills in Action’ program in January 2017 as an 8 week program with a consistent cost and delivery model.

1.2 Development and implementation of Hookin2Hockey ‘Game On’ which is the bridging participation program between the traditional Hookin2Hockey entry program and inter-club junior competition or modified formats of the game.

1.3 Identification of a commercial partner for the Hookin2Hockey program.

1.4 Development and implementation of a marketing and promotional plan for the Hookin2Hockey program.

1.5 Development of quality Hookin2Hockey resources for program deliverers, club administrators, coaches, umpires and participants.

1.6 Development of quality Hookin2Hockey Schools resources for program deliverers, teachers, coaches, umpires and participants that are linked to the Australian National Curriculum.

1.7 Engage national and state athletes as ambassadors in the promotion and delivery of the Hookin2Hockey and Sporting Schools programs.

1.8 Conduct an annual census of school-managed competitions capturing student participation numbers.

MEASURABLE PERFORMANCE TARGETS & TIMEFRAMES

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1 HOOKIN2HOCKEYHookin2Hockey has 3 program stages: Come & Try, Skills in Action and Game On!

Resources and commercial model for the delivery of Hookin2Hockey ‘Game On’ developed and implemented.

Commercial partner for the Hookin2Hockey program signed.

More than 80% of all hockey clubs with junior participants will be registered as Hookin2Hockey centres and deliver Hookin2Hockey programs.

More than 50,000 school students per year experiencing quality hockey programs delivered by accredited providers through the Australian Sports Commission’s Sporting Schools Program.

18,000 participants engaged in Hookin2Hockey programs.

www.hookin2hockey.com.au for more information

End of 2017

End of 2017

End of 2020

End of 2020

End of 2020

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GOAL: To develop and implement non-traditional modified new formats of the game.

KEY STRATEGIES

2.1 Hockey Australia to support and promote the implementation of pilot programs for non-traditional modified new formats of the game focusing on social and fitness outcomes.

2.2 Development of modified program(s) to engage and retain teenagers.

2.3 Development of modified program(s) to engage and retain women and girls.

2.4 Development of a business model for modified formats of the game that will sustain these programs in club and non-club based settings.


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2 MODIFIEDNEW FORMATSNEW

Hockey Australia to provide support for a minimum of three (3) non-traditional modified new formats of the game pilot programs.

Hockey Australia to lead the national roll out of modified new formats of the game.

Hockey Australia to lead the development of a sustainable business model for modified formats of the game.

10,000 participants are engaging in non-traditional modified new formats of the game.

2017

2018

2017 & 2018

End of 2020

GOAL: Use research to identify and implement effective strategies to engage and retain participants.

KEY STRATEGIES

3.1 Hockey Australia to continue to conduct an annual National Exit Survey to increase awareness of the participation drivers and barriers in hockey. Hockey Australia to share this information across the network and with the Australian Sports Commission (ASC).

3.2 Hockey Australia to work with the States & Territories as well as the ASC and other organisations (sporting organisations and non-sporting organisations) to identify and implement effective strategies to engage and retain participants.


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3RETENTIONSTRATEGIES

Hockey Australia to conduct an annual National Exit Survey.

Reduce the annual churn of participants exiting the sport from 25% to 15%.

Hockey Australia to lead and implement national roll out of retention strategies.

Hockey Australia to work with the States & Territories and ASC to identify retention strategies.

July each year

End of 2020

2018

2017

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GOAL: To deliver a fully integrated and reliable digital solution which will provide insight into understanding and forecasting demographic trends which will better inform strategic decisions aimed at growing and maintaining participation.

KEY STRATEGIES

4.1 Conduct a thorough review of the sport’s current digital solutions, including the membership and competition management databases as well as the coach and official accreditation database and learning management system (HockeyEd).

4.2 Conduct a national audit of participants that are known to be participating in club-based competitions and programs but who are not recorded on the HA national database or State/Territory Hockey Association databases (the so-called “lost tribes” of hockey).

4.3 Deliver a fully integrated digital platform that allows consumers and program deliverers to transact online, ensuring all information is collected, documented and easily retrievable.

4.4 Development and implementation of a dedicated Hookin2Hockey registration portal which is reviewed annually and modified to allow for future trends and accommodate evolving customer needs.

4.5 Development and implementation of participant registration portals for modified new formats of the game.

4.6 Investigation into the merits of a fully integrated Customer Relationship Management (CRM) system and the benefits it may offer in assisting the growth of the sport while balancing the needs of other key pillars of the business.


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4 DIGITAL

Hockey Australia will have completed the review into the digital platforms and made a recommendation to the States & Territories on the provider of a national database (or equivalent) for 2018-2020 (3 year agreement).

July - December 2017

Customer Relationship Management (CRM) system implemented.

A fully integrated digital platform implemented.

End of 2018

Start of 2018

National audit of participants that are known to be participating in club-based competitions and programs but who are not recorded on the HA national database or State/Territory Hockey Association databases completed.

End of 2017

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GOAL: To identify, develop and increase the capacity and capability of the workforce required to deliver the participation strategies.

KEY STRATEGIES

5.1 Hockey Australia to undertake a comprehensive analysis of the capacity and capabilities of the current club-based workforce that is engaged in delivering participation programs (traditional and modified new formats), competitions, coach and umpire education and development, and facility development.

5.2 Identify and implement innovative ways to effectively communicate and make quality support resources available for accredited program deliverers, coaches, umpires, technical officials and administrators.

5.3 Increase the number of accredited coaches, umpires and technical officials.

5.4 Investigate strategies and business models for the development and support of a paid workforce as a delivery option for the various participation programs.

5.5 Hockey Australia to implement a national volunteer recognition program.


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5 WORKFORCEDEVELOPMENT

National volunteer recognition program developed.

National volunteer recognition program implemented.

The number of accredited coaches, umpires and technical officials will have increased by 20%.

Hockey Australia will have completed a comprehensive analysis of the capacity and capability of the workforce required to deliver traditional participation programs as well as modified new formats of the game. This analysis will highlight the current and future resources required to successfully deliver the participation growth strategies in the National Participation Game Plan.

End of 2017

2018

End of 2020

End of 2017

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GOAL: To identify, develop and implement cost-effective and innovative participation marketing strategies.

KEY STRATEGIES

6.1 Hockey Australia to develop a Marketing Plan with a focus on participation.

6.2 Development of support resources and promotional material for all participation programs to be available to program deliverers. Resources to include strategies targeting recruitment and retention.

6.3 Link participation programs and engagement activities to the promotion of the 2018 Gold Coast Commonwealth Games.

6.4 Develop support resources and promotional material for National Hockey Week to encourage the hockey community to celebrate the sport and its role in their local communities.


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6 MARKETING

ice cream

Review and update the Participation Marketing Plan on an annual basis

Development of a Participation Marketing Plan

Support resources and promotional material for all participation programs to be available to program deliverers.Support resources and promotional material for National Hockey Week developed and accessible to the hockey community each year.

Annually

End of 2017

2018

Annually

GOAL: To conduct a national audit of hockey facilities and identify strategies for the development of new facilities (outdoor and indoor) to support future growth.

KEY STRATEGIES

7.1 Hockey Australia to conduct a national audit of hockey facilities and identify strategies for the development of new facilities (outdoor and indoor) to support future growth. The new facilities will need to cater for both the traditional and modified new formats of the game.

7.2 Assist State & Territory Hockey Associations and their affiliated Clubs & Associations in developing and maintaining appropriate facilities and facility plans to meet the current and future needs of their participants.

7.3 Assist State & Territory Hockey Associations and their affiliated Clubs & Associations in identifying strategies to maximise the usage of their facilities on a year round basis and therefore maximise their facility revenue.


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7 FACILITIES

Hockey Australia will have conducted the national audit of hockey facilities and identified strategies for the development of new facilities (outdoor and indoor) to support future growth.

Hockey Australia National Facilities Master Plan will be completed and made accessible to all levels of government, key stakeholders and property developers to better inform their decision making processes in relation to the development and maintenance of future hockey facilities.

2018

End of 2019

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GOAL: To develop and implement programs which focus on increasing participation in indigenous, multi-cultural, all-abilities and disadvantaged populations.

KEY STRATEGIES

8.1 Hockey Australia to support and promote the implementation of programs which focus on increasing participation in indigenous, multi-cultural, all-abilities and disadvantaged populations.

8.2 Inclusive programs to be linked to Hockey Australia’s event model. Programs to be showcased at national and international events hosted in Australia.

8.3 Hockey Australia to develop a National Inclusion Policy.

8.4 Hockey Australia to develop a National Reconciliation Plan.

8.5 Hockey Australia to work with the International Hockey Federation (FIH) on supporting their MOU with the International Sports Federation for Persons with Intellectual Disability (INAS).


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8 INCLUSIONPROGRAMS

Hockey Australia to provide support for a minimum of three (3) programs which focus on increasing participation in indigenous, multi-cultural, all-abilities and disadvantaged populations.

National Inclusion Policy and Reconciliation Action Plan developed.

National Inclusion Policy and Reconciliation Action Plan implemented.

Hockey is included as a demonstration sport at the 2019 INAS Global Games in Brisbane.

9,000 participants engaged in targeted inclusion programs.

2018 & 2019

2018

2019

2019

End of 2020

NATIONALTARGETS

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Activity

Totals

Club/Association Participation- Registered Players in

club-based competitions

Number of HockeyEd Accredited Coaches

Number of HockeyEd Accredited Umpires & Technical Officials

School Managed- Competitions

School Delivered - Sporting Schools Program

Modified formats of the game- Social

- Fitness

Targeted Inclusion Programs- All-Abilities

- Remote & Indigenous- Culturally & Linguistically Diverse (CALD)

- Disadvantaged

Junior Participation Program- Hookin2Hockey

Actual

2016Target

2017Target

2018Target

2019Target

2020

196,584

1,249

42,951

No data available

10,667

4,374 4,600 4,800 5,000 5,200

4,166 4,400 4,550 4,750 5,000

12,000 14,000 16,000 18,000

33,000 34,000 35,000 36,000

45,000 47,500 50,000 52,000

3,500 5,500 7,500 10,000

3,000 5,000 7,000 9,000

Senior: 49,113Junior: 49,322Total: 98,435

Plus Indoor Hockey: 2,000*





32,742**Estimate based on 2013 research

208,500 224,350 239,250 253,200

*Estimate of Indoor Hockey players not recorded in Club/Association participation data above.

NOTE: Hockey Australia’s National Participation Game Plan 2017-2020 is designed to be a live working strategic document that will be reviewed annually and modified as required.

HOCKEY AUSTRALIA’SOBJECTIVES & VALUESHockey Australia’s objectives and values will underpin all of the goals and key strategies in the National Participation Game Plan 2017-2020.

OBJE

CTIV

ESVA

LUES

SUCCESS

INTEGRITY

GROWTH

EXCELLENCE

GOVERNANCE

INCLUSION LEADERSHIP

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35%

40%

45%

50%

55%

60%

65%

70%

75%

2001

2002

2003

2004

2005

2006

2007

2008

2009

2010

Participant refers to people who participated in at least one physical activity for exercise, recreation or sport at least once in the last 12 months.

Organised physical activityPhysical activity for exercise, recreation or sport that was organised in full or or in part time by (1) a fitness, leisure or indoor sports centre that required payment for participation, (2) a sport or recreation club or association that required payment of membership, fees or registration, (3) a workplace, (4) a school, or (5) ny other type of organisation.

Non-organised physical activityPhysical activity for exercise, recreation or sport that was non-organised in full or in part time (that is, not fully organised by a club, association or other type of organisation).

Non-organised physical activity

Tota

l par

ticip

atio

n ra

te

Organised physical activity

Reference 1: Australian Sports Commission 2015, ‘Play.Sport.Australia’ Participation Game Plan, Canberra, ACT.Reference 2: Australian Bureau of Statistics 2011-2012, ‘Australian Health Survey: Physical Activity’, issued 19 July.

ORGANISED VERSUS NON-ORGANISED PHYSICAL ACTIVITYAPPENDICES

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0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

5 6 7 8 9 10 11 12 13

14 -

17

18 -

19

20 -

24

25 -

29

30 -

34

35 -

39

40 -

44

45 -

49

50 -

54

55 -

59

60 -

65

There is a dramatic reduction in participation rates of young people in organised and club-based sport between the ages of 12 and 20.1

Subtotal organised

Club participants

Reference: Australian Sports Commission 2015, ‘Play.Sport.Australia’ Participation Game Plan, Canberra, ACT

SPORT PARTICIPATION ACROSS AGE GROUPS

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Non-organised only

Participation Cliff

Market Segmentation for Sport Participationhttps://www.youtube.com/watch?v=V0v92-JfpW8

The Future of Australian Sport: megatrends shaping the sports sector over coming decadeshttps://www.clearinghouseforsport.gov.au/__data/assets/pdf_file/0007/564073/ The_Future_of_Australian_Sport_-_Full_Report.pdf

The Future of Australian Sporthttps://www.youtube.com/watch?v=gCScGpae3ik

Play.Sport.Australia: The Australian Sports Commission’s participation game planhttp://static.ausport.gov.au/play_sport_australia/

USEFUL RESOURCES FROM THEAUSTRALIAN SPORTS COMMISSION

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www.hookin2hockey.com.au

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