2010/2011 Report on Community Activities and Compliance with Key Performance Indicators

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1 2010/2011 Report on Community Activities and Compliance with Key Performance Indicators The Melbourne Football Club is kicking goals in the Casey community, through its 30-year partnership agreement with the City of Casey.

2 Introduction The City of Casey and the Melbourne Football Club have been working together in partnership for three years, delivering programs which meet community needs and provide exciting learning experiences. This report covers the period November 2010 October The City of Casey and Melbourne Football Club established a 30-year partnership agreement, that was signed on 3 June The agreement involves the Melbourne Football Club utilising training and football administration facilities at Casey Fields. In return, the Club committed to undertake a number of programs and initiatives to engage the Casey community. As an organisation, we have a unique strategy, and understand that a full and genuine commitment to engage the community is the driving force behind our growth. Our community model is designed with a deep level of engagement. We aim to create lifelong relationships through authentic and holistic community programs, which serve genuine community needs. We will achieve this through the City of Casey partnership. The key program areas of the agreement are categorised into the following pillars, designed to guide the partnership as it evolves over the coming years: Casey Fields MCG Business Media, Communications and Events Advocacy and Social Issues Education/Community Development Sport and Recreation Development Partnerships The Melbourne Football Club has also taken the opportunity to obtain a greater understanding of the existing relationships, programs and networks within both the Council and the Casey community, in order to guide the development of future programs, and ensure that they are relevant to both partners. A City of Casey and Melbourne Football Club Partnership Steering Committee meets regularly to ensure that the agreement continually reflects current priorities and activities. The objectives of the Steering Committee include: i. Providing a forum for cross-sectional involvement and understanding between Council and Melbourne Football Club representatives, in order to assist, monitor and implement the key components of the partnership ii. Considering future activities to be undertaken as part of the partnership, against the defined Key Performance Indicators iii. Receiving regular updates regarding the progress of activities undertaken as part of the partnership, against the defined Key Performance Indicators iv. Fostering community involvement and understanding of the partnership v. Providing input into a biennial review of the partnership. Year three of the agreement has allowed the Melbourne Football Club to improve and expand on the existing initiatives and frameworks. Progress has been made throughout the business sector, along with resourcing, communication and school education. The partnership is in a healthy position, and we will continue to work collaboratively with the City of Casey to deliver a meaningful, genuine and sustainable community strategy, which encapsulates the City of Casey community and its needs. 2

3 Key Performance Indicators Status Report Below is a summary of the Key Performance Indicators (KPIs) listed and agreed to by the City of Casey, accompanied by the performance against each indicator by the Melbourne Football Club. KPI Description Outcome Casey Fields Pre-season MFC to train at Casey Fields at least twice a week over 8 weeks 1.2 In season MFC to train at Casey Fields no more than once per week Achieved Pre-season training sessions at Casey Fields to be promoted on Melbourne Football Club website and local newspapers Minimum of five media sessions in season dedicated to promoting community programs Placement of community notice board at Casey Fields including updates regarding the partnership Apply best endeavours for two NAB Challenge matches to be played at Casey Fields Apply best endeavours to achieve attendances of more than 8,000 per NAB Challenge match Commission of an independent business case for the development of a 20,000 seat stadium 2. MCG Host one home game at the MCG dedicated to the City of Casey partnership (the City of Casey Round) Not achieved due to ground conditions Achieved Achieved Not achieved Advocacy undertaken however matches not scheduled by AFL Not applicable as no matches scheduled Not achieved, to be assessed in 2012 Achieved 2.2 Provide 300 general admission tickets to the City of Casey Round Achieved 2.3 Provide four scoreboard advertisements at the City of Casey Round Achieved 2.4 Secure transport and sponsorship for the City of Casey Round In progress 2.5 Provide a table of 10 at the Chairman s function at five home games Achieved 2.6 Arrange a pre-game curtain raiser at the MCG Partially achieved 3. Business 3.1 Host one Melbourne Football Club corporate/business event Achieved (exceeded) 3.2 Host two business forums Achieved (exceeded) 3.3 Host annual Doing Business in Casey business function Achieved 3.4 Deliver two corporate leadership programs for business community Achieved 3

4 Key Performance Indicators Status Report (Continued) Below is a summary of the Key Performance Indicators (KPIs) listed and agreed to by the City of Casey, accompanied by the performance against each indicator by the Melbourne Football Club. KPI Description Outcome Media, Communications and Events Conduct an annual major media launch showcasing the relationship between the Melbourne Football Club and the City of Casey Ensure Casey logo visible on all media backdrops when media events are held in Casey Melbourne Football Club to be included in Welcome Packs for new Casey residents Not achieved Not achieved due to delays in Melbourne Football Club major sponsor confirmation In progress 4.4 Confirm with local newspapers - column space Partially achieved 4.5 Provide editorial on weekly basis to designated papers Partially achieved 4.6 Provide a monthly update within each column outlining community activities 4.7 Specific mention of the funding, support and community benefit Ongoing Conduct an annual review of the Melbourne Football Club community program in consultation with the City of Casey / Melbourne Football Club Partnership Steering Committee Evaluate, document and report on the effectiveness of the KPIs bi-annually Partially achieved In progress Achieved 4.10 Participate in Christmas Family Day at Casey Fields Achieved 4.11 Participate in one Family Day in conjunction with City of Casey events team Achieved 4.12 Sausage sizzle for all members of the community (12 per annum) Achieved 5. Advocacy and Social Issues See sections 1,2 and 3 for issues of advocacy undertaken by Melbourne Football Club See sections 6 and 7 for examples of social issues addressed by Melbourne Football Club. 6. Education and Community Development 6.1 Deliver two school-based programs Achieved (exceeded) 6.2 Provide twelve community training sessions per annum Achieved (exceeded) 6.3 Undertake an environmental education-based program Achieved 6.4 Host one Young Leaders youth forum Achieved 6.5 Deliver four training days each year with Vic Police, targeted at youth in Casey Achieved 6.6 Appoint a Community Programs Coordinator Achieved (exceeded) 7. Sport & Recreation Development 7.1 Deliver two community sports forums Achieved 7.2 Organise a round robin competition with MPNFL Partially achieved 7.3 Melbourne Football Club to provide an official appearance per participating team in South East Juniors Football League Partially achieved 4

5 Investment The Melbourne Football Club continues to entrench itself in the City of Casey community. In 2011, more than $2 million in social capital was invested in the City of Casey community through our community activities and programs. Investment in the Community An independent report conducted in June 2008 estimated that the financial value for all 13 program areas (as listed in the original agreement) was valued at $967,500 per annum in the first year, and $637,500 for each of the following years of the life of the agreement. The total estimated value that the Melbourne Football Club has placed on their activities in Casey for 2011 is $2,434,800. Expenditure $ Value Player Hours ($800 x 2,346) $1,876,800 Community Expenditure (actuals) $145,000 Staff $223,000 Media $80,000 Other $110,000 Total $2,434,800 Players Investment in the Community Our community model is designed with a deeper level of engagement one which requires far greater involvement by the playing group. The table below demonstrates the visitations undertaken by the entire playing group in the City of Casey. Program (Collective Bargaining Agreement) Schools/ Centres Reached Player Hours Direct Reach Primary Schools ,300 Secondary Schools ,750 Junior Club visits ,400 Auskick centre visits Auskick Super Clinic , Total ,330 5

6 Melbourne in the Community School Education Footprint Program Player Ambassadors Player Hours Number of Schools Direct Reach Read Like a Demon Colin Garland and Cale Morton Digital Demons Jack Watts ,500 Dare to Dream * N/A 1 33 Kinder Kick* Max Gawn ,000 Kicking Goals Neville Jetta and Ricky Petterd ,000 Total ,783 Grass Roots Football Footprint Program Player Ambassadors Player Hours Number of Clubs * Denotes new programs Direct Reach South East Juniors Tom Scully ,453 Victorian Women s Football League Brad Green Auskick Colin Sylvia ,380 Demon Heartland N/A Mornington Peninsula Nepean Football League Nathan Jones ,500 Don t Drive Like a Demon Nathan Jones Football Clinics Various ,253 Total ,366 Total Footprint in the City of Casey Program Schools/ Clubs Reached Player Hours Number of Participants Collective Bargaining Agreement ,330 School Education ,783 Grassroots Football ,366 Other 950 Total 303 2,346 41,479 Other represents community events including GP Run, Casey Kids Carnival. Casey Business Breakfasts, Berwick Show 6

7 Melbourne in the Community Players Footprint in the City of Casey * * 2346 Members * * Denotes average hours spent by each player in the City of Casey Melbourne Football Club Membership in the City of Casey Player Hours

8 2011 Melbourne Football Club Schools Strategy Read and Write like a Demon Kinder Kick Dare to Dream Kicking Goals Digital Demons Other Opportunities Ambassadors: Colin Garland and Cale Morton Player anf Mascot Ambassadors Partnership with YWCA and Lord Mayors Charitable Fund Player and Mascot Ambassadors Player Ambassadors Indigenous Youth Program Regions: City of Casey, Bayside and NT Equipment/ Showbags Youth Girls & Trident Academy Teachers PD Friday 8 April Teacher PD Thursday 23 June Reach/MFC Schools Super Session Parents and Teachers inspire your kids to read Tuesday 15 March 4 week program run by TAFE students Women in Football Industry Tours Kicking Goals Clinic Wednesday 20 July Primary and Secondary School Student Forums Thursday 28 July MFC Work Experience Program 1st Quarter - Library Visit Friday 18 March Mascot Visits Dare to Dream Event Thursday 11 August Kicking Goals Gala Day Friday 12 August 4 Secondary School Sessions MCG Koorie Indigenous Youth Group every Tuesday Halftime - Author Visit Friday 1 April Dare to Dream 8 week program Auskick Super Clinic Thursday 7 July Partnership with Dept of Education (Innovation) 3rd Quarter - Player Visit Wednesday 8 June Digital Demons Teacher Resource and handbooks Final Siren - Finale Wednesday 29 June Demons Day Out Sunday 21 August Read and Write like a Demon Blog / Skype 8

9 2011 Grassroots Football Strategy Victorian Women s Football League (VWFL) South East Juniors Mornington Peninsula Nepean Football League CBA Auskick Other Opportunities Team Photo Opportunity SEJ Ambassador Ladies Luncheon Primary School Visit 1 Secondary School Visits Wednesday 8 June Guernsey Offering NAB Cup Experience Queen s Birthday Round Facilities (Casey Fields) Don t Drive Like a Demon Country Visits Wednesday 16 March All Girls Clinic Mascot VWFL Ambassador Participation Brochure Team Photo Opportunity Auskick Centre Visit Saturday 2 July (AFL) Sunday 3 July (VFL) Auskick Centre Offering Guard of Honour Joint CBA Clinic with MFC Little Demons Day Coach the Coach Train the Trainer Auskick Superclinic Thursday 7 July Changeroom Experience Rising Star Award Coach the Coach Train the Trainer Club of the Year award Primary School Visits 2 Junior Club Visits Wednesday 20 July Demon Heartland Coach the Coach Train the Trainer Volunteer Forum MPNFL Ambassador Catch Up Day Wednesday 10 August Demon Friendly Club Dare to Dream Youth Girls Gala Day Team Photo Opportunity Round 21 Match Day Experience 9

10 Melbourne Football Club Key Programs and Initiatives in the City of Casey Kicking Goals The Kicking Goals program focuses on healthy eating, respect, harmony, leadership and teamwork. The program is facilitated by teachers, with a professional development day provided. Digital Demons The Digital Demons program educates both primary and secondary school communities about safe, respectful and responsible behaviours in the digital world. The program provides teaching and parenting tools which educate, empower and protect our children. Read Like a Demon Read Like a Demon is a literacy program that offers primary students an opportunity to participate in reading workshops with Melbourne Football Club players, and a variety of best selling children s authors. This is a joint partnership between the Melbourne Football Club and Casey-Cardinia Library Corporation, and is sponsored by Officeworks and supported by Hardie Grant Egmont Publishers. Kinder Kick The Kinder Kick program is a fun and structured program that is designed to assist young children in pre-school and kindergarten to start enhancing gross motor skills, including, hand-eye coordination, foot-hand coordination, balance and agility, over three consecutive weeks. Dare to Dream Proudly presented by: Dare to Dream is a partnership between YWCA (Victoria) and Westside Circus. The aim of the program is to increase the percentage of girls completing postcompulsory schooling in the City of Casey. The program aims to equip girls with the necessary skills, confidence and advice to forge their own pathway. Don t Drive Like a Demon Aimed at young people via the Mornington Peninsula Nepean Football League, this program aims to raise awareness about the risks of dangerous driving. The program is delivered in partnership with the City of Casey, Eastlink, RACV, CFA, Victoria Police, Roadsafe and Hankook. Demon Heartland Going to the footy is a rite of passage for every child, and the Demon Heartland program has been developed to give kids the opportunity to attend Melbourne home games at the MCG. Tickets are donated by Melbourne Football Club members, and can be accessed for via the Melbourne Football Club website. 10

11 Key Achievements in the Community In year three of this agreement, a number of new initiatives and improvements have been undertaken in order to connect with the Casey community, and to ensure that the partnership is leveraged to its full potential. Below are some of the Club s key achievements. The community programs and opportunities were highlighted in the City of Casey rates notice, distributed quarterly to 95,000 households The Melbourne Football Club played a leadership role in the Casey Business Forums, and sponsored the Casey Business Awards The Read Like a Demon program increased to 25 schools, improving content and delivery The Kinder Kick program was delivered in partnership with Chisholm Institute in the City of Casey. Fifteen Kinders were a part of the program, reaching 1, 000 participants The inaugural U/12s girl s Melbourne football team was established. Players were selected from the South East Juniors and played against North Melbourne at Arden Street The Dare to Dream program was launched at Lyndhurst Secondary College, with outstanding outcomes for students There was significant engagement with Casey Auskick centres including a giveaway of 450 Melbourne Football Club Auskick guernseys Launched the Digital Demons Play by the Rules program to secondary schools across Victoria, with 3 schools from the City of Casey participating in the program The Casey 3 game Melbourne Football Club membership was introduced exclusively to City of Casey residents The Melbourne Football Club actively supported City of Casey events, including, Berwick Show, GP Run, Casey Kids Carnival and the Casey Business Breakfast series Introduction of the Indigenous Youth Group program, which included 30 participants who actively participated in cultural arts, dance and sports activities Introduction of the Tridents Academy, saw a two day program being conducted, focussing on football skills, leadership and teamwork City of Casey Round was allocated to the Round 8 match vs. Adelaide Crows, with an attendance of 19,987. Jordie McKenzie participates in the Read like a Demon program 11

12 Looking Ahead In 2012, the Melbourne Football Club will continue to work collaboratively with the City of Casey to develop meaningful, genuine and relevant programs that meet community needs. The following are some of the new initiatives we will be focusing on in the next twelve months: Appointment of a City of Casey Partnership Coordinator Appointment of a Multicultural Development Officer Introduction of the Demon Friendly Schools program Introduction of the Demon Friendly Clubs and Auskick centre programs Extending the Read Like a Demon program, utilising technology At each Casey Scorpions home game, host a table of community stakeholders Expand the Digital Demons primary school program South East Juniors to occupy Casey Fields precinct (subject to Council approval) Further engage the Casey business community, providing key networking opportunities Explore the opportunity of commissioning an independent business case for the development of a 20,000 seat stadium Introduction of Super Sessions at Casey Fields for schools and clubs Introduction of the Super Schools Gala Day at Casey Fields, with approx 1,500 students in attendance Re-launch of the Kinder Kick program, offering the program to primary schools in the City of Casey Lynden Dunn and Jack Watts talk to students at the Digital Demons program 12

13 A word from the community It is often difficult to measure the impact our programs are having on the community. Below are some examples of how our programs are influencing and inspiring students within the City of Casey Thank you for a wonderful job this year. All the kids at Fleetwood Primary School in the varied programs had a wonderful experience and I believe it really has spurred quite a few of them on, particularly my grade 5 boys reading in the Read Like a Demon program. We are certainly looking forward to it again next year Sam Thomson Classroom Teacher, Fleetwood Primary School The kids had an absolute ball with the players coming out and doing a clinic with them, doing some work in their Mascots books, answering questions, signing autographs and having pictures taken. They were buzzing for the remainder of the day. Brent Robinson, Grade 4 Teacher Courtenay Gardens Primary School THANKYOU so much for visiting our school and giving footy jumpers to our students on our footy colours day. The kids loved the mascot and giveaways, especially the Demon supporters! Bree Schranz, Classroom Teacher, Hillsmeade Primary School 13

14 A word from the community It is often difficult to measure the impact our programs are having on the community. Below are some examples of how our programs are influencing and inspiring students within the City of Casey. Hi Guys, Just a nice little update on the year 11 dare to dream girls. A number of them have put their names down for peer leader training this year. They will be training to work with year 7 students to promote a smooth transition and also to facilitate the Butterfly Foundation Free to Be body esteem program. Girls out of both of last year s Year 10 groups nominated themselves, I can remember seeing Mel, Jaymee, Tiarna, Kysta, Gemma and Renee s names down on the list. Most exciting news was the feedback that Renee and Gemma were the first to put their hands up to nominate themselves! This made us smile so we wanted to pass it on. Tara Schmidt Student Wellbeing Support, Lyndhurst Secondary College We love our association with the Demons and appreciate your support. We plan to implement your new cyber-safety program across the school next year; Kate Wall our rep has prepared a school implementation plan and her section of the school trialled many of the lessons prior to her presentation to staff. Thanks for keeping us in touch with all that is going on Go Dees! Jenny Scott Principal, Mossgiel Park PS I love everything to do with books, and I am so excited that I now have my own. Thanks to the Melbourne Football Club for the opportunity. Jada Gwin Winner of the Write Like a Demon Competition 14

15 linic Girls Superc Guard of Honou r Footy Colours Day Demon Heartla nd Kinder Kick Mascot 15

16 Melbourne Football Club Community Partners 16

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