STRATEGIC PLAN 2017/ /21

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1 STRATEGIC PLAN 2017/ /21

2 SWIMMING IN AUSTRALIA The numbers 4.32 million Australians swim weekly 2.9+ million adults 1.3+ million children 12 world records broken by Australians in ,182+ Social media community 20,000+ fans cheering from the stands at Hancock Prospecting Australian Championships and Georgina Hope Foundation Age Championships 2.9m viewers on Channel 7 over 5 nights SWIMMING IS IN OUR DNA We live in a country surrounded by water, where over 4 million Australians swim regularly. It defines us a nation. We learn to swim to survive and we stay swimming for enjoyment, fitness and competition. In Australia, we have consistently punched above our weight against the rest of the world in the pool. It s a badge we wear with pride. We have a rich history in the sport, with names like Murray Rose, Dawn Fraser, Ian Thorpe, Susie O Neill, Matt Cowdrey and Priya Cooper synonymous with success and the spirit of the green and gold. And our current champions such as Mack Horton, Kyle Chalmers, Cate Campbell, Ellie Cole, Brenden Hall and Lakeisha Patterson and the whole Australian Dolphins Swim Team continue this proud tradition and add their own stories to the rich tapestry of Australian Swimming. Our vision is to create a nation of swimmers admired by the world. Successful delivery of the Strategic Plan and our focus on our three Strategic Pillars: One Swimming, Lifetime Participation and Peak Performance will ensure that we deliver on this vision. We have some exciting new developments as we seek to build our membership at all levels of our sport. Our new Optus Junior Dolphins program will extend into Swim Schools and more clubs through the launch of new digital solutions. We will unveil the largest swimming participation movement, Australia Swims to the Australian public and will be re-launching our coaching education program. Each of these initiatives involve the active engagement of the entire swimming community. Through the adoption of our One Swimming philosophy, I am confident that we will grow the sport. And together with our partners, ensure that we leave a lasting legacy to inspire all Australians to be the swimmer they want to be. As we look forward to Tokyo in 2020, our events will be the canvas on which sporting dreams are realised, the next generation of champions emerge and these heroes will inspire the future generations to swim. Mark Anderson Swimming Australia, CEO 110,000+ Swim Family edm digital community 4,871,833+ video views on social media annually 1,000+ clubs 88,000+ club members 1M+ Kids in Learn to Swim 15,000+ Optus Junior Dolphins 1,748,443 reach via social media channels $20,753,861 in media exposure generated for major sponsors at Nationals

3 SWIMMING AUSTRALIA STRATEGIC FOUNDATIONS VISION PURPOSE STRATEGIC PILLARS To create a nation of swimmers admired by the world. Inspiring Australians to be the swimmer they want to be LIFETIME PARTICIPATION Swimmers develop a lifetime love for the sport - all ages, all abilities: 1. Pathway: Our organised clubs, squads, competitions and programs. 2. Recreational: Swimming for fun, fitness, health & wellbeing. PEAK PERFORMANCE Support athletes to achieve career-best performances in the finals of benchmark events. Unearth, inspire and nuture to build a consistent pipeline of future champions. ONE SWIMMING Our swimming industry works constructively together: 1. pooling expertise, knowledge and resources to achieve mutual goals; and 2. with shared values and behaviours underpinning our culture. ENABLERS Our People Commercial Sustainability Digital Consumer-Focused Innovation Shared Business Operations & Services Places to Swim - Traditional and New

4 MAKING OUR MARK PEOPLE AT THE POOL FOCUS CUSTOMER SEGMENTS Junior Participation Learn-To-Swim & OJD 2017/ / / /21 Innovate to grow and develop the sport through digital transformation Launch Optus Splash app to support Optus Junior Dolphins (OJD) program; establish partnerships in Learn to Swim (LTS) and primary schools Engage to capture, measure, analyse for datadriven decision-making Build LTS relationships through Optus Splash app to transition more swimmers to Optus Junior Dolphins and Club pathway; implement primary schools strategy Optimise to grow & improve key swimming assets, programs and people Evolve Optus Splash app functionality with improved LTS and schools integration; build sustainable revenue and expand Optus Junior Dolphins Achieve to exceed key targets from grassroots to elite Growth in Junior participation; reach OJD targets of 80,000 and achieve 50,000 Optus Splash app download and engagement targets. Adult (15+) Participation Recreational Launch participation movement Australia Swims January 2018 to re-engage Australians with swimming; build digital communities Grow Australia Swims participation movement; connect directly with swimmers for lifetime participation utilising CRM system & social Pilot new pool and open water programs; track recreational swimmers; Australia Swims is driving participation growth & frequency 1 million more Australians swimming or swimming more frequently; new swimming channels established Coaches Participation, Performance & Elite Develop and improve online coach training programs; communicate new Australian Swimming Framework standards Develop in-pool technology for coaches to track, measure and enhance performance; implement coach strategy with new accreditation modules Unearth, inspire and nuture future champions with theoretical and practical education; coach reward and recognition program Achieve high performance coaching at all levels of the pathway - participation, performance, elite Talent Pathway Clubs & Squads Launch Australian Swimming Framework (ASF), the foundation for sustained and successful club, swimmer & coach development; conduct membership review Clubs, officials and administrators are supported by new websites, integrated CRM system and new membership offerings to track, measure and develop Improve club retention through customerfocused product & experience; connect with non-affiliated clubs nationally Reach club growth targets of 122,000 members; more coaches being developed; pathway conversion to elite is at 20% High Performance Elite Athletes More racing; new national competition format/calendar; explore innovation for training environments; Inspire the nation at Commonwealth Games Training camps in Japan; athlete engagement with My AIS Playbook; worldsbest training with Hancock Prospecting Academy; Optus Racing Race the world in Korea & Malaysia; bring world-first analysis and tracking technology to life; deliver advanced coaching & training Support athletes to achieve Olympic Games and Paralympic Games targets, with career best performances in benchmark finals Swimming Fans Broadcast & Attendees Innovate event format, broadcast product, live streaming, social, new website & CRM; launch SAL Travel; home Commonwealth Games Highly engaged fans - online, broadcast and at event; fan profiling to develop customer segmentation and tailored offerings Tailored messaging and product offering for fans to reflect key motivations and behaviours creating fans for life Reach 300,000 social media followers, exceed broadcast targets and exceed event attendee targets

5 KEY MILESTONES BENCHMARK EVENTS 2017/ FINA WORLD SWIMMING CHAMPIONSHIPS July 2017 Danube Arena, Budapest, Hungary 2017 HANCOCK PROSPECTING AUSTRALIAN SHORT COURSE CHAMPIONSHIPS October 2017 SA Aquatic & Leisure Centre, Adelaide 2018 AUSTRALIA SWIMS January 2018 Australia-wide 2018 AUSTRALIAN OPEN WATER SWIMMING CHAMPIONSHIP January 2018 Brighton Beach, Adelaide 2018 HANCOCK PROSPECTING AUSTRALIAN SWIMMING TRIALS 28-3 March 2018 Optus Aquatic Centre, Gold Coast 2018 COMMONWEALTH GAMES 4-15 April 2018 Optus Aquatic Centre, Gold Coast 2018 GEORGINA HOPE FOUNDATION AUSTRALIAN AGE CHAMPIONSHIPS April 2018 Sydney Olympic Park Aquatic Centre, Sydney 2018/ PAN PACIFIC SWIMMING CHAMPIONSHIP TRIALS 1-4 July, 2018 SA Aquatic & Leisure Centre, Adelaide 2018 PAN PACIFIC PARA SWIMMING CHAMPIONSHIPS 9-13 August, 2018 Cairns, Australia 2018 PAN PACIFIC SWIMMING CHAMPIONSHIPS 9-13 August, 2018 Tokyo, Japan 2018 HANCOCK PROSPECTING AUSTRALIAN SHORT COURSE CHAMPIONSHIPS October, 2018 Melbourne Sports & Aquatic Centre, Melbourne 2019 AUSTRALIA SWIMS January 2019 Australia-wide 2019 AUSTRALIAN OPEN WATER SWIMMING CHAMPIONSHIP January 2019 TBC 2019 HANCOCK PROSPECTING AUSTRALIAN SWIMMING CHAMPIONSHIPS 7-12 April 2019 SA Aquatic & Leisure Centre, Adelaide 2019 GEORGINA HOPE FOUNDATION AUSTRALIAN AGE SWIMMING CHAMPIONSHIPS April 2019 SA Aquatic & Leisure Centre, Adelaide 2019/ FINA WORLD SWIMMING CHAMPIONSHIPS July 2019 Gwangju, South Korea 2019 HANCOCK PROSPECTING AUSTRALIAN SHORT COURSE CHAMPIONSHIPS October, 2018 Melbourne Sports & Aquatic Centre, Melbourne 2020 AUSTRALIA SWIMS January 2020 Australia-wide 2020 AUSTRALIAN OPEN WATER SWIMMING CHAMPIONSHIP January 2020 TBC 2020 GEORGINA HOPE FOUNDATION AUSTRALIAN AGE CHAMPIONSHIPS 7-14 April 2020 Venues West, Perth 2020 HANCOCK PROSPECTING AUSTRALIAN SWIMMING CHAMPIONSHIPS April 2020 Venues West, Perth 2020 HANCOCK PROSPECTING AUSTRALIAN SWIMMING TRIALS June SA Aquatic & Leisure Centre, Adelaide 2020/ OLYMPIC GAMES 24 July - 9 August 2020 Tokyo, Japan 2020 PARALYMPIC GAMES 25 August - 6 September 2020 Tokyo, Japan 2020 HANCOCK PROSPECTING AUSTRALIAN SHORT COURSE CHAMPIONSHIPS October, 2020 Melbourne Sports & Aquatic Centre, Melbourne 2021 AUSTRALIA SWIMS January 2021 Australia-wide 2021 AUSTRALIAN OPEN WATER SWIMMING CHAMPIONSHIP January 2021 TBC 2021 HANCOCK PROSPECTING AUSTRALIAN SWIMMING CHAMPIONSHIPS 7-12 April 2021 SA Aquatic & Leisure Centre, Adelaide INTERNATIONAL EVENT NATIONAL EVENT NATIONAL PARTICIPATION 2021 GEORGINA HOPE FOUNDATION AUSTRALIAN AGE SWIMMING CHAMPIONSHIPS April 2021 SA Aquatic & Leisure Centre, Adelaide 2019 HANCOCK PROSPECTING AUSTRALIAN SWIMMING TRIALS 9-14 June 2019 Sleeman Sports Complex, Brisbane

6 ONE SWIMMING INDUSTRY WAYS OF WORKING VALUES Fuel the passion Act with Integrity Stronger together Achieve ongoing excellence

7 THE FUTURE OF SWIMMING OUR PEOPLE: grassroots to elite Elite Swimmers Proudly competing for their country and achieving success on the world-stage with the best high performance systems, support and technology in place Volunteers & Officials Administering and protecting the integrity of racing from a front row seat to Australia s best swimming moments and Club meets Coaches & Teachers Our swimming support network driven by innovation, technology and a national framework helping every swimmer to achieve their goals from grassroots to elite Fans Are on their edge of their seats through the delivery of entertaining, insightful and action-packed events, broadcasts, live streaming and social engagement Participants & Club Members Providing a lifelong pathway to grow future champions, lifetime swimmers and club members - all ages, all abilities, all cultures Staff & Industry Partners Passionate, respected and respectful individuals working together to deliver ongoing excellence in swimming

8

9 LET S DO THIS PARTICIPATION 1 million more swimmers or swimming more frequently TALENT Consistent pipeline of champions in the pathway ELITE Career-best perfomances in benchmark finals FANS Create lifetime fans through meaningful engagement

CONTENTS 03 AMBITION 04 MISSION 05 GROW THE GAME 07 SERVE MEMBERS 09 SUCCEED INTERNATIONALLY 11 EFFECTIVE SPORT LEADER 13 SUMMARY

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