Photo by ZoomFiji Strategic Plan Fall 2009 - Fall 2012 OBJECTIVES, STRATEGIES AND METRICS usa rugby 2500 arapahoe avenue, suite 200 boulder, colorado 80302
CONTENTS INTRODUCTION STATEMENT OF PURPOSE A. Dream B. Spirit C. Character D. Beliefs E. Greatest Imaginable Challenge F. Competitive Advantage G. Organization-wide strategies H. Customer Groups I. Assumptions 1 2
OBJECTIVES, STRATEGIES AND METRICS 1 GOVERNANCE, FINANCE, AND INTERNATIONAL RELATIONS (1-19)TI 2 RUGBY DEVELOPMENT (20-52) 9 17 3 COLLEGE RUGBY (53-61)TI 33 4 EVENTS, MARKETING AND MEDIA (62-71)TI 37 5 HIGH PERFORMANCE (72-76)TI 45
USA RUGBY Inspiring America to Fall in Love with Rugby Founded in 1975, is the national governing body for rugby and is a member of the United States Olympic Committee (USOC) and the International Rugby Board (IRB). The organization is responsible for the development of boys, girls, high school, collegiate and club rugby programs, as well as the nation s rugby coaches, referees, administrators and all of its national teams that represent the U.S. in international competitions. As part of this development, USA Rugby hosts a number of courses, clinics, National Championship events and international matches throughout the year.
INTRODUCTION From Nigel Melville, USA RUGBY CEO When USA Rugby adopted its new governance model in July 2006, a strategic plan was prepared with the assistance of the International Rugby Board (IRB), in order to give direction and focus for the organization during the early days of the revamped structure. As a result, rugby in the USA has continued to grow. Our focus on developing youth programs has started to create a foundation on which we can build a sustainable future for the game. However, achieving our goals will demand effective governance, strategic investment and raising the profile and credibility of the sport in the eyes of American sports fans, sponsors and media. In fall 2009, the USA Rugby Congress, Board and National Office worked together to create a new plan and identified five key areas for strategic focus: 1 Governance, Finance and International Relations 2 Rugby Development 3 College Rugby 4 Events, Marketing and Media 5 High Performance USA Rugby has the privilege and responsibility to oversee rugby in the USA. We do so in partnership with dedicated people who administer, coach, officiate and play rugby at all levels across the country. Our strategic vision sets out a clear pathway for the continued development of the game of rugby in America. In this plan, some of our aspirations can be described and others quantified. We will continue to meet our challenges with the determination to win fairly and with the right values but nonetheless, to win. 1
STATEMENT OF PURPOSE A. Dream To Inspire America To Fall In Love With Rugby B. Spirit The Dream Is Everything C. Character Eagles Americans Dynamic Open Passionate Daring Pioneers Family D. Beliefs We Believe... Rugby will be the best experience in American sports USA Rugby has something for everyone In honoring and creating value for our members Everyone can play In putting our players first In developing peak performance at all levels In maximizing personal potential In building better people through accountability In life long connections beyond the game E. Greatest Challenge $12 million Revenue 2
F. Competitive Advantage We are recognized as the National Governing Body of Rugby in the United States of America by the International Rugby Board (IRB) and the United States Olympic Committee (USOC). We provide competition, encouragement, development and support for administrators, coaches, officials and players. We are sustained by annual dues from our membership and international events. We are also supported by International Rugby Board grants, sponsorships, corporate and individual donors. As a regulatory body we legislate and enforce competitive rules and regulations. We offer education and certification programs for referees and coaches. We bring together our members needs and wishes to form a consensus for the course of the sport in the United States of America. G. Organization-wide Strategies Maintain streamlined, representative and responsive governance. Promote the spirit of rugby as defined in IRB Laws. Promote a united front for men s and women s rugby. Institute the highest standards of support to all our constituencies. Recruit and retain players at all levels of the game. Deliver the highest quality educational programs and services. Establish elite programs and pathways that support competitive international teams. Create the revenues that support the growth of rugby in the USA. Increase the visibility of rugby in America through media and broadcast. Continue to build the international reputation of USA Rugby. 3
H. Customer Groups Groups needs & Characteristics USA Rugby Membership Over 85,000 members a diverse group of men and women, players, coaches, referees and administrators across a wide age range. They require local and national competitions and educational programs. Rookie Rugby Players A new generation of rugby players experiencing the game for the first time. USA Rugby Officials Referees need the resources to recruit and educate in order to support the rapid growth of the game. USA Rugby Coaches Coaches need improved resources, education and information to raise the quality of the players they help to develop. Sponsors In return for sponsorship dollars in the current economy, sponsors must see a return on investment (ROI). They want to interact with our membership and gain increased exposure for their brands. Volunteers People who have chosen to give their time and talent to the game of rugby. They require positive reinforcement, appreciation and structure. Fans A growing number of spectators who follow teams and individual players. They require opportunities to follow rugby (live and in the media). 4 Administrators (TUs/LAUs/SBROs/Congress/Board) The game s governance and administrative structure relies on the hard work of a committed group of amateur administrators. This group must establish a close positive working relationship with the USA Rugby National Office. They populate committees, congress, board and unions.
Elite Players An increasingly large group that have a passion to achieve the highest possible levels of play. They need support and resources to maximize their potential in the game. These players are mostly amateur and make tough decisions about career and family to achieve their goals. They need increasing levels of support. International Partners Rugby is a global game, and it is therefore imperative that USA Rugby s international relations are strong. Media AND Communications Media and broadcast partners and their various production houses and agencies. Traditional rugby media along with new electronic media including bloggers and social networkers. I. Assumptions The current economic climate is likely to remain uncertain for the foreseeable future. The values of sponsorship will either remain stable or decline in the short term, but new partners must be found. Current sponsors will continue to develop their partnerships with USA Rugby. The IRB will continue to fund high performance programs. USA Rugby dues will remain at current levels; however, new categories of membership (eg: Rookie Rugby) will be introduced. 5