Strategic Plan

Strategic Plan 2013-2015

THIS DOCUMENT PROVIDES THE BLUEPRINT FOR THE ONGOING DEVELOPMENT OF JUNIOR AUSTRALIAN FOOTBALL IN MELBOURNES OUTER SOUTH EASTERN SUBURBS This document reflects the strategic direction of the AFL and AFL Victoria. 2 P a g e

INTRODUCTION South East Juniors is comprised of member clubs governed by a Board of 5 consisting of: Chairman (AFL Vic appointed) General Manager (AFL Vic appointed) Board Member (AFL Vic appointed) Board Member (Nominated and elected by members) Board Member (Nominated and elected by members) The South East Junior Board understands while representing the best interests of the development of the game are mindful of representing the best interests of member clubs. In doing so the South East Junior Board shall be responsible for; Setting strategic direction for the league and related implementation within the constitutional framework Acting in the best interests of the league at all times Responsible governance and compliance. Overseeing the operations of the league Ensuring all member clubs and stakeholders are kept informed and consulted on all relevant matters. Responsibility of the day-to-day operations is delegated to the League General Manager. 3 P a g e

WHERE WE HAVE COME FROM South East Juniors is exiting one of the most exciting periods in the League History; however the next 3 years will see continued challenges associated with managing growth and club expectations. 2008 2010 2012 DDJFL Clubs request AFL Victoria to review the operations of the league David Code appointed to conduct a review into the operations of the DDJFL League had 19 clubs fielding 176 teams League announces Inspirations Paint and Color as league Premier Partner for the next three years. Strategic Plan implemented and reviewed League teams grew by 13 teams League takes on management of Youth Girls Competition grew by 1 team to 7 Tradition teams increase from 174 team to 193 teams Corra Lyn and Lynbrook enter competition League Board approves name change from Dandenong and District Junior Football League to South East Juniors. 2009 2011 February report completed Future Directions Review Election of Paul Milo to SEJ Board League details 4 key recommendations League engages in COGD Multicultural Carnival and Casey Kids AFL Vic Working Party Established Carnival AFL Victoria Project Manager appointed League continues to consolidate financial position Strategic Plan developed through a series of community McDonalds (Casey Clan) signed as Development Partner and club workshops Youth Girls grows by another 2 teams Football Operations Manager appointed in May Established U12 Girls Program General Manager appointed in late November Included 50 Girls over 6 weeks At the AGM Clubs approve and adopt new Governance Partnered with Melbourne Football Club to establish first U12 structure, Rules and Regulations and Strategic Plan Girls Representative team League had 20 Clubs and 177 teams Chairman Roger Hampson recognised by AFL Victoria for his service to football. League completes Review of umpiring League Celebrates 50 years Inaugural induction of 4 Hall of Fame members League appoints part time Administrator / Bookkeeper Defibrillator in every club through McDonalds and SEJ Partnership Trish Marson wins State Volunteer Award SEJ establishes AFL9 s competition Review of Grading Policy and Rules Beaconsfield and Officer JFC establish Youth Girls Teams Scoresby enter team in Youth Girls competition Speedy REO, Villawood new League Partners Darren Goldspink appointed as Umpiring Manager after resignation of Tim O Mera Umpire numbers grow by 30% League revenues grown by 126% in three years Noble Park Gold Quality Club Establishment of U14 Academy 4 P a g e

WHERE WE HAVE COME FROM The hallmark of the previous strategic plan is how the plan and governance changes where embraced by the clubs. Clubs continue to strive to provide the best environments for all players, volunteers and spectators through adopting the policies and procedures of SEJ, AFL and AFL Victoria. SEJ and our clubs continue to be leaders in club development and creating quality environments within our region with 82% of our clubs now accredited as AFL Quality Clubs with one achieving Gold Accreditation. Since 2009 the League has experienced team growth of around 13%. This growth was underpinned by the addition of the Youth Girls Program and population growth in Cardinia, Casey and Noble Berwick Springs, Beaconsfield, Noble Park and Parkmore and the establishment of three new clubs Lynbrook, Cora Lynne and Timbarra. Auskick will continue to play a major role as the feeder program for all clubs; however Clubs are working more in the Active after Schools Program to develop community links and participation pathways that engages multicultural communities. Clubs continue to be challenged in attracting their fair share of the participation pie. The Board has focussed on developing alternative income streams that can be used to continue developing the league and volunteers. Continued prudent financial management, development of innovative programs, volunteer education and quality club environments and people will ensure South East Juniors is seen as the first choice sporting organisation in Melbourne s outer south east. CHALLENGES Over the past three years clubs have experienced many challenges in recruiting and attracting volunteers, participants and sponsors. South East Junior clubs have continued to grow despite the challenges of the Global Financial Crisis, increasing pressures on facilities and compliance on volunteers. The introduction of the Club Development Workshops delivers key education opportunities in all areas of club operations. Both the league and member clubs continue to identify opportunities to work closely with Council and AFL Victoria to develop facilities that are going to foster the development of the game in this region. Many projects have been completed or nearing completion and will go a long way to meeting the increasing demand however the under provision of new facilities will place increasing strain on existing clubs and participation growth. 5 P a g e

OUR VISION To be the best Australian Football junior league in Australia To be the first choice sporting organisation for youth in Melbourne s South East OUR MISSION To provide competitions and opportunities for all: Abilities Ages Cultures, and Genders to be involved in playing, umpiring, coaching and volunteering in Australian Football in the south east region of Melbourne. OUR VALUES The South East Juniors believes in: Collaboration, with open and transparent relationships Enjoyment, with a family-friendly environment that is free of drugs, alcohol, violence and bullying Communication, which is honest, open and two-way Inclusiveness, where the wider-community can participate in football Continuous Improvement, with learning and sharing Quality, administrators and volunteers, and programs opportunities Respect; where everybody s involvement is respected Integrity, adhere to the highest standards of moral and ethical values and principles through our personal and professional behavior and actions 6 P a g e

AFL Pillars COMMUNITY FOUNDATION BEST TALENT GREAT INFRASTRUCTURE PARTNERSHIPS MARKETING, MEDIA & EVENTS Objectives OBJECTIVE 1 - PARTICIPATION Develop and support appropriate pathways that maximize participation OBJECTIVE 2 COMMUNITY Support clubs to provide quality environments and management to motivate volunteers, umpires, coaches and sports trainers for all levels of Australian Football. OBEJECTIVE 3 ENGAGEMENT To develop community engagement initiatives that add social value and support access to the broader pathways and inclusive environments, particularly in the Indigenous and multicultural communities. OBJECTIVE 4 TALENT AND DEVELOPMENT To establish best practice to enhance the Development program to attract and develop first choice athletes as well as provide a career path for talented umpires and coaches. OBJECTIVE 5 FACILITIES To collaborate on facility development for the community football network for clubs and the League. OBJECTIVE 6 PEOPLE AND CULTURE To attract, develop and retain quality people and develop a high performance culture in line with the SEJ objectives. OBJECTIVE 7 COLLECTIVE WEALTH Develop an innovative program that assist member clubs in managing their clubs more efficiently, reduces the burden on volunteers and clubs. OBJECTIVE 8 SENSE OF COMMUNITY Develop partnerships with AFL Clubs, VFL Clubs, Senior Leagues to develop mutually beneficial partnerships OBJECTIVE 9 THE BRAND AND THE GAME Build relationships with the local media and develop own media content through website and social media and other outlets that promotes the SEJ brand and the game. 7 P a g e

The South East Juniors Strategic Plan shares the common objectives of AFL and AFL Victoria. OBJECTIVE 1 - PARTICIPATION Develop and support appropriate pathways that maximises participation Develop an effective competition structure having regard for quality and competitiveness Develop a competition fixture that maximises the use of programmable space, flexible in scheduling and clearly communicated to all stakeholders. Ensure that the South East Juniors Grading Policy is implemented and reviewed each season. Draft fixture circulated to clubs for feedback Fixture runs smoothly Grading Committee and clubs provides feedback League maintains or improves the competitiveness of each grade and division. Develop, Review and Update Umpiring Plan. Appoint suitably qualified people to manage SEJ umpiring structure. Review conducted and plan approved by the Board Qualified Umpiring Manager and Coaches appointed Provide an Umpiring structure that promotes a quality environment that reflects the Leagues values and promotes the ongoing recruitment, development and retention of league and club umpires. Conduct 3 School Based Umpiring Academies in each of the 3 LGAS Academy coaches appointed Academy sessions conducted Ensure all Umpires within the SEJ are suitably qualified in line with AFL Vic and AFL expectations All Umpires complete online AFL Accreditation (Level 1) Conduct education sessions for club umpires and provide ongoing opportunity for feedback. All Umpires appointed to SEJ be fully accredited and assessed Accreditation Courses conducted and completed Session conducted Club Mentor Coach appointed Umpire Feedback sheets used Build effective pathways from Auskick through junior competitions to seniors with purpose of maximising retention. Work with AFL Victoria to establish better connections between Auskick Centres and Junior Clubs. Work with Junior Clubs to establish pathways to senior football Increase in the number of participants going to clubs from Auskick Centres Formalising the pathway to clubs from Auskick Centres Potential alignments identified Formal MOU established 8 P a g e

Develop inclusive pathways that maximise participation from CaLD communities. Identify appropriate Junior Clubs that could grow into Senior Football teams or clubs In consultation with AFL Vic Engagement Manager and Multicultural Development Manager develop a Multicultural Development Plan. Junior Clubs interest sought Plan established New Senior Club or team established MDO located at SEJ Offices SEJ Input into Development Plan Development Plan adopted and implemented Development Plan reviewed with feedback from clubs Engage and foster the development of the new and growing segments of the game. Foster the growth of female football in line with the objectives of AFL Victoria. Strong growing Youth Girls Competition 6 teams participating in the U12 Girls Competition Promote and conduct a AFL 9 s program in all 3 LGA s Establish AFL 9 s Competitions of the COGD, Casey and Cardinia during the summer season 9 P a g e

OBJECTIVE 2 COMMUNITY Support clubs to provide quality environments to motivate volunteers, umpires, coaches and sports trainers for all levels of Australian Football. Provide training and development opportunities that supports the growth and development of all clubs and volunteers and league programs. Conduct Club Development workshops in the following key areas Committee Management Club Planning Finance Management FootyWeb and Football Operations, and Coaching Coordinators Education. Club Development Workshop Agenda established High engagement from stakeholders Use the AFL Quality Club program as a benchmarking program that promotes quality club environments 100% of clubs accredited by the commencement of the 2013 season Provide opportunity to clubs to gain all appropriate accreditation for their coaches, trainers and volunteers 100% Coach and Assistant Coach accreditation All trainers qualified in line with the AFL Trainers Policy 100% compliance with the WWC Support and promote volunteer, coaching and umpiring recognition programs Develop a volunteer recognition on the League website Volunteers, Coaches and Umpires nominated in local and state recognition programs. Regular stories regarding Volunteers and Coaching placed on the website. 10 P a g e

OBEJECTIVE 3 ENGAGEMENT To develop community engagement initiatives that add social value and support access to the broader pathways and inclusive environments, particularly in the Indigenous and multicultural communities. Build relationships with local Multicultural and Indigenous communities and representatives that create a club connection. Recruit, Reward and recognize volunteers within the Multicultural community Promote and develop the Multicultural Club Program. Engage in local community festivals that promotes SEJ, Clubs In consultation with the AFL Victoria Multicultural and Development Managers conduct local meetings with Clubs, local Council and Multicultural resource centers to develop programs that will deliver participation outcomes. Work with MDO to recruit AFL Ambassadors and Liaison Officers to promote and drive multicultural programs within clubs and schools. Promote the Multicultural Club program that provides a framework where quality and inclusive environments are promoted and recognised officially. Participate in local multicultural or sports festivals with targeting priority communities as identified by AFL Victoria. At least 2 meetings per year conducted in each LGA per year Programs delivered Club connect achieved Appointment of 5 community ambassadors 5 Clubs accredited as Multicultural Clubs Budget approved to support program Presence at a minimum of 3 festivals 11 P a g e

OBJECTIVE 4 TALENT To establish best practice to enhance the Development program to attract and develop first choice athletes as well as provide a career path for talented umpires and coaches. Develop a comprehensive development plan that identifies and fosters best talent for entry into the AFL Vic Development system. Support Multicultural talented pathways. Develop and promote a comprehensive program that promotes and fosters the participation and development of umpires through Umpiring Development Pathways Develop a pathway for Development coaches and assistants to for ongoing learning and development opportunities. Appoint suitably qualified Director of Coaching, Squad coaches and support staff. Conduct tryouts for all age groups that are inclusive for all players. Work closely with the AFL Victoria MDO to develop a regional Multicultural Academy. Identify the best up and coming umpires to represent the League at AFL Vic Metropolitan Championships Provide opportunities to participate in Umpiring Academies Develop relationships with Senior Umpiring groups to foster the development pathway for junior umpires to senior umpiring. Provide mentoring and coach education opportunities for the Development Coaches Level 2 Coach appointed to DOC Minimum level 1 Coaches appointed to development squads. Suitably qualified trainers appointed to all squad training and matches. U14 Academy tryouts conducted Try outs for U15, U16 and Youth Girls conducted Multicultural Academy conducted Budget approved to support the program. Umpires identified and appointed Umpires identified to participate in EFL Academy Budget approved Junior Umpires appointed to senior Saturday competition matches Junior umpires retained to umpire SEJ Sunday Mentoring session with MFC conducted Provide coaches opportunity to complete Level 2 Coaches Course Budget Confirmed 12 P a g e

OBJECTIVE 5 FACILITIES To collaborate on facility development for the community football network for clubs and the league. Work collaboratively with local Council, member clubs and AFL Victoria to identify facility development opportunities and priorities. In consultation with Council and AFL Victoria establish a facilities plan. Work with local, state and federal government bodies to ensure South East Juniors needs for facilities development are included in council forward plans and budgets. Identify grounds and facilities that can accommodate the growth of the League including Youth Girls, AFL 9 s Plan adopted by Board Develop and review local Council Facilities Plans with Board and Council. Establish a full list of Oval provisions in SPP s Budgets approved and funding allocated Secure League Office Space at Casey Fields Grounds secured and user agreements signed Establish showcase ground and Umpiring Training base at Clyde Recreation Reserve. Secure joint use of Heather Brae Reserve at Officer 13 P a g e

OBJECTIVE 6 PEOPLE AND CULTURE To attract, develop and retain quality people and develop a high performance culture in line with the SEJ objectives. Review Board and administration performance and structure Board conducts review and performance against the strategic plan. Strategic Plan updated as required. Feedback sought from clubs regarding season. Management and Staff reviews conducted. Annual Report produced and distributed League is compliant with AFL Vic Quality Club Program Implement and maintain effective systems of governance, financial management, administration operations and performance monitoring. Assist member clubs to provide quality environments for participants, volunteers and the community. Review remuneration, human resource development and training programs for all Professional Staff and League volunteers. Formalise communication procedure between League and clubs. Promulgate and implement appropriate policies, procedures and rules. Review risk management and audit procedures Vigorously promote the AFL Quality Club Program. Clubs to deliver or attend education sessions on SEJ and AFL Vic Policies and Rules AFL Code of Conduct AFL Vilification Policy Youth Life Skills Finance and Audit committee review Management and Staff wages. Recommendations approved by the Board Management, Staff and Volunteer Training Budget approved by Board Establish internal communication protocols and standards Produce regular communication to all stakeholders through EDM and E-Mails and League Website League is compliant with all AFL Victoria Policies Clubs full adaption of AFL Vic Policies League compliant with all current requirements All Clubs achieving and maintaining minimal accreditation in the AFL Quality Club Program. Coaches and Volunteers attending SEJ Development Workshops All Clubs delivering the Kids First Program and AFL Vilification Policy to all participants and parents Clubs engaged in the Beehive Program 14 P a g e

OBJECTIVE 7 COLLECTIVE WEALTH Develop an innovative program that assist member clubs in managing their clubs more efficiently, reduces the burden on volunteers and clubs. Develop income streams to assist the development of the league and member clubs with the aim to make football more affordable. Develop partnerships that clubs may access to assist in reducing the burden in running key elements of clubs. Build a dynamic Partners Program that provides clubs with quality Licensed products including on field apparel while delivering service that meets the values of the League. Establish partnerships that deliver benefit to both clubs and league. Develop a program that assists club in the management of Canteens through competitive purchasing arrangements and staffing that reduces the volunteer strain. Establish a 3 licensed partner program for on field apparel Agreements signed Preferred Partners agreements signed Clubs fees remain stable Partners identified Agreements signed Programs initiated Purchasing arrangements signed Investigate a preferred volunteer or staffing template for management of canteens. 15 P a g e

OBJECTIVE 8 SENSE OF COMMUNITY Develop partnerships with AFL Clubs, VFL Clubs, Senior Leagues, TAC to develop mutually beneficial partnerships Build strong partnerships with AFL Clubs in our Region to deliver beneficial outcomes for the league and clubs. MOU signed and reviewed KPI s met Work collaboratively with all key football stakeholders in the region. Develop close working relationship with Local senior leagues to establish stronger junior club connections and establishment of new senior teams. Establish a strong partnership with the Casey Scorpions to establish a community connection. Director of Coaching and Football Operations to establish a close relationship with the TAC Clubs, Stingrays, Dragons and Power to better understand talent programs and opportunities. Regular meetings with the MPNFL, EFL, VAFA and Southern FL MOU between junior clubs and senior clubs established New senior football team / club established from junior football clubs/s MOU signed off with Casey Scorpions Junior clinics conducted Improvement of SEJ talent programs Engagement of TAC personnel in SEJ programs 16 P a g e

OBJECTIVE 9 THE BRAND AND THE GAME Build relationships with the local media and develop own media content through website and social media and other outlets that promotes the SEJ brand and the game. Develop local media partnerships that promote that brand and the game. Develop the SEJHQ brand through Social Media, Website and YouTube Chanel. Provide content material to the local weekly papers and radio that promotes SEJ and the Clubs activity. Appoint a Media Officer to manage content across all SEJ Media streams. Content supplied on a weekly basis Club generated content alerted to media Media Officer appointed Weekly content uploaded Create regular social media content linked back to SEJ website 17 P a g e