Western Australian Swimming Association Inc. strategic plan 2015 2018 SWIMMING AN ESSENTIAL PART OF THE WESTERN AUSTRALIAN WAY OF LIFE
Swimming WA Vision Swimming is an essential part of the Western Australian way of life. Swimming WA Mission Swimming WA will actively promote and provide opportunities that will increase participation in aquatic activities producing life-long swimmers and champions in our community. Our Plan Swimming WA is a very proud member of the Western Australian community. Our strong belief is that swimming has appeal to the entire population. Western Australians have always had a love affair with the water. In a state with long, hot summers and with some of the most pristine water ways in the world, swimming (in whatever form that takes), is something that all who live here have experienced at one time or another. Swimming is something we grew up with and enjoyed with our friends and family. What child has not dreamt of a day at the beach or diving into the cool clear waters at the local pool, river or billabong?! It is part of our childhood and quintessentially Western Australian. Swimming is something that we can experience for our entire lives and is a sport that is truly unique and very special. From learning to swim as a toddler to enjoying the health and rehabilitative benefits of swimming in our senior years, this is a past time that plays a major role in how we define ourselves as Western Australians. The current emphasis within our community is firmly on wellness. This trend has seen a surge in mass participation community events and swimming has the opportunity to capitalise on this trend. Today provides a unique opportunity for Swimming WA to reinvent ourselves. Competitive swimming will always be a fundamental and core element of what we are about. However, it is not the ONLY thing Swimming WA is about. The Association has an obligation to promote and encourage participation in all forms of swimming. SWA is the natural leader in this area and remains the body that the community and government look to when they are seeking expert advice about swimming. The next four (4) years present a unique moment in time for our sport. The awareness and engagement with swimming across Australia will be significant. This provides Swimming WA with an ideal platform on which to promote our athletes, our Clubs, our volunteers, our programmes, our events and our expertise in the area of aquatics. Execution on this Plan will remain our greatest challenge, but the Board of SWA and its dedicated staff are committed to relentlessly pursuing perfection. I hope that you will join us in delivering on this Plan. Together, we can truly deliver on our vision and ensure that swimming is an essential part of the Western Australian way of life. Jeanette Bailey President 1 Swimming WA Strategic Pillars The SWA Strategic Plan 2015 2018 comprises six (6) Strategic Goals or pillars. These pillars are fundamental to the Plan and serve to guide the efforts in working toward delivering on the Plan. They are the foundation on which our success over the next four (4) years will be built. Strategic Partnerships Develop and encourage partnerships within the community to secure the future of Swimming WA. 2 Development Create and implement first class initiatives that grow participation in swimming and support sustainable Clubs. 3 Performance Develop and implement intiatives that deliver excellence in all areas of our sport. 4 Commercial Sustainability Create a value proposition for SWA that maximises financial returns through strong commercial partnmerships and exploration of new opportunities. 5 Profile Build and promote the importance of Swimming to all Western Australians. 6 Infrastructure Advocate and facilitate infrastructure development and improvement to provide greater access to swimming for the community. 2 3
1,000 New SWA Members 87 Strong Clubs 10 New Qualified TO s $2.5M in gross revenue 3 Regional OWS Meets How Might Success Look In Year One of Our Plan? CaLD Swim Meet 3 ELITE Emerging Coaches identified and nurtured 4 TV, RADIO AND PRINT Media partners secured AUSTRALIA DAY Swim SWIM CAMPS HIGH PERFORMANCE PLAN implemented Strategic Pillar One: Strategic Partnerships Develop and encourage partnerships within the community to secure the future of Swimming WA. 1. Maintain and leverage the strategic relationships with key partners (eg. SAL, ascta [WA], WAIS, etc ). 2. Foster strong relationships with all aquatic bodies 3. Establish strong links with State and Local Govt. for the benefit of Swimming 4. Establish relationships with educational institutions and WA Education Department 5. Identify and build strategic relationships with key members of the WA Health Industry Funding maintained or increased from SWA partners; Three (3) legacy programmes identified from the BHP Billiton Aquatic Super Series programme that will secure swimming s long term future in the local area; One (1) pilot project with National significance undertaken; Reduction in duplication of activities and offerings between related aquatic bodies; Pathway between SWA Clubs and Masters swimming; Annual SWA conference involving key partners is implemented to share knowledge, ideas and engage in the direction of the sport; Related aquatic bodies avail themselves of the SWA shared services model to increase efficiencies; Establish a partnership with a major Western Australian University; Health industry promotion and implemented; 250 new swimmers generated from health specific programmes across the state The Lean To Swim industry channels children toward SWA Clubs Four (4) Clubs establish partnerships with their Local Government Authority that benefits swimming. 5
Strategic Pillar Two: Development Create and implement first class initiatives that grow participation in swimming and support sustainable Clubs 1. Develop initiatives that increase participation in swimming across the State from Dive N Try to elite swimming programmes; 2. Establish a Club Development model that strengthens and grows our Clubs; 3. Refine existing competition structures reducing barriers to entry and enhancing the retention of swimmers, coaches, officials and administrators; 4. Leverage Learn To Swim programmes across the State to build pathways to the sport of swimming; 5. Engage with relevant swimming industry groups to grow participation and improve retention (eg. SLSWA, RLSSWA, Aust Swim, etc); 6. Establish programmes that increase the participation and development of coaches at all levels across Western Australia; 7. Establish programmes that increase participation and development of officials and volunteers at all levels across Western Australia; 8. Increase opportunities for all categories of swimmers (eg. Multi Class, indigenous, CaLD, etc) in Western Australian Swimming 1,000 new SWA Members in 2015 92 SWA Clubs by 2018 12,000 SWA Members by 2018 20 Dive n Try meets across the State annually Appointment of Metro and Regional resources to help our Clubs at a local level 20% of Clubs access and regularly utilise SWA resources (eg. training materials, timing equipment, elite athlete appearances, etc) annually SWA Club Administration courses attract over 100 participants annually Targeted swim meets are shorter increasing the level of participation and retention at Club level SWA Club survey indicates 80% satisfaction with piloted swim meet structure Clubs host one (1) Tier 3 meet on annual basis 25% increase in Tier 4 meets at regional locations Learn To Swim (LTS) to Club pathway and accepted by 30% of LTS operators in WA SWA Club membership increases by 10% per year directly from LTS programmes 50% of schools participate in Learn To Swim programmes 60% of schools participate in school swimming carnivals A high quality SWA University Swim Meet is delivered 15% increase in Accredited coaches SWA resources indicate an increased focus on engaging Multi Class swimmers, coaches, etc Programmes for Culturally and Linguistically Diverse (CALD) groups deliver 100 new regular swimmers Five (5) SWA Light House Clubs promoting a whole of life pathway are setting a positive example to all SWA Members Strategic Pillar Three: Performance Develop and implement initiatives that deliver excellence in all areas of our sport 1. Develop and implement High Performance structures aligning with Swimming Australia s World s Best Elite Performance model; 2. Increase representation of WA athletes and coaches, at National and International level; 3. Increase representation of WA officials, at National and International level; 4. Ensure best practice Governance for SWA and its Members; 5. Embrace technology to innovate and maximise SWA performance; 6. Seek to expand SWA s expertise within the Global Region; 7. Working with partners, strengthen the awareness and appeal of the Friendship Games and the Indian Ocean Classic SWA Clubs actively contribute to and support the SWA talented athlete pathway; Two (2) Elite Coach clinics/educational programmes are delivered annually; 90% of WA elite athletes indicate increased levels of satisfaction with additional complimentary support; 100% of WA elite athletes are aware and comply with anti-doping policies; Four (4) WA based swimmers, one (1) coach and one (1) Technical Official selected on the 2016 Australian Olympic Team; Increase the number of WA Technical Officials on the Australian FINA List to three (3) by 2016; SWA member survey indicates 75% satisfaction with SWA Governance Paperless swim meet for key SWA swim meets ; Ten (10) World Ranked International swimmers from four (4) countries participate in SWA International Programme; Competition entries in the Indian Ocean Classic and Friendship Games increase by 25%; 6 7
Strategic Pillar Four: Commercial Sustainability Create a value proposition for SWA that maximises financial returns through strong commercial partnerships and exploration of new opportunities. 1. Increase SWA membership; 2. Maximise the potential of SWA Membership for the benefit of the sport of swimming; 3. Establish Sponsorship as an important source of revenue; 4. Create new Corporate Partner categories; 5. Develop a corporate sales and hospitality revenue stream; 6. Develop the commercial potential of West Swim for the benefit of WA swimming; 7. Acknowledge and maintain strong relationships with our commercial partners; 8. Maximise the commercial return from SWA Events for the benefit of WA swimming; 9. Leverage SWA intellectual property and expertise for commercial benefit; 10. Explore non core commercial ventures that deliver significant commercial value 12,000 Members and 92 Clubs by 2018 SWA Member application launched and utilised by 75% of SWA Members SWA Membership survey indicates 80% of satisfaction from their membership 75% of sponsors view their association with SWA as prestigious New revenue stream from corporate giving, benefactors and bequeaths Corporate sales and hospitality generates additional revenue for SWA 80% corporate sales retention annually Additional West Swim schools, setting the benchmark for the industry and providing a legacy for our Clubs SWA maintains 85% of sponsorships year on year Corporate swim event programme A high quality SWA International Programme implemented SWA quality endorsement programme Three (3) new towns conduct a SWA endorsed OWS event in 2015 Seven (7) Regional SWA endorsed OWS events by 2017 SWA Swim Camps create a new revenue stream for swimming in WA Strategic Goal Five: Profile Build and promote the importance of swimming to all Western Australians. 1. Develop and implement a Brand strategy to reflect the new direction of WA Swimming; 2. Develop a comprehensive Communications strategy that aligns with the strategic direction of SWA; 3. Build and promote a social media capability to maximise opportunities to engage with current and future generations; 4. Establish partnerships with major media outlets in WA; 5. Recognise and promote the history of SWA emphasizing achievements and success of SWA champions and members; 6. Engage and promote SWA Alumni to maximise the visibility of swimming in WA; 7. Advocate the health benefits of life long participation in swimming; 8. Develop a mass participation event/s to promote and market swimming in WA New SWA brand strategy launched SWA Clubs promote their Association with co-branding guidelines developed Communications Strategy implemented Survey indicates that 50% of stakeholders support SWA messages State-wide Club Registration Day launched for 2015/16 season 75% of SWA Clubs incorporate Social Media in their member communications 80% of SWA Clubs have a media contact by 2018 Major SWA events attract commercial partners Major SWA events attract media coverage pre and post event SWA Alumni involved in four (4) programmes and two (2) SWA events SWA develops an influential corporate network utilising SWA Alumni Seven (7) major SWA Regional swimming events delivered by 2017 Successful Australia Day swim event staged annually 8 9
Strategic Goal Six: Infrastructure Advocate and facilitate infrastructure development and improvement to provide greater access to swimming for the community. 1. Work with water space operators to create optimal access for our Members; 2. Promote SWA s industry expertise to positively impact the design of new or existing facilities; 3. Lead the development and implementation of a Strategic Facility Plan for aquatic sports in WA; 4. Influence the delivery of World Class Aquatics infrastructure Research project to measure water space usage in Local Govt. facilities released Ten (10) new pools utilised for swimming programmes and ten (10) pools have increased usage Survey of SWA Clubs indicates 70% satisfaction with pool use arrangements by SWA Members and aquatic facility operators SWA is a regular contributor and presenter at Aquatic Industry conferences SWA establishes relationships with key architects and pool construction companies WA Aquatic Facilities Advisory group strategies aligns with SWA goals Strategy to prioritise pool facilities within plans for new schools developed SWA positively influences the outcome of aquatic infrastructure investment across Western Australia Comprehensive report on all planned and proposed aquatic works in WA for next twenty (20) years created Changes to WA aquatic infrastructure attracts one (1) commercially significant international swim meet to Western Australia Home of WA Swimming This Plan represents a progression for Swimming in Western Australia that engages with the community and sets a clear direction that will grow and strengthen the sport for the future Darren Beazley Swimming WA Chief Executive Officer 10 11
SWA Membership of 12,000 TARGETED SWIM MEETS between 2 4 hours in length INTERNATIONAL SWIM PROGRAMME generates revenue for SWA 92 Clubs 35% increase in inter Club Meets 7 Regional OWS events 3 Legacy Programmes for WA Swimming result from BASS 20% of children in targeted LTS programmes join a SWA Club SWIM CAMPS in major Regional areas IMPROVEMENT in WAIS/SWA Athlete Performances 60% of WA schools conduct a swimming carnival STATE-WIDE REGISTRATION for swim clubs How Might Success Look In Year four of Our Plan 4 WA based swimmers, 2 Coaches and 1 Official on Australian Olympic Team INDUSTRY CONFERENCE 3,000 OWS Members of SWA UNIVERSITY SWIM MEET PATHWAY from Clubs to Masters 20% increase in the number of ascta (WA) accredited coaches AUSTRALIA DAY SWIM is a significant WA community event 70% of SWA Clubs report increased level of satisfaction with their venure arrangement INTERNATIONAL SWIM MEET attracted to WA 100 ATTENDEES to SWA Administration Courses annually 100 new swimmers attracted from 2 Multi Class or CaLD programmes HOME OF WA SWIMMING 12 13
Consultations Our Plan was developed via extensive consultation with a number of key stakeholders from across the swimming fraternity, the leisure industry, government, SWA Sponsors and independent consultants. Consultation took the form of written submissions, presentations to aquatic forums in Perth, Geraldton and Karratha, one on one interviews and small group discussions with local government authorities. The stakeholders and related groups that were consulted included: All SWA Clubs Swimming Australia Department of Sport and Recreation Masters Swimming Technical Officials WASF Coaches Tourism WA ascta (WA) SWA Sponsors Local Govt. Authorities WAIS Thank you to all who contributed to Our Plan. Acknowledgements Writing a four (4) year Strategic Plan is a challenge for any sporting organisation, but demonstrates a very public commitment toward excellence by Swimming WA. This Strategic Plan was developed with the support of the Department of Sport and Recreation and Swimming WA wishes to sincerely thank them for their expert advice, their encouragement and their willingness to embrace our bold vision. The Department was a major supporter of this initiative. Swimming WA also wishes to acknowledge the fine work of the consultant on this project, Mr Paul Lee from Ledina Pty Ltd. Mr Lee has represented his state and his country in swimming and provided vaulable and considered advice throughout the months that it took to develop this Plan. Our sincere gratitude are extended to him. 14 15
POSTAL: Beatty Park Leisure Centre, 220 Vincent St, North Perth PO Box 205, Leederville WA 6903 PHONE: +61 8 9328 4599 FAX: +61 8 9227 6089 web: www.wa.swimming.org.au HANCOCK FAMILY MEDICAL FOUNDATION (INC)