Strategic Plan 2013-2015 - South East Juniors€¦ · STRATEGIC PLAN 2013 – 2015 3 | P a g e...

Strategic Plan 2013-2015

STRATEGIC PLAN 2013 – 2015

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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.


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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.


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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.

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

2009 2011

February – report completed “Future Directions Review” details 4 key recommendations

AFL Vic Working Party Established

AFL Victoria Project Manager appointed

Strategic Plan developed through a series of community and club workshops

Football Operations Manager appointed in May

General Manager appointed in late November

At the AGM Clubs approve and adopt new Governance structure, Rules and Regulations and Strategic Plan

League had 20 Clubs and 177 teams

Election of Paul Milo to SEJ Board League

League engages in COGD Multicultural Carnival and Casey Kids Carnival

League continues to consolidate financial position

McDonalds (Casey Clan) signed as Development Partner

Youth Girls grows by another 2 teams

Established U12 Girls Program

Included 50 Girls over 6 weeks

Partnered with Melbourne Football Club to establish first U12 Girls Representative team

Chairman Roger Hampson recognised by AFL Victoria for his service to football.

League completes Review of umpiring


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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.


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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 opportunities

Quality, administrators and volunteers, and programs

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


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AFL Pillars Objectives

COMMUNITY FOUNDATION

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.

BEST TALENT 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.

GREAT INFRASTRUCTURE

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.

PARTNERSHIPS OBJECTIVE 8 – SENSE OF COMMUNITY Develop partnerships with AFL Clubs, VFL Clubs, Senior Leagues to develop mutually beneficial partnerships

MARKETING, MEDIA & EVENTS

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.


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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

Key Strategies Major Actions Performance Indicators

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.

Draft fixture circulated to clubs for feedback

Fixture runs smoothly

Ensure that the South East Juniors Grading Policy is implemented and reviewed each season. Grading Committee and clubs provides feedback

League maintains or improves the competitiveness of each grade and division.

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.

Develop, Review and Update Umpiring Plan. Review conducted and plan approved by the Board

Appoint suitably qualified people to manage SEJ umpiring structure. Qualified Umpiring Manager and Coaches appointed

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)

All Umpires appointed to SEJ be fully accredited and assessed Accreditation Courses conducted and completed

Conduct education sessions for club umpires and provide ongoing opportunity for feedback. 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. Increase in the number of participants going to clubs from Auskick Centres

Formalising the pathway to clubs from Auskick Centres

Work with Junior Clubs to establish pathways to senior football Potential alignments identified

Formal MOU established


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Identify appropriate Junior Clubs that could grow into Senior Football teams or clubs Junior Clubs interest sought

Plan established

New Senior Club or team established

Develop inclusive pathways that maximise participation from CaLD communities.

In consultation with AFL Vic Engagement Manager and Multicultural Development Manager develop a Multicultural Development Plan.

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


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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 Volunteers, Coaches and Umpires nominated in local and state recognition programs.

Develop a volunteer recognition on the League website Regular stories regarding Volunteers and Coaching placed on the website.


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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.

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.

At least 2 meetings per year conducted in each LGA per year

Programs delivered

Club connect achieved

Recruit, Reward and recognize volunteers within the Multicultural community

Work with MDO to recruit AFL Ambassadors and Liaison Officers to promote and drive multicultural programs within clubs and schools.

Appointment of 5 community ambassadors

Promote and develop the Multicultural Club Program.

Promote the Multicultural Club program that provides a framework where quality and inclusive environments are promoted and recognised officially.

5 Clubs accredited as Multicultural Clubs

Budget approved to support program

Engage in local community festivals that promotes SEJ, Clubs

Participate in local multicultural or sports festivals with targeting priority communities as identified by AFL Victoria.

Presence at a minimum of 3 festivals


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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.

Appoint suitably qualified Director of Coaching, Squad coaches and support staff. Level 2 Coach appointed to DOC

Minimum level 1 Coaches appointed to development squads.

Suitably qualified trainers appointed to all squad training and matches.

Conduct tryouts for all age groups that are inclusive for all players. U14 Academy tryouts conducted

Try outs for U15, U16 and Youth Girls conducted

Support Multicultural talented pathways.

Work closely with the AFL Victoria MDO to develop a regional Multicultural Academy. Multicultural Academy conducted

Budget approved to support the program.

Develop and promote a comprehensive program that promotes and fosters the participation and development of umpires through Umpiring Development Pathways

Identify the best up and coming umpires to represent the League at AFL Vic Metropolitan Championships Umpires identified and appointed

Provide opportunities to participate in Umpiring Academies Umpires identified to participate in EFL Academy

Budget approved

Develop relationships with Senior Umpiring groups to foster the development pathway for junior umpires to senior umpiring.

Junior Umpires appointed to senior Saturday competition matches

Junior umpires retained to umpire SEJ Sunday

Develop a pathway for Development coaches and assistants to for ongoing learning and development opportunities.

Provide mentoring and coach education opportunities for the Development Coaches Mentoring session with MFC conducted

Provide coaches opportunity to complete Level 2 Coaches Course

Budget Confirmed


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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. 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

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.

Budgets approved and funding allocated

Identify grounds and facilities that can accommodate the growth of the League including Youth Girls, AFL 9’s 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


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OBJECTIVE 6 – PEOPLE AND CULTURE To attract, develop and retain quality people and develop a high performance culture in line with the SEJ objectives.


Implement and maintain effective systems of governance, financial management, administration operations and performance monitoring.

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

Review remuneration, human resource development and training programs for all Professional Staff and League volunteers.

Finance and Audit committee review Management and Staff wages. Recommendations approved by the Board

Management, Staff and Volunteer Training Budget approved by Board

Formalise communication procedure between League and clubs.

Establish internal communication protocols and standards

Produce regular communication to all stakeholders through EDM and E-Mails and League Website

Promulgate and implement appropriate policies, procedures and rules.

League is compliant with all AFL Victoria Policies

Clubs full adaption of AFL Vic Policies

Review risk management and audit procedures

League compliant with all current requirements

Assist member clubs to provide quality environments for participants, volunteers and the community.

Vigorously promote the AFL Quality Club Program. All Clubs achieving and maintaining minimal accreditation in 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

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


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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.

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 a 3 licensed partner program for on field apparel

Agreements signed

Preferred Partners agreements signed

Clubs fees remain stable

Establish partnerships that deliver benefit to both clubs and league. Partners identified

Agreements signed

Programs initiated

Develop partnerships that clubs may access to assist in reducing the burden in running key elements of clubs.

Develop a program that assists club in the management of Canteens through competitive purchasing arrangements and staffing that reduces the volunteer strain.

Purchasing arrangements signed

Investigate a preferred volunteer or staffing template for management of canteens.


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OBJECTIVE 8 – SENSE OF COMMUNITY Develop partnerships with AFL Clubs, VFL Clubs, Senior Leagues, TAC to develop mutually beneficial partnerships


Work collaboratively with all key football stakeholders in the region.

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

Develop close working relationship with Local senior leagues to establish stronger junior club connections and establishment of new senior teams.

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

Establish a strong partnership with the Casey Scorpions to establish a community connection. MOU signed off with Casey Scorpions

Junior clinics conducted

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.

Improvement of SEJ talent programs

Engagement of TAC personnel in SEJ programs


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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.

Provide content material to the local weekly papers and radio that promotes SEJ and the Clubs activity. Content supplied on a weekly basis

Club generated content alerted to media

Develop the SEJHQ brand through Social Media, Website and YouTube Chanel.

Appoint a Media Officer to manage content across all SEJ Media streams. Media Officer appointed

Weekly content uploaded

Create regular social media content linked back to SEJ website

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