Cycling Victoria Strategic Plan 2016 –2018
Page ii
Introduction
In building on our successes we are now looking forward and are poised to dream big and aim for higher levels of achievement. The plan plan will serve as a guide for CV as we strive to become a world class cycling organisation. Victorians love cycling and we will continue to move forward, change, grow and build on our momentum.
Glen Pearsall President 1
2 | Strategic Plan 2016 - 2019
Vision Building a love of cycling. More people riding, racing and watching
3
4 | Strategic Plan 2016 - 2019
VALUES
Safety We will focus on promoting and ensuring the highest level of safety and high quality services to all facets of our operations.
Honesty and Integrity We are committed to operating in a professional and accountable manner to ensure our practices are collaborative, transparent and flexible.
Collaboration We will engage and collaborate with others in order to enhance partnerships with our clubs, government, sporting institutions, commercial groups and the public to achieve our goals.
Enjoyment and Fairness We will provide an environment which promotes lifelong participation in cycling.
Continuous Improvement We will constantly strive to improve our performance across all our areas of operations.
Inclusion and Diversity We will encourage diversity within our membership and activities throughout our operations.
5
MORE PEOPLE RIDING
MORE PEOPLE WATCHING CYCLING
Encouraging everyone to ride by making it more accessible
Goal:
Goal: 40,000 people riding in CV programs
MORE PEOPLE RACING
Providing opportunities for competition that welcomes all levels and needs
Goal: 10,000 people racing
STRATEGIES 6 | Strategic Plan 2016 - 2019
Creating entertaining, accessible and exciting experiences to grow our fan base 1,000,000 people engaged as fans of cycling
MARKETING
Maximizing the marketing opportunity and impact in everything we do
Goal: Increasing our brand profile and levels of investment in Cycling Victoria
PEOPLE
Building a world class cycling community that supports riding, racing and watching
Goal: Providing a network of over 3,000 people delivering cycling in Victoria 7
MORE PEOPLE RIDING Encouraging everyone to ride by making it more accessible 8 | Strategic Plan 2016 - 2019
Goal:
40,000 people riding in CV programs
Tactic
Outcome
Provide exceptional riding skills and development programs that inspire people to ride. Particularly targeting children, people with a disability, women, older adults and those new to riding
2016 KPI Target
2017 KPI Target
2018 KPI Target
Increased number of number 15,000 of participants in programs participants
20,000 participants
25,000 participants
Increased membership conversion
7.5% conversion
10% conversion
5% conversion.
Providing unique riding event experiences Increased event participation.
7,500 participants 10,000 participants
15,000 participants
Increasing the provision of cycling specific Increased facility investment facilities
Funding for 1 new Funding for 2 / upgraded facility new / upgraded committed facilities committed
Funding for 3 new / upgraded facilities committed
Implement Plan
Review and Implement Plan
Implementation of facilities strategy
Implement Plan
9
MORE PEOPLE RACING Providing opportunities for competition that welcomes all levels and needs 10 | Strategic Plan 2016 - 2019
Goal:
10,000 people racing each year
Tactic
Outcome
2016 KPI Target
2017 KPI Target
2018 KPI Target
Bring racing closer to the customer
Increased Number of Race Entries
10%
15%
20%
Making it easier for organisers to host races
Increased satisfaction levels of race organisers
Set Benchmark for 85% satisfaction Satisfaction
90% satisfaction
Implement systems to support the transition to racing and welcome new individuals to competition
Number of new racing members
5% increase in new racing membership
10% increase in new racing membership
15% increase in new racing membership
10% increase on benchmark
15% increase on benchmark
Conversion rate of temporary Benchmark members current level
11
MORE PEOPLE WATCHING CYCLING
Creating entertaining, accessible and exciting experiences to grow our fan base 12 | Strategic Plan 2016 - 2019
Goal:
1,000,000 people engaged as fans of cycling
Tactic
Outcome
2016 KPI Target
2017 KPI Target
2018 KPI Target
Making cycling easier to watch by bringing racing to the fan
Increased number of spectators at races
Set Benchmark for 15% increase in spectators spectators
20% increase in spectators
Increased number of people following or watching races
15% increase in social media followers
30% increase in social media followers
45% increase in social media followers
10% increase in TV viewership
20% increase in TV viewership
30% increase in TV viewership
Improving fan knowledge to make the sport easier to follow
Increased levels of Set Benchmark engagement by fans with the Level sport
20% increase in social media engagement
30% increase in social media engagement
Expanding our membership base by developing the offer
Increased membership of CV 15% increase in riding membership
25% increase in riding membership
40% increase in riding membership
13
PEOPLE
Building a world class cycling community that supports riding, racing and watching 14 | Strategic Plan 2016 - 2019
Goal:
Providing a network of over 3,000 people delivering cycling in Victoria
Tactic
Outcome
2016 KPI Target
2017 KPI Target
2018 KPI Target
Maximizing the people in our extensive club network
Increased level of satisfaction 85% satisfaction by clubs
90% satisfaction
92.5% satisfaction
Develop our people, practices and career progression opportunities
Increased number of officials 15% increase and coaches in coaches and officials
20% increase in coaches and officials
25% increase in coaches and officials
Increased levels of staff engagement
Set current benchmark
10% increase
15% increase
Expand our reach through ambassadors
Greater reach of CV beyond the current audience
Development of Ambassador program
20% increase in 30% increase in brand recognition brand recognition
Ensure all of our people feel recognised for their efforts
A network of people who feel valued
2,000 volunteers
2,500 volunteers
3,000 volunteers
15
MARKETING Maximizing the marketing opportunity and impact in everything we do 16 | Strategic Plan 2016 - 2019
Goal:
Increasing our brand profile and levels of investment in Cycling Victoria
Tactic
Outcome
2016 KPI Target
Increase our reach through the development of partnerships both organizational and commercial
Expansion of our relationships with local and state government agencies including sport, health, education, transport and tourism.
20% increase 20% increase 20% increase in government in government in government funding in cycling funding in cycling funding in cycling
Greater commercial investment in CV
$50,000
$100,000
$150,000
Increased traditional media coverage of CV
20% increase in media coverage
30% increase in media coverage
40% increase in media coverage
Develop to become the strongest voice for cyclists in Victoria
Increased brand profile of CV Set benchmark among nonmembers
2017 KPI Target
2018 KPI Target
20% increase in 30% increase in brand recognition brand recognition
17