gold coast titans community strategic plan 2018 - …digital].pdf · 12 gold coast titans c s p...
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COMMUNITY STRATEGIC PLAN2018 - 2019
GOLD COAST TITANS
2 3Gold Coast Titans | Community Strategic Plan 2018-2019Gold Coast Titans | Community Strategic Plan 2018-2019
WELCOMEI am delighted to present the 2018-2019 TFH Gold Coast Titans Community Strategic Plan.
This document details the club’s ongoing commitment to supporting our grassroots stakeholders, community partners and charities through our various programs and initiatives. The successful outcomes of our community programs not only hold special significance here on the Gold Coast, but right around Australia.
As an organisation that has built a reputation on its significant community contribution, we understand that with an elite national profile comes the added responsibility to work with the broader community to set a positive example and assist in addressing many of the social issues impacting society.
We aim to build upon the work the club has already achieved, which include the following highlights;
• NRL Community Club of the Year (2009)
• Ken Stephen Medallists – Preston Campbell (2008) and Luke Douglas (2015)
• Gold Coast Young Australian of the Year – Kane Elgey (2017)
• Reconciliation Action Plan – Innovate (2017)
Rugby League is a fantastic vehicle for influencing and engaging important community issues. Through the commitment of our playing group/community along with our dedicated administrative staff, we are able to drive our many meaningful programs delivered as a club.
On behalf of the TFH Gold Coast Titans, I take this opportunity to thank you for your support of our club and our dedicated suite of grassroots stakeholders, community partners and charities.
~ Graham Annesley TFH Gold Coast Titans CEO
CONTENTSWelcome 02
Our Vision 04
Our Mission 04
Our Values 05
Titans in the Community 06
Community Statistics 08
Titans Catchment Area 10
Action Plan 12
Our Framework 14
Titans Community Pillars 16
Community Partners 18
Community Key Initiatives 20
Contact 23
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OUR VISIONTo be a world-class entertaining football club that is respected by the community and engaged with our members, fans and partners in an environment where continuous improvement and sustainable growth are central to the future success of the club.
OUR MISSIONWe are dedicated to the pursuit of excellence and sustainable success as a professional rugby league club. A community focused, commercially motivated organisation, we will at all times endeavour to connect and engage with any individual or group we come into contact with, and be driven to make a difference to their lives.
OUR VALUESPROFESSIONALISM
We will pursue excellence in everything we do, be accountable for every decision and every action we take, and we will seek continuous improvement on and off the field at all times.
INTEGRITY
We will strive for and recognise high moral character, respect and honesty in everything and everybody. We will be transparent and consistent and always show respect through our behaviour.
LEADERSHIP
We will develop and demonstrate leadership qualities through our actions, and have the courage to lead from the front to shape our future.
PEOPLE
We recognise the importance of community, family, staff and players to the ongoing success of the club and its people.
COMPETITIVE SPIRIT
We use the competitive spirit and sportsmanship we develop as a team and work together to become the very best we can. Our goal is to win and to excel at the highest level while acting and competing in a way that reflects our core values.
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TITANS IN THE COMMUNITYOver the past 10 years the club have witnessed the passion and commitment of players, coaching staff, volunteers, community organisations and the local Rugby League Community by working together to reach, engage and empower young and disadvantaged people so they can learn, grow and feel they belong.
Working together we have created a strong sense of social responsibility and continued the club culture of ‘giving back’ to those in need. Our past players recount stories of countless hospital visits, footy clinics, charity work, food drives and natural disaster assistance. These activities have played a huge part in creating a culture that the Titans will always be there, ready to help our community.
Responding to these requests remains an important component of community activity, but the Club also recognises the importance of being proactive in creating long term and financially sustainable programs.
By consulting with schools, junior and senior football clubs, the NRL and local community stakeholders to gain feedback and identify key issues, we have restructured our framework and programming to provide effective and lasting outcomes to the club and the community.
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“It’s a great feeling to help make a difference in the community. I just LOVE it! It makes me happy that we can add some fun and laughs for the kids”
~ KONRAD HURRELL 9Gold Coast Titans | Community Strategic Plan 2018-2019
White Ribbon Australia
Ronald McDonaldHouse
COMPETITIONS
SCHOOL PROGRAMS SOCIAL INCLUSION PROGRAMS
TITANS CUP & CHALLENGE
GC KARYNMURPHY CUP
TITANS TOUCH FOOTBALL TRI SERIES
COMMUNITY ENGAGEMENT
JUNIOR RUGBY LEAGUECULTURAL RECOGNITION/PARTNERSHIPSRETENTION & REWARDS
PROGRAMS AMBASSADORS CHARITY PARTNERS COMMUNITY MATCHDAY ACTIVATIONS
$370,206
248
1,994
15,178
20,223
COMMUNITY STATS 2017
TITANS NINES
29 8,127
NRL STATE OF MIND
EDDY PETTYBOURNE
WHITE RIBBON
WILLIAMZILLMAN
ANIMAL WELFARELEAGUE QLD
CHRIS MCQUEEN
ANIMAL WELFARELEAGUE QLD
JARROD WALLACE
STARLIGHT FOUNDATION
RYAN JAMES
RADIO LOLLIPOP
CHRISMCQUEEN
RONALD MCDONALDHOUSE
JARRODWALLACE
TOUCHFOOTBALLSPECIALISED
KONRADHURRELL
NRL STATE OF MIND
DALECOPLEY
DOWN SYNDROME ASSOCIATION OF QUEENSLAND
TOUCH FOOTBALLSPECIALISED
12 COMMUNITYGROUPS
FEATURED
38 PLAYERAPPEARANCES
52 CLUBSPLAYED
MINI LEAGUE
9584TICKETS DONATED
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Jarrod Wallace - Runaway Bay Seagulls
Kevin Proctor - Currumbin Eagles
Kane Elgey - Tugun Seahawks
Ryan James - Bilambil Jets
Brendan Elliot - Runaway Bay Seagulls
Anthony Don - Grafton Ghosts
TITANS CATCHMENTAREA
“Our club is very community based, I grew up on the coast playing Junior Rugby League at Runaway Bay Seagulls. It’s extremely important to me that we give back to the grass roots volunteers, coaches, referees and players as they are the life blood of our game“
~ JARROD WALLACE 11Gold Coast Titans | Community Strategic Plan 2018-2019
Karl Lawton - Burleigh Bears
Keegan Hipgrave - Nerang Roosters
BYRON BAY
GOLD COAST
GRAFTON
TOOWOOMBABRISBANE
GROUP 18
GROUP 1
Ryan Simpkins - Currumbin Eagles
Jai A
rrow - Burleigh Bears
Will M
atthews - Kyogle Turkeys
Ash Taylor - Toowoomba Brothers
Michael Gordon - Tweed Coast Raiders
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ACTION PLAN 2018-2019THE ROLE OF COMMUNITY
SOCIAL IMPACTAdvocate, lead and act as role models for positive change on the social issues aligned with our values. Build upon existing social inclusion programs through long term, measurable partnerships.
• Protect and enhance the NRL AND club’s brand• Meaningful visibility and awareness of Titans Programs in the Community• Recognition of club’s community investment
Enhance and support existing game development programs.Open new doors to grow the game in all levels of the game – grassroots, women and girls, elite and touch football.
Create new avenues for the community to interact, engage and connect with clubs and the game more broadly.Building upon effective partnerships and aligning with game wide initiatives to increase leverage and credibility.
Provide leadership and development opportunities for our players. Build upon the ‘giving back’ culture by providing players with the education and training to deliver all Titans Community Programs.
Provide a value add for club and sponsors.Working towards all self-funded community programs, to create opportunities to attract sponsorship for the club. Provide a new avenue for revenue streams by building upon non for profit Gold Coast Titans Community Foundation.
BRAND & REPUTATION
GAME DEVELOPMENT
COMMUNITY BUILDING
ELITE PLAYER DEVELOPMENT
FINANCIAL SUSTAINABILITY
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Sustain and grow fans and members
Grow participation
Improve financial outcomes
TITANS CLUB COMMERCIAL IMPERATIVES
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OUR FRAMEWORKThe Community and Game Development department is all about identifying issues important to the Titan’s Community (including members, staff and players) and working with our key partners and experts in the field to drive change.
TITANS IN THE COMMUNITY
COMMUNITY RELATIONS COMMUNITY ASSISTANCECOMMUNITY DEVELOPMENT
RESPECT & RESPONSIBILTY
EDUCATION & SKILL
HEALTH & WELLBEING
SCHOOL
• School holiday clinics
• Teacher ambassador
• Competitions
GRASS ROOTS
• JRL Ambassadors
• JRL Junior Rewards
• Volunteer Person of the Year
• Sports Person of the Year
• Touch Football
CHARITY PARTNERS
TITANS TOURS COMMUNITY EVENTS
REQUESTS & DONATIONS
AMBASSADOR & ADVOCACY
MATCH DAY COMMUNITY ACTIVATIONS/TICKETING
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“Gold Coast Titans/Down Syndrome Association partnership put in place a unique and unimaginable opportunity for people with Down Syndrome to engage with professional sportsmen and be acknowledged by the fans”
~ CALLY WARD (DSAQ PARENT AND MEMBER)
DSAQ FAST FACTSPLAYER ENGAGEMENT
100%
SOCIAL MEDIA REACH
1.2M
FAN SATISFACTION
100%
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TITANS COMMUNITY PILLARS BLUEPRINTHEALTH & WELLBEING
A powerful voice around healthy lifestyles: Mentally & Physically.
RESPECT & RESPONSIBILITY
Reinforcing socially inclusive and cohesive communities
EDUCATION & SKILLS
Our ability to improve educational and employment outcomes
Pillars
Marquee Welfare & Ed Issues
Marquee Community Issues
External Partners
Funding
HEALTH WISE CHARACTER WISE CAREER WISE
NRL STATE OF MIND
Mental literacy & wellness in association with leading mental health agencies.
NRL VOICE AGAINST VIOLENCE
NRL SCHOOL TO WORK
School attendance, aspirational building, mentoring and skills for Indigenous students.
CULTURAL RECOGNITION
• Ronald McDonald House• Titans Tackle Bullying• Touch Football Specialised• Eat Well, Play Well, Stay Well• Player Ambassador Programs
• White Ribbon Workplace Accreditation• Reconciliation Action Plan - Innovate• Titans Domestic Violence Program• NAIDOC Day• Down Syndrome Association Queensland
• Indigenous school based programs• Titans school holiday clinics• Titans teacher ambassador program• My Hero Reads Too• Titans Learning Centre
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Titans Programs & Initiatives
QLD Government Department of the Prime Minister & Cabinet Department of the Prime Minister & Cabinet (PMC)
“Seeing players visit my school as a young kid put a smile on my face and all the boys have had similar memories. It’s why we love getting out in the community, we genuinely get a kick out it”
~ ANTHONY DON 17Gold Coast Titans | Community Strategic Plan 2018-2019
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“Gold Coast Titans play a crucial role in the community, particularly in promoting an active healthy lifestyle and encouraging participation in sport. The Australian Sports Foundation is proud to partner with the Titans in raising funds to support their work among the Gold Coast community.
~ PATRICK WALKER - CEO AUSTRALIAN SPORTS FOUNDATION
COMMUNITY PARTNERS 2018 - 2019
CHARITIES PLAYER WELLBEING/EDUCATION
GOLD COAST TITANS COMMUNITY FOUNDATIONThe TFH Gold Coast Titans are dedicated to the pursuit of excellence and sustainable success as a professional rugby league Club. A community focused, commercially motivated organisation, we will always endeavour to connect and engage with any individual or group we meet, and be driven to make a difference to their lives.
Donations received into the Foundation provide for the funding needs of specific club projects over and above what normal operating revenue would fund. The charter of the Foundation is to market and raise funds for approved football club projects.
The Foundation structure provides transparency and reliability to ensure donors have confidence that their donations are allocated for their intended purpose and directly support the nominated project/s.
The Gold Coast Titans Community Foundation runs in partnership with the Australian Sports Foundation. It encapsulates key areas that businesses and individuals can contribute to in order to help the club achieve its strategic objectives:
• Junior Development (Titans Academy)
• Community (Participation/Social)
• High Performance (Coaching/SSSM)
Donors can select a specific project/pillar they wish to donate to. Donations are fully tax deductible and each donation will play a vital role in ensuring the development of these critical areas.
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COMMUNITY KEY INITIATIVESOur six major initiatives to achieve our 2019 Goals.
DELIVER COMMUNITY OUTCOMES
Create, deliver and promote programs that provide positive community outcomes through:
• Paired back framework and delivery model that aligns and empowers the game’s stakeholders.
• The use of current and former players who inspire others through their involvement.
• Measure and evaluate programs consistently and effectively to establish the Titans as the partner of choice for Government programs and investment.
• A focus on building positive legacies in our community – Commonwealth Games, Gold Coast City Council Partnerships.
• Commitment to create further opportunities and support for people with disabilities through our partnerships Touch Football Specialised, Disabled Surfing Australia and Down Syndrome Association QLD.
• Aboriginal and Torres Strait Islander people to feel a sense of pride and opportunity through their involvement with the club – Reconciliation Action Plan, NAIDOC Day, Indigenous Round, Deadly Choices, School to Work Program.
• Working with our Pasifika players and cultural communities to support programs that enrich people’s lives.
• Work with the NRL on enhancing and championing RL’s commitment to gender diversity and increase representation of women at all levels.
GENERATE POSITIVE PRESENCE, PROFILE AND BRAND
Grow profile and positive presence through:
• Campaign for more funding for heartland strategies that strengthen support for the game in traditional areas.
• Integrated strategies for promoting Titans in the community across marketing, communications, corporate partnerships and government relations.
• Increasing the profile of elite player in non-sporting media, events and activities.
• Using our Charity Partners (White Ribbon and Ronald McDonald House) to gain national exposure of community work done by players.
• Formulation of Communication and Marketing strategy for our Not For Profit donations to Gold Coast Titans Community Foundation.
GROW OUR FAN BASE
Consolidate the current fan base and generate new fans by:
• Building upon our ‘Community Club’ reputation to attract news fans.
• Directly engaging with members and fans at targeted community events.
• Working closely with membership to create new community programs for Grassroots Membership.
• Fine tuning Clubhouse membership to create more scope to sign up members.
• Using our strategic partnerships with recreational forms of the game and charity partners to widen our exposure to new demographics.
• Creation of Club Promotion team to work across Community, Membership, Marketing and Operations/Events to increase club profile at community events.
GROW PARTICIPATION AT ALL LEVELS
Create a comprehensive program for grassroots growth through:
• A single, integrated national development model.
• Build upon our grassroots strategy by growing school based competitions and partnerships between schools/JRL Clubs.
• Providing tools to enable grassroots Clubs to grow, sourcing funding for co-investment in local facilities and a volunteer assistance strategy (Gold Coast Titans JRL Rewards Program)
• Working with the NRL to continue the growth in gender and culturally specific participation programs to attract and retain a diversifying participation base, targeted participation initiatives for players in both local and regional areas as part of our commitment to servicing our catchment.
• Capitalising on partnerships with recreational forms of the game (Touch Football, Touch Football Specialised)
INCREASE FINANCIAL SUSTAINABILITY
Consolidate the communities financial base by:
• Maintaining a focus on efficiency and attracting community sponsorship.
• Ensuring all funding is aligned to the strategic plan and is performance based.
• Building strategies to optimise sponsors add ons and exposure through community programs.
• Implementation and promotion of Gold Coast Titans Community Foundation to provide another a revenue stream.
ACHIEVE DEEPER ENGAGEMENT
Engage more deeply with the Rugby League family using digital and social media through:
• Investment in quality and growth of our digital and social media presence.
• Building a detailed knowledge of every participants interaction.
• Titans in Community website to increase exposure, data acquisition, database management and online initiatives.
• The establishment of a Community media unit that generates new content, products and technologies that enhances the Titans brand.
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“I’ve been at the club for nine years now and community engagement has always been an important part of what we do. The players love doing it and we just want to see a smile on every kids face”
~ RYAN JAMES
CONTACTRENEE COHEN Community & Game Development Manager
P: 5656 5650 E: [email protected]
TFH High Performance Centre, 76-122 Napper Road, Parkwood QLD 4214
TITANS.COM.AU
#THRUNTHRU