BUSINESS PLAN 2012-2015

NINE LIVES - GEELONG
BUSINESS PLAN 2012-2015
FIRST EDITION JANUARY 2012
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NINE LIVES – GEELONG
BUSINESS PLAN 2012-2015
Developing diversity, leadership and
imagination at the Geelong Football Club
In 2011, the Geelong Football Club celebrated 10 years of Nine Lives – Geelong’s involvement
within the Club. As the Club’s women’s supporters group, the purpose of Nine Lives – Geelong
has been to engage directly with the Club’s members and supporters, to raise funds and to
provide opportunities for interaction and entertainment through Club experiences.
While Nine Lives – Geelong is supported by a Committee of volunteers, it is not a Club
coterie group and has a unique place in the Club’s structure. The Nine Lives – Geelong
Committee framework and purpose have been endorsed by the Club Board and Executive
Management Team.
This first edition of the Nine Lives – Geelong Business Plan reflects the Club’s commitment
to its Respect for Diversity and Ethical Frameworks, and the intention of the Nine Lives –
Geelong Committee to expand the purpose, impact and scope of activities of this group for
the betterment of the Club and the women of the Geelong Cats. Importantly, the support
which is provided to the Club’s overall mission and objectives by Nine Lives – Geelong is
also articulated in this Business Plan.
In an industry which has, in the past, viewed the role of women through a narrower lens,
the Geelong Football Club and Nine Lives – Geelong will lead and seek to achieve the
Business Plan’s objectives with courage and imagination. This document represents a key
aspect of the Geelong Cats’ determination to be a ‘Great’ Club, and is the foundation for
future Nine Lives – Geelong success.
Diana Taylor
Chairperson, Nine Lives – Geelong
Director, Geelong Football Club
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NINE LIVES – GEELONG BUSINESS PLAN
Application of the Club’s Respect for Diversity Policy and the Club’s values by all Directors,
Staff, Players, Nine Lives – Geelong Committee Members, Members and Supporters will ensure
that the vision for Nine Lives – Geelong is fulfilled.
OUR PURPOSE AND ROLE
We exist to provide a voice, leadership and unique opportunities for the women of the Club across a range of
inspiring, educative and entertaining experiences. The Geelong Cats will derive direct and tangible benefits
through this enhanced level of engagement.
OUR STRUCTURE
We are a unique entity within the Club, which operates with the endorsement of the Club’s Board and Executive
Management Team (EMT). Nine Lives – Geelong is driven by a Committee of Club Members who are appointed
by the EMT. The Club’s administration, including Marketing & Events, Corporate and Football Departments,
also provide essential forms of support to Nine Lives – Geelong activities. With the proposed direction of Nine
Lives – Geelong over the course of 2012-2015, this structure will now work closely with the Club’s Community
department to implement an active presence of Nine Lives – Geelong in the community.
The Nine Lives – Geelong Committee operates under the authority of a Committee Charter approved by the EMT.
OUR MISSION
To be the premier AFL Women’s supporters group by 2015, which is consistently recognised for the quality and
delivery of its objectives, respected for the value it contributes to the Club and the Community, and is widely
supported by a diverse range of Club Members and Supporters.
OUR GUIDING PRINCIPLES
– Work and live by the behaviours and values articulated by the Club and the Respect for Diversity Policy.
–Team focused approach to working within the Club’s structure, resources and Footy Full On – The Geelong Way
Business Plan.
– Acknowledgement of the diverse range of motivations for participants to engage with the Club.
–Courageous attitude to innovation, best practice and delivery of Nine Lives – Geelong objectives and
achievement of the Mission.
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KEY PERFORMANCE AREAS
We will achieve our mission and realise our vision by consistently meeting our objectives and
supporting the Geelong Cats Key Performance Areas:
2. COMMERCIAL GROWTH
& POPULARITY
1. WIN PREMIERSHIPS
3. COMMUNITY
DEVELOPMENT
4. INFRASTRUCTURE
DEVELOPMENT
5. GREAT PEOPLE &
UNIFIED CULTURE
6. BE FINANCIALLY STRONG
& EFFICIENT TO ENSURE
A SUSTAINABLE FUTURE
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NINE LIVES – GEELONG
SUPPORT FOR THE GEELONG CATS
BUSINESS PLAN
Identification of the Club’s key performance indicators which are supported by Nine Lives – Geelong.
KPA 1
WIN PREMIERSHIPS
1.6Provide a holistic player
development program that
maximises educational,
lifestyle, well being and
career opportunities whilst
complimenting the core
football program.
KPA 2
COMMERCIAL
GROWTH &
POPULARITY
2.1Increase corporate business
profit in accordance with the
Club’s Footy Full On – The
Geelong Way Business
Plan by 2016 and maintain
customer satisfaction rating
above 80 each year.
KPA 3
COMMUNITY
DEVELOPMENT
3.1To be recognised as an
outstanding philanthropic
organisation in the AFL with
community development
programs that have a youth
focus and are designed to
lead change initiatives,
advocates for progress, and
leverage partnerships across
industries and agencies. The
ultimate aim is be ‘more than
a football club’.
2.2Increase consumer business
profit in accordance with the
Club’s Footy Full On – The
Geelong Way Business Plan
by 2016 and be considered as 3.2To invest in the community
by creating mutually beneficial
customer service champions
relationships with schools,
in the eyes of our stakeholders
junior football clubs and
– consumers.
charities.
2.3To create, deliver and
3.3An efficient, coordinated
constantly evaluate a
and considered approach
long term strategic brand
to the management and
marketing plan.
organisation of player and
coach appearances across
2.5To effectively communicate
the Club.
our key messages with our
supporters and stakeholders
through all available media
and be seen as intelligent,
forward thinking and
respected members of the
football industry and the
community.
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KPA 5
GREAT PEOPLE AND
UNIFIED CULTURE
5.1Continue to strengthen and
build the reputation of our
Club culture to one that is
envied by our competitors.
5.2Each employee has a sense
of connection to the Club
because of our interest and
investment in their future.
KPA 6
BE FINANCIALLY
STRONG & EFFICIENT
TO ENSURE A
SUSTAINABLE FUTURE
6.1Operating profit increasing
in accordance with the
Business Plan in 2016.
6.3Operate within a well defined
corporate governance
structure, ensuring that the
Club adheres to accepted best
practice, ethical standards.
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NINE LIVES – GEELONG
KEY PERFORMANCE AREAS (KPAS)
AND OBJECTIVES
KPA 1 – CONTRIBUTE TO THE GEELONG
CATS BUSINESS PLAN 2011-2016
OUTCOMES
To invest in the Club through the implementation of
actions and behaviours which support the Geelong
Football Club in successfully achieving the Club’s
Business Plan objectives.
KEY INDICATORS
– Successful implementation of the objectives set out in this
Business Plan which shall be reported to the Club Board
and Executive Management Team on an annual basis.
–Return a net profit position annually in accordance with
budget which is contributed to the Club’s financial resources.
–Be recognised as advancing the Respect for Diversity
Framework review.
–Demonstrate positive contribution, as measured by the Club
Survey, to the Respect for Diversity Framework.
KEY STRATEGIES
–Develop and manage events which are reflective of the
Club ‘brand,’ apply the principles of the Club’s Respect for
Diversity Framework and produce a net profit outcome.
–Establish a strong partnership with the Community
Department and demonstrate contribution to the Club’s
selected areas of practice and participation.
–Strategic measures put in place with the Commercial
Department to enhance and grow the connection between
Nine Lives – Geelong and the Club’s Corporate and
Community partners.
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KPA 2 – EFFECTIVE REPRESENTATION
Perform an advocacy and representation role for the
Club and the Women of Geelong across the breadth
of sporting, community, corporate and government
sectors to enhance opportunities, benefits and
awareness for all Club stakeholders.
KEY INDICATORS
–Be regarded by the Club Community as a representative
organisation which is the ‘face and voice’ of Women at
the Club.
–Participate in Club activities as required, which directly lead,
develop and implement the Club’s Respect for Diversity
Framework.
–Be regarded by the AFL industry as a recognised advocate
for the development of Women and Girls in Australian Rules
Football and actively participate in the AFL Women’s Week.
KEY STRATEGIES
–To provide opportunities for participation, including Club
events, which consistently reflect positive and educational
opportunities and experiences for Women in Football.
–Develop networks, including at the community and corporate
levels, within the Club which grow Club support and promote
the objectives of Nine-Lives Geelong.
–Explore opportunities for greater engagement and
recognition through partnering arrangements with a range
of organisations.
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KPA 3 – COMMERCIAL GROWTH &
POPULARITY
KPA 4 – COMMUNITY COMMITMENT
& ENGAGEMENT
Deliver event profit in accordance with budget,
increase participation by Club Members and
Supporters at a diverse range of events and
grow the ‘brand’ of Nine Lives – Geelong within
the community.
To be recognised as an outstanding contributor to
the Club’s Community Development framework and
to build the ‘brand’ and commitment to Nine Lives –
Geelong through community contribution.
KEY INDICATORS
–Implement a strategic plan across all Nine Lives – Geelong
events annually which includes diverse events which are
consistent with this Business Plan and its objectives.
KEY INDICATORS
–Nine Lives – Geelong and Community Department staff
to meet on at least a quarterly basis to discuss initiatives,
current program engagement and ongoing participation
of wider Nine Lives – Geelong members.
–Achieve a customer satisfaction rating of above 80 for
each key Nine Lives – Geelong event.
–Report on community participation initiatives to the
Community Department, Board and EMT annually.
–Hold at least one event per year in which all women of
the Club from all socio-economic backgrounds have
the reasonable opportunity to participate.
–Identification of tangible contributions by Nine Lives
– Geelong event participants to selected community
initiatives.
– Increase Nine Lives – Geelong membership annually by 20%.
KEY STRATEGIES
–Strengthen the Nine Lives – Geelong and Community
Department relationship to maximise the capacity for quality
contributions and commitment from each group.
KEY STRATEGIES
–Provide diverse networking and socialising opportunities
with passion for the Club as a unifying force.
–Develop a closer affiliation and network with the Staff at
the Club.
–Develop a strategy with the Club’s Media & Communications
Department which will promote the objectives, engagement
and activities of Nine Lives – Geelong.
–Implement customer satisfaction feedback and rating forms
for key Nine Lives – Geelong events.
–Utilise feedback data to improve the performance of
Nine Lives-Geelong events.
–Understand the Club’s Community Framework and Plan
and develop clear strategies and action plans to grow Nine
Lives – Geelong Member participation in selected areas.
–Develop a checklist for Nine Lives – Geelong events which is
used as tool to support and implement the projects selected
by Nine Lives – Geelong as part of its participation in the
Club Community Framework.
–Apply a clear and transparent process and communication
strategy to marketing and promotional materials associated
with community activities and Nine Lives – Geelong events.
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NINE LIVES - GEELONG
BUSINESS PLAN 2012-2015
FIRST EDITION JANUARY 2012

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