Active Devon
Sportivate
Engagement Event
WELCOME
Welcome & Introductions
Active Devon Sportivate Programme – Karen Jones
Engaging New Participants – Ben Ayres
Sport Makers – James Bogue
Sportivate
Karen Jones
Mass Participation Legacy Plan
Places
Iconic facilities
(£30m)
People
Play
British Olympic
Leaders
Gold Challenge
(£4m)
(£2m)
Inspired facilities
(£50m)
Phase II - Club
Leaders
(£2m)
Sportivate
(£32m)
Protecting
Playing fields
(£10m)
Disability Sport (£8m)
School Sport Competition (£35.5m)
NGB investment – Mass Participation Programmes
Sportivate Headlines 2011-15
• £32 million Lottery revenue funding (£8 million
p.a.)
• 296,257 (presented as 300,000) to complete
weekly coaching sessions
• 118,503 (presented as 120,000) to continue
playing sport regularly
• …give participants aged between 14-25 the
chance to receive 6 weeks of coaching
sessions in a sport of their choice
Funding
•14-25 years population formula
used
•Lottery funding (not Exchequer)
Distributed through CSPs
Partner funding requirement
No capital items
Target Groups, Sports and Sessions
Target Groups
• 14-25 year old age group
• Participant range to reflect local demography
• ‘Middle 50%’ participation segment
Sports
• Sport programme rather than Physical Activity
• NGB involvement
• Creating as well as meeting demand
Coaching Sessions
• 6 (maximum 8) sessions – 6 preferred
• All year round activities
• Possible Competition Element
Sportivate
Evaluation Framework
Evaluation – all projects measuring 4 KPIs
Engage (360,000
est.)
Retain (300,000)
Sustain and grow
(120,000)
Participants attend 5
out of 6 sessions
Registration and
attendance
Continue to participate
regularly
KPI Retain
KPI Participants
KPI Throughput
300,000
CSP collect & report data
against a local target
600
1.5 million
CSP collect & report
data
KPI Sustain
CSPs collect sample data
against a national target
0.75 m
1
Sustained Participants and
Tracking
• National target: 2 in 5 sustain participation three
months after project completion
• Multi pronged approach to data collection:
 Intention questionnaires
 Tracking Study
 Active People Survey
Devon Participation Targets
Area
Annual Retain
Target
%
50% target
per capita
1,630
100
815
East Devon
140
8.60
70
Exeter
251
15.41
126
Mid Devon
84
5.16
42
North Devon
107
6.55
53
Plymouth
514
31.48
257
South Hams
100
6.15
50
Teignbridge
142
8.73
71
Torbay
166
10.18
83
Torridge
70
4.30
35
West Devon
56
3.44
28
Devon
Total 4 year target = 6,518
Average Annual Target = 1,630
Yr 1 target slightly less than Yrs 2, 3 and 4
Reporting
• Bi-annual
reporting
• New
participant
registration
forms
• New M & E
forms/KPI
toolkit
1
KPI PARTICIPANTS
Total
Males
Females
Year 1
Year 2
Year 3
Year 4
Year 5
Year 6
Year 7
Year 8
Year 9
Year 10
Year 11
Aged 16-19
0 days/hours
1 day/hour
2 days/hours
3 or more days/hours
Unknown
White
Mixed
Asian
Black
Other
Unknown
Not Disabled
Disabled
Unknown
-
2
-
3
-
4
-
5
-
6
-
7
-
8
-
9
-
10
-
Planning Process
Year 1 (2011/2012) – Initial Process
Working around tight timescales!
Sportivate Planning/Delivery Arrangements form
available via e-mail and on the website
Year 1 (2011/2012) – Sportivate Plan
1 Annual plan assessed by Sport England
Funding arrangements similar to Sport Unlimited
SLAs for each partner with a safeguarding
element for those working with U18s
Sportivate Plan
Critical Dates
• National Sportivate Launch – 05/2011
• 1st Year 1 Sportivate Plan submission – 13/05/2011
Assessment and approval – By 15/06/2011
2nd Year 1 Sportivate Plan submission – 1/9/2011
• Delivery of Sportivate starts – 01/07/2011 (Pilot from
01/04/2011 can start before plan approval)
• KPI Submissions – 10/2011 and 04/2012
• Year 2 Sportivate Plan submission – Jan 2012
• Assessment and approval – By 02/03/2012
Branding
Future Actions
•
•
•
•
•
•
•
NGBs – meet clubs and promote
CPASNs – meet partners and promote
Gather participant intelligence and demand
Download planning document
Submit for approval
Download registration forms & M&E on approval
Sign SLAs
Suggested areas for discussion
• How will you go about planning for your first
Sportivate plan submission?
• How will you gather participants’ intelligence
and demand – this will be required from each
project
• How will you identify the target groups
• Which partners will you need to work with to
engage with them?
• What are the challenges and solutions in
getting participants to attend all but one of the
sessions that are run
• Next presentation should help you with
understanding this age group
Engaging New
Participants for Sportivate
Ben Ayres
• Who is your target?
• Drop Off
• Attitudes
• Pressures, Priorities and Barriers
• Motivation
• Targeting Participants
• Who they are and how they
communicate
Who Are They? Difference by age
11-13 years
• Parental involvement
• Transport and travelling
13-16 years
• In school - schoolwork and exam pressures
• Other demands on time - wider social interests
• Growing independence
16-19 years
• Other demands on time - wider social interests
• Independent
• Appearance and looking good important
19+ years
• responsible for own home and money
• Other demands on time - wider social interests
Between 14 and 18 young people shift
from ‘definitely’ to a ‘little bit’ sporty
Age group
Youth Sport Trust Voice of the Young Survey, 2009, respondents aged 11 to 18
Post 16 the drop off accelerates
Badminton
Hockey
6
2.5
5
4
Male
Female
All
3
2
Percentage of population
Percentage of population
2
Male
Female
All
1.5
1
0.5
1
0
0
16-19
20-24
25-29
30-34
35-39
40-44
45-49
50-54
55-59
60-64
16-19
20-24
25-29
30-34
35-39
Age
40-44
45-49
50-54
55-59
60-64
Age
Cricket
Basketball
5
8
4.5
7
4
Male
Female
All
3
2.5
2
1.5
Percentage of population
Percentage of population
6
3.5
Male
Female
All
5
4
3
2
1
1
0.5
0
16-19
20-24
25-29
30-34
35-39
40-44
Age
45-49
50-54
55-59
60-64
0
16-19
20-24
25-29
30-34
35-39
40-44
Age
45-49
50-54
55-59
60-64
Boys and girls have different attitudes
Boys 15-19
• Competitive conformers:
Social status/health benefits
• New originals: Keeping fit,
social connection, fashion
Motivators
• What’s “right”, Masculinity,
Girls, Status, Competition
• Friends, Creative culture, Girls,
Risk
Girls 15-19
• Satisfied wannabees:
Health/beauty, acceptance
• Guarded independents:
Understand health benefits,
watch not play
• Celebrities, Beauty, Shopping,
Advertising
• Friends, Male bonding,
Creative culture, Mentors,
Social responsibility
Adidas research (UK)
A lot of outside pressures are happening
As they grow up, teenagers face personal and lifestyle challenges.
Peer pressure to be socially accepted
Relationships / boy and
girl friends
Increased body
consciousness
11 yrs
old
12
yrs
old
13
yrs
old
14
yrs
old
15
yrs
old
More pressure to do well at
school
16
yrs
old
17
yrs
old
18
yrs
old
19
yrs
old
Understanding the pressures and demands of being a teenager is
critical to understanding the role of sport in their lives.
Interests change and priorities shift
Young teenager (13 yrs)
Older teenager (16 yrs)
Relationship
School
Hobbies/
interests
Sport
Hobbies/
interests
Friends
Shopping
/fashion/
image
Friends
Family
Sport
School/
college
Job/work
(part time)
Family
Suddenly teenagers have other interests and pressures in their life to contend with
Older
teenager
Young
teenager
Barriers emerge
Psychological
Physiological
Social
Comfortable being in a
sporty environment
Strong sports
competency – young
and healthy
Network of sporty
friends – everyone
plays
Less comfortable being
sporty – ‘it’s not cool’.
Can be unattractive.
Less fit – health
dwindles – start
smoking/drinking.
Injuries.
Fewer sporty friends –
harder to find someone
to play with. Also
pressure to fit in with
friends.
So unsurprisingly, young teenagers typically have a higher participant
profile compared to older teenagers.
Drop out reasons
Sporting reasons
Lack of players
No future
potential/
career
opportunities
Too competitive
Fall out with
other players
Lifestyle reasons
Friends
Unfriendly
team/club
Relationships/
boyfriends
Work/ job
Seasonal
Embarrassing
Jump to senior
league
Unfit
Personal reasons
No role models
/lack of
publicity
School work
Lack of match
play
Coach
personality
Not very good
at the sport
Lazy
Other sport/
hobby
commitments
Tired of playing
against same
teams
Time for
something new
Transport/
convenience
Money
Parental
support
No school links
with clubs
Lack of
coaches
Risk of getting
hurt
There is a vast array of reasons for drop out that need to be
considered in thinking about which barriers to try and overcome to get
people into a session
Increasing motivation is key
HIGH
Barriers
Motivation
positive motivation /
barrier gap provides
resistance to life
+ transition changes
and other barrier
increases
LOW
Teenage reasons to stick at a sport
Friends &
Socialising
Challenges &
Achievements
Team spirit and
support
Safety and Escape
Enjoyment
Fitness &
Opportunities
Reasons stretch across both functional and emotional aspects – but
personal and social aspects are most dominant.
Targeting Participants
Relevant Segments
Targeting Participants
Don’t read newspapers
No landline phone
Television on their terms
Trust peers
Internet experience is social
Content is going mobile
Television is for video games
Want to be heard and self-express
Email is for parents/work
On demand content
What Does This Mean?
Equal relationships & co-decision making. So don’t tell them what to do.
Will form their own opinion with reference to their peers, their family and
trusted experts. For this reason, word of mouth works well.
Idealism and activism is an important motivator. Decide what influence
London 2012 has on this?
They expect to personalise their lives.
More pertinent for the programmes you are defining
And the sustain phase
They expect you to be open and honest. When you ask them to spread
the word, be open about it
Mobile phones are the most prevalent device
Half of 16-24 year olds media consumption is via computer
Talking to Jamie
Use a warm, chatty voice, like you’d use with friends
Use contractions like we’re, you’re, don’t etc
Write like you’re speaking. Better than that, write like you’re chatting
Grammatical faults are ok, that’s all part of (them) reading it like (you’re) saying it
Ask and suggest, don’t assume and tell
Use colloquialisms like “give it a shot”.
Comparisons need no explanation, so long as you use the right options:
“Ferguson or Mourinho?” works
“Humphrys or Paxman” probably doesn’t
Issuing a challenge is fine
Understand (but be very wary of using) youthful terms like phat, rad and chillax
Inject humour and fun whenever you can. Think Innocent Smoothies not
legalese mumbo-jumbo.
Don’t pretend you’re not selling to them – in fact, why not acknowledge it!
“Look, I’m aiming for 60 people to turn up. I can either do it myself, or I can
find 15 people to round up a team of 4. Which would you do?”
Promotional Techniques
Email Newsletter
Email Shot
Landing Pages
Event Listings
Search Engines
Calls to Action
Forums
Online Advertising
Blogs
Link Building
Managing Goodwill
Encouraging Registrations
Friend get Friend
Social Media
Buzz Marketing
Conversation Creation
Using Influencers
Social Media
In Sport England’s model, success in social media isn’t
about partners “broadcasting” to participants. Success
comes when participants talk with each other (and
possibly with us), and in doing so spreading the word
about your Sportivate programme.
Your role? To encourage participants to talk with each
other by encouraging the conversation, seeding topics,
curating content and responding to their questions.
Facebook
Of the 4.9 million 17-22 year olds in the UK,
85% are on Facebook
Giving us a reach of 4.1 million
Spending 25 minutes/day
During 2 visits
With 50% returning daily
(Source: Facebook internal data, ONS)
3 Uses for Facebook
Sportivate Facebook page
Target audience is CSPs. Discussion, news and tips for CSPs
Content from Sport England, CSPs, possibly delivery partners
CSP Facebook pages
CSPs may set up Sportivate pages (but email may still be suitable for a
small & formal network)
Most suitable use to engage with their delivery partners
They can funnel relevant messages from wider CSP/Sportivate community
to their own delivery partners
Programme pages
This is where the participants and potential participants will engage
(With the best will in the World, we know Jamie doesn’t really care
about Sport England or his CSP!)
Potential to improve recruitment rates
Regular Activity
How do you ensure there is daily activity across your social
media presence?
Photos
Videos
Polls
Results
Interviews
Events
Messages/Status/Tweets
Twitter
A micro-blogging platform for you to post opinions and links in very short
bursts
Give your views
Alert your news channels
Share links
Somewhere to listen
Listening to relevant conversations about you
http://search.twitter.com/search?q=sportengland
Questions from an event audience (shown at the event, or for others not
attending)
Engaging with people who talk about you
Potentially, dealing with negative issues quickly
A news service
Set up lists of related people (eg. local sports clubs, local journalists)
http://twitter.com/#!/nemisys/managing-sport-in-england
When might you Tweet?
With links to new content on your own web site
With links to content on other sites, including your
Facebook site
Retweets – that’s passing on somebody else’s wise words
Industry news of note
During events and championships
Comment on “the weekend’s play”
Running workshops & training events
Recycle that same Facebook content – photos, videos etc
Questions?
Sport Makers
James Bogue
Sport Makers
– 18 month programme from Sept 2011
– Target to recruit, train and deploy 900
volunteers
• Recruit and Train – workshop
programme
• Develop and support – online system
• Deploy – menu of placement
opportunities
• Sustain – brokering with local partners,
training opportunities
Sport Makers
Role of CSP
• Identify, recruit and register new
volunteers
• Broker menu of placements with NGBs,
clubs, community organisations and
education sector
• Match volunteers to placements and
provide ongoing support
Sport Makers
Role of NGBs
• Identify local deployment
opportunities to help grow adult
participation
• Identify and provide details of
Leadership training and CPD
opportunities for Sport Makers
Sport Makers
• “16+ volunteers for 16+ participation”
• Where might Sports Makers fit?
• Recreational / informal sports groups
e.g. lead running / cycling
• Active workplace / employee
volunteering schemes
• “While you wait” parents’ groups
e.g. parallel to junior activities
• HE / FE intramural
programmes