Executive Summary
#NorfolkFootball
Norfolk County FA has developed it’s new four year strategy, titled:
This has been developed and underpinned with a Norfolk County FA DNA running
through the heart of the strategy. Our new DNA is simple.
D – Develop & Grow
N – Nurture & Innovate
A – Accessible & Transparent
Executive Summary
#NorfolkFootball
Executive Summary
#NorfolkFootball
The long term vision for Norfolk County Football Association is to ensure we
continue to both regulate and develop the game, growing participation which is
relevant to modern society and the economic and social challenges facing us.
The new strategy has required a full review of the staffing required to deliver its
objectives, and the new look structure will become even more dynamic and even
more strategic, focused on delivering the agreed objectives.
A key part to the future success of football, is to engage with the next generation
of participants. Financially, the Association turned over just under £1.3m last
year, which is due mainly to our non traditional activities. This growth has meant
the we are becoming increasingly sustainable, with FA grants and funding
equating to only approximately 20% of our annual income. Prior to us developing
our small sided programme and subsequently developing our own Football
Development Centre, our reliance on FA funding was as high as 58% back in 2008.
Current Position
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 Norfolk County FA currently employs 25 full and part time members of staff
 These staff work from two County facilities. County Headquarters and the
Football Development Centre (the FDC)
We regulate football for:
 18 traditional leagues, running 10 County Cup Competitions
 400 clubs
 2000 teams
 400 Referees
 12,000 centrally registered adult players
 (Unknown) number of youth players
We also regulate County 5IVES, our small sided offer, which operates across:
 8 different Small Sided Centres
 250 teams & 2,250 registered small sided players
Vision
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 As we are the Governing Body of football in the County we are established to
firstly Regulate the game.
 Whilst Running the Game we are also tasked with Developing the
opportunities on offer to ensure we can Sustain and Increase participation,
offering Better Training & Playing Facilities to aid Player Development.
 As part of the succession planning for our Football Workforce , it is our
intention to ‘Engage The Next Generation’ and offer both ‘Traditional’ and
‘Non Traditional’ participation opportunities reflective of 2015 society.
 The Norfolk DNA will be embedded into each and every objective, which
have all be strategically identified to ensure we meet our 4 year targets by
the end of the strategy period.
 All of the above will be underpinned with clear Communication & a modern
Marketing approach
Vision
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Customer Insight
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 This is a key area of development of the next 4 years
 Our starting point is to continue to implement the recommendations
following our Adult Participation Survey back in 2013
 We will continue to engage with our customers via our Courses, Clinics,
AGMS, Radio shows, Social Media and Council Reps
 We intend to develop additional customer insight opportunities from Year
Two onwards, utilising all of the above as well as an Online Booking
System, WebEx, New Survey Software & Club & Player Forums
 This should all link to our customers, track trends & allow us to plan better
for future seasons
Workforce Structure
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(1st July 2015 onwards)
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Undertaken a complete Staffing Structural Review
1 full time position being made redundant
Increase total workforce from 25 > 31
Includes recruiting 6 new Apprentices & opening a second FDC Facility
Workforce Investment
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Strategic Priorities
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To regulate both the ‘Traditional’ & ‘Non Traditional’ game
Grow Mini Soccer Participation by 6%
Grow 9v9 & 11v11 Youth Participation by 4%
Holt the decline in the traditional male 11v11 game
Grow Youth Female Participation by 14%
Sustain the current participant numbers in the female adult game
Grow County 5IVES Small Sided Participation by 40%
Ensure 90% of games are covered by a registered Match Official
Improve 38 Grass Pitches
Secure £4.5M investment into 7 x 3G Pitch Facilities new to the FA 3G Register
Upskill our Coaching Workforce
Invest in a new online booking system for our FDC facilities
Develop our Apprenticeship & Football Futures Programmes
Strategic Priorities - Continued
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 Construct the FDC @ Open Academy and then develop a 3rd FDC@ facility
 80% of administrators to be using the Whole Game System
 Develop a robust Data Management System for both youth and adult
participants
 Utilise both modern & traditional communication channels
 Develop & recognise our football workforce
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National Targets – High Level
Goal
Measure
No of mini soccer teams
Sustain &
Increase
Participation
Better Playing
& Training
Facilities
The Football
Workforce
Current*
Target
Sccreboard April 15
357
377
357
1034
1040
1034
104
118
104
43
44
43
No of FA Youth Award Module 3 Coaches
N/A
20
N/A
No of improved grass pitches
N/A
38
N/A
7
14
7
% of youth and adult matches officiated by
a qualified referee
N/A
90%
Adult 96%
Youth – 0%
Demonstrate an improved level of service
to CFA volunteers
TBC
TBC
TBC
No of male teams
No of female teams
No of disability teams
Player
Development
Baseline
No of new 3G pitches
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County Targets – High Level
Goal
Sustain & Increase
Participation
Measure
No of County 5IVES Small sided
teams
No of County 11Evens teams
Number of individuals on central
database
Marketing &
Communications
Running the Game
Increase our Social media
presence & engagement on
Twitter, Facebook, Instagram &
Flicker
% of people using the Whole
Game System
Baseline
Target
Current
230
340
230
0
56
0
15,000
25,000
15,000
Twitter: 6,000
Facebook: 370
Instagram : 70
Flicker: N/A
25% increase
across the
platforms
5% increase
engagement
Twitter: 6,000
Facebook: 370
Instagram : 70
Flicker: N/A
N/A
80%
N/A
Marketing & Communication
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 The Board are ultimately responsible for the Marketing & Communication
of the Company. However, this is led on a day to day basis by the
Marketing & Communications Department
 Key to the success of this is the regular internal communication between
the department with the Senior Management Team, and subsequently the
other departments staff
 A robust process is already in place RE our communication and marketing
policies
 With the development of our central database it is our aspiration to have
regular two way contact with our customers throughout the life of the
strategy. Which will help us shape the objectives for years 2, 3 & 4 to
ensure we achieve our agreed national and local objectives
Operation Plans
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 To enable the successful delivery of the new strategy, we have developed
the following Operational Plans for each strategy section;
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Goal 1 - Sustain and Increase Participation
Goal 2 - Player Development
Goal 3 - Better Training & Playing Facilities
Goal 4 - The Football Workforce
 Enabler 1 - Running the Game
 Enabler 2 - Marketing & Communications
 Enabler 3 - County 5IVES
 Enabler 4 - the FDC
 Enabler 5 - the FDC@Open Academy (in progress)
the FDC @ Vision
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the FDC @ Vision
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Monitoring & Evaluation
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 Whilst the Board are ultimately accountable for the delivery of the
Strategy, the onus is on the Executive to achieve the agreed targets
 All staff will be working from SMART quarterly objectives which will feed
from the annual Operational Plans
 The Operational Plans will be reviewed quarterly by the Senior
Management Team and 6 monthly by the Board of Directors
 6 monthly staff meetings will be held to evaluate the plan and review both
successes and shortcomings
 The lessons learnt from the previous year will be considered when
developing the next Operational Plan
Conclusion
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 For every £1 The FA invests into football via the Norfolk County FA, we turn that
£1 into £5
 We have a proven record of making The FA’s pound go further and we intend to
maintain this throughout the life of the new National Game Strategy
 We have set some challenging objectives that we will require successful
partnership working and all football stakeholders playing their part
 For further information regarding the ‘Engaging the Next Generation’ Strategy,
please contact the staff at County Headquarters on 01603 704050 or email
[email protected]
#NorfolkFootball