Young Persons Player Journey (YPPJ)
2016 – 2019
In partnership with
And
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Overview
Cumbria Cricket Ltd aims to work closely with key partners, Chance to Shine and ECB to inspire more young people
to play and learn through cricket, create lasting partnerships between schools and community cricket and to retain
more young people within the game of Cricket. We aim to develop a balance of activities and offers across the
school, club and community environment through alignment of resources, strategic mapping, using insight gained
and evaluation of learning.
Our business outcomes are:
CCB Readiness Factor
The Board Improvement Planning Process (IPP) and Self-Assessment priorities have highlighted Chance to Shine, ECB
& Sport England as an integral part of the development of cricket in the County, especially linked to the increase in
the number of junior players involved in school and Priority club programmes. This thread runs throughout CC Ltd.’s
Business Outcomes.
The Cumbria Cricket Board work to achieve the following interdependent outcomes through the services it provides:
SO1 More adults
(14+) playing cricket
in teams
Recruit/Retain
SO2 the volunteer
workforce meets
the needs of the
game
SO3 Club, league and
schools activity drives
player retention and
growth
Recruit/Retain/Develo
Recruit/Retain
SO4 All players have
the opportunity to
improve their skills
Retain/Develop
SO5 Cumbria Cricket
Board provides effective leadership across the countyRecruit/Retain
network
p
Our YPPJ paper will look at our current situation, insights gained, challenges, our plan and measure of success for
each of the following important areas:
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PRIMARY SCHOOL OFFER
SECONDARY SCHOOL OFFER
CLUB ENVIRONMENT
COMMUNITY ENVIRONMENT
COUNTY LEAD PROGRAMMES
Our YPPJ will evolve and develop as we move along the journey together in a joint outlook to not only introduce
cricket to the young player but to be a part of their cricketing journey reacting to their needs and challenges
wherever possible.
Our YPPJ has given us the opportunity to reflect on current activities/situations and evaluate their effectiveness,
bringing together all aspects of cricket development. This has proven to be a useful piece of work, supporting the
need to pull the cricket network closer together to unite in working as one to deliver the impact identified in this
plan
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Background
The county of Cumbria consists of 6 Districts Allerdale
 Barrow
 Carlisle
 Copeland
 Eden
 South Lakeland
We split the County into 4 areas:
 Barrow (covers Barrow, south Copeland and West South Lakeland)
 East (Covers Carlisle and Eden)
 West (Covers north Copeland & Allerdale)
 Westmorland (Covers South Lakeland, South Eden & North Lancashire)
The development team is as follows:
 Bob Simpson – Director of Cricket Development
 Susan Denney – Finance Director
 Arthur Brown, Mark Nicholson, John Grainger, Al Booth, Alastair McDougall & Lee Conroy are the Directors
and their skills and expertise lie within:
o Networks & Partnerships
o Sponsorship & Marketing
o Sustainability modelling
o School Partnerships
o FE & HE
o Performance
o Workforce development
o Coach education & coach development
o Player pathway
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Marc Brown, Paul Hindmarch, Jonathon Osborne, and Jake Woods, plus the Women & Girls post and
Disability post (December 2015) make up the Participation/Programme delivery part of the team and their
focus is on the introduction of the game through coaching and competitions.
Some key abbreviations used throughout this document are as follows:
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Cumbria Cricket Ltd – CC Ltd
Chance to Shine – CTS
England Cricket Board – ECB
Secondary schools – Sec School
Satellite schools – Sat Schools
Cumbria Schools Cricket Association – CSCA
National Cricket Day – NCD
Cricket Development Officer – CDO
Director of Cricket Development- DOC
Parents & Teachers Association-PTA
School Games Organiser- SGO
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Furness College- FC
Kendal College-KC
Lakes College-LC
Carlisle College-CC
University of Cumbria- UoC
Area Cricket Development Group- ADG
Cumbria Leagues Association- CLA
Women & Girls Development Group-WGDG
Cumbria Disability Development group-CDDG
Cumberland CCC- CCCC
Active Cumbria (CSP)-AC
There will be periods of review throughout the plan, with measures associated against to evaluate if successful or
failing, so we can change of direction if required. This is where additional funding secured will offset the risk.
The plan will be split in to why, what, and a measure for each operational activity.
Insight
This has been an extensive but crucial piece of work and has built our partnerships within the Cricket Network. Our
journey blueprint has been based on insight gained from the following areas, in no particular order:
 Cumbria Cricket Ltd Development Team
 Primary Schools
 Parents Teacher Association
 Secondary Schools
 League Association
o Cumbria Cricket League
o Eden Valley Cricket League
o North Lancashire & Cumbria League
o Northern League
o Carlisle & District Midweek League
o West Allerdale & Copeland Cricket Association Midweek League
 School Games Officers
 Junior Leagues
o Barrow & District Youth League
o Cumbria Junior League
o Westmorland Cricket League
 Current CtS Club Projects
 Women & Girls Development Group
 CTS player surveys
 Other County Boards
 Satellite/Secondary school player surveys
 Fifteen’s Group
 League Survey’s
 National Cricket Playing Survey
 Area Cricket Development Groups
 Profiling/Segmentation
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From this we identified short & long term objectives based on what the main challenges and opportunities are for
cricket. We asked the Network to agree and prioritise the most important. The results are below:
1. Work closely with Junior Leagues to support transition to Clubs, & offer attractive participation
activities to develop and retain players to play more.
2. Develop the secondary school offer to support retention and transition to club/community.
3. Support the volunteer workforce to grow and sustain, and increase participation offers.
This fits in with ECB & Chance to shine’s joint objectives:
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Inspire 1 million more young people to play and learn through cricket
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Create lasting partnerships between schools and community cricket
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Retain more young people through the game
We will ensure that all young players have the opportunity to learn through cricket; cricket is unique
as a sport as its core values provide the opportunity to:
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Develop important life skills-playing a team game, where individuals have responsibility and
accountability for their team
Respect all others. For example officials, coaches, team members, opponents etc. These are
installed through the Spirit of Cricket programme, via playing intra and inter games. Training
courses such as Activator courses, Coach Support Worker courses and UKCC 2.
Use of cricket in curricular activity. Cricket is unique as it can be used to teach a variety of
curricular subjects. We have and will continue to use learning aids such as Cric ed. Awareness
of these tools will be part of our teacher training programmes.
Improves behaviour. Since chance to shine started we have had numerous schools reporting
that the behaviour of their students improved greatly through cricket delivery and
participation
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PRIMARY SCHOOL OFFER
OBJECTIVE
 To provide a more accessible and comprehensive cricket offer to schools, to increase regular cricket
participation, including teacher CPD, in order to create a positive cricket culture within the school (cricket is
played when coach is not there).
 To create strong club links and increase transition from school to club where this is lacking.
CURRENT SITUATION
 Cricket coaching (CTS) is available to state schools in all 6 Districts.
 We currently deliver to over 100 primary schools in the county.
 Kwik cricket competition festivals (one off days) are available to all state schools within the 6 Districts.
 Hardball cricket is accessible via CSCA competition.
Insight & Challenges: Swot Analysis for Primary School Delivery 2014/15. Input from schools, pupils, Clubs, SGO’s
and development team. Provides the Why?
Strengths
Weaknesses
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Positive F/B from schools
Competitions
Activators support
High level participation
Teacher training
Fun
All inclusive (SENS)
Ambassadors/Role models
Value for money
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Opportunities
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New schools-linked to impact needs i.e.
locally through CJL & ACDG.
Run school sessions at Clubs
Run community holiday sessions for schools
Increase transition time to club and
community
Clubs to host own festivals in April to show
case facilities and what club can offer
Training-teachers at teacher training college
(UoC)
Increase number of TT within 4 areas
Make a difference through impact not just
number crunching
Offer taster cricket sessions for KS1
Afterschool club at cricket club
Offer soft ball coaching
Inter school league
Sign post girls using role models
Market for holiday courses
Tap in to Cumbria players playing 1st class
Run Gifted & Talented camps-schools have
funding for this.
Increase indoor opportunities
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Threats
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Transition to Club/Community
Rigid package
Morning delivery-hard to get schools to buy
in
Time of year-schools want it from Spring/
half term onwards
After school clubs-‘Right’ impact for cricket?
Hard to get Club reps in schools-and or
‘right’ person
Only 1 school playing in (CSCA) hard ball
competition
Perceived as a technical game to deliver
Marketing of the ‘cricket’ offer
Capacity for delivery/coaches
Companies delivering PE for schools
Casual coaches not delivering qualitybrand damage
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Bold = priority
ACTION PLAN (WHAT and HOW)
 To target hard to reach schools that have never had a package of cricket delivery before-use SGO’s, CJL’s,
ACDG’s, & Clubs to support
 More strategic with targeting schools linked to local Clubs and Junior League’s to increase number of pupils
transitioning to the Club needs-greater impact, CDO’s to work with nominated clubs (via CJL/Area CDG)
directly to ensure club engagement-identification of Clubs & Schools by January 2016
 To continue to work with schools involved in the cricket programme, tailor package to meet their needs
(could mean less hours, more focus on intra games etc.)
 Provide transition support to well established junior sections. Could be 1 hour.
 To continue to up skill coaches to inspire and influence young players to continue their cricket journey by
playing at a local club or community environment-Run minimum of 1 Working in schools modules by March
2016
 To run more indoor inter schools competition in autumn and spring terms-each area to run 2 per area by
March 2016
 To check and challenge our primary school competition offer-through review and feedback from schools,
SGO’s and parents-June/July 2016
 To expand the reach of our school offer (YPPJ) plan through social media, and website-currently have 1028
likes on FB page. Want 1100 by July 2016. Put plan on web
 Use Area Cricket Development Groups to promote what a ‘welcoming Club’ could look like-starts November
onward-run 1 session per ACDG
 Clubs to host own Kwik Cricket Festival for their cluster primary schools. Support transition to
club/community. Each area to have 3 Club run festivals. 12 festivals taken place by July 2016
 CDO’s/Coaches to promote local Clubs junior activity. All Clubs/Junior Leagues to produce database of club
teams & contacts, date and times for junior practice sessions-March 2016
 To further engage with CC Ltd marketing to provide promotional material wherever possible
 Ask schools why they do not take up a cricket offer? Use SGO’s to support and promote (May 2016)
MEASURE (EVALUATION and MONITORING)
 Deliver to 12 new schools (3 per area)
 To re-engage with 8 schools not involved last year (2 per area)
 To deliver schools coaching to 80 primary schools in 2015/16 Deliver 8 softball indoor competitions in
2015/16 (April 2016)
 Deliver minimum of 4 Teacher Training courses (1 per area)-July 2016
 More junior teams playing in the 3 Junior Leagues-we are working with leagues and clubs to identify
targeted Clubs and schools (ID by January 2016)
 Increase transition rate (become members) of clubs involved in CTS programme-currently
 Increase the number of teams participating in the 2016 schools competition programme (Baseline 2015 –
216 Mixed, 90 girls-July 2016)
 Through the CTS ‘views’ system to monitor the total number of children participating in the CTS coaching
programme Baseline 2015 – 9218 (total attendance)
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Increase competition opportunties
Deliver to schools not part of the
programme before
Primary School Offer
Communications/Marketing of
programme to all partners
Quality partnerships with
Community Clubs
SUCCESS
 Increase year on year the number of teams participating in our the school competition programme
 Increase the numbers of primary school aged children playing cricket within our club network
 10,000 children accessing cricket through our CTS programmes on an annual basis
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INSPIRE FUND
Links the secondary school, club & community offer together
SECONDARY SCHOOL OFFER
OBJECTIVE
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To provide a more accessible, comprehensive and appropriate cricket offer to schools using, where possible,
the local clubs/community environments as the venues to promote the club to the participants
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To offer training courses (linked to local need) to as many students as possible, providing the opportunity to
gain experience through competitions, officiating, volunteering. Adding value to Primary School Offer.
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To ensure all schools involved have access to an inspiring offer and teacher CPD in order to create a positive
cricket culture within the school
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Link to CSCA objective to get all 37 secondary schools participating in their competitions
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To create strong club links and increase transition from school to club environments
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To further develop the coach workforce to ensure we have the ‘right people’ running the cricket activities
CURRENT SITUATION
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After school CTS coaching is available through the SE secondary school budget- referred to within our
county as satellite clubs
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Indoor festival competitions in all 4 Areas for yr. 7/8 & 9/10 boys and U13 and U15 Girls Lady Taverners
competitions
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Chance to Compete festivals outdoor running for girls (U15) & Boys (U13 & U15)
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Various age group hardball cricket opportunities for girls and boys via the competitions run by CSCA
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12 Schools participate in our Satellite programme which covers all 4 areas
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Insight & Challenges: Swot Analysis for Secondary School Delivery 2014/15. Input from schools, pupils, Clubs, ACDG,
Junior League, Senior League, SGO’s and development team. Provides the Why?
Strengths
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Competitions
Activators
Support for primary school competitions
Weaknesses
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M&E
School buy in-package right?
Criteria very restrictive
Transition to Clubs
Competing with other sports, especially in winter
Communication/Marketing poor
Transport issues particularly in rural schools
Too many competitions-not clear who’s running
Lack of school buy in to promote club/community
transition
Club offer not consistent or quality
Fitting it into busy lifestyle
Opportunities
Threats
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New funding-impact based (April 2016) attached
o Consult with schools to deliver what
they want
Support transition
o ID by leagues/ADG/Clubs/Schools
o New volunteers
Use students at UoC to deliver competition
opportunities (Train using Activators & CSW)
Support local schools association to be like
Carlisle Schools Association-lots of fixtures, well
organised
Students want fun activity, opportunity to play
in fixtures and good coaches delivering quality
sessions.
Work with CSCA to get more schools entering
CSCA competitions
Support transition to Clubs/Community based
on local need
Rock up & play festival/holiday activities
Like softball format
Feed participants in to development courses
Indoor competitions
Activators/CSW continue and deliver more
Rules-creative to allow more players-not just for
first team
Talk to other sports-summer rugby/football
Make it easy for schools to say yes.
Marketing/Communication
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Funding
Other sports-curriculum to deliver
Schools releasing players
Schools pull out
Bold = priority
Action Plan (What)
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More strategic with targeting schools linked to local Clubs, Girls Hubs and Junior League’s to increase
number of students transitioning to the Club needs-greater impact, CDO’s to work with nominated clubs (via
CJL/Area CDG) directly to ensure club engagement-identification of Clubs & Schools by January 2016
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All Schools to have access to Activators courses, Coach Support Worker & Volunteer Development
workshops
To continue to up skill coaches to inspire and influence young players to continue their cricket journey by
playing at a local club or community environment-Run minimum of 1 Working in (secondary) schools
modules by March 2016
To run more indoor competitions in autumn and spring terms- Offer Indoor 24 style indoor competition?
Each area to run 2 competitions in Autumn and Spring term
To expand the reach of our school offers (YPPJ) plan through social media, and website-currently have 1028
likes on FB page. Want 1100 by July 2016. Put plan on web
Use Area Cricket Development Groups to promote what a ‘welcoming Club’ could look like-starts November
onward-run 1 session per ACDG
Clubs to host own secondary school competitions for their secondary school(s). Support transition to
club/community. Each area to have 1 Club festival. 4 festivals taken place by July 2016 (Club & ACDG)
Use FE/HE workforce to support competitions-Students & facilities
CDO’s/Coaches to promote local Clubs junior activity. All Clubs/Junior Leagues to produce database of club
teams & contacts, date and times for junior practice sessions-March April 2016
Link to 16+ participation offer in 5 higher education colleges within Cumbria (delivered by 16+ Development
Officer)
To further engage with CC Ltd marketing to provide promotional material wherever possible
To identify ‘cricket champions’ within the school to actively promote their local club/community
environment to which they are a member
MEASURE (EVALUATION and MONITORING)
 To increase the number of matches played in this age group (Baseline 2015 – intra 385; inter 156)
 To increase the number of children in KS3 & 4 participating in cricket on a regular basis (Baseline 2015 –
2131)
 More students transitioning in to the Club environment and participating in club cricket (more
U12/13/14/15 Club teams)
 More students attending Activators courses (Base Line 2015 120)
 More girls transitioning from school to a Community Hub
Inreased range of competitions
(hard & soft ball)
Conduct regular surveys with
young people-what do they
want?
Secondary School Offer
More girls transitioning in to
community Hub Clubs
Increase training offer to
Students
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SUCCESS
 Increase year on year the number of teams that enter the school competition programme
 Increase the number of students attending the Activators training
 More girls transitioning to a Hub Club & playing more fixtures
 An increase in number of students transitioning to a Club and participating in cricket activity
 To run a minimum of 12 secondary school competitions annually
1. Why is the work needed?
 Any insight that supports the need for the proposed work and sets the wider context. Clubs,
Area Development Groups & Leagues want this-secondary school delivery was in
top 3 short term objectives
 Evidence of demand from participants. Feedback from participants highlighted need to
continue but ensure the experience was fun and the coaches delivering were
professional
 Evidence of support from other local partners. The initial section of the YPPJ identifies
the extensive research and insight work put in to this plan.
2. What difference will this investment make?
 More people playing, getting exposed to cricket. Identified in Action/What section of the
plan.
 How will delivery compliment and add value to your core Chance to Shine funding? Look at
community delivery-holiday camps, club camps, soft ball camps. Add in workforce
training-CSw’s and activators to run camps, and support community Club sections
 Explain what you want to achieve – what does success look like? Transition of players in
to club setting, girl’s hub clubs, set up of soft ball inter leagues. Meeting the
customers’ needs/demands
3. How will we make it happen?
 How have you planned your activity to be successful? Realistic impact identified. Use of
partners to deliver-Sportivate, Sportsmakers, 16 + officer, area development
groups (festivals), workforce training
 The level of detail you need to provide will vary depending on the complexity the work you
are planning
 We want to gain a full picture of what will happen and have assurance that everything has
been planned thoroughly
o Students-identified by school, clubs, FE, HE and ACDG’s
o When and where will sessions take place? At school, clubs, community settings such
as FE & HE establishments-all identified through key partners involvement in the
process. Schools & Community Clubs will be identified by ACDG-By January 2016
o How long will sessions last? Depends on required impact-school delivery can be 4
sessions plus, transition depends on the support required by the club. Community
can be tasters from the back off school delivery. Indoor or outdoor.
o Who will run the project? CC Ltd in conjunction with key partners identified
o What coaching resource is available and appropriate? CDO network, including 4,
plus w&G part time and 1 pt inclusive officer. Student’s trained. Large part
of project will be to train volunteers and students-makes it sustainable post
2017.
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4. What will happen beyond August 2017?
 Describe how you will encourage participants to continue in cricket after our funding ends.
Using local partners and training up volunteers will help. Link in to colleges, and
offer training package for free hour’s delivery.
 Explain the lasting impact delivery might have on schools, communities and participants.
More people playing. Informal soft ball activities, with activators linked to
coordinating them. Train workforce in school environment. Link Clubs to schools
and community groups. Priority is to grow W&G offer as well as disability offers.
Added value-all the partners identified in the YPPJ add value to the Inspire project, not necessarily financial, more
through resource such as:
 Subsidised training programmes
 Facilities
 Workforce
 Expertise
However the following has added funding:
W&G Development Group £9000.00 (18 months)
Active Cumbria SWEP funding £4000.00
Sportivate-£3000.00
CC Ltd-Facility hire £1800
ACDG-£800.00
BDYL-£800.00
16+ £4000.00
CSCA £3000
Total £27,400.
Post September 2017The key to making this sustainable are the key partners and training elements to the plan. If they are valued and
successful cricket delivery will continue. Key partners will look to deliver alongside the trained workforce and look to
put on more training. Schools, Community Hubs & Clubs, Area Development Groups, FE, HE, and Leagues will be
benefitting and will invest in sustaining the programme of delivery. We will be reviewing the Inspire programme on a
regular basis to get bets value of return.
Ideal YPPJ Workforce
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CLUB ENVIRONMENT
OBJECTIVE
 To ensure all clubs with junior sections provide a welcoming environment to increase young people retained
within the game of cricket
CURRENT SITUATION
 All 6 Areas have local cricket clubs with junior cricket available
 The majority of Clubs need more volunteers, with the right skills to perform their role(s) better
 There are 2 established girls hubs (South Lakeland Maidens in Barrow Area, and Penrith in the East Area)
 Once a boy reaches the age of 12, the only cricket option available to him in the club environment is
hardball ‘formal’ cricket
 3 Junior leagueso Cumbria Junior League 17 clubs –lost one complete junior section, and 6 teams. Westmorland Junior
League 23 clubs.
o Barrow & District Junior League 10 Clubs-3 pulled out, only 4 have full complement of teams
 CC Ltd runs 5 competitions (U13 County Cup, U15 County Cup, U19 Club T20 competition, John Scott
(Second Team), and County Cup). Most of these competitions are age restricted in some way and target
players up to 23 years of age
 CC Ltd has an active Leagues Association with all Leagues, Senior, Junior and Midweek attending at some
time)
INSIGHT and CHALLENGES (WHY)
 Difficult for Club representatives to attend school delivery due to work or other commitments
 The number of roles V people within the club environment is skewed-use resources such as e-learning
course to provide clubs with clear support and advice about how to recruit, manage and retain volunteers.
 Not enough players transitioning, particularly at, U11, U14 and U16
 Not enough ACTIVE coaches at clubs
 Hard for clubs to offer similar cricket experience that schools get, so transition coaching needs support
 Clubs infrastructure not there
 UKCC 2 qualification is not accessible due to length of course, location & cost. Too much ‘red tape’.
 Coach Support Worker is good.
 Disability cricket offers-table cricket is proven , need to expand this
 Girls cricket-Clubs do not value it-access to facilities, getting volunteers, limited player pathway, not enough
fixtures to keep the girls interested
 Develop new formats/products/offers for the markets-16+ participation, girls, all inclusive, community
 Try new formats to test the market
 The club environment doesn’t value different offers of cricket. For example soft ball cricket. Need to
understand that although the participants are not playing within the ‘traditional’ format of the game, they
are playing cricket-and a format they enjoy.
 Addressing and breaking down the traditions of club cricket where they form a barrier to new members
joining the club
 Club committee’s lack of initiative to access insight from the young people
 Limited access to young people who have given up cricket in recent years (lapsed players)
 Reliance on parents/volunteers to manage/run teams- lack of understanding of participation versus winning
and the reasons for accommodating both
 U19 T20 competition has introduced new players to the game and brought lapsed players back to play
cricket
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Junior season is too short. In some cases just 8 weeks long. Extend season, offer holiday festivals, reduce size
of teams, different formats etc
Girls pathway is not fit for purpose
Some clubs have capacity yet are restricted by lack of resources (volunteers/facilities)
Some children do not get a chance to bat or bowl in a match
Identify clubs that need assistance in the Get the Game on campaign
ACTION PLAN (WHAT and HOW)
 Lobby the junior leagues to continually review their rules/playing formats to encourage the ‘participation’
aspect of the match
 CDOs/Schools/ACDG/Junior Leagues to target girls and signpost to Hubs-use of Sportivate programmes
will support this.
 CC Ltd to support Girls development-target schools to feed in to established hubs and potential hubs
(employment of a 30 hours a week W&G Development Officer will drive this-December 2016)
 CC Ltd to support disability participation-target and feed in to disability groups and impact identified in
the Disability strategy (employment of 15 hour a week Disability Officer will drive this)
 Clubs to run School festivals for their target market-For example U13 Junior team target year 7 & 8
competition-use fun & fast format, plus Activators to ‘market’ the competitions
 Continue to work with Junior and Senior Leagues:
o Junior Leagues & ACDG’s to coordinate and run holiday activities-part fund using Chance to Shine,
ECB/SE and CC Ltd resources
o Junior leagues and ACDG’s to pull events calendar together, including relevant club contacts, and
promote in schools, using different forms of media.
 Offer indoor leagues (test the market with different age groups) to provide participants with games in the
post season
 Continue to lobby the Get the Game On campaign throughout the club environments
 CDOs to continue to engage with clubs to provide a welcoming environment linked to the new ECB Clubmark
scheme
 CDOs/ACDG/Junior Leagues to target at risk Clubs, and support with resource to build infrastructure, and
volunteer base to deliver impact (identified by December 2015)
o Deliver in club’s cluster schools at targeted age groups
o Longer transition period
o Workforce development for club volunteers
o Affordable and accessible Coach education for identified Club candidates (SWEP funding)
o Facility development through college construction, NWCF, and Jewsons
MEASURE (EVALUATION and MONITORING)
 Increase migration and retention at targeted Clubs and age groups from the schools programme
 Provide At Risk Club Support Case Studies (4 per year)
 Develop at least one W&G Hub (set up by September 2016-3 hub Clubs by September 2016
 Develop disability opportunities/activities to sustain and increase participation (baseline Table cricket,
and group activities)
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Provide Volunteer Support
required to deliver increased
partcipation, & more player
playing in teams
Provide resource to develop both
Women & Girls, and all inclusive
opportinities/activites
Club Environment
Support Clubs identified by Cricket
Network to increase tranisition &
retention at targeted Clubs
Continue to work closely with
Leagues Association to share good
practice and resourse
SUCCESS
 Junior/senior numbers increase year on year, as collected annually from our annual reports
 More junior teams participating in the 3 Junior Leagues
 Growth in W&G’s participation
 Build a solid foundation on which to create disability offers on.
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COMMUNITY ENVIRONMENT
OBJECTIVE
 To engage, inspire and develop people from HE/FE establishments to ensure all young people & adults have
access to cricket activities in the community.
 Offer different products to engage new participants
CURRENT SITUATION
 2 indoor leagues running. One in Barrow, one in Carlisle
 No other community offers
INSIGHT and CHALLENGES (WHY)
 Huge growth potential for little risk as no substantial offers available to ‘non’ cricketers.
 What do the ‘customers’ want
 Resource available to identify new participants
 Demographics of the County. Sparse pockets of populations over a large geographical area
 Parental ‘buy in’ and involvement can be challenging in supporting the participants
 Limited access to these types of environments – not Countywide
 UoC, plus 5 colleges of FE throughout county.
 Lack of effective promotion for ‘venue based clubs’ activities
 Access to quality facilities for all activities
 Transition from community programmes to a Club member may prove difficult.
 Ensure all activities are attractive to participants across different communities
ACTION PLAN (WHAT and HOW)
 Appoint a 16+ Development Officer from UoC to provide taster sessions and identify different products
matched to participants needs. Start with indoor 24 and look to set up intra mural leagues.
 Run free holiday ‘rock up and play’ soft ball activities for different markets. Indoor and outdoor
 Pilot corporate league in Barrow-soft ball
 Offer girls/women only taster sessions at community settings-use of Sportivate/Chance to Shine/ECBSE & CC
Ltd resources to fund Increase and improve promotion of these activities where appropriate
o Tap in to other female sports groups such as rounder’s & netball
 Offer disability taster sessions at community settings. Use of Sportivate/Chance to Shine/ECBSE & CC Ltd
resources to fund Increase and improve promotion of these activities where appropriate
 To use CC Ltd indoor centres and other partners facilities to drive down cost and accessibility
MEASURE (EVALUATION and MONITORING)
 Increase number of 16+ student’s participation. Inter mural league set up by September 2016. Baseline is 0
 Growth in participation of W&G playing cricket more frequently
 Growth in participation of disability activities. Baseline is 253 participants
 Provide case studies on successful set up of activity programmes
 Corporate league successfully run in Barrow
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Growth of 16+ FE/HE particpation
Organise W&G community
activities to increase particpation
Community Environment
Offer flexible soft ball activities to
attract new markets
Organise Disability community
activities to increase particpation
SUCCESS
 Cricket activity in all FE/HE establishments throughout Cumbria
 Increased W&G participation within community & Club settings
 Increased disabled participation
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19
COUNTY LEAD PROGRAMMES
CURRENT SITUATION
 We run Countywide coaching courses for a variety of age groups in a selection of venues around the County
creating the base of the player pathway journey
 Our Area Squad, County Age Group and EPP cricket is run by Cumbria Cricket Ltd, with support from CCCC
and overseen by the player pathway steering group.
 We run holiday courses at our 3 indoor centres, and another sports hall in Cumbria
 Our workforce development programmes form an integral part of the Development team’s responsibility.
These include coach education & development, CC Ltd Officials Association, Cumbria Cricket Ltd.’s Grounds
person’s Association and volunteer support programme
INSIGHT and CHALLENGES (WHY)
 Opportunity to influence change within the performance programme
 Online booking makes it easy for the customer to book places. Streamlines payment procedure, reducing the
administration time.
ACTION PLAN (WHAT and HOW)
 The player pathway steering group to continue to check and challenge the needs and aims of these
education programmes
 The Director of Cricket Development and the Performance Director to establish dialogue to promote change
within the programmes
 To build up partnerships with first class counties to support the development & quality of programmes for
W7G, and boys/men’s representative cricket. Disability will fall in to this when we have a pathway
established.
 Further develop the reach of our coaching course programme to improve accessibility
MEASURE (EVALUATION and MONITORING)
 Performance Director to provide evidence of surveys/feedback
 Achieve the annual net income budgets set within the development courses programme and increase year
on year
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DELIVERY TEAM
Our programmes will be delivered by 4 full time Development Officers, a part time W&G’s Development Officer (30
hours a week), and a part time Disability Officer (15 hours a week), as well as casual coaches employed on a zero
hours contract. The management administration of the programme will be done by the Director of Cricket
Development and the Finance Director.
SAMPLE OF SEGMENTATION / PROFILING
There are a large number of different character types who play the game. We have selected a few to test the journey
available to them and the barriers they face on the journey.

Primary school – boy – rural-transport difficulties
o What cricket opportunities will be available to this young person?

Primary school – girl-rural-transport difficulties
o What cricket opportunities will be available to this young person?

Primary School-disabled girl-rural-transport difficulties
o What cricket opportunities will be available to this young person?

Secondary school – boy – town – area of deprivation
o What cricket opportunities will be available to this young person?

Secondary school – girl – town-affluent area
o What cricket opportunities will be available to this young person?

School leaver – boy – city (Carlisle) – no hardball experience
o What cricket opportunities will be available to this young person?

School leaver – disabled boy – town – wants to play cricket
o What cricket opportunities will be available to this young person?

School leaver – girl- Inner – no parent buy in /funds
o What cricket opportunities will be available to this young person?

Student 16+ - female-never contemplated playing
o What cricket opportunities will be available to this young adult?

Student 16+ - male-no interest in hard ball cricket
o What cricket opportunities will be available to this young adult?
Continuous reviewing will enable ‘us’ to continue or stop programmes. Trying new projects/programmes
will carry risk but increased funding from ECB, Chance to Shine & Sport England minimises it.
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BUDGET – 2016
ECB Funding:
(1)Player Rentention - £50,345.97 – As per actions identified above in the five sections.
This part funds the 4 CDO’s, the part-time W&G’s post, and the overall management of the plan, including
CDM, Finance Director and the Board.
(2)Disability - £13,025.27 – As per actions in the plan plus the appointment of a part-time Disability Officer.
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Chance to Shine Funding:
(3) CtS - £26,126 – please see below details of how CCL plan to spend the allocation
Plus additional funding available based on bid from CCL.
(4) Sport England - £15,615 (to April 2016) – Proposal being pulled together. Use the insight and priorities
identified in Secondary School Offer section of this document
In addition CCL generates sponsorship to support and sustain CCL’s core activities.
EXAMPLE OF A CDO ROLE:
CDO – Carlisle/Eden
20 Primary Schools – 12 done by CDO – 2 new 2 not in this year (216 hours C2S)
5 Clubs need more support for transition (6 hours per transition 30 hours, 15 hours C2S, 15 hours ECB/CCLtd)
3 secondary Schools (C2S/SE/ECB/CCLTD) transition to club (% C2S/ECB/SE/CCLtd)
Community /Cricket Camps/Courses/Coaching/Indoor leagues (% C2S/ECB/CCLtd)
Lead Programmes
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INSPIRE FUNDING
CC Ltd will be submitting a request for additional funding in order to improve the secondary school offer
linked in to Club and Community offer. Subject to the approval of Cumbria Cricket Ltd’s proposals, an
indicative funding pot of £26,000 will be available to fund schools activity from 1 st April 2016 to September
2017.
Budget:
INSPIRE £29392.00
Management & Administration
School delivery
Intra competition
Competition
Leadership/Training
Community/Club
Marketing & promotion
Project Development
Facilities
Clothing & Equipment
Total budget
budget
£
5,100.00
£
1,020.00
£
816.00
£
1,632.00
£
6,120.00
£
4,080.00
£
5,168.00
£
3,264.00
£
2,880.00
£
800.00
£
30,880.00
Added Value
W&G Development Group £9000.00 (18 months)
Active Cumbria SWEP funding £4000.00
Sportivate-£3000.00
CC Ltd-Facility hire £1800
ACDG-£800.00
BDYL-£800.00
16+ £4000.00
CSCA £3000
Total
£
9,000.00
£
4,000.00
£
3,000.00
£
1,800.00
£
800.00
£
800.00
£
4,000.00
£
3,000.00
£
26,400.00
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CONCLUSION
The YPPJ is exactly that, a journey – fluid, flexible yet structured in its approach to react and adjust to the needs and
requirements of our young people and adults to encourage their participation within our great game.
Local Key Partners involved in Cumbria’s YPPJ
10 CRICKET LEAGUES, LEAGUE ASSOCIATION W&GDG, 4 ACDG’s,
87 SCHOOLS
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