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Innovation, Community and Enterprise The future for delivery of sport and active leisure?  Svend Elkjaer Sports Marketing Network
Svend Elkjaer ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Skål …the welcoming Retriever
Where is all this coming from… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Thoughts, Tools and To-dos
The amazing number of sports deliverers... in no particular order ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
8 words you rarely see in sports plans ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
How do we attract and retain Kevin? everyone wants to be treated as an individual
How do we attract and retain the ‘Larger Ladies’?  (43% of the female population is size 16 and over) everyone wants to be treated as an individual
How do we attract and retain physically disabled people? everyone wants to be treated as an individual (only 8% of disabled people are physically active)
How do we attract and retain the  Blokes in the Pub ? everyone wants to be treated as an individual
Life is changing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
And now...the bit about the birds and the bees Pollinate...transfer ideas from others
Adrenaline Alley, Corby…from chicken factory to mega urban sports centre
Adrenaline Alley…51.000sq ft of skateboards, BMX and inline skating
The rise, fall and regeneration of Hunslet, Leeds
Boys Club struggles... 1990 turnover £ 48k
2010...thriving social enterprise - turnover £ 1.3m
11 British boxing champions and one bronze medal at Commonwealth Games
Keighley Table Tennis Centre... from textile mill...
Through £15k and hard work
 
to 9000 sq ft Table Tennis Centre…
Doncaster Belles... from club to social enterprise ,[object Object],[object Object],[object Object]
10 th  November 2009... Belles   for   The Community ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Yellowave, Brighton… beach sports for all
 
Samurai aerobics... from Japan
Football golf... from Denmark
Zumba... from Latin America (salsaerobics)
Community gymnastics... from Denmark
and from South Shields...
18,119 dogs (and their ‘owners’)  participate in the Great North Dog Walk (raise £ 3.2m over 15 years)
Cani-cross... beating the running boredom
100,000s participate in Midnight Walks and raise £ millions
If Stelios ran golf…EasyGolf
If Stelios ran golf…EasyGolf ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
How a small Danish provincial football club got in to the Champions League
Imagine if… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Fortuna Hjoerring run Dana Cup –  £ 600,000 profit/£ 10m impact on local economy
450.000 people play small-sided football at 100+ centres with 1,500 leagues with 24,000 teams
 
 
No sharp nails in underwater rugby
And here are some of SMN’s ‘stupid’ ideas ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Sport does NOT live in a parallel world to the rest of society… Engage Community groups Primary Care Trusts Local media Police Local  businesses Council Schools Housing Association University/ College You
Gaelic sport for the community ,[object Object]
What Olympic legacy? ,[object Object]
“ It’s really great to watch the Olympics: fudge or cake, anybody?”
Big Society...what is it? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Big Society...threat, opportunity or both? ,[object Object],[object Object],[object Object],[object Object],[object Object]
The public: Best provider of local services? Social enterprises for care and compassion Public authorities for professional and reliable delivery
Tom Pridmore Director of Leisure Services  Wyre Borough Council John Cronin Chief Executive Fylde Coast YMCA
Where, and what is Wyre? ,[object Object],[object Object],[object Object],[object Object],[object Object]
Wyre Leisure in 2004 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
It started with a wall!
Procurement ,[object Object],[object Object],[object Object],[object Object],[object Object]
Contract or partnership? ,[object Object],[object Object],[object Object],[object Object]
Too good to be true? ,[object Object],[object Object],[object Object],[object Object],[object Object]
What were the risks/concerns ,[object Object],[object Object],[object Object],[object Object],[object Object]
How is business? ,[object Object],[object Object],[object Object],[object Object]
FCYMCA Added value ,[object Object],[object Object],[object Object],[object Object]
Wyre Leisure 2010 and beyond ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
How Does It Feel? ,[object Object],[object Object],[object Object],[object Object],[object Object]
Who are you for? What’s your brand?  You can’t be  ‘for all’
If you are like this...
You can either end up like this?
or like this...it’s up to you
“ Marketing is just a flyer” Regional Secretary of major Olympic sport
Marketing in community sport and leisure…an image problem? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Why marketing matters… ,[object Object],[object Object],[object Object]
Audience first… ‘You’ marketing  not  ‘me’ marketing ,[object Object],[object Object],[object Object],[object Object],[object Object]
What is ‘marketing’ ’ listening to people’s lives ’ ‘ everything you do’   We are ALL marketers
Austerity Marketing... how to make more impact with less ,[object Object],[object Object],[object Object],[object Object]
Passion  marketing ,[object Object],[object Object],[object Object],[object Object]
Permission  marketing ,[object Object],[object Object],[object Object],[object Object]
Participation  marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Speak people’s language
Inform and Engage Please don’t  SHOUT
The Notice Board is Dead!
The brown envelope from the Council...how not to engage
Feel  informed When people feel they are being kept informed, they are happier with their Council’s services
Local councils which communicate well also score high on ‘satisfaction with services’
 
How do  you  communicate? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The  Online  Clubhouse ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
People do want to engage ,[object Object],[object Object],[object Object],[object Object],[object Object]
If Tripadvisor...what about  ratemysport.com  or  comparethecentre.com  ?
 
[object Object],[object Object],[object Object],[object Object]
The customer profit ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object]
Excellent customer service… ,[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],Welcoming Sport:
[object Object],[object Object],[object Object]
“ Innovation is messy, risky, a pain, requires hard work and a bit of luck, but without it  you will die”
[object Object],[object Object],[object Object]
The four  I s route to Nirvana ,[object Object],[object Object],[object Object],[object Object],[object Object]
Grow Your Opportunity Space Current Skills within your organisation Culture closed/open Opportunity Space
Grow Your Opportunity Space Open minded culture Skills within your organisation Culture closed/open Opportunity Space
Grow Your Opportunity Space Develop skills Skills within your organisation Culture closed/open Opportunity Space
Grow Your Opportunity Space New Improved! Skills within your organisation Culture closed/open
Turn the pyramid upside down “the best ideas come from the ground” Coaches, instructors,  life-guards etc . Senior  management
The only person that likes change is a baby with a wet nappy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
“ A ship is safe in a harbour,  but that's not what ships are for” William Shedd
Follow the 8 rules for change... ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Scissor kicks, then straddle technique to Fosbury Flop-from 1.78m to 2.45m
From sports development to enterprise development ,[object Object],[object Object],[object Object],[object Object],[object Object]
The next steps ,[object Object]
Write your story now ,[object Object]
[object Object]
Change happens when the cost of status quo is greater than the risk of change C(SQ) > R(C)
Successful lift-off requires lots of power, urgency and determination
Some final thoughts ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object]
Let’s stay in touch… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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Innovation, community and enterprise...the future for delivery of sport