2 B Kate P Marne F
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1NA_MARKETING WEEK AUG_09
Reshaping the Brand of NetballMarketing Week 2009, AdelaideNetball Australia
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Evolution or Revolution?
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NETBALL IN AUSTRALIA Netball is a key element in Australia’s sporting heritage and lifestyle,
and is ranked as the leading women’s participation team sport and the top team based sport in Australia for 15 to 24 year olds.
Over 1.2 million participants enjoy the game nationally and Australia has been dominant on the international stage since 1963.
Netball Australia is the governing body for the sport nationally which is lead by a Board of 7 Directors.
There are eight affiliated Netball Member Organisations representing all States and Territories.
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NETBALL IN AUSTRALIA
There are 25 staff employed by Netball Australia with the office based in Melbourne CBD. The organisation is affiliated with the International Federation of Netball Associations (IFNA).
IFNA has over 65 member countries spanning all corners of the globe.
The ANZ Championship is a joint venture between Netball Australia and Netball New Zealand.
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MEMBERSHIP – Overview in Australia
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OUR STRUCTURE
Netball Australia
8 Member Organisations
570 Associations
5000 Clubs nationally
330,000 registered members
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WHERE DID NETBALL WANT TO GO?
One day Alice came to a fork in the road and saw a Cheshire cat in a tree.
“Which road do I take?” she asked.
His response was a question: “Where do you want to go?”
“I don’t know,” Alice answered.
“Then,” said the cat, “it doesn’t matter.”
Lewis Carroll – Alice in Wonderland
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WHY CHANGE? Lack of effective national leadership
Lack of strategic alignment – no shared national vision
No clearly articulated plan
An organisational structure that had grown organically – no role clarity
CBT – a national competition that was slowly dying
Australian team – who were they?
Located in the western suburbs of Sydney – at least an hour from the CBD
Limited growth
Lack of innovation and poor culture
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REPOSITIONING NETBALL
What did this say about Netball?Conservative, traditional, safe, competent, losing relevance
What did we want to be?Exciting, on the way up, cool, fun, relevant to the community
What would it take?Visionary leadershipTough decisionsStrong alliesGood people – commitment to the goalsResilienceEvolution or Revolution?
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MAKING STRATEGIC CHOICES
Stakeholder involvement
Engaged Sue Kelsall (Rapid Impact)
Described Success (what does it look like?)
Identified and debated strategic options
Research – evidenced based decision making
Based on research – determined the strategic priorities
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STRATEGIC PRIORITIES
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Rebrand netball so is contemporary, relevant and compelling. •Establish netball’s brand intent.•Evaluate the extent to which the current brand meets the agreed brand intent. • Based on the above, create the brand strategy. Involve key business leaders, community and government and determine what role they could and should play, as an advisor or partner. • Establish where external parties can be involved and how this will be mutually beneficial. • Generate a list of potential candidates for each objective.• Develop a networking plan to implement strategy in a systematic manner.
Create a range of new products and merchandise which is appealing to a broad market. •Gather more evidence-based research around the drivers for purchasing decisions.•Evaluate the existing licensing program.•Identify target markets and products to be offered.•Determine the most effective distribution channels.
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STRATEGIC PRIORITIES
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Use interactive, contemporary digital media to make netball a part of life. •Clarify the purpose for, and potential of, using digital media.• Benchmark netball’s current digital offerings with existing sporting and women’s sites.• Use the information from the benchmarking exercise to develop the priorities for a digital strategy.
Implement NetSetGO!
• Secure a sponsor and develop a marketing strategy. (Achieved – San Remo)• Update the logo of the NetSetGO! to be consistent with netball’s brand intent.• Encourage and assist Member Organisations to implement NetSetGO!
Create Iconic Events
• Investigate the development of products that deliver economic benefit for the sport.
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CHALLENGES
Working in a Federal Structure⇒ Governance⇒ Strategic Alignment
Sustaining focus on strategic priorities
Building capability with limited resources
Delivering on our plans
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ACHIEVEMENTS Relocation of national headquarters to Melbourne Additional $2.8million in Federal Government Funding San Remo NetSetGO! launched nationally Netball Ten – national broadcaster Development and launch of ANZ Championship and Australian Netball League World Netball Champions and number 1 World Ranking. Australian Netball Hall of Fame launched Liz Ellis Diamond introduced National licensing range through Target nationally Australian Netball Diamonds brand launched
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THE FUTURE
2One brand for Netball
A trusted leader within the sport and community.
Corporate partners aligned with, and confident in, Netball Australia’s values.
A strong global game.
Netball is Another Australian Sports Success Story
Ranked world number one.
Sell-out crowds.
Athletes and coaches are household names.
High profile people engaged with the sport.
Commercial broadcast partner.
Licensed product sold through national retail.
Members share and enjoy netball’s achievements and successes
Passionate members and fans.
Increased Member’s equity.
A top-down funded sport.
Experience netball
Using technology to understand and engage with members.
Netball is relevant to all Australians.
Every child experiences San Remo NetSetGO!
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Australian Netball DiamondsThe pursuit of brilliance
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THE WAY WE WERE……why change?
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WHERE TO START - Research
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DIAMONDS - Brand SummaryThe Brand StoryThe Australian Netball Team represents Australia in international netball competition and is the most successful team, winning 9 of the 12 World Championships and is one of Australia’s most consistently successful sporting teams.
The Brand MissionThe team aims to continue its winning way by always striving for innovation and excellence in play with unity, pride and a relentless pursuit of achieving its goals. To always remain as a beacon for young aspiring players to be their best and to take seriously the role of ‘role model’ for the millions of active netball participants.
The Brand PersonalityThe Australian Netball Team is dedicated, fit and skilled with highly developed technical knowledge and a relentless attitude. An Australian netballer plays a style that is identifiable as ‘low and hard’. She is a team player not an individualist. She is uncompromising in competition but always fair and believes sportsmanship comes first.
She is the girl next door and through hard work and talent has joined the elite levels of the sport but never forgets her friends and how she got there. She is strong, professional, graceful, brilliant, multi-faceted, passionate, feminine and fun.
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BOARD SIGN OFF….The Ultimate Challenge
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THE DESIGN PHASE
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DIAMONDS – Experience to Date
Success On The CourtStill World Number One
Success Off The CourtBroadcast PartnershipNew Major Partnerships 100% Recall of Team Name through Test Research
Integration Across Key National Programs Australian Netball Awards / Liz Ellis DiamondsSan Remo NetSetGO! through the launch of Diamond Girl and cartoon like player imagery
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DIAMOND GIRL
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DIAMONDS – The Future Opportunities
Bring Diamonds to life for 12 months of the year
Build celebrity status for Diamonds
Make Diamond Girl a super hero
Ensure Diamonds understand the importance of their brand
Maximise the potential of our partnership with Network Ten
Use of the national database to connect with the 330,000 registered netballers
Capitalise on commercial opportunities
Naming Rights Sponsor for the Diamonds
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FROM THIS…..
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TO THIS….
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Thank You