Blog 4 Plan Review and Apprasial

AFL Strategic Plan 2004-06

One would argue that the strategic plan between the period of 2004-06 was a successful one for the AFL. I would like to focus on one particular strategic objective outlined in the plan and review its success. The following is a review and an analysis of the following strategic objective;

Recruit, Retain and Develop Participants (Participation)

 Firstly, the objective was based around the following statement;

“Aggressively drive high levels of participation in well managed community football programs for people of all ages throughout Australia. Do this in partnership with clubs, players and State and Territory bodies”

The 2006 Annual report revealed the following key outcomes;

-          Record participation of 581,839 in 2006, up 7.8 per cent on 2005. Sixth successive year of growth.

-          Transition from junior participants (9-12) to youth (13-18) continued to improve with an 8 per cent increase in the number of under-13 teams to 681.

-          AFL South Africa established, with 3000 registered participants in competitions in North-West Province.

-          Agreement with all major independent schools to run AFL programs for the first time in 2007

-          37 per cent increase in participation in NSW/ACT in 2006 to a total of 84,132. Participation in metropolitan Sydney increased 43 per cent to 35,000.

AFL Annual Report 2006

The success of the AFL over this period is its ability to market itself, seize opportunities and the success of programs such as in grass root programs like, NAB AFL Ausckick and Kickstart.

An important aspect of the AFL’s success is the aggressive marketing strategy it has adapted. The game appeals to all Australians, including minorities such as , Aboriginal and Torres Strait Islanders and children. In 2005 $30 million was invested in the development of the game, including Indigenous and Ausckick programs (Human Rights 2013).

Interestingly, 2005 saw the AFL really emphasis its position as a multicultural game. The 2005 census revealed there were 52 Indigenous athletes on AFL lists. AFL CEO Demetriou was proud to announce the AFL was a leader in community relations, and the success of the Kick start program; an Indigenous program established in the Northern Territory which saw an increase of over 5% Indigenous juniors in the program (Human Rights 2013).

Furthermore, the success of junior programs and the impact of the AFL’s presence in schools was key feature of the games achievements. The AFL produced a number of resources to integrate Australian Football into the school curriculum. This saw AFL Auskick reach NRL dominated areas in NSW & Queensland schools, exposing every Australian child to the game. Demetriou was persisted on providing every child the opportunity to play the game (Human Rights 2013).

Moreover the 2004-6 seasons, saw Grand Finals played between Non Victorian teams. This was an excellent opportunity for the AFL to market it has ‘Australia’s game’. The premiership success of the Sydney swans in 2005, saw heavy promotion of the game in Sydney and dominated NRL areas. For example, from a strategic perspective, the three games that were played at Telstra stadium in Sydney between 2005/06 were heavily advertised, branded as big event games in Sydney (AFL 2005).

Importantly, the AFL’s aggressive marketing strategy saw beneficial results of participation over the 2004/06 period. With a further brand tracking strategy the AFL will only continue to see increase levels of participation in all aspects of the game.