WHO
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AGE Demographics
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WHY THEY JOINED
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WHAT IS THE KEY TO RETENTION?
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Learn to Sail (Dinghy)
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Y & Z Gen
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Something New
To learn new skills
Social interaction
Q – How important is the family tradition of sailing to this group?
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They enjoyed their first taste and stayed.
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Learn to Sail (Yachts)
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Senior
BB
XGen
|
As above
Tick the box of Life
|
As above
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Club Dinghy Sailors
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XGen
YGen
ZGen
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Fun
Enjoyment
Peer group
Q – How important is competition to this group?
|
Lifestyle
Still enjoying it
Friendship
Reward
Peer Pressure
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Club One Design Sailors
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Seniors
BB
XGen
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Tougher Competition
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Lifestyle
Still enjoying it
Friendship
Reward
Peer Pressure
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Club Keel Boat Sailors
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Seniors
BB
XGen
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Team effort
|
Lifestyle
Still enjoying it
Friendship
Reward
Peer Pressure
Prestige
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Recreational sailors (Cruising and fun off the beach)
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Seniors
BB
XGen
YGen
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Relaxation
Social
|
Lifestyle
Still enjoying it
Friendship
Reward
Peer Pressure
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Ocean Racers
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Seniors
BB
XGen
YGen
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Challenge of coping with extremes
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Prestige/Reward
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Elite Dinghy
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XGen
YGen
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Looking to reach the pinnacle and recognition
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Not defined
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Elite Yachts
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XGen
YGen
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Looking for reach the pinnacle and recognition
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Not defined
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Team Sailing
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YGen
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Team work attracted to team sports
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Not Defined
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Schools
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YGen
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Part of syllabus
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Learn valuable skills, teamwork
Different learning environments
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Commercial
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XGen
YGen
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Employment (Est. value of marine industry in Australia is in excess of $5b)
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Lifestyle, Career progression
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The table below was developed by the sponsorship and marketing consultancy, the P4 Group, in 2004 following internal consultation and workshops with YA and immediate stakeholders. It describes key market segments for yachting, associated value proposition for each segment, and explores the best means for communicating with these segments. The segmentation methodology did not utilise quantitative or qualitative research methods to survey core target markets (existing and potential customers) nationally.
Key Market Segments
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Value Proposition
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Best Means of Reaching Them
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1. Government
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Peak Body
Elite performance of sport
Good governance
Participation (broad-based and sustainable)
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Australian Sports Commission
Regular contact
Sponsorship style reporting
Ministerial contact
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2. Active Members
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Social
Sense of belonging
To race boats
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Internal communication
Word of mouth
Public relations
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3. Member Yachting Assoc.
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Intellectual property
Insurance and risk
Management
Guidance/advice
Resources
Dispute resolution
Variety of administrative services
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Web
Email
Direct mail
Scheduled meetings/forums
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4. Member Clubs (particularly Top 20 Clubs)
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Functional
Social
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Web
Electronic newsletters
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5. Youth (and their parents) – M & F under 20
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Pathways to elite
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Web
Email
Family and friends
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6. Elite (National Squads)
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Financial support
Training
Coaching
Resources
Olympic access
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Email
Coaches
Camps
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7. Masters (35+)
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Social
Participation
Competition
|
Email
Clubs
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8. On-Board Participation Program
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Access
Pathways (simple)
|
Clubs
Email
Third-party groups
Marketing publications
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9. Training
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Education, vocation
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Training centres
On-board communications
Web
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10. Social Members
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Social
Friendship
Entertainment
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On-Board
Club publications
Direct mail
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Class
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Description
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Australian Olympic Success
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Australian ISAF Top 25 Rankings (August 2007)
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1. 470 (Men and Women)
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The 470 is a double-handed dinghy which has been an Olympic Class since 1976.
Whilst men and women race against each other up to world championship level, Olympic competition is gender specific.
|
Australia has won three Olympic medals in the 470 Class:
2000 – Jenny Armstrong and Belinda Stowell – Gold
2000 – Tom King and Mark Turnbull – Gold
1976 – Ian Brown & Ian Ruff – Bronze
|
Women
10th – Elise Rechichi and Tessa Parkinson
Men
1st – Nathan Wilmot and Malcolm Page
5th – Mathew Belcher and Nick Behrens
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2. 49er (Open)
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The 49er is the Olympic Class double-handed high-performance dinghy, appearing for the first time at the 2000 Olympic Games. The 49er is a slightly smaller version of the Eighteen-foot skiff, but with some major differences – it is one design and a double-handed vessel.
|
Nil
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8th – Nathan Outteridge and Ben Austin
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3. Finn
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The Finn is the Olympic Class men's single-handed dinghy first appearing at the Olympic Games in Helsinki in 1952. The Finn was designed specifically as the Olympic Class men’s single-handed dinghy.
|
1976 – John Bertrand – Bronze
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13th – Anthony Nossiter
15th – Brendan Casey
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4. Laser (Men)
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The Laser was introduced to the Olympic Games in 1996 as an open single-handed dinghy event. Strict class rules guarantee that it is the sailor, not the equipment, which makes the difference.
|
2000 – Michael Blackburn – Bronze
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1st – Tom Slingsby
6th – Michael Blackburn
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5. Laser Radial (Women)
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TO BE UPDATED
|
|
5th – Krystal Weir
9th – Sarah Blanck
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6. Star (Men)
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The International Star Class is a double-handed keelboat. The Class has been in the Olympic Games since the 1932 Games in Los Angeles. The Star is the oldest Olympic Class.
|
1972 – David Forbes and John Anderson – GOLD
1996 – Colin Beashel and David Giles – BRONZE
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9th – Iain Murray and Andrew Palfrey
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7. Yngling (Women)
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The Yngling was designed by Jan Linge in 1967 and first introduced to the Olympics in 2004. The Yngling is a keel boat designed to sail with 3 crew.
|
NIL
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13th – Nicola Bethwaite, Karyn Gojnich and Angela Farrell
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Gill Australia (SU)
Exclusive Clothing Partner, Exclusive Clothing Supplier, Official Technical and Casual Clothing Supplier, Official Technical Clothing Supplier, Official Technical Clothing Supplier, Official Clothing Supplier or Official Apparel Supplier of the Australian Sailing Team
|
AST Olympic Class Supplier at all major events including all Olympic Class regattas in Australia and internationally, Class World and European Championships and the Olympic Test events in 2006 and 2007
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2 years
1 July 2006 to 30 June 2008
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Ronstan (SU)
Official Supplier, Exclusive Sailing Hardware Supplier and/or Exclusive Supplier of the Australian Sailing Team for Ronstan and Official Supplier and/or Exclusive Rope Supplier through FSE Robline of the Australian Sailing Team
|
AST Olympic Class Supplier at all major events including all Olympic Class regattas in Australia and internationally, Class World and European Championships and the Olympic Test events in 2006 and 2007
|
2 years
1 September 2006 to 31 August 2008
|
Adecco (SU)
|
Official Provider of Temporary and Permanent Recruitment Services and Career Counselling Services to Yachting Australia Athletes
|
2 years
14 December 2005 to 14 December 2007
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What should YA do?
|
What should MYAs do?
|
Governance/Management
|
|
Provide strong national leadership and effective governance of the sport
|
Provide strong leadership and effective governance of the sport within the state/territory
|
Manage ISAF relations
|
Support and contribute to the development of the national strategic plan for yachting.
|
Lead the process (in consultation with stakeholders) to develop a national strategic plan for yachting and also the development of national policies.
|
Implementation of the national plan and national policies for yachting.
|
Federal Government and agency liaison – representing the interests of sailing/boating
|
Representation and advocacy to state and local government and agencies
|
Provide expert standing committees
|
Provide expert committees
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Provide effective and responsive two-way communication to MYAs
|
Provide effective two-way communication between the clubs and MYAs
|
|
Be responsive to the needs of its members – the clubs
|
Pathways, Training, Club Services
|
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Develop and promote clear and consistent national pathways for sailing
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Consistent delivery of programs in accordance with national pathways for sailing
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Leadership role to support the growth and implementation of the National Training Scheme
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Auditing of YA Training Centres
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Provide templates and tools for National Programs to the MYAs
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Assist clubs in the delivery of national and state programs
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Develop templates and tools for Club Development (i.e. IT, training resources, ‘how to’ guides)
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Provide training related to club development/improvement initiatives
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Provide safety guidelines and rules of racing
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Provide support and expertise to clubs and classes conducting major national and international regattas.
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Provide guidelines for the training and accreditation of Officials and volunteers
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Training of officials and volunteers
|
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Development and maintenance of appropriate rules, safety standards and support for boat measurement, registration and issuing of racing certificates.
|
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Assistance to clubs and class associations with protests and appeals.
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High Performance, Athlete Development
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Manage the High Performance Program (Olympics and Paralympics) and develop world class athletes (talent ID, financial assistance, expert coaching, sport science and sport medicine support). YA transfer knowledge to State HP Programs
|
Support the High Performance development squads (levels up to and below sub-elite) – this includes athlete development support in the forms of travel grants, coaching and funding of development camps/clinics.
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Promotion of Sailing, Commercial Dev.
|
|
Develop the brand (desired image) and profile of the sport nationally
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Promotion of the sport in accordance with YA national brand/marketing and communication guidelines.
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Maximise national revenue opportunities (government, sponsorship, business development) – where possible, securing opportunities which flow through to the MYAs
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Secure, grow and retain funding from state government and agencies (primary) and sponsors (secondary)
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Advocacy and support to secure significant international sailing events which boost the profile of sailing and competition for Australian sailors; manage national events/championships
|
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Undertake national research projects (regularly) to provide evidence and guidance to assist better targeting of new customer segments and retention strategies
|
|
Membership Services
|
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Manage the national membership scheme and associated benefits. Collection of membership fees from MYAs
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Manage the membership benefits to clubs and their members. Collection of membership fees from clubs
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Provide cost effective (and adequate) personal accident insurance
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Develop and provide sailing calendar and yearbook
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