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AFL International Manager Tony Woods

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AFL International Manager Tony Woods Contents 1. AFL Mission 5. Marketing, Media, and Events 2. USAFL Mission 1. Events 3. USAFL Organization Structure 2. Marketing 4. Summary of Developmental Goals 2012-2016 3. Media 5. Operational Plan 2012 4. Online 6. Objectives 2012-2016 1. Participation 1. Juniors 2. School 3. Club 4. Coaching 5. Umpiring 6. USAFL 9s 7. Women 2. Talent 1. Pathway 2. Academies 3. Combines 4. Second Tier 3. Organization and People 1. Affiliates 2. Staff 3. Volunteers 4. Partnerships 1. Australian Government 2. US Government 3. Commercial 4. Broadcasting 1 The AFL’s legacy is to leave the game and community in better shape for future generations. The three pillars that support our legacy principle are: Focus on delivering or exceeding performance objectives Responsible for our actions and results and do what we say we will Act with integrity – deal with all people honestly, ethically and transparently 1 Accountable: No surprises Make decisions in a timely manner, even when under tight deadlines and pressure Be prepared to go the extra mile Persevere when faced with setbacks Strive for constant improvement Respect the great history of our game and its role in the community but challenge the status quo 2 Progressive: Find new and creative ideas to innovate Focus on the future Embrace change and new ideas Embrace and respect diversity and inclusion – understand and value the differences in every person Acknowledge the efforts of others 3 Respectful: Listen actively and consider other viewpoints Cooperate with others Help team or other departments or stakeholders in getting work done Act with humility and modesty 2 USAFL Mission 1 The USAFL is a non-profit grassroots, amateur sports organization dedicated to the development of and participation in Australian football in the United States. 2 The USAFL aims to be the most professionally run Australian football league outside of Australia. 3 The USAFL works in partnership with the AFL in reaching mutual goals, maintaining similar values, while working to grow the game on a domestic level. 3 USAFL Organization Structure AFL International Manager Tony Woods USAFL Executive Board President Treasurer Contract Workers Operations Manager Secretary Member-at-large Communications Manager VP West Tournament Director VP East Accountant VP Central Umpire Director Portfolio Members USAFL Clubs Juniors Director Australian Advisory Board International Liaison Women’s Development Freedom Manager Freedom Coach Webmaster Freedom Treasurer Revolution Coach Revolution Treasurer Revolution Manager 4 Executive Summary of the USAFL Development Plan for 2012 to 2016 1 The USAFL will partner with the AFL to deliver 30 elite athletes to US combines on an annual basis. 2 The USAFL will increase player participation to 2000+ by 2016. 3 The USAFL will provide the AFL with uniform affiliation, governance and reporting in line with all International AFL Affiliates. 4 The USAFL will participate in the 2013 and 2014 Europe International fixtures against the AIS AFL Academy Squad as a U25 team, and by 2016 provide a U21 team. 5 The USAFL will supply men’s and women’s national teams at the 2014 International Cup in Australia. 5 USAFL Operational Plan 2012 MAJOR MEASURABLE KEY ACTIONS RESPONSIBILITY TIMEFRAME INITIATIVES OUTCOMES 1. Combine Conduct one (1) combine for elite 1. Execute pilot combine Operations Manager August US athletes • Secure venue • Develop recruiting strategy • Gain exposure through marketing and media coverage th 2. 49 th Parallel Cup Host 49 Parallel Cup matches 1. Execute matches between Operations Manager August 4 - 5 between US and Canada men’s US and Canadian teams Revolution Coaches/Staff and women’s national teams in Freedom Coaches/Staff Dublin, Ohio AFL Canada 3. Umpire Clinics Offer four (4) umpire clinics 1. Complete 4 clinics Umpire Director March - October throughout the season 2. Accredit qualified umpires at • Southern California Tournament Level 1 • Atlanta, GA Tournament 3. Begin new umpires on • Madison, WI Tournament accreditation path • Mason, OH at Nationals • 4. Coaching Clinic Offer 1 coaching clinic as test 1. 10 participants VP East – Mike Sheppard Summer 2012 program 2. 3 Level 1 Accredited 3. Identify Coaching Program Director 4. Outline plan for 2013 5. Nationals Host Nationals in Mason, Ohio 1. Increased participation of Nationals Director October 13-14 • Secure fields teams and players • Hotel contracts 2. Increased sponsorship • Secure sponsorship 3. Increased media coverage 6. North American Partner with AFL Canada to 1. North American U25 team to USAFL April 2013 U25 Program determine: compete against AIS AFL Canada •Budget Academy and European •Coaching staff teams in London, April 2013 •Approach sponsors •Recruitment and selection process 6 The basis of the AFL Development Plan for 2012 to 2016 remains ‘common objectives, local solutions’. A USAFL Perspective ... Objectives USAFL Measures 1.1 To maximise participation by 1.2 To grow the network • Participation growth developing quality of local and regional 1.3 To promote greater • International Cup 1 Participation pathways for all leagues, clubs and awareness of the sport Teams segments from local motivate volunteers, and the league. • Under 25 Teams leagues to men and umpires, coaches. women’s national teams. 2.1 To develop the talent 2.2 To nurture clubs to pathway to attract, retain provide a clear path for 2.3 To work with AFL Talent and develop athletes for players, umpires, International on co- • World Team 2 national representative administrators and ordinated ID, recruitment • USA Combine Supply teams and AFL coaches. and Combine testing. competition. 3.3 To develop a strong • Staff Number 3.2 To attract, develop 3.1 To collaborate on organisation in terms of • Governance and retain quality staff Organisation organisational brand, governance and • AFL International 3 and develop a high and People development of league collaboration with the AFL Affiliation performance culture in and clubs. - common objectives, • In line with AFL Goals line with our values. local solutions. • Budget • Relationships with 4.1 To partner with the 4.2 To collaborate with 4.3 To support AFL in government & corporate AFL to identify corporate federal, state and local pursuing expanded sponsors 4 Partnerships partners from current government on programs broadcast footprint and • Relationship with AFL and future AFL sponsors that support the league online and subscription • Relationships with with international reach. and clubs. based consumption. Broadcast partners • Media coverage for 5.2 To develop effective 5.3 To deliver quality Nationals, 49 th Parallel Marketing, 5.1 To gain greater marketing campaigns events that promote the Cup and International 5 Media & Events exposure for the league, that attract new players game and the league Cup clubs and major events. and talent. effectively. • Awareness of the League and the game 7 Summary of 2011 Outcomes and 2012+ Priorities Objective Outcomes in 2011 2012 – 2016 Participation 1. USAFL participation exceeded 1,000 for • Continue to build on sustainable participation 1 the first time. platforms developed by clubs – metro and co-ed leagues and women’s teams. Work with clubs to grow 2. The National tournament was the Key Initiatives: largest to date with over 46 teams the participation base. competing. 1. Three new clubs starting in 2012. 2. Four umpire clinics to be conducted throughout 2012 3. The US Freedom participated in the season. International Cup for the first time. 3. Two clubs (Minnesota and New York) offering fitness through footy programs to attract and grow women’s 4. One International Cup umpire teams. scholarship was awarded. 4. Expand number of clubs offering local metro leagues to twenty in conjunction with AFL9’s by 2016. 5. Twenty Level 1 accredited umpires by 2016. 6. Six International Cup umpires in 2014, including first female scholarship. 7. Increase women’s participation with the goal of adding ten new teams by 2016. USA Target 2016: 2011 – 1000 registered participants 2016 – goal 2000 registered participants 8 USAFL– Participation. Summary of Objectives Objective Detail Key Initiatives for 2012+ - 2016 •Denis Ryan has conducted and self funded clinics for over 50,000 kids since 2003 1.1 Junior programs are currently outside the scope of current USAFL •Baltimore/DC has offered free summer clinics resources. 1 Juniors for kids since 2006 •Several other clubs have offered junior clinics, Note: Any junior program would need significant funding from additional including Denver in 2011 with Brett Kirk sources to ensure success (estimated $100,000 USD annual). •The gap in school football programs has historically shown that junior have no developmental pathway Due to the restrictive nature of the US school system and no cultural affinity for the game the USAFL has encountered significant barriers in School developing school based programs. The US 2 Football school system is fragmented between public 2.1 University program launch in 2013 in 1 region schools, private schools and a growing number (High School 2.2 One university league in each region (total 3) by 2016 and University) of charter schools. Each school district within a state sets its own priorities and ultimately the individual teachers set their own curriculum. •School split between high school (ages 14-18) and university (ages 18-22) Senior club football remains the main format for Club how Americans are introduced to Australian 3.1 Support new club start-ups in new cities 3 Football Football. Four new clubs have joined the 3.2 Addition and expansion of AFL 9s as a part of club activity. See Section USAFL in the past two years with an additional Six on AFL9s for key initiatives. two clubs currently starting in 2012. 9 USAFL – Participation. Summary of Objectives Objective Detail Key Initiatives for 2012 – 2016 Currently in development in 2012 identifying key members who can lead the program. One trial clinic to test and gain feedback with plan 4.1 One (1) coaching clinic 2012 4 to nationally roll out clinics in 2013.
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