2010/2011 Report on Community Activities and Compliance with Key Performance Indicators

The Football Club is kicking goals in the Casey community, through its 30-year partnership agreement with the City of Casey. Introduction

The City of Casey and the Melbourne The has also taken the Football Club have been working together opportunity to obtain a greater understanding of the in partnership for three years, delivering existing relationships, programs and networks within programs which meet community needs and both the Council and the Casey community, in order provide exciting learning experiences. to guide the development of future programs, and ensure that they are relevant to both partners. A City This report covers the period November 2010 – of Casey and Melbourne Football Club Partnership October 2011. Steering Committee meets regularly to ensure that The City of Casey and Melbourne Football Club the agreement continually reflects current priorities established a 30-year partnership agreement, and activities. that was signed on 3 June 2009. The agreement The objectives of the Steering Committee include: involves the Melbourne Football Club utilising training and football administration facilities at i. Providing a forum for cross-sectional involvement Casey Fields. In return, the Club committed to and understanding between Council and undertake a number of programs and initiatives to Melbourne Football Club representatives, in engage the Casey community. order to assist, monitor and implement the key components of the partnership As an organisation, we have a unique strategy, and understand that a full and genuine commitment to ii. Considering future activities to be undertaken as engage the community is the driving force behind part of the partnership, against the defined Key our growth. Our community model is designed Performance Indicators with a deep level of engagement. We aim to iii. Receiving regular updates regarding the create lifelong relationships through authentic and progress of activities undertaken as part of the holistic community programs, which serve genuine partnership, against the defined Key Performance community needs. We will achieve this through the Indicators City of Casey partnership. iv. Fostering community involvement and The key program areas of the agreement are understanding of the partnership categorised into the following pillars, designed to guide the partnership as it evolves over the coming v. Providing input into a biennial review of the years: partnership. • Casey Fields Year three of the agreement has allowed the Melbourne Football Club to improve and expand on • MCG the existing initiatives and frameworks. Progress • Business has been made throughout the business sector, along with resourcing, communication and school • Media, Communications and Events education. The partnership is in a healthy position, • Advocacy and Social Issues and we will continue to work collaboratively with the • Education/Community Development City of Casey to deliver a meaningful, genuine and sustainable community strategy, which encapsulates • Sport and Recreation Development the City of Casey community and its needs. • Partnerships

2 2010-2011 Key Performance Indicators Status Report

Below is a summary of the Key Performance Indicators (KPIs) listed and agreed to by the City of Casey, accompanied by the performance against each indicator by the Melbourne Football Club.

KPI Description Outcome 1. Casey Fields Pre-season – MFC to train at Casey Fields at least twice a week over 8 Not achieved due to ground 1.1 weeks conditions 1.2 In season – MFC to train at Casey Fields no more than once per week Achieved Pre-season training sessions at Casey Fields to be promoted on 1.3 Achieved Melbourne Football Club website and local newspapers Minimum of five media sessions ‘in season’ dedicated to promoting 1.4 Achieved community programs Placement of community notice board at Casey Fields including updates 1.5 Not achieved regarding the partnership Apply best endeavours for two NAB Challenge matches to be played at Advocacy undertaken however 1.6 Casey Fields matches not scheduled by AFL Apply best endeavours to achieve attendances of more than 8,000 per Not applicable as no matches 1.7 NAB Challenge match scheduled Commission of an independent business case for the development of a Not achieved, to be assessed in 1.8 20,000 seat stadium 2012 2. MCG Host one home game at the MCG dedicated to the City of Casey 2.1 Achieved partnership (the City of Casey Round) 2.2 Provide 300 general admission tickets to the City of Casey Round Achieved 2.3 Provide four scoreboard advertisements at the City of Casey Round Achieved 2.4 Secure transport and sponsorship for the City of Casey Round In progress 2.5 Provide a table of 10 at the Chairman’s function at five home games Achieved 2.6 Arrange a pre-game curtain raiser at the MCG Partially achieved 3. Business 3.1 Host one Melbourne Football Club corporate/business event Achieved (exceeded) 3.2 Host two business forums Achieved (exceeded) 3.3 Host annual ‘Doing Business in Casey’ business function Achieved 3.4 Deliver two corporate leadership programs for business community Achieved

3 2010-2011 Key Performance Indicators Status Report (Continued)

Below is a summary of the Key Performance Indicators (KPIs) listed and agreed to by the City of Casey, accompanied by the performance against each indicator by the Melbourne Football Club.

KPI Description Outcome 4. Media, Communications and Events Conduct an annual major media launch showcasing the relationship 4.1 Not achieved between the Melbourne Football Club and the City of Casey Not achieved due to delays in Ensure Casey logo visible on all media backdrops when media events are 4.2 Melbourne Football Club major held in Casey sponsor confirmation Melbourne Football Club to be included in ‘Welcome Packs’ for new Casey 4.3 In progress residents 4.4 Confirm with local newspapers - column space Partially achieved 4.5 Provide editorial on weekly basis to designated papers Partially achieved Provide a monthly update within each column outlining community 4.6 Partially achieved activities 4.7 Specific mention of the funding, support and community benefit Ongoing Conduct an annual review of the Melbourne Football Club community 4.8 program in consultation with the City of Casey / Melbourne Football Club In progress Partnership Steering Committee Evaluate, document and report on the effectiveness of the KPIs 4.9 Achieved bi-annually 4.10 Participate in Christmas Family Day at Casey Fields Achieved Participate in one Family Day in conjunction with City of Casey events 4.11 Achieved team 4.12 Sausage sizzle for all members of the community (12 per annum) Achieved 5. Advocacy and Social Issues See sections 1,2 and 3 for issues of advocacy undertaken by Melbourne Football Club See sections 6 and 7 for examples of social issues addressed by Melbourne Football Club. 6. Education and Community Development 6.1 Deliver two school-based programs Achieved (exceeded) 6.2 Provide twelve community training sessions per annum Achieved (exceeded) 6.3 Undertake an environmental education-based program Achieved 6.4 Host one ‘Young Leaders’ youth forum Achieved Deliver four training days each year with Vic Police, targeted at youth in 6.5 Achieved Casey 6.6 Appoint a Community Programs Coordinator Achieved (exceeded) 7. Sport & Recreation Development 7.1 Deliver two community sports forums Achieved 7.2 Organise a round robin competition with MPNFL Partially achieved Melbourne Football Club to provide an official appearance per 7.3 Partially achieved participating team in South East Juniors Football League

4 Investment

The Melbourne Football Club continues to entrench itself in the City of Casey community. In 2011, more than $2 million in social capital was invested in the City of Casey community through our community activities and programs. Investment in the Community Players’ Investment in the Community An independent report conducted in June 2008 Our community model is designed with a deeper estimated that the financial value for all 13 program level of engagement – one which requires far greater areas (as listed in the original agreement) was involvement by the playing group. The table below valued at $967,500 per annum in the first year, and demonstrates the visitations undertaken by the $637,500 for each of the following years of the life entire playing group in the City of Casey. of the agreement. The total estimated value that the Melbourne Program Schools/ Football Club has placed on their activities in Casey (Collective Player Direct Centres for 2011 is $2,434,800. Bargaining Hours Reach Reached Agreement) Expenditure $ Value Primary Schools 38 254 13,300 Player Hours ($800 x 2,346) $1,876,800 Secondary 5 84 1,750 Community Expenditure Schools $145,000 (actuals) Junior Club visits 15 94 2,400 Staff $223,000 Auskick centre 13 172 1,430 Media $80,000 visits Auskick Super Other $110,000 23 90 450 Clinic Total $2,434,800 Total 94 694 19,330

5 Melbourne in the Community 2010-2011

School Education Footprint Player Number of Direct Program Player Ambassadors Hours Schools Reach Read Like a Demon Colin Garland and Cale Morton 50 25 250 Digital Demons 15 25 1,500 Dare to Dream * N/A 1 33 Kinder Kick* 10 15 1,000 Kicking Goals and Ricky Petterd 210 20 5,000 Total 285 86 7,783 * Denotes new programs

Grass Roots Football Footprint Player Number of Direct Program Player Ambassadors Hours Clubs Reach South East Juniors 10 24 4,453 Victorian Women’s Football 25 4 100 League Auskick Colin Sylvia 10 23 1,380 Demon Heartland N/A 12 30 800 Mornington Peninsula Nathan Jones 15 11 2,500 Nepean Football League Don’t Drive Like a Demon Nathan Jones 10 11 880 Football Clinics Various 335 20 4,253 Total 417 123 14,366

Total Footprint in the City of Casey Schools/ Number of Program Clubs Player Hours Participants Reached Collective Bargaining Agreement 94 694 19,330 School Education 86 285 7,783 Grassroots Football 123 417 14,366 Other 950 Total 303 2,346 41,479 ‘Other’ represents community events including GP Run, Casey Kids Carnival. Casey Business Breakfasts, Berwick Show

6 2500

2000

1500 1382 1000 Player Hours Player Melbourne500 in the 722Community 2010-2011800

0 2009 2010 2011 Players’ Footprint in the City of Casey

2500 51* 45* 2346 2000 2099

1500 23* 1000 Members 1078 500

0 2009 2010 2011 * Denotes average hours spent by each player in the City of Casey

Melbourne Football Club Membership in the City of Casey 2500

2000

1500 1382 1000 Player Hours Player 500 722 800

0 2009 2010 2011

2500 51* 45* 2346 2000 2099

1500 23* 1000 Members 1078 500

0 7 2009 2010 2011 2011 Melbourne Football Club Schools Strategy

Read and Write Other Kinder Kick Dare to Dream Kicking Goals Digital Demons like a Demon Opportunities

Partnership with Ambassadors: Player anf Mascot YWCA and Lord Player and Mascot Player Indigenous Youth Colin Garland and Ambassadors Mayors Charitable Ambassadors Ambassadors Program Cale Morton Fund

Regions: City of Reach/MFC Equipment/ Youth Girls & Teachers PD Teacher PD Casey, Bayside Schools Super Showbags Trident Academy Friday 8 April Thursday 23 June and NT Session

Parents and Kicking Goals Primary and 4 week program MFC Work Teachers inspire Women in Football Clinic Secondary School run by TAFE Experience your kids to read Industry Tours Wednesday 20 Student Forums students Program Tuesday 15 March July Thursday 28 July

Dare to Dream 1st Quarter - Kicking Goals Gala 4 Secondary Koorie Indigenous Event Library Visit Mascot Visits Day School Sessions Youth Group Thursday 11 Friday 18 March Friday 12 August MCG every Tuesday August

Halftime - Author Auskick Super Partnership with Dare to Dream 8 Visit Clinic Dept of Education week program Friday 1 April Thursday 7 July (Innovation)

3rd Quarter - Digital Demons Player Visit Teacher Resource Wednesday 8 June and handbooks

Final Siren - Finale Wednesday 29 June

Demons Day Out Sunday 21 August

Read and Write like a Demon Blog / Skype

8 2011 Grassroots Football Strategy

Victorian Mornington Women’s South East Peninsula Other CBA Auskick Football League Juniors Nepean Football Opportunities (VWFL) League

Primary School Visit 1 Team Photo NAB Cup SEJ Ambassador Ladies Luncheon Secondary School Guernsey Offering Opportunity Experience Visits Wednesday 8 June

Queen’s Birthday Facilities Don’t Drive Like a Country Visits Wednesday 16 All Girls Clinic Mascot Round (Casey Fields) Demon March

Participation Team Photo Auskick Centre Visit Auskick Centre VWFL Ambassador Saturday 2 July (AFL) Guard of Honour Brochure Opportunity Sunday 3 July (VFL) Offering

Auskick Joint CBA Clinic Coach the Coach Changeroom Little Demons Day Superclinic with MFC Train the Trainer Experience Thursday 7 July

Primary School Coach the Coach Club of the Year Visits 2 Rising Star Award Demon Heartland Train the Trainer award Junior Club Visits Wednesday 20 July

Catch Up Day Coach the Coach MPNFL Demon Friendly Volunteer Forum Wednesday 10 Train the Trainer Ambassador Club August

Youth Girls Gala Dare to Dream Day

Team Photo Opportunity

Round 21 Match Day Experience

9 Melbourne Football Club Key Programs and Initiatives in the City of Casey

Kicking Goals The Kicking Goals program focuses on healthy eating, respect, harmony, leadership and teamwork. The program is facilitated by teachers, with a professional development day provided.

Digital Demons The Digital Demons program educates both primary and secondary school communities about safe, respectful and responsible behaviours in the digital world. The program provides teaching and parenting tools which educate, empower and protect our children.

Read Like a Demon Read Like a Demon is a literacy program that offers primary students an opportunity to participate in reading workshops with Melbourne Football Club players, and a variety of best–selling children’s authors. This is a joint partnership between the Melbourne Football Club and Casey-Cardinia Library Corporation, and is sponsored by Officeworks and supported by Hardie Grant Egmont Publishers.

Kinder Kick The Kinder Kick program is a fun and structured program that is designed to assist young children in pre-school and kindergarten to start enhancing gross motor skills, including, hand-eye coordination, foot-hand coordination, balance and agility, over three consecutive weeks.

Dare to Dream Dare to Dream is a partnership between YWCA () and Westside Circus. The aim of the program is to increase the percentage of girls completing post- compulsory schooling in the City of Casey. The program aims to equip girls with

Proudly presented by: the necessary skills, confidence and advice to forge their own pathway.

Don’t Drive Like a Demon Aimed at young people via the Mornington Peninsula Nepean Football League, this program aims to raise awareness about the risks of dangerous driving. The program is delivered in partnership with the City of Casey, Eastlink, RACV, CFA, Victoria Police, Roadsafe and Hankook.

Demon Heartland Going to the footy is a rite of passage for every child, and the Demon Heartland program has been developed to give kids the opportunity to attend Melbourne home games at the MCG. Tickets are donated by Melbourne Football Club members, and can be accessed for via the Melbourne Football Club website.

10 2011 - Key Achievements in the Community

In year three of this agreement, a number of new initiatives and improvements have been undertaken in order to connect with the Casey community, and to ensure that the partnership is leveraged to its full potential. Below are some of the Club’s key achievements.

• The community programs and opportunities were • Launched the Digital Demons’ “Play by the highlighted in the City of Casey rates notice, Rules” program to secondary schools across distributed quarterly to 95,000 households Victoria, with 3 schools from the City of Casey participating in the program • The Melbourne Football Club played a leadership role in the Casey Business Forums, and • The Casey 3 game Melbourne Football Club sponsored the Casey Business Awards membership was introduced exclusively to City of Casey residents • The Read Like a Demon program increased to 25 schools, improving content and delivery • The Melbourne Football Club actively supported City of Casey events, including, Berwick Show, • The Kinder Kick program was delivered in GP Run, Casey Kids Carnival and the Casey partnership with Chisholm Institute in the City Business Breakfast series of Casey. Fifteen Kinders were a part of the program, reaching 1, 000 participants • Introduction of the Indigenous Youth Group program, which included 30 participants who • The inaugural U/12s girl’s Melbourne football actively participated in cultural arts, dance and team was established. Players were selected sports activities from the South East Juniors and played against North Melbourne at Arden Street • Introduction of the Tridents Academy, saw a two day program being conducted, focussing on • The Dare to Dream program was launched at football skills, leadership and teamwork Lyndhurst Secondary College, with outstanding outcomes for students • City of Casey Round was allocated to the Round 8 match vs. Adelaide Crows, with an attendance • There was significant engagement with Casey of 19,987. Auskick centres including a giveaway of 450 Melbourne Football Club Auskick guernseys

Jordie McKenzie participates in the Read like a Demon program

11 2011-2012 - Looking Ahead

In 2012, the Melbourne Football Club will continue to work collaboratively with the City of Casey to develop meaningful, genuine and relevant programs that meet community needs. The following are some of the new initiatives we will be focusing on in the next twelve months:

• Appointment of a City of Casey Partnership • South East Juniors to occupy Casey Fields Coordinator precinct (subject to Council approval) • Appointment of a Multicultural Development • Further engage the Casey business community, Officer providing key networking opportunities • Introduction of the Demon Friendly Schools • Explore the opportunity of commissioning an program independent business case for the development of a 20,000 seat stadium • Introduction of the Demon Friendly Clubs and Auskick centre programs • Introduction of Super Sessions at Casey Fields for schools and clubs • Extending the Read Like a Demon program, utilising technology • Introduction of the Super Schools Gala Day at Casey Fields, with approx 1,500 students in • At each Casey Scorpions home game, host a attendance table of community stakeholders • Re-launch of the Kinder Kick program, offering • Expand the Digital Demons primary school the program to primary schools in the City of program Casey

Lynden Dunn and Jack Watts talk to students at the Digital Demons program

12 A word from the community It is often difficult to measure the impact our programs are having on the community. Below are some examples of how our programs are influencing and inspiring students within the City of Casey

“Thank you for a wonderful job this year. All the kids at Fleetwood Primary School in the varied programs had a wonderful experience and I believe it really has spurred quite a few of them on, particularly my grade 5 boys reading in the Read Like a Demon program. We are certainly looking forward to it again next year”

Sam Thomson Classroom Teacher, Fleetwood Primary School

“The kids had an absolute ball with the players coming out and doing a clinic with them, doing some work in their Mascots books, answering questions, signing autographs and having pictures taken. They were buzzing for the remainder of the day.” Brent Robinson, Grade 4 Teacher Courtenay Gardens Primary School

“THANKYOU so much for visiting our school and giving footy jumpers to our students on our footy colours day. The kids loved the mascot and giveaways, especially the Demon supporters!”

Bree Schranz, Classroom Teacher, Hillsmeade Primary School

13 A word from the community It is often difficult to measure the impact our programs are having on the community. Below are some examples of how our programs are influencing and inspiring students within the City of Casey.

Hi Guys, Just a nice little update on the year 11 dare to dream girls. A number of them have put their names down for peer leader training this year. They will be training to work with year 7 students to promote a smooth transition and also to facilitate the Butterfly Foundation ‘Free to Be’ body esteem program. Girls out of both of last year’s Year 10 groups nominated themselves, I can remember seeing Mel, Jaymee, Tiarna, Kysta, Gemma and Renee’s names down on the list. Most exciting news was the feedback that Renee and Gemma were the first to put their hands up to nominate themselves! This made us smile so we wanted to pass it on. Tara Schmidt Student Wellbeing Support, Lyndhurst Secondary College

We love our association with the Demons and appreciate your support. We plan to implement your new “I love everything to do with cyber-safety program across books, and I am so excited that I the school next year; Kate Wall now have my own. Thanks to the – our rep – has prepared a Melbourne Football Club for the school implementation plan and opportunity.” her section of the school trialled Jada Gwin many of the lessons prior to her Winner of the Write Like a Demon presentation to staff. Competition Thanks for keeping us in touch with all that is going on – Go Dees! Jenny Scott Principal, Mossgiel Park PS

14 Demon Heartland Girls Superclinic

Guard of Honour Kinder Kick

Footy Colours Day Mascot

15 Melbourne Football Club Community Partners

16