THE CARLTON WAY 2019 – 2023 HONOUR THE PAST. OWN THE FUTURE. WELCOME /4 VALUES /11

HISTORY /6 STRATEGIC PRIORITIES /13

VISION /9 TARGETS /15 / 4 WELCOME / CARLTON FOOTBALL CLUB / Strategic Plan 2019–2023 5 /

Carlton is a proud football club steeped in Our 10 key targets provide a scorecard history and tradition. We are a foundation by which we will measure our success in FROM THE club of the VFL and one of the few that remains achieving our strategic priorities through based within our geographical birthplace. until 2023. PRESIDENT AND CEO As temporary custodians of our great club, Whether you are a member, player, coach, we honour the past and those members, sponsor, staff member, community figure players, coaches and staff who have made or supporter, we want you to feel a deep Carlton over its 155-year history, with our connection to Carlton. It is this strong sense 16 Premierships, the equal most successful of belonging, combined with a clear vision in the history of the game. for the future, that will drive us forward. Now it is time to own our future. As the imprint on each of our player jumpers states, ‘when you put on this guernsey, That future continues to be shaped by our the monogram on the front is more important vision – a vision that delivers our members than the on the back’. Premierships, makes our people proud to represent the and uses the power Every time one of our players runs out to of the Carlton Football Club to impact the represent our club, they are reminded of this President Chief Executive Officer communities within which we work. powerful message. It’s a message we all must remember. It reminds us that we are part of Mark LoGiudice How we do things at Carlton is now clear something much bigger than any individual, to our members through the articulation and that we are part of one of the AFL’s of our core values. biggest and most successful clubs. We believe that a united football club, You are part of our proud history, but more relentless in the pursuit of excellence who importantly, you are part of our exciting future. hold ourselves and each other accountable, can achieve anything. We are the Navy Blues. This is The Carlton Way. Members are now also clear on what is important to Carlton, with our strategic priorities guiding the operations of the Club and determining where we allocate our time and resources. / 6 HISTORY / CARLTON FOOTBALL CLUB / Strategic Plan 2019–2023 7 /

SOME THINGS HONOUR THE PAST. NEVER CHANGE… OWN THE FUTURE. A white monogram on a navy guernsey. The most iconic guernsey in the history of Australian sport. Representing over 150 years of history, the ultimate success, 16 Premiership cups, our future, our diversity, a suburb… and over half a million Carlton people Bound By Blue.

/ 9 VISION / CARLTON FOOTBALL CLUB / Strategic Plan 2019–2023 10 /

TO BE THE LEADER IN AUSTRALIAN SPORT, REFLECTED BY;

SUSTAINED HIGH OUR PEOPLE FEELING THE USING THE POWER PERFORMANCE ON AND STRONGEST POSSIBLE SENSE OF THE CARLTON BRAND OFF THE FIELD THAT WINS OF BELONGING TO OUR TO POSITIVELY IMPACT US PREMIERSHIPS. CLUB, PROUD TO BE PART THE COMMUNITY WE OF THE NAVY BLUE. WORK WITHIN. / 11 VALUES / CARLTON FOOTBALL CLUB / Strategic Plan 2019–2023 12 /

HOW WE DO THINGS THE CARLTON WAY

BOUND BRUTAL TRUE BLUE BY BLUE BLUES BLUE SKIES

UNITED PURSUIT OF EXCELLENCE CARLTON FIRST GROWTH MINDSET WE ARE UNITED AS WE ARE RELENTLESS IN OUR WE ARE PROACTIVE WITH WE HAVE A POSITIVE THE NAVY BLUES. PURSUIT OF EXCELLENCE. OUR COMMUNICATION AND INNOVATIVE MINDSET. AND ACCOUNTABLE FOR WE CAN ACHIEVE ANYTHING. OUR ACTIONS. / 13 STRATEGIC PRIORITIES / CARLTON FOOTBALL CLUB / Strategic Plan 2019–2023 14 /

WHAT IS IMPORTANT TO US

FOOTBALL PERFORMANCE MEMBERS AND SUPPORTERS PEOPLE AND CULTURE SUSTAINED ON-FIELD SUCCESS HARNESSING THE POWER OF INVEST IN OUR PEOPLE THROUGH THAT WINS US PREMIERSHIPS. THE CARLTON SUPPORTER BASE. EDUCATION, SUPPORT AND LIVING OUR VALUES.

COMMERCIAL PARTNERSHIPS COMMUNITY INFRASTRUCTURE NURTURE TRUSTING, LONG-TERM AND DEVELOP AND DELIVER AUTHENTIC BRING THE IKON PARK MASTERPLAN MUTUALLY BENEFICIAL PARTNERSHIPS. COMMUNITY PROGRAMS ALIGNED TO LIFE. TO OUR STRATEGIC PLAN. / 15 TARGETS / CARLTON FOOTBALL CLUB / Strategic Plan 2019–2023 16 /

WIN 50K OUR KEY TARGETS PREMIERSHIPS AVERAGE HOME GAME ATTENDANCE 100K MEMBERS ZERO HISTORICAL DEBT 250K ACTIVE SUPPORTERS MASTERPLAN ON OUR DATABASE COMPLETE

200 CARLTON RESPECTS CARLTON IN BUSINESS TO BECOME THE MOST MEMBERS INFLUENTIAL GENDER EQUALITY PROGRAM IN SPORT AUSTRALIA’S SPORTING EMPLOYER OF CHOICE REVENUE $75 MILLION