National Female Cricket Strategy for Game and Market Development 2014/15-2017/18 2014/15-2017/18

CRICKET STRATEGY FOR GAME AND MARKET DEVELOPMENT MARKET AND GAME FOR STRATEGY NATIONAL FEMALE CRICKET

NATIONAL FEMALE CRICKET STRATEGY FOR GAME AND MARKET DEVELOPMENT 2014/15-2017/18 2014/15-2017/18

www.playcricket.com.au/a-sport-for-all CONTENTS

A GAME FOR EVERYONE

Cricket is not only a great game it is also a force for social change. Cricket helps build FOREWORD BY JAMES SUTHERLAND, CRICKET AUSTRALIA CEO 1 character and produce fine people. It builds friendships, develops team work and creates INTRODUCTION 2 a sense of belonging. It embeds the ethos of a healthy lifestyle and what it means to STRATEGY LOGIC 4 have fun. Significantly, it breaks down barriers, helps bring communities together and NATIONAL FEMALE CRICKET STRATEGY 6 unites a nation. PARTICIPATION PROGRAMS 8 Australian Cricket is proud of what our game can offer to everyone. With this pride comes MILO IN2CRICKET SKILLS 10 an important understanding of our obligation to ensure our game touches the lives of all Australians. We are committed to delivering on this. Our commitment stretches to all MILO T20 BLAST SCHOOL CUP 12 sections of our society, including girls and women. Cricket Australia’s latest national census MILO IN2CRICKET 14 results show that female participation increased to 22% of total partcipation in 2013/14, MILO T20 BLAST 16 with the number of females playing cricket having more than doubled in the last four GIRLS COMPETITIONS 18 years. However, with females representing more than 50% of our population, Australian Cricket recognises that there is more that we can do to increase our female engagement. CLUB CRICKET 20 INDOOR CRICKET COMPETITIONS 22 Cricket Australia and the States and Territories have developed the National Female Cricket Strategy to increase female engagement. It is a bold strategy with a strong focus INDOOR CRICKET SUPER LEAGUES 24 on grassroots access and opportunities for everyone to be part of the game; from RESOURCES 26 participation programs to membership of a KFC T20 Big Bash League team. Ultimately, A SPORT FOR ALL RESOURCE 28 growth in female cricket at a community level, will ensure more female fans and the ICC CRICKET WORLD CUP 2015 30 continued success of the national women’s team, the Commonwealth Bank Southern Stars. Through their recent achievements they have encouraged many females all over the KFC T20 BIG BASH LEAGUE (BBL) 32 country to pick up a bat or a ball and give cricket a go. NATIONAL DIVERSITY CONFERENCE 34 This strategy is an important milestone which will see Australian Cricket substantially NATIONAL EQUIPMENT DRIVE 36 increase its engagement with females, in particular girls at a community level and in turn COMMUNITY ACTIVATIONS 38 ensure that we are Australia’s favourite sport - a sport for all. SCHOOL AMBASSADORS 40 I am proud to endorse and share with you the National Female Cricket Strategy for Game CLUB AMBASSADORS 42 and Market Development on behalf of the Australian Cricket family. COMMUNITY AMBASSADORS 44 FEMALE INCRICKET DEVELOPMENT PROGRAM 46 James Sutherland Cricket Australia CEO CONTACT US BACK COVER

Cricket Australia would like to pay our respects to the Indigenous people of Australia, past and present, who have contributed to this land we all call home – Australia. We also acknowledge the wonderful contribution our Indigenous coaches, officials, players, umpires and volunteers have made to the game of cricket.

1 INTRODUCTION

As part of Cricket’s vision to be Australia’s favourite sport – a sport for all the National Female Cricket Strategy for Game and Market Development has been developed to grow female participation at all levels of cricket. The strategy also embeds female involvement in the sport across coaches, umpires, administrators and officials.

To achieve this, a comprehensive offering of participation programs and female-only activities feature in this strategy. These programs have been developed based on the principle of inclusion and they are supported by a series of organisation-wide initiatives.

The participation pathway outlined in this strategy seeks to inspire the next generation of female cricketers through MILO entry-level programs in schools and the community. A fun and inclusive introductory experience will lead to sustainable participation in clubs and indoor cricket centres, which will feed in to State based talent programs.

Supporting the programs is a series of organisation-wide initiatives; resources include the A Sport For All resource, the Females In Cricket Development Program and Community Ambassadors.

The Females in Cricket Development Program is a key resource and will deliver professional development opportunities for girls and women to maximise their retention across the sport. Targeting an increase in the number of coaches and umpires, as well as offering leadership and networking activities, the program will drive female involvement in all aspects of cricket participation.

The implementation of these resources aims to drive organisational and cultural change leading to increased access, choice and opportunities for all females in cricket.

Andrew Ingleton Executive General Manager Game and Market Development

Sam Almaliki Senior Manager Community Engagement

2 3 STRATEGY LOGIC

AGE u5-18 years u18 years + MARKETING & (Workforce) CUSTOMERS COMMUNICATIONS uParents u Customised Branding uCricket Workforce and Collateral

AMBASSADORS PROGRAM GEOGRAPHY uNational, uSchool Metropolitan and Existing uClub Regional Hubs uCommunity

EDUCATION & TRAINING GROWTH uDiversity and inclusion MARKETS uMulticultural training for Cricket's entire uIndigenous workforce through the uAll Abilities A Sport For All PATHWAY resource uParticipation in MILO entry-level programs FAN and female specific programs DEVELOPMENT uLink to KFC T20 BBL uTransition to club cricket and link to and future female BBL high performance

4 5 NATIONAL FEMALE CRICKET STRATEGY FOR GAME AND MARKET DEVELOPMENT 2014/15-2017/18 KEY OBJECTIVES  To grow participation through schools, entry level programs, clubs and modified programs by increasing access to the game.  To create future female role models across players, coaches, umpires, administrators and officials.

VISION PURPOSE OUTCOME To be Australia’s favourite sport Cricket’s purpose is to By 2017/18 390,465 female participants in - a Sport For All Australians. unite and inspire Australia. Australia’s favourite sport.

GEOGRAPHIC TARGETS *PARTICIPANTS PATHWAY PROGRAM CHANNEL RESPONSIBILITY FOCUS 2014/15 2015/16 2016/17 2017/18

MILO in2CRICKET Skills Primary Schools National 142,760 152,199 161,776 171,376 State and Territory (Game & Market Development RCMs)

MILO T20 Blast Primary School Cup Primary Schools National 72,533 90,803 99,942 117,375 State and Territory (Game & Market Development RCMs)

MILO T20 Blast Secondary School Cup Secondary Schools Metropolitan and Existing Regional Hubs 4,773 15,592 24,060 32,697 State and Territory (Game & Market Development RCMs)

MILO in2CRICKET Clubs/Associations/Private Providers National 5,720 7,781 10,082 12,309 State and Territory (Game & Market Development RCMs)

MILO T20 Blast Clubs/Associations/Private Providers National 1,072 2,200 4,030 6,218 State and Territory (Game & Market Development RCMs) PARTICIPATION MILO T20 Blast Girls Clubs/Associations Metropolitan and Existing Regional Hubs 1,600 2,410 2,835 3,072 State and Territory (Game & Market Development RCMs)

Girls Competitions Club/Associations/ States and Territories Metropolitan and Existing Regional Hubs 1,280 1,507 1,814 2,063 State and Territory (Game & Market Development RCMs)

Club Cricket Clubs/Associations National 16,250 16,783 17,958 19,181 State and Territory (Game & Market Development RCMs)

Indoor Cricket Indoor Cricket Centres/Private Providers National 12,315 15,430 18,806 24,494 State and Territory (Game & Market Development RCMs)

Indoor Cricket Super Leagues Indoor Cricket Centres/Private Providers Metropolitan and Existing Regional Hubs 240 640 1,120 1,680 State and Territory (Game & Market Development RCMs)

TOTAL PARTICIPANTS 259,635 305,345 342,423 390,465

Females in National A Sport For All ICC Cricket World KFC T20 National Community School Club Community Cricket Diversity RESOURCES Resource Cup 2015 Big Bash League Equipment Drive Activations Ambassadors Ambassadors Ambassadors Development Conference Program

Female Tailored Program TOOLS Regional Delivery Plans MyCricket Female Data Female Cricket Audit theCROWD Collateral, Branding Research PlayCricket & Marketing

6 7 PARTICIPATION PROGRAMS

8 9 PARTICIPATION PATHWAY

MILO in2CRICKET SKILLS PROGRAM PROFILE

WHAT A MILO in2CRICKET Skills program runs over four weeks in schools with a set curriculum e.g Week 1: Fielding, Week 2: Bowling, Week 3: Batting and Week 4: Modified Games. WHY MILO in2CRICKET Skills provides students with an introduction to cricket. WHERE Delivered in co-ed and girls-only schools. WHEN Based on State and Territory cricket calendars. This will lead into a MILO in2CRICKET and/or MILO T20 Blast Centre. WHO Cricket field force (School Ambassadors, Community Ambassadors and casual staff including Cricket Australia Sport Development Program students (CA SDP)). HOW  Customise operational, promotional and administrative material.  School bookings are coordinated by the appropriate person in the region.  Recruit School Ambassadors and Cricket Australia Sport Development Program students (CA SDP) as key drivers for the program.  Provide each Coordinator with a kit bag of equipment. RESOURCES  Tailored operational manual, promotional and administrative material.  Kit bag with equipment for each Coordinator.

2014/15 142,760 PARTICIPANTS*

2015/16 152,199 PARTICIPANTS**

* National target for MILO in2CRICKET 2016/17 161,776 PARTICIPANTS** Skills is 285,580. It is assumed 50% of participants are female. The target includes the Sport in Schools program. 2017/18 171,376 PARTICIPANTS**

** Incremental targets based on national growth and 50% female participation. 0 30K 60K 90K 120K 150K 180K 10 11 PARTICIPATION PATHWAY MILO T20 BLAST PRIMARY AND SECONDARY SCHOOL CUPS PROGRAM PROFILE

WHAT MILO T20 Blast gives girls and boys the opportunity to play fun games of cricket in an active and social setting. The structure of the MILO T20 Blast program ensures everybody gets to bat, bowl and field. Kids play modified games of twenty20 cricket using customised equipment including a soft ball. Delivered by accredited coaches with games lasting up to 90 minutes, kids make new friends, it’s fast fun and always active. There is a festival like atmosphere which includes music and dancing. The school cup is a primary and secondary school competition where schools converge on one venue to play games of MILO T20 Blast. There is an overall winner on the day who progresses to the next stage of the competition e.g District, Regional, State. In primary school, participation is through mixed or single sex teams. For secondary schools there is a girls only competition providing the option for girls to play against others of a similar age. WHY To provide students with an opportunity to sample cricket and further develop their skills. WHERE To be delivered at central venues close to schools. WHEN Based on State and Territory cricket calenders. Scheduled to lead into club cricket programs, MILO T20 Blast centres and/or Recreational and Indoor Cricket. WHO Regional Cricket Managers (RCMs) with the support of Cricket field force (School Ambassadors, Community Ambassadors and casual staff, including Cricket Australia Sport Development Program (CA SDP) students). HOW  Customise operational, promotional and administrative material.  School bookings are coordinated by relevant person in region.  Recruit School Ambassadors as key drivers for this program. PRIMARY SCHOOL CUP SECONDARY SCHOOL CUP  Provide each Coordinator with a kit bag of equipment. 2014/15 72,533 PARTICIPANTS** 2014/15 4,773 PARTICIPANTS* RESOURCES 2015/16 90,803 PARTICIPANTS** 2015/16 15,592 PARTICIPANTS*  Tailored operational manual, promotional and administrative material.

 Kit bag with equipment for each Coordinator. 2016/17 99,942 PARTICIPANTS** 2016/17 24,060 PARTICIPANTS*

2017/18 117,375 PARTICIPANTS** 2017/18 32,697 PARTICIPANTS*

0 20K 40K 60K 80K 100K 120K 0 10K 20K 30K 40K

National target for 2014/15 is total participants of 181,334. * Initial target is 50% female participation of ** Initial target is 60:40 male female split of national target national target for Secondary School Cup. for Primary School Cup leading to 50:50 split through incremental growth. 12 13 PARTICIPATION PATHWAY

MILO in2CRICKET PROGRAM PROFILE

WHAT MILO in2CRICKET introduces girls and boys to Australia’s favourite sport. It’s great fun, safe and teaches basic skills to help kids learn to play just like their Australian cricket heroes.

The program runs over 8 weeks, develops fundamental movement skills, uses modified equipment and is delivered by accredited coordinators in 60-90 minute weekly sessions. WHY MILO in2CRICKET provides participants with an opportunity to sample cricket and further develop their skills. WHERE To be delivered at cricket clubs and community centres. Integrated boys and girls centres with some girls only centres to provide a choice for participants/parents. WHEN Based on State and Territory cricket calenders. Scheduled to lead into MILO T20 Blast programs. WHO Cricket Club volunteers .and the Cricket field force (School Ambassadors, Community Ambassadors, casual staff, private providers and Cricket Australia Sport Development Program (CA SDP) students). HOW  Customise operational, promotional, administrative material and packs.  Recruitment via MILO in2CRICKET Skills programs, school clinics, localised club/ private provider marketing material.  Establish clubs and private providers as key drivers of this program. RESOURCES 2014/15 5,720 PARTICIPANTS*  Tailored operational manual, promotional and administrative material. 2015/16 7,781 PARTICIPANTS**

* National target is 40,832. 2016/17 10,082 PARTICIPANTS** Current female participation rate is 12.8% of national target. 2017/18 12,309 PARTICIPANTS** ** Projected 34% growth on national target 2014/15 – 2017/18, with 25% female participation by 2017/18. 0 2,500 5,000 7,500 10,000 12,500 15,000 14 15 PARTICIPATION PATHWAY

MILO T20 BLAST PROGRAM PROFILE

WHAT MILO T20 Blast gives girls and boys the opportunity to play fun games of cricket in an active and social setting. The structure of the MILO T20 Blast program ensures everybody gets to bat, bowl and field. Kids play modified games of twenty20 cricket using customised equipment including a soft ball. Delivered by accredited coaches with games lasting up to 90 minutes, kids make new friends, it’s fast fun and always active. There is a festival like atmosphere which includes music and dancing. WHY MILO T20 Blast provides participants with an opportunity to sample cricket in a modified match environment and further develop their skills. WHERE To be delivered by Association or community run centres. To provide choice for participants and parents there are mixed centres as well as girls only centres. WHEN Based on State and Territory cricket cricket calenders and scheduled to lead into Club Cricket, Girls Only Competitions, Recreational or Indoor Cricket. WHO Cricket field force (School Ambassadors, Community Ambassadors, casual staff, private providers and Cricket Australia Sport Development Program (CA SDP) students). HOW  Customise operational, promotional, administrative material and packs.  Recruit via MILO in2CRICKET Skills, MILO in2CRICKET, MILO T20 Blast School Cup Programs and localised private provider marketing material.  Establish Associations and private providers as key drivers for this program.  Centre Coordinator to oversee administration and logistics of centre. MILO T20 BLAST GIRLS ONLY MILO T20 BLAST

RESOURCES 2014/15 1,600 PARTICIPANTS* 2014/15 1,072 PARTICIPANTS** Tailored operational manual, promotional and administrative material. 2015/16 2,410 PARTICIPANTS* 2015/16 2,200 PARTICIPANTS**

2016/17 2,835 PARTICIPANTS* 2016/17 4,030 PARTICIPANTS**

2017/18 3,072 PARTICIPANTS* 2017/18 6,218 PARTICIPANTS**

0 500 1,000 1,500 2,000 2,500 3,000 0 1,000 2,000 3,000 4,000 5,000 6,000

MILO T20 Blast Girls Only participant target is in National target is 12,340. Current female addition to MILO T20 Blast particpation target. participation is 8.5% of the national target.

Current participation is 300. ** Incremental targets based on growth to 15% female participation by 2017/18. 16 * Incremental targets based on 80% growth over four 17 seasons to 2017/18. PARTICIPATION PATHWAY

GIRLS COMPETITIONS PROGRAM PROFILE

WHAT Female-only competitions targeted at Under-13, Under-15 and Under-18 age groups with focus on participation and fun. WHY To provide further opportunities for female cricketers to participate in cricket against other females of a similar age and standard. WHERE At local cricket clubs throughout the country. WHEN Based on State and Territory Cricket calenders. Scheduled to lead into Club Cricket, Indoor Cricket and Social Cricket. WHO Run by local Cricket Association, State and Territory Association, private provider, with cricket clubs entering their own individual teams. HOW Provide organisers with support in the planning and execution of competitions through State and Territory representatives. RESOURCES  Tailored promotional and administrative material.  Local seed funding to States and Territories to support development and implementation.

2014/15 1,280 PARTICIPANTS*

2015/16 1,507 PARTICIPANTS*

2016/17 1,814 PARTICIPANTS*

Current participation is 1,200. 2017/18 2,036 PARTICIPANTS*

* Incremental targets based on total 69% growth over four seasons to 2017/18. 0 500 1,000 1,500 2,000 18 19 PARTICIPATION PATHWAY CLUB CRICKET PROGRAM PROFILE

WHAT HOW Club cricket is what many often refer to as traditional community  Provide A Sport For All resource to cricket and played within an incorporated Association. Club cricket help make clubs more welcoming provides opportunities for participants to further develop their cricket and inclusive. skills in a structured, safe and enjoyable learning environment.  Customised promotional material as part WHY of the PlayCricket campaign.  Introduce the Five Star Club Mark Club cricket is the cornerstone of the Australian Cricket Talent Pathway. program. WHERE  Enhance cricket club facilities through the National Community Facilities Community cricket clubs within each local Cricket Association. Funding Scheme. WHEN  Improve the quality of player experience through coach education and ‘Club During the traditional cricket season in each State and Territory. Assist’ initiatives. WHO  Recruit Club, School and Community Ambassadors as key drivers for the A Cricket Associations, community cricket club administrators, coaches, Sport For All resource. volunteers and players. RESOURCES  ‘Club Assist’ resource/s.  Tailored promotional and administrative material.  A Sport For All Club resource.

2014/15 16,250 PARTICIPANTS*

2015/16 16,783 PARTICIPANTS**

2016/17 17,958 PARTICIPANTS** * National participation target is 345,367 for all of club cricket. Current female participation is 5% of the national target. 2017/18 19,181 PARTICIPANTS**

** Incremental targets based on 20% growth from 2014/15 baseline. 0 5K 10K 15K 20K 25K 20 21 PARTICIPATION PATHWAY INDOOR CRICKET COMPETITIONS PROGRAM PROFILE

WHAT A six week Indoor Cricket competition for both youth and open age participants with a focus on participation. Competition is organised by Cricket Australia accredited indoor centres. WHY To provide further opportunities for female cricketers to participate in cricket and develop their skills, as well as providing a pathway to Female Super Leagues (see over) and the National Indoor Cricket Championships. WHERE To be delivered in metropolitan regions in each capital city where there are multiple accredited Cricket Australia Indoor Centres. WHEN Based on State and Territory cricket calendars. WHO Delivered by Indoor Cricket Centre Managers with support from the Indoor State and Territory bodies, private providers and SEDA students or equivalent. HOW  Develop a promotional strategy for Female Super Leagues.  Establish Cricket Australia accredited indoor centres and/or private providers as key drivers for this program.  Centre Coordinator to oversee administration and logistics of the League.

RESOURCES  Customised promotional and administrative material.  Customised kit 2014/15 12,315 PARTICIPANTS* bags with equipement for the centre. 2015/16 15,430 PARTICIPANTS**

2016/17 18,806 PARTICIPANTS** * National participation target is 175,929 for all of indoor cricket. Current female participation is 7% of the national target. 2017/18 24,494 PARTICIPANTS**

** Incremental targets based on growth to 12.5% female participation by 2017/18. 0 5K 10K 15K 20K 25K 22 23 PARTICIPATION PATHWAY INDOOR CRICKET SUPER LEAGUES PROGRAM PROFILE

WHAT A six week indoor competition for female youth and open-age participants organised by Cricket Australia accredited indoor centres. Super Leagues are the next step on the pathway and towards selection for State teams. WHY To provide further opportunities for female cricketers to participate in cricket and as a pathway to the National Indoor Cricket Championships. WHERE To be delivered in metropolitan regions in each capital city where there are multiple accredited Cricket Australia indoor centres. WHEN Based on State and Territory cricket calendars. WHO Delivered by Indoor Cricket Centre Managers with support from the Indoor State and Territory bodies, private providers and Cricket Australia Sport Development Program students (CA SDP). HOW  Develop a promotional strategy for Female Indoor Cricket.  Establish Cricket Australia accredited indoor centres and/or private providers as key drivers for this program.  Centre Coordinator to oversee administration and logistics of the League. RESOURCES  Customised promotional and administrative material.  Customised kit bags for the centre.

2014/15 240 PARTICIPANTS*

2015/16 640 PARTICIPANTS** * Indoor cricket super leagues comprising of six new female only competitions with at 2016/17 1,120 PARTICIPANTS** least four teams in each competition (minimum of four week duration). 2017/18 1,680 PARTICIPANTS** ** Incremental targets based on increase of competitions, by 10, 12 and 14 along with retention of players from previous season. 0 500 1,000 1,500 2,000 24 25 RESOURCES

26 27 RESOURCES A SPORT FOR ALL RESOURCE

OBJECTIVE OUTCOMES For Australian Cricket to be a more welcoming and  3,750 Club Ambassadors by 2017/18 entrenching inclusive sport for all Australians. diversity and inclusion in more than 90% of Australian cricket clubs. HOW  Delivery of A Sport For All diversity and inclusion  Develop A Sport For All resource. This resource will workshops to the Australian Cricket workforce include a include a diversity and inclusion textual (paid and non-paid) cover cricket’s 75 regions. guide to inclusive engagement as well as case studies  Female, Multicultural, Indigenous and Disability and situational scenarios. The resource will cover all communities better reflected in Australian Cricket as areas of cricket including indoor centres, clubs and fans, players volunteers, coaches and umpires. schools. It will provide guidance for engagement of An informed education and training framework in diverse communities and the spirit of cricket.  place across Australian Cricket to achieve sustained  Delivery of A Sport For All diversity and inclusion participation in women’s cricket at the elite level. training seminars to the Australian Cricket workforce By 2016 all elite Australian cricketers, male and female (paid and non-paid) cover cricket’s 75 regions.  will have taken part in diversity training.  Recruitment and training of Club Ambassadors as educators within in their clubs (phased process over four years to reach 3,750 across Australia by 2018. TIMELINES  Delivery of A Sport For All resource presentations by 2014/15 Program rollout. Club Ambassadors to volunteers at their club. 2015/16 First round of program delivery complete.  Integration of A Sport For All resource content into all of Cricket Australia’s educational and in-services training, RESOURCES including MILO in2CRICKET and MILO T20 Blast coordinator training (230 per annum Australia wide).  A Sport For All resource.  Work with Deakin University and the Australian  Club Ambassadors. Cricketers Association on a high level research project about the professionalism of the women’s game.  Through research gain a greater understanding of how professional identity is interpreted and practiced across the different layers of engagement across the industry.

28 29 RESOURCES

ICC CRICKET WORLD CUP 2015

OBJECTIVE OUTCOMES To inspire passion and participation in a celebration of  Help to position cricket as Australia’s favorite sport cricket that will bring lasting benefits to the game locally – A Sport For All Australians by reaching and and internationally. engaging fans.  Strengthen opportunities for children, families and HOW multicultural communities to participate in cricket programs and social cricket events.  Recruit 2,000 skilled volunteers across Australia to support the delivery of the ICC Cricket World Cup 2015.  Support the development of new skills, networks and experiences for cricket staff and volunteers.  Attract high quality Indigenous and multicultural Net Bowlers for the Tournament.  Leverage funding (cash and in-kind) from government and others to grow and diversify community cricket Promote a celebration of world cricket to more than  participation. 250,000 people through involvement with large-scale community festivals, events and carnivals.  Establish/strengthen partnerships between government, multicultural communities, media Help to create a cricket culture in up to 4,000  and corporate, amongst others. Australian schools through the development of a new cricket curriculum. TIMELINES  Assist up to 1,000 Australian primary schools to develop a deeper appreciation and understanding of January 2014 to March 2015. the countries and cultures that make up the ICC Cricket World Cup 2015. RESOURCES  Establish and develop partnerships with multicultural  ICC Cricket World Cup 2015 Community media agencies to increase the public profile of cricket Engagement Plan. throughout multicultural communities.  Create brokerage opportunities to develop and/or strengthen networks with multicultural communities.

KFC T20 BIG BASH LEAGUE (BBL)

OBJECTIVE We want cricket to be a sport that all Australians enjoy regardless of their age, background, gender or ability. The KFC T20 Big Bash League (BBL) plays a part in this strategy and was created to appeal to kids, families and women as well as cricket lovers – the objective of the BBL is to drive new fans and participants to the game of cricket. From a fan perspective the BBL is easily accessible through simple rules, short games and a social festival like atmosphere.

With the potential for a Women’s BBL competition similar to the mens, more female players will have the opportunity to play twenty20 in a vibrant domestic competition providing greater exposure for womens sport. The prospect of the alignment of teams, double-headers alongside the men as well as standalone fixtures, means BBL is the perfect vehicle to demonstrate to the next generation of female sportswomen that cricket, both to play and watch, is at the forefront of Australian sport. HOW  BBL Community Engagement Strategy/Matrix.  BBL Community Engagement Leaders.  Strategic Growth Market Funding.  BBL and Game & Market Development Integration.  Community Rookie contracts.  Fan Development Plan.  Fan friendly BBL season scheduling.  Create an accessible, easy to consume and entertaining sport for all Australians. OUTCOMES  Attrract new and diverse fans to cricket through the BBL.  Build attendances and TV viewership.  Drive city-based rivalries.  Create the next generation of T20 players.  Build fan passion. TIMELINES Ongoing. RESOURCES  BBL Community Engagement Strategy/Matrix.  Fan Engagement Plan.

32 33 RESOURCES NATIONAL DIVERSITY CONFERENCE

OBJECTIVE A leading National Diversity Conference that showcases best practice in diversity and inclusion across Australian Cricket in conjunction with commercial and community partners. HOW Organise an annual conference for key internal and external stakeholders. OUTCOMES  Increase level of awareness and education of diversity and inclusion in Australian Cricket.  The ongoing development of diversity and inclusion strategies and programs in Australian Cricket to reflect industry best practice.  Australian Cricket is a leader on diversity and inclusion in sport. TIMELINES Rollout 2015/16 and then ongoing. RESOURCES Conference operational plan.

34 35 RESOURCES NATIONAL EQUIPMENT DRIVE

OBJECTIVE TIMELINES Ensure that cricket equipment is accessible to every child who wants to Roll out 2015/16 ongoing. play cricket. RESOURCES HOW  Communication plan.  Collect cricket equipment at major Australian cricket fixtures.  Operations plan for the collection, transportation and distribution  Storage and distribution through external partners. of equipment.  Promote the program and establish an enquiry process. OUTCOMES  Equipment is accessible to any child who wants to play the game in particular those amongst the focus communities.  Sustainable program maximising the availability of equipment.  Reduce the financial barriers to playing cricket.

36 37 RESOURCES COMMUNITY ACTIVATIONS

OBJECTIVE Showcase cricket and build a database of potential participants and fans in focus communities. Recognise and celebrate key dates amongst the focus communities e.g. Harmony Day, International Women’s Day, NAIDOC Week, International Day of People with Disability and Australia Day. HOW  Coordinate attendance at key community carnivals, festivals and conferences in conjunction with States and Territories and local communities.  Incorporate a come and try activity into all activations. OUTCOMES  Develop relationships with key stakeholders in the community.  Establish a database with prospective participants and fans.  Raise awareness of the Australian Cricket brand among focus communities. TIMELINES Roll out 2014/15 then ongoing. RESOURCES  Data collection form.  Calendar of events.

38 39 RESOURCES

SCHOOL AMBASSADORS

OBJECTIVE To recruit 10,000 active School Ambassadors to drive cricket in the school yard and assist in converting students to become registered players and fans by 2016. HOW  School Ambassador Incentive Scheme.  School Sport Australia (SSA) partnership.  Implement Gold, Silver, Bronze incentive scheme.  Implement a Participation Points Scheme. OUTCOMES  10,000 active School Ambassadors.  Significant increase in the conversion rate of students to registered players and fans.  Each Australian school to have a sustainable cricket culture. TIMELINES 2014/15 Program rollout. RESOURCES  School Ambassadors website including e-resources.  Customised collateral, branding and marketing eg. newsletter templates, banners, posters, hype reels, etc.  Lesson plans.

40 41 RESOURCES

CLUB AMBASSADORS

OBJECTIVE Further engage community cricket clubs by providing resources, education and communication through Club Ambassadors. Club Ambassadors will provide a welcome point at community cricket clubs and assist in developing female cricket opportunities at a local level.

HOW  Recruit club volunteers (phased process over four years to reach 3,750 across Australia) as Club Ambassadors.  Provide education and training to all registered Club Ambassadors.  Establish an incentive based Club Ambassador program that rewards and encourages take-up of Cricket Australia and State and Territory initiatives.  Promote of Cricket Australia resources, education programs and support services through a Club Ambassador dedicated page on the Club Assist website.

OUTCOMES  3,750 Club Ambassadors by 2017/18.  Every community club with an Ambassador has signed up to the Five Star Club Mark Program.  All Club Ambassadors will be trained to deliver the A Sport For All program to volunteers.  Have a direct point of contact with community clubs that enables the flow of information from the governing bodies to grassroots cricket.

TIMELINES 2014/15 Program rollout. 2015/16 First round of program delivery complete. RESOURCES  Kits for Club Ambassadors which includes position description.  Presentation and training – How to Guide.  Marketing and merchandise material.

42 43 RESOURCES COMMUNITY AMBASSADORS

OBJECTIVE TIMELINES The aim of the Cricket Australia Community Ambassador Program is to 2014/15 Program rollout. ensure that cricket has a meaningful presence within Australian communities. The Community Ambassador will be an integral part of RESOURCES promoting cricket within the four focus communities.  Customised collateral, branding and marketing, e.g newsletter templates, HOW posters and flyers.  Build a database of key stakeholders.  Community Ambassador training program.  Deliver cricket related activities and events. Community Ambassador  Represent Australian cricket at community festivals.  incentive scheme.  Transition teams into Cricket Australia structured club cricket and increase number of participants (players, coaches, referees and volunteers).  Distribute National and State communication to increase aware of cricket and community based initiatives.  Promote events in community media.  Promotion of Cricket Australia resources, education programs and support services.  Collaborate with Regional Cricket Managers to engage with the four focus communities.  Implement a gold, silver, bronze incentive scheme. OUTCOMES  500 Community Ambassadors by 2017/18.  Network of well informed Ambassadors to promote Australian cricket within the four focused communities.  Well-developed network of Ambassadors capable of delivering cricket related activities and events.

44 45 RESOURCES FEMALES IN CRICKET DEVELOPMENT PROGRAM

OBJECTIVE OUTCOMES RESOURCES To recruit and retain female  BY 2017/18 20% of Community  Operational plan for States and administrators, coaches, umpires Coaches (Level 1) are female. Territories to subsidise female and scorers.  By 2017/18 7% of attendance at Community HOW Representative Coaches (Level 2) Coach Courses (Level 1) and to are female. run female only coach courses.  Provide subsidised Community  By 2017/18 15% of Umpires  Operational plan for States and Coach (Level 1) & Representative in each State and Territory Territories to subsidise female Coach (Level 2) course places are female. attendance at a Representative and female only coaching Coach course (Level 2). courses.  By 2017/18 1,600 people have participated in a leadership  Operational plan for States and  Administrators leadership course course (50 people per year Territories to hold professional to run in each State and Territory. across eight States over four development sessions for Level  Provide subsidised Umpire and years). Series of network events 1 Umpires. Scorer courses for females. in place for females in cricket.  Operational Plan for State and  Showcase examples of best  Increase the number of females Territory based leadership practice and personal stories of involved in cricket as program including marketing female involvement in cricket. administrators, volunteers and materials. committee members.  Communication plan. TIMELINES 2014/15 Program rollout.

46 47 48 MORE INFORMATION WWW.PLAYCRICKET.COM.AU/A-SPORT-FOR-ALL DEVELOPMENT MARKET AND GAME FOR STRATEGY NATIONAL FEMALE CRICKET

SENIOR MANAGER FEMALE CRICKET OFFICER 2014/15-2017/18 COMMUNITY ENGAGEMENT

Phone: +61 3 9653 9928 Phone: +61 3 9653 9920 Fax: +61 3 9653 8889 Mobile: +61 437 111 130 Email: [email protected] Email: [email protected]