SOFTBALL in AUSTRALIA 2017-2022 – REFRAMING the FUTURE! Sits Within the Sport Planning Framework

SOFTBALL IN AUSTRALIA REFRAMING THE FUTURE! 2017-2022

A strategic plan for enhanced collaboration and growth within the Australian softball community

FRAMING THE FUTURE! 2017-2022 Our Plan

We believe in the power of softball to have a positive impact on all Australians, through their engagement in our sport (e.g. as a player, coach, official, volunteer, supporter / spectator, parent / caregiver, etc.). This Plan is intended to be relevant to everyone within the Australian softball community (i.e. Clubs, Local Associations, Member States, Softball Australia, commercial partners and all supporters of our great sport).

In 2014, the eight Member States and Softball Australia worked together to develop the first ever “Whole of Sport” Strategic Plan 2014-2017 , designed to help guide the positive collaboration and effectiveness of all elements of the sport throughout the country. Exciting and inspiring work has occurred within the Australian softball community between 2014 and 2017, as result of the plan and the willingness of all elements of softball to work together for the betterment of the sport is evident. However, we know there is still much more work to be done if our great sport is to flourish in what are rapidly changing times!

We see 2017-2022 as the most exciting period of our sport’s long history in Australia. We are confident of the role SOFTBALL IN AUSTRALIA – REFRAMING THE FUTURE! will play in maximising the success of all elements of our sport during this period. Together, we will provide meaningful and positive experiences for our members and others who engage in softball, as well as introducing more people to our great sport.

Each element of the Plan is important. Each is connected. Combined, they will fuel growth. As we work unselfishly together to deliver this Plan, we will see softball returned to its rightful place as a sport of cultural significance throughout Australia.

John Hollingsworth Chair, Softball Australia Ltd 1 Developed by the Australian softball community for the Australian softball community What is SOFTBALL IN AUSTRALIA – REFRAMING THE FUTURE?

SOFTBALL IN AUSTRALIA – REFRAMING THE FUTURE! has been developed to:

Provide vision and Guide the future growth Ensure the relevance direction to all elements and capacity of the of softball within the of the Australian softball Australian softball Australian sporting sector community. community. and broader community.

Excite the Australian softball community Encourage coordination, cooperation enough to work together to ensure the and collaboration amongst the Australian successful and sustainable future of softball community. softball throughout the country, in what are rapidly changing times.

SOFTBALL IN AUSTRALIA – REFRAMING THE FUTURE! outlines what the Australian softball community plans to achieve collectively and how it plans to do so over the 2017-2022 period. Individual entities within the Australian softball community (e.g. Member States, Regional / District Associations and Clubs), may have individual strategic focus areas, which are not included in this Plan, however our "whole of sport" planning approach will help embed formalised cross-organisational collaboration and alignment in areas of joint strategic need, 2whilst also allowing each entity to focus on priorities specifically relevant to them, as required. REFRAMING THE FUTURE! 2017-2022

Developed by the Australian softball community for the Australian softball community

Creating the right plan to move the sport of softball forward nationally has taken careful thought and consideration. It has also taken time and contributions from stakeholders across all elements of the Australian softball community. A summary of the work done in the lead up to developing SOFTBALL IN AUSTRALIA – REFRAMING THE FUTURE! is presented below.

1. Comprehensive document and data review

2. 742 e-Surveys completed

3. Various discussions with Softball Australia Chair and CEO

4. Preliminary Findings and Opportunities Paper

5. Softball in Australia 2017-2022 Strategic Planning Forum, attended by over 30 delegates representing each state and territory and all elements of the Australian softball community

6. Draft Softball in Australia 2017-2022 Strategic Plan

7. Stakeholder feedback

8.SOFTB ALL IN AUSTRALIA 2017-2022 - REFRAMING THE FUTURE!

A Necessary Shift in Focus

Due to various sport and recreation megatrends, as well as recent social, political and financial influences impacting on Australians, the sustained success of softball in Australia is far from assured. Based on this awareness, the Australian softball community has identified the need for some fundamental changes in the way we work together to ensure we embrace broad collaboration and inclusion to achieve our future collective potential.

The entire Australian softball community is committed to working openly

and collaboratively together to ensure we maximise the future relevance and effectiveness of all aspects of our sport throughout Australia, in these rapidly changing times. 3 SOFTBALL IN AUSTRALIA

How SOFTBALL IN AUSTRALIA 2017-2022 – REFRAMING THE FUTURE! sits within the sport planning framework

SOFTBALL IN AUSTRALIA 2017-2022 – REFRAMING THE FUTURE! is part of a broad national and international sport planning framework. As such, all elements of the following sport planning framework have been used as reference points in the design of REFRAMING THE FUTURE, to ensure optimal alignment. Club and Association and Plans

Member State Plans

REFRAMING THE FUTURE 2017-2022!

Australian Sports Commission National Sports Plan

World Baseball Softball Confederation Plan

Softball in Australia - Our Way! Our Common Our Common Vision Purpose “To have more people positively connecting with softball, in more places, For the Australian softball community more often!” to work together to enable all Australians to engage with softball in meaningful and positive ways; and to address barriers to this occurring. We will provide the right participation opportunities for more people, in more places and show a new generation how to get involved and 4stay involved with our great sport. REFRAMING THE FUTURE! 2017-2022

Our Behavioural Framework How SOFTBALL IN AUSTRALIA 2017- Our Behavioural Framework will drive everything we do – individually and collectively – to achieve our common vision. We will reflect a positive, collaborative and 2020 – REFRAMING THE FUTURE! respectful approach to working effectively and transparently with all within the Australian softball community. We will live a “what’s possible” mindset, underpinned by all people within the Australian softball community, “owning” the positive role sits within the sport planning they play in enhancing softball in Australia. When we do this, our potential is limitless!

• User Experience – Everything we do stems from us being framework ‘End-User Focused’. We are committed to accurately identifying the specific motivators of individual softball consumer groups (e.g. clubs, associations, players, coaches, umpires, volunteers, parents, supporters, sponsors, etc.); and to developing / delivering systems, programs and products designed specifically to meet these motivators.

• Collaboratগনাগগগগগতকরোে্করতোেকর্গগগগগগগগগগগতকলচতকলive – ে্িAll elements of the Australian softball movement will plan, deliver, monitor and review our core business together, in an honest, respectful and ‘open system’ approach to our work, for the benefit of the sport as a whole. We will always communicate openly and work together, to be better tomorrow than we are today.

• Creative and brave – We will be open to new ideas and different ways of thinking; we are prepared to be challenged; we are committed to sharing ideas and information; and to displaying collective determination and drive for the benefit of all elements of softball in Australia.

• Fun – We are all involved in softball because we love it and we want to enjoy every aspect of this involvement. Softball should always be fun and we need to always remember this.

• Inclusive – We welcome and embrace all members of the Australian community into our sport. We are a single sporting community, from all walks of life, inclusive of all backgrounds and ability levels and are representative of contemporary Australian society. 5 SOFTBALL IN AUSTRALIA

Our Strategic Priorities and Proof Points

To achieve OUR COMMON VISION we will prioritise:

1. One Softball We will work collaboratively, through aligned behaviours, systems, policies, procedures and programs, to build a sustainable sports business.

Contemporary digital / Contemporary good practice governance structures technology systems are in place and systems are in place at all layers of the sport at all layers of the sport

Commercial revenue will be 20% of Softball Standardised policies and procedures are Australia revenue by 2022 in place at all layers of the sport

The softball brand is a united, relevant and purposeful brand, widely recognised throughout the Australian Sport and Active Recreation Sector and the broader Australian community

A contemporary, collaborative approach to organisational planning and management is in place between Softball Australia and Member States, to ensure our collective sustainability

2. Participation We will make softball more accessible, relevant and rewarding for all Australians. More recreational / social participants

More junior, youth, open and masters players More school-based participants

An evidence-based “whole of sport” national development framework in place, which guides the optimal support of all players, coaches and officials

More skilled, supported and rewarded coaches, officials and volunteers

More flexible competition formats More players from minority groups (e.g. all abilities, More access to better infrastructure (facilities) Indigenous, CALD)

More delivery of softball participation products and programs

3. High Performance Success We will deliver winning teams that inspire and excite Australians. Better broadcast and digital products and content Enhanced relationships with broadcast partners to connect Podium placed national teams at all Benchmark Events with more fans

A high quality softball spectator experience for all at every state, national and international events hosted in Australia

Key social media metrics increasing by 10% per annum 6 Host commercially viable national and international softball events, as strategically appropriate REFRAMING THE FUTURE! 2017-2020

REFRAMING THE FUTURE! 2017-20272 SOFTBALLNETBALL IN IN THE AUSTRALIA SHIRE

Our Projects

Between 2017 and 2022, all elements of the Australian softball community and our key partners, will work together to develop, implement and review a suite of strategic projects, designed to achieve our Proof Points over the lifecycle of REFRAMING 8 THE FUTURE! 2017-2022. FRAMINGRAMING THE FUTURE! 2017-20202017-2022

Annual Activation Plans To ensure the effective implementation of all strategic projects within REFRAMING THE FUTURE! 2017-2022 , Annual Operations Plans will be developed throughout its lifecycle. These plans will identify which strategic projects will be initiated / completed each year; and what collective human, physical and/or financial resources will be allocated to each project. Together, we will make this happen! 9 Between 2017 and 2022, we will prioritise the following 14 strategic projects: Strategic Priority Area 1 – One Softball

Project – • Continue to implement the shared services agreements Softball in currently in place between Softball Australia and various Member States (e.g. financial services and Association Australia shared Coordinators). services model • Develop a Softball in Australia Shared Services Model (i.e. people and culture, commercial, financial management, digital / IT, policies and procedures, etc.) and pilot the model between Softball Australia and at least one identified Member State in 2018.

Project – Form the Softball in Australia Strategic Direction Improvement Working Party Softball in Australia (SDIWP) - 2.0. This group may include governance model stakeholders from Softball Australia, (reframing the future) each Member State, club and association. Identify and agree on the governance / administrative The role of the SDIWP 2.0 is to: model which will best support • Confirm the current position of the sport of softball in Softball Australia and each Member State in relation to the findings to Australia achieving its come from the “Waiting for an Asteroid – Softball in Australia: A Concept for potential. Change Discussion Paper, May 2017”.

• Seek financial support to undertake a detailed business case analysis and feasibility study relating to the implementation of potentially suitable governance models.

• Confirm the position of Softball Australia and each Member State in relation to the findings to come from the business case analysis and feasibility study.

• Develop a detailed Action Plan for implementation of the recommended model/s detailing key milestones, resource implications and accountabilities.

• Work with all parties to successfully implement the Softball in Australia Optimal Governance and Administrative Model Action Plan. 10 REFRAMING THE FUTURE! 2017-2022

Project – Use the “Generating Commercial Revenue - The Sustainable Approach” resource developed by the Softball in Australian Sports Commission to develop and Australia implement a “Whole of Sport” 2018 - 2022 Commercial Commercial Strategy, designed to grow the collective commercial revenue of the Australian Strategy softball community.

Develop and implement a “Whole of Sport” 2018 - Project – 2022 Digital Strategy, designed to ensure digital systems, tools and activities help all elements of the Australian Softball in softball community to more effectively and efficiently Australia Digital manage core business. Strategy

Note: This will include enhancing the current mySoftball Customer Relationship Management System (CRM) and all aspects of softball’s data management.

Project – Develop a strategy to maximise the effectiveness and reach of our communications with Softball Australia both internal and external partners, increasing the Marketing and softball brand’s exposure, and optimally marketing the Communications Australian national team and players. Strategy The strategy will include the development and promotion of more cutting edge softball related digital content and products.

National Teams (creating heroes) will be a key enabler within the strategy.

Note: The Marketing and Communications Strategy and the Digital Strategy will have a level of interplay. 11 Strategic Priority Area 2 – Participation

Facilitate an independent review of the Softball in Project – Australia Competitions Framework at all levels, Softball in to scope the opportunities to improve the structure of the Competition Framework currently Australia delivered across Australia, to ensure the greatest Competitions efficiencies, whilst optimally supporting current and future players, coaches and umpires. and Events Framework The outcome of the review will include Review recommendations, which will ensure the Australian softball community delivers a sport industry leading competition pathway, which meets the participation motivations and development needs of all players, coaches and umpires participating in softball at local, regional and state levels.

The review will also provide strategic guidance to ensure the greatest commercial viability and operational efficiencies of all national and international softball events hosted in Australia.

Note: The scope of the review will also include assessing the feasibility of a National Softball League.

Use the Participation Drivers Planning Tool Project – developed by the Australian Sports Commission; and all other necessary resources, to develop and Softball in implement a “Whole of Sport” 2018 - 2022 Participation Australia Strategy, designed to grow the membership and participation base of the Australian softball community. Participation Strategy

Project – Use the current Softball FTEM Outline to develop a detailed Player Pathway Framework resource. Softball National Player Pathway The key purpose for the resource is to provide Framework (grass specific and consistent guidance and support to anyone who influences a grass roots / development roots and talent level softballer (e.g. parents, coaches, officials, selectors, performance services personnel and development) administrators) in order for them to optimally support their successful participation in all stages of the 12 pathway. REFRAMING THE FUTURE! 2017-2022

Following the development of the Softball Australia Player Project – Pathway Framework (refer above), develop an updated “Whole of Sport” Coach Development Framework , which Updated Softball aligns with, and is based on the various elements within the Australia Coach Player Pathway Framework . Development Develop relevant updated courseware (i.e. learning and Framework assessment resources) associated with each updated National Coach Accreditation Scheme Training Program.

Project – Softball in Develop and implement a Softball Australia Coach Coach Accelerator Program (CAP), designed to accelerate the development of outstanding Accelerator coaches, operating at all levels of the player Program pathway. Framework

Following the development of the Softball Australia Project – "Player Pathway Framework" (refer above), develop an updated "Whole of Sport" Official Development Updated Softball Framework", which aligns with, and is based on the Australia Official various elements within the "Player Pathway Development Framework". Framework

Develop relevant updated courseware and assessment resources associated with each updated National Official Accreditation Scheme Training Program.

Develop a National Facilities Policy Guidelines resource for softball in Australia. This will be a user- friendly resource to support Softball Australia, Project – Member States, local Associations, Clubs, all Softball in levels of government, and developers, to ensure the provision of the optimal softball facilities footprint Australia across Australia for many years to come.

Facilities Policy The Guidelines will provide stakeholders with an overarching Guidelines policy that can assist in the planning and development of community softball facilities, ensuring the softballers of today and tomorrow can enjoy this great sport into13 the future. SOFTBALL IN AUSTRALIA

Strategic Priority Area 3 – High Performance Success

Develop a 2018-2022 Softball Australia High Performance Plan, designed to strategically guide Project – Softball Australia’s high performance investment and activities in the lead up to the Tokyo Olympic Games Softball Australia – to achieve the key high performance proof point of 2018-2022 High “Podium placed national teams at all Benchmark Events".

Performance Note: The development of this Strategy is to build Strategy on high performance operational plans currently in place (i.e. Softball HP Olympic Operation Plan 2017 to 2018 and Aussie Spirit 2018 World Championship Action Plan).

Project – Develop and implement the high performance elements Softball National of the National Player Pathway Framework Player Pathway resource project outlined in Strategic Priority Area 2. Framework (High Performance)

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Project Matrix

The matrix below maps each of our 2017-2022 Strategic Projects, to our Strategic Priorities and Proof Points. This process ensures our collective activity is always aligned to our Plan.

Strategic Projects

Strategic Updated Updated Softball in Softball in Softball in Softball Softball in Softball in Softball Softball Softball in Softball Australia Softball in Softball in Australia Softball in Australia Softball National P r i o r i t i e s Australia Australia National Australia Australia Australia governance Australia Australia Competition Australia National Australia Player shared Marketing and Player Coach Coach Official model Commercial Digital and Events Participation Facilities 2018-2022 Pathway and Proof Points services Communications Pathway Develop- Accelerator Develop- (reframing the Strategy Strategy Framework Strategy Policy HP Strategy Framework model Strategy Framework ment Program ment future) Review Guidelines (HP) Framework Framework STRATEGIC PRIORITY AREA 1 – ONE SOFTBALL

Contemporary good practice governance structures and systems are in place at all ✓ ✓ layers of the sport

A contemporary, collaborative approach to organisational planning and management is in place between Softball Australia and Member States, to ensure ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ our collective sustainability

Standardised policies and procedures at all layers of the sport ✓ ✓

The softball brand is a united, relevant and purposeful brand, widely recognised throughout the Australian Sport and Active Recreation ✓ ✓ ✓ ✓ Sector and the broader Australian community

Commercial revenue to be 20% of Softball Australia revenue by 2022 ✓

Contemporary digital / technology systems are in ✓ 16place at all layers of the sport REFRAMING THE FUTURE! 2017-2022

Strategic Projects

Strategic Updated Updated Softball in Softball in Softball in Softball Softball in Softball in Softball Softball Softball in Softball Australia Softball in Softball in Australia Softball in Australia Softball National P r i o r i t i e s Australia Australia National Australia Australia Australia governance Australia Australia Competition Australia National Australia Player shared Marketing and Player Coach Coach Official model Commercial Digital and Events Participation Facilities 2018-2020 Pathway and Proof Points services Communications Pathway Develop- Accelerator Develop- (reframing the Strategy Strategy Framework Strategy Policy HP Strategy Framework model Strategy Framework ment Program ment future) Review Guidelines (HP) Framework Framework STRATEGIC PRIORITY AREA 2 – PARTICIPATION

More recreational / social participants ✓ ✓ ✓ ✓ More school-based participants ✓ ✓ More junior, youth, open and masters players ✓ ✓ ✓ ✓ ✓ ✓ ✓

More players from minority groups (e.g. all abilities, Indigenous, CALD)

More skilled, supported and rewarded coaches, officials and volunteers ✓ ✓ ✓

More delivery of softball participation products and programs ✓ ✓ ✓

More flexible competition formats ✓ More access to better infrastructure (facilities) ✓ An evidence-based “whole of sport” national development framework in place, which guides the optimal support of ✓ all players, coaches and officials 17 SOFTBALL IN AUSTRALIA

Strategic Projects

Podium placed national teams at all Benchmark Events ✓ ✓

A high quality softball spectator experience for all at every state, national and international event hosted in ✓ ✓ Australia

Better broadcast and digital products and content ✓ ✓ Enhanced relationships with broadcast partners to connect with more fans ✓

Key social media metrics increasing by 10% per annum ✓ ✓ Host commercially viable national and international softball events, as ✓ ✓ ✓ ✓ ✓ strategically appropriate 18 REFRAMING THE FUTURE! 2017-2020

Via the successful implementation of our identified strategic projects, all of our Strategic Priorities will be achieved and our Proof Points will be clear for19 all to see. SOFTBALL IN AUSTRALIA

Our Future Now

SOFTBALL IN AUSTRALIA – REFRAMING THE FUTURE! 2017-2022 aims to build on the collaborative work done by many people and organisations within the Australian softball community over many years. It will use this platform to make exciting and challenging changes to what we do, when we do it, how we do it, where we do it and who we do it with. SOFTBALL IN AUSTRALIA – REFRAMING THE FUTURE! 2017-2022 signals the start of a new and extraordinary chapter in the life of softball in Australia and everyone who engages with it. Every stakeholder has a role to play in delivering our plan. We will be working closely with all key stakeholder groups and individuals to ensure softball achieves its immense potential between 2017 and 2022 and beyond. Through renewed trust, cooperation, connection and commitment, we can 20and will achieve OUR VISION. REFRAMING THE FUTURE! 2017-2020

To have more people positively “connecting with softball, in more places, more often! ” 21 SOFTBALL IN AUSTRALIA REFRAMING THE FUTURE! 2017-2022

A strategic plan for enhanced collaboration and growth within the Australian softball community