National Participation and Engagement Plan

2021-22 , with assistance from Sport Australia, in partnership The Plan’s intention is to meet the challenges in hockey, the same or similar challenges that are experienced across with the Member Associations, community sport in general. and in collaboration with grassroot communities in Associations and To do this, this Plan: Clubs, have developed the National 1. Aligns the participation, recruitment and retention focus with the broader Hockey Australia Strategic Plan. Participation and Engagement Plan 2. Provides innovative, supportive and collaborative measures critical in assisting all hockey communities in (the Plan) which will see the game recovering from the COVID-19 experience. grow into the future. 3. Offers hockey the best opportunity to position itself to grow the game in all areas during the life of the subsequent Plan, commencing in 2023. This Plan has been developed with The Plan demonstrates how Hockey Australia will implement its strategic direction in the participation and the hockey community, for the hockey engagement space, whilst supporting Member Associations to establish programs and measures to meet their community. A top-down approach in strategic goals and the localised requirements of their communities. drafting this document would not have Due to the level and spirit of consultation in its development and the practical nature of the content, the Plan will be engaged our hockey communities to the a primary resource for a Member Association, local Clubs and Associations. extent they were. Flexibility in approach It is an Association/Club friendly document which can be referenced regularly by grassroots communities, in and delivery is critical in meeting the conjunction with their State/Territory bodies. It provides direction, comfort and assurance to our hockey members, diverse needs of our hockey family. participants and volunteers that they are on track in providing a positive experience for those accessing our sport. Hockey Australia will support common The Plan is constructed on the most up to date, evidenced-based research around community sport and narrows in needs and provide frameworks to allow on the more hockey specific challenges. national reach through local delivery. The foundation of the Plan is the nine Sport Australia Participation Drivers. This is the first introduction of these Drivers to our sport and will serve as a strong base for hockey to springboard into the life of this and future Plans.

The Drivers were developed through a straw-man framework. Initial learnings were taken from existing Sport Australia documentation. These learnings were tested and refined through a desktop review of available literature from within and outside the sports sector. The drivers were then tested and further refined with stakeholders from all levels of the sports sector, including Sport Australia, National Sporting Organisations, State Sporting Organisations, and representatives from community sport. The iterative process resulted in the final nine drivers listed and defined in this document.

While not included as a standalone Driver, inclusion is an underlying principle that sits within each. Hockey has a proud history of diversity and inclusion, and it is expected our sport approaches everything we do in a welcoming and inclusive manner. In hockey we accept everyone, just as they are.

The journey over the next two years is an exciting one, and one that will be full of great innovation and engagement. Our Purpose

Hockey is a sport The sport of hockey We also strongly played across is a welcoming, believe that every Australia, from the family friendly and participant should city to the country, inclusive sport and have the opportunity equally by men Our national teams are we wish to fully We consider enjoyment to strive to achieve and women, boys among the best in the embrace existing across all aspects their personal and girls. world and regularly and new – players, of the game to be a aspirations as achieve podium coaches, officials, central philosophy a player, coach, performances at major staff, volunteers and which underpins how official, volunteer or benchmark events. fans alike. we operate. paid administrator. Our Values

Leadership Integrity Excellence Inclusion

Our values are central to our way of working. At Hockey Australia we will:

Continue to LEAD by working collaboratively with our stakeholders.

Operate with INTEGRITY in all areas of our work by placing the best interests of hockey in Australia at the centre of any decision.

Pursue EXCELLENCE both on and off the field of play.

INCLUDE and welcome any person who wants to engage in, and enjoy, our wonderful sport. Of the New and Returning, respondents play hockey for fun 89% State of Play fitness 68% friendships 66%

Membership and Participation Numbers National Engagement Survey 2020 The number of responses received across the New, Returning and Lost members for the Year Memberships +/- % Participation +/- % National Engagement Survey 2020 was 3,403.

2016 98,435 196,584 New 2017 95,373 -3.1% 183,334 -6.7% 50% of the new members The top motivations for New members for trying The most common things 2018 93,770 -1.7% 203,853 +11.2% were returning after playing hockey were to hockey for the first time reported by new players a break, with the have fun (89%), to get fit were more likely to be that hockey could do to 2019 97,608 +4.1% 205,450 +0.8% remainder trying hockey and healthy (64%) and to motivated by improving encourage more people for the first time. socialize (62%). their new skills. to join the sport were 2020* 76,653 -21.5% 162,176 -21.1% nothing (26%), reduce cost (24%) and provide discounts (14%). *No formal club hockey competition conducted in Victoria in 2020 due to the impact of COVID. Returning

The top motivations for playing hockey were to have The most common things reported by returning fun (88%), to get fit and healthy (72%) and to socialise players that hockey could do to encourage more (71%). To improve skills was higher in the younger people to join the sport were reduce the cost (34%), and older age groups, whereas, to relieve stress was provide discounts (13%) and nothing now (12%). higher in the middle age group.

Lost

The largest lost 25% of lost players 67% of those who did not return to hockey were demographic was the intend to return in 2021, satisfied with their experience. The most common 12-17 year old cohort. 14% will not return and reason for not returning was COVID-19 (19%). 26% were undecided. Market Insights

MEASURE OF SUCCESS The collection of evidence on current and 1. Design, in partnership with Member potential participants; OBJECTIVES Associations, a consistent Member and the operating Engagement Survey by December 2020. • Develop a consistent approach, 2. Hockey Australia to lead the analyses of environment. timing and process in surveying member data annually to increase awareness New, Lost and Returning members. of the motivations and barriers to participation • Develop the knowledge and in Hockey with the aim to return to 2018 capability to capture and evaluate participant numbers by December 2022. new data (internal and external) to support the review of existing, and 3. Hockey Australia to lead the analyses of the development of new, Hockey member data to identify and assist in products to address barriers, implementing effective strategies to reduce threats and opportunities. the National churn by 3% from December 2021 to December 2022. Product Design

MEASURE OF SUCCESS The development of a product with benefits and 1. Hockey Australia to establish a features to meet consumer working group to review and provide needs & wants. OBJECTIVES recommendations on the current participation product suite by • Review and co-design products February 2021. and programs that are based 2. In partnership with Member Associations, on evidence and can be flexibly develop quality resources for program delivered. deliverers, teachers, coaches, umpires, • Provide bespoke support and officials, and participants to assist in introduce sustainable existing tailoring the national product offerings products used by communities to to suit the needs of each jurisdiction by Member Associations to meet the December 2021. needs of their jurisdiction. 3. Implement Stick2Hockey formats nationally, with Hockey Australia support by December 2022. Commercial

MEASURE The development OF SUCCESS of sustainable participation products & the commercialisation 1. Conduct annual reviews of nationally OBJECTIVES delivered products to ensure their of related assets. sustainability and are commercially viable. • Develop a National strategy to align Hookin2Hockey to HockeyOne. 2. Develop a set of resources to support Member Associations to align with a • Identify commercial opportunities HockeyOne franchise offer by February 2022. for Hookin2Hockey. • Facilitate relationships between Member Associations to educate on proven and sustainable programs and initiatives that have been identified as opportunities for their communities. Workforce

MEASURE OF SUCCESS

The means by which 1. The National Coaching and Officiating Framework to be: products are delivered OBJECTIVES a. Finalised by April 2021 to the market. • Develop a National Coaching and b. Implemented (new LMS operating) by Officiating framework to support December 2021 and guide Member Associations c. Completed transition (all current and new to deliver quality, safe and accreditations) by December 2022. inclusive programs. • Expand on the Shared Service 2. Establish resources to support coaches, officials model to support Member and volunteers at Club level by December 2022. Associations to manage the 3. Facilitate mentoring opportunities to support demand on coaches, officials Member Associations in areas of self-identified and volunteers in undertaking deficiencies and/or omissions within their their roles. workforce, building their capacity to support their • Develop and implement grassroots communities by December 2022. educational modules that builds 4. In partnership with Member Associations, establish the capacity and capability of a suite of resources to support the recruitment, volunteers and paid employees. induction, education and training of volunteers in Hockey by December 2021. Marketing and Communication

MEASURE The messages and OF SUCCESS methods sports use to communicate internally 1. Establish a set of consistent and easy to use resources and to consumers. OBJECTIVES to support Member Associations to engage with new, existing and lost participants by December 2021. • Raise the profile of 2. Implement localised Digital Marketing Support for Hookin2Hockey and establish a each Hookin2Hockey program from January 2021. marketing link to HockeyOne. • Develop a consistent and 3. Establish National Communication Principles in coordinated approach to collaboration with Member Associations, with the participation branding aim to enhance their messaging, promotions, and and messaging to support campaigns by December 2021. Member Associations, local 4. Applying Market Insights, establish annual bespoke Clubs and Associations. support to Member Associations in developing promotional strategies, targeting opportunities to help grow participation programs by December 2022. Infrastructure and equipment

The provision of MEASURE appropriate, accessible OF SUCCESS and affordable facilities and equipment. OBJECTIVES 1. Conduct National Audit of Facilities by December 2021. • Establish a National Facilities Plan for field and indoor resources. 2. Establish, in consultation with Member Associations, a National Facilities Plan by • Develop a set of resources to December 2022. support Member Associations and local clubs/associations to 3. Provide annual support to Member communicate and apply for external Associations and their affiliates to identify funding to enhance facilities and strategies and provide examples on how to purchase equipment. maximise usage of their facilities. Governance

The governance structure of the MEASURE organisation & the OF SUCCESS behaviours of the board. OBJECTIVES

1. Develop a set of resources and templates • Develop resources and provide to support Member Associations to apply a support to Member Associations, consistent methodology to report against local Clubs and Associations to participation objectives by December 2021. adopt good governance practices and behaviours. 2. Implement Game Plan (a capability • Promote clearly defined roles assessment tool) to support Clubs and and responsibilities within a best Associations by providing resources, practice governance structure assisting them to deliver local hockey that supports reporting against efficiently and positively by March 2021. participation for the sport. Unified behaviours

The whole of sport MEASURE approach taken to the OF SUCCESS delivery of the sport.

OBJECTIVES 1. In consultation with Member Associations, establish clear roles and responsibilities of • Establish a whole of sport each stakeholder in the participation and plan supported by Member engagement portfolio by June 2021. Associations outlining the roles and 2. Provide bespoke support annually, to each responsibilities for all stakeholders. Member Association to assist with alignment • Transition Hookin2Hockey to the of their participation objectives to the national member registration system. National plan. • Identify and develop bespoke Shared 3. Transition and house Hookin2Hockey and Services links across all jurisdictions. other entry level junior programs on the national member registration system by February 2022. Management

MEASURE OF SUCCESS

The experience, expertise and 1. Implement a Management Education Program for OBJECTIVES Hockey Australia staff, increasing their capacity performance of the to build the capability of Member Association • Develop and implement personnel by December 2022. management team. educational modules that builds the capacity and capability of 2. Provide annual support to Member Associations volunteers and paid employees to encourage Associations/Clubs to complete to explore other opportunities GamePlan (whole of sport health check) to help outside and within our sport. identify future opportunities to grow knowledge • Establish a Cross Jurisdictional and attract volunteers. Mentoring Network to support 3. Hockey Australia to establish the National Member Associations and Participation & Engagement Network to track their staff. management implementation of this plan and other • Identify opportunities for career growth initiatives by February 2021. progression, shared services, and knowledge sharing within 4. Develop and promote employment best practices, the sport. guidelines and resources to support Member Associations to recruit and retain staff by December 2021. NATIONAL PARTICIPATION AND ENGAGEMENT PLAN

Participation driver Market Insights Product Design Commercial Workforce Marketing and Infrastructure Governance Unified Management The collection The development The development The means by Communication and equipment The governance behaviours The experience, of evidence on of a product with of sustainable which products The messages & The provision structure of the The whole of sport expertise & current & potential benefits and participation are delivered to methods sports use of appropriate, organisation & approach taken performance of participants; and features to meet products & the the market to communicate accessible & the behaviours to the delivery of the management the operating consumer needs commercialisation internally and to affordable facilities of the board the sport team environment & wants of related assets consumers & equipment

Objective

• Develop a consistent • Review and co-design • Develop a National • Develop a National • Raise the profile of • Establish a National • Develop resources and • Establish a whole of sport • Develop and implement approach, timing and products and programs strategy to align Coaching and Officiating Hookin2Hockey and Facilities Plan for field and provide support to plan supported by Member educational modules that process in surveying that are based on evidence Hookin2Hockey to framework to support and establish a marketing link indoor resources. Member Associations, Associations outlining the builds the capacity and New, Lost and Returning and can be flexibly HockeyOne. guide Member Associations to HockeyOne. • Develop a set of resources local Clubs and roles and responsibilities capability of volunteers members. delivered. • Identify commercial to deliver quality, safe and • Develop a consistent and to support Member Associations to adopt for all stakeholders. and paid employees • Develop the knowledge • Provide bespoke support opportunities for inclusive programs. coordinated approach to Associations and local good governance • Transition Hookin2Hockey to explore other and capability to capture and introduce sustainable Hookin2Hockey. • Expand on the Shared Service participation branding clubs/associations to practices and behaviours. to the national member opportunities outside and and evaluate new data existing products used by • Facilitate relationships model to support Member and messaging to support communicate and apply • Promote clearly defined registration system. within our sport. (internal and external) communities to Member between Member Associations to manage the Member Associations, for external funding to roles and responsibilities • Identify and develop • Establish a Cross to support the review Associations to meet the Associations to educate demand on coaches, officials local Clubs and enhance facilities and within a best practice bespoke Shared Jurisdictional Mentoring of existing, and the needs of their jurisdiction. on proven and sustainable and volunteers in undertaking Associations. purchase equipment. governance structure that Services links across all Network to support development of new, programs and initiatives their roles. supports reporting against jurisdictions. Member Associations and Hockey products to that have been identified • Develop and implement participation for the sport. their staff. address barriers, threats as opportunities for their educational modules that • Identify opportunities for and opportunities. communities. builds the capacity and career progression, shared capability of volunteers services, and knowledge and paid employees. sharing within the sport.

Measure of success 1. Design, in partnership with 1. Hockey Australia 1. Conduct annual reviews 1. The National Coaching and 1. Establish a set of 1. Conduct National 1. Develop a set of 1. In consultation with 1. Implement a Management Member Associations, to establish a of nationally delivered Officiating Framework to be: consistent and easy to Audit of Facilities by resources and templates Member Associations, Education Program for a consistent Member working group to products to ensure their a. Finalised by April 2021 use resources to support December 2021. to support Member establish clear roles Hockey Australia staff, Engagement Survey by review and provide sustainability and are Member Associations to Associations to apply a and responsibilities increasing their capacity b. Implemented (new 2. Establish, in consultation December 2020. recommendations on commercially viable. engage with new, existing with Member Associations, consistent methodology of each stakeholder in to build the capability the current participation LMS operating) by and lost participants by to report against the participation and of Member Association 2. Hockey Australia to 2. Develop a set of resources December 2021 a National Facilities Plan lead the analyses of product suite by to support Member December 2021. by December 2022. participation objectives engagement portfolio by personnel by December 2022. February 2021. c. Completed transition by December 2021. June 2021. member data annually to Associations to align with (all current and new 2. Implement localised 3. Provide annual support 2. Provide annual support to increase awareness of the 2. In partnership with a HockeyOne franchise accreditations) by Digital Marketing Support to Member Associations 2. Implement Game Plan 2. Provide bespoke Member Associations to motivations and barriers Member Associations, offer by February 2022. December 2022. for each Hookin2Hockey and their affiliates to (a capability assessment support annually, encourage Associations/ to participation in Hockey develop quality resources program from January 2021. identify strategies and tool) to support Clubs and to each Member Clubs to complete with the aim to return to for program deliverers, 2. Establish resources to Associations by providing Association to assist GamePlan (whole of sport support coaches, officials 3. Establish National provide examples on how 2018 participant numbers teachers, coaches, Communication Principles to maximise usage of resources, assisting them with alignment of their health check) to help by December 2022. umpires, officials, and and volunteers at Club to deliver local hockey participation objectives identify future opportunities level by December 2022. in collaboration with their facilities. 3. Hockey Australia to lead participants to assist Member Associations, with efficiently and positively to the National plan. to grow knowledge and the analyses of member in tailoring the national 3. Facilitate mentoring the aim to enhance their by March 2021. 3. Transition and house attract volunteers.* data to identify and assist product offerings opportunities to support messaging, promotions, Hookin2Hockey and 3. Hockey Australia to in implementing effective to suit the needs of Member Associations in and campaigns by other entry level junior establish the National strategies to reduce the each jurisdiction by areas of self-identified December 2021. programs on the national Participation & National churn by 3% December 2021. deficiencies and/or member registration Engagement Network omissions within their 4. Applying Market from December 2021 to 3. Implement Stick2Hockey Insights, establish annual system by February 2022. to track management December 2022. formats nationally, workforce, building their implementation of this plan capacity to support their bespoke support to with Hockey Australia Member Associations in and other growth initiatives support by December grassroots communities by February 2021. by December 2022. developing promotional 2022. strategies, targeting 4. Develop and promote 4. In partnership with Member opportunities to help grow employment best practices, Associations, establish participation programs by guidelines and resources a suite of resources to December 2022. to support Member support the recruitment, Associations to recruit and induction, education and retain staff December 2021. training of volunteers in Hockey by December 2021.

Hockey Australia will take the lead role on all measures unless marked with an * which Hockey Australia will take a supporting role.

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Click here > Acknowledgements

Hockey Australia would like to acknowledge the organisations, staff and volunteers that contributed to the production of the National Participation & Engagement Plan. Without their valuable input and contributions, the plan would not have the traction it will have at grassroots level. Their time, knowledge and passion is appreciated and valued by Hockey Australia and the Member Associations.

Alan Climson President, Clint Mallett President, Far North Coast Stephanie Gourley President, West Gippsland Katie Rodgers Development Officer, South West Lyn Tout President, Werribee Cassie Nicol Development Officer, Peel Caitlin Campbell President, Southern United Rodney Johnson Development Officer, UGSHA Dean Mulchay President, PEGS Marc Pike Hockey WA Amy Ryan Member Development Manager Sue McLatchey Emily Ogden Umpire Manager Kate Pulbrook Hockey NSW Kerry Leibenberg Secretary, Sunshine Coast Sash Herceg & Hockey SA Brent Brown Tech. Officer, Sunshine Coast Mike Fox Hockey Victoria & Hockey SA Ben Fitzpatrick Regional Coaching Dir., Gympie Paul Markou Hockey NT Nathan Doherty Regional Coaching Dir., Townsville Tania Barry Hockey Tasmania Anne Jones Umpire Coordinator, Townsville Nicole Jones Hockey ACT Deb Creighton Secretary, Gladstone Stu Gilsenan CEO, Hockey WA Shannon Bobart Coach, Gladstone Alison Lyons CEO, Hockey Queensland Sharon Collins Administrator, Redlands David Thompson CEO, Hockey NSW Tammy Drews Coach, Redlands Andrew Skillern CEO, Hockey Victoria & Hockey SA Hugh Hocking Regional Coaching Dir., Ipswich David “Digby” Hart CEO, Hockey NT Lyn Smith President, Sydney South Damian Smith CEO, Hockey Tasmania Evan Watson President, North West Sydney Rob Sheekey CEO, Hockey ACT Michelle Stevenson President, Orange Lisa Nugara Sport Australia Maree Lackenby President, Illawarra South Coast Matt Warr Sport Australia Simon Thresher President, Port Macquarie Hastings Sallee Caldwell Sport Australia David Johnston President, North Sydney & Beaches Executive Leadership Team Hockey Australia Lisa Whitty President, Hockey New England Strategy & Game Development Team Hockey Australia