“Pathway for Success 2011 – 2016” www.ladiesgaelic.ie “Pathway for Success” 2011–2016 Our Vision – and getting there Ladies Gaelic Football Association Croke Park Dublin 3 www.ladiesgaelic.ie 2 3 Contents Message from Our President and CEO 4 Theme 1 – Our Growth Engine 24 Mission 10 Theme 2 – PR, Marketing and Funding 26 Methodology 12 Theme 3 – Communications and IT 28 What This Plan Means For You... The Benefits 18 Theme 4 – Games Development 30 What We Heard, What We Discovered 20 Theme 5 – Living Our Vision, Mission and Values 32 Guide to Using the Plan 23 Theme 6 – Leadership and Teamwork 34 Where and How We Want to Be in 2016 23 Theme 7 – Internationalisation 36 1. Growth Engine – What we will have achieved 23 How We Are Going To Get There 38 2. PR, Marketing and Funding – What we will have delivered 23 “Our Vision … and Getting There … Together” 44 3. Communications and IT – Role in our Association 23 Benchmarking Where We Are Now and Where We are Going 43 4. Games Development – Our work over the 5 years 23 Ladies Gaelic Football – A Worldwide Sport 48 5. We are Living our Vision, Mission and Values 23 6. Developing Leadership and Teamwork 23 7. Internationalisation 23 4 “ The launch of this strategic plan ‘Pathway for Success, 2011-2016’ is a massive event for the Association as we enter this exciting new era. ” Helen O’Rourke 5 Message from our CEO This is hugely important occasion for the Ladies Gaelic We have pioneered rule changes and embraced Football Association as we launch our six year strategic new ways of thinking and we rightly celebrate and plan, “Pathway for Success, 2011-2016”. acknowledge the brilliance of our elite footballers. The Association has travelled a long way since its In order to accommodate continued growth and to foundation in Hayes Hotel in 1974, some 90 years after ensure that we do not stand still, it was vital that we the foundation of the GAA. In that short period of 37 conducted a full and comprehensive review to put years, we have played an influential role for girls and structures in place to ensure that we continue to women of all ages in Irish society. The phenomenal thrive. We acknowledge all those who played such an and exponential growth of Ladies Football in the last important role to get us to where we are and now we decade in particular is highlighted as one of the major must look forward and be ambitious. success stories in Irish Sport. We have listened to over 2,000 voices from players to Today, the Association is a vibrant and dynamic referees to officers at all levels to overseas units and organization, with over 142,000 members in every sponsors and have taken recommendations on board county of Ireland and all over the globe. We are the to refine and define our mission, vision and values. This largest female sporting organisation in Ireland and our is a strategic plan developed by members for members. All-Ireland finals continue to attract in the region of The task of pulling all this information together and 25,000 spectators every September. We have fantastic developing the plan for the future fell to Peter Hanan and proactive sponsors who invest in our sport and and Paul O’Kelly of OKellySutton Consultants along work with us in a culture of partnership and who with a committed and dedicated Steering Group. believe in our values. I would like to thank them for helping us arrive at Our Association’s success is in many ways attributable a vision for the Association for the next six years. to the great work of our volunteers, the superb The launch of this strategic plan “Pathway for Success, ambassadors we have who play our game at the 2011-2016” is a massive event for the Association as we highest level and all those who have worked tirelessly enter this exciting new era. to bring Ladies Football to where it is today. 6 Strategic Plan | Message From Our President And CEO Our challenges are very different now than what they Our talented and committed volunteers need to be were almost four decades ago and indeed only a respected and catered for and all those who work number or years ago due to the rapid rate of growth. with us must experience our values and be touched In many ways our challenges stem from our success. by our vision. We are growing in Ireland and Internationally at a rate The growth of the Association and Ladies which shows no sign of abating. Our players are starting Football internationally has been nothing short younger and playing longer and our participation of exceptional and this growth needs to be sustained programmes have brought new recreational and social and all those who wish to play should be allowed members into our Association. However, these members to do so within our structures and framework. must be looked after and we need to ensure the This exciting Strategic Plan is the fruit of 18 months Association can cater for the demand at all levels. of research and debate and is a vital blueprint for We have a new identity and logo which reflects our the Association as we enter a new era. We want to modern, skilful, vibrant and athletic image and which be an Association with a membership of 200,000 we can all be proud of. across all levels which will have huge knock on affects for us in terms of participation, attendances, In essence, we need to ensure that we can facilitate revenue and infrastructure. continued growth in Ireland and Internationally at competitive and social levels. I would like to thank everyone for their input into this vital document and for all those who have We must continue to promote ourselves and work worked tirelessly to make us one of the best sporting to attract investment from outstanding sponsors and organisations in Ireland. commercial supporters. We can look forward to the future and the almost We must invest in participation programmes and limitless potential of this great Association. support our players, referees, coaches and officers to ensure we are the most attractive and enjoyable field game for women to play. Helen O’Rourke CEO 7 Message from our President I am delighted and honoured on behalf of Cumann Peil Asia, Australia, Britain, Canada, Europe, Middle East, will be made readily available through our online portal. Gael na mBan to present our Association’s Strategic New Zealand and USA. There is an onus on us all Our units whether in Ireland or at International level Plan covering the period from 2011 to 2016. This plan to endeavour to support each other and our units, are more than sporting organisations, they provide has been compiled following widespread consultations through advice, communication, guidance, practical a reference point for members to meet and develop with more than 2,000 members in Ireland and support and games development and that we will be friendships and memories, they provide solace and our Overseas Units who give it an International able to measure the progress made on an annual basis. peace of mind for parents and siblings irrespective of dimension. Every club and County in Ireland, Provincial I believe this plan meets these criteria. nationality, knowing that their loved ones are in a safe Councils, colleges, coaches, players, parents, referees, We have identified seven key areas in our plan covering environment and looked after in a caring way. This administrators, staff, and sponsors as well as our units the Growth, Marketing, Communications and IT, plan provides the structure to sustain and develop the in Britain, Europe, Canada and North America were Games Development, Vision and Mission Values, given the opportunity to contribute to this plan. In growth of our Association in Ireland and Internationally keeping with the times we live in we also conducted Leadership/Teamwork and International Dimension working in co-operation with other units of our gaelic a web survey and we are confident that we have a of our game. games family to enhance these aims. roadmap that will be representative of the views and I am happy that this plan meets these objectives. The value of sport in our daily lives cannot be aspirations of all concerned. We have rebranded our Association with its new underestimated. It provides us with a wonderful I would like to express my appreciation and thanks logo that represents an Association that is modern, education of physical and mental health along with to the Steering Committee of CEO Helen O’Rourke, vibrant, inclusive, athletic and feminine and that is exercise and diet. It gives us a sense of appreciation Paula Prunty National Games Development Officer, easily identifiable as ladies gaelic football. The Ladies and worth, develops social skills and self esteem, former GAA President, Nickey Brennan, Finbarr Gaelic Football Association is recognised as the leading overcomes apprehensions and fear and develops Crowley Chairman IRFU Management Committee, womens’ sports and recreation brand in Ireland. It confidence and teamwork all of which are valuable Marian Bergin HR Specialist, Michaela Downey Down has attracted outstanding partners to support its assets that are requirements for our daily life. growth and positive image. This rebranding will further Intercounty player, and Sinéad McNulty Head of Sport This plan is structured in such a way that it provides enhance this image along with the redesigning of our in DIT with whom I had the pleasure of working with a model that all our units can work off of without new web site.