NATIONAL FEMALE CRICKET STRATEGY

NATIONAL FEMALE CRICKET STRATEGYFOR GAME AND MARKET DEVELOPMENT2014/15-2017/18

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

NAT

ION

AL FEM

ALE CR

ICKE

T STR

ATEG

Y FOR

GA

ME A

ND M

AR

KE

T DE

VELO

PMEN

T2014/15

-2017/18

CONTENTS

Cricket is not only a great game it is also a force for social change. Cricket helps build

character and produce fine people. It builds friendships, develops team work and creates

a sense of belonging. It embeds the ethos of a healthy lifestyle and what it means to

have fun. Significantly, it breaks down barriers, helps bring communities together and

unites a nation.

Australian Cricket is proud of what our game can offer to everyone. With this pride comes

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

sections of our society, including girls and women. Cricket Australia’s latest national census

results show that female participation increased to 22% of total partcipation in 2013/14,

with the number of females playing cricket having more than doubled in the last four

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.

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

on grassroots access and opportunities for everyone to be part of the game; from

participation programs to membership of a KFC T20 Big Bash League team. Ultimately,

growth in female cricket at a community level, will ensure more female fans and the

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

country to pick up a bat or a ball and give cricket a go.

This strategy is an important milestone which will see Australian Cricket substantially

increase its engagement with females, in particular girls at a community level and in turn

ensure that we are Australia’s favourite sport - a sport for all.

I am proud to endorse and share with you the National Female Cricket Strategy for Game

and Market Development on behalf of the Australian Cricket family.

James Sutherland Cricket Australia CEO

A GAME FOR EVERYONE FOREWORD BY JAMES SUTHERLAND, CRICKET AUSTRALIA CEO 1

INTRODUCTION 2

STRATEGY LOGIC 4

NATIONAL FEMALE CRICKET STRATEGY 6

PARTICIPATION PROGRAMS 8

MILO IN2CRICKET SKILLS 10

MILO T20 BLAST SCHOOL CUP 12

MILO IN2CRICKET 14

MILO T20 BLAST 16

GIRLS COMPETITIONS 18

CLUB CRICKET 20

INDOOR CRICKET COMPETITIONS 22

INDOOR CRICKET SUPER LEAGUES 24

RESOURCES 26

A SPORT FOR ALL RESOURCE 28

ICC CRICKET WORLD CUP 2015 30

KFC T20 BIG BASH LEAGUE (BBL) 32

NATIONAL DIVERSITY CONFERENCE 34

NATIONAL EQUIPMENT DRIVE 36

COMMUNITY ACTIVATIONS 38

SCHOOL AMBASSADORS 40

CLUB AMBASSADORS 42

COMMUNITY AMBASSADORS 44

FEMALE INCRICKET DEVELOPMENT PROGRAM 46

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

32

AGEu�5-18 yearsu�18 years +(Workforce)MARKETING &

COMMUNICATIONSu�Customised Branding

and Collateral

AMBASSADORSPROGRAM

u�Schoolu�Club

u�Community

EDUCATION& TRAINING

u�Diversity and inclusion training for Cricket's entire

workforce through the A Sport For All

resource

GROWTHMARKETSu�Multiculturalu�Indigenousu�All Abilities

FANDEVELOPMENTu�Link to KFC T20 BBL and future female BBL

PATHWAYu�Participation in

MILO entry-level programs and female specific programs

u�Transition to clubcricket and link tohigh performance

CUSTOMERSu�Parents

u�Cricket Workforce

GEOGRAPHYu�National,

Metropolitan and ExistingRegional Hubs

4 5

STRATEGY LOGIC

6 7

NATIONAL FEMALECRICKET STRATEGYFOR GAME AND MARKET DEVELOPMENT2014/15-2017/18

PATHWAY PROGRAM CHANNELGEOGRAPHIC

FOCUS

TARGETS *PARTICIPANTSRESPONSIBILITY

2014/15 2015/16 2016/17 2017/18

PARTICIPATION

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)

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

RESOURCES A Sport For All Resource

ICC Cricket World Cup 2015

KFC T20Big Bash League

National Diversity

Conference

National Equipment Drive

Community Activations

School Ambassadors

Club Ambassadors

Community Ambassadors

Females in Cricket

Development Program

TOOLS Regional Delivery Plans

MyCricket Female Data

Female Cricket Audit

theCROWD

Female Tailored Program Collateral, Branding

& Marketing

Research

PlayCricket

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.

VISIONTo be Australia’s favourite sport

- a Sport For All Australians.

PURPOSECricket’s purpose is to

unite and inspire Australia.

OUTCOMEBy 2017/18 390,465 female participants in

Australia’s favourite sport.

8 9

PARTICIPATION PROGRAMS

PARTICIPATION PATHWAY

10 11

0 30K 60K 90K 120K 150K 180K

2017/18

2016/17

2015/16

2014/15

171,376 PARTICIPANTS**



142,760 PARTICIPANTS*

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.

MILO in2CRICKET SKILLSPROGRAM PROFILE

10

* National target for MILO in2CRICKET Skills is 285,580. It is assumed 50% of participants are female. The target includes the Sport in Schools program.

** Incremental targets based on national growth and 50% female participation.


1312

0 40K 60K 80K 100K 120K20K

2017/18

2016/17

2015/16

2014/15





National target for 2014/15 is total participants of 181,334.

** Initial target is 60:40 male female split of national target for Primary School Cup leading to 50:50 split through incremental growth.

MILO T20 BLAST PRIMARY AND SECONDARY SCHOOL CUPSPROGRAM PROFILE

0 10K 20K 30K 40K

2017/18

2016/17

2015/16

2014/15




4,773 PARTICIPANTS*

* Initial target is 50% female participation of national target for Secondary School Cup.

WHATMILO 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.

WHYTo provide students with an opportunity to sample cricket and further develop their skills.

WHERETo be delivered at central venues close to schools.

WHENBased on State and Territory cricket calenders. Scheduled to lead into club cricket programs, MILO T20 Blast centres and/or Recreational and Indoor Cricket.

WHORegional 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.

Provide each Coordinator with a kit bag of equipment.

RESOURCES


Kit bag with equipment for each Coordinator.

PRIMARY SCHOOL CUP SECONDARY SCHOOL CUP


14 15

* National target is 40,832. Current female participation rate is 12.8% of national target.

** Projected 34% growth on national target 2014/15 – 2017/18, with 25% female participation by 2017/18.

WHATMILO 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.

WHYMILO in2CRICKET provides participants with an opportunity to sample cricket and further develop their skills.

WHERETo 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.

WHENBased on State and Territory cricket calenders. Scheduled to lead into MILO T20 Blast programs.

WHOCricket 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


MILO in2CRICKETPROGRAM PROFILE

0 2,500 5,000 7,500 10,000 12,500 15,000

2017/18

2016/17

2015/16

2014/15




5,720 PARTICIPANTS*


16 17

MILO T20 BLAST PROGRAM PROFILE

WHATMILO 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.

WHYMILO T20 Blast provides participants with an opportunity to sample cricket in a modified match environment and further develop their skills.

WHERETo 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.

WHENBased on State and Territory cricket cricket calenders and scheduled to lead into Club Cricket, Girls Only Competitions, Recreational or Indoor Cricket.

WHOCricket 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.

RESOURCESTailored operational manual, promotional and administrative material.

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

2017/18

2016/17

2015/16

2014/15





0 500 1,000 1,500 2,000 2,500 3,000

2017/18

2016/17

2015/16

2014/15

3,072 PARTICIPANTS*

2,835 PARTICIPANTS*

2,410 PARTICIPANTS*

1,600 PARTICIPANTS*

National target is 12,340. Current female participation is 8.5% of the national target.

** Incremental targets based on growth to 15% female participation by 2017/18.

MILO T20 Blast Girls Only participant target is in addition to MILO T20 Blast particpation target.

Current participation is 300.

* Incremental targets based on 80% growth over four seasons to 2017/18.

MILO T20 BLAST GIRLS ONLY MILO T20 BLAST


18 19

0 500 1,000 1,500 2,000

2017/18

2016/17

2015/16

2014/15

2,036 PARTICIPANTS*

1,814 PARTICIPANTS*

1,507 PARTICIPANTS*

1,280 PARTICIPANTS*

Current participation is 1,200.

* Incremental targets based on total 69% growth over four seasons to 2017/18.

GIRLS COMPETITIONSPROGRAM PROFILE

WHATFemale-only competitions targeted at Under-13, Under-15 and Under-18 age groups with focus on participation and fun.

WHYTo provide further opportunities for female cricketers to participate in cricket against other females of a similar age and standard.

WHEREAt local cricket clubs throughout the country.

WHENBased on State and Territory Cricket calenders. Scheduled to lead into Club Cricket, Indoor Cricket and Social Cricket.

WHORun by local Cricket Association, State and Territory Association, private provider, with cricket clubs entering their own individual teams.

HOWProvide 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.


20 21

0 10K 15K 20K 25K5K

2017/18

2016/17

2015/16

2014/15





* National participation target is 345,367 for all of club cricket. Current female participation is 5% of the national target.

** Incremental targets based on 20% growth from 2014/15 baseline.

WHATClub cricket is what many often refer to as traditional community cricket and played within an incorporated Association. Club cricket provides opportunities for participants to further develop their cricket skills in a structured, safe and enjoyable learning environment.

WHYClub cricket is the cornerstone of the Australian Cricket Talent Pathway.

WHERECommunity cricket clubs within each local Cricket Association.

WHENDuring the traditional cricket season in each State and Territory.

WHOCricket Associations, community cricket club administrators, coaches, volunteers and players.

HOW

Provide A Sport For All resource to help make clubs more welcoming and inclusive.

Customised promotional material as part of the PlayCricket campaign.

Introduce the Five Star Club Mark program.

Enhance cricket club facilities through the National Community Facilities Funding Scheme.

Improve the quality of player experience through coach education and ‘Club Assist’ initiatives.

Recruit Club, School and Community Ambassadors as key drivers for the A Sport For All resource.

RESOURCES

‘Club Assist’ resource/s.

Tailored promotional and administrative material.

A Sport For All Club resource.

CLUB CRICKETPROGRAM PROFILE


22 23

0 15K 20K 25K10K5K

2017/18

2016/17

2015/16

2014/15





INDOOR CRICKETCOMPETITIONSPROGRAM PROFILE

WHATA 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.

WHYTo 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.

WHERETo be delivered in metropolitan regions in each capital city where there are multiple accredited Cricket Australia Indoor Centres.

WHENBased on State and Territory cricket calendars.

WHODelivered 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 bags with equipement for the centre.

* National participation target is 175,929 for all of indoor cricket. Current female participation is 7% of the national target.

** Incremental targets based on growth to 12.5% female participation by 2017/18.


24 25

0 500 1,000 1,500 2,000

2017/18

2016/17

2015/16

2014/15



640 PARTICIPANTS**

240 PARTICIPANTS*

INDOOR CRICKETSUPER LEAGUESPROGRAM PROFILE

WHATA 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.

WHYTo provide further opportunities for female cricketers to participate in cricket and as a pathway to the National Indoor Cricket Championships.

WHERETo be delivered in metropolitan regions in each capital city where there are multiple accredited Cricket Australia indoor centres.

WHENBased on State and Territory cricket calendars.

WHODelivered 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.

* Indoor cricket super leagues comprising of six new female only competitions with at least four teams in each competition (minimum of four week duration).

** Incremental targets based on increase of competitions, by 10, 12 and 14 along with retention of players from previous season.

26 27

RESOURCES

A SPORT FOR ALL RESOURCE

OBJECTIVEFor Australian Cricket to be a more welcoming and inclusive sport for all Australians.

HOW

Develop A Sport For All resource. This resource will include a include a diversity and inclusion textual guide to inclusive engagement as well as case studies and situational scenarios. The resource will cover all areas of cricket including indoor centres, clubs and schools. It will provide guidance for engagement of diverse communities and the spirit of cricket.

Delivery of A Sport For All diversity and inclusion training seminars to the Australian Cricket workforce (paid and non-paid) cover cricket’s 75 regions.

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.

Delivery of A Sport For All resource presentations by Club Ambassadors to volunteers at their club.

Integration of A Sport For All resource content into all of Cricket Australia’s educational and in-services training, including MILO in2CRICKET and MILO T20 Blast coordinator training (230 per annum Australia wide).

Work with Deakin University and the Australian 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.

OUTCOMES

3,750 Club Ambassadors by 2017/18 entrenching diversity and inclusion in more than 90% of Australian cricket clubs.

Delivery of A Sport For All diversity and inclusion workshops to the Australian Cricket workforce (paid and non-paid) cover cricket’s 75 regions.

Female, Multicultural, Indigenous and Disability communities better reflected in Australian Cricket as fans, players volunteers, coaches and umpires.

An informed education and training framework in place across Australian Cricket to achieve sustained participation in women’s cricket at the elite level.

By 2016 all elite Australian cricketers, male and female will have taken part in diversity training.

TIMELINES 2014/15 Program rollout. 2015/16 First round of program

delivery complete.

RESOURCES

A Sport For All resource.

Club Ambassadors.

RESOURCES

28 2929

ICC CRICKET WORLD CUP 2015

OBJECTIVETo inspire passion and participation in a celebration of cricket that will bring lasting benefits to the game locally and internationally.

HOW

Recruit 2,000 skilled volunteers across Australia to support the delivery of the ICC Cricket World Cup 2015.

Attract high quality Indigenous and multicultural Net Bowlers for the Tournament.

Promote a celebration of world cricket to more than 250,000 people through involvement with large-scale community festivals, events and carnivals.

Help to create a cricket culture in up to 4,000 Australian schools through the development of a new cricket curriculum.

Assist up to 1,000 Australian primary schools to develop a deeper appreciation and understanding of the countries and cultures that make up the ICC Cricket World Cup 2015.

Establish and develop partnerships with multicultural media agencies to increase the public profile of cricket throughout multicultural communities.

Create brokerage opportunities to develop and/or strengthen networks with multicultural communities.

OUTCOMES

Help to position cricket as Australia’s favorite sport – A Sport For All Australians by reaching and engaging fans.

Strengthen opportunities for children, families and multicultural communities to participate in cricket programs and social cricket events.

Support the development of new skills, networks and experiences for cricket staff and volunteers.

Leverage funding (cash and in-kind) from government and others to grow and diversify community cricket participation.

Establish/strengthen partnerships between government, multicultural communities, media and corporate, amongst others.

TIMELINES January 2014 to March 2015.

RESOURCES

ICC Cricket World Cup 2015 Community Engagement Plan.

Graham Denholm 2014 © IDI/Getty Images

RESOURCES

30 3131

KFC T20 BIG BASH LEAGUE (BBL)

OBJECTIVEWe 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.

RESOURCES

32 3333

NATIONAL DIVERSITYCONFERENCE

OBJECTIVEA leading National Diversity Conference that showcases best practice in diversity and inclusion across Australian Cricket in conjunction with commercial and community partners.

HOWOrganise 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.

RESOURCES

34 3535

NATIONAL EQUIPMENT DRIVE

OBJECTIVEEnsure that cricket equipment is accessible to every child who wants to play cricket.

HOW

Collect cricket equipment at major Australian cricket fixtures.

Storage and distribution through external partners.

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.

TIMELINES Roll out 2015/16 ongoing.

RESOURCES

Communication plan.

Operations plan for the collection, transportation and distribution of equipment.

RESOURCES

373736

COMMUNITY ACTIVATIONS

OBJECTIVEShowcase 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.

RESOURCES

393938

SCHOOL AMBASSADORS

OBJECTIVETo 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.

RESOURCES

40 4141

CLUB AMBASSADORS

OBJECTIVEFurther 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.

RESOURCES

42 4343

COMMUNITYAMBASSADORS

RESOURCES

44 4545

OBJECTIVEThe aim of the Cricket Australia Community Ambassador Program is to ensure that cricket has a meaningful presence within Australian communities. The Community Ambassador will be an integral part of promoting cricket within the four focus communities.

HOW

Build a database of key stakeholders.

Deliver cricket related activities and events.

Represent Australian cricket at community festivals.

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.


RESOURCES

Customised collateral, branding and marketing, e.g newsletter templates, posters and flyers.

Community Ambassador training program.

Community Ambassador incentive scheme.

FEMALES IN CRICKET DEVELOPMENT PROGRAM

OBJECTIVETo recruit and retain female administrators, coaches, umpires and scorers.

HOW

Provide subsidised Community Coach (Level 1) & Representative Coach (Level 2) course places and female only coaching courses.

Administrators leadership course to run in each State and Territory.

Provide subsidised Umpire and Scorer courses for females.

Showcase examples of best practice and personal stories of female involvement in cricket.

OUTCOMES

BY 2017/18 20% of Community Coaches (Level 1) are female.

By 2017/18 7% of Representative Coaches (Level 2) are female.

By 2017/18 15% of Umpires in each State and Territory are female.

By 2017/18 1,600 people have participated in a leadership course (50 people per year across eight States over four years). Series of network events in place for females in cricket.

Increase the number of females involved in cricket as administrators, volunteers and committee members.


RESOURCES

Operational plan for States and Territories to subsidise female attendance at Community Coach Courses (Level 1) and to run female only coach courses.

Operational plan for States and Territories to subsidise female attendance at a Representative Coach course (Level 2).

Operational plan for States and Territories to hold professional development sessions for Level 1 Umpires.

Operational Plan for State and Territory based leadership program including marketing materials.

Communication plan.

RESOURCES

474746

48

JANE MOFFATFEMALE CRICKET OFFICER

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

MORE INFORMATION

SAM ALMALIKISENIOR MANAGER COMMUNITY ENGAGEMENT

Phone: +61 3 9653 9928Fax: +61 3 9653 8889 Email: [email protected]

WWW.PLAYCRICKET.COM.AU/A-SPORT-FOR-ALL

CONTACT US

NAT

ION

AL FEM

ALE CR

ICKE

T STR

ATEG

Y FOR

GA

ME A

ND M

AR

KE

T DE

VELO

PMEN

T2014/15

-2017/18

Documents

NATIONAL FEMALE CRICKET STRATEGY