COY 2004 DEVELOPMENT PLAN
Contents
Introduction
Summary of Findings
Background
Target Audience Profile
Aims and Objectives
Key Benefits of the COY Brand
SWOT Analysis
Management and Accountability
Cost of Work/Sponsorship
Sponsor Profiling
Further Information
Introduction
Tyrer Sorrel have been appointed to support Celebration of Youth (COY) and the NSPCC to develop a 3 year business plan for the period 2004 to 2007. This document, COY 2004 Development Plan, contains all the information critical to success for all partners and participants. This Development Plan will be used to inform the creation of the 3 year business plan.
It was evident early in the process that there was a huge amount of energy, commitment and talent in the project team and management of COY. This programme of research and development was therefore titled “Big Attitude, Big Talent” by the Tyrer Sorrel Project Team.
The research programme was as follows:
Phase 1.1, Project
team focus group with 20 Young People from the project team.
This focus group session included a brand association exercise, marketing identity exercise and video vox pop exercise*. The session was complimented with an evaluation questionnaire made available to all project participants. The focus group identified 6 key areas of improvement and development for the COY brand. These were:
- ‘Team Fusion’. Friends and social events are important to COY participants and need to be increased. There are barriers to bonding the team due to age differences
- ‘Team Leader’. Training & increased “command and control” are needed to clarify and raise the leadership of COY
- ‘Gold Performance - build on sport and link the events better’. COY needs to target their weak links and establish a strong core ‘business’
- ‘Minimise stress – compete without anxiety’. Participants felt stressed by the delivery of COY 2003
- ‘Medals and rewards’. Recognition for all participants needs to increase. Some volunteers get different rewards to others
- 'What’s our <Nike> tick?’. COY needs to be advertised more and recommendations by others encouraged. Focus Group participants had limited idea of the identity of COY and this needs to be changed.
*A copy of the video filmed and directed by the project team is available at:
(Click the link to connect.
Please note this is a large file WMV 2.2 MB and may take some time)
Phase 1.2, 4 in-depth
‘key person’ interviews.
These interviews took the 6 key improvement areas identified by the Focus Group one step further. The interviews included agreement statement interviews and priority agreement exercises. These interviews led to a series of key objectives for both the COY brand and the NSPCC as title sponsors.
Phase 1.3, Management Group ‘Planning for Success’ Session.
This session was held with the existing management group and looked at the findings from all sessions and included a team priority profiling session and team performance analysis exercise. The findings from this session form the basis for the aims and objectives contained in this document.
Phase 2
A Development Plan Ownership meeting will be held to agree this plan and it’s contents. A three month period will then take place during which the business plan will be produced with E-coaching from Tyrer Sorrel.
Summary of Findings
It has been recognised that retaining NSPCC as a title sponsor is a major achievement for COY. However more work is required to fuse the priorities of COY and NSPCC. Firstly a strong core team needs to be established with effective organisational leadership. Secondly the new NSPCC COY must build on the joint and strongly held ethos “that Young People are central to COY”. Likewise there is clear feedback that COY has clear benefits in “Changing perceptions of Young People” that must remain core to COY and NSPCC.
The next steps identified by the
management team are to carry out a 3 month title sponsor pilot. During this pilot a 3 year business plan will
be produced, COY delivery will be improved and a sponsorship agreement will be
signed for a further one (then 2) years.
This agreement will see COY develop as a sustainable organisation
meeting objectives set by Young People in
Background
Celebration of Youth was established
in 2000 as a one day event showcasing young talent in
Target Audience Profile
There are two key participant demographics in the COY brand:
“Involved volunteers
seeking individual achievement with friends”
These participants are of the age range 15-25 and the primary motivator for involvement is friendship/group networking. Friends introduce friends to the COY “special network”. There is a need to belong and be accepted. COY becomes an extension of their individual identity.
In seeking a unique identity they crave responsibility, are achievement orientated (especially achievement in sport) and seek to gain a workplace advantage. They are striving for improvement through involvement.
“The audience family,
recognising success but aware of the commitment involved”
Aims And Objectives, Identified By The Management
Group (Based On The Focus Group And Interview Sessions)
Performance Milestones
Current partnership reviewed, reinforced and extended. The increased role of the NSPCC will be piloted until Christmas 2003. This period will also see the creation of a 3 year business plan. The business plan will agree the partnership and programme of work up to 2007.
It is anticipated that the work of COY will incorporate a series of events at the Christmas period and the existing Summer events will be increased and expanded. This plan of delivery will be reviewed by the Young People’s project team. This programme of delivery may grow to include more work with Colleges, The Prison Service (‘COY into’ package) and “COY TV and video”.
These performance milestones will
be achieved in the order of the following priorities:
Priorities for the
Next 3 to 6 Months
Carry out a Development Plan Ownership Meeting with the Young People and the existing Management Board. This will include further consultation with the Young People’s Project Team on outcome goals for the 3 month pilot.
Review the skills and resources of the existing partnership/organisation as part of the business planning phase.
Define the leadership structure of the new partnership based on the model set out in “Management/Accountability” of this document.
Define the policies and
procedures of the new partnership based on existing policies.*
Define a core team led by the NSPCC as title sponsor with the vision set by Young People. This team will be advised and supported by a sustainable and expert management group.
Define Contracts of Employment for the team.*
Clearly define roles for the team and objectives for the 3 month pilot.
Undertake a 3 month title sponsor pilot with NSPCC.
Produce reward sacks for pilot participants.
During the pilot define a business plan (for the next 3 years).
On completion of the pilot a one year Title Sponsorship Agreement will be formalised and signed with the NSPCC and the Centre.
(* Tyrer Sorrel have altered the
order that these items were placed in the Priority Profiling session).
Priorities for the
Following 6 to 12 Months
Review the pilot, analyse the use of people and resource assets and support the improvement of all elements of delivery.
Develop an organisational knowledge management system.
Ensure funding stability by creating a professionally managed resource team.
Implement a change management and review system.
At the 12 month stage review the full title sponsorship of COY for a further 2 years. On completion of this review a Title Sponsorship Agreement will be formalised and signed with the NSPCC and the Centre for a two year period.
Extend pilot up to the Summer period. During the Summer events gain further customer feedback on the work of COY.
Extend the reward sacks scheme.
Produce a marketing strategy and sponsorship programme linked to NSPCC media support.
Priorities for the
Following 2 to 3 Years
Introduce further sponsors to the title sponsor programme.
Continue to carry out a full project review, change management and planning programme annually.
Implement the two year business plan, marketing strategy and sponsorship programme.
Key Benefits Of The COY Brand
The Development Plan Phase has identified three key benefits of the COY brand. These are:
“COY 2004 is about Young People involved in a team process with a programme being recognised against a national checklist of key achievements and rewards, especially workplace recognition”.
“COY 2004 is more than work experience, we are supporting the talent of Young People”.
“COY 2004 is challenging perceptions, attitudes and stereotypes about Young People”.
SWOT Analysis
The following table highlights the strengths, weaknesses, opportunities and threats facing COY and the NSPCC in this project.
|
Strengths Enthusiasm of volunteers Positive customer feedback Committed team Sport stars Exciting event Attitude Strong bond between volunteers Lasting & growing Skill and confidence building Professional event Large scale event Effective use of limited resources Safe Involves everybody Backing of key professionals Key roles identified Audience enjoyed event All volunteers interviewed would volunteer again Excitement and energy |
Weaknesses Lack of leadership Lack of clear purpose Not enough advertising Timings & technical delivery inconsistent Last minute decisions made & stress created Too individual Inconsistent recognition/reward for volunteers Low numbers at some events Ineffective management group, unable to make decisions Approaching “High Street” sponsors with no real strategy,
objectives or sponsor plan |
|
Opportunities Developing plan for COY Developing a clear message of purpose Joint advertising with NSPCC Resource team created Continuation of NSPCC sponsorship/partnership Nationally recognised achievements “COY into” partnership delivery Increased training for team |
Threats Take away from Young People and original aim Lack of resources Too many volunteers Other event organisers doing this work better than COY Negative impact on key sponsors of poor numbers Lack of team fusion and acceptance of need to share and
challenge |
Management and Accountability
There is an existing core group of 5 volunteers and 2 paid part time staff. This is supported by an advisory management group of key professionals. As part of the research an exercise was carried out that identified the effectiveness of the Management of COY.
The findings were:
The group had a “feeling of being overwhelmed by the task”. They were clear that they needed to break the priorities down into achievable tasks. They strongly agreed that Young People should come first and should be central to this project, stating that “It matters that Young People are involved” in every step and that they should define the next steps. It was recognised that gaining and retaining the NSPCC as title sponsor was a massive achievement.
To increase the management and accountability of COY key improvements could be made such as Young People in the age range 20-25 leading the management group (with professional support), resolving key issues to retain title sponsors, creating a plan and then “going with it”. These key improvements must be reinforced by strong leadership, clearly defined roles and an “enjoyment” of the process by all parties. This is not a re-badging process but a solid development of the growth of COY. New members will need to be added to COY to strengthen the organisation. The future for COY is as an organisation and not as individuals. The NSPCC should take the lead with an organisational vision set by young people.
The proposed structure for the developing NSPCC COY should be as follows:
-
Title Sponsor: NSPCC
- Organisational Leaders: YP led management group with professional support
- Defined NSPCC line manager
-
Project
Co-ordinator
§ Volunteer Manager (for volunteer programme)
§ Administrator
§ Key event staff
-
Project Partners
§
‘Centre’ staff and services
-
Volunteer
Programme
Cost of Work/Sponsorship
The COY project Team have provided a set of financial records which are available at:
Balance (19KB)
http://www.tyrersorrel.co.uk/Main_Pages/Clients/COY/COY_Developmentplanfiles/finances/balance.htm
Cashflow (52 KB)
http://www.tyrersorrel.co.uk/Main_Pages/Clients/COY/COY_Developmentplanfiles/finances/cashflow.htm
Financial Projections (198 KB)
Expenditure (53 KB)
Income (18 KB)
http://www.tyrersorrel.co.uk/Main_Pages/Clients/COY/COY_Developmentplanfiles/finances/income.htm
The main summary follows:
Golden Square Financial Accounts/ Forecasts for COY
2003
Bigger Picture
Funding – COY
Money Guaranteed
£9,000.00. Money Owed £4,978.50. Actual Available £2,000.00.
Type of
Funding Allocated and Guaranteed
|
Amount Available |
|
Salaries |
£7,000.00 |
|
General Essential
Event Costs |
£2,000.00 |
|
Project / Item |
Cost |
Actual Paid/ Agreement |
Funding Source |
Deficit |
|
Wages- Invoiced Directly
to HVA. |
£ 4,201.50 |
£4,201.50 |
The Bigger Picture |
£0. |
|
Amount Outstanding
Wages |
£ 2,798.50 |
£0 |
The Bigger Picture |
£2,798.50 |
|
Amount Outstanding
Essential Costs |
£2,000.00 |
£0 |
The Bigger Picture |
£2,000.00 |
COY Day
Project/
Item
|
Cost |
Available Funds |
Funding Source |
Funding Source
Project Area |
Pending
Applications |
Additional Notes |
|
PA System |
£300.00 |
£300.00 |
Big Pic |
Essential Costs |
Big Pic |
|
|
First Aid Provision |
£100.00 |
£100.00 |
Big Pic |
Essential Costs |
Big Pic |
|
|
Walkie Talkies |
£176.25 |
£176.25 |
Big Pic |
Essential Costs |
Big Pic |
|
|
Fire Extinguishers |
Centre |
To |
Supply |
All |
Fire |
Extinguishers
|
|
Stewards |
£100.00 |
£100.00 |
Big Pic |
Essential Costs |
Big Pic |
|
|
Miscellaneous Costs |
£50.00 |
£50.00 |
Big Pic |
Essential Costs |
Big Pic |
|
|
Insurance Costs |
£769.00 |
£769.00 |
Big Pic |
Essential Costs |
Big Pic |
|
|
Total |
£1495.25 |
£1495.25 |
|
Essential Costs |
|
|
Expenditure to date:
Breakdown on Essential Costs
Type of Cost
|
Amount Spent |
Funding Source |
|
Event
Insurance-Launch |
£145.00 inc VAT |
COY Essential Costs – Big Pic |
|
Public Liability
and Employment Liability Insurance |
£624.00 inc VAT |
COY Essential Costs – Big Pic |
|
Total |
£ 1,198.89 |
|
General Publicity
Costs £2,100.00 Budget: LNF£1,100
+
Project/
Item
|
Cost |
Available Funds |
Funding Source |
Funding Source
Project Area |
Actual |
Additional Notes |
|
General Posters for
COY |
£746.12 |
£746.12 |
|
Event Costs (LNF & UKY) |
£746.12 inc VAT. |
‘Danger’ Money on Repro |
|
General Postcards
for COY |
£ 338.40 |
£338.40 |
|
Event Costs (LNF & UKY) |
£338.40 inc VAT |
‘Danger’ Money on Repro |
|
Concert Posters |
£500.00 |
£500.00 |
|
Publicity & Promo (UKY) Event Costs (LNF) |
PENDING |
|
|
Banner |
£300.00 |
£300.00 |
|
Event Costs (LNF) & Publicity & Promo (UKY) |
PENDING |
|
|
Total |
£ |
£2,100.00 Total available |
Various |
|
£1084.52 spent |
|
|
Unspent Budget
Available (Allocated) |
£800.00 allocated |
£1015.48 Left |
|
|
£ 800.00 allocated to be spent |
|
*These will be bought
if budget allows
|
T-Shirts |
£1,500.00 |
£215.48 |
|
|
|
|
Type of Cost
|
Amount Available |
|
Admin Costs. i.e.
Printing and paper etc. (Dream Weaver) |
£500.00 |
|
Publicity and
Promotion Costs |
£1,000.00 |
|
Workshops
Facilitation i.e trainers, leaders, room hire |
£800.00 |
Volunteer
Expenses
|
£300.00 |
|
Studio Time,
Production Costs, Reproduction Costs |
£2,600.00 |
|
Event Costs |
£1000.00 |
Type of Cost
|
Amount Spent |
Project Cost
Breakdown |
|
Lee Hannon |
£ 200.00 |
Volunteer Expenses |
|
Carpe Diem-Dream Weaver
Licence Fee |
£343.99 inc VAT |
Admin Costs |
|
Carpe Diem- Website
Domain Name Renewal |
£ 79.90 inc VAT |
Admin Costs |
Rap Off
Project/
Item
|
Cost |
Available Funds |
Funding Source |
Funding Source
Project Area |
Notes |
Actual Spent |
|
Publicity and Promotion |
£1,000.00 |
£1,000.00 |
|
Publicity and Promotion Costs |
Posters Budget |
|
|
Workshop
Facilitation |
Tony Lawson: £800.00 |
£800.00 |
|
Workshop Facilitation |
Awaiting invoices |
|
|
Volunteer Expenses |
|
£300.00 |
|
Volunteer Expenses |
|
|
|
Studio Time &
Production Costs |
£1000.00 Studio £1,000.00 Tony Bird £300.00 Tony Lawson |
£2,600.00 |
|
Studio Time, Production Costs |
£300.00 surplus for Reproduction: CD’s etc. |
|
|
Event Costs |
|
£1,000.00 |
|
Event Costs |
SEE NOTES ON FINAL PAGE. CAN BE USED TO COVER EVENT COSTS. |
|
|
*Potentially use
some of event costs for Rappers |
Prizes Expenses |
|
|
|
|
|
Type of Cost
|
Amount Spent |
|
Rap Workshop
Facilitation-Moss Side Power House |
£25.00 inc VAT |
|
|
|
Local Network
Fund-Sports Stars and Filmstars
Type of Cost
|
Amount Available |
|
Event Costs |
£1,100.00 |
|
Total |
£7,000.00 |
Sports Stars
Project/
Item
|
Cost |
Available Funds |
Funding Source |
Funding Source
Project Area |
Additional Notes |
|
Volunteer Expenses |
£400.00 |
£400.00 |
LNF |
Volunteer Expenses |
|
|
Event Costs |
£500.00 |
£500.00 |
LNF |
Event Costs |
Prizes etc. MONEY NOT YET ALLOCATED |
|
Total |
£900.00 |
£900.00 |
|
|
£200.00 NOT YET ALLOCATED |
Film Stars
Project/
Item
|
Cost |
Available Funds |
Funding Source |
Funding Source
Project Area |
Additional Notes |
Actual |
|
Event Costs (Summarised Below) |
(£700.00) |
(£700.00) |
LNF |
Event Costs |
£528.00 allocated already. |
|
|
* Materials/
Costumes |
£ 250.00 |
£ 250.00 |
LNF |
Event Costs |
- |
|
|
* Materials –Set
design |
£78.00 |
£78.00 |
LNF |
Event Costs |
- |
£78.00 |
|
* Props |
£50.00 |
£50.00 |
LNF |
Event Costs |
- |
|
|
* License and
Script Hire |
£150.00 |
£150.00 |
LNF |
Event Costs |
- |
£150.00 inc. VAT |
|
Total |
£528.00 |
£528.00 |
|
|
Surplus £172.00 BUT will be needed. |
|
Funding
Allocated and Guaranteed
|
Amount Available |
|
The Bigger Picture |
£9,000.00 – (£6,201.50 actual) |
|
Local Network Fund |
£7,000.00 |
|
|
£6,200.00 – (£4,650.00 actual ) |
|
Marks and Spencer |
£250.00 |
|
Small Grants for
Training |
£486.25 |
|
Total |
£22,936.25- (Actual
Received to date : £18,588.25) |
Bigger Picture Money Remaining = £2,000.00
Salaries
Money can be spent on Salaries with details below to cover Essential
event costs.
Money Due to Adam: £384.00
Total: £ 3282.00
Essential Event Costs = £1495.25
Event Costs from
Additional Miscellaneous donation from M & S= £250.00
£1,250.00
Deficit of £ 245.25
Pending Applications:
Community Champions £2,000.00
Community Chest £500.
Sponsor Profiling
Title sponsor and
Title partner: NSPCC and “The Centre”
There is the opportunity for joint funding applications with both the NSPCC and “The Centre”. There is clear potential for expansion of joint services. “The Centre” should be involved in cross promotion and activities. There should be a clear financial benefit for involvement.
Other sponsors (needs
profiling further)
Presently COY receives small scale sponsorship in the form of prizes. Whilst this is an achievement in the present competitive environment further work on sponsorship needs to be carried out during the business planning phase. This needs to recognise the requirements of other sponsors for a high level of “popularity” from the COY brand, high media profiling, merchandising sales opportunities, integrated advertising and promotion and most importantly a timed business plan. Where possible this should be supported by a dedicated sponsorship manager. It is realistic to assume that COY are now looking for non title sponsorship from 2004/5. The COY brand may be reinforced by linking funding to workforce development, work placement opportunities and the ‘sale’ of ‘COY into’ services and partnerships.
The project team of COY have
provided the following sponsorship strategy that is presently being undertaken. This clearly shows the benefit of NSPCC as
title sponsor and the need for further professional support or training on
sponsorship.
February to March
2003
Major Businesses
Approached:
Letter and Business Info Leaflet sent.
Follow Up Calls Made 2 weeks later
United Utilities No
BNFL Further
Info required
Lever Further
Info required
Bagnall Demolition PLC No
Carlsberg Tetley Further
Info required
‘Further Info’ indicates the need for further proof as to how long term developments would be made etc. We were unable to pursue this due to lack of knowledge, expertise or future planning.
Donations of Prizes
Search focused originally on
those shops in
Initial search carried out in May
to early June on COY letterhead paper. Support through donations of prizes
received from
Key Donations:
B&Q gave support with
£600 worth of paint through giving back campaign. Donation made for a
sustainable project-backdrop (which would be kept and re-used later!) Also provided £300 worth of staff support to
actively participating with Young People in designing art work for backdrops.
Frog Recording Studios
gave support in ‘matched’ funding. They allowed COY to use studio over
pro-longed time period to allow successful completion of project. Deal was that as long as flat rate £1000 paid,
extra time would be provided for free with possibilities for future partnership
work.
Statistics & Info
provided on:
-
Attendance at events.
-
Number of volunteers.
-
Group’s Network contacts & Links i.e. NSPCC, Youth Fed etc.
-
Volunteering opps created and experience
provided.
-
The social and positive benefits available to Young
People involved and volunteers.
-
Emphasis on helping to support local
Young People.
-
Supporting future workforce and talent.
Acknowledgements and Further Information
For further information on this document please contact:
Mr Mark Bryce
Tyrer Sorrel
WA1 3RE
T: 01925 479966
F: 01925 479966
© Tyrer Sorrel