REPORT
3. PLANNING 3.
PLANNING
3.1 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". 3.2
SWOT Analysis The following 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 3.3
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
Volunteer
Programme 3.4 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 Golden Square and in Warrington town Centre.
Later approached outlets in Birchwood, Westbrook etc. Initial
search carried out in May to early June on COY letterhead paper. Support through
donations of prizes received from Arcadia (Top Shop etc.), Bay Trading and New
Look. A further search was conducted by the NSPCC. Cold Calls made originally
with demand for letter detailing why and what for. Letters sent on NSPCC headed
paper. Search much more successful. 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". Back to TOP | 
