REPORT
2. FOCUS GROUPS 2.
FOCUS GROUP FINDINGS
2.1 Background Celebration
of Youth was established in 2000 as a one day event showcasing young talent in
Warrington. The ethos of the event was that it was "For Young People, by
Young People". The event was developed by and held as part of a programme
of work for Local Agenda 21. In 2001 the COY event was increased in size to encompass
a week of events including new sport and young offender elements. "COY 2K1"
was title sponsored by "The Bigger Picture" a home office led initiative
to increase volunteering. 2002 saw Celebration of Youth become a constituted organisation
and 2003 sees the COY event develop and grow further. COY 2003 was primarily supported
by both the NSPCC and The Tim Parry and Johnathan Ball Young People's Centre ("The
Centre"). These supporters were complimented by further funding from The
Bigger Picture, YPAC, Local Network Fund, UK Youth Initiative, Marks and Spencer,
Small Grants for Training, Individual donations and match funding of time by committed
volunteers. The NSPCC are keen to increase their involvement by becoming title
sponsors and minimising the current culture of one off time limited small grants.
This development plan sets out the requirements of all partners to take forward
the NSPCC title sponsorship of COY for a period of 3 years developed from a 3
month pilot programme. 2.2 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" These
participants are the extended families of the "Involved Volunteers".
They give pressure to the "Involved Volunteers" about exams etc. More
work will be needed on this segment in the 3 month pilot. It is important to identify
what it is that they want from the COY brand. This segment can be expanded to
include audiences on at the events, increasing the sense of the 'COY family'. 2.3
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". 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.
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