REPORT
1. INTRODUCTION SUMMARY
From
the Development Planning process the following Summary Statement was produced: "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 Warrington". Back
to TOP 1. INTRODUCTION
1.1
Background Tyrer Sorrel have been appointed to
support Celebration of Youth (COY) and the NSPCC to develop a 3 year 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 a 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. 1.2 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 Swoosh? - 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 focus group video
filmed and directed by the project team is no longer available online. For an
emailed copy or for more information please call Mark Bryce on 01925 479966 or
click here to contact Tyrer Sorrel 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:
Ownership Session 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. Back to TOP | 
