Recruitment and Retention Open Day 5 th February 2012

Recruitment and Retention Introduction – Kevin Dring The Problem - Doug Rose Proposed Campaign - Kevin Dring Resources from Bowls NSW - Doug Rose Retention - Col Bray

Membership numbers over the past 5 years Doug Rose

The Problem From 2006 to 2011  Only 3 Clubs have increased membership  Membership has dropped from 4986 to 4237  That’s 749 or 17% If this trend continues  In 25 years there will only be 11 active Bowling Clubs on the Central Coast  Those 11 Clubs will have 492 Bowlers (45 each)

The Problem Bowlers are also Aging  Note 75+ has increased by 5% Clubs must justify their expenditure  Clubs under financial pressure Pokie Tax, Smoking, Mandatory Pre Commitment  Harder and harder to justify expenditure on Bowls with ever diminishing numbers of bowlers

Opportunities Recognition by Bowls Australia that something needs to be done  Community Development Officers Under 18 recruitment  U18 Team Manager – Garry MacFayden  CCAS – Kristy Flaxman  Liaison with Schools for Gala days  Active After Schools Programme Baby Boomers are now retiring  4 million Australians were borne in the years 1946 to 1952

Top 5 Things for Clubs to Do 1.Put up a “Bowlers Wanted” sign to let your social members, visitors and passers by know that they would be welcome if they started bowling 2.Have “Bring a Mate” days regularly as Clubs have found that these days work best to get new bowlers. 3.Target your social members and other internal Clubs because they are the easiest people to recruit. 4.Make everyone part of the “Sales Team” on the lookout for potential new members. Including Club reception staff 5.Give special attention to your new bowlers because 4 out of 5 new bowlers give up the game within 30 months.

Campaign Options – Kevin Dring

Print Advertising  Express Advocate ($ 3,377) 4 module Size Ad ($335 per module less 10% Non Profit Organisation = $1,209 less another 10% for 3 inserts) 3 Insertions Fri 27/1 Wed 1/2 Fri 3/2 North South editions with participating Clubs identified in respective editions

Print Advertising  Express Advocate ($ 3,377)  Ducks Crossing Publications (around $500 per paper $1,500 ) 1 insert GRANDSTAND 1 insert PENINSULA NEWS 1 insert GOSFORD COMMUNITY NEWS

Radio Advertising STAR 104.5FM  Profile 35-54yrs  Listening Audience 72,000 weekly  35 ads inc 5 live reads ($ 3,200) COAST FM 96.3 (CC COMMUNITY)  Profile over 50yrs  Listening audience 35,000 weekly  80 ads $330

Letter Box Drop by Australia Post

Letter Box Drop Australia Post ($24,000) By Bowls Central Coast Clubs

Other Suggested Flyers

Cost of Flyers

Promotional Kit Provide a free promotional kit that is  informative,  creates a favourable impression and  offers ongoing use

Promotional Kit ($2,160)

Campaign Options Print Advertising  Express Advocate ($3,377)  Ducks Crossing ($1,500)  Northern Newspaper ($500) Radio  Star FM ($3,200)  Coast FM ($330) Letter Box Drop  Australia Post ($24,000)  By Clubs ($3,500) Promotional Kit ($2,160)

On-Going Promotion Continuity of Exposure  Increased Top of Mind Awareness Financially Feasible Alternative  Grandstand A “Gutter” advertisement in each edition (i.e. Fortnightly) - $7,800 for a year

What is available from Bowls NSW Bowls NSW Development Team Phone Calls from Ladies Clubs are welcome

What is available from Bowls NSW

Retention – Col Bray WE HAVE SPOKEN ABOUT RECRUITING – LET’S TOUCH ON THE SECOND POINT – HOLDING OUR MEMBERSHIP. QUESTION to the Clubs :- HAS THERE BEEN A DOWNTURN IN RENEWALS ? THIS CLEARLY INDICATES THAT CLUBS MUST TAKE POSITIVE STEPS TO INTRODUCE A PROGRAM THAT ENCOURAGES THE NEW BOWLER TO RETAIN HIS MEMBERSHIP FOR A LONGER PERIOD OF TIME. ONE SUCH PROGRAM WITHIN A COMPREHENSIVE RECRUITING CAMPAIGN COULD BE THE INTRODUCTION OF A FORMAL “MENTORING SYSTEM”.

WHAT IS A “MENTORING PROGRAM” It is simply the task given to an experienced Member to take a personal interest in a new bowling member by offering knowledge, insight, perspective and wisdom. This person is a “Mentor”.

WHO SHOULD BE A MENTOR An Officer of the Club – a Committeeman. A Senior Member – friendly and experienced. A playing Member who is enthusiastic and who has knowledge of his club.

Qualities Of A Mentor Most Important – Wants to be a Mentor. Patient ; willing to give the time to convey information. Total understanding of the “Mentor” concept.

Responsibilities Of A Mentor On arrival of the new person to the club, meet with him and detail protocols of the day. Arrange to play with him the first day and truly mentor him for this very important first session. Make introductions to club members. Show & Explain Club Facilities. Detail Club Committees and associated protocols. Critical – Monitor new member’s “comfort level” with his new surroundings.

N.B. 1.Mentoring is NOT a “one-day” exercise. Desirable Mentoring is on-going. 2.Ideally, Mentoring is not just 1 or 2 talented members making the new bowler feel at home; the important lesson is the progressive generation of a “Mentoring Mentality”. It should become a natural “feeling” to permeate through the whole club.

In Conclusion Recruiting must be assessed as a critical component in the operation of a Bowling Club and if we are to ensure the preservation of it’s “lifeblood”, and that is a growing membership, then perhaps Mentoring can make the new members feel more comfortable in his new environment and therefore, stay in bowling for a longer term.

Recruitment and Retention Open Day 5 th February 2012