Fit for the Future Scenario - Increased Use of Leisure Centres Nicki Gill & Sheila Apicella 7 March 2013

Scenario The Director of Health & Wellbeing has charged you with the task of maximising the use / increasing the income of the Leisure centre......... and improving the overall Fitness and Wellbeing of the population.

The way forward using esd-toolkit Customer Insight tools Understand your customers and tailor a service / campaign to their needs Maximise income / reduce costs Improve performance and outcomes

Increase use of leisure facilities Increase use of leisure facilities – based upon a Case Study from Durham CC Objectives other LAs may identify with: Improve health of residents both adults and children Increase “happiness” and feeling of wellbeing Improve “Life’s Chances” Build on Olympic legacy A more pleasant place to live / attracting businesses & new residents Reduce obesity rates Reduce spend of future health related issues Reduce youth crime Increase income for LA Achieve central Government drivers / target metrics

Increase use of leisure facilities Extra info in esd-toolkit available Newton Aycliffe case study and presentation Durham Leisure centre membership and usage data crossed matched with Durham Mosaic data shows: Who is already using the gym / bought a leisure pass & not using Groups who are more likely to want to use the gym Those who probably most need health advice and support to get fit Barriers to using the gym Access and service channels Marketing messages

Increase use of leisure facilities Extra external info available Background Info & Government drivers CLG etc Sport England stats and background info Charites who work in the area e.g.Sported BBC BMI calculator, Diet & fitness plan Waist to hip calculator, Healthy weight-loss diet Your health as you get older Support contacts, Healthcare

Identify metrics that measure success

Look at local performance (small areas) LG Inform allows you to see how your LA as a whole is performing and the overall make up of the population of your LA. It also allows you to compare and benchmark yourself against other LAs of your choosing. esd lets you look a little deeper – at smaller areas of geography – to understand the differences in performance and/or the population within your own area. There are various ways of doing this – a new tool (as in this slide) lets you create charts by Ward for a range of metric types – any which are available at geographies lower than whole LA. Often this is census data from ONS. The new census data will be available at the end of this month and will be in esd and LG Inform as soon as it is published by ONS. At the moment we only have a limited range of data at lower geographies – and much of that is from the 2001 census. Note: This new tool is currently in alpha testing but will shortly be released to the LA community for beta testing with access to the 2011 census data released by ONS shortly. Look out for news on how and when you can access the new tools. If you are looking at improving overall health in your LA you might want to see where those in poor health are likely to be living. If you want to encourage use of a leisure centre you may also want to know whether people are likely to be unemployed – and therefore probably unable to pay. There are obviously lots of other factors which might be relevant – and which will help you decide who to promote the leisure centre to, what approach to take and how best to contact them.

Look at local performance (small areas) For each chart you can choose: Metric type(s) and/or metric groups that you would like to see. These are cumulative so if you choose a second (or more) it is added to what you have already chosen. You can also remove them (use the minus beside the name). Area – the geographical level you would like to show on the chart. At the moment only Ward is available because other geographies (OA, LLSOA, MLSOA) do not have meaningful names that can be shown on a chart. Summary – as well as the Ward level detail you can see summaries of the data you have chosen – such as the average within your LA so that you can see which areas are better or worse than average. You could also look at the average within your region. Other options aloow you to see the minimum and maximum values within your LA. Settings – lets you change: the orientation of the graph – for example this one works best with the Wards on the horizontal axis because there are so many of them but in an LA with only a few wards you may prefer to have the Wards on the vertical axis and the values horizontal (which is the default setting) The ‘category’ axis – i.e. Which axis is colour coded and has a legend Whether bars are side by side, stacked or stacked to 100% - when you have multiple bars this can show the relative sizes of each – so a bit like having a pie chart but as a bar rather than a pie. A bar stacked to 100% is most relevant when looking at a metric group – where all the metric types in the group are mutually exclusive and you would expect them to include 100% of the population (or whatever is being counted). The ‘Chart’ option displays the chart full page – hiding other option selections.

Look at local performance (small areas) Maps can show a metric group or a single metric type at various levels of geography. Currently maps are only available for a few demo LAs and only down to LLSOA level not output area. Once the ONS data is released maps will be available down to output area level for all LAs. When showing a metric group the map shows for each area the predominant metric type within the area. Hovering over the area tells you what the area is and shows the actual make up of the area for the chosen metric group. For example in this map you can see that in Durham the population in most areas is predominantly in ‘Good health’ but looking at one area you can also see that there is a significant proportion of the populatio0n which is in ‘Poor health’ or has a ‘Limiting long term illness’.

Look at local performance (small areas) A map for a single metric type shows the proportion of the population in each area which matches the chosen metric type or characteristic. This type of map is often referred to as a hot/cold map or a density map. Again hovering over an area gives you the area name and the actual figure for the area. With maps there are options for: Data – to choose the metric type(s) you want to show Area – to choose the level of geography used on the map Settings – there are no settings for maps at the moment Map – to show a larger map, hiding other option selections

Understanding your community Going back to esd-toolkit Customer Insight tools. As a subscribed LA you have access to a range of features which allow you to learn more about your community and your customers. Some of these are available to everybody – some of the more specific tools do requires a licence for customer segmentation data such as Experian Mosaic or CACI Acorn. Non-subscribed users have access to a limited set of these features – generally anything which does not allow you to create and maintain your own local view of services and customers. Firstly to understand a little more about the people living in your area you can look at ‘Community maps’. A link to these is available from the ‘Quick links’ section on the home page of esd-toolkit. Once it has been beta tested and accepted the ‘Community maps’ will be replaced by the new mapping tool in slides 12 & 13. You can choose from a metric type collection and then show either a predominant map across all types in the collection or choose a single metric type to see a density map for the type. From these maps you can see Mosaic and Acorn data at Ward level without a licence – or down to output area level with a licence. You can also see OAC data as provided by ONS. Bear in mind that the current version of OAC was based on the 2001 census. An update to OAC based on the 2011 census is currently underway and latest information is that this will be ready for release towards the end of 2013. Metric types relevant to promoting the use of the local leisure centre

Understanding your Community The profile comparison report – which can also be run from a link on the customer profiling page – tells you more about the relative sizes of each of the profile groups within your area – not always obvious from a map. As you can see in this case – in Durham group K is by far the largest which will need to be considered when looking at use of the leisure centre. The chart cannot currently be restricted to areas within Durham but it will be possible to look at the data in a Ward level chart in the new charting tool.

See who lives near the Leisure Centre Metric types relevant to promoting the use of the local leisure centre are likely to include those related to health, take up of leisure activities, deprivation, crime and any other circumstances which may be improved by use of the leisure centre facilities – as discussed earlier when looking at this scenario. Demographic data – such as Mosaic – can also help you to understand your local community and plan a project to increase the take up of the facilities. A map showing the Mosaic types living in and around Newton Aycliffe (the location of the Leisure Centre) will tell you who your target audience is. You might decide your catchment area is within 5 miles or 10 miles of the centre (or any other measure). You can then look at the characteristics of each of the groups of people living within the catchment area.

Understand your target audience For example – you can see that people in Mosaic group K – who make up a significant proportion of the local population are unlikely to make use of the facilities – they do not typically exercise. If you look further into the group they also tend to be heavy smokers and suffer from poor health – so are probably a key part of your target audience with the aim of improving their health and so potentially saving money elsewhere such as adult care.

Understand your target audience As another example – you can see that people in Mosaic group E – who also live within the catchment area are very much the opposite – they like to exercise, typically do not smoke and have good health. They may be good candidates for promoting the use of the facilities – and as an audience which is financially independent may help to increase the income from the leisure centre.

What is the best way to contact them? Demographic data can also tell you the best way to get in touch with your target audience – and the way they are most likely to contact you.

Which other LAs can you use for comparison LG Inform allowed you to look at your LA as a whole – and to benchmark and compare yourself against other LAs. One of the comparison options is your ‘Demographic near neighbours’ If you want to know who they are a report available currently through esd-toolkit can tell you. You can access the map (or the same information in a table or spreadsheet) either via a link on the ‘Customer profiling’ page of esd-toolkit (accessed from your local data menu) or from the ‘Customer profiling’ option on the reports menu. The map shows which other LAs are most like yours in terms of the demographic make up of their population – based on Experian Mosaic demographic data. Understanding whether you are comparing yourself with other authorities who have a similar population can be very important when assessing performance. If you are comparing with your ‘next-door neighbours’ there may be good reasons why your performance differs – maybe your population is healthier, more financially independent, more likely to access services online – or the opposite!

Who currently belongs to the Leisure Centre Once you have looked at who lives near your leisure centre the next step may be to understand who is already using the facilities. If you have a licence for demographic data then you can use esd-toolkit to create a profile of your current service users. To do this you need to be able to download details of your service transactions. In this case Durham used the details of all the people who had applied for a leisure pass within a year but you could also profile those who had actually used the leisure centre as well to see if that was different – and to see if there were some people who applied for a pass but didn’t use it – why? All you need from the data is the date and postcode for each application and then you need to match this to the Local Government Service List. If you know how people applied (phone, post, web etc.) this can give you a bit more information. You then need to put this into a format esd-toolkit can read – which isn’t complicated and there are templates available and upload the data. Once uploaded you can see who – in this case – has applied for a leisure pass. Thus shows that group E are likely to have applied and group K much less likely (relative to their numbers in the population).

Where do the current users live You can also look at a map – at postcode level – to see where the leisure pass holders come from. This proved interesting in this case as many came from neighbouring towns and also from outside the designated catchment area.

Where do the current users live However looking at a ‘density map’ for the service it becomes clearer that most of the leisure pass holders were from around Newton Aycliffe – with the highest proportion in profile groups B and E – the red areas on the map.

Other Insight tools in esd-toolkit There are some other tools that there is not time to show in an hour long session. These include: Survey profiling. Uploading survey data to understand how different customer types have responded to the questions Channel migration. A simple tool which uses the results of the ABC costing tool (or other unit channel costs you choose) alongside the service profile to see the savings possible and potential for channel shift Transaction reports which show transactions over time (and profiled if you have a licence)

What next? Define your target audience groups What is the message for each group (it may well be different)? What is the best way to contact them? Can they afford to pay for a leisure pass or do you need a discount scheme? Anything else? The customer insight work should have helped you answer these questions!

Additional Training Bespoke training available please see Training News article

Further information Contact: Nicki.gill@esd.org.uk sheila.apicella@esd.org.uk For support: support@esd.org.uk Use these contacts for queries and further information.