Engaging the future of Tennis 21 st May 2011

Introduction Mr Stephen Twaddell President Kellogg Europe Hylton Banks Area Brand Director Europe Kids, Mums & Teens

Good start Great work, in Tennis Ireland, to build on Top class Toolkit Ability to look to the future

Some facts The percent of teenagers introduced to their chosen sport by a family member or teacher Teenagers who started playing their chosen sport before the age of 7 years 93% 71%

Building the future of Tennis Active recruitment – assures the future Early recruitment is most successful Know your audience & their motivations Know how to reach them 4 Key thoughts to consider…

Recruit the next generation young Children learn from even before they are born Majority of learning is through observation & imitation Neo-Phobia must be overcome – fear of the new For tennis this may start at 4+

Reaching Kids through Mum Mum Motivation Model Life Coach Teaching the rules of life Light of my Life Bringing moments of joy

Understand motivations of mums How to apply this to Tennis Ireland Focus on what mums want Position tennis to deliver this: Children can… Challenge themselves Experience success & failure Develop confidence & self esteem Learn about team work Make Friends Have fun

Understand motivations of Kids Child Motivation Model Success Play Power Belong Kid motivators

Understand motivations of Kids Purpose Exchange Affinity I feel connected I’m valued Someone understands me Belong

Understand motivations of Kids How to apply this to Tennis Ireland Create “mini clubs” identity - collateral Allow for social interaction building bonds Select & train coaching staff carefully Work to show children they are valued Belong

Understand motivations of Kids Play I love being spontaneous I’m excited That’s imaginative Surprise Fantasy Creativity

Understand motivations of Kids How to apply this to Tennis Ireland Could provide “Mum & Me” Time (Ball Skills) Make skill training fun & imaginative How do you use your facilities & sport in new & inventive ways (Tennis 10’s a key initiative) Remember fun brings them back

Understand motivations of Kids Success Mastery Knowledge Recognition I’m a step ahead I’m self confident I’m proud

Understand motivations of Kids How to apply this to Tennis Ireland Build skills programme that allows visible progression Provide material resources that aid skills development with parents & teachers Mini tournaments to build recognition

Understand motivations of Kids Power I’m in charge I’m so independent I’ve got influence Freedom OwnershipVoice

Understand motivations of Kids How to apply this to Tennis Ireland Build in valued steps of progression – uniforms, badges. Build up to autonomous play, recognising independence

Map out your recruitment strategy You are not the only sport competing for the interest of a new generation

Map out your recruitment strategy You have the final destination in mind Tennis academy

Map out your recruitment strategy You have the roadmap on how they get there Grassroots Recruitment Club Engagement Development Academy

Now it’s time to recruit 4328 primary schools in Ireland 79% have their own GAA facilities or are within walking distance How many have Tennis facilities? What does grass roots Tennis facilities look like?

Who can help you do this Child Family School Friends How you can use this in Tennis Ireland: Recruitment within current Tennis families is limited Your biggest opportunity is primary schools Teachers are the biggest influence in children’s lives (aged 5-10) beyond parents

Fish were the fish are Local Tennis Club School Every Tennis Club in Ireland has a catchment area of Primary Schools

Grassroots recruitment But how could you use this: 2 routes Teachers & or Coaches

Grassroots recruitment Ways you may be able to do this Resources: Trained coaching staff Materials –starter kits (Sponsored) Training materials & drills Recruiting school Evangelists: Professional coach training for teachers Local club membership at reduced rates for teachers Incentives for recruitment into local clubs

A Summary of thoughts for Tennis Ireland Most of your new players are introduced by either family or a close friend Taking up a new sport starts young Children learn from imitation and observation – you need to overcome neo-phobia Sphere of influence is skewed to family & school Recruiting Children means recruiting their mums Use the mum motivators to actively recruit mums Understand that engaging Children is done through four key motivators You have a clear development path and full programme You now can fish where the fish are Grassroots recruitment is probably best unlocked through primary schools in you local catchment areas

In closing Tennis Ireland is well placed for future growth Great facilities, a clear vision & a lot of the building blocks in place Quantum growth will require proactive recruitment Make your club development programmes child and mum friendly Build your grassroots recruitment within your community Focus on adding value to your community, your schools, and your young people and you will... Engage the future of Tennis in Ireland

Thank you