CurlingCanada

BusinessPlan

2016–2018

Keyissuesidenti8ied2016-20181.  Werequirerenewedstrengthinourpartnershipswithourmembersand

acommitmenttodialogueandsolutionorientedproblemsolvingwiththebestinformationavailableforbothparties.

2.  Ourcurrenteventmodelisnotsustainable.Weneedthoroughreviewof8inancial,operational,formatandpromotionofCurlingCanadaevents.

3.  Weneedtore-orientourresourcesintime,people,skillsordollarstocreatesomeofthechangeweneedtomakein2016-2018.

4.  Therearesigni8icantbroadcastandplayerchampionshipcon8lictsthatsub-optimize8ieldofplaydeliveryofhighperformance.

5.  WehavenewOlympicandpodiumeventsandhighexpectationsaroundperformancegivenour2014results.Manyotherwintersportsarecompetingforsamedollars.

6.  Clubscontinuetostrugglewithcostsandmembershiprecruitment

Keyissuesidenti8ied2016-2018continued

7.  Wehaveanumberofstakeholderswithshiftingprioritiesandtheycreateuncertaintyinfuturerelationships.Weneedtobenimble.

8.  Ouryouthpathwayisevolvingandisnotasrobustasothersports.WearemissingapieceofLTAD

9.  Wehavealargenumberofcontractors,remoteandtemporaryemployeesandmakesthingsdif8icultforemployeeengagement..

10.  Wedon’tfullyunderstandthepowerofourbrandanditspromisetothecommunity.Wedonotmarketthesportofcurlingbutwemarketeventsandbroadcast.

11.  Grassrootsprogramminghaslimitedfundingstymieingsuccess.

2016-2018OpportunitiesIdenti8ied

1.  Achangeinculturethatcanbeledbyacommitmenttoaformalizedworkplantofosteropendialogueandtwowayinformationsharingwithourmemberassociationscanunlocksomepowerfulpartnershipresults.

2.  Anauditoftheorganizationtoensurethatwefocusonprioritiesandacquireordeveloptheskillsneededfortheobjectiveswehavesetforourselves.Ensureallemployeesareengagedandalignedtoobjectivesthroughperformancemanagement.

3.  Opportunitytoworkwiththeplayers,broadcastersandfederationstodeliverascheduleofeventsthatmaximizeseventsuccess,fanengagementandperformanceandsatisfactionofourathletes.

4.  OpportunitiesinsponsorshiptoworkwithNationalTeamProgramassets.

5.  DeveloparobustLTADprogramwithfocusonyouthpathwaytocurlingforlifeandpodium.

2016-2018OpportunitiesIdenti8iedcontinued

6.  Beginpartnercontractrenewalearlytolaygroundworkforfutureobjectivesetting.

7.  Fulleventmodelreviewbalancingneedforrevenue,depthof8ieldofplayandcompetitionopportunitiesandabilitytopromoteandgrowthegametoawideraudience.

8.  Strengthenoperationalizationplantoensurequali8icationinMixedDoublesto2018anddeliverpodiumresults.

9.  DelivermoreclubprogramsthroughLTAD,BusinessofCurling,andnewprogramsthatcanbedrivenbytechnologyincludingMembershipRegistrationande:commerce.

10.  HavecurlersmakeadifferencetothesportthroughtheCurlingCanadaFoundation.Increaseyouthparticipation.

2016–2018Plan

SponsorshipRevenue

• Maximizerevenueandfullysoldoutprogram.Objective

• SellJuniorsTitle&Of8icialPartnerSponsorshippositions

• Retainexistingclients

• DeveloppackageandassetsforU18tournamentGoals

• Setthestageforlong-termrenewalsutilizingupdatedeventresearch

• ProvidemaximumactivationandcustomerengagementopportunitiesStrategy

• Revenuevs.Budget

• ClientretentionMeasurement

Broadcast

• Maximizepromotionandexposureofsportthroughhighqualityandhighreachbroadcast.Objective

• Increasereachthroughnewaudiencetogame

• IncreasefrequencythroughnewproductandpromotionalvehiclesGoals

• Expandaudiencethroughintroductionofdigitalmediainnewproperties

• Delivergreaterhoursacrossmoretournaments

• Developandtest1-2“bigideas”withbroadcaster–developduringbroadcastsummit.

Strategy

• GrossRatingPointsandaudiencesize.Measurement

Events

• Maximizeexposureandrevenueforevents

•  IncreasevalueofpropertyforCCandcommunitiesObjective

• Increaselocalaudienceparticipationthroughticketpurchase,eventattendanceandvolunteerhours

• Developstrongereventpro8ileandcompeteagainstotherliveentertainmentandsportingevents

• Increasepro8itabilityandmanageriskmoreclosely

Goals

• Thorougheventmodelreview

• Strongcommunityengagementplatformsinplanningperiods

• Dynamicandexcitingmarketingtomaximizeattendance

• Create“sport-ertainmnet”andfestivalatmospheretoextendstayandcreatefanloyalty

Strategy

• Ticketsales

• ExitSurveysonsatisfaction

• Digitalandmediaparticipation

• FoodandBeverage,merchandisesales

• BottomLinepro8itability

Measurement

Merchandising

• MaximizeRevenue

• Maximizeambassadorshipandeventpromotionthroughcommunitypurchaseoficonicbrand-wear.

Objective

• Doublerevenueversuspreviousyear

• Createvisiblepresencewitheventmerchandisepre/during/posteventGoals

• Createandmarketteasermerchandisebeforeeventon-lineandeventof8ice

• Developuniqueeventpiecesthatareiconicandcollectable

• Strongpromotionandmarketingofeventwear.Strategy

• Doublerevenuesales

• IncreaseamountsoldMeasurement

BrandFoundationPlan

• ArticulatethepersuasivebrandpromisethatcurlingcandeliveruponObjective

• Anengagingbrandplatformthatkeepsloyalcurlerssatis8iedbutengagesalargeraudienceinthesport.

• Aconsistentmessagethatcanbedeliveredacrosstouch-pointsGoals

• Createresearchprogramandengagestakeholderstounderstandandarticulatewhatmakecurlingbetterandmoreuniquethananyothersport.Strategy

• Completionofresearchandvalidationstudythatidenti8iesthebrandfoundations

Measurement

CurlingFoundationPlan

• CreategreaterawarenessofhowdonorscanmakeadifferencetothesportthroughtheCurlingCanadaFoundation.Objective

• Createengagingstoriesthataresharedacrossallmediums

• CreatemoreopportunitiestogiveGoals

• CreatepartnershipwithTSNandsponsorstodeliverengagingcontenttotvaudience.

• RedesignandhostallgrassrootsstoriesonCurlingCanadaFoundationwebsite/French/strongcalltoaction

• Developrelationshipswithathletestouncoverengagingstories

• Createeventsthathavestrongengagementopportunitiesforcurlersacrossthecountry

Strategy

• Increaseinnumberofnewdonors(trackedbyuniquelinks)

• Increaseinsocialmediametrics

• IncreasedrevenuefromallmediumsincludingeventsMeasurement

NationalandRegionalMarketingPlan

• Createsigni8icantincreasesininterestandengagementincurlinginCanada.Objective

• IncreasesinawarenessandtrialamongsttargetgroupsGoals

• Createanationalmarketingcampaign(s)tocreateinterestamongsttargets

• Createplatformthatcanbeeasilyadaptedforregionalandmemberusewithastrongcalltoaction

• Leveragepartnerassets(COC/CPC/Broadcaster/sponsor)forextendeddistribution

Strategy

• Increasesincurlingawarenessandwillingnesstotrybykeytargetgroups

• Increasesineventattendanceandbroadcastconsumptionbykeytargetgroups

• Increasesinmembershipenrolmentbykeytargetgroupsby2018

Measurement

FeederSystemPlan-Trial

• IncreasethenumberofYouthinvolvedincurlingObjective

• DevelopandimplementnewCurlingCanadayouthprogramsGoals

• PilotCurling101in30communities

• CreateU18championship

• CreatenewlearntocurlprogramforyouththatwillbemoreFUN,interesting,

ageandstageappropriate.

• CreatenewpartnershipswithMAsandcurlerstoestablishbestpracticesand

benchmarks.

Strategy

• ThroughMemberregistration-increaseinnumberofyouthenrolled

• NumberoffamiliesparticipatinginCurling101

• Numberoffamilies/youthwhoenrollinaprogramfollowingCurling101Measurement

FeederSystemPlan-Retention

• Usingcurrentbestpractices,createarecruitmentandretentionprogramforchildreninthesportofcurling.Objective

• CreationofaLearntoCurlProgram

• Creationofastandardrecruitmenttool/eventforclubuse.

• DesignYouthAmbassadorProgramGoals

• Createtemplatesfor“trycurling”clinic,includingprogram,marketing,andemail

• LeaddesignandimplementationofauniversalLearntoCurlprogram(L2C)thatisadaptableandeasytoimplementinanyclubwithanygroupofyouthparticipants.

• Introduceandutilizearegionalchampionwhowillworkintheschools,rinksandwiththeMemberAssociations,toimplementyouthprogramming.

Strategy

• Awrittenevent/clinicplanforallclubsandreportoftheoutcomes

• AwrittenPilotreportwithrecommendedchanges&nextstepsfor6/2017.

• Awritten“YouthAmbassador”programincludingjobdescriptionforaYouthChampionProfessional6/2017

Measurement

MembershipClubPlan

• Ensureallclubshavemembershipthatisrepresentativeofthelocal

catchmentarea,whileencouragingdiversity.

• ThecustomerbaseisrepresentativeoftheCanadianpopulationoverall.Objective

• CreateCurlingDayinCanadain2018

• Increasediversityby5%in2017Goals

• Determineaccuratepro8ileofcurlersinCanadathroughmemberregistration

• Developstrategiestoincreaseparentinvolvementatclubs

• Identifynewdemographicsinpilotlocales

• Createnewtrialopportunitiestoservicelocalcatchmentareas

Strategy

• IncreasesdetailedviainformationsourcedfromMembershipRegistration

• CurlingDayhappensinJan/Feb2018Measurement

CommunicationsPlan

• Toengagewithfans&curlersesp.youngerthroughwebsitecontent&socialmediachannels.

• Raiseoursocialmediapro8ileandbuildaudience,leadingtoincreasedticketsalesatevents

Objective

• Providecontentthatappealstoasbroadofanaudienceaspossible—makinginroadswithyoungerpeople

• Continueofferingfresh,vibrantanduniquestoriesoncurlingacrossthecountry,fromgrassrootsallthewayuptoourchampionshipevents.

Goals

• .Increasevideocontent,

• Useabroadspectrumofwritersandcontentproviderstoproducefresh,interestingandengagingstories,onourwebsite,onsocialmediaandineventprograms.Strategy

• Increasedvideocontentondigital/social

• IncreaseFB,Twitterby25-30%Measurement

MediaRelations

• Tocontinuetobuildapositive,mutuallybene8icialrelationshipwithprint,broadcastandonlinemedia.Objective

• Toprovidetimely,meaningfulandinterestingstoryleadstomediaoutlets,inadditiontobeingresponsivetotheirneedsandinquiriesasquicklyaspossible.

• ContinuetobuildapositiverelationshipwithourbroadcastpartnerTSNbyprovidingstoryideastoenhancetheirSoCbroadcasts.

Goals

• Userelationshipwithathletesto8indoutinterestingstoriesthatpaintstheminapositivelight,andthenpassthosetipsstrategicallytomediaoutlets

• Monitorallformsofmediaforstoriesthatmaycauseproblems,andactquicklytogetontopofthestoryandmakesureitdoesnothavelastingnegativeeffects.

Strategy

• ContinuingpositivecoverageinmediaoutletsacrossCanada.Measurement

SeasonofChampionsEvents

• Increasepro8ileandengagementwithSOCEventsandbuildvalue

• IncreaseRevenue

• ManageCostsandriskObjective

• Highdemandeventsthatactivelyengagealocalandbroadcastaudience

• Eventsthatconsistentlydeliverhighperformance,promotionofcurlingandeffectiverevenuegeneration

Goals

• CompleteEventModelreviewwithcrossfunctionalteam

• Testhypothesesin2016-2017forrecommendation

• Makerecommendationsthatbene8itthesport,thememberassociationsandCC

Strategy

• highlyattendedandpro8itableevents.

• Allparties–MAs,CurlingCanada,andHostCommitteesreceivebene8it.Measurement

NonSOCEvents

• Raisehostingstandards.Objective

• PreparetoolsfornonSeasonofChampionscommitteestoallowthemtostageworldclasseventsandsimilarlegaciesformorenicheappealevents.

• Enhancethecustomerandathleteoff-iceexperienceatourfeatureeventsGoals

• Developcomprehensivehostingmanual

• Delivermorefanexperienceforticketbuyersand‘rockstar’experienceforathletesStrategy

• Increasedperdrawticketssales

• OnlinesurveysatisfactionMeasurement

CreateMemberopportunitiesthroughbidding.

• EnsurethateachMAthatbidsonaneventhashighchancedeliveringsuccessfulevent.Objective

• ContinueopenbiddingprocessforCurlingCanadaevents.

• ExpressionsofInterestareacceptedforeveryCurlingCanadaevent(13peryear)

• Continuetobuildandde8inebidcriteriathatarekeyeventsuccessfactorsGoals

• Standardizebidprocessdocumentcriteriatore8lecteventmanagementrequirements.

• DelivermoreSTEAMmodeleconomicimpactnumbersStrategy

• Eventsarecontractuallybooked2yearsinadvance

• EventsaresuccessfulforallpartiesbasedontheirindividualgoalsMeasurement

HighPerformancePlan

• MaintainthedominantinternationalpositionofTeamCanadaacrossmultiplecurlingdisciplinesObjective

• Top3intheworldinallfourOlympic/Paralympicdisciplines

• Top5inallWorldChampionships.Goals

• DevelopandoperateGoldMedalPro8ile,enhanceLTAD,enhanceNCCP,enhancecollaborationwithkeyfundingpartnersandMemberAssociations,improvetrackingperformancecapabilitiesStrategy

• Medals,OrderofMeritrankings,WorldCupresults,levelofsupportoffundingpartners,conversionrateofidenti8iedathletestoInternationalpodiumathletesMeasurement

PartnerPlan

• UnleashthepowerthatstrongworkingpartnershipwithmembershipcanbringtosportandbusinesssuccessObjective

• Collaborativeworkingrelationshipswithbene8itstobothparties

• Strengthenbothparties’assetsandcapabilitiesandgrowthesportofcurlingtogetherGoals

• Developaframeworkforstrongcommunicationandideaandinformationexchangethatisdevelopedandendorsedbybothparties

• Developclarityaroundparties’rolesandresponsibilitiestoavoidduplicationofeffortandgainef8icienciesindelivery.

Strategy

• Mechanismforinformation,ideaexchange,andsolutionsdeliveryin2016andendorsedbybothparties.

• Processdeliveryaroundcommunicationsandinformationrequirementsin,2016

• EDOACmeetingsco-chairedbyEDandCCCEO.Signi8icantprojectsworkedonandcompletedasateam.

Measurement

Nationalfeedersystemcollaboration

• CreatepartnershipswiththeMAstodesignaBICfeedersystemprogramObjective

• IdentifyhighqualitygrassrootsprogrammingthatmeettheneedsoftheMAsandcurlersGoals

• OutlineFrameworkforFeedersSystemat2016NCC

• Gaininputandmechanismtostudyandidentifybestpracticesinus.

• Shareplansandtoolsatregularintervalsandonayouthcurlingwebsite

• CreatetaskforcesandworkinggroupswithMAstoensuretheirinputandBICprogramsareshared

Strategy

• PlanTwofacetofacemeetingswiththeMAs

• 8planneddiscussionsthroughtheEDcouncil

• 100%buyinandsupportofthefeedersystemandprogramsMeasurement

OrganizationDevelopmentPlan

• Ensurehighestperformingstaffbyensuringalignmentofcapabilities,resourcesandorganizationdesignthatsupportsuccessintheaspirationswehaveandthechallengeswefaceObjective

• Organizationdesignedtodelivermaximumperformance

• Healthyorganizationalculturethatisfocusedonwinning&achievement.

• Alignmentofworkandorganizationgoalssothatwecreatestrengthforoneanother.

Goals

• Reviewpoliciesandemploymentpracticesthatsupporthighfunctioningteam.

• Ensureperformancegoalsareclearbypositionandsupportcorporategoals

• CreateorganizationaldevelopmentgoalsthatsupportoursuccessStrategy

• Employeeengagementsurvey

• Involuntarystaffturnoverlessthan10%

• Everystaffmemberhasapersonaldevelopmentplanthattheyareresponsiblefor.

Measurement

FinancialandAuditPlan

• Ensuretheestablishedscheduleof8inancialreportingisadheredtoandremainsrelevanttotheneedsofourpartners.Objective

• Provideallauditedandunaudited8inancialreportsbydatestovariousstakeholdersandpartners.Goals • ConsultwithF&ACommitteetocon8irmtheeffectivenessandtimingofreportsmeetsneeds.

• Continueexternalaudit8irmandensureproducingrelevantreportsfor8inancialstakeholders.

• Useauditing8irmon-goingonissuestoensureasmoothauditprocessatyearend.

Strategy

• AuditedstatementsproducedanddistributedtoMemberAssociationsaminimumof28dayspriortotheconclusionoftheAGMonSeptember30.

• Receivea‘noissues’managementletterfromtheauditors.Measurement

Operationsplan

• Minimize8inancialandreputationalrisktoorganizationObjective

• Highperformingorganizationthathasadequateriskprotectionandpoliciesforpeopleandassets

• Ensureexternalfaceoforganizationrecognizespartnersandprotectsourreputation

Goals

• RiskManagementframeworkupdatedforassetandpeopleprotection

• InternalpolicyreviewtoensurecompliancewithemployeestandardsforBICnot-for-pro8itorganizations

• Improveduallanguagecapacity.Strategy

• Riskmanagementtoolsinplaceandreviewedannually

• Employmentpoliciesandsalarysurveyscompletedbi-annually

• ImprovedduallanguagecomplianceMeasurement

Membership Management System Pilot and

Technology Plan

• ProvideMA’sandMemberCurlingClubswithmembershipmanagementsystem

• Obtainusableinformationtosupportthegrowthofoursport.Objective

• Developweb-basedMembershipManagementSystem

• Integrateonlinepaymentsystem

• MeetthememberregistrationneedsofvariedanddiversecurlingclubsGoals

• ThroughaPilot,developandmodifyanin-housewebapplication

• CreateavaluepropositionforCurlingClubs

• Developasuiteoftechnology-drivenproduct/servicesformemberneedsStrategy

• PilotMMSprojectandreportonresultsinMarch2017

• Milestonesthroughwebapplicationdevelopment

• OnboardingofMemberAssociationsandCurlingClubsMeasurement