Over the last 18 months, Touch Football Australia (TFA) has undertaken a significant body of research, analysis and investigation towards knowing ‘What is the Value Proposition’ for our sport for participants.
The value proposition of membership is central to our Strategic Plan and achieving objectives. The research has been focused on the following two areas:
- What is the value proposition for players
- and what is the optimal customer experience?
What is the value proposition for providers and how should this be commercialised?
The value proposition research provides understanding of attitudes, opinions and perspectives on how Touch Football is experienced by players and delivered by affiliates.
Download your copy of the Value Proposition summary now to discover what participants value most about our game, what affiliates think about TFA and State Bodies and what affiliates think about fees and a standardised model to delivery.
Touch Football Value Proposition Summary
Below are some recent affiliate and competition successes in 2016. These are living examples that demonstrate the positive path we are already on towards affiliate and competition growth. Based on the learnings from these successes and the valuable research we now have, future affiliate competition improvement and growth is going to be achieved.
ACT: Developments and Improvements to Women's Competition
In 2016, TFACT conducted a simple yet effective survey approach to find out more about the barriers and impacts on why female competition participation was in decline. The survey revealed results that focused on impacts such as location, scheduling and formatting. TFACT responded to this, implemented changes based on participant feedback and now have an additional 18 Women’s teams participating in Season 2 2016 Competitions in Deakin and Southwell Park Competitions.
VIC: Pakenham Rugby League Club – Touch Football Competition
As a joint venture between Touch Football Victoria (TFV), NRL and VIC Health, in its first year the partnership has generated Touch Football participation for Pakenham Rugby League Club. This has resulted in wider community participation in the non-contact form of the sport for Rugby League members. This initiative has also supported Robinvale Rugby League Club to establish a Touch Football competition in Victoria.
We can’t wait to see the further development and growth of the NRL and TFV partnership in 2017 and beyond!
SA: Onkaparinga Affiliation
In August 2016, Onkaparinga joined the TFSA affiliate network, becoming the 2nd largest affiliate in South Australia. In Season 2 2016, Onkaparinga has grown in participation, conducted referee training and development and positively embraced TFA affiliate management process.
The growth achieved clearly demonstrates the result of adopting TFA’s affiliate servicing approaches. Further growth is inevitable for this affiliate in 2017 and beyond given how successful Season 2 2016 has been.
TAS: Southern Touch Growth
As the largest affiliate in Tasmania, Southern Touch engaged in TFA’s Competition Benchmarking Analysis. This process has been conducted through TFA’s centrally managed competition network since 2015. Southern Touch is one of the first affiliates to work with TFA to conduct a Competition Benchmark Report. In Season 2 2016, key areas were identified for improvement and for the first time in over 10 years there has been an increase in adult team numbers!
This is a great example of how an affiliate has proactively worked with TFA in a collaborative way to achieve competition improvement and growth. Well done Southern Touch! A great outcome.
QLD: Ipswich Super 8s
In early 2016, Ipswich Touch Football conducted the ‘Ipswich Super 8s’. This is the first time the 5-week competition has been offered with teams being competiting in double headers each week. This involved teams from Gold Coast, Brisbane and Toowoomba.
The concept was successful due to early release and organisation of nominations (3 – 5 months prior to competition commencement), well developed marketing material and a the offering of a different participation experience at the affiliate level.
WA: Perth Brothers
The Perth Brother affiliate in Western Australia has created an awesome community based approach to developing Touch Football participation. Through subtle innovation and effective positioning of the competition on Saturday mornings, this ‘whole of community’ fomat has seen the competition grow from 20 teams in 2015 to 35 teams in 2016.
Touch Football competitions that are positioned as family oriented, social and community based are exactly what the value proposition research is telling us. The weekend offering is also a key recommendation of the research.
NSW: Parramatta Eels and West Tigers MOUs
In 2016 NSWTA entered into two significant partnerships by signing MOU’s with NRL Clubs Parramatta Eels and West Tigers. These are direct and collaborative approaches towards future affiliate growth for Western Suburbs, Balmain, Hills Hornets and Parramatta Touch Football. By providing a ‘place on the field for everyone’ in one of Rugby League’s heartlands in NSW, the opportunities for NRL Clubs to conduct Touch Football is a major opportunity for the sport in 2017 and beyond.
NT: Junior Competition Establishment
Darwin and Palmerston Competitions both conducted their first ever junior competitions in Season 2 2016. A targeted approach to conducting these competitions within school term periods, the use of individual registrations (with recommended price points) and positive engagement through TFA’s Sporting Schools Programs have contributed to this result.
This creates significant opportunities for future junior participation growth within the NT and is an example of a range of junior competitions being created throughout the national network.
TFA will be implementing a number of affiliate servicing and competition strategy approaches ongoing to ensure we support and lead the way to growing our sport into the future and ensuring a positive player/official experience. We have recently developed strategies with national managers to provide immediate and ongoing support. Please see TFA national managers to contact details below for more information:
Participation - Mathew Tanner
Mathew.tanner@touchfootball.com.au
Competitions- Miles Wilson
Miles.wilson@touchfootball.com.au
Juniors - Anthony Jennings
Anthony.jennings@touchfootball.com.au
