getting and keeping participants, making sport a habit and your project sustainable

1. getting and keeping participants, making sport a habit and your project sustainable The purpose of this session , sharing what works

2. Some interesting participation trends: • Regular participation (1 x30) is on the up but . . . • 31 million try sport, but only 15 million do it regularly • 57% say will cut back because of cost • 40% say they don’t have the time • Still big gaps by gender, disability, income, age • Correlation between deprivation and participation – but don’t be fooled • So it’s about creating choice for them (and you)

3. Creating a sporting habit for life

4. Creating a sporting habit for life

5. Creating a sporting habit for life

6. It’s the challenge of going from trying it to making it a habit - weekly Creating a sporting habit for life

7. we need behaviour change – sport needs to be ‘sticky’ – against other choices Capability – can I do it? Motivation- can I be bothered? Behaviour Is there the opportunity Figure 1 The COM-B system – a framework for understanding behaviour: The behaviour change wheel: A new method for characterising and designing behaviour change Interventions: Michie et al. Implementation Science 2011, 6:42: http://www.implementationscience.com/content/6/1/42 (23 April 2011)

8. A way of thinking about this

9. simplified into 3

10. Simplified into 3 basic questions to ask yourself 1.Who are you targeting, what do you know about the barriers and people’s motivations - to get your ‘offer right’ 2.How do you deliver in a way that attracts and keeps people, from trying things to a making it a habit 3. Keep listening to customers – carrying on , changing, expanding, stopping tweaking - sustainable

11. 1.Who are you targeting, what do you know about the perceived barriers? • Strong emotional responses to the very idea of sport ( set a younger age) • For some its a functional relationship means to an end • Making the choice easy - i.e. it just isn't easy at the moment • The language - sport itself is seen different to activity • Cost, perceived costs • awareness, time etc. – the supply can be confusing and a mess

12. 1.Who are you targeting? What are their motivations? one activity can mean many different things – do you know what motivates the people you want?

13. Young people categories and views

15. - How you will deliver it- 1. Questions to ask yourself??? their barriers? Think hard – who are you after? Their motivations/ attitudes?

16. 2. How do you deliver in a way that attracts and keeps people making participation and the project sustainable? • Think about supply and demand • Think about the channels to get to participants • Make it accessible • Offer choice • Think about formats • Reinforce habits • Make it relevant, it’s complex enough • The point of delivery – the first and critical contact

17. Channels? Supply Demand Digital –social media . . Conventional media Word of mouth

18. MAKE IT ACCESSIBLE -place, time, language , cost LEICESTER 58 tables 58,000 visits LONDON 87 tables 90,400 visits BRISTOL 40 tables 55,000 visits

19. OFFER CHOICE - it’s the group not the sport 49.2% of all people regularly playing sport, play two or more sports. This increases to 60% of young people

20. THINK ABOUT FORMATS - versions Winter Active People Survey 6 (Oct11-Oct12)

21. Simplify the supply ! Source: Deloitte (2014), Sporting Offer for Young People in England, Final Report to Sport England

22. To summarise on this: • Who are your customers • Understand barriers and motivations! • Reach them though the right channels! • Make it accessible, offer choice, different ‘look and feel’ • Simplify • Be customer focussed throughout

23. 2. Some good questions to ask yourself about the quality of delivery • Do you need to stimulate demand? • What demand is there for this type of sport in this area? • Is the offer accessible? Offers a choice ? In the right format? • What sort of communication channel(s) do you use? • Who else is talking to groups you want to talk to and can you have more impact by working collaboratively? • What impression will your target group take from how you deliver your offer? Is it too intimidating, sporty or traditional? • What character or atmosphere are you looking to create • How will you stay in touch after session one and ensure they come to session two ( and three and four?? • How broad is your offer? Do you provide a wide choice of sports? • What will do for those that want more?

24. 3. Keep listening to your customers – every session gives you insight • Keep listening, tweaking, improving – momentum • Qualitative and quantitative – got to be usable • It is new insight! Use it • What does it tell you about the offer and the delivery • Do more of, do less of? • Tweak or whole scale review? • Scale up? To get critical mass?

25. 3. Reviewing and using feedback • Get real and vivid about sustainability • Participant level and project levee • Your participants and deliverers will advocate • Who values what you do and why? • Evidence, evidence and evidence • Heart warming case studies and sound bites • Horizon scan other funding

26. Therefore 3 basic questions to ask yourself 1.Who are you targeting, what do you know about the barriers and people’s motivations - to get your ‘offer right’ 2.How do you deliver in a way that attracts and keeps people, from trying things to a making it a habit 3. Keep listening to customers – carrying on , changing, expanding, stopping tweaking - sustainable

27. Action planning 2 1. How is your local insight driving your offer? 2. Is your quality of delivery enough to retain participants? 3. Will you keep listening and forming habits??

28. Creating a sporting habit for life