Client Story
Scaling Up a New Social, Non-Competitive Sport Program
Bowls Victoria Roll Up Program
Bowls Victoria has a vision for getting more teenagers physically active - especially in their sport. Roll Up is a Bowls Victoria junior program that is facilitated by bowls clubs around Victoria. It is designed as a fun, fast, and social four-week program aims to get more 12 to 17-year-olds active through sport. Each week, juniors develop their playing skills and game knowledge through social play where they can build their confidence in lawn bowls.
WHAT IS THE INNOVATION QUICK WIN?
Bowls Victoria’s received innovation seed funding to develop and launch a new program, ROLL UP, that provides teenagers with the opportunity for new and old friends to get together, get active, have fun and socialise outdoors on the bowls green.Chase Consulting supported Bowls Victoria with six-months of innovation mentoring to scale up its ROLL UP program and build innovation capability and capacity.
In the first innovation mentoring session, we developed the strategy to scale up the program to achieve targeted outcomes. We created our 6-month innovation project work plan to achieve these outcomes.
We explored the factors that will drive the long-term sustainably of the program. We developed the revenue cost model for the program and produced a cost guide for clubs. This approach was valuable in determining the pricing structure and gauging the price sensitivity of the target market, teenagers with little awareness of lawn bowls.
In the first three months of innovation mentoring support, we developed the marketing and communications to recruit participants, schools and clubs. We had great success in the awareness campaigns gaining interest and commitment from clubs, and we increased the number of committed clubs by more than 100 per cent.
We navigated through the impacts Covid-19 to keep our clubs and schools engaged, and determined how best to relaunch of the program, post the easing of social distancing restrictions.
WHAT WERE THE OUTCOMES AND IMPACTS?
Lawn Bowls is one of Victoria’s most accessible sports. Regardless of age, gender, experience, or physical ability, bowls is a sport that can be enjoyed and played by absolutely anyone. That’s what makes Roll Up a great sport option for teenagers.Over the past six months, Bowls Victoria developed and validated their approach to scale-up their innovation, they:
- Created the strategy to scale-up the ROLL UP program, partnering with schools and clubs across Victoria.
- Navigated through the impacts of COVID-19 to develop our relaunch strategy
- Enhanced our partnerships with the Victorian Regional Sports Assemblies (RSA)
- Developed marketing campaigns.
- Develop and optimised the club marketing resources; a collection of digital marketing assets created for Roll Up clubs to use.
- Validated their value propositions for participants, program deliverers, schools and clubs.
- Developed the revenue cost model to ensure the program was financially sustainable.
- Grew the awareness of the program across Victoria.
HOW DID THIS FIT IN THE OVERALL STRATEGY?
Bowls Victoria’s mission is to grow and support the sport of bowls through Clubs and their communities.Bowls Victoria’s Roll Up is not your traditional lawn bowls format. Each week, teens will develop their playing skills and game knowledge through social play, modified games and support coaching. The ROLL UP Program was co-designed and piloted with many Victorian clubs over 24 months of the innovation seed funding support.
The ROLL UP program allows teens to learn and build their confidence in lawn bowls in a supportive, relaxed and fun environment. Roll Up is a great after school or weekend sport that kids can play with their friends. Music, food and refreshments are provided at each session.
The ROLL UP program enables Bowls Victoria to broaden its program offering with an innovative social offering to reach teenagers. It’s an exciting innovation to partner with their clubs, schools and the RSAs and helps them grow the sport at the grassroots level.
Through the innovation mentoring support, they fast-tracked the program’s development, the marketing and communications systems and resources to scale up the program across Victoria and Australia.
“Craig Peacock from Chase Consulting helped us scale-up ROLL UP into a sustainable and innovative program. Together we have been able to navigate through the challenges of COVID-19 and develop our marketing and communications to achieve our outcomes. Right from the start, Craig helped us to focus on how scale-up with tangible strategies, insights and resources – so that now, we are set up for sustainable growth.”— CLARE HOCKEY - PARTICIPATION COORDINATOR (ROLL UP), BOWLS VICTORIA
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