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FOCUS FOR 2014-15 FINANCIAL YEAR
CHALLENGES
• Budgeted Operational deficit of $943k and a Net Deficit of $688k
• Demand for our courses
• Compliance
• Cultural diversity
Title
WHAT ARE WE DOING ABOUT IT
OUR FOCUS
• Our People:– Recognise that our People are our number 1 asset– A team that strives for continuous improvement in
everything we do, supported by excellent training and coaching
– A commitment to hiring the best people for the job– Clear consultative leadership at all levels of the
organisation– Recognise the need to grow diversity within our staffing
pool
OUR FOCUS
• Operational Excellence:– Processes and systems in place that provide for exceptional
course outcomes in a safe and supportive environment for both staff and customers.
– An absolute commitment to safety without compromise.– A commitment to have participants that match the mix of
cultures and social background of New Zealand.– Longitudinal research to measure what extent Outward
Bound is effective in achieving its core objectives in the longer term.
– Build a reputation for an environmentally sustainable operation.
OUR FOCUS
• Financial Sustainability– Rationalisation of our course offerings and develop a value proposition for
each course segment.– Align marketing, enrolment and delivery to match this rationalisation.– Focus on building right relationships.– Design and implement a relationship management model.– Seamless customer experience pre course, during course and post course.– Community relation strategy that will see us working with our community
partners to not only access students but to also promote Outward Bound.– Proactive course fill with a focus on enquiry and referral conversion.– Meet and exceed financial targets.– Continue to grow the Foundation.– Enhance our fundraising strategy so that it encompasses all donor bases and
links into our stakeholder communications: website, Cutter , MWM, e-newsletter.
How we are addressing these goals
STRATEGIES
• Our course offerings have been rationalised to focus on our core product offerings.• Our marketing strategy is focused on ongoing brand support and the generation of
quality referrals and enquiries for our core product offerings. • We have a “One Team” approach: marketing-enrolments-funding-delivery.• Regional Relationship Management Model is now underway.• Phase 2 website redevelopment underway with expected completion date 4th
Quarter 2014.• “Brand Awareness-Barriers” research completed, “Longitudinal” research
underway.• Growing our Business client base pipeline so we can rebuild the Business Sector. • Anakiwa focusing on safety, operational excellence and quality course outcomes.• “Value for Money” approach in everything we do.• Foundation Fundraising Strategy under development.
2014-15 TARGETS
• An Operational Deficit in the range of $400-$500k.
• A small annual Net Surplus or breakeven position.
• Fixed overheads as a % of operating revenue to be no greater than 70%.
• Gross Margin as a % of operating revenue to be greater than 60%.
Title
How are we tracking?
STATUS REPORT
• Can the Trust handle an operating deficit of $900k? Long-term no, short-term yes with the support of the Foundation. 2014-15 is a year of change. Will take 12-18 months for benefits of strategy to flow through.
• So where are we:– While sales are $60k down on budget, cost savings is seeing us tracking
ahead of budget for both Operating and Net Surplus/Deficits. – For July-August Gross Margin is up 5% on same period last year.– Future bookings on Classic, Discovery, Leaps and Bounds, MBS, Navigator
and Compass significantly higher than this time last year.– Classic still a challenge but under control, MBS summer courses virtually full – 72% of Business sector revenue already confirmed.
GOOD PROGRESS BUT A LOT OF HARD WORK AHEAD
MARKETING
Market Research: Awareness, interest and participation in Outward Bound
Outward Bound AGM September 2014
Research context and method
CONTEXT
•Steep decline in course enquiries and bookings
•Need to understand barriers and motivations to participation, to help
develop strategies for increasing quality enquiries, and booking
conversions
METHOD
1.One-to-one interviews with 14 recent alumni - what led them to Outward
Bound and what was their experience.
2.Findings used to create online survey
• 500 participants
• New Zealand residents aged between 16 and 34 years
• Nationwide
Research questions
• Brand awareness (previous research over 10 years old)
• Brand perceptions
• How people find out about OB
• Primary barriers and motivations to participation
• How these motivations and barriers differ by market segment
Who is most likely to be interested in Outward Bound?
Which are the most significant barriers?
Do certain sales messages resonate more strongly with certain
people?
Awareness
Awareness (unprompted)
Base: 500 participants. Multiple responses were permitted, figures add to over 100%
Awareness– prompted 19
Base: 500 participants. Multiple responses were permitted, figures add to over 100%
Interest
Interest in Outward Bound
No difference in level of interest in Outward Bound by gender, age, ethnicity or region.
Personality and life-stage determines interest (not age, gender, ethnicity etc)
Base: 500 survey participants
The ‘very interested’ market segment
• Sporty, enjoy a challenge
• Outgoing, leaders, extroverts
• Think about the type of person they want to be
• Get on and do it (don’t wait around)
• Often involved in family / community activities
• Focused on wellbeing, diet, fitness
Perceptions
Who is Outward Bound for? 24
Base: 474 participants. Multiple responses were permitted, figures add to over 100%
What is Outward Bound? 25
Base: 347 participants who had heard of Outward Bound. Multiple responses were permitted, figures add to over
100%
How people hear about us
How did you hear about Outward Bound? 27
Base: Those who were aware of OB (n=369), and those who were aware of Spirit of NZ / OPC
(n=381). Multiple responses were permitted, figures add to over 100%
Motivators and Barriers
Barriers - unprompted 30
Base: 460 participants. Multiple responses were permitted, figures add to over 100%
Barriers - prompted
Overcoming Barriers - prompted 32
Summary and Recommendations
Awareness and perception 34
Awareness•The Outward Bound brand and product offering is very well known and understood•Word of mouth is a key awareness raising channel
Who OB is for•It is for adventurous, outdoorsy, outgoing people who are looking for personal development, a challenge and to learn new things •Interest is defined by time in your life / state of mind, not by age, gender, region
What’s appealing about OB•Fun and friendly, motivational support, opportunities for personal achievement and development, working alongside others, a scenic, natural setting
What helps people get to OB•Support from family, employer, tertiary institution, community group•Financial support•Personal referral – this course is right for you•A life “catalyst” – the time for OB is now
Next steps
Target the “very interested” segment and address barriers:
•“Whanau approach” – work with the individual’s key influencers to help
generate a booking
•Employer support – share employer stories to sell benefits of OB
•Alumni stories – use these to address specific barriers
•Fundraising programme – promote 3 step fundraising guide
•Partnerships – workplace, corporate, school, University, well-being sector
•Social media – ensure OB is “top of mind” and address barriers
•Website – content that directly addresses barriers
OUR KAUPAPA
OUTWARD BOUND NEW ZEALAND
OUR KAUPAPABetter People. Better Communities. Better World
OUR KAUPAPA
Ngā Uara I Values
Ngā Whāinga I Course Objectives
Ngā Mahi I What we do
Ngā Uara I Values
Compassion •Show aroha for yourself and those around you.
Greatness•Be your best self and realise your full potential.•Act with respect and integrity. Kaitiakitanga•Respect the interconnectedness of our world.
Ngā Whāinga I Course Objectives
Realising potentialWorking togetherValuesEnvironmentService
Ngā Whāinga I Course Objectives
Realising Potential•Develop self awareness and sense of identity•Understand and assume personal responsibility•Build courage and resilience•Increase confidence and motivation
Ngā Whāinga I Course Objectives
Working Together•Understand and respect the diversity of people and cultures•Experience success as a member of a team•Offer and receive feedback•Develop communication and leadership skills
Ngā Whāinga I Course Objectives
Values•Understand the concept of values•Identify your own values•Consider and respect other people’s values •Allow your values to guide your goals, decisions and actions
Ngā Whāinga I Course Objectives
Environment•Develop an appreciation of the natural environment•Gain an understanding of kaitiakitanga •Consider our impact on the environment •Develop environmentally responsible practices
Ngā Whāinga I Course Objectives Realising Potential•Develop self awareness and sense of identity•Understand and assume personal responsibility•Build courage and resilience•Increase confidence and motivation Working Together•Understand and respect the diversity of people and cultures•Experience success as a member of a team•Offer and receive feedback•Develop communication and leadership skills Values•Understand the concept of values•Identify your own values•Consider and respect other people’s values •Allow your values to guide your goals, decisions and actions Environment•Develop an appreciation of the natural environment•Gain an understanding of kaitiakitanga •Consider our impact on the environment •Develop environmentally responsible practices Service •Experience being of service•Develop a service ethic•Become an active community member
Service •Experience being of service•Develop a service ethic•Become an active community member
Ngā Mahi I What we do
Engage individuals who are ready to make Outward Bound part of their journey.
Immerse them in a safe and supportive learning environment that has clear course objectives delivered by passionate and positive role models. Provide adventure and challenge mixed with physical activity and time for reflection in a significant natural place. Bring together people from diverse backgrounds to work together as a team.
Encourage integration of learning and continued community connection after their course has finished.
REGIONAL MODEL
Introducing Our Model& Our Relationship
Managers
Hawkes Bay
63% Male 37%
Female55 in total
Regional InformationPopulation: 155, 200 Annual Economic Growth 3.2% Annual Employment: 77,485 Unemployment Rate (%): 6.0 Industries: Wine, Agriculture, ManufacturingIwi:Ngāti PāhauweraMaungaharuru Tangitu Mana AhuririHeretaunga Tamatea
Hawke’s Bay has a small regional population with a 65+ and Maori population significantly above the national average.
Example of how w
e
will seek to
understand
opportunity
in th
e
regions
*This ethnic diversity graph is a sample
Where do we want to be?
•The right people booked on the right course at the right time, ahead
of time!
•Creating and maintaining strong relationships in order to build our
referral networks
•Growth (into our focus areas specifically but not exclusively)
•Increased diversity on our courses
•Understanding communities and how Outward Bound can help
them
Where are we today?We are planting Strong Roots!
4. Inviting the organisation to come on this journey with us
5. Developing a model that fits with our organisation
6. Knowing what is important and how we
can protect and nurture this
8. Knowing what success looks and feels like and how we will measure it
7. Understanding clearly the skills of the team where they will need support and what that looks like
9. Creating a culture where Results are
measured and constantly reviewed
and used to make decisions
10. Buds of success are
already visible!
……….Build and Maintain Strong Relationships to Deliver Our Vision ………
1. Website development Phase two - Streamlining the enrolment process
2. Researching customer motivation and barriers
3. Reducing complexity and course numbers while increasing focus on core courses
A closer look at our roots…
1. Website development Phase two
2. Researching customer motivation and drivers
3. Reducing complexity and course numbers while increasing focus on core courses
• Streamline the enquiry and enrolment process
• Improving the ability to capture customer information
• Post course engagement through ‘My Watchmates’
• Understanding barriers and motivations
• Importance of psychographics/ mindset
• Identifying awareness levels per region
• Reducing course types (focusing on core markets)
• Changing the way we work with MSD
A closer look at our roots…
4. Inviting the organisation to come on this journey with us
5. Developing a model that fits with our organisation
6. Knowing what is important and how we can protect and nurture this
7.Understanding clearly the skills of the team where they will need support and what that looks like
8. Knowing what success looks and feels like and how we will measure it
9. Creating a culture where
Results are measured and
constantly reviewed and used to make
decisions
• Open and honest engagement
• Managing change
• Dependence on the expertise of the team
• People/ Communities at the centre
• Youth focus• Community
focus• Key
supporters• Need• Opportunity
• Reducing complexity
• Maintaining focus
• Live and Breathe our funding mesasge
• Our Kaupapa
• Skill gap analysis• Training• Coaching• Performance
indicators• Performance
Management• Recruitment• Induction Plan
• Define destination
• Milestones• Celebrate
Success• Obtains
development
• Score card• Visible
targets• Tollgates/
Assessment points
7. Buds of success are already visible!
NORTHLAND
These results are driven from the focus Diane has
already had in this area.
42% increase in enrolments over a 12
monthperiod
WELLINGTON
These numbers have resulted from a strengthening relationships with
Wellington Schools
20 more MBS aged students
from previous
year
AUGUST 2014
Move to a shared ownership
approach to course fill
FORWARD BOOKINGSBecoming a future
focused
39 new students
booked on a Classic
Course in 10 days
15% increase in
future bookings (as at July 30 2014 vs
July 30 2013).
Happy BirthdaySarah.
Lots of love,Rubber Band ManXXX
WELLINGTON
With the winding down of catalyst
Sim has been able to move across into
building and strengthening
relationships in Wellington
Wellington - Seeing the opportunity first hand…
29% increase in
enrolments in the last 12
monthsAnd we are only just scratching
the surface
Strengthening Relationships
Building New Relationships•Makoura College
Examples of Huge Opportunity•Mental Disability - Active•Youth Development – Zeal
Great Support •Alumni•Members Council
STRIVE Wellington Schools
Wellington Zoo
Whitireia Victoria University
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