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14 November 2015
A Strategic &
Operational Plan
Presented by: Ian Elliot, on behalf of the ASA’s England Water Polo Management Group
The England Water Polo
Management Group
England Water Polo Management
Personnel
Group Chair, Ian Elliot
Governance and Commercial, Simon Tinkler
Marketing and Communications, Chris Dean
Performance Pathway, Phil Winstanley
Competition and Events, Mike Hesketh
Match official’s development, Mike Jukes
Coach education and development, Sarah
Dunsbee
National Development Officer for water polo,
Norman Leighton
EWPMG Mandate 1 – the 2015 ASA Strategic Review, the
‘Tunnicliffe Review’
The 2015 ASA Strategic Review
In Jan 2015 the ASA agreed the following:
• New leadership for polo with clear powers and responsibilities.
• The idea of a consolidated water polo budget.
• The brand ‘England Water Polo’.
• Improved comms
• Changes to the performance pathway
• Changes in the training culture
• The idea that competitions should drive standards
• Bringing back a senior England Water Polo programme
EWPMG Mandate 2 – the ASA COO’s document ‘ASA Water Polo. The Future’ 25 Jan 2015
‘ASA Water Polo. The Future’ 25 Jan 2015
The ASA COO stated the following:
• The ASA agreed that the ASA England Water Polo Management
Group should use the recommendations set out in the review
document as a framework for a revised strategic and operational
plan.
• As part of the formulation of the plan it was agree that the resource
requirements would be identified and priorities agreed.
• The ASA committed to ensuring changes in the current structure
would be aligned to the recommendations in the review
• The ASA noted that there was a need for an international
programme.
• The ASA would ensure appropriate resources were available for the
plan, to support a sustainable programme.
Governance &
Commercial
Governance
Key actions since EWPMG appointed
A Reviewed governance options
• EWPMG strongly recommends proper authority is delegated to manage water polo in England
• EWPMG should remain accountable to ASA
• 2 management options for the ASA
• Option 1 - direct management of staff by EWPMG
• Option 2 – the creation of a senior management role within the ASA of Water Polo Manager, managed by EWPMG, with power to manage staff
B EWPMG clear preference is for Governance Option 1
C Identified key authorities and delegated powers required
D Considered but rejected either fully independent WPMG or ASA running water polo with a water polo advisory group
Governance
Governance
Key management authorities to be delegated to EWPMG
• all water polo activities, in line with ASA
strategy
• talent programme/coach
selection/England team management
• other programmes (not Beacons)
• direct the format of all ASA
competitions
• training and development of coaches
and match officials
• direct all water polo promotion, PR and
communications
• engagement with all third parties (BS,
Sport England, ESSA etc.)
• sourcing third party funding
Governance
Funding Sources identified
• sponsorship
• Sport England and others
• player/club/parent contributions
• water polo alumni/legacies
• “charity style” fundraising
• partnership with local authorities and others
• universities/schools
• regions
Governance
EWPMG composition
• Chair appointed by ASA after open recruitment process
• other members appointed by leader after similar process
• 4 year term; maximum of 2 terms
• leader plus members for
- player pathway/talent
- coaching
- match officials
- marketing /communications
- fundraising/commercial
- governance
- finance/audit
Governance
KPIs
• Recruit/identify all new ASA water polo staff by 30 June 2016.
• All authorities and reporting structures fully in place by 30 June
2016.
• EWPMG to meet at least 6 x per year
• Regular meetings between Chair and ASA
• Annual progress report to all
• Annual water polo conference for all
• Individual EWPMG targets & reports
Marketing &
Communications
M&C
Actions to date
EWPMG Marketing and comms team established with the appointment
of Andy Rollé and Rachel Drabble
EWPMG has identified that England Water Polo’s aspirational brand
values are;
• athletic dedication
• hard work
• professionalism
• sporting achievement
M&C
England
Water Polo
brand &
social media
• England Water Polo imagery July 2015
• EWPMG propose to promote England Water
Polo as a popular, well organised, inclusive
aquatic team sport for males and females,
which delivers on its sporting and
administrative goals.
• Promotion of our representative sides & brand
development; external funding
• Social media April 2015
M&C
@ENGwaterpolo
• >500 followers
• >500 tweets
• 173 pictures and videos
• Average >20 tweets per week
M&C
England Water Polo FB page
• 230 articles
• 9 Facebook articles per week
• England Water Polo posts have an
average reach of >1000
• >7,000 interactions
• Total reach of >250,000 people
• Top reach - Baku related share which
appeared in the timelines of nearly
33,000 people
M&C
Internal comms
Talent squads closed FB groups
Squad specific WhatsApp groups
for international events
M&C
Facebook analytics
M&C
EWPMG Campaign Protocol, June – Oct 2015
1. GBR 1998 women’s water polo team, Baku, June 12th – 28th.
2. ESSA, English Schools’ men’s U19 water polo team, Malta, July
17th – 21st.
3. GBR 1995 women’s water polo team, Volos, August 17th – 23rd.
4. England 2000 women’s water polo team, Prague, Sept 4th – 6th.
5. England 1999 men’s water polo team, Lithuania, Oct 22nd – 25th.
M&CGBR 1998 women’s
water polo team
Before the games…
M&C
GBR 1998 women’s water polo team, Baku
During the games…
M&C
ESSA, English Schools’ men’s U19s
Before the tournament…
M&C
ESSA, English Schools’ men’s U19s, Malta
M&C ESSA, English Schools’ men’s U19s, Malta
M&C
GBR 1995 women’s water polo team, Volos
M&C
GBR 1995 women’s water polo team, Volos
M&C GBR 1995 women’s water polo team, Volos
M&C
England 2000 women’s water polo team, Prague
M&C England 2000 women’s water polo team, Prague
M&C
England 1999 men’s water polo team, Baltic Amadeus, Lithuania
M&C
M&C
ASA water polo hub
• Conceived by the ASA without EWPMG
input
• Designed by the ASA without EWPMG
input
• Currently losing visitors with falling
numbers
• No evidence of editorial planning
• Lack of ASA generated content, lack of
SEO activity
• Needs revitalisation/rethink/substantial
investment
M&C and
PR & Comms
Satisfactory working relationship, however we have found…
• Opacity re management of this area
• No evidence of ASA PR & comms planning re water polo
• No resource info supplied by the ASA
• No evidence of use by ASA of PR& comms management tools
• No clear PR & comms objectives on the part of the ASA for water
polo
M&C
KPIs
• Management meetings with relevant ASA teams
• PR/Marketing campaign calendar to be agreed
• ASA depts. to draft clear editorial plans for England Water Polo in
conjunction with EWPMG
• ASA water Polo hub to reverse the decline in traffic and achieve
significant reach monthly
• Growth in numbers of England Water Polo Twitter followers
• Growth in numbers of England Water Polo Facebook page likes
• EWPMG M&C written report to EWPMG. Report to be annual and a
public document
M&C
And finally…
Participation
area of delivery
Participation strategy
The ASA has appointed a National Development Officer for water polo
• Suzy Stevenson.
• 6 years in sports development.
• Derby City Council.
• Volleyball England.
• Suzy has drafted the plan for
implementation independent of the
EWPMG.
• Suzy presenting her ideas to the ASA
SGB Nov 15.
• Details to follow.
Performance Pathway
Pathway Performance
Our Objective
Develop senior players capable of representing England and
Great Britain and be capable of competing on a European stage
Pathway Performance
Talent Programme review
Must be athlete centred and competition supported
• We don’t currently follow the fundamentals of talent development
• Emphasis and finances are currently focussed on developing teams rather than individuals
• There are very few fixtures at an appropriate level and rarely “the best v the best”
• Risk of losing later-maturing athletes
• We have not been successful…
Performance Pathway
RTC review 1
• Reported lack of core skill development
• No longer a step up from club polo
• Review of current provision of technical and tactical delivery and
development through the RTC programme.
• Review the role of the National Academy in terms of timing, age
groups and objectives.
Performance Pathway
RTC review 2
• A prescriptive programme provided by the
Water Polo Talent Officer against which all
volunteer coaches will be required to comply.
• Delivery of the programme by volunteer
coaches of requisite standard who must
engage in regular CPD.
• Competition blocks, supported by the Regions
to be introduced on North/South basis, 3
weekends per annum for the best athletes as
an introduction to the International Age Group
programme.
Performance Pathway
International Age Group Programme
• Termination of Cardiff training camps, with focus on bespoke International Age Group Programme training at suitable affordable venues.
• Athletes 2-4 years out from Euros – individual development
• Athletes 0-2 years out from Euros with athlete focus to train and compete through basic athlete screening, strength and conditioning provision, sports psychology support, performance analysis, nutritional advice, specific athlete education and specific specialised coaching support across an expanded programme of engagement.
• Increased contact time for coaches with athletes
• Athletes have individual development plans
• Performance analysis of training and matches
Performance Pathway
England Senior programme
• An informal advisory sub group has been formed of ex-international players and coaches.
• Planned review of domestic senior programme with BWPL and other stakeholders.
• Focus on developing a group of young athletes to mature 2018/19 to join existing senior athletes committed to the programme for a minimum of 3 years.
• May include 1 or more club(s) competing in LEN European Club Competition.
• England senior squad for men and women to be re-established in 2016.
• English programme through to the 2018 Commonwealth Water Polo Championships and beyond.
• The ASA to support a strategy culminating in international GBR European competition.
Performance Pathway
GBR
• British Management group has been established with representatives of England, Scotland
and Wales ASA’s
• Entry for junior men and women for the Under 19 European Championships has been
approved for 2016 by British Swimming with agreed performance KPI’s.
• The measure of success for the Under 19 European Championships is based on generic
performance criteria measured against expected quality of certain Nations and a broader
measurement of the physical aspects of the programme
Pathway Performance
Managing Expectations
• ASA
• British Swimming
• Regions
• Clubs
• Coaches
• Players
• Parents
Performance
KPIs
• Introduce a new prescriptive RTC programme supported by appropriate competition programme
• Appointment of additional new water polo development officers
• Compliance with Sport England KPIs for Talent
• KPIs have been identified with British Swimming for the girls and boys Under 19 age group European Championship Qualifiers in May 2016
• Men’s and women’s national coaches to be appointed.
• England programme to be agreed, adopted and supported by appropriate resource
• Agree a domestic competition programme with Scottish ASA, Welsh ASA, BWPL and British Swimming
• Agree a plan with British Swimming, Scottish ASA and Welsh ASA re. the development of a GBR strategy
Competition & Events
Competition & Events
Planned action
• Co-ordinated domestic and international
calendars, linking with EWPMG M&C
activity and match officials
• Review NAG programme
• Co-ordinating an expansion of the ESSA
girls’ and boys’ competition programme,
to support IAG players in international
competition
• Annual EWPMG conference – all
welcome
Match Official Development
Match Officials
Actions to date
• Review of current number of match officials
• Review of grading that officials currently operate at
• Increased number of referee and Table Official courses
• Increased international experience for referees supporting
International Age group Squads
• Improved assessment and review techniques
• Formation of specialist sub-groups
Match Officials
Match Official sub-groups
Sub-groups set to lead and develop match officials
• Delegates Group
• Referees
• Table Officials
• Appeals
Match Officials
Pathway
• Pathway review for referee and table education and development to
increase number and quality
• Focus on junior development including athletes in the performance
pathway
• Revised disciplinary rules to improve conduct
• Centralisation of calendar for events
• Awards system to be introduced
• CPD for match officials
Match Officials
KPIs
• Number of referees passing theory referee
courses (beginners)
• Number of referees passing the practical referee
course (beginners)
• Number of new Club Table Officers
• Number of Regional Table Officials
Coach Education &
Development
Coach Education & Development
Pathway
• Increase the number and quality of tutors
• Increase the number and quality of coaches at all levels by
introduction of a coach education pathway.
• Review and amend the technical content of formal
qualifications courses levels 1 to 3.
• Writing and implementing of CPD modules
• A co-ordinated national calendar for formal qualifications
• Formation of a Coaches Association
Coach Education & Development
KPIs
• Delivery of formal course changes completed by the end of 2016
• Identification of Tutors and commencement of training by the end of 2016
• CPD’S written and implemented for all levels of coaches by the end of 2017
• The formation of a national water polo coaches association by the end of
2016
Resource Schedule
Substantive section Resource Requirement Annual Payroll costs (£K)
Start date Comments
Governance Water Polo Manager
Estimated FT 45-55 * 01 Mar 2016 EWPMG Governance Option 2 only
Water Polo meeting administrator
PT Existing N/A
M&C Web content and promotion technician
New - FT 35-40 01 April 2016
Hub content and promotion to meet KPIs
PR and comms Unknown No information available to EWPMG
Participation Unknown Existing Club development and participation
Performance Pathway
Head Coach women New -50 days pa 20 30 June 2016 Includes expenses. Likely increase in Yr 2-4
Head Coach men
New - 50 days pa 20 30 June 2016 Includes expensesLikely increase in Yr 2-4
Water Polo administrator
PT Existing N/A Assume use of water polo meeting administrator
Water polo Talent officer
FT Existing N/A
Water polo talent assistant x2, rising to 4
New - FT 25x2 (1st year only)
01 June 2016 Could start 01 April if available.
EWP Performance Director
New - PT TBA TBA TBA
Competition and Events
ASA Events Team Existing N/A
Match Officials Water Polo administrator
PT Existing N/A
Coach Development Education Co-ordinator
New PT 6-12 01 April 2016
CPD development
Future FundingThe total funding required annually from all sources to deliver the Strategic & Operational Plan for Water Polo in England can be broadly split as follows:
Governance £74,000
Marketing and Communications* £40,000
Participation £67,000
---------------------------------------------------------------------------------------------------------
RTC Programme, RTC Comp blocks & National Academy £446,000
International Age Group Squads £643,000
Senior Programme £231,000
Miscellaneous £18,000
Coach apparel £20,000
Performance Pathway** £1,358,000
---------------------------------------------------------------------------------------------------------
Competition & Events*** £1,000
Match Officials £20,000
Coach Development £33,000
TOTAL £1,593,000*No ASA info re PR & comms
**Performance Director & Beacon not included
***Excludes existing ASA comp
Key Stakeholder
BWPL
The sport of water polo is at a crossroads and desperately
needs strong leadership that governs by consent. To that
end, and in his role as Group Manager, Ian Elliot has brought
together a talented team from a variety of sporting and
commercial backgrounds and their collective expertise has
helped create this all-encompassing strategy. The
proposal is faithful to the Tunnicliffe report, commissioned
and subsequently applauded by the ASA earlier this year,
and the BWPL recommends the proposal is adopted and
endorsed in its entirety.
In addition to its endorsement of the strategy, the BWPL is
committed to working with this group to help the sport
progress.
David Andrews
BWPL Chairman
Key Stakeholder
ESSA
The English Schools’ Swimming Association has, over the years,
developed a very strong water polo competition for boys and girls
of school age. Following the Tunnicliffe Report, the ESSA has
created links with Ian Elliot and the EWPMG to develop junior
water polo throughout the country. This is an ongoing project and
the ESSA would like to endorse the EWPMG proposals whole
heartedly.
John Stiven
Hon. General Secretary ESSA.
The motivation…