ONE OF THE BEST RUGBY CLUBS IN EUROPE STRATEGIC PLAN 2013/ /17

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1 ONE OF THE BEST RUGBY CLUBS IN EUROPE STRATEGIC PLAN 2013/ /17

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3 Foreword & Mission Statement Our Key Values Strategic Objectives Rugby Customers Commercial Social & Community Employees Franklin s Gardens our home since 1888

4 FOREWORD In the mid-nineties club rugby operating as amateur members clubs, was at a crossroads with average attendances in the top flight less than 5,000 and yet with a need to attract and pay the best players and also pressure to improve and expand the spectator facilities. This led to the English game turning professional at the start of the 1996/97 season with the challenge of increasing the game s popularity, paying players and developing the clubs facilities. Since then massive investment has been made into the game so that today the Aviva Premiership has top class players from around the globe on display week in, week out and is seen as arguably the most compelling domestic competition in the world. Spectator stadium facilities have improved in tandem and it is no surprise then that matchday attendances have grown substantially and club rugby is now broadcast live around the globe each weekend throughout the season. MISSION STATEMENT The club s ambition is to achieve consistent success on the pitch underwritten by profits from a sustainable business model which has delivery of excellence and strong traditional values at its core Northampton Saints has met these challenges with more success than most as we embraced the opportunity to expand and still keep our proud heritage and traditions whilst developing a dedicated rugby stadium with great facilities for our supporters. This approach has been appreciated by Saints supporters old and new, whose loyalty has been the foundation upon which Saints have managed to develop a business model which has enabled the club to be financially viable, returning a profit for each of 13 consecutive years a unique achievement that no other club in the game s elite has managed to achieve. It is this financial viability which gives the Board of Directors the confidence to maintain and develop its investment into the playing effort, which in turn improves the club s ability to compete for honours on the pitch. The Board has now decided to set out its vision and objectives for Northampton Saints over the next four years and we would like to share with our key stakeholders the strategy we will adopt to achieve them. Not only will we, of course, monitor our progress against our strategic plan but so will our stakeholders be able to do so and accompany us on our challenging journey. We are grateful for your continued support and assure you of our dedication and commitment to fulfil our mission. Tony Hewitt Chairman northamptonsaints.co.uk 4

5 PROUD HISTORY BRIGHT FUTURE OUR KEY VALUES Our values drive our behaviour and will ultimately determine our performance and results. We will do our best to ensure we live our values on a daily basis: Pride and Passion We have a pride in our club and its rich heritage and tradition. We have a passion for rugby and a desire to leave a legacy in the club s name for future generations. Excellence We will strive for excellence in all we do and aim to deliver an exceptional experience for our customers, thereby presenting a compelling proposition. Trust, Loyalty and Teamwork We recognise the strengths of teamwork. We will support our colleagues and reap the benefit of their trust and loyalty. Our club is a team. Honesty, Integrity and Respect We will be honest in our dealings with others and with ourselves. Errors may be made but an honest appraisal will allow us to ensure they are not repeated. We will be respectful to others at all times, including our opponents on the pitch. We will earn respect from others for the quality and integrity of our dealings with them. Challenge and Innovation We will constantly challenge ourselves and others, listening to and learning from feedback as we strive to improve our performance. We will not be afraid of being different and innovative and are always willing to back our judgment. We are eager to get things done and achieve our objectives.

6 STRATEGIC OBJECTIVES The following strategic objectives have been set in pursuance of the club s Mission Statement: RUGBY To be consistent and serious contenders in all three major competitions and to ensure the ongoing supply of young talent capable of making a strong contribution to the club s on-pitch success. Commercial COMMERCIAL To support the financial business plan by development of the Saints brand, maximizing returns from the team s success and developing new income streams. Rugby northamptonsaints.co.uk 6

7 PROUD HISTORY BRIGHT FUTURE Community FRANKLIN S GARDENS To maintain and develop the facilities and operational service level to further the Club s claim to have the best stadium and the best match atmosphere in club rugby whilst continually developing the stadium s non-matchday commercial use. SOCIAL & COMMUNITY To continue to engage with our community and to utilise the club s resources to enrich local people s lives. Customers Franklin s Gardens OUR HOME SINCE 1888 Employees EMPLOYEES To treat employees fairly and with respect and to provide them with the resources to enable them to be proud of their individual contribution to the achievement of the club s overall plans. CUSTOMERS To deliver an exceptional experience to all customer groups on and off the pitch, developing mutual trust and loyalty.

8 RUGBY To be consistent and serious contenders in the three major competitions and to ensure the ongoing supply of young talent capable of making a strong contribution to the club s on-pitch success Since relegation in 2007/08 investment in the playing department has increased by over 2.3m. 2007/ / / / / / m 6.40m 6.44m 6.57m 6.89m 7.42m The team has now appeared in a Final in each of the past six seasons and has qualified for the Premiership Play-Offs for four consecutive seasons. The playing squad has increased it s strength in depth and consists of world class and international standard players. Our Academy is now developing players ready for the senior squad, and a player support structure of the highest club level is in place. A desire to win is now very evident and major success may not be far away. The final step needs to be taken. 2007/ / / / / /13 Premiership Div 1 8th Semi- Semi- Semi- Runners-Up Winners Finalists (2nd) Finalists (4th) Finalists (4th) (4th) Europe N/A Challenge Heineken Heineken Heineken Heineken Cup Quarter Runners-Up Pool Pool Winners Finalists Cup Nat. Trophy Semi- Winners Pool Runners-Up Pool Winners Finalists northamptonsaints.co.uk 8

9 PROUD HISTORY BRIGHT FUTURE First Team Performance 1 To qualify for the Premiership semi-finals each season. 2 To qualify for the Heineken Cup quarter finals each season. 3 To perform to a consistently high standard and to take maximum advantage of playing at Franklin s Gardens. SPECIFIC GOALS Senior Players 1 To qualify for RFU and PRL EQP payments. 2 To operate within (but close to the ceiling of) the PRL Salary Cap regulations. 3 To implement a formal Player Recruitment and Retention policy. Management & Coaching 1 To encourage individuals to identify and adopt innovative ideas and best practice from other sports and other countries. 2 To have all current coaches qualified to RFU Level 4 or equivalent by end of SPECIFIC GOALS Academy 1 To secure 100% RFU Academy funding. 2 To have at least two players each season offered a full-time senior contract. 3 To operate within the PRL Academy Cap regulations. 4 To utilize the dual registration system to give developing players adequate match play experience. 5 To seek opportunities to develop and extend the club s network for the identification and introduction of young talent.

10 CUSTOMERS To deliver an exceptional experience to all customer groups on and off the pitch, developing mutual trust and loyalty Financial viability is at the core of the club s success and this is dependent on repeat business from customers. Commitment to repeat business will only come from customer satisfaction but exceeding customer expectations should mean we can also look forward to new business recommendation and loyalty. Our customer groups 1 Individual supporters Season Ticket Holders, regular or occasional match ticket purchasers, 1st XV club members and supporter club members. 2 Corporate sponsors. 3 Regular or occasional hospitality business clients, ground advertisers. 4 Conference and meeting room users on non-matchdays. 5 Individual and corporate attendees at events staged by the club dinners, representative matches, concerts and fireworks. 6 Schools, junior rugby clubs, charities and other disparate organisations falling into any or all of the above. 7 Competition sponsors and partners e.g. Aviva, LV=Insurance, Heineken, BT Vision. northamptonsaints.co.uk 10

11 PROUD HISTORY BRIGHT FUTURE 1 Close liaison with business partners servicing and/or affecting service delivery to our customers Kudos (catering), Tickethour (ticket sales system), Fine Foods (Village catering), and Premiership Rugby. 2 Establishment of a Supporters Liaison Group to seek objective feedback from supporters on club (not team) performance. 3 Implementation of a formal feedback procedure for all hospitality and nonmatchday business clients. 4 Quarterly review meetings with all Elite Sponsors. SPECIFIC GOALS 5 Continued monitoring and development of club website, online shop, ticketing system and social media with a view to improving user friendliness and features. 6 Continually seek to improve the sophistication of customer data and electronic marketing communications to be more relevant and less intrusive. 7 Continually seek to attract new customers and increase their frequency of custom. 8 Publication of a Customer Charter defining our commitment and philosophy towards our key stakeholders.

12 COMMERCIAL To support the financial business plan by development of the Saints brand, maximizing returns from the team s success and developing new income streams We are a rugby club and our principal objective is to win silverware. However, competing in the professional era means that playing success is likely to be significantly influenced by investment into players and coaching and specialist support staff and resources. It is therefore imperative that the club is able to generate a profit each year for re-investment in our rugby effort and stadium facilities. northamptonsaints.co.uk 12

13 PROUD HISTORY BRIGHT FUTURE Ticket Revenue 1 To implement a variable pricing marketing strategy based on anticipated match demand to maximise attendance and income derived. 2 To achieve an average of 50% sold of increased capacity in the first season of new stand. 3 To submit winning financial bids to host at least one neutral venue/one-off match at Franklin s Gardens each season. Sponsorship 1 To renew all sponsorship agreements before they reach end of term. Membership 1 To increase number of season ticket holders and club members each season to achieve 10% and 20% increase by 2016, respectively. Hospitality 1 To implement a variable package and pricing policy based on anticipated demand to maximize attendance and income derived. 2 To achieve 100% sold capacity on completion of new stand. Merchandising 1 To implement a user friendly online retail platform and to increase online sales by 15% each year. 2 To create and implement a specific retail proposition for matchday hospitality customers. Conference & Events 1 To increase revenues year on year to achieve 1m by To increase the range of public events held at Franklin s Gardens in order to generate higher profile and a growing revenue stream. SPECIFIC GOALS

14 SOCIAL & COMMUNITY To continue to engage with our community and to utilize the club s resources to enrich local people s lives As individuals we appreciate that there are many people who are less fortunate than ourselves through no fault of their own. By harnessing the goodwill and kindness, the attributes and time and effort of those around us in our club we are able to reach out and offer some positivity, friendship, care and support to those in need. We see this not as an impingement on our own lives but as an enhancement to them. We enjoy being able to help. northamptonsaints.co.uk 14

15 PROUD HISTORY BRIGHT FUTURE 1 To always be the region s most active professional sports club in terms of community engagement, driving interest, involvement, enjoyment and loyalty to the club. 2 To leverage our sponsor and business relationships to extend the reach and understanding of the intrinsic values of rugby and Northampton Saints through our community programmes. 3 To play a major role in the engagement of non-rugby supporters through the Milton Keynes RWC2015 programme. 4 To be acknowledged in the community as the leading Ambassador for the town and county. SPECIFIC GOALS 5 To play an integral part in the town and county council s strategy for healthy living and the wellbeing of its communities.

16 EMPLOYEES To treat employees fairly and with respect and to provide them with the resources to enable them to be proud of their individual contribution to the achievement of the club s overall plans In rugby s professional era little can be achieved without employees who are prepared to strive to improve their individual performance whilst recognizing the importance of teamwork. Our employees must all be proud of themselves and the club. northamptonsaints.co.uk 16

17 PROUD HISTORY BRIGHT FUTURE 1 All job descriptions will be reviewed and employees appraised by the end of 2013 and every six months thereafter in terms of past performance and future goals. 2 Where employee skill/knowledge gaps are identified at appraisals, specific correction/ development plans will be put in place for each individual. 3 Maintain staff turnover rates at less than 10%. SPECIFIC GOALS

18 FRANKLIN S GARDENS OUR HOME SINCE 1888 To maintain and develop the facilities and operational service level to further the club s claim to have the best stadium and best match atmosphere in club rugby whilst continually developing the stadium s nonmatchday commercial use Following the stadium development projects completed in the first five years of the 2000s Franklin s Gardens has consistently been referred to as the best dedicated rugby ground in the country with facilities and atmosphere commended by both home and opposition players and supporters alike. Careful development of spectator capacity has helped to create an atmosphere which is intimidating to the opposition and greatly inspiring for our own players. We now need to complete the fourth phase of the development. northamptonsaints.co.uk 18

19 PROUD HISTORY BRIGHT FUTURE Stadium Facilities 1 To complete the redevelopment of the Sturtridge Pavilion, increasing the overall spectator capacity of the stadium to approximately 15,500 by the commencement of the 2015/16 season. 2 To maintain a repair, maintenance and improvement programme around the ground to ensure the attraction and functionality of the venue to all customer groups. 3 To meet all criteria as required by PGB, the Safety Advisory Group and all competition and regulatory bodies. 4 To maintain the club s reputation as a stadium of choice by RFU for appropriately sized fixtures. SPECIFIC GOALS Stadium Management 1 To maintain the club s proud record of managing adverse weather conditions so as to avoid the need for match postponements. 2 To ensure the club s excellent reputation as a welcoming, family friendly environment is maintained. 3 To maintain the high standard of training, development and qualifications of matchday and full-time staff to ensure the safety and control of spectators whilst enhancing their matchday experience through excellent customer service. SPECIFIC GOALS Rugby Facilities 1 To continue to maintain the match and training pitch surfaces to the highest specification, prepared for play in accordance with the Director of Rugby s wishes. 2 To develop a plan for the development of a complete on-site team training facility.

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