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Strategy 2021-26 - Coggle Diagram
Strategy 2021-26
WHERE ARE WE NOW
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Audiences
- Lakes = Lake Swimmers
- Waterside = Dippers
- BCC = Schools
- V little owned audience
Brand & Marketing
- New/Exciting/Resonates
- BSA/Company/Partnerships
- Community - lakes, waterside (identity, what you give, what we give, personal benefit)
Risk/Failure Mapping
- End of Summer 2023 decision - diversify/cut costs/new test
-
Finance
- £500k in the bank
- Last 12 months broken even
- Potential £100k loss over next 2 years
Event FR Partnerships
- Total reliance on OSS
- ChillSwim
- Mara Swims
2021-26
5 Years = 3 events, 600 fundraisers £200k raised
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- Event FR (partner w audience)
5 Years = 4 Events, 600 fundraisers £200k raised
1 Year (end of summer 2022) = Research swim clubs and pilot event
Families pilot
LAKES continue
Waterside continue
5 years = 3 events, 1000 fundraisers £300k raised
-
- Brand/Marketing/Audience/Message/Community
5 Years = 100k email list, 100k insta, 1000 face to face with an ask, awareness amongst swimmers
Merch - own range or collaborating with a brand
Marketing - PR able stories
Regular comms
4.5 Partnerships
5 Years = offering Wild Tour, kit reviews, selling gold, silver. bronze partnerships
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2021-22
- Event FR (partner w audience)
- Research & Pilot swim clubs - £0 - IAN
- LW families/pools research + pilot - £0 - MARK
- LAKES - 12 month engagement plan - MARK
- Waterside - 12 month engagement plan - MARK
- Own Event
- 24 hr - 3 pools - £15K budget (split 3) IAN/MARK/COLETTE
- Visit 5 potential locations - £3K budget IAN/MARK
- Scilly swims with 10-20 people - £5k budget - IAN/MARK
- 10 Ambassadors - £1k budget - MARK
- Event partnerships
- Mara swims - £3,000 budget - COLETTE
- Chill Swim - £500 per 10 sign ups - COLETTE
- 1 more event partnership 2022 - £0 - IAN
- visit potential events - £2,000 budget - IAN/MARK
- Brand/Community/Audience
- Wild Tour (2022 - purpose?) - £5k budget - MARK
- End of season Thank You - £k budget - MARK
4.5 Audience Building
- 10k followers on insta = growth tool, content creator - £12k budget - IAN/COLETTE
- Regular professional posts and blogs - IAN
- Stakeholder audience mapping = comms plan - IAN