We Called It Big Swim

1
We Called It Big Swim

• A program for everyone.

2
Swim Activator

• Adaptable, a talker, a listener, sometimes
  conveniently naive.
• The Aim More People swimming more often
• No excuses / get out clauses
• Creating a new fun exciting programme
• Revenue earner

3
What is Hard to Reach

• People who do not go into swimming pools.
• Older People
• Disabilities
• Disadvantaged What is disadvantaged?
• Cultural Divide
• Lonely people

4
Where Do You Begin

• What Do We Have
• Opening hours Capacity analysis
• Suitable sessions at suitable times
  Childrens fun splash, 1pm Wednesdays
• Ladies only, 2pm Fridays
• Inclusion Over 50s womens only, parents and
  tots, the serious swimmer , the fun lovers etc
• School Swimming Revenue Earner
• Swimming Lessons Income Generator

5
Selling your programme

• Tradition An A5 flyer on the front desk, not
  good.
• A poster in the pool, even worse
• MARKETING Its the future!
• Advertising Get Out There!
• Community Consultation Its Good To Talk
• Meet and Greet Smile, They Wont Bite
• Building partners They Will Help You

6
Taking away the guess work

• Community Consultation
• Listening to what the public say, they will
  tell youdont need a weatherman to find which
  way the wind blows!!
• Consult with all remit groups
• Different customers, different needs, different
  strokes.
• Record the Feedback Barriers, Concerns,
  improving sessions not adding more bad ones, new
  equipment, looking at the rules. Do they fit 2009.

7
Building the Programme

• Winter, Spring, Summer, What is the weather
  telling you
• Working with partners
• Holiday Programmes
• Fun, fresh, making them financially friendly.
• New Sessions
• Marketing, pilots, evaluation, more marketing,
  Talk SmileTalk Smile.
• Staffing Issues
• Make Finance Friendly, flexible rotas
• Friendly Helpful Fun Staff
• Running as a business
• A balance between service and making a living

8
Marketing

• Marketing Materials
• Pool timetables for people, People friendly
  Facility Timetables, Materials for the remit
  groups, Partnership materials, Magazines, Papers,
  Outdoor advertising.
• Visit, Talk, Listen, Smile with the communities
• Presentations. Special events Neighbourhood
  forums
• Introductory Offers
• Pilots
• Meet and greet sessions
• Marketing Plans
• Make them Quarterly,
• make plans both locally and District wide

9
Launching new sessions

• Big Swim Summer 2007
• A holiday programme providing fun for all the
  family.
• Wet and wild over 8s let loose / lifeguards let
  loose with a pool full of of exciting equipment.
• Family Fun Even the parents get a look in
• Large inflatable challenge Fun for everyone and
  anyone, from young children to the over 50s.
• Widely advertised launch days across the
  District, offering a day full of activity both in
  the pool and dry side. Opportunities Desk for all
  activities
• Most Importantly OVER 13,000 Attendances.

10
Leisure Fairs

• Over 50s
• Be fair to your older peopletell them whats
  going onbuy them a cup of teashare a
  biscuitshare a story.make the event for
  them..they are special.
• MAKE THEM FEEL THAT WAY
• Get public health alongtake a few blood
  pressures.social services show them whats there
  for them.
• Make it during the spring/ summer
• Make it accessiblei.e. not on the fourth floor
• Make it sociable, friendly and fun
• Friendly Advertising

11
Keep it Fresh

• Talk, Plan, Market, Launch, evaluate, talk, re
  launch, re evaluate, talk and Market again.
• Populations and people change, generations
  change, tastes change and children will always
  expect you to be on the ball.
• Link in with other available activities for
  example, use your Sports Development Unit.
• Introduce new equipment on a regular basis,
  always look out for new ideas.

12
Summary

• Planning
• MarketingTalk SmileTalk Smile
• Evaluation / Monitor- Keeps you on top of the
  game
• Work with a Business mind
• Big Swim 15,000 attendances over the first year,
  long before Free Swimming was introduced.
• Bradford has had the highest increase percentage
  in England for Junior swim attendances since
  free swimming was introduced
• Bradford now has an extremely successful School
  swimming programme and a very affluent Swim
  School ( Details to Follow)