Objects and Functions
  Latest News
  Members
  Committee
  Events
  International
  Results
  Past Results
  Ranking List
  Manufacturers
/Testers
  Artificial Surfaces
  Development
  The Sport of Bowls
  Strategic Plan
  Laws of the Sport
  Laws Committee Decisions
  Board Structure
  Memorandum
  Articles of Association
  Regulations
  Umpiring
 
   
  Links
  WADA
  TUE Application
 
  WB 2012
  CMSB



 

Operational Plan for Club Development

The overall responsibility to initiate, manage and bring about change within the sport at national, regional and local level is incumbent on the National Authorities. However, each Club within the National Authority has different factors that influence its progress and success, and accordingly, to this end, is also obliged to take the initiative and to encourage, influence, prompt and promote necessary change.

Clubs need a programme to raise the profile of the sport so that it is well known, respected and recognised by the general public in the area concerned and emphasising the sporting, quality, leisure and social aspects of the game.

Every effort must be made by the National Authority concerned, the individual Clubs and jointly by the National Authority and the Clubs, to enroll new members and to retain new and old members alike. Hopefully, this document will assist Clubs in achieving the above objects, due regard always being had to the individual and special circumstances applicable to the Club concerned.

New Members - Open Day

1.0   Introduction
     
1.1   Participants will arrive at the Club wanting to partake in, and experience bowls in a relaxed but fast moving atmosphere.
     
1.2   Ensure that you walk around the groups and observe proceedings; if participants are having trouble or require help provide assistance. However some will just want to do their own thing and as long as this is within reason this should be respected.
     
1.3   Make sure you recruit the most friendly and sociable members to get involved in your promotional event and, if possible, some members within your target age group. When recruiting these helpers it often helps if you target them personally. Relying on people to volunteer often results in attracting volunteers who are not the people you want.
     
1.4   Fully brief the recruited helpers so they know what is expected of them.
     
1.5   Develop a structure for the promotional event so that it is well organised and runs smoothly. Include a social element off the rink.
     
1.6   Make it fun: one of the keys to your promotional event is to make it fun. This is particularly the case for new bowlers. It is important that you present bowls as a fresh and vibrant sport and put to rest any preconceived ideas that the 'potential bowler' may have about the sport.
     
1.7   If you are staging an open day give it a 'carnival' or 'party' atmosphere. Elements such as a free barbecue, soft drinks, prizes, fun competitions, etc, are standard for these types of events.
     
1.8   Think about how you can make your day a little different. If you are trying to attract families why not offer entertainment for the children (apart from bowls).
     
1.9   Try and involve some local personalities and highlight their involvement in your pre-event marketing campaign (with their permission of course).

Helpful Hint: A successful strategy adopted by some open day committees has been to have an experienced bowler as host for every two to five guests.

2.0   Initial welcome and introduction to participants
     
2.1   Introduce yourself and any other helpers.
     
2.2   Get the participants to introduce themselves to the rest of the group (sticky labels with names are useful).
     
2.3   Tour of the Club: point out and tell them where amenities and drinking water are located.
     
2.4   Explain basic etiquette and outline basic Club rules. Only spend a few minutes on this, i.e. no shoes with heels allowed on green.

3.0   Running the Session
     
3.1   To teach the participants about and get them familiar with the bias and weight of the bowls, explain how to recognise the bias and then line all participants up and get them to roll the bowl and then walk across to pick it up. Do this a couple of times to familiarise them with the bowl.
     
3.2   Briefly explain the object of the game and how to score.
     
3.3   Group them with friends (if possible) but change the opposition so that they play against different people and meet different people in the group.

4.0   Tips
     
4.1   Let the participants have a casual bowl before you start each session. You will have early arrivals and don't want them standing around doing nothing. This way they can also discover on their own terms it is not as easy as they expect and will be keener to learn the correct technique. On the other hand not everyone will be punctual, make sure you can cater for late arrivals.
     
4.2   Don't be too fussy about correct technique, remember the participants just want to experience bowls at this stage.
     
4.3   Don't coach. Observe!
     
4.4   Remember each individual will learn differently.
     
4.5   If one person is not able to grasp a concept, either explain it in a different way, or use another person to try to explain it.
     
4.6   Use demonstrations (brief) wherever possible. Participants will have a greater understanding of what they are trying to do if they can see the activity being performed.
     
4.7   Be positive. Encourage excitement when the participants deliver a good bowl.
     
4.8   Be encouraging. If someone is struggling, don't embarrass them - find something positive to praise them about.
     
4.9   Be active. Walk around and chat to the participants.
     
4.10   Get a feel for how they are enjoying the program. Make sure you cater for the needs of all participants.
     
4.11   Let the participants play around and practice their new skills and give them time to try different things.

5.0   Example Activities
     
5.1   Simple Bowling
5.1.1   Explain the Grip of the Bowl (basic).
     
5.1.2   Bias, how to recognize each side of the bowl.
     
5.1.3   Explain stance and how to deliver the bowl and release the bowl.
     
5.1.4   Explain care of the green and basic Club rules.
     
5.1.5   Alternatively, put the participants in pairs and get them to deliver the jack to each other.
     
5.2   Curving the Bowl
5.2.1   Set jack at full length and gauge where the bowl will start to curve (on both sides of the rink), place a marker at this point on each side. The participant needs to deliver the bowl to pass directly over the markers, and then to reach the jack.
     
5.2.2   Change the position of the jack, and the markers and continue to practice.
     
5.2.3   After practicing this exercise the markers should be taken away and the participant should try to bowl to the jack with no reference point.

6.0   Equipment
     
6.1   As many bowls as possible (especially small sized bowls sets).
     
6.2   Jacks
     
6.3   Mats
     
6.4   Measures

7.0   Additional Information
     
7.1   Ensure there is information on Club membership and coaching available.
     
7.2   When participants ask about how to join and costs etc, make sure information is on hand so that you can respond quickly to these requests.

Shopping Mall Display and Communicating

1.0   Basic Guidelines
     
*
   Select a reliable conscientious team
     
*
   Wear Club dress if possible
     
*
   Type of Shopping Centre - Location
     
*
   Work Close with Shopping Centre Management
     
*
   Decide on area to be used - 10m or 20m mat
     
*
   Centre Rules
     
*
   Dates and Times
     
*
   Costs of space to be used - if any
     
*
   Shop's participation - sponsors
     
*
   Media coverage, TV
     
*
   Posters, Pamphlets, Displays
     
*
   Local Clubs involved
     
*
   T-Shirts - give-always
     
*
   If music can be played - PA System
     
*
   Duties of Clubs and people involved
     
*
   Bollards around mats - security
     
*
   Always have activity on mats
     
*
   Equipment, mats, borders, bowls, registration forms
     
*
   Planning - programmes
     
*
   Transport - mats etc.
     
*
   Follow up

2.0   Communication
     
2.1   What are people, who come to look at a bowls mat display, looking for?
     
2.2   Give some ideas of what they would be thinking.
     
2.3   We need to try and encourage people to verbalise their hopes, dreams and fears. Some of the people you are going to talk to may have wanted to play and excel in a sport but never really had the opportunity to do so. They may have secretly dreamt of being a sports super-star and you come along and give them the chance they have been waiting for.
     
2.4   You can then lead them into why the sport of bowls would be ideal for their needs.
     
2.5   Your questions should be short and to the point, their answers can be as long as is needed ! Do not cut them short. The more they talk the more they commit themselves. They will end up telling you why they want to play bowls!!

Club Marketing Strategies
"A Club member: the best promotional tool for your Club"

1.0   Club Communication
     
1.1   The public nature of a bowls Club makes good internal and external communication essential. Clubs must be able to communicate and work with the following groups of people:
- Players of all ages
- Sponsors and supporters
- Parents/schools
- Committee members
- Interested members of the public including media, sponsors, etc.
     
1.2   To achieve this, a Club can:
- Produce interesting and useful newsletters
- Develop a Club brochure and application form.

2.0   Newsletters
     
2.1   A newsletter should be used to ensure that Club members are reminded of all upcoming events and kept informed about issues relating to the Club and its members. Items that may be included in a newsletter are:
- Announcement of upcoming events and activities
- Competition/tournament results over the last month
- Special news about events and Club members, e.g. marriages and births, etc
- Sponsor advertising
- Member/player profiles
     
2.2   Ensure the newsletter is distributed widely to Club members, media, sponsor contacts and the general public through:
- The Club notice board
- Community notice boards
- Direct mail
- E-mail communication
- Library notice boards
- Supermarket noticeboards.
- Waiting rooms and schools
- Other sporting Clubs within the community
- Service Clubs within the area

3.0   Club Calendar
     
    The Club calendar should also be distributed to all members, sponsors and community groups, documenting the upcoming season's events. This will include dates, venues and descriptions of all Club activities. The calendar allows members to plan ahead so they can attend Club events.

4.0   Noticeboard Checklist
     
4.1   See if you can answer yes to these questions about your Club notice board:
- Does your bowls Club have a notice board?
- Is it placed in a prominent part of the Club?
- Is it large enough to be of value for positive communication?
- Does it have photographs of members playing bowls?
- Does it have photographs of social events run by the Club?
- Is the Club calendar displayed?
- Does it have copies of the most recent Club newsletter?
- Does it have information on coaching within the Club?
- Are team ladders displayed?
- Is there a person nominated to develop and maintain the notice board(s)?

Where possible your Club should be able to answer "Yes" to the above questions.
     
4.2   It is important that the notice board is properly managed and kept tidy.

5.0   Club Meetings
     
    Committees within a Club will hold meetings on a regular basis. It is important that members are informed of issues or decisions arising from these meetings through the distribution of minutes and/or your Club newsletter.

6.0   Marketing
     
6.1   Web site: Clubs are encouraged to develop their own web sites on the internet. Many Clubs may have members with a keen interest and expertise in this area. Information from your Club newsletter and details of upcoming events can be included on the site. Also, if your Club does establish a web site, be sure to list the address on all of your marketing materials. Finally, ensure the site is kept up-to-date to project the best image for your Club.
     
6.2   Electronic mail (e-mail) is an effective tool for Clubs to communicate with existing and potential members. For example, Club newsletters or weekly results could be e-mailed to members. Application forms for membership or entry to tournaments can also be processed using e-mail.
     
6.3   Word of Mouth: 'Word of mouth' is the oldest form of promotion. Encourage all Club members to promote the benefits of the Club and its services. If 10 people tell 20 people each, that means 200 people have heard of the promotion, event or activity.
     
6.4   Market research has shown that existing players are the main source of new participants for most sports and in particular bowls. In fact, the research commissioned by Bowls Australia in 1998 suggested that 55 per cent of people that play the sport today were introduced by a friend or relative. This fact highlights the power of 'word of mouth' as a marketing tool and underlines the need to harness the 'power' of the current bowls population in order to attract new bowls Club members. Remember, the expression at the start of this chapter, "A Club member: the best promotional tool for your Club".

7.0   Marketing Committee Members
     
7.1   Ideally, a minimum of two men and two women (who have qualities as listed below). It is helpful to include the following people at times - a Club coach, members with special skills and experience in marketing.
     
7.2   Qualities of marketing committee members:
- Hardworking
- Capable
- Enthusiastic/energetic
- Fresh, vibrant and positive
- Interested in marketing/promoting your Club
     
7.3   Aims of Marketing Committee:
- To develop an annual marketing plan for the Club.
- To implement the marketing plan.
- To undertake responsibility for the role of publicity officer, marketing officer and membership officer.
- To prepare regular reports to the board of directors or committee of management of the bowls Club.

Helpful Hint: The marketing committee should be professional in its approach. It should build a strategy to recruit a given number of members within a 12 - month period, e.g., five per cent. However, recruitment is not enough - membership retention must be incorporated within the recruitment program.

8.0   Volunteer Publicity Officer Job Description
     
8.1   Main duties and responsibilities:
- To develop a public relations plan (local newspaper, radio, newsletters, photographs).
- To work closely with the marketing officer.
- To write media releases concerning upcoming events, interesting personalities or Club events.
- To co-ordinate arrangements for media coverage of Club activities, players, recruits, etc.
- To act as liaison person for media at all events.
- To get to know local journalists and media contacts.
- To co-ordinate the publication of Club newsletters (with marketing officer).
- To ensure the Club notice board is maintained with relevant and current information, i.e., photographs from recent events, copies of media releases, etc.
     
8.2   Special skills and qualities required:
- Good communication/interpersonal skills.
- Logical clear thinker.
- Interested in improving the public relations and profile of the Club.

9.0   Volunteer Marketing Officer Job Description
     
9.1   Main duties and responsibilities:
- The implementation of the annual marketing plan developed by the marketing committee.
- The development of marketing plans for specific events.
- To work closely with the publicity officer (as required)
- The organization of promotional materials, e.g. promotional flyers, direct mail campaigns, advertisements, notice boards, billboards, banners, etc.
- To assist in the publication of Club newsletters (with publicity officer)
- To ensure that the Club maintains a community focus and is involved with schools, local government authority, community groups, etc.
- To liase with Club publicity officer
     
9.2   Special skills and qualities required:
- Good communication/interpersonal skills.
- Logical clear thinker.
- A keen interest in marketing the Club.

10.0   Volunteer Membership Officer Job Description
     
10.1   Main duties and responsibilities:
- To develop a range of strategies to increase membership, e.g. develop a membership plan as part of the marketing plan.
- To co-ordinate membership recruitment drives (with the marketing committee).
- To develop a new member information package.
- To ensure all new or potential members receive a Club membership information package/brochure.
- To ensure all new members are welcomed, e.g. develop a mentor system for new members, introduce new members to other members, invite new members personally to social functions, etc.
- To ensure members' needs are met, i.e. survey members' needs.
- To maintain a membership database.
- To work closely with the publicity officer and marketing officer.
     
10.2   Special skills and qualities required
- Good communication/interpersonal skills.
- Approachability.
- Logical clear thinker.
- Interested in improving the public relations and profile of the Club.

11.0   Vision - A Practical Approach
     
11.1   For some people, vision means stirring slogans and way out, ambitious generalisations but with very few details about how to realise them. They often involve a highly speculative view of the future. By contrast, vision should be concrete, not abstract. It should be based on facts, not on speculation. Just as important, if the vision is to produce results it must be widely understood and enthusiastically embraced throughout our bowls community.
     
11.2   Creativity does count, but, you can be as creative as you like, however, if it cannot be actioned it's worth nothing!!
     
11.3   If membership of the leadership team do not share common views of bowls the result is likely to be a vision that is poorly understood, easily misinterpreted and difficult to implement in a coordinated fashion.
     
11.4   If there is no alignment between bowls leadership and the vision, then we will have a situation where the vision "looks good on paper" but has serious doubts about its practical application.
     
11.5  

You cannot outsource vision. It may be very tempting to call in outside consultants to give their views of where bowls should be going. Even though a plausible vision could be forthcoming there are two crucial things which they cannot provide.

  • They cannot supply the leadership alignment that is a prerequisite for its successful implementation; and
  • They will not leave the bowls team with the skills to do its own strategic work in the future.
     
11.6   Leadership must participate directly in vision formulation. The leadership team must be involved in the creation of the vision from the first step to the last, agreeing on its assumptions and understanding its implications for every aspect of the sport of bowls.

12.0   Guidelines to Recruit and Retain Members
     
12.1   Members are 'the Club'. It is important to look after members so that they will. Listed below are a few items that can help recruit and retain members:
- Set a yearly membership goal.
- Have a membership officer responsible for membership
- this person would be a member of the marketing committee.
- Market your Club in the local area in order to attract new members (refer to relevant sections of this resource).
- Emphasise the facilities and benefits of the Club.
- Welcome new members and help them fit into the Club's social structure.
- Get to know members and the special skills and qualities they bring to the Club.
- Involve members in decision making and the organisation of events.
- Keep membership details up-to-date
- use a computer database.
- Make sure members' contributions are acknowledged.
- Have regular social events to bring members together.
- Encourage members to bring friends to social events and competitions.
- Make sure your Club caters for a wide cross section of your community (e.g. ethnic groups, people with disabilities, etc.).
- Provide guidelines on behaviour and dress rather than strict rules and regulations
- you want to encourage membership, not turn people off with an authoritarian attitude.
- Have information and contact numbers readily available for people who show an interest in your Club.
- An active recruitment program should be developed by all bowls Clubs.
     
12.2  

Follow these simple rules -

Rule #1 "Talk to more people"
Talk to anyone who will stand still long enough to listen to you. Whatever you do, DO NOT DECIDE the person you want to talk to either
(One) Won't like bowls
(Two) Can't afford it
(Three) Is too old to start
(Four) Is too young to start (impossible)
or make any other excuse for not talking to them.
You never know whether they're going to say yes or no ! So talk to everyone

Rule #2 "Talk to more people"
The more people to whom you talk, the more expert you become at talking to people, the more people are likely to say YES.

Rule #3 "Talk to more people"
People bumble along, thinking that it's the people that they didn't convince that is the problem. That's not true, it's because of the people that they didn't talk to.

Rule #4 Use the law of averages.
We're actually in the numbers business. By not calling someone to talk to them you may be depriving them of a great opportunity to play this wonderful game of bowls. Make the call, you never know whether they will say yes or no !

Rule #5 Improve your averages.
Remember the law of averages will always work for you. Keep records and work out your ratios. Your ratios will tell you where you need to Improve and at the same time tells you how successful you can be. It allows you to focus on the activities that get results, not on what is likely to happen next.

For many Clubs this is not happening at all and unless we make it happen it's going to go on not happening. For every ten people who listen to what you have to say, six may get excited about the idea of playing bowls, half will actually get started and come to bowls clinics and maybe one will be a successful bowler.

     
12.3   Target people from a particular group who you think will be good for your Club.
*
   Juniors Approach schools in your area.
     
*
   Arrange for a short mat demonstration so that Juniors can try bowls in their school hall.
     
*
   Education Establishments.
     
*
   Sports Clubs - people leaving other sports. You are looking at the 30 - 35 year old age group.
     
*
   People Retiring.
     
*
   Business Associates, professional people.
     
*
   Government, local government, Institutions.

How do you reach these people?
*
   Pamphlets: Knock and drop into suburban homes, townhouses, flats.
     
*
   Newspaper editorial / adverts.
     
*
   Networking, word-of-mouth, direct contact.
     
*
   Business contacts
     
12.4   Selling the idea of playing bowls to people who have never thought of playing bowls is NOT the problem. 99% of the problem is a planning problem - planning to get to people to talk to.

The reason we have failed to increase the number of people playing bowls is not because of the people we didn't convince - it is because of the people we DID NOT SEE and TALK to !

The successful Clubs, the ones with rising memberships in all categories, share similar practices and characteristics. Successful Clubs do as much as they can, systematically working to improve in all areas:

  • Club knows its strengths and weaknesses.
  • Club has a designated marketing committee.
  • Club has nominated a marketing officer.
  • Club knows its local community.
  • Local community knows the Club.
  • Club news consistently appears in local paper and council newsletter.
  • Letterbox drops, displays and personal presentations are common.
  • Two-way effective communication with Club members.
  • Club produces regular Club newsletter.
  • Club does a Club mail-out to members on a regular basis.
  • Club bulletin board is up-to-date and effective.
  • Club maintains communication with members in the off season.
  • Club actively seeks feedback from members.
  • Club members recruit by 'word of mouth'.
  • Club runs promotions to enable Club members to invite friends and family.
  • Club offers formal incentives for Club members to recruit new members.
  • Club has a team of active volunteers.
  • New volunteers are always being recruited.
  • Volunteers are trained, recognised and thanked.
  • Club has something for everyone.
  • Club offers different products and services for different markets (groups).
  • A range of groups use the Club for a variety of reasons.
  • Club is physically accessible.
  • Club has designated membership officer.
  • Club has a welcoming committee and mentor program.
  • Club has developed a relationship with local media.
  • Club has designated publicity officer.
  • Club has a strong social program.
  • Club offers social bowls opportunities.
  • Club has e-mail communication with members on a regular basis.
  • Club has an effective internet site.
  • Club has effective and active "buddy" system on place.

May 2005

Respectably submitted by:

World Bowls Development Committee