Participation programs fuelling growth across North Coast
WHILE the AFL North Coast community proudly shared the many stories of growth in player numbers in the community football space, it’s important to recognise the foundational work of the AFL Northern NSW Participation & Programs (P&P) team whose efforts continue to underpin that success.
Community Auskick numbers in the AFL North Coast region are up 41% compared to this time last year and After School Programs are up 32%.
These After School Programs remain a critical recruitment tool, enabling us to collect participant data, foster local connections, and maintain communication with families to support their transition into club environments.
In Term 1, there were three After School Programs conducted at club grounds in Nambucca Heads, Woolgoolga and Grafton. As part of this, a trial of sending personalised physical letters to participants who had opted into marketing communications was held.
The result?
An impressive 10% boost in transition rates across the region, with an average of 25% of participants from these programs going on to register with a local club.
One standout example of success came from Nambucca Heads where 52% of participants from the Term 1 After School Program went on to join their local club.
Renee from the Nambucca Valley Lions shared:
“The Nambucca Valley Lions have seen an influx of new children joining our club to play Auskick and under 10’s following our participation in the After School Program. This increase in numbers has come from new families who participated in the program, as well as word of mouth regarding our club following the program, more and more children have talked to their friends at school about AFL and encouraged them to come along and have a kick.
We found that the program really suited families unsure of committing to a full season of sport without first knowing if their child would enjoy the sport. The program also gave the club opportunities to network with the parents over a four-week period and answer any questions they had about what registration and games would look like if they chose to register for a full season following the program. We found this networking opportunity a key part in our success with our transition rates.
Engagement and support through AFL NSW/ACT meant that our club was supported throughout this program, with the provision of staff to coordinate the program on the field, and well as support and assistance with the marketing of the program.”
With these learnings in hand, the region’s P&P team led by Participation Lead Matt Crawley is now developing a formal case study to be shared with clubs in the off-season. The aim is to secure club buy-in for future activations that include AFL-delivered Auskick and Superkick programs, complemented by club-run AFL Nines to maximise off-season recruitment opportunities.
In addition to the above and to further enhance the retention of our players, their development, and the recruitment of new players, we are placing increased focus on school holiday programming.
In Term 3, we have four programs set to take place:
All Girls Holiday Program – 5 July (9.30am–3.30pm)
Running alongside the Sydney Swans AFLW Community Camp:
Coffs Coast Holiday Program – 8 & 9 July (12pm–3pm)
A 2 day camp for all junior participants to run alongside the Coffs Harbour AFL Representative Carnival:
Port Macquarie Holiday Program – 15 July (9am – 3pm)
Clarence Valley Holiday Program (Grafton) – 17 July (9am – 3pm)
These programs offer more opportunities than ever to connect new families with our game and strengthen the pathway from participation to club footy.
