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  1. #1
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    Capture the flag?

    How every AFL club is planning to win a premiership

    Tom Morris from Fox Sports shares the plans of all the clubs on how they're planning to win a premiership

    When Richmond released its strategic plan in early 2010, it was mocked across the industry.

    The Tigers didn’t just want to be the top Victorian club by 2020, they willingly shouted it from the top of the Jack Dyer stand across Punt Road.

    Brendon Gale was the architect behind the ‘Winning Together’ blueprint. But under his wing was an ambitious young membership manager by the name of Cain Liddle.

    Liddle, in his next role as Carlton chief executive, oversaw the production of ‘The Carlton Way,’ which was publicised to members last March.

    But in 2011, Carlton released ‘The Blue Print,’ which aimed to win two flags by 2015. Instead, the club sacked two coaches.

    Anyone who thought the Tigers were overreaching in 2010 would have eaten their words towards the back end of the decade.

    Now Melbourne has joined the party, releasing its roadmap for premiership glory early last week. For a club that has endured a flag-free 55-year stretch, the ambitious plan has polarised on-lookers — just as Richmond’s did a decade ago.

    Brownlow Medallist Gerard Healy said he “doesn’t have a problem with the plan and good luck to them” in an interview with foxfooty.com.au, while Dees great Garry Lyon argued from a fans’ perspective.

    “I’m a lot like a lot of Melbourne supporters, mate. We are sick of the talk,” Lyon said.

    “I understand them putting the strategic plan out. Anything that will keep the club to account. But let’s just get on with it.”

    As former chief executive of the International Cricket Council and Tigers board member Malcolm Speed noted on SEN last week, most strategic plans are doomed from their formation.

    “It’s quite ambitious, but I’d be surprised if each of the 18 clubs didn’t have somewhere in its strategic plan that it wanted to win a premiership in its next four years,” Speed said.

    “Eighteen teams and four premierships. There aren’t enough to go around.

    “But by putting it into the media, they are using it as a marketing tool. A football club markets hope. That’s what they sell.”

    So does your club have a strategic plan? And if it does, how much of it (if any) does it release externally?

    Foxfooty.com.au went digging around the league to uncover each team’s blueprint for success. These were the results.

    ADELAIDE


    Adelaide keeps its strategic documents very much in-house. The club is conscious of neighbouring rival Port Adelaide stealing its intellectual property and doesn’t necessarily need to sell memberships, such is the size of its supporter base already. The Crows do offer information to select membership categories occasionally, but these forums are kept from the media.

    BRISBANE

    Brisbane has no formal, club-wide strategic plan. However the Lions do have a football-specific roadmap, which was formulated when Chris Fagan arrived as coach. It is understood last year’s top-four home and away season finish was viewed as roughly a year ahead of schedule. The Lions have outlined their ambition to win a flag sometime across the next three years.

    CARLTON

    ‘The Carlton Way’ was released last March and spans 2019 to 2023. One of its key targets is to win premierships, plural, in this window. There are also membership, crowd and financial ambitions. The last two Blues blueprints have failed spectacularly. It’s understood the 2011 version caused ample debate at board level. It was a battle between ambition and realism. Ambition won, but that only served to embarrass the club further down the track.

    COLLINGWOOD


    Collingwood works on a year-to-year basis. The Pies had a blueprint for the future drafted in 2017, but are the least formulaic in their long-term strategic planning of all clubs

    ESSENDON

    2020 is the penultimate season in Essendon’s five-year plan. The club is planning to release elements of its next strategic blueprint in March. It had an off-site meeting recently to bed down the document that will act as a framework for the next phase.

    FREMANTLE

    Fremantle is part-way through formulating a new strategic plan, led by recently appointed chief executive Simon Garlick.

    GEELONG


    Geelong works to two plans simultaneously. One is a rolling five-year plan, while the other looks 12 months ahead. In formulating long-term objectives, the Cats host a handful of workshops with dozens of people and form a large document that is produced for internal use only. An abbreviated version is released to the public. The club is very conscious of the need to balance long-term goals and short-term success.

    GOLD COAST SUNS

    Gold Coast is in the third and final year of its current blueprint, which it does not release in full publicly. The Suns have already achieved much of what they had planned, especially in the growth of football in Queensland and improving the culture club-wide. On-field, the Suns have succeeded in attracting players from other clubs and re-signing their own stars. The club is currently creating its strategic plan for the next period.

    GWS GIANTS

    In consultation with all parts of the business, GWS finalised its new strategic plan last year that runs in conjunction with the broadcast rights cycle. The slogan it consistently refers to is: ‘A club like no other.’ Key performance indicators are kept private, but what is clear is the fact the Giants have transitioned from a ‘start-up’ business to a ‘scale up’ organisation over the last few years.

    HAWTHORN

    Hawthorn has not shied away from its ambitious approach to winning premierships. In 2017, it released its vision up to 2050. The first five-year block is titled ‘Dare to be different’ and has three seasons remaining. The Hawks wanted two flags from 2017-2022 and 20 premierships in total by 2050. The club’s grand vision is formed by a series of five-year strategic plans: HFC1 2018 to 2022, HFC2 2023 to 2027, HFC3 2028 to 2032 and so on.
    Oliver spits up blood!

    MELBOURNE

    Melbourne is aiming to be free of debt by 2023 and grow its membership to 75,000. On the field, the Demons recently released a plan that outlines their desire to win both an AFL and AFLW flag in the next four seasons.

    NORTH MELBOURNE

    A change of chief executive prompted North Melbourne to create a fresh strategic plan, believed to be three years in duration. It is yet to be completed and ratified by the board, but will include plans for Tasmania and Arden Street.

    PORT ADELAIDE

    Port Adelaide will release its strategic plan sometime in the next month. It’s understood it will cover 2020 to 2024 and components of it will be made public. Twelve months into the next phase, chief executive Keith Thomas will step aside, meaning a new club boss will inherit whatever the current board ratifies.

    RICHMOND

    Since 2010, Richmond is constantly evolving its ambitions and aims. The Tigers’ achievements since 2017 have exceeded all external expectations, but not the ones Gale set internally.

    ST KILDA

    The ‘Road to 2018’ document – released on the eve of the 2014 season – failed. Now the Saints have a clean slate and their latest document was not as public as the previous one. The strategy is not a list of goals, rather it covers areas the Saints see as their competitive advantage. But longer term, the club does not shy away from its desire to win a second flag and use revenue and community as its building blocks.

    SYDNEY SWANS

    Sydney has a business plan but doesn’t publicise it. The executive team has been working on it recently as the Swans redevelop Moore Park and plan for an AFLW side down the track. Chief executive Tom Harley is overseeing its evolution.

    WEST COAST EAGLES

    The Eagles are perhaps the most private club when it comes to strategic planning. They are constantly reviewing and updating it, and like Richmond, have ticked several boxes in recent years.

    WESTERN BULLDOGS

    The Bulldogs have a private strategic planning document that spans 2019 to 2022. It’s whole club-based and covers community, facilities, AFLW and the men’s program. Although it’s internal, it’s broad ambition aims to bring fans on the journey.
    Western Bulldogs Football Club "Where it's cool to drool"

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  3. #2
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    Re: Capture the flag?

    This is capture the flag though right?

    https://www.youtube.com/watch?v=jADAsac0Smw
    What should I tell her? She's going to ask.

  4. #3
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    Re: Capture the flag?

    Quote Originally Posted by mjp View Post
    This is capture the flag though right?

    https://www.youtube.com/watch?v=jADAsac0Smw
    Gary meant Black Flag.



    He's a huge fan...
    Have you been reading those Roddy Doyle books again, Dougal!?


    I have, yeah Ted, you big gobshite

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