Author: ryanwalker64

Why we chose kids

 

From our research and the insights we discovered that 11% New Zealand’s families live in the Wellington region, with the largest group being 34.6% of those families having at least one child under the age of 18. This group makes up a considerable portion of the population and we thought they would be most beneficial to target as parents want the best for their children and their family. Targeting families as a whole is a tough challenge that no “one size fits all“ approach could cover this has lead us to think of alternative ways we could still could encourage them to participate and promote a healthy sport filled lifestyle. We started looking at the children of these families, and discovered that there are 193 primary/intermediate schools, with over 45,000 children enrolled across the greater Wellington region. Fostering and cultivating a passion for sports and being active when children are young is vital to their development and we want to try help encourage this through Round the Bays.
BIB Links:
https://en.wikipedia.org/wiki/List_of_schools_in_the_Wellington_Region
https://www.stats.govt.nz/topics/family
https://www.healthykids.nsw.gov.au/teachers-childcare/physical-activity.aspx

Context for Dossier

Sport Wellington is a Regional Sports Trust (RST) established in 1990, dedicated to sports and recreation across the greater Wellington region.

Each year in February they host and run a fun run event called Round the Bays. The event is open to everyone and its purpose is to help promote Sport Wellington’s mission to encourage everyone in the greater Wellington regions to have lifelong involvement in sport and active recreation. Aside from the runs, the day is also dedicated to raising money for charities through ticket sales and after run festivities.

Sport Wellington’s three principles they wish people to have are: Motivation for sustained and regular participation; Opportunities to participate whatever their needs; Meaningful experiences at all levels.

 

Week 6: lean canvas, audience

This slideshow requires JavaScript.

In week 6’s class we decided to do a lean canvas to try figure out our high level problems and solutions, what we realized was that we were thinking too broad and didn’t have anything to narrow us down.

We decided to narrow our audience focus down to young families, which then was focused in more to primary school children, as parent would be a byproduct of their involvement

This slideshow requires JavaScript.

Insights:

Family Types 2013 stats nz

  • 12% couples both under 50
  • 29% couples are both over 50
  • 34% couples under 50 with at least one child under 18
  • 13% one parent, one child under 18
  • 80% european
  • 18% maori
  • 8% pacifica
  • 13% asian
  • 4% other
  • 11% of families live in Wellington
  • 34.6% wellington families – two parents under 50, one child under 18

 

GRX goals

  • 60 mins of psychical activity a day for children
  • Eating healthy

 

Benefits from psychical exercise

  • Builds strong muscles/joints/bones
  • Move with balance and flexibility
  • Develop and maintain healthy heart and lungs
  • Maintain healthy diet
  • Self confidence and social skills

 

“If he had it his way, Peter Veukiso would rather smash out a crossfit section than go for a run”

 

“Great opportunity to explore the neighbourhood”

 

“Running in a group is enjoyable, have a laugh…it’s awesome training together as a family”

 

“Hardest thing is getting kids used to running in a big group”

 

“Want to promote having a healthy lifestyle as a family and be able to create memories together and this event helps that”

 

“breaks down stereotypes about running…this is something everyone can do”

 

“Now they’re older we’re making sure we have fun, key events as a family to look forward to”

 

“Are we there yet mentality” – hardest thing to combat in kids, keeping them motivated and attention

 

“Proud of how their children did despite the distractions on the day like climbing trees or waving at costumed runners”

 

“What was helpful was all the different things along the way, like drums or people cheering or water stops…it kept us going”

 

“Crowds made it tempting for kids to stop running and walk with groups”

 

“At 7km mark, kids took a break and jumped into the water”

 

“2019 making it a wider family event, bring along extended family for the dynamics”

 

Audience – Young Families

 

Grandparents/cousins/god parents/family friends

  • All related to audience via relationships

 

Groups we need most on our side

  • Tech savvy – be able to keep up to date with social media updates/word of mouth
    • Good for self promo
  • Extended Family – good for gaining a lot more members
  • Parents – to get the kids to go, they are theoretically in charge
    • Parents who value a healthy lifestyle especially for their kids
  • Families who volunteer – need more volunteers if there are more runners at the event

 

Fans

  • Families who appreciate a healthy lifestyle
  • People who like being involved and giving back to the community/neighbourhood
  • Extroverts?
  • Schools

 

Skeptics

  • Middle aged
    • No kids
    • Don’t think they have time
      • Think there time could be used elsewhere
  • Unfit
    • Don’t see the enjoyment in being active
  • Introverts?
  • Not seeing the value
  • Not Community Driven
  • Possibly kids without encouragement
  • Tight for money/can’t justify cost

 

Ambitions

  • To be active
    • To be healthy
      • To live a long/healthy life
        • To spend the most time with those who mean the most with you
          • To leave a legacy
  • To be a part of a community
    • To feel like they belong
      • To not feel confused
        • To have purpose
          • To give their life meaning
            • To be happy/sustained
  • To get out/participate
    • To be a part of something
      • Enjoyment
  • Competition
    • Between friends
    • Builds drive
      • Gotta win
  • Want what’s best for families
    • Kids doing well
      • Parental love

 

Risks

  • Time
    • May not have any to spare
      • Because they value their time they could spent it elsewhere
        • Event value over time
      • Literal lack of time/too many commitments
  • Money
    • May not be well off/excess funds
    • Struggling to get by
    • Money is used for essentials
    • May not think event is worth the cost
      • Can’t see value
  • Awareness
    • People not hearing about it
      • People not remembering it
      • People not acting on it (conversion ratio)
  • Health
    • Not being in shape
    • Not feeling like they fit the stereotype
    • Psychical disabilities/mental disabilities
      • Stuff that won’t let them participate
      • Stuff that MAKES them think they can participate
    • Getting injured
    • Recently injured/recovering
      • Scared of amplifying injury
  • Fear of competition
    • Fear of losing

 

Questions

  • What entices those out of wellington central?
  • How might you, integrate with existing services, strava/nike run club?
  • High schoolers – get them involved for charity?
  • How do you make it enjoyable for support teams – those who don’t volunteer but are out there for the runners
  • Do people know its dog/pram friendly?
  • How to get schools involved for charity?
  • Do you pusha the charity aspect? Do people realize that money is given to charities?

 

Audience: Primary/Intermediate School Kids

  • Ages 5-12
  • 40 hour famine
  • Educating kids of being healthy and charities
  • Lack of drive to try new things
    • How to encourage them?
  • School fundraising
    • How much is it for kids?
    • Kids bring parents
  • Community of parents/teachers/children
  • Friend groups/classmates
  • Sports
    • Team
    • Club
    • inter/outerschool
  • What schools are in the region?
    • How many children in region?
    • How many already go?
  • Families
    • Cousins
    • Relatives
    • Grandparents
  • Convincing parent to let their kids take part
    • Convincing parents to take part with

 

Ambitions

  • Fomo
  • PLAYER OF THE DAY AWARDS
  • Have fun
    • Be happy
  • To be with friends
    • To fit in
      • Feel safety in a group
        • Feel a part of something
          • To not be left out
  • Competition/competitiveness
    • To beat others/friends
      • To be the best
        • To get attention
          • To feel validated/noticed
            • Why? Does it give them purpose
  • To have an amazing career/life
    • Firefighter
    • Cops
    • Ties in to be validated^

 

Risks

  • Awareness
    • Missing out
    • Being informed
      • What platforms to get their attention
    • Being encouraged/motivated to go
      • Parents make them
      • What drives a child?
      • Do others drive them?
      • No choice – forced to go
      • Single children – more contact with kids –  socializing
      • Teams give support accountability and comradery
  • Children don’t have large amounts of money
    • Not all families can afford to pay for children’s extra curricular activities
      • Substudies
      • Discounts
        • Layby?
      • School fundraising/funding
      • Sponsoring
  • Enjoyment
    • Kids not enjoying event = not coming back
    • Parents not enjoying the event
    • Not family centric
    • Feels too competitive
      • Not competitive enough
    • Kids drive away legitimate runners
    • Nothing fun – activities?

 

Constraints

  • Time
    • Kids can’t drive
      • How do they get there
      • Kids need supervision/no independence
  • Money
    • No money for kids
    • Families living tightly, can’t justify cost
  • Schools can’t give up time to help encourage
    • Not supportive
      • Relay for life?
  • Schools in first month of being back
    • Kids still grasping the term
      • Not cross country season
    • Participation levels

 

THEMES

  • Getting and Keeping attention –  what drives them
  • Money
  • Validation/Achievement/Recognition/Success
  • Family Friendly

 

Design challenge:

  • How might we…encourage primary school children to take part in RTB?

 

Specifics

  • Make it cost friendly for children/families without taking away from revenue
  • Give primary school children a sense of achievement and recognition
  • Make RTB’s enjoyable for kids and supporters

 

Constraints

  • RTB’s isn’t free, it costs to enter
  • The event is not directly targeted at children
  • Children need to be supervised in public environment
  • Can’t realistically add more runs
  • More participants – more volunteers

 

Solutions – 5 minutes

  • Turn the event into a game
    • Allows for achievements
    • Prizes
    • Buildup
    • Encourages kids to pay what they can through donations
    • Compete with classmates/other schools
  • Build a family friendly identity for the event
    • Encourage families and schools
    • Transparency for charities
  • Schools enter as teams
    • Competitions between schools
    • Parents help volunteer/chaperone
  • Neighbourhood vs neighbourhood
  • Family vs Family

 

Volunteer Persona and Four P’s

The Volunteer

No specific age group, but predominantly the younger generation and older generations. The younger generations such as millennial’s are seeking purpose and volunteering helps them discover what their passions are and enable them to develop new skills, knowledge and experience that can help with future employment. Whilst the older generation are moving out of the workforce are looking to give back to the community and gaining satisfaction from knowing they’ve made a difference. Volunteering can help with all kinds of life prospects for instance volunteering for migrants can help them gain their residency.

 

Four P’s

 

Product:

 

Sports Wellington hosts and runs an annual fun run event called Round the Bays.

The event is open to everyone and its purpose is to encourage everyone in the greater Wellington regions to have life-long involvement in sport and active recreation.

Aside from the runs, the day is also dedicated to raising money for charities through ticket sales and after run festivities.

 

Price:

 

There are 4 different runs that people can pay to sign up to:

  • 6.5km Run/Walk
  • 6.5km Buggy Walk
  • 10km
  • 21km

Other than the runs, Sports Wellington puts on festivities after the event such as:

    • Live music
    • Food stalls
    • Spot prizes
    • Massage tents

These festivities are for people to relax and enjoy themselves, this caters to everyone, not just those who ran.

 

Promotion:

 

For previous events, Cigna NZ was in charge of promotion for the event as the main sponsor.Other than their website, which contains the information on the event, they mostly promoted over social media with:

  • Facebook – @WellingtonRTB – 10,500 likes
  • Instagram – @CignaRTB – 540 followers (⅕ engagement rate) and 66 uploads
  • Twitter – @CignaRTB – 1150 followers and 3600 tweets

Through their social networks they used a cohesive promotion system that involved crossposted with their sponsors to advertise each other, reminding people of how long till the event date with post encouraging them to keep active and also celebrity endorsements through the social networks.

 

Billboards and bus stop advertising were also used.

 

Place:

 

Sports Wellington starts the Round the Bays event along Waterfront Quay for the participants and then makes its way round Oriental Parade to the finish line at Kilbirnie park* for the after event festivities.

*participants doing the 10km or 21km run may not end at Kilbirnie Park

 

Week 5 – Research into those who aren’t running

Those involved that aren’t running:

  • Hospotiality
  • Volunteers
    • From collecting the participants bags, helping with the staging and awards, to managing the information and race bib area, the parking area, and the start and finish line, there were many ways to get involved on the day.
    • “Once a volunteer, always a volunteer,”
    • “I like to give back to the community and the satisfaction from knowing I’ve made a difference.”
    • Volunteering is a great way for people, regardless of their age, cultural background, location or circumstances, to get involved in the community
    • given me lots of confidence to be able to talk to new people
    • “It gave me an awesome insight into the amount of organisation that goes into pulling off a fantastic local event that encourages people to get active!”
    • People volunteer for many reasons some of which include to meet new people and form long-term friendships, to be part of a team, to make an invaluable difference and to have fun.
    • discover what your passions are and enable you to develop new skills, knowledge and experience
    • “I liked what I was doing.  I’m now keen to get into event management”
    • 2018 required the help of 400 volunteers https://www.volunteeringnz.org.nz/volunteers/the-volunteer-experience-during-wellington-round-the-bays/
  • Performers
  • Technical Crew
  • Officials
  • Tail-ends – markers at the back of race and to look for people who need assistance
  • Pace car driving

 

Volunteers:

  • Volunteering is any activity that involves putting your unpaid time, energy and skills for the greater good.
  • A 2013 study of the New Zealand non-profit sector estimated that volunteers contribute more than 157 million unpaid hours of work valued at over $3.5 billion to non-profit organisations.
  • NGOs gain from the skilled and willing volunteers that help them achieve their missions.
  • Nationalvolunteerweek.nz
  • Volunteers are the heart of our community
  • NZ is 6th in world in volunteering 2013 with 41% of people doing volunteer work
  • 14% of volunteers do the bulk of the hours
  • Volunteer work looks good on cvs
  • No focus on the training period for volunteers
  • Younger people prefer to volunteer for a specific task or project then move on, rather than volunteer for an organization
  • Migrants volunteer to get points towards their resident status, but move on after getting it
  • Long term volunteer work is on the decline
  • Outside forces like longer work hours and such affect the amount of time people can offer to volunteer
  • No clear set of standards, qualifications for volunteers
  • Volunteering is mostly done by older kiwi’s but this comes with it’s shortfalls
  • Young and old give their time generously wheres middle aged do not
  • Older people – giving back mentality / Younger people – is it paid mentality
  • 1 in 2 Kiwi’s volunteer or help someone from another household
  • From 2004 to 2013 – the total number of volunteers increased but 21% but the total hours volunteered dropped by 42%
  • Volunteering as civic well being – strengthening community correctness and social cohesion
  • Deepens and broadens civic engagement
  • By 2020 Millennials will account for over 50% of the global workforce, forcing organisations to shape up if they hope to attract the best and brightest of this generation. Millennials seek a sense of purpose, and this desire informs their decision when seeking employment experiences.
  • volunteering represents a valuable opportunity for Millennials to bridge this gap and gain the skills and experience desired by employers
  • Only 28% of Millennials feel their current organisations are making full use of the skills they currently have to offer  – 2015 Deloitte Millennial Survey

 

Initial Research

Initial Research:

Logo

What could Sport Wellington do differently to hit their targets for the 2019 Round the Bays event?

  • Increased participant numbers
  • Increased overall experience satisfaction levels

 

The Event:

 

Interesting Tidbits: