2010/2011 Report on Community Activities and Compliance with

Key Performance Indicators

The Melbourne Football Club is kicking goals in the Casey community, through its 30-year

partnership agreement with the City of Casey.

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The Melbourne Football Club has also taken the opportunity to obtain a greater understanding of the existing relationships, programs and networks within both the Council and the Casey community, in order to guide the development of future programs, and ensure that they are relevant to both partners. A City of Casey and Melbourne Football Club Partnership Steering Committee meets regularly to ensure that the agreement continually reflects current priorities and activities.

The objectives of the Steering Committee include:

i. Providing a forum for cross-sectional involvement and understanding between Council and Melbourne Football Club representatives, in order to assist, monitor and implement the key components of the partnership

ii. Considering future activities to be undertaken as part of the partnership, against the defined Key Performance Indicators

iii. Receiving regular updates regarding the progress of activities undertaken as part of the partnership, against the defined Key Performance Indicators

iv. Fostering community involvement and understanding of the partnership

v. Providing input into a biennial review of the partnership.

Year three of the agreement has allowed the Melbourne Football Club to improve and expand on the existing initiatives and frameworks. Progress has been made throughout the business sector, along with resourcing, communication and school education. The partnership is in a healthy position, and we will continue to work collaboratively with the City of Casey to deliver a meaningful, genuine and sustainable community strategy, which encapsulates the City of Casey community and its needs.

The City of Casey and the Melbourne Football Club have been working together in partnership for three years, delivering programs which meet community needs and provide exciting learning experiences.

This report covers the period November 2010 – October 2011.

The City of Casey and Melbourne Football Club established a 30-year partnership agreement, that was signed on 3 June 2009. The agreement involves the Melbourne Football Club utilising training and football administration facilities at Casey Fields. In return, the Club committed to undertake a number of programs and initiatives to engage the Casey community.

As an organisation, we have a unique strategy, and understand that a full and genuine commitment to engage the community is the driving force behind our growth. Our community model is designed with a deep level of engagement. We aim to create lifelong relationships through authentic and holistic community programs, which serve genuine community needs. We will achieve this through the City of Casey partnership.

The key program areas of the agreement are categorised into the following pillars, designed to guide the partnership as it evolves over the coming years:

• Casey Fields

• MCG

• Business

• Media, Communications and Events

• Advocacy and Social Issues

• Education/Community Development

• Sport and Recreation Development

• Partnerships

Introduction

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Below is a summary of the Key Performance Indicators (KPIs) listed and agreed to by the City of Casey, accompanied by the performance against each indicator by the Melbourne Football Club.

KPI Description Outcome

1. Casey Fields

1.1 Pre-season – MFC to train at Casey Fields at least twice a week over 8 weeks

Not achieved due to ground conditions

1.2 In season – MFC to train at Casey Fields no more than once per week Achieved

1.3 Pre-season training sessions at Casey Fields to be promoted on Melbourne Football Club website and local newspapers Achieved

1.4 Minimum of five media sessions ‘in season’ dedicated to promoting community programs Achieved

1.5 Placement of community notice board at Casey Fields including updates regarding the partnership Not achieved

1.6 Apply best endeavours for two NAB Challenge matches to be played at Casey Fields

Advocacy undertaken however matches not scheduled by AFL

1.7 Apply best endeavours to achieve attendances of more than 8,000 per NAB Challenge match

Not applicable as no matches scheduled

1.8 Commission of an independent business case for the development of a 20,000 seat stadium

Not achieved, to be assessed in 2012

2. MCG

2.1 Host one home game at the MCG dedicated to the City of Casey partnership (the City of Casey Round) Achieved

2.2 Provide 300 general admission tickets to the City of Casey Round Achieved

2.3 Provide four scoreboard advertisements at the City of Casey Round Achieved

2.4 Secure transport and sponsorship for the City of Casey Round In progress

2.5 Provide a table of 10 at the Chairman’s function at five home games Achieved

2.6 Arrange a pre-game curtain raiser at the MCG Partially achieved

3. Business

3.1 Host one Melbourne Football Club corporate/business event Achieved (exceeded)

3.2 Host two business forums Achieved (exceeded)

3.3 Host annual ‘Doing Business in Casey’ business function Achieved

3.4 Deliver two corporate leadership programs for business community Achieved

2010-2011 Key Performance Indicators Status Report

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Below is a summary of the Key Performance Indicators (KPIs) listed and agreed to by the City of Casey, accompanied by the performance against each indicator by the Melbourne Football Club.

2010-2011 Key Performance Indicators Status Report (Continued)

KPI Description Outcome

4. Media, Communications and Events

4.1 Conduct an annual major media launch showcasing the relationship between the Melbourne Football Club and the City of Casey Not achieved

4.2 Ensure Casey logo visible on all media backdrops when media events are held in Casey

Not achieved due to delays in Melbourne Football Club major sponsor confirmation

4.3 Melbourne Football Club to be included in ‘Welcome Packs’ for new Casey residents In progress

4.4 Confirm with local newspapers - column space Partially achieved

4.5 Provide editorial on weekly basis to designated papers Partially achieved

4.6 Provide a monthly update within each column outlining community activities Partially achieved

4.7 Specific mention of the funding, support and community benefit Ongoing

4.8Conduct an annual review of the Melbourne Football Club community program in consultation with the City of Casey / Melbourne Football Club Partnership Steering Committee

In progress

4.9 Evaluate, document and report on the effectiveness of the KPIs bi-annually Achieved

4.10 Participate in Christmas Family Day at Casey Fields Achieved

4.11 Participate in one Family Day in conjunction with City of Casey events team Achieved

4.12 Sausage sizzle for all members of the community (12 per annum) Achieved

5. Advocacy and Social Issues

See sections 1,2 and 3 for issues of advocacy undertaken by Melbourne Football Club

See sections 6 and 7 for examples of social issues addressed by Melbourne Football Club.

6. Education and Community Development

6.1 Deliver two school-based programs Achieved (exceeded)

6.2 Provide twelve community training sessions per annum Achieved (exceeded)

6.3 Undertake an environmental education-based program Achieved

6.4 Host one ‘Young Leaders’ youth forum Achieved

6.5 Deliver four training days each year with Vic Police, targeted at youth in Casey Achieved

6.6 Appoint a Community Programs Coordinator Achieved (exceeded)

7. Sport & Recreation Development

7.1 Deliver two community sports forums Achieved

7.2 Organise a round robin competition with MPNFL Partially achieved

7.3 Melbourne Football Club to provide an official appearance per participating team in South East Juniors Football League Partially achieved

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Investment in the Community

An independent report conducted in June 2008 estimated that the financial value for all 13 program areas (as listed in the original agreement) was valued at $967,500 per annum in the first year, and $637,500 for each of the following years of the life of the agreement.

The total estimated value that the Melbourne Football Club has placed on their activities in Casey for 2011 is $2,434,800.

Investment

Expenditure $ Value

Player Hours ($800 x 2,346) $1,876,800

Community Expenditure (actuals) $145,000

Staff $223,000

Media $80,000

Other $110,000

Total $2,434,800

Program (Collective Bargaining Agreement)

Schools/Centres Reached

Player Hours

Direct Reach

Primary Schools 38 254 13,300

Secondary Schools 5 84 1,750

Junior Club visits 15 94 2,400

Auskick centre visits 13 172 1,430

Auskick Super Clinic 23 90 450

Total 94 694 19,330

Players’ Investment in the Community

Our community model is designed with a deeper level of engagement – one which requires far greater involvement by the playing group. The table below demonstrates the visitations undertaken by the entire playing group in the City of Casey.

The Melbourne Football Club continues to entrench itself in the City of Casey community. In 2011, more than $2 million in social capital was invested in the City of Casey community through our community activities and programs.

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* Denotes new programs

Program Player Ambassadors Player Hours

Number of Schools

Direct Reach

Read Like a Demon Colin Garland and Cale Morton 50 25 250

Digital Demons Jack Watts 15 25 1,500

Dare to Dream * N/A 1 33

Kinder Kick* Max Gawn 10 15 1,000

Kicking Goals Neville Jetta and Ricky Petterd 210 20 5,000

Total 285 86 7,783

School Education Footprint

Program Player Ambassadors Player Hours

Number of Clubs

Direct Reach

South East Juniors Tom Scully 10 24 4,453

Victorian Women’s Football League Brad Green 25 4 100

Auskick Colin Sylvia 10 23 1,380

Demon Heartland N/A 12 30 800

Mornington Peninsula Nepean Football League Nathan Jones 15 11 2,500

Don’t Drive Like a Demon Nathan Jones 10 11 880

Football Clinics Various 335 20 4,253

Total 417 123 14,366

Grass Roots Football Footprint

Melbourne in the Community 2010-2011

ProgramSchools/

Clubs Reached

Player Hours Number of Participants

Collective Bargaining Agreement 94 694 19,330

School Education 86 285 7,783

Grassroots Football 123 417 14,366

Other 950

Total 303 2,346 41,479

Total Footprint in the City of Casey

‘Other’ represents community events including GP Run, Casey Kids Carnival. Casey Business Breakfasts, Berwick Show

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Melbourne in the Community 2010-2011

Players’ Footprint in the City of Casey

Melbourne Football Club Membership in the City of Casey

* Denotes average hours spent by each player in the City of Casey

0

500

1000

1500

2000

2500

2009 2010 2011

2009 2010 20110

500

1000

1500

2000

2500

722 800

1382

23462099

1078

51*45*

23*

Play

er H

ours

Mem

bers

0

500

1000

1500

2000

2500

2009 2010 2011

2009 2010 20110

500

1000

1500

2000

2500

722 800

1382

23462099

1078

51*45*

23*

Play

er H

ours

Mem

bers

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2011 Melbourne Football Club Schools Strategy

Read and Write like a Demon Dare to Dream Digital DemonsKinder Kick Kicking Goals Other

Opportunities

1st Quarter - Library Visit

Friday 18 March

Dare to Dream Event

Thursday 11 August

4 Secondary School Sessions

MCGMascot Visits

Kicking Goals Gala Day

Friday 12 August

Koorie Indigenous Youth Group

every Tuesday

Demons Day Out Sunday 21 August

Regions: City of Casey, Bayside

and NT

Youth Girls & Trident Academy

Teacher PD Thursday 23 June

Equipment/ Showbags

Teachers PD Friday 8 April

Reach/MFC Schools Super

Session

3rd Quarter - Player Visit

Wednesday 8 June

Digital Demons Teacher Resource and handbooks

Ambassadors: Colin Garland and

Cale Morton

Partnership with YWCA and Lord

Mayors Charitable Fund

Player Ambassadors

Player anf Mascot Ambassadors

Player and Mascot Ambassadors

Indigenous Youth Program

Halftime - Author Visit

Friday 1 April

Dare to Dream 8 week program

Partnership with Dept of Education

(Innovation)

Auskick Super Clinic

Thursday 7 July

Read and Write like a Demon Blog

/ Skype

Parents and Teachers inspire your kids to read

Tuesday 15 March

Women in Football Industry Tours

Primary and Secondary School Student Forums Thursday 28 July

4 week program run by TAFE

students

Kicking Goals Clinic

Wednesday 20 July

MFC Work Experience

Program

Final Siren - Finale Wednesday 29

June

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2011 Grassroots Football Strategy

Victorian Women’s

Football League (VWFL)

Mornington Peninsula

Nepean Football League

AuskickSouth East Juniors CBA Other

Opportunities

Joint CBA Clinic with MFC

Coach the Coach Train the Trainer

Coach the Coach Train the Trainer

MPNFL Ambassador

Little Demons Day

Volunteer Forum

Team Photo Opportunity

Auskick Superclinic

Thursday 7 July

Catch Up Day Wednesday 10

August

Changeroom Experience

Demon Friendly Club

Queen’s Birthday Round

Don’t Drive Like a Demon All Girls ClinicFacilities

(Casey Fields)

Country Visits Wednesday 16

MarchMascot

Team Photo Opportunity Ladies Luncheon Guernsey OfferingSEJ Ambassador

Primary School Visit 1

Secondary School Visits

Wednesday 8 June

NAB Cup Experience

VWFL Ambassador

Rising Star Award

Dare to Dream

Team Photo Opportunity

Club of the Year award

Auskick Centre Offering

Participation Brochure

Coach the Coach Train the Trainer

Youth Girls Gala Day

Round 21 Match Day Experience

Auskick Centre Visit Saturday 2 July (AFL) Sunday 3 July (VFL)

Primary School Visits 2

Junior Club Visits Wednesday 20 July

Guard of Honour

Demon Heartland

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Melbourne Football Club Key Programs and Initiatives in the City of Casey

Kicking Goals

The Kicking Goals program focuses on healthy eating, respect, harmony, leadership and teamwork. The program is facilitated by teachers, with a professional development day provided.

Digital Demons

The Digital Demons program educates both primary and secondary school communities about safe, respectful and responsible behaviours in the digital world. The program provides teaching and parenting tools which educate, empower and protect our children.

Read Like a Demon

Read Like a Demon is a literacy program that offers primary students an opportunity to participate in reading workshops with Melbourne Football Club players, and a variety of best–selling children’s authors.

This is a joint partnership between the Melbourne Football Club and Casey-Cardinia Library Corporation, and is sponsored by Officeworks and supported by Hardie Grant Egmont Publishers.

Kinder Kick

The Kinder Kick program is a fun and structured program that is designed to assist young children in pre-school and kindergarten to start enhancing gross motor skills, including, hand-eye coordination, foot-hand coordination, balance and agility, over three consecutive weeks.

Dare to Dream

Dare to Dream is a partnership between YWCA (Victoria) and Westside Circus. The aim of the program is to increase the percentage of girls completing post-compulsory schooling in the City of Casey. The program aims to equip girls with the necessary skills, confidence and advice to forge their own pathway.

Don’t Drive Like a Demon

Aimed at young people via the Mornington Peninsula Nepean Football League, this program aims to raise awareness about the risks of dangerous driving. The program is delivered in partnership with the City of Casey, Eastlink, RACV, CFA, Victoria Police, Roadsafe and Hankook.

Demon Heartland

Going to the footy is a rite of passage for every child, and the Demon Heartland program has been developed to give kids the opportunity to attend Melbourne home games at the MCG. Tickets are donated by Melbourne Football Club members, and can be accessed for via the Melbourne Football Club website.

Proudly presented by:

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• Launched the Digital Demons’ “Play by the Rules” program to secondary schools across Victoria, with 3 schools from the City of Casey participating in the program

• The Casey 3 game Melbourne Football Club membership was introduced exclusively to City of Casey residents

• The Melbourne Football Club actively supported City of Casey events, including, Berwick Show, GP Run, Casey Kids Carnival and the Casey Business Breakfast series

• Introduction of the Indigenous Youth Group program, which included 30 participants who actively participated in cultural arts, dance and sports activities

• Introduction of the Tridents Academy, saw a two day program being conducted, focussing on football skills, leadership and teamwork

• City of Casey Round was allocated to the Round 8 match vs. Adelaide Crows, with an attendance of 19,987.

• The community programs and opportunities were highlighted in the City of Casey rates notice, distributed quarterly to 95,000 households

• The Melbourne Football Club played a leadership role in the Casey Business Forums, and sponsored the Casey Business Awards

• The Read Like a Demon program increased to 25 schools, improving content and delivery

• The Kinder Kick program was delivered in partnership with Chisholm Institute in the City of Casey. Fifteen Kinders were a part of the program, reaching 1, 000 participants

• The inaugural U/12s girl’s Melbourne football team was established. Players were selected from the South East Juniors and played against North Melbourne at Arden Street

• The Dare to Dream program was launched at Lyndhurst Secondary College, with outstanding outcomes for students

• There was significant engagement with Casey Auskick centres including a giveaway of 450 Melbourne Football Club Auskick guernseys

In year three of this agreement, a number of new initiatives and improvements have been undertaken in order to connect with the Casey community, and to ensure that the partnership is leveraged to its full potential. Below are some of the Club’s key achievements.

2011 - Key Achievements in the Community

Jordie McKenzie participates in the Read like a Demon program

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2011-2012 - Looking Ahead

• South East Juniors to occupy Casey Fields precinct (subject to Council approval)

• Further engage the Casey business community, providing key networking opportunities

• Explore the opportunity of commissioning an independent business case for the development of a 20,000 seat stadium

• Introduction of Super Sessions at Casey Fields for schools and clubs

• Introduction of the Super Schools Gala Day at Casey Fields, with approx 1,500 students in attendance

• Re-launch of the Kinder Kick program, offering the program to primary schools in the City of Casey

• Appointment of a City of Casey Partnership Coordinator

• Appointment of a Multicultural Development Officer

• Introduction of the Demon Friendly Schools program

• Introduction of the Demon Friendly Clubs and Auskick centre programs

• Extending the Read Like a Demon program, utilising technology

• At each Casey Scorpions home game, host a table of community stakeholders

• Expand the Digital Demons primary school program

In 2012, the Melbourne Football Club will continue to work collaboratively with the City of Casey to develop meaningful, genuine and relevant programs that meet community needs.

The following are some of the new initiatives we will be focusing on in the next twelve months:

Lynden Dunn and Jack Watts talk to students at the Digital Demons program

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A word from the communityIt is often difficult to measure the impact our programs are having on the community. Below are some examples of how our programs are influencing and inspiring students within the City of Casey

“The kids had an absolute ball with the

players coming out and doing a clinic

with them, doing some work in their

Mascots books, answering questions, signing

autographs and having pictures taken. They

were buzzing for the remainder of the day.”

Brent Robinson, Grade 4 Teacher

Courtenay Gardens Primary School

“Thank you for a wonderful job this year. All the kids at Fleetwood Primary School in the varied programs had a wonderful experience and I believe it really has spurred quite a few of them on, particularly my grade 5 boys reading in the Read Like a Demon program. We are certainly looking forward to it again next year”Sam Thomson Classroom Teacher, Fleetwood Primary School

“THANKYOU so much for visiting our school and giving footy jumpers to our students on our footy colours day. The kids loved the mascot and giveaways, especially the Demon supporters!”Bree Schranz, Classroom Teacher, Hillsmeade Primary School

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A word from the communityIt is often difficult to measure the impact our programs are having on the community. Below are some examples of how our programs are influencing and inspiring students within the City of Casey.

We love our association with

the Demons and appreciate your

support.

We plan to implement your new

cyber-safety program across

the school next year; Kate Wall

– our rep – has prepared a

school implementation plan and

her section of the school trialled

many of the lessons prior to her

presentation to staff.

Thanks for keeping us in touch

with all that is going on – Go

Dees!

Jenny Scott Principal, Mossgiel Park PS

Hi Guys, Just a nice little update on the year 11 dare to dream girls. A number of them have put their names down for peer leader training this year. They will be training to work with year 7 students to promote a smooth transition and also to facilitate the Butterfly Foundation ‘Free to Be’ body esteem program. Girls out of both of last year’s Year 10 groups nominated themselves, I can remember seeing Mel, Jaymee, Tiarna, Kysta, Gemma and Renee’s names down on the list.Most exciting news was the feedback that Renee and Gemma were the first to put their hands up to nominate themselves!This made us smile so we wanted to pass it on.Tara Schmidt Student Wellbeing Support, Lyndhurst Secondary College

“I love everything to do with books, and I am so excited that I now have my own. Thanks to the Melbourne Football Club for the opportunity.” Jada Gwin Winner of the Write Like a Demon Competition

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Girls Superclinic

Footy Colours Day

Guard of Honour

Mascot

Kinder Kick

Demon Heartland

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Melbourne Football Club Community Partners