ActiveXchange recently completed a workshop with Canterbury Rugby League.
The goal was to help them link their data to their strategy, particularly around supporting their clubs and understanding their community to increase participation. The workshop unpacked where their members come from and where they play to better understand why members choose one club over another.
It also unpacked the unmet demand and how population shift has resulted in increased demand in some areas and membership challenges in others, and could identify key areas for potential participation growth.
We then dug deep into their community by getting a greater understanding of who their members are and look at opportunities to better engage with them.
The workshop was an eye-opener for some of the team and challenged some of the perceptions around what could or would help their clubs the most.
Understand where members come from and where they play
Analyse unmet demand to identify key areas for potential participation growth
Member Demand & Conversion (Mapping Layer)
The map above shows Canterbury Rugby League current membership with dark shading indicating a higher density of members. The green dots show the sport organisation sites, with the larger dots representing sites with more members.
Canterbury Rugby League can now go into next season with some clear and measurable outcomes based on data and insights to continue to grow the game in the Canterbury Region.
"Our experience in working with ActiveXchange has been a valuable and enjoyable one. Much of our current decisions are made on assumptions, however with real data that provides an accurate picture of participant demographics and behaviours, it gives us the evidence we require to make robust decisions. The process we went through was explorative and insightful and we would certainly recommend ActiveXchange if you don’t have the information you need."
Chief Executive Officer