In 2016, Football Queensland partnered with SBP to conduct Stakeholder (Coaches and Club Administrators) and Participant surveys designed to measure and benchmark the community football experience.
The primary objective of the Participant survey was to understand and benchmark the variables that contribute to player satisfaction with the football experience and impact on loyalty and chances of retention.
Part of the survey assessed participants’ level of satisfaction with the present volume of communication received from Football Queensland and clubs.
Football Queensland is providing this and other key findings to clubs so we can work together to ultimately improve the experience of all participants.
WHAT ARE THE FINDINGS?
Results show that only a minor percentage of participants believe they receive too much communication from Football Queensland and clubs, demonstrating the scope for greater quality and quantity.
- One in five (22%) participants believe they don’t receive enough information and only a very small percentage of participants (4%) consider current communication volumes to be too high. Most participants (74%) consider the amount of communication from Football Queensland to be just enough.
- There is a similar trend with respect to volume of communication from clubs with most participants (77%) stating they receive enough and only 1% stating it is ‘too much’.
- The results indicate that there is room for Football Queensland to identify and provide additional communications to those who would like it, while placing an emphasis on quality.
WHAT WILL FOOTBALL QUEENSLAND DO?
- Communicate major news and developments through direct email as they arise, rather than conforming them to a rigid schedule of communication.
- Continue to refine the quality of email content delivered to participants by highlighting the most relevant, important and interesting information.
- Work with Zones and clubs to improve their ability to communicate directly with their members, either in person or through digital platforms.
- Investigate and develop opportunities for participants to communicate with Football Queensland through digital platforms and in person, such as through the creation of feedback groups.
WHAT CAN OUR CLUB DO?
- Collate contact details of participants during registration and provide consistent updates on major club matters. Contact Football Queensland’s media and marketing team for technical assistance with digital platforms.
- Schedule regular club feedback opportunities for participants and stakeholders.
- Develop a communication plan aligning the club’s website, social media presence and any other forms of contact with participants.
- Seek and appoint a suitable volunteer or part-time communication/media/marketing coordinator to manage club communications and be a point of contact for Football Queensland advice.