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<strong>2005</strong>-<br />
<strong>2012</strong><br />
<strong>Strategic</strong> <strong>Strategic</strong> <strong>Plan</strong> <strong>Plan</strong>
Table of content<br />
Introduction p.4<br />
Vision p.6<br />
Mission p.6<br />
Core Values p.6<br />
Vision - Mission - <strong>Strategic</strong> Imperatives p.7<br />
<strong>Strategic</strong> Imperatives and Objectives p.8<br />
<strong>2012</strong> Outcomes p.9<br />
Annual Outcomes p.9<br />
2008-2009 Tactics - Priorities p.10<br />
<strong>Swimming</strong> to win; Winning for life!<br />
<strong>2005</strong>-<strong>2012</strong><br />
<strong>Strategic</strong> <strong>Plan</strong><br />
3
Introduction<br />
Following a sub-par 2004 Olympic Games, the membership of <strong>Swimming</strong> <strong>Canada</strong> publically demanded far better results from<br />
our elite athletes and leadership. This outcry led to the initial development of <strong>Swimming</strong> <strong>Canada</strong>’s blueprint for change and<br />
engaged members from all levels of Canadian swimming to begin a new phase of strategic planning. What transpired from 10<br />
months of soul-searching was a new <strong>Swimming</strong> <strong>Canada</strong>, one that was re-engineered to win:<br />
• Pierre Lafontaine hired on as the new CEO/National Coach<br />
• A new Board governance model<br />
• Renewed participation from the Alumni<br />
• Athletes on the <strong>2005</strong> World Championships Podium believing they could win<br />
• And a new long-term <strong>Strategic</strong> <strong>Plan</strong><br />
The <strong>2005</strong>-<strong>2012</strong> strategic plan was unanimously ratified at the <strong>2005</strong> Fall Annual General Meeting, where members validated<br />
this plan and identified priorities for upcoming year 2006. This plan made it possible for <strong>Swimming</strong> <strong>Canada</strong> to:<br />
• Be accountable to it members<br />
»» by setting out measurable outcomes<br />
»» by enabling transparent reporting of progress<br />
»» by providing the <strong>Swimming</strong> <strong>Canada</strong> board of Director with an essential tool for management oversight<br />
• Allocate the appropriate level of resources to programs and activities based on their contribution to the priority<br />
outcomes<br />
• Align annual operating plans and budgets with the medium and long-term objectives and goals ensuring the strategic<br />
plan is executed<br />
• Foster the alignment of provincial and club planning and establishment of outcomes and activities that directly<br />
contribute to the five long-term outcomes<br />
At the 2006 and 2007 Annual General Meetings, plans from the prior year were evaluated by the membership and new<br />
priorities were presented for the upcoming swimming year. Being accountable and transparent became a new reality in our<br />
organization.<br />
Following a very exciting and successful 2008 Olympic and Paralympic experience, the membership again came together and<br />
reflected on the <strong>Strategic</strong> <strong>Plan</strong> leading towards London <strong>2012</strong>. Delegates at the 2008 AGM provided valuable feedback on<br />
the updated <strong>Strategic</strong> <strong>Plan</strong> and unanimously supported the revision. In addition the delegates assisted in the prioritization of<br />
tactics for the 2008-2009 swimming year.<br />
4<br />
<strong>2005</strong>-<strong>2012</strong><br />
<strong>Strategic</strong> <strong>Plan</strong> <strong>Swimming</strong> to win; Winning for life!<br />
4 2007-2008<br />
Annual Report
<strong>Swimming</strong> <strong>Canada</strong> has changed considerably over the past 4 years! The organization has re-emerged as a model<br />
National Sport Federation within the Canadian Sport System. Think back on some of the new initiatives introduced<br />
to our members – broadcasting and webcasting of our events; hosting exceptional domestic and international<br />
competitions that inspire our athletes to excel; a governance model that allows staff to operate and the board to<br />
govern; and the new culture of professionalism taught through the NCCP curriculum. The number of opportunities<br />
available to our Senior/Youth-Junior/SWAD/Open Water National Team athletes has grown exponentially over<br />
the past quadrennial. As a swimming nation, we were re-vitalized as we witnessed the improvements realized<br />
by our swimmers at the World Junior Championship and the excitement generated by our Para-swimmers<br />
winning 23 medals in Beijing. Perhaps the moment that best illustrates what we stand for and what we believe in<br />
occurred as Ryan Cochrane touched the wall to win bronze at the Beijing Olympic Games – yes medals matter!<br />
We live in a time of unprecedented challenge and opportunity. We must remain vigilant in our quest to succeed<br />
and remain aware of the ever changing landscape in our sport. Our organization has made significant leaps<br />
and we must continue to do so in the years ahead as we work diligently to narrow the gap to the upper echelon<br />
swimming nations. We share optimism about the next quadrennial, but also recognize the work and challenges<br />
that needs to be overcome if we are to build on the momentum and attain results that we all want to achieve. The<br />
<strong>Strategic</strong> <strong>Plan</strong> outlined below is a living document that will guide us for the next four years. We must continue to<br />
challenge ourselves and driven by our vision of “<strong>Swimming</strong> to Win, Winning for Life”!<br />
<strong>Swimming</strong> to win; Winning for life!<br />
<strong>2005</strong>-<strong>2012</strong><br />
<strong>Strategic</strong> <strong>Plan</strong><br />
5
Vision<br />
of the future state of swimming in <strong>Canada</strong>:<br />
<strong>Swimming</strong> to win; winning for life<br />
Mission<br />
translating the Vision into a more specific medium term future:<br />
Canadian swimming will be aligned, accountable, and performance-oriented<br />
We will do this by:<br />
• Building collaborations based on a foundation of trust;<br />
• Implementing and coordinating programs that cause the development and growth of a national support system for athletes and<br />
coaches;<br />
• Actively listening to the input of the swimming community; and<br />
• Delivering on commitments<br />
The results will be winning international medals, increased participation, investment, effective use of resources, and a solutions-oriented<br />
positive culture. The <strong>2012</strong> Outcomes are the heart of the <strong>Strategic</strong> <strong>Plan</strong>, translating the Vision into measureable achievements:<br />
Core Values<br />
Deriving from the same set of values that our athletes and coaches are expected to adhere to, <strong>Swimming</strong> <strong>Canada</strong> has adopted key corporate<br />
values which will define and crystallize its approach and behavior.<br />
These values are described as follows<br />
• Professional Excellence: Everyone delivers peak performance and proactively seizes the opportunities that come from change in the<br />
quest for continuous improvement. It is not only up to the national coaching staff or the national centers or the athletes to win medals<br />
and go for gold. Everyone shares in this responsibility, including the Board, staff, volunteers, clubs, and provincial sections. We must all<br />
strive for excellence with a “no excuses” policy.<br />
• Accountability: We are all accountable for, and focused on performance. We each take responsibility and we each live up to our<br />
commitments. We will be evaluated on the accountabilities we state we will undertake, and these will be open to all.<br />
• Respect: <strong>Swimming</strong> <strong>Canada</strong> values buy-in. We show respect by collaborating, communicating and cooperating with our partners and<br />
stakeholders, athletes and coaches, clubs and provincial sections, Board members and staff. We collaborate by proactively anticipating<br />
issues and actively participate in open two-way communications with each other in the pursuit of shared corporate goals.<br />
• Integrity: <strong>Swimming</strong> <strong>Canada</strong> is committed to honest and honorable delivery of its programs, services and activities.<br />
• Commitment: Commitment is emotional. It is the alignment of our personal goals with those of the organization that will make us<br />
successful. We bring energy, passion and a commitment to win so that the organization will be successful; everyone contributes 100%.<br />
6<br />
<strong>2005</strong>-<strong>2012</strong><br />
<strong>Strategic</strong> <strong>Plan</strong> <strong>Swimming</strong> to win; Winning for life!
Vision - Mission - <strong>Strategic</strong> Imperatives<br />
VISION<br />
<strong>Swimming</strong> to Win,<br />
Winning for Life<br />
MISSION<br />
Canadian swimming will be aligned, accountable, and performance-oriented; we will do this by:<br />
• Building collaborations based on a foundation of trust;<br />
• Implementing and coordinating programs that cause the development and growth of a<br />
national support system for athletes and coaches;<br />
• Actively listening to the input of the swimming community; and<br />
• Delivering on commitments<br />
• The results will be winning international medals, increased participation, investment, effective<br />
use of resources, and a solutions-oriented positive culture.<br />
STRATEGIC IMPERATIVES<br />
ELITE<br />
SPORT<br />
SYSTEM<br />
PEOPLE<br />
DEVELOPMENT<br />
BUSINESS<br />
MANAGEMENT<br />
PARTNERSHIPS<br />
<strong>Swimming</strong> to win; Winning for life!<br />
<strong>2005</strong>-<strong>2012</strong><br />
<strong>Strategic</strong> <strong>Plan</strong><br />
7
S t r a t e g i c I m p e r a t i v e s a n d O b j e c t i v e s<br />
The <strong>Strategic</strong> <strong>Plan</strong> directs the activity of the swimming community through the achievement of these outcomes through five <strong>Strategic</strong><br />
Imperatives and their respective objectives:<br />
ELITE: Implement a sustainable, reliable program focused on performances<br />
• Podium - Provide focused national and international competition and training opportunities for medal prospects<br />
• National Team – Establish and Implement a cohesive, coordinated multi-year training and competition program<br />
• Development – Identify and support the development of the next generation of international swimmers<br />
• Senior Transition – Identify / support the next generation of international swimmers among university swimmers<br />
• Performance Enhancement – Provide sport science and technical services<br />
• Incentives – Create and Implement performance incentives for swimmers and coaches<br />
SPORT SYSTEM: Implement a nationally aligned and integrated sport system that fully optimizes individual potential<br />
• Coordinated Provincial Programs – Establish/implement a cohesive, coordinated multi-year training and competition program<br />
• Sport Support Systems – Identify and support the development of the next generation of international swimmers<br />
• Recruitment – Achieve new membership of pre-competitive and competitive swimmers annually (compound growth)<br />
PEOPLE DEVELOPMENT: Develop and implement a harmonized, accountable system that is committed to the development and<br />
recognition of individuals who serve and support the development of our athletes (coaches, administrators at all levels, officials and<br />
parents).<br />
• Coach development – Provide a system for the recruitment, education and ongoing professional development of coaches with<br />
a goal of producing coaches recognized as among the best in the world<br />
• Personal development – Implement programs to support individual personal growth of swimmers and coaches<br />
• Club development – Increase enrolment in a voluntary club accreditation program<br />
• Parents – Develop and implement a system of support for positive parent participation<br />
• Official – Increase the number of working officials at all five levels<br />
• Performance Management and Accountability – A robust system of performance management, review and accountability<br />
• Leaders – Integrated road map for leadership development and succession for all levels of paid and volunteer leaders<br />
PARTNERSHIPS: Develop mechanisms to generate collaboration that maximize opportunities for swimming<br />
• Advocacy– <strong>Swimming</strong> <strong>Canada</strong> is recognized as a leading advocate for swimming<br />
• Investment in Aquatic Facilities– Implement a national infrastructure lobby strategy<br />
BUSINESS MANAGEMENT: Implement an accountable and innovative approach to build a sustainable, nationally-aligned business<br />
structure to ensure performance-oriented swimming<br />
• Brand Equity – <strong>Swimming</strong> <strong>Canada</strong> is recognized as the leading sport for competitive development and life-long wellness<br />
benefits by Canadians<br />
• Revenue Development – Revenue from non-governmental sources is increased annually<br />
• Business Model – <strong>Swimming</strong> <strong>Canada</strong> services members on the principles of best practices and continuous improvement<br />
8<br />
<strong>2005</strong>-<strong>2012</strong><br />
<strong>Strategic</strong> <strong>Plan</strong> <strong>Swimming</strong> to win; Winning for life!
<strong>2012</strong> Outcomes<br />
• <strong>2012</strong> Olympic Games: 3 medals, 20 Finalists, all relays reach the finals, and swimmer(s) competing in the<br />
10km<br />
• Rankings: 12 swimmers in the top 5 world rankings, 20 swimmers in the top 10 world rankings, 80<br />
swimmers in the top 50 world rankings and 212 swimmers in the top 150 world ranking<br />
• Paralympic Games: Top 8 nations in total medals, 20 medals and 25+ athletes competing<br />
• Increase the number of registered swimmers to 46,000 and registered SWAD swimmers to 425.<br />
• Break every national and provincial record (from <strong>2005</strong>)<br />
• Develop a progressive & organized plan that is in place for all levels for swimmers, coaches, officials and<br />
clubs; including an accountability framework for the progression of these plans.<br />
• Double the <strong>Swimming</strong> <strong>Canada</strong> operating budget from <strong>2005</strong> levels to $8,000,000; by increased selfgenerating<br />
revenues and increased government funding through international success<br />
Annual Outcomes<br />
Outcome 2008-2009 2009-2010 2010-2011 2011-<strong>2012</strong><br />
HP Objective<br />
2009 World<br />
Champs:<br />
• 5 medals<br />
• 15 final swims<br />
• 5 relay finals<br />
2010 Pan Pacific<br />
Champs:<br />
• 10 medals<br />
• final swims in all<br />
events<br />
2011 World<br />
Champs:<br />
• 5 medals<br />
• 20 final swims<br />
• 6 relay finals<br />
<strong>2012</strong> Olympics:<br />
• 3 medals<br />
• 20 final swims<br />
• 6 relays finals<br />
• Qualifier(s) in the<br />
10km<br />
Ranking • 5 swims in top 5<br />
WR<br />
• 15 swims in the<br />
top 10<br />
• 50 swims in the<br />
top 50<br />
• 160 swims in top<br />
150<br />
• 6 swims in top 5<br />
WR<br />
• 12 swims in the<br />
top 10<br />
• 60 swims in the<br />
top 50<br />
• 175 swims in top<br />
150<br />
• 9 swims in top 5<br />
WR<br />
• 15 swims in the<br />
top 10<br />
• 70 swims in the<br />
top 50<br />
• 190 swims in top<br />
150<br />
• 12 swims in top<br />
5 WR<br />
• 20 swims in the<br />
top 10<br />
• 80 swims in the<br />
top 50<br />
• 212 swims in top<br />
150<br />
SWAD HP<br />
Objective<br />
2009 IPC SC<br />
Worlds<br />
• 20+ medals;<br />
• 40+ final swims<br />
• top 10 Nations:<br />
medals<br />
2010 IPC LC<br />
Worlds<br />
• 20+ medals<br />
• 40+ final swims<br />
• top 10 Nations:<br />
medals<br />
2011 Para Pan Pacs<br />
• Top 4 Nations:<br />
medals<br />
2011 Para Pan Ams<br />
• Top 3 Nations:<br />
medals<br />
<strong>2012</strong> Paralympics<br />
• Team size : 25+<br />
• 20+ medals<br />
• Top 8 nations:<br />
medals<br />
SWAD<br />
Rankings<br />
• 20 SWAD swims:<br />
top 10 World IPC<br />
Ranking<br />
• 25 SWAD swims:<br />
top 10 World IPC<br />
Rankings<br />
• TOTAL: 38,000<br />
• SWAD: 275<br />
• 30 SWAD swim<br />
top 10 World IPC<br />
Rankings<br />
• TOTAL: 42,000<br />
• SWAD: 350<br />
• 35 SWAD swims:<br />
top 10 World IPC<br />
Rankings<br />
• TOTAL: 46,000<br />
• SWAD: 425<br />
Registration • TOTAL: 34,000<br />
• SWAD: 200<br />
Records<br />
• 55% of all National<br />
records set <strong>2005</strong><br />
& later<br />
Operating Budget • $5,900,000<br />
Operating budget<br />
• 70% of all National<br />
records set <strong>2005</strong><br />
& later<br />
• $6,600,000<br />
Operating budget<br />
• 85% of all National<br />
records set <strong>2005</strong><br />
& later<br />
• $7,300,000<br />
Operating budget<br />
• 100% of all<br />
National records<br />
set <strong>2005</strong> & later<br />
• $8,000,000<br />
Operating budget<br />
<strong>Swimming</strong> to win; Winning for life!<br />
<strong>2005</strong>-<strong>2012</strong><br />
<strong>Strategic</strong> <strong>Plan</strong><br />
9
2008-2009 TACTICS - PRIORITIES<br />
ELITE<br />
• Annually define and implement Olympic and Paralympic technical strategies through to 2016<br />
»» Develop an 8 year plan with immediate activation of year 1<br />
• Annually define and implement the National Senior and Development Team programs leading into <strong>2012</strong><br />
• Annually define and refine the National Training Centre strategy through to <strong>2012</strong><br />
SPORT SYSTEMS<br />
• Strengthen collaborations and alignments between <strong>Swimming</strong> <strong>Canada</strong> and the Provincial Sections – including the development<br />
of NSO/PSO roles and responsibilities<br />
• Alignment and integration of PSO’s, National Training Centres, University teams and Clubs with <strong>Swimming</strong> <strong>Canada</strong>’s Olympic<br />
and Paralympic Technical Strategies<br />
• Improve coordination of joint NSO/PSO strategies aimed at increasing our memberships registrations, including<br />
enhancements to the “See Yourself <strong>Swimming</strong>” recruitment program and promotional campaigns<br />
PEOPLE DEVELOPMENT<br />
• In consultation with the Canadian <strong>Swimming</strong> Coaches and Teachers Association; plan, develop, communicate and implement a<br />
robust coaching certification program, include national mentoring, apprenticeship and incentive components:<br />
»» 2008-2009 - Full implementation of the Skills Coach & <strong>Swimming</strong> Teacher certification<br />
»» 2008-2010: Content development of the Competition Coach for a 2009-2010 launch<br />
»» 2008-2011: Content development of High Performance Coach for a 2010-2011 launch<br />
• Ongoing development of the Club Excellence - a multi-sport “Club Mark” standards program that includes club audit, tools &<br />
recognition components<br />
• Coordinate an officials long term development pathway for Able-bodied, SWAD, Masters and Open Water disciplines; including<br />
a recognition program and on-line training modules<br />
PARTNERSHIPS<br />
• Develop strategies to maximize media exposure, increase awareness and ensure the delivery of positive messaging<br />
• Develop and promote partnerships between Learn to Swim providers and “1st Point of Contact” Disability Groups<br />
• Strengthen relationship with Masters <strong>Swimming</strong> <strong>Canada</strong><br />
BUSINESS MANAGEMENT<br />
• Develop a Quadrennial <strong>Plan</strong> to increase promotion and visibility of <strong>Swimming</strong> <strong>Canada</strong> events; including strategies that target<br />
our key domestic and international events for broadcast and webcast<br />
• Create a revenue generation strategy that includes targeted sponsorship and fundraising programs - including a donation<br />
program and a re-branded Swim-a-Thon.<br />
10<br />
<strong>2005</strong>-<strong>2012</strong><br />
<strong>Strategic</strong> <strong>Plan</strong> <strong>Swimming</strong> to win; Winning for life!