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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!

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