Unleashing 'The Blue Wave' A Strategy for Dublin GAA - Croke Park

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A STRATEGY FOR DUBLIN GAA 2011-2017 These objectives will be achieved through the realisation of the following Key Actions: THEME 7 KEY ACTIONS OWNERSHIP MILESTONES DESIRED OUTCOME KA1 Develop enhanced Strategy for development of Dublin GAA as an iconic sport brand. Commercial Committee and DCC staff Strategy in place Quarter 1 2012 To establish Dublin GAA as the leading sports brand in Irish sport and ensure that the value inherent in the brand is maximised KA2 Develop individual programmes to underpin the Dublin Brand proposition for each stakeholder category including Fans, Clubs, Sponsors, Media, National and Local Government, the Public generally and across all units of the GAA. Commercial Committee and DCC staff All programmes to be completed and adopted by end 2012 Enhanced engagement of all Sponsors, Media and all GAA Stakeholders in promotion of GAA in Dublin and development of Dublin GAA Brand. KA3 Develop and roll out of a professional tiered sponsorship strategy and sponsor management capability Commercial Committee and DCC staff By end Quarter 1 2012 Provide for an effective means of managing all sponsorship relationships and to support enhanced commitment of commercial sponsors to invest behind Dublin brand development effort. KA4 Develop and agree a pan association commitment to create a single family-oriented Dublin Brand. Investigate the full integration of Ladies Football and Camogie Associations in Dublin into Dublin GAA to create single male and female association and brand proposition in the capital. 3 County Boards Agreement by end Quarter 1 2012 Ongoing To ensure consistency of brand development amongst all three associations in Dublin. KA5 Co-ordinate and integrate various existing fans clubs in Dublin to create a single “Dublin GAA Fans Club“, and develop a members database meeting all applicable data protection and security guidelines to support the roll out of affinity relationships. Commercial Committee and DCC staff By end Quarter 4 2012 Successful Dublin Fans Club and effective members’ database. 61
UNLEASHING “THE BLUE WAVE” THEME 7 These objectives will be achieved through the realisation of the following Supporting Actions: SUPPORTING ACTIONS OWNERSHIP MILESTONES DESIRED OUTCOME SA1 Dublin County Committee to appoint a professional brand and commercial development team of up to 4 professional executives to comprise Brand and Commercial Director, Brand Development Manager, Sponsorship Relationship Manager and Club Commercial Manage. Commercial Committee & DCC Executives to be employed on phased basis in line with increased revenue generation commencing with the appointment of the Brand Development Manager in Quarter 1 2012 Development of Brand and Commercial Relationship capability to be underpinned by properly resourced professional team. SA2 Engage with Central Council to capitalise on and further develop the Dublin Spring Series concept in 2012 to maximise attendances and brand impact for Dublin’s home and away National League fixtures. Commercial Committee & DCC Quarter 4 2011 To maximise attendances and potential of National League fixtures to create an enhanced GAA match day family experience and to allow opposition counties in the league to leverage Dublin’s brand development experience to support their own brand development ambitions. SA3 Engage with Leinster Council to target revamped format for 2013 Leinster Championship that supports fixtures planning, maximising attendances, and active marketing of Dublin’s (and all Leinster counties) Leinster Championship games packages and to build the Leinster Championship brand. Commercial Committee & DCC Quarter 1 2012 To maximise attendances at games and assist in generating more interest in the Leinster Championship. as well as providing support for all other Leinster counties to leverage Dublin Brand development experience to support their own brand development ambitions. SA4 Engage with Leinster Council to seek the admittance of additional Dublin teams (and teams from other larger counties) in the provincial club championships (similar to hurling in Féile). Commercial Committee & DCC By end Quarter 2 2012 To leverage the unique potential of club participation in the provincial championships to strengthen GAA brand recognition in more local communities. 62
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Unleashing 'The Blue Wave' A Strategy for Dublin GAA - Croke Park

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