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Looking beyond EU Structural Funds - the Leonardo programme


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By Kelly Davies, Vi-ability. WCVA Funding Conference 2012.

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Looking beyond EU Structural Funds - the Leonardo programme

  1. 1. Vi-AbilityNational Award Winning Social EnterpriseLeonardo Lifelong Learning ProgrammeUK/10/LLP-LdV/IVT/163180‘Work Based Football Training Programme’Presented by: Kelly Davies (Managing Director)
  2. 2. 1. Introduction Kelly Davies (Ex Arsenal, Liverpool Ladies) Welsh International (38 caps at all levels) Loughborough University – BSc Sports Science & Business Charlton Athletic Football Club – Cape Town, South Africa Liverpool University – MBA Football Industries Dissertation on the ‘Viability of a Commercial Dept for the FAW’ © Copy right of Vi-Ability Educational Programme
  3. 3. 2. Vi-AbilityThe Social Enterprise Vi-Ability was developed to: Help tackle the issues of financially unsustainable football clubs, economic inactivity and youth disengagement Introducing individuals to the commercial management of football clubs; Teaching them how to design, plan and run activities that help raise money for the football club, and make a real difference to community in which they are based. All of which help the individuals to develop employability and life skills. The project would support the running of sporting organisations © Copy right of Vi-Ability Educational Programme
  4. 4. 3. Our Leonardo ProjectWhy we applied (2 main reasons): To further enhance the participants learning experience by introducing them to best practice in European Football Club marketing, coaching, and community practices & strategies. Improve the quality & volume of cooperation between Vi-Ability and leading clubs in the European Union.What we applied for: Two 2-week mobilities: Torino FC S.p.a (Turin, Italy) and FC Modo (Holmsund, Sweden) Each involving 1 Football Industry professional (accompanying person) and 15 NEET (16-25 years) participants. © Copy right of Vi-Ability Educational Programme
  5. 5. 3. Our Leonardo Project Continued…..What The Main Aim Was: To create young ‘leaders’ who would take the new ideas, techniques and lessons learnt from the clubs they visit, back to their own clubs, and disseminate to other clubs within the football industry in the future.What The Expected Outcomes Were: A better understanding of the process of marketing in football; Appreciation of best practice in key aspects of football coaching; Improved quality of football coaching on community programmes; A Greater understanding of European coaching, community, and commercial management systems; © Copy right of Vi-Ability Educational Programme
  6. 6. 3. Our Leonardo Project Continued….. Enhanced links between Vi-Ability and colleagues in major football clubs, and their network of feeder clubs within the European Union. Improved quality and attractiveness of the work based football training programme by adopting and piloting European coaching, community and commercial practices. Increased numbers of young people undertaking higher level coaching qualifications to UEFA license level. Increased numbers of young people undertaking higher level business/ marketing qualifications Increased numbers of young people entering the labour market Increased numbers of young people learning foreign languages © Copy right of Vi-Ability Educational Programme
  7. 7. 4. How The Project Worked: RecruitmentHost Partners - Working Example: Torino FC S.p.a Preparatory Visit (June 2009) Scope Of Work (Youth/Adult teams: Community DP: FT Commercial DP: Apprenticeship Scheme: On-site Learning Centre: Newly built trainingcentre) Areas Of Expertise (Leading Club: Youth policy best in Europe: Learning zone model of best practice: profitable community DP: Ability to sweat assets) Expertise In The Field Of Work Covered By The Project (Experts inmarketing: Developed a clear identity, image and customer proposition for Torino FC) Previous Projects/Collaboration (Tour operator experience: Member of staff came through the system at Torino FC) © Copy right of Vi-Ability Educational Programme
  8. 8. 4. Recruitment Continued…..Participants – Already selected based on enrolment onto WBTP. Marketing strategies were deployed to create awarenessE.g. Articles were written for partner organization newsletters & magazines; Press releases were published in the local newspapers, and on the VI- Ability, Colwyn Bay FITC, and Colwyn Bay FC websites; Presentations were given in local high schools, youth clubs, and community centres. Referrals from other organisations takenE.g. Employment agencies, Local Educational Authority, Skill Councils, Colleges, Schools, Voluntary Services, Police, Youth Justice Service and Probation Service. © Copy right of Vi-Ability Educational Programme
  9. 9. 5. How The Project Worked: SelectionAssessment: Informal Chat Carefully Designed Tasks Staff ObservationSelection Criteria: Assessment day attendance Personal Appearance Personal Qualities Development © Copy right of Vi-Ability Educational Programme
  10. 10. 6. How The Project Worked: PreparationPedagogical: Commencement of the Level 1 Football Coaching Award 20 week work based training football training programmeCultural and linguistic: Cultural and language ‘innovative’ training (2 months prior to placement) Provided with language dictionaries and laptops Final one day session (1 week prior to departure) © Copy right of Vi-Ability Educational Programme
  11. 11. 7. How The Project Worked: PlacementContent: (REFER TO EXAMPLE ITINERARY THAT WILL BE HANDED OUT) Work shadow their equivalents in the host clubs to gain a greater understanding of their roles & responsibilities; Gain a European perspective on the needs of their sport and club through discussions with staff members at all levels; Learn how to implement different marketing strategies & practices the host clubs adopt; Deliver coaching sessions to gain practical experience; Study coaching sessions on aspects of the game relevant to their individual particular needs © Copy right of Vi-Ability Educational Programme
  12. 12. 7. Placement Continued……Content: Study coaching sessions on aspects of the game relevant to their individual particular needs; Participate in coach education training sessions from experts in e.g. nutrition, fitness; Observe & engage in community engagement activities; Undertake visits to youth teams and academies; Gain a basic understanding of a foreign language with specific emphasis on technical and vocational specialist language. © Copy right of Vi-Ability Educational Programme
  13. 13. 8. How The Project Works: MonitoringMonitoring during preparation: Attendance register Language Tutors to provide Vi-Ability with feedback on participants progressMonitoring during visit: Breakfast meetings to outline the itinerary for the day i.e. departure times End of day meetings to share experiences & good practice with fellow participants Accompanying person to receive daily feedback from host staff onparticipants progress Participants to complete log books and collect evidence of their work Daily blogs, facebook & twitter messages to be uploaded Europass Final day interviews with host staff © Copy right of Vi-Ability Educational Programme
  14. 14. 8. Monitoring Continued…..Monitoring after the visit: Analysis of outcomes against action plans Participants are given feedback from FAW Trust Coach Educator on areas they need to improve on to successfully pass the final assessment Evaluation process begins On completion of both mobilities, meeting with all participants to share good practice Participants agree which lessons learnt they want to implement at their own club, and develop an action plan of implementation, monitoring & evaluation. Track participants progress over 12 month period at quarterly intervals. Identify Host clubs plans for the future i.e. reciprocal visits, work based training programme implementation © Copy right of Vi-Ability Educational Programme
  15. 15. 9. How The Project Works: EvaluationEvaluation focused on key criteria: Performance of Partners Performance of Applicant Organisation Activities undertaken by the participants Participants satisfaction with the support, training and guidance received Expected outcomes HAND OUT – EXAMPLE OF AN ACTIVITY THE PARTICIPANTS ARE EXPECTED TO COMPLETE ON RETURN OF PLACEMENT. © Copy right of Vi-Ability Educational Programme
  16. 16. 10. Results 30 Participants went on placement (15 Italy: 15 Sweden) 1 Participant with Celebral Palsy & 5 girls took part in the placements 30 Participants successfully gained their Level 1 Coaching Award 30 Participants completed a BTEC Award in Football Industries 18 Participants secured full time employment within the football industry 2 Participants were invited back to Torino FC to work during the summer on residential camps Both Torino FC and FC Modo are in continued discussion to implement a ‘Vi-Ability’ work based football training programme 1 Participant with Celebral Palsy has enrolled on a full-time Italian Language Course in College. © Copy right of Vi-Ability Educational Programme
  17. 17. 11. How The Project Works: Dissemination Presentation of work undertaken during the visit by participants to UK partners; Participants to plan, design and run a number of marketing, community and coaching activities at their football club to promote the new ideas, techniques & lessons learnt from the clubs they visited; Publish a project newsletter (online and offline), and dissiminate to the third sector, sports & football industry; Write articies for UK partner publications i.e. website, newsletters, magazines Report findings at a local event – i.e. Partnership Forum established to tackle unemployment in the local area; © Copy right of Vi-Ability Educational Programme
  18. 18. 11. Dissemination Continued…. Send out press releases prior to, during, and after the exchanges; Vi-Ability to conduct workshops to help other football clubs to develop the work based training football programe & mobility project Write a participation notebook/manual Set up Social Network accounts i.e. facebook & twitter, for staff and participants to post their mobility experiences on – including photos andvideos Write and publish a final report, making available to UK partners, the third sector and sports/football industry. Speak about the project & report results at a national seminar or conference Reciprocal visits to be planned with host partners © Copy right of Vi-Ability Educational Programme
  19. 19. 12. Summary Hugely successful project (Expected outcomes achieved) Benefited participants greatly: - Created a sense of ‘achievement’ & ‘self-fulfillment’ - Raised aspirations and broaden horizons - Helped them become independent, confident and motivated individuals - Improved their well being - Helped them acquire valuable personal and social skills such as self discipline, teamwork and communication - Assisted in the formation of social friendships, respect and trust. Benefited Vi-Ability greatly: - Helped us achieve major awards (UK & Welsh Best Social Enterprise Start Up Of The Year: Wales Most Inspirational Sports Individual Award) - Raised awareness of the organisation in EU - Increased credibility with funders © Copy right of Vi-Ability Educational Programme
  20. 20. THANK YOU FORYOUR ATTENTION!“QUESTION & ANSWERS” Contact details: Kelly Davies Managing Director Email: Mob: 07725 576 997 © Copy right of Vi-Ability Educational Programme