East Coast Bays Football Club (ECBAFC) has a proud 60-year history. Established in 1959, the club aims to create a football community where everyone feels welcome and be a club that delivers an eﬀective programme that caters to members’ needs. To help shape the ECBAFC Strategic Plan the Board wanted to undestand the vibe of their members and ﬁnd out what they could do to increase engagement.
The club engaged independent research consultant Vibe to undertake a Club VIBE study to ﬁnd out:
how loyal their club members were
perceived strengths and weaknesses of the club
how it could increase member engagement and loyalty
performance on key club attributes
suggested improvements from different community groups (e.g. players, parents, coaches, volunteers)
ECBAFC Vice-President Russell Fisher says the Board wanted to gauge feedback from members but were unsure where to begin.
BOOSTING THE VIBE
Russell says VIBE’s ﬁndings and recommendations enabled the Board to refocus the club’s direction and prioritise what was important in its Strategic Plan. The club also implemented some quick wins which brought immediate beneﬁts.
“Getting the Vibe of our members provided us with some surprising results. Because of the quick turnaround, we were able to make changes that were immediately visible to our members.
We launched a club Facebook page and introduced a regular email newsletter to keep our club members up to date. We’ve had fantastic response from members on both of these initiatives. We also had some excellent feedback that has helped us shape our Strategic Plan.”
KEEPING THE VIBE
One year on, Russell says he’s pleased with the progress the club has made. He’s looking forward to the next Club VIBE to see how initiatives have improved member ratings and to ﬁnd out what needs prioritising for the next season.
“We have already used VIBE to get feedback on our skills centre and development programmes and in the future we will be checking our Club VIBE in the middle and at the end of every season. VIBE is so easy and we get so much value out of it. It’s a no brainer.
The recommendations that we received provided us with clear direction and we have signiﬁcantly improved our connection with club members. The vibe at the club has certainly improved. I’m conﬁdent that we’re heading in the right direction and I’m excited about the coming year already.”