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CommunitySportStrategy2012-2020SegmentationWalesisheterogeneousintermsofitspeopleanditsplaces.ItisimportantthatweunderstandthesedifferencesbothwithinandacrosscommunitiesinWales.Thisisverymuchinlinewithourcallforlocally-de2nedsport.Usinginsightknowledgeandevidencewillenableustoplanwhatwewantoursportinglandscapetolooklike.TohelpwiththisSportWaleshasdevelopedtwosegmentationtoolsx13peoplesegmentationandplacesegmentation.Ourpeoplesegmentationtoolenablesustobetterunderstandtheadultpopulationintermsoftheirpreferredsportingactivitieslikelihoodtovolunteerinsporttheirbarrierstoparticipationaswellastheirconsumerbehaviourandtheirpreferredmethodsofcommunication.ComplementingthisourplacesegmentationtoolallowsustobetterunderstandthetypesofwardsacrossWaleswardsthataredistinguishedbytheirdifferentsocio-demographicandsportingcharacteristics.Usedtogetherthesesegmentationtoolsenablestrategicandtacticaldecisionstobemadeaboutwhototargetwheretotargetandhowtargetsothatwecandevelop8ourishingsportingcommunitiesacrossWales.Agebandofx16ox16ulationNumberofadultsAnyx16articix16ationexcl.bswAnysx16ortsclubmembershix16x13hys18-253.37659575.237.3Gav18-254.39978667.630.5Lisa18-3512.930208239.813.3x15in18-458.219101151.220.9Mark26-456.815829461.225.9x15teve26-4510.123684751.724.0Huw26-453.78631352.425.8Christine36-5512.128307929.412.1JohnAnn46-6512.328821433.916.9x12ona46-659.722671025.510.3BobBetty668.219094722.813.6Dot668.720288612.96.3347x15ux16x16ortingx12oolsx12able6bswexcludesbillardssnookerwalkingx12hetoolhasbeenusedbyx16artnerstohelx16shapepolicydecisionsactionplanningcatchmentareaanalysismembershipprofilingandprojectevaluationapplyinsighttogeographydrivemarketingapproacheswhototargetwhattooffermediachanneltousetoneofmessages.SportWaleshasundertakenlarge-scalesurveysoftheWelshpopulationx19slevelsofsportsparticipationformorethantwentyyears.DatafromourActiveAdultsandSchoolSportSurveysprovidesthebasisfromwhichtostrategicallymonitorandtracktrendsinsportinWalesaswellasinformpolicyplanningandpractice.ThedataalsoactsasatooltoeffectivelymanageperformanceandthroughfurtherresearchenablesustodevelopourqualitativeunderstandingofnonparticipationinsportinWales.pleasevisitourwebsitetoaccessourresearchx1bndingswww.sx16ortwales.org.ukEffectivecommunicationofopportunitiesiscrucialforthegrowthofcommunitysport.SportWaleshasanumberoftemplatesandtoolkitsforpartnerstoutiliseinpromotingsport.Thesearereviewedcontinuallytoensuretheyremaineffectiveintheever-changingworldofmediaandmarketing.Pleasevisitourwebsiteforourcurrentguidancewww.sx16ortwales.org.uk