Stage 1
Reviewed over 65 existing research documents, conducted interviews with the Board and Executive Team, ran focus groups with staff and volunteers in clubs across the country, and interviewed professionals from the Tennis Foundation.
This allowed us to get to know the business and understand the starting position, opportunities, potential barriers and critical success factors.
We gained insight to guide the vision including: the current state and the future of British tennis, perceptions of the LTA, and views on its roles and responsibilities now and in the future.
The output was a report on the current state and potential territories for the brand vision to be developed and tested.
Stage 2
We used this insight as the basis for a visioning day with the board and executive team at which 7 possible directions for the vision were developed.
Once again we conducted interviews with the Board and Executive Team and ran focus groups with tennis coaches, colleagues, players, fans and LTA councillors alongside interviewing external experts.
We gained an understanding of the attitudes to sport, tennis and the LTA alongside testing the seven visions with related purposes.
Stage 3
With all the insight from the Exploring and Visioning stage, we were able to develop a final vision for tennis in Britain which, informed by insight, would be motivating, credible and distinctive.
Working with the LTA over several workshops, we developed this into a VMOST (vision, mission, objectives & strategies) so that it could be used by everyone in the organisation to guide behaviour and strategic and tactical decision making.
Stage 4
Following a very successful roll out of the vision, the CEO of the LTA, invited us back to help develop a joint VMOST for two LTA tennis charities that were merging.
We ran an initial workshop with representatives from the charity at which we agreed that the LTA’s vision of ‘Tennis Opened up’ and the LTA’s values should be adopted by the new charity but developed a separate mission.
A second workshop developed strategies and tactics for developing that mission.