Group Strategy

Dumfries and Galloway Group Of

Advanced Motorists and Motorcyclists

Group Strategy Document

Introduction

The Dumfries & Galloway Group of Advanced Motorists and Motorcyclists (called hereafter as the Dumfries Group) share the IAM’s Vision, which is to become more relevant to a higher proportion of road users and to become more influential in road safety matters. Obviously, one distinction between the Dumfries Group and the IAM is that in the case of the former, the Vision will be implemented at a local level. However, it is hoped that there will be synergy between both sets of initiatives.

Vision for the Dumfries Group

The aim of the Dumfries Group is to increase the number of Members to 100 by June 2006 and to 200 by June 2010. Historically the membership has been around the 50 level but this has begun to increase in the recent past as new initiatives have been implemented.

The Dumfries Group also plans to establish contacts with and work with other bodies in the Dumfries & Galloway area so that a local IAM view on road safety can begin to be heard. The aim here will be to engage with bodies such as the Police, the Judiciary and the local Council in order to begin the process of influencing road safety issues by end 2006.

Delivering the Vision

The Dumfries Group believe there are 5 distinct elements to delivering the Vision. These are:-

Better linking with the public
Selling to the public
Delivering to the public
Strategic Priorities, and
Monitoring Progress

Each of these elements is described in more detail below.

Better linking with the public

The emphasis here is in generating interest from, and engaging with the public in more creative ways than has been the case in the past. Examples here include:-

More reporting of events in local papers and radio, including paying for advertisements

Training for Publicity Officer

Easier access to IAM Press articles for local publication

IAM publicity handled centrally as an alternative to locally

More activities based in the community

Regular events, just turn up

Listing in Yellow Pages and BT’s classified section

Secretary has mobile contact, always on with welcome message if not available

Advertise IAM courses in the local paper/radio

Run regular road safety competitions for the public, with prizes

Make Newsletter widely available

Make videos on driving and riding available to the public, at a minimum charge

Observers wear similar IAM clothing to advertise and emphasise our IAM activity and membership at public events

Attending prestigious local events throughout Dumfries & Galloway

Group web site with interesting topics, including driving/riding evaluation test

Offer talks on the work of the IAM and the Dumfries Group to schools and other bodies

Change the name of the Group to better describe the enlarged catchment area and the fact that there is a growing motorcycle section

Selling to the public

Having generated the interest the next phase is how to present and sell the Skill for Life package to the individual so that they enrol as Associates. This involves presentation, packaging and sales techniques. A number of examples are outlined below:-

Simple explanation of what is included in Skill for Life package, with balance between benefit and cost

Emphasise the Group’s flexibility in coaching schedules to benefit the Associate and Observer

Option for offering discounts on Skill for Life package to clinch the deal

Availability of Public driving/riding assessment as a means of identifying weakness and opportunity in the public’s current driving/riding capability

Demonstration drives/rides to show how the public’s driving and riding skill can be improved

Target decision makers/influencers in the community

Enrol and train more younger Observers to attract younger members of the public

Delivering to the public

Having captured the public interest and secured the Associates we need to keep our side of the bargain and coach the Associate to Test standard within the average time of around 6 weeks. The following actions are proposed as examples of how this can be achieved.

Offer group courses as well as one-one

Appoint Associate Coordinator to monitor progress and identify any potential problems in getting to Test standard

Manage the balance between Observers-Associates

Encourage Group Observers to become Qualified Observers

Offer regular training for Observers to maintain and enhance skill base

Review Test success and failure and learn lessons to bring about improvements

Identify and enrol more younger Observers

Improve the balance between male and female Observers

Strategic Priorities

Strategic Priorities are factors which need to be in place in order to allow the Vision to be successful. They facilitate the progress towards achieving the Vision. A number of these factors are shown below:-

Energetic Group committee with volunteer mentality

Regular rotation of duties/officers

Encourage new ideas

Everyone on the committee has some role

Plan interesting monthly meetings and events

Encourage Members and Associates to attend meetings

Encourage motorcyclists to grow and prosper

Encourage younger car Observers

Best practice sharing between Groups (needs more effort by RO’s and Council representative)

Prepare capital expenditure requirements

Explore all avenues to obtain funding

Monitoring Progress

This element follows from the Plan-Do-Review model and is included as a means of monitoring the rate of progress towards achieving the Vision. If problems are identified then action can be taken at an early stage to allow alternative solutions to be followed. Some of the actions or goals, which will act as targets for 2005-2006, and which will be subject to monitoring by the committee, are as follows:-

Develop a strategic approach to funding
Identify and approach external bodies to seek funding
Change the name of the Group with Council’s agreement
Monitor the number of Members and Associates attending monthly meetings
Monitor the number of Associates enrolling for Skill for Life
Aim to have 10 press articles publicising the work of the Dumfries Group
Group listed in Yellow Pages and BT Classified section
Group mobile, always on with suitable greeting and response within 24 hours
Upgraded Newsletter achieving a circulation of 500 copies
Observers wearing IAM clothing to public events
Attend at least 1 prestige event during year
Talk given to at least 1 external body
Public Assessments given to members of the public
Demonstration drives/rides given to interested members of the public
At least 1 influential/public figure engaged and training as an Associate or acting as Group President
Motorcycle section make video on safer riding available to the Group and the public
Associate coordinator appointed and active, giving regular monthly reports to committee
Driving section to have a Group Chief Observer, 2 Senior Observers and 10 active Observers, 80% of whom are Qualified Observers. At least 4 Observers should be female.
Motorcycling section to have a Group Chief Observer, 1 Senior Observer and 5 Qualified Observers, one of whom should be female
At least 1 car Observer to be under 21 years of age

Most of these actions were completed by June 2006 and in order to continue to set targets year on year the Group Committee have set the following direction for the focus of activities during 2006-2007 and beyond. Progress in meeting these actions will be reviewed by the Group Committee at regular intervals.

1 Continuing to raise our profile and public awareness

-Having the IAM advert played on the radio and funded by IAM HQ

-Plastic holders full of Skill for Life forms in all garages and elsewhere where cars, bikes and their drivers and riders congregate

-Encourage Members to buy polo shirts with the DGGAMM logo

-Give T-shirts to young Members on passing Test to promote, “Let’s make it cool to be skilful”

-Progress initiative to get Roadcraft Skills a part of the schools Citizenship training

2 Funding

-Continuing to look for funding so that we can recruit young drivers and riders free of charge next year and beyond

-Follow through funding routes with Scotland’s First Minister

3 Delivery

-Increase the number of Observer’s and Senior Observer’s

-Successfully get 60 young drivers and riders together with the normal number of older Associates to Test standard and through the Test

-Become the largest Group in Scotland for Test applications

-Ensure we are not constrained in the number of Associates taking their Test due to the availability of Examiner’s

-Make a submission to Scotland’s Transport Strategy

4 Membership

-Seek ways of retaining and engaging our existing Members

-Consider introducing a Group Membership card with benefits

-Understand Members expectations

-Offering Members an opportunity to maintain their advanced skills

-Social events for Members and the Committee

-Continue to recruit young people as Associates and ultimately to Observer’s

A Jones, Group Chairman, August 2006