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We were commissioned by the Aston Villa Foundation to develop a strategy for the Foundation. The Foundation’s new director wanted an independent view on the community strategy and considerable staff and community consultation. The club itself was under new ownership and as a result they were keen to see a thriving, growing community programme to improve there PR.


We undertook an extensive staff and community consultation including a range of staff sessions, an online schools consultation and community consultation session. We also undertook desk based research to establish the clubs “hinterland” and also establish how the Foundation could link with local strategy.

The community consultation session was one of the best sessions we have supported, it had a very high percentage of respondents turning up to the evening drop in session. What was evident from this was the power of the Aston Villa brand and how this above all would enable the Foundation to engage with its broader community.


The strategy fell into two distinct sections; business and delivery objectives. The business objectives were very much internal and looking at building on a sound Premier League capability study through the recruitment of new Trustees, a more focused business approach and the support and development of the staff. The delivery objectives sought to develop a education programme that extended from primary schools to adults, engagement through health, community engagement of those disengaged and finally how the Foundation can give something back to the community.

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