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AAD 565, Unit 5: It’s Not Me, It’s You

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UK Arts Administration

on 26 November 2018

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Transcript of AAD 565, Unit 5: It’s Not Me, It’s You

Unit 5:
It’s Not Me, It’s You
1. Vision to Action - the Business Model
2. Strategies of Engagement
Mission statement
Vision statement
Goals
Objectives
Tactics
Evaluation
The mission of the Washington Pavilion of Arts and Science is to educate, entertain, inspire and enrich community by making arts and science part of our lives.
The statement of purpose for Centre College’s Norton Center for the Arts is “to transform lives via transformative experiences.”
VISION STATEMENT
PREPARATION
Identify Market
Existing constituents
Inclined, but not currently part
Uninclined
SWOT Analysis
Strengths
Weaknesses
Threats
Sales
Attendance
Widgets or products delivered
People served
Financial
Will the program make money
Will the goal stay within a set amount of money or budget
Demographics
Students
Children
Seniors
Ethnicity
Economic status
People with specific income levels
People not in the Greek system
Diversity
Educational levels
OBJECTIVES/OUTCOMES
Shared or reduced costs
Economies of scale
Maximizing attendance
Shared constituents
Create a budget
Assign personnel
Develop timeline
EVALUATE
PROGRAM STRATEGIES
Broaden
The current strategy for the small, local “Engage Orchestra” is through surface programming. The music director selects works based on what he likes and what is available and doesn’t pay much attention to who is coming. The hope is that people like the works they perform and come just to support them.
broaden
deepen
diversifying
READ: Arts Council for Monterey County Brochure
Understand the business model to "program" for success.
1. Broad enough to allow for growth and creativity.
2. Specific enough to identify your group as different from others.
The mission of the National Steinbeck Center is to tell the story of John Steinbeck’s rich legacy and to present, promote and explore stories of the human condition.
Broad
&
Self-defining
MISSION
HUMAN RESOURCES DEPARTMENT
IT DEPARTMENT
TRAINING DEPARTMENT
MARKETING DEPARTMENT
Statement of Purpose
Centre College’s mission is “to prepare students, in a close and caring community, for lives of learning, leadership, and service in a global society.”
M
SoP
Broad in scope....
yet also specific.
rationalizing the organization and it's programs....
big-picture expectations
VISION
External vs. Internal constituents
partnership
&
collaboration
TACTICS/ACTION
STRATEGY
Why are we doing this?
Why are we doing this?
Why are we doing this?
Why are we doing this?
Surface
A strategy to present a surface program builds on anyone as it relates solely to that one activity
A strategy to broaden builds on potentially inclined people
Deepen
A strategy to deepen builds on inclined people
Diversify
A strategy to diversify builds on uninclined people
STRATEGY
Surface
Deepen
Broaden
Diversify
READ: Norton Center Strategic Plan Snapshot 1-1-13
https://drive.google.com/open?id=1YWHQGyadDn7h8MxTQhx0XGdt7qtxW1_k
https://drive.google.com/open?id=1fJzgFUz3JkELiWFzx0EOkkGMcvUS8f6F
Full transcript