agad 201 space in the arts campaign

7/28/2019 AGAD 201 Space in the Arts Campaign

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SPACE

Sustainable,Political,andAccessible

CommunitiesinEdmonton(SPACE)

ShamiradaSilva

AlexLucyk

BrittanyPitruniak

NatalieShykoluk

AGAD201

CampaignAssignmentPart3

INTHEARTS


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November19,2012 SPACEINTHEARTS Page|2

VisionSPACE in the Arts envisions an Edmonton whose arts and cultural venues embrace the principle of Universal

Design, and are therefore physically accessible to everyone.

MissionSPACE in the Arts will create awareness among arts and cultural organizations in Edmonton about the

advantages of owning and renting physically accessible venues, as well as support organizations in their efforts to

become more physically accessible. We will also advocate for the application of Universal Design when renovating

and constructing arts and cultural venues.

CampaignGoal

To create awareness among arts and cultural organizations in Edmonton about the advantages of owning and

renting physically accessible venues, as well as support organizations in their efforts to become more physically

accessible through the application of Universal Design.

The following are the first two phases of a larger campaign. Each phase has its own goal that supports and relates

back to the overall campaign goal. At the completion of each phase, we will evaluate and then modify the

remainder of our campaign based on the successes of the previous phases. In completing this preliminary

awareness campaign, SPACE in the Arts hopes to facilitate the success of the second half of its overarching

campaign goal. The second half of the campaign will focus on how we intend to position ourselves as a support

system and resource for organizations wishing to address regarding physical accessibility in their venues.

Phase One Goal: To increase SPACE in the Arts knowledge base around the issue of physical accessibility,

while establishing relationships with the arts and cultural sector both locally and nationally.

OBJECTIVE

1: Research the current state of physical accessibility of a minimum of 50 small to mid-sized arts andcultural venues in Edmonton. Compile and analyze the research data by December 2012.

Tactic 1: Digital and Online Strategy

Tool 1: Create and circulate an electronic survey to at least 50 small and mid-sized arts and cultural

organizations in Edmonton to get a sense of the current state of physical accessibility in this

sector.

PhaseOne-Research


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Tool 2: Complete a scan of a minimum of 50 small to mid-sized Edmonton arts and cultural organizations

websites to determine whether they address venue physical accessibility.

Tactic 1: Personal Contact

Tool 1: Interview respondents from our circulated electronic survey who indicated they wanted a follow

up meeting in-person with regard to exploring the issue in greater detail.

EVALUATIONOBJECTIVE 1:

Quantitative:

Number of responses from the electronic survey

Amount of respondents to the electronic survey who requested follow-up meetings

Percentage of respondents who supported SPACE in the Arts position Number of people we ended up interviewing in-person

Proportion of arts and cultural venues that were identified as physically accessible by survey and

interview participants

Percentage of organizations websites that address physical accessibility

Number of respondents who indicated that physical accessibility is:

an important issue for their organization which influences their planning and day-to-day

operations; or,

something they recognize as important, but for whatever reason do not make it a priority

in their planning and day-to-day operations

Qualitative:

With respect to the electronic survey, what attitudes or opinions were reflected in the open-ended

comments section?

Did the interviews expand on the questions asked in the survey (i.e., expand on our

understanding of the issue)?

Was SPACE in the Arts position regarding the importance of physical accessibility in Edmontons

arts and cultural venues confirmed through survey results and in-person interviews?

What obstacles were identified by survey and interview participants that prevented/hindered them

from making their arts and cultural venues physically accessible?

From SPACE in the Arts website reviews, what types of accessibility options are indicated by

organizations on their websites and how do those options portray their venues overall physical

accessibility to the visitor (e.g., to what degree do they consider themselves to be physically

accessible)?

OBJECTIVE 2: Identify organizations or government departments in 15 major cities across Canada that are similar

to SPACE in the Arts; evaluate what they are doing to increase the physical accessibility of arts and cultural

venues in their respective cities. Compile and analyze the research data by December 2012.


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Tactic 1: Digital and Online Strategy

Tool 1: Create and circulate an electronic survey to the organizations or government departmentswe identified in the 15 major cities across Canada.

Tactic 2:Personal Contact

Tool 1: Conduct Skype interviews with respondents from the electronic survey circulated nationally who

indicated they wanted to follow-up and explore the issue in greater detail.

EVALUATIONOBJECTIVE 2:

Quantitative:

Number of responses did we get from the electronic survey

Amount of respondents to the electronic survey who requested follow-up meetings over Skype

Percentage of respondents that had a similar position as SPACE in the Arts with regard to

physical accessibility in their own city

Number of people we interviewed on Skype

Proportion of organizations or government departments that indicated they were currently working

on their own advocacy efforts around the issue

Number of respondents who indicated that physical accessibility is a current issue in the arts and

cultural sector in their city

Percentage of organizations or government departments similar to SPACE in the Arts who

received the survey and focus their efforts solely in the arts and cultural sector

How many of these focus on a variety of sectors in their city with regard to physical

accessibility?

What percentage of respondents indicated success in increasing the physical accessibility of arts

and cultural venues in their respective cities?

Qualitative:

With respect to the electronic survey, what attitudes or opinions were reflected in the open-ended

comments section?

Did the interviews expand on the questions asked in the survey (i.e., expand on our

understanding of the issue)?

Do the survey results and interview feedback support the advocacy methods SPACE in the Arts

has planned for its awareness and education campaign? Did the survey and interview participants identify any obstacles that prevented them from making

arts and cultural venues physically accessible in their respective cities?

What advocacy methods did these organizations use in their own campaigns?

How did these organizations across Canada evaluate the success of their advocacy efforts? (i.e.,

how did they define success)?


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Phase Two Goal: To increase awareness and knowledge within Edmontons arts and cultural community

regarding the issue of the physical accessibility of venues.OBJECTIVE 1: To increase the awareness of Edmontons arts and cultural organizations, at all levels, with regard to

the issue of venue physical accessibility by 30% by October 2013. All levels refers to managers, support staff,

boards of directors, and volunteers.Tactic 1: Digital and Online Strategy

Tool 1: Create and promote a Facebook page and Twitter feed for SPACE in the Arts to stimulate

conversation in the arts and culturalsector about physically accessibility.EVALUATIONTACTIC 1:

Quantitative: Number of posts to our Facebook page

How often did people post?

How many of the posts were shared on other peoples Facebook pages?

Amount of Twitter followers

How many of our tweets have been re-tweeted?

How many times have they been re-tweeted?

How often were they re-tweeted? How many other organizations share or promote our online and digital resources using their own

digital and online forums?

How many people with disabilities report using our online resources as a way to increase their

participation in the arts and cultural sector in Edmonton?

Has online dialogue increased in Edmonton around this issue?

Qualitative: Who posted to our Facebook page and what conclusions can we draw from that?

Are the comments and opinions we received from users positive or negative?

What questions or suggestions arose from our user base? Did the dialogue around the issue gain momentum during the course of the campaign?

Tactic 1: Event

Tool 1: Organize an accessibility walk in the Arts District (downtown), Old Strathcona, and 124 Street

areas in Edmonton to bring awareness to and demonstrate current support for the issue.

PhaseTwoAwareness&Education


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EVALUATIONTACTIC 2:Quantitative:

Accessibility walk attendance statistics (number of participants, demographic breakdown, etc.)

Proportion of seminar attendees who also attended the accessibility walk

Number of onlookers/bystanders who inquired about the accessibility walk while it was going on

Number of people who disabilities who participated in the walk

How many onlookers/bystanders joined the accessibility walk in progress?

Percentage of participants and onlookers who requested more information (i.e., a resource kit)

upon learning about the issue via the accessibility walk?

Qualitative: What were the attitudes of participants? What were the reactions of onlookers?

Did the inclusion of people with disabilities contribute to the overall appreciation and

understanding of the issue?

What was the reaction from the disability community?

What realizations emerged, if any, from participating in the accessibility walk?

What were the reactions from venues visited on the accessibility walk?

OBJECTIVE 1: To increase the knowledge base of Edmontons arts and cultural managers and decision makers by

15% by the completion of the two phases by October 2013. Tactic 1: Digital and Online Strategy

Tool 1: Email results to electronic survey participants.EVALUATIONTACTIC 1:

Quantitative: Proportion of survey participants who replied to survey results with questions or concerns

Number of organizations who forwarded the results to other organizations (track forwards through mail

program)

Number of organizations who reported that they used the online information and resources provided

by SPACE in the Arts to improve their physical accessibility

Qualitative: Were our resources used by other organizations as examples in discussions around the greater issue

of physical accessibility in Edmonton?

What were recipients reactions to the survey results?


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Tactic 2: Brief & Presentation

Tool 1: Create a resource kit for organizations containing a description of the issue, a proposed solution,and other relevant information to be distributed at a seminar. This will include the SPACE in the

Arts assessment tool, position paper, results of the electronic survey, and other relevant

resources.

Tool 2: Hold a seminar for arts and cultural organizations to generate interest and start a city-widediscussion about how the arts and cultural sector can work together to make their venuesphysically accessible.

EVALUATIONTACTIC 2:

Quantitative: Seminar attendance statistics

Number of resource kits distributed during the seminar

Number of resource kits requested post-seminar from SPACE in the Arts

Who requested these resource kits post-seminar (e.g., attendees or people who heard about

it via word of mouth)?

Percentage of seminar attendees who expressed interest in a follow-up seminar

Proportion of feedback forms received from seminar attendees

Qualitative:

What kind of feedback did we receive from seminar attendees?

Was the information in the resource kits deemed useful to recipients and in what ways? What questions or suggestions arose from discussions held at the seminar?

Did the seminar attendees actively engage with the issue and eagerly participate?

TACTICS EMPLOYED FOR OBJECTIVES 1&2

Tactic 1: Digital and Online StrategyTool 1: Create and promote a website for SPACE in the Arts where we will include: survey results,

environmental scan assessment form, sample scan video, and resources.Tool 2: Conduct and film an environmental scan of the Centre for the Arts and Communications,

MacEwan University (using the SPACE in the Arts accessibility environmental scan form) that can

be uploaded to SPACE in the Arts website.EVALUATIONTACTIC 3:

Quantitative: How many hits did the website get?

How many views did the environmental scan video receive?

How many people contacted us for more information after viewing the website or accessing the other

online forums?


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How many other organizations share or promote these resources using their own digital and online

forums?

How many organizations have reported proactively using the online information and resources

provided by SPACE in the Arts to improve their physical accessibility?

How many people with disabilities report using our online resources as a way to increase their

participation in the arts and cultural sector in Edmonton?

Has online dialogue increased in Edmonton around this issue?

Qualitative:

Are the comments and opinions we received from users positive or negative?

What questions or suggestions arose from our user base?

Did the dialogue around the issue gain momentum during the course of the campaign?

Were our resources used by other organizations as examples in discussions around the greater issue

of physical accessibility in Edmonton?

Tactic 4:Media Strategy

Tool 1: Media releases to announce creation of SPACE in the Arts and its research, events, andinterviewing opportunities.

Tool 2: Media/PR Event to officially introduce SPACE in the Arts to the media, launch the education andawareness portion of the campaign, and share our research findings.

Tool 2: Distribute Public Service Announcements about our events, volunteer opportunities, and otheractivities, when necessary

EVALUATIONTACTIC 4:

This is an ongoing objective that we will evaluate through benchmarking activities such as positive media, lettersto the editor, number of times SPACE in the Arts is mentioned in the media, and interviews requested. Theseevaluation activities will measure the effectiveness of our media activities.

Quantitative: Number of time the media ran organization-generated content (e.g., PSAs, letters to the editor, media

release information)

Number of times the media independently ran content regarding the issue and/or SPACE in the Arts

work around it

Amount of requests for interviews with SPACE in the Arts representatives regarding the issue

How many attendees from the media and arts and culture sector were at the media event?

How many media outlets actually ran coverage of the media event?

How many mediums and outlets have provided coverage of more than one element of phase two of

our campaign?

How many members of the arts and cultural community contacted SPACE in the Arts requesting

information based on coverage they came across?


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Qualitative: What was the nature of outside responses about the media coverage SPACE in the Arts received? Have any other advocacy opportunities or partnerships arisen from the media coverage of our

campaign based on our media strategy?

What was the tone of the media coverage received?

PHASE TWO &OVERALL CAMPAIGN EVALUATION:

We find that due to the close alignment of the overarching campaign goal and the goal and objectives of

phase 2, the following methods will apply to the evaluation of both.

Questions to Evaluate:Did the overall awareness of venue education level around venue physical accessibility increased in Edmontons

arts and cultural sector by the end of this campaign?This question will be evaluated using two surveys. One will be distributed to the managers first approached during

the research phase of the campaign, and the second will be distributed to the remaining contingency of

Edmontons arts and cultural community.

Manager Survey: This benchmarking survey will be used to determine if the knowledge base of managers has increased

since we approached them with our initial electronic survey in Phase One.

Community Survey:

This survey will be circulated to all of those working in Edmontons small to mid-sized arts and cultural

organizations who do not hold managerial positions, as well as other organizations that were not originally

approached in the research phase.

Do arts and cultural organizations report an increase in participation by people with physical disabilities? And if so,

by what percentage compared to before SPACE in the Arts began its advocacy campaign?

agad 201 space in the arts campaign

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