How the world views you and how you can shape that

or How strategic planning can

be used for good

PowerPoint Presentation by Michael Huxley from Building Together: Tools for cultural places , Sept 2014

ACHHA WORKSHOP INTRODUCTION

• Five key activities

ABOUT MUSEUMS & GALLERIES OF NSW

Devolve Funds - primarily on behalf of Arts NSW

Tour visual arts craft and design exhibitions

Promotional Image M&G NSW

Installation Archibald 2013

Provide professional development opportunities for those who work and volunteer in the sector M&G NSW Standards Workshop

2012 Dress Register WorkshopProvide organisational development programs focusing on the volunteer managed museums

Standards Participants 2013

ABOUT MUSEUMS & GALLERIES OF NSW (cont)

Research on and behalf of the sector

ACHHA WORKSHOP INTRODUCTION

ACHHA WORKSHOP INTRODUCTION

To change the way the world views you,

you must change the way you talk about yourself

ACHHA WORKSHOP INTRODUCTIONIf you fail to plan, you are planning to fail!

Benjamin Franklin

ACHHA WORKSHOP INTRODUCTIONTODAY

Six Half Hour Workshops

Strategic Plan – On overview

Identity strategy

Articulating Needs

Communications Strategy

Social Media Workshop

Sustainable Funding

ACHHA WORKSHOP INTRODUCTIONTOMORROW

Two Workshops

M&G NSW Standards Program

“Pick A Brain” session

OR

Phil Gordon’s Collection Management

Kieran & Steve’s - Exhibition Design

ACHHA WORKSHOP INTRODUCTIONTAKE HOMES

Better social media skills

A way to talk to your Board/Staff about your Org

Clarity in grant writing

Basic communications strategy

How planning helps not hinders the delivery of your programs

The number for “Ghostbusters” ie who ya goona call..

ACHHA WORKSHOP INTRODUCTIONASSUMPTIONS

I am not the smartest person in the room

You = your organisation

Ask as you go

Open conversation

Everything’s up for grabs

Strategic Plans – An overviewPresented by

Michael Huxley

What Is A Strategic Plan

• Describes a business rationale and purpose

• Introduction of your business to others

• Roadmap for the future

• Agreed Path forward

Why Have A Strategic Plan

Focus the growth of the Organisation– test ideas on paper– agreed future directions

A Note on Planning

• Planning should be–Explicit

• All Steps Clearly Articulated– Intelligible

• Able to be understood–Flexible

• Able to incorporate change–Written

• Clear and Concise manner

Mission Statement

• Should encapsulate what is important to the organisation

• Should be concise• Should define:

– What the organisation is– What it does– Who it does it for– Why is does what it does

Example of Mission StatementsIf they are clear you should be able to identify the organisation• to empower and engage people around the world to

collect and develop educational content under a free license or in the public domain, and to disseminate it effectively and globally.

• committed to bringing the best personal computing experience to students, educators, creative professionals and consumers around the world through its innovative hardware, software and Internet offerings.

• To become the world’s leading consumer company for automotive products and services.

• to organize the world's information and make it universally accessible and useful

They are: Wikipedia, Apple –old) , Ford, Google

Mission Statement

• Exercise 1a–Write down 3 words that

• Describe the strengths of your organisation

• Describe the weaknesses of your organisation

• Describe how others see your organisation

Mission Statement

• Exercise 1bPut the first three word into the following sentence

•Name of Organisation is a _______________ museum specialising in ______________

Mission Statement

• Exercise 1cIs that statement true?Are you comfortable with it?Is it how you talk about the

organisation?

• Customer – Mission Statement should include answer the question ” Who are your customers?”.

• Products and Services – What are the organisation’s major product and services? – i.e. what do you make

• Markets – Define the markets in which the organisation is competing.

• Technology - Define the technology which the organisation using for running their business.

• http://www.mba-tutorials.com/strategy/34-mission-statement.html

Exercise 2Define what each of these terms means to your organisation organisation

• Concern of survival, growth and profitability – Is the organisation committed to growth and financial soundness?

• Philosophy – The basic, belief, values, aspiration and ethical priorities of the organisation.

• Self concept – The organisation’s distinctive competence or major competitive advantage.

• Concern of public image = Is the organisation responsive to social, community and environmental concerns?

• Concern of employees – Are employees and volunteers are valuable asset of the organisation?

• http://www.mba-tutorials.com/strategy/34-mission-statement.html

Exercise 2

Business Environment/Context

Coffs Harbour Jetty

Business Environment/Context

• What is your context/environment –For Profit/Not for Profit–Government /Non Government–Management Structure–Paid/Volunteer–Who are your stakeholders–What makes you different?

Management/Operational Plan

Mission

Goals

Management/Operational Plan

Goals • Should be SMART.

–Specific–Measurable–Attainable–Realistic–Timely ( or Timeframe)

Management/Operational Plan

Goals • Generally fall into one of three categories–Skills and Resources–External Factors and Relationships

–Needs and Expectations of Stakeholders

Operational PlanExercise

– Write down 3 skills your organisation has in abundance

– Write down 3 skills your organisation lacks

– Write down 3 physical resources you have

– Write down 3 physical resources you lack

– Write down 3 relationships you need to work on (Internal or external)

– Write down 3 stakeholders you need to better connect with

Operational Plan

• Exercise 2b–Do a quick SWOT on these

resources

Vision

• Articulates what will have changed in the world if you achieve your mission

Values

• Current trend to articulate corporate values.– Common ones include

• Honesty• Fidelity• Customer centric• Respect

Values Department of Trade and Investment - Business Pla

Integrity Trust Service Accountability

Consider People equally without prejudice or favour

• Appreciate difference and welcome learning from others

• Provideservices fairlywith a focuson customerneeds

• Recruit andpromote onmerit

• Actprofessionallywith honesty,consistencyandimpartiality

• Buildrelationshipsbased on mutualrespect

• Be flexible,innovativeand reliable inservicedelivery

• Takeresponsibilityfor decisionsand actions

Takeresponsibilityfor situationsshowingleadershipand courage

• • Uphold the law,institutions ofgovernment anddemocraticprinciples

• Engage withnot-for-profitand businesssectors todevelop andimplementservicesolutions

Providetransparencyto enablepublic scrutiny

• ConsiderPeopleequallywithoutprejudice orfavour

• Communicateintentions clearlyand inviteteamwork andcollaboration

• Focus onquality whilemaximisingservicedelivery

• • Observestandards forsafety

• Place thepublicinterest overpersonalinterest

• Provide apoliticaland non-partisanadvice

• Be fiscallyresponsibleand focus onefficient,effective andprudent useof resources

Management/Operational Plan

Mission Lead to Goals• Realistic, Achievable and

measurable• Skills and Resources• External Forces and Relationships• Relationship with Stakeholders

Goal are realised by Strategies• How are you going to achieve your

goalsStrategies are implemented by ActionsDetail Program and Who is responsible

Marketing Plan

Marketing is about connecting with your audience, customers and stakeholders

Its focus is on their wants and needs and how your organisation can connect with them

Marketing Plan

A marketing plan should: set out details of your• Promotional Methods (Action)

• Pricing of your products (Action)

• Advertising Methods (Strategy)

And most importantly• Identify your Audience (Goal)

Marketing Plan

A marketing plan should:• Identify how your organisation fits uniquely in the sector (Point of difference)

• Identify the range of services offered (Opportunities)

• Customer Demographic (Research)

• Competitors (Threats)

Marketing Plan

A marketing plan should: identify how you will communicate with your audience and stakeholders by• Printed Materials• Electronic Media• Targeted Marketing

Marketing Plan–The Six“P’s”

• People– Who will be delivering what you plan

• Product–Defining what it is you “sell”

• Place–Physical Location, Cyber Location

• Price–On goods and services

• Promotion–Advertising, publicity, public relations, Materials

• Performance–How will you

Budgets and Financial Statement Overview

• Bank Statements

• Balance Sheet

• Profit and Loss Statements

• Budgets

• Cash Flows

Summary– A good Business Plan should contain

–Vision –Mission–Context/Environment–Clear Goals

»and how they are achieved through your programs

–Financials»At least a 12 month budget and »Projected Balance Sheet

–Marketing»How you will connect with your

stakeholders

Resources

Websiteswww.mgnsw.org.auwww.smallbiz.nsw.gov.auwww.bplan.comwww.business.gov.auwww.mindtools.comwww.australiacouncil.gov.auwww.toolkit.com

BlogsMarketing the Arts

to DeathDonor Power BlogMake Marketing

HistoryThe Artful Manager

Identify Strategy

Presented by

Michael Huxley

Your Organisations Truth

What is the purpose of your organisation?

What is the method of operation?

Why is the world a better place because of your organisation?

In 20 years time why did people value our purpose so greatly?

In 20 years time why did people value your methods ?How did your organisation stay relevant to stakeholders?

In 20 years time your organisation wins most outstanding contribution to NSW Culture – How did you win it?

Articulating NeedsArticulating BenefitPresented by

Michael Huxley

Story Telling

Partner Exercise – Tell the story of the journey here

Group ExerciseRed Ridding Hood– And Then this happen because..

Who is the Audience

Individual Exercise• Identify 5 Stakeholders

Only Seven Stories to tell

1. [wo]man vs. nature2. [wo]man vs. man3. [wo]man vs. the environment4. [wo]man vs. machines/technology5. [wo]man vs. the supernatural6. [wo]man vs. self7. [wo]man vs. god/religion.

Maybe 20 ways to tell them

Ronald Tobias, author of "Twenty Basic Plots" believes the followingmake for good stories:

• metamorphosis,• transformation, • maturation, • love, • forbidden love, • sacrifice, • discovery,• wretched excess, • ascension• decision.

• quest, • adventure, • pursuit, • rescue, • escape,• revenge,• riddle,• rivalry, • underdog,• temptation,

Plain English Tips

http://www.plainenglish.co.uk/free-guides.html

Short Sentences• 15-20 words• 1 idea and 1 related

point

Use Active Verbs• subject then verb then object• Eg Mary ate dinner Vs Dinner

was eaten by Mary

Use words that are appropriate to the reader (but avoid jargon)• Write for an intelligent 14 yr old

50 words only

Identify a project

Why the project aligns to what your organisation does

What will have changed at the end of the project

How will the project be delivered

When will the project be delivered

Who is the project for

Where will the project be delivered

Building your community caseSix elementsCultural DevelopmentWhat is your contribution to the development of Australian arts and cultureIndividual DevelopmentWhat are the non arts benefits from engagement in the project – what are the transferable skills

Community DevelopmentWhat are the non arts benefits to the local community from engagement in the project – what social issues does it address

Economic DevelopmentDoes the project create jobs? Work in creative industries?

Urban and Regional RenewalImprovement to built environment – cultural precincts, activate unused spacesCultural TourismPart of something bigger, Visitor economy 2020 From ABAF Silver Book

Communications Strategy

Presented by

Michael Huxley

Why Have One

• Clear Path Forward

• Maximise available resource

• Clarifies audiences

• Clarifies channels

• Identifies what is possible with existing resources

• Allows everyone to be on the same page

Process

1/ REVIEW CURRENT PRACTICES

• What are your current tools?

• How do you communicate?

• Does your message always come though?• Analysis

• Political• Economic• Social• Technological

AND• SWOT

Process

2/ STAKEHOLDERS AND AUDIENCES

• Who are your target Audience?

• Who are your Stakeholders?

• How do they receive information?

• How do they broadcast or amplify information?

Audiences Stakeholders

How Receive

How Broadcast

How Receive

How Broadcast

Process

3/ AVAILABLE RESOURCES

• What methods do you have at your disposal?

• What human resources do you have?

4/ KEY MESSAGE

• What is the one takeaway for everyone?

• What are the takeaways for each subgroup?

Process

5/ DESIRED RESOURCES

• What methods do you need to connect with your

stakeholders??

Keep Satisfied Key Players

Monitor Keep Informed

Influ

ence

on

Polic

y a

nd

R

eso

urc

es

Interest in your organisations

ProcessCategorise your stakeholders by their influence

Process

6/ TIMING

• When do you need to connect with your stakeholders?

7/ ON BRAND

• Is your message consistently delivered to build your

brand and values?

Process

8/ ASSESSMENT

• How will you track to see if you process influenced

people?

Social Media WorkshopPresented by

Michael Huxley

Some Key Observations

Social Media is Social

It is the hungry beast of communication

Its not just for Christmas

Not all platforms are for everyone

Can be a great audience connector

Do it with good intention or don’t do it all

Requires trust, vigilance and patience

Why Social Media?

Build your platform and define your brand

Reach out to potential audiences and customersEstablish online authority

Not all platforms are for everyone

Promotion of Events

Market your product

From Social Media Mastery – Tara Ross

It is where your audience is

Risk Management

Social Media Policy• Basic level – Don’t post anything you wouldn’t

want your grandmother to see

From M&G NSW Social Media Policy

Users should :• be respectful, friendly and professional• be sensitive to the cultural and religious

diversity of the Australian public• be aware of laws covering libel, defamation,

privacy and the protection of intellectual property

• not list or cross-promote personal social media accounts on platforms unless editorially justified

Risk Management

From M&G NSW Social Media Policy

Users must not:• post or respond to material that is offensive,

obscene, defamatory, threatening, harassing, bullying, discriminatory, hateful, racist, sexist, infringes copyright, constitutes a contempt of court, breaches a Court suppression order or is otherwise unlawful

• use or disclose any confidential or secure information unless it is already in the public domain

• make any comment or post any material that might otherwise cause damage to the organisations reputation or bring it into disrepute

Risk ManagementTrolls & Bullying• To Engage or Not - DFTT• Short Comments• Take the conversation offline• Ban/ Block • A troll is different from an

unhappy customer• Moderated comments

SpammingNo more than 2 or 3 timesBe mindful of other peoples content

From Social Media Mastery – Tara Ross

The Platforms

FacebookFan Page

TripAdvisorUser Generated feedback

YouTubeVideo Content

TwitterMicroblogging site

LinkedInProfessional Networks

InstagramMobile Photosharing

Blogging

What to Post

Repackage OpinionAuthoritativ

e Information

Its about them!

Aim to help

Build relationships

Build trust Be Authentic

http://topnonprofits.com/posting-guide/

http://topnonprofits.com/posting-guide/

http://topnonprofits.com/posting-guide/

http://topnonprofits.com/posting-guide/

@vankorlaar

Craig Van Korlaar

Setting Up an Account

SustainableFunding

Presented by

Michael Huxley

FUNDRAISING 101

No matter the medium - the basics remain the same. If you want to motivate people to give, you have to:

• Identify the appropriate source (Your aims and their aims match)

• Tell a great story• Explain how they can make a difference• Make it clear the consequences of what will

happen if they don’t• Make it easy for them to give money

Andrew Taylor – The Artful Manager

FUNDRAISING 101

Then

• Treat their support with respect

• Report milestones

• Clearly show how it made a difference

• Make it easy for them to give again

Andrew Taylor – The Artful Manager

DONOR SPONSOR MOTIVES

• Love of the Art Form

• Desire to make a difference/have an effect

• Involvement, Appreciation and Enjoyment

• Giving Back

• Prestige

• Tax deductionsFrom ABAF Silver Book

DONOR PYRAMID

From ABAF Silver Book

Major Supporter

Bequest

Donor

Member, subscriber, participant, customer

M&G NSW GRANTS

VIM – ARTS NSW Leg Ups

Small ProjectLarge Projects

OEHBuilding Assessment

S2M – ARTS NSWVolunteer Placements

CALCurator or Artist in Residence

CSI – ARTS NSWCuratorial Support Initiative

Arts NSW

New Arts and Cultural Development and Investment• Project• Program• Multiyear Funding• Professional Development• Strategic

Focus on • Quality – Excellence and innovation - Do you

do what you do well• Reach – Engagement Connection and depth of

engagement• Health – Resilience Financial and

Sustainability

Arts NSW

Arts and Cultural Development and InvestmentOf particular importance are programs and projects that focus on: • people living and/or working in Regional NSW • people living and/or working in Western

Sydney • Aboriginal people (including the Aboriginal

Arts and Cultural Strategy) • people from culturally and linguistically

diverse (CaLD) backgrounds • young people • people with disability

Indigenous Advancement Strategy – Launched this week

Five Pathways• Jobs, Land and Economy• Children and schooling• Safety and wellbeing• Culture and Capability• Remote Australian Strategies

PRIME MINISTER AND CABINET

PRIME MINISTER AND CABINET

Indigenous Advancement StrategyFocus on • Employment, fostering Indigenous business• School attendances and Yr 12 attainment• Safer communities• Increased participation and acceptance of

Indigenous Culture• Addressing disadvantage

PHILANTHROPY

Its about building relationships.. and acting altruisticallyThe more you know about the foundation/donor the more you can help them achieve their aims

Types of Funding• Seed• Project• Conditional• Donation

Clearly show how the project will help achieve their stated aims From ABAF Silver Book

SPONSORSHIP

Tips for connecting with local business

From ABAF Silver Book

• Connect on a peer level

• Identify decision makers and invite them to your activities

• Offer use of the space – and be present

• Suggest corporate volunteering

• Show a clear reason to connect

• Start short term and small