Applications for the 2012 presentations of Finance and Strategic Governance are now available on the National Arts Strategies website.
Presented October 11-12 in Minneapolis, Finance will give your leadership team the tools to make effective and sustainable financial decisions best suited to your organization and mission. Apply by July 20 »
Strategic Governance, held November 15-16 in Miami, combines concepts, frameworks and a structured self-evaluation tool to help your organization rethink your approach to governance. Apply by August 24 »
Business of Arts and Culture seminars are presented as “name your own tuition” events, so your team can attend Finance or Strategic Governance at a price that works within your budget. In addition, NAS will offer travel support for teams from outside each seminar area. Learn more about seminar pricing »
Twelve teams from around the country have been selected from a competitive pool of applicants to participate in Strategic Marketing this spring in Washington, DC. They represent a broad mix of disciplines and budget sizes, and bring a diverse mix of voices and experience to the class. We look forward to working with these teams in April.
The Strategic Marketing participants are:
Actors Theatre of Louisville
Kory Kelly, Director of Marketing & Communications
Josef Krebs, Director of Development
Zan Sawyer-Dailey, Associate Director
Alternate ROOTS
Sage Crump, Board President
Keryl McCord, Resource Development Director
Nick Szuberla, Board Member
Carlton Turner, Executive Director
Shannon Turner, Manager of Programs and Services
Center for Community Arts Partnerships at Columbia College Chicago
David Flatley, Executive Director
Joe Hulbert, Marketing & Development Associate
JeeYeun Lee, Development and Communications Director
Paul Teruel, Director of Community Partnerships
Joanne Vena, Director of School Partnerships
Frank Lloyd Wright Foundation
Jeffrey Grip, Board Chair
Anne Kreamer, Board Member
Sean Malone, President & CEO
Lisa Murphy, Chief Operating Officer
Hillwood Estate, Museum & Gardens Alison Cassels, Manager of Corporate Relations
Angie Dodson, Chief Operating Officer
Audra Kelly, Head of Interpretation
Lynn Rossotti, Director of Marketing and Communications
Minneapolis Institute of Arts Eric Bruce, Head of Visitor Experience
Mary Jane Drews, Director of External Affairs
Kristin Prestegaard, Director of Marketing and Communications
Montgomery Community Media
Eric Eggleton, Director of Content
Nancy Poole, Member, Board of Directors
Merlyn Reineke, Executive Director
Anthony Spearman-Leach, Director of Development & Communications
Elizabeth Suarez, Member, Board of Directors
Museum of Science and Industry, Chicago
Maureen Chen, Director of Marketing
Rob Gallas, Vice President of Marketing, CMO
Jackie Grimes, Marketing Manager
Filomena Napolitano, Marketing Coordinator
Segerstrom Center for the Arts
Todd Bentjen, Vice President, Marketing and Communications
Terrence Dwyer, President
Brian Finck, Chief Financial Officer
Tanya Lieber, Vice President, Development
Talena Mara, Vice President, Education
Synetic Theater
Yulia Kriskovets, Chief Operating Officer
Meg Maxwell, Director of Education and Family Programs
Sharon McClintic, Marketing Associate
Town Hall Seattle
Anthony Detrano, Director of Communications and Marketing
Wier Harman, Executive Director
Laura Hopkins, Director of Development
Susan Trapnell, Board President
Woolly Mammoth Theatre Company
Sarah Dovere, Director of Development
Deeksha Gaur, Director of Marketing and Public Relations
Jeffrey Herrmann, Managing Director
Jocelyn Prince, Connectivity Director
The deadline to apply for the first Business of Arts and Cultural seminar of 2012 is next Friday, January 20. Strategic Marketing, presented April 12-13 in Washington, DC, will help you discover how you can capture and retain the audiences you’ve chosen to serve. Using a curriculum developed in partnership with Harvard Business School, you’ll develop the foundation for your organization’s strategic marketing plan and return home with a renewed focus on how to advance your mission by creating value for your stakeholders.
Karl Androes, Executive Director of Reading in Motion, discusses how his team used the tools and processes presented at Strategic Marketingto effectively position the organization and reach multiple segments.
The role of marketing within a company is constantly evolving. For example, consider the American Association of Marketing’s definition of marketing from 1985:
[Marketing is] the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational objectives.
Now compare that with the Association’s revised definition from 2007:
Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.[i]
Not only does the definition shift from the more tactical to the strategic, but its scope also broadens. In effect, AMA now defines marketing in terms of the “Big M.”
What is Big M Marketing? It is about creating value for those you’ve chosen to serve. It is about integrating the marketing perspective into senior-level decisions with a goal of capturing enough value to sustain your organization and continue to serve those parties. It is about defining your promise and how you will deliver on that promise. Read the rest of this entry »
What does service design mean to your organization? Does the responsibility of serving your customers rest solely in your marketing and audience services departments?
It’s not uncommon to read articles and blog posts highlighting the importance of delivering exceptional customer service, nor is it rare to read about an increasing interest in producing participatory work that allows the customer to act as “co-curator.” But to create a lasting impact we need to combine these ideas and consider how every aspect of our work may (or may not) affect our customers. Attention to the customer experience must be paid by all departments in order to ensure delivery of top quality experiences and services because this service delivery is critical to nurturing the customer relationship, building value and ensuring sustainability. In their paper, “The Politics and Theatre of Service Design,” Lara Penn and Cameron Tonkinwise state, “service designs must guide the recipient in how to make appropriate demands of the service; but they must also guide the provider in how to meet those varied demands in flexible ways.” We need to fully understand the type of experience our customers want—beginning with the initial encounter and continuing after the experience has ended—and identify ways in which we can cater to those desires as a means to fulfill mission.
Arts and Cultural Management: From Service Design to Success was developed by National Arts Strategies with IESE Business School to help senior cultural executives address how their organizations design offerings with a goal of creating lasting impact, establishing value and operationalizing the idea that everything we do must in some way relate to how we serve our customers. Over the course of the program’s three days, 30 international arts and culture leaders will come together to discover how the integration of marketing, operations and people decisions can result in a five-star experience. They will develop the skills to analyze how their organizations utilize resources and learn to make strategic changes that will help provide more valuable experiences.
National Arts Strategies’ first seminar of 2012, Strategic Marketing, will be presented next April 12-13 in Washington, DC by leading marketing faculty Dr. John Gourville and Jill Avery.
The final Organization Fellowships of 2011 have been awarded to twelve teams to attend Strategy, December 8-10 in Chicago. All fellowship recipients were selected through a competitive application process and will attend the seminar at no cost. In addition to a fellowship covering the full-tuition for the seminar, participants from outside the Chicago area will also receive up to $600 per person to help offset the travel and lodging costs. Team fellowships are made possible by the generous support of The Andrew W. Mellon Foundation, Fidelity Foundation and The Kresge Foundation.
The Chief Executive Program is well underway with the first convening, The New Nature of Competition, taking place this fall at the University of Michigan’s Ross School of Business. As leaders return home from three and a half packed days of presentations and activities, many are inspired to continue their discussions and begin developing ideas for collaborative and innovative projects.
A major component of The Chief Executive Program is the Investment Marketplace, an online area for leaders to connect and create innovate projects to explore potential new ways of doing business in the field. Leaders will propose projects for funding by the group, with each executive controlling an equal share of a $250,000 fund.
In creating the Investment Marketplace and the rest of the program’s online services, we chose to work with innovation management leaders Brightidea to develop a custom platform for our executives. On their blog, Brightidea discusses their work with National Arts Strategies in developing The Chief Executive Program’s Online Services to provide a new mechanism for grantmaking. Read the post, “National Arts Strategies Re-imagines Project Funding with Brightidea” »
Teams can now apply for the first Business of Arts and Culture seminar of 2012, Strategic Marketing, presented April 12-13 in Washington DC. At Strategic Marketing, you and your team of three to five colleagues will delve into the concepts of segmentation, targeting, positioning and marketing mix through a combination of case studies, lectures, class discussions and team exercises. You’ll learn to clearly and realistically define your organization’s unique promise to your customers, donors and stakeholders, and explore how to integrate that promise into everything you do.
At the end of this seminar, you will have built the foundation for your organization’s strategic marketing plan and be prepared to implement your ideas as a unified team. You’ll be armed with exercises to help share these concepts with staff and work to ensure your initiatives not only build customer loyalty, but also support your mission and vision. Learn more about Strategic Marketing or apply today.
Strategic Marketing is the first seminar for which we will ask teams to name their own tuition, an experimental pricing model that will continue through June 2013. Under the new pricing model, NAS will self-fund any costs not covered by participating organizations. We will also offer travel support for those from outside the Washington, DC area. More about seminar pricing »
Willard “Sandy” Boyd, Professor of Law and President Emeritus of the University of Iowa and The Field Museum, Chicago, has been an extraordinary leader in the field of arts and culture, and the full range of his accomplishments can be viewed here. Prof. Boyd was instrumental in helping shape the education work of National Arts Strategies as it made the transition from the National Arts Stabilization Fund and gave 11 years of service to the board. In his honor, we have identified 5 leaders from The Chief Executive Program whose fellowships will be named, and on his behalf we congratulate the Willard L. Boyd Fellows of NAS for 2011 to 2013:
Dr. Evalyn Gates
Executive Director and Chief Executive Officer, Cleveland Museum of Natural History
Mr. Kevin Gover
Director, Smithsonian National Museum of the American Indian
Mr. George Sparks
President and Chief Executive Officer, Denver Museum of Nature & Science
The complex issues involved in leading a cultural nonprofit today can challenge even the most skilled management team. Using our first-hand experience in the arts and working with faculty from leading business and graduate schools, we deliver executive-level programs that help you find new opportunities, manage your resources and lead your organization toward its mission.
