TMA Annual Plan 2011


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Toledo Museum of Art Director Brian Kennedy presented this annual plan to the TMA board on Monday, June 6 for approval. It is the result of an eight-month strategic planning process.

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TMA Annual Plan 2011

  1. 1. Toledo Museum of Art Annual PlanJuly 1, 2011-June 30, 2012<br />
  2. 2. Toledo Museum of Art Our Purpose: Art Education<br />2<br />Providing access to works of art in the Museum and information about them<br />
  3. 3. Background Overview<br />The museum underwent a strategic planning process during the first 3 months of Brian Kennedy’s directorship (Fall 2010). This involved many groups of museum stakeholders, and culminated in an overview of current issues and needs within the museum and in the broader Toledo community. This was presented to the Board of Directors in early December 2010, and subsequently announced to our general public. <br />3<br />
  4. 4. 4<br />Background Overview<br /> Based on this data, the museum then developed an overarching Strategic Plan, intended to begin in July, 2011 and run through June 2015. The plan was presented to the Board of Directors and the Staff in February 2011.<br /> This Annual Planfor fiscal year 2011-2012 is based on the Strategic Plan, and incorporates many of the ideas generated during the entire planning process. <br />
  5. 5. In developing the first Annual Plan based on the Strategic Plan, staff were asked to use the following principles as guides:<br /><ul><li>Art must be connected to all that we do
  6. 6. Always seek to add value
  7. 7. Plan, implement, evaluate
  8. 8. Our people are our best asset
  9. 9. Integrate art into people’s live
  10. 10. Money follows good ideas</li></ul>5<br />Basic Principles<br />
  11. 11. In a traditional art museum structure the “purpose” or “mission” of the museum is in the center.<br />Collections<br />Audiences<br />Purpose<br />Resources<br />While this institutional structure can be useful, we decided that if <br />Arts Education is our Purpose, then our structure must focus <br />on Activities to deliver it.<br />
  12. 12. New TMA Model: Activity Based <br />Art<br />Staff<br />Buildings<br />Collections<br />Audiences<br />Funds<br />Activity<br />Intellectual Property<br />Knowledge<br />Expertise<br />Experiences<br />Activity is at the center, allowing us to think differently about our existing resources, whether they be our collections, our knowledge, or our visitors.<br />
  13. 13. The Strategic planning process resulted in 5 Strategic Objectives that will guide our activities from 2011-2015<br /><ul><li>Expanding Access to the Collections
  14. 14. Teaching Visual Literacy
  15. 15. Increasing Visibility
  16. 16. Developing Museum Assets
  17. 17. Working with Artists</li></ul>8<br />The Annual Plan 2011-2012 will deliver on these strategic objectives<br />
  18. 18. Expanding Access to the Collections<br /> “Collections” has been defined as inclusive of staff, buildings, funds, and our Art Collections. This objective will especially utilize digital technology to bring the museum’s collections to our visitors. <br />9<br />
  19. 19. 10<br />Teaching Visual Literacy<br />Incorporating “learning to look” methodology to enhance our educational and programmatic offerings. Promoting awareness of the principles and elements of art and design in all gallery and exhibition interpretation.<br />
  20. 20. 11<br />Increasing Visibility<br /> Increasing our use of social media, expanding the museum’s membership program, and utilizing focused marketing efforts around exhibitions and high profile events to raise awareness of the TMA locally, nationally and internationally.<br />
  21. 21. 12<br />Developing Museum Assets<br />Promote and develop the knowledge and expertise of the staff; begin an improvement of our physical plant and environment, expand use and access to the Peristyle, and determine how best to fund our activities.<br />
  22. 22. Working with Artists<br />Refining and expanding the museum’s artist-in-residence program; develop a program of temporary art installations; utilize exhibitions to introduce temporary site-specific installations to our museum visitors.<br />13<br />
  23. 23. Then staff began to plan the activities for the upcoming fiscal year and were asked to consider the following:<br />What should you/your group….<br /><ul><li>Start doing that hasn’t been done before?
  24. 24. Continue doing and do the same as it is now?
  25. 25. Do the same activity, but expand it?
  26. 26. Do the same activity, but decrease it?
  27. 27. Stop doing? Are there activities that better meet our objectives?</li></ul>14<br />
  28. 28. Organizational Structure<br />Strategic Objectives<br />Chief Operating Officer<br />Director of Marketing and Communications<br />Director of Education<br />Director of Development<br />Chief Curator<br />Curatorial<br />Registration<br />Exhibitions<br />Visual Resources<br />Publications<br />Library<br />Rights + Reproduction<br />Archives<br />Conservation<br />Docent Program<br />Family Center<br />Teacher Resources<br />Public Classes<br />Public Programs<br />Community Outreach<br />Educational Media<br />Finance<br />Facilities<br />Museum Store<br />Culinary Services<br />Security<br />Utilities + Grounds<br />HR<br />Glass Studio<br />Special Events<br />IT<br />Grantwriting<br />Major Donors<br />Planned Giving<br />Business Council<br />President’s Council<br />Director’s Circle<br />Promotional Publications<br />Press Relations<br />Social Media<br />Marketing<br />Internal and External Communications<br />Membership<br />Visitor Services<br />Graphic Design<br />Expanding Access to Collections<br />Board of Directors<br />Director<br />Associate Director<br />Senior Curator<br />Executive Assistant<br />Teaching Visual Literacy<br />Increasing Visibility<br />Developing<br />Museum Assets<br />Working with Artists<br />We are structured to deliver our Strategic Objectives across all departments.<br />
  29. 29. Objectives 2011-2012<br /> Each Objective will be lead by a member or members of the senior staff, who are responsible for overseeing all activities for that Objective.<br />16<br />
  30. 30. Objective 1: Expanding Access to the Collections<br />Leader: Carolyn Putney, Chief Curator <br />Second: Kelly Garrow, Director of Marketing and Communications<br />Specific Activities:<br /><ul><li>Activity 1: Improving technology by activating The Museum System, E-Museum and Luna Imaging databases
  31. 31. Activity 2: Plan a mobile strategy
  32. 32. Activity 3: Create educational content for the databases and mobile applications</li></li></ul><li>18<br />Expanding Access to the Collections continued<br /><ul><li>Activity 4: Launch E-Museum and a smart phone application for the sculpture garden
  33. 33. Activity 5: All visits and programming should relate to the art collection
  34. 34. Activity 6: Creating content packages for area teachers to bring our collections to the classrooms</li></li></ul><li>19<br />Expanding Access to the Collections<br />Evaluation<br />This objective will be evaluated in the following way: <br />In house and public surveys both on the web and at <br />the museum. Defined deadlines for rollouts of web components, and subsequent engagement of visitor feedback for improvement in accessibility and quality of content.<br />
  35. 35. Objective 2: Teaching Visual Literacy<br />Leader: Director of Education (being recruited)<br />Second: Larry Nichols, Senior Curator<br />Specific Activities: <br /><ul><li>Activity 1: Incorporate Visual Literacy /Learning to Look strategies into all Museum classes by focusing on fundamental principles of art utilizing works of art from our collection.
  36. 36. Activity 2: Incorporate Visual Literacy/Learning to Look strategies into all Museum tours. Invite participants to look at works of art by engaging with the elements of art and principles of design. </li></ul>20<br />
  37. 37. Teaching Visual Literacy continued<br /><ul><li> Activity 3: Begin to work with school administrators to show them how Visual Literacy Strategies align with 21st Century Learning Skills.
  38. 38. Activity 4: Use Museum exhibitions to introduce visitors to the Elements of Art and Principles of Design.
  39. 39. Activity 5: Maintain a “best-dressed-everyday” approach to TMA campus and buildings, both inside and out.</li></li></ul><li>22<br />Teaching Visual Literacy<br />Evaluation<br />This objective will be evaluated in the following way:<br />Visitor feedback on experience of TMA through interactions both in person and on our website. Formation of a “feedback group” comprised of staff, educators, university professors and members of the public.<br />
  40. 40. Objective 3: Increasing Visibility<br />Leader: Kelly Garrow, Director of Marketing and Communications <br />Second: Brian Kennedy, Director<br />Specific Activities:<br /><ul><li>Activity 1: Shine light on the work of the other four objectives
  41. 41. Activity 2: Develop the marketing and communications tools necessary to add value, increase awareness and build the TMA brand</li></ul>23<br />
  42. 42. Increasing Visibility continued<br /><ul><li>Activity 3: Develop key TMA messages and deliver those messages to target audiences
  43. 43. Activity 4: Present our TMA membership opportunity on a consistent basis to achieve growth</li></li></ul><li>25<br />Increasing Visibility<br />Evaluation<br />This objective will be evaluated in the following way: <br />Primary research and results-oriented evaluation such as the number of new members, renewal rates, number of visitors, contacts through social media, etc.<br />
  44. 44. Objective 4: Developing Museum Assets<br />Leaders: Carol Bintz, Chief Operating OfficerSecond: Susan Palmer, Development Director<br />26<br />Specific Activities:<br /><ul><li>Activity 1: Create a menu of funding opportunities.
  45. 45. Activity 2: Identify, engage and secure support from individual donors, companies, corporations and foundations to fund our activities.</li></li></ul><li>27<br />Developing Museum Assets continued<br /><ul><li>Activity 3: Create a vibrant program to recruit, retain, and train Museum staff
  46. 46. Activity 4: Work with UT and BGSU on better using the Glass Pavilion by exploring the feasibility starting an accredited glass program.</li></li></ul><li>28<br />Developing Museum Assets continued<br /><ul><li>Activity 5: Expand the Sculpture Garden to Glass Pavilion grounds
  47. 47. Activity 6: Revamp Parking lots and access ways to the museum to make them more visitor friendly
  48. 48. Activity 7: Revamp ground floor to offer most staff natural light in offices</li></li></ul><li>Developing Museum Assets<br />Evaluation<br />This objective will be evaluated in the following way:<br />Funding plan being in place and donors sought – measured by funds raised. Projects are completed and staffed. Menu of staff needs for professional development/training created and measured against expected outcomes. <br />
  49. 49. Objective 5: Working with Artists<br />Leader: Amy Gilman, Curator for Contemporary Art, Associate Director Second: Brian Kennedy, Director<br />30<br />Specific Activities:<br /><ul><li>Activity 1: Executing 2011-12 Guest Artist Pavilion Project (GAPP) program; Planning 2012-13 GAPP program
  50. 50. Activity 2: Small Worlds exhibition (Fall 2011)</li></li></ul><li>31<br />Working with Artists continued<br /><ul><li>Activity 3: Jules Olitski: Revelations exhibition (Spring 2012)
  51. 51. Activity 4: Color in Glass exhibition (Summer 2012)</li></li></ul><li>32<br />Working with Artists continued<br /><ul><li>Activity 5: Planning and executing Master’s Series FY11-12; planning for Master’s Series FY12-13
  52. 52. Activity 6: Planning for expanded artist-in-residence program for FY13 </li></li></ul><li>33<br />Working with Artists continued<br /><ul><li>Activity 7: Evaluation of current exhibition schedule planning. Develop a process to better align TMA exhibition schedule with our overall Strategic Plan
  53. 53. Activity 8: Finalize exhibition schedule through 2014 including artist site-specific projects.</li></li></ul><li>Working with Artists<br />Evaluation<br />This objective will be evaluated in the following way: <br />A visitors survey will be created for each exhibition. Attendance for exhibitions, Master’s Series, and other programs will be evaluated on an expected vs. actual ratio. Supplement qualitative and quantitative evaluation techniques to assess visitor response to our programs.<br />
  54. 54. Overall Evaluation: How do we know how well we’re doing?<br /><ul><li>Each objective will have one or more evaluative tools attached to it.
  55. 55. All objectives will be evaluated on a quarterly basis by the Executive Team to determine if goals are being met, or if adjustments need to be made.</li></ul>35<br />
  56. 56. Overall Evaluation: <br />Additionally the Museum will:<br /><ul><li>Create a survey for visitors to each exhibition
  57. 57. Implement a staff evaluative procedure for each temporary exhibition
  58. 58. Develop a plan for an integrated museum-wide evaluation strategy – to be implemented by beginning of Fiscal 12-13 (year 2 of Strategic Plan)</li>