Slides from presentation by Michael Huxley for MG NSW/ ACHAA workshop on Planning and communications

2. 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

3. ACHHA WORKSHOP INTRODUCTION
ABOUT MUSEUMS & GALLERIES OF NSW
• Five key activities
Devolve Funds - primarily on
behalf of Arts NSW
Tour visual arts craft and design
exhibitions
Promotional Image M&G NSW
Provide professional Installation Archibald 2013
development opportunities
for those who work and
volunteer in the sector
M&G NSW Standards Workshop 2012
Provide organisational development Dress Register Workshop
programs focusing on the volunteer
managed museums
Standards Participants 2013

4. ACHHA WORKSHOP INTRODUCTION
ABOUT MUSEUMS & GALLERIES OF NSW (cont)
Research on and behalf of the sector

5. ACHHA WORKSHOP INTRODUCTION
To change the way the world views you,
you must change the way you talk about
yourself

6. ACHHA WORKSHOP INTRODUCTION
If you fail to plan, you are planning to
fail!
Benjamin Franklin

7. ACHHA WORKSHOP INTRODUCTION
TODAY
Six Half Hour Workshops
Strategic Plan – On overview
Identity strategy
Articulating Needs
Communications Strategy
Social Media Workshop
Sustainable Funding

8. ACHHA WORKSHOP INTRODUCTION
TOMORROW
Two Workshops
M&G NSW Standards Program
“Pick A Brain” session
OR
Phil Gordon’s Collection Management
Kieran & Steve’s - Exhibition Design

9. ACHHA WORKSHOP INTRODUCTION
TAKE 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..

10. ACHHA WORKSHOP INTRODUCTION
ASSUMPTIONS
I am not the smartest person in the room
You = your organisation
Ask as you go
Open conversation
Everything’s up for grabs

11. Strategic
Plans –
An
overview
Presented by
Michael Huxley

12. What Is A Strategic Plan
• Describes a business rationale and purpose
• Introduction of your business to others
• Roadmap for the future
• Agreed Path forward

13. Why Have A Strategic Plan
Focus the growth of the Organisation
– test ideas on paper
– agreed future directions

14. 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

15. 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

16. Example of Mission Statements
If they are clear you should be able to identify the organisation
• to empower and engage people around the world to collect and develop
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
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
accessible and useful
They are: Wikipedia, Apple –old) , Ford, Google

17. 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

18. Mission Statement
• Exercise 1b
Put the first three word into the following
sentence
•Name of Organisation is a
_______________ museum specialising in
______________

19. Mission Statement
• Exercise 1c
Is that statement true?
Are you comfortable with it?
Is it how you talk about the
organisation?

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

21. Exercise 2
• 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

22. Business
Environment/Context
Coffs Harbour Jetty

23. 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?

24. Management/Operational Plan
Mission
Goals

25. Management/Operational Plan
Goals
• Should be SMART.
–Specific
–Measurable
–Attainable
–Realistic
–Timely ( or Timeframe)

26. Management/Operational Plan
Goals
• Generally fall into one of three
categories
–Skills and Resources
–External Factors and Relationships
–Needs and Expectations of
Stakeholders

27. Operational Plan
Exercise
– 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

28. Operational Plan
• Exercise 2b
– Do a quick SWOT on these resources

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

30. Values
• Current trend to articulate corporate
values.
– Common ones include
• Honesty
• Fidelity
• Customer centric
• Respect

31. 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
• Provide
services fairly
with a focus
on customer
needs
• Recruit and
promote on
merit
• Act
professionally
with honesty,
consistency
and
impartiality
• Build
relationships
based on mutual
respect
• Be flexible,
innovative
and reliable in
service
delivery
• Take
responsibility
for decisions
and actions
Take
responsibility
for situations
showing
leadership
and courage
• • Uphold the law,
institutions of
government and
democratic
principles
• Engage with
not-for-profit
and business
sectors to
develop and
implement
service
Provide
transparency
to enable
public scrutiny

33. 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 goals
Strategies are implemented by Actions
Detail Program and Who is responsible

34. 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

35. 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)

36. 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)

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

38. 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

39. Budgets and Financial
Statement Overview
• Bank Statements
• Balance Sheet
• Profit and Loss Statements
• Budgets
• Cash Flows

40. 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

41. Resources
Websites
www.mgnsw.org.au
www.smallbiz.nsw.gov.au
www.bplan.com
www.business.gov.au
www.mindtools.com
www.australiacouncil.gov.
au
www.toolkit.com
Blogs
Marketing the Arts to
Death
Donor Power Blog
Make Marketing
History
The Artful Manager

42. Identify Strategy
Presented by
Michael Huxley

43. 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 your organisation wins most outstanding
contribution to NSW Culture – How did you win it?
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?

44. Articulating Needs
Articulating Benefit
Presented by
Michael Huxley

45. Story Telling
Partner Exercise
–Tell the story of the journey here
Group Exercise
Red Ridding Hood
– And Then this happen because..

46. Who is the Audience
Individual Exercise
• Identify 5 Stakeholders

47. Only Seven Stories to tell
1. [wo]man vs. nature
2. [wo]man vs. man
3. [wo]man vs. the environment
4. [wo]man vs. machines/technology
5. [wo]man vs. the supernatural
6. [wo]man vs. self
7. [wo]man vs. god/religion
.

48. Maybe 20 ways to tell them
Ronald Tobias, author of "Twenty Basic Plots" believes the following
make 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,

49. 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. 50 words only
Identify a project
Who is the project for
What will have changed at the end of the project
When will the project be delivered
Where will the project be delivered
How will the project be delivered
Why the project aligns to what your organisation
does

51. Building your community case
Six elements
Cultural Development
What is your contribution to the development of Australian arts and culture
Individual Development
What are the non arts benefits from engagement in the project – what are the
transferable skills
Community Development
What are the non arts benefits to the local community from engagement in
the project – what social issues does it address
Economic Development
Does the project create jobs? Work in creative industries?
Urban and Regional Renewal
Improvement to built environment – cultural precincts, activate unused spaces
Cultural Tourism
Part of something bigger, Visitor economy 2020 From ABAF Silver Book

52. Communications
Strategy
Presented by
Michael Huxley

53. 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

54. 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

55. 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

56. 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?

57. Process
5/ DESIRED RESOURCES
• What methods do you need to connect with your stakeholders??

58. Process
Categorise your stakeholders by their influence
Keep Satisfied Key Players
Monitor Keep Informed
Influence on Policy and Resources
Interest in your organisations

59. 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?

60. Process
8/ ASSESSMENT
• How will you track to see if you process influenced people?

61. Social
Media
Workshop
Presented by
Michael Huxley

62. 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

63. Why Social Media?
Build your platform and define your brand
Reach out to potential audiences and customers
Establish 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

64. Risk Management
Social Media Policy
• Basic level – Don’t post anything you wouldn’t want your
grandmother to see
Users should :
• be respectful, friendly and professional
• be sensitive to the cultural and religious diversity of the
From M&G NSW Social Media Policy
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

65. Risk Management
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
From M&G NSW Social Media Policy

66. Risk Management
Trolls & Bullying
• To Engage or Not - DFTT
• Short Comments
• Take the conversation offline
• Ban/ Block
• A troll is different from an unhappy
customer
• Moderated comments
Spamming
No more than 2 or 3 times
Be mindful of other peoples content
From Social Media Mastery – Tara Ross

67. The Platforms
Facebook
Fan Page
YouTube
Video Content
Twitter
Microblogging site
LinkedIn
Professional Networks
Instagram
Mobile Photosharing
TripAdvisor
User Generated feedback
Blogging

68. What to Post
Its about them! Aim to help
Authoritative
Information
Repackage Opinion
Build relationships Build trust Be Authentic

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

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

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

72. Craig Van Korlaar
@vankorlaar
http://topnonprofits.com/posting-guide/

73. Setting Up an Account

74. Sustainable
Funding
Presented by
Michael Huxley

75. FUNDRAISING 101
No matter the medium - the basics remain the
same.
If you want to motivate people to give, you have to:
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

76. 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

77. DONOR SPONSOR MOTIVES
• Love of the Art Form
• Desire to make a difference/have an effect
• Involvement, Appreciation and Enjoyment
• Giving Back
• Prestige
• Tax deductions
From ABAF Silver Book

78. DONOR PYRAMID
From ABAF Silver Book
Bequest
Major Supporter
Donor
Member, subscriber, participant, customer

79. M&G NSW GRANTS
VIM – ARTS NSW
Leg Ups
Small Project
Large Projects
OEH
Building Assessment
S2M– ARTS NSW
Volunteer Placements
CAL
Curator or Artist in Residence
CSI – ARTS NSW
Curatorial Support Initiative

80. 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

81. Arts NSW
Arts and Cultural Development and Investment
Of 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

82. PRIME MINISTER AND CABINET
Indigenous Advancement Strategy – Launched this week
Five Pathways
• Jobs, Land and Economy
• Children and schooling
• Safety and wellbeing
• Culture and Capability
• Remote Australian Strategies

83. PRIME MINISTER AND CABINET
Indigenous Advancement Strategy
Focus on
• Employment, fostering Indigenous business
• School attendances and Yr 12 attainment
• Safer communities
• Increased participation and acceptance of Indigenous
Culture
• Addressing disadvantage

84. PHILANTHROPY
Its about building relationships.. and acting altruistically
The 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

85. 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