The Art of Pro Bono

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October 20, 2010 at the Virginia State Capitol

The Art of Pro Bono, presented by Bob Tarren, Virginia Museum of Fine Arts

Summary: Stretching a dollar is just as important as ever, especially for non-profits. Learn how the VMFA used private partners to make every dollar feel like three.

Published in: Business, Education
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  • Dynamic, informal, inviting, a great place to hang out, a great place to see great art
  • Dynamic, informal, inviting, a great place to hang out, a great place to see great art
  • The Art of Pro Bono

    1. 1. Bob Tarren Director of Marketing It’s Your Art Limited Communications Budgets, Unlimited Possibilities “The art of pro-bono”
    2. 2. Today’s reality was yesterday’s reality for state agencies, non-profits, and small companies
    3. 3. Pro-Bono – When you can’t do it alone
    4. 4. • Ad agency (substitute free- lancer, etc.) ego • Opportunity to do good • Often free-rein creative • Need to differentiate Why should anyone do work for free (or near-free)?
    5. 5. • What is your objective? – Specifically, what problem are you solving? • Is there history with external resources? • Can internal resources be challenged ? Before you get started…
    6. 6. • Organize your assets and be clear with your mandatories • Make sure you are driving to a measureable outcome • Make sure you have support from leadership, because you may need to defend the work Before you get started…
    7. 7. • Know how to talk their language – Small project, simple direction, land mines pre-identified • Ask for recommendations • Clear communication of situation • Be willing to stretch How do you make it work?
    8. 8. • A recent example of ‘setting the table’ for a pro-bono creative resource – VMFA to SGS
    9. 9. • Know how to talk their language – Small project, simple direction, land mines pre-identified • Ask for recommendations • Clear communication of situation • Be willing to stretch How do you make it work?
    10. 10. • Perceptions • Institutional Ambitions • Strategic Architecture Current Situation
    11. 11. • Marketplace research already in place – Alan Newman – LaPlaca Cohen • Summary… – Stodgy, formal, unfriendly, exclusive, class-centric – Quality collections and staff, well-loved and respected by those who were frequent visitors Perceptions
    12. 12. • The Grand Opening – Reopen or reinvent the brand? – Communicate a new brand promise, and establish the foundation of a new brand position • A museum for all Virginians – Free general admission all the time, eliminate barriers to visitation – Diverse audiences Institutional Ambitions
    13. 13. STRATEGIC OBJECTIVES • Reset perceptions and expectations of VMFA • Activate ‘persuadables’ and reinforce ‘evangelists’ • Create evocative messages that leverage the VMFA experience – World class art – WOW venue (Wi-Fi, Café, etc) – A “Third Place”
    14. 14. UNDERSTANDING THE AUDIENCE B ‘Persuadables’ Create new visitors A C Evangelists Unengaged • People who consume art/culture offering once a month* • People who consumer art/cultural offering once a year * • Younger audience, College to 35 Horizontal axis Vertical axis
    15. 15. VRE Card Car Billboard OUT OF HOME
    16. 16. draft Web Banners
    17. 17. Thank you!

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