robinson_jordan_RFC_Work_Plan

Onward: Perspective on Joshua R. McFadden
A Final Project Proposal Submitted to the Faculty of the Department of Business Design and Arts Leadership in
Partial Fulfillment of the Requirements for the Degree of Master of Arts in Arts Administration from Savannah
College of Art and Design
Jordan T. Robinson
001665225
jrobin36@student.scad.edu
Campus: Atlanta, Georgia
Submitted: May 15th, 2016
Quarter Planned To Enroll In BDAL 749: Summer Quarter, 2016
For Internal Use Only:
Date of Review
Review for Candidacy: Conditional Review:
Review Committee Decision
[ ] The Student haspassed the review.
[ ] The student has not passed the review and is eligible to retake the review.
[ ] The student has not passed the review a second time and is not eligible to retake the review.
Committee Name(s)
Pass/
Not Pass Signature Date
Professor Anita Akella
Professor Vanessa
Bamber
Professor Chance Farago
Professor Patrick A.
Kelsey
The Review Committee Decision requires a minimum of three (3) committee member signatures.
Submission and review comments can be found in
Department of Business Design and Arts Leadership Office.

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Jordan T. Robinson
ACA 414B
1600 Peachtree Street, NE
Atlanta, GA 30309
April 9, 2016
Review Committee
Department of Business Design and Arts Leadership
Savannah College of Art and Design
P.O. Box 3146
Savannah, Georgia 31401
To the Review Committee Board,
To complete the requirements in Business Design and Arts Leadership Program, I am submitting the
following proposalwhich will be my final project. I will manage and execute a solo exhibition during the Summer
Quarter of 2016. This exhibition will be in gallery 1280 in the Memorial Building on Woodruff Arts Center Campus
at 1280 Peachtree Street Northeast,Atlanta, Georgia. "Onward: Perspective on Joshua R. McFadden" is a solo
exhibition featuring Joshua McFadden, a SCAD Student pursuing his masters in photography. The exhibition will
be open to the public from August 8th to August 15th 2016.
Included in this letter are details describing the project in its entirety. This will include:
 Project Goals
 Objectives
 Methods
 Evaluations
 Deliverables
 Challenges
 Contingencies
 Milestones
Included in the plan is a GANTT Chart schedulingthe execution and due dates of these items and other
relevant tasks.Through the process of implementing this plan,I will manageand oversee the project usingthe
skills,knowledge, and professional experiences I have obtained from my education in the Arts Administration,now
Business Design & Arts Leadership, program. In doing so,I expect this projectto operate efficiently,and to have
earned my Masters in the Arts in Arts Administration.
The details of this exhibition,and instructions to executing this plan,aredisclosed and will be
implemented by my leadership and the skills I developed in my education and Internship experiences.The
followingarethe details of the proposed project.

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Project Description
"Onward: Perspective on Joshua R. McFadden",is a solo exhibition featuring atleast3 largeworks of art
by Joshua McFadden, a current SCAD Student pursuinghis Masters in the Fine Arts in photography. These works
are largephotographs of various sizes.Thesesizes range from 44 inches in width and height to 48 inches in width
and 144 inches in height. These photos focus on themes relatingto identity, specifically race,masculinity,and the
process of "coming to" an identity. His work focuses on African American Men. The exhibitions,and its artisttalk
provides an opportunity for viewers to gain insightof the artist's thought process,his creativeprocess,and his
influences which arebased on cultural,social,and political issues still relevanttoday.The work Joshua McFadden
has done address social issues regardingColorism,Racism,Civil Rights,and now Identity. Given the dimensions of
the space,only a few of these pieces can fitin the gallery.These are new works Josh is makingas his previous
works aregenerating popularity in the Atlanta Area and are traveling.
The exhibition is a week-long. It will beset up on August, 8th in the 1280 gallery atthe Woodruff Arts
Center at1280 Peachtree Street, Atlanta, Georgia.It will be open to the public on the evening of August 8th.An
evening reception and artisttalk on August, 11th.The exhibition is open until August 15th,which it will closeto the
public and be taken down on August 15th after 5:00 pm. To reach intended audiences,and audiences who cannot
physically attend, the Artist talk and reception will be broadcasted liveon a Facebook Page Platform. Other
broadcasts may happen duringthe duration of the exhibition. At the end of the exhibition,all recorded content
regardingthe artisttalks,and other documentation of the exhibition and its content will be posted on a personal
website to serve as a portfolio reference for both Joshua and myself. It will also serveas an educational res ource
for all viewers.
The marketing goal is to attractat least50 people to attend the reception and Artist talk and at least100
people to the exhibition overall.To achievethis, I will havea Marketing and Communications plan usingprinted
and digital materials,includingpersonal invitations to both Joshua's networks and mine. The targeted audiences
are those who areinterested in photography and topics such as individuality, masculinity,and identity. I intend to
reach these target audiences are the following networks in the Atlanta Area:
 SCAD Students, faculty,staff, and alumni on Atlanta Campus.
 Staff, curators,and Administrativeleaders of the High Museum of Art, MOCA GA, Zutcot Gallery,and
other local galleries in theAtlanta area.
 Members of Counter Narrativeproject, an organization thatserve the students of Morehouse College.
 Staff, Students, and faculty attending Spelman, Morehouse, and other HBCUs in the Atlanta Area.
 Organizations or Black Organizations thatservethe African American community, such as the Atlanta
Black Theatre Festival,Hammond House, the Divine9, the MLK Center, and the Wren's Nest.
 Organizations thatserveinternational students or immigrants such as SCAD's International student
program.
The broadcasted artist talk is for those who are unable to physically attend the exhibition, nor the reception, but are
still interested and have the desire to learn more about Joshua’s work and the exhibition. I expect the target audience
for this broadcast to be from the same networks mentioned above, but the broadcast is open to anyone online who is
interested in participating digitally in the artist talk. When the broadcast is over, the video recording the talk will be
posted on personalwebsite and Facebook page for anyone who visits those sites.
Revenue generated from the exhibition, will beused to pay for the artist,and the expenses of the
exhibition.A fundraisingplan,which would includedirectasks,an onlinecrowdfundingcampaign,personal funds,
the saleof Joshua's artwork and the saleof the exhibition catalogue,will provideinstructionsand information in
regards to supportingthe budget for the Exhibition.

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After the exhibition is taken down, an evaluation report will bewritten regardingthe project, its results,
of its performance, and feedback. Along with the report, recordings of the artisttalk will beedited and posted
after the exhibition on a Facebook Page for the exhibition,and on my personal website. Art work sold will be
documented immediately after purchase,and I will ensurethe artwork purchased is delivered,or picked up, by its
owner. Joshua will ensurethat the work purchased is produced and ready for the owner.
In the process of this project, I will be addressing,and responsiblefor, multipleadministrativeaspects,
such as creatingand implementing fundraisingplans,promotion and communication plans,sellingtheartwork,
developing contracts and overseeing other legal documents, facilitatingand hostingthe artisttalk,and curating
and installingtheartwork. The staff of Alliancehaveverbally agreed to let me use the gallery and location for the
exhibition,however a contract agreement must be made, signed, and executed in order to securethe space. I am
also under a fiscal sponsorship with C4 Atlanta, which grants me the opportunity to crowdfund and allow
contributors of this project to receive a tax benefits through C4 Atlanta, and to ask for-profitbusinesses for in-kind
donations in serviceand/or materials.
This projectprimarily serves my ability to apply my education. Itwill challengewhat I have learned and
developed, and its completion will prove, my ability to incorporatewhat I learned from my education in this
program into the project. Notes from my classlessons,internship experiences,lectures,and other subjects
relevant to the projectwill be used in order to manage its execution effectively. This will also providemanagerial
experience in planningand implementing exhibitions and other creative productions.Lastly,this projectwill
strengthen the skillsdeveloped from my Marketing, Legal, Development, Financial,and Leadership Classes.
The exhibition will contribute to Joshua in establishinghiscareer as an artist.This will providehimwith an
opportunity to address the social issueof "selfhood"for African American Males with an audience willingto listen.
Regarding to givingvalueto the community, this exhibition is intended to raiseawareness about selfhood,
personal power, and the formation of an individual's identity,especially amongstAfrican-American males.
Project Goals,Objectives and Methods
Goal 1: Plan and execute a one-week exhibition, showcasing at least 3 large works of art, starting August 8th,
with an opening reception and artist talk.
o Objective: Secure at least3 works of artwith selected Artistby the end of Week 2 (July 3rd, 2016).
 Method: Draft, analyze,finalizea contractagreement obligatingthe artistto allowthe
use of his works of artthat are being used in the exhibition and its promotion materials.
 Sign contract and ensure required parties sign as well.
o Objective: Secure the venue with a Staff member responsiblefor reservingthe spaceat
Woodruff Arts Center by the end of Week 2 (July 3rd,2016).
 Method: Analyze, finalize,and sign venue contract/agreement that allows theuse of the
venue space.
o Objective: Create and implement a Comprehensive Exhibition Plan by the end of Week 3 (July
10th,2016).
 Method: Drafting, editing,analyzing,create, and includethe following into the
exhibition plan.
 A budget for the exhibition
 A cataloguedescribingeach work of art and its price
 A Schedule for Exhibitions setup and breakdown
 An ArtistBiography
 An ArtistStatement
 An exhibition layout
 An explanation of artwork placement
 An image of each work of art
 An inventory describingthephysical properties of the works of art displayed

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 Method: Contact Amy Simon, Director of collections and Exhibitionsfor the High
Museum of Art, for advicein makingan exhibition plan.
 Method: Develop exhibition plans fromthe instructions of “Exhibitions:Concept,
Planning,and Design”by Tom Klobe.
o Objective: Execute the Exhibition plan after implementing changes and suggestions from
instructor and peers into the plan.
 Method: Followinstructions,and makedeliverables fromthe Exhibition plan and GANTT
Chart.
o Objective: Establish an onlinepresence through opening an accounton at least3 social media
accounts,with at leastone platform to be ableto livestream, by the end of week 3 (July 10th,
2016).
 Method: Open an accounton WeChat for the exhibition.
 Method: Open an accounton Twitter for the exhibition.
 Method: Open an accounton Facebook for the exhibition.
 Method: Open an accounton YouTube for the exhibition.
 Method: Link Social Media accounts to personal websiteand fundraisingcampaign.
 Method: Research how to stream liveon Facebook, YouTube, WeChat and Twitter.
o Objective: Have ordered cateringfor at least50 people for the ArtistTalk by August 8th, 2016
 Method: Contact Endive Cateringservices.
 Method: Order food friendly to vegetarians,vegans, and meat lovers.
 Method: Placeorder and have it delivered to the location of the exhibition.
Goal 2: Have an attendance of at least 100 in total for the exhibition during the week the exhibition is displayed
(August 8th - August 15th)and have an attendance at least 50 for opening night on August 11th, with a digital
presence of at least 20 people.
o Objective: Develop a communications and promotions plan by the end of Week 3 (July 10th,
2016),and implement plan after approval.
 Method: Drafting, editing,analyzing,creatingand include the following into the
communication and promotion plan:
 A communications and promotions budget
 Communications and Promotions objectives
 SWOT analysis
 Printed and digital press releases for exhibition
 Description of Target Audience
 Postcard invitation
 Drafts for postingon social media platforms
 Drafts for postingon personal website blog
 Event description of Artisttalk and week-long exhibition
 Listof social media platforms to use
 Lists of targeted individualsto invite
 Lists of targeted individualsfromtargeted organizations to invite
 Drafts for Newsletter/E-mail Blasts
 Printed postcard design
 Special invitation text (Digital/Printed)
 Summarized Artist Statement and Biography from the selected artist
o Objective: Execute each action planned in the promotions plan after feedback from instructor
and peers have been implemented.
 Method: Open, and connect social media platforms listed,promoting the event and
exhibition to personal websiteand crowdfundingcampaign.
 Method: Redesign website to have all information regardingthe exhibition,the artist
talk,and the crowdfundingcampaign.

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 Method: Schedule approved drafts to post on social media platforms through
WordPress.
 Method: Printall printed materials through printshops connected to Talia Bromstead,
the creative manager for AllianceTheatre.
 Method: Schedule posts for the personal website
 Method: Reference the website for more information in all promotional materials.
o Objective: Promote the Exhibition and artisttalk through printed material after feedback from
instructor and peers have been implemented.
 Method: Send Press releases for printed materials to Creative Loafing; AJC; and other
publishingfirms in the Atlanta area.
 Method: Send press releases for printed materials to individual reporters and publishers
from my personal network.
 Method: Send personal/special invitationsto targeted individualslisted.
o Objective: Develop a platformfor broadcastingthe artisttalk for atleast20 viewers to have a
digital presenceduring the talk (August 11th 7pm – 9pm).
 Method: Broadcastfrom Facebook page livestream.
 Method: Live broadcastthe event on WeChat.
o Objective: Promote the Exhibition and artisttalk through digital materials and press releases
after feedback from instructor and peers have been implemented.
 Method: Email targeted organizations with the newsletter regardingthe exhibition.
 Method: Open a Facebook Page and other relevant social media platforms to promote
the exhibition,and the artisttalk.
 Method: Post a series of content promoting the exhibition and artisttalk on Facebook
page and other relevantsocial media platforms.
 Method: Post drafted materials for the exhibition on the website.
 Method: Send press releaseto AllianceTheatre to post on their blog.
 Method: Send press releaseto individual bloggers,and reporters I from my personal
networks to post on their onlineblogs.
 Method: Send press releaseto SCAD Atlanta Campus to reach to SCAD students &
Alumni
 Method: Send press releaseto Woodruff Arts Center to Advertise on their TV Screens.
 Method: Send printed postcard material to targeted individuals in targeted
organizations.
Goal 3: Raise revenue to fund the project’s expenses by the Start of the exhibition.
o Objective: Develop an onlinecrowdfundingcampaign supportingthe expenses for the exhibition
and the artisttalk after feedback from instructor and peers have been implemented to
Fundraisingplans.
 Method: Open a website provided by C4 Atlanta’s Fiscal Sponsorship
 Method: Post information regardingthe project, its financial needs,and what is the
money going to.
 Method: Use the projectbudget fundraisingplan as a fundinggoal for directasks and
crowdfunding.
o Objective: Raise50% of the project’s budget through the crowdfunding and personal donations
by the startof the exhibition.
 Method: Send personal asks to potential funders,with instructionsregardinghowto
donate on the C4 website.
 Method: Send personal asks to potential funders,with instructionsregardinghowto
donate via check or money order.
o Objective: Develop a comprehensive fundraisingplan by the end of week 2.
 Method: Drafting, editing,analyzing,creatingand include the following into the
fundraisingplan:

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 A projectbudget consisting,atleast,expenses of the exhibition,fundraising,
and communications and promotions plan
 Direct ask appeal for money and/or in-kind
 A listof potential donors
 A listof potential Sponsors
 A listof companies willingto donate money and/or in-kind
 Written details for donatingto this projectthrough C4 Atlanta
 Information the viewer must know about the project, crowdfundingcampaign.
o Objective: Implement Fundraisingplan after feedback from instructor and peers have been
implemented.
 Method: Send directask appeals to potential donors listed.
 Method: Send directask appeals to potential company donors listed.
 Method: Post information the viewer must know about project, and campaign,on
website, campaign page, and social media platforms
Evaluations Methods
The followingis a listof methods to evaluatethe project afterwards.Specifically,thesemethods includekey
performance indicators,or KPIs,surveys.
Goal 1: Plan and execute a one-week exhibition,showcasing atleast3 largeworks of art, startingAugust 8th, with
an opening reception and artisttalk.
A printed survey for each visitor will begiven duringthe exhibition.A digital survey will beavailableto the
public for viewers’ input. The printed surveys will belocated next to the guest book where they sign in. In the guest
book, each guest will beasked to fill outa physical or asked for their emails if they chooseto fill thedigital survey
instead.Digital surveys ask theexact same questions and is formatted in the same structure as the printed version.
These digital surveys will bemade through google forms, which will collectand providethe same qua ntitative,and
qualitative,data the printed surveys provide.
The questions in the survey will havea number valuewhich will serveas a key performance indicator,or
KPI, which will assessin the valueof the project. Each question or statement will beanswered either through a
number value,from 1 to 5, or by choosingmultiplechoiceanswers.The numbers for each survey question will be
tallied,resultingin an overall scorefor each question. Printed surveys will beavailableand encouraged to be taken
at the reception, and will also beavailablethroughout the week, however, a digital survey will beaccessiblefor
those who must leave before takingthe survey. Below are the survey questions,and statements.
The Exhibition
 The art displayed was visually interesting.(1 = Strongly Disagree - 5 = Strongly Agree)
 The content, in which the art depicted had an impacton me whether itwas emotionally or
intellectually.(1 =Strongly Disagree- 5 = Strongly Agree)
 The overall appearanceand presentation of the work was attractive,pleasing,and interesting.(1
= Strongly Disagree- 5 = Strongly Agree)
 The art on display matched the valueitwas being sold at. (1 = Strongly Disagree- 5 = Strongly
Agree)
 The exhibition was easy to navigate. (1 = Strongly Disagree - 5 = Strongly Agree)
 My overall experience was great. (1 = Strongly Disagree - 5 = Strongly Agree)
Success of the exhibition,regardingto quality,is defined as the following
Quality Number Value (KPI)
Excellent 80+% Overall

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Fair 60%-79% Overall
Poor 59% or less Overall
The Artist Talk
 After leavingthe exhibition,I now have a better understandingof the topics.(1 = Strongly
Disagree- 5 = Strongly Agree)
 The conversation with the artists gaveme something to think about when I left. (1 = Strongly
 The posts on social media prior to the event gave me material I found useful and/or relevant in
the conversation with the artists.(1 = Strongly Disagree- 5 = Strongly Agree)
 The posts on social media prepared me to participatein the conversation between me and the
artists.(1 = Strongly Disagree- 5 = Strongly Agree)
 Were you questions answered? (Yes or No)
 The answer(s) to my questions were satisfactory.(1 = Strongly Disagree- 5 = Strongly Agree)
The Reception
 The food and beverage was delicious.(1 = Strongly Disagree - 5 = Strongly Agree)
 The pricingwas reasonable.(1 = Strongly Disagree - 5 = Strongly Agree)
 The music was pleasingand relevantto the content of the exhibition. (1 = Strongly Disagree- 5 =
Strongly Agree)
 The atmosphere and ambiancewas calm,and allowed me to focus on the artwork. (1 = Strongly
Overall
 "Onward" gives the opportunity for the community to gain cultural insight. (1 = Strongly Disagree
- 5 = Strongly Agree)
 "Onward" has a cultural valueI believethe community will appreciate. (1 = Strongly Disagree- 5
= Strongly Agree)
 I enjoyed my experience at this exhibition. (1 = Strongly Disagree- 5 = Strongly Agree)
 The social media,email invites,printed invites and overall presence were effective in gainingmy
attention. (1 = Strongly Disagree- 5 = Strongly Agree)
 The social media,email invites,printed invites and overall presencewere effective in invokingmy
interests. (1 = Strongly Disagree- 5 = Strongly Agree)

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In all surveys,regardingthe exhibition,the followingquestion provides feedback regardingthe most popular form
of communication.
How did you hear about us?
 Social Media
 Email invitation
 Printed invitation
 Word of mouth
 A friend
 Other:______
In each survey, there will be a suggestion box for visitors to write their recommendations for the exhibition. The
survey may have shortanswer questions like,“What was the most interesting thing about the exhibition and/or
artisttalk?”
The quantitativeevaluations of this goal arebased on:
o Quantity of artists and artworks involved in the Exhibition will berecorded in the inventory sheet
in the exhibition plan.
o At least80 percent of the works planned made it into the exhibition.
o Gainingfeedback from the audience regardingthe quality will giveinsighton additional details,
such as services,and content quality.Notes section of survey allows them to send comments and
feedback.
Goal 2: Have an attendance of at least100 in total for the exhibition duringthe week the exhibition is displayed
(August 8th - August 15th) and have an attendance at least50 for opening night on August 11th, with a digital
presence of atleast20 people.
The success of this goal is measured by the amount of people that physically attend the artisttalk and
exhibition.Duringthe ArtistTalk and reception, at the entrance of the gallery,there will bea person with a clicker
which will accountfor each visitor.Visitors will beasked to sign in the physical guestbook before entering the
exhibition.In this book, visitors will sign their name, and have the option of putting their email in the guestbook, so
that thank you emails will besent later. Audiences viewingthe artisttalk onlinewill haveaccess to a link to the
digital survey and mailinglistto receive thank you emails. To evaluate the marketing and communications plan,
the followingis used to assess thequantitativeaspects of the objectives and methods:
 Track the amounts of "Going", "Interested", and "Maybe" responses on events page on Facebook.
 Number of viewers on broadcast.The total number of viewers will be availableatthe end of the
broadcast.
 The number of sign-ins in theprinted and digital guestbook.
 Number of visits fromeach Referrer.
 Number of referrers.
The Quantitativesuccess of this goal is defined by the following:
Evaluation for attendance in Artist Talk Number Value (KPI)
Excellent 50+ attendance
Good 40 - 49 attendance
Fair 15 - 39 attendance
Poor 14 or less attendance
The physical guestbook will be in the exhibition throughout the week the exhibition is up.At this time, visitors can
sign onto the guest book and leave comments. Along with the guest book will bea stack of surveys that visitors can

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fill and leave.I will collectthe surveys left each day and includeitin the average score. The table below measures
the success of this goal.
Evaluation for attendance in Exhibition Number Value (KPI)
Evaluation for digital attendance in Exhibition Number Value (KPI)
In the survey,visitors areasked the following?
 “How did you hear about the broadcast?”
 “What did you enjoy most about the broadcast?
 “The goal of the broadcastwas to offer an opportunity to participatein the event if you could not
physically bethere. If you planned to achieve the same goal,what would you do differently?”
 “What other suggestions do you have to offer?”
 “If you encountered any printed or digital advertisementof the exhibition,what do you think
worked best?”
 “If you encountered any printed or digital advertisementof the exhibition,what do you think
could have been done better?”
In the surveys,the followingstatements will be rated in the similar structureas the surveys for the
exhibition.This will assessthequalitativeaspectof the plans:
Printed Materials
 The advertisement effectively guided me to the appropriateplaceto donate, RSVP, and/or learn
more about the exhibition. (1 = Strongly Disagree- 5 = Strongly Agree)
 The content of the advertisement had interested me into knowing more about the exhibition. (1
 The design of the advertisement made it easy to find information. (1 = Strongly Disagree- 5 =
Strongly Agree)
 The important information on advertisement was easy to find. (1 = Strongly Disagree- 5 =
Strongly Agree)
 The information regardingthe exhibition was clear,concise,and answered all questions I had. (1
The qualitativesuccessof the printed materials,regardingto quality,is defined as the following
Digital Materials
 The advertisement effectively guided me to the appropriateplaceto donate, RSVP, and/or learn
more about the exhibition. (1 = Strongly Disagree- 5 = Strongly Agree)
 The content of the advertisement had interested me into knowing more about the exhibition. (1

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 The design of the advertisement made it easy to find information. (1 = Strongly Disagree- 5 =
Strongly Agree)
 The advertisement was easy to find. (1 = Strongly Disagree- 5 = Strongly Agree)
 The information regardingthe exhibition was clear,concise,and answered all questions I had. (1
The qualitativesuccessof digital materials,regardingto quality,is defined as the following:
Social Media Platforms
 The platform effectively guided me to the appropriateplaceto donate, RSVP, and/or learn more
about the exhibition. (1 = Strongly Disagree- 5 = Strongly Agree)
 The content of the platforms I visited had interested me into knowing more about the exhibition.
(1 = Strongly Disagree- 5 = Strongly Agree)
 The design of the platformI visited made iteasy to find information. (1 = Strongly Disagree- 5 =
Strongly Agree)
 Everything was easy to find on the platforms I visited.(1 = Strongly Disagree- 5 = Strongly Agree)
 The information regardingthe exhibition and artistwas clear,concise,and answered all
questions I had. (1 = Strongly Disagree- 5 = Strongly Agree)
The qualitativesuccessof Social Media Platforms,regardingto quality,is defined as the following:
Artist Talk Broadcast
 The audio and video were clear and appealed to my senses. (1 = Strongly Disagree- 5 = Strongly
Agree)
 I was ableto participatewith the audience in questions and comments. (1 = Strongly Disagree- 5
= Strongly Agree)
 Although I was not physically there, I could participatein the talk and felt justas welcomed. (1 =
Strongly Disagree- 5 = Strongly Agree)
 Instructions to signingthe digital guestbook, and the survey were clear and concise. (1 = Strongly
 My input was respected, and acknowledged. (1 = Strongly Disagree - 5 = Strongly Agree)
The qualitativesuccessof ArtistTalk Broadcast,regardingto quality,is defined as the following:
Personal Website
 The website was easy and simpleto navigatefor information. (1 = Strongly Disagree- 5 = Strongly
Agree)

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 The information was clear,concise,and answered all my questions. (1 = Strongly Disagree- 5 =
Strongly Agree)
 The design was overall appealingand appropriatefor conveying the exhibition and Jordan’s
professional background.(1 = Strongly Disagree - 5 = Strongly Agree)
 Overall,I enjoyed my experience visitingthe website. (1 = Strongly Disagree- 5 = Strongly Agree)
 Any and all questions,issues,or concerns were addressed. (1 = Strongly Disagree - 5 = Strongly
Agree)
The qualitativesuccessof Personal Website,regardingto quality,is defined as the following:
Finally,thelastquestion in the survey regardinggoal 2 is the following:
 "Would you be willingto attend and/or supportJordan's future projects?"
 "What was the biggest reason for your answer to the previous question?"
These two questions will providecritical information for me. The purpose of these objectives and methods is to
influencepeople to attend the exhibition,the event, and broadcast,thus fulfillinggoal 2.Knowingif people will
come back again,and why, is crucial.If I do not know these two answers,then all the other feedback would lose
value. These two questions areto help identify and address and critical factorsthatcontributeto the successes or
failures of this goal.
Goal 3: Raiserevenue to fund the project’s expenses by the Start of the exhibition.
The quantitativekey performance indicator for the fundraiser is measured by amount raised,compared
to the goal amount. The tablebelow will define the qualitativekey performance indicators for the success for this
goal.Usingthe websites and statistics,theamount of contributed and earned income will betracked. These
statisticswill befound usinggoogle analyticsand the builtin analytics provided by C4 Atlanta, when a
crowdfundingcampaign is opened on their platform. Also donations made through directmail will bedocumented
with the information from the website.
Crowdfunding Campaign
 The information was clear,concise,and I had no questions regardingdonations and sponsorship.
 The process of donatingon the campaign website was easy, and simple. (1 = Strongly Disagree- 5
= Strongly Agree)
 I felt reassured and confidentthat my contributions were, and still are,handled responsibly and
professionally. (1 = Strongly Disagree- 5 = Strongly Agree)
 Jordan has been completely transparentand honest in informingme of the projects financial
health. (1 = Strongly Disagree- 5 = Strongly Agree)
 I had an overall pleasantexperience,and I would be willingto supportJordan in future projects.
 The design of the campaign website was easy to use and navigate. (1 = Strongly Disagree - 5 =
Strongly Agree)
The qualitativesuccessof CrowdfundingCampaign regardingto quality,is defined as the following:

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Another measure for goal 3 is to includethe followingmultiple-choicequestion:
"What led you to the crowdfundingcampaign page?"
 Word of mouth
 Twitter
 Facebook Page
 WeChat
 Personal Website
 Magazine
 Blog
 Newspaper
 Email
 Newsletter from an organization
 Direct Ask letter
 Personal invitation
This will indicatewhatform of communication worked best in getting donations,and other contributions.This is a
measure that does not evaluate the quantitative,nor qualitativeKPI for this project,but to give me experience and
insightregardingthe best method in communicatingwith the audiences here.
In summary, the surveys and statisticsfromgoogle analyticsrelatingto this project will giveme the necessary data
to determine the quality and effectiveness each marketing and fundraisingmethod. Although used for marketing
purposes,KPI’s are also used in a similar structurefor evaluatingthe artisttalk,the exhibition,and the fundraising
component of the project. Included with the previously stated KPI’s,other information such as number comments,
shares,likes,and retweets on social media,as well as conversion;abandon;and bounce rates, will also beKPI’s to
consider when assessing the effectiveness of the personal web siteand social media platforms.

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Milestones
Below is a chartwith the described milestones and deliverables of the project:
Week Milestone Audience Deliverables Purpose
1
Las day of
Week 1
(6/20/2016)
(6/26/2016
Milestone 0 Professor Kelsey Revised Proposal Addressingthe feedback
provided by will reducethe
weaknesses of the project. It is
also ill-advised to ignore the
adviceof the professors who are
reinforcingwhat you have
learned in your studies.
2
Day 4 of Week
2 on
Discussion
Board
(6/30/2016)
Last day of
Week 2 to
Instructor
(7/3/2016)
Milestone 1 Professor Kelsey
Classmates on
Blackboard
Target Sponsors
Target Donors
Target In-Kind
Donors
o Signed Artist Contract
o Signed rental venue contractdraft
o Projected budget
o FundraisingPlan
 Executive Summary
 Table of Contents
 Budget of Project
 Communications &
Promotions
 Exhibition
 FundraisingCampaign
 Analysis of Budget
 Analysis of potential sources
 Analysis of potential funding
methods
 Revenue Generated Goals,
Objectives and Tactics
 Drafts for directasks for:
 Sponsorship
 In-kind donations
 Donation of Funds
 Instructions:How to donate
through C4 Atlanta campaign page.
The Artist contractagreement
serves as legally-bindingproof
of my agreement with the artist.
This contractregards to the
level copyright I poses and
outlines my ability to use the
artist’s intellectual property.
A signed rental venue contract,
or memorandum of
understanding(MOU), will
secure access to use the gallery
spacefor the exhibition.
The projected budget is to set
what the expected expenses
and revenue will be.
The fundraisingplan includes
details regardingthe financial
health of the projectand
provides a set of strategies and
tactics to generate revenue
from crowdfunding, direct asks,
and in-kind donations.
Included in the plan are
instructions regardinghowto
open and design a campaign
website sponsored by C4
Atlanta.
3
Day 4 of Week
3 on
Discussion
Board
Classmates on
Blackboard
Target Audience
o Links to personal website after Launch
o Links to social media platforms after
Launch
o Link to C4 Atlanta fundraisingcampaign
page after Launch
o Communications & Promotion Plan
These screenshots serve as
proof of the website’s existence,
as well as the existence of the
social media platform.These
also serveas a time stamp for
the quality of the social media

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(7/7/2016
Last day of
Week 3 to
Instructor
(7/10/2016)
 Executive Summary
 Table of Contents
 Marketing Goals,Objectives,and
Tactics
 SWOT Analysis
 Target Audience Analysis
 Established Target Audiences
 Description of Exhibition
 Description of Artist Talk and
Opening Reception
 Drafts of content to post on social
media platforms.
 Draft of press releases
 Printed materials
 Digital materials
 Design for:
 Post card invitation
 Email invitation
 Social Media posts
 Listof publishers
 Listof Bloggers
 Post Card Invitation
and website, as they will be
consistently updated.
The Communication and
Promotion Plan includes the
strategies and tactics to
reachingtarget audiences.In
this plan,the target audiences
are segmented and described.
Included,are designs and other
details regardingpromotional
materials and communication
methods.
4
Day 4 of Week
4 on
Discussion
Board
(7/14/2016)
Last day of
Week 4 to
Instructor
(7/17/2016)
Milestone 3 Professor Kelsey  Exhibition Plan Draft
o Artist Biography
o Artist Statement
o Exhibition Catalogue
(Inventory)
 Size of the
artwork selected
 Image of art and
artist
 Salelistof artwork
o Exhibition Layout Draft
 Blueprintof
exhibition
 Explanation of
Artworks placed
 Catering Order
 Documentation on Stats for
personal site
o Stats include:
 Bounce Rate
 Comments left
 Number of Views
 Number of Likes
 Number of
Responses
 Documentation on Stats for Social
media
o Stats include:
The purpose of havingan
exhibition plan is to give
comprehensive details regarding
the management of the
exhibition and details of the art
displayed.
These screenshots will serve
as time stamps for measuring
the effectiveness of the website
and social media platforms in
persuadingaudiences onlineto
come to the exhibition or
donate resources.
The event details provide
information regardingthe
schedules for setting up and
breakdown of the exhibition and
the events.

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 Number of
Likes/Hearts
 Number of Shares
 Number of
Comments
 Documentation on Stats for
FundraisingCampaign
o Stats include:
 Number of
comments
 Number of
donations
 Donation amounts
 Event Details
o Schedule
o Event description
o Exhibition Description
o Instructions:How to access
the recorded Artist Talk
After Reception.
5 N/A N/A N/A This is the week that no
milestones are due. However, I
intend to use this week to
complete materials for
Milestones 4 and 5.
6
Day 4 of Week
6 on
Discussion
Board to
Professor
(7/28/2016)
Last day of
Week 6 to
Instructor
(7/31/2016)
Audiences
attending the
exhibition
o Survey of Exhibition in
printed form.
o Link to digital survey of
Exhibition.
o Survey of ArtistTalk in
printed form.
Artist Talk.
o Survey of Reception in
printed form.
Reception.
o Documentation of Stats
from Fundraising
Campaign.
 Number of
comments
 Number of
donations
from Personal Website.
 Bounce Rate
 Comments left
 Number of Views
 Number of Likes
Empty survey forms and filled
survey forms will be provided in
the submission and in thefinal
report. The empty survey forms
are made and generated in
google forms. This google form
will bethe digital survey I send
to people who attended but
didn’t, or were unable, to
complete a survey when
physically attending.
The thank you messages are
ways to leavea particular
impression on everyone
involved in the exhibition,the
artisttalk,and their execution.
This also leaves a lasting
impression thatmay convert to
the opportunity to collaborate
with the same parties in the
future.

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 Number of
Responses
from Social Media.
 Number of
Likes/Hearts
 Number of
Comments
o Thank you
letter/Email/Post Drafts
7
Day 4 of Week
8 on
Discussion
Board
(8/4/2016)
Last day of
Week 7 to
Instructor
(8/7/2016)
Staff who are
setting up event
Joshua (The
Artist)
o Schedule of launching
Artist Talk Broadcast
o Final Screenshots of Stats
from Fundraising
Campaign.
 Number of
comments
 Number of
donations
from Personal Website.
 Bounce Rate
 Comments left
 Number of Views
 Number of Likes
 Number of
Responses
from Social Media.
 Number of
Likes/Hearts
 Number of
Comments
o PDF of published press
release(Digital and
Printed)
Givinga schedule of the artist
talk,when itis goingto be
broadcasted,and uploaded will
alertthe professor and grant
him the ability to participatein
the exhibition without havingto
physically come to the
exhibition.This is the same
condition to anyone invited to
digitally attend the opening.
The PDF of all published press
releases both in printand online
will serveas proof of promoting
material and gives insightto the
how many publishers were
able/willingto help promote the
event
8
Last day of
Week 8
(5/22/2016)
Onward
Exhibition
Myself
Attendees of
exhibition
Attendees of
reception
Online
Audiences
Link to Broadcast
Printed surveys
Digital surveys (Via Link)

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Review Board
Committee
9
Last Day of
Week 9
(8/21/2016)
Final Report Professor Kelsey Final ProjectReport
Photographs of the Exhibition
Photographs about the Reception
Link to published video of Artist Talk.
The final reportwill givedetails
of what actually happened,and
compare with what was
planned. The photographs will
serve as evidence of the
exhibition happening.Lastly,a
link to the website that contains
the video will also serveas
proof.
10
Last Day of
Week 10
8/28/2016
Results from
Professor
(Grade)
Professor Kelsey
Professor
Farago
Professor
Bamber
Chair of Arts
Administration
(Now BDAL)
Personal Thank You Letter for time invested. Regardless if I pass or fail,I
would liketo thank staff for
their help and efforts in
providingme with the necessary
tools to pursue my career in arts
administration.

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Challenges
Location Change
Although I made an agreement with the Alliancestaff regardingrentingthe 1280 Gallery,there is a
possibility thatitmay be unavailablein August. Higher administration atthe Woodruff are planningto renovate
the gallery.The official dates will notbe confirmed until the firstweek of July at the latest. If the renovation dates
overlap with the exhibition dates, then I risk losingthe spacefor the exhibition.
As a contingency plan,I am already outreachingto organizations likeGallery 71,MOCA GA, Zucot Gallery,
SCAD Atlanta, and the Atlanta Black Theatre Festival to secure a placefor displayingJosh’s work.A more likely
contingency plan is to have an artisttalk in the Rich Auditorium on Woodruff's campus,which will still belive
broadcasted,and have the completed work for this exhibition thus far on display,and havean installation related
to his work stationed for a week in another location on Woodruff's campus.This way, the goals will nothaveto
change far from their current state and the final projectwill still beintact.
Technical Failure
Technology is spectacular when itworks, however, if there areissues with technical equipment, I intend
to have back-ups.I already haveequipment I need secured, and will document any additional equipmentI need for
the project. I own two laptops capable of livebroadcastingthatcan back each other up. The broadcastingfeature
on my iPhoneis also available.I own six devices capableof recordingthe talk for later posting,and I will beusing
public Wi-Fi for the broadcast.If the Wi-Fi fails,then the talk will be recorded through the six devices and will be
posted at a later date. I intend to broadcaston Facebook, but YouTube is a contingency plan if there are any
technical difficulty.
Artist Change
If any circumstances thatJosh no longer wants to be exhibited in this project, or if I no longer have access
to his work,there are two other options I have who are ready to have an exhibition displayed.This is a possibility
between now, and the firstweek of Summer Quarter of 2016,when we both sign an arts acquisition agreement.
One of the two options I have is another photographer, Stephany Eley, who’s work builds a bridge
between audiencewith “perfect vision”and the visually impaired.The other option is to feature artworks from a
collectiveI previously worked with before. If Joshua no longer an option, I can rely on this collectiveand Stephanie
for the exhibition.
Timing
Closeto the time of the intended exhibition,several events may occur.These events can be opportunities
or threats depending on various decisions.Therenovation of the gallery near the dates of the exhibition can be a
major threat if I do not find a contingency gallery spaceto showJosh’s work. Currently this is beingaddressed and
if another spacecan be secured, then this threat can be avoided. If the scheduled renovations do not conflictwith
the dates of the exhibition,then the threat is avoided all together.
Duringthe exhibition,one of the AllianceTheatre’s youth programs,Teen Collision,will havean event in
the exhibition.This can providean opportunity of havingan additional audiencethat may be interested in the
exhibition’s theme of owning identity. This could resultin an increasein audienceattendance, which will
contribute to the goal of havingatleast70 - 100 people attend the exhibition duringthe dates itis open. There is
security there duringthe day, but if for any reason they are unavail able,then there may be a threat of the art
being damaged. When securingthe space,I have already asked and requested for insuranceto protect the
artwork.
Experience
Although I have some experience in administeringan exhibition,I havenever planned and executed an
exhibition with this amount of detail.Much of what is required in this proposal and in the final project,is much

Robinson 001665225
more structured, and detailed,than what was required for my Eagle projectin Boy Scouts of America, however the
format is similar.To compensate for my lack of experience in managingan exhibition of this caliber,I will need to
use the resources availableto me.
These resources arethe notes, books, and revised pastassignments I haveobtained in my courses in
SCAD. Seeking advicefrom professors:Vanessa Bamber,Chance Farago,and Patrick Kelsey,have helped in
developing this proposal and futureadvicewill help in managingand implementing the plans duringfinal projects.
I still haveaccess to the readingmaterials and notes from my pastclasses which will serveas reminders to the
details of the project and its process.
With the relationship I havedeveloped with Alliancetheatre, and several other organizations in thelocal
community, I now have access to various professionalswho are qualified in the administration field.I ammanaging
the administration and execution of this project, however, seeking advicefrom these professionalswill
complement the adviceI receive from my pastprofessors,my notes from pastclas ses,and advicefrommy peers
and overseeing professor for the final projectcourse.Lastly,my experience in planningand implementingmy Eagle
Project is similar to the experience I am had with this proposal and will likely bea similar experienceto my final
project. These resources will help me, as I am executing this project.
Without these resources,I face a huge challengein implementing the plans to this project. This challenge
could very well be a major threat. However, as longas I have access to my notes, educational resources from
SCAD, access to my professors and accessto the network I cultivated from my pastinternship,I should be
prepared to identify and address and strengths, weaknesses, opportunities,and threats related to this project.
Grants
In many creative projects,there aregrant opportunities to fund a portion,if not all,projects.The
challengewith grants,is that ittakes a longtime to apply,be reviewed, and accept grantmoney. There is also little
guarantee to receivingsome grants money in time for the project. With this project specifically,I amsponsored by
a 501 (c)3 organization,which opens the opportunities to apply and receive other grants,however I must have a
history of managingat least$10,000 worth of funding in previ ous projects.SinceI am very new to this sponsorship,
and have littleexperience managinga project of this caliber financially,I do not foresee the benefit of applyingfor
grants for this projectto be worthwhile. Instead,I may receive fundingfaster with crowdfundingand directasks.
However, grants have been considered for funding this project.

Robinson 001665225
Project Future, or continuity
This projectis firstof a series of other exhibitions addressingdifferentcontemporary topics.This
exhibition aloneis to complete the requirements to obtainingthe Master's Degree of Arts Administration,now
titled Business Design and Arts Leadership. Upon the completion of this project, and my degree, I will begin
planningand executing future exhibition projects followinga similarstructureas this project.This will help build
my reputation for featuring emerging artists,and build my professional career as an arts administrator. The
ultimate intent is to further develop the skillsI haveobtained in my education, and this project, and apply them to
my profession as an administrator and business professional for the arts and arts organizations.
Thank you for your time, and for readingthis document. Attached to this document arethree separate
documents. Attachment A, is the "GANTT Chart" for this project. Attachment B is my working bibliography,which
will expand if new information is found and/or used for this project. Attachment C is a brief breakdown of the final
report of the projectas well as a listof deliverables.
In such a shortamount of time, I have learned a great deal,and am still implementingwhat I learned into
skills.Atthis point in my education, this proposal should serveas evidenceof my academic growth. I am eager to
hear your response, and feedback, and may I work with you in the near future.
Sincerely,
Jordan T. Robinson
Graduate candidatefor Master of Arts in Arts Administration
Savannah Collegeof Art and Design in Atlanta
Jrobin36@student.scad.edu
Phone: (914) 712 - 8055
Alternative contacts:
Jordanrobinson0@gmail.com
Phone: (704) 941 - 7177
Enclosed:
Attachment A: GANTT Chart
Attachment B: WorkingBibliography
Attachment C: Final ProjectDocumentation

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Attachment A: GANTT Chart
For more details regarding the GANTT Chart, or if a separate file is necessary. A separate excel
document for the chart can be accessed here.

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Attachment B: Working Bibliography and Resources
1. Current workingbibliography.This bibliography will expand and will beincluded in the Final Project
documentation
2. Ahern, Tom. How to Write Fundraising Materials That Raise More Money: The Art, the Science, the
Secrets. Medfield, MA: Emerson & Church, 2007.Print.
3. Berman, Karen, Joe Knight, John Case, and Karen Berman. Financial Intelligence for Entrepreneurs: What
You Really Need to Know aboutthe Numbers. Boston, MA: Harvard Business,2008.Print.
4. Burr, Sherri.Entertainment Law in a Nutshell. 3rd ed. Print.
5. Dresner, Steven. Crowdfunding: A Guide to Raising Capital on the Internet. Print.
6. DuBoff, Leonard D., and Christy O.King. Art Law in a Nutshell. 4th ed. St. Paul,MN: Thomson/West, 2006.
Print.
7. Kaiser,Michael M. The Art of the Turnaround: Creating and Maintaining Healthy Arts Organizations.
Hanover: U of New England, 2008.Print.
8. Klobe, Tom. Exhibitions: Concept, Planning, and Design. Washington,DC: AAM, 2012. Print.
9. Lennon, Patty. The Crowdfunding Book: A How-to Book for Entrepreneurs, Writers, and Inventors. Print.
10. O'Neal-McElrath,Tori, and Mim Carlson. Winning Grants Step by Step: The Complete Workbook for
Planning, Developing, and Writing Successful Proposals. Print.
11. Post, Peggy. Emily Post's Entertaining: A Classic Guide to Adding Elegance and Ease to Any Festive
Occasion. New York: HarperPerennial,1998.Print.
12. Rosewall,Ellen.Arts Management: Uniting Arts and Audiences in the 21st Century. Print.
13. Sargeant, Adrian,and Jen Shang. Fundraising Principles and Practice. San Francisco:Jossey-Bassa Wiley
Imprint, 2010.Print.
14. Seiler, Timothy L. Developing Your Case for Support. San Francisco:Jossey-Bass,2001.Print.Workbook.
15. Sutherland, Max, and AliceK. Sylvester. Advertising and the Mind of the Consumer: What Works, What
Doesn't, and Why. 3rd ed. St. Leonards, NSW: Allen & Unwin, 2000.Print.
16. Warwick,Mal.How to Write Successful Fundraising Letters. 2nd ed. San Francisco,CA:Jossey-Bass,2008.
Print.
17. Technologyguru."How To Live Stream On YouTube - Start To Finish." YouTube. 12 Aug.2015. Web. 07
May 2016. <https://youtu.be/76HtGVE7bL4>.
18. White, Terry. "How To Live Stream Video in Facebook." YouTube, 28 Dec. 2015.Web. 13 May 2016.
<https://www.youtube.com/watch?v=7YRtIvqEhdI>.
19. Tim TheTechTeacher. “How to Use Air Server on your Desktop PC” YouTube. 21 Mar. 2013. Web. 15 May
2016.<https://www.youtube.com/watch?v=4DO1cBCmJTw>
20. airserverapp.“Airserver Installation Tutorial for Windos” YouTube. 20 Aug. 2013.Web. 15 May 2016.
<https://www.youtube.com/watch?v=Athkdd0AXg8 >
21.

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Attachment C - Deliverables
The project deliverables arethe following:
Milestone0
 Revised Proposal: After the approval of this proposal,all notes,advice,and changes will be
considered,and implemented into the project and the revise proposal will beresubmitted for
Milestone 0.
Milestone 1
 Signed Artist Contract: This contractwill bethe agreement between me and the artist,Joshua,
that I am ableand allowed to display his work in the exhibitions and to usehis images for the
communications and promotions.More details will beshown in the signed contract.
 Signed rental venue contract draft: This is a contractagreement, or at leasta memorandum of
understanding,that the Allianceisallowingmeto use Gallery 1280 spacefor my exhibition.
 Projected budget: This is the budget consistingof at leastthe projected expenses of the project
in its entirety.
 Fundraising Plan
o Executive Summary
o Table of Contents
o Budget of Project: This is the budget of the projectin its entirety. It will record the
actual budget and compare with the projected budget. Included in the budget arethe
budgets for the:
 Communications & Promotions Plan
 Exhibition
 Fundraising Campaign
o Analysis of Budget: This is the analysis,addressingany strengths,weaknesses,
opportunities,and threats of the budget and how it could affect the project.
o Analysis of potential sources: This is the analysis of each potential sourcefor
crowdfunding, and sendingdirect asks for individual,and in-kind,donations.This will
also describethe characteristics,strengths,weaknesses,opportunities,and threats of
each potential source.
o Analysis of potential funding methods: This is an analysison the methods, such as
crowdfundingand directask appeals.This will address thestrengths, weaknesses,
opportunities,and threats of each method.
o Revenue Generated Goals, Objectives and Tactics: This will reiteratethe goals,
objectives,and methods of the fundraisingplan.Itmay contain further detail in how to
achievethese goals,objectives,and methods.
o Drafts for direct asks for:
 Sponsorship
 In-kind donations
 Donation of Funds
 Instructions: How to donate through C4 Atlanta campaign page.
Milestone2
 Links to personal website after Launch
 Links to social media platforms after Launch
 Link to C4 Atlanta fundraising campaign page after Launch
 Communications & Promotion Plan
o Executive Summary
o Table of Contents
o Marketing Goals, Objectives, and Tactics: This will reiteratethe goals,objectives,and
methods of the Communications and Promotions plan.It may contain further detail in
how to achieve these goals,objectives,and methods.

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o SWOT Analysis: This is an analysisof the Strengths, Weaknesses, Opportunities,and
Threats for the exhibition and the targeted audiences.
o Target Audience Analysis: This is an analysisand description of targeted audiences.
Strengths, weaknesses, Opportunities,and Threats are identified and addressed.
o Established Target Audiences: This is a description of locationswheretargeted
audiences resideand where arethe best places for sendingprinted materials and
advertisements.
o Description of Exhibition
o Description of Artist Talk and Opening Reception
o Drafts of content to post on social media platforms.
o Draft of press releases:
 Printed materials
 Digital materials
o Design for:
 Post card invitation
 Email invitation
 Social Media posts
o List of publishers
o List of Bloggers
o Post Card Invitation: These are the personal/special invitations
Milestone 3
 Exhibition Plan Draft
o Artist Biography
o Artist Statement
o Exhibition Catalogue (Inventory)
 Size of the artwork selected
 Image of art and artist
 Sale list of artwork
o Exhibition Layout Draft
 Blueprint of exhibition
 Explanation of Artworks placed
 Documentation on Stats for personal site
o Stats include:
 Bounce Rate: This information tracks how longare viewers lookingatone page
before clickingto another page. This also tracks therate atwhich viewers
quickly leavethe website.
 Number of Comments: Although likes areone sign of interaction and
engagement with the audience, comments are more concrete evidence of
actual communication and shows signs of conversion.Knowingthe number of
comments made will help in determining how effective the social media
methods was at engaging the audience.
 Number of Views: This will informhowmany people are lookingatthe
website. This measures the amount of attention is the website gaining.
 Number of Likes/Hearts: Likes and Hearts arethe indicatorsthatsomeone, or
something, has looked at the post and is the minimal sign of engagement and
interactivity.Trackingthis number shows how many have view and at the very
least,was interested. This also serves as a contingency if the number of views
per post are unavailable.
 Documentation on Stats for Social media
o Stats include:
 Number of Likes/Hearts: Likes and Hearts arethe indicatorsthatsomeone, or

Robinson 001665225
interactivity.Trackingthis number shows how many have view and at the very
least,was interested. This also serves as a contingency if the number of views
per post are unavailable.
 Number of Shares: The number of shares will showhowmuch reach does the
post have and how many people are “spreadingthe word”. This also shows
viewers’ desireto learn more and to help bringpeople who are interested in
visitingtheexhibition.
 Number of Comments: Although likes areone sign of interaction and
methods was at engaging the audience
 Documentation on Stats for Fundraising Campaign
o Stats include:
 Number of comments: Although likes areone sign of interaction and
methods was at engaging the audience
 Number of donations: This will track the number of donations made for the
campaign.
 Donation amounts: This will showthe amount of money donated thus far.
 Event Details
o Schedule: This is the scheduleof the artisttalk that evening.
o Event description
o Exhibition Description
o Instructions: How to access the recorded Artist Talk After Reception.
Milestone 4
 Survey of Exhibition in printed form
 Link to digital survey of Exhibition
 Survey of Artist Talk in printed form
 Link to digital survey of Artist Talk
 Survey of Reception in printed form
 Link to digital survey of Reception
 Documentation of Stats from Fundraising Campaign:
o Number of comments: Although likes areone sign of interaction and engagement with
the audience, comments are more concrete evidence of actual communication and
shows signs of conversion.Knowing the number of comments made will help in
determining how effective the social media methods was at engaging the audience
o Number of donations: This will track the number of donations made for the campaign.
o Donation amounts: This will showthe amount of money donated thus far.
 Documentation of Stats from Personal Website:
o Bounce Rate: This information tracks how longare viewers lookingatone page before
clickingto another page. This also tracks therate atwhich viewers quickly leavethe
website.
o Number of Comments: Although likes areone sign of interaction and engagement with
determining how effective the social media methods was at engaging the audience.
o Number of Views: This will informhowmany people are lookingatthe website. This
measures the amount of attention is the website gaining.

Robinson 001665225
o Number of Likes/Hearts: Likes and Hearts arethe indicatorsthatsomeone, or
interactivity.Trackingthis number shows how many have view and at the very least,
was interested. This also serves as a contingency if the number of views per post are
unavailable.
 Documentation of Stats from Social Media
unavailable.
o Number of Shares: The number of shares will showhowmuch reach does the posthave
and how many people are“spreadingthe word”. This also shows viewers’desireto
learn more and to help bringpeople who are interested in visitingtheexhibition.
 Thank you letter/Email/Post Drafts
Milestone 5
 Schedule of launching Artist Talk Broadcast
 Final Documentation of Stats from Fundraising Campaign:
o Number of comments: Although likes areone sign of interaction and engagement with
o Number of donations: This will track the number of donations made for the campaign.
o Donation amounts: This will showthe amount of money donated thus far.
 Final documentation of Stats from Personal Website:
o Bounce Rate: This information tracks how longare viewers lookingatone page before
clickingto another page. This also tracks therate atwhich viewers quickly leavethe
website.
o Number of Views/Visits: This will informhow many people are lookingatthe website.
This measures the amount of attention is the website gaining.
unavailable.
 Final documentation of Stats from Social Media:
unavailable.
o Number of Shares: The number of shares will showhowmuch reach does the posthave
and how many people are“spreadingthe word”. This also shows viewers’desireto
learn more and to help bringpeople who are interested in visitingtheexhibition.

Robinson 001665225
 PDF of published press release (Digital and Printed): This is a PDF of all the publicity thathas
been posted by bloggers,publishingfirms,and reporters onlineand in print.
 Link to Broadcast: This link will lead theviewer to the social media platformwhere the broadcast
will beshown. This link will besent in Milestone 5 as anticipation and will beaccessibleoncethe
broadcastbegins (August 8th,2016 at 7:00pm)
Week 9 – Final Report
 Final Project Report: This report will describetheoutcomes that actually happened compared to
what was planned and expected. This will contain all requested information the professors need.
 Photographs of the Exhibition: Photos of the exhibition,and of people who attended, will serve
as tangibleevidence of the project.
 Photographs about the Reception and catering: Photos of the reception, the cateringfood, and
of people who attended will serveas tangibleevidence of the project.
 Link to published video of Artist Talk: After the broadcastends,a recorded video will be
produced and will be posted on the Facebook page, and Personal Website. The video on the
Facebook page will serveas an educational resourceaboutthe exhibition.The same video on the
personal website will serveas portfolio material for me as an administrator,and the experience
gained from managingthis project. The artistwill havethe ability to sharethis video for his
portfolio as a fineartist.Lastly,this video will serveas tangibleevidence of the project.
 Personal Thank You Letter for time invested: Along with the final report, I will send a separate
and personal thank you email to all staff in the Business Design and Arts Leadership Department.
This is from the personal gratitudefor the personal,professional,and (most importantly)
academic growth each staff member has contributed.

Robinson 001665225
Attachment C: Final Project Documentation
 Cover Page
 Table of Content
 Signed contracts
 Signed artistagreements
 Projected budgets
 Budgets to Actual
 All fundraising campaign materials for C4
Atlanta site
 Listof recipients of digital fundraising
materials
 Listof recipients of printed fundraising
materials
 Progressivescreenshots of fundraisingpage
on C4 Atlanta
 Research and analysisused in the
Marketing
o SWOT Analysis
o Demographic maps
o PRIZM Information
o Designs for social media post
o Listof Audio/Visual content found
and referenced in posts
o Profiles of target audiences
 Portfolio of creative content for fundraising
and marketing
o Social Media blogs
o Social Media posts
o Designs of 4 x 6 Postcards
o Designs for Benner/cover image
for Facebook page
 Screenshots, and Documentation of
statisticsfrom:
o Facebook
o Twitter
o WordPress
o Instagram
 Exhibition Plan
o Inventory of work
o Placement of work
o Artist statement
o Artist biography
 FundraisingPlan
o Direct Asks Materials
o Letter requesting donations for
future project
o Screenshots of crowdfunding
website (C4 Atlanta)
 Letters requesting spaces (If Necessary)
 Invitation to Exhibition (Organization)
 Invitation to Exhibition (Individual)
 Letter requesting sponsorship
 Screenshots of stats from website and
social media platforms likes,retweets,
conversion rates,bounce rate, shares,and
comments
 Documentation on comments related to the
exhibition.
 Blank - Printed Survey
 Blank - Digital Survey
 Filled - Printed Survey
 Filled - Digital Survey
 Feedback document from surveys and
comments
 Guest Book
 Screenshots of recorded artisttalk
 Link to Recorded Artist Talk
 Listof works sold (If Applicable) and to
whom
 Photos of Exhibition
 Workingbibliography

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