Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Citizens of Craft presentation

26 views

Published on

Presented by Emma Quin, CEO, Craft Ontario at the NASO meeting. February 2016.

Published in: Government & Nonprofit
  • Be the first to comment

  • Be the first to like this

Citizens of Craft presentation

  1. 1. # OF CANADIAN NATIONAL CRAFT ORGANIZATIONS: 1 # OF PROVINCIAL AND TERRITORIAL CRAFT COUNCILS IN CANADA: 12 # OF CRAFT COUNCIL MEMBERS: 5300 # OF PUBLIC INTERPRETATIONS OF THE WORD CRAFT: ENDLESS
  2. 2. THE TERM ‘CRAFT’ HAS BECOME INCREASING CONFUSED WITHIN AN OVERBEARING MILIEU OF ‘HAND-MADE’ MARKETING CLAIMS.
  3. 3. 1. Increase comprehension and relevance – clarify/deepen the public’s understanding of what craft really is 2. Create a new public face for craft including look and feel that can be utilized nation-wide to broaden awareness and understanding 3. Create tactics for use by associations to promote craft regionally and nationally MARKETING CHALLENGE
  4. 4. WHAT DID WEDO 1. We looked at existing research here in Canada and around the world; 2. We talked to stakeholders – makers, academics, gallery owners, patrons; 3. We looked at similar fields – through case study and research 4. We tapped into the depths of knowledge of those on the steering committee who have been involved in Canadian craft for decades
  5. 5. WHATWEFOUNDSURPRISEDUS:  Defining Craft is a global challenge  Broadening the audience for Craft is also a global challenge The questions we asked:  How do we reclaim the word Craft?  What does Craft really mean – more than the definition – to the people who make, love and use it?  So what was the connection?
  6. 6. THELINKWASINTHEVALUES  The authentic,  the local,  the personalized,  the traditional,  the artisanal,  sustainable,  meaningful,  entrepreneurial.
  7. 7. THE TOOLS OF CITIZENS OF CRAFT

×