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.
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The Art of Pro Bono
- 1. Bob Tarren Director of Marketing Its Your Art Limited Communications Budgets, Unlimited Possibilities The art of pro-bono
- 2. Todays reality was yesterdays reality for state agencies, non-profits, and small companies
- 3. Pro-Bono When you cant do it alone
- 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. 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. 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. 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. A recent example of setting the table for a pro-bono creative resource VMFA to SGS
- 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. Perceptions Institutional Ambitions Strategic Architecture Current Situation
- 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. 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. 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, Caf辿, etc) A Third Place
- 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
- 17. VRE Card Car Billboard OUT OF HOME
- 25. Thank you!