Understanding Cultural Organisations
17 February 2014
Guest Lecturer: Clare Eason-Bassett
Introducing the 6 Segment Model
Strategy:
Aims and Objectives - achievements
What are we trying to achieve
Who is involved - Directors
Who is the leader
Ethos of project - Spirit
Approach to delivery
Intended impacts and outcomes
How does the event fit into the organisation or wider world
What are the Strategic Risks
Content:
What happens at the event
Visitor or guest experience
Component parts
Elements consistent with strategy and ethos - WHY
How content effects dynamic
People:
Leader?
Working on the project
Who is involved in any way
Who is directly affected - local residents
Who can influence success or failure
Who benefits from it
Who will make it happen
Marketing:
Audiences must see marketing 7/8 times before taking action
Who are you trying to reach
Target audience - BE SPECIFIC
What doe target audience want or need
Why should the come
How do they prefer to perceive information
The experience starts from the moment they see marketing - setting the standard
Marketing material must be consistent
How to reach target market
What will influence them
Operations:
Right place, right time
Who is doing what, when, where and to whom
Operations needed to deliver event
Risks
How to address risks
How guests move about the event
How will they get in and out
Traffic management and public transport
Legal aspects to comply with
How to run on the day - SCHEDULE
Finance:
How much will the event cost
How much for a ticket
Can target market afford it
Does it represent value for money - Cheap event considered crap
Other sources of income
Funding bids
Manage contracts in order to manage cash flow
Control expenditure
Who is responsible
How to communicate finance - ACCESSIBLE
Notes:
Layer up - Sustainability
S - Triple bottom line and the future
C - Programme. Future activity and resources
P - Travel Strategies and commitment of the team
O - Waste disposal and use of resources
M - Use of resources and selling point
F - Cover costs and repeat event. Costs of being GREEN
Layer up - Creativity
S - Combine partner strategies
C - Event design
P - Creativity in staff
M - PR stunts
Layer up - Accessibility
S - Approachable to wider market
C - Accessible in event design - DISABILITY
P - Legal responsibilities and wider audience
O - For accessible event
M - Approach wider market
F - Funding opportunities
External Environment
Strategies - Partners and Competitors are following - Social media/Government funding
Competitors - Wider world
Evaluation
Qualitative and quantitative evaluation
Attract Target Market?
Stakeholder happy?
CROSS REFERENCE MODELS
Porter's 5 Forces
STEEP
SWOT
Tuchman
Maslow
Creative Problem Solving
Reference: Eason-Bassett C (2014) The 6 Segment Model. Falmouth: Falmouth University
SEMINAR
Project Management Tool: Fish bone Diagram, Mind mapping, GANTT Charts, Organagrams
