Sustainability Program – Phase II

Client:

Grant Term:

04/2011 – 03/2012 Contact:

Julie Farr

Executive Director

jfarr@crafthouston.org

713.529.4848 www.crafthouston.org

Mission and Vision MISSION

….to advance education about the process, product and history of craft.

VISION

Houston Center for Contemporary Craft is nationally and locally prominent, presenting the highest quality exhibitions and programs. HCCC makes a contribution to the field and elevates the quality and understanding of craft through artist development and public interaction.

HCCC attracts and retains a large, diverse audience representative of regional demographics. HCCC has a very aware public, is impactful in the educational community, and works in collaboration with cultural and community organizations. HCCC is proactive, fiscally sound, and responsive to constituents.

Use of Funds Funding will be used toward the design and launch a new website.

Key Activities

Design and launch a new website with matching enewsletter formatting.

Key Deliverables

• An efficient, manageable website with modern programming •Clean look and feel reflective of a leading contemporary visual arts organization •User-friendly layout with Spanish language component

Key Resources

• MODE $20,000 funding • Dedicated staff time and talent • Board support to reach institutional goals

Outcomes & Indicators ANTICIPATED SHORT TERM OUTCOMES

(beginning of grant)

ACTUAL SHORT TERM OUTCOMES (end of grant)

INDICATORS (Indicators measure whether or

not a program achieves its expected outcomes. )

Newly designed website will be launched to meet institutional goals of prominence and audience participation.

Newly designed website launched the week after the grant period ended.

Within two days of new site launch, public was responding and using online forms to communicate with HCCC.

Better in-house management of site content, especially online forms.

Better in-house management of site content, especially online forms.

Content is much more efficiently controlled by staff and can be updated from any location.

Website better reflects HCCC branding and image.

Website better reflects HCCC branding and image.

HCCC received very positive feedback after new site was announced, no negative comments.

More accurate knowledge of our online participants.

Google Analytics indicates that within the first two weeks of launching, 77% of website visitors have been new and 23% have been returning visitors.

With the integration of social media sharing tools on some of our pages, visitors have already started sharing content on Facebook and Twitter.

Outcomes Summary • What is different now compared to the

beginning of the grant term?

Include things like (but not limited to):

– Policy or procedural changes your organization made

– Changes your target donor patrons or audiences

– Internal changes in approach among staff and board

– Community changes including changes to the physical environment or demographics

– Establishing partnerships or leveraging dollars to increase the impact made or enhance sustainability

HCCC has visually rebranded itself without changing logo, mission or tagline. Design and aesthetics are all consistent, managed in house, and reflect the quality of our exhibitions and programs.

Keys to Success

• Communications team met with all staff to research primary needs and priorities for each program area and institutional strategies

• Communications team created and refined site plan and held multiple meetings with the consulting group to view and revise plans

• Communications team’s meticulous review of consultant deliverables and deadline-driven timeline

• Communications team delivered content and images on deadline and were responsive to vendor requests

Lessons Learned

Although we expressed concern about the vendors’ timeline and delays, our communications should have been more authoritative early on.

When we reached a critical stage in the site development, staff did have a very direct conversation about their customer service, which resulted in more attention and timely responses.

We would advise addressing any problem with vendors as soon as they are apparent and setting a precedent that great service and delivery are expected.

Also, some delays should be expected due to the nature of building and testing a website – build extra time into your plan.

Business Process

Operate

Support

Optimize

Change

Summary of Future Plans

• HCCC’s strategic goals all relate to public interaction and artistic development. A younger and more diverse visitorship is anticipated. With the new website, information about current and former resident artists and artists represented in the retail gallery is readily accessible.

• A modern website is essential to communicate and get attention in today’s digital era. The matching e-newsletter template quickly delivers information in a way that viewers can easily capture.

• For our web admin, making updates to the website is easier and faster. The new CMS (Content Management System) is on a WordPress platform and its user-friendly interface makes her enjoy her job even more. As we continue getting to know the platform and making updates, we hope that our new online presence makes visitors come through the door.