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Strategic Plan Homepage
Spivey
Hall
I. Unit Mission Statement --
December 2003
II. Statement of Long-Range Goals (3-5
years)
III. Mid Year Progress Report on
Objectives for Balance of this FY (2004)
IV. Statement of Objectives for the Upcoming FY (2005)
V. Table Three: Unit FY04
Objectives Grouped by Strategic Planning Theme
I.
Unit Mission Statement – December 2003
Spivey Hall is
Clayton State University’s specialized music performance venue
with professional staff dedicated to presenting
-
A world class concert series
in classical, jazz and world music
-
Campus and regional music
instruction programs
-
Music Department concerts and
-
Special events for the
University community
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II.
Statement of Long-Range Goals (3-5 years)
Goal #1: To
continue building Spivey Hall’s international reputation as the finest
classical and jazz recital and chamber music series in Atlanta and the
Southeast.
(Planning Themes 2,3,5,7)
Strategies:
-
Research domestic and
international artists; partner with international competitions and
consulates; negotiate artist contracts; price tickets; set revenue goals;
promote subscription series and single ticket sales: provide quality
production and customer service; present concerts. Continually monitor and
annually evaluate revenue targets, media coverage, and patron and artist
management responses.
Goal #2: Supplement University & Spivey
Foundation financial resources
(Planning
Themes 2,5)
Strategies:
-
Seek, cultivate and secure
donors and financial partnerships via annual Friends of Spivey Hall
campaign, sponsorships, grants, naming opportunities, and gifts. Sustain
ticket sales and tuition revenue and utilize new ticketing system to
increase patronage. Partner with Advancement and Recruitment staff and
Resource Development Council. Annually evaluate external revenue.
Goal #3: Engage K-12 students, public and private
school teachers, sponsors, donors, civic leaders and community to enhance
Clayton State University recruitment, fundraising and image development.
(Planning Themes 4,5,6,7)
Strategies:
-
Present Atlanta’s finest
concert series; promote Clayton State University Music Department in Spivey brochure; sponsor
award-winning education outreach, fostering Spivey Education Committee
collaborations with Clayton State University Recruitment staff and Departments; partnerships
with International Consulates; link Spivey and Clayton State University websites. Annually
evaluate pre-applicant and prospective donor visits; attendance,
education programs, academic and community usage.
Goal #4: Demonstrate Spivey Hall’s value to Clayton State University,
Morrow, Clayton County, the Atlanta region and Georgia.
(Planning Themes 1,3,4,5,7)
Strategies:
-
Enrich campus cultural
resources
-
Media presence and marketing
initiatives
-
Teach arts management, provide
internships
-
Recruit student, donor and
sponsor prospects
-
Produce academic, recruitment
and orientation events
-
Generate tourism dollars
drawing regional, national, international visitors
-
Promote Spivey Hall visibility
outside the U.S.A.
-
Present credit and non-credit
instruction to community
-
Improve the quality of life for Southern Crescent residents
Collaborate with Academic and Student
Affairs, Recruitment, Image Council, Advancement, Resource Development
Council, City of Morrow, Clayton Chamber of Commerce, Atlanta Convention &
Visitors Bureau, Georgia Council for the Arts and regional presenter
consortia. Annually evaluate activities.
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III.
Mid Year Progress Report on
Objectives for Balance of this FY (2004)
|
Objectives for this FY
(Priority Order)
Explain if the objective has been added since the
last published plan. |
Current Status:
Accomplishments, progress, challenges, etc.
|
Intended actions for balance of year.
Indicate office/individuals responsible. |
Implications for next year’s objectives and for
long-range plans.
|
|
#1 Meet FY04
Revenue Goals
Market this year’s
artist series; sell tickets and collect tuition revenue; produce
scheduled events
Annual objective
Attachment A
Ticket sale status report Example 12/09/03
Attachment B
Spivey Hall use for
FY03 |
Revenue on track
Market the Season
·
Brochure mailed
·
Print & radio ads and editorial content
·
Target niche mailings
·
Website developed
Collect ticket & tuition $
·
Subscribers renewed
·
Processed single tickets
·
Group sales pitched
·
Collected tuition from Education programs
Produced scheduled events
·
Academic
·
Guest Artists
·
Education Outreach
CHALLENGE: To meet FY04 revenue targets
in context of global economic uncertainty |
Marketing:
Dougherty
-
Brochure distribution
-
Print & radio ads
-
Design target mailings
-
Newspaper articles
-
Printed programs
-
Website upkeep
Ticket & Tuition
revenue: Prisk, Pinion, Maxey
-
Sell single tickets
-
Promote group sales
-
Promote Ed programs
-
Promote subscriptions
-
Coordinate budget
Produce events: Serredell
-
Academic
-
Guest Artist Series
-
Education Outreach
-
Hall maintenance
Cross train full-time staff to support one
another
|
Review and revise
pricing using new market research data
|
|
#2 Plan FY05
programming to meet or exceed FY04 Revenue Goals
Retain status as
Atlanta’s finest recital and chamber music series
Plan and curate FY05
artist series; schedule campus and community Hall usage for 2004-2005;
plan 2004-2005 marketing
Annual objective
Attachment C
Spivey Hall Funding
Sources graph |
Waiting for FY05 budget proposal approval by
Spivey Foundation
Researched guest artists
·
Listened to CDs, live concerts, read about, booking
conferences, phone calls and mail (responding only to those of interest)
Reviewed patron responses
·
Sales of current series
·
Patron artist requests
·
Days, months, times, pricing, frequency
Planned Series Framework
·
Contact managements
·
Work in tour dates
·
Negotiate contracts
·
Order publicity kits
·
Set prices, packages
·
Calendar
CHALLENGE: To retain leading position as
concert series it is essential to book early. Clayton State University & Spivey Foundation
funding needs to be clear before artist contracts are executed for FY05.
|
Research guest artists: Nelson, MacQueen (jazz)
Booking conferences
Monitor sales:
Nelson, all
Book artists: Nelson
Book Education programs:
Pinion, Maxey,
Serredell
-
Children’s Concerts
-
Children’s Choir
-
Workshops
-
Master Classes
Schedule Music Dept after March
1:Serredell/Wheeler
-
Opera & ensembles
-
Student recitals
-
Rehearsals
-
Class times
Charge for community use:
Nelson, Pinion, Serredell, Vier
-
Other schoocolleges
-
Suzuki Piano Wkshps
-
Community groups
-
Recording rentals
|
Set budget
parameters BEFORE finalizing artist contracts
Restore funding for
booking conferences to retain position as programming leader
Conceptualize summer
Explore summer camp
and program opportunities
Evaluate and improve
education programs and tuition pricing levels
Reserve Clayton State University opera
and chorale dates before booking guest artists and education outreach
programs
Update rental rates
based on market equivalents
|
|
#3 Meet Revenue
Goals for FY04 Spivey Hall Education Committee programs:
Bring 15,000+ children each year to Clayton State University campus from 17 school systems
to Children’s Choir, Choral & Chamber Orchestra Workshop, Spiveyjam,
Master classes, Children’s Concert Series, SDU courses for Teachers
Annual objective
|
Revenue on track
Marketed the Season
·
Brochure mailed
· Audition/recommend letters mailed and submitted
Fee and tuition revenue:
·
Children’s Choir tuition quarterly
·
Children’s Concert Series fees monthly
Workshops and masterclass fees collected prior
to event |
Marketing:
-
Children’s Choir letters,
ads & postcards: Abarr, Shaw, Maxey
-
Children’s Concerts,
Workshops, Masterclasses: Pinion
Fee & tuition
revenue
Produce events:
Pinion, Serredell; Vier |
Revise tuition/fee
scale to increase revenue
|
|
#4 Grow the
Friends of Spivey Hall.
Increase and retain
membership, building to 250 active members
Attachment D
Friends of Spivey
Hall
as of December 2003 |
On track
·
Design and print new
Pledge materials
·
Plan special events for the 2004-2005
·
Plan renewal campaign to begin January 2004
·
Coordinate with Bent Tree Society events |
-
Recruit new Friends: Spivey
Staff, Friends
-
Coordinate Special Events:
Prisk and Maxey, Pinion
-
Renewal Campaign: Prisk,
Pinion, Maxey, Dougherty
-
Personalized letters:
Nelson, Pinion
-
Define processes: Maxey,
Pinion, Development staff
-
Update member lists in
printed programs: Dougherty, Pinion, Development
|
Develop renewal and
retention strategies
Develop and mail
brochure and niche market segment letters
Develop events to
cultivate new Friends of Spivey Hall
Develop activities
to retain Friends of Spivey members |
|
#5 Develop Spivey
Hall Advancement Committee
|
On track
|
-
Identify Strategic Roles:
Nelson, Maxey
-
Identify Constituent
Leaders: Nelson, Maxey, Pinion
-
Invite to join: Nelson
|
Convene Advisory
Group to plan activities for FY04 & 05 to develop future external funds
Consult as Advisors |
|
#6 Review and
refine Spivey Hall mission
statement, develop long-range goals and objectives
|
On track
|
-
Assemble data for annual
reports on Hall operations, schedule and usage: Serredell
-
Annual report and
evaluations of Spivey Hall Ed Committee programs: Pinion
-
Longitudinal data
collection: all
|
Review and refine
long-range plans
Respond to
evaluations of Spivey Education Committee programs
Respond to audience
and market surveys refining programming, services, pricing, and
marketing
|
|
#7 Address
Customer Service Issues
|
Flow chart services
to Clayton State University, community and guest artists identifying strengths & weaknesses
Challenge:
Absence of quality
restaurants in area
|
-
Correct deficiencies where
possible within budget: all
-
Cross-train staff to uphold
service standards: all
-
Usher training: Maxey,
Prisk, house managers
|
Reward staff for
excellence in customer service
Annualize usher
training
Evaluate services
annually
|
|
#8 Seek new revenue, sponsors, donors
|
On track
Submitted grant
proposals to GA Council for Arts, Arthur M. Blank Family Foundation
-
Identified & contacted
group sales prospects
-
Sponsor Renewals: WCLK,
WABE, Georgia Public Broadcasting, AJC, Delta Air Lines
|
-
Cultivate prospects: all,
Development Ofc.
-
Retain sponsors: all
-
Develop group sales: Prisk
-
Apply usage rental rates:
Serredell
-
Apply for GA Council Grant:
Maxey
-
Submit report to Blank
Foundation Maxey
-
Create Concert/Dinner
packages for groups: Prisk, Maxey
|
Continue to research
and identify opportunities; apply and report as time allows |
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Top
IV. Statement of Objectives for the Upcoming FY (2005)
|
Objective
(Priority Order)
|
Relationship to Univ. Strategic Planning Themes
and Unit Long-Term Goals (or other justification) |
How the Objective will be Accomplished:
Strategies, Methods, who responsible,
collaboration needed, etc. |
Resources Needed:
--fiscal
--human
--physical
Include reference to
resources needed from collaborating units; not $
|
Evaluation of Success and Implications for
future goals and objectives |
|
#1 To meet FY05 revenue goals, market, sell and
produce 2004-2005 series
Annual objective
|
SPT #2 Financial stability
SPT #3 Quality of Instruction
SPT #5 Image, Marketing, Adv.
SPT #7 Student Cultural Life
LRG#1 Sustain finest series
LRG#2 Supplement Clayton State University resources
LRG#3 Enhance Clayton State University image |
Existing staff
Produce events: Serredell
Marketing/Media: Dougherty
Sell tickets: Prisk, Maxey |
Fiscal: Fund Production Staff
Human: Production Staff Support
Physical: Clayton State University facility operating maintenance |
Meet revenue and attendance goals
Maximize gross impressions in target marketing
Press, patron & artist comments
Respond to suggestions of Advisory Committee |
|
#2 Plan FY06 series to meet or exceed FY05
revenue goals; schedule campus and community events; plan marketing of
2005-2006 season
Annual objective
|
SPT #1 Expand Academic Prog.
SPT#2 Financial Stability
SPT #3 Quality of Instruction
SPT#4 Enrollment Management
SPT#5 Image/Marketing
SPT#7 Student Cultural Life
LRG #1 Sustain finest series
LRG #2 Supplement Clayton State University Resources
LRG #3 Enhance Clayton State University image
LRG #4 Value to Clayton State University and Region
|
Existing staff
Plan and Curate FY05 Series: Nelson
Schedule Clayton State University & community use: Serredell, Wheeler,
Burns & other Clayton State University users, community groups
Plan marketing: Dougherty
|
Fiscal: Clayton State University & Spivey fund roles defined
Human: Wheeler & other campus users
Physical: Database |
Meet Clayton State University, Spivey Foundation and audience
expectations of past seasons for number of Spivey series concerts and
campus events
|
|
#3 Plan Spivey Hall Education Committee Programs
to be self-supporting
Annual objective
Attachment F
Spivey Education Committee FY03 Strategic Plan
|
SPT#2 Financial Stability
SPT #4 Enrollment Management
SPT #5 Image, Marketing
LRG#2 Supplement Clayton State University Resources
LRG #3 Enhance Clayton State University Image
LRG #4 Value to Clayton State University and Region |
Existing staff
Meet revenue goals: Pinion & K-12 school reps
Arrange programs:
Pinion
Produce programs:
Serredell, Pinion
Promote programs:
Dougherty, Pinion, K-12 reps, Burns
|
Fiscal: Tuition fees, school system matching funds
Human: Spivey Education Committee members, outreach
& production staff
Physical: Database, Clayton State University recruitment materials |
Meet Revenue Goals
Meet Attendance Goals
Report on program evaluation forms
Spivey Education Committee K-12 school reps advise
and evaluate programs annually, implement improvements in following year |
|
#4 Retain and recruit Friends of Spivey Hall
Annual objective |
SPT#2 Financial Stability
SPT #5 Image/Marketing
LRG#2 Supplement Clayton State University Resources
LRG #3 Enhance Clayton State University Image
LRG #4 Value to Clayton State University and Region |
Existing staff
Annual Campaign: Maxey, Pinion, Prisk, Nelson,
Development staff
Friends Special Events: Maxey, Prisk, Pinion,
Nelson, Serredell,
Campus Dining
|
Fiscal: Campaign Seed money from Friends of Spivey
Clayton State University account
Human: Development staff & volunteers
Physical: Raisers Edge, Select Ticket Database,
Campaign materials |
Meet campaign Membership goals
Set new goals |
|
#5 Write grants, seeks sponsors, donors
Annual objective
|
SPT#2 Financial Stability
SPT #5 Image/Marketing
LRG#2 Supplement Clayton State University Resources
LRG #3 Enhance Clayton State University Image
LRG#4 Value to Clayton State University and Region |
Existing staff
Research: Maxey & Development
Proposals: Maxey, Dougherty, Nelson
Solicit sponsors: Nelson, Dougherty, Maxey
Cultivate donors:
Friends of Spivey, Resource Development Council,
Development staff, all Spivey staff
|
Fiscal: Matching funds
Human: writers and accountants
Physical: Donor recognition plaques & awards |
Meet goals for external funds
Set new goals |
|
#6 Support Clayton State University programming
Annual objective
|
SPT #1 Expand Academic Program
SPT#3 Quality of Instruction
SPT#4 Enrollment Management
SPT#5 Image, Marketing
SPT#7 Student Cultural Life
LRG#4 Value to Clayton State University & Region |
Existing staff
Consult Clayton State University faculty on guest artists: Nelson,
faculty patrons
Music Dept use: Serredell, Wheeler
Orientation, Open House, Recruitment: Burns, Jacobs
|
Fiscal: Clayton State University fund campus use and maintenance
Human: production staff to support activity
Physical: Media services equipment |
Measure number of events and numbers served
benchmarked on past seasons |
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Top
Table Three: Unit FY04
Objectives Grouped by Strategic Planning Theme
1.
Expand Academic
Programs
1.)
Refocused
organization structure provides for internships and experiential learning
opportunities, supports BAIS students pursuing music and business degrees
(#5)
2.)
Program master
classes, guest artist residencies, and music guest lectures (#3)
2.
Financial Stability Aimed at Prosperity
1.) Meet FY04 revenue goals (#1)
2.)
Plan FY05
programming to meet or exceed FY04 revenue goals (#2)
3.)
Meet revenue
goals for Spivey Education Committee programs (#3)
4.)
To meet budget
objectives, define funding roles of Clayton State University, Spivey Foundation and external
funding partners (#4)
5.)
Refocus
Organizational Structure to maximize capacity to acquire resources (#5)
6.)
Recruit &
Retain the Friends of Spivey Hall (#6)
7.)
Develop Spivey
Hall Advancement Committee (#7)
8.)
Seek new
revenue, sponsors, donors (#10)
9.)
Promote ticket
pricing policies to maximize revenue (#11)
3. Quality of Instruction
1.)
Provide
world-class venue and quality support services for students & faculty.
(#5,9)
2.)
Complement and
enhance academic offerings by providing most comprehensive concert series
and music outreach programs of any public or private university in Georgia
(#1,2)
3.)
Provide master
classes by guest artists and music workshops (#3)
4.)
Review and
refine Spivey Hall Mission & Strategic Plan (#8)
5.)
Address
Customer Service Issues (#9)
4.
Enrollment Management
1.)
Produce
Recruitment Open Houses, Orientation scheduled programs (#1,2)
2.)
Bring 15,000+
students from 17 county school systems contributing to growth of
pre-applicant pool, improved recruitment yield rates by drawing prospective
students to Clayton State University education outreach programs (#3)
5.
Image/Marketing/Advertising
1.)
Clayton State University presents
Atlanta’s top ranked concert series, USG leader in the arts (#1,2)
2.)
Clayton State University Spivey
Hall presents award-winning Education Outreach Programs (#3)
3.)
Spivey Hall
engages Friends of Spivey Hall with Clayton State University Foundation (#6)
4.)
Spivey Hall
Advancement Committee serves as promotion council (#7)
5.)
Customer
service quality sets Spivey Hall apart from comparable venues (#9)
6.)
Radio,
newspaper, airline, consulate partners promote Clayton State University Spivey Hall (#10)
7.)
Presence in
print and electronic media, gross impressions, Spivey & Clayton State University websites
linked, print materials viewed by 200,000; radio broadcasts heard by
millions (#1,2)
6.
Technology Enhanced Programs and Services
1.)
Computerized
lighting production support of Clayton State University performances (#1,2)
2.)
Technology-based Albert Schweitzer Memorial Organ for Clayton State University student, faculty,
ensemble performances, education outreach programming (#1,2,3)
3.)
Customer
service by computerized ticketing equipment (#9)
7. Student
Life
1.)
Enhance
cultural, social and intellectual development of Clayton State University students by presenting
most comprehensive concert series of any Georgia University (#1,2)
2.)
Promote access and arts patronage with
incentive ticket policy (#11)
V.
Attachments
Attachment A: Ticket sale status report FY03
Attachment B: Spivey Hall use for FY03
Attachment C: Spivey Hall funding
sources graph
Attachment D: Friends of Spivey Hall as
of 12/03
Attachment E: New Clayton State University Ticket Policy
FY04
Attachment F: Spivey Hall Education
Committee Strategic Plan FY03
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