STRATEGIC PLAN 2014 2016 (14/2/14) We respectfully acknowledge the Aboriginal peoples of the Northern Rivers including the Bundjalung, Yaegl and Gumbaynggirr nations as the traditional custodians of the lands on which we work, and we pay our respects to their Elders past and present. OUR PURPOSE is to support and provide leadership and vision for the development of an innovative, vibrant and sustainable screen industry (film, television, on-line, games and apps) in the Northern Rivers region of NSW. We do this by providing professional development and networking opportunities and services for our members, who are local screen content creators and workers. We promote our regional screen projects, events and people, and our unique regional cluster, to the NSW and national industry through our communications and marketing strategies. We also assist non-local productions in the region through location and crew referral services, and stimulate screen culture by providing screenings and discussions of local and Australian films for the broader community. OUR VISION is to be valued as the dynamic and indispensable hub of the screen industry in the Northern Rivers region. We are a bridge between the regional screen industry and the state national and international screen agencies markets and networks, and we shape the future of the industry by keeping members informed of trends and opportunities. The Northern Rivers screen industry is recognised nationally as a vibrant and viable alternative to the major city clusters of screen practitioners, and as a brand of screen content that says passion, innovation, creativity and quality. Audiences throughout the region enjoy screenings and discussion of high quality local and Australian productions. Screenworks Strategic Plan 2014 2016 1
EXECUTIVE SUMMARY Northern Rivers Screenworks Inc (Screenworks) is the screen industry resource organization that supports the development of the screen industry (film, TV, on-line, games and apps) in the Northern Rivers region of NSW. The Northern Rivers is the only regional area in Australia with a large, experienced and expanding group of screen content producers, crew and performers. The level of screen production is rising, particularly in television and cross platform. Much of this content is being generated and produced by local companies. The crew and service base and diverse locations also make the region attractive to incoming national and international productions. Screenworks was established as the regional screen office in 2003 to support the screen industry, its practitioners and screen culture. While Screenworks is one of three regional film offices in NSW, it is unique in its primary objective of supporting local screen industry development, as well as incoming productions and audience development. Screenworks goals are to: 1: develop the Northern Rivers screen industry 2: develop screen audiences 3: operate responsibility with good governance Screenworks is a membership based not for profit association, run by a volunteer management committee of 7 directors, with 1.4 EFT staff the General Manager and Membership and Events Manager. The membership base is comprised of professional, emerging professional, associate and student members. In 2014 16 Screenworks aims to increase membership, particularly in the professional category. Screenworks delivers results in the regional screen industry, in partnership with State and National funding bodies, which align with their priorities. The Screenworks industry development program is funded by Screen NSW, who have confirmed triennial funding for the 2013/14 2015/16 period, and by Screen Australia. Screen NSW also supports Screenworks audience development programs. Over the next three years Screenworks will deliver its new Regional Screen ENTERPRISE program. The program aims are to build the industry and create more jobs by driving the development of commercially viable projects that can be produced in the region. In 2014 Screenworks will also launch its new website and online locations and crew directory. The long term objective of the program is to develop an industry cluster or hub that supports producers, content development and production needs, creating opportunities for emerging producers and crew. Screenworks Strategic Plan 2014 2016 2
CONTEXT OUR REGION is the Northern Rivers of NSW, comprised of the seven local government areas (LGSs) of Tweed, Byron, Ballina, Lismore, Kyogle, Richmond Valley and Clarence Valley. The Northern Rivers region is unique in being the only regional and rural area in Australia with a large, experienced and expanding group of screen content producers, creators, crew and performers. In addition the level of screen content development and production is rising, particularly in television drama and documentary, and cross media. There are advantages for Screenworks in the strength of practitioners in the region and the diversity of locations. The close proximity to Gold Coast and Ballina airports ensures airport access to major cities, Sydney & Melbourne and Brisbane is a one hour drive from the north of the region. Part of the NSW industry, the Northern Rivers also has proximity to the studios, facilities and services on the QLD Gold Coast. Screenworks provides a bridge to enable members to live in the region while creating screen content for national and international markets. The region is recognized as the key hot spot for creative industries in NSW outside Sydney. 1 In 2012 the screen industry injected $30 million into the regional economy and more than 600 jobs created. The Northern Rivers Regional Plan 2011 predicts that 90% of future growth will be driven by net migration (compared to 40% of NSW). This will include screen industry practitioners from capital cities relocating for lifestyle and work opportunities enabled by NBN high speed internet, further driving up the skills base and economic output of the region. OUR HISTORY spans 10 years of success as the key driver of screen industry development, screen culture and screen production in the region. The regional screen board was established in 2001 and with funding in 2003 the Screenworks office was established and staffed to support and nurture the screen industry, its practitioners and screen culture. Over the past decade Screenworks has presented an annual program of approximately 30 professional development events attended by over 1000 people. Key outcomes have included the Life s A Pitch program which assisted mememe productions to launch the Emmy award winning children s television and digital series dirtgirlworld; the New Media Conference in 2008 and the Regional To Global Forum and Laboratory in 2012, as well as supporting the ABC drama series East of Everything in 2007 and The Gods of Wheat Street in 2012, the feature film, Lou in 2009, productions by David Bradbury, Skuff TV s linear on linetv, and incoming productions including the American drama series CAMP; the UK and German reality series I m a Celebrity, many TVC s and corporate programs. 1 Northern Rivers Arts & Creative Industries Strategy 2008-2012 Screenworks Strategic Plan 2014 2016 3
OUR ORGANISATION is a not for profit membership based association managed by a board of seven directors who have industry, management and screen education experience. We are small with only two part time staff (a General Manager and an Events and Membership Officer) and casual administrative assistant. However through a strategic approach and drawing on the support of the board and members, Screenworks has achieved great things. Our professional development program typically includes seminars, workshops, master classes, clinics, networking, mentoring and one on one meetings with key industry figures, agencies and broadcasters. The aim is to provide access to new technologies, market based information, business advice, key industry personnel, local and external networks, and skills development. In 2013 Screenworks secured triennial funding from Screen NSW which will enable security and longer term planning. However being mindful of the risks of depending on grants and public funding, Screenworks aims to diversify its financial base, and consider social enterprise models for sustainability in the next three years OUR MEMBERS are people who work in the screen industries in the Northern Rivers region of NSW. They include producers and directors of screen content across all platforms, a significant number of highly experienced production professionals (designers, art department, lighting, camera, sound, makeup and hair, wardrobe, locations, unit and post production) as well as emerging practitioners and screen studies and audio students at Southern Cross University, TAFE and SAE Institute. We tailor programs to support 4 categories of members: 1. Professional access to national and international industry, markets and investors representation and crew directory networking with local professionals lobbying and advocacy industry information 2. Emerging early and mid career professionals professional development networking opportunities career transition access to markets and investment support for local projects through programs, clinics and mentorship industry information Screenworks Strategic Plan 2014 2016 4
3. Students screen production, audio engineering mentoring and professional placements industry engagement industry information 4. Associates screen enthusiasts and Screenworks supporters screenings and events Most of our members are in Byron (60%), Lismore (20%) and Tweed LGAs, and there are emerging clusters in Ballina, Clarence Valley and Richmond Valley. We also have members from surrounding regions of South East Queensland, NSW Mid North Coast of NSW and the NSW North West region. OUR PARTNERS are government, education, business and community organisations and individuals who provide the funding and inkind assistance that enables us to support industry and audience development in the region: CORE FUNDING Screen NSW, Screen Australia PROGRAM FUNDING Enterprise Connect, APRA, Regional Arts Fund, AFTRS, COAG, WIIN, Foxtel PROGRAM PARTNERS AFTRS, ABC TV, SBS TV, Metro Screen, Pozible, Looking Glass International, SAE Institute, Southern Cross University, NC TAFE, Byron Bay International Film Festival, NR Writers Centre, NORPA, Byron Bay Community Centre, Palace Cinemas Byron Bay, BCC Lismore, Regent Cinema Murwillumbah, Star Court Theatre, Pighouse Flicks. PRODUCTION COMPANIES: Everycloud Productions; All Media Productions; Screentime; Matchbox Pictures, Firelight Productions; See Pictures, mememe productions; Playmaker media; Hoodlum Entertainment; Virgo Productions, Mike Jones TV; Frontline Films, 360 Degree Films; Heliograph Pty Ltd. REGIONAL PARTNERS RDA Northern Rivers, Arts Northern Rivers, local government & tourism Screenworks Strategic Plan 2014 2016 5
GOALS AND KPI S ACTION KEY PERFORMANCE INDICATOR CURRENT 2013/14 2014/15 target 2015/16 target GOAL 1: develop the Northern Rivers screen industry Support members professional, creative & business development Attract and support incoming productions Shape the future of the industry Increase profile of region as a screen industry cluster of national significance # professional development programs (forums, master classes, clinics, networking events, producer group meetings) 26 26 26 # e- news letter/ e- alerts to provide information about opportunities and trends through 25 25 25 increase financial membership numbers by 15% 80 92 105 # professional members listed on online directory 100 50+ # participants at industry and professional development activities 925 950 1000 biennial members survey demonstrating 80% of satisfaction with programs No 80% 80% # local productions supported (from production reporting) 20 10 10 # location and crew enquiries serviced 400 # location stills on SW website/snsw website approx 300 350 new online directory launched on line # projects that move into development with portal company or market attachment 2 1 event annually focussed on new media and future industry trends 2 1 1 regional media/promotions outcomes / number of media releases issued 47 / 17 50 / 20 50 / 20 national media/promotions outcomes (eg Screen NSW, other industry newsletters) 2 2 new website launched on line annual advocacy meetings with state and national screen agencies 2 2 2 # followers - social media engagement Twitter/ fb/ Youtube 850 950 1000 # subscribers e- news database 960 1000 1100 promotion and participation at regional industry events eg CIC meetings/ film fests etc 10 10 10 participation at SPA/equivalent national industry events/aim for Screenworks to produce a panel at SPA conference 1 1 1 Screenworks Strategic Plan 2014 2016 6
ACTION KEY PERFORMANCE INDICATOR CURRENT 2013/14 2014/15 target GOAL 2: develop Northern Rivers screen audiences Organise screenings # screenings and discussions 3 3 4 and discussions of local # communities where screenings held 3 3 3 and Australian screen # local festivals and screenings promoted 15 15 15 programs for audiences throughout Event audience surveys demonstrating 90% of respondents satisfied 90% 90% 90% region # audience at Screenworks screenings 356 380 400 GOAL 3: maintain a sustainable business and governance model Have sound financial management and diversified income streams to ensure financial sustainability Ensure good governance and skilled and engaged board Ensure good management and skilled and energised staff 2015/16 target financial reports prepared monthly 12 12 12 generate at least a 1 % surplus each year - 2% 0% 1% Increase earned income from 13% to 20% of total income by 3rd year 14% 17% 20% Increase membership income by 15 % annually 6,000 6,900 7,935 Increase philanthropic support by 20 % annually 2,000 2,400 2,880 maintain triennial funding from SNSW Y Y maintain screen Australia annual funding/move to triennial by 2016 Y Y Y fulfil delivery, reporting and acquittal requirements of all funding partners Y Y Y 7 board members with industry experience and management skills 10 8 8 6 board meetings per year 6 6 6 % participation at board meetings 55% 60% 70% AGM 1 1 1 maintain staff levels at minimum of 1.4 EFT Y Y Y Insurance, OH&S, risk management maintained Y Y Y Annual report Y Y Y biennial performance reviews for staff Y annual professional development opportunities for each staff member 1 1 1 Screenworks Strategic Plan 2014 2016 7
OUR PROGRAM In 2011 Screenworks engaged its board, local producers and industry partners in a strategic review of its professional development program. The two year THRIVE talent hot house program met needs identified through this process: to increase production in the region by supporting the development of market ready projects; access to market intelligence and support for tailoring concepts and business models to market opportunities; and industry partners to open the doors to markets, finance and distribution channels. In 2011 and 2012 THRIVE participants were supported through concept development, identifying markets & distributors and audiences, creating a package, story worlds, producing across multiple platforms and alternative funding models. THRIVE also enabled regional content creators to access some of the most successful producers in the country. In 2014 2015/16 Screenworks will build on the skills and connections fostered through THRIVE with a new professional development strategy titled Regional Screen ENTERPRISE (see Program below.) The sustainability of the Northern Rivers screen industry depends on the development and production of locally generated productions. ENTERPRISE will focus on the practitioners who make this possible - entrepreneurial local producers and numbers and depth of expertise or professional crew resident in the region. The aims are to build the industry and create more jobs by driving the development of commercially viable projects that can be produced in the region. In 2013 Screenworks will also establish an ongoing regional Indigenous Screen Development program in partnership with AFTRS, commencing with an Aboriginal & Torres Strait Islander Screenwriters Workshop in Lismore, hosted with partners AFTRS, Screen NSW, Foxtel & NITV. The professional development program will also continue to include: annual Screen Composing program in partnership with APRA; and Mastery sessions for technical skills development. Screenworks also delivers an annual Audience Development Program of 3 screenings per year which include a key creative from the production to host a Q & A session after the screening. These films are Australian productions. The aim of the program is to develop audiences for Australian film and television and to network the guest speakers with the regional production industry. Screenworks Strategic Plan 2014 2016 8
PROGRAM PLAN 2013/14 PROFESSIONAL DEVELOPMENT PROGRAM year 1 Goals: leverage skills gained in THRIVE to progress development of projects for all platforms in the region; and generate employment on local and inbound productions by improving skills and access for local crew. Program: Regional Aboriginal & Torres Strait Islander Screenwriting Workshop The workshop will be held in Lismore with local Indigenous screenwriter Jon Bell (Redfern Now, The Gods of Wheat Street), screenwriter Belinda Chayko, writer Melissa Lukashenko and NITV producers. Partners: AFTRS, Foxtel, Screen NSW and the Bundjalung Elders council Enterprise Event 1: Who s on your Crew? Getting your foot in the door, for emerging and aspiring crew Enterprise Event 2: Pitching Clinic one on one feedback leading up to the Kick Starting your projects event Enterprise Event 3: Kick starting your projects - producing skills for writers, directors and emerging producers The seminar will examine the notion of creative producing and why producing skills are critical for regional creative content development. Three highly experienced producers provide industry knowledge and case studies Enterprise Event 4: One on one clinics with producers from the Kick Starting seminar Producers such as Robert Connolly will meet with six regional producers to discuss their projects and provide advice this will be by application with the most commercially advanced and strongest projects / producers chosen. SCREEN AUDIENCE DEVELOPMENT The screen culture program will include regional premieres of Show Me The Magic with Cathy Henkel as guest speaker in Murwillumbah; Satellite Boy with Catriona McKenzie for a Q & A in Lismore; The Rocket with filmmakers Kim Mordaunt and Sylvia Wilczynski in Byron and The Darkside, (a film by Warwick Thornton), with guest speaker, story contributor and writer/director of The Oysterman, Romaine Moreton, in Byron Bay. Screenworks Strategic Plan 2014 2016 9
PROGRAM PLAN 2014/15 PROFESSIONAL DEVELOPMENT PROGRAM year 2 Goals: drive regional production by building on success factors and trends (regional, national and international) build stronger networks and partnerships to support ongoing development and mentoring Program: Enterprise Event #5: Funding your project - Improving your chances of success This workshop with Screen NSW production and development staff will focus on applying for funding. Through examples it will present clear information about what is required to get a funding proposal over the line for Early Stage Development, Emerging Filmmaker fund, Advanced Development & Marketing; and Aurora Script Workshop. Enterprise Event #6: One on one clinics with Screen NSW Screen NSW staff will meet with producers to discuss their projects and provide advice this will be by application with the most commercially advanced and strongest projects / producers chosen. Enterprise Event #7: Becoming a regional producer Producers from Every Cloud Productions will deliver a seminar about the different aspects of producing creative, financial and production and also how teams of producers can divide these responsibilities and work together. Enterprise Event #8: One on One clinics with Producers The Producers will meet with regional emerging producers to discuss their projects and provide advice by application. SCREEN AUDIENCE DEVELOPMENT Screenworks will continue the Screen Culture audience development program holding regional premiere 3 screenings with filmmakers as guest speakers in three different locations in the region. Screenworks Strategic Plan 2014 2016 10
PROGRAM PLAN 2015/16 PROFESSIONAL DEVELOPMENT PROGRAM year 3 Goals: drive a shift from many small suitcase producers to a hub of enterprising local producers working together and sharing resources provide opportunities for emerging producers to move into the cluster create an ongoing cycle of skills, networks and mentors to support productions and employment build capacity for multiple productions to be developed by regional screen content creators connect regional clusters to national and international clusters attract experienced producers and crew to the region Enterprise Event #9: How to work remotely and build virtual clusters. Drawing on the experience of remote workers and of enterprising producers in the region, this seminar will identify opportunities provided by new software solutions and promote remote working opportunities for regional digital content creators and developers Enterprise Event #10: How to build multi platform story world productions from the ground up Professional development program including master classes and mentoring Regional Aboriginal & Torres Strait Islander Screenwriting Workshop Screenworks to develop partnerships to support a biannual Indigenous screen event in 2015 Mastery Program including Screen Composition Screenworks will continue its program of workshops and masterclasses for technical skills development SCREEN AUDIENCE DEVELOPMENT Screenworks will continue the Screen Culture audience development program holding 3 regional premiere screenings with filmmakers as guest speakers in three different locations. Screenworks Strategic Plan 2014 2016 11
MARKETING STRATEGY Objectives 1. To build membership and audiences at Screenworks events 2. To build the profile of Screenworks as the hub of the screen industry in the Northern Rivers of NSW 3. To build the profile of the Northern Rivers regional screen industry and attract production to the region. 1. To build membership and attract audiences to Screenworks events Marketing and promotions plan for Screenworks events: o mainstream media including local press, radio and television o online media including Screenworks website, e-news and e-alerts and communications by affiliate organisations o social media including facebook, twitter as well as exploring other social media such as instagram o direct marketing such as email and phone campaigns targeting interest groups and relevant audiences. o print and advertising campaigns where budget allows Website with event management and ticketing program Promoting membership benefits, and offering discounts to members 2. To build the profile of Screenworks as the hub of the screen industry in the Northern Rivers of NSW regular e-news letters and communications containing Screenworks and local, national and international industry news, information about opportunities and funding, and screen industry interest stories daily communications on social media with news, funding, events and points of interest build social media followers by connecting with other screen industry social media, promoting our social media at Screenworks and other relevant events and via e-news. maintain a Youtube channel and display clips from guest speakers and visiting industry professionals and explore opening a Vimeo account with access to members only Screenworks Strategic Plan 2014 2016 12
Increase the profile of Screenworks logo, role and benefits through promotion of and partnerships with other local screen industry activities including: o Flickerfest and Byron Bay All Shorts o Byron Bay Surf film festival o Byron Bay Film Festival o Lennox Film Festival o Palace International Film Festivals x 5 o Grafton Film Festival o WOW film festival o Yamba Film Festival o Sydney Travelling Film Festival send all media releases to Screen Australia and Screen NSW keeping them informed of activities and events and seek approval of releases on events that they have specifically funded meet at least once a year with all key business partners and sponsors to discuss opportunities When bringing key industry representatives to the region Screenworks will arrange one on one meetings with relevant Screenworks members to present concepts and discuss career opportunities. 3. To build the profile of the Northern Rivers regional screen industry and attract production to the region. maintain a locations database and work in conjunction with Screen NSW to attract productions to the region maintain a crew and services database produce promotional material representing the regional industry and concepts in early development represent Screenworks and the regional industry at a national level (SPA, industry conferences etc) MANAGEMENT PLAN Organisational Structure and Governance Northern Rivers Screenworks Inc is a membership based, not for profit, incorporated association. It has adopted the Model Rules for Incorporated Associations issued by the NSW Office of Fair Trading. The constitution can only be amended by a unanimous vote of all members of Screenworks at a meeting properly constituted under the model rules. Responsibility for the Governance of Screenworks rests with a management committee (referred to as the Board) of nominated and elected members who have industry, management and screen education experience. While the constitution provides for seven board members, Screenworks has appointed nine members of which 2 are informal alternates, recognizing that there are significant periods when committee members will not be available due to work commitments. Screenworks Strategic Plan 2014 2016 13
The board meets 6 times per year and has a strong track record of achieving quorum. However Screenworks aims to increase committee member participation from an average of 5.5 attendance at meetings. Staff Screenworks has a small core staff of two part time officers (a General Manager and an Events and Membership Officer). In addition Screenworks engages casual administrative workers and grant funded project staff. Screenworks depends on the dedication of its staff, who are supported by active members and volunteers. Screenworks provides regular performance review and professional development opportunities for its staff, and the Chair and Treasurer provide an executive committee to support the General Manager. Finance Screenworks finances are overseen by the General Manager, Treasurer and Chair and the organizational accounts are audited annually. Screenworks depends on income from grants as well as membership fees and self generated income from its events and activities. In 2013 Screenworks secured triennial funding from Screen NSW which will enable security and longer term planning. However at present the majority of Screenworks income is from grants and public funding. In the next three years Screenworks has made a commitment to diversifying its financial base, and increasing its self generated income from 15% to 20%. Screenworks also maintains the Northern Rivers Screenworks Donations Fund, which is a public fund, to which gifts for the organisation s principle purpose are to be made. Screenworks is recognized as a deductible gift recipient (DGR) under the Income Tax Assessment Act. Screenworks will develop a strategy to increase philanthropic and private sector support in the next 3 years. Risk Management Screenworks maintains a reserve of retained earnings to provide for future liabilities such as staff employment provisions, and any gaps in funding. Due to recent changes in Screen NSW funding, Screenworks has emerged from a period of financial insecurity and its recurrent funding has been reduced. Screenworks is therefore projecting a small end of year deficit in 2013/14. However the financial plan provides for a return to a small annual surplus over the next three years. Screenworks is also committed to work place health and safety. It has developed and maintains a WHS policy and risk management action plan. Responsibility for monitoring and implementation of this plan rests with the General Manager. Recognising that its staff are often required to work outside normal office hours, for evening and weekend activities, Screenworks has included time in lieu of overtime provisions in staff contracts, to mitigate against risk of burn out and unpaid overtime. Screenworks Strategic Plan 2014 2016 14