SAMPLE DOCUMENT Type of Document: Institutional Plan Date: 2004 Museum Name: Frank Lloyd Wright Preservation Trust Type: Historic House Budget Size: $1 million to $4.9 million Budget Year: 2006 Governance Type: Private, Nonprofit Organization The document includes the museum s: Strategic plan Accredited: Yes Implementation or operational plan The document includes the following required elements: Aligned with current mission Approved by the governing authority Articulates a big-picture vision as well as operational tactics to achieve the vision Current (up to date) Covers all relevant areas of museum operations (e.g., is not just a facilities master plan or an expansion plan) and includes: steps Assignment of responsibility Assessment of resources (human and financial) Evaluation mechanisms/measures of success The document covers the years: 2005-2008 The document contains the following information: Mission statement Vision statement Core values History of museum Overview of current operations/ programs Organization chart Summary of planning process USE STATEMENT & COPYRIGHT NOTICE Goals How to obtain resources Timeline Priorities The AAM Information Center has provided this sample document. It serves as an example of how one museum addresses a particular issue. Museums should compose original materials based on their unique circumstances. Any document produced by the recipient should not substantially use the contents of this sample as the basis. Materials in the AAM Information Center are provided "as is," without any guarantee or warranty of any kind, expressed or implied. NOTICE CONCERNING COPYRIGHT RESTRICTIONS Planning assumptions Summary of external & internal opportunities & challenges Reference to other planning documents Monitoring plan Updating plan Under certain conditions specified in the copyright law of the United States (Title 17, United States Code), libraries and archives may furnish a photocopy or other reproduction. The photocopy or reproduction may not be used for any purpose other than private study, scholarship or research. If a user makes a request for, or later uses, a photocopy or reproduction for purposes in excess of fair use, that user may be liable for copyright infringement.
1/19/2005 STRATEGIC PLAN Goal 1 Optimize organizational efficiency and effectiveness Objectives 1.1 Develop a comprehensive internal communication program 1 - Determine organization-wide needs to develop comprehensive communications plan Timeline - started Sept. '05: complete June '06 Responsibility - VP Operations, Cross Departmental Measurement - Written plan complete 2 - Prioritize and implement communications plan following best practices in field Timeline - June '06 3 -. Complete intranet feasibility study Timeline - June '06 Responsibility - VP Operations, Cross Departmental Responsibility - VP Operations and Office & Facilities Mgr Measurement - Begin implementation Measurement - Complete proposal including cost, implementation date Resources - TBD by Plan/Staff time ; consultant when needed 1.2 Develop strategy and implement plan to meet need for facilities to achieve organizational goals 1 - Complete study of space needs for visitors and operations, including optimal storage and access to museum and research collections. Include resource and fundraising requirements. Timeline - Dec.'06. Dependent on space planning committee recommendations Responsibility - President &CEO, Space Planning Committee, Board of Directors 1.3 Develop and implement facilities operation plan for non-museum buildings 1 - Expand maintenance manual to include the interior of office building and bookshops Timeline - January '06 Restoration and staff, Office & Facilities Mgr, Caretaker 2 - Create database in which to log maintenance activities of office building Timeline - June '05 Restoration and staff, Office & Facilities Mgr, Caretaker Measurement - Completed plan with timeline for implementation Measurement - Plan completed that tracks and assists with maintenance planning Measurement-Plan converted to digital format for efficient sort and search. Resources - Amount TBD in report. Driven by Capital Campaign 1.4 Develop and implement institutional strategy and plan for information technology and equipment 1 - Evaluate current IT status to quantify technology gap and exposure to systems failure and subsequent data recovery. Prioritize needs including budget. Timeline - March '06 Responsibility - Office & Facilities Mgr, IT consultant Measurement - Written recommendations with budget and implementation plan by priority Resources - TBD by plan; cost of IT consultant
1.5 Institute a comprehensive plan for professional development of staff and volunteers 1 - Formulate comprehensive staff development plan/budget. Timeline - March '06 Responsibility - VP Operations Measurement - Annual plan and budget ready to implement effective July 1,'06 2 - Review and restructure Volunteer training and orientation program. Timeline- June '06 Volunteer Services and ad hoc committee Measurement - Written curriculum and lesson plans complete in budget Resources - Staff/Volunteer task force 1.6 Develop and implement comprehensive organizational diversity plan 1- Evaluate diversity within the organization. Timeline - October '06 Responsibility - VP Operations Measurement - Evaluation report with recommendations 2 - Create and implement plan to address diversity of board, staff and volunteers. Timeline - February '07 Responsibility - Board Resources Committee, Board of Directors, President & CEO, VP Operations Measurement - Increased diversity throughout organization Goal 2 Enhance the significance and relevance of historic sites and collections Resources -Staff time; cost of consultant, if needed Resources - TBD by plan; staff time Objectives 2.1 Restore and preserve the Frank Lloyd Wright Home and Studio and the Frederick C. Robie House using the Secretary of the Interior s Standards for the Treatment of Historic Properties Oak Park Home & Studio and Robie House 1 - Develop and implement a plan to monitor and minimize the impact of ambient and ultraviolet light on historic building fabric and collections. Timeline - Sept '08 Restoration, Collections Manager/Registrar Measurement - Review by Historic Building & Object Conservators 2 - Re-evaluate compliance with all building regulatory requirements, ADA and Illinois environmental barrier act. Timeline - Sept '07 Restoration, Office & Facilities Mgr, Restoration Committee Measurement - Written plan with recommendations Resources - TBD by plan Resources - TBD by plan
Robie House 3 - Implement master plan for the Robie House restoration by completing site restoration and interior restoration while documenting all phases of work. Timeline - Dependent on Funding. Exterior completed. Model space (dining room prow)/ Dec. '05-April '06 Restoration, Architectural staff, Collections staff, Restoration and Collections Committees, Development 4 - Develop a site maintenance plan and database for the Robie House Timeline - Completed May '05 Restoration, Robie House Operations Mgr Measurement - Compliance with Secretary of the Interior Standards; Review by City of Chicago Landmarks commission, State of Illinois Historic Preservation Commission, National Trust for Historic Preservation and the University of Chicago Measurement - Written plan and accessible database Resources - $8 million for entire project; $4.5 raised; fundraising continues Oak Park Home and Studio 5 - Expand preventative maintenance program to include preservation philosophy and methodology and replace software for documentation of all maintenance activities. Timeline - June '06 Measurement - Establish program; Restoration and staff, Office & Facility creation of data base Mgr, Caretaker 6 - Complete major preservation projects including climate management upgrade, replacement of all flat roofs, restaining of the building, and repointing of all brickwork. Timeline - Roof replacement complete Nov '05; Stork and Frieze conservation June '06; other projects when funding is available Restoration, Office & Facilities Mgr, Restoration Committee 7 - Complete deferred restoration projects from Home and Studio Master Plan. Timeline - Dependent on funding availability Restoration, Office & Facilities Mgr Measurement - Complete roof replacement; completion of conservation work; completion of other projects Measurement - Sprinkler installed; finish rear stair wall; add light fixture for Home Study, maintenance budget; software/computer Resources - Roof $71,000 of which $35,000 grant funded; Stork and Frieze conservation $26,720 of which $13,300 grant funded; Climate Management upgrade - $38,000: Restaining building - $25,000: Brick Repointing - $350,000: Fund from operating budget, capital budget, grants and fundraising Resources -TBD 2.2 Increase and improve Collections storage to permit access, preservation and intellectual control of collections according to museum and library best practices 1 - Identify and procure new Collections and research facility which allows compliance with optimum standards for storage and access for collections and archives. Implement steps necessary for public opening in Sept '08.
Timeline - FY'08 Responsibility - President & CEO, Space Planning Committee, Board of Directors, Director of Development, Curator Measurement - Compliance with best practices for access and collection storage Resources - TBD capital campaign, staff time, contractors 2.3 Develop and implement an Interpretation Plan 1 - Using AAM s published guidelines, evaluate all interpretive content and delivery, collection strengths and volunteer training; develop interpretation plan. Timeline - Dec '06 Education, Cross Departmental 2 - Create and implement the Interpretation Plan. Timeline - FY '07 Education, Cross Departmental Measurement - Completed written report with Implementation Plan Measurement - Implementation of interpretation plan ; apply for NEH planning and implementation grants Resources - TBD 2.4 Develop and implement a Collections Plan that defines the content of Collections and addresses acquisition goals, and is built on mission, audience, interpretation plan and resources 1 - Analyze strengths and weaknesses of existing collection and complementary Collections at other institutions. Timeline - FY'07 Responsibility - Curator, Collections Staff, Collections Committee Measurement -Collections Committee Review Resources - Staff; committee time; local travel 2 - Create vision for Collections acquisitions which takes into account Interpretation Plan, intended audience and their use of collections. Timeline - FY'08 Responsibility - Curator, Collections staff, Collections Committee Measurement-Collections Committee review Resources - Staff; committee time; local travel 3 - Create implementation strategy, set priority for acquisitions, identify needed resources, timeline and responsibilities Timeline - FY07 Responsibility - Curator, Collections Staff, Collections Committee, President & CEO, Director of Development, Board of Directors Measurement-Collections' acquisition goals integrated with institutional development plan Resources - TBD - acquisitions budget; staff time 2.5 Improve the care of, access to and documentation of Collections and historic sites to meet or exceed the standards for an accreditable museum 1 - Update and enhance Collections Policy and Procedural Manuals for both sites in accordance with current museum standards Timeline - December '05 Responsibility - Curator, Collections Mgr Registrar, Collections Librarian Archivist Measurement-Professional museum standards 2 - Create computerized catalog records for object, archival, library and photography collections. Timeline - June '08, Ongoing Responsibility - Collections staff, IT support Measurement- Achieve museum standards for access, IT consultants
3 - Develop a digital assets management plan for FLWPT content identifying assets, storage of digital media and a delivery program. Timeline - May '07 Responsibility - Collections Librarian Archivist, Cross Departmental Measurement - Meets best practices for access to cultural resources and organizational needs, IT consultants 4 - Implement digital assets management plan. Timeline - Depends on scope Responsibility - Collections Librarian of plan and availability of Archivist and additional staff resources Measurement - Meets best practices for access to cultural resources and organizational needs 5 - Implement standards and practices for library and archive cataloging and online find aids. Timeline - Library: September '05 Archives: September '06 Responsibility -Collections Librarian Archivist Measurement - Meets library and archives best practices 6 - Implement Plan that would best present the restored Robie House to physically challenged visitors. Timeline - Within 6 months of restoration completion Responsibility - Tour Administrative Dir. Measurement - Accommodating physically challenged visitors while maintaining the architectural integrity of the site ; IT consultants; outsourced contracts if needed; hardware/software Resources - $3000 pro bono IT support, open source software, staff time Resources -TBD by plan Goal 3 Build audiences and supporters, strengthening their connections with the organization Objectives 3.1 Identify current and potential audiences and their needs; develop a marketing plan to communicate with them 1 - Identify target audiences through profiling, surveying, data gathering, studies and national demographic studies Timeline - Identification of current audiences '05; ongoing Responsibility - Marketing Department Measurement - Audience report for use by departments for planning 2 - Develop marketing plan for each business segment of organization based on assigned priorities. Timeline - Following completion of 3.1 Responsibility - Marketing Director, Cross Departmental Measurement - Individual marketing plans for each business segment Resources - Marketing budget; grant funding Resources - Grant funded 3 - Establish CRM program (customer relations management) and assign personnel to manage customer data, mine data for trends, report on customer activiti Timeline - March '07 Responsibility - Marketing Department, Merchandise Director and staff Measurement - Standardized reporting on our customer activity, trends and profiles 3.2 Develop plan to acquire and implement technology to expand and cultivate audiences beyond sites visitors and participants, and to deliver programs 1 - Evaluate available technologies. Evaluate target audience usage of identified technologies. Develop plan based on findings. Include acquisition cost of technology.
Timeline - started Responsibility - Marketing Department, Publications Mgr,crossdepartmental 2 - Develop mission related programs to be delivered via identified technologies. Timeline - dependent upon completion of 3.2#1 Responsibility - Marketing Department, Publications Mgr, Collections Department, Education Department Measurement- completed plan to implement technology Measurement - Implementation of programs utilizing identified technology ; consultant and outside consultant; cost of technology 3 - Develop education programs to reach identified underserved audience. Timeline - March '05 launch Responsibility - Education Architect Studio 3D ; ongoing Department, Curator, Marketing Measurement - Launch program; evaluate results 3.3 Develop and implement a comprehensive customer service program for all staff and volunteers 1 - Evaluate customer service practices Timeline - Begin 2004; evaluation complete Dec. '06 Tours, Director of Merchandising, Director of Marketing, Director of Volunteer Services 2 - Create and implement customer service plan to increase repeat visitor/customers by 10% per year. Timeline - March 2007 Tours, Director of Merchandising, Director of Marketing, Director of Volunteer Services Measurement - Information available to create Customer Service Plan Measurement - Implementation of Customer Service Plan. Increase of repeat visitation by 10% 3.4 Attract and serve diverse audiences 1- Survey volunteers, visitors, members, shoppers querying interests in experience, lifestyle and entertainment preferences. Timeline - Ongoing Responsibility - Marketing Department, Cross Departmental Measurement - Data for comparison Resources - Grant funding; private donations; budget funding; staff; consultants ; collaboration with other institutions ; collaboration with other institutions Resources - Grant funding and volunteer services 2 - Compare findings to existing customer profile; Identify audiences not currently found in existing customer profile as target underserved markets. Timeline - On completion of 3.4#1 Responsibility - Marketing Department, Cross Departmental Measurement - Identified target underserved audiences 3 - Gather information on identified underserved audiences based on studies and available data. Timeline - on completion of 3.4#2 Responsibility - Marketing Department Measurement - Profile of identified audiences 4 - Create and implement program and initiative opportunities based on the identified audiences' preferences and interests. Timeline - Ongoing - combine with 3.2#2 Responsibility - Education, Marketing and Curatorial Depts., Cross Departmental 3.5 Develop a plan for a print and online publications program Measurement- 20 % increased participation ; grant funding; consultant, if needed ; operating budget; grant funding; collaboration/partnerships
1 - Evaluate identified audiences, interests and preferences. Timeline - 3 months after completion of 3.1#; 3.4 #s2, #3 Marketing-Marketing, Publications Measurement - Completed evaluation 2 - Develop publication plan based on identified audience, interests and preferences. Timeline - 6 months after 3.5#1 is completed Responsibility - Publications, Collections, Education, Marketing, Merchandising Measurement - Successful completion of plan 3.6 Expand initiatives for collaborations, partnerships and community engagement 1 - Identify and evaluate collaboration, partnerships and community engagement opportunities. Timeline - Ongoing Education, Marketing, Collections, Development 2 - Pursue collaboration, partnership and community engagement opportunities. Timeline - Ongoing as Education, opportunities are identified Marketing, Collections, Development Measurement - Collaborative educational program(s) and other initiatives Measurement - Collaborative educational program(s) and other initiatives, approximately $7,000 for financial analysis in plan Resources - Staff and volunteer time; funded through usual program or initiative Goal 4 Develop a resource base to sustain long-term growth and viability of the Frank Lloyd Wright Preservation Trust Objectives 4.1 Develop a comprehensive development program establishing diversified revenue streams essential to building the endowment, safeguarding the historic physical infrastructure, strengthening the corporate body and promoting the viability of the organization 1 - Identify and hire qualified VP for Development to create and implement development program. Timeline - Completed Responsibility - President & CEO, 8/15/05 Search Committee 2 - Implement development plan Timeline - '06/ ongoing Responsibility - Development Department, Board, Cross Departmental Measurement - Hire identified candidate Measurement - (event, on-going, nontraditional) review, enhance, goals 2. Review, enhancement, closure of Initiatives 3. Milestone plateaus to be set by Dec. 31, 2005 ; salary/benefits budget, organizationwide involvement; Board
3 - Review and revise membership program at all levels. Timeline - Sept '05 - June '06 Responsibility - Development/ Membership Department Measurement - Revised Membership program 4 - Develop and implement campaign to increase membership by 10% by December 2006. Timeline - Dec '06 Responsibility - Development/ Membership Department Measurement - Increase of 10% in membership ; collaboration Resources - Membership material design/printing/ mailing - TBD by plan 4.2 - Develop a strategy, design and implement a plan to reach goals set for stores, catalog and internet sales 1 - Evaluate current staffing structure for both paid staff and volunteers to identify immediate opportunities and obstacles; recommend change Timeline - Feb '06 Responsibility - VP Operations, Merchandise Director Measurement - Evaluations and recommendations complete 2 - Develop standards to provide exceptional customer service, implementing appropriate recruiting, training and retention techniques for staff and volunteers. Timeline - March '06 Merchandising, Bookshop Mgrs, Director of Volunteer Services; VP Operations 3 - Evaluate effectiveness of design layout of shops. Timeline - Evaluation/Bids- September '04: 1st Phase - Merchandising, Bookshop Mgrs., March '05 - Ginkgo Tree Director of Restoration, Merchandise Bkshp: Next phase pending Committee evaluation and funding 4 - Evaluate and develop new signage and packaging. Timeline - September '05 and ongoing Merchandising, Marketing Measurement - Adequate number of staff and volunteers to fill shifts and serve customers Measurement - Recommended changes completed Measurement - New packaging and signs in shops; evaluation of results after installation ; volunteer time Resources -Ginkgo Tree Bookshop - $7,000; next phase TBD Resources - Design and production - $3,000 5 - Integrate sales opportunities with organizational events. Timeline - ongoing Merchandising, Marketing Measurement - Increased sales opportunities Resources- Staff time, increased inventory 6 - Increase merchandise sales in shops by 10% annually by altering product mix, refining customer service and marketing. Timeline - Ongoing Responsibility - Bookshop Managers, Director of Merchandising, Director of Marketing Measurement - Sales increase of 10% annually ; training 7 - Increase merchandise sales by 30% annually through catalog and e-commerce by altering and increasing product mix, expanded and targeted catalog distribution; expanded website; implementation of best practices of multi channel marketing and customer relationship management.
Timeline - Expand product mix - Sept '05; increase catalog distribution to targeted audience - Oct '05; expand website - ongoing; best practices of multi-channel marketing - Sept '05 and ongoing; customer relationship management - ongoing Merchandising, staff, Director of Marketing Measurement - Sales increase of 30% annually Resources - Merchandise Director with multi-channel marketing experience; plan for customer relationship management; use of internet sales aids (Google sponsored search, etc); product mix; staff time; budget for catalog 4.3 Develop strategy, design and implement a plan to reach earned income goals through tours, education and travel programs. 1 - Review and evaluate effectiveness of earned income initiatives including, but not limited to: expanded tours, educational programs/travel, special site-usage (rental). Report on recommendations. Timeline - 2005; On-going Responsibility - Education, Tours, Operations Measurement - Written recommendations 2 - Expand custom tour frequency and audience. Timeline - On-going Responsibility - Tour Department Measurement - Increase of 20% over '05 3 - Expand seasonal and special interest tours based on identification of potential audience. Timeline - 2005 first event; ongoing Responsibility - Tour Department, Education Department; Tour Committee Measurement - 300% increase in revenue from previous year ; volunteer time; marketing expense ; volunteer time; marketing expense Approved by Frank Lloyd Wright Preservation Trust Board of Directors May 18, 2004