In the next “BITE” you should define a goals and objectives of your communication strategy – what would you like to achieve with your activities in traditional and online media. Usually, these goals should reflect on mission and vision of your cultural organization/institution.
For the cultural operator, most common communication goals are to:
1. Build reputation of your gallery, museum or artistic organization;
2. Build relationship with your existing audience and attract new once.
The main activity/es of your organization will set also some specific communication goals. You can even have more communication goals but take care that you do not set to many of them as it will only distract you from the most important once. Coming back to the main goal of bringing you to the process of making new business plan, and accompanying communication strategy, with this strategic process we want to develop new audience of contemporary art and establish a long-term relationship with them resulting with transforming them into fans of your work, consumers of contemporary art, and buyers of artworks.
In order to define your communication goals, you need to get back to your mission and vision and think how communication can help you achieve your mission and reach your vision. Try to write it down together with your team in the form of goals – clear and concise one sentence to one paragraph statements.
Next, we need to make these goals more concrete. It can be achieved by defining 3 to 5 objectives attached to each goal. The point of this goal- objectives system is to drill down into each of the goals and set further detailed expectations from them and define what success behind that goal would look like.
These objectives should be ambitious, qualitative, time bound and actionable by the person or team responsible for them. Key objectives should be quantifiable, achievable, lead to objective grading and be difficult, but not impossible. Objectives can be based on growth, performance, or engagement.
Most common approach in defining high-quality objectives is S.M.A.R.T approach. This abbreviation stands for defining objectives that are:
S
PECIFIC
A world without Alzheimer's disease.
M
EASURABLE
Includes number and allow for comparison.
A
CHIEVABLE
Think impossible but make achievable. This means to not make it easy.
R
ELEVANT
Outcome will contribute to the goal and organizational mission.
T
IME BOUND
Include time frame in which action will happen.
Now, define with your team your communication goals and objectives.
