Arts Umbrella: An Analysis

BY: Pauline Chow and Julia Liu

Strives to make quality arts education accessible to all kids ages 2-19Believes that arts education can create tangible, life-long benefits

Introduction

Interviewee: Susan Smith Director of Development, Marketing & Communications Previously worked for Z95.3, Blitz Promotion, NHL, Coca

Cola Responsible for fundraising efforts at Arts Umbrella

Mission: Inspiring kids for life through the arts.

ProductAreas of education

Visual Arts

Media Arts Theatre Music Dance

Core Programs

Tuition-based Classes

• Segmented by discipline, age & difficulty

• Classes for winter & spring term and summer & spring break period

Outreach

• Free programming, workshops & performances delivered directly to kids in BC depending on needs

• Removes barriers to access

Place

East Vancouver Satellite Location

Sarah McLachlan Music Outreach program Professional-level dance classes

Schools & Community Centres

Outreach program Concentrated in “vulnerable” areas

Granville Island LocationTuition-based classes4 dance & theatre studios, 6

visual arts studios, photography lab, digital arts lab, administrative office

PriceFu

ll p

rice Tuition-based

classesRanges from $100-300Covers 47% of operational costs

Red

uced

p

rice

Tuition-based classesThrough bursaries & scholarships

Fre

e

Outreach programMinimize financial barrier to program

Differential Pricing Scheme

Funds are raised 1 year prior to mitigate class cancellations.

Core Funding Strategy

Promotion

Annual Campaign Utilize volunteer committee to reach a financial

goal Tailored proposals & presentations to

corporations

Print / Electronic Media Targets parents for enrolment in classes Ex: Email blasts, program guides, brochures,

website

Special Events Increases exposure & funding through

ticket salesEx: Holt Renfrew Spa Night, Splash Art

Auction, AU-Precious Element, Globe & Mail Golf TournamentCorporate Partnerships

Branded products with proceeds that go to AU Ex: OPUS art kit, Ella Cupcake

Recommendations

Strengths Weaknesses

Internal

•31 years of goodwill and support in the product•Focused on mission over marketing

•Capacity: Location & staff•Pricing Scheme: Loss of potential profits

Opportunities Threats

External

•Unsaturated markets: age groups, geographical locations

•Lack of funding due to economy•Electronic media taking over print

SWOT Analysis

Recommendations1.Website: More engaging and

accessible2.Capacity: Restructure organization –

merge special events with marketing and development

3.Capacity: new location – expansion4.Expansion: new target market (19+)

in new location5.Expansion: new cities 6.Funding: new giving program for

individual donors