MUSEUM EXHIBITION PLANNING TOOL

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MuseumExhibitionPlanning ToolDeveloped by the Jordan SchnitzerMuseum of Art and sponsored by agrant from the Oregon Cultural Trust

MUSEUM EXHIBITION PLANNING AND EVALUATION TOOLGENERAL INFORMATIONTITLECURATOR / PROJECT LEADGUEST CURATOR (contact information)EXHIBITION ON-VIEW DATESEXHIBITION OPENING RECEPTIONGALLERY (or galleries)SIZE (approximate linear feet; approximate square feet)NATURE OF THE EXHIBITION / PROJECTDESCRIPTION, BRIEF/ABSTRACT, CONTENTPOLICY AND CONTEXTHow does the exhibition relate and support the museum’s mission and strategic objectives?PURPOSE OF THE EXHIBITIONThe exhibition purpose should be stated in general terms and made clear through an enumerated list of aims and objectives. These mayreference such topics as educational value, promotional role, commercial significance, and political aspects. Aims and objectives for themuseum (e.g., to reach a certain demographic of visitors, to engage certain stakeholder groups, to generate media mentions) and for thevisitors (e.g., to increase understanding of a certain topic, to stimulate creativity, to experience certain emotions) should be listedseparately.Museum Exhibition Planning and Evaluation Tools

AIMS AND OBJECTIVES FOR THE MUSEUM1.2.3.4.AIMS AND OBJECTIVES FOR THE VISITOR1.2.3.4.AUDIENCEInformation on the audience for whom the exhibition is intended. Aspects to consider may include age, gender, motivation, cultural background,language, target community, level of knowledge, or if this exhibition is in conjunction with an external course or event, etc.OBJECT INFORMATIONCHECKLISTAttach a checklist of objects for the exhibition that includes title, artist, date, dimensions, media, and loan source.Is the exhibition to be loaned from another institution or traveling exhibition service?YesNoYesNoYesNoYesNoIf yes, list source(s)Is the exhibition to be produced from within the museum’s collection (in-house)?If yes, from which collection(s)Will the exhibition include objects from lending institutions?If yes, list the institutionsIf the exhibition is produced in-house, is it to travel from the museum?If yes, attach an outline of the travel proposalMuseum Exhibition Planning and Evaluation Tools

PUBLICATIONS AND GRAPHICSCATALOGUEYesNoIf yes, attach a specification sheet outlining number of pages, overall dimensions, color or black/white, other graphics, etc.OTHER PUBLICATIONS (gallery guides, posters, brochures, cards, announcements, etc.)Provide descriptions/specifications:ELECTRONIC MEDIACD/DVD, Video, Audio, Electronic Tours, etc? Describe:TRANSLATIONSSpecify which publications and/or exhibition graphics and in what languages:EXHIBITION GALLERY DIDACTICS (summarize components):PROGRAMS AND EVENTSOPENING RECEPTIONYesNoIf yes, provide detailsSPECIAL DONOR RECEPTION(S)YesNoIf yes, provide detailsNoSEMINAR/SYMPOSIUMYesNoYesNoYesNoIf yes, provide detailsYesNoIf yes, provide detailsFILMSYesIf yes, provide detailsIf yes, provide detailsLECTURE SERIESWORKSHOP(S)OUTREACH PROGRAMSIf yes, provide detailsYesNoGALLERY TALK(S)If yes, provide detailsOTHER (Specify)If yes, provide detailsMuseum Exhibition Planning and Evaluation Tools

MARKETINGMARKETING PLANIdentify specific strategies for engaging audiences noted above and describe a marketing strategy overviewPAID ADVERTISINGYesNoYesNoYesNoYesNoIf yes, provide detailsFREE MARKETING (traditional)If yes, provide detailsFREE MARKETING (social media)If yes, provide detailsCOLLATERAL PUBLICATIONSIf yes, provide detailsMARKETING COLLATERAL AND MATERIALSInvitation cardProgram cardLobby bannerOther (specify):Mailing envelopePosterWebsite bannerDonor invitationTable tentExterior bannerCalendar of eventsPrint adsE-viteEVALUATIONPLANNED EVALUATION ACTIVITIESCheck all of the data collection activities planned for the exhibition.Focus groupsSmall scale sample surveys and questionnairesInformal feedback from visitorsLarge scale sample surveys and questionnairesFeedback sheetsComputer surveys, online surveysCommunity days/workshopsCued and non‐cued visitor observations‘Workshopping’ with staff and/or special interest groupsMedia/critical reviewsUnstructured and semi‐structured interviewsCritical appraisalIn‐depth interviewsVisitor numbers/counts Front-end Evaluation:(What activities will be undertaken before the exhibition to help the planning process?) Formative Evaluation:(What activities will be undertaken during the exhibition?) Remedial Evaluation:(What activities will be undertaken just before the exhibition ends to inform modifications?)Museum Exhibition Planning and Evaluation Tools

Summative Evaluation:(What activities will be undertaken after the exhibition to assess its impact?)EVALUATING PROGRESS TOWARD EXHIBITION GOALSDescribe the metrics (measureable events) and data sources to assess progress toward each exhibition goalMetric(How will we measure progresstoward the goal?)Exhibition Aims(From Exhibition Purpose Section)Data Source(s)(Which Evaluation Activitywill provide the data?)Museum-level AimsEx.: Attract visitors of diverse culturalbackgrounds, especially Native American visitors% of visitors who identify as Native American willbe compared to the percentage in previous yearsLarge scale visitor survey;Visitor numbers/counts% of visitors who report that their understandingof cultural trauma has increasedIn-depth interviews withvisitors1.2.3.4.Visitor-level AimsEx.: Increase understanding of cultural traumaamong Native American tribes1.2.3.4.BUDGET AND FUNDINGTOTAL OVERALL BUDGETincludes PR/Marketing, Publications, Programs and Events, Loans, Shipping, Insurance, Object Preparation, Display/Design, Installation& Fabrication, Contracted Services or Labor and Curatorial/Fees for ExhibitionLess than 10,000 10,000 to 50,000 50,000 to 100,000 100,000 to 500,000 500,000 to 1,000,000 1,000,000 or moreATTACH BUDGET SHEETPROPOSED FUNDING SOURCES AND STRATEGIES:Museum Exhibition Planning and Evaluation Tools

MUSEUM EXHIBITION PLANNING AND EVALUATION TOOL:COMPANION DOCUMENTATIONPurpose of the ToolThe Museum Exhibition Planning and Evaluation Tool provides a framework for museum curators, managers, and staffto plan for the implementation and evaluation of exhibitions. The Tool collects and organizes information acrossvarious sectors within the museum that are involved in the preparation and execution of exhibitions—including, forexample, curation, programming, marketing, and evaluation. This enables museum managers and curators toeffectively coordinate the multiple moving parts of a successful exhibition.Importantly, the Tool helps to clarify the purpose of an exhibition. Curators are asked to articulate the specific goals ofthe exhibition for both the museum and the individual visitor. Identifying clear and measureable goals at thebeginning of the planning process can help focus and coordinate other exhibition tasks. Also importantly, the Toolincorporates evaluation by establishing relevant metrics and sources of data for each articulated exhibition goal. Byidentifying these elements during the exhibition planning process, basic principles of evaluation are seamlesslyembedded throughout museum operations.Example: Museum is planning an exhibition of artwork by a renowned Native American artist.1. Exhibition goals are clearly articulated early in the planning process:Goal: To attract a higher proportion of Native American visitors.2. Exhibition tasks across various museum areas are coordinated and unified behind goals:Marketing plan includes outreach to Native American organizations and communities.Programming plan includes events specific to Native American community members.Evaluation plan includes metric of Native American visitor engagement.3. Evaluation of the exhibition shows data that reflect any progress toward (or achievement of) theexhibition goal (i.e., reaching the target audience):Evaluation data show in increase in the proportion of museum visitors who identify as Native American,suggesting the effectiveness of the marketing and programming plans.Use of the ToolThe Tool provides a framework to clarify tasks within each area, identify overlap between areas, and coordinate effortsacross the entire team. Using the Tool as a guide, the curator can work with the responsible individuals in each area toensure the collaboration and coordination of efforts, unified behind the stated goals.The Tool is a planning document and its clearest utility is during the early stages of exhibition preparation, but itshould be considered a living document that will evolve throughout the course of the exhibition preparation,implementation, and closure. In fact, returning to the document at the closure of an exhibition to enter the “final”information—the evaluation findings, in particular—will create a very convenient and useful exhibition summaryreport.Museum Exhibition Planning and Evaluation Tools

Completion of the ToolThe text below describes the information collected in the form.1. Nature of the Exhibition/ProjectDescription, Brief Abstract, Content – Briefly describe the exhibition, its relevance, and its contents.Policy and Context – Explain how the exhibition relates to and supports the museum’s mission and broad strategicobjectives.Purpose of the Exhibition – List the aims and objectives of the exhibition both for the museum and for the visitors. Theaims might relate to educational value, promotional role, commercial significance, political significance, and academicvalue. It is important that aims are measureable and realistic, because they provide the structure of the evaluation.Museum-level aims refer to the expected results for the museum, broadly, from hosting the exhibition. Thesemay be ways in which the exhibition is expected to reflect or further the museum’s mission and/or strategicobjectives. For example, these aims might include impacting the demographics of the visitorship (e.g.,attracting more Hispanic/Latino visitors or visitors from a certain area), establishing relationships with othergroups or institutions (e.g., connecting with local college that offers a related class or a local organization thatworks in a related area), or advancing the museum’s reputation (e.g., increasing media attention).Visitor-level aims refer to ways in which the individual visitor may be impacted as a result of experiencing theexhibition. Whereas some museum-level aims may apply to multiple exhibitions (e.g., attract more Hispanicvisitors, increase media attention), the visitor-level aims will likely be more unique to the contents and contextof the particular exhibition. For instance, these aims might involve the visitor learning specific content,experiencing certain emotions or shifts in perspective, understanding themselves or the world differently,becoming acquainted with a different culture, or appreciating a particular artistic medium.Audience – Describe characteristics of the target audience, such as age, gender, racial and/or cultural background,specific community, and level of knowledge regarding the subject matter.2. Object InformationProvide a detailed list of the objects included in the exhibition (with specifics such as artist, dimensions,media, and loan source). Address whether objects will be loaned from or to other institutions.3. Publications and GraphicsList any publications or materials to be created for the exhibition, including catalogues, other printed materials,electronic media, and exhibition gallery didactics. Consider the need for translation and languages necessary.4. Programs and EventsList any planned programs or events associated with the exhibition, including receptions, lectures, films, workshops,symposia, and other outreach programs.5. MarketingProvide an overview of the marketing plan related to the exhibition. Identify specific marketing strategies for each ofthe targeted audiences mentioned in the Nature of the Exhibition section.6. EvaluationIndicate the types of evaluation activities planned for the exhibition. Check each data collection activity planned, suchas focus groups, interviews, small scale surveys, large scale surveys, visitor observation, and media scans.Museum Exhibition Planning and Evaluation Tools

Next, briefly explain your plans to address each type of evaluation (e.g., front-end, summative) by describing which, ifany, data collection activities will be undertaken at each level. For examFront-end Evaluation is undertaken during the exhibition development process to collect information tosupport planning--in particular, information about audiences’ needs and interests, their misconceptions aboutthe topic, and effective delivery methods. One example is conducting focus groups to learn about visitors’knowledge of an exhibition topic or reactions to ideas for exhibition experiences.Formative Evaluation is conducted during the early stages of the exhibition to monitor its implementation,describe its functioning, and formulate recommendations for improvement for stay aligned with stated goals.One example is the performance of cued and non-cued brief interviews with visitors.Remedial Evaluation is undertaken during the later stages of the exhibition to inform any modifications orimprovements in implementation. For instance, this might include visitor observations.Summative Evaluation is completed once the exhibition has ended, although it will use data collectedthroughout the exhibition, such as large scale visitor surveys, in-depth interviews, and media reviews. Findingswill reveal whether and to what extent the exhibition goals were achieved.Lastly, for each of the goals listed in the Nature of the Exhibition section (both the museum- and visitor-level aims),describe how the aim will be measured (the “metric”) and which of the evaluation activities will collect the relevantdata (the “data source”).Completing this table during the exhibition planning process will encourage the identification of exhibition goals thatare measureable and realistic, clarify existing information sources that can be used to assess each goal (and identifyany gaps in data collection plan), and establish feedback loops within the exhibition team whereby data collectedearly in the process (front-end or formative evaluation activities) can be fed back to the team so that improvementsand adaptations to the exhibition can be made in a coordinated and efficient way.Clarifying goals and their associated measurement early in the planning process embeds evaluation principles in theexhibition development and implementation, enhances the integration of tasks and unification of perceptions acrossteam members, and provides an streamlined process for assessment results and feedback.7. Budget and FundingProvide an estimated budget for the exhibition, including all of the associated components (e.g., marketing,programming, publications). Describe potential targeted funding sources and strategies.Museum Exhibition Planning and Evaluation Tools

SEMINAR/SYMPOSIUM Yes No If yes, provide details OUTREACH PROGRAMS Yes No If yes, provide details GALLERY TALK(S) Yes No If yes, provide details . Invitation card Mailing envelope Donor invitation Calendar of events Program card Poster Table tent Print ads Lobby banner Website banner Exterior banner E-vite .