Since 1966, the NEA's mission has been to play an active role investing in America's living cultural heritage which serves the public good by nurturing human creativity, supporting community spirit, and fostering appreciation of the excellence and diversity of our nation's artistic accomplishments. There is no viable denial for the vitality and importance of art and art education for America's children remains essential for their survival and productivity in today's world.
With the arrival of the internet and the societal implications it has on our youth, never before has it been more important to strengthen and reinforce the education of arts for America's youths. Extensive studies prove that art and art education play an integral role in the overall well-being of our children today.
The NEA is funded by the federal government and is rated and awarded by their performance relative to their mission.
The severity of this situation is pivotal. Among children, the NEA has not reached a desired level of appreciation for the arts. There is much competition and obstacles in the entertainment industry to "win" approval from our children. There is a cut-throat battle to gain and maintain attention and participation of unproductive and sometimes dangerous media, such as video games, movies, TV., and even unsupervised internet activity. Society, as whole, could be greatly affected by this situation. Twenty years from now, we can only guess at the social implications these Medias will have on our children.
The parents who raise our children play an obvious role in this situation. Their active support and participation will validate the essentialness of the arts in the minds of their children.
The NEA's basic mission to foster appreciation of the arts is continual which will likely never end. If appreciation is established at an early age, it is feasible that an individual will have a lifelong understanding, respect, and enriched life that is centered on an appreciation of the arts.
To measure success, it would be important to know the current level of artistic understanding, appreciation, and involvement of our children. The NEA is committed to playing a vital role in the solution of this matter. There is an inherent priority to invest focus on our children of today. Success can only be reached if parents and school administrators adopt and pro-actively support the NEA's mission. Upon success, our children will be the victors. The community, society and the world will undoubtedly benefit greatly from this eventual success by nurturing and creating productive and contributing members of future society.
The NEA provides funds for the education of arts to all states. The NEA determines its effectiveness and quality of distributed funds through extensive research and studies. Studies have validated NEA's quality of support for the arts. Research shows that children, who are highly involved in the arts, academically speaking, excel in almost every category, ranging from academic performance to attitudes and behavior, compared to students who have low level of art participation.
There are financial disadvantages which limit the NEA to reach every student in America, The NEA would benefit greatly if its available funds were increased. Specifically, the funds for art education would need to increase to reach a desired level of impact within the communities that lack existing funding.
The Bush Administration has recently made approved an increase in funds for the NEA; however it is up to the NEA to distribute these funds to the department which focuses on art education.
The goal of the NEA is to foster an environment in all communities across America, which creates an understanding and awareness of the world of art for our children, in which the development for appreciation and participation will follow thereafter.
This issue is the basis for the underlying reason the NEA is in existence. The NEA overall vision is artistically centered which seeks support from all willing and open participants. If children are exposed and encouraged to participate in artistic endeavors at an early age, the mission of the NEA will The NEA must receive level or increased annual appropriations in its budget.
The NEA will not be successful in its mission if funds are reduced. For the mission to be effective, the American education must recognize the importance of the arts in all curriculums.
All employees within the NEA share the same sentiments about the NEA's mission. There are not any obstacles within the NEA that would impede success.
The NEA is a government funded program. Like many other government programs, the NEA's existence is somewhat undetected by the general public. The NEA distributes funds by the millions to art community. The community is sole recipient of the funds. When recognized by the art community, the NEA is perceived as being an organization which is essential for the survival and existence of recipients of the distributed funds.
The expressed need for the importance of art education for our children has been quite vocal from every sector of the art community. Available funds to reach a desired level of communication with publics are not yet readily available.
There is not significant competition which hinders the NEA's mission. The available funds for government-funded programs are limited and all government programs seek an increase in funds for the success of their own missions.
There are not any known groups who resist our mission. The NEA's mission cannot be challenged as being irrelevant or unnecessary.
The NEA must receive level or increased annual appropriations in its budget. The NEA will not be successful in its mission if funds are reduced.
For the mission to be effective, the American education must recognize the importance of the arts in all curriculums.
The general public is relatively unaware of the NEA's existence or its mission. Publics that already support the art community are more aware of the NEA's mission and respectfully acknowledge their existence.
The federal government provides all necessary funds for the NEA. There has been a steady increase of funds available to the NEA from the federal government over the past three years.
Local politicians, such as members of Congress, are effective opinion leaders in all communities. Community leaders such as PTA board members have developed a high level of credibility and trust from citizens within the community. The vocal support for the NEA and its mission by these leaders is important in the NEA's mission.
Key Publics
The NEA's key publics are elementary and middle school students, their parents, and school superintendents.
Students are very aware of the issue; they are simply attending school because that is what is expected of them and because it is necessary in today's society to have an education. They will take classes and participate in certain activities that are required and included in the student's curriculum. The parents are seemingly aware of the importance of art education, but emphasis need to be placed in the hands of these parents so that education takes place more than just inside the classroom. School Superintendents are supportive of arts education. Nearly every school requires its students to complete some kind of art requirement.
The NEA is trying to reach their publics in hopes that the message will be correctly deciphered where action will be taken. Both the parents and School Superintendents are continuously looking for new ways to improve the lives and education of the children. If plans from the NEA are taken into consideration, the students are the ones who will win in the end.
Students rely on a great amount of interpersonal interaction with peers and parents as their primary communication channels. Students also watch a considerable amount of television and surf the internet regularly. Parents monitor monthly school bulletins for current events within their community, watch local news on network TN., read the local newspaper (including The Bee), and talk with other parents of students to maintain a decent level of awareness within the community. School Superintendents watch closely at the activities and policies of other Superintendents. They watch for strengths and weaknesses in comparable districts. They also monitor what policies and procedures have been successful in the past and what have been unsuccessful.
Age
Geographic characteristics: Mostly urban in the city of Buffalo.
Socio-economic traits: Vary from poverty-stricken to upper-class.
Cultural/Ethnic/Religious Traits: Varied
Educational Level: Varied
Lifestyle Traits: Varied
The NEA offers a variety of benefits to all key publics. The NEA offers their vision which includes all willing participants who share the same values and respect for the overall well-being students in the Buffalo area. This vision includes quality feedback on the vital importance of art education for the areas students. The end product of the NEA's vision could be demonstrated by the future performance and successes of the Buffalo-area student.
The NEA's primary goal is to achieve a city-wide agreement and support for the NEA's vision. The NEA wishes to seek support from school Superintendents, to increase the student's participation and access to the arts. There is a goal which includes the parents of students, to take part in a pro-active role in fostering reinforcing the importance of the arts in a child's life. All of the above stated goals are kept in mind for the NEA's primary target public, the students. The NEA's goal for all students in the city of Buffalo is that an existence of artistic appreciation and involvement will ultimately produce intelligent and positive contributing members of society of the cities future.
The NEA's position is to effectively communicate its mission to all publics, by revealing the great need for appreciation and understanding of all benefits for students that derive from art education.
All of the NEA's goals are centered around the students overall well-being and performance as a student and individual. The NEA's task goals start in the classroom and continue on to the homes. An increase in the education of art and its qualities inside the classrooms will create a student's awareness and possible curiosities and interest of the artistic community.
To mandate a significant increase in field trips which are centered on the artistic communities (such as Studio Arena, Shea's Performing Art Center, Buffalo Philharmonic Orchestra, Albright-Knox Art Gallery, Buffalo Historical Society).
To administer an agreement and the full support of the NEA's mission from the school Superintendents of the Buffalo area. Support from Superintendents will the set the agenda for many teachers to carryout and fulfill their role as leaders.
To encourage willing and capable parents who voluntarily and frequently attend and participate in local artistic performances and exhibits within the Buffalo area.
The NEA's goal is for parents to actively assist and reinforce the benefits of the arts to their children which they acknowledge the necessity of an art education (Painting classes, Musical instrument lessons, dancing lessons, etc.).
The key publics for the NEA are elementary and middle school students, their parents, and school Superintendents. In reference to the students, it is important for them to be exposed to and taught about art at an early age. This will cause future art education strategies to be conducted and met with greater reception and ease from the students.
In regards to the parents of the students, they must be informed and educated themselves about the extreme importance of art education for their children. Once informed of the specific potential benefits of art education and participation, (such as higher scores in other classes and a general increase of overall performance as a student and an individual) the parent will be more receptive to the idea of the NEA's mission and will actively seek out all necessary means of supporting their children with the arts.
The Superintendents must be fully cooperative of the NEA's vision and assist in any way that is available. The Superintendents generally have established support from most of the community; therefore if they lead the parents to a desired state, the parents will follow aggressively.
Awareness Objectives
To increase awareness of the NEA's vision among school Superintendents 100% over the next twelve month period. There are not many Superintendents in the area to reach and none of which would be resistant to our mission. Superintendents are quite aware of the importance of the arts and art education for the students.
To increase awareness among parents and their children (the students) of the inherent and essential benefits of art and art education by 75% over the next twelve month period.
Acceptance Objectives
To increase acceptance from the parents of the necessity of art and art education inside and outside the classroom by 65% over the next twelve months.
To increase acceptance from the Superintendents of the need to advance current programs within the school system which will improve overall quality and accessibility of art and art education inside and outside the classroom by 90% over the next twelve month period.
To increase acceptance from the students that the arts and art education is fun and worthwhile by 60% over the next twelve month period.
Action Objectives
To increase student's participation in artistically focused activities and endeavors inside and outside the classroom by 40% over the next twelve month period.
It is necessary to achieve participation among parents and children of Buffalo to attend various local artistic performances, exhibits, shows, etc.
It is also necessary to achieve stable alliances with school Superintendents and their administrations. Full support from the Superintendents will help NEA achieve goals and objectives. Sponsorships will also help validate the NEA's campaign for artistic progress in the local community.
The use of all attainable mediums should be practiced. The obvious good this campaign will do for the community will draw many media figures that are in search of the entire story behind the NEA's mission in Buffalo. Local television shows and news programs will actively seek out a story such as the NEA's campaign for Buffalo.
This action from the NEA is considered consistent with past verbal messages of the NEA. The NEA has been extremely vocal in this issue pertaining to this type of campaign in the past. The NEA has always risen to the occasion when confronted with issues like the one they are currently facing.
Credibility: As a message source, Ani DiFranco is considered a legitimate expert in her field. Her successes are recognized and applauded by the Buffalo community. Having DiFranco speak to the community about the importance of arts and art education would be more effective than having Mayor Anthony Masiello come out and speak of the cause of the NEA concerning the issue. DiFranco's charitable contributions in the past make it feasible for her to participate in the vision of the NEA. With regards to Johnny Rzeznik, he is also considered an expert in the world of art. He is a greatly successful musician and pop-star that is easily recognizable. It has been reported that even Pope John Paul has been caught listening and enjoying the melodic melodies of The Goo Goo Dolls on his head set. Rzeznik has volunteered his services in the past for the good of children in Buffalo, and would likely do the same for the NEA. Little Bobby is the NEA's poster child for the NEA and would be a likely candidate to speak to other local children about the importance of art and art education. Students can easily identify with Little Bobby because he is of the same target age bracket the NEA hopes to reach. Parents look at Little Bobby and say, "I want my little Jimmy (or Suzie) to be like Little Bobby".
Charisma: Ani DiFranco is a recognizable figure and effective speaker in the Buffalo community. Her participation in the NEA's vision would be likely and active. Johnny Rzeznik would be the most recognizable artistic figure because of his international fame and success. His heartthrob status has elevated Rzeznik to "Hunk Superstardom". With similar pop-star status as the once celebrated, "The Monkeys" this smooth cat likely has the most impressionable and lasting effects on young girls who are smitten and charmed by Rzeznik. Little Bobby is not that visible with the present Buffalonian audiences, but his own star capabilities shine brightly through his charismatic persona.
Control: All spokespersons have controls of powers of persuasion which is the key to informing and establishing audience approval and participation. The spokespersons have the capabilities of bringing in supporters and participators, with the vision of the NEA in mind.
The rational appeal of this message directly shows a relationship between a student's productive performance and over-all well being, socially, mentally, and academically. Proven studies, statistics and reports have been published and celebrated regarding the direct correlation between art education and a student's progress as a student and future contributing member of society.
The NEA's message makes a lasting and effective emotional appeal to all who may be exposed to the message, simply by incorporating and centering the message on children. There is always a sympathy button that goes off in most people when the topic of children is discussed or is of the primary concern. The sight of a sick child always is a sympathetic sight to see. The sight of a child who is deprived of the arts can be just as effective if delivered in the correct context and environment.
Verbal Communication: The message structure is simple and straight-forward. The NEA's main points are emphasized with art education, art appreciation, and art participation among students. Power phrases will be used such as, "Your child may be the modem day Beethoven and he/she may not even know who Beethoven was". This phrase could make some parents look a little more in depth on just what the NEA implies in this statement.
Nonverbal Communication: The NEA's message comes packaged with images of dancers flowing freely in the air with out the need for music. A simple photograph of an artistic painting represents an art within an art. To capture the true sensation of a real painting through the means of photography is a skill that may go virtually unnoticed by the average onlooker, but still effective.
Organizational Tour of artistically established supportive schools and classes and interviews with some of the students. Placing phone calls by the NEA to all parents over a twelve month period will prove to be very beneficial to the organization.
Educational Gathering will include guest speakers (art teachers) who support the NEA and its message will be dispatched throughout every school and class in Buffalo.
Seminars will be developed to properly inform the art teachers who are guest speaking in the classrooms. The NEA must make sure that the appropriate and intended message is properly communicated by qualified personnel
Educational Conferences will be used to communicate the NEA's message and vision to Superintendents. Free art seminars will encourage attendance of parents and their children.
Town meetings will be forum where the NEA will communicate its message. Guest appearances of spokespersons at local events will be emphasized.
Special events will focus on the NEA, which will be taking an active and supportive role in several festivals in Buffalo including, the Allentown Art Festival, and Taste of Buffalo. The NEA will also have its own float in the St. Patrick's Day Parade. Creative writing and art contests for students will be continuously held throughout the schools of Buffalo. Since many art establishments are non-profit organizations and strapped for money, fundraising for the NEA's vision from private and public organizations will be continuous.
Serial publications- School bulletins, newsletters, flyers.
Direct mail- Informative letters aimed at children and parents, which communicate upcoming local artistic activity.
Miscellaneous Print Media- Billboards will be used at high traffic areas, such as the New York State Thruway and Kensington Expressway.
Direct news material- Press releases issued to local media such as TV. news programming, radio stations.
Indirect news material- Query letters submitted to the Buffalo News editors and radio station managers communicating the NEA's message.
Opinion Material- Having op-ed pieces advocating for the NEA's message would help foster the idea that the issue at hand is a legitimate one that requires further dialogue.
Interactive News Opportunity- Interviews of spokespersons will be administered and news conference will also be held.
Print Advertising Media- The Buffalo News, Art Voice, local edition of the USA Today, and Buffalo Beat.
Electronic Advertising Media- Television, commercials on three major networks, Radio, commercials on three stations.
Out of Home Advertising- Billboards will be used to advertise and promote the NEA's message.
Strategic Implications of Tactics: The NEA is confident that all advertising and promotional activity will be effective in reaching the desired audience and public. Local television and radio programming is popular with parents who are always curious of community activities and issues. All publics will be informed and awareness will be established. A high level of acceptance by these publics is achievable. Ultimate action of the publics is inevitable.
Television and radio advertisements will cost roughly $165,000 over the twelve month period, The most cost effective method of exposure will be the use of press releases to media members (both print and electronic). Once the media understands the NEA's message, there is a high probability of coverage because media members love stories which focus on children and the community in Buffalo. Print advertisement will cost $30,000 over the next twelve months and billboard space rental will cost $5,000.
The public offers the greatest likelihood of tactics that are cohesive and logical. The NEA's main focus is to reach the publics who will ultimately be the factors that accept or reject the message. Personal calls to the parents of students will be a very effective. Art classes and other teachers in school will assist in being a strong voice and credible source in advocating the NEA's message.
Strategic Implications: The goal of the NEA is to reach the parents with messages of hope, guidance, advice, and assistance in developing the children into productive, contributing members of society. Any procedure that will stimulate active parental support is the optimal route.
Scheduling: The focus of this campaign will take place primarily through the school year.
Budget: The budget for this project is $1,000,000. This includes all administration fees and advertisement costs. Spokespersons will volunteer their services and receive praise for their sponsorship of this campaign.
With the awareness objective, all evaluation information can be monitored on a bi-monthly basis in the twelve month period. Focus groups and interviews with key people and publics will help the NEA form a better analysis of their implemented tactics. With the acceptance objective, evaluation can also take place bi-monthly through the twelve month period. Media tracking can begin at any time and can continue at any time interval. Interviews with parents will be a good indication if the message is agreed with. With the action objective, evaluation will be administered bi-monthly throughout the twelve month period. Tracking ticket sales will be an acceptable indication of how the message is acted upon. Observing student participation and activity in the arts in school will also be a solid indication of action. Some examples of activity are the school band, chorus, plays, photography classes, design classes, and studio arts classes.
Advertising Tactics: Advertising must not only appeal to the parents, but to the children as well. The message must be strong enough to convince the public of the clear benefits of art and art education.
News Media Tactics: With a limited advertising budget, news releases will be an excellent tool which will provide assistance with the dissemination of the NEA's message. There is a strong likelihood that the media will cover the message extensively. As a rule, journalist and other members of the media demonstrate compassion for causes like the NEA's. This notion will result in positive and thorough news coverage.
Audience: The final evaluation will go to the Director of the NEA. The results will be clear. The NEA's vision was successful, and other campaign should be implemented in cities and towns nationwide with the same outline as the Buffalo project.
Evaluation Schedule: The timeline for the implementation report will be six months prior to implementation. The tirneline for the progress report will be two months into the project. The timeline for the final evaluation will be one month after the twelve month period is completed.
Formal Research
Strategy
Tactics
Evaluation Research
Creative Execution of Advertisements
Presentation
Overall Project Grade: 92% = A-
Comments: You have done a very good job with this. A couple of areas that could be strengthened, but overall this is very thorough and creative. You show a good understanding of the strategic planning process. Continue to build on what you began in this class, and I'm sure you'll find much success in the future. It has been a pleasure having both of you in class this semester. Enjoyed a much-deserved summer break.