Summary

The Project:
ARC Savannah is a local arts community organization in Savannah, GA. Our team took on the role of a consultant, being asked to apply design management knowledge to help the organization to gain more influence in the Savannah art community.

My Role:
I used a territory map to define the roles of the art community. I applied the primary research in designing the stakeholder map and market segments analysis. I created the frameworks for showing the case studies. I was also a participant in the team responsible for the BMC and for implementing the map for ARC. I led the Video Pitch group and used Adobe After Effect to create the Video Pitch for ARC.

What I Learned:
I gained experience with several frameworks that are used for organizations. Additionally, I learned how to design a business video pitch and how to present the final result by curating a workshop for clients and guests.

SECONDARY RESEARCH

• Case Studies Map

A diagram that compares the various art community elements of Savannah, Miami,Charleston and Beaufort; from art walks to organizations, to physical assets.This visually shows how Savannah measures up to other cities and their art communities. It highlights opportunities where Savannah could improve and areas where they might be ahead.

• Local Art Organizations map

Gives basic information on regional and local entities within the Greater Savannah Area that include in their mission support for artists and the arts.To understand the arts organizations of Savannah that currently exist for possible partnership opportunities and those outside of the city to see what support they could oer. Helps ARC better understand where their support is most needed.

• International and National Art Organizations map

Gives basic information on international and national entities within the Greater Savannah Area that include in their mission support for artists and the arts. To understand the arts organizations of Savannah that currently exist for possible partnership opportunities and those outside of the city to see what support they could oer. Helps ARC better understand where their support is most needed.

PRIMARY RESEARCH

Savannah’s art culture environment based on Secondary Research interview quotes from five categories; including lifestyle, home, people, artists and galleries.

 SYNTHESIS

• Territory map

The territory map visualizes the context and complex web of relationships of stakeholders and constituents included in this study. By classifying relationships it gives a better understanding of them. This model helped to frame the parameters of the study and gave the class a starting point for the project. ARC can continue to use this model when new entities emerge in Savannah they can be placed into
their respective areas within the map.

• Stakeholder Map

This map visually illustrates the entities and individuals that are apart of ARC’s community. By listing and defining the various stakeholders, we were able to understand some of the connections between the various entities. This map gives visual hierarchy to ARC’s community, the individuals that will be members and the entities that will be community partners. This helps to understand the relationship of ARC to these various entities.

• Market Segments map

This model divides a market into distinct groups within which all customers share relevant characteristics that distinguish them from customers in other segments. It highlights the different offerings and the level of interest each group would have for each offering. This model highlights the most important offerings and who within the market segment could benefit from developed solutions. It can also
help to know who to target when promoting offerings.

• Business Model Canvas

The Business Model Canvas is a tool comprised of nine major building blocks that help in forming and analyzing a business model. is tool diagrams a business plan onto one page so that it is easy to see the key concepts. is tool allows ARC to easily analyze the main aspects of their business model and begin to understand if they have a viable plan. It also oers the opportunity to create alignment throughout the
many aspects of the intended business.

• Persona

SOLUTION

• ARC Video Pitch

The ARC video Pitch would help audiences quickly understand what a specific organization is,  and what it does.

• Rebranding

The brand identity map personifies the brand through first person statements. These statements help to define aspects of the brand that must be expressed clearly and concisely. The brand identity map identifies the key components that create ARC Savannah as well as what differentiates them. Starting clockwise from
the heritage, each component builds the story of who ARC Savannah is and what they do.

• Savannah Art Gallery Map

• Implementation Map

This model shows a detailed series of actions for ARC to carry out over the time frames of this year, next year, and the five years following the launch of the implementation. It breaks down aspects of future plans into education, communication, advocacy, goals, target stakeholders, and financial. This map provides ARC with a plan of action for the future and goals to attain in strategic places. This map provides a “roadmap” for current and future business decisions.