Portrait of the nation an integrated campaign - catrin tilley - national galleries of scotland

Portrait of the NationAn integrated

campaignCatrin Tilley

More PartnershipDirector of External Affairs, National Galleries

of Scotland September 2012

Portrait of the Nationa unifying theme

Portrait of the NationA capital Campaign – £17.6 million to refurbish and re-invent the Scottish National Portrait Gallery

Scottish National Portrait GalleryPortrait of the Nation – telling the stories of Scotland through the visual arts

The results

• £19 million raised

• 200,000 visitors in 5 months – annual target 300,000

• International press coverage – USA, Australia, Far East

• Museum of the Year Finalist

• Most Innovative Fundraising campaign shortlist

• RIBA and RIAS awards for architecture

The Case StatementWe will redefine the Scottish National Portrait Gallery for the 21st century. The reinvented gallery will be a true Portrait of the Nation – a unique, responsive and essential portrayal of Scotland which will fascinate, stimulate and engage. Objectives 1. Unleash the potential of the collections, with a new focus on photography and on Scottish art 2. Position our visitors’ enjoyment, inspiration and education at the heart of all we do 3. Recover the vibrant character of our magnificent Arts and Crafts building 4. Exploit the dynamic interplay between our building and our displays 5. Create a unique forum for Scottish cultural debate and engagement These aims are inherently interconnected: each, taken singly, has a direct and positive impact on the others. Achieving all five objectives will produce a dynamic and creative fusion, with a powerful identity within and beyond the NGS, and a reach and relevance throughout Scotland. This will be our Portrait of the Nation.

Goals for Campaign

• Keep existing visitors engaged with project

• Create buzz and excitement to appeal to new visitors

• Create interest and credibility for fundraising

• Attract donors to give to project

Tools for the Campaign

• Research

• Workshops

• Focus Groups

• Internal communications

• Events

• Online presence

• Materials

• Branding

4 Components to Campaign

• Fundraising

• Press and PR

• Digital

• Opening Campaign

Fundraising

Statutory Funds HLF and Scottish Govt. £12M

Major Donors £6M

Public Fundraising £1M

•Frieze Campaign

•Stars Campaign

•Put Yourself in Picture

Press and PR

• Interviews and stories at key moments Farewell Festival

• Graffiti Exhibition in empty building

• Portrait of Nation exhibition

• Return of Building, refurbished but empty

• Rebranding of Portrait Gallery and NGS

Rebranding NGS

Digital

• In Gallery digital – Faces and Places

• Blog from project team

• Fundraising Online – Stars and PYIP

• E Newsletter

• Rebrand website

• Digital donor recognition in gallery and online

• Social media – portrait pup

Opening Campaign – the final push

6 week campaign – starting two weeks before opening

•Press previews, journalist tours, PR agency

•Marketing campaign, posters, ads, bus and taxis

•Donor recognition/last push for donors

•Donor, Friends, Stakeholder Tours – 2 weeks of previews

•Opening ceremony

•Donor opening events

•Month of special events, education, friends and events

KPIs and Evaluation

• Visitor Numbers – in galleries and online

• Visitor Profile – evaluation

• Visitor Comments

• Funds raised by initiative/cost

• Donor feedback

• Press coverage, amount and type

• Formal evaluation process for whole project, with focus

groups, workshops, data collections and business review

Management Structure for Portrait of the Nation

Steering GroupChair: Director-General

Project GroupChair: Director of Portrait

Gallery

External AffairsHeads of Department

Meetings

Audience Development & Supporters CommunicationsChair: Director of External Affairs

Fundraising Operations GroupChair: Director of External Affairs

Volunteer Fundraising Committee

Chair: Senior Volunteer

Key messagesThe Scottish National Portrait Gallery re-opens on the 30th November, St Andrew’ Day, 2011

The new Scottish National Portrait Gallery is about

•Scotland – it tells the stories of Scotland and its people

•Rediscovering outstanding national collection built up over 100 years

•A majestic building – the first purpose-built portrait gallery in the

world, now beautifully restored

•Free entry for an amazing experience for all visitors