Global institution in Hong Kong Savannah College of Art and

Design (SCAD)

Group 8

Chan Chi Long 53450749

Cheung Ka Li 52625789

Hon Hei Yu 53081964

Kwong Tsz Ching 53085152

Ng Suet Tung 53313626

Wong Hong Yu 53085139

Yuen Ming Hay 53476384

Agenda 1. Introduction

2. The achievement of SCAD

3. The role of SCAD in art management

4. Marketing strategies of SCAD

5. The advantages that the soft and hardware provided in SCAD HK

6. The disadvantages that the soft and hardware provided in SCAD HK

7. Conclusion

Objectives

What is the aim of having a branch in Hong Kong?

Who are their target customers?

What is the role of SCAD HK in Hong Kong art field?

http://www.youtube.com/user/AboutSCAD

Introduction of SCAD

• Private, non profit

university

• First founded in 1978

in southeast Georgia

• Top 30 of art

institutions in the

world

• Revitalization of

heritage sites

• 4 branches:

• Savannah (1979)

• Lacoste (2002)

• Atlanta (2005)

• Hong Kong (2010)

• Located in different

continents

Introduction of SCAD Hong Kong

• Private, non profit university

• Founded in 13th Sep, 2010

• Located in Sham Shui Po

(Shek Kip Mei cultural district)

• Situated in the former North

Kowloon Magistracy building

• Max student capacity: 750-800

• Total students in 2013: 520

• Proportion of students:

50%: Hong Kong

50%: International

• Ratio of student-to-professor:

18:1

Facilities Situated in the former North Kowloon Magistracy

building

Heritage as art institution

“Learn from the past to create future”Inspiration

Awarded as UNESCO Asia-Pacific Heritage Awards for

Culture Heritage Conservation

E.g. Prison cells, courts

Facilities (cont’d) Academic building+ Residence+ Gallery

Library, lecture hall, digital labs, studios…

Library Gallery

Residence Hall

Programmes offered & fees

Advertising, animation, fashion, interactive design, photography etc.

Internship: Can go to the other 3 branches to study your program

Provide e-learning(same amount of tuition fee)

Tuition fee for undergraduate full-time student for one academic year:

HK $255,798 !!

Role of SCAD

Role of SCAD

Principal: 「我重視的是環球化教育，而我深信藝術是世界語言，我早已為SCAD定位為藝術聯合國（United Nations of Arts）。」

Educator as tertiary sector

Art event Organizer

Art exchange promoter

Heritage conservator

Educator as tertiary sector

Targeting students finished high school education and looking for future career development in art filed

Provide tertiary education on art aspect

One of the most comprehensive major choices university in art field

18 major courses of art

Master of Art, Master of

Fine Art

Educator as tertiary sector

Aims

exists to prepare talented students for professional careers

Invite companies to absorb talent

E.g. Disney → Animation programme

Adopting the smaller class sizes system to maintain a good

understanding of knowledge

Educator as tertiary sector

emphasizing learning through individual attention in

a positively oriented university environment

Gallery for students’ artworks

Library and bookstore

Museum of Art

Professional facilities for students: study rooms,

studios, recording studios, lounges, Lecture Halls,

etc

Studying in an atmosphere of art and culture

Festivals and activities

Sidewalk Arts Festival

Savannah Film Festival

International Festival

Off-Campus Program

open studio each quarter

Workshops

Educator as tertiary sector

Well in specifying majors in art

Supportive facilities for student

Ways for students to develop future career

Festivals and activities to broaden their

horizons and build up a comfortable and

convenient school life

Art event organizer

Art event organizer

Targeting students studying in SCAD and artists

from local and international

Gallery at SCAD: Moot Gallery

Art exhibitions for artists

Present artworks of professions, students and

alumni

Open to the public

At lease 8 groups of works will be shown in a

year

Jin Meyerson exhibition: 'The

Accumulation of Perception'

Sept. 16-Nov. 30

using CG technology in concert with

painting

The use of distortion and mirrors as well

as his self-reflection and self-inspection

underscore his desire for personal and

artistic transition and discovery

The Coming Event:

Wendy White exhibition

Dec 4-20 on Miami

garnered international acclaim for large-scale

paintings and installations

merge painting, sculpture and architecture.

Art event organizer

Pay good attention on the rise and development on art world

Well-organized as a presenting stage for artists

Various topics and types of art exhibitions

International perspective on art and culture

Specialize professional art study in different aspect

Why Hong Kong?

Why HK? – Miss Ja. (Associate Director of Recruitment

in SCAD HK)

East meets west melting pot of culture

Miss Ja: “Why not Singapore? because it looks like instant

noodle”

SCAD The role of SCAD in art management

The role of SCAD in art management

A).Academics

B). Admission

C).Career and alumni

D). Life at SCAD

E). public involvement and innovation

A. Academics

Programs 43 programs in SCAD

School of Building Arts

School of Communication Arts

School of Design

School of Digital Media

School of Entertainment Arts

School of Fine Arts

School of Liberal Arts

School of Foundation Studies

Have 14 programs in SCAD

Hong Kong

Advertising

Animation

Fashion

Graphic Design

Luxury and Fashion

Management

…..

Study abroad

SCAD study abroad programs enhance the total

educational experience. Students earn degree credit while

gaining a more global perspective on art, architecture and

design.

Location:

Australia, China, Dubai , Italy, Japan, London, Los

Angeles and New York City.

SCAD Gallery

SCAD will choose the best work

from different programmes or

alumni or artists

have a exhibition in Gallery

Exhibit other art work

exchange with other campuses

regularly

B. Admission

Type of admission

Undergraduate

Graduate

Transfer

International

Pre-college programs

Parents

Educators

Others

Under-graduate

Admission requirements

1. Completed application for admission.

Apply online — US$35 if submitted online

Non-refundable application fee.

2. A diploma from a high school or equivalent program.

TOTAL: $361,623

Visit SCAD

SCAD affords visitors a variety of ways to explore all that the university

has to offer.

C. Career & Alumni

Career

SCAD is dedicated to helping students and alumni to

succeed in their chosen fields.

The office for career and alumni success helps them

find internships, provides them with job-search

assistance, and offers extensive resources to match

them with their jobs.

career fair

workshop

jobs online portal

Alumni

A recent study found that 91 percent of alumni

respondents reported being employed, pursuing

further education or both within nine months of

graduation.

E-learning

SCAD's online degree programs and courses sync

seamlessly with SCAD's on-ground

Unique programmes of online study in distance learning

format

SCAD is the first art and design university to receive the

Instructional Technology Council's award for

Outstanding Distance Education Program

Encouraging E learning

SCAD provides online learning

Some programmes are only available online

(e.g, Illustration design)

Award-winning online education

Brings SCAD’s curriculum to a global online environment

Brief summary

Expensive tuition fee

5 times more than UGC degree programmes

Role of private education institution

Non profit organization?

See tertiary education as money making tools or

something else?

D. Life at SCAD

Orientation provided Clear and useful check-in procedures for freshmen

Housing application

Divide different types of students for information giving

Freshmen

International students

Family orientation

List services that SCAD will provide

Shuttle service

Entrance loan counseling

Buildings and facilities For HK:

Hong Kong Gold Coast Residences

Moot Gallery

The main campus: SCAD HK

For global:

Academic Hall

SCAD Gallery

Administrative Hall

Residence Hall

Amenities

Dining Hall

Retail

Moot Gallery, Hong Kong

Recreation

Provide fitness service

Club SCAD

SCAD Atlanta

A variety of sports activities

Atlanta athletics programs

Savannah athletics programs SCAD Atlanta

Transportation facilities

SCAD bus in Atlanta and Savannah Campus

The Bee Line

Safe Rides

Provide late-night transportation

SCAD bus

Safety and security service The launching of mobile safety

software called Live Safe

Transform every mobile phone

on campus into a personal

safety device

Bike patrol

Residence Life SCAD Atlanta Residence Halls

SCAD Hong Kong Residence Halls

SCAD Lacoste Residence Halls

SCAD Savannah Residence Halls

Gold Coast

residence hall,

HK

Boundary Village,

Savannah

Students involvement

Student clubs

Leadership programs

Student media

Community service

Religious life

E. Public involvement and innovation

News and press and

recognition

teenVOGUE names SCAD's Noah Jodoin one the year's

best student designers

SCAD2020

An evolutionary work stream representing the collective design for the future of SCAD.

Consisting a team of SCAD

leaders, faculty, and staff

set out to survey and

analyze every part of SCAD

Achievements

SCAD media earns 108 awards in 2012-13

Received awards from Associated College Press, the

College Media Association, the Savannah chapter of

the American Advertising Federation Addy Awards

and the Georgia Collegiate Press Association.

Brief summary

Being a student-centered

institution

Innovates creative ideas and benefits students SCAD Bus and late night bus

Flexibility in study

Students can study in any campus paying the

same tuition fee

Financial support and scholarship is provided

Recognition in public

The SCAD2020 project

Achievements in design and arts

News and media publication

SCAD Marketing strategies of SCAD

Marketing – heritage site Limitations of an institution running at a heritage site (e.g. small area,

rules and regulations agreed between government and SCAD, etc.)

Large amount of money needed for revitalization and maintenance

Heritage site and objects give inspirations to students enhance

imagination and creativity

A way to save and protect history

Marketing - reputation low reputation in art field (Top 30 of art institutions in the

world)

YouTube channel, TV festival, local and foreign tours, twitter,

Instagram, Facebook, Beautiful designed website.

http://www.youtube.com/user/AboutSCAD http://www.scad.edu/about/scad-

glance/disclosures-and-policies

see student as customers/buyers and SCAD as a commodity

Portraying SCAD as a unique and good study environment

A way to build reputation

http://www.youtube.com/user/AboutSCADhttp://www.youtube.com/user/AboutSCADhttp://www.scad.edu/about/scad-glance/disclosures-and-policieshttp://www.scad.edu/about/scad-glance/disclosures-and-policieshttp://www.scad.edu/about/scad-glance/disclosures-and-policieshttp://www.scad.edu/about/scad-glance/disclosures-and-policieshttp://www.scad.edu/about/scad-glance/disclosures-and-policieshttp://www.scad.edu/about/scad-glance/disclosures-and-policieshttp://www.scad.edu/about/scad-glance/disclosures-and-policies

Marketing – career prospects

The SCAD2020 project

Achievements in design and arts

News and media publication

Great involvement in the community

Career opportunities and internship programmes

Sharing from alumni (alumni working at Pixar, DreamWorks Animation, Disney, etc.)

A pathway that help bridging students from school to society

Marketing – scholarships Tuition fee for undergraduate full-time student for one academic year:

HK $255,798 !!

As a private institution, inevitably earning money is important so as to

maintain and sustain the university

Scholarship based on performance “Treat student equal” – Miss Ja.

Scholarships would be offered to students according to performance

(half grant of even full grant could be offered)

Miss Ja. said “Deserve what they hard to do for”

Can transfer to other campuses with the same amount of school fees

Marketing – tours News reports about financial crisis of SCAD, intakes, etc.

Miss Ja’s comment(during the tour): we are financially very strong,

do not trust the journalists and commentators who know nothing

about our school, they have no stand to judge us.

Tours as a way to promote and rebuild reputation of the school

【本報訊】獲政府批出歷史建築、前北九龍裁判法院作校舍的香港薩凡納藝術設計學院，疑因名氣不足，2010年9月起營運至今，收生較原定招生600人目標少一半，累計營運虧損達1.6億，靠美國總校借款2.5億維持運作。當年負責批約的「活化歷史建築夥伴計劃」委員會主席陳智思表示，一直跟進薩凡納財務狀况，若個別機構「無法營運」，政府有權收回歷史建築。

Marketing – being innovative

and results-oriented

One of the values of SCAD: being innovative and

results-oriented

Does the amount of tuition fees sounds fair to everyone?

Is SCAD influential to Hong Kong art scene?

Innovative and result-oriented in managing the art school

(marketing strategies)

Advantages of SCAD

Environment • Good environment for learning

-quiet, comfortable creation and design

-Aim: Student oriented

-Facilities Studio, Computer, advanced technology, etc.

• Moot gallery

• Scholarship result oriented

Public participation Detailed website Promotion/Marketing

Library and gallery is open to public

Open day

22/2/2014 and 24/5/2014

Activities Drawing in the car park

Kids drawing competition

Networking

• Bridge between local and global art fields

-Free travel the 4 campus without registration

-Internship with brands – Disney, Shaws

• Alumni 300 staff in Pixar – Miss Ja.

• Credit bearing inters hip

• Moot gallery

• Artist talk

Tour– Heritage and Educator

Heritage tour:

-Detailed explanation with heritage repeat the website

-Welcome for public atmosphere is good

Educator tour:

Promotion/Marketing?

-Good service – Associate director

-Provide much information

for admission Career

-Provide oversea tour

Disadvantages of SCAD

Security

Too strict

Registration for public visit to library and gallery

Facilities

Moot Gallery

Student Hall

Hong Kong Gold Coast Residences – Castle Peak Bay

(near Tuen Mun)

Too far from SCAD Hong Kong

Tuition Fee

Too expensive for most local students

US $32,950 / HK $255,798 per year

6 times of government-funded university tuition fee

Stepping-stone to study and work overseas – advance

Hong Kong to become a centre of creative industry in

Asia?

Heritage and Art School

Not too compatible

Public VS Private Space

Website

Detailed but not well organized

Difficult to access information

Conclusion

Conclusion

X exanimate the learning atmosphere but the role of SCAD

Holiday and sem break

Miss Ja : “Leading University to transform passion to make your dream come true.” Specific subject

What is the role of SCAD? HK and global network

Money making organization or tertiary education institution?

Reflection on heritage and art institution?