Project Title
Digital Strategy for Cool Culture
Project Description
In this team project, we worked to perform a strategic analysis of Cool Culture, a community organization that builds interaction between area families and local cultural institutions. Once our strategy was complete, we presented it to the directors and employees of Cool Culture. The strategic analysis includes a comprehensive review of the organization’s digital external and internal context, complete with analysis of market research reports, competitors activities, audiences, threats and opportunities. Cool Culture was also provided with an implementation plan and an evaluation plan to ensure continued success.
Methods
Our team met with the Cool Culture directors to assess the organization’s mission, needs, and aspirations. My group was focused on the organization’s website, so we conducted a content audit to analyze the current digital activities, users, and strengths and weaknesses of the website. Over the course of this project, the COVID-19 pandemic unfolded, so our team adapted our solutions to be even more digital-friendly.
My Role
In this project, I worked with three other students, Cameron Aguilar, Ian Gregory, and Katie Drake. The work divided up between us, with myself taking on the executive summary and mission, external analysis, and value chain and collaborating with my team members on the SWOT analysis. Most importantly, I created the engagement objective and expanded on the transparency section which both provide solutions and recommendations for connecting with Cool Culture’s audience. Throughout this project I helped organize my group members, ensuring an efficient and effective process that resulted in a valuable product for our client.
Learning Outcome Achieved
Foundations of Museums & Digital Culture
Rationale
If the past year has taught us anything, it is how important connecting with your audience is, even if it must be from afar. The purpose of a digital strategy document is to define goals and objectives for an organization to promote its mission and vision and to reach its audiences more effectively. Through this project, I learned about the importance of digital strategies in the museum sector, and how they are used to increase digital literacy in the field. By providing our client with this document, I was able to facilitate Cool Culture’s implementation of technology to increase engagement among their community and improve the experience of their participants on their website and in their programs. This project demonstrates my ability to manage a digital initiative, recommend strategic actions, and develop a plan for implementation and evaluation, all backed by the use of digital technology and strategic management frameworks, to further the mission of a cultural organization.