Coleman Art Museum Case Analysis

1262 words - 6 pages

MARKETING CASE STUDY

Coleman Art Museum

Instructor: Nguyen Quoc Cuong

Student: PHAN MINH QUYỀN

Part 1: Background information

• The Coleman Art Museum (CAM) is a non- profit corporation located in Universal City, USA, a large metropolitan area in the western United States.

• Founded in 1925, the museum was originally chartered as the Fannel County Museum of Fine Arts, and funded by an annual appropriation from Fannel County.

• In 1997, CAM benefited from a $28 million county bond election. Thus, the construction of a new and expanded facility in central of Universal City was carried out. It had extensive ...view middle of the document...

➢ Development & Community Affairs

Headed by Donald Smith, is responsible for marketing/PR/membership/grants, fund-raising for the museum, handles all applications for foundation, federal, state, and local grants.

➢ Finance and Administration

Headed by Ashley Mercer, is responsible for daily operation of the museum, managing the museum’s profit centers.

Museum Finance

➢ The 3 years loss in a row followed 7 consecutive years of either break-even or profitable status.

➢ Special exhibitions and events were very profitable but decreasing in 2005.

| |2002 |2003 |2004 |
|Total revenues |$ 10,794,110 |$ 7,783,712 |$ 8,694,121 |
|Total expenses |11,177,825 |7,967,530 |8,920,674 |
|Net loss |( 383,715) |(183,818) |( 226,533) |

Museum’s financial condition needed attention:

a. The appropriation for Fannel County decline

b. Low interest rate in 2003 and 2004 lead to low earnings from CAM endowment and investment

c. Membership revenues were down for the fifth consecutive year.

d. Income from auxiliary activities continued to show a positive contribution.

e. Income from grant and other donation were still the same amount with previous year in 2005.

I. Museum Marketing

A. Museum Image

• Many people think this museum has NO image.

• CAM is one of the most public in the U.S.

• It is more heavily dependent on the membership contribution than any other museum.

• It has the best balanced collection between Western & non-Western art of any museum in the country.

B. Museum Visitation

• Promotion of special exhibits and activities via press releases and close relationship with local media

• Maintaining a close relationship with the local media.

• CAM has many programs directed toward educating the public.

• Advertisements for special exhibitions aired on local radio and newspapers

C. Museum Membership

• The museum and its members have a symbiotic relationship.

• CAM has 2 distinct memberships: personal & corporate.

• Recruiting new members via mail, telephone, and personal solicitations.

Part 3: SWOT Analysis

Strengths

Firstly, the museum is located in a popular area in the western U.S. Secondly, it was publicly mandated. Thirdly, the CAM was free admission, membership purchases, host of traveling exhibits, host of special events (foundation, fund-raising). Finally,...

Other Essays Like Coleman Art Museum Case Analysis

Contemporary Art Essay

1980 words - 8 pages Name of Student: Name of Professor: Course Code: Date: Contemporary Art Thesis statement An analysis of contemporary artwork reveals that there is a strong relationship between contemporary art and everyday life as artists can use them for environmental and political activities. Introduction One question that most people usually ask themselves when asked about the history of arts is whether art can have a history. Yes, art has a long

Art And Its Basis In Convention

2363 words - 10 pages art works can or cannot be distributed, so they have the power to define what is ‘art’ (Inglis, 2005). In Hong Kong, the ‘gatekeeping’ function lies in a number of organizations. They include Hong Kong Museum of Art, Hong Kong Arts Centre, Hong Kong Arts Festival and Hong Kong Art Gallery Association, holding the power to decide what to be displayed and exhibited to the public. Hong Kong Art School and Hong Kong Academy for Performing Arts have

Globalization and the Art Market

628 words - 3 pages Yoyo 1 Yonia Yoyo
 Professor Doyle Art 333 
 20 September 2015 Globalization and the Art Market The expression "globalization" is universal and loose. In any case, it is important to consider what it implies for the craftsmanship market and the most extensive circle of aesthetic creation. According to Manfred B. Steger’s book, Globalization: A Very Short Introduction, the term globalization refers to the “expansion and intensification

How Views About the Benin Plaques Have Changed

1645 words - 7 pages of African art but one gets the sense that the artefacts are not being given room to breathe as works of art thus being deprived of any artistic value. When comparing this to the display of Benin bronzes at the Horniman museum London (Display of Benin bronzes at the Horniman Museum, plates 3.2.25 and 3.2.26) we can see that the presentation of plaques attempt to combine different display traditions. Represented in a museum which specialises

Executive Summary Collection Audiences People Money Key Projects

5406 words - 22 pages , Babylon, Shah ‘Abbas, Montezeuma, Italian Drawings, Ife Art and Book of the Dead. This exciting programme provides an opportunity for the Museum to improve and increase people’s depth of knowledge of the world’s cultures through the exhibitions themselves, associated programming and the web site. The Museum will raise the profile of its permanent collections through the gallery development programme, which in 2008/09 will see the opening of the

Art History Through the 15th Century

1314 words - 6 pages of religion, politics and other cultural aspects of the society and it is from this that the interpretation and analysis of the piece of art can be undertaken. Conclusion Art has been in existence for a very long period of time and is an important component of our heritage. There is need to collect and preserve all the pieces of art for the benefit of the present and future generations. The medieval and Gothic periods were blessed with some

Jan Jansz Den Uyl, Breakfast Still Life with Glass and Metalwork

1667 words - 7 pages century and viewers today of spiritual matters that should take priority over worldly concerns.   5   Bibliography Museum of Fine Arts. Museum label for Jan Jansz den Uyl, Breakfast Still Life with Glass and Metalwork, Boston, 16 April 2011. Kleiner, Fred S. Gardner’s Art through the Ages: The Western Perspective. Boston: Wadsworth, 2010   6  

The Extension Of Copyright Is Necessary To Protect The Rights Of Artists And Ensure Future Creativity

2544 words - 11 pages the monopolisation of the art to have control of potential profits that could be made off the pieces by the copyright holder. It no longer is art for art sake but more for business opportunity, in trading and production of the works. Film is a relevant and interesting example of copyright due to the explosion in the media in the 21st century. The case study that will be the main focus of this essay is of George Lucas versus Andrew Ainsworth

Kara Welker

1780 words - 8 pages group show at Drawing Center, New York, NY, 1994; had debut solo show at Brent Sikkema and Wooster Gardens, New York, NY, 1995; began working on a piece for Musée d’Art Moderne, Paris, France, 1995; had show at Renaissance Society, Chicago, IL, 1997; sold work for permanent collections of Whitney Museum of American Art and Walker Center, New York, NY; participated in the Whitney Museum Biennial, 1997. Addresses: Home —Providence, Rhode Island

Art & Forgery: Why People Get Involved

2284 words - 10 pages principal reasons artists make forgeries and art dealers peddle them. Both Artists and Art Dealers can fall into the trap of art forgery as seen in the case of John Myatt and John Drewe. Han van Meegeren was an artist who fell into the other area of reason: they want to fool the art world. Illustrations: Figure #1. The Supper at Emmaus. Han van Meegeren in the style of Vermeer. Figure #2. Christ and the Adultress. Han van Meegeren in

The Politics of Pop Art

3340 words - 14 pages . Stich, Sidra. Made in U.S.A.: An Americanization in Modern Art, the '50s & '60s. Berkeley: University Art Museum, University of California, Berkeley, 1987. Print. Weekes, Julia Ann. "Warhol's Pop Politics." Smithsonian Magazine. N.p., 31 Oct. 2008. Web. 27 May 2013. -------------------------------------------- [ 1 ]. Stich, Sidra. Made in U.S.A.: An Americanization in Modern Art, the '50s & '60s. (Berkeley: University Art Museum

Related Papers

Mgmt597 You Decide Essay

1539 words - 7 pages ). According to the book, Principals are typically relieved of liability if the agent’s folic and detour is substantial. In this situation, Coleman was running an errand to benefit himself; in this situation he committed a crime and stole the ring therefore making him liable for the crime and any damages to the Jewelry store. Analysis/Conclusion In this case, Coleman was acting as an agent on behalf of Software Inc. and performed a lot of

Analysis You Decide Business Law Coleman Works For Software Inc

1120 words - 5 pages can terminate the agency contract either by agreement or by their actions.”5 There are four methods of termination; (1) mutual agreement, (2) lapse of time, (3) purpose achieved, and (4) occurrence of a specified event. Analysis and Conclusion: The legal concepts above applied to the case scenario factual summary. Now, the next step is to answer the questions asked in the case. Do Jimmy’s mother, John and the owners of Jimmy’s Poor-Man’s Bar

Fine Arts Essay

1046 words - 5 pages class, I might someday understand Mangold’s work, but for the time being, the piece seemed out of place because of its lack of message. Works Cited Coleman Studios. Prescott, AZ. 1993 Miller, Judy. “Imaginary Dioramas” 2009. Tucson Museum of Art and Judy Miller

Greek Gold Jewelry Essay

954 words - 4 pages exhibits. The museum is dark and dreary. Very little lighting is in the museum except what shines through the windows. Many of the works of art were encased in glass or roped off. Several overhead lights illuminated from above on the exhibits. As I made my way through the museum, observing several piece of art an exhibit off in the distance caught my attention. Enclosed in a glass case is a gorgeous and complex gold masterpiece that sparkled