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This paper provides a real-world example of how strategic planning can have a radical impact on the working practice of a cultural organisation. It explores the ways that the National Gallery, London has had to change long established, and deep-routed thinking in order to successfully deliver its vision for a new film Channel. Encompassing everything from its overhaul of commissioning and decision-making mechanisms through to a new production model for film content. By sharing our experiences as we move towards a new and evolving digital future, the paper will offer valuable insights into the challenges of affecting positive change. Following the development of a Digital Engagement Strategy at the National Gallery, London, the paper explores the significant impact that implementing the strategy has begun to have on the organisation as a whole. The need to change long established working methods in order to be compatible with the demands of a new digital platform has required seismic shifts in both our thinking and our practice. Focusing on the development of a new, online film Channel the paper explores how the Gallery has had to radically change its approach to the ways it makes decisions, develops ideas around content, and commissions and produces new films. By actively choosing not to maintain the status quo new ways of working have been needed, and the impact on internal processes and established structured and has been extensive. The paper provides insights into the Gallery’s rationale; an overview of where we are in the process and the practical steps we have taken to affect change. By reflecting on the progress to date and the valuable lessons learned this project clearly demonstrates the power that a digital initiative can have on the internal culture of an organisation when it is framed within a wider, long-term strategic plan. See:http://www.nationalgallery.org.uk/channel/ @cb_sexton | @nationalgallery | @NGDigital
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THE NATIONALGALLERYPOSITIVE DISRUPTION: A CASE-STUDY FOR EMBRACING CHANGE9 November 2012
Charlotte Sexton, Head Digital Media @cb_sextonwww.nationalgallery.org.uk(N.B. Commentary within slide notes)
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Watching film
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Watching film
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WHAT DID WE DO...?
+ PRO
– CON
SO WHAT HAPPENED NEXT...?
Digital
Commissioning
Editor
Education/ Interpretat
ion
Exhibitions
ProjectManager
Stakeholders
CommsAnd
Marketing
The team…
ANY CHALLENGES...?
1. Build up our address book
2. Learn how to write a good brief
3. Become more rigorous when reviewing the creative treatment
4. Develop new guidelines for titles/captions/credits/subtitling etc.
5. Decide how to take our brand into the film space
6. Learn to manage stakeholder feedback!
7. Learn how to build an audience for film
8. Allow ourselves time to pause and evaluate
9. Have the confidence to course correct if things aren’t working
10.Recognize our successes and the failures
CHALLENGES
Here’s a taster for you…
SOME TAKE-AWAYS…
1. Significant change requires significant support
2. There’s going to be a learning curve
3. Get the building blocks in place:
• Develop a tight brief: include key works, interviewees, questions and locations
• Develop technical guidelines – brand, house style, caption, credits, subtitling
4. Establish clear feedback and approval processes
5. Assign an editor to check/quality assure all on-screen text
6. Develop promotion plan from the outset
7. Evaluate and course correct
8. It’s a long-term commitment
LESSONS LEARNT…
THANKS FOR LISTENING
QUESTIONS..?
Charlotte Sexton, Head Digital Media @cb_sextonwww.nationalgallery.org.uk
