November 19, 2012

SPACE IN THE ARTS

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SPACE

IN THE ARTS

Sustainable, Political, and Accessible Communities in Edmonton (SPACE)

Shamira da Silva Alex Lucyk Brittany Pitruniak Natalie Shykoluk AGAD 201 Campaign Assignment Part 3

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Vision
SPACE in the Arts envisions an Edmonton whose arts and cultural venues embrace the principle of Universal Design, and are therefore physically accessible to everyone.

Mission
SPACE in the Arts will create awareness among arts and cultural organizations in Edmonton about the advantages of owning and renting physically accessible venues, as well as support organizations in their efforts to become more physically accessible. We will also advocate for the application of Universal Design when renovating and constructing arts and cultural venues.

Campaign Goal
To create awareness among arts and cultural organizations in Edmonton about the advantages of owning and renting physically accessible venues, as well as support organizations in their efforts to become more physically accessible through the application of Universal Design.

The following are the first two phases of a larger campaign. Each phase has its own goal that supports and relates back to the awareness portion of the overarching campaign goal. At the completion of each phase, we will evaluate and then modify the remainder of our campaign based on the successes of the previous phases. In completing this preliminary awareness campaign, SPACE in the Arts hopes to facilitate the success of the second half of its overarching campaign goal. The second half of the campaign, which is not discussed in this document, will focus on how we intend to position ourselves as a support system and resource for organizations wishing to address physical accessibility in their venues and venue choices. *Please see Appendix for our timelines as well as a comprehensive list of our stakeholders

Phase One - Research

Phase One Goal: To increase SPACE in the Arts knowledge base around the issue of physical accessibility, while establishing relationships with the arts and cultural sector both locally and nationally. OBJECTIVE 1: Research the current state of physical accessibility of a minimum of 50 small to mid-sized arts and cultural venues in Edmonton. Compile and analyze the research data by August 2012.

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Tactic 1: Digital and Online Strategy Tool 1: Create and circulate an electronic survey to at least 50 small and mid-sized arts and cultural organizations in Edmonton to get a sense of the current state of physical accessibility in this sector. Tool 2: Complete a scan of a minimum of 50 small to mid-sized Edmonton arts and cultural organizations websites to determine whether they address venue physical accessibility. Tool 3: Create and circulate an electronic survey to organizations in Edmonton whose work is centered around physical disabilities and ask them to forward this survey to clients. This will help us further understand the challenges people with physical disabilities face in their arts and cultural participation. Tactic 2: Personal Contact Tool 1: Interview respondents from our circulated electronic surveys who indicated they wanted a follow up meeting in-person with regard to exploring the issue in greater detail. EVALUATION OBJECTIVE 1: Quantitative: Number of responses from the electronic surveys Amount of respondents to the electronic surveys who requested follow-up meetings Percentage of respondents who supported SPACE in the Arts position What percentage of survey respondents were already aware of the issue and what percentage wasnt? Number of people we ended up interviewing in-person Proportion of arts and cultural venues that were identified as physically accessible by surveys and interview participants Percentage of organizations websites that address physical accessibility Number of respondents who indicated that physical accessibility is: an important issue for their organization which influences their planning and day-to-day operations; something they recognize as important, but for whatever reason do not make it a priority in their planning and day-to-day operations; or a challenge to their personal arts and cultural participation.

Qualitative: With respect to the electronic surveys, what attitudes or opinions were reflected in the openended comments section? Did the interviews expand on the questions asked in the survey (i.e., expand on our understanding of the issue)?

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Was SPACE in the Arts position regarding the importance of physical accessibility in Edmontons arts and cultural venues confirmed through survey results and in-person interviews? What obstacles were identified by survey and interview participants that prevented/hindered them from making their arts and cultural venues physically accessible? What obstacles were identified by survey and interview participants that prevented/hindered them from participating in their arts and cultural community? From SPACE in the Arts website reviews, what types of accessibility options are indicated by organizations on their websites and how do those options portray their venues overall physical accessibility to the visitor (e.g., to what degree do they consider themselves to be physically accessible)?

OBJECTIVE 2: Identify organizations or government departments in 15 major cities across Canada that are similar to SPACE in the Arts; evaluate what they are doing to increase the physical accessibility of arts and cultural venues in their respective cities. Compile and analyze the research data by August 2012. Tactic 1: Digital and Online Strategy Tool 1: Create and circulate an electronic survey to the organizations or government departments we identified in the 15 major cities across Canada. Tactic 2: Personal Contact Tool 1: Conduct Skype interviews with respondents from the electronic survey circulated nationally who indicated they wanted to follow-up and explore the issue in greater detail. EVALUATION OBJECTIVE 2: Quantitative: Number of responses we got from the electronic survey Amount of respondents to the electronic survey who requested follow-up meetings over Skype Percentage of respondents that had a similar position as SPACE in the Arts with regard to physical accessibility in their own city Number of people we interviewed on Skype Proportion of organizations or government departments that indicated they were currently working on their own advocacy efforts around the issue Number of respondents who indicated that physical accessibility is a current issue in the arts and cultural sector in their city Percentage of organizations or government departments similar to SPACE in the Arts who received the survey and focus their efforts solely in the arts and cultural sector How many of these focus on a variety of sectors in their city with regard to physical accessibility? What percentage of respondents indicated success in increasing the physical accessibility of arts and cultural venues in their respective cities?

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Qualitative: With respect to the electronic survey, what attitudes or opinions were reflected in the open-ended comments section? Did the interviews expand on the questions asked in the survey (i.e., expand on our understanding of the issue)? Do the survey results and interview feedback support the advocacy methods SPACE in the Arts has planned for its awareness and education campaign? Did the survey and interview participants identify any obstacles that prevented them from making arts and cultural venues physically accessible in their respective cities? What advocacy methods did these organizations use in their own campaigns? How did these organizations across Canada evaluate the success of their advocacy efforts? (i.e., how did they define success)?

Phase Two Awareness & Education

Phase Two Goal: To increase awareness and knowledge within Edmontons arts and cultural community regarding the issue of the physical accessibility of venues. OBJECTIVE 1: To increase the awareness of Edmontons arts and cultural organizations, at all levels, with regard to the issue of venue physical accessibility by 30% by February 2013. All levels refers to managers, support staff, boards of directors, members, and volunteers. Tactic 1: Digital and Online Strategy Tool 1: Create and promote a Facebook page and Twitter feed for SPACE in the Arts to stimulate conversation in the arts and cultural sector about physically accessibility. Tool 2: Create a supplementary survey that will be sent along with the results of our research data to managers from phase one and ask that this survey be circulated to their staff, board, members, and volunteers. To be distributed in September 2012. Tool 3: Send the results of our research data to survey respondents as well as organizations and individuals we feel would benefit from the information. EVALUATION TACTIC 1: Quantitative: Number of posts to our Facebook page How often did people post? How many of the posts were shared on other peoples Facebook pages? Amount of Twitter followers How many of our tweets have been re-tweeted? How many times have they been re-tweeted?

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How often were they re-tweeted? How many other organizations share or promote our online and digital resources using their own digital and online forums? How many people with disabilities report using our online resources as a way to increase their participation in the arts and cultural sector in Edmonton? Has online dialogue increased in Edmonton around this issue? Number of responses from the supplementary survey Amount of respondents to the supplementary survey who requested follow-up meetings Percentage of supplementary survey respondents who supported SPACE in the Arts position What percentage of supplementary survey respondents were already aware of the issue and what percentage wasnt? Number of supplementary survey respondents we ended up interviewing in-person Proportion of arts and cultural venues that were identified as physically accessible by supplementary survey and interview participants Number of respondents who indicated that physical accessibility is: an important issue for their organization which influences their planning and day-to-day operations; something they recognize as important, but for whatever reason do not make it a priority in their planning and day-to-day operations; or a challenge to their personal arts and cultural participation How many people contacted us with questions, comments, or requests for more information after receiving the results of our research data? How many people requested to meet in person to discuss the issue further after the receiving the results of our research data? Number of recipients who forwarded the results to other organizations (track forwards through mail program) Number of organizations or individuals who reported that they used the online information and resources provided by SPACE in the Arts to improve their physical accessibility knowledge and awareness

Qualitative: Who posted to our Facebook page and what conclusions can we draw from that? Are the comments and opinions we received from users positive or negative? What questions or suggestions arose from our user base? Did the dialogue around the issue gain momentum during the course of the campaign? With respect to the supplementary survey, what attitudes or opinions were reflected in the openended comments section? Did the interviews with supplementary survey respondents expand on the questions asked in the survey (i.e., expand on our understanding of the issue)? Do the survey results and interview feedback support the advocacy methods SPACE in the Arts has planned for its awareness and education campaign? With respect to the results of the research data being circulated, what reactions, opinions, attitudes, or questions did we receive in response?

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What type of information was desired by people requesting for more after having received the results of our research data? Were the research data and online resources used by other organizations as examples in discussions around the greater issue of physical accessibility in Edmonton?

Tactic 2: Event Tool 1: Organize an accessibility walk in the Arts District (downtown), Old Strathcona, and 124 Street areas in Edmonton to bring awareness to and demonstrate current support for the issue. EVALUATION TACTIC 2: Quantitative: Accessibility walk attendance statistics (number of participants, demographic breakdown, etc.) Number of onlookers/bystanders who inquired about the accessibility walk while it was going on Number of people with disabilities who participated in the walk How many onlookers/bystanders joined the accessibility walk in progress? Percentage of participants and onlookers who requested more information (i.e., a resource kit) upon learning about the issue via the accessibility walk?

Qualitative: What were the attitudes of participants? What were the reactions of onlookers? Did the inclusion of people with disabilities contribute to the overall appreciation and understanding of the issue? What was the reaction from the disability community? What realizations emerged, if any, from participating in the accessibility walk? What were the reactions from venues visited on the accessibility walk?

OBJECTIVE 2: To educate and increase the knowledge base of Edmontons arts and cultural managers regarding the issue by 15% by the completion of the two phases in February 2013. Tactic 1: Digital and Online Strategy Tool 1: Email results of our research data to the managers who participated in the electronic survey from phase one. EVALUATION TACTIC 1: Quantitative: How many people contacted us with questions, comments, concerns or requests for more information after receiving the results of our research data?

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Number of organizations who forwarded the results to other organizations (track forwards through mail program) Number of organizations who reported that they used the online information and resources provided by SPACE in the Arts to improve their physical accessibility knowledge and awareness How many people requested to meet in person to discuss the issue further after the receiving the results of our research data? Number of results recipients who reported that the received helped to improve their physical accessibility knowledge and awareness

Qualitative: With respect to the results of the research data being circulated, what reactions, opinions, attitudes, concerns, or questions did we receive in response? What type of information was desired by people requesting for more after having received the results of our research data

Tactic 2: Brief & Presentation Tool 1: Create a resource kit for organizations containing a description of the issue, a proposed solution, and other relevant information to be distributed at a seminar. This will include the SPACE in the Arts assessment tool, position paper, results of the electronic survey, and other relevant resources. Tool 2: Hold a seminar and invite those from all of the different groups that we have contacted throughout phase one and phase two to generate interest and start a city-wide discussion about how the arts and cultural sector can work together to make their venues physically accessible. EVALUATION TACTIC 2: Quantitative: Seminar attendance statistics How many different organizations and which levels within them were represented? How many different areas of the citys arts and cultural sector were represented? How many of different types of stakeholders were in attendance? Proportion of seminar attendees who also attended the accessibility walk Number of resource kits distributed during the seminar Number of resource kits requested post-seminar from SPACE in the Arts Who requested these resource kits post-seminar (e.g., attendees or people who heard about it via word of mouth)? Percentage of seminar attendees who expressed interest in a follow-up seminar Proportion of feedback forms received from seminar attendees

Qualitative: What kind of feedback did we receive from seminar attendees?

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Was the information in the resource kits deemed useful to recipients and in what ways? What questions or suggestions arose from discussions held at the seminar? Did the seminar attendees actively engage with the issue and eagerly participate?

TACTICS EMPLOYED FOR BOTH OBJECTIVES 1 & 2 Tactic 1: Digital and Online Strategy Tool 1: Create and promote a website for SPACE in the Arts where we will include: survey results, environmental scan assessment form, sample scan video, and resources. Tool 2: Conduct and film an environmental scan of the Centre for the Arts and Communications, MacEwan University (using the SPACE in the Arts accessibility environmental scan form) that can be uploaded to SPACE in the Arts website. EVALUATION TACTIC 1: Quantitative: How many hits did the website get? How many views did the environmental scan video receive? How many people contacted us for more information after viewing the website or accessing the other online forums? How many other organizations share or promote these resources using their own digital and online forums? How many organizations have reported proactively using the online information and resources provided by SPACE in the Arts to improve their physical accessibility? How many people with disabilities report using our online resources as a way to increase their participation in the arts and cultural sector in Edmonton? Has online dialogue increased in Edmonton around this issue?

Qualitative: Are the comments and opinions we received from users positive or negative? What questions or suggestions arose from our user base? Did the dialogue around the issue gain momentum during the course of the campaign? Were our resources used by other organizations as examples in discussions around the greater issue of physical accessibility in Edmonton?

Tactic 2: Media Strategy Tool 1: Media releases to announce creation of SPACE in the Arts and its research, events, and interviewing opportunities. Tool 2: Media/PR Event to officially introduce SPACE in the Arts to the media, launch the education and awareness portion of the campaign, and share our research findings. Tool 3: Distribute Public Service Announcements about our events, volunteer opportunities, and other activities, when necessary

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EVALUATION TACTIC 2: This is an ongoing objective that we will evaluate through benchmarking activities such as positive media, letters to the editor, number of times SPACE in the Arts is mentioned in the media, and interviews requested. These evaluation activities will measure the effectiveness of our media activities. Quantitative: Number of time the media ran organization-generated content (e.g., PSAs, letters to the editor, media release information) Number of times the media independently ran content regarding the issue and/or SPACE in the Arts work around it Amount of requests for interviews with SPACE in the Arts representatives regarding the issue How many attendees from the media and arts and culture sector were at the media event? How many different areas of the citys arts and cultural sector were represented by attendees? How many of different types of stakeholders were in attendance? How many media outlets actually ran coverage of the media event? How many mediums and outlets have provided coverage of more than one element of phase two of our campaign? How many members of the arts and cultural community contacted SPACE in the Arts requesting information based on coverage they came across?

Qualitative: What was the nature of outside responses about the media coverage SPACE in the Arts received? Have any other advocacy opportunities or partnerships arisen from the media coverage of our campaign based on our media strategy? What was the tone of the media coverage received? What were the reactions of event attendees to the results of our research data? What kind of questions or comments followed?

EVALUATION PHASE TWO & THE OVERALL FIRST STAGE OF THE LARGER CAMPAIGN: Question: Did the overall awareness and education levels around venue physical accessibility increase by 30% within Edmontons arts and cultural sector by the end of the first two phases of a larger multiphase campaign? This question will be evaluated using a quiz style bench-marking survey that will be distributed at the end of the seminar. The results from this quiz will be compared against the results of the other surveys distributed throughout phase one and phase two. This will establish what percent of increase to the levels of awareness and education were achieved surrounding the issue within Edmontons arts and cultural community by the end of phase two of our campaign. Due to the close alignment of the first element of the overarching campaign goal and the goal and objectives of phase 2, the above will apply to the evaluation of both.