Online workshop on marketing for conservation

The Foundation of the American Institute for
Conservation of Historic and Artistic Works
Presents an FAIC Online Course

Marketing for Conservation

March 27 - April 23, 2008

Whether you are in private practice or part of a conservation
laboratory doing outside work, you need customers.  How do you reach
them?  How do you keep them?  How do you decide where to use your
limited time and money most effectively for marketing?

FAIC is pleased to offer an online course, "Marketing for
Conservation," to meet the needs of conservators who own or manage a
professional conservation business or laboratory.   In this course,
you will encounter readings, case studies, work sheets,
presentations, and exercises to get you thinking and planning for
ways to define what services you offer, and then to connect those
services with customer's needs.  Online discussion forums allow you
to draw on the combined experience of other participants, the course
facilitator, and select outside experts.  Best of all, "Marketing
for Conservation" comes to you.  All you need is a computer with
Internet access and you are ready to learn.

"Marketing for Conservation" is a four-week course. The course will
begin on Thursday, March 27, and continue, with new activities and
discussions each week, through April 23.  The course site will
remain available for reference and downloads for two weeks after the
course ends.

The course will cover:

    How to define your business
    Advantages and drawbacks of various marketing methods
    How to research your environment and potential customer base
    Strategies for networking
    Principles of effective printed materials
    How to track results from marketing efforts
    Legal and ethical issues involved in marketing
    How to leverage new business from your existing client base

By completing the exercises in this course, participants will
develop many components of a workable strategic marketing plan for
their practice or laboratory.

Time Requirements: Expect to spend at least six hours per week on
the course - roughly the equivalent of attending a full-day workshop
each week.  You will use this time to complete exercises, and to
read and respond to the work of others in the course.  You choose
when, according to your own schedule--at noon during your lunch
break, in the evening with a cup of coffee by your side, or at 6 in
the morning in your favorite jammies.

Registration: The fee for this course is $200 for AIC members, $300
for non-members. To register, complete and return the registration
form, which is available at:

    <URL:http://aic.stanford.edu/
        education/workshops/documents/onl8frm.pdf>

    **** Moderator's comments: The above URL has been wrapped for
    email. There should be no newline.

or from the AIC office.  The registration deadline is March 25,
2008. Participants will be accepted in order of receipt of paid
registration. Enrollment is limited, so early registration is
advised.

About the Facilitator:

    Sarah Lowengard, Ph.D., has more than twenty years' teaching
    experience in both formal university classrooms and informal
    education programs. She has developed, taught, or led courses,
    workshops, and tutorials in art conservation, collections care,
    history, academic research and materials analysis.  A
    private-practice art conservator since 1979, she initiated the
    Conservation Course Syllabus Web pages for Conservation OnLine
    and served on the AIC Education and Training Committee.

Credits:

    Course Content: Sarah Lowengard
    Instructional Design: Roberta Westwood
    Project Management: Eric Pourchot
    Hosting and Course Support: iCohere
    Contributors and Reviewers:  Jeff Brechlin, Susan Burke, George
        Schwartz, Colin Turner, Hollis Walker

This course was created with funding from the Getty Foundation. It
is presented with funding from the FAIC Endowment for Professional
Development, which was established with a grant from The Andrew W.
Mellon Foundation and by gifts from members and friends of the
American Institute for Conservation of Historic and Artistic Works.

Eric Pourchot
Professional Development Director
American Institute for Conservation of
    Historic and Artistic Works
1156 15th St. NW, Suite 320
Washington DC 20005-1714
202-452-9545, ext. 5
Fax: 202-452-9328


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                  Conservation DistList Instance 21:43
               Distributed: Wednesday, February 13, 2008
                       Message Id: cdl-21-43-012
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