Online workshop on marketing for conservation

FAIC Online: Marketing for Conservation

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.

About the Course:

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 on the AIC website or from the AIC office. The
registration deadline is June 19, 2011. Participants will be
accepted in order of receipt of paid registration. Enrollment is
limited, so early registration is advised.

"Marketing for Conservation" is a four-week course. The course will
begin on Thursday, June 16, 2011 and continue, with new activities
and discussions each week, through July 14, 2011.  The course site
will remain available for reference and downloads for two weeks
after the course ends.

What 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 effort
    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. (Although the timing of your
participation is flexible, we have found that participants have
difficulty keeping up with the course during extended trips.)

Is Distance Learning Right for You? We're glad you asked! We all
learn in different ways. Take our interactive quiz, found on the
main "Take a Course" page, to see if this type of course is a good
match for your learning style. Take our quiz>>

Technical Requirements: PC or Mac with Internet access. Browser: if
using Microsoft Windows, you will need either MS Internet Explorer
5.0 or later, or Netscape Navigator 6.2 or later, or Mozilla
Firefox. If you are using Apple MacIntosh, you will need Netscape
Navigator 6.2 or later, Mozilla Firefox, or Safari.

Technical support (by email or phone) will be available while the
class is in session 8am - 5pm. Pacific Time.

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.

About the series

    "Marketing for Conservation" is part of FAIC's online education
    series, "Business and Management Practices for Conservators."
    Funded by The Getty Foundation, the series focuses on basic
    business skills that conservators need to know.

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 is supported by The Andrew W. Mellon Foundation
and by gifts from members and friends of the American Institute for
Conservation of Historic and Artistic Works.

For more information, contact:

    Abigail Choudhury
    Development and Education Associate
    Foundation of the American Institute for Conservation of
        Historic and Artistic Works
    1156 15th Street NW
    Suite 320
    Washington, DC 20005
    202-661-8070
    Fax: 202-452-9328


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                  Conservation DistList Instance 24:46
                  Distributed: Tuesday, April 5, 2011
                       Message Id: cdl-24-46-022
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