Capacity Building of Rucka Art Foundation

Description

The objective of the project “Capacity Building of Rucka Art Foundation” is to improve communication capacity of Rucka Art Foundation, while contributing to an increase of financial resources not related to project funding. In order to achieve this objective the project foresees implementation of four activities related to the development of communication strategy of Rucka Art Foundation - improvement of visual identity, updating organization’s website and production of marketing materials. During the implementation of project activities communication strategy of Rucka Art Foundation for various communication channels and target groups - artists, potential cooperation partners and business clients  will be prepared, a set of visual identity elements will be developed, easily administrated and mobile friendly website with updated information targeted at various client groups will be created and marketing materials will be produced to attract business clients, thus increasing the amount of not project related financing.

Summary of project results

The project aimed to address the following issues or challenges:

1. Limited communication capacity: The Rucka Art Foundation needed to improve how it communicated with various stakeholders, including artists, potential cooperation partners, and business clients.

2. Reliance on project-related funding: The foundation wanted to increase financial resources that were not directly tied to specific project funding, thus diversifying its income streams.

3. Outdated or ineffective communication tools: The foundation''s visual identity, website, and marketing materials required updates to better reflect its mission and appeal to different client groups.

4. Lack of a clear communication strategy: The foundation needed a comprehensive communication strategy that catered to different communication channels and target audiences.

These challenges collectively impacted the foundation''s ability to communicate effectively and generate sustainable, non-project-related income.

The project undertook the following activities and produced the corresponding outputs:

1. Development of a Communication Strategy and Guidelines:

   • A three-day workshop (November 9-10, 2021) was held in Cēsis, led by information design specialist Martin Fossleitner, involving Rucka Art Foundation representatives Ieva Ūbele and Oskars Goba.
   • During the workshop, the team defined the organization''s key target audiences, including residents, cultural organizations, businesses, partners, funders, and the local community.
   • A communication strategy and guidelines were developed to engage with these audiences across various channels, emphasizing Rucka''s values, culture, and activities.
   • These documents aim to enhance the foundation''s outreach and public engagement efforts through targeted communication.

2. Redesign and Update of Rucka Art Foundation’s Website:

   • The website was updated to improve usability and accessibility. It was migrated from a difficult-to-manage WordPress setup to a more user-friendly Elementor plugin-based design.
   • The website was enhanced with specific sections targeting different audiences, including:
     • Artists interested in residencies, with a clear application process.
     • Organizations and businesses looking to rent the foundation’s spaces, with detailed information on the facilities and booking.
     • Funders and collaborators, showcasing Rucka’s projects and achievements.
     • Photography and film enthusiasts, with information about the foundation’s photo lab and production capabilities.
     • The local community, with easy access to information about public events.
   • The visual identity of the foundation, including colors, fonts, and graphic elements, was refined in line with the foundation’s values of art, hospitality, people, and stage.
   • The total cost of the website redesign was €3,438.81, covering web designer, photography, and translation services.

3. Creation of Marketing and Communication Materials:

   • Based on the new communication strategy, various marketing materials were produced to engage with clients, partners, and the general public.
   • The project also included efforts to improve social media communication, particularly on platforms like Facebook and Instagram, and enhance media relations.

These activities resulted in a comprehensive communication framework and an updated website, contributing to improved public visibility and engagement for Rucka Art Foundation.

The project achieved several outcomes and impacts, benefiting multiple target groups:

1. Improved Communication and Outreach:

   • The development of a communication strategy and guidelines significantly improved Rucka Art Foundation''s ability to engage with its diverse target audiences. This included artists, partners, funders, businesses, and the local community.
   • Beneficiaries: Artists, potential partners, funders, and the local community, who now have clearer information about the foundation''s mission, values, and opportunities for collaboration or participation.

2. Increased Visibility and Accessibility:

   • The updated website made information about the foundation''s activities, residencies, and events more accessible to all stakeholders. The new website structure, designed with easier navigation and clearer content, allows visitors to find relevant information faster.
   • Beneficiaries: Artists interested in residencies, organizations and businesses seeking to rent spaces, collaborators and funders looking for project information, as well as the general public interested in Rucka''s events.

3. Enhanced User Experience for Specific Groups:

   • The website now includes specific sections tailored for each target group:
     • Artists: Improved application process for residencies and a dedicated section showcasing past projects.
     • Businesses: A detailed section on venue rentals, including technical specifications and high-quality images, helping them easily evaluate and book spaces for events.
     • Funders and Collaborators: A section highlighting Rucka’s project achievements, allowing potential partners to better understand Rucka''s past work.
     • Local Community: Information about public events in a user-friendly format, increasing local engagement.
   • Beneficiaries: Each of the foundation’s primary audiences, benefiting from clear, targeted information.

4. Increased Audience Engagement:

   • Statistics indicate that the website has consistently attracted over 1,000 visits per month, with a notable spike in August due to public art exhibitions. This suggests increased awareness and interest in Rucka’s activities, especially from the local community.
   • Beneficiaries: The local population, especially residents of Cēsis, who have greater access to cultural activities hosted by Rucka.

5. Strengthened Brand Identity:

   • The foundation''s visual identity was enhanced, aligning with its core values (art, hospitality, people, stage), which strengthened its overall branding and public perception. This clearer identity helps attract business clients and partners.
   • Beneficiaries: Business clients and partners who now perceive Rucka as a more professional and well-branded organization.

In summary, the project had a broad impact by enhancing communication, increasing visibility, and creating a user-friendly digital presence that benefits artists, cultural organizations, funders, businesses, and the local community alike.