All posts by Jordynf

Media Map (Draft)

Art of the Athlete Media Map

 

You-tube

Benefits

  1. Can share program videos
  2. Allows for audience to send, share, or comment on the videos

 

Pitfalls

  1. Can’t link to videos produced/shared by the JSMA channel, or videos produced by news outlets such as ESPN or NBC.
  2. doesn’t reach schools who would be buyers for the curriculum

 

Implementation/improvement

The JSMA already has a you-tube channel that it puts its videos on, but the program itself doesn’t have one. This could be effective for if videos are to be made for the program. As it stands the Art of the Athlete program is under the umbrella of the JSMA, which does all of its marketing, so having its own separate you-tube might not be very effective.

 

Facebook

Benefits

  1. Can share articles, press releases, etc. about the program.
  2. Can create events
  3. Can cross link with JSMA Facebook page
  4. Large user interface, ability to reach a vast audience
  5. Can create advertisements
  6. Allows people to share, furthering the reach of the organization

 

Pitfalls

  1. Doesn’t reach schools who would be buyers for the curriculum

 

Implementation/improvement

It is possible for the A of A program to get its own Facebook page, this could be good for getting out certain program related news, and cross linking and sharing JSMA stories and such. The JSMA Facebook already creates things like the exhibition “events” to invite people to, this page could help share and promote. This could be good as well to create ads, the A of A program has little marketing on its own so this could be an avenue.

 

Instagram

Benefits

  1. Can share program photos
  2. Can cross link to Facebook
  3. Can repost and cross link with JSMA, University of Oregon, GoDucks, Women In Flight, and other similar organizations
  4. hashtags

 

Pitfalls

  1. Doesn’t reach schools who would be buyers for the curriculum
  2. not as large of reach (JSMA only has 1,200 followers)

 

Implementation/improvement

The “#ArtOfTheAthlete” has been used before, creating an Instagram account for the program would be great to link people to the program and share photos. Since the program is visual based this is an important link.

 

Website/Blog

Benefits

  1. Can link to all other social media outlets
  2. Ability to share longer testimonials about the program
  3. Can show all information about the program for schools

 

Pitfall

  1. Time to manage and maintain
  2. Maintain professional look

 

Implementation/improvement

A name for a WordPress for art of the athlete has been reserved, the next step would be setting up the entire blog/website. This would have to be linked somewhere on the JSMA website. This most likely would be the main outlet in which all of the others would complement. This would look the most professional especially for teachers and administration who are looking into buying the curriculum.

Lexicon Week 9

1) Kerning

In typography, a kerning is the distance between the letters and how they are adjusted in relationship to each other to make the type more visually pleasing.

screen-shot-2016-11-27-at-6-18-57-pm

image from: http://www.webopedia.com/TERM/K/kerning.html 

2) Emphasis

Emphasis is when one image, idea, or piece of information is made to stand out in one way or another over other images, ideas, or information. Graphically this could be achieved through bolded text, color, size or placement.

3) Descender

In typography a descender is the part of the letter that dips below the baseline of the letters. Letters that Have descenders include: q y, p, g, j. They only occur in lower case letters.

screen-shot-2016-11-27-at-6-22-12-pm

image from: https://www.fontfont.com/staticcontent/images/original/descender_tisa.png?1308293261 

4) Visual Impact

Visual impact is how effective an image or design is in conveying a message to a viewer. This message could be a feeling, thought, or factual information. The visual impact of a design has many factors including color, layout.

 

Case Study

Case Study Analysis Part I – Environmental Scan

  1. Economic Scan

What economic factors are influencing the organization? Trends, Changes and Concerns:

Economic factors are in support of the Art of the Athlete Program on the college level. Many colleges are looking to put money into athletics, and many colleges have the fund or donations to do so. Looking at expanding to high school there could be some lack of funding since many art classes art being cut on that level; this is where state or city funding or partnerships with organizations such as the Boys and Girls Club can help.

Contributed Income– Individual, grants/foundations, corporate Earned Income– ticket sales and earned income sources Government Income– local, state and national support

This past year there was a $5,000 donation from Bank America, Merrill Lynch to fund the program, exhibition and outreach. The University of Oregon, Jordan Schnitzer Museum of Art, and the John E Jaqua Center all help in paying the salary of Lisa Abia-Smith: the instructor; Jordyn Fox: class helper, manager, and mentor; and Chris Young: academic advisor.

Organizational economic past and present –what is the general financial health of organization, any budgetary concerns?

Generally, the program has been supported through the University of Oregon, Jordan Schnitzer Museum of Art, and John E Jaqua Academic Center. On some years the program has received donations which helps stabilize it.

Are there other economic factors that influence the organization’s situation (touring trends, competition and other outside variables)

There isn’t any competition for the program, but donation and interest can vary based on the success on the field that an athletic team is having. If a team isn’t doing as well, donors may not want to support them on or off the field.

  1. Demographic Scan

What is the general audience or make up of the participants?

The specific audience for the Art of the Athlete program currently are University of Oregon student Athletes.  The program is looking to expand to other Pac 12 schools as well. To look at the demographics for the program it is important to look at the demographics not of the University itself, but specifically of the athletes. The NCAA keeps record of the demographics of each student athlete in a self-response poll that coaches administer to their teams on an annual basis. The chart below shows the percentages for the 2015-2016 season. Selected are sports that Art of the Athlete has worked with in the past[1]:

Sport White Black American Indian/Alaskan Native Asian Hispanic/Latino Native Hawaiian/Pacific Islander Two or More Races Nonresident Alien Other
M W M W M W M W M W M W M W M W M W
Basketball 40.5 51.8 45.1 32.8 0.4 0.5 0.5 1 2.7 3.4 0.2 0.4 4 4.8 3.9 2.8 2.7 2.5
Football 32.9 0 34.7 0 0.8 0 1.5 0 5.3 0 7.3 0 6.6 0 0.9 0 10 0
Volleyball 82.1 63.2 0 9.8 0 0.5 0 2 7.1 3.9 3.6 2.5 3.6 5.4 0 5.4 3.6 7.4
Gymnastics 61.9 50 2.4 12.5 0 0 23.8 13.3 7.1 9.4 0 0 2.4 1.6 0 8.6 2.4 4.7
Soccer 52.6 60.7 8.6 7.9 0.7 0.8 2.6 3.7 17.8 7.6 0 0.3 5.9 4.5 9.2 5.1 2.6 9.6
Golf 48.9 33.7 1.5 1.1 0.8 0 14.3 23.9 4.5 4.3 0.8 0 2.3 5.4 17.3 20.7 9.8 10.9

Any trends in sex, age, heritage, or education with participation level?

All of the athletes, being college students, have at least a high school education and are working towards some sort of college degree. Participants also range in ages 18-24 with the majority of the participants range from 19-22. Most of the participants in Art of the Athlete come from Football or Men’s Basketball, which makes the majority of participants male. Looking at the Pac 12 demographics for football a total of 66.2% identify as part of a minority compared to the the university of Oregon as a whole which only 23.5% of the student body are part of a minority[2].

 

 

 

 

 

 

How do national trends compare to the organization’s demographic trends? What demographic characteristic is of most concern to the organization?

Below is a chart of the demographics for Division I athletes nation-wide[3]:

Sport White Black American Indian/Alaskan Native Asian Hispanic/Latino Native Hawaiian/Pacific Islander Two or More Races Nonresident Alien Other
M W M W M W M W M W M W M W M W M W
Basketball 24.8 32.1 57.6 49.2 0.4 0.4 0.3 0.3 1.6 2.6 0.2 0.4 4.9 6.1 7.1 6 3.1 2.9
Football 39.6 0 47.4 0 0.4 0 0.4 0 2.7 0 1.3 0 4.4 0 0.4 0 3.3 0
Volleyball 72.3 65.4 2.3 14.8 0.3 0.4 3.3 1.1 4.1 4.1 2 1 6.6 5.3 3.3 5.3 5.8 2.6
Gymnastics 69.4 68.2 5.9 8.5 0 0.3 9.2 6.9 6.3 4.8 0.3 0.2 5.6 5.4 0.7 3.6 2.6 2.1
Soccer 53.9 71.1 9.6 6.8 0.2 0.3 1.4 1.4 11.8 7 0.2 0.3 3.9 4.6 14.9 5.4 4 3
Golf 70.7 57.3 2.9 2.7 0.2 0.2 5 10.6 3.1 3.9 0.3 0.3 1.9 3 13.3 18.8 2.7 3.3

In comparing them to the PAC 12 division football and men’s basketball, the PAC 12 has a lower percentage of African American athletes, yet a larger percentage of the other minorities including Asian, Hispanic/Latino, Native Hawaiian/Pacific Islander. Football in the PAC 12 has a significantly high percentage of Native Hawaiian/Pacific Islander at 7.3% compared to the 1.3% of the entire nation, as well as 10% who identify as “Other” compared to 3.3% nation-wide. The PAC 12 also has a lower percentage of white student athletes in football, gymnastics, soccer, and golf. Since the content of the curriculum of the program deal with race, identity, and culture, it is important to be aware of the minorities that are prevalent in the conference.

III. Cultural Scan

What is the general culture of the organization and board?

The culture is fairly relaxed, the classroom culture is very laid back to help the athletes relax and get interested in the art. The class is meant to be relaxed and debunk the idea that art is stuffy.
What local cultural elements or social values encourage participation?

The success of athletics in general help the public get interested in the program. This, like stated in the economic scan will help donations, but will also help public attendance for viewing the exhibition, the opening reception, and outreach programs in the Moshofsky Center and Matthew Knight Arena.
What leisure trends influence the organization?

Sports and art are both leisure events, which at times seem to compete with each other. Because the two are working together the partnership builds up each other. People who go to the museum will see the athletes and be encouraged to support them in games, while people who go to the games will see the athletes and the outreach and be encouraged to go to the museum to see the work.

How has the organization responded to the technology culture?

The program has used TV as part of advertising, they did CBS sports interviews this past year and were aired on the PAC 12 network and ESPN. The program also uses Facebook events for the outreach programs and the opening reception of the exhibition.

  1. Other Environmental Elements

Political – internal and external factors

The only “political” aspect would be the University politics of spending lots of money on athletics instead of academics. The program could be taken in good light: funding the arts, or could be the item of criticism of encouraging athletic elitism and spending funds only on athletes instead of the entire student population. College athletes can be skepticized for getting “privileges” that normal students do not get.
International Market – if applicable

Not Applicable

Case Study Analysis Part II – SWOC Analysis

SWOC analysis (strengths, weaknesses, opportunities, challenges) of the organization’s cultural product, pricing strategies, product access (place), and promotional efforts:

Strengths Weaknesses Opportunities Challenges
Cultural Product(s) There are many donors looking to support athletics and this is a new way that they can do so. The program can also be related to self-expression, and in the future to be used for gang intervention/ prevention: this is something that school districts with at-risk youth also want to invest in. Since the product is only contributing one group of people, specifically college athletes right now, there runs into the issue of people feeling as though athletes are “privileged” with these types of programs.  

 

Looking on opening up the demographics to high schools is a great opportunity because it allows expansion while still keeping in the theme and mission of the program. It allows the program then to be used as gang prevention and intervention as well since in many cases the high school athletes need help in this area and are at-risk.

Finding a way to integrate this into the curriculum of high schools, it having to then be an afterschool activity how to get participation if not mandatory for students. Expanding to other colleges who might not have as strong of a connection with athletics and other academic departments or art institutions.
Pricing The cost isn’t anything to students. Unsure of how much curriculum can be sold for to schools. As students become alumni of the program they can take on practicums and internships which can help expand the program. Many times this can be for free.

There are also a lot of organizations who have the funds, or grants that can be applied to help keep pricing free for students and the program as a whole.

Place (Access) The University of Oregon and the Jordan Schnitzer have many contacts to help the program expand and to Studio space in the Jaqua where the class is held is fairly small for the amount of students. The location of the program in Eugene, being in the Pacific Northwest and in the PAC 12 division will help with expansion. Eugene being relatively close to Seattle helps with the expansion. Although it is close, Seattle and California can be long distances to travel for the set up meetings for expansion.
Promotional Efforts The Jordan Schnitzer Museum of Art has a marketing team to help with promotional aspects. There is also solid word of mouth promotion between athletes participating in the program. JSMA Marketing team has many projects to try to focus efforts on throughout the year, priority may not be on Art of the Athlete. The exposure on ESPN and PAC 12 network is helpful for the promotion on a national and regional level that the JSMA itself couldn’t provide internally. Opportunities to get national exposure don’t come around very often.

 

Works Cited:

 

“Admissions.” UO Facts. Accessed November 21, 2016. https://admissions.uoregon.edu/profile.html.

 

“Sport Sponsorship, Participation and Demographics Search.” Sport Sponsorship, Participation and Demographics Search. Accessed November 21, 2016. http://web1.ncaa.org/rgdSearch/exec/saSearch.

 

 

[1] “Sport Sponsorship, Participation and Demographics Search.”

[2] “Admissions.”

[3] “Sport Sponsorship, Participation and Demographics Search.”

Lexicon Week 8

LEXICON WEEK POST

1) Intellectual Property

Intellectual Property is someone’s ideas, or content that they own. This is used to protect someones thoughts and ideas under copyright law so that people are unable to steal them. They can properly be used with citations, but credit is needed since it is owned by someone. This can apply for other intangible things such as research. It is possible for a bigger entity to own someones ideas, such as a university in which someone is working for and producing the work.

2) Minimalist

Minimalist is a word that describes a person or a design which is very simple, simplified or has minimal design elements. This is a style that can come out of personal preference, or can be used to emphasize specific elements. The simplicity allows focus.

3) Transmedia

Transmedia is a way of telling a single story, message, or transmitting a single message over multiple platforms of media. This can be things such as print, digital and various forms of social media all working together.

4) Affiliation

Affiliation is how an organization, a person, or an object is connected to another organization, person, or object. For example I am affiliated with the University of Oregon by being a current student and an alumni as I graduated my undergrad there.

5) Buckley

Buckley is Hames’ dog… he is a kinda big dog…. big dogs scare me. But he looked nice in Hames’ video… as long as he doesn’t jump on me.

Lexicon Week 8

LEXICON WEEK POST

1) Intellectual Property

Intellectual Property is someone’s ideas, or content that they own. This is used to protect someones thoughts and ideas under copyright law so that people are unable to steal them. They can properly be used with citations, but credit is needed since it is owned by someone. This can apply for other intangible things such as research. It is possible for a bigger entity to own someones ideas, such as a university in which someone is working for and producing the work.

2) Minimalist

Minimalist is a word that describes a person or a design which is very simple, simplified or has minimal design elements. This is a style that can come out of personal preference, or can be used to emphasize specific elements. The simplicity allows focus.

3) Transmedia

Transmedia is a way of telling a single story, message, or transmitting a single message over multiple platforms of media. This can be things such as print, digital and various forms of social media all working together.

4) Affiliation

Affiliation is how an organization, a person, or an object is connected to another organization, person, or object. For example I am affiliated with the University of Oregon by being a current student and an alumni as I graduated my undergrad there.

5) Buckley

Buckley is Hames’ dog… he is a kinda big dog…. big dogs scare me. But he looked nice in Hames’ video… as long as he doesn’t jump on me.

PLE

screen-shot-2016-11-10-at-2-25-29-pm

 

Physical-

Some of the physical things I noted was my university- University of Oregon which I spent both undergrad and now graduate school in. I also included the departments I have been under: Art History and Classics as well as Arts Administration.

I also included some tangible things such as my passion planner which is a way that I organize myself. I like to keep both a physical and digital calendar. I write down the place I am physically at all times in the planner since it is sectioned into times of the day. It isn’t task specific but instead location specific.

I also included Apple Maps because it helps me find where I’m supposed to be.

Barnes and Noble is a place I go to buy books, and books are a very large part of how I learn.

Lastly I included both the John E Jaqua Academic Center, and Starbucks which are both places that I go to study and learn. I am not very productive doing homework or assignments at home. The Jaqua was a place I spent a lot of time in during undergraduate work, with tutoring session that were required. I also spent many nights in the study rooms or on the couches working on assignments. Starbucks is another place that I tend to go to get work done. I get to distracted at home, I need a third space in order to get the work done that I need to do.

The Eugene Institute of Religion is another place that I learn, I take weekly religion classes there and have done so for three years. I learn about spiritual and religious subjects there, as well as the building doubling as my church building.

Social-

I listed all the social media applications that I personally engage in. These help me keep connected to friends and family. They also are beginning to be places where articles and news are showing up on these platforms. They are also how I learn about people and the world around me.

Technological-

The adobe suite are technologies that I use for many of my graphic classes as well as personal development and learning.

The Microsoft office suite including OneDrive are a platform that I use to do most of my school work.

Canvas is how I stay connected to my classes.

Google is how I start my search for almost anything which aids in learning.

JSTOR is my go to for articles and starting my academic research process.

Amazon is the online retailer where I buy my books, which as previously stated are a large part of how I learn.

WordPress is both under social and technological because I use it both for school (in the case of this blog) as well as a personal blog for self fulfillment and learning.

Music and photos also help me learn. I tend to take photos to help me write papers, especially if it is experience or art based. Music is something that I listen to as I work which helps me focus and learn.

The Gospel Library app is something that I have on my phone that gives me digital references for church related material- scriptures, talks from the prophets, manuals etc. LDS.org is a similar resource that helps in spiritual learning.

Lexicon Post Week 7

1)Social Proprioception

Social Proprioception is a concept that refers to the ability of large amounts of people to know what each other are doing . This is made possible by social media with many people posting activities that they participate or things that they are doing. It is made relatively easy with social media for people to scroll through and see what people have done that day or week with a simple, even if they haven’t had physical interaction with them in that amount of time or longer.

2)Dissonance

Dissonance is a lack of harmony, disunity, or a tension. This can happen both in terms of communication or effect people socially. This is what happens when two things don’t communicate efficiently or effectively.

 

3)Feedback Loop

A feedback loop is a constant circle of communication where information feeds off itself.

 

4)Compression

Compression in design refers to making the file size smaller. This many times reduces quality, but allows it to be more applicable to certain projects.

 

5)Graphic Standards

A graphic standard is a document that a organization keeps which outlines how their brand should be applied to projects. This is a guideline which allows the organization to maintain a level of consistency with their brand to keep the quality of work. This would apply to any piece or marketing, promotion, or anything else that the brand will be placed on. This outlines elements such as color, spacing, typeface, etc.