MARKETING FOR CONSERVATION

Newly revised and expanded! Register by July 28 for special early bird discounts!
August 7 – September 4, 2014
Regular registration:  AIC Members - $200; Non-members - $300
EARLY BIRD RATES (Register by July 28):  $120 members; $180 nonmembers
Online Registration

Who needs marketing? You do!
Whether you’re starting a solo practice, or you’ve had one for years . . . Whether you work at or for a multi-specialty studio (for- or non-profit). . . Even if you work in a museum. . .
You need to understand marketing.
Where do you find your clients? How do you let them know you’re available? How do you keep them coming back and recommending your services?
How do you decide where to use your limited time and money most effectively for marketing?
To help you answer these questions and many others, FAIC is pleased to offer the online course, “Marketing for Conservation.”

Marketing for Conservation offers you special readings, case studies, work sheets, presentations, and exercises, all designed to get you thinking and planning ways to define the services you offer, and to connect those to services so that potential clients become actual clients. Think about the best ways to market your services in your situation. Discuss problems and prospects with 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
“Marketing for Conservation” is a four-week course. The course will begin on Thursday, August 7, and continue, with new activities and discussions each week, through September 4, 2014. 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 better identify your potential client base through basic research
  •     Strategies for better networking
  •     Principles of effective marketing materials
  •     Effective use of social media
  •     How to track results from marketing effort
  •     Legal and ethical issues involved in marketing a conservation practice
  •     How to leverage new business from your existing client base

At the end of the course, participants who complete the course activities will have created 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 (or click here), to see if this type of course is a good match for your learning style.

Technical Requirements
PC or Mac with Internet access and a reasonably up-to-date browser

Registration
The fee for this course is $200 for AIC members, $300 for non-members. Participants will be accepted in order of receipt of paid registration. Enrollment is limited, so early registration is advised. (Early-bird rates apply when registering by July 28.)  Register here.

About the Facilitator
Sarah Lowengard, Ph.D., has more than twenty-five 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.
Contributors and Reviewers: Susan Barger, Amber Kerr, 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 Coordinator
Foundation of the American Institute for Conservation of Historic & Artistic Works
1156 15th Street, NW, Suite 320
Washington, DC 20005
202-661-8070
Fax: 202-452-9328
courses@conservation-us.org