Digital strategy an organisation-wide thing


“A successful digital strategy requires a cross-functional team with executive leadership, marketing and information technology (IT) members.” – TechTarget, September 2015


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Meeting in person with the participants of our Creative New Zealand ‘Developing a Digital Strategy’ programme is always inspiring. We had a stimulating day last Thursday in Wellington with the five organisations in our latest stream – Red Leap Theatre, Festival of Colour, Makers 101 (Handshake project), Christchurch Arts Festival, and New Zealand Book Council. The full-day workshop included an opportunity for the organisations to each present to the others the progress they have made over the last few months of developing their Digital Strategy and new organisational approach to digital.

At the workshop we revisited the growing and extensive list of alumni for the programme…

Alumni-2.pngIt’s clear that the organisations who have had the most tangible success embedding and implementing their strategies are those who quickly ‘got’ that digital strategy is not about marketing only – it is organisation-wide.

More from TechTarget: “A digital strategy, sometimes called a digital media strategy, is a plan for maximizing the business benefits of data assets and technology-focused initiatives.” 

For local arts organisations “data assets and technology-focused initiatives” can support and advance all aspects of their operation from in-house communication and business practices, education programmes, sponsorship and fundraising to artistic delivery, audience development, community engagement and streamlining of production processes. As well as marketing 🙂

Engaging the wider organisation holistically in the core decisions that form the foundation of your digital strategy (and involving stakeholders, partners, volunteers and close digital providers at the right points in the process) is a key factor for determining your priority activity will be supported and delivered.

What are some of the specific ways organisations in our Developing a Digital Strategy programme have facilitated this cross-organisation approach?

  • Inviting team members to complete a personalised survey (or conducting one-to-one interviews with them) as part of the “digital audit” – the initial phase in which you review where you are now when it comes to use of digital technology
  • Utilising existing team meetings to present on, and discuss, aspects of digital strategy
  • Running an internal working session to make key decisions on Vision, Goals, Audiences and Priorities
  • Inviting senior team members to attend Developing a Digital Strategy workshops.

We’ll be continuing to share some of the key insights gained from this programme on this blog, so stay tuned over the next few weeks.

Read more about Creative New Zealand’s Audience and Market Development opportunities for New Zealand arts organisations.

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