The Block Museum of Art, Northwestern University
Digital Strategy 2020
Reference: Jasper Visser, Jim Richardson, Digital Engagement in Cultural Heritage and the Arts (2017)
MISSION
The Mary and Leigh Block Museum of Art enriches teaching and learning on the campuses of Northwestern University and in the communities of the surrounding region by
PRESENTING
art across time, cultures, and media;
CONVENING
interdisciplinary discussions in which art is a springboard for exploring issues and ideas;
COLLECTING
art that supports the Northwestern University curriculum.
VISION
TO ENGAGE
To be a dynamic, imaginative, and innovative teaching and learning resource at Northwestern University through an artistic program that is a springboard for thought-provoking discussions relevant to the curriculum and to our lives today.
TO INSPIRE
To develop a new generation of artists, scholars, and arts professionals by providing experiential learning opportunities bridging the classroom and the world beyond the campus.
TO SERVE
To be a crossroad between campus and community, by creating an environment where all visitors feel welcome to participate.
THE BLOCK MUSEUM OF ART
DIGITAL STRATEGY STATEMENT
The Block Museum of Art digital strategy supports and strengthens the museum’s existing mission, vision, and strategic plan through embracing digital engagement and outreach as a core activity of its work.
The Block aspires to use digital platforms and channels to:
1. extend its commitment as a resource for interdisciplinary teaching, learning and research at Northwestern and beyond;
2. showcase, cultivate, and catalyze thought provoking discussions about art and its relevance to contemporary life;
3. provide free, rich, and accessible arts and culture experiences for existing and new audiences.
The Block commits to broadly accessible digital projects as a crucial public dimension of its work, its pedagogical process, and the museum experience.
It seeks to pursue digital plans that extend its reach and increase its impact, and to develop digital capabilities and goals across all departments of organization.
BLOCK DIGITAL AUDIENCE
Peer Universities
The Block Museum digital content reaches multiple museum audiences. The museum considers delivery platform and content pillars appropriate to each audience, and recognizes potential for digital to reach multiple constituencies globally and locally simultaneously.
Chicago/ Evanston cultural community
Art world
NU Students
NU Alumni
NU Faculty and Staff
Artists & Scholars
Academic Art Museums
BLOCK CONTENT PILLARS
The Block is committed to developing digital content and projects that advance 4 top level content areas and 5 second level content areas
Global Perspectives
TOP LEVEL :
Museum Areas of Programmatic Focus and Points of Difference
Interdisciplinary Connections –
Art as Research
Contemporary Issues & Ideas
New Art Histories
BLOCK CONTENT PILLARS
The Block is committed to developing digital content and projects that advance 4 top level content areas and 5 second level content areas
Elevating Teaching & Learning at Northwestern
SECOND LEVEL:
Museum Areas of Leadership and Reputation
Impacting Student Experience
Showcasing Northwestern Faculty Research
Celebrating Staff Expertise and Excellence
Sharing Behind-the-Scenes and Museum Best Practices
BLOCK PROGRAMS
Content pillars also inform work across museum programs. Digital strategies amplify the presence, reach, and impact of Block Museum programs including; exhibitions, publications, cinema, engagements, and collection.
Exhibitions
Publications
Cinema
Engagement
The Collection
BLOCK DIGITAL CONTENT PLATFORMS
Channel Objective
Website
Inform Audiences and Visitors –Aggregate all offerings
“Stories from the Block” Blog
Advance Content Pillars
Newsletter Inform loyal audience, invite participation
Northwestern Now/ Press Releases
Audience
Content
People who have decided to visit museum, or interact
Content-affiliated audiences
Loyal audience, ”members”
Reputational Growth External Press, University Stakeholders
Facebook Invite participation, disseminate our stories
Twitter Disseminate our stories, participate in peer conversations
Instagram Engagement with audiences and influencers
LinkedIn Showcase Block Professional Reputation
Special Project Apps & Websites
Grow specialized knowledge in content area
‘general audience’ skewing local
‘general audience’ skewing influencers & press
Jumping off point for information about the museum – “front door” to other content
Video, Audio, PDF, Articles on all content pillars
Mix of News, Event Invitations and content.
High level stories about museum leadership
Links of interest from our peers, photos, blog links
Short text with links –conversation with other institutions
‘general audience’ skewing student & art world
Other museums and education sector professionals
Students and teachers
Great images of collection and engagement, snappy text
Block institutional news, “thought leadership”
Project specific information
10
DIGITAL VOICE
At The Block, as at Northwestern we are intellectual thrill-seekers.
We are:
Ambitious: Driven, bold, and confident, without arrogance
Imaginative: Seeking opportunities to discover, invent, and create
Optimistic: Confident that the best ideas are yet to come
Curious: Motivated to explore, excited by solving a problem
Specifically for The Block’s audiences - we are also accessible, inclusive, and welcoming. The Block is free and open to all on digital platforms as well as in its physical space.
CURRENT TRENDS INFORMING DIGITAL WORK
• Rapid move to University remote learning
• Interest in art experiences for crisis meaning-making
• Reduced ability for physical global travel
• Call for positive stories around digital learning
• Desire for online spaces for contemplation and reflection
• Universal economic challenges in universities, museums and beyond
• Inequalities in digital access and abilities
• Need for digital K-12 teaching resources
BLOCK MUSEUM ASSETS
Content is the Digital Translation of our standout assets. Our content will leverage the following areas
• Collection - 6,000 works, recently digitized
• Exhibition Program – Rich history of exhibitions to draw from and amplify
• Staff – More than 30 full and part time professionals with expertise
• Cinema – Renowned regional media arts program
• Students –Voices throughout Northwestern including docents and fellows
• Publications – Exhibition publications expand scholarship, and engage in critical reflection on art, material culture, and museum practice.
• Campus Partnerships – Robust network of Northwestern connections
National & International Partnerships – Strong ties to peer institutions and organizations worldwide
• Faculty – Support and participation from faculty throughout the institution
• Engagement Program – Large public archive of past programs and events
OBJECTIVES
SHORT TERM: 3 to 5 months
Support Northwestern goals during remote transition
Showcase Block presence and contribution to Northwestern and greater community during closure
Use digital tools to continue ongoing museum goals and strategic work
MEDIUM TERM: 6 to 12 months
Increase knowledge and use of Block Collection as teaching tool
Offer campus and audiences digital experiences that extend museum impact during an extended period of change
Contribute to ongoing national dialogue about “Why Museums Matter”
LONG TERM: 1 to 3 Years
Offer digital engagement and pedagogy elements across all exhibition and program planning
Broaden museum audiences and deepen impact through routinized, integrated digital programs
DIGITAL CONTENT CREATION
The Block aspires to use digital platforms and channels to provide free, rich, and accessible arts and culture experiences for existing and new audiences;
COLLECTION SPOTLIGHT
Block Collection Spotlight invites a closer look at objects in the Block Museum collection written by Northwestern students, Block staff, and University faculty across fields of study.
This long-running series includes indepth essays reflecting on over 40 objects from the collection and is ongoing.
Content Pillars
New Art Histories
Teaching & Learning
Staff Expertise
THE BLOCK FROM HOME
During Spring 2020, The Block launched The Block From Home web portal offering expanded visibility for the museum’s rich archived content.
Visitors are invited to explore highlights from The Block’s audio, video and publication program from home or from the digital classroom.
Content Pillars
Teaching and Learning Museum Best Practices
QUARANTINE STAFF PICKS
Each week during Spring 2020 members of The Block's team, its graduate fellows and undergraduate interns and docents offer three top picks from the museum’s collection or its archive.
These selections also appear in museum social media and newsletter.
Content Pillars
New Art Histories
Teaching & Learning
Staff Expertise
ARCHIVE SELECTIONS
Each week during Spring 2020, The Block offers special selections and new releases from its archive including lectures, panel discussions and performances. The museum uses refreshed social media graphics to highlight special and curated content picks showcasing the depth of its programming for audiences seeking ways to engage remotely.
Content Pillars
New Art Histories
Teaching & Learning
Interdisciplinary
Contemporary Issues
BLOCK BEHIND-THE-SCENES
In the first installment of this new initiative, the Block’s preparators— practicing artists who install museum exhibitions—are creating contributions to our website. They will invite us into their studios and share how their contact with works of art intersects with their studio practices. This project will underscore the invaluable contributions of artists to how visitors encounter art in museums.
Content Pillars
Contemporary Issues
Staff Expertise
Museum Best Practices
TEACHING & LEARNING
The Block aspires to use digital platforms and channels to extend its commitment as a resource for interdisciplinary teaching and learning at Northwestern and beyond
COLLECTION DATABASE
Recognizing the importance of online research to students and faculty, The Block has completed a major digitization process to document all artworks in our collection with hi-res digital photography.
In Fall 2020, The Block will launch eMuseum, our new online collection database, making the collection available to all from anywhere at any time.
Content Pillars
Teaching & Learning
Museum Best Practices
CARAVANS OF GOLD –PROGRESSIVE WEB APP
In Spring 2020, The Block Museum of Art will announce the release of a free, mobile web app designed to share the groundbreaking touring exhibition Caravans of Gold, with international audiences. Developed by The Block and the Northwestern Libraries in partnership with a team of undergraduates, the digital project capitalizes on current developments in mobile technology as well as the ethical philosophies of the minimal computing movement in order to champion wide digital accessibility to a remote version of the exhibition.
Content Pillars
Global Perspectives
Contemporary Issues
Teaching and Learning
New Art Histories
Faculty Research
Staff Expertise
Museum Best Practices
ONLINE COURSE: COLLECTING/CRITIQUE
The Block Museum is co-presenting a course with the department of art history titled Collecting/ Critique: Art, Museums, and Thinking About History, examining ongoing debates in the museum field around collecting and presenting museum collections. The culmination of the course is a student-led acquisition of artwork for The Block Museum collection facilitated through the use of digital platforms with scholars, artists and gallery visits participating remotely.
Teaching & Learning
Contemporary Issues
Faculty Research
Staff Expertise Museum Best Practices
Content Pillars
Student Experience
TEACHING SUPPORT
The Block Museum has reached out to Northwestern faculty to offer support for remote teaching using works of art from the museum’s collection. Services include: selection and consultation of databases and images, Block staff joining classroom digital discussions, and online lectures or workshops.
Content Pillars
Teaching & Learning
Staff Expertise
Student Experience
Museum
Best Practices
CONVENING AND CONNECTING
The Block aspires to use digital platforms and channels to showcase, cultivate, and catalyze thought provoking discussions about art and its relevance to contemporary life.
BLOCK CINEMA LIVE STREAMS
The Block Cinema program will connect with global audiences through Vimeo livestream presentations of films accompanied by online discussions. Highlights included a “screening” of the rare film, “Badnam Basti,” the first Indian film to explore queer relationships, and a focus on “Desktop Documentaries.”
Content Pillars
Global Perspectives
Interdisciplinary Connections
Contemporary Issues
Teaching and Learning
SOCIAL MEDIA EXCHANGES
The Block continues to take part in ongoing social media exchanges with museums worldwide, reaching new audiences, elevating knowledge of the collection and highlighting Northwestern’s commitment to the arts including social media
“exchanges” have included
#SharetheArts
#MuseumBouquet
#MuseumTelephone
#MuseumMomentofZen
Content Pillars
Interdisciplinary Connections
WHY MUSEUMS MATTER: VIDEO DIALOGUES
In an online discussion Director Lisa Corrin will speak with Northwestern students about why they feel The Block matters to Northwestern, why museums in general matter to student experience, and particularly why they might matter at this time.
These recorded talks will be of interest to colleagues at academic art museums across the country also tackling this question.
Content PillarsStudent Experience
Museum
Best Practices
DIGITAL DOCENT PROGRAM
During the Spring 2020 quarter, The Block student docents are actively engaged in remote learning focused on the Block’s collection. Adopting a work of art for their in-depth research, they will become its “ambassador” building a digital file that will support future teaching, exhibition development, and docent training.
The students are also continuing to foster community through a virtual social space, "The Virtual Block Spot,” where they are “meeting” each Friday.
Content Pillars
Student Experience
FEINBERG DIALOGUE: ART AND HEALING
The Chair of the Department of Obstetrics and Gynecology at Northwestern’s Feinberg School of Medicine has been caring for pregnant patients infected with the Covid-19 virus. She approached the Block to begin exploring possible programming focused on art and healing.
The Block will engage artist-at-large Dario Robleto, in the dialogues as he continues his three-times yearly campus visits as part of the McCormick School of Engineering Art and Engineering Initiative.
Content Pillars
Faculty Research
Interdisciplinary Connections
Contemporary Issues