Zannah Chilsholm
In June 2001 Daisi received a RALP2 Organisation grant to undertake market analysis and devlop a menu of services and projects that we could deliver to schools.
A team of artists, teachers, an arts specialist and financial specialist were employed. They worked collaboratively, pooling their different languages and areas of expertise. Their tasks included reviewing DAISI's work and categorising it into packages that would sell to schools, to consult with focus groups of head teachers and to estimate the number of schools that would take up packages, how many packages and at what price.
Analysis of price and product sensitivity was undertaken. It was found that two thirds of schools would pay between £50-£200 per day for an artist. NB The sum paid has to cover artist's fee and a DAISI managemnet fee.
72% of the sample were interested in one day artist visits
44% were interested in week long residencies
68% of schools were interested in packages on cultural understanding and literacy
The team recommended that we consider establishing a subscription scheme for a limited number of schools. Every school would continue to receive an advice and information service free of charge and be able to buy a project at full proce. We aet a proce range of £50-£350 based on the number of pupils at the school. We spent a long time working out the financial and staffing implications of the potential new workload and deciding to limit the initial scheme to just 50 schools. It was also decided that there would be a initial 18 months for theprice of 12 offer.
The team considered how to communicate DAISI's services and projects to teachers. There was a huge discussion about the format, style and content, and it resulted in an A5 ring binder. This has the benefit of loose leaves that could be replaced, if for instance, prices change. It also has the benefit of potentially having a spine and a feel of quality and permanence which might lead to it being put on a bookshelf instead of the bin.
The DAISI file was distributed to headteachers, Chairs of Governers and creative teachers on 1st October 2001. It was well received and 44 schools have already signed up to the DAISI Partner School Network.
Our challenge now is to deliver an effective service which so impresses the schools that they can't wait to sign up for their next 12 months!
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