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Artist Toolbox Standards for Certification - 2018

 

Jurors will evaluate the toolbox according to the following standards. Because teaching tools and business standards constantly evolve, your course experience may have offered very slight variations to these expectations.

 

Tool #1:  Log of Studio Hours

Standards to Meet:

 

The log is kept on sheets copied from the text table or on a spreadsheet.

 

Sheets are kept together in a notebook.

 

Log reflects an accurate record of the time expended in the studio.

 

Log reflects a record of the work produced in the studio.

 

Tasks to complete a project are broken down so that they can be analyzed and tracked.

 

The hours recorded equal at least 5 hours per week and total at least 120 hours.

 

Total awarded (6 points possible)

 

Tool #2:  Annotated list of area heritage and cultural resources

Standards to Meet:

 

The list is kept in a file – either hard copy or electronically in a spreadsheet or a database.

 

Information includes title of place or name of site/organization

 

Information includes phone number

 

Information includes email address

 

Information includes website address

 

Information includes contact person

 

Information has a brief description of the site and activities.  Ex. “The Museum’s mission is to preserve the historical and cultural resources of Montana.  The Museum has over 90,000 historical objects, and archives (with catalogued photos), and an educational program. A gift shop is on site.”

 

Total awarded (7 points possible)

 

Tool #3: Landscape journal for creative ideas and marketplace branding

Standards to Meet:

 

Submission sample provides a clear feel for the complete journal and the artist’s use of it.

 

Submission sample shows that the journal is in a format that allows for ease of carrying.

 

Submission sample shows that all pages are bound and is not just a collection of loose paper.

 

Recording can be done in any medium.

 

Journal can include notes, drawings, photographs, samples (in bags or glued into the book).

 

Submission sample shows that journal reflects that the artist has regularly recorded observations. 

 

Total awarded (6 points possible)

 

Tool #4: Product line list with both retail and wholesale prices

Standards to Meet:

 

Complete product line/price information are available on a spreadsheet, a database, or in a table. 

 

Products are grouped in categories.

 

Item number, item name or brief descriptor, labor and materials cost, overhead cost, allotted profit, final wholesale price, and suggested retail price are on the sheet.

 

A final list is also prepared for the wholesale public and is printed on good quality paper with artist’s business contact information.

 

The final list for the wholesale public includes for each item the following -- item number, item name or brief descriptor, wholesale price, and suggested retail.

 

Photographs of each object are optional to include but are recommended.

 

Bonus point for achieving all six of the above standards.

 

Total awarded (6 points possible)

 

Tool #5: System for record keeping and organization

Standards to Meet:

 

A sample or illustration includes a system for keeping the finances of the business.

 

A sample or illustration includes a filing system for retrieval of receipts (both expense and income). 

 

A sample or illustration includes proof that sales are recorded in the system used. 

 

A sample or illustration includes a database of customers, contact information, and their purchase.

 

A sample or illustration includes a plan for archiving records.

 

A sample or illustration includes a system for tracking and locating artwork.

 

A photograph showing organization is not required but is optional.

 

Bonus point for achieving all seven of the above standards

 

Total awarded (7 points possible)

 

Tool #6: Written mission, values, and vision statements

Standards to Meet:

 

The written mission statement is brief and follows the guidelines provided.

 

The written values statement is brief and states core guiding principles as outlined.

 

The written vision statement looks to the future, is written in the present tense, and ties to the artist’s stated goals.

 

All are clearly and cleanly typed and provided in a clear format.

 

Copies of two pieces of business literature also are provided as proof of the use of the statements.

 

Total awarded (5 points possible)

 

Tool #7:  Three goals and three objectives to reach each goal

Standards to Meet:

 

Three goals are identified.

 

Three objectives for each goal are identified.

 

The goals and objectives include timeframes.

 

The goals are achievable.

 

The objectives are measurable.

 

Total awarded (5 points possible)

 

Tool #8: Artist Statement

Standards to Meet:

 

Three versions are required:  one typewritten page, one-two paragraphs, and 25-30 words.

 

The statement is written in understandable language, with no artspeak – avoiding clichés and generalities.

 

The statement is to the point and clearly written.

 

The statement tells the story of the art and the artist.

 

The statement tells who the artist is.

 

The statement tells what the artist creates and what the medium is.

 

The statement tells why the artist makes the art.

 

The statement tells where the artist makes the art.

 

The statement tells how the artist makes the art.

 

The statement contains no grammar or spelling errors.

 

Total awarded (10 points possible)

 

Tool #9: Customer Profile

Standards to Meet:

 

The customer profile presents a clear description of the artist’s target customer/market.

 

The profile includes the targeted customer’s demographics, values, and lifestyle.

 

The profile reflects an understanding of customer needs and wants.

 

The target customer identified matches the market targeted by the artist’s promotional materials.

 

Total awarded (4 points possible)

 

Tool #10: Small window or table display of the artist’s work

Standards to Meet:

 

Photograph of display reflects a small display that the artist has created of their work.

 

The display shows a small, constrained area such as a table or a window.  This is not a booth picture.

 

Information tells the location, circumstance, and date that the public had access to the display.

 

The display includes a small representation of the artist’s work.

 

The display includes identifying and explanatory signage.

 

Total awarded (5 points possible)

 

Tool #11: Diagram and photos of the artist’s booth for use at a show

Standards to Meet:

 

Diagram of the artist’s booth shows the footprint of the booth, with furniture placement marked.

 

A minimum of one photograph of the booth is submitted.

 

Photograph(s) submitted show the completed booth that the artist has created for use at a show.  The artist’s artwork is displayed in the booth.

 

Explanatory information briefly describes materials used to insure durability, lightness for transport, lighting, and ease of assembly.

 

The booth includes appropriate signage and graphics that both highlight and explain the value-added story of the work.

 

In creating the booth, the artist has planned for the “Wow” factor to attract customers.

 

The booth enhances the work that it contains.

 

The booth reflects the artist’s brand and the quality of the work.

 

Total awarded (8 points possible)

 

Tool #12: Documentation of five hours spent with an art mentor

Standards to Meet:

 

Documentation includes the mentor’s name, signature, and contact information for use in the future.

 

Documentation includes statements by the protégé and mentor about what each gained.

 

Documentation reveals for the protégé the mentor’s views of future strengths and directions.

 

Documentation shows that the protégé sought ways to stretch in art, not the business of art.

 

Total awarded (4 points possible)

 

Tool #13: 6 professional quality product photographs

Tool #14: 2 professional quality process photographs

Standards to Meet:

 

A minimum of 8 images are submitted (6 object, 2 process).

 

All images submitted are in focus.

 

All images capture the strengths of the object being photographed and enhance it.

 

The background is a solid, neutral color that works with the artwork.

 

In the photos of objects, there is only one object per photograph.

 

Photographs contain no confusing props.

 

The object fills the frame of the photo.

 

The object has been properly lit to avoid over-exposure, under-exposure, glares, and shadows.

 

The object is square in the frame.

 

All identification is captioned outside the picture frame.

 

At least one of the process photos shows the artist’s face.

 

Total awarded (11 points possible)

 

Tool #15:  A logo for use in the artist’s business of art

Standards to Meet:

 

The logo for the artist’s company reflects the artist’s brand and is consistent with it.

 

The logo reflects the quality of the artist’s work.

 

The logo is either a graphic, letters, or a combination of both.

 

The logo can be easily printed small or large.

 

The logo can be easily printed in either color or black and white.

 

At least two examples showing the logo in use are submitted.

 

Total awarded (6 points possible)

 

Tool #16: A business card for use in the artist’s business of art

Standards to Meet:

 

A business card clearly shows the contact information, the business name, and the logo.

 

The card is a simple design and foregoes the use of gimmicks.

 

The design and use of typeface result in a legible card.

 

The card reflects the artist’s brand and image and is consistent with both.

 

The business card is “a keeper” – with a compelling, overall design.

 

Total awarded (5 points possible)

 

Tool #17: A promotional piece for use in the artist’s business of art

Standards to Meet:

 

The piece fits the artist’s brand and image and is consistent with both.

 

The piece reflects the quality of the artist’s work and is consistent with it.

 

The piece tells the artist’s special story, providing a connection to the potential customer.

 

The piece is clearly organized, making information retrieval easy for the customer.

 

The professionalism of the piece provides credibility.

 

The piece is “a keeper.”

 

The piece is motivational, providing a “call to action.”

 

Total awarded (7 points possible)

 

Tool #18:  Hangtags to use on the artist’s work

Standards to Meet:

 

The hangtag (or information supplied on the back of 2D art) fits the artist’s brand and image and is consistent with both.

 

The hangtag reflects the quality of the artist’s work and is consistent with it.

 

The hangtag tells the artist’s special story and adds value.

 

The hangtag may provide care instructions.

 

Total awarded (4 points possible)

 

Tool #19: A sample of packaging for use in selling, transporting, and shipping of the work

Standards to Meet:

 

The sample includes packaging to sell the artwork, and for customers to carry the artwork upon purchase.

 

The sample includes packaging for shipping the artwork.

 

The packaging fits the artist’s brand and image and is consistent with both.

 

The packaging reflects the quality of the artist’s work and is consistent with it.

 

The packaging is durable.

 

The packaging enhances the art and contains essential information (like a logo).

 

The packaging improves “access” to the art.

 

Total awarded (7 points possible)

 

Tool #20:  A sample of business transaction forms (e.g., invoices, statements, receipts, order blanks,…)

Standards to Meet:

 

Each of the artist’s business transaction forms are submitted and explained.

 

The forms fit the artist’s brand and image and are consistent with both.

 

The forms carry the artist’s logo and contact information.

 

The receipts can be duplicated.

 

Total awarded (4 points possible)

 

Tool #21: 2-minute video presentation

Standards to Meet:

 

Videotaped presentation is no longer than two minutes.

 

Information includes what the artist makes and sells, the art’s uniqueness, and its benefits.

 

The presentation contains a hook that makes the audience want to hear more. 

 

The presentation contains a closing that leads to the next step in building a relationship.

 

Total awarded (4 points possible)

 

Tool #22:  Research on four shows – one local, two regional, and one national 

Standards to Meet:

 

Questions from the text’s show selection sheets are answered for each of the shows researched. 

 

One local show is included.

 

Two regional shows are included.

 

One national show is included.

 

Total awarded (4 points possible)

 

Tool #23: Research credit card/PayPal capability

Standards to Meet:

 

Research is analytical, is written clearly and is more than mere copies of internet pages.

 

Information compares credit card servicing companies, rates, technology. 

 

A recommendation is provided.

 

Total awarded (3 points possible)

 

Tool #24: Proof of participation in a show

Standards to Meet:

 

Proof of participation includes a copy of the artist’s notice of acceptance.

 

The show can be wholesale, retail or both.

 

A photograph is not required but is optional. 

 

Bonus point for achieving all three of the above standards.

 

Total awarded (3 points possible)

 

Tool #25:  Ten hours of internship with a creative sector business

Standards to Meet:

 

Documentation presented is a signed Internship Sign-off Form from the text that includes the signature of the supervisor, the name of the business, and the contact information for the business.

 

The documentation indicates that the artist has spent a minimum of 10 hours in the internship.

 

The internship has provided the artist with additional knowledge in the business of art.

 

Total awarded (3 points possible)

 

Tool #26:  Press Release

Standards to Meet:

 

The release is written to spread information about an upcoming event in the artist’s business of art.

 

The first paragraph of the press release follows the convention of answering the five W’s.

 

The press release contains newsworthy news.

 

The press release follows journalistic style, with no advertising hyperbole.

 

The press release is straightforward in style and presentation.

 

The press release answers the “So What?” question.

 

The release follows inverted pyramid, has a logo, “For Immediate Release,” contact info, headline, dateline, lead graph with 5 W’s, body text, boilerplate graph, closing graph, and synopsis.

 

The press release is formatted according to the accepted journalistic guidelines.

 

Total awarded (8 points possible)

 

Tool #27:  Press Kit

Standards to Meet:

 

The press kit has been created to promote the artist’s business of art.

 

The press kit contains fact sheet, brief bio, a press release, an artist statement, statements from customers, past press coverage, product list with photographs, a brochure, and an e-portfolio. 

 

A newsletter is optional to include in the press kit.

 

The press kit utilizes the company logo and is printed on the business letterhead.

 

The press kit reflects the brand of the artist’s business.

 

Total awarded (5 points possible)

 

Tool #28:  A Quality Portfolio

Standards to Meet:

 

The portfolio reflects the artist’s creativity but doesn’t destroy the artist’s brand.

 

The portfolio is clearly organized and written.  The “why” of the artwork is explained.

 

The portfolio contents reflect careful, thoughtful, and balanced editing.

 

The portfolio is clean and neat with no mistakes.

 

The portfolio has an introduction, and sections on the artist, the skills/concepts, and a conclusion.

 

The portfolio is carefully assembled, with a cover and back.

 

The pages of the portfolio are carefully laid out, reflecting an awareness of balance, contrast, proportion, unity, the creation of interest, and the positioning of elements.

 

Total awarded (7 points possible)

 

Tool #29: Artist’s Website, Designed to Serve as a Gallery

Standards to Meet:

 

Artist provides a live link to the working website, preferably at its own url.

 

Site is easily navigated and organized to help the customer search the site.

 

Site has areas for content that web users generally understand and use.

 

Organization is not overly complex or “deep”, requiring multiple clicks.

 

Site reflects and represents the extent of the artist’s business.

 

Site reflects the artist’s brand.

 

Site offers the ability to contact the artist.

 

Site is fresh, has an interactive element, and delivers what it promises.

 

Total awarded (8 points possible)

 

Tool #30:  E-portfolio

Standards to Meet:

 

The e-Portfolio resembles the hard-copy portfolio in organization and content.

 

The e-Portfolio is accessible and is stored on a mobile drive.

 

Total awarded (2 points possible)

 

Tool #31:  Resume and cover letter for use with a gallery

Standards to Meet:

 

The resume is one to two pages.

 

The artist has captured the opportunity to communicate with a real-life gallery.

 

The artist has emphasized his/her strong points.

 

The resume is clearly organized and contains information to “prove” the artist’s professionalism.

 

The resume does not over exaggerate.

 

The resume is clearly written with the intent to keep the reader’s interest.

 

The resume and the cover letter have been tailored to the situation.

 

Both the resume and the cover letter are formally formatted and typed on quality paper.

 

The cover letter serves as a clear and able introduction for the resume.

 

Neither the resume nor the cover letter has typos, spelling, or grammar errors.

 

Total awarded ( 10 points possible)

 

Tool #32: Studio Budget for the coming year

Standards to Meet:

 

The studio budget is set up to include at least six columns: Description, Last Year Actual, This Year Budget, This Year Actual, Next Year Budget, and Assumptions.

 

The studio budget includes both variable and fixed expenses, as well as Earned Income, Contributed Income, and Cost of Goods Sold.

 

Each line item in the budget has been tied to the artists’ goals and objectives.

 

The artist has not over-estimated income or under-estimated expenses.

 

The budget reflects up-to-date posting.

 

Total awarded (5 points possible)

 

Tool #33:  Mini-proposal for funding a project in line with the artist’s goals

Standards to Meet:

 

The artist has chosen a project that can be used as part of his/her strategic plan.

 

The proposal shows that the artist has researched possible funders to find the best fit.

 

The proposal is on the artist’s letterhead.

 

The proposal is well-organized and clearly written, with a compelling summary.

 

The proposal focuses on the funder, clearly states need, includes the solution and explanation of uniqueness, clearly requests funds, and ends with an ask for future action.

 

The proposal is without errors and is professional in its look.

 

Total awarded (6 points possible)

 

Tool #34: Plan outlining the artist’s strategies for marketing

Standards to Meet:

 

The marketing plan reflects the realities of the artist’s product and business situation.

 

The marketing plan is based on the artist’s short and long-term goals.

 

The marketing plan contains an analysis of “where I am.” 

 

The marketing plan contains an analysis of “where I want to be.”

 

The marketing plan contains an analysis of “how I can get to that point.”

 

The marketing plan reflects an understanding of the full meaning of marketing.

 

The marketing plan is crafted with care so that it can become part of the artist’s business plan.

 

Total awarded (7 points possible)

 

Tool #35: Business plan to use in building a business of art

Standards to Meet:

 

The business plan reflects the artist’s mission, values and vision statements.

 

Business plan reflects a plan for the artist to reach verbalized long-term goals and objectives.

 

The plan is detailed enough that it can be used to help the artist focus on the business of art.

 

The business plan could be used for obtaining funding and credit.

 

The plan contains the numbers that help to paint an accurate picture of the business.

 

The plan tells the “story” and explains the who, what, why, when, where, and how of the business.

 

The business plan reflects the professionalism of the artist in its completeness.

 

The business plan reflects the artist’s professionalism in its appearance and presentation.

 

Total awarded (8 points possible)

 

Work Sample Submission

Standards:

 

Work sample reflects quality of materials, overall craftsmanship, thoroughness of finishing techniques, and readiness for the marketplace.

 

Work sample reflects an understanding of concept, design, composition, and elements of execution that demonstrate technique proficiency appropriate to the medium.

 

Work sample presented is suitable for immediate display and sale, with appropriate packaging for presentation and identification.

 

Total awarded (3 points possible)

 

Total Number of Points Received ________(200 pts possible)

 

Overall Evaluation: (Please use a P for Pass or D for Deficient in the space to the left.)

 

The artist has created a unified business that fits their art.

 

The artist has created a fitting and memorable brand.

 

The toolbox reflects deliberate and careful planning and execution.

 

The toolbox contains all the tools.

 

The toolbox “holds together,” presenting a positive and unified whole in content and presentation.

 

Awarded: (Please check one)

_____ Pass with Distinction   (This designation means that this toolbox is exemplary and could serve as a sample for other artists of how to excel in creating a toolbox that best fits a successful artrepreneur.  Awarding a Pass with Distinction is not about honoring or acknowledging the artist, but about demonstrating what excellence in the standards exhibits.  The score should be nearly perfect with little or no room for improvement.)

_____ Pass   (Must have received at least 70% of the possible points (140) and at least four of the five Pass responses in Overall Evaluation.)

        _____ Deficient

                             

FINAL OVERALL COMMENTS:

 

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