Case describes the problems faced by Mr. Rutland the founder of the National Jazz Hall of Fame (NJHF). Basically the NJHF was established to maintain a jazz museum in an old Paramount theatre. For doing that he needed funding around 600 000$.
Over all there are three main problems:
1. How to raise funding for the project;
2. How to organize a professional team which can execute the project; 3. How to organize marketing activities to attract national recognition.
Problems 1 and 3 were closely linked with professional team issue, because organization couldn’t rise the funding due to inexperienced team leader as well team didn’t had clear vision how to attract visitors to the hall and make it popular and profitable.
To find some solution Mr. Rutland asked consultants for the help. They suggested three possible solutions: * Direct mail campaign (would help to rise funds) (1);
* Appoint full time executive director (2);
* Promote NJHF in right location (3).
Alternative Nr.1. Direct mail campaign is good idea, because the calculations showed that NJHF would reach a break even, if at least 2% of audience would contribute 25.00$ to the project. At the same time the existing financial possibilities were very limited and they couldn’t afford such campaign at that point. (NJHF had 2500$, but the campaign would cost approximately 30 000$). Taking in mind financial constrains as well they do not had strong team, which could manage this marketing campaign, this solution would be too risky. Alternative Nr. 2. I would evaluate as the most important one, because as mentioned beforehand, for NJHF was hard to get funding due to fact that team was not experienced. Professional project manager was essential to earn confidence from possible sponsors and investors as well to execute project well. There was a lot of work to be done in team building, marketing, finances etc., where projects managers not operations managers skills are essential....
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