ART CONSULTANT SYLLABUS ART FORCE ACADEMY

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1 ART CONSULTANT SYLLABUS ART FORCE ACADEMY Welcome to Art Force Academy! In the Art Consultant Syllabus, you will get a feel for the entire program from start to finish. Members can complete the coursework at their own pace!

2 1 TABLE OF CONTENTS Preliminary Exam... 3 Course 1: 9 Disciplines of Art Consulting... 3 Module 1: Consultative Selling, Creative Project Management & Business Development...3 Module 2: The Lean Process, Professional Development & Technology Utilization...3 Module 3: The Business of Art, The Art of Business & Account Management...3 Course 2: Art Consulting Basics... 3 Module 1: Art Consulting Basics...3 Module 2: The Aesthetics of Art Consulting...4 Module 3: Time Management...4 Module 4: Generating Prospects...4 Lecture 5: The Ethics of Art Consulting...4 Course 1 Quiz...4 Course 3: Art Consulting Specifics... 4 Module 1: Identifying Clients...4 Module 2: Client Services...4 Module 3: Client Discovery Sessions...5 Module 4: How to Conduct a Winning Walkthrough...5 Module 5: How to Create a Request for Proposal (RFP) that Lands a Sale...5 Module 6: Closing Techniques for Clients on the Fence...5 Module 7: Customer Satisfaction...5 Module 8: Scalability...5 Course 2 Quiz...5 Course 4: Consultative Selling Skills... 5 Module 1: Intrapeneurship...5 Module 2: Presentation Best Practices...6 Module 3: Client Q&A and FAQs...6 Module 4: The 4 Ps Product, Placement, Packaging, Promotion...6 Module 5: Digital marketing Leveraging the Internet to Get the Word Out...6 Course 3 Quiz...6 Course 5: Project and Asset Management... 6 Module 1: Project Management...6 Module 2: Asset Management...7 Module 3: Radio-Frequency Identification (RFID) Tracking...7

3 2 Module 4: Lean Six Sigma...7 Module 5: Managing Multiple Clients and Priorities...7 Course 4 Quiz...7 Course 6: Marketing... 7 Module 1: SEO & PPC basics...7 Module 2: Social Media...7 Module 3: Content Marketing...7 Module 4: Marketing...8 Module 5: Media Relations...8 Mid-Term...8 Course 7: Business Planning... 8 Module 1: Business Planning Basics...8 Module 2: Artist Connections...8 Module 3: The Partner and Affiliate Process...8 Module 4: Art Force Core Products...9 Course 6 Quiz...9 Course 8: Time Management... 9 Module 1: Project Planning and Time Management...9 Module 2: The Fallacy of Multitasking...9 Lecture 3: Priority Matrix...9 Course 7 Quiz...9 Module 2: SmartArt Database Training...9 Module 3: Selling SmartArt Course 8 Quiz Course 10: Client Accounting Module 1: Client Accounting Best Practices Module 2: Balancing Expense and Profit Module 3: Quarterly Reporting Course 9 Quiz Course 11: Working with Production Module 1: Production Capabilities Module 2: Substrates Module 3: Framing Final Exam... 11

4 3 ART CONSULTANT SYLLABUS ART FORCE ACADEMY PRELIMINARY EXAM Candidates in this track will need to take a brief exam prior to enrollment. This is to help identify your existing knowledge in the field and to help us determine if you have the right mentality to succeed in this industry. We will send you the examine upon enrollment. COURSE 1: 9 DISCIPLINES OF ART CONSULTING MODULE 1: CONSULTATIVE SELLING, CREATIVE PROJECT MANAGEMENT & BUSINESS DEVELOPMENT Description: The 9 Disciplines of Art Consulting consist of consultative selling, business development, creative project management, the business of art, the art of business, the Lean Process, professional development, account management and technology utilization. This module will delve into consultative selling, creative project management and business development. MODULE 2: THE LEAN PROCESS, PROFESSIONAL DEVELOPMENT & TECHNOLOGY UTILIZATION Description: From the 9 Disciplines of Art Consulting, this module will delve into the Lean Process, professional development and technology utilization. OVERVIEW 9 Disciplines (3 Modules) Art Consulting Basics (5 Modules) The Art Consulting Process (8 Modules) Consultative Selling Skills (5 Modules) Project and Asset Management (5 Modules) Marketing (5 Modules) Business Planning (4 Modules) Time Management (3 Modules) SmartArt Program (3 Modules) Client Accounting (3 Modules) Production (3 Modules) MODULE 3: THE BUSINESS OF ART, THE ART OF BUSINESS & ACCOUNT MANAGEMENT Description: From the 9 Disciplines of Art Consulting, this module will delve into the business of art, the art of business and account management. COURSE 2: ART CONSULTING BASICS MODULE 1: ART CONSULTING BASICS Description: We will walk through the basics of art consulting and core readings surrounding art consultancy as a practice. What sort of backgrounds and education mesh well with art

5 4 consulting? What specific areas of expertise can one master within the larger discipline: Healthcare, education, business, special projects and more. MODULE 2: THE AESTHETICS OF ART CONSULTING Description: This module is intended to give you a glimpse into the world of making aesthetic choices in the field. Did you know that blues, greens and images of nature are preferred in healthcare settings to help positively affect patient outcomes through evidence-based design? Or that abstract art in corporate settings can help drive creativity and innovation? This lecture will explore situational differences between clients that help drive aesthetic decisions. MODULE 3: TIME MANAGEMENT Description: We will walk through time management best practices in this lecture. This includes managing your own time, and managing multiple projects for clients. How long will it take to select, frame and hang 100 paintings or prints? How about shipping and placing a large sculpture or hanging installation? Questions like this and more will be discussed. MODULE 4: GENERATING PROSPECTS Description: In this module, we will explore the best ways to generate prospects. Networking, leveraging affiliate connections, CRM system mining, marketing, cold-calling, scheduling appointments and much more. LECTURE 5: THE ETHICS OF ART CONSULTING Description: In this module, we will explore art sourcing and procurement, fair pricing, environmental friendliness, competing for clients and other ethical questions that arise for art consultants in the field. COURSE 1 QUIZ Description: At the end of this course, enrollees will take a quiz on the modules learned. COURSE 3: ART CONSULTING SPECIFICS MODULE 1: IDENTIFYING CLIENTS Description: Not all clients are necessarily a good fit. This course will help you learn how to identify a quality client that will be worth the large amount of time and energy that goes into a given project. The end goal is to create value for both the client and the AC to create a mutually beneficial relationship. MODULE 2: CLIENT SERVICES Description: For each client an art consultant helps, there are numerous client services startup and ongoing. This includes discovery sessions, walkthroughs, art procurement and selection, art installation, marketing opportunities, follow up meetings, one-off client requests, customer satisfaction meetings and more. Learn what to expect when it comes to client services from the micro to the macro.

6 5 MODULE 3: CLIENT DISCOVERY SESSIONS Description: Active listening is just as important as consulting in the early phases of the art consultancy process. Learn how a discovery session can help you learn the ins-and-outs of your clients needs. MODULE 4: HOW TO CONDUCT A WINNING WALKTHROUGH Description: In this module, we will explore the walkthrough process. You landed a client, great! Now wow them with your expertise. This lecture will focus on walkthrough best practices, identifying lighting and architectural pitfalls and opportunities, creating flow and consistency, and embodying the mission and values of your client. MODULE 5: HOW TO CREATE A REQUEST FOR PROPOSAL (RFP) THAT LANDS A SALE Description: In this module, we will provide insights into the Request for Proposal (RFP) process and provide examples of RFPs that have resulted in sales. We will unpack approaches for both acquiring RFP opportunities and landing an RFP once a request is made. MODULE 6: CLOSING TECHNIQUES FOR CLIENTS ON THE FENCE Description: In this module, we will explore the common concerns or questions that keep clients on the fence and how to help them overcome their hesitation. Focusing on the power of valueadds and negotiation rather than upselling techniques, this lecture is client focused and geared toward giving clients the best value. MODULE 7: CUSTOMER SATISFACTION Description: The quickest route to a new sale is leveraging an old sale. Whether you can create a reoccurring relationship with an enterprise level client or dovetail one client opportunity into other opportunities, customer satisfaction is one of the most important parts of the business. MODULE 8: SCALABILITY Description: Given the modules where we ve learned about clients services, would you rather have five large clients for 50 small clients? Scalability will be explored in this module to help juggle existing, new and prospective clients without getting in over your head. COURSE 2 QUIZ Description: At the end of this course, enrollees will take a quiz on the modules learned. COURSE 4: CONSULTATIVE SELLING SKILLS MODULE 1: INTRAPENEURSHIP Description: Intrapeneurship is a burgeoning term best defined as the act of behaving like an entrepreneur while working within a large organization (Wikipedia). How can you act as an

7 6 intrapreneur while being part of a larger organization? We will discuss the benefits of working with an established company to leverage marketing, production and customer acquisition so you can focus on the discipline or art consulting. MODULE 2: PRESENTATION BEST PRACTICES Description: From PowerPoint and technology solutions to speaking with confidence, mastering terminology and leveraging a diverse mix of tools and products, this module will focus on delivering a presentation that gets clients as excited about art consultancy as you are. It will include workshops on PowerPoint presentation and mock presentations. MODULE 3: CLIENT Q&A AND FAQS Description: This course will walk through the most common questions that clients raise during the consultative process. It is aimed to equip you with the answers you will need to know to create confidence during the client acquisition process. MODULE 4: THE 4 PS PRODUCT, PLACEMENT, PACKAGING, PROMOTION Description: The 4 Ps of marketing relate to the art consultancy practice in unexpected ways. Consultancy and artwork are the product. Your existing clients, combined marketing efforts, and media coverage are the placement. Your art consultancy practice and testimonials surrounding your efforts are the packaging. The combined marketing efforts of Art Force are the promotion. While much of art consultancy is less tangible than the 4ps surrounding commodity sales, that doesn t mean these modules are lost on the average client. MODULE 5: DIGITAL MARKETING LEVERAGING THE INTERNET TO GET THE WORD OUT Description: While later course work will delve into this subject much deeper, this lecture will explore the highest levels of SEO best practices, the keywords consumers use when searching for an art consultant, how content marketing can help you win the hearts and minds of prospective clients, and how Art Force is at the forefront of shaping art consultancy as a standardized industry. COURSE 3 QUIZ Description: At the end of this course, enrollees will take a quiz on the modules learned. COURSE 5: PROJECT AND ASSET MANAGEMENT MODULE 1: PROJECT MANAGEMENT Description: Project management consists of initiating, planning and executing a plan. Within each step, terms like Lean Six Sigma, Agile, Scrum and Critical Chain project management each play their part. This high level lecture will look at each method and how it can help you become a master of project management.

8 7 MODULE 2: ASSET MANAGEMENT Description: Asset management is part of project management and involves many logistical factors that must be carefully considered. This lecture will explore Art Force s asset management process and best practices for managing and tracking your assets throughout a project. MODULE 3: RADIO-FREQUENCY IDENTIFICATION (RFID) TRACKING Description: Art Force utilizes RFID tracking for clients that request this service. RFID tracking is a great tool for helping track and catalog important information about artwork as it moves through the production chain to placement in a physical space. MODULE 4: LEAN SIX SIGMA Description: Art Force utilizes Lean Six Sigma training for our production process. This course will examine the teachings of Lean Six Sigma in more depth with the option of doing additional coursework and training within the realm of Lean Six Sigma. MODULE 5: MANAGING MULTIPLE CLIENTS AND PRIORITIES Description: While time management is explored in greater detail in Time Management, this high level module will give you a look into the prevailing literature surrounding time management. COURSE 4 QUIZ Description: At the end of this course, enrollees will take a 50 question quiz. COURSE 6: MARKETING MODULE 1: SEO & PPC BASICS Description: Half of the battle for providing premier artwork services is rising above the noise and differentiating yourself from the competition. Search engine optimization (SEO), content marketing, Pay-Per-Click (PPC), leveraging media relationships, attending events, joining organizations and participating in the local art culture of your region are all part of the larger puzzle for creating buzz and getting the attention of prospective clients. MODULE 2: SOCIAL MEDIA Description: Leveraging social media is one of the best ways to create authentic connections with clients and the media. This lecture will explore LinkedIn, Facebook, Twitter, Pinterest, Instagram, Tumblr and other social media platforms that can help you spread the word about Art Force and your place in our network or artwork service professionals. MODULE 3: CONTENT MARKETING Description: How can visual storytelling help you tell complex stories in a package that the busy

9 8 masses can consume, understand and embrace? We will explore infographics, shareables, video, podcasting and other means for conveying your message through the wider world of content marketing. MODULE 4: MARKETING Description: This module will focus on creating unified messaging between your content marketing, SEO, PPC and marketing, powered through Art Force. It will also explore CAN- SPAM and Canada Anti-Span Law (CASL) for marketing. One of the largest value-adds for prospective artwork professionals is utilizing the power of Art Force s marketing efforts. This lecture will help you understand how our marketing efforts can help you generate new prospects. MODULE 5: MEDIA RELATIONS Description: The line between marketing and journalism has begun to blur in the 21st century. Marketers and journalists need each other in a continuum of knowledge sharing and dissemination. This lecture will walk you through some of the tools for leveraging the media to get our message out and create new opportunities. MID-TERM Description: At the conclusion of the first six courses, enrollees will take a midterm on the course materials covered so far. COURSE 7: BUSINESS PLANNING MODULE 1: BUSINESS PLANNING BASICS Description: This module is aimed at the basics of business planning. In short, business planning is a quarterly and yearly roadmap for designing your AC, marketing and production plan. It starts with projecting sales growth, and from there, aligning the resources and actions needed to hit those core milestones. MODULE 2: ARTIST CONNECTIONS Description: Artist relationships are the lifeblood of our business. Creating artist connections that will help feed our database is critical to our supply chain. We will explore the best ways to make and maintain artist connections MODULE 3: THE PARTNER AND AFFILIATE PROCESS Description: Many industries run parallel to the practice of art consulting. Information sharing is common for unlocking potential and creating business relationships. This course will unpack the nuances of leveraging existing partnerships and unlocking new opportunities through future partner relationships - exclusivity agreements, revenue sharing, and onboarding dedicated support staff.

10 9 MODULE 4: ART FORCE CORE PRODUCTS Description: While we will get deeper into the SmartArt Program in another course, this Module is meant to coach you on the products Art Force offers that differentiate us from the competition. Programs like Wings, Still Life, Art Force Academy itself and SmartArt will be explored in depth. COURSE 6 QUIZ Description: At the end of this course, enrollees will take a 50 question quiz. COURSE 8: TIME MANAGEMENT MODULE 1: PROJECT PLANNING AND TIME MANAGEMENT Description: We will leverage lessons from the Project and Asset Management courses above to tie into the greater whole of time management. How will you juggle existing client needs as well as finding new clients? MODULE 2: THE FALLACY OF MULTITASKING Description: Research shows that multitasking is a crutch of disorganized and unfocussed masses. In truth, the brain can only focus on one task at a time. At the same time, art consultancy requires a high level of managing multiple tasks, priorities and deadlines. This lecture will help you learn how to toe the line between multitasking and focus. LECTURE 3: PRIORITY MATRIX Description: We will cover creating a priority matrix which graphs impact and ease of implementation to help you plot your best course of action for executing large projects. COURSE 7 QUIZ Description: At the end of this course, enrollees will take a quiz on the modules learned. COURSE 9: SMARTART PROGRAM MODULE 1: WHAT IS THE SMART ART PROGRAM? Description: This course will delve into the SmartArt Program at Art Force. In short, SmartArt is a finance-to-own program created by Art Force with the option to rotate art after six months. This is a major value-add for clients and an important tool in your belt. MODULE 2: SMARTART DATABASE TRAINING Description: In this lecture, we will lead you through the SmartArt database. This will be useful sales tool in the field, and learning the ins-and-outs is the first step for putting this tool to use.

11 10 MODULE 3: SELLING SMARTART Description: This module will focus on case studies of where SmartArt has been placed. It will give you the tools you need to help sell this product on completion of the program. COURSE 8 QUIZ Description: At the end of this course, enrollees will take a 50 question quiz. COURSE 10: CLIENT ACCOUNTING MODULE 1: CLIENT ACCOUNTING BEST PRACTICES Description: This module will look at accounting best practices for determining profitability, and will give you a look into the Art Force method for gauging monetary value by client for projecting profit. It will also help you understand the client accounting process, and how to accurately report and track client invoices. MODULE 2: BALANCING EXPENSE AND PROFIT Description: It s possible to actually lose money on a project if expense and profit aren t carefully considered. This includes budgeting in an hourly rate for art consultant services. This lecture will explore the best practices for balancing expense and profitability. MODULE 3: QUARTERLY REPORTING Description: Reporting is a core function in business for tracking your progress to meet your business planning goals. This course will examine tracking your progress from an accounting perspective. COURSE 9 QUIZ Description: At the end of this course, enrollees will take a quiz on the modules learned. COURSE 11: WORKING WITH PRODUCTION MODULE 1: PRODUCTION CAPABILITIES Description: This course will give you a walkthrough of our production facility, a rundown of our capacity, how much time one needs to budget for different sized projects, etc. MODULE 2: SUBSTRATES Description: This course will give you a walkthrough of our substrate options and what artwork can be reproduced on different media. It is the core of creative standardization.

12 11 MODULE 3: FRAMING Description: This course will walk you through the framing process for prints, paintings, and other media. FINAL EXAM Description: To conclude the program, enrollees will take a final exam.

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