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CONTENTSPage

Acknowledgments 3ExecutiveDirector’smessage 4Introduction:Theroleofagreatuniversitymuseum 5Visionstatement 6Missionstatement 6Museumscope 6Valuesstatement 7Strategicpriorities:Highlights 7Priority1:Provideavisitor-centeredenvironment 9Priority2:Ensurethelong-termviabilityoftheMuseum 10Priority3:Createnewandenhanceexistingrelationships 12Priority4:Sharethecollections 13Priority5:Strengthenthecommitmenttoeducationandresearch 14

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AcknowledgementsThisstrategicplanistheresultofextensiveconsultationwith,andinputfrom,manyMuseumofTexasTechUniversitystakeholdersandstaff.TheMuseum’sappreciationisextendedtoeveryonewhohascontributedtothisplan.

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ExecutiveDirector’smessageTheMuseumofTexasTechUniversityisauniqueresourceforboththeUniversityandthediversecommunityofLubbockandWestTexas.Withcollectionsandpartnershipsthatspantheglobe,andusingbestpracticesinlifelonglearning,theMuseumenhancesunderstandingandappreciationofthenaturalworldandofhumanachievementandcreativity.Aswellasservingaudiencestoday,theMuseumistrainingthenextgenerationsofmuseumprofessionalsandleaderswhowilldefinemuseumsandheritagemanagementofthefuture.TheMuseumshouldbeaninviting,stimulating,andsometimeschallengingforumforexplorationofwhatitisthatmakesushumanandoftheprocessesthatcontinuetoshapeourworldanduniverse.TheMuseumshouldbeagatewayforallaudiencestoourheritageandourfuture.FortheUniversity,theMuseumshouldbethemostuser-friendlyportaltothecreativityandresearchthatishappeningoncampus.Throughengagingcampusandcommunity,theMuseumofTexasTechUniversityaspirestobethemodelforwhatagreatuniversitymuseumshouldbe.Thisstrategicplanwillempowerusonourjourneytothatend.

GaryMorganPhDExecutiveDirector

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Introduction:TheroleofagreatuniversitymuseumTheMuseumofTexasTechUniversityhasitsoriginsastheWestTexasMuseum,establishedin1929.TodaytheMuseumservesboththeUniversityandthediversecommunityofgreaterLubbockandWestTexas,andhasconnectionsthatspantheworld.Tobeagreatmuseum,theMuseumofTexasTechUniversitymustembodythebestinmuseumpracticeasrecognizedfor21stcenturymuseumsandasisproperforanAmericanAllianceofMuseumsaccreditedmuseum.Tobeagreatuniversitymuseum,theMuseummustrecognizeitsrole–auniquerole-inadvancingonthestrategicprioritiesofTexasTechUniversityandinlinkingtheUniversitytoitsdiversecommunity.TheUniversity(‘Campus’)andtheCommunityarethekeystakeholdersoftheMuseumofTexasTechUniversity.TexasTechUniversityhasdefineditsstrategicambitionsinthestrategicplan,MakingItPossible,whichidentifiesfivestrategicpriorities:

• Increasingenrollmentandpromotingstudentsuccess• Strengtheningacademicqualityandreputation• Expandingandenhancingresearchandcreativescholarship• Furtheringoutreachandengagement• Increasingandmaximizingresources.

TheMuseumofTexasTechUniversitycancontributetoadvancingalloftheUniversity’sfivestrategicprioritiesandhasaparticularrolein:

• TrainingthebestMuseumScienceandHeritageManagementstudentsinAmerica;• EnhancingandexpandingthestudentexperienceforasmanyTexasTechstudentsaspossibleto

preparethemfortheirlifeafteruniversity;• Delivering,supporting,andcultivatingexpandedunderstandingofworldclassresearch;• Enhancingunderstandingofinformalandlifelonglearninginself-directedsettingssuchas

museums;• Providingthemostuser-friendlycontactpointbetweenCampusandCommunity;• EngagingwithbothkeystakeholdergroupstoenrichthelivesofthepeopleofLubbock,West

TexasandtheSouthPlainsthroughadiverserangeofexhibitionsandotherpublicprograms.StakeholderengagementforagreatuniversitymuseumshouldbeseenasacontinuumbetweenCampusandCommunity.TheMuseummustengagewithCampus;itmustengagewithCommunity;anditmustfacilitateengagementbetweenCampusandCommunity.Museum(M)equalsengagement(e)byCampus(C)andbyCommunity(C).

M=eC2

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MuseumofTexasTechUniversityVisionStatement

Tobeapremierdestinationforexplorationanddiscoveryinthearts,humanities,andsciencesandtheleadinguniversitymuseuminthecountry.

MissionStatement

Throughitscollectionsandprograms,theMuseumofTexasTechUniversityengagescampusandcommunitytoenhanceunderstandingofself-andcommunityidentity,society,andtheworld;toempowerpeopletobeinformedcitizensofthe21stcentury;andtoenrichlives.

MuseumScopeMuseumofTexasTechUniversitycomponents

MainMuseumLubbockLakeLandmarkNaturalScienceResearchLaboratoryMoodyPlanetarium

Collections

ThegeneralscopeofthecollectionsfortheMuseumofTexasTechUniversityisthegreaterAmericanSouthwestandsimilargeographicregionsintimeandspace;theNaturalScienceResearchLabretainsitsscopeofcollectionspriortomergingwiththeMuseumasglobaldiversity.TheMuseum’scollectionsareofnationalandinternationalsignificance.

Research

ResearchcarriedoutorsupportedbytheMuseumrelatestoitsextraordinarycollectionsinarts,culture,heritage,humanities,andnaturalandearthsciences.Eachresearchunitsetsitsscopeofresearchguidedbysuchelementsasbiodiversity,culturalgroup,evolution,geography,medium,taxonomy,timeperiod,orsimilaraspects.

Learning TheMuseumplansanddeliverspubliclearningexperiencesinanyarearelatedtoitscollectionsandtothedisciplinesofitsresearchandthatofitspartners.

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ValuesStatementTheMuseumofTexasTechUniversityvaluesare:

• Publicandprofessionalservice• Stewardshipofculturalandnaturalheritage• Educationalandresearchexcellence• Innovationandexperimentation• Academicandintellectualfreedom• Diversityofcollectionsandcommunities• Sustainabilityandviability

StrategicPrioritiesHighlightsThestrategicplan,EngagingCampusandCommunityM=eC2,documentsthePrioritiesandObjectivesoftheMuseumofTexasTechUniversityfor2016to2020asidentifiedatthebeginningofthatperiod.Astrategicplanisnotastaticdocument.Itshouldbesubjecttocontinualreviewand,asappropriate,refinementinordertoberesponsivetoopportunityandchangingstakeholderexpectations.Thefollowingareasareidentifiedasdeservingparticularattention,inordertoempowertheMuseumtodeliveronitstruepotentialtobetheleadinguniversitymuseuminthecountry.The‘leadinguniversitymuseum’shouldbedefinednotonlybythequalityofamuseum’sfacilitiesandcollections,butmoreimportantlybytherangeandrelevanceofitsprograms,theactivelinksbetweenstudentandpubliceducation,research/scholarshipandaudienceenjoyment,andtheseamlessconnectionbetweenCampusandCommunity.Inthe2016-2020periodtheMuseumwill…Maintainandimproveonitscorestrengthsincludingcollectioncare,object-basedresearchandtheMuseumScienceandHeritageManagement(MSHM)graduateprogram

Growitslifelonglearningcapacitiesincluding:

• Enhancededucationalprogrammingandresources• Betterevaluationofitsaudiencesandimpacts• Researchintoinformal,self-directedandobject-basedlearning• Moreprogramsforunder-servedandspecialneedsgroups,andinearlychildhoodlearning

Growitsengagementwithcommunitiesandcampusincluding:

• EstablishinganexhibitprogramthatservesasaportaltoTexasTechUniversity’sresearch,creativityandcommunityengagement

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• MoreoutreachintocommunityandcampusthroughproductsdeliveredoutsideoftheMuseum’swalls

• Supportingawiderrangeofcommunityevents• Makingthemuseummorewelcomingandresponsivetocommunityandcampus

GrowitsroleasasocietalandcampusforumexploringtopicalissuesofimportancetocontemporarysocietyGrowitsprogramsforstudents(the18-28yearolddemographic)outsideoftheMSHMprogrambybetterprovidingthingsthatstudentswanttoseeanddoGrowitscross-disciplinaryprogrammingincluding:

• Multi-disciplinarySTEM1products• STEAM2fusionproducts(whereartandthehumanitiesmeetscience)• Injectinganelementof‘surprise’intothegalleriesandmuseumexperience

Growitscapacityandprofessionalismindevelopment/fundraisingviaprofessionaldevelopmentstaff,linkswithTTUInstitutionalAdvancement,andinpartnershipwiththeMuseumofTTUAssociationPlanforfutureneedsvia:

• AStrategicAssetManagementPlanfortheMuseum• AdvancingMasterPlanningfortheMuseumbuilding• AdvancingMasterPlanningfortheLubbockLakeLandmarkfacilities

Moreeffectivelycommunicatethevalueofitscollections,researchandpublicprogramstoallstakeholdersacrossCampusandCommunity

M=eC2

1Science,Technology,Engineering,Math2Science,Technology,Engineering,Art,Math

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Priority1Provideavisitor-centeredenvironment

Priority1/Goal1

StrengthentheMuseumasadestination

• Objective1.1.1:Retainthecommitmenttofreegeneraladmission

• Objective1.1.2:GrowtheMuseum’simpactasauser-friendlyeducationalandentertainmentdestination

• Objective1.1.3:StrategicallyconnecttheMuseum’skeyareasofacademics,researchand

communityengagement

• Objective1.1.4:GrowthemuseumasadestinationofchoiceforTTUstudents

• Objective1.1.5:Developinnovativeandcross-disciplinaryvisitorexperiences,includingSTEAMproductsthatexplorecreativityacrossthearts,humanitiesandsciences

• Objective1.1.6:Experimentwithnewapproachestovisitorengagementandinfuseanelementofsurpriseinourspaces

Priority1/Goal2

Enhancethephysicalenvironment

• Objective1.2.1:Createacohesivedesignscheme

• Objective1.2.2:Enhancetheexteriorandinteriorpresence

• Objective1.2.3:Developwelcomingandpurposefulentrypoints

Priority1/Goal3Beagatheringplacewherepeopleandideasconverge

• Objective1.3.1:CreatecomfortablegatheringplacesthroughouttheMuseum

• Objective1.3.2:Becomeapreferredfacilityforawiderrangeofspecialevents

• Objective1.3.3:Increasevisitationandvisitorsatisfaction• Objective1.3.4:PositiontheMuseumasaforumwhereissuesofsocietalimportanceareexplored

• Objective1.3.5:Growprogramsforunderservedandspecial-needsaudiences

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Priority2Ensurethelong-termviabilityoftheMuseumofTexasTechUniversity

Priority2/Goal1

Assessandoptimizeexistingresources

• Objective2.1.1:Secureaplanforhumanresourcesthatalignswiththestrategicplanandensuresconsistencyandgrowth

• Objective2.1.2:DevelopaStrategicAssetManagementPlan

• Objective2.1.3:Reviewallpoliciesandproceduresandupdate/reviseasrequired

• Objective2.1.4:ProvideafairallocationofresourcesthroughouttheMuseumthatreflectsstrategic

priorities

Priority2/Goal2

Enhance,improveandexpandthephysicalspace

• Objective2.2.1:AssesstheMuseum’sexistingspaceanddevelopplansforimprovement,enhancementand/orexpansionincludingMasterPlansfortheMuseumbuildingandLubbockLakeLandmarkfacilities

• Objective2.2.2:Securetheresourcesandsupportneededtoenactplansforimprovement,enhancementand/orexpansion

Priority2/Goal3BeasignificantpartnerwithTexasTechUniversityinreachingthe

Museum’sstrategicprioritiesandacademicgoals

• Objective2.3.1:PursueadynamicbalanceintheMuseum’sfourkeyareasoffocus-academics,collections,researchandcommunityengagement

• Objective2.3.2:PursueopportunitiesthroughTexasTechUniversitytosecureresources,includingworkingeffectivelywithInstitutionalAdvancement

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Priority2/Goal4Strengthenfiscalhealth

• Objective2.4.1:Diversifyrevenuestreams

• Objective2.4.2:ProfessionalizeMuseumfundraisingthroughastrategicDevelopmentPlanto

cultivateandgrowsupportandbyhiringaDevelopmentOfficer

• Objective2.4.3:StrengthenandsecuretherelationshipbetweentheMuseumAssociationandtheMuseum

• Objective2.4.4:EncourageandsupportanentrepreneurialapproachinMuseum-relatedendeavors

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Priority3Createnewandenhanceexistingrelationships

Priority3/Goal1

Increaseeffectivecommunicationandidentity

• Objective3.1.1:BrandtheMuseumasanexcitingandchangingplacethroughongoingandconsistentmarketing,communications,andpublicrelations

• Objective3.1.2:Createaclimateofopenness,communication,andcollaboration,bothinternallyandexternally

Priority3/Goal2

EngageandpromotetheMuseum’srelationshipwiththeTexasTechUniversitySystem

• Objective3.2.1:DevelopandenhancecollaborationswiththeTTUsystem

• Objective3.2.2:Developnewandenhanceexistingcross-departmentalprogrammingwiththe

TTUsystemincludingatopicalresearchpublicprogram

• Objective3.2.3:Pursueexperimentalandinnovativeinitiatives

Priority3/Goal3

GrowtheimpactoftheMuseumofTexasTechUniversity

• Objective3.3.1:DevelopastrategicoutreachandengagementinitiativetoextendreachacrossCampusandCommunity

• Objective3.3.2:DiversifyprogrammingtocreatemeaningfulexperiencesandtostrengthenrelationshipswiththeMuseumandallconstituencies

• Objective3.3.3:RaisetheMuseum’sprofileandpublicawareness• Objective3.3.4:Increaseaudienceevaluationandimpactmeasurement

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Priority4

Sharethecollections

Priority4/Goal1Featureculturalandnaturalheritageofthecollectionsthrough

exhibitionsandexperiences

• Objective4.1.1:Developandimplementanexhibitionandrelatededucationalprogramthatismoreengagingandrelevanttoadiversecommunity

• Objective4.1.2:Rotateexhibitionsandrevealthepermanentcollection

• Objective4.1.3:Createinteractionbetweenbehind-the-scenesactivityandthepublicinterface

Priority4/Goal2

Diversifyinterpretationtools

• Objective4.2.1:Utilizeinnovativetechnologyandmediaininterpretation

• Objective4.2.2:Developmorediversein-galleryexperiences

Priority4/Goal3

Presentscholarlyperspectivesthatareaccurate,well-informedandcurrent

• Objective4.3.1:Ensureaccuracy,relevanceandsensitivitytodiversecommunities

• Objective4.3.2:Advanceeffectivecommunicationtobroadaudiences

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Priority5

Strengthenthecommitmenttoeducationandresearch

Priority5/Goal1

Strategicallyexpandresearch

• Objective5.1.1:Enrichcollaborationandconnectivitywithuniversityresearchers

• Objective5.1.2:Expandresearchoflocal,regionalandinternationalimportance

• Objective5.1.3:Shareresearchactivitieswiththepublic

• Objective5.1.4:Supportresearchintoinformalandobject-basedlearning

Priority5/Goal2

Developdistinguishedmuseumandheritageprofessionals

• Objective5.2.1:Increaseenrollment

• Objective5.2.2:ContinueleadershipinMuseumScienceandHeritageManagementeducation

• Objective5.2.3:Investigateadditionalacademicprogramopportunities

• Objective5.2.4:Developadditionalopportunitiesforstudentsoutsideofthegraduatedegreerequirements

Priority5/Goal3

Supportpre-primary,primaryandsecondaryeducationalpartners

• Objective5.3.1:Increaseopportunitiesforteacherstoprovideexperiencesoutsideoftheclassroom

• Objective5.3.2:ConnectmorepurposefullytoTexasEssentialKnowledgeandSkills(TEKS)

• Objective5.3.3:Increaseearlychildhoodlearningprogram

• Objective5.3.4:Provideavenuefor21stcenturylearning