Page 1 Page 2 Page 3 Page 4 Page 5 Page 6 Page 7 Page 8 Page 9 Page 10 Page 11 Page 12 Page 13 Page 14 Page 15 Page 16 Page 17 Page 18 Page 19 Page 20 Page 21 Page 22 Page 23 Page 24 Page 25 Page 26 Page 27 Page 28 Page 29 Page 30 Page 31 Page 32 Page 33 Page 34 Page 35 Page 36 Page 37 Page 38 Page 39 Page 40 Page 41 Page 42 Page 43 Page 44 Page 45 Page 46 Page 47 Page 48 Page 49 Page 50 Page 51 Page 52 Page 53 Page 542017–2022 STRATEGIC PLAN  27 The Smith College Museum of Art was built on the principle of being of and for our community. By establishing the museum, the college created a gateway between the community and campus, a resource to be shared by all, for the advantage of society at large. Since its formation, the museum has welcomed and connected communities—the students and faculty at Smith College and across the Five Colleges, neighbors in the Northampton area, museum staff, alumnae and members, and national and international artists and visitors— by creating engaging experiences with art. While our mission and programs have focused on inclusion, our visitor experience and communications have not been as successful. In speaking with our visitors, we have learned there is a perception that the museum experience is driven by rules and regulations rather than exploration, discovery and enjoyment. Therefore, in the next five years, we will refresh our brand, visual identity and communications, we will rethink our security and visitor experience to be more welcoming and inviting, we will align our hours with the availability of our audience, and we will investigate the possibility of being free for all visitors. We will ensure our audiences understand we are here for them. 1. ENSURE THE MUSEUM IS WELCOMING AND INCLUSIVE 2. SUPPORT A HEALTHY INTERNAL CULTURE BASED AROUND SHARED VALUES 3. BUILD ONGOING RELATIONSHIPS WITH VISITORS OBJECTIVES