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Introduction

We, the Council of the National Museum of Australia (the accountable authority), present the 2018–2019 Corporate Plan, which covers the reporting periods 2018–19 to 2021–22, as required under paragraph 35 (1) (b) of the Public Governance, Performance and Accountability Act 2013 (Cth).

The Corporate Plan is the primary planning document for the Museum and informs the reader about the significant activities the Museum will undertake over the four-year period of the plan to achieve its purposes. This plan was developed in accordance with the enhanced Commonwealth Performance Framework, which was established by legislative requirements in the Public Governance, Performance and Accountability Act 2013 and the Public Governance, Performance and Accountability Rule 2014.

The Corporate Plan is aligned to the Portfolio Budget Statement and is informed by the Museum’s Master Plan 2017–2030 and Strategic Plan 2018–2022. The Corporate Plan also informs the Museum’s workforce strategy and financial and information technology planning cycles.  Performance results for the year against the goals and measures detailed in this Corporate Plan will be reported in the annual performance statements in the Annual Report.

Our purpose

The Museum was established to develop and maintain the National Historical Collection for the benefit of the nation, and to bring to life the rich and diverse stories of Australia. Central to the Museum’s role as a national institution is its focus on meaningful engagement with all Australians in the telling of their stories, and its commitment to the history and cultures of the First Australians.

The Museum achieves this by caring for and strengthening the collection, and by sharing the stories of Australia’s people and places, and its social and natural environment, with national and international audiences. The Museum tells the comprehensive story of Australia from deep time to the present day.

The Museum’s functions are set out in its enabling legislation, the National Museum of Australia Act 1980.

Strategic Plan 2018–2022

Our vision is to be a trusted voice in the national conversation, and recognised as one of Australia’s premier cultural destinations exploring Australia’s past, illuminating the present and imagining the future.

Our mission is to bring the world’s cultures to Australia and present Australia’s history and culture to the world. In pursuit of this goal, the Museum has developed its ambitious Master Plan 2017–2030.

Our strategic commitments are to invest, challenge, explore and connect across all aspects of our business.

Our focus over the next four years will be on the following five key streams of endeavour:

Collections for the 21st century

Developing, maintaining and displaying the richness of its collections for all Australians to access, explore and treasure.

Building connections between objects, memory, imagination and lived experience — across cultures, across communities and across time.

Program directions

Putting the audience at the centre of everything we do.

Embedding a culture of discovery, delight, inquiry and authority, where contemporary Australia can be understood in relation to its past and its future.

Digital futures

Embracing technological change across all aspects of our business.

Positioning ourselves as an institution at the core of the emerging knowledge economy.

Growing our business

Strengthening our resource base and embracing opportunities for growth and diversification.

Developing resilience and flexibility in our workforce to quickly adapt and respond to changing environments and demands.

Brand recognition

Being at the forefront of cultural life in the country, where all Australians can find their stories in our place, and our place in their stories.

Becoming a recognised world-class museum, renowned for telling the remarkable story of our nation, from the ancient and enduring histories of the world’s oldest living cultures to the making of contemporary Australia.

Our operating environment

The Museum operates in an environment influenced by changing technological, social, economic and environmental contexts.

Museums are constantly being challenged to deliver programs and exhibitions in ways that embrace new technologies to meet or exceed audience expectations. Emerging technologies offer the opportunity to tell the stories of Australia in new and innovative ways, to provide immediate and interactive access to collections, exhibitions and programs.

The Museum encourages active engagement with its stories and collections through digital and social media platforms, and is keen to embrace new forms of audience participation and engagement through its gallery redevelopment program and proposed infrastructure projects under its Master Plan.

The changing patterns of audience interest and engagement with social and cultural life, combined with new modes of accessing information and experiences, will continue to influence the Museum’s understanding and responsiveness to its publics. Changes in demography and the tourism market will also impact upon the Museum’s visitor base.

The Museum is focused on developing sustainable funding models and growing and diversifying its revenue streams. Budgetary constraints emphasise the need to explore mutually beneficial partnerships and collaborations with other cultural institutions, as well as private sector and philanthropic support. Through these cooperative endeavours the Museum and other national institutions will be able to share services and facilities and maximise the value of Commonwealth resources.

Audiences are central to everything the Museum does. The Museum strives to provide public access to world-class collection storage and conservation facilities and to make its collections and programs available in multiple formats, and recognises that to serve the interests of the Australian public, it must reach remote and regional audiences who may otherwise be unable to visit the nation’s capital.

One of the key challenges is to continue to provide optimal conditions for physical storage of the Museum’s collections. The Museum’s infrastructure will need to be maintained and reviewed in order to meet international best practice standards for acquiring, managing and caring for collections.

Implications

In response to this operating environment the Museum is actively pursuing new ways to fulfil its purposes sustainably into the future. The Museum’s Master Plan 2017–2030 envisages a museum that:

  • takes the Australian story into cities and regional areas across the nation through its travelling exhibitions, Defining Moments schools programs and online platforms to ensure everyone has access to our history and culture, wherever they are
  • has doubled and re-imagined its current exhibition space in Canberra to bring the National Historical Collection alive in networked, participatory public galleries that merge real and virtual worlds
  • leads innovation in new experiential technologies
  • showcases the Australian narrative through its international touring program linked to Department of Foreign Affairs and Trade initiatives, with special emphasis on the Asia-Pacific
  • enhances commercial operations to raise additional own source income and develops collaborative partnerships with public and private interests to maximise resources
  • provides public access to world-class collection storage and conservation facilities that take people ‘behind the scenes’ of the Museum’s work to develop and protect the nation’s heritage and
  • enables national institutions to share services and facilities, and maximise the value of Commonwealth resources, through the cooperative Cultural and Corporate Shared Services Centre (CCSSC).

Further, to meet the challenges of the Museum’s operating environment, it will need to be proactive, responsive and consider different models of delivery of its programs. This may involve seeking opportunities to work more closely with other national institutions in co-branding and joint marketing efforts to advance the standing of these institutions as a group, both in Australia and overseas through joint programming, collaborative exhibitions, and seeking other opportunities to share resources and achieve more together.

The Museum will also develop partnerships outside Canberra, to support broader access to shared cultural and natural heritage, and to build skills and capabilities to contribute to its preservation, protection and value. By fostering social inclusion and sustainable development models for communities that it partners with on cultural and heritage projects, the aim is to deliver a social return on investment.

The enhancement of commercial operations to raise additional own source income, and the development of collaborative partnerships with public and private interests to maximise resources, are also considered vital to allow the Museum to be sustainable and deliver the commitments reflected in the Strategic Plan.

Capability

The Museum has developed a series of corporate and business planning documents to guide delivery of key activities and delivery of outputs and outcomes for the Museum’s stakeholders. Workforce planning is embedded into all aspects of business planning, enabling the Museum to develop workforce capabilities and capacity to deliver strategies, priorities and key outcomes.

The Museum’s workforce capability is underpinned by the outcomes of its recent organisational review, which aims to ensure that the Museum has the capabilities to deliver the objectives outlined in the Master Plan and Strategic Plan. The key capabilities that the Museum’s workforce needs include:

  • leadership — to drive a new benchmark of excellence
  • collaboration — to deliver a shared vision
  • innovation — to be bold, decisive and embrace challenges and opportunities
  • agility — to embrace the APS values of commitment, accountability, ethical behaviour and impartiality.

The Museum’s information and communications technology capabilities will be enhanced by a range of projects including the upgrade of IT infrastructure to ensure safe, secure and efficient networks for the Museum and CCSSC partner agencies; implementation of the new Customer Relationship Management system; and launch of the Museum’s new website.

Risk oversight and management

In addition to the broader challenges affecting the Museum and cultural sector, the Museum identifies and manages risks at strategic and operational levels.

The Museum has an established risk management framework, comprising:

  • a risk management policy, which outlines the agency's overall approach and direction in relation to risk management
  • a risk appetite statement, which specifies the amount of risk the Museum is willing to seek or accept in the pursuit of its purposes
  • a risk assessment methodology, which provides guidance to staff on how to conduct risk assessments
  • a risk committee drawn from key areas of the Museum to contribute to policy development
  • strategic and operational risk registers.

Risk plans are developed at business unit level, focusing on both program-wide and project-specific risks. Strategic and operational risks are reported to the Museum’s Executive as required. All strategic and major operational risks are reported to the Audit, Finance and Risk Committee and Council at each quarterly meeting.

Key areas of risk that have been identified in the risk registers include financial risk (adverse impacts of financial policies and an economic downturn); reputational risk (to the Museum or its stakeholders via negative association or opinion); loss of, or damage to the National Historical Collection; workforce capability risks; and safety and security risks associated with the Museum being a public space with a number of construction projects planned.

In addition, the Museum faces risks with regard to the adequacy of its current collection storage accommodation and the Museum building at Acton.  The exhibition space at Acton is limited, and the Museum through its Master Plan is seeking to increase its exhibition capacity and public-facing spaces.  Similarly, work is being undertaken to future-proof the Museum’s existing collection storage space to allow the collection to grow while maintaining internationally recognised museum standards.

Performance overview

The Museum’s performance information sets out its response to the strategic challenges in the operating environment by outlining:

  • key areas of activity (that is, the projects and programs the Museum will implement to meet its strategic commitments)
  • how the Museum will measure its performance.

The activities will be undertaken over the next four years. They are aligned with the five key streams of endeavour as identified in the Strategic Plan 2018–22.

Our activities

Over the next four years we will:

2018–22 activities Collections for the 21st century Program directions Digital futures Growing our business Brand recognition
1. Increase visitor engagement with Museum experiences and collections
2. Deliver innovative programs and experiences
3. Build and maintain our historical collections, and make them more accessible   
4. Grow our revenue and supporter base
5. Conduct research and provide expertise related to our purpose   
6. Improve our efficiency and explore new ways of doing business    
7. Deliver components of the Master Plan

In 2018–19 we will demonstrate our performance through the following measures:

Activity Performance criteria

18/19 target
(if applicable)

18/1919/2020/2121/22

1. Increase visitor engagement with Museum experiences and collections

  Total visitor engagement 3,277,750
  - permanent exhibitions 485,000     
  - special exhibitions 191,000     
  - travelling exhibitions 226,000     
  - online experiences 2,100,000     
  - education programs 89,000     
  - public programs 150,000     
  - events and functions 16,750     
  Percentage of collection available online 51%
Activity Performance criteria

18/19 target
(if applicable)

18/1919/2020/2121/22

2. Deliver innovative programs and experiences

Share Australia’s and the world’s stories with Australian and international audiences 
  Share the stories of the world and Australia’s place within it at our Acton site Minimum of 2 special exhibitions
  Share Australia's stories in the Asia-Pacific region Minimum of 2 international touring exhibitions    
  Share Australia's stories around Australia Minimum of 5 domestic touring exhibitions    
Cultural Connections program  
  Deliver biennial Encounters Fellowship Announce up to 6 new Encounters Fellows   
Endeavour 250 (working title) project  
  Invest in and collaborate with communities along the east coast of Australia Undertake engagement with key communities  
  Develop exhibition for delivery in 2020 Develop exhibition content and commence design process  
Defining Moments program 
  Deliver Defining Moments Digital Classroom project    
  Develop new moments with a focus on #OnThisDay content Release up to 30 new feature moments    
  Deliver Big Ideas panels 3 panels    
  Develop new Defining Moments products Release audio tour    
Activity Performance criteria

18/19 target
(if applicable)

18/1919/2020/2121/22

3. Build and maintain our historical collections, and make them more accessible

Build and maintain our historical collections 
  Accession objects into the National Historical Collection, including reducing backlog via the Legacy Project 3,250 objects accessioned    
  Make more objects available online via Collection Explorer by digitising our historical collections Increase by 12,500 objects    
  Storage of our historical collections in accordance with museum standards 80%    
Activity Performance criteria

18/19 target
(if applicable)

18/1919/2020/2121/22

4. Grow our revenue and supporter base

Increase support base 
  Grow the Friends membership program 50% increase on FY17-18    
  Grow the corporate partnerships and philanthropy program 20% increase on FY17-18    
  Develop the Bequest Program Launch the Bequest Program    
Increase revenue 
  Increase own-source revenue as a percentage of all gross operating revenue > 20%    
Activity Performance criteria

18/19 target
(if applicable)

18/1919/2020/2121/22

5. Conduct research and provide expertise related to our purpose

  Participate in Australian Research Council (ARC) projects 5 continuing ARC projects
  Initiate new research projects, including in partnership with other institutions 6 new research projects initiated
Activity Performance criteria

18/19 target
(if applicable)

18/1919/2020/2121/22

6. Improve our efficiency and explore new ways of doing business

Work collaboratively with government and other cultural bodies 
  Deliver new services to partner agencies via the Cultural and Corporate Shared Services Centre (CCSSC) 5 new services delivered    
  Undertake collaborative projects and activities     
Invest in our technological capability 
  Improve business processes for managing customer relationships Implement a new customer relationship system    
  Ensure safe, secure and efficient networks for the Museum and CCSSC partners Upgrade IT infrastructure    
  Redevelop the Museum’s website Launch the new website    
Explore new ways of doing business 
  Develop a ‘Stretch’ Reconciliation Action Plan for the Museum Commence consultation    
Activity Performance criteria

18/19 target
(if applicable)

18/1919/2020/2121/22

7. Deliver components of the Master Plan

 Forecourt     
  Deliver the Forecourt project, an enhancement of the Museum’s outdoor entry and welcome areas Complete stage 2 works   
 Discovery Centre     
  Progress the Discovery Centre to create an interactive space for families Complete the design stage and commence construction   
 Life in Australia     
  Develop the Life in Australia gallery, representing the environmental history of Australia Complete the design stage and commence construction

Intended results

As a result of these activities the Museum will meet its strategic commitments to:

Invest, by

  • creating spaces where all communities feel welcomed, recognised and included
  • preserving Australia’s shared heritage for future generations
  • empowering our workforce to respond to a changing world by building skills, mobility, and cultural intelligence
  • embracing new ideas, technologies and opportunities.

Challenge, by

  • making the most advantageous use of our collections, in the national interest
  • having the courage to take risks, be confronted, and be surprised
  • providing a platform for debate and discussion
  • finding new ways of doing business.

Explore, by

  • sharing our understanding of Australia’s past, present and future
  • supporting life-long learning with innovative and engaging experiences for all ages
  • developing and promoting our expertise, creativity and imagination
  • travelling to new places, territories and domains.

Connect, by

  • engaging in conversations, collaboration and finding common ground
  • embedding seamless business processes to respond to their needs
  • linking communities of interest through virtual, physical and social platforms
  • providing expert knowledge and interpretation.

Compliance

with the Public Governance, Performance and Accountability Rule 2014

ItemTopic Matters to be included
1. Introduction (a) a statement that the plan is prepared for section 35(1)(b) of the Act
(b) the reporting period for which the plan is prepared, and
(c) the reporting periods covered by the plan.
2. Purposes The purposes of the entity.
3. Environment The environment in which the entity will operate for each reporting period covered by the plan. Environment
4. Performance For each reporting period covered by the plan, a summary of:

(a) how the entity will achieve the entity’s purposes
(b) how any subsidiary of the entity will contribute to achieving the entity’s purposes, and
(c) how the entity’s performance will be measured and assessed in achieving the entity’s purposes, including any measures, targets and assessments that will be used to measure and assess the entity’s performance for the purposes of preparing the entity’s annual performance statements for the reporting period.
5. Capability The key strategies and plans that the entity will implement in each reporting period covered by the plan to achieve the entity’s purposes.
6. Risk Oversight and Management A summary of the risk oversight and management systems of the entity for each reporting period covered by the plan (including any measures that will be implemented to ensure compliance with the finance law).
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