Green Art Inc. Frog's Leap Sculpture Competition Melbourne 2009
This paper presents the operational plan for Green Art Incorporated's Frog's Leap Sculpture Walk, a public art event held at the Royal Botanic Garden in Melbourne, Australia from January to March 2009. The plan outlines the organization's mission to promote environmentally and culturally aware art, support emerging and professional artists, and raise awareness for urban ecology. Key sections address the event schedule, supplier arrangements, tiered sponsorship packages, marketing strategy, pricing, advertising channels, project evaluation methods, risk management protocols, and a SWOT analysis identifying the project's strengths, weaknesses, and competitive challenges.
- Introduction to GreenArt and the Frog's Leap Project: GreenArt's mission and event overview
- Event Schedule and Operations: Timeline, suppliers, and event logistics
- Sponsors, Partners, and Sponsorship Tiers: Gold, Silver, and Green sponsorship packages
- Marketing Plan and Pricing Strategy: Target audiences, competing events, and pricing
- Advertising and Media Channels: Print, radio, online, and outdoor advertising
- Project Evaluation and Risk Management: Evaluation methods and identified project risks
- SWOT Analysis and Summary: Strengths, weaknesses, and project conclusions
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What makes this paper effective
- Presents a comprehensive, real-world operational plan with clearly numbered sections, making it easy to navigate each functional area of the event.
- Integrates multiple business planning disciplines — logistics, marketing, risk management, and financial strategy — into a single cohesive document.
- Grounds abstract goals (environmental awareness, cultural inclusion) in concrete deliverables such as supplier tables, tiered sponsorship packages, and pricing schedules.
Key academic technique demonstrated
The paper demonstrates applied business planning by translating an organizational mission into actionable operational components. The use of a SWOT analysis to critically assess the event's own vulnerabilities — including the absence of a break-even calculation and lack of a contingency plan — shows honest self-evaluation, a key feature of credible project proposals.
Structure breakdown
The paper opens with an introduction establishing the organization's mission and event context, then moves through nine numbered operational sections: event schedule, operations and suppliers, sponsorship tiers, marketing and pricing, advertising, evaluation methodology, and risk management. It closes with a SWOT analysis and brief summary. This sequential structure mirrors a standard event management proposal format appropriate for nonprofit arts organizations.
Introduction to GreenArt and the Frog's Leap Project
The Frog's Leap Sculpture Walk is a public art event to be held in Melbourne, Australia, by Green Art Incorporated from mid-January 2009 through March 2009 at the Royal Botanic Garden. There is no entry fee for artists wishing to participate in the sculpture competition. The focus of this project is to support artists in Melbourne and to promote the city's image as a "garden city." The competition will be promoted to artists through educational institutions and via media channels including magazines, posters, and radio announcements. Each artist will enter into a contract with Green Art Incorporated and will be provided with $300.00 to cover the cost of materials used in creating their sculpture. Each artist will agree to deliver his or her completed work to GreenArt Inc.'s warehouse.
GreenArt is a non-profit organization with a stated mission focused on initiating and supporting the ongoing development of environmentally and culturally aware projects in urban and regional Australia. GreenArt was founded by Danielle Kwan, Juliani Kusmaningrum, and Sarah Crock in 2007. The organization seeks to support artists in the production and exhibition of art and to encourage public participation in the arts as part of daily life. GreenArt also aims to integrate art, culture, and nature; promote indigenous art and culture; and heighten awareness of environmental issues. Additionally, GreenArt seeks to generate public interest in art and challenge conventional thinking about art as a cultural medium.
GreenArt also seeks to generate funds and awareness for the Australian Research Centre for Urban Ecology (ARCUE). The primary focus of the Frog's Leap project is the urban arts sector, and the event anticipates participation from both professional and amateur artists. Following the Royal Botanic Gardens exhibition in Melbourne, the Frog's Leap project will travel through Victoria for twelve months.
Participation is encouraged at all levels. Professionals and amateurs are both welcome to enter the sculpture competition, and corporations may become involved by entering into a partnership with the project and offering incentives to staff and clients. The public may attend the exhibition, as may tourists visiting Australia. Corporate sponsorship will serve as a demonstration of an organization's "green consciousness" — a vital concern in the current climate-change environment and one viewed by consumers as a desirable trait that facilitates approval and loyalty toward a company and its products. This dimension should be emphasized prominently when seeking sponsorships for this event.
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