2014 2019 MASTER STRATEGY FOR THE MUSEUM - Motat
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MUSEUM OF TRANSPORT AND TECHNOLOGY Hapaitia te ara tika pu ˉ mau ai te rangatiratanga mo ngaˉ uri whakatipu Foster the pathway of knowledge to strength, independence and growth for future generations 2014 TO 2019 MASTER STRATEGY FOR THE MUSEUM PART 1
MUSEUM OF TRANSPORT AND TECHNOLOGY Foreword: The Museum of Transport and Technology’s (MOTAT) The plan as outlined on the following pages sends a clear and solutions at the international level. MOTAT seeks new CEO and Board are very pleased to launch a new message that MOTAT will adapt and change to meet the to recognise and celebrate this in a way that inspires five year strategic plan which focuses on using the expectations and needs of the Auckland community and the innovators of the future. For example we envisage a Museum’s existing heritage objects and Kiwi ingenuity and New Zealand as a whole. MOTAT is looking to work with MOTAT where you can walk into an exhibition and learn technology in a ‘hands-on’ way to inspire its visitors. The community groups, businesses and top Kiwi innovators so how the technology and scientific principles of the New Strategy was developed in conjunction with Dame Cheryll that the Museum achieves its strategic objectives. Zealand designed YikeBike can be traced back to the Sotheran. It provides a clearly defined plan to guide the Penny Farthing, or discover the story of Sir Richard Taylor museum through necessary change and introduce Kiwi MOTAT has some amazing heritage objects in its who went from sculpting margarine to heading up the ingenuity and the associated stories and technology/ collection and enormous potential, built up from the efforts world-leading Weta Workshop. science into everything MOTAT does, so that the museum of volunteers over half a century. The key to unlocking this moves from being a ‘collection of things’ to a ‘light bulb potential is the focus on New Zealand and its innovators We and the Board are confident that this plan will enable institution’. to bring those objects and the associated people, stories, MOTAT to demonstrate to its visitors, in a creative and technology and science alive in a way that makes the inspiring way, the best the Museum and New Zealand’s The organisation has come a long way over the last 50 museum a “must experience” venue for the Auckland innovators have to offer. years and it is now the largest transport and technology community and beyond. We want our visitors to come museum in New Zealand attracting circa 270,000 visitors away from their MOTAT experience and think ‘if they can per year. The Museum also carries out an important do it so can I’, and to develop an understanding of the educational role within the community and we have over meaning of the past and how the human story has evolved 26,000 school children attending lessons through the over centuries. Ministry of Education’s Learning Experiences Outside Michael Frawley Dr Lesley McTurk The Classroom (LEOTC). We are looking to increase the New Zealand’s ‘number 8 wire approach’ and adaptability, CHIEF EXECUTIVE OFFICER BOARD CHAIR number of people who visit the Museum and participate in which can be traced back to the Tangata Whenua, has the educational and other learning programmes we offer. evolved to a level where the country is known for its sophisticated and technologically advanced innovations
MUSEUM OF TRANSPORT AND TECHNOLOGY PART ONE Our Vision: Our Values: Our Approach: To be the “must experience” venue that COLLABORATION is the way we work together In order to inspire and engage with our visitors and uses New Zealand’s heritage, Kiwi ingenuity, internally and externally as a team that respects and each other we will: transport, technology and the associated supports one another, sharing ideas, knowledge and skills so that we achieve our full potential. MAKE IT SIMPLE: easy to understand, remember stories in a creative, interactive and hands-on and use. way to educate and inspire the innovators of INTEGRITY is the foundation on which our tomorrow. relationships, reputation and authority are built. MAKE IT PERSONAL: relevant and meaningful so We will act morally, ethically and with respect and that it stimulates thought, conversation and debate. transparency at all times. MAKE IT ACTIVE: a hands-on, multi-dimensional CREATIVITY is the quality that allows us to be experience. courageous and try new things so as to inspire those we interact with. MAKE IT CONNECT: put the collection and the associated information into context in a way that STEWARDSHIP is our individual and collective duty connects people, concepts and ideas. as custodians to manage, develop and preserve MOTAT’s collection, skills and knowledge and pass MAKE IT HAPPEN: deliver what is promised in them on to the next generation. accordance with the Strategy and the Annual Plan. 2014 TO 2019 MASTER STRATEGY FOR THE MUSEUM PART 1
MUSEUM OF TRANSPORT AND TECHNOLOGY Outcome of Strategy: OBJECTIVE ONE OBJECTIVE TWO – MAXIMISE THE VISITOR EXPERIENCE – EMPOWER THE MOTAT TEAM (I.E. THE STAFF AND VOLUNTEERS) • Increase the number and quality of exhibitions and events that use MOTAT’s heritage objects, • Improve MOTAT’s structures and systems Kiwi ingenuity, transport, technology and the by aligning the Hubs and each MOTAT Team associated stories in a creative and hands-on members’ objectives to the achievement of the way to inspire the Museum’s visitors and Vision. extend their knowledge. • Build and strengthen the working relationships • Develop a new MOTAT Online experience. across the MOTAT Team to ensure staff and volunteers work together as one towards the • Develop and implement a Marketing Strategy achievement of the Vision. (including the use of social media) designed to attract visitors, sponsors and volunteers • Use the Values to define who we are, how we to MOTAT and promote it as a “must operate and how we relate to others. experience” venue. • Implement change programmes to ensure • Establish a “Think Tank” of leading New that the MOTAT Team is aligned with the Zealanders to explore how MOTAT can use Vision, Values and Strategy, thereby ensuring its collection, Kiwi ingenuity, technology the Team is accountable and responsible for and innovation to inspire and educate the the achievement of the associated goals. Museum’s visitors. 2014 TO 2019 MASTER STRATEGY FOR THE MUSEUM PART 1
MUSEUM OF TRANSPORT AND TECHNOLOGY OBJECTIVE THREE OBJECTIVE FOUR – IMPROVE QUALITY OF THE COLLECTION – IMPROVE BUSINESS AND COMMUNITY AND ITS CARE SUSTAINABILITY • Develop and implement a Rationalisation 1. Develop and implement the Asset Management 5. Ensure the principles of Te Tiriti o Waitangi Programme which identifies the objects that Plan (i.e. the plan for the maintenance or and Māori customs and principles are reflected are or should be in MOTAT’s collection that upgrading of MOTAT’s buildings and and acknowledged where relevant. can be utilised in the achievement of the infrastructure) and the Development Plan 6. Develop long term and mutually beneficial Museum’s Vision. (i.e. the plan for the replacement of MOTAT’s relationships with MOTAT’s Stakeholders • Take proactive steps to improve the quality buildings overtime) to ensure that the (i.e. the Council, Regional Facilities Auckland (as opposed to the quantity) of MOTAT’s Museum’s buildings and infrastructures provide and the MOTAT Society), the Western Springs collection. a proper platform for the achievement of precinct and major learning institutions the Vision. such as Unitec, AUT and the Auckland and • Review, develop, implement, communicate and monitor MOTAT’s collection policies and 2. Refine MOTAT’s sustainability programmes Massey Universities. procedures in accordance with the to reduce the Museum’s impact on the 7. Investigate the development of an integrated Museums Aotearoa Code of Ethics so that environment. approach to the enhancement of Auckland’s they are aligned to best museum practice and 3. Prudently and proactively manage MOTAT’s Arts, Culture and Heritage offering with facilitate the achievement of the Vision. finances and other resources. Regional Facilities Auckland, the Auckland • Ensure that MOTAT’s collection objects War Memorial Museum, the Voyager Museum, 4. Re-engage and develop a mutually beneficial are cared for in accordance with the Auckland Art Gallery and the Stardome. relationship with the local Iwi using the Museum’s policies. principles of Te Tiriti o Waitangi/the Treaty 8. The Business Services Hub will review and • Use MOTAT’s collection to enhance and of Waitangi. improve MOTAT’s systems and approach for support the visitor experience and the securing and monitoring the Museum’s site achievement of the Vision. and collection. 2014 TO 2019 MASTER STRATEGY FOR THE MUSEUM PART 1
MUSEUM OF TRANSPORT AND TECHNOLOGY Timetable: YEAR ONE – DEVELOP AND IMPLEMENT 1. Commence implementation of Strategy. 7. Engage with Auckland’s tertiary institions like Unitec, AUT and the Auckland and Massey 2. Review the existing structures to ensure that Universities to explore how they can assist MOTAT has the right people, competencies and MOTAT with the development of its learning roles to achieve the Strategy. programmes. 3. Develop and implement the Rationalisation 8. Proactively engage with MOTAT’s Stakeholders, Programme for the alignment of MOTAT’s the Western Springs precinct, the Auckland collection to the achievement of the Vision and War Memorial Museum, the Stardome and to improve the significance and quality (but not Voyager Museum with a view to developing a the quantity) of MOTAT’s collection. closer working relationship. 4. Plan and develop the exhibitions, events and 9. Re-engage and develop a mutually beneficial other projects that will have the biggest impact relationship with Ngātī Whātua o Oˉ rākie and on the achievement of the Vision. other local iwi using the principles of Te Tiriti o 5. Align MOTAT’s Annual Plan and budgets to the Waitangi/the Treaty of Waitangi. implementation of the Strategy. 10. Commence implementation of the Asset 6. Develop and align MOTAT’s learning Management Plan recommendations. programmes to the Vision and the Ministry of 11. Identify and appoint the requisite firm(s) that will Education’s curriculum priority areas. help MOTAT map out and implement a Development Plan.
MUSEUM OF TRANSPORT AND TECHNOLOGY YEAR TWO – DELIVER AND REFINE: YEAR THREE – REVIEW AND CONSOLIDATE: YEAR FOUR/FIVE – REFLECT AND EVOLVE: 1. Continue with implementation of Year 1. Continue with implementation of Year 1. Continue with implementation of Year One timetable. Two timetable. Three timetable. 2. Review the structures, systems and procedures 2. Review internally and with the relevant 2. Review and update Strategy and associated to ensure they are working effectively. Stakeholders, where appropriate, the objectives plans for the next five years. and the timetable to ensure they remain relevant 3. Create a “must experience” exhibition that is and will lead MOTAT to achieving its Vision. aligned to the Vision. 3. Ensure that MOTAT is providing a consistent 4. Commence implementation of the and high quality visitor experience which is Development Plan. aligned to the Vision. 2014 TO 2019 MASTER STRATEGY FOR THE MUSEUM PART 1
MUSEUM OF TRANSPORT AND TECHNOLOGY PART TWO Core Objectives: The following objectives have been set to ensure that MOTAT achieves its Vision and complies with its obligations under the MOTAT Act 2000. MOTAT’s goal is to move away from being a Museum that predominantly focuses on its objects to an institution that uses its collection and focus on Kiwi ingenuity, transport, technology and the associated stories in a creative and hands-on way to motivate its visitors and inspire them to become the innovators of tomorrow. By doing this MOTAT will provide a multidimensional experience which its visitors find rewarding and this will make them want to return to the Museum on a regular basis. 2014 TO 2019 MASTER STRATEGY FOR THE MUSEUM PART 2
MUSEUM OF TRANSPORT AND TECHNOLOGY OBJECTIVE ONE 1. During the course of the Strategy MOTAT will increase the number of themed exhibitions – MAXIMISE THE VISITOR EXPERIENCE it undertakes from one to three per annum. These exhibitions, which will be developed by the VISITOR EXPERIENCE OBJECTIVES: Museum Experience Hub, shall be consistent with the Vision and be designed to: MOTAT will focus predominantly on the Auckland (a) Use the Museum’s heritage objects and community with a view to increasing the number where possible Kiwi ingenuity, transport, of people it directly and indirectly engages with technology, and the associated stories in a by ensuring that its exhibitions, events, web creative way that challenges and develops site and social media are aligned to the Vision. the visitors’ imagination and knowledge. In order to achieve this: (b) Improve the visitor experience and associated feedback on an annual basis. (c) Attract sponsors. (d) Ensure that MOTAT becomes the “must experience” venue in Auckland. (e) Increase paying visitor numbers by 14% per annum in the first year and at least 8% in each of the following years. (f) Increase the number of SuperGold Card holders visiting the Museum each year by 5% per annum. 2014 TO 2019 MASTER STRATEGY FOR THE MUSEUM PART 2
MUSEUM OF TRANSPORT AND TECHNOLOGY 2. The Museum Experience Hub will develop, with 3. The Museum Experience Hub will develop 4. The Museum Experience Hub will establish a input from the Collection Hub, programmes and over the period of the Strategy a new “MOTAT “Think Tank” of leading New Zealanders to events (including ‘outreach programmes’) that: Online” that will increase the Museum’s digital advise on the incorporation of Kiwi ingenuity, presence and enable visitors to access technology and innovation into the Museum’s (a) Enable visitors to experience the (via the website or any device of their choice) exhibitions and learning programmes. museum’s collection and team in an information on MOTAT’s: interactive way. (a) Admission prices, location and transport (b) Ensure the associated stories are options. aligned with the Vision and are communicated to the Museum’s visitors. (b) Collection, including technical specification, history and relevance to the Vision. (c) Ensure the Museum provides a hands on and consistent experience to MOTAT’s (c) Current and proposed exhibitions visitors. and events. (d) Demonstrate where relevant the (d) Learning programmes and other initiatives. technological/scientific principles associated (e) Vision, Values, history, governance, with the Museum’s objects. management structures and key personnel. (f) Online dialogues and conversations between MOTAT, the digital community and the community members themselves. (g) Volunteer programme and other opportunities to support MOTAT. (h) The MOTAT Society. 2014 TO 2019 MASTER STRATEGY FOR THE MUSEUM PART 2
MUSEUM OF TRANSPORT AND TECHNOLOGY EDUCATION AND CHARITABLE OBJECTIVES: 1. The Museum Experience Hub will develop and implement learning programmes that are MOTAT will develop learning programmes aligned to the Vision and are consistent with (based on Kiwi ingenuity, transport, technology the NZ Curriculum and the Ministry of and innovation and its impact on New Zealand) Education’s priority areas so as to encourage: that are designed to (a) appeal to a wide and diverse audience (b) improve their knowledge (c) (a) Schools to use MOTAT’s facilities, encourage thinking and debate and (d) inspire programmes and education personnel. them to become the innovators of tomorrow. (b) Universities and other tertiary institutions to In order to achieve this: work on educational projects with MOTAT’s education team and encourage their students to undertake research in relation to the Museum’s collection. (c) Teenagers to develop their skills and work readiness in conjunction with MOTAT’s education team and third party providers (e.g. web, app and graphic designers). 2. The Business Services and Museum Experience Hubs will develop a plan for the provision of apprenticeship support, internships and other training programmes to ensure that the requisite skills at MOTAT are preserved and passed onto the next generation.
MUSEUM OF TRANSPORT AND TECHNOLOGY 3. The Museum Experience Hub will develop, (d) Emphasises, when appropriate, any implement and monitor programmes that: specific exhibitions and events being undertaken by MOTAT. (a) Encourage charities and low decile families and schools to use MOTAT. (e) Identifies certain areas of the Auckland community that should be focused on and (b) Directly or indirectly benefit at least one tailors the Museum’s offers and promotions charity a year. accordingly. (c) Use it’s outreach programmes (at least four (f) Promotes MOTAT as a “must experience” a year) to actively engage with schools, venue. charities and the public in general. (g) Promotes MOTAT’s knowledge and expertise in relation to its collection. MARKETING/PROFILE OBJECTIVES: MOTAT will ensure that what it is trying to achieve is well publicised and in order to achieve this: 1. The Museum Experience Hub will develop and implement a marketing strategy that: (a) Is aligned to the Vision. (b) Is focussed on the Auckland community. (c) Highlights what MOTAT has to offer to its visitors and why. 2014 TO 2019 MASTER STRATEGY FOR THE MUSEUM PART 2
MUSEUM OF TRANSPORT AND TECHNOLOGY OBJECTIVE TWO (a) MOTAT has the right people and structure Collection Hubs, the MOTAT Team, the Museum’s – EMPOWER THE MOTAT TEAM in place to provide the requisite leadership Stakeholders and the Auckland community. and support to facilitate the achievement of (c) Learning and Development Programmes the objectives. for the MOTAT Team members are developed, MOTAT TEAM OBJECTIVES: (b) MOTAT has the right systems in place to implemented and monitored to ensure The implementation of this Strategy depends on facilitate regular and transparent their effectiveness. the MOTAT Team (ie employees and volunteers) communication between the Museum, the working together as one towards the achievement Business Services, Museum Experience and of the Vision. Each part of the MOTAT Team needs to recognise and acknowledge the different set of skills and knowledge each team member has to offer and understand how the combination and coordination of those skills is critical to the overall success of the Museum. MOTAT will ensure it has the right structures and people in place to achieve the objectives outlined in this Strategy. It requires that each MOTAT Team member embraces the Museum’s Values, policies and procedures and is prepared to be held accountable and responsible for everything they do. In order to achieve this: 1. The Business Services Hub will review the management structures and resources to ensure that:
MUSEUM OF TRANSPORT AND TECHNOLOGY (d) The MOTAT Team is familiar with the (c) Ensure that MOTAT Team members are 4. Each Hub and MOTAT Team member will Museum’s policies and procedures in provided with the requisite training and work embrace the Values so that they are relation to the handling, operation, for the mutual benefit of that member, the incorporated into everything the Museum, maintenance, preservation and restoration MOTAT Team and the Museum as a whole. each Hub and MOTAT Team member does. of the Museum’s objects. (d) Ensure that information is accurate, current (e) The MOTAT Team actively engages with and supports the day to day operation of 5. MOTAT will use integrated practical HR and demonstrates their individual each Hub and the Museum. processes and initiatives to ensure that each understanding of the Museum’s policies and (e) Have the right systems in place to ensure MOTAT Team member’s: procedures in relation to Health and Safety. a safe, effective and efficient working (a) Behaviour is in accordance with the Values environment and ensure that those systems and that their performance goals are are regularly reviewed and updated 2. Each Hub will: reviewed on a regular basis throughout where necessary. the year and aligned to the achievement of (a) Support the achievement of MOTAT’s (f) Ensure that individual and team success is the Museum’s Objective and the Vision. shared objectives by adopting and acknowledged and celebrated. reinforcing the Museum’s Values and by (b) Remuneration (if any) is aligned to their role ensuring that everyone within each team 3. Each Hub will actively implement and comply and performance. and the wider MOTAT Team is aware of with the generally accepted principles of good forward plans and changes. governance, museum best practice and financial responsibility. (b) Ensure that it has the right structures, personnel, resources and systems in place to provide the requisite leadership and support to the MOTAT Team members in their respective Hubs.
MUSEUM OF TRANSPORT AND TECHNOLOGY OBJECTIVE THREE If collection objects cannot be used as outlined here – IMPROVE QUALITY OF COLLECTION during the term of the Strategy they will be stored until they can be used, lent to another institution or de-accessioned. COLLECTION OBJECTIVES: Restorations and preservations will only be MOTAT will use its collection to: undertaken if the object in question is (a) consistent • Demonstrate technology, ingenuity and with the Museum’s Vision (b) a Restoration or innovation and the associated scientific Preservation Plan in the requisite format (including a principles. budget) is produced and approved and (c) funding for the project is available. • Tell the stories of New Zealand’s history and innovators with a view to informing and In order to achieve the above: inspiring the Museum’s visitors. 1. The Collection Hub will support the Museum Experience Hub in developing and implementing exhibitions, including events and activities. 2. The Collection Hub will develop, a Rationalisation Programme that will identify the objects that: (a) Are consistent with the Vision and should be retained. 2014 TO 2019 MASTER STRATEGY FOR THE MUSEUM PART 2
MUSEUM OF TRANSPORT AND TECHNOLOGY (b) Are consistent with the Vision but should 3. The Collection Hub, will develop, communicate 5. The Collection Hub will identify the “Orphan rather be transferred to the Museum and monitor procedures and policies for the Objects” (i.e. objects that are consistent with Experience Hub to be used as an storage, handling, operation and display of the Vision but are not required) and review operational item. MOTAT’s objects. These procedures and whether they should be transferred to the policies will, so far as practical, be based on Museum Experience Hub, loaned to another (c) Are not consistent with the Vision and the International Council of Museums’ Code of institution or de-accessioned. should be de-accessioned/disposed of. Ethics and will be adapted to accommodate (d) Should be accessioned/acquired as they the unique nature of MOTAT. are consistent with the Vision. (e) Should be restored or preserved in 4. The Collection Hub will work with the other accordance with the requisite restoration or Hubs to ensure that MOTAT’s objects are: preservation plan (including the associated budget and funding information). (a) Stored, handled and displayed in accordance with MOTAT’s procedure and policies and in a manner that is consistent with the Museums Aotearoa Code of Ethics. (b) Displayed in a manner that is consistent with the directions of the Collection and Museum Experience Hub and the Vision.
MUSEUM OF TRANSPORT AND TECHNOLOGY OBJECTIVE FOUR IWI OBJECTIVES: – IMPROVE BUSINESS AND MOTAT will develop a meaningful and COMMUNITY SUSTAINABILITY mutually beneficial relationship with the Ngā tī Whā tua o Oˉ rā kie and other local Iwi using the principles of Te Tiriti o Waitangi so that the Tangata INSTITUTIONAL OBJECTIVES: Whenua are empowered, enabled and their MOTAT is of the view that there should be a closer customary Kaitiaki role is recognized and respected. working relationship between Auckland’s art, In order to do this: cultural and heritage institutions. This will not only The Business Services Hub will establish a bi- enable the institutions in question to operate in a cultural committee to help ensure that: more coordinated, efficient and sustainable way but will improve the institutions’ offering to the Auckland (a) The Mana of Tāmaki Makaurau Iwi and community as a whole and the achievement of the Hapū is respected. Auckland Plan. (b) The MOTAT Team’s understanding of In order to achieve this the Business Services Hub Māori knowledge, wisdom and views is will investigate, initially on an informal basis, with developed so that it can in turn be Regional Facilities Auckland, the Auckland War passed on to the entire MOTAT Team and Memorial Museum, the Voyager Museum and the the Museum’s visitors in a way that can be Stardome the development of integrated approach understood. to the development of Auckland’s art, cultural and (c) The Museum respects and maintains, heritage offering. where possible, the mauri (life force and balance) of the natural environment. 2014 TO 2019 MASTER STRATEGY FOR THE MUSEUM PART 2
MUSEUM OF TRANSPORT AND TECHNOLOGY STAKEHOLDER OBJECTIVES: BUILDINGS AND OPERATIONAL OBJECTIVES: (b) The safe and secure operation of the site. MOTAT will actively engage with those Stakeholders Most of MOTAT’s infrastructure and buildings (c) The safe, secure and compliant operation who have or should have a vested interest in the are coming to the end of their design life and the of MOTAT’s collection. Museum for the mutual benefit of all concerned. In Museum needs to plan the MOTAT of the future (d) That the Board is kept up to date on the order to achieve this: and ensure that the Museum’s impact on the what is being done to ensure that the environment is reduced. In order to achieve this: The Business Services Hub will investigate and Museum is a safe and secure environment implement, over the period of the Strategy, a to work in and visit. programme that is designed to build a long term, 1. The Business Services Hub will develop resilient and mutually rewarding relationship with the an Asset Management Plan and Development following Stakeholders for the overall benefit of the 3. The Business Services Hub will develop, Plan for the maintenance, upgrading Auckland Community: implement and monitor a policy for replacement, development and operation of environmental sustainability. (a) The MOTAT Society. the Museum’s site and buildings that is consistent with the Vision and minimises (b) The Auckland Council/Regional Facilities MOTAT’s impact on the environment. 4. The Business Services Hub will review Auckland. and improve MOTAT’s systems and approach (c) The local Western Springs/Point Chevalier for securing and monitoring the Museum’s site community. 2. The Business Services Hub will develop, and collection. implement and monitor a Health and Safety (d) Western Springs precinct institutions Management System that ensures: (e.g. the Zoo, Unitec, Tapac and schools). (a) A safe, secure and healthy environment for (e) The major learning institutions in Auckland the MOTAT Team, contractors, visitors and such as Unitec, AUT and the Auckland and anyone else who may be affected by Massey Universities. MOTAT’s activities.
MUSEUM OF TRANSPORT AND TECHNOLOGY FINANCIAL OBJECTIVES: 3. The Museum Experience and Business Services Hubs will continue to increase MOTAT will prudently and proactively manage its their external revenue streams via sponsorship finances and resources. and other commercial initiatives that are in keeping with the Vision and the Annual Plan. In order to achieve this: 1. The Business Services Hub will ensure that: (a) MOTAT maintains effective financial and reporting systems and procedures and that the requisite information is presented in the Annual Plan in an accurate and easy to understand format. (b) MOTAT maintains its unqualified audit status for its annual financial and non- financial statements. 2. Each Hub will ensure that they manage and monitor their financial resources professionally and maximise efficiencies while delivering the desired Vision and Annual Plan. 2014 TO 2019 MASTER STRATEGY FOR THE MUSEUM PART 2
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