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Final Plansbook-spreads-4

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Final Plansbook-spreads-4

  1. 1. Make It Your Kauffman Center
  2. 2. OurTeam LaurenBallinger [CreativeDirector] ZachCarnahan [ResearchDirector] CassidyCorcoran [PublicRelationsDirector] NatalieGarretson [SocialMediaDirector] LaurenLongbine [AccountExecutive] ScottWeidner [PresentationDirector] [Ourmissionistoprovidequalitybrand managementthroughourclients’values andinterestswiththehighestlevelof professionalismandintegrity.[ OurMission TableofContents Introduction Research&Findings Planning&Solutions OurReferences TheAppendix ExecutiveSummary......................................5 S.W.O.T.Analysis..........................................6 Goals&Objectives........................................8 TargetMarket............................................9 FocusGroupFindings....................................11 SurveyResults...........................................13 Secondaryresearch......................................16 MakeItYours............................................23 PassportProgram.......................................24 BlockParty..............................................25 Budget&MediaTimeline................................26 TierTwoProgram........................................29
  3. 3. TheKauffmanCenterforthePerformingArtsisaworld-classartsvenuefeaturingrenowned architecture,famousperformancesandahighlevelofsophistication.Thebuildingoverlooks theKansasCityCrossroadsartsdistrict,locatedrightintheheartofthecity. Ourclientsapproachedusneedingsolutions.TheyneededhelpengagingKansasCityyouth ages6-13tobuildalastingrelationshipwiththeKauffmanCenter.Theyneededaplacefor thekidstocallhome.Theyasked,soweanswered. Themainobjectiveofourcampaignistodevelopaprogramthatbothattractsyouthto theKauffmanCenterandencouragingretention.Whenbrainstorming,weknewthatthis programneededtobeinnovative,competitiveandinteractive. Alongwiththechildren,ourtargetmarketincludestheirparentsandteachers.Research thatweconductedfullysupportsourcampaignandhashelpedtodevelopsomethingthat appealstoallthreeaudiences. Throughacohesiveandstructuredcampaign,wehavemaximizedtheabilityforKansas Cityyouthtopersonalizetheirentireartsexperience.Wehaveimplementedthe“MakeIt Yours”campaign,allowingeachparticipanttoattendtheKauffmanCenterbasedonvarious interestsandneeds. Withabudgetof$5,000wewereabletocreateacompletecampaign,featuringnews releases,socialmedia,radioandprintadvertisements,aswellasabrandnewincentive programthatwillfullyengagethechildren. Whileitwasimportanttocreateourownideas,wewantedtoexpandonthestrong programsthattheKauffmanCenteralreadyhadinplace.WechosetoexpandontheOpen Doorsprograminordertosuccessfullyreachallthreeofourtargetaudiences. Allinall,wethinkthatour“MakeItYours”campaignwillincreaseyouthtraffictothe KauffmanCenter,helpingtoformrelationshipsthatwilllastalifetime. ExecutiveSummary [5]
  4. 4. [6][7] S.W.O.T.Analysis Strengths Fromtheoutsidelookingin,it’s easytotellthattheKauffman Centerisabeautifulbuilding. Theaestheticappealisthemost prominentfeatureintheeyesof itsvisitors.Whenprompted,our focusgroupparticipantssaidthat theuniquearchitectureofthe KauffmanCenterwasthefeature thatresonatedthemostwith them.Anothervaluableassetfor theKauffmanCenterisitsknown presenceintheKansasCityarea. Asaworld-classperformingarts venue,theKauffmanCenter bringsinwellknownartists, performersandexhibits.Located intheCrossroadsArtsDistrict ofKansasCity,theKauffman Centerprovidesafrontdoorto thecreativescene.Fromthe insidelookingout,theviewofthe CrossroadsArtsDistrictsetsthe stageforperformersofallages. Weaknesses AlthoughtheKauffmanCenter isknownforbringingin sophisticatedperformances,these showsmaynotbesuitablefor children.Withshortattention spans,itmaybehardforchildren tostayengagedinasymphony orballet.Parentsandteachers expressedtheneedforshort, interactiveshows.Asanemerging organization,theKauffmanCenter lacksproperadvertisingfortheir currentprograms.Althoughit hassufficientprogramsinplace, moreadvertisingisnecessary toincreaseattendance.Asnon- profit,withlessfunding,the KauffmanCenterhastoworkhard topromoteitself.Socialmedia isownedmedia;researchshows nocorrelationbetweenincreased socialmediauseandahigh returnoninvestment.However, ourfindingsindicatethatamore engagingsocialmediastrategyis moreaffective.Takingadvantage ofkeysocialmediaplatformswill increaseawarenessofcurrent programs,whilebeingcost efficient. Opportunities Therearenumerousopportunities fortheKauffmanCenterto createalastingrelationshipwith KansasCityyouth.Bybuilding uponitscurrentOpenDoors program,thereareopportunities toconnectwithchildrenboth insideofschoolsandwiththeir families.Byutilizingitsstrengths, theKauffmanCenterhasthe abilitytousetheseprograms tobuildalong-termhomefor thechildren.Beingsuchalarge metropolitanarea,KansasCity providesmanyyouth-centered programsthatareavailablefor partnershipswiththeKauffman Center.Whetherit’sextracurricular schoolactivities,theBoysand GirlsClub,ortheneighboring Nelson-AtkinsMuseumofArt, thepossibilitiesforpairingupare endless.Byworkingwithanother organization,theKauffman Centerwillmaximizeitsabilityto reachKansasCitykidsandgain insightfromotherorganizations intheprocess.Weliveina worldconsumedbytechnology whereyoungpeoplehavethe mentalcapacitytorespond todigitalinformationthatis presentedtothem.Byusingthis toitsadvantage,theKauffman Centercanbuildonitssocial mediapresenceandtechnical applicationstoconnectwith youtheffectively. Threats Mostpeoplecanrelatetothe feelingofbeingbusy.Witha vastnumberofopportunities availableforKansasCitychildren andtheirfamilies,competition isthebiggestthreatthatthe KauffmanCenterfaces.Parents areconstantlyfightingtofitin alloftheactivitiesthatareboth necessaryandentertaining fortheirkids.Ourfocusgroup researchalsodemonstratedthat childrenneedtofeelthatthey areinvolvedintheactivitythat theyareattending.Withthelack ofengagingandkid-friendly shows,thechildrenhaveahard timeconnectingwithwhatthe KauffmanCenteriscurrently offering.Lastly,withtheKauffman Centerbeinganon-profit organization,fundingisamain issue.Ofcoursethereareendless opportunitiesfornewprograms, butthosecannothappenwithout properfunding.Similarly,parents maynotbeabletoaffordtosend theirchildrentotheKauffman Center. Facility Location Awareness][ Strengths CurrentProgramming Advertising SocialMedia][ Weaknesses YouthPrograms Partnerships Technology][ Opportunities Competition Interests Funding][ Threats
  5. 5. [8][9] Goals&Objectives 1 Createalastingrelationshipbetweenthe KauffmanCenterforthePerformingArtsand theKansasCitymetroareayouthages6-13. Objective1:IncreaseyouthtraffictoKauffmanCentereventsby25 percentbySept.of2015. Objective2:Haveatleast50percentoftheyouthwhoattended aneventin2014returnforatleastoneeventperyearforthe followingfiveyears. 2 Createarewardsprogramthatwillencourage participationinexistingeventsattheKauff- manCenter. Objective1:Haveatleast1,000youthutilizingtherewards programbySept.2015. Objective2:Utilizetherewardsprogramtohaveatleast50 percentofthoseenrolledintheprogramattendanexistingevent (e.g.OpenDoors). Objective3:Allocaterevenuefromourmarketingbudgetto createamediacampaign,whichbeginsJanuary2015andends September2015,thatwillinformparentsandschoolsoftheyouth rewardsprogramwhileencouragingtheirchildrenandstudentsto utilizetheprogram. TargetMarket Heatherisamotheroftwo, withason,Cyrus,age6,anda daughter,Peyton,age10.Heather andherfamilyliveinJohnson Countyandherchildrenattend elementaryschoolintheBlue ValleySchooldistrict.Sheis32 yearsold,andherchildrenare thecenterofherlife.Heather istheprimarydecision-maker intheirhousehold,whileher husband,Will,supportsthe familyfinancially.Sheisanactive memberoftheParent-Teacher organizationatherchildren school,whichisthesourcefor mostofherannouncements. Heather’schildrenarenotactively involvedinthearts,butshe believesthatabackgroundinthe artsisimportant. Andiisafourth-gradeteacherin theKansasCitymetropolitanarea. Shebelievesthatherstudents shouldhaveawell-rounded education;however,shesays thatitisdifficulttofitthearts intohercorecurriculumthatshe isrequiredtoteach.Sinceher studentsarenottestedonthe arts,itishardtofundprograms thatsupportthissubject.Andi wouldlikeherstudentsto participateinanextracurricular artsprogram,whetherthatis throughtheschool,orwiththeir parentsontheweekends. Noahisa12-year-oldboyfrom Leawood,Kansas.Heloves football,soccerandbaseball,and anysortofactivitythatishands- on.Noahhasattendedeventsat theNelson-AtkinsMuseumofArt, andthoroughlyenjoysbringing outhisartisticside.Sincesports arehismainpriority,itisdifficult forNoahtogetinvolvedinthe arts.Heenjoyshangingoutwith hisfriendsfromschool,andlikes toattendtheeventsthattheydo ontheweekendsifhisschedule permits.Noahwantstofeelthat heisinvolvedandhealsohasan independentside.Funfact:Noah lovessnacksandrecess. HeatherNoahAndi
  6. 6. [11] Research&FindingsFocusGroupSummary DuringtheweeksofSept.24, 2014,andOct.7,2014,Dr.Seo’s JOUR640strategiccampaigns courseconductedninefocus groupswithparents,teachers andchildrenfromtheKansasCity area.Thegroupsincluded22kids, 22parentsand10teachers.The participantsinthesefocusgroups representedmembersfromour targetmarketwiththepotential tohelpengageKansasCityyouth ages6-13withtheKauffman Center.Overall,Dr.Seo’sJOUR 640campaignscoursetalked withatotalof54focusgroup participants. PublicPerception Overall,themajorityofthe participantsareawareofthe KauffmanCenter.Themain observationofthefacilityisthat itisabeautifulbuilding,butnot kid-friendly.Oneteachernoted, “wefeelafraidtoeventouchthe spaceoftheKauffman,becauseit feelstoopretty.”Theparticipants’ perceptionoftheKauffman Centeristhatonlyformalevents areheldthere,withthesymphony andballetcomingtotheminds ofparentsandteachersfirst. Thechildrenrecalledofevents thattheyattendedwithaschool fieldtrip,suchasaglow-in-the- darkdanceperformance.The beautifularchitecturemadea strongerimpactonparticipants thantheeventsheldthere. Preferences Whenaskedaboutpreferencesfor choosinganinteractiveprogram, therewasaconsensusamong theparticipants.Parentsand teachersagreedthatanytypeof programthroughtheKauffman Centermustbecost-efficient. Mostparentssaidthattheywould bemoreinclinedtoattendan eventwiththeirchildrenifitwere freeorlowincost.Therewere multiplecomparisonsmadeto theNelson-AtkinsMuseumofArt andprogramstheyhavedonein thepast.Oneparticipantnoted, “theeventsarefreeandmake themfeelmorecomfortablewhen goingoutofherwaytogotothe Nelson,evenwhenaneventisn’t takingplace.”Theparticipantsalso agreedthatprogramsshouldbe hands-onandkid-friendly.The childrensaidthattheywouldwant somethingthatisrelativelyshort andthatitwouldbe,“cooltogo backstageandbehindthescenes.” Thefinalconsensuswasthatthe kidsrespondbettertoprograms thatincorporaterecognizable songsandcharacters. Obstacles Acommonobstaclefromteachers wasalackoftransportationand fundingtogettotheKauffman Center.Therewasalsoconcernfor alackoftimeduringschoolhours tofitinatriptotheKauffman Centerintothenormalschedule. Anotherconcernfromteachers, isthattheartsdidnotsatisfythe curriculumbeingtaughtintheir schoolsandwouldnothelptheir studentsonthestateassessment tests.Theparentparticipantssaid thatiftheyweretoincorporate timefortheKauffmanCenter,that theschedulingwouldneedto befarinadvance,orduringthe summer.Forparents,weekends areeasiertoattend,butmany arebusywiththeirchildren’s otheractivitiesduringthattime. Anegativeperceptionofthe KauffmanCenteristhatthefine artsareassociatedwithhighcost. Oneparentsaid,“(I)wouldbe moreinclinedtogotoKauffman forafamily-friendlyeventona SaturdayorSundayatalowcost.” Oneparticipantnotedthatthe KauffmanCenterdoesnotexcelin education,andaprogramshould beputinplacetoeducatechildren onthearts.Alloftheparticipants agreedthattheperformances aretoolongforchildren’s attentionspansandahands-on activityneedstobepairedwith aperformancetoincreasethe children’sinterest. Wefeelafraid toeventouch thespaceof theKauffman, becauseitfeels toopretty. “ ”
  7. 7. [12][13] Programs Whenitcomestoincorporating programsforyouth,therewas anagreementthatanytypeof programshouldbeheldduring thesummermonths.Parents suggestedmakingtheprograms flexiblewiththeirschedules byhavinganoverallfeeforthe programandthenallowing themtheabilitytochoose whichactivitiestheirchildren couldattend.Oneparentsaid, “wedon’tliketheideathatthey arecompletelytieddownto oneactivity,weprefertohave multipletochoosefrom.”Some parentsandteachersnotedthat itwouldbeinthebestinterest oftheKauffmanCentertocreate apartnershipwithalocal-arts relatedorganization.Oneteacher notedthatthereshouldbeinterns orvolunteerstointeractwiththe childrenandguidethemthrough variousactivities.Another suggestiontomakethekidsmore comfortableattheKauffman Centerwastoallowthechildren todiscoverthespace,allowing themtoseeitasmorethanjusta prettybuilding. Incentives Majorincentivesthatparentssaid woulddrawtheirchildrentothe KauffmanCenterarefoodand freeprograms.Oneparentalso suggestedhavingbirthdayparties atthefacility,“birthdayparty hostingisagoodwaytheycanget involvedwithaneworganization.” Thechildrenwouldattendthe KauffmanCenteriftherewasa shortshow(30minutesorless) orifitwas“cool”andinteractive withtheperformers.Theteachers wantthechildrentoattendthe KauffmanCenterifitisbeneficial totheireducationalexperience. Theteacherswouldliketoseethe artscorrelatewiththecurriculum beingtaughtintheclassroom, suchasmathandscience. Media Onemajorfocuspointin ourresearchwasthemedia consumptionofourtarget audiences.Themajorityofthe childrenhavecellphonesand Instagramaccounts.Mostofthe parentshaveanonlinepresence, predominantlyonFacebook. Teacherssaidthatthebest waytoreachthemisthrough email,asthatisthemethodof communicationthattheyuse themost.However,manyofthe emailsgotospam,soanysort ofmessagesenttothemneeds tocatchtheeye.Thetarget audiencesalsouseapplications ontheirphone.Oneteacher commentedthatshehadthe KauffmanCenterapplication downloadedonhersmartphone, butitdidnotofferherwhatshe needed,“IhavetheKauffman Centerappandneveruseit.There isn’tmuchtoofferonit.”Parents agreedthattheyaremorelikelyto beinformedofaprogramifthey hearaboutitfromtheirchildren’s teachers,oriftheirchildrencome homeandtellthemthatthey wanttoparticipateinacertain activity. ” (I)wouldbemoreinclinedtogo toKauffmanforafamily-friendly eventonaSaturdayorSundayat alowcost. “ SurveyResults Objective Thebiggestinfluencersofour targetmarket,KansasCity metropolitankidsages6-13,were theirparentsandteachers.Based onthisinformationweformatted twoonlinesurveys-onepurposed forteachersandasecond purposedforparents.Wecreated anddistributedthesesurveyswith thegoalofreachingabroader parent,teacheraudienceacross thefiveKansasCitymetropolitan counties.Theseonlinesurveys posedsimilarquestionsthat wereaskedinourfocusgroups inamorecondensedformatthat allowedforparentsandteachers totakeataconvenienttime forthem.Wehad152parents respondentsand87teacher respondents.Wecannowbetter deduceparents’andteachers’ opinionoftheimportanceofarts amongchildren.Beyondthatour surveygatheredhowparentsand teachersfeelspecificallyaboutthe KauffmanCenterandtheKansas Cityartscommunityasawhole. Method Parents: Onegrouptargetedbyour surveywasparentsofchildren ages6-13locatedintheKansas Citymetropolitanarea.Weused varioussocialmediaplatforms tocontactstudyparticipants. Wewantedtoidentifyhow importantparentsthoughtthe artsaretotheirchildrenand whethertheirchildrenparticipate inanyartsprograms.Wealso wantedtoidentifytheparents awarenessofartprogramsin KansasCity.Amajorconcept wewantedtoidentifywas whattypesofactivitiesparents enjoyparticipatinginwiththeir children. Teachers: Theotherparticipantsofour surveyswereteachersofstudents ages6-13locatedintheKansas Citymetropolitanarea.The surveywasdistributedamongst schoolswithinthefivecounties ofJackson,Johnson,Platte, LeavenworthandWyandotte.The KansasCityFederationofTeachers alsodispersedoursurvey.The centralconceptstudiedinthis surveyassessedtheopinions ofcurrentartsprogramswithin schools,aswellastheimportance oftheseprograms.Alsoaddressed wasthecurrentawarenessand useoftheOpenDoorsprogram attheKauffmanCenterforthe PerformingArts. Findings Parents: Wefoundthat59percentof parentsstronglyagreethat exposuretoartsisimportantand that84percentofparentshave takentheirchildrentoaprogram inKansasCityrelatedtothearts. Whenaskediftheywereaware oftheKauffmanCenterforthe PerformingArts,93percentof parentssaidyes,butwhenasked iftheyhavetakentheirchildrento theKauffmanCenter,62percent saidno.Duringthesummer,62 percentofparentssaytheyare theonesprovidingthecarefor theirchildrenandthemaintype ofactivitytheyliketoparticipate inwiththeirchildrenisplaying sports,goingtoamusementparks andbeingoutdoors. Thesurveyswereavailablefrom Oct.1-13.Theparentssurveyhad 151respondentswith63percent ofrespondentscomingfrom JohnsonCounty,9percentfrom JacksonCounty,5percentfrom WyandotteCounty,1percent fromPlatteCountyand22percent indicatingadifferentcountynot listed.LeavenworthCountywas anoptionwithnorespondents reportingthatastheirresidence. Atotalof195childrenwere claimedamongthe152parents. Sixty-sevenpercentofthese kidsfallwithinourtargetage demographic. Ninety-threepercentofparent respondentsagreedorstrongly agreedthatexposuretothearts isimportantforkids,however, only84percentindicatedthey arelikelyorverylikelytotake theirkidstoaperformingarts eventinthefuture.Only7 percentofparentsindicatedthat theirkidsarenotinvolvedin anyextracurricularactivities.Of theother93percentmostkids wereinvolvedinsports-related activities,followedbyschool organizationswithmusic-related activitiesinthird.Acomplete
  8. 8. [14][15] rankingoftheextracurricular activitiesthesekidsareinvolved inisshownintheinfo-graphicto theright. Whendeterminingactivities fortheirkids83percentof parentsindicatedthatcostwas important,veryimportantor extremelyimportant.However, theamountparentsarewillingto spendontheseactivitiesvaries highly.Finally,whenlookingfor children’sactivitiesthetop-three informationsourcesindicated werepersonalrecommendations, email/newslettersandschools respectively. Teachers: Wefoundthat93percentof participantsteachatschools thathaveactiveartsprogramsin place.Oftheseparticipants96 percentareawareoftheKauffman CenterforthePerformingArts, but55percentwerenotaware oftheOpenDoorsprogram. AfterbeingbriefedontheOpen Doorsprogram,ofthe55percent thatwerenotaware,76percent saidtheywouldbeinterestedin utilizingit.Whenaskedwhich typesofarts-relatedprograms theywouldliketoseeoffered totheirstudentsanaverage of46respondentsofthe54 surveyedansweredwithinthe performingartscategory:dance, theatre/dramaandmusic.Most importantly,whenlookingfor informationaboutthesetypesof programs,thetopthreeresponses wererecommendationsfrom otherteachers,emails/newsletters andsocialmedia/mobileapps. Ofthe87respondents53percent ofrespondentscamefrom JohnsonCounty,18percentfrom JacksonCounty,12percentfrom WyandotteCounty,3percent fromPlatteCounty,2percent fromLeavenworthCounty and12percentindicatinga differentcountynotlisted.Our respondentsvariedhighlyin teachingexperience,rangingfrom lessthantwoyearstomorethan 16years.Ninety-onepercentof respondentstaughtelementary ormiddleschoolwithstudents rangingfrom5-14yearsold. Whenplanningtheircurriculum, 89percentofteacherssaidthey wouldbeinterestedintaking theirstudentstoamusicalor theatreperformanceand96 percentofrespondentsareaware oftheKauffmanCenter.However, only45percentindicatedthey areawareoftheKauffman Center’sOpenDoorsprogram. Whenaskedwhatarts-related programstheteacherswould liketoseeofferedtostudents thetop-threeresponseswere allperformingarts-music, danceandtheatre,respectively. Finally,whenlookingforarts- relatedactivitiesforstudentsthe topthreeinformationsources indicatedwereotherteachers recommendations,email/ newsletterandsocialmedia, respectively. Implications Wefoundthatbothparentsand teachersthinkthattheartsare animportantpartofthechild’s education.However,themajority arecurrentlynotawareofthe programstheKauffmanCenter forthePerformingArtshasto offer.Basedonourfocusgroup andsurveyfindings,themajority offamilieshavemostfreetime tospendtogetherbetween5-8 p.m.Additionally,mostparents indicatedthattheyprefer theirchildrentobeexposed totheartsthroughschools. Teachersindicatedthatthearts areanimportantfactorwhen developingtheircurriculum. Althoughmorethan90percent oftheteacherssurveyedhad heardoftheKauffmanCenter, lessthanhalfareawareofthe OpenDoorsprogram.Basedon ourprimaryresearch,wehave determinedthattheOpenDoors programneedstobebetter marketedtothecommunityin ordertoincreaseawarenessand attractpotentialfamilies.Inthe interestofmaintainingpatrons, wesuggestimplementinga rewardsprogramthatgives childrenanincentivetowant togototheKauffmanCenter. Therewardsprogramswould consistofa“PassporttotheArts” thatthechildrenwouldearn stampsforeachperformanceat theKauffmanCenterthatthey attend.Theeventssurrounding thisrewardsprogramshouldbe shorterandmoreinteractive, withfamiliarcontenttokeepthe attentionandentertainthetarget audience. 24% 25% OfTheParentsWeSurveyed 19% 32% ByTheNumbers 0 11 22 33 44 55 $10or less $11-$20$21-$30$31-$40$41-$50$510or more 9 19 21 7 27 43 Whatisthelargestamountyouarewillingtospendforonechildto participateinasingleprogramorevent? Dollaramount Number of Respondents
  9. 9. [16][17] OrganizationAnalysis KansasCityishometomorethan65performingarts organizations(KansasCityArtsandCulture,n.d.). AmongtheseincludetheCoterieTheater,whichwas namedoneofthetop-fivetheatersintheU.S.for children(TheCoterieOpens,2014).TheKauffman Center’svisionisto,“enrichthelivesofcommunities throughouttheregion,countryandworldby offeringextraordinaryanddiverseperforming artsexperiences”(kauffmancenter.org,2014).The KauffmanCenterwillfulfillthisvisionthrougha three-pointmissionthatincludesprovidinghigh qualityprograms,outstandingcustomerservice andeducatingcurrentandfuturegenerations throughactivities,performancesandprograms (kauffmancenter.org,2014). TheKauffmanCenter’scurrentexecutiveboardis comprisedofPaulSchofer,presidentandCEO,Amy McAnarney,vicepresidentofexternalrelations andBillMiller,vicepresidentofoperations.The KauffmanCenter’sstaffisalsocomprisedof theateroperations,specialeventsandcatering, facilities,patronservices,ticketingservices,finance andadministration,developmentanddonor relationsandmarketingandcommunications (kauffmancenter.org,2014). Providingworld-classperformancesdoescome withafinancialburden.TheKauffmanCenterisa registered501(c)(3)non-profit.Itsmaingoalisnot tomakemoney,buttoprovideperformingartsfor theKansasCitycommunity.Inordertoachieveits missionofprovidingprograms,customerservice andeducation,74percentoftheKauffmanCenter’s annualrevenuecomesfromrentalfeesandticket sales.AccordingtoForm990,theKauffmanCenter’s primaryrevenuesourcecomesfromcontributions andgrants,whichmakeup$20,919,913ofthe $27,454,963revenuemadein2012.TheKauffman Center’ssecondlargestrevenuesourcecomesfrom programserviceandmakesup$4,766,414ofthe totalrevenue.Tokeepperformancesaffordablefor alleconomicclassestheKauffmanCenterneeds26 percentofitsrevenuetocomefromoutsidedonors (kauffmancenter.org,2014).Thisisanaggressive financialplanthatreflectstheidealsthecenterwas foundedon. SecondaryResearch AudienceAnalysis Researchshowsthatkidsaretheprimaryinfluencers onparents’decisionmaking,andthatparentsrely heavilyontheirchildren’sdesiresandopinions beforemakingadecision.Amongthe122.5million householdsintheUS,13.5percentincludekids ages6to11.Althoughmothersareconsidered morelikelytotaketheirchildren’sopinionsinto consideration,fathersaremorelikelytobuya productwhenaddressedbytheirchildren(Kids asInfluencers,2014).Inthelast12months,family andleisureactivitieswerethemostpopularmotive whenitcametoparentspurchasinganitemfortheir children.Whenitcomestodecision-making,parents aremorelikelyto“give-in”toaproductpurchase whenthechildistheend-useroftheproduct.Girls aremorelikelytobedrawntosocialactivities,while boysaredrawntoproductsmoretargetedtoward olderkids(KidsasInfluencers,2014).Thirty-five percentofmomsagreethatadvertisingplaysalarge partintheirpurchasingmotivesfortheirchildren. Bothboysandgirlsages6to11agreethatthey prefertoparticipateingroupsratherthanalone. Statisticsalsoshowthattheyprefertodoactivitiesat arandomtime,ratherthanascheduledtime. Activity-wise,girlsaremorelikelytoparticipate inavarietyofactivitiesoverboys.Girlsaverage participationin5.7activities,whileboysonly average5.2activities.Girlsarealsomorelikelytobe interestedinactivitiessuchaswriting,drawingand music,whileboysaremorelikelytobeinterestedin videogamesandtechnology(MarketingtoKidsand Tweens,2014).Researchalsoshowsthatparentsand schoolsaremorelikelytoinvestmoneytotakeolder childrentoprofessionalartsevents,becausethey arematureenoughandhaveahighattentionspan tobehaveatashow(MarketingtoKidsandTweens, 2014).Genderalsoplaysaroleinwhichtweenstend tocarryaninterestinthearts.In2013,34percent ofgirlsinthefirstthrougheighthgradeattendeda musicalorplay,comparedtojust26percentofboys. Incomeplaysalargeroleindecidingifkidshavethe optiontoattendfineartsevents.Forchildreninthe firstthroughfourthgrade,thehighestattendance forartseventswerechildrenwithparentswith anaverageincomeof$75,000peryearormore. (MarketingtoKidsandTweens,2014). IntheU.S.thereare85millionmothers.Studies havefoundthatthesemotherscollectivelyhave $2.4trillioninbuyingpower.GenerationXmothers aremoreconcernedthanBabyBoomermothers abouttheirchild’shappiness(MarketingtoMoms, 2014).Dadsaremorelikelythanmomstoparticipate inout-of-schoolactivities.Basedonasurveyof Internetuserswithchildrenundertheageof18,28 percentofparentswhoorganizedactivitiesfortheir childrenweredads,comparedwith24percentof moms.Seventy-threepercentofdadsclaimthatthey wouldliketospendmoretimewiththeirchildren (MarketingtoDads,2014). Parentsreceiveinformationfromavarietyof sources.Thesesourcescanbeformalorinformal. Newslettersfromschool,teachers,friends,other parents,children,socialmediaandmassmedia suchasprintorTVareallsourcesparentsreceive informationfromthataffectdecisionstheywill makefortheirchildren.Parentsusesocialcirclesas ashortcuttoinformation;thus,thequalityofthe informationreceiveddependsgreatlyonwhomthey aresurroundedby. Kidsaretheprimary influencersonparent’s decisionmaking “ ”
  10. 10. [18][19] CompetitionAnalysis Wefoundthatthemaincompetitionforthe KauffmanCenterinreachingkidsages6-13included thePulsePerformingArtsCenter,KansasCity YoungAudiencesandtheChristianYouthTheatre KansasCity.Wechosethesethreeorganizations basedonthefactthattheycurrentlyhaveahigh engagementofchildrenages6to13.Theprograms thattheseorganizationshaveestablishedaresimilar toprogramsthattheKauffmanCenterislooking toimplementinthefuture.Thesecompetitorsare successfulwiththeircurrentprogramsandcreating lastingrelationshipswithchildrenages6-13. ThePulsePerformingArtsCenterfocuseson providingdanceclassesforages3toadultin everylevel.Itsmissionistoprovidea“full-service dancestudiothatprovidesclassesforagesthree toadultforthosestudentswhowishtotakedance recreationally,andalsothosedancersforthose whowishtoperformandcompeteinourexciting performanceandcompetitiongroups”(ThePulse PerformingArtsCenter:AboutUs.,2014.).ThePulse PerformingArtsCenter’staglineis“MoveToYour OwnPulse”(ThePulsePerformingArtsCenter,n.d.). Ithasalargesocialmediapresence;with2,075likes onFacebook,69followersonTwitter,47subscribers toitsYouTubechanneland433followerson Instagram. KansasCityYoungAudiences(KCYA)isafull-service artsinstitutionthatdeliversprogramsinallarts includingmusic,dance,theatre,creativewritingand visualartsbypartneringwithprofessionalteaching artistsandartpartners.Itsmissionis“toengageall youthinthearts,promotecreativity,andinspire successineducation”(AboutKCYA.n.d.).Itsmain goalistocreateapartnershipbetweenthemand thecommunitytopromotethearts.KCYA’stagline is,“WhereArtsandEducationMeet”(AboutKCYA. n.d.).Ithasprogramsindance,musicandtheatre. Ithascreatedafter-schoolprograms,evening,and Saturdayclassesandsummercamps.TheKCYA socialmediapresenceislargeaswell,with1,530 likesonFacebook,372followersonTwitterand31 YouTubesubscribers.Itsstrategicplanistocreate andsuccessfullymarketprogramsthatfacilitate learning,impacteducationaloutcomesand enhancetheoverallmissionbyfurtherpromoting trainingandcommunication.TheKCYA’sbuilding partnershipswithareaeducationinstitutionsand organizationsinordertofamiliarizefutureeducators withKCYAprogramsandthevalueofartseducation toenhancelearningacrossthecurriculum.TheKCYA planstopinpointgapsinareaprogramsandservices toidentifyopportunitiestocreatenewandunique programswhichcouldattractadditionalfunders(St. 2013-2016StrategicPlan,n.d.). TheChristianYouthTheatreKansasCity(CYTKC) isanafter-schooltheaterartstrainingprogram forchildren4to18.Theirmissionis“dedicatedto developingcharacterinchildrenandadultsthrough trainingtheartsandbyproducingwholesome familyentertainment,allofwhichreflectJudeo- Christianvalues”(CYTKansasCity-ChristianYouth Theater,n.d.).TheCYTKCtaglineis,“Act.Sing.Dance. Live”(CYTKansasCity-ChristianYouthTheater, n.d.).Itprovidessummercampsandtheatreclasses ofthree10-weeksessioneachyear.Theseclasses includedance,drama,andvoice.Italsohasa specialseriesofclassescalledOurGangforages 4to7.Eachclassperformsashowcaseattheend ofthesessiontoshowfamilyandfriendsallthey haveaccomplished.CYTKC’ssocialmediapresence includesFacebookwith1,491likesandTwitterwith 242followers. Competitors MarketAnalysis TheKansasCitymetropolitanfeatures7,950square miles,spanning15counties,withatotalpopulation of2,035,334overtheborderofKansasandMissouri, accordingtothe2010UnitedStatesCensus(USA. com,n.d).Themedianhouseholdincomeforthe metropolitanareafrom2008-12was$56,826and themedianhousevaluewas$158,800(USA.com, n.d).ThelargestcityintheKansasCitymetropolitan areaisKansasCity,Mo.withapopulationof464,310 (CityData,n.d).Othernotablecitiesinclude,Kansas City,Kan.(146,866),Olathe(92,962),OverlandPark (178,000),Leawood(27,656),Lenexa(49,398)and Shawnee(47,996)ontheKansassideandBlue Springs(40,080),Grandview(24,881),Independence (113,288),Lee’sSummit(92,468)andRaytown (29,513)ontheMissouriside(USA.com,n.d). ThemostprominentethnicgroupintheKansas Citymetropolitanareaiswhite,comprisingof78.45 percent(1,596,643)ofthepopulation(USA.com,n.d). Otherethnicitiesinclude,AfricanAmerican(12.50 percent,254,409),Hispanic(8.19percent,166,683), Asian(2.27percent,46,221)andNativeAmerican (0.67percent,13,650)(USA.com,n.d).Englishisthe primarylanguageofthearea;with89.87percent (715,553)ofpeoplereportingitasthelanguage theyspeakathome,rankingjustover10percentage pointsabovethenationalaverageof79.64(USA. com,n.d).ThegenderratiointheKansasCity metropolitanareaisfairlyevenat48.95percentmale and51.05percentfemale. ThelargestagegroupintheKansasCity metropolitanareais45to54,comprising14.94 percent(303,991)ofthepopulation.Kidsaged5to 14makeupjustover14percentofthepopulationin themetroarea,tallyingatotalof290,062(USA.com, n.d).Forthe25-and-underpopulation,amajority attendpublicschool.Thereare228,902kidsinthe firstthrougheighthgradewith88.81percentof thoseattendingpublicschooland11.19goingto privateschools(USA.com,n.d). TheaveragehouseholdsizeintheKansasCity metropolitanareais2.51(USA.com,n.d).Thehighest percentageofhouseholdincomeliesbetween $50,000and$75,000peryear,with19.75percentof householdsoperatingwithinthatthreshold(USA. com,n.d).Ontheoppositeendofthespectrum,8.76 percent(45,970)offamiliesoperateinpoverty(USA. com,n.d). Themostprominentcareersintheareaare managementandprofessionaloccupations.These occupationsaccountfor34.76percent(180,354)of malecareersand42.25percent(205,799)offemale careers,thehighestpercentageofanycategory (USA.com,n.d). Thisresearchmakesitevidentthattheprimary audiencetheKauffmanCenterwillbereaching iswhite,English-speakingwomenbetweenthe ages37and54.Thesewomenarethemothersof ourprimarytargetaudience,childrenages6-13.In conclusion,womenaretheprimarydecision-makers fortheactivitiesthattheirchildrenparticipatein.We thinkwomenaretheidealcandidatetobringtheir childrenintotheKauffmanCenter. [PulsePerformingArtsCenter KansasCityYouthAudiences ChristianYouthTheater]
  11. 11. [20][21] BrandAnalysis Basedonreviewsandcommentswrittenonthe socialmediaplatformsofFacebook,Tripadvisorand Yelp,theKauffmanCenterhasanoverwhelmingly positiveonlinepresence.OntheFacebookreviews page,theKauffmanCenterhasanAverageUser Ratingof4.8/5and1,600gavethecenterafive- starranking.Similarly,outof293reviewswritten onTripadvisor,247rankedtheKauffmanCenteras excellentandoverallthecenterisrankedthirdoutof 100attractionsinKansasCity.Outofall47reviews onYelp,theoverallrankingoftheKauffmanCenter turnedouttobefivestars. Afterreadingthroughreviewsonallthreeplatforms, Core3Mediadiscoveredthekeyaudiences’ perceptionsoftheKauffmanCenterprimarily focusontheacousticsandseatingwithinHelzberg HallandMurielKauffmanTheatre.MichaelP. fromOverlandPark,Kan.commentedonYelp, saying,“Thetwoperformancehallshereare acousticallyperfect.Itissoincredibletohearand seeoutstandingperformancesthatareenhanced byfinelytunedacoustics.”Amajorityofthereviews soundsimilartoMichael’scomments,including positiveassessmentsoftheKansasCitySymphony, theKansasCityBalletandLyricOperaofKansasCity. Otherpeoplefocusedonthemodernarchitecture andtheKauffmanCenter’sspectacularviewsofthe city.KatherineD.fromKansasCity,Mo.commented onYelp,saying,“Thisplaceisgorgeous!Ihavebeen dyingtocheckoutthisnow-integralpartofthe KCskylineandtheinteriorisjustasstrikingasthe exterior.Thecityviewscan’tbebeathere.” OntheFacebookreviewspageGwynethBowen fromOverlandPark,Kan.commented,saying, “Fivestarsarenotenough!Thisfacilitywouldbe outstandinganywhereintheworldbutweinthe KansasCityareaareblessedwithit.”Bowen’sremark illustratesthattheKauffmanCenterisapremier performingartsvenuethatmakesKansasCity superioroverothercomparablecitiesaroundthe world.Core3Mediafoundthattheacousticsofthe twotheatersandthearchitecturetobethemost prominentperceptionsinthemindsofthecurrent keyaudiences’theKauffmanCenterhas. KansasCitywatchedtheKauffmanCenterforthe PerformingArtsgrowthroughoutitsconstruction beginningin2006toitsgrandopeningin2011 (HistoryoftheCenter,2014).Manypeoplerecognize theuniqueadditiontotheKansasCityskyline; however,fewerpeopleareawareoftheeventsthat takeplaceinsidetheKauffmanCenterandeven fewerattend. Sixteenpercentofrespondentstosurveys conductedbytheKauffmanCenterduringseasons 1-4saidthattheKauffmanCenter’sreputationfor high-qualityproductionsaswellasthecomfort andconvenienceofthecenterinfluencedthemto attend.Twelvepercentofrespondentsalsoreported thatthegoodvalueforthepriceandsupportof theKauffmanCenterwereinfluencingfactorsin theirdecisiontoattend.Themostpopularfactor thatinfluencedpeopletoattend,however,was familiaritywiththeartist’swork(KauffmanCenter Survey).LoyaltytotheKauffmanCenterbrandis high.Acquisitionofclientelecurrentlyposesmore concernthanretention.Accordingtothecumulative Fivestarsarenotenough!Thisfacilitywouldbe outstandinganywhereintheworld,butweinthe KansasCityareaareblessedwithit.” “ summarysurvey,73percentofrespondentshad previouslyattendedashowattheKauffmanCenter. Additionally,65percentofreturningguestshave attendedfourormoreshows.Afterattending aKauffmanCenterevent,audienceshavea positiveopinionoftheKauffmanCenterandtheir experience.Ninety-fivepercentofKauffmanCenter attendeessurveyedsaidtheywouldrecommend KauffmanCentertoafriend(KauffmanCenter Survey). TheKauffmanCenterisprevalentinthemedia becauseofitsbreathtakingarchitectureandstate- of-the-artperformancehalls.TheKauffmanCenter wasrecognizedasoneoftheworld’smostbeautiful concerthallsbyCNN(www.cnn.com,2014).Mass mediacoverageoftheKauffmanCenterisprimarily focusedonitsaestheticappealandinnovative auditoriumsandequipment. [21]
  12. 12. [23] Planning&SolutionsMakeitYours MakeItYoursCampaign Thefocalpointofthecampaignwecreatedfor theKauffmanCenterwillbebasedaroundthe slogan“MakeItYourKauffmanCenter.”Wewantto insinuatethefeelingthatchildrencanmoldtheir ownexperiencesattheKauffmanCenterandmake itahome.Thesloganwillbeflexibletofitdifferent scenariossuchas,“MakeItYourInstrument,”or“Make ItYourStage”sothatthesloganwillcomplement thevariouselementsthatformtheKauffmanCenter. Weknowthateachchildwillwanttoexperience somethinguniqueattheKauffmanCenter,sowe madethewordsinterchangeabletoengagedifferent childrenandpersonalizeeachmessage. Wethinkthatbyleavingtheendingwordopen,this symbolizesthatthechildrenhaveanopportunity toformulatetheirownexperiencewhichwillhelp tocreatealastingrelationshipwiththeKauffman Center.EveryelementoftheKauffmanCenter,from theperformancestothearchitecture,isintended tosymbolizethatthisvenueissupposedtoserve asahomefortheentireKansasCitycommunity. The“MakeItYour”campaigndeliversamore personalizedexperiencetothepeopleofKansas City,andleadsbacktotheideathateveryperson shouldfeelasthoughtheKauffmanCenterservesas thecommunity’shomefortheperformingarts.
  13. 13. [24][25] PassporttotheArtsProgram WeproposethattheKauffmanCenterinstituteour “PassporttotheArts”Program.Thisisanincentive programthatencourageschildrenandfamiliesto attendmoreeventsattheKauffmanCenterwith thegoalofearningprizesduringtheprocess.Every childhastheopportunitytoreceivea“passport” whichwouldcomeintheformofalargenotecardor bookletwithalanyard.Eachtimethechildattends aneventtheywillhavetheirpassportstamped.The KauffmanCentercaninitiatedifferentrewardsaftera childreachesacertainamountofgoalsandnumber ofstampsonthepassport.Theseincentivesinclude freeticketstoaperformanceafterthreestamps, andaftersevenstamps,thechildwouldhavethe opportunitytohostabirthdaypartyattheKauffman Center.Duringthisbirthdaypartythechildren wouldplaygames,gobackstageandparticipate inotherinteractiveactivitieswithfriends.This rewardincreasesmotivationandaddsacompetitive elementtoattendingshows.Throughourfocus groupresearch,parentsnoted,“birthdayparty hostingisagoodwaytheycangetinvolvedwitha neworganization,”whichgivessupportsfromoneof ourtargetmarkets.Thepassportwilllastforoneyear andwillbeavailabletopickupfromtheKauffman Centeryear-round.Whentheschoolyearbegins inAugust,theKauffmanCenterwillalsodistribute thesepassportstotheschoolswhoparticipatein theOpenDoorsProgram.Thisallowschildrenand familiestochoosetheeventsthattheywouldliketo attendbasedontheirrespectiveinterests. Throughoutourresearchwediscoveredthat childrenliketofeelthattheyareincontrolofthe activitiestheyparticipatein.Kidsaretheprimary influencersonparents’decisionmakingbecause parentsrelyheavilyontheirchildren’sdesiresand opinions(KidsasInfluencers,2014).Bymakingthis campaignflexible,thechildrenhavetheopportunity topersonalizetheiroverallartsexperience.Ifthey wanttoseeaballetorasymphonythoseoptions willbeavailabletothem.Thisallrelatesbacktothe “MakeItYours”campaign,whichsuggeststhatthe KauffmanCenterisamoreintimateandpersonal venue.Duringafocusgroup,oneparentsaid, “wedon’tliketheideathatthey[theirkids]are completelytieddowntooneactivity,wepreferto havemultipletochoosefrom.”Ourflexibletheme triestoempowervisitorstousetheKauffmanCenter forwhattailorstheirneedsandwants.Ultimately,we wantthekidstofeelliketheKauffmanCenteristheir home,andaccommodateeachindividualchild’s needstoprovidehimorherwiththecompletearts experience. “SettheStage”BlockParty Tokickoffthesummermonths,andthe“MakeIt Yours”campaign,wesuggestthattheKauffman Centerhostsablockpartyonitsfrontlawn.The themeofthisblockpartywillbe“SettheStage” andwillfeaturemusic,activitiesforthekidsto participateinandavarietyofvendorsthatwill providefoodandentertainment.Thisthemehelps createtheimageofstartingabrandnewcampaign, yetalsoincorporatestheideathateachchildcan setthestageforanartsexperienceinhisorherown way.Additionally,thistiesinwiththepersonalized experiencethatthe“MakeItYours”campaign provides.TheKauffmanCentercouldutilizeBonTerra asafoodvendor,orseektoutilizeotherlocal restaurants.Thecentralpurposeoftheblockpartyis tointroducethenewpassportsystemandtoexpand ontheFutureStagesprogram(discussedbelow). Eachchildwillreceiveanindividualpassport,which willbevalidforeventsattheKauffmanCenterfora year.Afterattendingacertainnumberofeventsthe childwillbeeligibleforprizes. [25] PassportProgramBlockParty
  14. 14. [26][27] PassportExpense “MakeItYours”CustomLanyards(1,000fromLanyardstore.com)=$670 Passport(1,000printedcardstock,glossy,frontandbackatOfficeDepot)=$197 [TotalPassportExpense:$867] Fliers=$575 KCStar:KansasCityStaradsthataresizedaround3.26”x5”runapprox.$1,050peradvertisement RadioSpot:Aweeklongflightwith94.9orJackFM,assuming15-20mentionswouldcostaround$1,375. [TotalAdvertisingExpense:$3,000] Operatingexpense(music,employeepay) Decorations(banners,balloons,etc.) Vendors [TotalBlockPartyExpense:$1,137] [Total:$5,004] Budget&MediaPlan MediaPlan TheKauffmanCenterhasapresenceonmultiple socialmediaplatformsincludingYouTube,Facebook, Twitter,Instagram,FourSquare,Yelpandamobile application.With12,500followersonTwitter,the KauffmanCenterusesthemediaoutlettoannounce ticketcontests,sharerelevantnews,connectwith followersandgeneratebuzzinthecommunity.On InstagramtheKauffmanCenterhas831followers, andusesthismediachanneltohighlightthe beautifulfacility,performances,theFutureStages programandtheirsupportforlocalorganizations. TheKauffmanCenter’sYouTubechannelhas85 subscriberswithviewsrangingfrom48to3,622. FacebookistheKauffmanCenter’smostpopular socialmediaplatformwith30,541likes. Withthisnewcampaignslogan,wecantransform KauffmanCenter’straditionalandsocialmedia.We willbeabletocreatemultipleadsthatwillresonate withadiversesetofpeopleacrosstheKansas CityMetropolitanarea.Theseadscanberunin traditionalprintmediaandonmultiplesocialmedia platforms.Withtheuseofahashtag,#MakeItYourKC, wecancreateacohesiveandconsistentlookonall differentmediaplatforms. Inourprimaryresearch,wediscoveredthat Instagramwasthemostpopularformofsocial mediautilizedbyourtargetmarketofkidsages 6-13.Byusingourhashtagandheavilypromoting onInstagram,wecanadvertisevariouscontests, prizesandupcomingeventsattheKauffman Center.Wethinkthatasmorechildrenbecome awareofourincentiveprogram,theywillfollowthe KauffmanCenter’sInstagramtobuildexcitement towardupcomingeventsorcontests.Inreturn,the KauffmanCenterwillalsoneedtocatertothetarget audiencebypostingfunpicturesofchildrenatthe facilityandpicturesofvariouskid-friendlyshowsor activitiesthataregoingonthroughoutthebuilding. SinceFacebookisthemostpopularformofsocial mediafortheKauffmanCenter,itisimportantthat wecontinuetobuilditspresencewhenadvertising toparentsandteachersofourtargetmarket. Ourfocusgroupresearchfoundthatparentsare predominantlyonFacebookwhencomparedto othersocialmediaplatforms.Accordingtothe KauffmanCenter’scumulativesummaryofsurveys conductedduringseasons1-4,43.9percentof surveyrespondentsreportedthattheyheard ofKauffmanCentereventsthroughemail.The recipientsoftheseemailswillincludeparentsand teachersofchildrenwhoareenrolledinthepassport program.Theseemailswillbebi-weeklyandthe contentwillbestrictlyaboutupcomingevents thatpertaintochildrenandthepassportevents. Also,43percentofFutureStagesattendeesin2014 saidtheyheardaboutthefestivalthroughemailor onlinenewsletter(FutureStagesFestivalSurvey). AccordingtotheDigitalMediaYearlyAnalysis: FiscalYear2013-2014theKauffmancenter’semail subscribersincreasedby12,611andreachedatotal of60,338bytheendofthefiscalyear.Byusingemail blastsandonlinenewslettersweplanonexceeding theKauffmanCenter’sreachduringthe2013-2014 calendaryear.Emailisthebestwaytoreachour targetaudienceandhasbeenproventospread awarenessofpasteventsproficiently,whilecutting advertisingcosts. Althoughthisisavitaloutletfornetworkingto parentsandteachers,webelievethatthebestway tomarkettothisparticulartargetisbyreachingout toschoolsintheKansasCitymetropolitanarea.This couldcomeintheformofpassingoutaflieratthe endoftheschoolyeartopromotetheblockparty event,orpartneringwithschoolscurrentlyenrolled intheOpenDoorsprogramtopromotetheeventon theirend-of-the-yearnewsletter.Thesepromotions wouldbethemosteffectivewayofgettingtheword outtothetargetmarketabouttheBlockParty,which willkickoffsummeractivitiesheldattheKauffman Center.Thiswillalsointroducethepassportprogram RadioAdvertising: $1,375 Passports:$197 PassportLanyards: $670 BlockPartyExpenses: $1,137 PrintedFliers:$575 NewspaperAdvertising: $1,050
  15. 15. [28][29] andincludetheFutureStagesprogram.Bydoing so,theteacherswillseetheflier,putitintheir student’s“take-homefolder”andthenparentswill beinformedoftheeventoncetheyreceivethe flier.Havingtheteacherspassouttheflierstotheir studentsdevelopsthesupportfromtheschools, whichestablishescredibilityandwillenticeparents tobringtheirchildrentotheKauffmanCenterand thepassportprogramwillkeepthemcomingback foryearstocome. Wealsoplanonusingthecurrentpartnerships theKauffmanCenterhaswiththeKansasCityStar andbothJackFMandOldies95radiostations.By reachingouttocurrentpartnerstheKauffman Centerwillbeabletousecashinvestmentsand marketingopportunitiesinexchangefordiscounted andpromotionaladvertising.Byutilizingthe partnershipwithTheKansasCityStar,theKauffman Centercanreach553,000peopledailybyrunninga printadvertisementinthenewspaper. []May1,2015 Beginflyerdistributionto KansasCityMetropolitan elementaryschool. []May30,2015 “SetYourStage”BlockParty eventheldonthefrontlawn oftheKauffmanCenter. []June1,2015 Beginsendingoutemails toparentspromotingthe FutureStagesFestivalandthe PassporttotheArtsprogram []June28,2015 FutureStagesFestival []November2015 AdditionalFutureStages Festival []March2016 AdditionalFutureStages Festival TierTwoProgram Usingtheextendedbudgetof$5,000,weareseeking toexpandtheFutureStagesprogrambyadding twomoreminiaturefestivalsperyear.Ideally,the KauffmanCenterwouldhosttwomorefestivals,one inNovemberandtheotherinMarch,thatwould essentiallyemulatetheFutureStagesfestivalinJune, butonasmallerscale.Expandingonthiscreates moreinteractiveprogramsforchildrentoparticipate inandallowsmoreopportunitiesforthemtouse theirpassportsthroughouttheyear.Hostingtwo smaller,yetsimilar,eventswillhelpbuildanticipation fortheFutureStagesinJune.FutureStagesattractsa youngerdemographic,andbyexpandingthisfestival theKauffmanCenterwillinreturnincreaseoverall youthtraffic. Oneconcernparentshaveaboutallowingtheir childrentoparticipateinfine-artsprogramsisthe potentialforhigh-costactivities.Whensurveyed, 83percentofparentsindicatedthatcostwas important,veryimportantorextremelyimportant whendeterminingactivitiesfortheirkids.Thetwo additionalFutureStagesFestivalswouldbefreefor familiestoattendandkeepthemcomingbacktothe KauffmanCenterthroughouttheyear. MediaTimeline[]
  16. 16. [31] OurReferences AboutKCYA.(n.d.).http://www.kcya.org/?page=about After-school,evening,SaturdayClassesandSummerCamps.(n.d.).http://www.kcya.org CityData.(n.d.).http://www.city-data.com/city/Kansas-City-Missouri.html CYTKansasCity.(n.d.).https://www.facebook.com/CYTKansasCity CYTKansasCity–ChristianYouthTheaterinKansasCity,Mo.(n.d.).http://www.cytkc.org/homepage CYTKC.(n.d.).https://twitter.com/search?q=CYT%20KC&src=typd FacebookReviews.(n.d.).https://www.facebook.com/KauffmanCenter/reviews. HistoryoftheCenter.(2014).http://www.kauffmancenter.org/the-center/history/ InternalRevenueSources.(2012).Form990.http://990s.foundationcenter.org/990_pdf_ archive/431/431866550/431866550_201306_990.pdf KansasCityArtsandCulture.(n.d.).http://www.kauffmancenter.org/wp-content/uploads/Arts-and-Culture- in-Kansas-City-20131.pdf. KauffmanCenterSurvey.(n.d.).KansasCity,MO:KauffmanCenterPresents KauffmanCenterforthePerformingArts.(2013).FutureStagesSurvey.https://surveymonkey.com/ sr.aspx?sm=4B6FBwFrJ7AINXYVyy5eNkLUT%2fvtVwZLPQIn3CpnNUc%3d KauffmanCenterforthePerformingArtsFactSheet.(n.d.).http://www.kauffmancenter.org/wp-content/ uploads/Kauffman-Center-Fact-Sheet-2013_1.pdf. Kauffmancenter.org.(2014).http://www.kauffmancenter.org/about/media/. Kauffmancenter.org.(2014).http://www.kauffmancenter.org/support-us/. Kauffmancenter.org.(2014).http://www.kauffmancenter.org/about/staff/ Mintel.(2014).KidsasInfluencers-US-April2014.RetrievedfromMintelMarket ResearchReportsdatabase. Mintel.(2014).MarketingtoKidsandTweens-US-May2014.RetrievedfromMintelMarket ResearchReportsdatabase.
  17. 17. [32][33] Mintel.(2014).MarketingtoMoms-US-September2013.RetrievedfromMintelMarket ResearchReportsdatabase. Mintel.(2014).MarketingtoDads-US-March2012.RetrievedfromMintelMarket ResearchReportsdatabase. Schneider,M.,Teske,P.,&Marschall,M.(2000).ChoosingSchools:ConsumerChoiceandtheQualityof AmericanSchools.Princeton,N.J.:PrincetonUniversityPress. StrategicPlan.(n.d.).http://www.kcya.org/userfiles/image/KCYA_Strategic_Plan_13-16.pdf TheCoterieOpens2014-15SeasonwithROSAPARKSANDTHEMONTGOMERYBUSBOYCOTT,Nowthru 10/19.(2014,September23).http://www.broadwayworld.com/kansas-city/article/The-Coterie-Opens-2014- 15-Season-with-ROSA-PARKS-AND-THE-MONTGOMERY-BUS-BOYCOTT-923-1019-20140922. ThePulsePerformingArtsCenter.(n.d.).http://www.thepulsepac.com ThePulsePerformingArtsCenter:AboutUs.(n.d.).http://www.thepulsepac.com/about-us.html ThePulsePerformingArtsCenter:BenefitsofanArtsEducation.(n.d.).http://www.thepulsepac.com/ benefits-of-an-arts-education.html ThePulsePerformingArtsCenter.(n.d.).https://www.facebook.com/thepulsepac ThePulseKC.(n.d.).https://twitter.com/ThePulsePACKC ThePulsePAC.(n.d.).https://www.youtube.com/user/ThePulsePAC ThepulsepackconInstagram.(n.d.).http://instagram.com/thepulsepacKC Tripadvisor.(n.d.).<http://www.tripadvisor.com/ShowUserReviews-g44535d2304843r160698917Kauffman_ Center_for_the_Performing_ArtsKansas_City_Missouri.html>. Twitter.2014.Web.28Sept.2014. TRC.(n.d.).https://twitter.com/turnerrec TurnerRecreation.(n.d.).https://www.youtube.com/user/TurnerRecreation TurnerRecreationCommission.(n.d.).https://www.facebook.com/pages/TurnerRecreation- Commission/60392833279 TurnerRecreationCommissionKansasCity,Kansas.(n.d.).http://www.turnerrec.org USA.com.(n.d.).http://www.usa.com/kansas-city-mo-ks-area.htm Yelp.(n.d.).http://www.yelp.com/biz/kauffman-center-kansas-city?sort_by=elites_desc Mintel.(2014).KidsasInfluencers-US-April2014.RetrievedfromMintelMarket ResearchReportsdatabase. Mintel.(2014).MarketingtoKidsandTweens-US-May2014.RetrievedfromMintelMarket ResearchReportsdatabase. Mintel.(2014).MarketingtoMoms-US-September2013.RetrievedfromMintelMarket ResearchReportsdatabase. Mintel.(2014).MarketingtoDads-US-March2012.RetrievedfromMintelMarket ResearchReportsdatabase. World’s15mostbeautifulconcerthalls.(2013,March3).Retrievedfromhttp://www.cnn.com/2014/03/02/ travel/beautiful-concert-halls/index.html?sr=fb030314concerthall1130a [33]
  18. 18. [35] TheAppendix SampleEmail
  19. 19. [36][37] PressRelease30SecondRadioSpot Title:ExampleRadioSpot Client/Sponsor:TheKauffmanCenterforthePerformingArts Length:30Seconds AirDates:May23,2014 SFX:Childrenplaying (Establish,thenfade) ANNOUNCER1:(Mom)TheKauffmanCenterofthePerformingArts presentsSettheStageBlockParty. ANNOUNCER2:(Kid)Mom,Igettostarinmyownshow!Igettomake crafts,singanddancewithallmyfriends! SFX:Momlaughs (Establish,thenfade) ANNOUNCER1:(Mom)Joinusoutonthelawnfrom11to4atthe KauffmanCenterforthePerformingArtsonMay 30th .Freeadmissionforallwhoattend,sobringthe wholefamily!           FORIMMEDIATERELEASE May1,2014 “SettheStage”BlockPartyattheKauffmanCenterforthePerformingArts TheKauffmanCenterhoststhepublictoafreedayofevents KansasCity,Missouri–TheKauffmanCenterforthePerformingArtswillhostitsfirst blockpartyonitsfrontlawnfrom11a.m.to4p.m.onSaturday,May30.Thisfreeevent tothepublicwillhavefoodfromlocalvendors,music,activitiesandliveentertainment forthewholefamily. TheKauffmanCenterishostingthisfreeeventasakick-offtosummerandtointroduce tothepublicseveralupcomingprogramsitwillbeofferingthroughouttheyear.Someof theseprogramsincludethereturningFutureStagesFestival,anotherfreeeventfor aspiringyoungperformers,andwillbeintroducinganewloyaltyprogramtitled “PassporttotheArts.”What’suniqueaboutthisloyaltyprogramisthatitisdesigned specificallyforchildrenages6-13. TheKauffmanCenterisintroducingthesenewprogramsinanefforttogetmore families,andspecificallychildren,totheKauffmanCenter.AmyMcAnarney,vice presidentofexternalrelationsattheKauffmanCentersaid,thecenteranditsprograms aremeantforallofthoselivingintheKansasCityMetropolitanarea. “Ourgoalistoprovideperformingartsthatpeopleofallagesandbackgroundscan enjoy.”McAnarneycontinuedtosaythattheartsisjustasimportantforchildrenasthe mathandsciencetheyarelearninginschool.“Theartsisanessentialsubjectthat childrenshouldbeginlearningaboutfromayoungage.Wehopetoaccommodateas manyfamiliesaspossibletonotonlywatchbutalsolearnabouttheartsasawhole.” TheKauffmanCenterhopestoseeyouSaturday,May30tohelpcelebratethebeginning tothesummerseason. ### TheKauffmanCenter,hometoresidentorganizationstheKansasCityBallet,LyricOpera,KansasCity Symphony,andotherinnovativeprogramming,embracesavarietyofaudienceswithdifferenttastes, interestsandpassions.AttheKauffmanCenterforthePerformingArts,everyonecanhaveanopportunity toexperienceexcellence.
  20. 20. [38][39] PrintAdvertisementFlierForSchools
  21. 21. [40][41] SocialMedia
  22. 22. [42][43] ExamplePassport Front 5” 4” Back 5” 4” PASSPORT totheArts

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