The BCA Does the ABC’s: MarketingBurlington City Arts’ Youth Summer Programs Alisha Durgin
THE CHALLENGE & THE NEED• Increase the amount of registrants for BCA’s youth summer programs• Increase the awareness of the availability of scholarships for youth summer programs increase awareness of its affordability
RESEARCH• Intercept interviews• Survey Monkey• Secondary research provided by BCA• Competitor analysis
RESEARCH RESULTS Intercept Interviews: 18 adults, 12 children Survey Monkey: 28 people- Moms tend to have the most influence over which summer camps a child attends.- Top factors parents look for in a camp: relates to child’s interests, fun, affordable, and fits into parents’ schedule.- 15% of total adult interviewees said their children had been to a BCA camp in the past, 85% said no.- Competition was primarily sport camps (like UVM and Nike sport camps) and recreation day camps, but also educational, music, and theatre camps, along with programs like Girl and Boy Scouts.- Found affordability was not as big as an issue as BCA thought– more parents found the scheduling of the BCA camps a conflict or their children just didn’t have an interest in it.- Surprising amount of people actually didn’t know about the BCA.
ACTION ITEMS & DELIVERABLES• Marketing campaign• Event outline• Press release• Newspaper pitch• Blog post example• Social media guide• Poster mock-ups• General advice & input
THE PLAN Events• BCA Gallery Presents: Artists of our Future – Hold a kids’ night at the BCA Gallery where kids of greater Burlington elementary schools can choose an art piece to have displayed in the gallery for a night.• Pre-existing gallery exhibits – Have a table at pre-existing gallery exhibits that has work from past participants in the kids’ programs, camp program guides, scholarship information, and a BCA representative on hand to promote and inform gallery visitors of the programs and their benefits.
THE PLAN School Outreach• After school programs – Offer a BCA professional instructor to provide weekly lessons to give kids a taste of the BCA kids’ camps’ offerings and spark an interest in the arts.• In-class guest artists – Get in contact with art teachers of the greater Burlington area and offer the teachings of a BCA professional artist for a day.• Demo classes – Offer demo classes at the BCA and spread the word using school outreach.• Other – Work with teachers to link a particular art program to current class assignments, like connecting pottery to studies on the Mayans, Aztecs, or Egyptians.
THE PLAN Media Outreach• Newspapers – Including calendar listings• TV stations• Social media – Twitter, Facebook, Google+, blog, and website
THE PLAN Branding – BCA has very recognizable branding and being an arts center, design and branding aesthetics is incredibly important to the BCA. – Consider altering their branding strategies slightly when dealing with kid-centric audiences, including parents and the children themselves. – Some areas where BCA can afford to kid-friendly-ize their branding is on a youth-centered section of their website and a poster campaign targeted towards kids and parents.
THE COLLATERAL• In-Depth Marketing Campaign Outline• 2 Media Pitches• 1 Press Release• Social Media Calendar: Twitter and Facebook• The Museum of KidTemporary Art Event Outline
AFTERTHOUGHTS• Never got to finish poster mockups but still suggested idea of a “kid-friendly” branding approach shown through approachable and fun posters• Submitted all work to Eric; although work may not be used this season, could be helpful for next season’s marketing