Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
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 t...
RESEARCH•   Intercept interviews•   Survey Monkey•   Secondary research provided by BCA•   Competitor analysis
RESEARCH          RESULTS                       Intercept Interviews: 18 adults, 12 children                              ...
ACTION ITEMS &       DELIVERABLES• Marketing campaign•   Event outline•   Press release•   Newspaper pitch•   Blog post ex...
THE PLAN                        Events• BCA Gallery Presents: Artists of our Future   – Hold a kids’ night at the BCA Gall...
THE PLAN                School Outreach•   After school programs     – Offer a BCA professional instructor to provide week...
THE PLAN                          Media Outreach• Newspapers  – Including calendar listings• TV stations• Social media  – ...
THE PLAN                Branding      – BCA has very recognizable        branding and being an arts        center, design ...
THE COLLATERAL• In-Depth Marketing Campaign Outline• 2 Media Pitches• 1 Press Release• Social Media Calendar: Twitter and ...
Marketing Campaign Outline
Media Pitches
Press Release
Social Media   Guide  Example Facebook Post
Event Outline
AFTERTHOUGHTS• Never got to finish poster  mockups but still suggested  idea of a “kid-friendly”  branding approach shown ...
Upcoming SlideShare
Loading in …5
×

BCA final presentation

808 views

Published on

  • Be the first to comment

  • Be the first to like this

BCA final presentation

  1. 1. The BCA Does the ABC’s: MarketingBurlington City Arts’ Youth Summer Programs Alisha Durgin
  2. 2. 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
  3. 3. RESEARCH• Intercept interviews• Survey Monkey• Secondary research provided by BCA• Competitor analysis
  4. 4. 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.
  5. 5. ACTION ITEMS & DELIVERABLES• Marketing campaign• Event outline• Press release• Newspaper pitch• Blog post example• Social media guide• Poster mock-ups• General advice & input
  6. 6. 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.
  7. 7. 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.
  8. 8. THE PLAN Media Outreach• Newspapers – Including calendar listings• TV stations• Social media – Twitter, Facebook, Google+, blog, and website
  9. 9. 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.
  10. 10. 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
  11. 11. Marketing Campaign Outline
  12. 12. Media Pitches
  13. 13. Press Release
  14. 14. Social Media Guide Example Facebook Post
  15. 15. Event Outline
  16. 16. 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

×