The document outlines plans for an International Kick-Off event organized by Vitamine C, a network of Flemish organizations focused on arts and culture for children. The event will take place from March 21-23, 2013 in Leuven, Belgium and include a discovery program with visits to cultural sites, an inspiration day with workshops led by international experts, and a panel discussion on international cooperation. The goal is to attract 194 participants total, including Flemish and Walloon members, European guests, and the general public to share knowledge and experiences and lay the foundation for international networking in the field. A marketing and communication plan is presented to promote the event to different target audiences.

1. INTERNATIONAL
KICK-OFF
VITAMINE C

3. VITAMINE C
 EVERY CHILD AND YOUNGSTER HAS THE RIGHT TO ARTS AND
CULTURE
 NETWORK
 of organizations, institutions and individuals in Flanders
 who all care about arts and culture as vital vitamins for children and
youngsters

4. OBJECTIVES
 CROSS BORDERS
 of sectors, disciplines and regions
 SHARE
 information, knowledge, experiences, best practices, …
 www.bruis.mee
 C-zine
 events
 INTERNATIONAL DIMENSION

5. INTERNATIONAL KICK-OFF
 21- 23 March 2013
 NETWORKING
 Flemish members of Vitame C and colleagues from Wallonia and Europe
 Foreign guests are introduced to the arts and cultural field for children and youngsters in
Flanders.
 Flemish members of Vitamine C rediscover the context wherein they operate.
 Both parties share information, knowledge, experiences, best practices, … within an informal
setting.
 DISCOVERY PROGRAM + INSPIRATION DAY

6. DISCOVERY PROGRAM
 21-22 March 2013
 Tour of Flanders
 Visit to key members of Vitamine C
Leuven Antwerp Brussels Ghent
Museum M HETPALEIS JES Circuscentrum
OPEK Theatre for children Diversity Is circus art?
Magda M HKA ABC Ladda vzw
Innovation in Community arts Youth culture
STUK
museum education
 Lecture by Tom Palmaerts of Trendwolves on Youth Culture

7. DISCOVERY PROGRAM
 Target group
 10 European guests
 14 members of Art & Mus, Wallonia
 40 Flemish members of Vitamine C

8. Day Time Activity Location Participants
Thursday 12:00-12:30 Registration Museum M 20 European guests
12:30-13:00 Opening speech by Peter Barry 14 members of Art &
Welcome of the participants & Mus, Wallonia
Introduction of Vitamine C 40 Members of Vitamine C
by Piet Forger
Programme of the Kick-Off
By Evi Gillard
13:00-14:00 Walking lunch & speed dating
14:00-16:00 Presentation of Magda
by Saar Casteels
Presentation of the mediation method of Museum M
by Isabel Lowyck
Visit of Museum M
16:00-16:30 Coffee Break OPEK
16:30-18:30 Presentation of all organisations housing at OPEK
Visit of OPEK
18:30-19:00 Welcome speeches by Faculty Club
Prof. Mart Buekers, Culture coordinator KULeuven
19:00-20:30 Diner
20:30-22:00 Performance STUK Open to everyone
22:00-… Drinks at STUK bar
Friday ANTWERP BRUSSELS GHENT 20 European guests
10:00-11:30 HETPALEIS JES Circuscentrum 14 members of Art &
11:30-12:30 Expert group: Expert group: Expert group: Mus, Wallonia
Theatre for children Diversity Is circus art? 40 Members of Vitamine C
12:30-14:00 Lunch
14:00-15:30 M HKA ABC Ladda vzw
15:30-16:00 Coffee Break
16:00-17:30 Expert group: Expert group: Expert group:
Innovation in Community arts Youth culture
museum education
17:30-19:00 Return to Leuven by bus
19:00-20:30 Diner Novotel
20:30-22:00 Lecture by Tom Palmaerts of Trendwolves Novotel Open to everyone

9. INSPIRATION-DAY
 23 March 2013
 Target group
 74 participants of discovery program
 120 people interested in arts and culture for children and youngsters
 Workgroups led by an international expert
 Benjamin Zander > Leadership
 Rolf Witte > Cultural education
 Jan Van Hee > Socio-cultural work and subsidies
 Clo Willaerts > Media

10. INSPIRATION-DAY
 Lecture by Michaël Wimmer
 on international cooperation in the cultural field and cultural policy in Europe
 Panel discussion
 On international cooperation in the world of art, culture, children and
youngsters
 Hai-Chay Jiang
 Anja Geuns
 Fernande Stas
 Lieve Raymaekers
 Janien Prummel
 Marijke Verdoodt

11. Day Time Activity Location Participants
Saturday 10:00-12:30 Workgroups OPEK 74 participants of the
- Benjamin Zander: Leadership discovery program
- Rolf Witte: Cultural Education 120 interested persons
- Jan Van Hee: Socio-cultural work & subsidies
- Clo Willaerts: Media
12:30-14:00 Lunch
14:00-15:30 Lecture by Michaël Wimmer
15:30-16:00 Coffee Break
16:00-17:00 Panel Discussion on ‘International cooperation in the
world of art, culture, children and youngsters’
Moderator: Kris Ceulemans
Panellists:
- Tijs Vastesaeger
- Hai-Chay Jiang
- Anja Geuns
- Fernande Stas
- Lieve Raymaekers
- Janien Prummel
- Marijke Verdoodt
17:00-17:30 Closing by Piet Forger

12. MARKETING PLAN
 Mission
 Marketing strategy
 Segmenting
 Targeting
 Positioning
 Marketing tactics
 Costumer need
 Costs
 Convenience
 Communication

13. MISSION
 Description of Vitamine C
 Description of the content of the International Kick-Off
 Objectives and target group

14. MARKETING STRATEGY
 Segmenting
 Target group: objectives
 Attract 194 participants in total: 40 Flemish, 14 Walloon, 20 European
and 120 interested people of the broader public.
 Target group: segmentation
 Members of the cultural field
 Broader public for the inspiration-day

15. MARKETING STRATEGY
 Targeting
Target Flemish Walloon European Broader
marketing guests guests guests public
Offer Two-day Two-day Two day Inspiration-day
tour + tour + tour+
inspiration- inspiration- inspiration-
day day day
Emphasis Sharing Sharing Sharing Acquiring
knowledge knowledge knowledge knowledge
Cost/Admission €370 €370 €370 €30
fee
Promotion Media Media Media Media
Mailing Mailing Mailing Posters
Info sheets Info sheets Info sheets Flyers

16. MARKETING STRATEGY
 Positioning
 First initiative in Flanders to lay the foundation of
International/European networking.
 Incorporation of Wallonia to stimulate cultural collaboration between
Flanders and Wallonia.

17. MARKETING TACTICS
 Costumer need Expected advantages
Amusement
Infosheet
Plans for
s
the future Networking
Knowledge sharing More Good
More about culture, art collaboration atmos-
Publicity collaboration and children in Belgium phere
for in Europe
Vitamine C
Coherent
Inspiration
policy
Informal
Extra advantages A weekend
contacts
in Belgium
Core advantage

18. MARKETING TACTICS
 Costs

19. MARKETING TACTICS
 Costs

20. MARKETING TACTICS
 Costs

21. MARKETING TACTICS
 Costs

22. MARKETING TACTICS
 Convenience
 Leuven
 Cultural infrastructure
 Dining and sleeping opportunities
 Communication

23. COMMUNICATION
October-December 2012
Pre-launch Buzz
January-March 2012
Launch Bang
April-May 2012
Maintenance Sustainability

24. COMMUNICATION PLAN
 Input
 Workforce = two employees of Vitamine C
 Budget = €692,49
 Output
 500 A2 posters = €150
 1250 A6 flyers = €60
 200 information brochures = €446
 100 information sheets = €36, 49

25. COMMUNICATION PLAN
 Scope
 Specific campaign for each target group
 Process and effectiveness
 Process the communication in a clear way
 Actual outcomes the campaign wants to achieve

26. FUNDING OPPORTUNITIES
 The Arts Decree
 The Youth Policy Decree
 The Participation Decree

27. FUNDING OPPORTUNITIES
 Flemish Government:
* Arts and Heritage Funding for the preparation of
the European Funding Program
* Funding for International Networking
 Lifelong Learning Program: Gruntvig Actions
Workshop
 Youth in Action: Youth Support Systems

28.  Vlaams-Brabant: Funding for Cross-Border Exchange
 Prins Filip Fonds: Building Bridges

29. SWOT ANALYSIS
 Strengths
 Weaknesses
 Opportunities
 Threats

30. Opportunities Threats
1. More networking 1. Limited subsidies
2. Reaching a wide audience 2. Difficulty of implementing a
3. More collaboration with new strategy
Wallonia
4. More coherent cultural
policy
for Belgium
Strengths Attack Defence
1. Knowledge sharing 1. Knowledge sharing with 1. Conversations with policy
2. Starting point for vast Wallonia makers
international network 2. Far-reaching 2. Partnerships and sponsors
3. Informal meeting communication
4. Well-articulated
documents/
strategies
5. Location
Weaknesses Strengthening Withdrawal
1. Measuring of results 1. Sustaining a long lasting 1. Increasing the budget
2. Restricted budget network 2. Creation of a International
3. Logistical problems 2. Concrete timetable Kick-Off Team
4. Sufficient and qualified
Vitamine C staff