The On the Ground program aims to highlight changing neighborhoods by embedding a media hub in a vacant space for up to 90 days. It pilots with Arts on South in Philadelphia, showcasing local artists and community groups. The program goals are to change perceptions of neighborhoods, attract citywide visitors, and understand local issues. Coverage includes biweekly articles, social media updates, and events like an artist exhibition, neighborhood food tasting, and wrap-up panel. The goal is to attract other neighborhoods and get clients to invest in ongoing partnerships after the program ends.

1. PROGRAM DESCRIPTION
ON THE GROUND
All we need are four walls and an internet connection. On the
Ground is an ongoing initiative of Flying Kite that aims to dive
deep into changing neighborhoods, uncovering the people, places
and businesses that contribute to its vitality and are moving it
forward.
Flying Kite embeds itself in a neighborhood for a period up to 90
days, focusing weekly coverage on the neighborhood in addition
to its regular coverage of the rest of the region, bringing a
currently vacant space alive through meetings and events and
creating a temporary media hub.
IT’S EDITORIAL BARNSTORMING!

2. CLIENT & MISSION
Piloting program with Arts on South, apart of Philadelphia
Magic Gardens and South Street Headhouse District.
Arts on South (AoS) is the innovative program that loans
unrented retail stores to local groups to showcase their
artwork and invigorate the community.
Featuring artist collectives and community groups that work in
a variety of media, these gallery sites brighten the South
Street area with creative energy.
Ideal client moving forward: CDCs

3. MISSION TIE-IN
- Highlighting assets of South Street area and showcasing
why it’s an attractive place to live, work, play
- Change perception issues of South Street
- Working with neighborhood stakeholders to understand
issues and challenges
- Hosting programs that will attract people citywide to the
neighborhood

4. PROGRAM HIGHLIGHTS
COVERAGE
WELCOME MEETING: Welcome meeting will be arranged prior to move-in with the
influencers, leaders, transformers, creatives and business owners in the neighborhood. We want to
understand the lay of the land and meet the people who are contributing to the energy of the
neighborhood.
BI-WEEKLY BLOG POST & NEWS ITEM: Commitment to bi-weekly blog post and news item on our website.
FEATURE STORIES: Feature stories written at kick-off and as a wrap-up toward the end of our stay.
SOCIAL MEDIA: Frequent updates and news via our Facebook and Twitter accounts.
PR OUTREACH: Outreach to area media outlets both sharing our content and pitching the On the Ground
program.
PROGRAMMING
ARTIST EXHIBITION: To support the local art community, we will engage a neighborhood artist and deem
them our ‘house artist’ for our time in the designated neighborhood. This artist will have his/her artwork
on display in our space and can choose to curate a show with other area artists. We will host a gallery
reception in conjunction with this.
TASTE OF THE NEIGHBORHOOD: Everyone needs to eat. We want to showcase the eats in the
neighborhoods we are in. We will work with local restaurants and eateries, grab a keg of local Philly-
brewed beer, and throw a party to celebrate the neighborhood.
WRAP-UP PANEL: To close out our time in each neighborhood we are in, we will host a panel discussion

5. RENEWAL/CLIENT RETENTION
- This program will attract other neighborhoods to want to
‘sign up’
- Once we wrap up the ‘On the Ground’ program, the
strategy is to get the neighborhood partner to invest in an
underwriting partnership in order to continue relationship
with Flying Kite
- There’s also opportunity for both in-kind and paying
sponsors- IKEA, moving company, beverage
companies, internet provider, etc