The Kansas City Fringe Festival lacks brand awareness and a defined image among its target audience of 25-34 year old residents. As a result, the festival has low attendance and struggles to attract its target demographic. Competitors for entertainment dollars and time in Kansas City include other annual festivals, sports, nightlife, and live music venues.

1. 1
dance
entertainment
excitment
exhilarating
exhilarating
arts
arts
fearless
entertaining
lively
funny
delicious
music
happiness
friends
singing
active
theatre
burlesque
food
food
creativity
comedy
comedy
comedy
summer
unique
party
joyful
festive
enjoyble
acting
daring
smiles
smi
family
risky
FRINGE FESTIVAL
biking
dra
surprising
fearles
risky
delicious
arts
Kansas City’s Celebration of the

2. 2
FRINGE FESTIVAL
Kansas City’s Celebration of the Arts
redefining entertainment
GROUP 6
Strategic Campaigns Class | Fall 2013
School of Journalism and Mass Communications
University of Kansas | Professor Mugur Geana

3. 3
TABLE OF
contents
Executive Summary
Introduction
USP
Situation Analysis
SWOT Analysis
Strategic Plan
Creative Plan
TImeline
Media Plan
Evaluation Plan
Budget
References
5
7
9
11
18
20
29
41
43
49
51
53

4. 4
executive summary

5. 5
executive summary
WHAT WE’LL BE DISCUSSING
The low sense of awareness among its target audience gives the Kansas City Fringe
Festival the opportunity to build a strong presence throughout the community with
a campaign devoted to educating and attracting the target audience.
SITUATION ANALYSIS:
The Kansas City Fringe Festival does not have the significant presence within the
Kansas City community as they desire. The festival needs to further develop its brand
in order to maximize its brand awareness among its target audience.
RESEARCH SUMMARY:
We analyzed primary and secondary research to understand Kansas City-area
residents’ perceptions of the Fringe Festival and their motives for attending or not
attending. We conducted an online survey to determine the target audience’s specific
thoughts and desires for an ideal festival. We also conducted a focus group to learn
about festival performers and volunteers’ perceptions of the Fringe.
TARGET AUDIENCE: The target audience for this campaign includes 24 to 35 year old
Kansas City area residents, both male and female.
OUR GOAL: To increase brand awareness of The Kansas City Fringe Festival among 24
to 35 year old residents of the Kansas City area by providing them with detailed
information about what the Fringe Festival is and how they can participate, with an
end goal of increasing ticket sales.
SPECIFIC OBJECTIVES
1. To increase overall awareness of the Kansas City Fringe Festival
2. To increase the attendance at the Kansas City Fringe Festival.
CAMPAIGN THEME: We named the Fringe Festival “Kansas City’s Celebration of the
Arts.” The campaign theme, “Redefining Entertainment,” speaks to the wide variety of
unique entertainment the Fringe offers, as well as the festival’s revamped brand
image.

6. 6
LET’s get
introduced

7. 7
introductions
Jaime Grabell Chicago, Illinois
Jaime is a senior from Chicao, Illinois. She is majoring in Journalism, with an
emphasis on Strategic Communication. She willl also be receiving a minor in
Leadership Studies. She will be graduating in May 2014. After graduation she
hopes to work as an Account Executive for an advertising agency.
Sarah Jacobs Saint Paul, Minnesota Sarah is a senior finishing up her four year journey in the sunflower state this
May. She will be graduating with a Bachelors of Science in Journalism with
emphasis on Strategic Communication. She has had a strong focus on visual
communications and enjoys the collaborative process of creative and strategy.
Upon graduation Sarah hopes to find work as a Jr. Copywriter, Jr. Art Director
or polish up her skill-set at a portfolio school.
Courtney Moore Wichita, Kansas Courtney, a senior from Wichita, is majoring in journalism with an emphasis in
strategic communication and minoring in psychology. She will be graduating in
May 2014. After graduation, she hopes to work in brand reputation for an
independent advertising agency.
Amanda Zimmerman Lenexa, Kansas Amanda is a fifth-year senior, from Lenexa, Kansas. She is majoring in
Journalism with an emphasis in Strategic Communication and is receiving a
minor in Film Studies. She will be graduating December, 2013. After graduation
she will work full-time at Kookiedoodle Crafts in Overland Park, Kansas as the
Studio Manager and Social Media Manager. She hopes to eventually become an
accomplished screenwriter for television or film.
HELLO, MY NAME IS...

8. 8
uSneiqluleing
point

9. 9
unique selling point
“The Tenth Year of Redefining Kansas City Arts”
The Fringe Festival is, at its core, a celebration of the arts. For the last decade, the
celebration has been redefining entertainment in Kansas City by embracing every
type of entertainment and performer, and compiling them into the ten day festival
that is the Fringe. This is the idea behind our theme for the 2014 Fringe Festival--a
celebration of the arts--with the slogan “Redefining Entertainment.”
WHAT’S DRIVING US

10. 10
Situation analysis

11. 11
situation analysis
WHAT’S THE FRINGE?
The Kansas City Fringe festival provides all artists the
opportunity to produce their work, no matter the
content, form or style, and makes the events
affordable and accessible for members of the
community, and includes live theater, dance,
performance art, visual art, spoken word, puppetry,
storytelling, film and fashion.1 Events are held at venues
throughout the Kansas City area.
The Kansas City Fringe festival will occur July 17-27, 2014.
DEFINING THE FRINGE
KC Fringe,
2012
KC Fringe,
Mugur
Geana

12. 12
ENVIRONMENT & COMPETITION
Although Kansas City spans both Kansas and Missouri, the Fringe festival events are held in Missouri. A variety of venues are utilized each year for
performances, including the Unicorn Theatre, the Fishtank, the
Metropolitan Ensemble Theatre, and
Westport Coffee House.
Kansas City hosts a few other large yearly festivals. The two largest are the Renaissance festival and the Irish festival. The Kansas City Renaissance festival occurs from late August through mid-October and includes Renaissance-themed entertainment such as jousting, costume play, musical groups, stage acts, festival food, and a marketplace.2
The Kansas City Irish festival, an Irish cultural weekend, occurs at the end of August. According to kcirishfestival.com, the festival is committed to presenting family-friendly entertainment, providing opportunities for Irish organizations to promote positive and peaceful
causes, perpetuating the study and appreciation of Irish history, and
deepening a sense of community among Irish Americans and all ethnic groups that contribute to Midwest culture.3
First Friday is another large event in Kansas City that could compete with the Fringe festival. On the first Friday of each month, the Crossroads
community’s art galleries, studios, and restaurants showcase local and
national artists. This free evening of art entertainment is extremely popular.4
Other entertainment competitors include the large and small area concert venues, such as the Sprint Center, Starlight Theatre, and Uptown Theatre. Nightlife is also popular in city districts like Crossroads and Westport. Kansas City sports teams, including the Chiefs and Sporting KC, are entertainment competitors as well.
situation analysis
Venues of the Fringe Festival, Google Maps 2013

13. 13
CURRENT SITUATION
The Kansas City Fringe festival does not have a
defined brand image. The Fringe utilizes a spiral
as its main logo and its colors are orange and teal.
Fringe director Cheryl Kimmi said that the festival
has a difficult time identifying their real target
audience.5
The Fringe festival’s current target audience
appears to be Kansas City locals age 50 years and older of any
demographic. They utilize KCFringe.org to get information about the festival
out to the public year-round. During the Fringe festival, they publish a
magazine-style packet of show information in the Kansas City Star
newspaper. The information includes schedules and brief show synopses.
The festival also drives the “Fruck,” or Fringe Truck, around during the Kansas
City First Friday.
Before a festival-goer can purchase a show ticket, they must first obtain a
Fringe festival button for $5. However, the buttons provide discounts at sev-eral
KC restaurants and stores for the following year.
situation analysis
Current Logo

14. 14
AUDIENCE
The target audience is Kansas City locals aged 25 to 34 years old. Men and women that fall in this age group are commonly known as part of the
Millennial generation. In the KC area, the median income for these individuals is $31,914. They spend the most money on food and entertainment. Indoor contemporary music concerts are the top preference of festival or event to attend.6
Eighty-nine percent of Millennials are active on social media and spend 3.8 hours per day on social media sites. Sixty-three percent talk about the things they see on social networking websites in face-to-face conversations.7
Millennials are technologically capable and do not respond as well to traditional advertising. This age group is “happier, more confident/secure and gravitate toward premium, understated and often luxurious brands and experiences to affirm their identity.”8
Younger adults without children enjoy an average of 5.3 hours of free time per day, Monday through Friday, and 10.6 hours of free time on the weekend. The most popular uses of free time for males is watching TV, listening to music, and playing computer games. Women enjoy spending time with family, reading, and watching TV.9
situation analysis
Audience by the Numbers
89%
3.8
63%
hours per day on
social media sites
millenials are active
on social media
talk about things
they see on social
networks in face-to- face conversations
Pew, Mintel

15. 15
CURRENT BRAND IMAGE
As stated earlier, the KC Fringe Festival does not have a defined brand image. Besides being named Kansas City’s Premiere Arts festival, the Fringe does not have a slogan. The staff and volunteers even have a difficult time
describing it.10
Based on survey data collected, only 34 percent of respondents had ever heard of the Fringe festival. Of those people, only 35 percent have actually
attended. People who have heard of the Fringe describe it as a theatre
festival, mixed arts festival, an event that features aspiring artists, and a
festival that includes many different events. The most popular types of shows are burlesque/adult, theatre/plays, live music, dance, and visual arts.
Of people that have previously attended the Fringe, most responded they like that the Fringe is different from the other festivals (Ren Fest, Irish festival, First Fridays). They like that the Fringe has more diversity than the others and that they don’t have to spend an entire day devoted to an event. They can pick and choose what they want to attend. A few people mentioned that the button is confusing or seems annoying. A few others mentioned they wish the festival was longer. 70 percent of respondents will return again for
summer 2014.
The highest percentage of people did not attend the festival because they forgot about the festival or a specific show. Twenty-seven percent said they didn’t have time, and 22 percent said the shows didn’t interest them. The most common write-in answer was that people didn’t have enough information about the festival.
situation analysis

16. 16
RESOURCES
The KC Fringe Festival perceives itself as a space for any
artist who wants to make his or her work public, no
matter the content. The Fringe is “unjuried and
uncensored,” and seeks to be the largest festival
in Kansas City.
The KC Fringe has a dedicated following of volunteers,
artists and attendees; however, the festival wants to
identify a fresh target audience and grow attendance. The Fringe team
believes they have something special; from burlesque and adult
performances to theatre to music, the KC Fringe showcases an enormous
variety of art. It’s the only Fringe festival in the world that includes a
fashion component.1 The KC Fringe festival looks forward to creating a
stronger brand image and growing its audience.
situation analysis
KC Fringe,
2012
KC Fringe- goers,
Joseph Maino
Photography,
2012

17. 17
S W O T
analysis

18. 18
swot analysis
CHALLENGES AND OPPORTUNITIES
STRENGTHS WEAKNESSES
•Large artist base
•Variety of venues to host events
•Growing sponsorships
•Uncensored
•Appeals to a broad range of
audiences
•Named the Premier Kansas City
Arts festival
•Strong foundation of passionate
staff and volunteers
•Unlike any other festival in the
area
•No consistent brand image
•Artists unclear about properly
marketing themselves
•Volunteers unclear on their roles
at the festival
•Very low brand awareness
among target audience
•No connection between loca-tions
at the festival
•Show variety could be viewed as
negative
•Button purchasers not fully
aware of benefits
•No other festival can offer such a
variety of shows.
•The summer is the theatre
off-season.
•The Fringe has a large corporate
presence in Kansas City, providing
opportunities for sponsorships.
•The Fringe has many venues to
promote their event.
•Their social media accounts
could be better used.
•Other festivals in the summer.
•Theater In the Park at Shawnee
Mission Park and Starlight Theater
•Sports events, including the
Royals, T-Bones, and Sporting KC
•Summer concerts at several
venues
•Kansas City nightlife
OPPORTUNITIES THREATS

19. 19
STRA T E G I C
plan

20. 20
strategic plan
WHAT WE’LL DO ABOUT THIS
OBJECTIVE: To implement a new, year-round volunteer program.
Strategy 1: Develop a curriculum for recruitment
Tactic 1: Specialize positions.
Tactic 2: Implement ambassador program.
OBJECTIVE: Establish the Fringe Festival brand on social media.
Strategy 1: Increase strategic Facebook, Twitter and Instagram efforts.
Tactic 1: Create a unique Fringe persona that will be consistent on the other
platforms
Tactic 2: Post often using #KCFringe. Post daily leading up to and during the
festival.
Tactic 3:Create interesting content. [Curated content from users via contests, Fact
Fridays, etc]
OBJECTIVE: Establish the Fringe Festival brand visually.
Strategy 2: Create strategic promotional goods targeting our audience.
GOAL: Increase volunteer productivity.
GOAL: Give the Fringe Festival a consistent voice.

21. 21
strategic plan
Tactic 1: Posters around colleges, restaurants, bars, Fringe venues
Tactic 2: Coasters in restaurants and bars
Tactic 3: Table tents in restaurants and bars
Tactic 4: Print ads in INK
Tactic 5: Digital ads on KCNightlife.com
Tactic 6: Movie theatre ads

22. 22
strategic plan
GOAL: Concentrate the Fringe Festival.
OBJECTIVE: Develop festival-complementary vendor relationships to attract
the target audience.
Strategy 1: Partner with food and alcohol vendors.
Tactic 1: Allot spaces for food trucks and booths.
Tactic 2: Allow options for discounts with Fringe button.
Tactic 3: Vendors with Spiral Space in the parking lots - AKA Park n’ Eats.
OBJECTIVE: Share audiences with vendors.
Strategy 1: Vendors co-brand with Fringe Festival.
Tactic 1: Vendors pay entry fee for Spiral Space.*
Tactic 2: Vendors must advertise festival with Fringe products.
OBJECTIVE: Develop relations with local art vendors to attract the
target audience.
Strategy 1: Partner with local art vendors.
Tactic 1:Art vendors pay entry fee for Spiral Space.
Tactic 2: Art vendors must promote the Fringe while working during the festival.

23. 23
WHA T W I L L
change

24. 24
WHAT WILL CHANGE : VOLUNTEERS
STEP 1: Online Volunteer Sign Up
Show example volunteering options. Allow volunteers to check their specific
interests and list additional skills they may have. This will help the Fringe best
utilize its volunteers.
Example volunteer options:
Helping at fundraising events (Fringe Shorts and Mardi Gras)
Promoting the Fringe at KC First Fridays
Working in the ticket boxes
Fringe Ambassador (Shares Fringe info on social media and with friends,
family and workplace)
Example volunteer skills:
I’m a people person.
I love using social media.
I’m good at handling crowds.
STEP 2: Volunteer Training
The first volunteer training should occur month before the festival. Offer training
sessions for specific jobs, with specific trainers in charge of groups of volunteers. Start with a general Fringe information session for everyone and break into groups based on job.
STEP 3: Regroup & stay in touch
The volunteers and trainers should meet again a week before the festival to solidify event details. Trainers should stay in touch with their volunteers in case they have any questions before or during the show.
Ambassador Program
The Fringe Festival Ambassador Program will be attractive to people who may not want to directly work at the festival itself. The ambassadors’ work will be done
primarily online. They will be trained on how to properly represent and market the Fringe, especially by understanding the Fringe’s personality. Ambassadors will share festival information with friends and family through Facebook, Twitter and/or Instagram and interact with the Fringe personality on those platforms as well.
volunteer program

25. 25
festival structure
WHAT WILL CHANGE : STRUCTURE
As stated earlier, we want to work from the inside out. After strengthening our mar-keting
and volunteer programs, we will be enhancing the festival culture by adding
food, alcohol and artists. We’ve developed a festival that is ideal for our target audi-ence
and is also ideal for vendor relationships.
STEP 1: SPIRAL SPACE
Spiral Space is what we call an area where several Fringe Festival venues are locat-ed.
These areas should be utilized by other vendors partnering with the Fringe to
attract our target audience and enhance the festival culture. The Spiral Space, in a
sense, is a concentrated festival area. Vendors will be allowed to choose their spot
in the Spiral Space.
STEP 2: PARTNER WITH FOOD AND ALCOHOL VENDORS
Allot spaces for food trucks and booths within the guided Spiral Space. Vendors
will sign on and give a down payment to the Fringe for partnering. Larger parking
lots will also be available for a higher down payment and will provide space for
Park ‘n Eats, or places where people can park, purchase food, and eat.
STEP 3: PARTNER WITH ART VENDORS
Allot spaces for booths within the Spiral Space. Art vendors can be anyone will-ing
to sell his or her art products. They will pay an entry fee and co-brand with the
Fringe Festival. Vendors within the space can also provide discounts for Fringe
button-wearers.
STEP 4: SHARE AUDIENCES
All Fringe vendors must promote the festival. Leading up to the festival, food and
alcohol vendors will be provided with appropriate marketing tools, including table
tents, posters, coasters, and coffee sleeves. Vendors also promote the Fringe while
at the festival with posters. Similarly, art vendors will also be provided with appro-priate
marketing tools before the festival—usually posters. In this way, the vendors
share their audience with the Fringe Festival. Because the vendors will be at the
festival, the Fringe will be sharing its audience with the vendors as well.

26. 26
festival structure
North Westport Location Vendor Areas
Streets and Nearby Venues
39th and Maine- Unicorn and Madrid
36th and Maine- Metroppolitan Ensemble
36th and Broadway- Uptown Arts Bar, Peking Chinese
= Question and volunteer help center

27. 27
Streets and Nearby Venues
Penn Valley and West 31st- Off Broadway Theater, Off Leash Dog Park
17th St between Broadway and Wyandotte St -Fishtank and Phosphor
Southwest Boulevard and Broadway- Crossroads Coffeehouse, KC Ballet
Grand Boulevard and Pershing Road- Crown Center
Kansas City Down Town Vendor Areas
festival structure
= Question and volunteer help center

28. 28
Cre a t i v e
brief

29. 29
campaign theme
REDEFINING THE FRINGE
“Redefining Entertainment” is the theme of the
campaign. This slogan will have words for the
different types of performances swapped in
place of “entertainment” on each ad. This shows
that while the entertainment at the Fringe is
unlike any other, it is still a place for the dancer,
singer, artist, actor and more. The current
audience is attracted to the arts, but allowing
diversity in the ads will bring in a larger
audience.
The tagline for the campaign is “Kansas City’s Celebration of the Arts.” This
replaces the previous tagline, “KC’s Premiere Arts Festival.” The new tag-line
focuses on the enjoyment that the Fringe brings. When the
target market was describing their idea of a festival, the top three words
were fun, crowded and music. These all show a strong sense of joy
associated with festivals, which is what “celebration” adds to this.
Additionally, naming the festival a “Premiere Arts Festival” may close
the door to audiences, as it is seemingly the “best” or “most important”
shows. The Fringe’s nature is to offer a variety of levels in entertainment.
Changing the tagline helps the audience understand that this is an
assortment of shows simply celebrating Kansas City’s arts.
KC Fringe,
2012

30. 30
creative breif
HOW WE’LL DO IT
The creative strategy behind this campaign is meant to lure in the target audience while still attracting Kansas City’s supporters of the arts. This will be achieved in quirky advertisements, promotional goods, and guerilla marketing.
Client: Kansas City Fringe Festival
Project: Launch of a campaign targeting 25-35 year olds in Kansas City to both build awareness and attendance of the festival.
Length of Campaign: 2-3 months
Budget: $15,000
Advertising Mandatories: New fringe logo, “Kansas City’s Celebration of the Arts” tagline, and “Redefining Entertainment” slogan.
What it is selling: The revamped Kansas City Fringe Festival image and its
v
ariety of shows.
What is its goal: To inform and attract a greater audience to the Fringe Festival.
Who it is reaching: 25-34 year olds in Kansas City and surrounding area.
Why should they care about this: The festival offers entertainment for any interest group, alongside Kansas city’s vendors and restaurants. This unites the Kansas City community over enjoyable festivities.
What to understand about this target market: Money is a large deciding factor, along with alcohol and food. The audience views a festival as something

31. 31
creative breif
s
tructured much differently.
Main campaign: “Redefining Entertainment”
Tone: Edgy, avant-garde, trend-setting in the arts, with quirky font and color
choic
e to match the current spiral and festival connotations.
Products using to achieve this and where:
-Print ads: Ink Magazine
-Coasters: Popular local bars and restaurants
-Table tents: Popular local bars and restaurants (see above)
-Fliers: Popular local bars and restaurants, Kansas City Art Institute, UMKC
-T-shirts: Given to volunteers and sold near Fringe performances to attendees
-Posters: Windows and walls of popular restaurants and coffee shops
-Stickers: These should be placed by volunteers, ambassadors, artists, and
f
estival attendees in conspicuous places all around Kansas City.
-Coffee Sleeves: Popular coffee shops
-Suggestions: The Roasterie, The Westport Cafe,
Popular bars and restaurants:
Westport:
Bars: Kelly’s, The Foundry, Buzzard Beach, Henry’s, Harpo’s
Restaurants: The Westport Cafe
The Plaza:
Bars: Tomfoolery’s, O’Doud’s, The Granfalloon
Restaurants: The Classic Cup, Kona Grill, Panera
Brookside:
Bars:The Brooksider, Charlie Hooper’s
Waldo:
Bars: The Well, Quinton’s, Tanner’s, Shot Stop

32. 32
Prom o t i o n a l
goods

33. 33
promotional goods
LOGO REDESIGN
why the design? Where will it go?
•original sprial design for tradition
•keeping teal and orange
•modern and edgy headline font
for dominance challenging
attention
•script font with quirky additions
for artsy flair to match the attitiude
of the Fringe
•new tagline and slogan
incorporated in the logo
•this will be a mandatory on all
Fringe promotional items for
rebranding needs
•the artists will also have this
highly emphasized to keep this as a
visual to keep them associated with
the Fringe
•all social media will have this as
their icon to familiarize audiences
with the Fringe voice with this logo

34. 34
promotional goods
STICKER
why the design? Where will it go?
•similar to logo for brand cohesive
•”Fringe” is hidden to some
extent leaving mystery to audience,
wanting more and giving time with
product
•spiral draws in and leaves room for
losing yourself in the fringe
•bright white contrst is stark, and
draws to call of action
•guerila marketing campaign, will
be plastered all around the city
•leaving room for question and
leaving this image in peoples mind
•after this kind of brand recognition
WTF (What’s the Fringe?) will be
top of mind

35. 35
promotional goods
volunteer SHIRTS
why the design? Where will it go?
•new logo dominant on front for
recognition
•”Ask me how I redefine
Entertainment” is on the back, this
is to show that this is a volunteer
shirt and incorporating the slogan
•bright orangey-yellow to stand out
in a crown with a stronge contrast
to visualize the logo
•volunteers will wear these at both
events that they are working for the
Fringe to sign people up for events,
as well as the Fringe Festival
•these allow a clear signifier of who
is involved in the Fringe, who to ask
about the Fringe and who can help
when people are at the festival

36. 36
promotional goods
promotional SHIRTS
why the design? Where will it go?
•reverse of volunteer shirts for
contrast in crowds
•only front design
•both tagline and slogan on shirt
•all branding immediately visible
to ensure opportune advertising to
audiences in future
•clean, non-invasive design for
many demographics to wear and
make the brand visible to others
•festival attendees will have the
opportunity to purchase the shirts
and in turn will become walking
advertisments and WOM
•the audience that wears the shirts
is who spendmoenay at the festival,
thus will have more friends like this

37. 37
promotional goods
coasters
why the design? Where will it go?
•movement within the text as the
coaster will be placed and seen
from any angle
•spiral moves into the “Fringe” as it
is the root of it
•tagline highly visible with hierachy
• slogan is hidden in the coast-er,
so if seen audience will spend
more time with coaster and wonder
about product and brand
•all restaurants and bars that are
vendors in the festival
•local eateries that are interested
and fit demographic needs
•theaters that serve food or drink
•this is part of the promotional deal
for the vendors to be a part of to
be involved in Fringe

38. 38
promotional goods
TABLE TENTS
why the design? Where will it go?
•spiral and colors are clear and
show brand recognition
•dominant hierachy for festival
name and room for any body copy
that the festival sees fit, while
guiding down to the social media
icons
•room for partnering companies
logos to be places on
•all restaurants and bars that are
vendors in the festival
•local eateries that are interested
and fit demographic needs
•theaters that serve food or drink
•this is part of the promotional deal
for the vendors to be a part of to
be involved in Fringe
A GREAT
SPACE FOR
PARTNERING
COMPANIES
LOGOS TO GO!

39. 39
promotional goods
FRINGE
FESTIVAL
THE
Join us June xx- July x, 2014
to become a par t of Kansas
City’s Celebration of the Ar ts
COFFEE SLEEVES
why the design? Where will it go?
•clean non-intrusive logo design
with the all the branding needs of
the Fringe
•when repetitive this will be
remebered, especially, with a
notable figure like the spiral
guiding the eye through the design
and information
•black and white is how the
printing comes for this product
•coffee sleeves will be available at
all vendors that are partipating with
the Fringe that serve hot drinks
•all acccepting coffeehouses in
Westport area

40. 40
When it starts

41. 41
timeline
WHEN IT STARTS
January 1
Order Volunteer T-shirts
April 1
Plan and purchase ad space,
contact local restaurants, cafes,
bars for possible locations for
promotional materials, set up
June 1 as date for Promotional
Launch for 2014 Fringe Festival
January 15
Facebook, Twitter, Instagram
launched with cohesive brand
image and message
February 1
New Volunteer Program in Effect
July 17
Beginning of 2014 Fringe Festival
June 1
Promotional Launch: Coasters,
Table Tents, Coffee Sleeves, Movie
Theater ads, Radio Ads, etc.

42. 42
MEDIA plan

43. 43
advertisments
MOVIE THEATER ADVERTISMENT
Unfortunately, movie clips do not comfortably fit inside books in our century, so here in a mock storyboard of the movie theater advertisment. This will
attract the target audience, while undistracted and it is an audience that already is known for paying for entertainment. Enjoy the show.
INT. THEATER STAGE
It’s time to redefine
entertainment.
Curtains close.
The NARRATOR walks up stage from the shadows. Kansas City, we are not boring. We are adventurers. We are explorers.
We are a city built on innovations and risks. We thrive living on the edges, on the fringes. We push the boundaries and we redefine the norms.
Show social media handles and dates.
THE
END

44. 44
advertisments
RADIO SPOT SCRIPT
Read the script for your target audience, then target them by putting it on one of the three radio stations they listen to most. Radio will target a niche audience and grab their ears in an easy and light way.
NARRATOR:
Kansas City, we are not boring. We are adventurers. We are explorers. We are a city built on innovations and risks. We thrive living on the edges, on the fringes. We push the boundaries and we redefine the norms.
And now, it’s time to redefine entertainment.
This summer, July 17-27, experience The Kansas City Fringe Festival, a celebration of the arts from theater to live music, art galleries to burlesque.
Kansas City, it’s time to redefine entertainment.
Find us at KCFringe.org for more details.

45. 45
social media
SOCIAL MEDIA VOICE: INSTAGRAM
It is essential to have a cohesive representation of the festival across all
platforms of social media. We would like to see an overall 20 percent
increase of followers on each social media site.
Instagram: KC Fringe
Current Followers: 9
Goal of Followers: 10
Tactics:
•Alter the description so that it is consistent with the other platforms of social
media. Post 1-2 posts daily.
•Link Instagram, Twitter, and Facebook so that every picture on instagram is
posted to Twitter and Facebook.
The voice to acheive this:
•Posts should be educational, playful, humorous, and interactive. Use both
picture and video options. BE CREATIVE!
•pictures/videos with fun facts about fringe, past artists, past shows (local,
national, international fringes)
•pictures/videos featuring Fringe artists/performers on what they are doing in
the community - shows, performances, galleries, etc.
•pictures/videos with information about
upcoming Fringe and new developments
•pictures with quotes from famous artists,
philosophers, academics about arts
•pictures/videos of venues,
businesses the have button discounts, sponsors
and their activities in the community

46. 46
social media
SOCIAL MEDIA VOICE: FACEBOOK
Facebook
Current Followers: 7,297
Goal: 8,756

47. 47
social media
SOCIAL MEDIA VOICE: TWITTER
Twitter
Twitter is a free and highly effective platform for the
Fringe to advertise their event. During the off
season, three to four tweets should be composed
daily. Tweets should increase during the event.
Current Followers: 709
Goal: 849
Tactics For Facebook And Twitter:
•Approach posts in an educational, quirky, humorous, and interactive manner
•Sample Posts Can Include:
-History of Fringe
-Fun facts about Fringe, past artists, past shows (local, national, international
fringes)
-Information on discounts and where to get them with Fringe buttons
-Information on Fringe artists/performers on what they are doing in the
-community - shows, performances, galleries, etc.
-Information about upcoming Fringe and new developments
-Quotes from famous artists, philosophers, academics about arts
•Use as many @s and hashtags as possible
•Follow our own followers, local artists, local venues, restaurants, sponsors, possible
sponsors.
•Quote or Respond to anything relevant to the arts in the Kansas City Area.
Twitter Logo

48. 48
evalu a t ipolann

49. 49
evaluation plan
JUDGING THE SUCCESS
We suggest that the Kansas City Fringe Festival use a semi-annual evaluation
and an evaluation at the conclusion of this campaign. The evaluation will
measure the success of the goals and objectives we have set.
Overall Goals
1. To increase overall awareness of the Kansas City Fringe Festival
2. To increase the attendance at the Kansas City Fringe Festival.
Prediction
We predict that through an increased volunteer effort, social media effort, strategic
promotional goods, increased incentives, and increased buzz, the KC Fringe Festival
will see an increase in awareness and ticket sales.
Evaluation
In order to evaluate the effectiveness of the campaign, we recommend offering an
optional, short survey for festival attendees to take after they see a show. The survey
will ask how the attendees heard of the show, which could be through our various
efforts in advertising and word of mouth. Other questions will cover overall festival
experience. The survey will be available online or in person at the festival.
**An evaluation survey has been provided in the Addendum

50. 50
Budgeted funds

51. 51
budget
WHERE THE MONEY WENT
Name
Promotional Items
Stickers $386
Coasters- $375
Coffee Sleeves $337.50
Table Tent- $159.40
Back Drop $90
Banners $67.47
Fliers--90
Tshirts
100 Volunteer--643.75
200 Merchandise-- 958
Advertising
INK ( print and online) and KC Star
Online $2674
Movie Theatre Advertise $2000
Our time $1000 (13 hours)
City Space
The city space includes permits for hot
dog sized vendors to be on the
sidewalks along the path.
50 dollar processing fee, 223 for the
actual permit.
Price
Total= $3039.65
Total= $4674
Total=
$6,287 With a return on investment

52. 52
References and citations

53. 53
references
WHERE DID THIS ALL COME FROM
Citations & References
1. KC Fringe. N.p., n.d. Web. 01 Dec. 2013.
2. “Welcome to the 2014 Kansas City Renaissance Festival!” Kansas City Renaissance Festival. N.p., n.d. Web. 01 Dec. 2013.
3. “Kansas City Irish Fest | Aug 29-31, 2014 | Crown Center.” Kansas City Irish Fest | Aug 29-31, 2014 | Crown Center. N.p., n.d. Web.
4. “Crossroads District First Fridays.” About.com. Kansas City, MO. N.p., n.d. Web.
5. Interview with Cheryl Kimmi and Fringe Staff. William Allen White School of
Journalism. University of Kansas. September 12, 2013.
6. “Millennials.” Pew Research. Web. http://www.pewresearch.org/Millennials/
7. “Market Segmentation. Market Segmentation Research. Marketing Segmentation. Market Segment Research. Prizm from Claritas.” PRIZM Market Segmentation,
Market Segmentation Research, Market Segment Research, Market Segments,
Consumer Market Segments, Customer Segmentation. N.p., n.d. Web.
8. “Mintel, More than Market Research.” Mintelcom. N.p., n.d. Web.
9. Pew Research Center RSS. N.p., n.d. Web. 28 Nov. 2013.
10. Volunteer and artist focus group held by Dr. Mugur Geana’s campaigns class in Kansas City on November 13, 2013.

54. 54
THANK you

55. 55
thank you
WE WOULD LIKE TO TAKE A MOMENT
Thank you for your time and consideration of our plan. We fully believe our cam-paign
provides a unique and effective way to expand the Fringe Festival’s influence.
Our team appreciates your assistance along the way--we couldn’t have done it with-out
you! The Fringe is an incredible asset to the Kansas City community. We hope
you’ll consider adopting our plan to help the festival grow.
In the meantime, you have four new and excited KC Fringe advocates.
Amanda, Courtney, Jaime, and Sarah
Sincerely,
Jaime, Sarah, Courtney and Amanda

56. 56
Addendum

57. 57
PRESS
InkKC
Chad Parkhurst
Sales Manager
cparkhurst@kcstar.com
816.234.4951
Kansas City Star
salessupport@kansascity.com
AMC BarryWoods 24
(816) 505-9199
8101 Roanridge Rd.
Kansas City, MO 64151
Cinemark at the Plaza
(816) 756-5877
526 Nichols Rd.
Kansas City, MO 64112
96.5 The Buzz
(913) 576-7965
7000 Squibb
Mission, KS 66202
CONTACTS FOR PROMOTIONAL ITEMS
Table Tents
Company: Uprinting
Phone Support: 1-888-888-4211
Email: None listed.
http://www.uprinting.com/table- tent-printing.html
Stickers
http://www.stickermule.com/t/categories/ custom-sticker
Company: Sticker Mule
Coasters
http://www.discountmugs.com/nc/ view-product/KZC1/4-in-round-foam- coasters/
Company: Discount Mugs
1-800-569-1980
Coffee Sleeves
http://www.yourbrandcafe.com/custom- printed-1/coffee-sleeves/custom- printed-kraft-coffee-sleeves.html
Company: Your Brand Cafe
info@YourBrandCafe.com
866.566.0390
Back Drop, Fliers
http://www.fedex.com/us/office/
Company: FedEx Office Print & Ship
1111 Main St. 111
Kansas City, MO 64105
Banners
http://www.vistaprint.com/customizable- stickers.aspx?GP= 11%2f30%2f2013+4%3a47%3a41+PM& GPS=3028251568&GNF=0
Company: Vistaprint
1.866.614.8002
T-shirts
http://www.ooshirts.com/
Company: ooshirts
866-660-8667
help@ooshirts.com
APPENDIX A: CONTACT INFORMATION

58. 58
APPENDIX B: SURVEY QUESTIONNAIRE
Are you within the ages of 25-34? Check one.
___1. Yes
___2. No
*If no, thank participant for their time.
Have you ever heard of the Kansas City Fringe Festival? Check one.
___1. Yes *If yes, continue onto part A.
___2. No*If no, continue onto part B.
______________________________________________________________________
PART A. THOSE WHO HAVE HEARD ABOUT KC FRINGE
1. How did you first hear about the Kansas City Fringe Festival? Check one.
___1. Friend or family member informed me
___2. Creator of a show in the Festival informed me
___3. Performer in a show in the Festival informed me
___4. A social media post (Facebook, Twitter, Instagram, etc.)
___5. Advertisement for the Festival
___6. I don’t remember
___7. Other:_________________________
2. Did you tell others about the Fringe Festival? Check one.
___1. Yes
___2. No
3. Did you attended the 2013 Kansas City Fringe Festival? Check one.
___1. Yes *If yes continue on to Part A.1
___2. No *If no continue on to part A.2
______________________________________________________________________
Part A.1 THOSE WHO WENT TO KC FRINGE
1. How many Fringe Festival events did you attend? Check one.
___1. 1-2
___2. 3-4
___3. 5-6
___4. 6+
___5. I can’t be sure
2. What type of Fringe Festival event/s did you attend? Check all that apply.
___a. Play

59. 59
APPENDIX B: SURVEY QUESTIONNAIRE
___b. Musical
___c. Film
___d. Dance
___e. Visual Arts
___f. Spoken Word
___g. Burlesque
___h. Music
___i. Fashion
___j. Teen
___k. Youth
___l. I don’t remember
___m. Other________________
3. How affordable do you think the ticket prices were? Check one.
___1. Extremely Affordable
___2. Affordable
___3. Somewhat Affordable
___4. Not Affordable
___5. Over Priced
4. Did the location/s of the Fringe Festival sway your decision on which events to attend? Check one.
___1. Yes
___2. No
5. Were there alcoholic beverages and food available for purchase at the event location/ s you attended? Check one.
___1.Yes, both alcoholic beverages and food
___2. Neither alcoholic beverages nor food
___3. Only alcoholic beverages, no food
___4. Only food, no alcoholic beverages
___5. Neither
___6. I don’t know
8. Did the availability of alcohol and food at the location/s affect your experience, and why?? Check one and explain
___1. Yes____________________________
___2. No_____________________________
9. How satisfied were you with your experience? Check one.
___1. Very satisfied
___2. Satisfied

60. 60
APPENDIX B: SURVEY QUESTIONNAIRE
___3. Somewhat Satisfied
___4. Dissatisfied
___5. Very Dissatisfied
10. How likely are you to go back to future Kansas City Fringe Festivals? Check one.
___1. Very likely
___2. Likely
___3. Maybe
___4. No
___5. Definitely No
11. How would you describe the Kansas City Fringe Festival? Check all that apply.
___a. (i honestly don’t know if multiple options would be better, or just open ended…)
______________________________________________________________________
Part A.2 THOSE WHO HAVE HEARD, BUT DID NOT ATTEND
1. Why didn’t you go to the Kansas City Fringe Festival? Check all that apply.
___a. Not interested
___b. Scheduling conflicts
___c. Monetary issues
___d. Transportation issues
___e. Friends/Family didn’t/weren’t going
___f. Weather concerns
___g. Didn’t have enough information
___h. Other: _____________________________
2. Are you interested in going to future Kansas City Fringe Festivals? Check one.
___1. Yes
___2. No
___3. I’m not sure
3. What types of entertainment events have you attended in the KC area? Check all that apply.
___a. Live Music
___b. Film
___c. Plays
___d. Theater
___e. Visual Art (galleries, displays, etc.)
___f. Dance
___g. Other: ____________________________
______________________________________________________________________

61. 61
APPENDIX B: SURVEY QUESTIONNAIRE
Part B. THOSE THAT HAVE NEVER HEARD OF KC FRINGE
1. What types of entertainment events have you attended in the KC area? Check all that apply.
___a. Live Music
___b. Film
___c. Plays
___d. Theater
___e. Visual Art (galleries, displays, etc.)
___f. Dance
___g. Other: ____________________________
2. What is the highest amount of money are you willing to spend on live entertainment by a known artist? Check one.
___1. Around $25 or less
___2. Around $50
___3. Around $100
___4. Around $150
___5. Around $200 or more
___6. Not sure
3. What is the highest amount of money you are willing to spend on live entertainment by an unknown artist? Check one.
entertainment by a known artist? Check one.
___1. Around $25 or less
___2. Around $50
___3. Around $100
___4. Around $150
___5. Around $200 or more
___6. Not sure
4. How far are you willing to travel for live entertainment? Check one.
___1. Less than 25 miles
___2. Around 50 miles
___3. Around 100 miles
___4. Around 150 miles
___5. Around 200 miles or more
___5. Not sure
5. Are you willing to go to live entertainment events from artists unknown to you? Check one.
___1. Yes I am willing

62. 62
APPENDIX B: SURVEY QUESTIONNAIRE
___2. Somewhat willing
___3. Not willing
___4. Not sure
6. Does the availability of alcohol affect your decisions for entertainment options? Check one.
___1. Strongly affects my decisions
___2. Affects my decisions
___3. Somewhat affects my decisions
___4. Indifferent
___5. Does not affect my decisions
___6. Really does not affect my decisions
7. Does the availability of food affect your decisions for entertainment options? Check one.
___1. Strongly affects my decisions
___2. Affects my decisions
___3. Somewhat affects my decisions
___4. Indifferent
___5. Does not affect my decisions
___6. Really does not affect my decisions
8. How would you define a festival?

63. 63
APPENDIX C: SECONDARY RESEARCH
Introduction
Research Plan
•Identify target audience
•Complete secondary research on target audience
•Create primary research for more in-depth look at target audience
Methodology
We identified our target audience as Kansas City residence between the ages of 25 and 34. We completed our initial Secondary Research of our target audience with a focus on this group. We compiled information from a number of credible sources including PEW Research, Adage, Mintel, along with many others.
After answering all the questions we could, we moved on to primary research. To answer our remaining questions we decided to create a survey on SurveyMonkey.com. The survey was completed with face-to-face intercepts, as well as online requests. Along with the survey we organized two focus groups; one with The Fringe Festival volunteers and another with The Fringe Festival artists.
Secondary Research: Key Findings
Target Audience
Demographic Review
Millennials are between the ages of 19 and 36. Our class has selected the demographic aged 25-34. Millennials make up the largest U.S. population segment. The median household income in the U.S. ages 25-34 is $50,059. In Kansas and Missouri, the median household income for our target market is $31,914.
“Millennials are the most connected generation in history and will network right out of their current workplace if these needs are not met. Computer experts, millennials are connected all over the world by email, instant messages, text messages, and the Internet.” (Mintel)
Psychographic Review (Nationwide)
Media
•89 percent of 18-29 year olds are active on social media
•18-34 year olds spend 3.8 hours per day on social media
•Spend only 8 minutes per day reading newspapers
•Money
•Average annual expenditures of consumers ages 25-34
(Pew, Minel, V3 Integrated Marketing)
•Food: $6,513

64. 64
APPENDIX C: SECONDARY RESEARCH
•Entertainment: $2,382
•Apparel/services: $2,061
•Alcoholic beverages: $564
Three most common live event dislikes (ages 18-34)
•Parking (72%)
•Associated costs (70%)
•Ticket prices too high (64%) (Mintel)
•Parking at live events is a hassle (62% agree)
In 2012 survey of 1,230, 40 percent purchased tickets online; 27 percent purchased at box office/venue
Networks Used by Millennials
Facebook: 67%
Twitter: 16%
Instagram: 13%
Millennials are three times as likely to turn to social media to get opinions on products to buy.
Target Audience Trends (source: Viacom Brand Solutions International)
“Marketers should routinely consider the often-overlooked 25-34 age group a part of the youth market.”
“Traditional adult brands need to adopt a more youthful tone to avoid being seen as irrelevant.”
“52 percent of all 25-34 year olds agree they still have ‘a lot of growing up to do.’”
Millennials’ most popular uses of free time, respectively:
Men: Watch TV, listen to or play music, play computer games
Women: Watch TV, spend time with family, read
Millennials are technologically capable and do not respond as well to traditional advertising.
Preferred Venues in KC (Source: Yelp)
AMC Midland Theatre
Uptown Theatre
Kauffman Center
Starlight Theater
American Jazz Museum
Successful Ad Campaign Themes for Millennials
Social good
Virality
Interactivity

65. 65
APPENDIX C: SECONDARY RESEARCH
Art Festival Data (Mintel)
Indoor contemporary music concerts are the top preference for respondents aged
18-24j.
Men are more likely than women to attend comedy clubs, performance theatre events, kids events and classical music concerts.
Women are more likely to attend ballet or other dance productions.
Those aged 18-24 and 65+ are most likely to have attended a small theater production over the last 12 months; the age disparity between the two groups may suggest price (these productions are more affordable than commercial theatre shows).
Three most common live event dislikes:
Parking - 72 percent
Associated costs - 70 percent
Ticket prices too high - 64 percent

66. 66
APPENDIX D: PRIMARY RESEARCH
To design a successful strategic marketing plan for the Kansas City Fringe Festival, Group Six used two primary research methods to collect data relevant to the target market. The survey focused on the target market’s interests, current perceptions of the Fringe Festival, as well as entertainment perceptions in general. See appendix B for the actual survey questionnaire.
Survey Questionnaire
All six groups in Professor Mugur Geana’s campaigns class collaborated to create and distribute the survey questionnaire. We created specialized surveys for three groups in our target market:
• I have heard of the Fringe and have attended.
• I have heard of the Fringe and not attended.
• I have not heard of the Fringe.
A fourth survey covering demographic information was created for everyone to take. We distributed the surveys both online and in person throughout Kansas City, and 402 members of the target market responded.
Research Questions
What we wanted to know
• What are the demographics and psychographics of our target audience?
• What are our target audiences’ interests?
• How does our target audience identify themselves?
• What does our target audience do in their spare time?
• How does our target audience receive information?
• How does our target audience share information?
• What does our target audience spend money on?
• What does our target audience know about The Fringe Festival?
• What interests our target audience about The Fringe Festival?
• Did our target audience enjoy The Fringe Festival?
• Why didn’t our target audience attend The Fringe Festival?
• What type of entertainment events does our audience currently attend?
• What type of entertainment events are our audiences willing to attend?
• Does alcohol and food affect our target audiences’ desire to attend entertainment events?
• What do those involved in The Fringe Festival think of it?
• What do those involved desire to see changed?
• How are the volunteers trained?
• How do the artists advertise/market their shows or performances?

67. 67
Execution
The survey was hosted on SurveyMonkey.com. The groups circulated the survey to 25 to 34-year-olds living in the Kansas City area both online and in person. We took responses for three weeks in November 2013.
Results
A shocking 34 percent of respondents had previously heard of the Fringe Festival. Of those, only 35 percent have actually attended. Phrases used to describe the Fringe included “mixed arts festival,” “theatre,” “features new and aspiring artists,” and “lots of different events.”
“I have heard of and attended the Fringe Festival.”
• 78 percent of people attended summer 2013. The next most popular time was summer 2011 with 11 percent.
• The average number of shows attended was 3-4 (37 percent). 5-6 and more than 6 were tied with 22 percent.
• 70 percent of people heard about the Fringe through word of mouth. 33 percent heard about it by being already involved in the arts. 18 percent heard through social media.
• 85 percent told other people about the Fringe. 95 percent do through by word of mouth, 65 percent through Facebook.
• 73 percent attended the the Fringe with friends. Alone and with family tied for 58 percent.
The most popular events at the Fringe, respectively, were burlesque/adult, theatre/ plays, life music, dance, and visual art/gallery. Attendees most often chose shows to attend because they sounded interesting or because they had a personal relationship with the artist.
Fringe Festival preferences
Location did not sway the decision to attend an event. The most common amount spent at the festival in total was $11 to $20. Based on experience, people are willing to pay $6 to $10 on one show, and over $60 total at the next festival. Most people agreed that tickets and buttons were fairly priced and easy to understand. People are open to attend live events from established, aspiring and unknown artists. People felt neutrally about alcohol or food influencing their event attendance. Last, parking convenience affects most people’s attendance (31 percent).
• 61 percent have not downloaded the app.
• 30 percent rank the app either poor or average. Helpfulness was ranked average.
• 69 percent are aware the button give you discounts and specials.

68. 68
The atmosphere and diversity of genres attract attendees to the festival. Many people noted that they appreciate that the Fringe is different from the other festivals (Renaissance Fest, Irish Fest, First Fridays). Respondents liked that the Fringe has more diversity than the other festivals and that they don’t have to spend an entire day devoted to the event; instead, they can pick specific days and times to fringe. Seventy percent agree that they will return for the summer 2014 festival.
“I have heard of the Fringe Festival and not attended.”
• People did not attend the festival because:
o I forgot about the fest or a specific show: 43 percent
o I didn’t have time: 27 percent
o The shows didn’t interest me: 22 percent
o Popular additional comment: I didn’t have enough information about the fest to desire to go.
Live entertainment preferences
This group of respondents is willing to spend an average of $51 to $100 on a single live entertainment per month. Respectively, they have attended these types of events most in the last year: free entertainment events, music concerts, small theatre productions, and music fests. People are most willing to see established artists, but they agree that they’d be willing to see aspiring or unknown artists too.
Motivations to attend live entertainment
This segment of respondents would only attend a live event with friends or family. The presence of alcohol and/or food influence their desire to go, as well as the event occurring in a reputable venue. Convenience of parking does not influence attendance. Beer tokens are the most popular incentive to encourage attendance (51 percent agreed).
“I have not heard of the Fringe Festival.”
Live entertainment preferences
Respondents that have not heard of the Fringe are willing to spend $100 at most on live entertainment in a month. Respectively, the most common live entertainment events they have seen in the past year are music concerts and free entertainment events. Similar to those who have heard of the Fringe but not attended, this segment is open to seeing established, aspiring, or unknown artists.
Again, the presence of food and/or alcohol, as well as a reputable venue, would motivate this segment to attend a live entertainment event. Parking ease does not

69. 69
matter to them, and beer tokens would be the biggest incentive to attend an event (62 percent agree).
Demographic information
• Male - 42 percent
• Female - 58 percent
Most common demographics
• Bachelor’s degree - 63 percent
• White - 88 percent
• Single - 62 percent
• Johnson Co - 68 percent
• Jackson Co - 27 percent
• Household Income
o $30,000-39,000 - 24 percent
o $40,000-49,000 - 16 percent
• No children - 68 percent
***
Focus Group
Execution
Professor Geana’s campaigns class collaborated again to hold a focus group discussion with former Fringe volunteers and performers. The focus group was held Wednesday, November 13 in Kansas City.
Key findings of the volunteer focus group
Volunteers see the training as too broad and overwhelming. They desire something more specialized for the wide variety of positions.
• In the Fringe’s effort to teach everyone all the things they can do as volunteers, they are wasting time and energy.
• The Fringe needs to streamline the volunteer training process by asking volunteers to choose beforehand what positions they would like to take, assign the jobs, and train them accordingly.
Volunteers envision a younger target audience. They spoke at length about reaching out to elementary through high school students and teachers.
• The Fringe doesn’t realize they are skipping the largest demographic audience in the country: the 25 to 34-year-olds.
Volunteers have no consistent way to educate potential audiences.
• The Fringe needs to have a clear statement that all participators can explain at a moment’s notice. A mission statement, perhaps. It needs to showcase everything the Fringe is about and everything the festival has to offer. This could be included in the training process.
Volunteers are even confused about the Fringe Festival itself.

70. 70
• Without something to describe what the Fringe is to an uneducated target audience member, why would they want to attend?
• If the volunteers are confused, imagine how the public feels.
• The Fringe needs an all-over redesigning.
There is rarely any interaction between the volunteers and the audience after a performance or show.
• Create a new volunteer position that strictly intercepts audience members and asks questions about quality and satisfaction.
Key findings from the artist focus group
Artists believe the Fringe comes with an audience while the Fringe leaves it to the artists to market and attract the audience.
• This is a vicious cycle that is digging a big hole in festival attendance and awareness.
• The Fringe needs to clarify that the artists bring the audiences, new and old, to the Fringe.
The Fringe’s mission is different from what the artists’ mission.
• Artists believe it is all about them. During the focus group, they did not talk about the festival as a whole.
Artists promote arts, but are not promoting the Fringe.
• During the focus group, artists talked about a lot of different forms of art, but never what it all means as as a part of the Fringe Festival.
Artists have no personal investment, besides monetary, in the festival.
• It is a place for them to take risks without risking their outside careers as a whole.
• The Fringe needs to create an incentive for them to care more about the Fringe.
Big takeaways from both focus groups
The Fringe needs to
• Revamp volunteer training.
• Add audience intercept volunteer group.
• Educate volunteers and artists to understand the new target audience.
• Create an elevator speech about the Fringe for all participants, volunteers, and artists.
• Address how the artists view the Fringe and how it should be a mutually beneficial relationship.
Last words
Both the Fringe administration and artists need to work together to properly market the festival. The audience is coming to support the artists. We need the audience to come to improve the quality of the festival.

71. 71
APPENDIX E: IDENTITY BREAKDOWN
SWATCHES
FONTS
Arvil sans
Fairview
Brannboll Fet

72. 72
APPENDIX F: EVALUATION SURVEY
Statement of Disclosure
This survey asks questions about your experience at the 2014 Kansas City Fringe Festival. The questionnaire will take less than 5 minutes to complete. There are no questions regarding personal information and the responses will only be reported back to Kansas City Fringe Festival coordinators.
The information from this questionnaire will help identify steps that can be taken to improve the Fringe Festival.
Questionnaire participation is completely voluntary, and your responses will remain anonymous. There are no rewards for your participation or completion.
There are no right or wrong answers to the questions in this survey. Thoughtful and honest responses will give this group the most valuable information. Thank you in advance for your participation.
1. What is your age?
a. Under 15
b. 15-24
c. 25- 34
d. 35-44
e. 45-54
f. 55-64
g. 65+
How did you hear about the Fringe Festival? Check all that apply.
. Newspaper article
a. Newspaper advertisement
b. Social Media
c. The Fringe Website
d. Word of Mouth
e. Poster
f. Coaster
g. Table tent
h. Digital ad
i. Movie theatre ad
j. Fringe stickers
k. Other:
Will you tell other people about the Fringe Festival?
. Yes
a. No
b. Maybe
With whom did you attend the Fringe Festival? Check all that apply.
. Alone
a. With Family
b. With Friends

73. 73
What types of events have you attended at the Fringe Festival? Check all that apply.
. Dance
a. Theater (Musical, Play)
b. Live Music
c. Visual Art (Gallery, Exhibit)
d. Burlesque/Adult
e. Spoken Word/Storytelling/Poetry
f. Puppetry
g. Film
h. Fashion
i. Teen Fringe
j. Youth Fringe
k. Other:
What types of events are your favorites at the Fringe Festival? Check all that apply.
. Dance
a. Theater (Musical, Play)
b. Live Music
c. Visual Art (Gallery, Exhibit)
d. Burlesque/Adult
e. Spoken Word/Storytelling/Poetry
f. Puppetry
g. Film
h. Fashion
i. Teen Fringe
j. Youth Fringe
k. Other:
How did you choose which shows to attend? Check all that apply.
. Admission price was of good value
a. The show sounded interesting
b. The show’s genre was appealing
c. The show was at a convenient venue
d. Familiarity with artist’s work
e. Personal relationship with the artist
f. Other:
Tickets for the Fringe Festival shows are fairly priced.
. Strongly disagree
a. Disagree
b. Somewhat disagree
c. Neither agree nor disagree
d. Somewhat agree
e. Agree
f. Strongly agree
The reason for purchasing the Fringe Festival button is clear and easy to understand.
. Strongly disagree
a. Disagree

74. 74
b. Somewhat disagree
c. Neither agree nor disagree
d. Somewhat agree
e. Agree
f. Strongly agree
The Fringe Festival show schedule (time, venue, date, performance) was easy to understand.
. Strongly disagree
a. Disagree
b. Somewhat disagree
c. Neither agree nor disagree
d. Somewhat agree
e. Agree
f. Strongly agree
g. Not sure
Have you downloaded and used the Fringe Festival mobile phone app?
(If “Yes” to question 26) How would you rate the overall quality of the KC Fringe Festival app? (1 = poor, 5 = great)
. 1
a. 2
b. 3
c. 4
d. 5
(If “Yes” to question 26) How would you rate the helpfulness of the KC Fringe Festival app? (1 = not at all helpful, 5 = very helpful)
. 1
a. 2
b. 3
c. 4
d. 5
What, if anything, would you like to change about the Fringe festival? Check all that apply.
. Ticket cost
a. Mandatory button purchase
b. Distance between venues
c. Quality of some performances
d. Types of performers
e. Nothing
f. Other:
How likely are you to go back to the Fringe Festival in July 2015?
. Very Unlikely
a. Unlikely
b. Somewhat unlikely
c. Not sure
d. Somewhat likely
e. Likely
f. Very likely
Please write any other comments about your experience here.