Download - BCA final presentation
Alisha Durgin
The BCA Does
the ABC’s:Marketing
Burlington City Arts’
Youth Summer
Programs
THE CHALLENGE & THE NEED
• Increase the amount of registrants for BCA’syouth 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
RESULTSIntercept 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 PLANEvents
• 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 PLANSchool 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 PLANMedia Outreach
• Newspapers– Including calendar listings
• TV stations
• Social media– Twitter, Facebook, Google+, blog, and website
THE PLANBranding
– 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
Mark
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Ca
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Outlin
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Media Pitches
Pre
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ase
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 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