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Final Plansbook-spreads-4
- 3. TheKauffmanCenterforthePerformingArtsisaworld-classartsvenuefeaturingrenowned
architecture,famousperformancesandahighlevelofsophistication.Thebuildingoverlooks
theKansasCityCrossroadsartsdistrict,locatedrightintheheartofthecity.
Ourclientsapproachedusneedingsolutions.TheyneededhelpengagingKansasCityyouth
ages6-13tobuildalastingrelationshipwiththeKauffmanCenter.Theyneededaplacefor
thekidstocallhome.Theyasked,soweanswered.
Themainobjectiveofourcampaignistodevelopaprogramthatbothattractsyouthto
theKauffmanCenterandencouragingretention.Whenbrainstorming,weknewthatthis
programneededtobeinnovative,competitiveandinteractive.
Alongwiththechildren,ourtargetmarketincludestheirparentsandteachers.Research
thatweconductedfullysupportsourcampaignandhashelpedtodevelopsomethingthat
appealstoallthreeaudiences.
Throughacohesiveandstructuredcampaign,wehavemaximizedtheabilityforKansas
Cityyouthtopersonalizetheirentireartsexperience.Wehaveimplementedthe“MakeIt
Yours”campaign,allowingeachparticipanttoattendtheKauffmanCenterbasedonvarious
interestsandneeds.
Withabudgetof$5,000wewereabletocreateacompletecampaign,featuringnews
releases,socialmedia,radioandprintadvertisements,aswellasabrandnewincentive
programthatwillfullyengagethechildren.
Whileitwasimportanttocreateourownideas,wewantedtoexpandonthestrong
programsthattheKauffmanCenteralreadyhadinplace.WechosetoexpandontheOpen
Doorsprograminordertosuccessfullyreachallthreeofourtargetaudiences.
Allinall,wethinkthatour“MakeItYours”campaignwillincreaseyouthtraffictothe
KauffmanCenter,helpingtoformrelationshipsthatwilllastalifetime.
ExecutiveSummary
[5]
- 4. [6][7]
S.W.O.T.Analysis
Strengths
Fromtheoutsidelookingin,it’s
easytotellthattheKauffman
Centerisabeautifulbuilding.
Theaestheticappealisthemost
prominentfeatureintheeyesof
itsvisitors.Whenprompted,our
focusgroupparticipantssaidthat
theuniquearchitectureofthe
KauffmanCenterwasthefeature
thatresonatedthemostwith
them.Anothervaluableassetfor
theKauffmanCenterisitsknown
presenceintheKansasCityarea.
Asaworld-classperformingarts
venue,theKauffmanCenter
bringsinwellknownartists,
performersandexhibits.Located
intheCrossroadsArtsDistrict
ofKansasCity,theKauffman
Centerprovidesafrontdoorto
thecreativescene.Fromthe
insidelookingout,theviewofthe
CrossroadsArtsDistrictsetsthe
stageforperformersofallages.
Weaknesses
AlthoughtheKauffmanCenter
isknownforbringingin
sophisticatedperformances,these
showsmaynotbesuitablefor
children.Withshortattention
spans,itmaybehardforchildren
tostayengagedinasymphony
orballet.Parentsandteachers
expressedtheneedforshort,
interactiveshows.Asanemerging
organization,theKauffmanCenter
lacksproperadvertisingfortheir
currentprograms.Althoughit
hassufficientprogramsinplace,
moreadvertisingisnecessary
toincreaseattendance.Asnon-
profit,withlessfunding,the
KauffmanCenterhastoworkhard
topromoteitself.Socialmedia
isownedmedia;researchshows
nocorrelationbetweenincreased
socialmediauseandahigh
returnoninvestment.However,
ourfindingsindicatethatamore
engagingsocialmediastrategyis
moreaffective.Takingadvantage
ofkeysocialmediaplatformswill
increaseawarenessofcurrent
programs,whilebeingcost
efficient.
Opportunities
Therearenumerousopportunities
fortheKauffmanCenterto
createalastingrelationshipwith
KansasCityyouth.Bybuilding
uponitscurrentOpenDoors
program,thereareopportunities
toconnectwithchildrenboth
insideofschoolsandwiththeir
families.Byutilizingitsstrengths,
theKauffmanCenterhasthe
abilitytousetheseprograms
tobuildalong-termhomefor
thechildren.Beingsuchalarge
metropolitanarea,KansasCity
providesmanyyouth-centered
programsthatareavailablefor
partnershipswiththeKauffman
Center.Whetherit’sextracurricular
schoolactivities,theBoysand
GirlsClub,ortheneighboring
Nelson-AtkinsMuseumofArt,
thepossibilitiesforpairingupare
endless.Byworkingwithanother
organization,theKauffman
Centerwillmaximizeitsabilityto
reachKansasCitykidsandgain
insightfromotherorganizations
intheprocess.Weliveina
worldconsumedbytechnology
whereyoungpeoplehavethe
mentalcapacitytorespond
todigitalinformationthatis
presentedtothem.Byusingthis
toitsadvantage,theKauffman
Centercanbuildonitssocial
mediapresenceandtechnical
applicationstoconnectwith
youtheffectively.
Threats
Mostpeoplecanrelatetothe
feelingofbeingbusy.Witha
vastnumberofopportunities
availableforKansasCitychildren
andtheirfamilies,competition
isthebiggestthreatthatthe
KauffmanCenterfaces.Parents
areconstantlyfightingtofitin
alloftheactivitiesthatareboth
necessaryandentertaining
fortheirkids.Ourfocusgroup
researchalsodemonstratedthat
childrenneedtofeelthatthey
areinvolvedintheactivitythat
theyareattending.Withthelack
ofengagingandkid-friendly
shows,thechildrenhaveahard
timeconnectingwithwhatthe
KauffmanCenteriscurrently
offering.Lastly,withtheKauffman
Centerbeinganon-profit
organization,fundingisamain
issue.Ofcoursethereareendless
opportunitiesfornewprograms,
butthosecannothappenwithout
properfunding.Similarly,parents
maynotbeabletoaffordtosend
theirchildrentotheKauffman
Center.
Facility
Location
Awareness][
Strengths
CurrentProgramming
Advertising
SocialMedia][
Weaknesses
YouthPrograms
Partnerships
Technology][
Opportunities
Competition
Interests
Funding][
Threats
- 5. [8][9]
Goals&Objectives
1
Createalastingrelationshipbetweenthe
KauffmanCenterforthePerformingArtsand
theKansasCitymetroareayouthages6-13.
Objective1:IncreaseyouthtraffictoKauffmanCentereventsby25
percentbySept.of2015.
Objective2:Haveatleast50percentoftheyouthwhoattended
aneventin2014returnforatleastoneeventperyearforthe
followingfiveyears.
2
Createarewardsprogramthatwillencourage
participationinexistingeventsattheKauff-
manCenter.
Objective1:Haveatleast1,000youthutilizingtherewards
programbySept.2015.
Objective2:Utilizetherewardsprogramtohaveatleast50
percentofthoseenrolledintheprogramattendanexistingevent
(e.g.OpenDoors).
Objective3:Allocaterevenuefromourmarketingbudgetto
createamediacampaign,whichbeginsJanuary2015andends
September2015,thatwillinformparentsandschoolsoftheyouth
rewardsprogramwhileencouragingtheirchildrenandstudentsto
utilizetheprogram.
TargetMarket
Heatherisamotheroftwo,
withason,Cyrus,age6,anda
daughter,Peyton,age10.Heather
andherfamilyliveinJohnson
Countyandherchildrenattend
elementaryschoolintheBlue
ValleySchooldistrict.Sheis32
yearsold,andherchildrenare
thecenterofherlife.Heather
istheprimarydecision-maker
intheirhousehold,whileher
husband,Will,supportsthe
familyfinancially.Sheisanactive
memberoftheParent-Teacher
organizationatherchildren
school,whichisthesourcefor
mostofherannouncements.
Heather’schildrenarenotactively
involvedinthearts,butshe
believesthatabackgroundinthe
artsisimportant.
Andiisafourth-gradeteacherin
theKansasCitymetropolitanarea.
Shebelievesthatherstudents
shouldhaveawell-rounded
education;however,shesays
thatitisdifficulttofitthearts
intohercorecurriculumthatshe
isrequiredtoteach.Sinceher
studentsarenottestedonthe
arts,itishardtofundprograms
thatsupportthissubject.Andi
wouldlikeherstudentsto
participateinanextracurricular
artsprogram,whetherthatis
throughtheschool,orwiththeir
parentsontheweekends.
Noahisa12-year-oldboyfrom
Leawood,Kansas.Heloves
football,soccerandbaseball,and
anysortofactivitythatishands-
on.Noahhasattendedeventsat
theNelson-AtkinsMuseumofArt,
andthoroughlyenjoysbringing
outhisartisticside.Sincesports
arehismainpriority,itisdifficult
forNoahtogetinvolvedinthe
arts.Heenjoyshangingoutwith
hisfriendsfromschool,andlikes
toattendtheeventsthattheydo
ontheweekendsifhisschedule
permits.Noahwantstofeelthat
heisinvolvedandhealsohasan
independentside.Funfact:Noah
lovessnacksandrecess.
HeatherNoahAndi
- 6. [11]
Research&FindingsFocusGroupSummary
DuringtheweeksofSept.24,
2014,andOct.7,2014,Dr.Seo’s
JOUR640strategiccampaigns
courseconductedninefocus
groupswithparents,teachers
andchildrenfromtheKansasCity
area.Thegroupsincluded22kids,
22parentsand10teachers.The
participantsinthesefocusgroups
representedmembersfromour
targetmarketwiththepotential
tohelpengageKansasCityyouth
ages6-13withtheKauffman
Center.Overall,Dr.Seo’sJOUR
640campaignscoursetalked
withatotalof54focusgroup
participants.
PublicPerception
Overall,themajorityofthe
participantsareawareofthe
KauffmanCenter.Themain
observationofthefacilityisthat
itisabeautifulbuilding,butnot
kid-friendly.Oneteachernoted,
“wefeelafraidtoeventouchthe
spaceoftheKauffman,becauseit
feelstoopretty.”Theparticipants’
perceptionoftheKauffman
Centeristhatonlyformalevents
areheldthere,withthesymphony
andballetcomingtotheminds
ofparentsandteachersfirst.
Thechildrenrecalledofevents
thattheyattendedwithaschool
fieldtrip,suchasaglow-in-the-
darkdanceperformance.The
beautifularchitecturemadea
strongerimpactonparticipants
thantheeventsheldthere.
Preferences
Whenaskedaboutpreferencesfor
choosinganinteractiveprogram,
therewasaconsensusamong
theparticipants.Parentsand
teachersagreedthatanytypeof
programthroughtheKauffman
Centermustbecost-efficient.
Mostparentssaidthattheywould
bemoreinclinedtoattendan
eventwiththeirchildrenifitwere
freeorlowincost.Therewere
multiplecomparisonsmadeto
theNelson-AtkinsMuseumofArt
andprogramstheyhavedonein
thepast.Oneparticipantnoted,
“theeventsarefreeandmake
themfeelmorecomfortablewhen
goingoutofherwaytogotothe
Nelson,evenwhenaneventisn’t
takingplace.”Theparticipantsalso
agreedthatprogramsshouldbe
hands-onandkid-friendly.The
childrensaidthattheywouldwant
somethingthatisrelativelyshort
andthatitwouldbe,“cooltogo
backstageandbehindthescenes.”
Thefinalconsensuswasthatthe
kidsrespondbettertoprograms
thatincorporaterecognizable
songsandcharacters.
Obstacles
Acommonobstaclefromteachers
wasalackoftransportationand
fundingtogettotheKauffman
Center.Therewasalsoconcernfor
alackoftimeduringschoolhours
tofitinatriptotheKauffman
Centerintothenormalschedule.
Anotherconcernfromteachers,
isthattheartsdidnotsatisfythe
curriculumbeingtaughtintheir
schoolsandwouldnothelptheir
studentsonthestateassessment
tests.Theparentparticipantssaid
thatiftheyweretoincorporate
timefortheKauffmanCenter,that
theschedulingwouldneedto
befarinadvance,orduringthe
summer.Forparents,weekends
areeasiertoattend,butmany
arebusywiththeirchildren’s
otheractivitiesduringthattime.
Anegativeperceptionofthe
KauffmanCenteristhatthefine
artsareassociatedwithhighcost.
Oneparentsaid,“(I)wouldbe
moreinclinedtogotoKauffman
forafamily-friendlyeventona
SaturdayorSundayatalowcost.”
Oneparticipantnotedthatthe
KauffmanCenterdoesnotexcelin
education,andaprogramshould
beputinplacetoeducatechildren
onthearts.Alloftheparticipants
agreedthattheperformances
aretoolongforchildren’s
attentionspansandahands-on
activityneedstobepairedwith
aperformancetoincreasethe
children’sinterest.
Wefeelafraid
toeventouch
thespaceof
theKauffman,
becauseitfeels
toopretty.
“
”
- 7. [12][13]
Programs
Whenitcomestoincorporating
programsforyouth,therewas
anagreementthatanytypeof
programshouldbeheldduring
thesummermonths.Parents
suggestedmakingtheprograms
flexiblewiththeirschedules
byhavinganoverallfeeforthe
programandthenallowing
themtheabilitytochoose
whichactivitiestheirchildren
couldattend.Oneparentsaid,
“wedon’tliketheideathatthey
arecompletelytieddownto
oneactivity,weprefertohave
multipletochoosefrom.”Some
parentsandteachersnotedthat
itwouldbeinthebestinterest
oftheKauffmanCentertocreate
apartnershipwithalocal-arts
relatedorganization.Oneteacher
notedthatthereshouldbeinterns
orvolunteerstointeractwiththe
childrenandguidethemthrough
variousactivities.Another
suggestiontomakethekidsmore
comfortableattheKauffman
Centerwastoallowthechildren
todiscoverthespace,allowing
themtoseeitasmorethanjusta
prettybuilding.
Incentives
Majorincentivesthatparentssaid
woulddrawtheirchildrentothe
KauffmanCenterarefoodand
freeprograms.Oneparentalso
suggestedhavingbirthdayparties
atthefacility,“birthdayparty
hostingisagoodwaytheycanget
involvedwithaneworganization.”
Thechildrenwouldattendthe
KauffmanCenteriftherewasa
shortshow(30minutesorless)
orifitwas“cool”andinteractive
withtheperformers.Theteachers
wantthechildrentoattendthe
KauffmanCenterifitisbeneficial
totheireducationalexperience.
Theteacherswouldliketoseethe
artscorrelatewiththecurriculum
beingtaughtintheclassroom,
suchasmathandscience.
Media
Onemajorfocuspointin
ourresearchwasthemedia
consumptionofourtarget
audiences.Themajorityofthe
childrenhavecellphonesand
Instagramaccounts.Mostofthe
parentshaveanonlinepresence,
predominantlyonFacebook.
Teacherssaidthatthebest
waytoreachthemisthrough
email,asthatisthemethodof
communicationthattheyuse
themost.However,manyofthe
emailsgotospam,soanysort
ofmessagesenttothemneeds
tocatchtheeye.Thetarget
audiencesalsouseapplications
ontheirphone.Oneteacher
commentedthatshehadthe
KauffmanCenterapplication
downloadedonhersmartphone,
butitdidnotofferherwhatshe
needed,“IhavetheKauffman
Centerappandneveruseit.There
isn’tmuchtoofferonit.”Parents
agreedthattheyaremorelikelyto
beinformedofaprogramifthey
hearaboutitfromtheirchildren’s
teachers,oriftheirchildrencome
homeandtellthemthatthey
wanttoparticipateinacertain
activity.
”
(I)wouldbemoreinclinedtogo
toKauffmanforafamily-friendly
eventonaSaturdayorSundayat
alowcost.
“
SurveyResults
Objective
Thebiggestinfluencersofour
targetmarket,KansasCity
metropolitankidsages6-13,were
theirparentsandteachers.Based
onthisinformationweformatted
twoonlinesurveys-onepurposed
forteachersandasecond
purposedforparents.Wecreated
anddistributedthesesurveyswith
thegoalofreachingabroader
parent,teacheraudienceacross
thefiveKansasCitymetropolitan
counties.Theseonlinesurveys
posedsimilarquestionsthat
wereaskedinourfocusgroups
inamorecondensedformatthat
allowedforparentsandteachers
totakeataconvenienttime
forthem.Wehad152parents
respondentsand87teacher
respondents.Wecannowbetter
deduceparents’andteachers’
opinionoftheimportanceofarts
amongchildren.Beyondthatour
surveygatheredhowparentsand
teachersfeelspecificallyaboutthe
KauffmanCenterandtheKansas
Cityartscommunityasawhole.
Method
Parents:
Onegrouptargetedbyour
surveywasparentsofchildren
ages6-13locatedintheKansas
Citymetropolitanarea.Weused
varioussocialmediaplatforms
tocontactstudyparticipants.
Wewantedtoidentifyhow
importantparentsthoughtthe
artsaretotheirchildrenand
whethertheirchildrenparticipate
inanyartsprograms.Wealso
wantedtoidentifytheparents
awarenessofartprogramsin
KansasCity.Amajorconcept
wewantedtoidentifywas
whattypesofactivitiesparents
enjoyparticipatinginwiththeir
children.
Teachers:
Theotherparticipantsofour
surveyswereteachersofstudents
ages6-13locatedintheKansas
Citymetropolitanarea.The
surveywasdistributedamongst
schoolswithinthefivecounties
ofJackson,Johnson,Platte,
LeavenworthandWyandotte.The
KansasCityFederationofTeachers
alsodispersedoursurvey.The
centralconceptstudiedinthis
surveyassessedtheopinions
ofcurrentartsprogramswithin
schools,aswellastheimportance
oftheseprograms.Alsoaddressed
wasthecurrentawarenessand
useoftheOpenDoorsprogram
attheKauffmanCenterforthe
PerformingArts.
Findings
Parents:
Wefoundthat59percentof
parentsstronglyagreethat
exposuretoartsisimportantand
that84percentofparentshave
takentheirchildrentoaprogram
inKansasCityrelatedtothearts.
Whenaskediftheywereaware
oftheKauffmanCenterforthe
PerformingArts,93percentof
parentssaidyes,butwhenasked
iftheyhavetakentheirchildrento
theKauffmanCenter,62percent
saidno.Duringthesummer,62
percentofparentssaytheyare
theonesprovidingthecarefor
theirchildrenandthemaintype
ofactivitytheyliketoparticipate
inwiththeirchildrenisplaying
sports,goingtoamusementparks
andbeingoutdoors.
Thesurveyswereavailablefrom
Oct.1-13.Theparentssurveyhad
151respondentswith63percent
ofrespondentscomingfrom
JohnsonCounty,9percentfrom
JacksonCounty,5percentfrom
WyandotteCounty,1percent
fromPlatteCountyand22percent
indicatingadifferentcountynot
listed.LeavenworthCountywas
anoptionwithnorespondents
reportingthatastheirresidence.
Atotalof195childrenwere
claimedamongthe152parents.
Sixty-sevenpercentofthese
kidsfallwithinourtargetage
demographic.
Ninety-threepercentofparent
respondentsagreedorstrongly
agreedthatexposuretothearts
isimportantforkids,however,
only84percentindicatedthey
arelikelyorverylikelytotake
theirkidstoaperformingarts
eventinthefuture.Only7
percentofparentsindicatedthat
theirkidsarenotinvolvedin
anyextracurricularactivities.Of
theother93percentmostkids
wereinvolvedinsports-related
activities,followedbyschool
organizationswithmusic-related
activitiesinthird.Acomplete
- 8. [14][15]
rankingoftheextracurricular
activitiesthesekidsareinvolved
inisshownintheinfo-graphicto
theright.
Whendeterminingactivities
fortheirkids83percentof
parentsindicatedthatcostwas
important,veryimportantor
extremelyimportant.However,
theamountparentsarewillingto
spendontheseactivitiesvaries
highly.Finally,whenlookingfor
children’sactivitiesthetop-three
informationsourcesindicated
werepersonalrecommendations,
email/newslettersandschools
respectively.
Teachers:
Wefoundthat93percentof
participantsteachatschools
thathaveactiveartsprogramsin
place.Oftheseparticipants96
percentareawareoftheKauffman
CenterforthePerformingArts,
but55percentwerenotaware
oftheOpenDoorsprogram.
AfterbeingbriefedontheOpen
Doorsprogram,ofthe55percent
thatwerenotaware,76percent
saidtheywouldbeinterestedin
utilizingit.Whenaskedwhich
typesofarts-relatedprograms
theywouldliketoseeoffered
totheirstudentsanaverage
of46respondentsofthe54
surveyedansweredwithinthe
performingartscategory:dance,
theatre/dramaandmusic.Most
importantly,whenlookingfor
informationaboutthesetypesof
programs,thetopthreeresponses
wererecommendationsfrom
otherteachers,emails/newsletters
andsocialmedia/mobileapps.
Ofthe87respondents53percent
ofrespondentscamefrom
JohnsonCounty,18percentfrom
JacksonCounty,12percentfrom
WyandotteCounty,3percent
fromPlatteCounty,2percent
fromLeavenworthCounty
and12percentindicatinga
differentcountynotlisted.Our
respondentsvariedhighlyin
teachingexperience,rangingfrom
lessthantwoyearstomorethan
16years.Ninety-onepercentof
respondentstaughtelementary
ormiddleschoolwithstudents
rangingfrom5-14yearsold.
Whenplanningtheircurriculum,
89percentofteacherssaidthey
wouldbeinterestedintaking
theirstudentstoamusicalor
theatreperformanceand96
percentofrespondentsareaware
oftheKauffmanCenter.However,
only45percentindicatedthey
areawareoftheKauffman
Center’sOpenDoorsprogram.
Whenaskedwhatarts-related
programstheteacherswould
liketoseeofferedtostudents
thetop-threeresponseswere
allperformingarts-music,
danceandtheatre,respectively.
Finally,whenlookingforarts-
relatedactivitiesforstudentsthe
topthreeinformationsources
indicatedwereotherteachers
recommendations,email/
newsletterandsocialmedia,
respectively.
Implications
Wefoundthatbothparentsand
teachersthinkthattheartsare
animportantpartofthechild’s
education.However,themajority
arecurrentlynotawareofthe
programstheKauffmanCenter
forthePerformingArtshasto
offer.Basedonourfocusgroup
andsurveyfindings,themajority
offamilieshavemostfreetime
tospendtogetherbetween5-8
p.m.Additionally,mostparents
indicatedthattheyprefer
theirchildrentobeexposed
totheartsthroughschools.
Teachersindicatedthatthearts
areanimportantfactorwhen
developingtheircurriculum.
Althoughmorethan90percent
oftheteacherssurveyedhad
heardoftheKauffmanCenter,
lessthanhalfareawareofthe
OpenDoorsprogram.Basedon
ourprimaryresearch,wehave
determinedthattheOpenDoors
programneedstobebetter
marketedtothecommunityin
ordertoincreaseawarenessand
attractpotentialfamilies.Inthe
interestofmaintainingpatrons,
wesuggestimplementinga
rewardsprogramthatgives
childrenanincentivetowant
togototheKauffmanCenter.
Therewardsprogramswould
consistofa“PassporttotheArts”
thatthechildrenwouldearn
stampsforeachperformanceat
theKauffmanCenterthatthey
attend.Theeventssurrounding
thisrewardsprogramshouldbe
shorterandmoreinteractive,
withfamiliarcontenttokeepthe
attentionandentertainthetarget
audience.
24%
25%
OfTheParentsWeSurveyed
19%
32%
ByTheNumbers
0
11
22
33
44
55
$10or
less
$11-$20$21-$30$31-$40$41-$50$510or
more
9
19
21
7
27
43
Whatisthelargestamountyouarewillingtospendforonechildto
participateinasingleprogramorevent?
Dollaramount
Number of
Respondents
- 9. [16][17]
OrganizationAnalysis
KansasCityishometomorethan65performingarts
organizations(KansasCityArtsandCulture,n.d.).
AmongtheseincludetheCoterieTheater,whichwas
namedoneofthetop-fivetheatersintheU.S.for
children(TheCoterieOpens,2014).TheKauffman
Center’svisionisto,“enrichthelivesofcommunities
throughouttheregion,countryandworldby
offeringextraordinaryanddiverseperforming
artsexperiences”(kauffmancenter.org,2014).The
KauffmanCenterwillfulfillthisvisionthrougha
three-pointmissionthatincludesprovidinghigh
qualityprograms,outstandingcustomerservice
andeducatingcurrentandfuturegenerations
throughactivities,performancesandprograms
(kauffmancenter.org,2014).
TheKauffmanCenter’scurrentexecutiveboardis
comprisedofPaulSchofer,presidentandCEO,Amy
McAnarney,vicepresidentofexternalrelations
andBillMiller,vicepresidentofoperations.The
KauffmanCenter’sstaffisalsocomprisedof
theateroperations,specialeventsandcatering,
facilities,patronservices,ticketingservices,finance
andadministration,developmentanddonor
relationsandmarketingandcommunications
(kauffmancenter.org,2014).
Providingworld-classperformancesdoescome
withafinancialburden.TheKauffmanCenterisa
registered501(c)(3)non-profit.Itsmaingoalisnot
tomakemoney,buttoprovideperformingartsfor
theKansasCitycommunity.Inordertoachieveits
missionofprovidingprograms,customerservice
andeducation,74percentoftheKauffmanCenter’s
annualrevenuecomesfromrentalfeesandticket
sales.AccordingtoForm990,theKauffmanCenter’s
primaryrevenuesourcecomesfromcontributions
andgrants,whichmakeup$20,919,913ofthe
$27,454,963revenuemadein2012.TheKauffman
Center’ssecondlargestrevenuesourcecomesfrom
programserviceandmakesup$4,766,414ofthe
totalrevenue.Tokeepperformancesaffordablefor
alleconomicclassestheKauffmanCenterneeds26
percentofitsrevenuetocomefromoutsidedonors
(kauffmancenter.org,2014).Thisisanaggressive
financialplanthatreflectstheidealsthecenterwas
foundedon.
SecondaryResearch
AudienceAnalysis
Researchshowsthatkidsaretheprimaryinfluencers
onparents’decisionmaking,andthatparentsrely
heavilyontheirchildren’sdesiresandopinions
beforemakingadecision.Amongthe122.5million
householdsintheUS,13.5percentincludekids
ages6to11.Althoughmothersareconsidered
morelikelytotaketheirchildren’sopinionsinto
consideration,fathersaremorelikelytobuya
productwhenaddressedbytheirchildren(Kids
asInfluencers,2014).Inthelast12months,family
andleisureactivitieswerethemostpopularmotive
whenitcametoparentspurchasinganitemfortheir
children.Whenitcomestodecision-making,parents
aremorelikelyto“give-in”toaproductpurchase
whenthechildistheend-useroftheproduct.Girls
aremorelikelytobedrawntosocialactivities,while
boysaredrawntoproductsmoretargetedtoward
olderkids(KidsasInfluencers,2014).Thirty-five
percentofmomsagreethatadvertisingplaysalarge
partintheirpurchasingmotivesfortheirchildren.
Bothboysandgirlsages6to11agreethatthey
prefertoparticipateingroupsratherthanalone.
Statisticsalsoshowthattheyprefertodoactivitiesat
arandomtime,ratherthanascheduledtime.
Activity-wise,girlsaremorelikelytoparticipate
inavarietyofactivitiesoverboys.Girlsaverage
participationin5.7activities,whileboysonly
average5.2activities.Girlsarealsomorelikelytobe
interestedinactivitiessuchaswriting,drawingand
music,whileboysaremorelikelytobeinterestedin
videogamesandtechnology(MarketingtoKidsand
Tweens,2014).Researchalsoshowsthatparentsand
schoolsaremorelikelytoinvestmoneytotakeolder
childrentoprofessionalartsevents,becausethey
arematureenoughandhaveahighattentionspan
tobehaveatashow(MarketingtoKidsandTweens,
2014).Genderalsoplaysaroleinwhichtweenstend
tocarryaninterestinthearts.In2013,34percent
ofgirlsinthefirstthrougheighthgradeattendeda
musicalorplay,comparedtojust26percentofboys.
Incomeplaysalargeroleindecidingifkidshavethe
optiontoattendfineartsevents.Forchildreninthe
firstthroughfourthgrade,thehighestattendance
forartseventswerechildrenwithparentswith
anaverageincomeof$75,000peryearormore.
(MarketingtoKidsandTweens,2014).
IntheU.S.thereare85millionmothers.Studies
havefoundthatthesemotherscollectivelyhave
$2.4trillioninbuyingpower.GenerationXmothers
aremoreconcernedthanBabyBoomermothers
abouttheirchild’shappiness(MarketingtoMoms,
2014).Dadsaremorelikelythanmomstoparticipate
inout-of-schoolactivities.Basedonasurveyof
Internetuserswithchildrenundertheageof18,28
percentofparentswhoorganizedactivitiesfortheir
childrenweredads,comparedwith24percentof
moms.Seventy-threepercentofdadsclaimthatthey
wouldliketospendmoretimewiththeirchildren
(MarketingtoDads,2014).
Parentsreceiveinformationfromavarietyof
sources.Thesesourcescanbeformalorinformal.
Newslettersfromschool,teachers,friends,other
parents,children,socialmediaandmassmedia
suchasprintorTVareallsourcesparentsreceive
informationfromthataffectdecisionstheywill
makefortheirchildren.Parentsusesocialcirclesas
ashortcuttoinformation;thus,thequalityofthe
informationreceiveddependsgreatlyonwhomthey
aresurroundedby.
Kidsaretheprimary
influencersonparent’s
decisionmaking
“
”
- 10. [18][19]
CompetitionAnalysis
Wefoundthatthemaincompetitionforthe
KauffmanCenterinreachingkidsages6-13included
thePulsePerformingArtsCenter,KansasCity
YoungAudiencesandtheChristianYouthTheatre
KansasCity.Wechosethesethreeorganizations
basedonthefactthattheycurrentlyhaveahigh
engagementofchildrenages6to13.Theprograms
thattheseorganizationshaveestablishedaresimilar
toprogramsthattheKauffmanCenterislooking
toimplementinthefuture.Thesecompetitorsare
successfulwiththeircurrentprogramsandcreating
lastingrelationshipswithchildrenages6-13.
ThePulsePerformingArtsCenterfocuseson
providingdanceclassesforages3toadultin
everylevel.Itsmissionistoprovidea“full-service
dancestudiothatprovidesclassesforagesthree
toadultforthosestudentswhowishtotakedance
recreationally,andalsothosedancersforthose
whowishtoperformandcompeteinourexciting
performanceandcompetitiongroups”(ThePulse
PerformingArtsCenter:AboutUs.,2014.).ThePulse
PerformingArtsCenter’staglineis“MoveToYour
OwnPulse”(ThePulsePerformingArtsCenter,n.d.).
Ithasalargesocialmediapresence;with2,075likes
onFacebook,69followersonTwitter,47subscribers
toitsYouTubechanneland433followerson
Instagram.
KansasCityYoungAudiences(KCYA)isafull-service
artsinstitutionthatdeliversprogramsinallarts
includingmusic,dance,theatre,creativewritingand
visualartsbypartneringwithprofessionalteaching
artistsandartpartners.Itsmissionis“toengageall
youthinthearts,promotecreativity,andinspire
successineducation”(AboutKCYA.n.d.).Itsmain
goalistocreateapartnershipbetweenthemand
thecommunitytopromotethearts.KCYA’stagline
is,“WhereArtsandEducationMeet”(AboutKCYA.
n.d.).Ithasprogramsindance,musicandtheatre.
Ithascreatedafter-schoolprograms,evening,and
Saturdayclassesandsummercamps.TheKCYA
socialmediapresenceislargeaswell,with1,530
likesonFacebook,372followersonTwitterand31
YouTubesubscribers.Itsstrategicplanistocreate
andsuccessfullymarketprogramsthatfacilitate
learning,impacteducationaloutcomesand
enhancetheoverallmissionbyfurtherpromoting
trainingandcommunication.TheKCYA’sbuilding
partnershipswithareaeducationinstitutionsand
organizationsinordertofamiliarizefutureeducators
withKCYAprogramsandthevalueofartseducation
toenhancelearningacrossthecurriculum.TheKCYA
planstopinpointgapsinareaprogramsandservices
toidentifyopportunitiestocreatenewandunique
programswhichcouldattractadditionalfunders(St.
2013-2016StrategicPlan,n.d.).
TheChristianYouthTheatreKansasCity(CYTKC)
isanafter-schooltheaterartstrainingprogram
forchildren4to18.Theirmissionis“dedicatedto
developingcharacterinchildrenandadultsthrough
trainingtheartsandbyproducingwholesome
familyentertainment,allofwhichreflectJudeo-
Christianvalues”(CYTKansasCity-ChristianYouth
Theater,n.d.).TheCYTKCtaglineis,“Act.Sing.Dance.
Live”(CYTKansasCity-ChristianYouthTheater,
n.d.).Itprovidessummercampsandtheatreclasses
ofthree10-weeksessioneachyear.Theseclasses
includedance,drama,andvoice.Italsohasa
specialseriesofclassescalledOurGangforages
4to7.Eachclassperformsashowcaseattheend
ofthesessiontoshowfamilyandfriendsallthey
haveaccomplished.CYTKC’ssocialmediapresence
includesFacebookwith1,491likesandTwitterwith
242followers.
Competitors
MarketAnalysis
TheKansasCitymetropolitanfeatures7,950square
miles,spanning15counties,withatotalpopulation
of2,035,334overtheborderofKansasandMissouri,
accordingtothe2010UnitedStatesCensus(USA.
com,n.d).Themedianhouseholdincomeforthe
metropolitanareafrom2008-12was$56,826and
themedianhousevaluewas$158,800(USA.com,
n.d).ThelargestcityintheKansasCitymetropolitan
areaisKansasCity,Mo.withapopulationof464,310
(CityData,n.d).Othernotablecitiesinclude,Kansas
City,Kan.(146,866),Olathe(92,962),OverlandPark
(178,000),Leawood(27,656),Lenexa(49,398)and
Shawnee(47,996)ontheKansassideandBlue
Springs(40,080),Grandview(24,881),Independence
(113,288),Lee’sSummit(92,468)andRaytown
(29,513)ontheMissouriside(USA.com,n.d).
ThemostprominentethnicgroupintheKansas
Citymetropolitanareaiswhite,comprisingof78.45
percent(1,596,643)ofthepopulation(USA.com,n.d).
Otherethnicitiesinclude,AfricanAmerican(12.50
percent,254,409),Hispanic(8.19percent,166,683),
Asian(2.27percent,46,221)andNativeAmerican
(0.67percent,13,650)(USA.com,n.d).Englishisthe
primarylanguageofthearea;with89.87percent
(715,553)ofpeoplereportingitasthelanguage
theyspeakathome,rankingjustover10percentage
pointsabovethenationalaverageof79.64(USA.
com,n.d).ThegenderratiointheKansasCity
metropolitanareaisfairlyevenat48.95percentmale
and51.05percentfemale.
ThelargestagegroupintheKansasCity
metropolitanareais45to54,comprising14.94
percent(303,991)ofthepopulation.Kidsaged5to
14makeupjustover14percentofthepopulationin
themetroarea,tallyingatotalof290,062(USA.com,
n.d).Forthe25-and-underpopulation,amajority
attendpublicschool.Thereare228,902kidsinthe
firstthrougheighthgradewith88.81percentof
thoseattendingpublicschooland11.19goingto
privateschools(USA.com,n.d).
TheaveragehouseholdsizeintheKansasCity
metropolitanareais2.51(USA.com,n.d).Thehighest
percentageofhouseholdincomeliesbetween
$50,000and$75,000peryear,with19.75percentof
householdsoperatingwithinthatthreshold(USA.
com,n.d).Ontheoppositeendofthespectrum,8.76
percent(45,970)offamiliesoperateinpoverty(USA.
com,n.d).
Themostprominentcareersintheareaare
managementandprofessionaloccupations.These
occupationsaccountfor34.76percent(180,354)of
malecareersand42.25percent(205,799)offemale
careers,thehighestpercentageofanycategory
(USA.com,n.d).
Thisresearchmakesitevidentthattheprimary
audiencetheKauffmanCenterwillbereaching
iswhite,English-speakingwomenbetweenthe
ages37and54.Thesewomenarethemothersof
ourprimarytargetaudience,childrenages6-13.In
conclusion,womenaretheprimarydecision-makers
fortheactivitiesthattheirchildrenparticipatein.We
thinkwomenaretheidealcandidatetobringtheir
childrenintotheKauffmanCenter.
[PulsePerformingArtsCenter
KansasCityYouthAudiences
ChristianYouthTheater]
- 11. [20][21]
BrandAnalysis
Basedonreviewsandcommentswrittenonthe
socialmediaplatformsofFacebook,Tripadvisorand
Yelp,theKauffmanCenterhasanoverwhelmingly
positiveonlinepresence.OntheFacebookreviews
page,theKauffmanCenterhasanAverageUser
Ratingof4.8/5and1,600gavethecenterafive-
starranking.Similarly,outof293reviewswritten
onTripadvisor,247rankedtheKauffmanCenteras
excellentandoverallthecenterisrankedthirdoutof
100attractionsinKansasCity.Outofall47reviews
onYelp,theoverallrankingoftheKauffmanCenter
turnedouttobefivestars.
Afterreadingthroughreviewsonallthreeplatforms,
Core3Mediadiscoveredthekeyaudiences’
perceptionsoftheKauffmanCenterprimarily
focusontheacousticsandseatingwithinHelzberg
HallandMurielKauffmanTheatre.MichaelP.
fromOverlandPark,Kan.commentedonYelp,
saying,“Thetwoperformancehallshereare
acousticallyperfect.Itissoincredibletohearand
seeoutstandingperformancesthatareenhanced
byfinelytunedacoustics.”Amajorityofthereviews
soundsimilartoMichael’scomments,including
positiveassessmentsoftheKansasCitySymphony,
theKansasCityBalletandLyricOperaofKansasCity.
Otherpeoplefocusedonthemodernarchitecture
andtheKauffmanCenter’sspectacularviewsofthe
city.KatherineD.fromKansasCity,Mo.commented
onYelp,saying,“Thisplaceisgorgeous!Ihavebeen
dyingtocheckoutthisnow-integralpartofthe
KCskylineandtheinteriorisjustasstrikingasthe
exterior.Thecityviewscan’tbebeathere.”
OntheFacebookreviewspageGwynethBowen
fromOverlandPark,Kan.commented,saying,
“Fivestarsarenotenough!Thisfacilitywouldbe
outstandinganywhereintheworldbutweinthe
KansasCityareaareblessedwithit.”Bowen’sremark
illustratesthattheKauffmanCenterisapremier
performingartsvenuethatmakesKansasCity
superioroverothercomparablecitiesaroundthe
world.Core3Mediafoundthattheacousticsofthe
twotheatersandthearchitecturetobethemost
prominentperceptionsinthemindsofthecurrent
keyaudiences’theKauffmanCenterhas.
KansasCitywatchedtheKauffmanCenterforthe
PerformingArtsgrowthroughoutitsconstruction
beginningin2006toitsgrandopeningin2011
(HistoryoftheCenter,2014).Manypeoplerecognize
theuniqueadditiontotheKansasCityskyline;
however,fewerpeopleareawareoftheeventsthat
takeplaceinsidetheKauffmanCenterandeven
fewerattend.
Sixteenpercentofrespondentstosurveys
conductedbytheKauffmanCenterduringseasons
1-4saidthattheKauffmanCenter’sreputationfor
high-qualityproductionsaswellasthecomfort
andconvenienceofthecenterinfluencedthemto
attend.Twelvepercentofrespondentsalsoreported
thatthegoodvalueforthepriceandsupportof
theKauffmanCenterwereinfluencingfactorsin
theirdecisiontoattend.Themostpopularfactor
thatinfluencedpeopletoattend,however,was
familiaritywiththeartist’swork(KauffmanCenter
Survey).LoyaltytotheKauffmanCenterbrandis
high.Acquisitionofclientelecurrentlyposesmore
concernthanretention.Accordingtothecumulative
Fivestarsarenotenough!Thisfacilitywouldbe
outstandinganywhereintheworld,butweinthe
KansasCityareaareblessedwithit.”
“
summarysurvey,73percentofrespondentshad
previouslyattendedashowattheKauffmanCenter.
Additionally,65percentofreturningguestshave
attendedfourormoreshows.Afterattending
aKauffmanCenterevent,audienceshavea
positiveopinionoftheKauffmanCenterandtheir
experience.Ninety-fivepercentofKauffmanCenter
attendeessurveyedsaidtheywouldrecommend
KauffmanCentertoafriend(KauffmanCenter
Survey).
TheKauffmanCenterisprevalentinthemedia
becauseofitsbreathtakingarchitectureandstate-
of-the-artperformancehalls.TheKauffmanCenter
wasrecognizedasoneoftheworld’smostbeautiful
concerthallsbyCNN(www.cnn.com,2014).Mass
mediacoverageoftheKauffmanCenterisprimarily
focusedonitsaestheticappealandinnovative
auditoriumsandequipment.
[21]
- 13. [24][25]
PassporttotheArtsProgram
WeproposethattheKauffmanCenterinstituteour
“PassporttotheArts”Program.Thisisanincentive
programthatencourageschildrenandfamiliesto
attendmoreeventsattheKauffmanCenterwith
thegoalofearningprizesduringtheprocess.Every
childhastheopportunitytoreceivea“passport”
whichwouldcomeintheformofalargenotecardor
bookletwithalanyard.Eachtimethechildattends
aneventtheywillhavetheirpassportstamped.The
KauffmanCentercaninitiatedifferentrewardsaftera
childreachesacertainamountofgoalsandnumber
ofstampsonthepassport.Theseincentivesinclude
freeticketstoaperformanceafterthreestamps,
andaftersevenstamps,thechildwouldhavethe
opportunitytohostabirthdaypartyattheKauffman
Center.Duringthisbirthdaypartythechildren
wouldplaygames,gobackstageandparticipate
inotherinteractiveactivitieswithfriends.This
rewardincreasesmotivationandaddsacompetitive
elementtoattendingshows.Throughourfocus
groupresearch,parentsnoted,“birthdayparty
hostingisagoodwaytheycangetinvolvedwitha
neworganization,”whichgivessupportsfromoneof
ourtargetmarkets.Thepassportwilllastforoneyear
andwillbeavailabletopickupfromtheKauffman
Centeryear-round.Whentheschoolyearbegins
inAugust,theKauffmanCenterwillalsodistribute
thesepassportstotheschoolswhoparticipatein
theOpenDoorsProgram.Thisallowschildrenand
familiestochoosetheeventsthattheywouldliketo
attendbasedontheirrespectiveinterests.
Throughoutourresearchwediscoveredthat
childrenliketofeelthattheyareincontrolofthe
activitiestheyparticipatein.Kidsaretheprimary
influencersonparents’decisionmakingbecause
parentsrelyheavilyontheirchildren’sdesiresand
opinions(KidsasInfluencers,2014).Bymakingthis
campaignflexible,thechildrenhavetheopportunity
topersonalizetheiroverallartsexperience.Ifthey
wanttoseeaballetorasymphonythoseoptions
willbeavailabletothem.Thisallrelatesbacktothe
“MakeItYours”campaign,whichsuggeststhatthe
KauffmanCenterisamoreintimateandpersonal
venue.Duringafocusgroup,oneparentsaid,
“wedon’tliketheideathatthey[theirkids]are
completelytieddowntooneactivity,wepreferto
havemultipletochoosefrom.”Ourflexibletheme
triestoempowervisitorstousetheKauffmanCenter
forwhattailorstheirneedsandwants.Ultimately,we
wantthekidstofeelliketheKauffmanCenteristheir
home,andaccommodateeachindividualchild’s
needstoprovidehimorherwiththecompletearts
experience.
“SettheStage”BlockParty
Tokickoffthesummermonths,andthe“MakeIt
Yours”campaign,wesuggestthattheKauffman
Centerhostsablockpartyonitsfrontlawn.The
themeofthisblockpartywillbe“SettheStage”
andwillfeaturemusic,activitiesforthekidsto
participateinandavarietyofvendorsthatwill
providefoodandentertainment.Thisthemehelps
createtheimageofstartingabrandnewcampaign,
yetalsoincorporatestheideathateachchildcan
setthestageforanartsexperienceinhisorherown
way.Additionally,thistiesinwiththepersonalized
experiencethatthe“MakeItYours”campaign
provides.TheKauffmanCentercouldutilizeBonTerra
asafoodvendor,orseektoutilizeotherlocal
restaurants.Thecentralpurposeoftheblockpartyis
tointroducethenewpassportsystemandtoexpand
ontheFutureStagesprogram(discussedbelow).
Eachchildwillreceiveanindividualpassport,which
willbevalidforeventsattheKauffmanCenterfora
year.Afterattendingacertainnumberofeventsthe
childwillbeeligibleforprizes.
[25]
PassportProgramBlockParty
- 14. [26][27]
PassportExpense
“MakeItYours”CustomLanyards(1,000fromLanyardstore.com)=$670
Passport(1,000printedcardstock,glossy,frontandbackatOfficeDepot)=$197
[TotalPassportExpense:$867]
Fliers=$575
KCStar:KansasCityStaradsthataresizedaround3.26”x5”runapprox.$1,050peradvertisement
RadioSpot:Aweeklongflightwith94.9orJackFM,assuming15-20mentionswouldcostaround$1,375.
[TotalAdvertisingExpense:$3,000]
Operatingexpense(music,employeepay)
Decorations(banners,balloons,etc.)
Vendors
[TotalBlockPartyExpense:$1,137]
[Total:$5,004]
Budget&MediaPlan
MediaPlan
TheKauffmanCenterhasapresenceonmultiple
socialmediaplatformsincludingYouTube,Facebook,
Twitter,Instagram,FourSquare,Yelpandamobile
application.With12,500followersonTwitter,the
KauffmanCenterusesthemediaoutlettoannounce
ticketcontests,sharerelevantnews,connectwith
followersandgeneratebuzzinthecommunity.On
InstagramtheKauffmanCenterhas831followers,
andusesthismediachanneltohighlightthe
beautifulfacility,performances,theFutureStages
programandtheirsupportforlocalorganizations.
TheKauffmanCenter’sYouTubechannelhas85
subscriberswithviewsrangingfrom48to3,622.
FacebookistheKauffmanCenter’smostpopular
socialmediaplatformwith30,541likes.
Withthisnewcampaignslogan,wecantransform
KauffmanCenter’straditionalandsocialmedia.We
willbeabletocreatemultipleadsthatwillresonate
withadiversesetofpeopleacrosstheKansas
CityMetropolitanarea.Theseadscanberunin
traditionalprintmediaandonmultiplesocialmedia
platforms.Withtheuseofahashtag,#MakeItYourKC,
wecancreateacohesiveandconsistentlookonall
differentmediaplatforms.
Inourprimaryresearch,wediscoveredthat
Instagramwasthemostpopularformofsocial
mediautilizedbyourtargetmarketofkidsages
6-13.Byusingourhashtagandheavilypromoting
onInstagram,wecanadvertisevariouscontests,
prizesandupcomingeventsattheKauffman
Center.Wethinkthatasmorechildrenbecome
awareofourincentiveprogram,theywillfollowthe
KauffmanCenter’sInstagramtobuildexcitement
towardupcomingeventsorcontests.Inreturn,the
KauffmanCenterwillalsoneedtocatertothetarget
audiencebypostingfunpicturesofchildrenatthe
facilityandpicturesofvariouskid-friendlyshowsor
activitiesthataregoingonthroughoutthebuilding.
SinceFacebookisthemostpopularformofsocial
mediafortheKauffmanCenter,itisimportantthat
wecontinuetobuilditspresencewhenadvertising
toparentsandteachersofourtargetmarket.
Ourfocusgroupresearchfoundthatparentsare
predominantlyonFacebookwhencomparedto
othersocialmediaplatforms.Accordingtothe
KauffmanCenter’scumulativesummaryofsurveys
conductedduringseasons1-4,43.9percentof
surveyrespondentsreportedthattheyheard
ofKauffmanCentereventsthroughemail.The
recipientsoftheseemailswillincludeparentsand
teachersofchildrenwhoareenrolledinthepassport
program.Theseemailswillbebi-weeklyandthe
contentwillbestrictlyaboutupcomingevents
thatpertaintochildrenandthepassportevents.
Also,43percentofFutureStagesattendeesin2014
saidtheyheardaboutthefestivalthroughemailor
onlinenewsletter(FutureStagesFestivalSurvey).
AccordingtotheDigitalMediaYearlyAnalysis:
FiscalYear2013-2014theKauffmancenter’semail
subscribersincreasedby12,611andreachedatotal
of60,338bytheendofthefiscalyear.Byusingemail
blastsandonlinenewslettersweplanonexceeding
theKauffmanCenter’sreachduringthe2013-2014
calendaryear.Emailisthebestwaytoreachour
targetaudienceandhasbeenproventospread
awarenessofpasteventsproficiently,whilecutting
advertisingcosts.
Althoughthisisavitaloutletfornetworkingto
parentsandteachers,webelievethatthebestway
tomarkettothisparticulartargetisbyreachingout
toschoolsintheKansasCitymetropolitanarea.This
couldcomeintheformofpassingoutaflieratthe
endoftheschoolyeartopromotetheblockparty
event,orpartneringwithschoolscurrentlyenrolled
intheOpenDoorsprogramtopromotetheeventon
theirend-of-the-yearnewsletter.Thesepromotions
wouldbethemosteffectivewayofgettingtheword
outtothetargetmarketabouttheBlockParty,which
willkickoffsummeractivitiesheldattheKauffman
Center.Thiswillalsointroducethepassportprogram
RadioAdvertising:
$1,375
Passports:$197
PassportLanyards:
$670
BlockPartyExpenses:
$1,137
PrintedFliers:$575
NewspaperAdvertising:
$1,050
- 15. [28][29]
andincludetheFutureStagesprogram.Bydoing
so,theteacherswillseetheflier,putitintheir
student’s“take-homefolder”andthenparentswill
beinformedoftheeventoncetheyreceivethe
flier.Havingtheteacherspassouttheflierstotheir
studentsdevelopsthesupportfromtheschools,
whichestablishescredibilityandwillenticeparents
tobringtheirchildrentotheKauffmanCenterand
thepassportprogramwillkeepthemcomingback
foryearstocome.
Wealsoplanonusingthecurrentpartnerships
theKauffmanCenterhaswiththeKansasCityStar
andbothJackFMandOldies95radiostations.By
reachingouttocurrentpartnerstheKauffman
Centerwillbeabletousecashinvestmentsand
marketingopportunitiesinexchangefordiscounted
andpromotionaladvertising.Byutilizingthe
partnershipwithTheKansasCityStar,theKauffman
Centercanreach553,000peopledailybyrunninga
printadvertisementinthenewspaper.
[]May1,2015
Beginflyerdistributionto
KansasCityMetropolitan
elementaryschool.
[]May30,2015
“SetYourStage”BlockParty
eventheldonthefrontlawn
oftheKauffmanCenter.
[]June1,2015
Beginsendingoutemails
toparentspromotingthe
FutureStagesFestivalandthe
PassporttotheArtsprogram
[]June28,2015
FutureStagesFestival
[]November2015
AdditionalFutureStages
Festival
[]March2016
AdditionalFutureStages
Festival
TierTwoProgram
Usingtheextendedbudgetof$5,000,weareseeking
toexpandtheFutureStagesprogrambyadding
twomoreminiaturefestivalsperyear.Ideally,the
KauffmanCenterwouldhosttwomorefestivals,one
inNovemberandtheotherinMarch,thatwould
essentiallyemulatetheFutureStagesfestivalinJune,
butonasmallerscale.Expandingonthiscreates
moreinteractiveprogramsforchildrentoparticipate
inandallowsmoreopportunitiesforthemtouse
theirpassportsthroughouttheyear.Hostingtwo
smaller,yetsimilar,eventswillhelpbuildanticipation
fortheFutureStagesinJune.FutureStagesattractsa
youngerdemographic,andbyexpandingthisfestival
theKauffmanCenterwillinreturnincreaseoverall
youthtraffic.
Oneconcernparentshaveaboutallowingtheir
childrentoparticipateinfine-artsprogramsisthe
potentialforhigh-costactivities.Whensurveyed,
83percentofparentsindicatedthatcostwas
important,veryimportantorextremelyimportant
whendeterminingactivitiesfortheirkids.Thetwo
additionalFutureStagesFestivalswouldbefreefor
familiestoattendandkeepthemcomingbacktothe
KauffmanCenterthroughouttheyear.
MediaTimeline[]
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travel/beautiful-concert-halls/index.html?sr=fb030314concerthall1130a
[33]
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PressRelease30SecondRadioSpot
Title:ExampleRadioSpot
Client/Sponsor:TheKauffmanCenterforthePerformingArts
Length:30Seconds
AirDates:May23,2014
SFX:Childrenplaying
(Establish,thenfade)
ANNOUNCER1:(Mom)TheKauffmanCenterofthePerformingArts
presentsSettheStageBlockParty.
ANNOUNCER2:(Kid)Mom,Igettostarinmyownshow!Igettomake
crafts,singanddancewithallmyfriends!
SFX:Momlaughs
(Establish,thenfade)
ANNOUNCER1:(Mom)Joinusoutonthelawnfrom11to4atthe
KauffmanCenterforthePerformingArtsonMay
30th
.Freeadmissionforallwhoattend,sobringthe
wholefamily!
FORIMMEDIATERELEASE
May1,2014
“SettheStage”BlockPartyattheKauffmanCenterforthePerformingArts
TheKauffmanCenterhoststhepublictoafreedayofevents
KansasCity,Missouri–TheKauffmanCenterforthePerformingArtswillhostitsfirst
blockpartyonitsfrontlawnfrom11a.m.to4p.m.onSaturday,May30.Thisfreeevent
tothepublicwillhavefoodfromlocalvendors,music,activitiesandliveentertainment
forthewholefamily.
TheKauffmanCenterishostingthisfreeeventasakick-offtosummerandtointroduce
tothepublicseveralupcomingprogramsitwillbeofferingthroughouttheyear.Someof
theseprogramsincludethereturningFutureStagesFestival,anotherfreeeventfor
aspiringyoungperformers,andwillbeintroducinganewloyaltyprogramtitled
“PassporttotheArts.”What’suniqueaboutthisloyaltyprogramisthatitisdesigned
specificallyforchildrenages6-13.
TheKauffmanCenterisintroducingthesenewprogramsinanefforttogetmore
families,andspecificallychildren,totheKauffmanCenter.AmyMcAnarney,vice
presidentofexternalrelationsattheKauffmanCentersaid,thecenteranditsprograms
aremeantforallofthoselivingintheKansasCityMetropolitanarea.
“Ourgoalistoprovideperformingartsthatpeopleofallagesandbackgroundscan
enjoy.”McAnarneycontinuedtosaythattheartsisjustasimportantforchildrenasthe
mathandsciencetheyarelearninginschool.“Theartsisanessentialsubjectthat
childrenshouldbeginlearningaboutfromayoungage.Wehopetoaccommodateas
manyfamiliesaspossibletonotonlywatchbutalsolearnabouttheartsasawhole.”
TheKauffmanCenterhopestoseeyouSaturday,May30tohelpcelebratethebeginning
tothesummerseason.
###
TheKauffmanCenter,hometoresidentorganizationstheKansasCityBallet,LyricOpera,KansasCity
Symphony,andotherinnovativeprogramming,embracesavarietyofaudienceswithdifferenttastes,
interestsandpassions.AttheKauffmanCenterforthePerformingArts,everyonecanhaveanopportunity
toexperienceexcellence.
![OurTeam
LaurenBallinger
[CreativeDirector]
ZachCarnahan
[ResearchDirector]
CassidyCorcoran
[PublicRelationsDirector]
NatalieGarretson
[SocialMediaDirector]
LaurenLongbine
[AccountExecutive]
ScottWeidner
[PresentationDirector]
[Ourmissionistoprovidequalitybrand
managementthroughourclients’values
andinterestswiththehighestlevelof
professionalismandintegrity.[
OurMission
TableofContents
Introduction
Research&Findings
Planning&Solutions
OurReferences
TheAppendix
ExecutiveSummary......................................5
S.W.O.T.Analysis..........................................6
Goals&Objectives........................................8
TargetMarket............................................9
FocusGroupFindings....................................11
SurveyResults...........................................13
Secondaryresearch......................................16
MakeItYours............................................23
PassportProgram.......................................24
BlockParty..............................................25
Budget&MediaTimeline................................26
TierTwoProgram........................................29](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)