My KauffmanA Campaign for the Kauffman Center for the Performing Arts

Fall 2014PlansbookUniversity of Kansas

Created by Coffeehouse Solutions

Executive Summary.................................3Introduction............................................4Situational Analysis...........5-15 Client History............................6-7 Goals & Objectives.......................8 Target Audience..........................9 SWOT....................................10-12 Competitive Analysis............13-15Primary Research...........16-26 Focus groups......................17-21 Survey.................................22-26

Secondary Research.............27-30 Brand analysis..................................28 Demographics...................................29 Psychographics.................................30Creative Strategy.....................31-36Media Strategy.........................37-44 Social Media......................................38 Media Executions.........................39-43 Media timeline...................................45 Budget.........................................46-47Appendix.....................................48-51

Table of Contents:

Executive Summary:The Kauffman Center for the Performing Ar ts, hereby referred to as the Kauffman Center, is a nonprofit organization in the hear t of Kansas City, Missouri. The Kauffman Center values the ideal that everyone deserves access to the ar ts, and everyone deserves excellence in the ar ts.

Purpose for the CampaignCoffeehouse Solutions campaign My Kauffman, was designed to create sustainable relationships between youth in or near the Kansas City metro area and the Kauffman Center. The Kauffman Center believes in creating traditions and relationships with children that will last their entire lives.

Research DesignCoffeehouse Solutions conducted primary and secondary research to gain insight about the opinions of our three target audiences (Parents, teachers and children ages 6 to 13) about the Kauffman Center and the ar ts in general.

Key FindingsA key finding from our research was that parents and children often do not view the

Kauffman Center as a child-friendly venue. Our My Kauffman campaign was designed to bridge the gap between youth and the Kauffman Center.

GoalsOur two main goals for this campaign are to establish sustainable relationships between the Kauffman Center and families in the greater Kansas City area, and strengthen par tnerships with schools and other ar ts organizations in the Kansas City metropolitan area.

StrategiesWe have developed strategies in social media, traditional media, weekend workshops, guerrilla marketing, promotional video, as well as a strategic plan for how to better communicate with youth who are visiting the Kauffman Center.

BudgetCoffeehouse Solutions has an initial budget of $5,000 for this campaign with an extra $5,000 for recommended additional programming.

3

Coffeehouse Solutions:meet

Sara AneesResearch Director

Natalie ParkerAccount Executive

Kristen HaysMedia Director

Jasmyn EylPR Director

DJ OwenCreative Director

Kayla FinksPresentation Director

Situational Analysis

5

Client History:The Kauffman Center is a nonprofit organization in the heart of Kansas City, Missouri. It holds a position of great admiration and respect in the local community, and recently, the Kauffman Centers leaders have decided to change their approach to target youth in the Kansas City area. The next step will be to design a campaign around the idea that the Kauffman Center is a desirable place for parents to bring their children, a place where teachers want to engage their students in interactive learning experiences, and a place where children want to visit frequently.

The Kauffman Center originated as an idea of Muriel Kauffman before her death, but it wasnt until 1994 that her daughter, Julia Kauffman, started raising money for the organization.

The board planned the centers brand to be the cultural campus of Kansas City, and the 13 acre property on which the center was to be built was purchased in October 2006 (History, 2014). Aside from making the center accessible to Kansas City patrons, the organization also tries to brand itself as the heart of the arts in the city through its placement. Its located close to the citys most popular venues, including the Power and Light District, Sprint Center, and perhaps most importantly, the Crossroads Arts District (Kansas City Info, 2014). The centers windows overlook the arts district, which was a strategy implemented by the architect, Moshe Safdie.

The Kauffman Center opened in September 2011 during an open house event with 55,000 people in attendance. More than 475,000 attended at least one event at the center after its first year, which strengthened its place in the Kansas City arts community (History, 2014). The Kauffman Centers vision is, to enrich the lives of communities throughout the region, country and world by offering extraordinary and diverse performing arts experiences (History, 2014). Its mission is to provide performing arts experiences by hosting programs, promoting education

and providing excellent customer service. The Kauffman Center seeks to complete its mission with a staff of more than 30 individuals, led by a three-person executive board. President and CEO Paul Schofer, Vice President of External Relations Amy McAnarney and Vice President of Operations Bill Miller oversee all other operations at the venue. Finally, the Kauffman Centers primary revenue sources are contributions and grants, revenue from programs and services, and income from investments (Foundation Center, 2014).

The organizations employees began reaching out to children during its first year by creating the Open Doors program, which provides resources to schools so that they can bring students to events at the Kauffman. Teachers and educators can sign up for an email list that provides information on upcoming events at the Kauffman Center. These emails provide information, such as times, dates, and short descriptions of shows, as well as the recommended ages of potential attendees. Educators are also given contact information of the event planners to provide more information (Open Doors, 2014).

6

The Open Doors Transportation Fund also makes shows more affordable and accessible to schools by lowering or eliminating transportation costs. Schools in the five counties within the Kansas City metropolitan area can apply for an Open Doors Transportation Allowance through an online form. The program allows them to book seats for qualifying performances, and a reimbursement check is sent to the participating school after the event is attended. The reimbursement is based on the percentage of students participating in the free and reduced lunch-price program. If the school has 40 percent or more of students in the program, the school is guaranteed a full refund (Open

Doors Transportation Fund, 2014). This does not include tickets to the show.

The Kauffman Center also helps make tickets more affordable through the Open Doors Ticket Fund. The fund helps reduce the cost of tickets, or even refund the cost of them completely (Community Tickets, 2014). Schools can apply for free shows, as well as social service agencies and even home schools. More than 29,000 students from over 27 different school districts were able to attend an event at Kauffman Center after its first year (History, 2014).

The Kauffman Center can also be accessed in a behind-the-scenes capacity through its volunteer opportunities. There are currently two-hour volunteer shifts, which involve giving tours, greeting and working at the gift shop. Greeters can welcome guests, give information and directions, and help visitors with special needs. Ushers responsibilities include checking tickets, escorting visitors to their seats, and making sure patron traffic goes smoothly. Tour guides are trained and qualified, and then made responsible to lead regularly scheduled tours (Volunteering, 2014).

7

Within our strategic campaign, two primary goals guide our overall strategy. We have provided concrete objectives based on these goals that take place in both the summer and during the school year, which, based on our research, is the most cost-effective and simple way to build life-long relationships between children and the performing arts.

Campaign Goal:

Goal 1:Establish sustainable relationships between the Kauffman Center and families in the greater Kansas City area.

Objective 1:Implement the My Kauffman campaign by the end of 2015

and incorporate components of the campaign into all community

outreach efforts.

Objective 2: Offer eight annual workshops for children ages 6 to 13 and their families in the summer of 2015.

Objective 3: Improve media coverage through traditional mass media and social media of youth-based events by 15 percent by the end of 2015.

Goal 2:Strengthen partnerships with schools and other arts organizations in the Kansas City metropolitan area.

Objective 1:Retain current relationships with partner organizations and build

relationships with at least five more organizations, such as Kansas City Young Audiences and the Nelson-

Atkins Museum of Art in 2015.

Objective 2:Improve the Open Doors experience and increase school participation by

20 percent in 2015.

8

Bella: age 10Bella attends Lakewood Elementary School. She enjoys her music and drama classes, especially because she is not currently involved in any extracurricular opportunities that focus on art. After school is a pretty busy time for Bella, because her evenings are booked with soccer practice, girl scouts and homework. This leaves little time for Bella to spend with her family, and less time for Bella to add new activities to her already busy schedule despite the fact that shed love to participate in the school play. Bella enjoys most every opportunity to dress up and use her imagination, but she doesnt enjoy trying new activities by herself.

Ms. Forte: a working motherMs. Forte is a working mother with three children. She wakes up each morning at 6 a.m. and returns home 12 hours later. She feels that her days are long, but rewarding. Ms. Forte greatly enjoys her work and spending time with her family when she can. Unfortunately, everyone in her family has a busy schedule. Ms. Forte facilitates the activities that her children participate in by selecting each activity for her children and taking them to and from each activity. Money is definitely a factor when selecting activities for her children, especially when choosing new activities. Ms. Forte prefers that her children will have a good time while learning new things and developing a passion for at least one activity. During the week, Ms. Forte sees her children most when taking them to and from their extracurricular activities and other commitments. She tries to incorporate family activities during the weekend, but busy schedules make that a difficult task.

Mr. Legato: Teacher in KC AreaMr. Legato is a teacher at East Antioch Elementary School. He is 50-years-old and he has taught choir for almost 30 years. He enjoys encouraging his students to take part in the performing arts, but there are few opportunities available for students to be engaged. Mr. Legato is frustrated with the lack of funding for the arts and continued budget cuts to education. Budget cuts cause him to reduce the number of performances and programs he can offer each year, which makes it more difficult to convince the school administration that the performing arts are a valuable asset to the curriculum. Mr. Legato would love to provide field trip opportunities for his students, but he feels it is too difficult to convince the administration that field trips are worth funding and finite time in the school day.

the Target Audiencem

eet

To fulfill our campaign goals by increasing the number of children who visit the Kauffman Center, we have identified three target audiences for which our suggested programs will be relevant: children in Kansas City, parents and teachers.

9

Strengths:The Kauffman Center has a recognizable and prominent name.

The Kauffman Center has a good financial base.

Opinions of the Kauffman Center are generally positive.

Weaknesses:The Kauffman Center is a nonprofit, so funding for new and existing programs can be of concern.

The Kauffman Center does not offer education resources.

The Kauffman Center is not part of the Arts Partners program.

Opportunities: By taking advantage of partnerships with schools, the Kauffman Center can increase awareness of the Open Doors program.

The Kauffman Center has a strong donor base that can provide the necessary funding for programs.

Threats:The Kauffman Center is viewed as being, too clean and, not a place for kids, and is thought to be boring due to low levels of interactions for kids.

Parents dont typically have the time or resources to visit the Kauffman Center with their children.

Other arts organizations in Kansas City are more popular.

SWOT:

10

Strengths:

Weaknesses:

The Kauffman Center maintains a fantastic reputation among arts communities around the world. People recognize its crisp, modern architecture and enjoy the experience of its state-of-the-art acoustics.

The Kauffman Center significantly increased its financial base during the few years it has been active in Kansas City. This demonstrates the potential for continued future growth, and it allows the center to focus more on outreach towards its target audience.

Most opinions gathered throughout our research favored the Kauffman Center in a positive light, again providing an easier path towards audience and loyalty growth.

11

Because the Kauffman Center is relatively new to the arts sector in Kansas City, funding for programs, both new and existing, can be a challenge. In order to put on lasting programs for children and families, the Kauffman Center needs to ensure that they have a minimum balance of funds available for use.

During our focus group research, we learned that many arts organizations will not partner with the Kauffman Center unless it is a member of the Arts Partners program. Because the Kauffman Center is currently not a part of that program, partnering and building relationships with other arts organizations is more difficult.

Threats:

The Kauffman Center, although relatively new, has shown a tremendous increase in funds from donors. By fostering donor relationships, the Kauffman Center can further fund its current programs and continue to develop new ones for children and their families.

As the most prominent performing arts center in Kansas City, the Kauffman Center has reason to facilitate arts education for students and children outside of the classroom. Parents often look for meaningful activities that will occupy their children, especially during the summer months.

Based on our research, many teachers showed interest in the idea of including visits to the Kauffman Center as part of the arts curriculum, mostly due to the Open Doors program. Parents often look to their childrens teachers for information about educational and recreational activities outside of the classroom, so informing schools and teachers of the Kauffman Centers programs can directly influence parents and their children into visiting.

Many state that the Kauffman Center appears as a very clean and expensive house for the performing arts that primarily welcomes an older audience. The vast amounts of white, empty space can make younger audiences feel uncomfortable and bored when they visit. During performances that are long and unfamiliar, children can feel disconnected.

From our research, many parents have found it hard to set aside both time and funding for a visit to the Kauffman Center with their children.

Kansas City is home to many other ar ts organizations and museums that are open to the public. For example, the Nelson-Atkins is a popular place for all ages to visit. It appeals to many audiences due to the fact that admission is free, and there are many hands-on activities for children. Because the Kauffman Center is relatively new in comparison to these other places, it is harder to remain at top of mind awareness for places to visit in Kansas City.

Opportunities:

12

An analysis of the Kauffman Center for the Performing Arts competitors gives a representation of the current services offered and allows us to gauge where we may want to make suggestions for change. Competition for the Kauffman Center comes in three major forms: other arts organizations that focus on youth engagement, other performance spaces in the Kansas City area that offer similar resources for the target market, and lastly, well-known names in music and the arts that tour through Kansas City and draw large audiences away from local events.

13

Competition Analysis:

Childrens Programsother

Competitors like Kansas City Young Audiences (KCYA), Mattie Rhodes, Paseo, Kansas Academy of Theatrical Arts, and all other Arts Partners can be thought of as resources in many ways. However, the Kauffman Center should view these organizations as competition when youth would rather attend programs offered by other organizations.

Kansas City Young Audiences original mission was to bring classical music programs to Kansas City-area school children. The organization has since expanded its outreach to all areas of the performing arts including music, dance, theatre, creative writing and visual arts. KCYA helps schools provide arts programs to students by providing resources and giving funds to arts programs. It operates the Community School of the Arts, which provides children the opportunity to further explore their own artistic and creative abilities beyond the regular school day. KCYA has served more than five million children in its history and is currently the largest provider of performing arts programs in the Kansas City area (Kansas City Young Audiences). Kansas City Young Audiences is an organization that provides programs similar to those that the Kauffman Center could provide to students in the Kansas City Area and could also be used as a partner organization.

The Theatre of the Imagination is an excellent resource for those looking to retain students interested in the performing arts. The Theatre of the Imagination hosts Play in a Day workshops, which allow children in our target age range to learn, sing and perform for an audience in one day. It also writes shows on an array of topics that affect young people including bullying, friendship, conflict resolution, and more. The Theatre also hosts acting workshops and summer camps in Johnson County (Theatre of the Imagination). Similar to KCYA, Theatre of the Imagination provides programs that are used to introduce children to the performing arts.

The Paseo Academy is a Kansas City, MO, public school that focuses on dance, visual arts, fashion design, graphic arts, video production, instrumental and vocal music, technical theater, and drama. Students within the KCMO district with an interest in the arts audition in order to be admitted. This school could be an excellent resource for those students who come from low-income communities, but are interested in retaining their arts performance background in the future (Paseo Academy). Because this school targets students who are already interested in the performing arts, it could be used to build strong relationships between students and the Kauffman Center.

14

Childrens Programs Arts VenuesThe Kauffman Center also has competition with other performance venues and museums in the greater Kansas City area. It is especially important to recognize this aspect of competition for the Kauffman Center because it is a new organization, especially in relation to the older venues in the Kansas City area. Although these three venues are not the only organizations in competition with the Kauffman Center, they are important to analyze not only because of their proximity to the Kauffman Center, but also in terms of the services they provide.

The Nelson-Atkins Museum of Art has been a great resource for the Kauffman Center, but the museum does pose its threats. Being almost a century old, the Nelson-Atkins has a huge connection with the community and a financial stake in the community. They also offer free admission to the public, which allows easier access to those with a smaller income. The museum is trying to get the same audience through its door: families in the Kansas City area. In terms of childrens programming, they offer Girl Scout workshops, youth art classes and special activities for families that homeschool their children.

The Sprint Center is the largest performance venue in Kansas City, with a capacity of 18,000 people and has been open since 2007. The Sprint Center is a multi-purpose space that can host a diverse range of events, including sports, concerts and other arts performances, as well as meeting spaces. This creates competition for the Kauffman Center because artists could chose the Sprint Center for their venue over the Kauffman Center. The Sprint Center is also a widely known venue, which means it attracts a larger audience than the newly opened Kauffman Center (Sprint Center).

Starlight Theatre is also a nonprofit like the Kauffman Center. Although the space for Starlight Theatre serves different purposes than the Kauffman Center, the two organizations are driven by the same philosophies and similar missions. The outdoor theater seats about 8,000 people, which is greater than the capacity of the Kauffman Centers two theaters combined. Starlight Theatre has also been an integral part of the Kansas City community for almost 90 years and has developed many ways to strategically strengthen its relationship with the residents of the metropolitan area and around the country. Some of the methods include an annual gala fundraise, the adopt a seat program and a Walk of Stars that showcases every celebrity who has performed at the Starlight Theatre (Starlight Theatre).

15

oth

er

Primary Research

16

The goal of our research was to gather insight about the target audience members impressions of the Kauffman Center. We conducted several focus groups with area parents, teachers and children within the target age range. One of the research objectives was to speak with them about past experiences with the Kauffman Center.

A second objective was to gauge interest in the venue and the arts in general. Our objective for speaking directly with children was to gather perspectives about art and the Kauffman Center that can only be offered from their point of view. We also spoke with local art teachers to understand the inner workings of youth-related art programs to better appeal to the target audience. We believe that the information gathered through primary research holds the answers we need to initiate a plan for the Kauffman Center.

During the week of September 23, Dr. Seos JOUR 640 campaigns class conducted nine focus group sessions with a total of 54 participants. The participants were all children, teens, teachers or parents in or near the Kansas City Metro Area.

Three of the focus group sessions were comprised of 22 parents living in either the Kansas City or Lawrence area. Children or teens comprised three other focus groups that took place in the Kansas City Metro Area and Baldwin City, Kansas, with a total of 22 children. Two other focus groups were conducted with five teachers in total.

This group included both public elementary school and arts-specific teachers. Finally, one focus group was conducted with nine teens, parents and teachers at the Kansas City Young Audiences facility in Kansas City, Missouri.

Focus Group Method:

17

10 focus groups

22 children22 parents

10 teachers

Focus Group: ParentsIn order to present reliable findings to the Kauffman Center, we designed focus group discussion guides to better understand our target audiences. We developed research questions to elicit information about the role parents and teachers play in arts appreciation and education for children, and how parents and children choose activities to pursue. We asked questions that would help us understand any common priorities and opinions that the three groups would have.

Our research helped us determine the following: Why and how parents, teachers and children take interest in

specific activities. What types of conveniences, values and amenities are more

likely to motivate their choices. How teachers are involved in arts appreciation and engagement

both in and out of the classroom. How children play a role in choosing activities, both for

themselves and with their parents.

After evaluating the responses from each focus group session, we determined that three primary factors are likely to influence the decision of a parent: money, convenience and childs preference.

Money: Parents want to invest. When most parents consider different activities or events for their children, they think of the following question: What kind of investment am I receiving when putting my child in this event? Parents want to know that an event or program is worth their time and money. They value their childs happiness, but the idea of receiving a return on investment, so to speak, makes the commitment more worthwhile. Parents want to know if there is going to be some greater benefit derived from their childrens experiences with art. Many parents mentioned that they enjoyed taking their

children to the Nelson-Atkins Museum of Art in Kansas City because the trip is educational and there are many hands-on programs available for kids. Most focus group respondents indicated that they like when their children enjoy engaging with the arts. The Nelson-Atkins Museum of Art has left a powerful impression with many Kansas City youth.

Some parents said that their children feel as though the Nelson-Atkins belongs to them, which is part of the reason that those families return to the museum often. We can conclude that parents need their children to not only feel engaged, but also connected to programs and places in Kansas City in order to establish lasting relationships with those programs.

Parents generally want to expose their children to a variety of activities when they are young, with the hope that their children will find at least one activity that they really enjoy. Parents hope that their children will develop a passion for at least one activity that they will make a primary extracurricular focus. Parents operate with a quality, not quantity mindset. They want to see their children develop skills in one or two activities at the most.

The reason my kids feel at home at the Nelson is because theyve taken

classes where they go on a tour, and they get to

experience something in such a visceral way.

18

Parents who participated in our focus group sessions overwhelmingly agreed that they would be more likely to bring their children to the Kauffman Center if it were more affordable or free to attend. While parents largely agreed that the performing arts are important, they also believed that the performing arts are not very accessible to children. Parents indicated that they would be more likely to bring their children to the Kauffman Center if there were more performances that could appeal to an audience of many ages.

Some respondents brought up the fact that they enjoy the performing arts, but that they struggle to find ways to make the performing arts entertaining for their children. This can prove challenging for parents to encourage their children to be interested in the performing arts. Parents want their children to enjoy the arts so that they can experience unique programs that they can enjoy together.

Convenience: Parents are busy. Most focus group respondents said that they worked or were homemakers with busy schedules. Given that parents are largely the facilitators of family activities, it is important to determine when families are free to better coordinate family programs for the Kauffman Center.

When asked about planning family activities, most respondents indicated that it was difficult to coordinate activities for the entire family. Some families must balance the schedules of multiple children. Respondents indicated that their families are so busy that coordinating a family dinner is challenging. For many school children, extracurricular activities take place in the evening, after parents have had a long day at work. Activities that begin at 5 p.m. are particularly inconvenient

for parents, as most parents leave work at that time. Respondents indicated that programs with times that are conducive to their schedules are more desirable options. Furthermore, respondents also said that more convenient times would make a visit to the Kauffman Center a more pragmatic and feasible option. Respondents from Lawrence noted that the distance between Lawrence and Kansas City would be a deterring factor when deciding to attend the Kauffman Centers programs regularly.

Media Preferences: Parents want traditional recommendations.Parents prefer to hear about events and programs through word of mouth, email and teacher recommendations. Some parents said that they had Twitter accounts. They primarily use Twitter to read about news stories, and they do not tweet very often.

My kids find the arts so boring that its very hard to try and do things with

themanything that doesnt involve running

around. Theyre high-strung....

Kids want to be engaged, they want to touch it, and they want to experience it and be

involved in it.

19

Focus Group: TeachersOur focus group research indicated that teachers value all forms of art, but they face obstacles that impede their ability to make the arts more accessible for students in schools.

Money: Teachers have limited budgets.While teachers responded positively to the idea of providing more options for arts education, they are severely limited by a lack of resources and time. Regulations and expectations foster a more rigid learning environment where students must accomplish a specific set of goals in order to progress in the public school system. None of the respondents were aware of the Open Doors Program. Respondents stated that their students value the opportunity to be creative and artistic in their art classes. One teacher noted that her five-year-old daughter went to the Kauffman Center and she talks about it all the time.

Distance: Teachers would be unable to facilitate recurring trips to the Kauffman Center.Most respondents said that the Kauffman Center is expensive, and the travel to the Kauffman Center is also a deterrent. These two factors make the option of field trips to the Kauffman Center less feasible. Teachers were unaware of the Open Doors Program, and actually mentioned that they, wished that students could [be] bused to the Kauffman Center. They believed that outreach through schools could be improved, and they recommended television advertisements for events, emails to be forwarded to teachers and parents, as well as videos to be distributed through schools by teachers. We have created supplementary material to support these ideas.

Focus Group: ChildrenFocus Group: Children

20

Responses provided by children were arguably the most insightful as they are our primary audience and focus of our campaign. Respondents indicated that they greatly appreciate arts programs, but they want to have more opportunities to be engaged with the creation and production of art. Engagement: Children do not want to sit still.Our focus group study had a mix of youth respondents who had varying levels of involvement with the arts. There were many students who have been involved with the performing arts for many years. Some students were interested in art, but they did not have a program or outlet to explore their interests. Even with varying levels of arts engagement, every respondent provided the same opinion regarding their involvement: they want more. One student who attends the Paseo Academy for Performing Arts said that her school had very little arts education, specifying that her school did not provide many programs or outside opportunities to explore the arts. Younger students emphasized that they would like to see programs and performances more relative to their interests. Students who primarily receive arts education in school said that they do not have many options for exploring art or music. Older students expressed interest in professional opportunities in the arts.

We asked older students to clarify what type of professional opportunities they seek, and they responded that they would like an internship where they could learn more about the operations of the Kauffman Center show production. Younger students indicated that they need to feel engaged when exploring something so new. They want to see activities at the Kauffman

Center that are specifically related to their interests. Some respondents said that the best way to pique their interest in the Kauffman Center would be the opportunity to perform there.

Media Preferences: Digital is the answer.Teenaged respondents indicated that digital communication is the best way to keep in touch with them. Youth that fell on the lower end of the spectrum did not have as many social media platforms available, but many had at least one. The most-referenced social media platforms included: Facebook, Twitter and Instagram. However, it was noted that enticing young children through technology is not always the best strategy. Rather, finding ways to pull children out of the technological world and into the living and breathing world is the best way to get them engaged.

Focus Group: ChildrenFocus Group: Children

We feel afraid to even touch the space at the

Kauffman because it feels too pretty.

My favorite thing about dance is

learning the skills.

21

Survey Method:Coffeehouse Solutions and four other agencies collaborated to produce a survey to gauge teachers and parents views on the importance of arts in their classrooms and households. The target participants were teachers and parents of children ages 6 to 13 in the greater Kansas City and surrounding areas. The survey used a non-probability convenience sample and received the opinions of 152 parents and 87 teachers, who were acquainted with the students in the agencies. We also used screener questions such as, Are you a teacher in the greater Kansas City area? to ensure that our data would not become skewed with irrelevant responses. For two weeks, participants were recruited via social media outlets or through personal communication such as texting and emailing.

Survey: Parents

22

22

Survey: ParentsParent DemographicsOut of the 152 parents who were surveyed, 20 percent were male and 77 percent were female. The majority of parents surveyed were ages 35 to 54. The vast majority of respondents live in Johnson County and the remaining 37 percent live in other Kansas City area counties. 55 respondents have children ages 5 years or younger, 57 respondents have children ages 6 to 9 years old, 44 respondents have children ages 10 to 13 years old, 74 respondents have children ages 14 or older. 75 percent of parents described themselves as middle class, while 12 percent said they were upper class and 13 percent described themselves as working class.

Parents Preferences and HabitsChildren of the survey participants are involved in various activities as shown in the graph above. Other activities that were not listed that showed up multiple times include Boy Scouts, Cub Scouts and Girl Scouts. During the summer months, most children are enrolled in week-long camps or day camps, summer school or other lessons and activities. available to participate in activities with their children, 72 percent of parents said late afternoon to evening (2 to 8 p.m.). When asked about preferred activities of which the entire family could partake, most parents either said they preferred sports activities, relaxing with movies or music at home, hands-on nature-related activities or educational outings.

Parents have specific preferences for methods of outreach, and four vehicles of communication were prefered over others. These vehicles were email newsletters, social media, recommendations from trusted sources such as friends and family and their childrens schools.

Parents Thoughts on the Kauffman CenterThe majority (93 percent) of parents surveyed had heard of the Kauffman Center, however only 48 percent of parents had actually taken their children to the Kauffman Center. Only 28 percent of respondents follow the Kauffman Center on social media.

Parent FindingsWhen we asked parents about the importance of arts in their childrens development, they agreed that the arts are an important aspect of the developmental process (as shown in the graph below). Mothers appear to be slightly more in favor of the arts than fathers, with 94 percent of mothers who either agree or strongly agree upon its importance. About 87 percent of fathers agreed or strongly agreed upon its importance. When we evaluated data about parents interest in taking their children to performing arts events in the future, the percentages decreased. The majority of mothers (89 percent) and 75 percent of fathers expressed a likelihood or extreme likelihood to take their children to events in the future. This information tells us that, while parents agree about the importance of arts in their childrens development, they are less interested in facilitating those experiences for their children.

%

Activitieschildrenarecurrentlyinvolvedin

Sports-related

Schoolorganization/academic

clubTheater

Communityservice

Religiousgatherings

Dance

Music-related

Other

None

0

50

25

75

meta-chart.com

Activities children are currently involved in

23

Importanceofartsinchilddevelopment

Strongly disagree Disagree Neither agree or disagree Agree Strongly agree

meta-chart.com

Importance of arts in child development

We also found it necessary to cross tabulate responses to questions about socioeconomic status and willingness to spend money on arts programs. We found that there was quite a difference between income and willingness to spend money on the arts. There was also a difference in willingness to spend money depending on whether or not the whole family were to be included in the activity.

When asked about the amount of money parents were willing to spend on a single child, working class parents expressed almost equal interest on all spectrums of cost. The majority (45 percent) of middle class parents said they would be willing to spend money on the higher spectrum, being $41 to $50 or higher. Of the upper class parents surveyed, 67 percent also expressed interest in spending money on the higher spectrum for their children.

As shown in the graph to the right, when asked about the amount of money parents are willing to spend if the whole family were involved in the activity, the likelihood that they would spend more drastically increased. Over half (62 percent) of working class parents and 70 percent of middle class parents would spend $81 to $100 or higher if the whole family were involved. All of the upper class parents (100 percent) responded with the willingness to spend money at the highest point of the cost spectrum ($81 to $100 or higher). This suggests that the Kauffman Center would generate more money by involving an entire family rather than one child as the goal would be to get multiple people involved and spending money, which is why we suggest the Kauffman Center implements programs for an entire family to enjoy.

There is also a relation between parents who believe the arts were impactful in their own lives and those who believe the arts are a crucial aspect of development. The majority of people, at 54 percent, who said the arts were impactful in their own lives also believed that exposure to the arts are crucial for developmental growth for their children. Those who believe that the arts are not crucial for development tended not to have had impactful experiences with the arts in their own lives. Therefore, we can conclude that having positive experiences with the arts early on in life

can be a crucial factor in whether or not one thinks the arts are important. This confirms the necessity for the Kauffman Center to engage children and create positive experiences with children at a young age in order to create sustainable relationships.

Amountofmoneypreensarewillingtospendforthewholechildtoparticipateinanevent

$20 or less $21-40 $41-60 $61-80 $81-100 $101 or more

meta-chart.com

Survey: TeachersSurvey: Parentscont.

Amount of money parents are willing to spend on the whole family to participate in an event

24

Survey: TeachersTeacher DemographicsOut of the 87 teachers we surveyed, 87 percent were female and 13 percent were male. The majority of the teachers (73 percent) were under 54 years old. Over half of the respondents were teaching in Johnson County while others worked in Jackson County (36 percent) and Wyandotte County (8 percent). Respondents either taught English (36 percent), math (41 percent), science (36 percent) or music (27 percent) in elementary schools. The number of years spent teaching was widespread.

Teachers Preferences and HabitsTeachers were asked which social media platforms they use the most on a personal basis. The majority listed Facebook (81 percent) as their main social media platform. Pinterest and Instagram were next in line with about 40 percent each. The results are shown in the graph below.

Teachers were also asked where they look to receive their information pertaining to arts-related activities. The majority listed receiving recommendations from other teachers as a primary source. They also believed that they look to social media, mobile apps, emails and newsletters for arts-related activities. The results are shown in the graph to the graph in the next column.

In general, most teachers felt that art was influential one way or another. Over half of respondents ranked arts as being extremely influential. (This is based on a scale of 1-5: one meaning not at all influential and five meaning extremely influential.) 24 percent ranked their personal influence of arts as a four.

In terms of their classroom, 75 percent of teachers felt that their schools art programs were effectively engaging students with either a ranking of four or five at extremely effective. Conversely, teachers had mixed feelings when it came to involving the arts in their curriculum within their schools. While hardly anyone believed arts were not important at all, ranks of 2-5 were fairly equal.

On another note, teachers chose some programs they would like to see offered in the Kansas City area for their students. Top programs included in the survey responses were music, dance, theatre/dance, visual art and creative writing.

Teachers Thoughts on the Kauffman CenterAlmost all of the teachers surveyed (96 percent) had heard of the Kauffman Center. Of those who were aware of the Kauffman Center, 37 percent were aware of the Open Door programs and 54 63 percent were unaware. Of those who were aware of the Open Doors programs, 83 percent had seen the program used in their schools. Those who were unaware read a description of the Open Doors programs and 79 percent said they would take advantage of it.

%

Socialmediaplatformsusedmostfrequently

Facebook Twitter Instagram Pinterest Tumblr YouTube Vine Other0

20

40

60

80

100

meta-chart.com

%%

Whereteachersgetinformationaboutarts-relatedactivities

Email/newsletters

Newspaper

Printads/flyers

Socialmedia/mobile

apps

Televisionads

Radioads

Recommendationfromotherteachers

Other

0

100

25

50

75

meta-chart.com

Social media platform used the most frequently

Where teachers get information about arts-related activities

25

Teacher FindingsAs discussed earlier, teachers thought that their arts programs were extremely effective in schools but not important enough to include in their own curriculum. We felt it was necessary to delve deeper into this subject by comparing their ranking of importance in arts-related curriculum to the subjects they teach. A cross tabulation proved that half of the teachers in math and science thought that curriculum importance deserved a three or below rank. The majority of teachers in music, art and history thought that arts were important in their curriculum planning.

Most teachers (90 percent) said they would be would be interested in taking their students to a musical or theatrical performance in Kansas City. When comparing this to the influence of the arts in their lives personally, it did not really make a difference. Those who said they would not take their students to a Kansas City performance ranked personal influence of arts greater than a three and those who said yes to a performance in Kansas City ranked their personal influence above a two (on a scale of 1 to 5: one being not influential, five being extremely influential).

In terms of the Open Doors program, we thought it would be important to know who was aware of Open Doors and from which county. We thought this could help the Kauffman Center see which counties they are excelling in outreach, but also the counties to which they need to improve communication. Oddly enough, the results were split down the middle. In Johnson County (over half of our total data set), 45 percent of them knew about the program and 55 percent did not. For Jackson County, 66 percent percent knew of the program. This data proves that the Kauffman Center still needs to equally focus its outreach on all surrounding counties.

Importanceofartsintheplanningofschoolcurriculums

1 (not at all important) 2 3 4 5 (extremely important)

meta-chart.com

con

t. Survey: Teachers

26

Importance of arts in the planning of school curriculums

SecondaryResearch

27

The Kauffman Center identifies how it wishes for the brand to be perceived through its mission, to enrich the lives of communities throughout the region, country and world by offering extraordinary and diverse performing arts experiences (History, 2014). After three years, leaders within the Kauffman Center feel that it is well on its way to support that statement.

The Kauffman Center has received local, national and international media coverage, and was named one of the worlds most beautiful concert halls by the German construction and real-estate firm Emporis (CNN, 2014). It was listed in Kansas City Public Medias Six Theatrical Things to Do This Weekend in Kansas City, which cements the venues position on the Kansas City cultural scene (KCUR, 2014). The Kauffman Center additionally receives media coverage for hosting events with other nonprofits in the area, like the venue's partner, Kansas City Friends of Alvin Ailey (KCLive TV, 2014). This helps associate the brand with community support and public service. The performances are frequently listed on local radio stations and newspapers such as Douglas County (Lawrence Journal-World, 2014). This coverage shows the Kauffman Center' has a far-reaching impact.

In multiple internal surveys of more than 5,000 attendees to the Kauffman Center from 2011 - 2014, 95 percent of attendees would recommend Kauffman Center Presents performances to a friend. About 16 percent of people said that the number one reason that they attended an event at the Kauffman Center was because of the venues reputation for high-quality productions. Another 17 percent said that they attended because of the comfort and convenience. In terms of how individuals learned about events, 50 percent of attendees learned about the show they attended through an email or online newsletter. These statistics speak to perceptions held by most patrons of the Kauffman Center, which are overwhelmingly favorable. The Kauffman Center will be able to capitalize on this positive perception as they continue to develop their brand as one that is welcoming of all audiences.

We can start to develop an idea of how it has branded with the corporate sponsors that choose to use the Kauffman Center to brand themselves. These companies are in various industries.

Companies can brand themselves with the arts through corporate sponsorships within the center. Sponsorship programs allow people to show how their own brand ties to the arts, as well as use the Kauffman Centers facility and programming to promote products and services. Each of the promotions campaigns through the center can be tailored to the sponsors brand objectives (Corporate Sponsors, 2014).

These companies include high-end auto sales within Kansas City, such as Mercedes-Benz of Kansas City and Aristocrat Motors, which sells Mercedes-Benz. It is significant that these dealerships both wanted to brand themselves within the center because of the immense relative size of the companies brands. The Mercedes-Benz brand is worth $23.5 billion and is the 16th largest brand globally (Forbes, 2014). They also brand themselves with six key global value statements that can be directly identified with Kauffman Center. These are the audacity to reject compromise, the instinct to protect what matters, the commitment to honor a legacy, the vision to consider every detail, the foresight to take responsibility and the ingenuity to outperform expectations (Retailidustry, 2014).

Brand Analysis:

28

We define our primary target audience as children ages 6 to 13 who attend school in the greater Kansas City area school districts. Out of the total 459,787 people in Kansas City, Missouri, 6.7 percent are 5 to 9 years old and 6.2 percent are 10 to 14 years old. Also, out of the 192,406 households 30 percent of them have children under 18 years old (U.S. Census, 2010).

Schools like Garfield Elementary have 97.3 percent of students who utilize the free and reduced lunch program as of 2012 (Missouri Department of Elementary and Secondary Education, 2012). Garfield Elementary had 556 students, and 544 of them utilized the free wand reduced lunch program in 2012 (Missouri Department of Elementary and Secondary Education, 2012). The students who attend Garfield Elementary are of many different ethnic backgrounds, and are quite close to the Kauffman Center. The distance is only 2.9 miles (Google Maps, 2014). In 2012, the student population was made up of 4.9 percent Asian students, 39.6 percent black students, 44.1 percent Hispanic/Latino, .2 percent Indian and 11.5 percent white students (MissouriDepartment of Elementary and Secondary Education, 2012).

The demographic breakdown below reflects the highly diverse population of Kansas City, Missouri.

Kansas City residents often speak languages besides English, especially when at home (City Data, 2009). Spanish is very popular among residents who speak more than one language. According to City Data, 88.3 percent of residents of Kansas City speak English at home, 7.1 percent of residents speak Spanish at home (50 percent speak English very well, 50 percent speak English less than very well), and 4.6 percent of residents speak other language at home (62 percent speak English very well, 38 percent speak English less than very well) (City Data, 2009).

The Kauffman Center could better reach diverse audiences by creating multilingual messaging. If it would not be possible to reach out to all popular languages spoken in the Kansas City area, we would recommend that the Kauffman Center provide at least some material in Spanish.

Demographics:

29

Demographics of Garfield Elementary

Children and Purchasing Decisions In order to provide programming that would interest such a diverse audience, we analyzed multiple market studies from Mintel. We studied what factors contribute to the activities children participate in, and how race affects the purchasing decisions of our target audience.

In a Mintel Report from 2014 titled Kids As Influencers, we took note of how children influence the purchasing decisions of their parents, specifically with respect to how children influence the selection of entertainment, leisure and family activities.

According to this study, children influence parents with most purchasing decisions, but mainly in purchases that are directly related to the child or the purchases that are specifically for the child. Single parents are more inclined to buy items that are requested by their children. The research stated, [w]hile household income has little effect on how parents and kids spend time together, kids in more affluent households do have more influence over purchasing decisions (Mintel, 2014).

The internet is the best medium to advertise to children and parents across the board (Mintel, 2014). Most families watch TV together, as it is still the most common family pastime, however, most people record their TV shows, which means that families are less likely to see TV advertisements (Mintel, 2014). More often than not, fathers make use of technology when bonding with their children and mothers are more likely to bond with their children while doing everyday activities like grocery shopping and chores (Mintel, 2014).

The report also examines how race can affect purchasing decisions. According to this report, Hispanic and Latino children oftentimes have a greater say in their parents purchasing decisions as Hispanic households are more likely to include children, to have more children and to have younger children states (Mintel, 2014).

Specifically, Hispanic children also have a, greater say in purchases of mobile phones, dvds, music, videogames, small electronics and computer accessories when compared to other children of with different demographics (Mintel, 2014). Disney channel is a very recognizable brand among this demographic. Mintel reports that almost 9 out of 10 Hispanic children who are between the ages of 6 to 11 watch Disney Channel regularly. Mintel credits this to the emphasis of Hispanic culture and outreach carried out by Disney.

Extracurricular HabitsMintel also provided explanations of the online habits of teens and kids in their report Activities of Teens and Kids Infographic Overview. According to the report, children and teens prefer to spend more time online. Girls generally prefer activities with social components and boys generally prefer activities designed for slightly older audiences (Mintel, 2013). Finally, 42 percent of kids (out of 1000, ages 6 to 17) say that their parents dont have enough money to give them for activities they enjoy (Mintel, 2013). In an analysis by PRIZM, it was indicated that a group called 18 kids and cul-de-sacs is prominent in the greater Kansas City area. With a high rate of Hispanic and Asian Americans, these families are upper-middle-class living in recently built subdivisions. The 22 to 44 year old parents are college-educated and in administrative white-collar jobs. The parents spend their time playing fantasy sports, reading Parents Magazine and watching the X Games (Nielson, 2014).

Psychographics:

30

CreativeStrategy

31

Tactic 1: Create Kauffman Center merchandise.Target: Children visiting the Kauffman Center.Time: June December 2015

Description: We recommend that the Kauffman Center use the My Kauffman logo on merchandise such as buttons (possibly for their backpacks) and key chains to give to children during field trips and youth-related events, such as Future Stages or Open Doors. We want children to feel as though the Kauffman Center belongs to them, and in order to do so, we want to offer them these physical mementos as a reminder of their experiences with the arts and to encourage them to visit again in the future. After the suggested timeline, the same buttons and key chains could be offered for a low price and kid-friendly option in the gift shop.

Description: Adjust the communication style of social and traditional media to reflect components of the My Kauffman campaign. Components would include highlighting any and all hyperlocal arts events through social media, using a My Kauffman tone of voice. This tone is kid-friendly and uses short, accessible phrases with this same tone, we would recommend that 80 percent of your posts be geared towards your general audience and the other 20 percent be focused on parents/teachers. We believe that this is the best percentage to keep your current clients interested while also branding yourself as a kid-friendly venue.

Goals and Objectives:

Goal 1:Establish sustainable relationships between the Kauffman Center and families in the greater Kansas City area.

Objective 1:Implement the My Kauffman campaign by the end of 2015.

Tactic 2: Focused social media and #myKauffman hashtag.

32

Description: Throughout the school year and during the Center Stage Saturdays workshops, the Kauffman Center will give children My Kauffman buttons to take home. The buttons will then be used as incentive for these children to return to the Kauffman Center for the Future Stages Festival. When said children and their families come to the Future Stages Festival with one of these buttons, they can redeem the prizes such as reduced or free food prices. Not only will this give the target audience incentive to return to the Kauffman Center, but it will also put the merchandise to use.

Description: Young performers gather in a flash mob at the Brookside Art Fair to promote the Future Stages Festival and the Kauffman Center. Performers would play orchestral instruments to pop music, which would likely be familiar to children. This tactic relays our campaign message in a lively and interactive way, just as the performing arts bring stories and emotions to life. The audience would be encouraged to follow the Kauffman Center on their social media by handing out merchandise contingent on proof of following. The Kauffman Center would also have a photo contest of the event in which parents could win tickets to a performance of choice. Young performers would come from the Paseo Academy of Fine and Performing Arts or Kansas City Young Audiences. Incentives for young performers could include volunteer hours, free food, t-shirts, free tickets or a chance to tour the Kauffman Center in 2015. To establish regular performances with young audiences each year to promote the Future Stages Festival, we would recommend providing some compensation for performers. Reasonable compensation could range anywhere from $10 to $20 per hour per performer or a scholarship stipend, though the flash mob style performance would require substantially less time.

Tactic 3: Wear a My Kauffman button to the Future Stages Festival.Target: Children who have come to the Kauffman Center, either through the Open Doors program or for the Center Stage Saturdays workshops.Timeline: Give out buttons year-round, leading up to the Future Stages Festival on June 28, 2015.

Tactic 4: Guerrilla marketingTimeline: May 1 - 3, 2015Target: Families attending the Brookside Art Fair.

33

Description: For eight Saturdays in the summer, the Kauffman Center should hold workshops to include entire families and focus on performing arts aspects such as: making instruments, comedy, dance, opera, etc. These workshops could be hosted by area performing arts teachers who appeal to children, with a different ar t and teacher highlighted each week. For example, Kevin Dolan currently works with Kansas City Young Audiences to teach music and drama. He along with the other examples below could be excellent instructors. Capacity of each workshop would include about 20 children, plus one or two parents per child and would last about an hour and a half. Each workshop would cost up to $50 per child depending on the types of materials needed. The Kauffman Center can offer discounted prices or scholarships from donors for families with financial need. Discounted prices can also be offered to those who sign multiple children up for workshops, or if they book multiple workshops in a row.

Goals and Objectives:co

nt.

Objective 2:Offer eight annual workshops for children ages 6 to 13 and their families in the summer of 2015.

Tactic 1: Incorporate Center Stage Saturdays workshops into the summer schedule.Target: Families looking for engaging and educational activities that can involve the entire family.Timeline: May 23 July 25, 2015

Jeanne AverillActing Instructor

The Coterie Theatre

Kevin DolanImprov Instructor

Kansas City Young Audiences

Liv MorrowDance Instructor

Quixotic School of the Performing Arts

34

Goals and Objectives:Objective 3:

Improve media coverage through traditional mass media and social media of youth-based events and increase social media followers by 15 percent by the end of 2015.

Goal 2:Strengthen partnerships with schools and other organizations in the Kansas City metropolitan area.

Objective 1:Retain current relationships with partner organizations and build relationships with at least five more

organizations, such as Kansas City Young Audiences and the Nelson-Atkins Museum of Art.

Description: Arts Partners in Kansas City is a partnership of 15 arts organizations that help fund art curriculums in schools. Because the Kauffman Center is not a part of Arts Partners, the 15 organizations tend to view the Kauffman Center as competition. If the Kauffman Center were to join the Arts Partners, then the participating organizations (such as Kansas City Young Audiences and the Nelson Atkins Museum) would be more likely to support the Kauffman Centers efforts to offer youth-based programs. This will benefit the Kauffman Centers goal of increasing youth-based interaction with the arts because the 15 Arts Partners already have sustainable relationships with the Kauffman Centers target audience.

Tactic 1: Become a part of Arts Partners

Tactic 2: Social media platforms.Target: Parents and teachers looking for programs for children in the KC area.

Description: Use Twitter, Facebook, email marketing and Instagram to increase attendance in Open Doors and youth-based events to appear more personal while also using the #myKauffman hashtag. Incorporate some Spanish-language tweets, posts, or simple sentences about the inclusion of workbooks and brochures in Spanish.

Description: Use radio, brochures, and digital advertising in order to increase attendance to youth-based events. Parents like to receive brochures from their childrens school to gain trust of a potential childrens activity. The brochures can be dropped off at schools for teachers that may not know about the Open Doors program. We suggest a My Kauffman approach by using photos of youth-based events. We believe radio and the Kansas City Star digital advertising are good options for those who do not have time to sit and read a paper. The internet is the best medium to advertise to children and parents across the board (Mintel, 2014).

Tactic 1: Traditonal media optionsTarget: Parents and teachers looking for programs for children in the KC area.Timeline: June December 2015

35

Description: Children, teachers and parents have overwhelmingly expressed that they wish youth experiences at the Kauffman Center were more engaging, but they are not always able to find the time. We have developed two different types of interactive field trip experiences that schools can utilize through the Open Doors program, which can be easily incorporated into a music or arts curriculum. The first experience is a VIP behind-the-scenes tour with options to meet a cast or crew member from a show, which will allow the children to gather a deeper understanding of how shows are produced. Children would be given VIP lanyards with the My Kauffman logo. Tours would be given throughout various parts of the Kauffman Center, including backstage and all of the performance spaces. They will also be given an interactive workbook, available in English with smaller titles in Spanish, to be used that relate to the tour and performances. When possible, the Kauffman Center can offer a special matinee showing or dress rehearsal of whichever performance is currently running for the schools, and offer a meet and greet with the cast afterward. Schools can specifically request to visit during matinee shows, or they can be given the option to only participate in the VIP tours and guided experiences.

con

t.Goals and Objectives:

Tactic 2: The VIP experience.Target: Educators in the Kansas City area.

Objective 2:Improve the Open Doors experience and increase school participation by 20 percent in 2015.

Description: The first option for an interactive field trip experience is offering music teachers the opportunity to have their school bands and choirs performs in either of the halls. Parents and students are welcome to watch the performance. Any school that participates in the Open Doors Program is welcome. The Kauffman would either feature the students on their website or social media. Students would still be offered My Kauffman merchandise, such as buttons, and would be encouraged to post about their experience on social media. The students would also be given Future Stages information to encourage them to perform at the festival.

Tactic 1: Host school performances.Target: Educators in the Kansas City area.Timeline: August May 2015

36

MediaStrategy

Our main objective is to improve media coverage through traditional mass media and social media for youth-based

events and to increase social media followers by 15 percent. We also believe it is important to improve the

quality of interaction with followers and potential followers by changing the the voice of the Kauffman Centers current

social media, from the current professional tone to a more personal one.

Goals and Objectives:

37

Social Media Strategy:Our target audience is parents and teachers in the metropolitan Kansas City area. Based on census data from 2010, most parents are between the ages of 25-44. Younger parents are more connected to social media than older parents, with Pew Research reporting that 82 percent of adults ages 30-49 use social media. Parents in general are more fond of social media platforms such as Facebook and Pinterest. Our focus group and survey results suggest that children in the greater Kansas City area are active on Instagram and they oftentimes begin using it as a stepping stone to other media outlets. Parents and teachers also mentioned that they use Instagram and Twitter, as well.

We suggest taking a personal, My Kauffman tone with all of these platforms by showcasing how the Kauffman Center relates to the unique and memorable Kansas City Experience. This can include posting about other happenings relevant to Kansas City, such as First Fridays or local sporting events. Our main goal is to increase the Kauffman Center for Performing Arts social media following by 15 percent on Facebook, Twitter and Instagram. For Facebook and Twitter, we suggest holding a win a free class for your child competition for parents. Posts related to this competition would be published twice a week leading up to March 21st, 2015.

The posts would also be 140 characters or less and explain that the Kauffman Center is hosting a summer-long weekend program for parents and their children. The audience would enter to win by retweeting, sharing or tagging a friend. These posts would also include the hashtag #myKauffman and a link to the Kauffman Center website where parents can provide their email to receive more information on the workshops being offered. We suggest that this section is placed under under the Kids tab with a section called

Summer Programing on the current website. Emails can be used later on when the Kauffman Center hosts other youth-related events such as the National Geographic programs, among others.

The Kauffman Center does a great job of showcasing their beautiful, pristine building and performance spaces on Instagram. We think that the Kauffman Center should share at least one photo a week of the Kauffman Center employees or performers interacting with each other and with visitors. We recommend that pictures showcase children who are enjoying the Kauffman Center events or taking part in the Open Doors Program. With this My Kauffman approach, you are showing viewers that they belong in your space and will enjoy their time there.

The current social media and outreach statistics are as follows:

Facebook: 30,528 likes and 22,055 visits

Twitter: 12,500 followers and 1,653 tweets

Instagram: 830 followers, 119 posts

Youtube: 84 subscribers and 7,630 views

Media Executions:

38

Media Executions:

39

Twitter

Email

Teacher email Parent email

40

Facebook

Kauffman Center for Performing ArtsJust now

Were having a blast at the #FutureStagesFestival today! Bring the whole family for a day of fun! #myKauffman

Kauffman Center for Performing ArtsToday at 11:00 a.m.

Looking to fill your summer with music, theatre and fun? Look no further than the Kauffman Center! Join us on Saturday mornings for art workshops that will be fun for the whole family! #myKauffman

Are you a young performer dreaming of the stage? Join us at the #FutureStagesFestival for the chance to perform at the Kauffman Center. #myKauffman

Parent emailKauffman Center for Performing Arts

41

Brochu

re

42

Direct mail

43

Radio Script (15 sec.):

Narrator: Where will you be this weekend?

Child: Ill be playing at the Kauffman Center!

Parent: Ill be with my family at the most beautiful building in Kansas City.

Narrator: Bring the whole family to Center Stage Saturdays! The Kauffman Center for the Performing Ar ts is hosting new interactive workshops for the whole family for eight Saturdays this summer.

Learn. Play. Have fun at the Kauffman Center!

###

Media Timeline:Rad

io

44

Media Timeline:

February - July 2015

February 22: Photograph and post about

children-focused events (such as Peter and the Wolf). Make sure to get interaction

with kids. Perfect opportu-nity to capitalize upon the

Kansas City Experience.

March 1: Finalize a schedule for the workshops and release the

types of workshops on website.

March 11: Prep your social media

team on the message of My Kauffman and make sure you have images from classroom

Open Doors experiences to share on your Instagram.

Implement Pandora advertising.

April 1-July 1: Start tweeting

twice a week about programming in

April then increase to three times a week

two weeks before the Future Stages

Festival.

May 15: Cover Disney Fantasia

Live to use on Instagram, Twitter and Facebook.

Parents need to know you host family-friendly events.

Start radio advertising of Jack FM and Pandora.

45

Category Quantity Timeframe CostMaterials for instruments, crafts, any additional props or theatre elements

Per the number of students enrolled in workshops*

May 25-July 30 $800

Jack FM Advertising 15-20 mentions May 10-16 $1,375Pandora Banner 250 impressions per day April 21-May 21 $200Kansas City Star Digital Advertising Big Box Advertising

(30,000 impressions)April 21-May 21 $450

Brochures 370 (100 in Spanish) April 21-May 21 and July 1-September 1

$275

Workshop Instructors Two instructors each for 8 workshops May 25-July 30 $1,600 (estimated from $100/hr session)

Stipend for assistant intern (18+) One May 25-July 30 $300Total: $5,000

First $5,000:

Our total budget has been broken up into two separate parts in order to clearly indicate what we feel the primary priorities should be for increasing participation among those in our target audience. The first $5,000 is what we recommend for the performing arts classes and engaging with students during the summer. The second $5,000 includes our suggestions for full-time programs, particularly those during the school year, which research has shown will help build full time community connections with the Kauffman Center.

Though some of our suggestions may at first glance seem minute, their impact will fundamentally affect how our target audience interacts with the venue and performing arts in general. If more funding sources were allocated to the projects, they could be used to increase the number of summer classes, print additional workbooks and increase the frequency or duration for the Pandora or radio advertisements.

*Can charge $150/child for eight weeks or per session with a reduction for multiple children from one family.

Budget:

46

Category Quantity Timeframe CostJack FM Advertising 15-20 mentions August 15-30 $1,375Pandora Banner 250 impressions per day September 1-30 $200Kansas City Star Digital Advertising Big Box Advertising

(35,000 impressions)August 1-30 $500

Brochures 630 (150 in Spanish) August 1, 2015 to May 21,2016

$470

My Kauffman workbooks 350 August 1, 2015 to May 21,2016

$1,500

Backback buttons 250 May 21-August 1 $300

My Kauffman Lanyards 350 August 1, 2015 to May 21,2016

$400

Food for VIP tour guide training Dependent on number of people trained

May 21-August 1 $200

Materials for VIP tour guide training Dependent on number of people trained

May 21-August 1 $50

Total: $5,000

Second $5,000:

*If you choose to not do any radio or digital advertising, we suggest you print 400 more brochures and 200 more workbooks.

47

Budget:$10,000(initial$5000+additional$5000)

Workshop materials Jack FM advertising Pandora bannerKansas City Star digital advertising Brochures Workshop instructorsIntern stipend My Kauffman workbooks Backpack buttons My Kauffman lanyardsFood for VIP tour guide training Materials for VIP tour guide training

meta-chart.com

Appendix

48

References:About Us (n.d.). Kansas Academy of Theatrical Arts. Retrieved from http://katayouthacademy.com/About-us.php

City-Data (2009). Kansas City Missouri. Retrieved from http://www.city-data.com/city/Kansas-City-Missouri.html#ixzz3EgNqnVEI Census (2013). Kansas City Missouri. Retrieved from http://factfinder2.census.gov/faces/tableservices/jsf/pages/pro-ductview.xhtml?pid=ACS_13_1YR_S0901&prodType=table Census (2013). Kansas City Missouri. Retrieved from http://factfinder2.census.gov/faces/nav/jsf/pages/searchresults.xhtml?refresh=t

CNN (2014). Worlds 15 Most Beautiful Concert Halls. Retrieved from http://www.cnn.com/2014/03/02/travel/beauti-ful-concert-halls/index.html?sr=fb030314concerthall1130a

Community Tickets (2014). Kauffman Center for the Performing Arts. Retrieved from http://www.kauffmancenter.org/kids/community-tickets

Corporate Sponsorships (2014). Kauffman Center for the Performing Arts. Retrieved from http://www.kauffmancen-ter.org/support-us/corporate-sponsorships/

Culture House. (n.d.). Our Story. Retrieved from http://culturehouse.com/our-story

Foundation Center (2014). 990 Form. Retrieved from http://990s.foundationcenter.org/990_pdf_archive/431/431866550/431866550_201306_990.pdf

Friends of Alvin Ailey Celebrate 30 Years in KC (2014). KCLive.TV. Retrived from http://www.kshb.com/entertain-ment/kcl/community-kcl/friends-of-alvin-ailey-celebrate-30-years-in-kc

Google Maps (2014) Retrieved from https://www.google.com/maps/dir/Garfield+Elementary+School,+436+-Prospect+Ave,+Kansas+City,+MO+64124/Kauffman+Center+for+the+Performing+Arts,+1601+Broadway+Blvd,+Kan-sas+City,+MO+64108/@39.1015728,-94.578266,15z/data=!3m1!4b1!4m13!4m12!1m5!1m1!1s0x87c0fa62cb89b9b9:0x34ecdb97467b908!2m2!1d-94.552115!2d39.109001!1m5!1m1!1s0x87c0f0436e78d7f7:0x586ce93f6c883360!2m2!1d-94.587494!2d39.094112

History (2014). Kauffman Center for the Performing Arts. Retrieved from http://www.kauffmancenter.org/the-cen-ter/history

Kansas City Info (2014). Kauffman Center for the Performing Arts. Retrieved from http://www.kauffmancenter.org/the-center/kansas-city-info/

About (2011). Kansas City Young Audiences. Retrieved from http://www.kcya.org/?page=about

Kauffman Center Celebrates (2014). Kauffman Center for the Performing Arts. Retrieved from http://www.kauff-mancenter.org/2014/09/26/kauffman-center-celebrates-third-anniversary-milestones-with-a-focus-on-the-future/

Lawrence Journal-World (2014). Today in Lawrence: Final Friday, Halloween events and more! Retrived from http://www2.ljworld.com/news/2014/oct/31/today-lawrence-oct-31-nov-2/

McTavish, Brian (2014). Six Theatrical Things to do this Weekend in Kansas City. KCUR (2014). Retrieved from http://kcur.org/post/six-theatrical-things-do-weekend-kansas-city

49

Missouri Department of Elementary and Secondary Education (2012). Free and Reduced Lunch 2012. Missouri Depart-ment of Education. Retrieved from http://mcds.dese.mo.gov/quickfacts/Pages/District-and-School-Information.aspx

Missouri Department of Elementary and Secondary Education (2012). Building Demographic Data. Retrieved from http://mcds.dese.mo.gov/quickfacts/Pages/District-and-School-Information.aspx

Missouri Department of Elementary and Secondary (2012). Building Demographic Data. Retrieved from http://mcds.dese.mo.gov/quickfacts/Pages/District-and-School-Information.aspx

Mintel. Activities of Teens and Kids- Infographic Overview (November 2013). Retrieved from http://academic.mintel.com.www2.lib.ku.edu:2048/display/637813/

Mintel. Kids as Influencers (April 2014). Retrieved from http://academic.mintel.com.www2.lib.ku.edu:2048/dis-play/680686/

Nielsen (2014). Retrieved fromhttp://www.claritas.com/MyBestSegments/Default.jsp?ID=37&id1=1027&id2=34 Nielsen (2014). Retrieved from http://www.claritas.com/MyBestSegments/Default.jsp?ID=20&menuOption=ziplook-up&pageName=ZIP%2BCode%2BLookup&filterstate=&sortby=segment_code&prevSegID=2611099#Nielsen (2014). Retrieved from http://www.claritas.com/MyBestSegments/Default.jsp?ID=37&id1=1027&id2=63

Paseo Academy of Fine and Performing Arts (n.d.). Retrieved from http://www.kcpublicschools.org/paseo

Prizm: ZIP Code Lookup (2014, January 1). Retrieved from http://www.claritas.com/MyBestSegments/

QSPA Kizdotic Youth Division (n.d.). Retrieved from http://www.quixoticschool.com/kizdotic-performance-division

ReStart (n.d.). About. Retrieved from http://www.restartinc.org/about/

Retailindustry (2014). Company Mission Statements. Retrieved from http://retailindustry.about.com/od/retailbest-practices/ig/Company-Mission-Statements/Mercedes-Benz-USA-Mission-Statement.html

Sprint Center (2014). Arena Info. Retrieved from http://www.sprintcenter.com/arena_info

Starlight Theatre (2014). About Starlight. https://www.kcstarlight.com/about_starlight/default.aspx

Synergy Services (n.d.). Our Youth Services. Retrieved from http://www.synergyservices.org/?page=Main_Our_Ser-vices_Youth

Transportation Fund (2014). Kauffman Center for the Performing Arts. Retrieved from http://www.kauffmancenter.org/kids/transportation-fund/

Theatre of the Imagination (2012). Retrieved from http://dramakc.com

U.S. Census Bureau 2010 Census (2010, January 1). Retrieved from http://www.census.gov

Volunteer (2014). Kauffman Center for the Performing Arts. Retrieved from http://www.kauffmancenter.org/sup-port-us/volunteer/

50

Thank you!

Coffeehouse Solutions would like to give a huge thank you to Professor Hyunjin Seo for direction in this campaign. We would also like to thank the Kauffman Center for Performing Arts for facilitating this opportunity for us.

51