1. The BCA Does
the ABC’s:
Marketing
Burlington City Arts’
Youth Summer
Programs
Alisha Durgin
2. THE CHALLENGE & THE NEED
• Increase the amount of registrants for BCA’s
youth summer programs
• Increase the awareness of the availability of
scholarships for youth summer programs
increase awareness of its affordability
3. RESEARCH
• Intercept interviews
• Survey Monkey
• Secondary research provided by BCA
• Competitor analysis
4. RESEARCH
RESULTS
Intercept Interviews: 18 adults, 12 children
Survey Monkey: 28 people
- Moms tend to have the most influence over which summer camps a child
attends.
- Top factors parents look for in a camp: relates to child’s
interests, fun, affordable, and fits into parents’ schedule.
- 15% of total adult interviewees said their children had been to a BCA
camp in the past, 85% said no.
- Competition was primarily sport camps (like UVM and Nike sport camps)
and recreation day camps, but also educational, music, and theatre
camps, along with programs like Girl and Boy Scouts.
- Found affordability was not as big as an issue as BCA thought– more
parents found the scheduling of the BCA camps a conflict or their children
just didn’t have an interest in it.
- Surprising amount of people actually didn’t know about the BCA.
5. ACTION ITEMS &
DELIVERABLES
• Marketing campaign
• Event outline
• Press release
• Newspaper pitch
• Blog post example
• Social media guide
• Poster mock-ups
• General advice & input
6. THE PLAN
Events
• BCA Gallery Presents: Artists of our Future
– Hold a kids’ night at the BCA Gallery where kids of greater Burlington elementary
schools can choose an art piece to have displayed in the gallery for a night.
• Pre-existing gallery exhibits
– Have a table at pre-existing gallery exhibits that has work from past
participants in the kids’ programs, camp program guides, scholarship
information, and a BCA representative on hand to promote and inform gallery
visitors of the programs and their benefits.
7. THE PLAN
School Outreach
• After school programs
– Offer a BCA professional instructor to provide weekly
lessons to give kids a taste of the BCA kids’ camps’
offerings and spark an interest in the arts.
• In-class guest artists
– Get in contact with art teachers of the greater
Burlington area and offer the teachings of a BCA
professional artist for a day.
• Demo classes
– Offer demo classes at the BCA and spread the word
using school outreach.
• Other
– Work with teachers to link a particular art program to
current class assignments, like connecting pottery to
studies on the Mayans, Aztecs, or Egyptians.
8. THE PLAN
Media Outreach
• Newspapers
– Including calendar listings
• TV stations
• Social media
– Twitter, Facebook, Google+, blog, and website
9. THE PLAN
Branding
– BCA has very recognizable
branding and being an arts
center, design and branding
aesthetics is incredibly important
to the BCA.
– Consider altering their branding
strategies slightly when dealing
with kid-centric
audiences, including parents and
the children themselves.
– Some areas where BCA can afford
to kid-friendly-ize their branding
is on a youth-centered section of
their website and a poster
campaign targeted towards kids
and parents.
10. THE COLLATERAL
• In-Depth Marketing Campaign Outline
• 2 Media Pitches
• 1 Press Release
• Social Media Calendar: Twitter and Facebook
• The Museum of KidTemporary Art Event Outline
16. AFTERTHOUGHTS
• Never got to finish poster
mockups but still suggested
idea of a “kid-friendly”
branding approach shown
through approachable and
fun posters
• Submitted all work to Eric;
although work may not be
used this season, could be
helpful for next season’s
marketing
