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Make It Your Kauffman Center
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Make It Your Kauffman Center
Our T
ea
m
La
uren
Ba
llin
ger
[Creative D
irector]
Za
ch
Ca
rn
ah
an
[Research D
irector]
Ca
ssid
y C
orco
ra
n
[Public Relations D
irector]
Na
ta
lie G
arretso
n
[Social M
edia Director]
La
uren
Lo
ng
bin
e
[Account Executive]
Sco
tt W
eid
ner
[Presentation D
irector][
Our m
ission is to provide quality brand m
anagement through our clients’ values
and interests with the highest level of
professionalism and integrity.
[ Our M
ission
Tableof
ContentsIntroduction
Research & Findings
Planning & Solutions
Our References
The Appendix
Executive Summ
ary ......................................5S.W
.O.T. Analysis..........................................6
Goals & O
bjectives........................................8Target M
arket ............................................9
Focus Group Findings....................................11
Survey Results...........................................13Secondary research......................................16
Make It Yours............................................23
Passport Program .......................................24
Block Party ..............................................25Budget & M
edia Timeline ................................26
Tier Two Program
........................................29
The Kauffman Center for the Perform
ing Arts is a world-class arts venue featuring renow
ned architecture, fam
ous performances and a high level of sophistication. The building overlooks
the Kansas City Crossroads arts district, located right in the heart of the city. O
ur clients approached us needing solutions. They needed help engaging Kansas City youth ages 6-13 to build a lasting relationship w
ith the Kauffman Center. They needed a place for
the kids to call home. They asked, so w
e answered.
The main objective of our cam
paign is to develop a program that both attracts youth to
the Kauffman Center and encouraging retention. W
hen brainstorming, w
e knew that this
program needed to be innovative, com
petitive and interactive. Along w
ith the children, our target market includes their parents and teachers. Research
that we conducted fully supports our cam
paign and has helped to develop something that
appeals to all three audiences. Through a cohesive and structured cam
paign, we have m
aximized the ability for Kansas
City youth to personalize their entire arts experience. We have im
plemented the “M
ake It Yours” cam
paign, allowing each participant to attend the Kauffm
an Center based on various interests and needs. W
ith a budget of $5,000 we w
ere able to create a complete cam
paign, featuring news
releases, social media, radio and print advertisem
ents, as well as a brand new
incentive program
that will fully engage the children.
While it w
as important to create our ow
n ideas, we w
anted to expand on the strong program
s that the Kauffman Center already had in place. W
e chose to expand on the Open
Doors program
in order to successfully reach all three of our target audiences. All in all, w
e think that our “Make It Yours” cam
paign will increase youth traffi
c to the Kauffm
an Center, helping to form relationships that w
ill last a lifetime.
Executive Su
mm
ary
[ 5 ]
[ 6 ][ 7 ]
S.W.O
.T. An
alysis
Stren
gth
s
From the outside looking in, it’s
easy to tell that the Kauffman
Center is a beautiful building. The aesthetic appeal is the m
ost prom
inent feature in the eyes of its visitors. W
hen prompted, our
focus group participants said that the unique architecture of the Kauffm
an Center was the feature
that resonated the most w
ith them
. Another valuable asset for the Kauffm
an Center is its known
presence in the Kansas City area. As a w
orld-class performing arts
venue, the Kauffman Center
brings in well know
n artists, perform
ers and exhibits. Located in the Crossroads Arts D
istrict of Kansas City, the Kauffm
an Center provides a front door to the creative scene. From
the inside looking out, the view
of the Crossroads Arts D
istrict sets the stage for perform
ers of all ages.
Wea
kn
esses
Although the Kauffman Center
is known for bringing in
sophisticated performances, these
shows m
ay not be suitable for children. W
ith short attention spans, it m
ay be hard for children to stay engaged in a sym
phony or ballet. Parents and teachers expressed the need for short, interactive show
s. As an emerging
organization, the Kauffman Center
lacks proper advertising for their current program
s. Although it has suffi
cient programs in place,
more advertising is necessary
to increase attendance. As non-profit, w
ith less funding, the Kauffm
an Center has to work hard
to promote itself. Social m
edia is ow
ned media; research show
s no correlation betw
een increased social m
edia use and a high return on investm
ent. How
ever, our findings indicate that a m
ore engaging social m
edia strategy is m
ore affective. Taking advantage of key social m
edia platforms w
ill increase aw
areness of current program
s, while being cost
efficient.
Op
po
rtu
nities
There are numerous opportunities
for the Kauffman Center to
create a lasting relationship with
Kansas City youth. By building upon its current O
pen Doors
program, there are opportunities
to connect with children both
inside of schools and with their
families. By utilizing its strengths,
the Kauffman Center has the
ability to use these programs
to build a long-term hom
e for the children. Being such a large m
etropolitan area, Kansas City provides m
any youth-centered program
s that are available for partnerships w
ith the Kauffman
Center. Whether it’s extracurricular
school activities, the Boys and G
irls Club, or the neighboring N
elson-Atkins Museum
of Art, the possibilities for pairing up are endless. By w
orking with another
organization, the Kauffman
Center will m
aximize its ability to
reach Kansas City kids and gain
insight from other organizations
in the process. We live in a
world consum
ed by technology w
here young people have the m
ental capacity to respond to digital inform
ation that is presented to them
. By using this to its advantage, the Kauffm
an Center can build on its social m
edia presence and technical applications to connect w
ith youth effectively.
Th
rea
ts
Most people can relate to the
feeling of being busy. With a
vast number of opportunities
available for Kansas City children and their fam
ilies, competition
is the biggest threat that the Kauffm
an Center faces. Parents are constantly fighting to fit in all of the activities that are both necessary and entertaining for their kids. O
ur focus group research also dem
onstrated that children need to feel that they are involved in the activity that they are attending. W
ith the lack of engaging and kid-friendly show
s, the children have a hard tim
e connecting with w
hat the Kauffm
an Center is currently offering. Lastly, w
ith the Kauffman
Center being a non-profit organization, funding is a m
ain issue. O
f course there are endless opportunities for new
programs,
but those cannot happen without
proper funding. Similarly, parents
may not be able to afford to send
their children to the Kauffman
Center.
Facility
Location
Awareness ]
[ Stren
gth
s
Current Programm
ing
Advertising
Social Media ]
[ Wea
kn
esses
Youth Programs
Partnerships
Technology ][ O
pp
ortu
nities
Competition
Interests Funding
][ T
hrea
ts
[ 8 ][ 9 ]
Goals & O
bje
ctives
1Create a lasting relationship betw
een the Kauffm
an Center for the Performing Arts and
the Kansas City metro area youth ages 6-13.
Objective 1: Increase youth traffi
c to Kauffman Center events by 25
percent by Sept. of 2015. O
bjective 2: Have at least 50 percent of the youth w
ho attended an event in 2014 return for at least one event per year for the follow
ing five years.
2Create a rew
ards program that w
ill encourage participation in existing events at the Kauff-m
an Center.
Objective 1: H
ave at least 1,000 youth utilizing the rewards
program by Sept. 2015.
Objective 2: U
tilize the rewards program
to have at least 50 percent of those enrolled in the program
attend an existing event (e.g. O
pen Doors).
Objective 3: Allocate revenue from
our marketing budget to
create a media cam
paign, which begins January 2015 and ends
September 2015, that w
ill inform parents and schools of the youth
rewards program
while encouraging their children and students to
utilize the program.
Target Ma
rk
et
Heather is a m
other of two,
with a son, Cyrus, age 6, and a
daughter, Peyton, age 10. Heather
and her family live in Johnson
County and her children attend elem
entary school in the Blue Valley School district. She is 32 years old, and her children are the center of her life. H
eather is the prim
ary decision-maker
in their household, while her
husband, Will, supports the
family financially. She is an active
mem
ber of the Parent-Teacher organization at her children school, w
hich is the source for m
ost of her announcements.
Heather’s children are not actively
involved in the arts, but she believes that a background in the arts is im
portant.
Andi is a fourth-grade teacher in the Kansas City m
etropolitan area. She believes that her students should have a w
ell-rounded education; how
ever, she says that it is diffi
cult to fit the arts into her core curriculum
that she is required to teach. Since her students are not tested on the arts, it is hard to fund program
s that support this subject. Andi w
ould like her students to participate in an extracurricular arts program
, whether that is
through the school, or with their
parents on the weekends.
Noah is a 12-year-old boy from
Leaw
ood, Kansas. He loves
football, soccer and baseball, and any sort of activity that is hands-on. N
oah has attended events at the N
elson-Atkins Museum
of Art, and thoroughly enjoys bringing out his artistic side. Since sports are his m
ain priority, it is difficult
for Noah to get involved in the
arts. He enjoys hanging out w
ith his friends from
school, and likes to attend the events that they do on the w
eekends if his schedule perm
its. Noah w
ants to feel that he is involved and he also has an independent side. Fun fact: N
oah loves snacks and recess.
Heather
Noah
Andi
[ 11 ]
Research & Fin
din
gs
Focus Group S
um
ma
ry
During the w
eeks of Sept. 24, 2014, and O
ct. 7, 2014, Dr. Seo’s
JOU
R 640 strategic campaigns
course conducted nine focus groups w
ith parents, teachers and children from
the Kansas City area. The groups included 22 kids, 22 parents and 10 teachers. The participants in these focus groups represented m
embers from
our target m
arket with the potential
to help engage Kansas City youth ages 6-13 w
ith the Kauffman
Center. Overall, D
r. Seo’s JOU
R 640 cam
paigns course talked w
ith a total of 54 focus group participants.
Pu
blic P
ercep
tio
n
Overall, the m
ajority of the participants are aw
are of the Kauffm
an Center. The main
observation of the facility is that it is a beautiful building, but not kid-friendly. O
ne teacher noted, “w
e feel afraid to even touch the space of the Kauffm
an, because it feels too pretty.” The participants’ perception of the Kauffm
an Center is that only form
al events are held there, w
ith the symphony
and ballet coming to the m
inds of parents and teachers first. The children recalled of events that they attended w
ith a school fieldtrip, such as a glow
-in-the- dark dance perform
ance. The beautiful architecture m
ade a stronger im
pact on participants than the events held there.
Preferen
ces
When asked about preferences for
choosing an interactive program,
there was a consensus am
ong the participants. Parents and teachers agreed that any type of program
through the Kauffman
Center must be cost-effi
cient. M
ost parents said that they would
be more inclined to attend an
event with their children if it w
ere free or low
in cost. There were
multiple com
parisons made to
the Nelson-Atkins M
useum of Art
and programs they have done in
the past. One participant noted,
“the events are free and make
them feel m
ore comfortable w
hen going out of her w
ay to go to the N
elson, even when an event isn’t
taking place.” The participants also agreed that program
s should be hands-on and kid-friendly. The children said that they w
ould want
something that is relatively short
and that it would be, “cool to go
backstage and behind the scenes.” The final consensus w
as that the kids respond better to program
s
that incorporate recognizable songs and characters.
Ob
sta
cles
A comm
on obstacle from teachers
was a lack of transportation and
funding to get to the Kauffman
Center. There was also concern for
a lack of time during school hours
to fit in a trip to the Kauffman
Center into the normal schedule.
Another concern from teachers,
is that the arts did not satisfy the curriculum
being taught in their schools and w
ould not help their students on the state assessm
ent tests. The parent participants said that if they w
ere to incorporate tim
e for the Kauffman Center, that
the scheduling would need to
be far in advance, or during the sum
mer. For parents, w
eekends are easier to attend, but m
any are busy w
ith their children’s other activities during that tim
e. A negative perception of the Kauffm
an Center is that the fine arts are associated w
ith high cost. O
ne parent said, “(I) would be
more inclined to go to Kauffm
an for a fam
ily-friendly event on a Saturday or Sunday at a low
cost.” O
ne participant noted that the Kauffm
an Center does not excel in education, and a program
should be put in place to educate children on the arts. All of the participants agreed that the perform
ances are too long for children’s attention spans and a hands-on activity needs to be paired w
ith a perform
ance to increase the children’s interest.
We feel afraid
to even touch the space of the Kauff
man,
because it feels too pretty.
“
”
[ 12 ][ 13 ]
Pro
gra
ms
When it com
es to incorporating program
s for youth, there was
an agreement that any type of
program should be held during
the summ
er months. Parents
suggested making the program
s flexible w
ith their schedules by having an overall fee for the program
and then allowing
them the ability to choose
which activities their children
could attend. One parent said,
“we don’t like the idea that they
are completely tied dow
n to one activity, w
e prefer to have m
ultiple to choose from.” Som
e parents and teachers noted that it w
ould be in the best interest of the Kauffm
an Center to create a partnership w
ith a local-arts related organization. O
ne teacher
noted that there should be interns or volunteers to interact w
ith the children and guide them
through various activities. Another suggestion to m
ake the kids more
comfortable at the Kauffm
an Center w
as to allow the children
to discover the space, allowing
them to see it as m
ore than just a pretty building.
In
cen
tives
Major incentives that parents said
would draw
their children to the Kauffm
an Center are food and free program
s. One parent also
suggested having birthday parties at the facility, “birthday party hosting is a good w
ay they can get involved w
ith a new organization.”
The children would attend the
Kauffman Center if there w
as a short show
(30 minutes or less)
or if it was “cool” and interactive
with the perform
ers. The teachers w
ant the children to attend the Kauffm
an Center if it is beneficial to their educational experience. The teachers w
ould like to see the arts correlate w
ith the curriculum
being taught in the classroom,
such as math and science.
Med
ia
One m
ajor focus point in our research w
as the media
consumption of our target
audiences. The majority of the
children have cell phones and Instagram
accounts. Most of the
parents have an online presence, predom
inantly on Facebook. Teachers said that the best w
ay to reach them is through
email, as that is the m
ethod of com
munication that they use
the most. H
owever, m
any of the em
ails go to spam, so any sort
of message sent to them
needs to catch the eye. The target audiences also use applications on their phone. O
ne teacher com
mented that she had the
Kauffman Center application
downloaded on her sm
artphone, but it did not offer her w
hat she needed, “I have the Kauffm
an Center app and never use it. There isn’t m
uch to offer on it.” Parents agreed that they are m
ore likely to be inform
ed of a program if they
hear about it from their children’s
teachers, or if their children come
home and tell them
that they w
ant to participate in a certain activity.
”
(I) would be m
ore inclined to go to Kauffm
an for a family-friendly
event on a Saturday or Sunday at a low
cost.
“
Survey Resu
lts
Ob
jective
The biggest influencers of our target m
arket, Kansas City m
etropolitan kids ages 6-13, were
their parents and teachers. Based on this inform
ation we form
atted tw
o online surveys - one purposed for teachers and a second purposed for parents. W
e created and distributed these surveys w
ith the goal of reaching a broader parent, teacher audience across the five Kansas City m
etropolitan counties. These online surveys posed sim
ilar questions that w
ere asked in our focus groups in a m
ore condensed format that
allowed for parents and teachers
to take at a convenient time
for them. W
e had 152 parents respondents and 87 teacher respondents. W
e can now better
deduce parents’ and teachers’ opinion of the im
portance of arts am
ong children. Beyond that our survey gathered how
parents and teachers feel specifically about the Kauffm
an Center and the Kansas City arts com
munity as a w
hole.
Meth
od
Parents:O
ne group targeted by our survey w
as parents of children ages 6-13 located in the Kansas City m
etropolitan area. We used
various social media platform
s to contact study participants. W
e wanted to identify how
im
portant parents thought the arts are to their children and w
hether their children participate in any arts program
s. We also
wanted to identify the parents
awareness of art program
s in Kansas City. A m
ajor concept w
e wanted to identify w
as w
hat types of activities parents enjoy participating in w
ith their children.
Teachers:The other participants of our surveys w
ere teachers of students ages 6-13 located in the Kansas City m
etropolitan area. The survey w
as distributed amongst
schools within the five counties
of Jackson, Johnson, Platte, Leavenw
orth and Wyandotte. The
Kansas City Federation of Teachers also dispersed our survey. The central concept studied in this survey assessed the opinions of current arts program
s within
schools, as well as the im
portance of these program
s. Also addressed w
as the current awareness and
use of the Open D
oors program
at the Kauffman Center for the
Performing Arts.
Fin
din
gs
Parents:W
e found that 59 percent of parents strongly agree that exposure to arts is im
portant and that 84 percent of parents have taken their children to a program
in Kansas City related to the arts. W
hen asked if they were aw
are of the Kauffm
an Center for the Perform
ing Arts, 93 percent of parents said yes, but w
hen asked if they have taken their children to the Kauffm
an Center, 62 percent
said no. During the sum
mer, 62
percent of parents say they are the ones providing the care for their children and the m
ain type of activity they like to participate in w
ith their children is playing sports, going to am
usement parks
and being outdoors.
The surveys were available from
O
ct. 1-13. The parents survey had 151 respondents w
ith 63 percent of respondents com
ing from
Johnson County, 9 percent from
Jackson County, 5 percent from
Wyandotte County, 1 percent
from Platte County and 22 percent
indicating a different county not listed. Leavenw
orth County was
an option with no respondents
reporting that as their residence. A total of 195 children w
ere claim
ed among the 152 parents.
Sixty-seven percent of these kids fall w
ithin our target age dem
ographic.
Ninety-three percent of parent
respondents agreed or strongly agreed that exposure to the arts is im
portant for kids, however,
only 84 percent indicated they are likely or very likely to take their kids to a perform
ing arts event in the future. O
nly 7 percent of parents indicated that their kids are not involved in any extracurricular activities. O
f the
other 93 percent most kids
were involved in sports-related
activities, followed by school
organizations with m
usic-related activities in third. A com
plete
[ 14 ][ 15 ]
ranking of the extracurricular activities these kids are involved in is show
n in the info-graphic to the right.
When determ
ining activities for their kids 83 percent of parents indicated that cost w
as im
portant, very important or
extremely im
portant. How
ever, the am
ount parents are willing to
spend on these activities varies highly. Finally, w
hen looking for children’s activities the top-three inform
ation sources indicated w
ere personal recomm
endations, em
ail/newsletters and schools
respectively.
Teachers:W
e found that 93 percent of participants teach at schools that have active arts program
s in place. O
f these participants 96 percent are aw
are of the Kauffman
Center for the Performing Arts,
but 55 percent were not aw
are
of the Open D
oors program.
After being briefed on the Open
Doors program
, of the 55 percent that w
ere not aware, 76 percent
said they would be interested in
utilizing it. When asked w
hich types of arts-related program
s they w
ould like to see offered to their students an average of 46 respondents of the 54 surveyed answ
ered within the
performing arts category: dance,
theatre/drama and m
usic. Most
importantly, w
hen looking for inform
ation about these types of program
s, the top three responses w
ere recomm
endations from
other teachers, emails/new
sletters and social m
edia/mobile apps.
Of the 87 respondents 53 percent
of respondents came from
Johnson County, 18 percent from
Jackson County, 12 percent from
W
yandotte County, 3 percent from
Platte County, 2 percent from
Leavenworth County
and 12 percent indicating a different county not listed. O
ur respondents varied highly in teaching experience, ranging from
less than tw
o years to more than
16 years. Ninety-one percent of
respondents taught elementary
or middle school w
ith students ranging from
5-14 years old.
When planning their curriculum
, 89 percent of teachers said they w
ould be interested in taking their students to a m
usical or theatre perform
ance and 96 percent of respondents are aw
are of the Kauffm
an Center. How
ever, only 45 percent indicated they are aw
are of the Kauffman
Center’s Open D
oors program.
When asked w
hat arts-related program
s the teachers would
like to see offered to students the top-three responses w
ere all perform
ing arts - music,
dance and theatre, respectively. Finally, w
hen looking for arts-related activities for students the top three inform
ation sources indicated w
ere other teachers recom
mendations, em
ail/new
sletter and social media,
respectively.
Im
plica
tio
ns
We found that both parents and
teachers think that the arts are an im
portant part of the child’s education. H
owever, the m
ajority are currently not aw
are of the program
s the Kauffman Center
for the Performing Arts has to
offer. Based on our focus group
and survey findings, the majority
of families have m
ost free time
to spend together between 5-8
p.m. Additionally, m
ost parents indicated that they prefer their children to be exposed to the arts through schools. Teachers indicated that the arts are an im
portant factor when
developing their curriculum.
Although more than 90 percent
of the teachers surveyed had heard of the Kauffm
an Center, less than half are aw
are of the
Open D
oors program. Based on
our primary research, w
e have determ
ined that the Open D
oors program
needs to be better m
arketed to the comm
unity in order to increase aw
areness and attract potential fam
ilies. In the interest of m
aintaining patrons, w
e suggest implem
enting a rew
ards program that gives
children an incentive to want
to go to the Kauffman Center.
The rewards program
s would
consist of a “Passport to the Arts” that the children w
ould earn stam
ps for each performance at
the Kauffman Center that they
attend. The events surrounding this rew
ards program should be
shorter and more interactive,
with fam
iliar content to keep the attention and entertain the target audience.
24%25%
Of The Parents W
e Surveyed
19%
32%
By The Num
bers
0 11 22 33 44 55
$10 orless
$11 - $20$21 - $30
$31 - $40$41 - $50
$510 orm
ore
9
1921
7
27
43
What is the largest am
ount you are willing to spend for one child to
participate in a single program or event?
Dollar am
ount
Number ofRespondents
[ 16 ][ 17 ]
Org
an
iza
tio
n A
na
lysis
Kansas City is home to m
ore than 65 performing arts
organizations (Kansas City Arts and Culture, n.d.). Am
ong these include the Coterie Theater, which w
as nam
ed one of the top-five theaters in the U.S. for children (The Coterie O
pens, 2014). The Kauffman
Center’s vision is to, “enrich the lives of comm
unities throughout the region, country and w
orld by offering extraordinary and diverse perform
ing arts experiences” (kauffm
ancenter.org, 2014). The Kauffm
an Center will fulfill this vision through a
three-point mission that includes providing high
quality programs, outstanding custom
er service and educating current and future generations through activities, perform
ances and programs
(kauffmancenter.org, 2014).
The Kauffman Center’s current executive board is
comprised of Paul Schofer, president and CEO
, Amy
McAnarney, vice president of external relations
and Bill Miller, vice president of operations. The
Kauffman Center’s staff is also com
prised of theater operations, special events and catering, facilities, patron services, ticketing services, finance
and administration, developm
ent and donor relations and m
arketing and comm
unications (kauffm
ancenter.org, 2014).
Providing world-class perform
ances does come
with a financial burden. The Kauffm
an Center is a registered 501(c)(3) non-profit. Its m
ain goal is not to m
ake money, but to provide perform
ing arts for the Kansas City com
munity. In order to achieve its
mission of providing program
s, customer service
and education, 74 percent of the Kauffman Center’s
annual revenue comes from
rental fees and ticket sales. According to Form
990, the Kauffman Center’s
primary revenue source com
es from contributions
and grants, which m
ake up $20,919,913 of the $27,454,963 revenue m
ade in 2012. The Kauffman
Center’s second largest revenue source comes from
program
service and makes up $4,766,414 of the
total revenue. To keep performances affordable for
all economic classes the Kauffm
an Center needs 26 percent of its revenue to com
e from outside donors
(kauffmancenter.org, 2014). This is an aggressive
financial plan that reflects the ideals the center was
founded on.
Secondary Resea
rch
Au
dien
ce A
na
lysis
Research shows that kids are the prim
ary influencers on parents’ decision m
aking, and that parents rely heavily on their children’s desires and opinions before m
aking a decision. Among the 122.5 m
illion households in the U
S, 13.5 percent include kids ages 6 to 11. Although m
others are considered m
ore likely to take their children’s opinions into consideration, fathers are m
ore likely to buy a product w
hen addressed by their children (Kids as Influencers, 2014). In the last 12 m
onths, family
and leisure activities were the m
ost popular motive
when it cam
e to parents purchasing an item for their
children. When it com
es to decision-making, parents
are more likely to “give-in” to a product purchase
when the child is the end-user of the product. G
irls are m
ore likely to be drawn to social activities, w
hile boys are draw
n to products more targeted tow
ard older kids (Kids as Influencers, 2014). Thirty-five percent of m
oms agree that advertising plays a large
part in their purchasing motives for their children.
Both boys and girls ages 6 to 11 agree that they prefer to participate in groups rather than alone. Statistics also show
that they prefer to do activities at a random
time, rather than a scheduled tim
e.
Activity-wise, girls are m
ore likely to participate in a variety of activities over boys. G
irls average participation in 5.7 activities, w
hile boys only average 5.2 activities. G
irls are also more likely to be
interested in activities such as writing, draw
ing and m
usic, while boys are m
ore likely to be interested in video gam
es and technology (Marketing to Kids and
Tweens, 2014). Research also show
s that parents and schools are m
ore likely to invest money to take older
children to professional arts events, because they are m
ature enough and have a high attention span to behave at a show
(Marketing to Kids and Tw
eens, 2014). G
ender also plays a role in which tw
eens tend to carry an interest in the arts. In 2013, 34 percent of girls in the first through eighth grade attended a m
usical or play, compared to just 26 percent of boys.
Income plays a large role in deciding if kids have the
option to attend fine arts events. For children in the first through fourth grade, the highest attendance for arts events w
ere children with parents w
ith an average incom
e of $75,000 per year or more.
(Marketing to Kids and Tw
eens, 2014).
In the U.S. there are 85 million m
others. Studies have found that these m
others collectively have $2.4 trillion in buying pow
er. Generation X m
others are m
ore concerned than Baby Boomer m
others about their child’s happiness (M
arketing to Mom
s, 2014). D
ads are more likely than m
oms to participate
in out-of-school activities. Based on a survey of Internet users w
ith children under the age of 18, 28 percent of parents w
ho organized activities for their children w
ere dads, compared w
ith 24 percent of m
oms. Seventy-three percent of dads claim
that they w
ould like to spend more tim
e with their children
(Marketing to D
ads, 2014).
Parents receive information from
a variety of sources. These sources can be form
al or informal.
New
sletters from school, teachers, friends, other
parents, children, social media and m
ass media
such as print or TV are all sources parents receive inform
ation from that affect decisions they w
ill m
ake for their children. Parents use social circles as a shortcut to inform
ation; thus, the quality of the inform
ation received depends greatly on whom
they are surrounded by.
Kids are the primary
influencers on parent’s decision m
aking
“”
[ 18 ][ 19 ]
Co
mp
etitio
n A
na
lysis
We found that the m
ain competition for the
Kauffman Center in reaching kids ages 6-13 included
the Pulse Performing Arts Center, Kansas City
Young Audiences and the Christian Youth Theatre Kansas City. W
e chose these three organizations based on the fact that they currently have a high engagem
ent of children ages 6 to 13. The programs
that these organizations have established are similar
to programs that the Kauffm
an Center is looking to im
plement in the future. These com
petitors are successful w
ith their current programs and creating
lasting relationships with children ages 6-13.
The Pulse Performing Arts Center focuses on
providing dance classes for ages 3 to adult in every level. Its m
ission is to provide a “full-service dance studio that provides classes for ages three to adult for those students w
ho wish to take dance
recreationally, and also those dancers for those w
ho wish to perform
and compete in our exciting
performance and com
petition groups” (The Pulse Perform
ing Arts Center:About Us., 2014.). The Pulse
Performing Arts Center’s tagline is “M
ove To Your O
wn Pulse” (The Pulse Perform
ing Arts Center, n.d.). It has a large social m
edia presence; with 2,075 likes
on Facebook, 69 followers on Tw
itter, 47 subscribers to its YouTube channel and 433 follow
ers on Instagram
.
Kansas City Young Audiences (KCYA) is a full-service arts institution that delivers program
s in all arts including m
usic, dance, theatre, creative writing and
visual arts by partnering with professional teaching
artists and art partners. Its mission is “to engage all
youth in the arts, promote creativity, and inspire
success in education” (About KCYA. n.d.). Its main
goal is to create a partnership between them
and the com
munity to prom
ote the arts. KCYA’s tagline is, “W
here Arts and Education Meet” (About KCYA.
n.d.). It has programs in dance, m
usic and theatre. It has created after-school program
s, evening, and Saturday classes and sum
mer cam
ps. The KCYA
social media presence is large as w
ell, with 1,530
likes on Facebook, 372 followers on Tw
itter and 31 YouTube subscribers. Its strategic plan is to create and successfully m
arket programs that facilitate
learning, impact educational outcom
es and enhance the overall m
ission by further promoting
training and comm
unication. The KCYA’s building partnerships w
ith area education institutions and organizations in order to fam
iliarize future educators w
ith KCYA programs and the value of arts education
to enhance learning across the curriculum. The KCYA
plans to pinpoint gaps in area programs and services
to identify opportunities to create new and unique
programs w
hich could attract additional funders (St. 2013-2016 Strategic Plan, n.d.).
The Christian Youth Theatre Kansas City (CYTKC) is an after-school theater arts training program
for children 4 to 18. Their m
ission is “dedicated to developing character in children and adults through training the arts and by producing w
holesome
family entertainm
ent, all of which reflect Judeo-
Christian values” (CYT Kansas City - Christian Youth Theater, n.d.). The CYTKC tagline is, “Act. Sing. D
ance. Live” (CYT Kansas City - Christian Youth Theater, n.d.). It provides sum
mer cam
ps and theatre classes of three 10-w
eek session each year. These classes include dance, dram
a, and voice. It also has a special series of classes called O
ur Gang for ages
4 to 7. Each class performs a show
case at the end of the session to show
family and friends all they
have accomplished. CYTKC’s social m
edia presence includes Facebook w
ith 1,491 likes and Twitter w
ith 242 follow
ers.
Co
mp
etito
rs
Ma
rk
et A
na
lysis
The Kansas City metropolitan features 7,950 square
miles, spanning 15 counties, w
ith a total population of 2,035,334 over the border of Kansas and M
issouri, according to the 2010 U
nited States Census (USA.
com, n.d). The m
edian household income for the
metropolitan area from
2008-12 was $56,826 and
the median house value w
as $158,800 (USA.com
, n.d). The largest city in the Kansas City m
etropolitan area is Kansas City, M
o. with a population of 464,310
(City Data, n.d). O
ther notable cities include, Kansas City, Kan. (146,866), O
lathe (92,962), Overland Park
(178,000), Leawood (27,656), Lenexa (49,398) and
Shawnee (47,996) on the Kansas side and Blue
Springs (40,080), Grandview
(24,881), Independence (113,288), Lee’s Sum
mit (92,468) and Raytow
n (29,513) on the M
issouri side (USA.com
, n.d).
The most prom
inent ethnic group in the Kansas City m
etropolitan area is white, com
prising of 78.45 percent (1,596,643) of the population (U
SA.com, n.d).
Other ethnicities include, African Am
erican (12.50 percent, 254,409), H
ispanic (8.19 percent, 166,683), Asian (2.27 percent, 46,221) and N
ative American
(0.67 percent, 13,650) (USA.com
, n.d). English is the prim
ary language of the area; with 89.87 percent
(715,553) of people reporting it as the language they speak at hom
e, ranking just over 10 percentage points above the national average of 79.64 (U
SA.com
, n.d). The gender ratio in the Kansas City m
etropolitan area is fairly even at 48.95 percent male
and 51.05 percent female.
The largest age group in the Kansas City m
etropolitan area is 45 to 54, comprising 14.94
percent (303,991) of the population. Kids aged 5 to 14 m
ake up just over 14 percent of the population in the m
etro area, tallying a total of 290,062 (USA.com
, n.d). For the 25-and-under population, a m
ajority attend public school. There are 228,902 kids in the first through eighth grade w
ith 88.81 percent of those attending public school and 11.19 going to private schools (U
SA.com, n.d).
The average household size in the Kansas City m
etropolitan area is 2.51 (USA.com
, n.d). The highest percentage of household incom
e lies between
$50,000 and $75,000 per year, with 19.75 percent of
households operating within that threshold (U
SA.com
, n.d). On the opposite end of the spectrum
, 8.76 percent (45,970) of fam
ilies operate in poverty (USA.
com, n.d).
The most prom
inent careers in the area are m
anagement and professional occupations. These
occupations account for 34.76 percent (180,354) of m
ale careers and 42.25 percent (205,799) of female
careers, the highest percentage of any category (U
SA.com, n.d).
This research makes it evident that the prim
ary audience the Kauffm
an Center will be reaching
is white, English-speaking w
omen betw
een the ages 37 and 54. These w
omen are the m
others of our prim
ary target audience, children ages 6-13. In conclusion, w
omen are the prim
ary decision-makers
for the activities that their children participate in. We
think wom
en are the ideal candidate to bring their children into the Kauffm
an Center.[
Pulse Performing Arts Center
Kansas City Youth AudiencesChristian Youth Theater ]
[ 20 ][ 21 ]
Bra
nd
An
alysis
Based on reviews and com
ments w
ritten on the social m
edia platforms of Facebook, Tripadvisor and
Yelp, the Kauffman Center has an overw
helmingly
positive online presence. On the Facebook review
s page, the Kauffm
an Center has an Average User
Rating of 4.8/5 and 1,600 gave the center a five-star ranking. Sim
ilarly, out of 293 reviews w
ritten on Tripadvisor, 247 ranked the Kauffm
an Center as excellent and overall the center is ranked third out of 100 attractions in Kansas City. O
ut of all 47 reviews
on Yelp, the overall ranking of the Kauffman Center
turned out to be five stars.
After reading through reviews on all three platform
s, Core 3 M
edia discovered the key audiences’ perceptions of the Kauffm
an Center primarily
focus on the acoustics and seating within H
elzberg H
all and Muriel Kauffm
an Theatre. Michael P.
from O
verland Park, Kan. comm
ented on Yelp, saying, “The tw
o performance halls here are
acoustically perfect. It is so incredible to hear and see outstanding perform
ances that are enhanced by finely tuned acoustics.” A m
ajority of the reviews
sound similar to M
ichael’s comm
ents, including positive assessm
ents of the Kansas City Symphony,
the Kansas City Ballet and Lyric Opera of Kansas City.
Other people focused on the m
odern architecture and the Kauffm
an Center’s spectacular views of the
city. Katherine D. from Kansas City, M
o. comm
ented on Yelp, saying, “This place is gorgeous! I have been dying to check out this now
-integral part of the KC skyline and the interior is just as striking as the exterior. The city view
s can’t be beat here.”
On the Facebook review
s page Gw
yneth Bowen
from O
verland Park, Kan. comm
ented, saying, “Five stars are not enough! This facility w
ould be outstanding anyw
here in the world but w
e in the Kansas City area are blessed w
ith it.” Bowen’s rem
ark illustrates that the Kauffm
an Center is a premier
performing arts venue that m
akes Kansas City superior over other com
parable cities around the w
orld. Core 3 Media found that the acoustics of the
two theaters and the architecture to be the m
ost prom
inent perceptions in the minds of the current
key audiences’ the Kauffman Center has.
Kansas City watched the Kauffm
an Center for the Perform
ing Arts grow throughout its construction
beginning in 2006 to its grand opening in 2011 (H
istory of the Center, 2014). Many people recognize
the unique addition to the Kansas City skyline; how
ever, fewer people are aw
are of the events that take place inside the Kauffm
an Center and even few
er attend.
Sixteen percent of respondents to surveys conducted by the Kauffm
an Center during seasons 1-4 said that the Kauffm
an Center’s reputation for high-quality productions as w
ell as the comfort
and convenience of the center influenced them to
attend. Twelve percent of respondents also reported
that the good value for the price and support of the Kauffm
an Center were influencing factors in
their decision to attend. The most popular factor
that influenced people to attend, however, w
as fam
iliarity with the artist’s w
ork (Kauffman Center
Survey). Loyalty to the Kauffman Center brand is
high. Acquisition of clientele currently poses more
concern than retention. According to the cumulative
Five stars are not enough! This facility would be
outstanding anywhere in the w
orld, but we in the
Kansas City area are blessed with it.”
“
summ
ary survey, 73 percent of respondents had previously attended a show
at the Kauffman Center.
Additionally, 65 percent of returning guests have attended four or m
ore shows. After attending
a Kauffman Center event, audiences have a
positive opinion of the Kauffman Center and their
experience. Ninety-five percent of Kauffm
an Center attendees surveyed said they w
ould recomm
end Kauffm
an Center to a friend (Kauffman Center
Survey).
The Kauffman Center is prevalent in the m
edia because of its breathtaking architecture and state-of-the-art perform
ance halls. The Kauffman Center
was recognized as one of the w
orld’s most beautiful
concert halls by CNN
(ww
w.cnn.com
, 2014). Mass
media coverage of the Kauffm
an Center is primarily
focused on its aesthetic appeal and innovative auditorium
s and equipment.
[ 21 ]
[ 23 ]
Planning & Solu
tion
sM
ake it You
rs
Ma
ke I
t Y
ou
rs C
am
pa
ig
n
The focal point of the campaign w
e created for the Kauffm
an Center will be based around the
slogan “Make It Your Kauffm
an Center.” We w
ant to insinuate the feeling that children can m
old their ow
n experiences at the Kauffman Center and m
ake it a hom
e. The slogan will be flexible to fit different
scenarios such as, “Make It Your Instrum
ent,” or “Make
It Your Stage” so that the slogan will com
plement
the various elements that form
the Kauffman Center.
We know
that each child will w
ant to experience som
ething unique at the Kauffman Center, so w
e m
ade the words interchangeable to engage different
children and personalize each message.
We think that by leaving the ending w
ord open, this
symbolizes that the children have an opportunity
to formulate their ow
n experience which w
ill help to create a lasting relationship w
ith the Kauffman
Center. Every element of the Kauffm
an Center, from
the performances to the architecture, is intended
to symbolize that this venue is supposed to serve
as a home for the entire Kansas City com
munity.
The “Make It Your” cam
paign delivers a more
personalized experience to the people of Kansas City, and leads back to the idea that every person should feel as though the Kauffm
an Center serves as the com
munity’s hom
e for the performing arts.
[ 24 ][ 25 ]
Pa
ssp
ort t
o t
he A
rts P
ro
gra
m
We propose that the Kauffm
an Center institute our “Passport to the Arts” Program
. This is an incentive program
that encourages children and families to
attend more events at the Kauffm
an Center with
the goal of earning prizes during the process. Every child has the opportunity to receive a “passport” w
hich would com
e in the form of a large notecard or
booklet with a lanyard. Each tim
e the child attends an event they w
ill have their passport stamped. The
Kauffman Center can initiate different rew
ards after a child reaches a certain am
ount of goals and number
of stamps on the passport. These incentives include
free tickets to a performance after three stam
ps, and after seven stam
ps, the child would have the
opportunity to host a birthday party at the Kauffman
Center. During this birthday party the children
would play gam
es, go backstage and participate in other interactive activities w
ith friends. This rew
ard increases motivation and adds a com
petitive elem
ent to attending shows. Through our focus
group research, parents noted,“birthday party hosting is a good w
ay they can get involved with a
new organization,” w
hich gives supports from one of
our target markets. The passport w
ill last for one year and w
ill be available to pick up from the Kauffm
an Center year-round. W
hen the school year begins in August, the Kauffm
an Center will also distribute
these passports to the schools who participate in
the Open D
oors Program. This allow
s children and fam
ilies to choose the events that they would like to
attend based on their respective interests.
Throughout our research we discovered that
children like to feel that they are in control of the activities they participate in. Kids are the prim
ary influencers on parents’ decision m
aking because parents rely heavily on their children’s desires and opinions (Kids as Influencers, 2014). By m
aking this cam
paign flexible, the children have the opportunity to personalize their overall arts experience. If they w
ant to see a ballet or a symphony those options
will be available to them
. This all relates back to the “M
ake It Yours” campaign, w
hich suggests that the Kauffm
an Center is a more intim
ate and personal venue. D
uring a focus group, one parent said, “w
e don’t like the idea that they [their kids] are com
pletely tied down to one activity, w
e prefer to have m
ultiple to choose from.” O
ur flexible theme
tries to empow
er visitors to use the Kauffman Center
for what tailors their needs and w
ants. Ultim
ately, we
want the kids to feel like the Kauffm
an Center is their hom
e, and accomm
odate each individual child’s needs to provide him
or her with the com
plete arts experience.
“S
et t
he S
ta
ge” B
lo
ck
Pa
rty
To kick off the summ
er months, and the “M
ake It Yours” cam
paign, we suggest that the Kauffm
an Center hosts a block party on its front law
n. The them
e of this block party will be “Set the Stage”
and will feature m
usic, activities for the kids to participate in and a variety of vendors that w
ill provide food and entertainm
ent. This theme helps
create the image of starting a brand new
campaign,
yet also incorporates the idea that each child can set the stage for an arts experience in his or her ow
n w
ay. Additionally, this ties in with the personalized
experience that the “Make It Yours” cam
paign provides. The Kauffm
an Center could utilize BonTerra as a food vendor, or seek to utilize other local restaurants. The central purpose of the block party is to introduce the new
passport system and to expand
on the Future Stages program (discussed below
). Each child w
ill receive an individual passport, which
will be valid for events at the Kauffm
an Center for a year. After attending a certain num
ber of events the child w
ill be eligible for prizes.
[ 25 ]
Passport Prog
ra
mBlock P
arty
[ 26 ][ 27 ]
Pa
ssp
ort E
xp
en
se
“Make It Yours” Custom
Lanyards (1,000 from Lanyardstore.com
) = $670Passport (1,000 printed cardstock, glossy, front and back at O
ffice D
epot) = $197
[Total Passport Expense: $867]
Fliers = $575KC Star: Kansas City Star ads that are sized around 3.26” x 5” run approx. $1,050 per advertisem
entRadio Spot: A w
eeklong flight with 94.9 or JackFM
, assuming 15-20 m
entions would cost around $1,375.
[Total Advertising Expense: $3,000]
Operating expense (m
usic, employee pay)
Decorations (banners, balloons, etc.)
Vendors
[Total Block Party Expense: $1,137]
[Total: $5,004]
Budget & Med
ia
Pla
n
Med
ia
Pla
n
The Kauffman Center has a presence on m
ultiple social m
edia platforms including YouTube, Facebook,
Twitter, Instagram
, Four Square, Yelp and a mobile
application. With 12,500 follow
ers on Twitter, the
Kauffman Center uses the m
edia outlet to announce ticket contests, share relevant new
s, connect with
followers and generate buzz in the com
munity. O
n Instagram
the Kauffman Center has 831 follow
ers, and uses this m
edia channel to highlight the beautiful facility, perform
ances, the Future Stages program
and their support for local organizations. The Kauffm
an Center’s YouTube channel has 85 subscribers w
ith views ranging from
48 to 3,622. Facebook is the Kauffm
an Center’s most popular
social media platform
with 30,541 likes.
With this new
campaign slogan, w
e can transform
Kauffman Center’s traditional and social m
edia. We
will be able to create m
ultiple ads that will resonate
with a diverse set of people across the Kansas
City Metropolitan area. These ads can be run in
traditional print media and on m
ultiple social media
platforms. W
ith the use of a hashtag, #MakeItYourKC,
we can create a cohesive and consistent look on all
different media platform
s.
In our primary research, w
e discovered that Instagram
was the m
ost popular form of social
media utilized by our target m
arket of kids ages 6-13. By using our hashtag and heavily prom
oting on Instagram
, we can advertise various contests,
prizes and upcoming events at the Kauffm
an Center. W
e think that as more children becom
e aw
are of our incentive program, they w
ill follow the
Kauffman Center’s Instagram
to build excitement
toward upcom
ing events or contests. In return, the Kauffm
an Center will also need to cater to the target
audience by posting fun pictures of children at the facility and pictures of various kid-friendly show
s or activities that are going on throughout the building.
Since Facebook is the most popular form
of social m
edia for the Kauffman Center, it is im
portant that w
e continue to build its presence when advertising
to parents and teachers of our target market.
Our focus group research found that parents are
predominantly on Facebook w
hen compared to
other social media platform
s. According to the Kauffm
an Center’s cumulative sum
mary of surveys
conducted during seasons 1-4, 43.9 percent of survey respondents reported that they heard of Kauffm
an Center events through email. The
recipients of these emails w
ill include parents and teachers of children w
ho are enrolled in the passport program
. These emails w
ill be bi-weekly and the
content will be strictly about upcom
ing events that pertain to children and the passport events. Also, 43 percent of Future Stages attendees in 2014 said they heard about the festival through em
ail or online new
sletter (Future Stages Festival Survey). According to the D
igital Media Yearly Analysis:
Fiscal Year 2013-2014 the Kauffman center’s em
ail subscribers increased by 12,611 and reached a total of 60,338 by the end of the fiscal year. By using em
ail blasts and online new
sletters we plan on exceeding
the Kauffman Center’s reach during the 2013-2014
calendar year. Email is the best w
ay to reach our target audience and has been proven to spread aw
areness of past events proficiently, while cutting
advertising costs.
Although this is a vital outlet for networking to
parents and teachers, we believe that the best w
ay to m
arket to this particular target is by reaching out to schools in the Kansas City m
etropolitan area. This could com
e in the form of passing out a flier at the
end of the school year to promote the block party
event, or partnering with schools currently enrolled
in the Open D
oors program to prom
ote the event on their end-of-the-year new
sletter. These promotions
would be the m
ost effective way of getting the w
ord out to the target m
arket about the Block Party, which
will kick off sum
mer activities held at the Kauffm
an Center. This w
ill also introduce the passport program
Radio Advertising: $1,375
Passports: $197Passport Lanyards:
$670
Block Party Expenses: $1,137
Printed Fliers: $575
New
spaper Advertising: $1,050
[ 28 ][ 29 ]
and include the Future Stages program. By doing
so, the teachers will see the flier, put it in their
student’s “take-home folder” and then parents w
ill be inform
ed of the event once they receive the flier. H
aving the teachers pass out the fliers to their students develops the support from
the schools, w
hich establishes credibility and will entice parents
to bring their children to the Kauffman Center and
the passport program w
ill keep them com
ing back for years to com
e.
We also plan on using the current partnerships
the Kauffman Center has w
ith the Kansas City Star and both Jack FM
and Oldies 95 radio stations. By
reaching out to current partners the Kauffman
Center will be able to use cash investm
ents and m
arketing opportunities in exchange for discounted and prom
otional advertising. By utilizing the partnership w
ith The Kansas City Star, the Kauffman
Center can reach 553,000 people daily by running a print advertisem
ent in the newspaper.
[ ]M
ay 1, 2015
Begin flyer distribution to Kansas City M
etropolitan elem
entary school.
[ ]M
ay 30, 2015
“Set Your Stage” Block Party event held on the front lawn
of the Kauffman Center.
[ ]June 1, 2015
Begin sending out emails
to parents promoting the
Future Stages Festival and the Passport to the Arts program
[ ]June 28, 2015
Future Stages Festival
[ ]N
ovember 2015
Additional Future Stages Festival
[ ]M
arch 2016
Additional Future Stages Festival
Tier Two P
rog
ra
m
Using the extended budget of $5,000, w
e are seeking to expand the Future Stages program
by adding tw
o more m
iniature festivals per year. Ideally, the Kauffm
an Center would host tw
o more festivals, one
in Novem
ber and the other in March, that w
ould essentially em
ulate the Future Stages festival in June, but on a sm
aller scale. Expanding on this creates m
ore interactive programs for children to participate
in and allows m
ore opportunities for them to use
their passports throughout the year. Hosting tw
o sm
aller, yet similar, events w
ill help build anticipation for the Future Stages in June. Future Stages attracts a younger dem
ographic, and by expanding this festival the Kauffm
an Center will in return increase overall
youth traffic.
One concern parents have about allow
ing their children to participate in fine-arts program
s is the potential for high-cost activities. W
hen surveyed, 83 percent of parents indicated that cost w
as im
portant, very important or extrem
ely important
when determ
ining activities for their kids. The two
additional Future Stages Festivals would be free for
families to attend and keep them
coming back to the
Kauffman Center throughout the year.
Media Tim
eline[
]
[ 31 ]
Our R
eferen
ces
About KCYA. (n.d.). http://ww
w.kcya.org/?page=about
After-school, evening, Saturday Classes and Summ
er Camps. (n.d.). http://w
ww
.kcya.org
City Data. (n.d.). http://w
ww
.city-data.com/city/Kansas-City-M
issouri.html
CYT Kansas City. (n.d.). https://ww
w.facebook.com
/CYTKansasCity
CYT Kansas City – Christian Youth Theater in Kansas City, Mo. (n.d.). http://w
ww
.cytkc.org/homepage
CYTKC. (n.d.). https://twitter.com
/search?q=CYT%20KC&src=typd
Facebook Reviews. (n.d.). https://w
ww
.facebook.com/Kauffm
anCenter/reviews.
History of the Center. (2014). http://w
ww
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T%2fvtVw
ZLPQIn3CpnN
Uc%
3d
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edia/.
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ith ROSA PARKS AN
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l?sr=fb030314concerthall1130a
[ 33 ]
[ 35 ]
The Ap
pen
dix
Sa
mp
le E
ma
il
[ 36 ][ 37 ]
Press R
elea
se
30
Seco
nd
Ra
dio
Sp
ot
Title:
Ex
am
ple
Rad
io S
po
t
Client/Sponsor:
The K
auffm
an C
ente
r for th
e P
erfo
rmin
g A
rts
Length:
30 S
econds
Air D
ates: May 2
3, 2
014
SF
X: C
hild
ren
pla
yin
g
(Esta
blis
h, th
en fa
de)
AN
NO
UN
CE
R 1
: (Mom
) T
he K
auffm
an C
ente
r of th
e P
erfo
rmin
g A
rts
pre
sen
ts S
et th
e S
tag
e B
lock
Party
.
AN
NO
UN
CE
R 2
: (Kid
) M
om
, I get to
sta
r in m
y o
wn
sh
ow
! I get to
mak
e
cra
fts, s
ing a
nd d
ance w
ith a
ll my frie
nds!
SF
X: M
om
lau
gh
s
(Esta
blis
h, th
en fa
de)
AN
NO
UN
CE
R 1
: (Mom
) Join
us o
ut o
n th
e la
wn fro
m 1
1 to
4 a
t the
Kauffm
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ente
r for th
e P
erfo
rmin
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rts o
n M
ay
30
th. Fre
e a
dm
issio
n fo
r all w
ho
atte
nd
, so
brin
g th
e
whole
fam
ily!
F
OR
IMM
ED
IAT
E R
EL
EA
SE
May 1, 2014
“Set the Stage” B
lock Party at the K
auffman C
enter for the Perform
ing Arts
The Kauffm
an Center hosts the public to a free day of events
K
ansas City, M
issouri – The K
auffman C
enter for the Performing A
rts will host its first
block party on its front lawn from
11 a.m. to 4 p.m
. on Saturday, May 30. T
his free event to the public w
ill have food from local vendors, m
usic, activities and live entertainment
for the whole fam
ily. T
he Kauffm
an Center is hosting this free event as a kick-off to sum
mer and to introduce
to the public several upcoming program
s it will be offering throughout the year. Som
e of these program
s include the returning Future Stages Festival, another free event for aspiring young perform
ers, and will be introducing a new
loyalty program titled
“Passport to the Arts.” W
hat’s unique about this loyalty program is that it is designed
specifically for children ages 6-13. T
he Kauffm
an Center is introducing these new
programs in an effort to get m
ore fam
ilies, and specifically children, to the Kauffm
an Center. A
my M
cAnarney, vice
president of external relations at the Kauffm
an Center said, the center and its program
s are m
eant for all of those living in the Kansas C
ity Metropolitan area.
“Our goal is to provide perform
ing arts that people of all ages and backgrounds can enjoy.” M
cAnarney continued to say that the arts is just as im
portant for children as the m
ath and science they are learning in school. “The arts is an essential subject that
children should begin learning about from a young age. W
e hope to accomm
odate as m
any families as possible to not only w
atch but also learn about the arts as a whole.”
The K
auffman C
enter hopes to see you Saturday, May 30 to help celebrate the beginning
to the summ
er season.
### T
he Kauffm
an Center, hom
e to resident organizations the Kansas C
ity Ballet, L
yric Opera, K
ansas City
Symphony, and other innovative program
ming, em
braces a variety of audiences with different tastes,
interests and passions. At the K
auffman C
enter for the Performing A
rts, everyone can have an opportunity to experience excellence.
[ 38 ][ 39 ]
Prin
t A
dvertisem
en
t
Flier F
or S
ch
oo
ls
[ 40 ][ 41 ]
So
cia
l M
ed
ia
[ 42 ][ 43 ]
Ex
am
ple P
assp
ort
Front
5”
4”
Back
5”
4”
PASSPORT
to the Arts
