Home » Specialties » Arts » Case Study: John F. Kennedy Center for the Performing Arts
As part of its continuing efforts to advocate for the importance of arts education, The John F. Kennedy Center for the Performing Arts retained MCo to develop and implement a national public awareness campaign to ensure that the arts are woven into the fiber of American education.
Before the activities of the campaign were planned, MCo convened focus groups throughout the country - comprised of experts in the arts and education - to determine viable concepts, messages and implementation strategies.
Then, working in concert with the Kennedy Center Alliance for Arts Education Network, MCo utilized the focus group findings to design and launch “The Creative Ticket for Student Success,” a national grassroots campaign. The campaign included a number of innovative actions designed to raise awareness and mobilize parents, teachers and the general public.
MCo created the “National Conversation on Student Success,” a series of discussions convened in cities throughout the nation. These discussions provided the foundation for determining concrete ways to engage decision-makers in viewing arts education favorably.
A campaign kit was designed and distributed to provide a unified strategy for State Alliances. This kit - consisting of blueprints for fundraising, advocacy, and media relations - served as the primary resource for the local alliances as they carry out the campaign in their communities.
On a national level, MCo produced and placed a print, radio and television advertising campaign to complement the grassroots effort and position arts education as critical to creating a stimulating learning environment.
• Ad development/placement
• Campaign development
• Coalition building
• Design and branding
• Findings reports
• Focus groups and surveys
• Grassroots organizing
• Materials creation
• Media Relations
• Promotion and publicity
• Special events
• Strategic partnerships