J440 Campaign Booklet

MAKE.ARTMAKE.SOUNDMAKE.SHIFTa campaign proposal for Make.Shift Art Space

communications

presented by

TABLE of CONTENTS

Introduction...............................................Plan of Action............................................

Project Narrative.....................................Situation Analysis...................................Research..................................................Objectives...............................................Strategies &Tactics.................................Evaluation................................................

Timeline......................................................Budget........................................................Related PR Materials.................................

Calendar Poster.......................................Press Releases.........................................Radio PSA Script.....................................Submission FAQs...................................Instagram Campaign..............................Branding Guide......................................Contact List.............................................Print Collateral.........................................

About Us....................................................Appendices................................................

Menchies Fundraising Flyer..................Survey.......................................................Research Paper........................................

010203080812131416182021222425262733343637383941

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INTRODUCTION

Polaris Communications is committed to providing informed, creative and social-media savvy public relations services based on in-depth re-search and focused targets and objectives. Our namesake, the North Star, has been used for centuries as a celestial beacon, helping sailors navigate uncharted waters. Similarly, we aim to help our clients set sail in the right direction and guide them every step of the way. Our objective is to meet our clients goals and desires by familiarizing ourselves with our client and their publics. We strive to think outside of the box to create campaigns that fit our clients needs.

OUR MISSION

Our mission is to engage the community by providing accessible programs and a safe, all-ages space for artists, musicians, students

and their projects to thrive.

MAKE.SHIFT

2PLAN of ACTION

3PROJECT NARRATIVE

POLARIS COMMUNICATIONS strives to provide creative campaigns for its clients. A part-nership between Polaris and Make.Shift Art Space would result in effective solutions to aware-ness and attendance concerns while remaining in line with Make.Shifts mission. Our cam-paign aims to create stronger community partnerships, raise general attendance to the space and its events, with a particular focus on students. We gathered information from convenience survey data to create plan a campaign that meets Make.Shifts desires to create stronger ties to community youth. Survey research showed that performance art appealed to a younger audience whereas visual art was more popular among older respondents, therefore the campaign is focused on promoting both me-diums as a way to reach students and their parents. Survey data also showed that the majority of respondents are notified about events through social media platforms. The lynchpin of this campaign is a month of events centered on student artists, titled Make.Shifts Month of Magic. All of the promotional tactics for this event are designed to build off of Make.Shifts current strengths, and be flexible enough to use for a variety of events not just the ones we describe in this campaign. This campaign is intended to draw in target audiences by expanding upon what Make.Shift already does well.

BELLINGHAM FAMILIES: Make.Shift wants to target youth and families to promote space as all-ages and to increase general attendance and awareness.

STUDENTS: Polaris identified students of all ages as primary audience because of their general lack of opportunities to show-case art and music and low levels of aware-ness of or attendance to Make.Shift based on survey data.

TARGET AUDIENCES

4STUDENT MONTH The main tactic of this campaign is a month-long celebration of student art and music titled Make.Shifts Month of Magic. During Month of Magic, student artwork will be displayed in Make.Shifts gallery, workshops will be offered in various mediums and open to students of all ages, Make.Shift will open their doors for late-night coffee and cre-ative time and student bands will have the opportunity to perform at a culminating music showcase. All of these events will be free and open to the public. The objective of these events is to bring more students, friends and family to Make.Shift and encourage them to engage with the programs. These events could potentially be promoted in Bellingham Public Schools. Polaris Communications has contacted District Communications Manager Jacqueline Brawley about making announcements in classrooms.

GALLERY SHOWS Beginning during Art Walk on Friday, June 3, student visual art will be showcased in Make.Shifts gallery. Works in painting, sketching, sculpture, photo and other visual me-diums will be on display throughout the first two weeks of June. Students are encouraged to submit works whether they be individual or part of a series. The last two weeks of June will showcase band posters made by local artists for student groups performing at Battle of the Bands. Local artists will collaborate with these students to provide promotional ma-terial that they may not otherwise have access to. These artists will donate their services in exchange for studio time and the posters will continue to be on display the day of Battle of the Bands and be available for purchase. Polaris Communications has contacted artists that are currently using Make.Shift studio spaces and has received positive feedback about the exchange.

CREATIVE CRASH COURSE As a part of student month, Make.Shift will host volunteer-led workshops every Wednesday at 3pm. Focuses and dates are as follows: June 1 - music composition, June 8 - drawing and sketching, June 15 - videography and filmmaking, June 23 - radio and June 30 - photography. Each workshop will be led by community volunteers or Western students versed in the medium. Workshops will be free and open to the public. These workshops are intended to introduce new visitors to Make.Shift by inviting them to practice and hone skills as well as network and create ties with community members sharing similar interests.

MIDNIGHT AT MAKE.SHIFT In efforts to promote Make.Shift as an all-ages art space and to strengthen re-lations with teens and students of all ages, Make.Shift will hold a late-night event every Friday in June. Each week, Make.Shift will host a creative space and provide art materials and coffee for visitors. The event will be held from 12 a.m. until 3 a.m. Saturday morn-

5ing. Coffee will be provided by Black Drop Coffeehouse with cups, creamer and sugar. All students creating art in different mediums are invited to join other artists in a comfortable, welcoming space. This type of event provides a unique opportunity for budding artists to create collectively or individually in a communal space at such late hours. Art supplies will be donated by Dakota Art Store in Bellingham.

BATTLE OF THE BANDS SHOWCASE The large culminating event of Month of Magic will be a battle of the bands event featuring music groups comprised of students. In addition to the last two weeks of the stu-dent-themed gallery show, promotional band posters created by local artists will be on display and available for purchase the night of the concert. Local food trucks will set up directly outside of Make.Shift to sell food and drinks to visitors, donating a portion of their proceeds to the venue. Several local food trucks have been contacted by Polaris Communications and expressed interest in participating. This event gives student bands the opportunity to perform for friends and family in an all-ages, inclusive space in at a festival-like setting.

CALENDAR POSTER To promote Month of Magic, Polaris Communications recommends producing a full-color, large-format poster detailing the months events. This poster is intentionally de-signed to prompt publics to hang the calendar up on their walls. Make.Shift currently employs a similar tactic in the form of a small, black-and-white handbill listing the events for the month. A larger poster that looks similar to a calendar, rather than a list, would be easier to follow. This calendar could also be shared as an image on social media that followers could share with others.

BRAND REDESIGN A distinct brand allows the public to relate to Make.Shifts purpose. Branding allows the community to put a face to the name, helping people understand an organizations main mission and recognize that organization when they see it. Branding also helps create a sense of identity within the organization. Because Make.Shift is home to such a diverse range of creative work, a cohesive brand and identity is all the more important. A brand connects the many distinct Make.Shift projects under one umbrella, bringing the Make.Shift community closer together. Polaris Communications created a branding guide that builds upon existing Make.Shift assets. All of the branding elements were drawn from Make.Shift promotional materials and communications, including web content, print collateral, and the physical venue and studio space. This brand highlights and expands on what Make.Shift already does well. A good brand allows for wiggle room. Each brand asset is specifically designed to be flexible and versatile: useable in many different areas while remaining consistent. The branding guide includes brand position, personality, voice, a tagline, fonts and colors, and four logo redesign options.

6SOCIAL MEDIA Polaris Communications proposes Make.Shift strengthens their social media presence through an Instagram campaign. The survey results from the convenience survey showed that people most commonly hear about events from social media. Make.Shift has been using videos and visuals as a tool to promote the organization recently, therefore Instagram would be an appro-priate platform to use. The hashtag #makeshiftweeklywonder (#msww) will be used in a weekly event in which people post photos and videos of their art and music. Every week a weekly won-der will be selected and featured on Make.Shifts instagram. These photos and videos can also be shared on other social media platforms. Leading up to student month, weekly participants selected will be students and must put their school to be selected.

PRESS AND MEDIA RELATIONSPRESS RELEASES Press releases for battle of the bands and student month will be released to local news outlets. Articles about the events being distributed through the media helps to promote word of mouth which was the second most common way people found out about events. The distribution of press releases is recommended to push general awareness of student month and the events that will take place during.

PSA A public service announcement will be broadcasted through local radio stations such as KUGS and Make.Shifts new KVWV. It will go out before student month begins to increase gen-eral awareness of Month of Magic.

MEDIA CONTACT LIST Included in this catalogue is a list of local media outlets to contact for stories about Make.Shift and potential ad spaces. The list includes radio, print and online outlets that feature stories on local happenings and arts and entertainment news. Media outlets on this list are located in Seat-tle, Bellingham, Lynden and Mount Vernon. This list includes names, phone numbers, emails and websites for contact.

7PARTNERSHIPSMENCHIES FUNDRAISER - BELLINGHAM GIRLS ROCK CAMP To appeal to the younger target audience and their families, Polaris Communications proposes that Make.Shift host a fundraiser for their collaborator, Bellingham Girls Rock Camp, through Menchies Frozen Yogurt. There are two fundraising options; in option one participants and their families are given flyers that are retrieved at Menchies and 20 percent goes back to the organization. Option two would be a store takeover for the participants of the rock camp in which they essentially help run Menchies for two hours to raise money. The fundraising strategy would help build awareness and give back to support Make.Shift events.

FOOD VENDORS & DONORS For contributions to the Midnight at Make.Shift and Battle of the Bands events, Make.Shift will receive contributions from Black Drop Coffeehouse and local food trucks. Black Drop Coffeehouse has worked with Make.Shift in the past and is open to discussing coffee donation for these weekly events, but if coffee and supplies need to be purchased, contact in-formation for Black Drop is included. As a part of Battle of the Bands, local food trucks will set up outside of Make.Shifts doors to sell food and beverages to visitors. Vendors will not be required to pay a fee because Make.Shift owns the space, but would donate a small portion of their proceeds to Make.Shift. We have included a list of local food trucks who are interested in participating.

DAKOTA ART STORE Providing art supplies for Midnight at Make.Shift will be Dakota Art Store located on Iowa street in Bellingham. Store Manager Alan Weydert has expressed interest in donating brand new, entirely useable, but not saleable supplies to Make.Shift because of its nonprofit status. Weydert also mentioned a one-time donation of perfect condition supplies for a special event. Receiving art supplies as a donation from a local art store rather than a large chain rein-forces this campaigns mission of strengthening community ties.

LOCAL ARTS ORGANIZATIONS As a part of outreach and inviting students to Month of Magic events, we have in-cluded a list of other arts organizations and schools in the Bellingham area. In addition to the Bellingham Public School District, we have included a list of other organizations who work with youth in visual arts and music. By including this list, we hope that Make.Shift can reach out to these organizations to invite their students to participate in events and showcase their talents during Month of Magic.

8SITUATION ANALYSISMake.Shift Art Space is a DIY art space that acts as a home for innovative artists in all mediums, from painters to sculptors to musicians and everything inbetween. Since its beginnings in 2008, Make.Shift has swiftly grown. It began with the Magic Van project, which provided a biodiesel van free for musicians who needed a means to make their tour stops. In 2011, the organization acquired its current space in downtown Bellingham, including 18 studio spaces and a basement venue. Dedicated to providing accessible programs and a safe, all-ages space for artists, musi-cians and students, Make.Shift is looking to strengthen general Bellingham community awareness and provide services for students and youth.

RESEARCHIn order to gauge audience and community awareness of Make.Shift, Polaris PR conducted a convenience intercept survey of 100 people in various locations around central Bellingham.

The survey results showed that younger audiences were more likely to know about Make.Shift than older audiences. Performance art was more popular among younger people and students, while visual art tended to be more popular among older people and parents. Concerts and cover shows have the widest appeal across all demographics.

In order to appeal to both students and their parents, Polaris Communications aims to highlight both the visual and performance art elements of Make.Shift.

7 QUESTIONS100 RESPONDENTS

4 LOCATIONS:DOWNTOWN CO-OP

MAY ART WALKLAKEWAY MENCHIES

WWU

THE SURVEY

9THE BREAKDOWN

0% 10% 20% 30% 40% 50% 60%

Alternative Library

The Underground

The Shakedown

Make.Shift

WWU's campus

The Green Frog

Wild Buffalo

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

What's Up Magazine

Individual venue websites

Bellingham Herald

Word of mouth

Facebook/Twitter

Make.Shift ranks somewhere in the middle in terms of which venues respondents are familiar with. This means Polaris must raise awareness of Make.Shift for all demographics.

Respondents in this survey gener-ally used social media and word-of-mouth to find out about local events, meaning Polaris Communi-cations should bolster these modes of communication when formulat-ing a campaign.

HOW MAKE.SHIFT COMPARESRQ: What music and art venues are you most familiar with?

WHERE TO EXTEND OUTREACHRQ: Where do you primarily hear about events in town?

10

0% 2% 4% 6% 8% 10% 12% 14% 16% 18% 20%

Block Party

Downtown Sounds

Art Walk

Concerts/cover shows

Concerts and cover shows were the most attended events overallmore people indicated they attend these events very often than any other event, and no one indicated they never attend these events. Polaris hopes to highlight Make.Shifts performance art and music programming to appeal accross all demographics.

0

10

20

30

40

50

60

Wild Bualo Other None The Green Frog

The Shakedown

Make.ShiB WWU's campus

AlternaJve Library

The Underground

Percen

t of res

pond

ents by ge

nder

Male

Female

ARTS PROGRAMMING TO HIGHLIGHTRQ: How often do you attend the following events? (Response: very often)

MAKE.SHIFT AWARENESS BY GENDERRQ: What music and art venues are you most familiar with?

Both men and women are aware of Make.Shift at about equal rates, similar to the total awareness rate of 19 percent. Women were gener-ally more interested in performance art such as music than men. High-lighting performance art may bring in more female-identifying attend-ees, while highlighting film or radio might bring in more male-identify-ing attendees. Polaris Communica-tions hopes to bring in awareness accross all genders.

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0

10

20

30

40

50

60

Never Rarely Some4mes Quite O;en Very O;en

I do have kids

I do not have kids

FINDING A TARGET AUDIENCE: PARENTSRQ: How often do you attend the following events? (Art Walk)

Parents were generally more likely to indicate that they very often attend Art Walk. Respondents who do not have children were twice as likely to indicate they never attend Art Walk. Polaris proposes a student-centered gallery show would draw both students and their parents to Make.Shift.

Younger audiences were more likely to know about Make.Shift than older audiences, but Art Walk was most consistent-ly attended by parents and those older than 35.

Increasing an already robust Art Walk presence could bring older demographics to Make.Shift.

Performance art was more popular among younger people and students while visual art tended to be more popular among older people and parents.

Increasing the visibility of Make.Shifts concerts and cov-er shows could have the widest appeal and bring in more students, while increasing knowledge and attendance for Art Walk and gallery shows could bring in more parents.

In order to appeal to both students and their parents, Polaris Communications should highlight both the visual and perfor-mance art elements of Make.Shift.

CONCLUSIONS

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OBJECTIVES

Raise general awareness of Make.Shift by 20 percent

Raise general attendance of Make.Shift events by 20 percent

Raise student awareness of Make.Shift by 30 percent

Raise student attendence of Make.Shift events by 30 percent

Increase social media followers by 20 percent

Increase partnerships with local businesses, organizations

OUR GOALS

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STRATEGIES & TACTICSINTERNAL EVENTS Student Month

Student Gallery Show

Band Poster Gallery Show

Battle of the Bands

Workshops: Creative Crash Courses

Late night coffee hangout: Midnight at Makeshift

SOCIAL MEDIA Instagram campaign (#makeshiftweeklywonder)

Promo videos

BRAND REVAMP Branding guide

Logo redesign

Tagline

Calendar poster

Submission FAQs

PRESS AND MEDIA RELATIONS Press releases

PSAs

Media contact list

PARTNERSHIPS Menchies fundraiser

Local artists

Blackdrop Coffee

Local food trucks

Local arts organizations

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EVALUATION

Make.Shift will take count of attendees at all student events in June and continue to make note of atten-

dance over the next month. Make.Shift will monitor number of Facebook likes, Ins-

tagram followers and Twitter followers. Polaris will repeat the initial survey through July and

August 2016.

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TIMELINE & BUDGET

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Implement brand revamp and new logo Print new Make.Shift merch and print

collateral according to brand revamp Begin weekly Instagram video cam-

paign as part of Video and Photo Intern duties continue indefinitely

JULY 2015

Begin Bellingham Girls Rock Camp fundraising effors at Menchies: continue throughout month

Promote fundraising event on social media, pass out flyers at events

Continue Instagram video campaign

AUGUST

Continue Instagram video campaignSEPTEMBER

Halloween Cover ShowOCTOBER Solidify list of artists for poster show

Solidify list of vendors (food trucks, cof-fee) for June

Solidify list of workshop leaders Design and print posters for submission

announcements Set up Sign Up Genius for submissions

NOVEMBER

Holidays: Make.SaleDECEMBER

Release call for Battle of the Bands sub-missions: email, print collateral, social media

Announce Month of Magic events in a save the date

Confirm with schools about posting and announcing in events to students

Release submission FAQs

JANUARY 2016

TIMELINE

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Submissions for Battle of the Bands due: Feb. 24

Confirm with artists list for poster design Release call for Student Gallery Show-

case: email, print collateral, social media Release calendar poster to social media Release event schedule online

FEBRUARY 2016

Announce performers for Battle of the Bands

Assign artists to bands for poster design Portfolio submission due for gallery

show: March 3 Begin promoting the event Continue Instagram campaign

MARCH

Order supplies for workshops Create and print event-specific posters Confirm with Battle of the Bands per-

formers Announce student gallery showcase

selection Schedule workshop leaders Confirm with food truck owners Confirm/order coffee for late nights Poster Art due: April 17 Talk with artists about possibly repro-

ducing posters for sale Print and hand out calendar posters,

repost on social media

APRIL

Send out press releases to local media Promotion: continue to hand out post-

ers Post posters at local businesses Send out social media posts Continue Instagram videos: release pro-

mo video for student month Check in with vendors Print new merch as needed for sale

during student month Confirm with student artists about gal-

lery setup date

MAY

Creative Crash Courses: June 1, June 8, June 15, June 22, June 29

Midnight @ Make.Shift: June 4, June 11, June 18, June 25

Student Art Gallery: Art Walk Opening night 6/3, closes 6/16

Poster Show: 6/17 to 6/30 Art Walk: June 3 Battle of the Bands: June 24 Monitor attendance during events

JUNE - Month of Magic

Continue monitoring attendance Monitor social media followers Repeat initial survey

JULY AND AUGUST

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BUDGETPROMOTIONAL MATERIALS

CHAZZZAM (STICKERS): $0.22 per 2 inch stickerCUSTOMINK (TSHIRTS): 50 shirts - $8.60 each ($430), 100 shirts - $7.44 each ($744), 200 shirts - $6.65 each ($1330)BELLINGHAM SCREEN PRINTING (TSHIRTS): 50 - $7.25 ($388), 100 $6.19 ($672), 200 $5.80 ($1200) PRINT & COPY FACTORY: Estimate case number: 37451Posters 11x17: 30 - $43.21, 50 - $65.35, 100 - $110.59 Flyers 5.5x8.5: 50 - $23.40, 100 - $25.62, 250 - $32.64, 500 - $43.46; 4.25x5.5 - 500 - $34.54 $13 cutting charge, $10 min.

MIDNIGHT AT MAKE.SHIFTBLACK DROP (COFFEE): $23 per half gal of coffee, plus cups, creamer and sugar (10 peo-ple) or by donation

CONTACTSPRINTING Print & Copy Factory | (360) 738-4931 Chazzzam | (360) 389-5178, [email protected] Bellingham Screen Printing | (360) 920-0114, [email protected]

FOOD TRUCKS Delicious Mischief | Sean and Corina Collins, (360) 220-3662, thedeliciousmischief@

outlook.com JTs Smokin BBQ | Jeremy and Heather TenKley, (360) 201-6093, [email protected] Hot Mess | Natale Piro, (360) 599-8852, [email protected] Goat Mountain Pizza | Allie Bishop Pasquier, (360) 510-6336, [email protected] Kurlys Kart | River Mitchelle, (360) 393-5468, [email protected] Chow Hot Dogs | Diego Nilson, (360) 610-7188, [email protected] StrEAT Food | James Pitzer and Jennifer Dunn, (360) 927-0011, [email protected]

COFFEE Black Drop Coffeehouse | Stephanie Oppelaar, Ryan Siu, John Oppelaar, (360) 738-3767,

[email protected]

SUPPLIES Dakota Art Stores | Alan Weydert, (360) 676-8918, [email protected] (attn: Alan)

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BUDGET PACKAGESGENERAL PROMOTIONAL50 flyers - $23.40

30 posters - $43.21

MIDNIGHT AT MAKE.SHIFTCoffee for 50 people - $115

CREATIVE CRASH COURSESupplies donated

TOTAL: $181.61

the LITTLE DIPPER

package

the BIG DIPPER

package

the NORTH STAR

package

GENERAL PROMOTIONAL250 stickers - $55

100 flyers - $25.62

50 posters - $65.35

MIDNIGHT AT MAKE.SHIFT Coffee for 50 people - $115

CREATIVE CRASH COURSESupplies donated

TOTAL: $260.97

GENERAL PROMOTIONAL50 tshirts - $388500 stickers - $110250 flyers - $32.6450 posters - $65.35MIDNIGHT AT MAKE.SHIFTCoffee for 100 people - $230CREATIVE CRASH COURSESupplies donated

TOTAL: $825.99

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RELATED PRMATERIALS

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S M T W Th F S1 2 3 4

5 6 7 8 9 10 11

12 13 14 15 16 17 18

19 20 21 22 23 24 25

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MON TH OF MAG I C

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12am: midnight @ makeshift




6pm: Art Walk

8pm:Battle of the Bands

MAKE.ART | MAKE.SOUND | MAKE.SHIFT

3pm: creative crash course

student gallery show

band poster gallery show





an entire month devoted to student artists

JUNE 2016

CALENDAR POSTER

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Contact: Rika Wong FOR IMMEDIATE RELEASETelephone: (206) 601-1526Email: [email protected]

Make.Shift Art Space to Hold Student Themed Art MonthMonth of June Designated to showcase student art and music

May 27, 2015 Bellingham, Washington Make.Shift Art Space in downtown Bellingham is set to host their first student-themed month June 2016. Make.Shifts Month of Magic, as it is titled, will feature all student art and music. The themed month will feature several events and exhibits culminating in a battle of the bands at the end of June.

We are so excited to tap into a younger audience and engage more students in the creation and showcasing of their talents, said Make.Shift Director Jessica Harbert.

The gallery space in the Make.Shift building will feature multiple student artists of various ages. The student showcase will open during Art Walk on June 3 and will last for two weeks. Each week will also feature a workshop on topics such as photography, sketching, filmmaking and radio. The workshop series titled Creative Crash Course will be taught by various volunteers and will be held every Wednesday in June.

Each Saturday night, Make.Shift will open their doors late for an event titled Midnight at Make.Shift where coffee and snacks will be provided to patrons wanting a late night creative space. Studio artists at Make.Shift are partnering with student bands to create posters that the bands can use as promotional materials and will be on display starting June 17.

The themed month will culminate in a student battle of the bands event held on Friday, June 24.. Bands of all genres are invited to participate in a music competition hosted at the Make.Shift venue. Popular food trucks from the area will be parked outside to provide food to the event goers and posters from local artists will be on display and available for purchase in the gallery.

The events will commence the first week of June and end with the closing of the poster gallery show on June 30th.

# # #

Make.Shift is a 501(c)3 nonprofit DIY art and music venue dedicated to innovative, alternative art and music. Make.Shift aims to engage the community by providing accessible programs and a safe, all-ages space for artists, musicians, students and their projects.

PRESS RELEASE FOR MONTH OF MAGIC

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Contact: Paloma Pirotte FOR IMMEDIATE RELEASETelephone: (206) 856-6582Email: [email protected]

Make.Shift Art Space to Hold Student Themed Art MonthMonth of June Designated to showcase student art and music

June 1, 2015 Bellingham, Washington Make.Shift Art Space has dedicated the past seven years to opening its doors to creativity in the Bellingham area. On June 24, 2016, Make.Shift Art Space will be holding a battle of the bands concert as part of Make.Shifts Month of Magic, a series of events in June devoted entirely to student artists and musicians.

All students are welcome to join the competition, and all ages can attend. The doors to the event will open at 8 p.m. Local vendors, such as Goat Mountain Pizza and StrEAT Food, will be outside the Make.Shift if guests would like food or beverages during the event. The competition winners will have their own show at Make.Shift.

Make.Shift is a 501c3 nonprofit and began with a group of young musicians, fans and promoters searching for a space to practice their music to keep up with the rapidly changing industry. The space consists of The Documentary Center, 18 music and art studios, a stringed instrument repair shop, their new radio station KVWV and a local music library. Make.Shift wishes to evoke the same enthusiasm for music in the current students of Bellingham through the battle of the bands event.

# # #


PRESS RELEASE FOR BATTLE OF THE BANDS

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Contact: Paloma Pirotte Telephone: (206) 856-6582Email: [email protected]

FOR USE: May 22 - May 30

LENGTH: 30 seconds

Make.Shift Month of Magic PSAMonth of June Designated to showcase student art and music

Live Copy:

HAVE YOU BEEN LISTENING TO YOUR FAVORITE MUSIC OR VISITING ART EXHIBITS THIS SUMMER? DO MORE THAN LISTEN AND LOOK; BECOME A PART OF THE ART AND MUSIC. MAKE.SHIFT WILL BE HOLDING A STUDENT MONTH WITH EVENTS, WORKSHOPS AND OTHER WAYS FOR STUDENTS TO EXPRESS THEIR CREATIVITY THIS SUMMER. IT ALL BEGINS THE FIRST WEEK OF JUNE UNTIL THE END OF THE MONTH. THE EVENTS WILL BE ALL-AGES SO BRING FRIENDS AND FAMILY. VISIT OUR WEBSITE MAKESHIFTPROJECT [DOT] COM FOR MORE INFORMATION. GET OFF THE COUCH THIS SUMMER, AND SHOW THE WORLD YOUR INNER ARTIST. MAKE ART. MAKE SOUND. MAKE SHIFT.

# # #


RADIO PSA SCRIPT

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SUBMISSION FAQs

MAKESHIFTS MONTH OF MAGICJUNE 2016Make.Shift is preparing to host its first ever student-centered series of events. And we need your submissions to make it happen!

WAIT, WHAT IS MONTH OF MAGIC?Were an all-ages venue. That means students are close to our hearts. We wanted to give student artists their chance to shine at Make.Shift, so for the entire month of June we are clearing the way to only showcase students both in our up-stairs gallery and our downstairs venue.

WHAT KINDS OF EVENTS DOES THIS ENTAIL?So many events! Were hosting two weekly events: Creative Crash Courses, workshops each focusing on a different creative endeavor, and Midnight at Makeshift, where we turn our space into a late-night coffee lounge, complete with art supplies for you to get your night-owl creative juices flowing.Were also hosting two student showcases: a student gallery show and a Battle of the Bands open exclusively to students. We welcome all student visual artists and musicians to submit their creative work for these showcases.

HEY! IM A STUDENT! HOW CAN I SUBMIT MY ARTWORK?Weve set up a sign-up sheet just for you! Follow the directions there. Basically, we want to see your portfolio. Wed like to see digital submissions (high-quality photos of your work or a link to a website will do just fine), but if that isnt possible, email [email protected] and explain your situation. Submissions for the gallery showcase are due March 3, 2016.

IM A STUDENT MUSICIAN! HOW CAN I SIGN UP?Weve set up a sign-up sheet just for you, too! Follow the directions there. Basically, we want to know who you are and hear some of your music. A demo or a website link would do just fine, but if that isnt possible, or youd rather do a live audition, email [email protected] and explain your situation. Submissions for the Battle of the Bands showcase are due February 24, 2016.

WILL EVERY SUBMISSION BE ACCEPTED?Unfortunately, no. We have limited space and time, so we can only select a few submissions based on quality.

SO WHATS IN IT FOR ME?For visual artists, your work will open during the Downtown Bellingham Art Walk on Friday, June 3. Youll have the option of selling your work and get a ton of exposure during Art Walk, where we get an average of 300 attendees every month. Were a pretty big deal. Learn more about Art Walk here.For musicians, you will be paired with a Make.Shift studio artist who will make a giant, gorgeous poster for you or your band. You can work with them as much or as little as you want, and those posters will hang in our gallery for the last two weeks of June and will be for sale during the Battle of the Bands. You will get a portion of the proceeds and youll get a poster to keep for yourself. Sweet, right? Free promo!

HOW MUCH ARTWORK AND/OR MUSIC SHOULD I PREPARE?Visual artists: were looking for 5 pieces of sellar artwork, give or take.Musicians: sets at the concert will be no more than 20 minutes, so we can accommodate as many bands as we can.

I HAVE MORE QUESTIONS!We love your curiosity, but simply cannot type any longer. Please email your questions to [email protected] and well answer to the best of our abilities. Thanks for submitting, student friends!

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INSTAGRAM CAMPAIGN

SHARING ACROSS PLATFORMS To the left is an Instagram video example of a Manatee Commune performance. Make.Shift Art Space can post their own videos under the #makeshiftweeklywonder campaign. In addition, other artists or musicians can share photos and videos with #msww (Make.Shift Weekly wonder) to make them easily accessible by Make.Shift. The videos that are se-lected weekly for the #msww can be reposted by Make.Shift to all social media platforms to expand their outreach.

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BRANDING GUIDE

to the Make.Shift Art Space Branding Guide, your ultimate resource on how to communicate as Make.Shift, from brand voice to visual assets.

Polaris Communications created this branding guide not as a complete overhaul, but to add consistency to existing Make.Shift assets. All of the branding elements in this guide were drawn from Make.Shift promotional materials and communications,

including web content, print collateral, and the physical venue and studio space. This brand highlights and expands on what Make.Shift already does well.

A good brand allows for wiggle room. Each brand asset is specifically designed to be flexible and versatile: useable in many different areas while remaining consistent.

The Make.Shift brand is ultimately centered around creativity. There is always room to adapt and

WELCOME

EVOLVE

BRANDING GUIDE

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A brand position presents a strategy and primary audience. In a single sentence, a brand position de-scribes what an organization does and who its for.

BRAND POSITIONING

BRANDING GUIDE

Make.Shift Art Space is a DIY art and music venue dedi-cated to innovative, alternative art and musicproviding a home for painters, printmakers, photographers, sculptors, musicians, and whoever else needs an affordable place to make a mess and show it off.

BRAND DEFINEDA brand is a combination of symbols, words, design and interaction that forms the outward expression of an organizations identity and philosophy. If an organization were a human being, brand would be

the faceused to express and communicate inner life to the public. Its also what sets you apart from the crowd. A brand should be immediately recognizable and distinguishable from other brands of similar

organizations.

WHY A BRAND?A distinct brand allows the public to relate to Make.Shifts purpose. Branding allows the community to put a face to the name, helping people understand an organizations main mission and recognize that

organization when they see it.

Branding also helps create a sense of identity within the organization. Because Make.Shift is home to such a diverse range of creative work, a cohesive brand and identity is all the more important. A brand

connects the many distinct Make.Shift projects under one umbrella, bringing the Make.Shift community closer together.

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CREATIVEDIY

INNOVATIVEALTERNATIVEINCLUSIVEACCESSIBLE

BRAND PERSONALITYJust like a very creative person, the Make.Shift brand has a personality:

a distinct set of traits that informs action and communication.

MAKE.SHIFT IS

BRANDING GUIDE

What you say is just as important as how you say it. Make.Shifts brand voice is drawn directly from its mission, and describes how Make.Shift should communicate through

writing, action, and visuals.

BRAND VOICE

Our mission is to engage the community by providing accessible programs and a safe, all-ages space for artists, musicians, students

and their projects.

INVENTIVEWELCOMINGENGAGING

MAKE.SHIFT SHOULD SOUND

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FONTSFutura Medium

Baskerville

HANDWRIT ING

use for headlines, titles, captions, any text that

leads or dominates

use for body text, any lengthy information or

long copy

use for accents, design elements, any text that

needs a little personality. Example here is the free

font Skinny.

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

ABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890

BRANDING GUIDE

TAGLINE

MAKE.ARTMAKE.SOUNDMAKE.SHIFT

A tagline is a catchy phrase or slogan that conveys the theme of an organization or a campaign in just a few words. They can be one of the most effective elements of branding: who could forget Just Do It, Think Small, or Eat Fresh? This tagline was chosen for its memorability, sim-

plicity and flow. In other words, its meant to stick in peoples minds.

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COLORSBelow are the Make.Shift colors.

These colors may be used alongside each other or with any shade of white or black.

R=112 G=255 B=191C=56 M=0 Y=25 K=0Pantone: 3375 C

R=59 G=209 B=176 C=72 M=0 Y=16 K=18 Pantone: 7465 C

R=245 G=92 B=3 C=4 M=64 Y=99 K=0

Pantone: 1505 C

R=255 G=148 B=51 C=O M=42 Y=80 K=0

Pantone: 1375 C

Picking the right logo is tough. It requires lots of thought, trial and error, and consulation from the Make.Shift com-munity. Because of this, Polaris Communications has offered four logo design options to choose from.

Each option is shown in four different Make.Shift color schemes: black and white, orange, teal, and inverse. The inverse option is meant to be used in any color.

Each of these designs has been modeled off of existing Make.Shift fonts and colors, with slight alterations. You may see a resemblance between these logos and the sign in front of the venue. Because the public already recognizes the

sign, a similar logo with a few added details keeps the brand fresh while retaining an element of familiarity.

LOGO

BRANDING GUIDE

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OPTION 1 OPTION 2 OPTION 3 OPTION 4

BRANDING GUIDE

LOGO OPTIONS

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CONTACT LIST

MEDIA CONTACTS KUGS | AS KUGS Program Director, (360) 650-2995, [email protected],

submit PSAs to as.wwu.edu/kugs/psa/ Cascadia Weekly |Amy Kepferle, Arts & Entertainment, [email protected] Bellingham Herald | Margaret Bikman, Arts & Entertainment Coordinator, 360-715-2273,

[email protected]

Whats Up Magazine | Brent Cole, Editor, (360) 599-3320, [email protected] The Stranger | Sean Nelson, Arts Editor, [email protected] Western Front | Heidi DeHart, Editor-In-Chief Fall 2015, (360) 650-3162,

[email protected]

Lynden Tribune | Calvin Bratt, Editor, (360) 654-4444 ex. 22, [email protected] Skagit Valley Herald | Craig Parrish, Entertainment & Lifestyles Editor, (360) 416-2135,

[email protected]

Bellingham Explorer | Silvia Reed, [email protected] Betty Pages | Betty DesireLOCAL BLOGGERS Fish & Bicycles | Howard Muhlberg, fishandbicycles.com City of Subdued Excitement: Bellingham Blog | June Hathaway

LOCAL ARTS ORGANIZATIONS Allied Arts of Whatcom County| Kelly Hart, Executive Director, (360) 676-8548,

[email protected]

BAAY | David Post, Director, (360) 306-8531, [email protected] BellinghamART | Lynn Zimmerman, Owner and Creative Director, (360) 738-8379 The Jazz Project | Jud Sherwood, (360) 650-1066, [email protected] Gabriels Art Kids | (360) 393-0107, [email protected] Center for Expressive Arts and Experiential Education | Allain VanLaanen, Executive Director,

(360) 393-7818, [email protected]

Mojo Music | Bob McDonald, guitar instructor, (360) 671-0674 Uptown Art | Robert Mishkin, owner, (360) 733-1471

OTHER Menchies Frozen Yogurt | Dayna Penney, Lakeway & Bakerview Owner, (206) 356-4890 Bellingham Public Schools | Jaqueline Brawley, District Communications Manager, (360) 676-

6470, [email protected]

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PRINT COLLATERAL FOR BATTLE OF THE BANDS

Make.Shift presents...

BATTLE OF THE BANDS

SHOWCASEWHO? Student bands of all genres!

WHEN? Saturday, June 24, 2016

WHERE? Make.Shift Art Space 306 Flora St.

WHAT? Student music performances, local food trucks and band poster sale.

Make Art. Make Sound. Make Shift.

Battle of the Bands

ShowcaseHOSTED AT MAKE.SHIFT ART SPACE

WHEN: JUNE 24, 2016FOOD TRUCKS AND GALLERY SHOW BEGINNING

AT 6PMMUSIC AT 8PM

WHERE: MAKE.SHIFT ART SPACE306 FLORA ST

STUDENT BANDS, FREE ADMISSION


POSTER11x17

HANDBILL5.5x8.5

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PRINT COLLATERAL FOR MIDNIGHT AT MAKE.SHIFT

MIDNIGHT AT MAKE.SHIFT

Join us every Friday night at Make.Shift for coffee and artistic creation!

What is it?A weekly event where coffee and art supplies will be provided for creative

minds to gather and create.

When is it?Every Friday in June from midnight

to 3am.

Where is it?306 Flora St.


Midnight at Make.Shift

Join us every friday for a night of coffee and art in a comfortable and

creative space.

Black Drop provides the coffee and we provide the supplies, so come as you are, we'd love to see you.

Every Friday in June from midnight to 3 a.m.

306 Flora St.


POSTER11x17

HANDBILL5.5x8.5DOUBLE-SIDED

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ABOUT USRIKA WONG is currently a senior at Western Washington Universi-ty studying journalism with a focus in public relations. She is a food enthusiast originally from Seattle, Washington. She hopes to begin her own food business and utilize her public relations experience to promote her business. In her time at Western, Rika has worked for multiple student publications as both a writer and an editor as well as been employed by the university for several years in several different capacities. Rikas true passion is cooking and when shes not working or in school, you can find her in the kitchen whipping up a meal.

BETH CARLSON is a senior studying public relations and po-litical science at Western Washington University. Beth is currently wrapping up her two-year-long stint editing The Planet magazine, Westerns award-winning environmental science publication. Hail-ing from Portland, Oregon, she is committed to fostering support-ive local communities. When shes not spending late nights finish-ing up work on campus, she can be found backpacking through the North Cascades or doing all things creative, from drawing to making music.

PALOMA PIROTTE is a senior in the journalism department with a focus in public relations. Whether its searching for new local gems or keeping up whats trending, the music realm is her public relations aspiration. She is the co-president of the Public Relations Student Society of America at Western, as well as a social media manager for a startup branding company in Bellingham. She hopes to work for a small agency after graduation and continue on to work in-house at a corporation. Aside from public relations, Paloma can be found meandering around Seattle with her Brittany spaniel.

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APPENDICES

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MENCHIES FUNDRAISING FLYER EXAMPLE

CONTACT MENCHIES TO MAKE A FUNDRAISNG FLYER

Lakeway & Bakerview Menchies OwnerDayna Penney (206) 356-4890

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GENERAL SURVEY ABOUT ARTS VENUES IN BELLINGHAM

What gender do you identify with?FemaleMaleOtherPrefer not to answer

What is your age?18 to 2425 to 3435 to 4445 to 5455 to 6465 to 7475 and older

What is your level of education?Some high schoolHigh school diplomaSome collegeBachelors degreePostgraduate degree

What ages are your children? (Check all that apply)0 to 56 to 1011 to 1516 to 2021 and olderI do not have kids

What is your occupation? __________________________________

What school do you or your children attend? ____________________________________

In general, what art spaces and music venues in Bellingham are you familiar with? (List all)

SURVEY

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Rank these venues (1-8) based on how often you visit them:___ Shakedown ___ Green Frog___ Wild Buffalo ___ Make.Shift___ Mount Baker Theater ___ Western Washington University___ The Roost ___ Other (please specify):___________________

How often do you attend arts-related events (i.e. concerts, plays, dance, art shows)?

Never Once a month A few times a month A few times a year

In general, how do you hear about events in town? (Rank 1-6)___ Facebook/Twitter ___ Bellingham Herald___ Whats Up Magazine ___ Word of mouth___ Individual venue websites ___ Other (please explain): ________________

How often do you attend the following events?(1 = Never, 2 = Rarely, 3 = Sometimes, 4 = Often, 5 = Very often)___ Art walk___ Downtown Sounds___ Block party___ Concerts/cover shows

On a scale of 1 to 5, how interested are you in the following?___ Performance art (music, theater, dance)___ Radio___ Film ___ Visual (photo, sculpture)

If you wouldnt participate in these events, why not?___ No time___ No interest___ Lack of transportation ___ Other (please explain): _____________________________

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EXECUTIVE SUMMARY Make.Shift Art Space is a DIY art space that acts as a home for innovative artists in all mediums, from painters to sculptors to musicians and everything inbetween. Since its beginnings in 2008, Make.Shift has swiftly grown. It began with the Magic Van project, which provided a biodiesel van free for musicians who needed a means to make their tour stops. In 2011, the organization acquired its current space in downtown Bellingham, including 18 studio spaces and a basement venue. Make.Shift is looking to create stronger connections and pro-vide services for students and youth in Bellingham. In order to gauge audience and community awareness of Make.Shift, Polaris Communcations conducted a convenience intercept survey of 100 people in various locations around central Bellingham. The survey results showed that younger audiences were more likely to know about Make.Shift than older audiences. Performance art was more popular among younger people and students, while visual art tended to be more popular among older people and parents. Concerts and cover shows have the widest appeal across all demographics. In order to appeal to both students and their parents, Polaris Communications aims to highlight both the visual and perfor-mance art elements of Make.Shift.

METHODOLOGY This survey was developed to understand community interest in art and music events and venues, with the ultimate goal of understanding both audience awareness and how to draw audiences to an art space. The survey was conducted in person by Beth Carlson, Paloma Pirotte and Rika Wong, the personnel of Polaris. Rika surveyed at Western Washington University on Thursday, April 30 from 4:30 p.m to 6:15 p.m and Friday, May 1, from 2:00 p.m. to 3:00 p.m., receiving 31 responses out of a total of 41 people approached for a response rate of 70.5%. Paloma surveyed at Menchies Frozen Yogurt on Lakeway Drive, receiving 11 responses out of a total of 13 people approached for a response rate of 65.6%. Beth and Paloma surveyed at the downtown Bellingham Community Co-Op Friday, May 1 from 12:30 p.m. to 2:15 p.m., receiving 29 respons-es out of a total of 53 people approached for a response rate of 54.7%. Beth and Paloma also surveyed at the Downtown Art Walk on Friday, May 1 from 6:00 p.m. to 7:10 p.m., receiving 29 responses out of a total of 40 people approached for a response rate of 72.5%. The response rate for the survey as a whole was 67%, with 100 respondents out of 150 approached. Polaris conducted surveys at Menchies, the Co-Op and Art Walk to seek responses from a wide variety of community members from many backgrounds and on Westerns campus to gauge awareness among students. The survey asked the following questions: RQ1: In general, what art spaces and music venues in Bellingham are you familiar with? (List all) RQ2: Rank these venues (1-8) based on how often you visit them (Shakedown, Wild Buffalo, Mount Baker

Theater, The Roost, Green Frog, Make.Shift, Western Washington University, Other) RQ3: How often do you attend arts-related events (i.e. concerts, plays, dance, art shows)? (Never, A few

times a year, Once a month, A few times a month) RQ4: In general, how do you hear about events in town? (Rank 1-6: Facebook/Twitter, Whats Up Maga-

zine, Bellingham Herald, Individual venue websites, Word of mouth, Other) RQ5: How often do you attend the following events? (Art walk, Downtown Sounds, Block Party, Concerts/

cover shows) RQ6: On a scale of 1 to 5, how interested are you in the following? (Performance art, Radio, Film, Visual) RQ7: If you wouldnt participate in these events, why not? (No time, No interest, Lack of transportation,

Lack of funds, Other) More women (52%) than men (35%) responded to the survey, with 4% of respondents selecting

RESEARCH PAPER

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Other and 9% selecting Prefer not to answer. Because the sample of respondents who selected Other or prefer not to answer was very small, we feel the results from this survey were not representative of this population. Half the respondents (50%) were 18- to 24-year-olds. One quarter of respondents (25%) were 25- to 34-year-olds. This was followed by ages 35 to 44 (10%), 45 to 54 (5%), 55 to 64 (6%), and 65 to 74 (4%). No respondents were older than 75. Since only 4 respondents selected the 65 to 74 age range, the results from this survey regarding that demographic are not statistically significant. Half of our respondents (51%) indicated an education level of some college, followed by a bachelors degree (27%), postgraduate degree (10%), high school diploma (9%), and some high school (3%). No respondents indicated an associates degree level of education. Because only 3 respondents indicated a some high school level of education, survey results are not representative of this population. The majority of respondents (76%) indicated not having any children. A quarter of respondents (25%) were parents. Of the respondents who are parents, 9% had children above the age of 21, followed by those with children ages 0 to 5 (8%), 6 to 10 (6%), 16 to 20 (3%), and 11 to 15 (2%). Because the numbers of respondents with children were so lownever reaching more than 10 respondents per child age groupwe feel it would not be representative to break up the parents by the age of their children and instead have split the respondents into two groups: parents and non-parents. The largest amount of respondents indicated their occupation as student (44%). Unemployed respon-dents made up 8% of the surveyed population. Retired respondents were 3%. Respondents in who work in education were 9%, followed by food service (8%) customer service (6%), administration and management (5%), artist or performer (3%), health care (3%), financial (3%), other (3%), construction (2%), STEM fields (2%), and stay-at-home parent (1%). Responses in the other category included librarian and military. Because the num-bers of respondents indicating an occupation other than student were so lownever reaching more than 10 respondents per fieldmany of the surveys of these employment categories are not representative of their pop-ulations, especially on questions that not all respondents answered. Just under half of respondents (49) specified the school they or their child attends. Of those respondents, a majority (63%) indicated that they or their child attends Western Washington University. This was followed by those respondents indicating a school out of the Bellingham School District (8%), an out-of-town college (6%), Whatcom Community College (6%), Happy Val-ley Elementary (4%), Wade King Elementary (4%), Sehome High School (4%), Bellingham High School (2%), and Shuksan Middle School (2%). Because only 42 respondents indicated a school and Western was the most popular school, we feel this demographic was not statistically significant or informative. This survey may have several sources of error. Not all respondents answered every question or under-stood all questions correctly, contributing to lower response rates for certain questions, significantly the school demographic question. Two of our demographic questions were a write-in response, leading to a large amount categories with a small amount of respondents each, therefore not providing very representative data. Two of our questions were rank order questions, which cannot be cross-tabulated. We therefore cannot break these questions down by demographicalthough we can examine the responses for these questions as a whole.

FINDINGSRQ1: In general, what art spaces and music venues in Bellingham are you familiar with? (List all) The most popular response to this question overall was The Wild Bufallo (52%), followed by other (44%), The Green Frog (34%) Westerns campus (27%), Make.Shift (19%), none (19%), The Shakedown (16%), The Underground (9%), Alternative Library (6%), Glow Nightclub (3%), Honeymoon (3%), The Roost (2%), and Up & Up (2%). Repsonses in the write-in other category included Mount Baker Theater, Allied Arts, Red-light, Swillery, and Whatcom Museums. These write-in answers cannot be cross-tabulated. Women were almost two times as likely as men to indicate the Green Frog as men, with women at 42% and men at 24%. Women were more than four times (42%) as likely to indicate Westerns campus as a possible venue than men (9%). Men listed no venues at a higher rate (26%) than women (15%).

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Among 18- to 34-year-olds, the Wild Buffalo was most popular. Those age 35 to 54 indicated other most often. 25- to 34-year-olds indicated Wild Buffalo more frequently (67%) than other age groups, followed by age 18 to 24 (54%), 55 to 64 (50%), 45 to 54 (40%), and 35 to 44 (20%). 45- to 54-year-olds indicated other most frequently (100%), followed by age 55 to 64 (67%), 35 to 44 (40%), 18 to 24 (38%), and 25 to 34 (33%). Green Frog was most frequently mentioned by 45- to 54-year-olds (60%), followed by 55 to 64, 25 to 34, and 18 to 24. Westerns campus was most frequently mentioned by 55-64-year-olds (50%), followed by 18 to 24 (32%), 25 to 34 (20%), and 45 to 54 (20%). Make.Shift was mentioned at the same ratearound 25%by both 18 to 24 and 25 to 34, while only 10% of 35 to 44 year olds mentioned it. No one ages 45 and older mentioned Make.Shift. Wild Buffalo was more popular among respondents with a Bachelors degree (65%) than other education levels, followed by respondents with some college (54%), a high school diploma (44%), and a postgraduate degree (30%). Make.Shift was more popular among respondents with a Bachelors degree (27%) than other education levels, followed by respondents with a high school diploma (22%), some college (18%), and a postgraduate degree (10%). Wild Buffalo was the more popular option across all education levels except for those with a post-graduate degree, who selected the other option most frequently (80%) than any other venue. Respondents who work in the customer service industry (83%) were the most likely to indicate Wild Buffalo, followed by food service (63%), students (55%), unemployed (50%) and educators (38%). Respondents who work in the customer service industry were also more likely to chose Green Frog (83%) than other respon-dents followed by educators (63%), food service (50%), students (25%) and unemployed (38%). Food service workers were more likely than other respondents to indicate Make.Shift (50%), followed by customer service (33%), educators (25%), students (16%) and unemployed (13%). Educators were more likely to select other (75%) than other respondents, followed by customer service (50%), foodservice (38%), unemployed (3*%) and students (30%). Parents were less likely to mention almost all options for venues except for the none and oth-er cagegories. Non-parents were five times more likely (20%) than parents (4%) to mention the Shakedown. Non-parents were also twice as likely (58%) as parents (29%) to mention the Wild Buffalo and twice as likely to mention Make.Shift, with parents at 11% and non-parents at 22%.

RQ2: Rank these venues (1-8) based on how often you visit them (Shakedown, Wild Buffalo, Mount Baker Theater, The Roost, Green Frog, Make.Shift, Western Washington University, Other) In terms of how often people visit venues, the Wild Buffalo was most popular with a mean ranking value of 2.98. This was followed closely by The Green Frog, with a mean value of 3.14, and Western Washing-ton University at 3.30. The Shakedown ranked in the middle with a mean value of 3.49, along with Mt. Baker Theater (4.10) and Make.Shift (4.80). The least popular choices were The Roost (6.89) and Other (7.30). The most popular other answer was The Alternative Library.

RQ3: How often do you attend arts-related events (i.e. concerts, plays, dance, art shows)? (Never, A few times a year, Once a month, A few times a month) The most popular response overall was once a month, with 41% of respondents indicating this answer. This was followed equally by a few times a month and a few times a year. The least popular answer was never with only 6% of total respondents selecting this response.Men were more likely (31.43%) than women (20%) to indicate they attend arts related events a few times a month, while women were more likely (32%) than men to indicate they attend events a few times a year. Those age 55 to 64 indicated they attend events a few times a month at a higher rate (50%) than other age groups, followed by 45 to 54 (40%), 25 to 34 (29%), 18 to 24 (23%) and 35 to 44 (22%). Those age 25 to 34 indicated they attend events once a month at a higher rate (58%) than other age groups, followed by 18 to 24 (38%), 35 to 44 (33%), 45 to 54 (20%) and 55 to 64 (17%). 35- to 44-year-olds were far more likely to indicate

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they never attend arts-related events (22%) than any other age group, followed by 18 to 24 (6%) and 25 to 34 (4%). No one from the ages of 45 to 64 indicated they never attended arts events. One-third (33%) of those with a high school diploma said they never attend arts related events, followed by those with some college (6%). No respondents with bachelors or postgraduate degrees responded never. 60 percent of respondents with postgraduate degrees chose once a month, followed by Bachelors degrees (52%), high school diploma (33%), and some college (33%). Respondents with bachelors degrees (33%) are three times more likely than those with high school diplomas (11%) or postgraduate degrees (10%) to say they attend events a few times a month, followed by those with some college (28%). The selection A few times a year was about the same across education levels. Differences across occupations were insignificant. Parents (11%) are more likely to never attend arts related events than non-parents (4%). Parents attend events a few times a year at a higher rate (33%) than non-parents (24%). Non-parents are more likely to go out once a month at a higher rate (46%) than parents (30%), but attend events a few times a month at about the same rate (25%).

RQ4: In general, how do you hear about events in town? (Rank 1-6: Facebook/Twitter, Whats Up Magazine, Bellingham Her-ald, Individual venue websites, Word of mouth, Other) The highest ranking source for local event information among respondents was Facebook and Twitter, with a mean rank value of 1.89. This was followed closely by word of mouth, with a mean rank value of 2.12. Mid-ranking sources were the local traditional print media, Bellingham Herald (3.84) and Whats Up Magazine (3.92) along with individual venue websites (3.90). The lowest ranked source was other, with a mean value of 5.32. The most popular write-in other answer was Cascadia Weekly.

RQ5: How often do you attend the following events? (Art walk, Downtown Sounds, Block Party, Concerts/cover shows) When asked how often they attend Art Walk, the respondents most commonly say that they never at-tend, at 41%. This is followed by rarely (24%), sometimes (19%), quite often (12%), and very often (4%). Responses were about the same between genders. Over half (60%) of 25 to 34-year-olds said they nev-er attend Art Walk, more likely than other age groups. This was followed by 18 to 24 (48%) and 35 to 44 (22%). No one older than 45 said they never attend art walk. Other answers were generally the same across ages except for very often, selected at the highest rate by 55- to 64-year-olds (33%), followed by 45 to 54 (20%) and 35 to 44 (11%). No one younger than 35 said they attend Art Walk very often. Respondents with a high school diploma were far more likely (89%) to indicate they never attend Art Walk, followed by Bachelors degrees (48%) and some college (40%). No post-graduate degree holders indicated never. Postgraduates were also more likely to indicate the quite often attend Art Walk than any other edu-cation level, at 40%. No one with a high school diploma only indicated that they quite often attend Art Walk. Other selections were chosen at similar rates across education levels. Students were most likely to say they never attend Art Walk, with 65%. Repondents in managment were least likely to indicate never, with 20%. Only those who are unemployed indicated they very often at-tend Art Walk, at 14%. Non-parents are twice as likely (48%) to never attend Art Walk as parents (21%), while parents are more likely (11%) to indicate that they attend Art Walk very often than non-parents (1%). When asked how often they attend Downtown Sounds, the findings are similar to Art Walk: the respon-dents most commonly say that they never attend, at 46%. This is followed by rarely (25%), sometimes (15%), quite often (9%), and very often (4%). Women were more likely (51%) than men (40%) to say they never attend Downtown Sounds. Men were twice as likely (20%) as women (10%) to say they sometimes attend the event. 18- to 24- year-olds were most likely (59%) to indicate they never attend Downtown Sounds, while no 45- to 54-year-olds said they never attend the event. Those from age 55 to 64 were more likely (33%) than other age groups to indicate they attend the event quite often, while respondents age 45 to 54 were more likely

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(20%) than other age groups to indicate the attend Downtown Sounds very often. Most selections for Downtown Sounds attendance was similar across education levels, except for nev-er which was chosen most often by those with only a high school diploma (78%), followed by those with some college and those with a Bachelors degree (44%). Those with postgraduate degrees selected never the least, at 30%. No one with either a high school diploma or a Bachelors degree selected very often for Downtown Sounds.Attendance for Downtown Sound was generally the same across occupations, with students (5%) and food ser-vice industry workers (12%) the only groups to select quite often. No occupations indicated very often for Downtown Sounds. When asked about Downtown Sounds, non-parents were more likely (58%) to never attend than parents (32%), while parents are more likely (39%) to indicate that they attend Downtown Sounds rarely than non-parents (20%). When asked how often they attend Block Party, over half of the respondents say that they never attend, at 54%. This is followed by rarely (31%), sometimes (11%), and quite often (5%). No respondents indicated they attend the event very often. The results were similar across genders.Attendance at this event was generally the same across ages, except that 35- to 44-year-olds were twice as likely (67%) as 55- to- 64-year-olds (33%) to never attend Block Party, and 35- to 44-year-olds were much less likely (11%) than 55- to 64-year-olds to rarely attend Block Party. Results were also similar across education levels, except for respondents with high school diplomas, who answered never most often, at 89%. This was followed by postgraduates (60%), some college (49%), and Bachelors degrees (44%). No respondents with high school diplomas responded sometimes or quite of-tenonly never and rarely. Educators were more likely (67%) than other occupations to say they never attend Block Party, fol-lowed by students (55%), customer service (50%), food service (50%), and unemployed (43%). Differences be-tween respondents who have kids and those who dont regarding Block Party attendance was negligible, however non-parents were slightly more likely (34%) than parents (21%) to rarely attend the event. Unlike the other events, when asked how often they attend concerts and cover shows the respondents most commonly say that they sometimes attend, at 41%. This is followed by quite often (19%), rarely (18%), never (18%), and very often (7%). Concerts and cover shows received the least never responses and the most very often responses than the other events listed in this question. Women were about twice as likely (8%) as men (3%) to indicate they attend concerts and cover shows very often. Men were more likely (50%) than women (34%) to indicate they sometimes attend these events. Those ages 34 to 44 were most likely (40%) to indicate they never attend concerts and cover shows, followed by 18 to 24 (22%), 45 to 54 (20%), and 25 to 34 (4%). 55- to 64- year olds were far more likely (67%) than other groups to indicate they sometimes attend concerts and cover showsthree times as likely as 35- to 44-year-olds (20%) and a little less than twice as much as the other groups, which all came in around 40%. No one in the age group of 55 to 64 indicated they never attend these events. 45- to 54- year olds were twice as likely (40%) as other groups to indicate they quite often attend concerts and cover shows, with other age groups all at around 20%. 35- to 44- year olds were most likely (20%) to indicate they very often attend concerts and cover shows, followed by 25 to 34 (8%) and 18 to 24 (20%). No one older than 45 indicated they attend these events very often. Sometimes was the most frequently selected answer for all education levels. Never was selected more frequently by respondents with high school diplomas (33%) than other education levels. Bachelors degrees selected never less frequently (4%) than other education levels. Respondents with some college indicated they attend concerts and cover shows very often (10%) more than other education levels. No one with either only a high school diploma or a graduate degree indicated they attend concerts and cover shows very often. The occupations most likely to indicate that they very often attend concerts and cover shows are un-

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employed (25%), food service industry (12%), and students (7%). No other occupations indicated very often. There were no significant differences between parents and non-parents regarding concert attendance.

RQ6: On a scale of 1 to 5, how interested are you in the following? (Performance art, Radio, Film, Visual) When asked how interested they are in performance art such as music, dance and theater, a little less than one-third of the respondents answered 5 indicating they were very interested, at 30%. This was followed by interest level of 4 (24%), 2 (21%), 3 (16%) and 1 (9%). Performance art had the least 1 answers than the other types of art listed in this question. Women were twice as likely (18%) to select 3 than men (9%), while men were more likely (31%) to select 4 than women (18%). Women were slightly more likely (33%) than men (26%) to select 5. Those age 18- to 24 were more likely to select a interest level of 5 than any other level when asked about performance art (33%), while 25- to 34-year-olds indicated 2 at a higher rate (32%) along with those from the ages of 35 to 44 (30%). 45- to 54-year-olds were most likely to indicate a 5 (80%) while 55 to 64 did not indicate a strong preference for any level. Respondents with some college were more likely (41%) than other education levels to indicate a perfor-mance art interest of 5, followed by postgraduate degrees (30%), bachelors degrees (15%) and high school diplomas (11%). Respondents with high school diplomas (33%) or bachelors degrees (33%) were three times as likely as those with postgraduate degrees (10%) to indicate 4. There were no significant differences between parents and non-parents regarding interest in performance art. There were no significant differences across occupations. When asked how interested they are in radio, 29% of the respondents answered 4 indicating they were interested. This was followed by interest level of 2 (25%), 1 (19%), 3 (14%) and 5 (13%). Radio had the least 5 answers than the other types of art listed in this question. Women were much more likely (18%) than men (6%) to select a level 5 interest in radio. Men were more likely (37%) to select 4 than women (22%). Men were also more likely (20%) to select 3 than women (10%). Those ages 45 to 54 were more likely to select a interest level of 5 than any other age group when asked about radio (60%), while no one in the 35 to 44 age group selected this option. Other selections were gen-erally the same across age groups, except for 1, which is more likely to be selected 35- to 44-year-olds (40%) than any other age group, followed by 18 to 24 (29%), and 25 to 34 (24%). No one in the 55 to 64 age group selected 1. Respondents with high school diplomas (56%) indicated 4 for radio more often than other education levels. Respondents with postgraduate degrees (30%) indicated 1 more often than other education levels. No respondents with high school diplomas indicated an interest level of 5.There were no significant differences in interest in radio across occupations. While interest in radio between parents and non-parents were generally the same, three times as many non-parents (30%) than parents (11%) indicated a level 2 interest in radio. When asked how interested they are in film, 27% of the respondents answered 4 indicating they were interested. This was followed by interest level of 5 (23%), 3 (22%), 2 (17%) and 1 (11%). Film was the second most popular in terms of 5 answers. Women were more much more likely (14%) than men (3%) to be uninterested in film. Those 45- to 54-years-old (60%) were most likely to indicate 5, followed by 55- to 64-year-olds (33%), 18 to 24 (26%), 25 to 34 (12%) and 35 to 44 (10%). Respondents 18- to 24-years-old were more likely to indicate 4 (40%) than any other answer. Interest in film did not vary much between education levels except for a few differences: Respondents with high school diplomas (55%) indicated 4 for film more often than other education levels. No respondents with postgraduate degrees indicated an interest level of 5. No respondents with high school diplomas indicat-

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ed an interest level of 2. Parents were much more likely (32%) than non-parents (19%) to have a level 5 interest in film. Non-parents were more than twice as likely as parents to indicated a level 4 interest, with parents at 14% and non-parents at 32%. For occupation levels, the data was too inconsistent to determine significant differences. When asked how interested they are in visual art such as photography and sculpture, more than one-third of the respondents answered 3 indicating they were somewhat interested, at 38%. This was followed by interest level of 4 (18%), 1 (17%), 2 (16%) and 5 (11%). Women were more much more likely (23%) than men (9%) to be uninterested in visual art. Men were more likely (31%) to select 4 than women (10%). Respondents from the ages of 45 to 54 (60%) were most likely to indicate 3, followed by 55- to 64-year-olds (50%), 35- to 44-year-olds (40%), 25- to 34-year-olds (38%) and 18- to 24-year-olds (36%). Respon-dents 45 to 54 (40%) were also more likely to indicate 5 for visual art than other age groups, followed by 55 to 64 (17%), 18 to 24 (13%) and 35 to 44 (10%) Regarding visual art, those with high school diplomas selected an interest level of 5 more often (18%) than other education levels. No respondents with Bachelors degrees or postgraduate degrees indicated an inter-est level of 5. Those with postgraduate degrees were more likely than other education levels (55%) to select 3, followed by Bachelors degrees (48%), some college (35%), and high school diploma (11%). Respondents in the food service industry were more likely to indicate a level 5 interest in film than other occupations, with 33%. This was followed by educator (25%) and unemployed. No other occupations indicated an interest level of 5. No educators or unemployed respondents indicated an interest level of 1. Non-parents were more likely (20%) to indicate a low 1 level of interest in visual art than parents (11%). Parents were more likely to select 3 (50%) and 5 (18%) than non-parents, who selected 3 36% of the times and 5 7% of the time.

RQ7: If you wouldnt participate in these events, why not? (No time, No interest, Lack of transportation, Lack of funds, Other) Most respondents indicated lack of time as the reason why they wouldnt attend an arts-related event, with 62%. This was followed by no interest (15%), other (11%), lack of transportation (7%), and lack of funds (5%). Among the write-in other answers, the most common response was lack of awareness, with 3 respon-dents. Men were more likely (7%) to indicate lack of funds than women ( 2.5%), while women were more like-ly (15%) to select other than men (7%). 34- to 44-year-olds were far more likely (100%) to indicate lack of time than other age groups, followed by 18 to 24 (69%), 25 to 34 (53%), 45 to 54 (40%), and 55 to 64 (25%). Other selections were similar between age groups, except no interest which was most frequently selected by 25- to 34- year olds (29%) followed by 55 to 64 (25%), 45 to 54 (20%), and 18 to 24 (5%). No 35 to 44 year olds selected no interest. Other was the most common answer for respondents from age 55 to 64. Respondents with some college were most likely (75%) to select no time at their reason for not participating in arts events, followed by Bachelors degree (52%), high school diploma (50%), and postgraduate degree (25%). Post graduates were more likely than other education levels to indicate other (37%) and no interest (37%). Respondents with some college were the only respondents to indicate lack of funds. Students (6%) and unemployed (20%) respondents were the only occupational categories to list lack of funds as a reason why they wouldnt attend arts events. Students were the only respondents to indicate lack of transportation, with 15% selecting this option. Both parents and non-parents selected no time most often, with 65% and 61%, respectively. However, no parents indicated lack of transportation or lack of funds as reasons for not attending events, while 9% of non-parents selected lack of transportation and 7% selected lack of funds.

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CONCLUDING INTERPRETATIONS Make.Shift ranks somewhere in the middle in terms of which venues respondents visit most often. This means we must raise awareness of Make.Shift for all demographics. Respondents in this survey generally used social media and word-of-mouth to find out about local events, meaning Polaris Communications should bolster these modes of communication when formulating a campaign. Younger audiences were more likely to know about Make.Shift than older audiences, but Art Walk was most consistently attended by parents and those older than 35; increasing an already robust Art Walk presence could bring these demographics to Make.Shift. Performance art was more popular among younger people and students while visual art tended to be more pop-ular among older people and parents. Concerts and cover shows were the most attended eventsmore people indicated they attend these events very often than any other event, and no one indicated they never attend these events. Increasing the visibility of Make.Shifts concerts and cover shows could have the widest appeal and bring in more students, while increasing knowledge and attendance for Art Walk and gallery shows could bring in more parents. In order to appeal to both students and their parents, Polaris Communications should highlight both the visual and performance art elements of Make.Shift.

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THANKYOU

from Polaris CommunicationsRika Wong: [email protected]

Beth Carlson: [email protected] Pirotte: [email protected]

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Documents

J440 Campaign Booklet