Make it Happen by Ellen Reinecke

Make it Happen

Dedicated to everyone out there who is makinâ&#x20AC;&#x2122; it happen.

4 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Intro 5 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Executive summary 6 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Situational analysis 7 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . The campaign 8 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Target audience 10 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Investigation 11 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Road to the big idea 12 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Secondary research The Maker Faire Story Meet the Competition Target Markets

16 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Primary research

Who are Makers? Focus Group Evaluation Survey Analysis

28 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Major key findings 30 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Imagination 31 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Creative message 32 . . . . . . . . . . . . . . . . . . . . . . . . Implementation 33 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Media strategy 42 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Budget 43 . . . . . . . . . . . . . . . . . Ideas & Integration 44 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Creative executions 52 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Conclusions 53 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Meet vowmedia 54 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .Bibliography 56 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Appendix

table of

contents

vow media meet the team

account executive. Amanda Tutora creative director. Mike Montano research director. Nick Birney media director. Maddy Friedenfeld

traditionally modern. modernly traditional. weâ&#x20AC;&#x2122;re setting the stage for the ever-evolving landscape that is media. creatively made to never be broken.

plansbook designer. pr director. Ellen Reinecke

aker l analysis of M After a carefu e th r fo tyâ&#x20AC;&#x2122;s goals Faire: Kansas Ci n ig pa m ca designed a s. 2013 event, we es cc su r timeline fo with a detailed e w ok is plans bo Throughout th es goals, objectiv r breakdown ou eative cr r makeup ou and tactics that ese th of gies. All and media strate uted ec ex be e made to strategies wer 0 budget. within a $25,00 vow wmedia and we We are team vo ill w at th n ig a campa gn si de to u yo to . make it happen Best, vowmedia

Maker Faire: Kansas City

Executive Summary

aker Faire is a two-day event celebrating invention and creation that originated in San Mateo, Calif. The event takes place all over the globe, and it will be celebrating its third consecutive year in Kansas City in June 2013. The event calls upon makers to participate in a familyfriendly festival, as well as educates and encourages people to participate in the rapidly growing maker movement. By working with Maker Faire: Kansas City, we not only have the opportunity to increase general awareness of the event among the Lawrence community and KU campus, but we can increase the number of attendees and participants. We used both primary and secondary research to gage the general awareness of Maker Faire: Kansas City among the Lawrence community and KU campus. We conducted seven focus groups including makers, KU students and parents in February 2013. We also administered an online survey to Lawrence residents from March 3, 2013 to March 12, 2013. A total of 462 respondents participated in the survey. As a result of our research, we identified four distinct target audiences in the Lawrence community including makers, parents, children and KU students. Makers are crafters, hobbyists, inventors, hackers, scientists and artists. Lawrence moms are full-time employees and full-time managers of their respective families. Lawrence dads are healthy, active and look to offline sources for information to raise their children. KU college students are passionate about tradition and instilled with Midwestern values. Our primary research prove that Maker Faire: Kansas City does not have a strong general awareness in the Lawrence area. However, considering it has only hosted two annual events,

there is a great opportunity to increase general awareness, participation and attendance. To solve the problems determined through our research we came up with three main goals to fulfill in a marketing campaign designed for Maker Faire: Kansas City. • Increase general awareness of Maker Faire: Kansas City, especially among the Lawrence community and KU campus. • Increase number of makers participating by at least 10 percent. • Increase attendance at Maker Faire: Kansas City 2013 by at least 25 percent. The creative strategy created for our campaign stems around the tagline: “Make it happen.” To implement our strategic creative strategy we recommend a multi-platform media strategy, which includes increasing social media presence, launching a hyper-targeted, non-traditional ad campaign to target audiences, and executing an online social media campaign targeted at college students. In addition to the extensive media plan we suggest using promotions and public relations through non-traditional methods in order to maintain strong relationships with the five identified target audiences. We suggest using non-traditional method of promotion and public relations in order to stay on the cutting-edge of engagement and conversation in the maker movement. We recommend using $21,785.00 of the $25,000 budget throughout the period of April 1, 2013 to June 30, 2013. We predict our campaign will increase general awareness among the Lawrence community and KU campus, as well as increase the number of makers and attendees.

Maker Faire: Kansas City

Situational Analysis HISTORY OF EVENT Maker Faire originated in San Mateo, Calif., in 2006 and recently held its seventh annual Bay Area event in May 2012 with more than 110,000 attendees. After the event had such great success, it began to grow nationally and internationally. Maker Faire is a two-day event that celebrates invention and creation. The event will be in Kansas City this June 2013 for its third consecutive year. The event calls upon makers to participate in a family-friendly festival, as well as educate and encourage people to participate in the rapidly growing Maker movement. MAKER MOVEMENT The Maker Movement is currently growing not only around the nation, but specifically in Kansas City. The Greater Kansas City area is evolving into a science and entrepreneurial focused region that is quickly adopting the reputation of “Silicon Prairie,” named after the influential technology hub in norntern California known as Silicon Valley. COMPETITIVE LANDSCAPE Maker Faire: Kansas City has an increasing amount of competitors due to the evolving Silicon Prairie and Maker Movement. Art shows, gallery viewings and workshops are a few Maker Faire: Kansas City’s general competitors. The Crown Center, Downtown Kansas City and the Country Club Plaza are a few of the popular venues that compete with Union Station, where Maker Faire: Kansas City has been held the past two years and will again host this year’s event. More information regarding the competitive landscape can be found under our secondary research section.

Maker Faire: Kansas City

Campaign Challenge: Maker Faire: Kansas City enters its third year at Union Station, with its eye on the future. Maker Faire: Kansas City approached vowmedia wanting to increase awareness of the event, increase participation of makers and increase attendance, specifically amongst the Lawrence Community and KU Campus. Maker Faire: Kansas City wanted us to test the awareness of the event among students and Lawrence residents and explore and create ways to market the event to these groups by researching other Maker Faires and their marketing practices.

Goals Objectives 1

Increase general awareness Increase the number of Increase attendance at of Maker Faire: Kansas City, makers participating in the Maker Faire: Kansas City 2013 specifically among the 2013 Maker Faire: Kansas City by at least 25 percent by Lawrence community and KU by at least 10 percent increasing overall marketing campus. efforts to Lawrence and KU population. Objective #1:

Increase social media presence to build relationships with Maker Faire: Kansas City online community.

Objective #1: Seek out makers in Lawrence and on the KU campus through a hypertargeted non-traditional ad campaign.

Objective #2:

Emphasize incentives that encourage makers to at least attend Maker Faire: Kansas City so they learn what it is.

Objective #3:

Reach out to KU faculty and student groups who might have reason to be interested in participating (i.e., robotics club, Panhellenic sororities, Interfraternal Council fraternities and ceramics club).

Maker Faire: Kansas City

Objective #1:

Implement a targeted PR campaign directed at Lawrence Public School faculty.

Objective #2:

Execute an online social media ad campaign targeted at college students.

Objective #3:

Implement a hyper-targeted digital ad campaign directed at Lawrence moms.

Objective #4:

Partner with student group to bring awareness to campus and interact with students.

The target Carol & Tom The mom and dad

Eric The kiddo

The Sketch:

Carol and Tom are parents. Not a second goes by when they don’t think about their two children. Every night Carol makes a fort with her son before bed. She is 34 and believes in quality over quantity. She has money but doesn’t like to spend it. Jim loves to cook and enjoys healthy and educational activities with his family on the weekend.

Eric is a 10-year-old boy living in Lawrence who has no idea what the Ninja Turtles are because he is too busy playing Angry Birds on his baby sitter’s cell phone. Eric’s favorite subject in school is math but he also really likes art. Eric loves the movies because they can make monsters come to life.

The Reality: Mothers are the main decision makers of the household. Today’s mother wants to do it all. Through our primary research, we found that mothers are more likely to be the primary earners of the household and less likely to want to spend free time with their kids because mothers are working more and want “me time.” Fathers spend roughly 37 hours per week working while mothers spend about 21 hours (www.pewsocialtrends.org). Fifty percent of fathers also say it’s difficult to balance family and work duties, despite increasing the amount of time put into housework over the years. Fathers are also more likely to want to spend free time with their kids. 8

The Reality: The world’s population is constantly increasing and the kids’ population is expected to increase by over 100 million by 2050 (childstats.gov). Children make up about 24 percent of the U.S. population.

Maker Faire: Kansas City

Mike The Maker

Liz The college student The Sketch:

The Sketch: Liz is a 20-year-old University of Kansas student living in Lawrence. Liz isn’t really sure what she likes, but she does what her friends do. When she graduates she wants to do something she enjoys and is sick of her parents telling her to “make something of herself.”

The Reality: The millennial generation includes 12-to 31-year-olds and a good number of millennials are college students. This demographic thrives on social media and digital interaction. College students are a group that is willing to take risks and seek engagement in any type of forum.

Maker Faire: Kansas City

Mike is constantly tinkering with things. He is quiet and loves getting lost in his thoughts. In his college dorm he was the go-to guy for any computer malfunction or technical error. He loves reading comics and prefers sneakers and jeans to anything dressy.

The Reality: The title “maker” includes crafters, engineers, hackers, hobbyists, artists, builders and innovators. From our research we have found that makers tend to be introverted, preferring to spend time working on their various hobbies as opposed to social activities. Although makers are highly skilled and knowledgeable in their various fields of work, they are also humble.

Investigation Research Major key findings Reccomemendations

Maker Faire: Kansas City

Investigation

The road to our big idea Through an extensive research model combining secondary and primary research tactics, we have been able to tackle all aspects of our campaign challenge. Using both qualitative and quantitative research findings, we analyzed every aspect to determine the most relevant implications to conceive strategic recommendations that satisfy Maker Faire: Kansas City’s goals.

What we wanted to know: We wanted to know what Maker Faire: Kansas City was all about and to understand the general awareness of the event. We wanted to understand the Lawrence community and the KU student population — who are the primary targets that Maker Faire: Kansas City would like to reach. We wanted to know what made makers tick. Finally, we wanted to know how we could make it happen.

How we came to our conclusions: We used primary and secondary research to find out what we wanted to know. We conducted focus groups, visited a “hidden” warehouse-hacker group, administered an online survey and conducted man-on-the-street interviews. We dug deep and listened to what people had to say. We made it happen.

Maker Faire: Kansas City

Investigation - Secondary Research

The Maker Faire story The goal of Maker Faire Maker Faire is an event that celebrates invention and creation. The event calls upon makers to participate in a family-friendly festival of invention, creativity and resourcefulness with a playful atmosphere. Maker Faire strives to inspire makers and aspiring makers. “All of us need to be engaged in thinking about how to build a sustainable future and allow that thinking to shape our actions today as well as tomorrow,” says Dale Dougherty, founder of Maker Faire. “We have to start where we can make a difference, making changes in our personal lives that affect what we eat, what we buy, how we use energy to move from one place to another and what kind of work we value most” (Daily Geek).

Maker Faire: Kansas City historical briefing The first Mini Maker Faire came to Kansas City when Make: Kansas City and the Cowtown Computer Congress of Kansas City (C3) joined forces (www.makekc.org). It was a one-day event in August 2010 on the banks of the Missouri River in Parkville, Mo., and hosted approximately 45 makers. The Faire was part of the

annual Parkville Days Riverfest, which ran from August 20 - 22. It featured music, a parade, food, carnival rides, more than 100 arts and crafts, booths and games. Sponsors for the faire included the Ewing Marion Kauffman Foundation, The Greater Kansas City Chamber of Commerce, HMS Beagle Science Store, Clayco Electric Co. and Main Street Parkville Association (www.makekc.org) Following the Parkville Days Riverfest, Maker Faire: Kansas City took off. It created its own identity and separated itself from Parkville Days Riverfest. The Ewing Marion Kauffman Foundation, which is focused on bettering education and growing entrepreneurship, became the primary funding organization for the event. In April 2011, Kansas City’s historic Union Station jumped onboard as a venue, and was an appropriate location given its dedication to bring science to kids through its interactive venue, Science City. The 850,000 square foot venue offered potential for significant growth in Maker Faire: Kansas City (www.unionstation.org). While event expansion was taking place, initiatives from The Greater Kansas City Chamber of Commerce were underway to make Kansas City the most entrepreneurial city in the nation and make Kansas city a “Silicon Prairie.” This atmosphere aided in the

“

process of bringing a Mini Maker Faire to Kansas City. The 2011 event was held June 24 and 25. Tickets were $10 per day or $15 for a weekend pass if purchased online, and $12 per day at the door. It hosted more than 125 makers and welcomed Dale Dougherty, who was excited about the event’s success and future potential. “Kansas City is a growing entrepreneurial hub with inspired people wanting to make their dream a reality,” Dougherty said. “We look forward to speaking with makers and seeing their innovations and passion for creating many types of things” (Brewster). The event grew in 2012 when 300 makers and 12,500 attendees came to Union Station to experience Maker Faire: Kansas City.

Who does Maker Faire attract? Maker Faire: Kansas City attracts tech-savvy, innovative, creative, curious and community-oriented individuals (www.Makerfairekc.com). The unique aspect of Maker Faire: Kansas City’s audience is that it is segmented into two groups. The first are makers, or those who participate in the event through exhibits that deal with anything from computing

All of us need to be engaged in thinking about how to build a sustainable future and allow that thinking to shape our actions today as well as tomorrow.

”

- Dale Dougherty

Maker Faire: Kansas City

Investigation - Secondary Research

Union Station Union Station is one of Kansas City’s most historic buildings and is currently a Kansas City hotspot for science and technology (www.unionstation. org). This is evident in the Union’s mission: “Union Station Kansas City, Inc. shall be recognized as the region’s finest educational and cultural resource committed to the preservation and interpretation of Kansas City’s regional history and the promotion of innovation, research and discovery in science and technology through the development of collections, exhibitions and other educational programs for all citizens of and visitors to the Greater Kansas City metropolitan area” (www.unionstation. org). According to VisitKc.com, Union Station is a premier destination for families looking for cultural and entertainment activities.

to crafting, to inventing or cooking. Makers are passionate about what they make but because most of them have day jobs, making is considered a hobby. They are avid activists in the DIY movement or the “Make Movement,” which is currently being promoted throughout the nation across social media, digital videos, blogs and other new media. Nicknames for makers include crafters, hobbyists, inventors, hackers, scientists and artists. The second group is attendees, or those who purchase tickets to the event. Maker Faire: Kansas City’s attendees come from a variety of backgrounds, but most are parents and children coming from the Kansas City metro area.

Past marketing techniques Maker Faire: Kansas City’s

current marketing focus is on social media outreach. In the past it has allocated a small portion of its budget to billboards but hasn’t done much spending in other traditional media like print publications and television. Because of its limited budget, innovative concept and target audience, we feel marketing efforts will be most cost effective, successful and better targeted if they take a non-traditional and digital route. In the past, Maker Faire: Kansas City has received media coverage organically and through the use of news releases from both local and national publications as well as a vast expanse of bloggers. There is room for growth in experiential marketing, or relationship marketing, which allows consumers to become active participants in a marketing effort. It relies heavily on face-to-face interaction and is most often associated with fun and memorable marketing events. Maker Faire: Kansas City

Kauffman Foundation Entrepreneur and philanthropist Ewing Marion Kauffman established the Ewing Marion Kauffman Foundation in the mid-1960s. Today it is the largest foundation in the United States devoted to entrepreneurship, with an approximate asset base of $2 billion (www. kauffmanfoundation.org). The Ewing Marion Kauffman Foundation specializes in improving student outcomes and advancing entrepreneurial success among children, young adults, women and minorities. The foundation financially supports the Kansas City area urban school districts and directs much of its donations to support entrepreneurship. It also supports civic institutions and other causes that are important to the Kansas City area. All of its endeavors are focused on its vision to make “a society of economically independent individuals who are engaged citizens, contributing to the improvement of their communities” (www.kauffmanfoundation. org).

Investigation - Secondary Research

Meet the competition

he Kansas City area is synonymous with innovation and culture. Art shows, gallery viewings and workshops are just a few of the creative outlets that can be found in Kansas City. With venues like Crown Center, Downtown Kansas City and the Country Club Plaza, artists of all ages and all backgrounds help make Kansas City unique (www.visitkc. com). Crown Center houses Kaleidoscope, a family-oriented craft workshop where parents and their children can come together for a 40-minute session of family art. Kaleidoscope is a competitor of Maker Faire: Kansas City because both appeal to families and offer a creative, interactive appeal. Kaleidoscope is free to attend but asks for a small fee because of the art materials provided at the sessions (www.crowncenter.com). Kaleidoscope also has classes year-round. Maker Faire: Kansas City charges all attendees and only happens once a year. Kansas City’s art scene flourishes with art fairs in both downtown Kansas City and the Country Club Plaza. Both attractions are free to attend and last three days. 14

The Downtown Art Fair is in the summer from May 17 – 19 (www.artfestival.com) while the Plaza Art Fair takes place in the fall, from September 20 – 22 (www. countryclubplaza.com). Jewelry, glass designs, local food booths and music fill the streets while people enjoy the fair. Although they do not directly compete with Maker Faire: Kansas City, the art fairs are competitors because people have limited time and money. LegoLand Discovery Center at the Crown Center is a venue in Kansas City that appeals to children. Tickets range from $15 to $19 (www.legolanddiscoverycenter. com). At LegoLand, children accompanied by their parents learn building strategies, check out the 4D cinema, look at real-world iconic landmarks built from legos and more. Urban Arts and Crafts charges a fee for classes in jewelry making and crocheting. It also has a shop that carries a wide selection of yarn, buttons, string and other tools to help anyone get an idea and make something (www.urbanartsandcrafts.com).

Maker Faire: Kansas City

Investigation - Secondary Research

Kansas City

n 2010 the U.S. Census estimated that the combined population of Kansas City city limits to be home to around 609,655 people. The metropolitan area includes fifteen counties and a number of suburbs with populations exceeding 100,000. Through the 2010 U.S. Census we found a rough estimate of the Kansas City metropolitan area to be larger than two million people. According to The Greater Kansas City Chamber of Commerce website, Kansas City is considered to be a hub of technology and innovation in the Midwest and is a booming industry for startups in the health, life science and IT industries. Kansas City has been listed as one of the best places to raise a family in multiple national publications and has received the following awards: • 100 Best Cities to Live in the United States, Money Magazine, 2011 • Most Sports-Crazed People, Travel + Leisure, Nov. 2011 • “America’s Best Downtowns,” Forbes, Oct. 2011 • “Best Cities for Foodies,” Travel + Leisure, Sept. 2011 • Six area high schools rank among Nation’s Best, Newsweek, June 2011 • Top 10 Cities for College Grads, Livability, June 2011 • Best Cities for Moms, Daily Beast, May 2011 • Top 10 Moving Destination, U-Haul International, Feb. 2011 • Most Affordable U.S. Cities, Forbes, Jan. 2011

Lawrence: A blue dot in a red state The target market of makers, parents, and college students Lawrence is a city about 40 miles away from Kansas City. It is home to approximately 89,000 people but has a large amount of temporary residents due to the University of Kansas, which has around 30,000 students in attendance. Almost all traditional students at the University of Kansas are members of the millennial generation. The 2010 U.S Census reported 34,970 households in Lawrence. Of those households, 24.4 percent had children under the age of 18. In terms of structure, 35.6 percent were married couples living together, 8.8 percent had a female householder with no husband present, 4 percent had a male householder with no wife present, and 51.6 percent were non-families. The median age in the city was 26.7 years. Seventeen percent of residents were under the age of 18; 28.7 percent were between the ages of 18 and 24; 27.4 percent were from 25 to 44; 18.5 percent were from 45 to 64; and 8 percent were 65 years of age or older. Lawrence has been called “a blue dot in a red state” because of its left-leaning political tendencies. The city is known for a thriving music and art scene. Rolling Stone named Lawrence one of the “best lil’ college towns” in the country in its August

11, 2005, issue.The New York Times said that Lawrence had “the most vital music scene between Chicago and Denver” in a travel column on February 25, 2005. More recently, Lawrence ranked ninth of 75 cities overall and eighth among college towns with a population less than 250,000 in America by the American Institute for Economic Research in its 2012-2013 AIER College Destinations Index.  Every summer in Lawrence, Busker Fest is held. The Busker Fest is an art inspired event that is held in downtown Lawrence in which street performers such as acrobats and jugglers entertain the public. Lawrence includes 14 public grade schools, four middle schools and two high schools. The Lawrence Journal World is the main newspaper in Lawrence and The University Daily Kansan is the student newspaper of the University of Kansas. Radio stations in Lawrence include KLWN, an AM station that began in 1951. Some FM stations are KJHK, which is the studentrun radio station, and KANU, which broadcasts Kansas Public Radio, a NPR affiliate. Lawrence picks up many radio stations from surrounding cities and is in the Kansas City and Topeka television markets.

Maker Faire: Kansas City

Investigation - Primary Research

Who are makers? Process

Members of vowmedia attended a C3 (Cowtown Computer Congress of Kansas City) meeting on March 7, 2013. C3 is a grassroots organization of tinkerers, hackers, explorers, artists, inventors and technology enthusiasts in the Kansas City area that started in 2008 (http://c3kc.org/ about). Its purpose is to create a shared space for local technology enthusiasts to meet, collaborate on group projects, share tools and support the Greater Kansas City community. The hacker space is reminiscent of a secret backyard club where members meet to work on projects that no one else knows about. The opportunity to interact with makers firsthand gave vowmedia insight into how makers think. The following information was compiled from a list of detailed notes taken by vowmedia during the visit regarding conversations with and observations of, C3 members.

Findings

The members of C3 have been involved in Maker Faire: Kansas City since its inception. Through our research and visit to the C3 meeting, we discovered further insight of makers opinions about the faire. They see the faire as a fun social event and spend months planning and preparing their exhibits, which mainly deal with highly technical prototypes and designs like 3-D printers and giant laser cutters. They enjoy

their privacy and the organized chaos in the garage-like hacker space that they pay $40 per month to use. These makers are shy, non-verbal communicators, humble and passionate. A large part of the problem when trying to get makers to participate in Maker Faire is that most makers don’t feel like they have anything to contribute. The makers won’t go out of their way to brag about what they’ve done unless asked to do so. They all have a story and are talented but too humble to share their projects. They need encouragement, and flourish best when connected with the right people. They are a complex paradox of self-starters: they are geniuses but need a push to get their ideas out. They are in it for the personal satisfaction, not the money. The main implication from speaking directly with past Maker Faire: Kansas City participants was that makers not only need to be invited, but sought out. They need to feel wanted and shown that their creations are worthy of being seen in the public eye. Making can be a family-oriented hobby. One maker, a mom of two boys, spoke about how being involved in making has driven her sons’ success in their high school robotics club and inspired her to go back to school to earn a degree in IT. She is an active participant in Maker Faire: Kansas City, and feels that before people can be convinced to participate in the event, they need to attend one.

Maker Faire: Kansas City

Investigation - Primary Research

Maker Faire: Kansas City

Investigation - Primary Research

Social Media Twitter and Facebook

In February vowmedia used Radian6, a social media data software, to gather insights from Twitter and Facebook regarding global online conversations about Maker Faire. We created a topic profile that searched for the phrase “Maker Faire” in the last six months, starting in September 2012 and ending in February 2013. Maker Faire uses social media to promote, update, remind and inspire followers. The graph below is from a report generated on Radian6 that breaks down Maker Faire’s most effective social media networks. The time period of the graph is a 30 day range starting on February 4, 2013 and ending on March 6, 2013. The graph demonstrates that Maker Faire reaches over half of its followers via Twitter and the remaining half via Facebook, blogging, aggregate websites and mainstream news (Radian6). The Maker Faire topic profile on Radian6 is filtered by language (only showing mentions that are in English); however, the topic profile includes all media types from all sources in all regions of the world. The report estimated a monthly volume of about 2,500 mentions about Maker Faire around the world. The keywords included in the search were “Make magazine,” “Maker Faire” and “maker movement.” Maker Faire has recently started to expand to international markets, with Mini Maker Faires in Japan, Italy, Canada, Israel, Australia and the United Kingdom. A majority of these Mini Maker Faires will have their first event in 2013, but many people are already talking about the Maker Movement through social media. Below is another graph generated on Radian6 using the same topic profile as the previous graph. This graph displays all of the countries talking about Maker Faire and the maker movement over the Internet and social media. The graph shows that social media users in the United States have mentioned Maker Faire or the maker movement 2,048 times during the time period of February 4, 2013 and March 6, 2013. The numbers drop significantly with the United Kingdom totaling at 115 posts about Maker Faire within those 30 days followed by Canada with only 65 posts. Overall, Maker Faire has reached 58 countries through social media from February 4, 2013 to March 6, 2013 (Radian6). 18

Maker Faire: Kansas City

Investigation - Primary Research

More on Twitter

Maker Faire’s website and Twitter are linked, which provides followers with consistent and up-to-date messages. Other Mini Maker Faires also use Twitter to help expand the Maker movement. Maker Faire: Kansas City, World Maker Faire New York, Maker Faire Melbourne and Maker Faire Toronto are just a few examples of other Maker Faires that use social media to expand the Maker movement. The above picture is a snapshot of tweets taken from Maker Faire: Kansas City’s Twitter account. The content of the tweets is solid; however, as seen above, the tweets are far and few in between.

Maker Faire: Kansas City

Investigation - Primary Research

Focus groups To gain psychographic insight from the target audiences, seven focus groups were administered over a one-week period in mid-February 2013. The focus groups were segmented as follows: two focus groups hosted Lawrence parents; three groups of University of Kansas students who lived in Lawrence; one of Lawrence residents who were neither parents nor students; and one group of makers from the Lawrence community. The student focus groups were further divided into a group of journalism students, a group of engineering students and a group of design students.

Method A moderator led each focus group and was aided by an assistant moderator. Every focus group followed the same discussion guide in order to aggregate and analyze data across various target groups. Some questions were added, removed or modified for the group of makers to better fit that segment and thus gain more in-depth insight into their psychographic trends. The moderator was chiefly concerned with keeping the group on task and getting through the discussion guide. The assistant moderator listened for interesting lines of inquiry to ask follow up questions that the moderator may have missed. The data acquired from the seven focus groups is qualitative: it is not designed to gain a representative sample of the population. Rather, the use of focus groups provided valuable psychographic information such as emotions and perceptions surrounding Maker Faire: Kansas City from members of specific target audiences. Furthermore, the information gained from the focus groups enhanced the formation of a survey that would be used to gather quantitative information. We analyzed the data of the maker focus group separate from the other six in order to gain distinct information on attendants and makers and satisfy the two separate campaign goals.

Maker Faire: Kansas City

Investigation - Primary Research

Focus group findings and analysis Maker Faire: Kansas City - attendees

First Impressions

Marketing Strategies

None of the focus group participants had been to Maker Faire: Kansas City and only one participant had heard of it. This might seem negative but could be seen as an opportunity. It is rare to be able to build a brand without fighting previous impressions. Although almost everyone had never heard of Maker Faire: Kansas City, when asked what they thought it would be like, their responses resembled the actual event and painted a picture of what Maker Faire: Kansas City desires to become. Words that came up often were: “creative,” “new,” and “innovative.” In particular, the word “innovative” was brought up in every focus group without any moderator influence. This aids in messaging because sometimes describing Maker Faire: Kansas City can be challenging due to its wide scope.

There was an overwhelming impression from college students that Maker Faire: Kansas City was an event for children and families, not students. A journalism student said that she wouldn’t go herself but she might take the kids whom she nannies. The positive outcome from this impression was that Lawrence residents who had children seemed to be very interested in the event. The challenge is getting students interested in an event while still keeping it fun for children and families. The impression from the students was that because it was an event for families and children, they did not want to be there.

Maker Faire: Kansas City

Media Use

Participants in their 20’s said they used Facebook and Twitter most frequently and participants older than 30 were more likely to listen to the radio and watch television. Many Lawrence residents said something similar to a participant who replied, “I’m on Facebook consistently, I get my news from either the channel 9 news app or from the Lawrence Journal World, both online.” When asked how they preferred to be contacted, participants responded that if they have signed up for it, email is the most convenient method of communication for them. Students and parents recommended getting professors and teachers to endorse Maker Faire: Kansas City. Another student recommended getting a representative from the school to send an email to the students about the event. What seems to resonate with people is having a trusted source recommend the event to them. 21

Investigation - Primary Research

Focus group findings and analysis Maker Faire: Kansas City - attendees

Quotes - KU Students “The founder in the beginning was talking about getting kids involved, [and] if that’s what they want, then that’s great ... it’s not for us.”

“I wish it were a little more targeted into our age.”

“I think the biggest thing for engineering students is if you get professors or organizations to talk to students about the event.”

Quotes - Lawrence parents “My son would love to take things apart.”

“A flyer coming home from the kids’ school is probably the best way. When the school endorses something as a good activity for kids … it’s a no-brainer.”

Maker Faire: Kansas City

“I think my kid would be interested to see all those gadgets.”

Investigation - Primary Research

Maker Faire: Kansas City

Investigation - Primary Research

Focus group findings and analysis Maker Faire: Kansas City - makers

First Impressions The makers in the focus group had a variety of hobbies and trades including textiles, building, baking and designing. When asked to describe the term “maker,” responses varied, but common terms included words like “producer,” “innovative,” and “crafts-person.” When asked about the things they make, most participants were humble: “Yeah [maker] probably wouldn’t be the first word I’d choose to describe myself but I guess in some ways.” It is clear from these types of responses that whether what they make is worthy of an exhibit or not, most makers are going to need an extra push of confidence before they showcase their work to the public. They are private people and afraid of exposure. After watching the video that showed what Maker Faire actually was, participants liked the “new ideas” and “community” feeling of the event. They were intrigued by the “passion.” 24

Participation Makers in the focus group were divided on wanting to participate. Those not in favor of participating thought the event was interesting and “cool,” yet they wouldn’t be likely to participate because they thought they “lacked the skill,” or that what they make is just for fun rather than being “particularly useful to other people.” It was brought up that the event may be too technology-focused and therefore intimidating and unappealing to those makers more into arts and crafts. Those who were not opposed to participating said they were interested because they thought their craft would fascinate the public, for example, a woman with a loom thought others might be interested to see how it works. One maker said that he would be more likely to get involved if a friend told him to or if he attended once as attendee and not a maker. This clarifies how hesitant makers are and shows that others can get them to come. All were keen users of social media and open to advertisements in the forms of Maker Faire: Kansas City posters and flyers “calling for artists.”

Quotes

Suggestions One participant was excited about the idea of being able to meet other makers. This shows a lot of potential for networking events. Another maker suggested that Maker Faire: Kansas City host speakers. If the maker focus group participants could learn something from the event, they were interested in attending or participating. This is interesting because other groups thought the event seemed geared towards children. If the event could be marketed in a way that showed older demographics learning as well as children, it might be more appealing.

“Makers aren’t all making a living off of this but it’s, you know, just really cool stuff they enjoy doing and just want to share with other people and that’s really awesome to me.” “Trade is the one word that I think actually fits into any of this. I was also thinking, like, Legos and then whiskey cause there’s the Makers Mark.”

“I don’t make anything, I just fix what’s already made.”

Maker Faire: Kansas City

Investigation - Primary Research

Survey findings

When? 5 March 12, March 2013

What? A 34 question survey conducted online. Distributed to a non-probability convenience sample.

In February, vowmedia, in collaboration with the other six competing advertising agencies in our class, created an online survey composed of 34 questions segmented toward the campaign’s targeted Who? demographic groups (students, parents, Why? 462 participants classifying makers). We had 462 participants from To gather quantitative themselves as parents, a non-probability snowball sample who data regarding the target makers or students of the took the survey from March 5 to March audiences familiarity and 12, 2013. The primary participants of the University of Kansas living in opinions on Maker Faire: online survey were Lawrence residents and the Lawrence community. Kansas City. students at the University of Kansas, who were identified through screening questions Identifying themselves as at the beginning of the survey. members of the “middle” or Because of the chosen sampling method, “upper-middle” class. this survey represents a convenience sample, meaning that it is not necessarily statistically representative of the city of Lawrence or the students at the University of Kansas. The participants were contacted through outlets such as Facebook, word of mouth, email and classroom announcements. The benefit of taking a convenience sample is that the amount of participants is maximized due to the “snowball effect:” the survey administrators ask contacts to tell their friends about the survey, who then tell their friends, and so on. The negative aspect of a convenience sample is that results can be skewed toward a specific demographic characteristic. In the case of this survey, the data skewed toward college-age white females. The primary goal of this survey was to measure the general awareness of Maker Faire: Kansas City among Lawrence residents and KU students. The survey started by identifying whether the participant was a Lawrence resident, parent or KU student. After basic demographic questions, respondents were asked to rank which media outlets they used most frequently. The respondents were given the following options: social media, television, radio, email, newspaper, mobile apps and other. Respondents were then asked about the types of events they attend in Kansas City and what characteristics they look for in Kansas City events. These questions were multiple choice, with an option for “other.” The amount of students versus non-students was nearly split, with 54 percent of the 444 people who responded to 70.00% the question identifying as non-students and 46 percent 60.00% being KU students. Forty-seven percent of the college 50.00% student survey takers were seniors and 32 percent of them were from the College of Liberal Arts and Sciences. 40.00% The second-most dominant school was the school of Journalism and Mass Communications, with 30 percent 30.00% of the 202 answering respondents stating that they were 20.00% from that school. 10.00%

Students

0.00%

46%

54%

From the 21 percent of participants that identified themselves as parents, 59 percent had children 18 years old or older. Twenty percent of parents had children ages 6 to 11, which is a key target age group for Maker Faire: Kansas City.

Non-Students 26

0-‐5 yrs. old 6-‐11 yrs. 12-‐17 yrs. 18+ yrs. old old old

Maker Faire: Kansas City

Series1

Investigation - Primary Research

Survey data

52%

Preferred media:

Considered themselves makers 45% 40% in field of

in field of crafts.

food.

44%

in field of arts.

Social Media

People are drawn to Maker Faire for . . . Email

. . . the atmosphere

. . . the makers

Parents were more concerned than students about events that benefit the community.

. . . entertainment

When asked to describe the concept of Maker Faire:

“Creative”

“Innovative”

“Fun”

“Educational”

27% 24% 20% 13% Other popular words: “interesting”, “inspiring”, “interactive”, “entertaining”. Maker Faire: Kansas City

Investigation

Major key findings

Maker Faireâ&#x20AC;&#x2122;s strongest social media platform is Twitter.

2 Many Lawrence

3 Maker Faire:

residents need to be convinced to make the trip from Lawrence to Kansas City.

5 Older Lawrence

Kansas Cityâ&#x20AC;&#x2122;s exposure among all Lawrence residents is low.

Maker Faire: Kansas City

residents visit the Lawrence Journal World website for local news.

4 Current marketing

practices position Maker Faire: Kansas City as an event that is mostly for children.

Investigation

6 Parents and students are

much more willing to trust information coming from an authoritative figure such as a teacher than from traditional advertising such as print or television.

8 Although social

7 Many makers often

media use peaks among college students, all demographics use social media.

do not consider themselves makers or are reluctant to show off their work.

Maker Faire: Kansas City

9 Many Lawrence

residents are makers of food, arts and crafts, which are not currently well promoted aspects of Maker Faire: Kansas City.

Imagination Campaign message Creative strategy

Maker Faire: Kansas City

Imagination

Creative Message:

Make

it Happen

Strategy: To develop the focal point of our creative strategy, we looked to our campaign goals to guide and give us inspiration, and we relied on the findings of our primary and secondary research to formulate the tagline, “make it happen.” It stems from both our primary and secondary research methods, because one of the biggest gains from our research was that makers don’t need to be inspired to make something but do need to be encouraged to bring what they make into the public eye. Additionally, “make it happen” does not strictly apply to makers, but rather, encompasses a broader and more general audience. The ambiguity of the phrase leaves room for interpretation and allows people to form a personal connection by allowing individuals to connect “it” with something they care about. “Make it happen”, speaks to all three of our campaign goals. We want makers to “make it happen” by bringing their inventions and

creations to life at Maker Faire: Kansas City. We want attendees to discover making and integrate the deeper concept of “make it happen” into their everyday lives outside of the faire. The deeper meaning of our creative strategy focal point encompasses the playful and inspirational concept of the maker movement. We want our target audiences to be inspired to make whatever is important to them happen, and thus, are hoping to reach and connect with audiences on a self-actualizing level. The creative strategy will be incorporated in our various media strategies and creative executions outlined in the media section. By including this message in our strategic media placement, we will increase the general awareness of Maker Faire: Kansas City in the Lawrence and KU community and develop a personal connection to the brand amongst target audiences.

Maker Faire: Kansas City

Implementation Media strategy Media plan Media schedule and budget

Maker Faire: Kansas City

Implementation

Social media How it will work . . .

GOAL

Goal #1: Increase general awareness of Maker Faire: Kansas City, specifically among the Lawrence community and KU campus.

OBJECTIVE Objective #1: Increase social media presence to build relationships with the Maker Faire: Kansas City online community.

TACTICS •

•

Tactic #1: Hire a social media intern, preferably a KU student who will work out of Lawrence to get students more interested in Maker Faire: Kansas City. Tactic #2: Develop a character sketch of Maker Faire: Kansas City’s online voice and personality to reach moms, dads, students and makers. Tactic #3: Create a profile for Maker Faire: Kansas City on Pinterest and Instagram to reach students. Tactic #4: Redesign and increase blogging on URL: http://www.makerfairekc.com/, primarily targeted toward makers. Tactic #5: Update Twitter account three times daily to reach moms, dads, students and makers. Tactic #6: Implement a Twitter “Countdown to Maker Faire” with hashtag #makeithappen. Tactic #7: Revamp Facebook page to better engage all target audiences (with the possible exception of children, who may not have Facebook pages).

Maker Faire: Kansas City

We will achieve this through stategic tactics that recommend a Maker Faire: Kansas City social media personality with a voice/ personality unique to Maker Faire: Kansas City. The content created for various social media platforms will inform, educate, inspire and connect with followers.

Why it will work . . . Communicating useful and trustworthy information between an organization and its followers strengthens the relationship and builds rapport. Our research shows that both parents and college students listen to people they are close to and respect. Maker Faire: Kansas City needs to build a relationship with the audience if they want them to listen. Social media platforms are tools that people use to share their ideas and interests, much like Maker Faire does, but in a tangible way. Daily postings will keep Maker Faire: Kansas City relevant in audiences’ minds. All of our social media efforts come with a minimal monetary investment and have the capability to provide large results. By opening up communication through social media, Maker Faire: Kansas City will give followers the opportunity to join a mutually beneficial conversation. The biggest commitment is time and consistency but this will be fulfilled with a KU student intern living in Lawrence. This staff addition creates opportunity to directly connect and gain insight from an inside source of both the KU student and Lawrence demographic.

Imagination

Social media specifics PERSONALITY

INSTAGRAM

Maker Faire: Kansas City social media personality create social media content informing, educating, inspiring, connecting with followers from a broadened target audience through development of a voice/personality unique to Maker Faire: Kansas City.

The Instagram will post pictures, promo flyers and photos relevant to local Kansas City happenings and topics of interest. It will be a photo-uploading platform for Twitter and mobile Facebook image uploads. The images will either be posted in real time, or posted via a scheduling tool such as HootSuite, in order to maintain relevance and credibility with followers.

TWITTER & FACEBOOK

BLOG

The current Twitter and Facebook pages will begin posting useful and up-to-date information on a daily basis. The content will reflect that of the Pinterest page and the Blog including but not limited to: DIY projects and Maker Spotlights. The blog will be promoted on Twitter and Facebook. The posts should be interactive and use tags and hashtags to increase and maintain engagement. • 60-30-10 RULE: • 60 percent – retweets, mention followers or influencers • 30 percent – conversation and responses between Maker Faire: Kansas City and followers • 10 percent – self-promoting announcements for the event • COUNTDOWN POSTS – hashtagged #makeithappen

Maker Faire: Kansas City

The blog will be updated weekly with everything maker related. The posts will include event updates and highlights of Kansas City maker industry news. It will occasionally include “Kansas City Maker Spotlights” highlighting local makers and their creations and stories.

Imagination

Digital advertising GOAL

Goal #2: Increase the number of makers participating in the 2013 Maker Faire by at least 10 percent.

OBJECTIVE Objective #1: Seek out makers in Lawrence and on the KU campus through a hypertargeted non-traditional ad campaign.

TACTICS •

• •

•

Tactic #1: Perform extensive Keyword research on what makers might be searching for on the Internet using psychographics from primary research Tactic #2: Incorporate best-fit keywords into social media and blog content Tactic #3: Launch a “Call for Makers” digital ad campaign starting April 1 on all digital platforms (i.e. Facebook, Twitter, Pinterest, Instagram). Use Twitter and Facebook primarily to give text updates, Pintrest and Instagram to show video and pictures that will get makers interested in coming Tactic #4: Place 200,000 impressions of hyper-targeted Internet radio ads on Spotify and Pandora starting April 1, continuing until the date of the event Tactic #5: Create a hyper-targeted Facebook ad campaign

Maker Faire: Kansas City

How it will work . . . We will allocate a large portion of the budget to digital media. We chose digital over traditional media because our research found that our target audiences spend more time on these mediums and have a higher response rate to digital ads.

Why it will work . . . Through extensive primary and secondary research we were able to pinpoint what types of makers want to participate in maker faire, what types might be interested in participating but are unsure, and what types of makers would like to attend without participating for both the KU student maker and Lawrence maker demographic. By being able to further divide the target audience of Lawrence and KU makers into these specific groups and target ad design and copy accordingly, while still encompassing the “make it happen” creative strategy, thus we will be able to exceed our campaign goals.

Imagination

Digital advertising GOAL

Goal #3: Increase attendance at Maker Faire Kansas City 2013 by at least 25 percent by increasing overall marketing efforts to Lawrence and KU population.

OBJECTIVE Objective #2: Execute an online social media ad campaign targeted at college students.

TACTICS • •

•

Tactic #1: One $15 promoted Facebook post per week Tactic #2: Facebook ad campaign targeted at Lawrence resident ages 18 – 24 and students at the University of Kansas graduating in 2013 – 2016 Tactic #3: Place 4,000 impressions in Internet radio advertisements on Spotify and Pandora sites (2,000 impressions each platform) starting June 11 and continuing through to the event.

How it will work . . . We will launch a campaign on May 1 calling for students to purchase tickets. The campaign will use Facebook promoted posts, Facebook advertisements (targeted to the general KU student demographic) and Internet radio ads. We will post content related to • innovation • playfulness • spontaneity • fun

Why it will work . . . Starting April 1, each time the Maker Blog is updated it will be posted to Facebook and promoted through the “promoted post” option. This will garner a larger audience that will see our updated blog and will drive more traffic to the site. It will also encourage engagement such as sharing and commenting of the post that will lead to more Facebook likes.

Maker Faire: Kansas City

Imagination

Digital advertising GOAL

Goal #3: Increase attendance at Maker Faire Kansas City 2013 by at least 25 percent by increasing overall marketing efforts to Lawrence and KU population.

OBJECTIVE Objective #3: Implement a hyper-targeted digital ad campaign directed at Lawrence Moms.

TACTICS •

•

Tactic #1: Place 4,000 impressions in Internet radio advertisements on Pandora and Spotify sites (2,000 impressions each platform) Tactic #2: Place 100,000 impressions for a digital leaderboard banner advertisement on the LJ World website for one month (May 29-June 29) Tactic #3: Execute targeted Facebook ads throughout the months of April, May and June Tactic #4: Construct a Facebook video testimonial from a Maker Faire mom.

Maker Faire: Kansas City

How it will work . . . According to our research, moms spend the majority of their time outreaching to credible Internet sites for information regarding community events, such as the LJ-World. Digital ads will launch on the LJ-World website May 29, and will remain live until June 29.

Why it will work . . . We selected only Pandora and Spotify Internet radio because our research shows that moms are spending more time online. By targeting Internet radio, we are not only using the online medium, but we are utilizing a modern version of traditional advertising that is Internet radio, in place of traditional radio. The Pandora ads will be 30 seconds and will launch two weeks before the event. Moms using digital media frequently show signs of being early adaptors and therefore would be more likely to trying something new, like taking their family to Maker Faire: Kansas City. The “make it happen” strategy will play upon the educational experience of Maker Faire. Our research allowed us to talk to a mom whose entire family thrives on the Maker Faire experience. We want the message to show moms how the Maker Faire will grow and foster their kids thinking and engage them in a health and educational hobby. As mom’s first concern are their children.

Imagination

PR and outreach GOAL Goal #2: Increase the number of makers participating in the 2013 Maker Faire by at least 10 percent.

OBJECTIVE Objective #3: Reach out to KU Faculty and Student groups who might have reason to be interested in participating (i.e., robotics club, engineering fraternities, Panhellenic sororities, Interfraternal Council fraternities, and ceramics club).

TACTICS •

•

Tactic #1: Write personal letters to professors in the design, architecture, journalism and engineering schools telling them about the event and asking them to share the information with students. Tactic #2: Contact the communication coordinator for the design, architecture, journalism and engineering schools asking them to post online or in news letters about the event and opportunity to students to showcase work and network. Tactic #3: Utilize social media intern act as a Maker Faire: Kansas City brand ambassador and volunteer to visit classes and clubs to talk about the event in person and answer questions.

How it will work . . . It will work because in order to make sure we reach our targeted audience, vowmedia is going directly to our directed audience through personal letters, invitations and school visits.

Why it will work . . . Personal and hyper-targeted advertising is one of the most effective methods used to target the audience vowmedia plans to reach. According to business2community, an online social media site, this type of advertising allows budgeting to be used in an efficient and effective way that keeps advertising dollars where they’ll reach the most amount of a target and spares people outside of the target from being inundated with useless information.

Maker Faire: Kansas City

Imagination

PR and outreach GOAL

Goal #3: Increase attendance at Maker Faire Kansas City 2013 by at least 25 percent by increasing overall marketing efforts to Lawrence and KU population.

OBJECTIVE

Objective #1: Implement a targeted PR campaign directed at Lawrence Public School teachers and faculty.

TACTICS •

•

Tactic #1: Send personal letters and tickets to Science teachers at Lawrence Public middle and high schools encouraging teachers to go and tell students about it. Tactic #2: Send tickets to elementary school principals asking to give them to teachers they consider to be science and art enthusiasts. Tactic #3: Send press release to The University Daily Kansan emphasizing benefits for college students. Tactic #4: Send press release to The Lawrence Journal World emphasizing benefits for families.

How it will work . . . To spread the word of this fun, family-oriented event, vowmedia plans to release a press release to all the location TV stations, e-mail blast local TV news producers and assignment editors. In addition, teachers, principals and schools will be sent packets containing letters, similar to the press releases, free tickets and kids about Maker Faire: Kansas City.

Why it will work . . . One of the best ways to inform people is to show them. According to Steve Jobs, people don’t know what they want until you show them. vowmedia will show newsworthy and credible sources the foundation of Maker Faire: Kansas City, why they should attend and what makes it a family-friendly event worth attending. If teachers are on the fence about attending, free tickets will urge them to share the event with their fellow teachers and students.

Maker Faire: Kansas City

Imagination

PR and outreach GOAL

Goal #2: Increase the number of makers participating in the 2013 Maker Faire by at least 10 percent

OBJECTIVE

Objective #2: Emphasize incentives that encourage makers to at least attend Maker Faire: Kansas City so they learn what it is.

TACTICS •

•

Tactic #1: Pass out Maker USB’s at KU robotics club meetings and Lawrence Nerd Night meetings monthly at Pachamamas with a personalized digital invitation for makers to participate. Tactic #3: Leave promotional Maker Faire: Kansas City USB’s around KU campus and Lawrence Local Libraries and Recreation Centers with the MP4 video from Makerfairekc.com and other info regarding the event on the drive.

To hyper-target makers, vowmedia plans to bring the Maker Faire: Kansas City experience to them first, get them interested and show them why they need to attend. Leaving behind promotional Maker Faire: Kansas City USB’s around campus will get people talking about the event and create buzz.

Why it will work . . . In our Journalism classes we’re taught people like to know the “What’s In It For Me” and the incentive for makers is to get them around other makers, showcase their work and get feedback from others just like them.

GOAL

How it will work . . .

OBJECTIVE

Why it will work . . .

Goal #3: Increase attendance at Maker Faire Kansas City 2013 by at least 25 percent by increasing overall marketing efforts to Lawrence and KU population.

Objective #4: Partner with student groups to bring awareness to campus and interact with students.

How it will work . . .

Maker Faire: Kansas City

We reccoment reaching out to student media groups like the University Daily Kansan to co-sponsor an on campus event promoting Maker Faire: Kansas City.

Being on campus will allow direct interaction with KU students and the opportunity to inform and educate the target audience on Maker Faire: Kansas City’s opportunites.

Imagination

Events and giveaways GOAL

Goal #3: Increase attendance at Maker Faire Kansas City 2013 by at least 25 percent by increasing overall marketing efforts to Lawrence and KU population.

OBJECTIVE

Objective #3: Give makers incentives that encourages makers to at least attend Maker Faire: Kansas City so they learn what it is.

TACTICS • •

•

Tactic #1: Pass out “maker invite boxes” at robotics club meetings Tactic #2: Pass out “maker invite boxes” at Lawrence Nerd Night meetings monthly at Pachamamas. Objective: Partner with student group to bring awareness to campus and interact with students.

OBJECTIVE Objective #4: Give makers incentives that encourages makers to attend at least Maker Faire: Kansas City so they learn what it is.

TACTICS • •

•

How it will work . . . Through our qualitative and quantitative research, vowmedia discovered that makers typically do not feel like they are makers and need a personal nudge or personal invitation to feel their work is worthy enough of displaying. Tailor-made messages to makers and personal outreach to social media followers will engage our audience and get them talking and thinking about the event.

Why it will work . . .

Tactic #1: Reach out to UDK to partner on event in exchange to advertising revenue Tactic #2: Send tickets to KJHK, UDKplay social media handle, Panhellenic and IFC social media handles to be given away to followers. Tactic #3: Give away 100 USB specialty advertising products with MP4 video explaining Maker Faire to students in J-school, engineering schools and design schools through help of social media intern.

Maker Faire: Kansas City

Allocating free tickets is not the problem but getting them in the right hand is the issue. In order to get the tickets to the right people, vowmedia’s strategy is to get the free tickets to local radio stations, across social media channels and get followers to participate in free ticket giveaways, along with giving away special USB drives with promotional video to students in the J-School, engineering, and design school. It’s another form of hyper-targeted advertising that gets us the audience vowmedia and Maker Faire hopes to attract.

Imagination

Budget and media plan MEDIUM PRINT INK Magazine Advertisement INTERNET Pandora Radio Ads Spotify Radio Ads LJWorld.com Banner Ad -- General Lawrence Audience Google Adwords Campaign SOCIAL MEDIA Facebook Ads -- Student Audience Facebook Ads -- General Lawrence Audience Facebook Promoted Posts PROMOTIONAL EVENTS UDK Party Sponsorship GIVEAWAYS Branded USB Cards Invitations for Kids and Parents TOTAL*

*Leftover $3,215 to be spent on Kansas City market.

Social Media Budget breakdown Internet Print Promotional Events Giveaways $5,400.00

Budget Makup

April

$955.00

$0.00 $0.00 $366.67 $833.33

$2,500.00 $2,500.00 $366.67 $833.33

$240.00 $240.00 $160.00

$0.00

$3,000.00

$0.00

$800.00 $0.00 $3,595.00

$800.00 $3,000.00 $9,595.00

$800.00 $0.00 $8,595.00

$1,920.00 $8,600.00 $2,865.00 $3,000.00 $5,400.00 Social Media $8,600.00

$2,865.00

June

$955.00

$1,920.00

$3,000.00

May

Internet Print Promo=onal Events Giveaways

Maker Faire: Kansas City

Ideas & Integration Creative execution

Maker Faire: Kansas City

Ideas & Integration

Social media PINTEREST

INSTAGRAM

Maker Faire: Kansas City

Ideas & Integration

FACEBOOK Updated organization infomation

Example posts

Maker Faire: Kansas City

Ideas & Integration

BLOG

It is hard to imagine just how many things are going on in that magic little box that you are staring at right now. It is juggling hundreds of routines that the Operating System needs to function, pushing and pulling millions of bits of information every second, checking itself for errors and talking to another computer that is very likely to be on the other side of the world, all without skipping a beat of your favorite song and letting you watch “CAT FALLS ON FACE! LOL!” in crystal clear 1080p HD video. Modern computers are incredibly complicated, and as they have grown more and more complicated, the people who make them have gotten better and better at hiding that complication from you, the user. To work a computer, all you have to do is hit a couple buttons and do what it tells you to. All that messy computing going on in there is hidden from view.But what about people like us, who like to take things apart and put them back together again, just to see if we can figure out how? Why can’t there be a cheap little computer that we can just play with, without being afraid of breaking? Meet the Raspberry Pi. The Raspberry Pi is a $35.00 computer that is the size of a credit card. The Raspberry Pi was created so that kids could have a personal computer that was truly personal. Its creators noticed that young people didn’t play with their computers the way they once did as children. As they say, “computers had become so expensive and arcane that programming experimentation on them had to be forbidden by parents.” So they went to work building a computer that parents wouldn’t be afraid of their kids breaking. Whether you’re a kid or not, it is liberating to have a computer that you aren’t afraid of ruining. The Raspberry Pi has opened the door for Makers everywhere to experiment, learn and play, letting their creativity fly. So how about it? What will you do with the Raspberry Pi? And when you figure that out, share your creation with the world at the next Maker Faire: Kansas City.

Maker Faire: Kansas City

Ideas & Integration

Digital advertising FACEBOOK Over a time span of three months, vowmedia will use Facebook Ads to highly target its audience of college students and other millennials in the Lawrence area. One of our main targets is college students so by using Facebook, not only is it widely used by this group, but itâ&#x20AC;&#x2122;s a program that is available on many

devices including: computer, smart phone, laptop and more. Through our research and findings from the Lawrence Journal-World, Facebook is the most popular social media platform used in Douglas County. (82 percent of residents use Facebook) When broken up by age groups, 100 percent of 18-to 21-yearolds have Facebook.

Maker Faire: Kansas City

Ideas & Integration

Digital advertising FACEBOOK

Maker Faire: Kansas City

Ideas & Integration

PANDORA

Find out how to make it happen by clicking here.

*Radio scripts in appendix.

Make it

Happen

June 29 & 30 Union Station Kansas City

SPOTIFY

Make it

Happen June 29 & 30 Union Station Kansas City

*Radio scripts in appendix.

Maker Faire: Kansas City

Ideas & Integration

Digital advertising BANNER AD

Specialty products USB DRIVE The USB drives will be passed out to KU students and will be preloaded with informational videos and articles regarding Maker Faire: Kansas City. USB’s handed to identified makers will have information tailored to makers, included a personalized digital invite. USB’s for attendance will have more general information and include photos and video footage from past events. All USB’s will have a link to a website where the USB owner can fill out their personal information and be added to a newsletter mailing list.

Maker Faire: Kansas City

Ideas & Integration

Traditional advertising INK MAGAZINE

Maker Faire: Kansas City

Ideas & Integration

Concluding recommendations Position Maker Faire: Kansas City on the forefront of the evolving Maker Movement to maintain top-of-mind awareness to the Silicon Prairie community.

Hire a KU student intern each collegiate semester to promote annual Maker Faire: Kansas City event.

Motivate the maker community to come to at least one Maker Faire: Kansas City event in order to initiate interest in participating in upcoming faires.

Initiate and encourage year-round conversation between the Lawrence community, KU campus and the Greater Kansas City area about Maker Faire: Kansas City.

Maker Faire: Kansas City

Meet vow media

“

Realize your imagination.

“

Empty pockets never held anyone back. Only empty heads can do that.

account executive. Amanda Tutora

”

creative director. Mike Montano

“

Only put off until tomorrow what you are willing to die having left undone. research director. Nick Birney

“

”

I’m an idealist. I don’t know where I’m going, but I’m on my way. media director. Maddy Friedenfeld

“

”

The greatest advantage of speaking the truth is that you don’t have to remember what you said. plansbook designer. pr director. Ellen Reinecke

”

Bibliography “About Make: KC | Make: KC.” (2013, Mar. 12). Retrieved from http://makekc.org/content/about-make-kc “Art Festival.” (2013, Apr. 8). Retrieved from http://www.artfestival.com/festivals/ downtown_art_annual_kansas_city_missouri.aspx) Brenner, Joanna. (2013, Jan. 31). “Pew Research Center’s Internet & American Life Project.” Pew. Retrieved fromhttp://pewinternet.org/ Commentary/2012/February/Pew-Internet-Mobile.aspx Brewster, Sarah. (2013, Mar. 12) “Maker Faire Kansas City Arrives at Union Station.” Ewing Marion Kauffman Foundation. Retrieved from http://www.kauffman.org/ newsroom/Maker-faire-kansas-city-arrives-at-union-station.aspx Daily Geek. (2009, May 15). “Tapping the Tech Hive – Weekly Q&A feat. Dale Dougherty” Press Democrat Blogs. Retrieved from http://dailygeek.blogs.pressdemocrat.com/ 10007/ tapping-the-tech-hiveweekly-qa-feat-dale-dougherty/ Gerber, Hadassa. (2012, Sept. 5). “Getting Younger, Getting Smarter.” MediaPost Publications. Retrieved from http://www.mediapost.com/publications/article/ 181008/getting-younger-getting-smarter.html?edition=50731 Halverson, Nathan. (2009, May 25). “Making the World Your Own.” The Press Democrat. Retrieved from http://www.pressdemocrat.com/article/ 20090525/BUSINESS/905251011/1350?p=2&tc=pg “Kaleidoscope.” (2013, Apr. 8). Retrieved from http://www.crowncenter.com/ Attractions-Theaters-List/Kaleidoscope Keeter, Scott, and Paul Taylor. (2009, Dec. 10). “The Millennials.” Pew Research Center. Retrieved from http://www.pewresearch.org/2009/12/10/the-millennials/ Keeter, Scott, and Paul Taylor. (2010, Feb. 24). “The Millennials: Confident. Connected. Open to Change.” Pew Research Center. Retrieved from http://www.pewresearch.org/millennials/ “LegoLand Discovery Center” (2013, Apr. 8). Retrieved from http://www.legolanddiscoverycenter.com/kansascity. “Maker Faire KC - Kansas City, MO - Local Business | Facebook.” (2013, Mar. 10). Facebook. N.p., n.d. Retrieved from 10 Mar. 2013. Retrieved from https://www.facebook.com/Makerfairekc “MyBestSegments.” (2013, Mar. 25) Nielson. N.p., n.d. Retrieved from http://www.claritas.com/MyBestSegments/Default.jsp?ID=20 Nolan, Carrie. (2012, Jul 28). “Maker Faire Detroit Returns to The Henry Ford.” Maker Faire: Detroit. Retrieved from http://www.Makerfairedetroit.com/wp-content/ uploads/2012/03/MakerFairePressRelease.pdf Noren, Laura. (2011, Oct. 4). “Graphic Sociology.” The Society Pages. Retrieved from http://thesocietypages.org/graphicsociology/2011/10/04/ who-is-the-millennial-generation-pew-research/ 54

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O’Donnell, Fionna. (2012, February 12). “Marketing to Moms – US – February 2012.” Mintel. Retrieved from http://academic.mintel.com.www2.lib.ku.edu:2048/display/613495/ O’Donnell, Fionna. (2012, March 9). “Marketing to Dads - US - March 2012.” Mintel. Retrieved from http://academic.mintel.com/display/590654/?highlight=true O’Reilly Media. (2012, May 11). “Maker Faire Bay Area 2012 Highlights Including Speakers, Attractions, and More.” Marketwire. Retrieved from http://www.marketwire.com/press-release/Makerfaire-bay-area-2012-highlights-including-speakers-attractions-and-more-1656281.htm Rob Callender, Ed. (2013, March 12).” Trends and Insights.” Tru View. Ed. Rob Callender. Retrieved from http://www.tru-insight.com/TRUSubscription/truview/ truviewNSL.cfm?page_id=724 Strangler, Dane. (2009, June). “The Coming Entrepreneurship Boom” Ewing Marion Kauffman Foundation. Retrieved from http://www.kauffman.org/uploadedfiles /the-coming-entrepreneurial-boom.pdf “The 82nd Annual Plaza Art Fair.” (2013, Apr. 8). Retrieved from http://www.countryclubplaza.com/Events/Plaza-Art-Fair Torchia, Joy. (2013, Mar. 11). “Union Station to Host Maker Faire: Kansas City.” Ewing Marion Kauffman Foundation. N.p., n.d. 11 Mar. 2013.Retrieved from http://www.kauffman.org/newsroom/ union-station-to-host-Maker-faire-kansas-city.aspx “Union Station Kansas City | About Us.” ( 2013, Mar. 13). Retrieved from http://www.unionstation.org/aboutus.html

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Appendix

Appendix Media schedule

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Appendix

Maker Faire: Kansas City

Appendix

Maker Faire: Kansas City

Appendix

Letter to UDK Sean Powers Business Manager University Daily Kansan 1000 Sunnyside Ave Rm. 2051 Lawrence KS 66045 Dear Business Manager: We are interested in working with The University Daily Kansan on an on-campus event in Lawrence sponsoring Maker Faire: Kansas City. Maker Faire is a national festival of invention and creativity that started in the Bay Area in 2006. The event has now gone global, and Kansas City is about to celebrate its third annual Maker Faire. For more information please visit: makerfaire.com We are currently expanding our marketing efforts to the Lawrence community and the KU student population. We are hoping to increase general awareness of Maker Faire: Kansas City and our attendance this year by at least 25 percent, and thatâ&#x20AC;&#x2122;s where we need your help. We want to co-sponsor an event in Lawrence, targeting the KU student population whom we know you have primary access to. We are willing to negotiate budgets, however we have approximately $2,000 to spend on an event. We are also willing to dedicate a portion of that budget to run a full circle advertising campaign. The event would ideally take place either Wednesday, May 1 or Thursday, May 2, because Maker Faire: Kansas City is June 29 -30 and we would like to build awareness before the end of the academic year. We are really looking forward to working with you. I will call tomorrow to set up a meeting. Thank you and please feel free to contact me with any questions. Best, Account Executive Maker Faire: Kansas City acctexec@makerfaire.com 651.555.5555

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Appendix

Letter to elementary school principals Kristen Ryan Principal Southwest Middle School 2511 Inverness Drive Lawrence KS 66047 Ms. Ryan: Hi! Maker Faire: Kansas City would like to invite you to our third annual maker event in the Union Station located in Kansas City. Maker Faire: Kansas City is a gathering of creative minds and brings all age groups together to marvel at inventions, meet inventors and interact with others while learning about science, technology and more. Kids have a lot of fun visiting different booths and trying their own hand at creating something. Anyone can be a maker, but not every kid realizes his or her true potential. That’s where Maker Faire: Kansas City steps in and opens a whole new world for kids, young and old. About the Event June 29 – 30, 2013 Price: adults $__________ kids $______________ Time: Types of booths: electronics, artisan foods, robots, live music, art crafts and more! Location: 30 W Pershing Rd; Kansas City, MO 64108 Maker Faire: Kansas City believes in promoting creativity and inspiration to create a better future. We hope to see you there and should you have any further questions, please feel free to call Joy Torchia, with the Union Station, at (816) 460-2020 or visit our website: http://www. makerfairekc.com. We will you see there this summer and don’t forget to get out there and “Make It Happen.” Sincerely,

Maker Faire: Kansas City

Appendix

Digital radio spots [For Moms] Announcer: Hey all you fun, busy moms, I have a great activity for the whole family this weekend. Maker Faire: Kansas City is celebrating its third annual celebration at Union Station June 29th and 30th. Crafting, tinkering, building and taking apart gadgets are just a few of the fun activities for the kids. For more information go to our website – www.makerfaire.com or click on the banner on your screen. We’ll see you there!### [For Makers] Announcer: Hey all you builders, crafters, tinkers and technology savvy people, I have a great networking opportunity for you that involves a little show-and-tell, maker style. Maker Faire Kansas City is celebrating its third annual celebration at Union Station June 29th and 30th and we want you to be there. Bring your made goods and don’t worry, it’s free! (Pause) For more information go to our website – www. makerfaire.com or click on the banner on your screen. ### [For College Students] Announcer: Hey all you college kids, now that you have free time on your hands why not come check out Maker Faire Kansas City on June 29th - ya know since you can spend time away from the library now. We’ll have food, a giant interactive show-and-tell brought to you by makers in your community, and a whole lot of other cool people too. Check out our website for more information – www.makerfaire.com or click on the banner on your screen. See ya there and tell your friends! ###

Example Tweets calling for makers 1. 2. 3. 4. 5. 6. 7. 8. 9. 10.

Hey you, in the basement…come out and show us what you got. Oh and sign up here (link to register as maker) #makeithappen #callformakers Why, yes I’d like to try some raspberry pi. Maybe you could join me? (link to register) #callformakers Don’t be so 3-D. Said no one ever. (link to register) #callformakers Talk nerdy to me. (link to register) #callformakers Show yourself! We promise we want to see. (link to register) #callformakers Make it happen. If not now, then when? (link to register) #callformakers Show us what you got this June. Sign up here (link) We promise it won’t be a 404 error. #callformakers Here, would you like a byte of some raspberry pi? (link) #callformakers BYTE ME. Don’t take cookies from strangers. Especially if it has a megabyte out of it.

Maker Faire: Kansas City

News releases To: editor@kansan.com Third annual Maker Faire: Kansas City Subject: Maker Faire: Kansas City News Release For Immediate Release April 28, 2013 Union Station to host third annual Maker Faire event Maker Faire is back for another year this June in Kansas City, but this year they’re attracting a new crowd. “We’re hoping to get a larger college student crowd,” Smith, a Maker Faire employee said. With the combination of food vendors, craft booths, 3D printers and raspberry pis, Maker Faire: Kansas City has plenty to offer in its two-day event, June 29-30. The event costs $10 per day, but there are a number of ways to score some free tickets. Check out the Maker Faire website for more details. (makerfaire.com) “It will be one of the biggest ‘games’ of show and tell anyone has seen in years,” said Smith, “our goal is for everyone to have fun.”

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For More Information: Jane Doe Director of Media Relations 555-555-5555 jdoe@makerfaire.com

Maker Faire: Kansas City

To: editor@ljworld.com Subject: Third annual Maker Faire: Kansas City Maker Faire: Kansas City News Release For Immediate Release April 28, 2013 Union Station to host third annual Maker Faire event Maker Faire is back for another year this June in Kansas City, but this year they’re upping the amount of makers, making it an even greater family-fun event. “We’re hoping to get as many Lawrence families in the door as possible,” Smith, a Maker Faire employee said. With the combination of food vendors, craft booths, 3D printers and other high tech creations, Maker Faire: Kansas City has plenty to offer families in its two-day event, June 29-30. The event costs $10 per day, but there are multiple ways to win free family passes. Check out the Maker Faire website for more details. (makerfaire.com) “It will be one of the biggest ‘games’ of show and tell anyone has seen in years,” said Smith, “our goal is for everyone to have fun.”

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For More Information: Jane Doe Director of Media Relations 555-555-5555 jdoe@makerfaire.com

Maker Faire: Kansas City

Social media guide #SOCIALMEDIA HOW TO GUIDE: People are communicating every second of everyday via social media. Whether it’s Facebook, Twitter, Pinterest, YouTube, Instagram, BlogSpot, Google+ or LinkedIn, people and businesses everywhere are interacting online. Social media allows companies to have around the clock interaction with current customers by updating live newsfeeds as well as reach potential customers with hyper-targeted Internet advertisements. When used correctly, social media can also be a key driver of content distribution and brand visibility to the online world. The following guide provides essential information... #SOCIALMEDIA TREND: · The time most global consumers spend on social media has grown over 250% in just the past two years. · PricewaterhouseCoopers predicts that the forecast for global social media revenue will increase to 29 billion by 2015.

· According to PWC, 60% of consumers use social media to follow, discover, and give feedback on brands and

retailers. · The following graph shows the reach for Business to Consumer companies using LinkedIn, Blogs, Facebook and Twitter.

Graph designed by Hubspot

Maker Faire: Kansas City

1. MAKING IT HAPPEN ON FACEBOOK Facebook is the most-used social media channel in the world. It provides companies with a platform for direct communication between customers, prospective customers and employees. Why do people use Facebook?

Keep in touch with old friends View new pictures of their nieces and nephews Share pictures from a wild weekend Tell their friends about a concert they’re going to next month Discover what their friends and relatives are sharing (brands, products, movies, vacation destinations, activities/ entertainment, etc) · Stay updated on the new cool trends

· · · · ·

What do you need to do? · Act as a friend not just a company · Post friendly and relatable updates · Show your brand personality with interactive and relatable pictures and videos · Share important company accomplishments · The key is to be relatable to your followers, involve them and make them feel comfortable and welcome “By engaging like you naturally would with friends, your fans will respond and interact with you and your content in the way they feel most comfortable on that network – colloquially” said Rebecca Corliss of HubSpot. “Use this to build a loyal fan base who will view, click, and share your content so your reach continues to grow.”

2. MAKING IT HAPPEN ON TWITTER Twitter is one of the top social media channels for content sharing and personal updates. When used correctly Twitter can generate leads, increase your industry presence and increase your reach and database growth potential. Twitter has several useful tools to both increase and measure the success of your tweets. Twitter Tools:

· Google Analytics: a free marketing analytics tool to help measure the amount of people coming to your site via

Twitter. When used in correlation with CRM solution such as Salesforce you can create two-way communication between marketing efforts and sales/attendance results. · HootSuite: a social media management dashboard that works with businesses to create, launch and maintain their various social media channels. HootSuite helps eliminate the issue of not having enough manpower to manage your social media sites. With HootSuite you can schedule tweets in advance and they will be tweeted at your specified time. HootSuite also allows you to save keyword searches as a live stream to keep you updated on what’s being said about your brand, industry, events and products. · Twitter Hashtags: do not over look the power of the hashtag. Hashtags help to directly generate buzz about your company/event and can increase website traffic when links are provided. You can also use hashtags to communicate with your followers and increase your industry presence. The following graph from RetweetLab illustrates the importance of hashtags. · RetweetLab: a tool that allows you to analyze ANY Twitter account! By analyzing your own tweets you can find out what kinds of content, timing and behaviors work best for your specific Twitter audience.

Maker Faire: Kansas City

Graph designed by Hubspot Setting up business Twitter account: · Use the name of you business as your Twitter username. · Use your business logo or a picture of the person managing the account as the profile image for the account. · Create a custom Twitter background that provides additional information about your business. · Use tools like HootSuite or TweetDeck to determine industry influencers and potential customers that your business should follow. 3. MAKING IT HAPPEN ON PINTEREST Pinterest is easy to maintain and grow if you’re more reliant on visuals than text. That said, writing descriptions for every image you pin provides further explanation for those looking to learn more about your pin. An example of a pin that requires a description would be a DIY project, the picture may show the before and after but the description explains everything in between. Your visuals can include anything from photos, to graphs, to info graphics. They key with Pinterest is, when someone clicks your image to see the source, you’re directing them to your website so you can convert all that Pinterest traffic to website traffic. Things to remember: · ALWAYS include the hyperlink to your website · Add descriptions to your pins to explain their significance · Re-pin and comment on your followers’ pins · Keep descriptions short and to the point

4. MAKING IT HAPPEN ON YOUTUBE YouTube is different from other social media channels because it is geared specifically toward video. YouTube reports that 3 billion hours of video are watched each month on the social network (HubSpot). Video is a highly effective story-telling method and can be used to help companies share customer success stories, create hype about an upcoming event or increase buzz around a new product. How to use YouTube: · · · · ·

Tell important stories about your company/event Entertain your followers Educate your followers (i.e. DIY and how-to videos) Embed your videos to your company website, blog and other social media channels Post videos that create interaction with your followers Maker Faire: Kansas City

Sources: Corliss, Rebecca. “All Inbound Marketing, All the Time.HubSpot Makes Marketing Software People Love.” Weblog post. An Introduction to 7 of the Most Popular Social Networks for Business. N.p., 17 July 2012. Web. 29 Apr. 2013. http://blog.hubspot.com/blog/tabid/6307/bid/33340/ An-Introduction-to-7-of-the- Most-Popular-Social-Networks-for-Business.aspx Vaughan, Pamela. “The Guide to Internet Marketing.” Web log post. HubSpot.net. N.p., n.d. Web. <http://cdn2.hubspot.net/hub/53/blog/docs/ebooks/the_essential_guide_to_interne t_marketing.pdf>. Zarella, Dan. “HubSpot Launches Free Tool to Analyze the Shareability of Your Tweets.” Web log post. HubSpot.com. N.p., 2 Apr. 2013. Web. <http://blog.hubspot.com/hubspot-launches-free-toolanalyze-tweet-shareability>.

Maker Faire: Kansas City