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Published by graphics, 2018-10-19 12:58:10

Ottawa Childrens Festival_2018 MMR_WEB

Ottawa Childrens Festival_2018 MMR_WEB

Keywords: children,Festival,ottawa,Media,Marketing,Report,2018

2 01 8 O C F M e di a M a r k e ti n g R e p o r t 1

2018
Ott a w a C hil dr e n’ s
MRMF e EEsAti vPDRalIdOKeAlREa jeun ess e

TTI N G

© Tony Hu

© V er y S eri o us

»»»»» T : 6 1 3. 2 4 1. 0 9 9 9
2 9 4 Al b e rt St., S uit e 6 0 2
Ott a w a, O N, K 1 P 6 E 6
C h a ri t a bl e R e gi s t r a ti o n #
1 1 8 9 1- 4 9 7 7- R R 0 0 0 1


1 2 01 8 O C F M e di a M a r k e ti n g R e p o r t

© J o h n M essi er © Tony Hu Y o ur q u e sti o n s a n d c o m m e nt s
ar e al w a y s i m p ort a nt t o u s.

F or g e n er al i n q uiri e s :
C at h eri n e O’ Gr a d y
Artistic Pr o d uc er
dir ect or @ ott a w aj azzf esti v al.c o m
F or s p o n s ors hi p o p p ort u niti e s
D a ws o n H a milt o n
Dir ect or of S p o ns ors hi p a n d
B usi n ess D e v el o p m e nt
d a ws o n @ ott a w ac hil dr e nsf esti v al.c a
6 0 2- 2 9 4 Al b ert Str e et
Ott a w a, O N K 1 P 6 E 6
6 1 3- 2 4 1- 0 9 9 9

E m ail/ c o urri el:

C O N T E N T S »c o nt act @ ott a w ac hil dr e nsf estiv al.c a

© Tony Hu © J o h n M essi er Intr o .... .......................... 1
A b o ut t h e O C F .............. 3
O ur A u di e n c e ................ 4
2 0 1 8 Hi g hli g ht s ............ 5
2 0 1 8 Pr o gr a m mi n g ....... 6
T h e F e sti v al Wit hi n t h e
F e sti v al ......................... 7
E d u c ati o n al O utr e a c h ... 8
P art n ers hi p s .................. 9
M ar k eti n g ..................... 1 0
C o m m u nit y E n g a g e m e nt. 1 1
Di git al M ar k eti n g ......... 1 2
A d v erti si n g C a m p ai g n .. 1 4
M e di a C o v er a g e ........... 1 5

© Tony Hu

© P h ot o s i n r e p o rt b y D o mi ni c C h e ni e r e x c e pt w h e r e ot h e r wi s e i n di c at e d.


»
2 01 8 O C F M e di a M a r k e ti n g R e p o r t 1

I NTR O

A M ess a g e fr o m o ur E v er y c hil d c o m m u nit y a n d h a p pil y off er
Arti sti c Pr o d u c er h as t h e ri g ht to the m the co m mon language
C at h eri n e O’ Gr a d y to be an of art, of m usic, of t h e atr e, of
i n di vi d u al, d a nc e; i m a gi n ati v e o p p ort u niti es
t o b e pr o u d f or c hil dr e n n o m att er w h at t h eir
of w h o t h e y ar e e ac h a n d c ult ur al c o nt e xt.
e v er y d a y, t o k n o w t h at t h eir O ur c hil dr e n t o d a y ar e als o t h e l e a d ers
w orl d h as n o li mit ati o ns es p eci all y w h er e a n d d ecisi o n m a k ers of t o m orr o w.
i m a gi n ati o n is c o nc er n e d. T h e y h a v e a ri g ht S p e n di n g a d a y at t h e C hil dr e n’s
t o s af et y, t o l o v e, t o b e c h eris h e d. C hil dr e n F esti v al is a d a y s p e nt i n a d v e nt ur e
a b o v e all, h a v e t h e ri g ht t o b e c hil dr e n. a n d e x pl or ati o n w h er e t h e w orl d is
O p e ni n g u p o ur c o m m u nit y’s y o u n g h e arts f ull of e n dl ess p ossi biliti es, a w orl d
a n d mi n ds t o cr e ati v e e xc ell e nc e h as b e e n w h er e i m a gi n ati o n r ei g ns s u pr e m e a n d
t h e j o b of t h e Ott a w a C hil dr e n’s F esti v al f or a n yt hi n g is p ossi bl e! W h er e n e w fri e n ds
m or e t h a n 3 0 y e ars! ar e m a d e, b o u n d ari es ar e r e m o v e d, a n d
t h e c oll ecti v e j o y of j ust b ei n g a c hil d is
W e t a k e gr e at pri d e i n o ur c o m m u nit y, all t h at m att ers!
a n d w e c el e br at e o ur di v ersit y. W e pr o u dl y L et’s c el e br at e t h e si m pl e j o y a n d b e a ut y
w elc o m e h u n dr e ds of n e w c hil dr e n fr o m of b ei n g y o u n g a n d y o u n g at h e art.
w ar t or n c o u ntri es t o t h e s af et y of o ur

DB2i0or1ae7rcd-t o2orf0s1 8 2 01 8 S t aff L o v e d y n e D u m o nt S a m N ass er
E d uc ati o n al O utr e ac h O p er ati o ns Assist a nt
N i c k M as ci a nt o ni o C at h eri n e O’ Gr a d y C o or di n at or J a c qi e M a c K a y
Pr esi d e nt Artistic Pr o d uc er J o ni H a mli n Mi c h ell e B arr
D a n Di x o n D a w s o n H a milt o n C o m m u nit y O utr e ac h N y at Ar aj a
Tr e as ur er Dir ect or of S p o ns ors hi p a n d C o or di n at or S ar a h Ve n ass e
J uli e Gr e e n s p o o n B usi n ess D e v el o p m e nt J or d a n D a vi d Artist Li ais o ns
P a ul Grif fi n S u z a n Zil a hi M e di a & M ar k eti n g J o A n n e S h err y
L a uri e K o e n s g e n Dir ect or of M ar k eti n g C o or di n at or B o o k k e e p er
C at h eri n e O’ Gr a d y A di C aj o N at h a n Gr a v es
O p er ati o ns M a n a g er J a m e s Ri c h ar d s o n
D o mi ni c C h e ni er Pr o d ucti o n M a n a g ers
Gr a p hic D esi g n C o or di n at or C hri s El m s
J uli a n S el o d y / A k o bi A d a m s O p er ati o ns C o or di n at or
B o x Of fic e


2 2 01 8 O C F M e di a M a r k e ti n g R e p o r t

“ A C hil d r e n’ s P a r a di s e! ” - C B C

WPAPF EEERO TRORASFPRYLOFEOERE UASMITNI NGV GA L

© Tony Hu


»
2 01 8 O C F M e di a M a r k e ti n g R e p o r t 3

TA BH EO UOTC F

E st a blis h e d i n 1 9 8 5, t h e Ott a w a C hil dr e n’s F esti v al ( O C F) is a pr of essi o n al n ot f or pr o fit p erf or mi n g arts f esti v al f or y o u n g p e o pl e
a n d t h eir f a mili es. It f e at ur es a v ari et y of li v e t h e atr e, m usic a n d d a nc e pr o d ucti o ns b y accl ai m e d c o m p a ni es fr o m ar o u n d t h e w orl d.
T h e s h o ws ar e e n h a nc e d b y e xciti n g a n d e n g a gi n g fr e e o n-sit e acti viti es.
T h e F esti v al f oc us es o n e nric hi n g sc h o ol c urric ul u m a n d pr o m oti n g t h e arts as a n i nt e gr al p art of c hil dr e n’s e d uc ati o n; stri v es t o
pr es e nt w or k t h at e xcit es a n d c h all e n g es a u di e nc es of all a g es; a n d pri d es its elf o n d e v el o pi n g a n d pr o d uci n g a w ar d wi n ni n g
pr o gr a m mi n g t h at c o m es fr o m acr oss C a n a d a a n d ar o u n d t h e w orl d.

As t h e o nl y f esti v al of o ur ki n d wit hi n 5 0 0 k m of t h e n ati o n’s c a pit al, w e k n o w o ur pr es e nc e i n t h e c o m m u nit y is v al u e d b y all — a u di e nc es, l oc al
b usi n ess es, m e di a, g o v er n m e nt f u n d ers, c o m m u nit y p art n ers a n d c or p or at e s u p p ort ers.

E v er y y e ar, w e cr e at e:

D Da n e xciti n g pr o gr a m m e of hi g h q u alit y arts a n d c ult ur al e nt ert ai n m e nt acc essi bl e t o all
D Dt h e o p p ort u nit y f or l oc al artists t o p erf or m a n d b uil d t h eir n et w or ks
D Dn e w r el ati o ns hi ps wit h l oc al b usi n ess es, sc h o ols a n d m e di a
D Da u ni q u e o p p ort u nit y f or y o u n g st u d e nts t o s h o wc as e t h eir artistic t al e nts
D Dl e ar ni n g o p p ort u niti es f or c hil dr e n t hr o u g h a wi d e r a n g e of cr e ati v e w or ks h o ps
D Dgr e at er a w ar e n ess a n d i nt er est i n t h e arts i n t h e c o m m u nit y

O v er t h e l a st 3 3 y e ars t h e F e sti v al h a s b e c o m e a c ult ur al i n stit uti o n
t h at h a s:

D Dh ost e d w ell o v er h alf a milli o n y o u n g p e o pl e a n d t h eir f a mili es at p erf or m a nc es a n d w or ks h o ps
D Di n vit e d p erf or m ers fr o m Si n g a p or e t o P er u, D e n m ar k t o A ustr ali a, a n d all acr oss C a n a d a w h o cr e at e a n e xtr a or di n ar y c ult ur al

c o m m u nit y f or c hil dr e n a n d y o ut h
D D b e e n t h e pr o u d r eci pi e nt of b ot h t h e Li e ut e n a nt G o v er n or’s A w ar d f or t h e Arts a n d t h e C o m m u nit y R ec o g niti o n A w ar d fr o m t h e C o u ncil

of t h e Arts i n Ott a w a

I n 2 0 1 6, o ur Artistic Pr o d uc er w as r ec o g niz e d b y M a y or Ji m W ats o n wit h a cit y- wi d e “ C at h eri n e O’ Gr a d y D a y ” e v er y J u n e 2 3r d.


4 2 01 8 O C F M e di a M a r k e ti n g R e p o r t

© J o h n M essi er © J o h n M essi er

»» © J o h n M essi er © J o h n M essi er © J o h n M essi er © Tony Hu

OU R NCE
AU DI E

D e m o gr a p hi c s O ur t ar g et a u di e nc e is y o u n g p e o pl e, sc h o ols, t e ac h ers, c o m m u nit y gr o u ps,
a 91 % - L oc al c ar e gi v ers a n d f a mili es. H er e’s s o m e i nf o a b o ut t h e l oc al ar e a:
a 9 % - T o urists
D DM or e t h a n 1. 3 milli o n p e o pl e r esi d e i n t h e m etr o p olit a n ar e a of
4 0 k m + fr o m Ott a w a Ott a w a – G ati n e a u. T h er e ar e 5 0 0, 0 0 0 f a mili es i n o ur c atc h m e nt ar e a.

9 6 % of f e sti v al- g o ers D D1 7. 2 % or 2 2 7, 1 9 0 ar e c hil dr e n u n d er t h e a g e of 1 5.
D D2 6. 4 % or 3 5 0, 1 2 5 ar e a d ults b et w e e n t h e a g es of 2 5- 4 4.
st at e d t h e y will r et ur n t o visit t h e D DM or e t h a n 5 0 % of o ur a u di e nc e ar e f a mili es, p ar e nts a n d gr a n d p ar e nts
Ott a w a C hil dr e n’s F esti v al i n 2 0 1 9
wit h c hil dr e n a n d gr a n dc hil dr e n u n d er t h e a g e of 1 5.
D DOtt a w a- G ati n e a u w elc o m es o v er 1 0 milli o n visit ors a n n u all y w h o

s p e n d o v er $ 1. 3 5 billi o n.

2 0 1 8 st atist i cs c o m pil e d b y


»
2 01 8 O C F M e di a M a r k e ti n g R e p o r t 5

© J o h n M essi er 2HI0 G1 8H LI G H T S »n s pri n g 2 0 1 8, t he Otta wa C hil dre n’s Festival h oste d a s pectac ular five day
c el e br ati o n of arts a n d c ult ur e f or y o u n g p e o pl e i n t h e h e art of t h e N ati o n’s
“ T h e C hil dr e n’s F esti v al pr o vi d es C a pit al. Fr o m M a y 1 1 t h t o 1 5t h, c hil dr e n of all a g es w er e e nt ert ai n e d wit h a
a c ol o urf ul e x p eri e n c e f or ki ds vi br a nt mi x of t h e atr e a n d d a nc e, p u p p etr y a n d li v e m usic, e x hi biti o ns a n d
of all a g es. ” – E mil y C or d o ni er,
Ott a w a Lif e I acr o b atics, artistic w or ks h o ps a n d l ots of fr e e acti viti es; tr uly m a ki n g t h e

F esti v al a c hil dr e n’s p ar a dis e.
T h e F esti v al s h o wc as e d artists of n ati o n al a n d i nt er n ati o n al r e n o w n c o mi n g fr o m
Sc otl a n d, B el gi u m, D e n m ar k, A ustr ali a, a n d all acr oss C a n a d a.

I n 2 0 1 8, t h e F e sti v al a c hi e v e d:
D Da t ot al att e n d a nc e of 1 9 6 5 6, i ncl u di n g 3 5 0 0 st u d e nts a n d 4 2 sc h o ols
D D8 0 % s ol d- o ut p erf or m a nc es
D Dt h e c o ntri b uti o n of o v er 5 0 0 h o urs of w or k fr o m 1 0 0 v ol u nt e ers
D Dt h e p artici p ati o n of 2 0 l oc al b usi n ess es off eri n g fr e e o n-sit e acti viti es
D Da m ar k eti n g c a m p ai g n r e ac h of 8. 9 milli o n
D Da t ot al m e di a r e ac h of 3 1 milli o n
D Dn e w p art n ers hi p wit h N at ur e C a n a d a w h o h el d W orl d Mi gr at or y Bir d D a y

at o ur F esti v al
D Dt h e s u p p ort of 3 0 s p o ns ors
D Do v er 9 9 K u ni q u e w e bsit e visit ors t o ott a w ac hil dr e nsf esti v al.c a

8 pr o d u cti o n s
2 0 + o n- sit e a cti viti e s
1 0 0 v ol u nt e ers
1 9 6 5 6 att e n d e es
6 8 s h o ws 5 days
3 0 s p o ns ors

© Tony Hu © J o h n M essi er


»6 2 01 8 O C F M e di a M a r k e ti n g R e p o r t MI N G M ac hi n e d e Cir q u e ( Q u é b ec)
2 0 1 7 Pr o gr a m mi n g
O 2P 0R 1O8 G R A M
n e of o ur c or e i d e als is t h at a T h e t h e atr e pr o gr a m mi n g i ncl u d e d t h e w orl d © Tony Hu
f esti v al dir ect e d t o w ar d y o u n g pr e mi er e of S w a n Ri v er , a pr o d ucti o n by
p e o pl e d es er v es n o l ess c ur at ori al l oc al S kel et o n Key T h e atr e w h o, t hr o u g h li v e S w a n Ri v er ( O nt ari o)
c o nsi d er ati o n t h a n a n e v e nt p erf or m a nc e – t h e atr e, m usic, vis u al i m a g ery,
f or a d ults. E ac h y e ar w e s p e n d a n d i nt er acti v e i nst all ati o ns – w e a v e a st ory © S k el et o n K e y T h e atr e
c o nsi d er a bl e ti m e a n d r es o urc es t o r es e arc h a n d a b o ut i d e ntity, a d a pt a bility, acc e pt a nc e a n d
b o o k t h e fi n est p erf or mi n g artists a v ail a bl e, n o f a mily. T h e S ecr et Lif e of S uitc as es ( Sc otl a n d)
m att er h o w f ar w e m ust r e ac h t o fi n d t h e m.   
Te at er R e fl e ksi o n r et ur n e d t o t h e Festi v al wit h Pl asti q u e ( Q u é b ec)
F oc usi n g o n i ncl usi vity a n d t h e c el e br ati o n of B o x y G e or g e , a n i nti m at e a n d b e a utif ul s h o w
C a n a d a as a di v ers e n ati o n, w e m a d e a c o nc ert e d a b o ut a m a n w h o k n e w his w ay ar o u n d t h e N e w O w n er ( A ustr ali a)
eff ort t o off er s h o ws i n b ot h of fici al l a n g u a g es w orl d – u ntil t h e d ay it t o o k a n u n e x p ect e d
as w ell as n o n v er b al pr o d ucti o ns a n d a b ori gi n al t ur n. A u di e nc es of all a g es w er e e nc o ur a g e d
c o nt e nt.  t o a p pr eci at e t h e v al u e of fri e n ds hi p a n d
c o m p a ni o ns hi p.
Pr o gr a m mi n g f or t h e 2 0 1 8 Festi v al r e fl ect e d a
d e e p c o m mit m e nt o n t h e p art of t h e t e a m t o T h e S e cr et Lif e of S uit c as es  fr o m Sc otl a n d’s
off er t h e b est i n pr of essi o n al p erf or mi n g arts f or w orl d r e n o w n e d P u p p et M a ker Alli e C o h e n,
y o u n g p e o pl e fr o m ar o u n d t h e w orl d. Pr oj ects as i n c oll a b or ati o n wit h U nic or n T h e atr e, w as
v ari e d as N e w O w n er fr o m A ustr ali a - a s e nsiti v e a  pl ayf ul, hi g h-s pirit e d pi ec e t h at c el e br at e d
s h o w a b o ut l oss, fri e n ds hi p a n d n e w b e gi n ni n gs, h a n d m a d e cr e ati vity i n a di git al w orl d. W e
c o m bi ni n g p u p p etry,li v e acti o n a n d a ni m ati o n; j oi n e d L arry o n t hrilli n g j o ur n eys fr o m hi g h s e as
t o J a m Si d e U p - i d e ntic al t wi n sist ers bl e n di n g t o d e e p o ut er s p ac e, as t h e f a nt astic al flyi n g
c o m e dy a n d a u di e nc e i nt er acti o n i n a n a m usi n g s uitc as e br o u g ht hi m t h e t hrill of a d v e nt ur e
p u p p etry/circ us s h o w. All r e fl ect t h e b eli ef i n t h e a n d t h e j oy of r et ur ni n g h o m e.
p o w er of a c hil d’s i m a gi n ati o n t o t a ke m e a ni n g
fr o m t h es e v ari e d t h e atric al e x p eri e nc es.   W e h o n o ur e d t h e i n di vi d u al artist a n d his/ h er
c o m mit m e nt t o d e v el o pi n g w or k f or y o u n g
Festi v al g o ers y o u n g a n d ol d e nj oy e d p hysic al p e o pl e; a n d w e h o n o ur e d y o u n g p e o pl e’s
t h e atr e of t h e p o p ul ar w orl d cl ass circ us s h o w i n n at e a bility t o b e cr e ati v e, t o as k q u esti o ns,
M a c hi n e d e Cir q u e , a n d t h e m usic al styli n gs of t o c h all e n g e a n d ulti m at ely t o h a v e f u n j ust
b el o v e d C a n a di a n Ic o n, Fr e d P e n n er .  b ei n g a ki d!

Fr e d P e n n er
( C a n a d a)

Kif- Kif Sist ers B o x y G e or g e
( Q u é b ec) ( D e n m ar k)

© Tony Hu


»
2 01 8 O C F M e di a M a r k e ti n g R e p o r t 7

© J o h n M essi er FTFTWIEEHHTSSEEHTTIII NVV AA LLn array of artisans,co m munity © Tony Hu
© J o h n M essi er or g a niz ati o ns a n d s p o ns ors
g at h er e d o n L e Br et o n Fl ats, W orl d Mi gr at or y Bir d D a y
pr o vi di n g f a mili es wit h
W e w er e v er y e xcit e d t his y e ar t o w or k wit h N at ur e
A a n a b u n d a nc e of c ult ur al, C a n a d a a n d h el p c el e br at e W orl d Mi gr at or y Bir d
D a y o n S at ur d a y, M a y 1 2. T h e # Bir d D a y E h w as
l e ar ni n g a n d p h ysic al acti viti es. A gr e at fill e d wit h g ui d e d n at ur e w al ks, bir ds of pr e y
e x a m pl e is t h e 1 0 0 W att E art h St a g e, w hic h d e m o nstr ati o ns a n d e d uc ati o n al pr es e nt ati o ns.
pr es e nt e d p erf or m a nc es a n d w or ks h o ps b y W e h o p e t his p art n ers hi p c o nti n u es f or m a n y
ki ds, f or ki ds! y e ars t o c o m e.

I m a gi n ati o n Pl a y gr o u n d

T h e I m a gi n ati o n Pl a y gr o u n d w as e xtr e m el y
p o p ul ar a n d w e a d d e d diff er e nt c o m p o n e nts
t o it t hr o u g h o ut t h e F esti v al. I n a d diti o n t o t h e
l ar g e, o v ersiz e d b uil di n g bl oc ks, w e h a d M e g a
Bl o ks pl astic b uil di n g bl oc ks, as w ell as v ari o us
g a m es wit h e x ercis e m ats a n d t o ys ki ds c o ul d
pl a y wit h. T h e it e ms w er e s pr e a d o ut f or t h e
c hil dr e n t o disc o v er a n d l et t h eir i m a gi n ati o ns b e
t h eir g ui d es. A ni m at ors w er e pr es e nt b ut t h e ki ds
t o ok t he le a d!

S pi n ni n g a G o o d Y ar n

P art n eri n g wit h a l oc al fi br e artist, M ari a n n
H e g e d us, fr o m Cr e ati o n of t h e S o ul, w e off er e d
w e a vi n g d e m o nstr ati o ns f or t h e first ti m e.
M ari a n n off er e d w or ks h o ps t h at w er e t actil e a n d
tr a diti o n al - t h e c hil dr e n s e e m e d t o r e all y e nj o y
t h e h a n ds o n e x p eri e nc e.


8 2 01 8 O C F M e di a M a r k e ti n g R e p o r t

» » OE UD TU RC EA TAICOH N A L
R oc kcliff e P ar k P u blic Sc h o ol

T © Tony Hu

his y e ar s a w sc h o ol gr o u ps fr o m O nt ari o a n d Q u e b ec visit t h e O C F.
O v er 3 5 0 0 st u d e nts e nj oy e d a d ay at t h e Ott a w a C hil dr e n’s Festi v al. I n
a n er a of r e d uc e d arts f u n di n g f or sc h o ols, t e ac h ers a p pr eci at e d t h e o p -
p ort u nity t o s h o w st u d e nts t h at p erf or mi n g arts ar e tr uly ali v e a n d w ell.

“ F o r m a n y, g oi n g t o s e e B o x y G e o r g e i s a All y e ar l o n g t h e O C F visits sc h o ols, st ays i n t o uc h wit h e d uc at ors t hr o u g h
p r o d u c t ... a n e n d. F o r m y ki d s t o d a y, i t w a s n e wsl ett ers a n d e n g a g es st u d e nts t hr o u g h i nt er acti v e w or ks h o ps a n d c o nt ests.
a m o m e n t ... a p a r t o f a w o n d e r f ul p r o c e s s. Cr e ati n g o p p ort u niti es f or st u d e nts t o v ol u nt e er, p erf or m a n d att e n d t h e Festi v al is
Fr o m t h e b o t t o m o f m y h e a r t, a n d o n b e h al f a n ot h er i m p ort a nt m a n d at e of t h e Festi v al.
o f m y s t u d e n t s, I t h a n k y o u s o m u c h f o r t hi s
A d o pt- A- S c h o ol Pr o gr a m
o p p o r t u ni t y!
I c h all e n g e a n y o n e w h o t ell s m e t h a t g oi n g R es e arc h s h o ws t h at e x p os ur e t o, a n d p artici p ati o n i n, t h e arts c o ntri b ut es
t o t h e C hil d r e n’ s F e s ti v al i s n o t a v al u a bl e p ositi v ely t o c hil d d e v el o p m e nt, e n g a g e m e nt a n d l e ar ni n g. W e ke e p o ur tic ket
pric es l o w t o all o w as m a ny c hil dr e n as p ossi bl e t o e x p eri e nc e li v e m usic a n d
l e a r ni n g e x p e ri e n c e. ” t h e atr e pr o d ucti o ns, b ut r ec o g niz e t h e ec o n o mic c h all e n g es s o m e f a mili es f ac e.
- Mi c h ell e Ri c h a r d s o n, T h e A d o pt- A- Sc h o ol pr o gr a m all o ws l ess f ort u n at e c hil dr e n i n o ur c o m m u nity
T e a c h e r a t C o n n a u g h t P u bli c S c h o ol t o s p e n d t h e d ay at t h e Festi v al fr e e of c h ar g e. I n 2 0 1 8, 4 2 2 ki ds w er e
w elc o m e d t hr o u g h A d o pt- A- Sc h o ol. T his is c o m p ar e d t o 4 0 0 i n 2 0 1 7. T h er e is a n
e v er-i ncr e asi n g d e m a n d f or h el p fr o m t e ac h ers t hr o u g h t his i niti ati v e.

© A n dr é G a g n é © A n dr é G a g n é © A n dr é G a g n é


2 01 8 O C F M e di a M a r k e ti n g R e p o r t 9

P A R T N E R S HI P S

C oll a b or ati o ns a n d p art n ers hi ps wit h artists, b usi n ess es, c o m m u nit y
gr o u ps a n d g o v er n m e nt f u n d ers ar e a k e y as p ect t o t h e s ucc essf ul d eli v er y
of t h e Ott a w a C hil dr e n’s F esti v al. T his y e ar s a w o v er 5 0 p art n ers off eri n g
fi n a nci al a n d i n ki n d s u p p ort s uc h as: c at eri n g f or artists a n d v ol u nt e ers,
v e n u e s p ac e, e q ui p m e nt, o n-sit e acti viti es, w or ks h o ps a n d pr o m oti o n
t hr o u g h n et w or ks. I n r et ur n, p art n ers r ec ei v e pr o m oti o n t hr o u g h t h e
F esti v al pr o gr a m b o o k, s oci al m e di a, w e bsit e a n d o p p ort u niti es f or o n-
sit e pr es e nc e.

T h es e p art n ers hi ps ar e cr uci al i n or d er t o: s u p p ort t h e d e v el o p m e nt
a n d pr o m oti o n of t h e Ott a w a C hil dr e n’s F esti v al; r ais e t h e pr o fil e of t h e
e v e nt; a n d i ncr e as e a w ar e n ess of t h e F esti v al. P art n ers i n 2 0 1 8 i ncl u d e d:

© J o ni H a mli n
© J o h n M essi er

© J uli e- A n n e M a d or e © J uli e- A n n e M a d or e


1 0 2 01 8 O C F M e di a M a r k e ti n g R e p o r t © J or d a n D a vi d
© P ost eri n g Ott a w a
» » M A R K E TI N Gestival pr o m oti o n via a c o m bi nati o n of tra diti o nal pri nt
m at eri als, di git al m ar k eti n g a n d l oc al e n g a g e m e nt
w as i nt e gr al t o s pr e a d t h e w or d a b o ut t h e F esti v al
a n d attr act a u di e nc es, p artici p a nts, p erf or m ers a n d
F v ol u nteers.
» Pri nt M at eri al s
D es pit e t h e ris e of di git al m ar k eti n g, pri nt c oll at er al r e m ai ns o ur
m ost i m p ort a nt m ar k eti n g t o ol. I n 2 0 1 8, w e pri nt e d a n d distri b ut e d:
D D 6 3 0 0 c o pi es of o ur 3 2- p a g e pr o gr a m b o o k
D D 6 0 0 0 fl y ers
D D 2 5 0 0 b o o k m ar ks
D D a n d o v er 1. 8 K p ost ers t hr o u g h o ut d o w nt o w n Ott a w a a n d
G ati n e a u
As p art of t h e m ar k eti n g pl a n, o ur pri nt e d m at eri als ar e h e a vil y
distri b ut e d i n k e y l oc ati o ns t hr o u g h o ut t h e N ati o n al C a pit al R e gi o n,
i ncl u di n g li br ari es, c o m m u nit y a n d r ecr e ati o n c e ntr es, h ot els, t o urist
i nf or m ati o n c e ntr es, m us e u ms a n d r et ail est a blis h m e nts t ar g eti n g
f a mili es a n d c hil dr e n.
» Cit y Wi d e P a g e a ntr y
W h e n a c hil d a n d his or h er f a mil y w al k o nt o t h e F esti v al gr o u n ds,
w e w a nt t h e m t o f e el i nst a ntl y t h at t h e y’ v e w al k e d i nt o t h e ri g ht
bri g ht a n d cr az y pl ac e. T h at m e a ns m assi v e b a n n ers a n d b all o o ns,
fl a gs, p ost ers a n d u pri g ht dis pl a ys. D uri n g t h e 2 0 1 8 F esti v al,
si g n a g e w as visi bl e fr o m t h e Ott a w a Ri v er P ar k w a y a n d fr o m B o ot h
Str e et, b ot h of w hic h ar e hi g hl y tr a v ell e d r o a d w a ys t h at c arr y r us h
h o ur tr af fic fr o m a n d t o t h e d o w nt o w n c or e a n d G ati n e a u. O v er
4 0 b a n n ers a n d trilit es w er e pr o d uc e d a n d s et u p b ot h o n-sit e a n d
ar o u n d t h e cit y.

© J or d a n D a vi d


» » C O M M U NI T Y E N G A G E M E N T2 01 8 O C F M e di a M a r k eti n g R e p o rt 11

E n g a gi n g t h e c o m m u nit y t hr o u g h o ur p artici p ati o n i n f a mil y fri e n dl y e v e nts h as b ec o m e a bi g p art of o ur eff orts t o cr e at e m or e a w ar e n ess
a n d br o a d e n o ur a u di e nc e.

Si nc e t h e b e gi n ni n g of t h e sc h o ol y e ar, t h e O C F att e n d e d:

D DR oc kcliff e P ar k B o o k F air ( N o v e m b er 3- 5, 2 0 1 7) © Lovedyne © Lovedyne © Lovedyne
D DGr e y C u p/ G et F esti v e Li v e ( N o v e m b er 2 6, 2 0 1 7) D u m o nt D u m o nt D u m o nt
D DS al o n d u li vr e d e l’ O ut a o u ais ( M arc h 1- 4, 2 0 1 8)
D DKi ds F est ( M arc h 3- 4, 2 0 1 8)
D DJ a m S essi o n ( M arc h 1 3, 2 0 1 8)
D DO C S B “ Arts I nc e nti v e D a y ” ( M arc h 2 8, 2 0 1 8)
D DOtt a w a C arl et o n E T F O Pr of essi o n al D e v el o p m e nt D a y ( A pril 2 7, 2 0 1 8)

L o o k o ut f or o ur M o nst er M asc ots, cr e at e d t his y e ar, t o b e m a ki n g m or e a p p e ar a nc es at c o m m u nit y e v e nts, b e gi n ni n g wit h t h e o p e ni n g of
t h e 2 0 1 8 R oc kcliff e P ar k B o o k F air o n N o v e m b er 2, 2 0 1 8.

1 0 0 W att E art h St a g e 2 0 1 8:

N u m b er of Y o u n g p erf or m ers a g e© J7o-ni2H0a (mlitnh e atr e, m usic, d a nc e, st or yt elli n g): 2 0 8
N u m b er of sc h o ols i n v ol v e d: 6 (i ncl u d es sc h o ol t h at c o ntri b ut e d t o t h e “ Q uilt- a- H o m e ” e x hi bit) a n d H o m esc h o oli n g gr o u ps: 2

N u m b er of Ott a w a Arts Or g a niz ati o ns (t h e atr e, d a nc e, m usic, etc): 1 0

P ai d Ott a w a E m er gi n g Yo u n g Artists (t ec h, st a g e m a n a g e m e nt, assist a nts t o Kristi n a, etc), all a g es 1 7- 2 3: 7

P ai d Pr of essi o n al Artists (f or W or ks h o ps): 3

© Kristi n a W att

T h e bi g r e d c h air, or “ # O C F Bi g R e d ”, w as v er y p o p ul ar at o utr e ac h e v e nts.
E v e n t h e D ar k L or d of t h e Sit h hi ms elf n e e ds a n occ asi o n al r est!

© J o ni H a mli n © J o ni H a mli n


» » DMIAGRI TK EA LTI N G1 2 2 01 8 O C F M e di a M ar k eti n g R e p ort
Ott a w a C hil dr e n s F e sti v al. c a

T h e w e bsit e is o ur p u blic f ac e, a n d w e’r e pr o u d of its br o a d m o bil e-fri e n dl y D e m o gr a p hi c s: A g e
l a y o ut,i nt uiti v e n a vi g ati o n a n d ass ort m e nt of e y e-c atc hi n g vi d e os a n d gr a p hics.
It f e at ur es a f ast a n d s ec ur e e-tic k eti n g s yst e m, e as y o nli n e a p plic ati o n f or ms 50 %
a n d i nt er acti v e c o nt e nt. 40 %
I n 2 0 1 8, 7 5 % of visit ors t o t h e w e bsit e c a m e fr o m O nt ari o a n d 2 3 % fr o m 30 %
Q u e b ec. 20 %
D uri n g t h e F esti v al ( M a y 1 1 t h t o 1 5t h 2 0 1 8), o ur sit e h a d: 10 %
0 % 1 8- 2 4 2 5- 3 4 3 5- 4 4 4 5- 5 4 5 5- 6 4 6 5 +
• 7. 5 K u ni q u e visit ors
• a n a v er a g e of 5 K visits p er d a y
• 3 2 K t ot al p a g e vi e ws

D e vi c e s D e m o gr a p hi c s: G e n d er
a 4 9. 5 % - M o bil e a 7 0 % - F e m al e
a 4 3 % - D es kt o p a 3 0 % - M al e
a 7. 5 % - Ta bl et

T o p R ef erri n g Sit e s

Alt h o u g h m ost visits t o t h e w e bsit e i n 2 0 1 8 c a m e fr o m or g a nic s e arc h es vi a s e arc h e n gi n es, dir ect li n ks a n d s oci al m e di a c h a n n els, o v er
5 5 0 0 visits c a m e fr o m t h es e t o p r ef erri n g sit es:

» » » » » »C O NT E ST S 2 0 1 8 st atistics pr o vi d e d b y G o o gl e A n al yti c s

Tic k et gi v e a w a ys a n d c o nt ests r a n o n H OT 8 9. 9, M a gic 1 0 0, C F R A, C H RI F a mil y R a di o, Ki ds Ott a w a, Ott a w a M o m m y Cl u b a n d M ac ar o ni Ki ds.
A d diti o n all y, t h e F esti v al c ur at e d t h eir o w n s oci al m e di a c o nt ests o n F ac e b o o k a n d T witt er.


»»»»»» 2 01 8 O C F M e di a M a r k e ti n g R e p o r t 13
Top
c o nt est

T o p w e b si t e c o n t e s t s
T o p c o nt est

T o p w e b si t e c o n t e s t s


»1 4 2 01 8 O C F M e di a M a r k eti n g R e p o rt CA AD VMEPRATII GSIN N G
T h e c o m bi n ati o n of usi n g e v e nt listi n gs, pr ess r el e as es f or e dit ori al c o v er a g e a n d
t h e p urc h asi n g of a d v ertisi n g ac hi e v e d a c a m p ai g n r e a c h of 3 1 milli o n.
2 0 1 8 A d v erti si n g C a m p ai g n T a bl e

M e di a Cir c ul ati o n
N e ws p a p ers
4, 7 1 4, 8 4 8
Ott a w a Citiz e n 9, 0 0 0
Kitc hissi p pi Ti m es 5 0, 0 0 0
Ott a w a F u n M a p 1 4, 0 0 0
Ott a w a J e wis h B ull eti n
R a di o 2 0, 0 0 0
7, 5 0 0, 0 0 0
CHUO 9, 4 7 6, 0 0 0
C H RI 7 4 0, 0 0 0
C B C R a di o 1, 7 4 0, 7 0 0
Boo m F M
H ot 8 8. 9 4, 0 7 1
O nli n e 2 0, 0 0 0
3, 1 2 8
Ott a w a- Ki ds
M ac ar o ni Ki d 3, 2 5 6, 0 0 0
Ki ds i n t h e C a pit al
Tr a n sit

O C Tr a ns p o


» MC EO DVIEAR A G E 2 01 8 O C F M e di a M a r k eti n g R e p o rt 15

O ur 2 0 1 8 e diti o n dr e w m or e att e nti o n fr o m t h e m e di a t h a n e v er b ef or e t h a n ks t o a n Ott a w a C hil dr e n’s F esti v al
e xtr a- d y n a mic li n e u p a n d n e w e xciti n g o n-sit e acti viti es! T h e F esti v al m a d e h e a dli n es i n All i n a D a y
t h e Ott a w a Citiz e n, t h e Ott a w a S u n, C B C N e ws, C T V a n d o nli n e o n s o m e of Ott a w a’s m ost M a y 1 1, 2 0 1 8 0 9: 0 5
p o p ul ar bl o gs. O ur T O T A L M E DI A R E A C H f or 2 0 1 8 w as 2 0 milli o n . M usi ci a ns, p u p p ets a n d cir c us p erf or m ers
h a v e t a k e n o v er L e Br et o n Fl ats P ar k f or t h e
b o o m 9 9. 7 F M r a di o N e w O w n er o n C B C R a di o - All i n a D a y Ott a w a C hil dr e n’s F esti v al.
wit h Al a n N e al

© J or d a n D a vi d © J or d a n D a vi d

» S kel et o n Key T h e atr e’s K at e S mit h & Sc otti e Ir vi n g of “ S w a n Ri v er ” a n d J or d a n D a vi d, Ott a w a C hil dr e n’s Festi v al, wit h Fr e d Pe n n er - C T V M or ni n g Li v e Ott a w a, h ost H e nry B urris

» S O CI A L M E DI ACar ole A n ne Picci ni n, Otta wa Festivals Net w ork - R o gers T V Dayti me Otta wa, h ost Dyla n Black
S oci al m e di a pl a y e d a n i nt e gr al r ol e i n pr o m oti n g t h e F esti v al; c o n n ecti n g us wit h p ot e nti al visit ors, artists a n d p art n ers. A s eri es of p osts a d v ertisi n g
acts a n d p osts t ar g eti n g diff er e nt gr o u ps w er e pl a n n e d a n d sc h e d ul e d t hr o u g h o ut t h e F esti v al c a m p ai g n p eri o d r e ac hi n g a t ot al of 1 2 5 1 6 9 p e o pl e.

B el o w is a n o v er vi e w of o ur est a blis h e d F ac e b o o k, T witt er a n d I nst a gr a m p a g es:

Ott a w a C hi l dr e n’s F e sti v al # 1) W h y Yo u S h o ul d G o t o t h e Ott a w a
M a y 7, 2 0 1 8 C hil dr e n’s F esti v al – S a v v y M o m
1 7 6 R e acti o ns, C o m m e nts & S h ar es
To p p ost i n 2 0 1 8 14 .3 6K K 1 Lik es r e a c h 1, 0 7 9 P ost Clic ks
ye ar

Ott a w a C hi l dr e n’s F e sti v al T o p M a y M e nti o n
M a y 1 4, 2 0 1 8 e ar n e d 1, 0 3 7 e n g a g e m e nts
5 r e pli es, 1 5 r e p ost, 9 5 li k es
2. 8 K F oll o w ers
8 8. 3 K 1 y e ar i m pr essi o ns

Ott a w a C hil dr e n’s F e sti v al To p P ost i n 2 0 1 8 © C T V N e ws Ott a w a
A pril 1 1, 2 0 1 8 e ar n e d 5 8 li k es
( A pril 1 1, 2 0 1 8)
1. 1 K F oll o w ers U p 2 5 4 f oll o w ers fr o m l ast y e ar
1 0 6 2 K T ot al 1 y e ar li k es


O t t a w a C hil d r e n s F e s ti v al. c a

6 0 2- 2 9 4 Al b ert Str e et T : 6 1 3. 2 4 1. 0 9 9 9 c o nt act @ ott a w ac hil dr e nsf esti v al.c a
Ott a w a, O N F : 6 1 3. 2 4 1. 5 7 7 4 C h arit a bl e R e gistr ati o n #
K1P 6E6 1 1 8 9 1- 4 9 7 7- R R 0 0 0 1

F oll o w us o n/ S ui v ez- n o us s ur:

@ Ott a w a C hil dr e ns F esti v al

@ OT T C hil d F est

Ott a w a C hil dr e ns F esti v al


2 01 8 O C F M e di a M a r k e ti n g R e p o r t 17

© J o h n M essi er © L o v e d y n e D u m o nt
© J o h n M essi er
© J o h n M essi er


O t t a w a C hil d r e n s F e s ti v al. c a

6 0 2- 2 9 4 Al b ert Str e et T : 6 1 3. 2 4 1. 0 9 9 9 c o nt act @ ott a w ac hil dr e nsf esti v al.c a
Ott a w a, O N F : 6 1 3. 2 4 1. 5 7 7 4 C h arit a bl e R e gistr ati o n #
K1P 6E6 1 1 8 9 1- 4 9 7 7- R R 0 0 0 1

F oll o w us o n/ S ui v ez- n o us s ur:

@ Ott a w a C hil dr e ns F esti v al

@ OT T C hil d F est

Ott a w a C hil dr e ns F esti v al


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