Empowering the Next Generation of Do-ers: Sixth Graders and Experiential Marketing
This July we were thrilled to welcome Start-Up Kids Club, a nonprofit organization that offers youth entrepreneurship programs for K-8 students, to our RED VELVET headquarters. Besides the opportunity to take a pause from the usual commotion of live events, our team couldn’t wait to welcome young event marketers-in-training to our space, give them an inside look at what it takes to plan an experience, and feel inspired by their young minds.
The significance of initiatives like Start-Up Kids Club cannot be overstated. Introducing career development in early childhood opens up a world of possibilities for kids. It sparks curiosity about the “grown-up” world that may lead them to discover passions they never knew existed. Early exposure to diverse career paths breaks traditional stereotypes and gender roles, encouraging children to fearlessly follow their interests, not to mention how skills learned through these experiences helps improve confidence in the classroom.
So, how did we manage to keep this group of sixth grade girls engaged while also introducing them to the experiential marketing and events industry? Our team got together for a brainstorm on how to connect events to their everyday lives while encouraging creative thinking and, looking in at our own creative process, it struck us!
Our CEO, Cindy Y. Lo, took some time to explain to the group what the experiential marketing and events industry is like, how she entered the industry, and what it takes to be an entrepreneur.
When we’re approached by a new client with their marketing goals and dreams, our creative team begins with a moodboarding process where we consider the brand experience, an overall look and feel and important event touchpoints. So, we armed these girls with $400 worth of fake money, furniture rental and prop printouts, lots of Elmer’s glue, and an experience idea: a back-to-school bash.
Printouts we made were actual rental pieces from some of our most valued partners! (If any of our suppliers are reading this, do you see your product? :) )
They got to work and fast, imagining pink, blue and green color schemes, earring stations for teacher gifts, a performance by Taylor Swift herself, and even quieter areas for more reserved children. We quickly realized that, while the future event professionals remained engaged throughout the activity, these young minds were thoughtful and introspective, reminding us that sometimes the only way to make magic happen is by looking at the world in a way only kids can.
One by one, they each presented their moodboard and showcased their thoughtfulness behind each touchpoint selection.
Now, you too can try this low-cost activity at home with kids, in the office with your co-workers, or even at your next Wine Down Wednesday.
Decide on a general theme for your event. (i.e. Back to School Bash, Storytime in the Park, Launch Party for the Newest Squishmellow, etc…)
Consider the following elements about your event…
Where will it be hosted? Choose your venue. For our activity, we printed 6 different venue options to choose from: Party Mansion, Upscale Restaurant, Rooftop Pool, Outdoor Farmhouse, Botanical Gardens, and Neon Arcade.
What is the color palette? We just went over to Home Depot and grabbed as many color samples as we could carry.
What furniture will you rent to fill the space? We used furniture rental options from some of our trusted vendor partners such as Party at the Moontower, CORT, and AFR. Most of these companies offer rental catalogs you can print directly from!
What kind of decor will you add to spice up your venue? Similar to furniture rentals, we pulled some rental options from our partner vendors such as SHAG and STRONG.
What is your choice of entertainment and activities? This one is completely up to your imagination. We included talent options such as Karaoke, giant trampoline, balloon arch, bounce house, nail bar, cupcake decorating, bubble party, tie-dye shirts, celebrity appearances or performances, DJ, and yard games.
What kind of food will be served and how? This can be the type of food served and/or how the food is served. Is it an Asian fusion food truck or Texas BBQ served family style? That's completely up to you! We offered both main course and desert options.
3. Choose a budget that each person must stay within.
We used a $400 budget. Use a value that is appropriate for your group to understand, but don’t be afraid to push the bounds and test their budgeting skills!
4. Assign a monetary value to each of the components that make up your live experience.
There’s no perfect science for this. Because our crafters only had $400 to create their dream Back to School Bash, our venue options were valued at $50-100, furniture and decor anywhere from $5 to $50 for higher value items, entertainment and activities ranged from $10 to $75 (what a steal for a Taylor Swift performance) and we priced food at $25 for desserts and $50 for meals. Colors and themes are always free :)
The girls wrote handwritten thank you notes for our team.
Overall, the Back to School Bash moodboard activity was a resounding success! Our event marketers-in-training had a blast, and they left with a newfound understanding of the important components that go into bringing memorable moments to life.
We are immensely grateful for Start-Up Kids Club and the vital role they play in shaping tomorrow's leaders. We’re so honored to have been part of their summer curriculum and to share some of the tools they need to navigate the ever-changing world successfully.
As businesses and organizations, it is our responsibility to embrace these opportunities and nurture the potential of these bright young minds. Together, we can create a future that is not only skilled but also passionate and driven to make a positive impact on our society.
Need some strategic insight for your next brand activation? We’d love to hear from you.
