City of STEM 2021
City of STEM is LA’s largest free-to-attend STEM program. Their mission is to make STEM curriculum available to learners of all ages and to inspire young folks to consider a career in STEM by exposing them to what is possible and by giving them insight into what a career in STEM looks like.
In 2021, City of STEM was offered virtually as a live-streaming event. Our goal was to expand awareness and increase attendance, by promoting the 2021 curriculum pillars of Ecology/Green Solutions, Women in STEM, Los Angeles Based STEM, and Latinx Inclusion (which included—for the first time ever—a Spanish language livestream of STEM programming). Kilter created a vibrant illustration-based visual system that allowed us to easily highlight celebrity presenters and partner content. This creative approach was coupled with traditional media solutions as well as grassroots marketing.
To leverage the vast network of partners that participate, we created a social media tool kit that empowered museums, local celebrity talent, and other partners to post and promote the event with a turn-key solution. This resulted in dozens of posts on well-populated platforms promoting and driving attendance for the event.
We ran a digital campaign on YouTube, Facebook and parent-focused websites to help promote the event in advance. The sum of our efforts reached an estimated 500,000 parents and young adults in greater LA, drove nearly 28,000 visitors to the City of Stem YouTube channel, and increased channel subscription by 43%.