City of STEM — Kilter

CAMPAIGN

City of STEM

OVERVIEW

Since 2019, Kilter has worked closely with The Columbia Memorial Space Center to promote their annual City of STEM program, ushering in a period of explosive growth for the event.

SERVICES

Copywriting
Illustration
Graphic Design
Web Design
Motion Graphics
Video Production
Social Media
Media Planning

CONTEXT

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.

City of STEM provides access to STEM events and participating museums every April. This annual month-long effort kicks off with a free launch event that welcomes Angelenos of all ages to experience STEM through a wealth of hands-on activities.

City of STEM 2021 Pillars Social Media Posts designed by Kilter

THE ASSIGNMENT

Kilter partnered with City of STEM to evolve the organization’s brand, build awareness, and grow attendance at the annual launch event. We were also tasked with identifying a strategy to encourage and empower partners to promote the event and market their participation to their respective audiences.

City of STEM 2021 Featured Speakers Instagram Posts designed by Kilter

OUR SOLUTION

We began our efforts by creating a vibrant illustration-based visual language for City of STEM that we evolved and expanded upon each year. This creative approach was coupled with traditional media solutions as well as grassroots marketing.

We partnered with websites targeted towards parents, with longform content and advertising to explain the event and generate awareness. We also publicized the event on community calendars, and created a paid social media campaign to promote the event.

To leverage the vast network of partners that participate in the event, we created a social media toolkit that empowered museums, 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.

RESULTS

22x increase

in kick-off event attendance 2019–2023

810% increase

in Instagram reach 2022–23

43%

increase in YouTube channel subscriptions