1. ArtChild Ottawa Case Study
Research and Planning
In Da Industry has been a local company that offers various services in the artistic realm
(dancing, cooking, public speaking). We started working with In Da Industry when we were
approached to take an in depth look at their new venture: Artchild Ottawa, a non­profit
organization registered with the city of Ottawa. The way we work is by first identifying these
four factors that would help us understand their competitive landscape: what does ArtChild do,
why, for whom and how.
ArtChild intended to work in the community to provide children the opportunity for activities
that are no longer readily available within the school system, by continuously providing
workshops and classes such as dance, creative written expression, painting and acting. These
very same programs are being slowly eliminated and In Da Industry Services came to us to help
maintain and continue to provide the artistic expression outside of the classroom.
Identity
We found that we needed to help them refine their positioning , develop a visual identity and
targeted core messaging while eventually building their website, if required. By creating
awareness about this issue, we help parents be the voice of their children today.

2. “To attenuate the rich voice of Canadian art, wittingly or unwittingly, is to break off and bury a
bright, useful piece of the future. There is no village or city in this world without art, and the
legacy of art from previous generations. Art is how minds are nourished, and the healthier our
minds, the healthier the world at large”. –PEN Canada
Strategy and Messaging
In partnership with In Da Industry Services, we drafted the Public Relations materials to start Art
Child Canada, as well as the editing of all official documents such as the ArtChild Consitution .
Art Child's mission is to provide children from all backgrounds with the guidance, support and
the opportunities necessary to effectively develop their artistic expression, form positive social

3. relationships and enhance academic performance. The first annual edition set place in Ottawa at
Carleton University, 1125 Colonel By Drive 4th Floor.
We developed the Art Child campaign to drive interest and awareness about the Art Child
organization and about the large portion of cuts being done in the federal government currently
without a great number of the public being acknowledged of this process.
By looking at all the resources accumulated in terms of contacts in the media and online
community, we sent out over 400 tweets, 250 Facebook status updates with content links and
shared over 150 videos,articles and tools to be aware of the Arts cuts begin done in Canada.
By taking an integrated approach, we integrated all our social networks to our twitter account
with the blog, and vice versa. By creating blog articles as sources material for tweets and in turn,
twitter was the second highest diver of traffic to the blog, behind only the event weblink on
Eventbrite. From photography to promotions to the tone of the website and audio ads, we
ensured the success of Art Child on many levels.
In space of a few months, Art Child has gone from being unknown to the Ottawa community to
have been endorsed by the city of Ottawa, the Liberal Party of Canada, Wal Mart, Loblaws,
Zellers and is looking to expand to the rest of the country in the next few years.

5.
Success
The first ArtChild event in Ottawa truly made you think twice about not having any arts in
schools. Ottawa’s ArtChild did more than just create awareness about the art cuts. Art Child was
an event that brought families together to enjoy the celebration of art at its finest. Now in its
fourth edition, the event took place at City Hall this past January 24th, 2015 in the presence of
the City Councillor, and has established strong lasting relationships with some great sponsors.
A large number of organizations companies have been supporting the cause ever since being
presented the PR materials including the sponsorship package and the press release we had

6. crafted for ArtChild through In Da Industry Services. Here are some of the names from our
sponsors: CKCU, Within Essence Productions, DJ Ben Jamming, DJ Alive from CHUO, Slaysh,
Kamakacci, Red Crown Clothing, Kania Couture, Pulse Passion, Hair Junkie Studios, The
Hornettes, Sarah Mcclurg Music, Compact Music,The Riot Police, Driven Dance Ottawa,
CHUO, 2econd Touch Media, Ottawakiosk.com, Glebe Streets, B&B Promotions, Queen of the
Scene, OD Music, Dream Love Grow, Shop­aholic, Zaneta Pernicova, Xodus Management, Tiny
Talent, Top Talent, Models International Management, Suzette P. Weeks, Wal­mart, Loblaws,
Island Flava, Zellers, Domino’s Pizza and RYTEC Printing, CBC Radio, Rogers 22.