team impact emmrial worley michael brandon lynnsey lewis joseph lewis and cagney farmer
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Presentation Transcript
history about museum
History/About Museum
  • Bristol was named the Birthplace of Country Music in 1998 by the United States Congress.
  • The Museum plans to have the grand opening at the 2011 Rhythm and Roots Reunion.
  • The purpose of the museum is to educate and raise awareness of the cultural heritage of Bristol, TN/VA
threats to the museum
Threats to the Museum
  • The Downtown Kingsport Association
  • The Carter Family Fold Museum
establishing the brand
Establishing The Brand
  • Being that there is no tangible museum, there needs to be a lot of educating and promoting.
  • Creating a buzz in the community and the tri-city area.
  • Using the marketing budget to the best advantage.
  • The fact that there are no preconceptions about the brand gives us a clean slate.
target market
Target Market
  • Due to a limited budget ($10,000) we will focus on one target market, men and women with grade school children.
  • Biggest bang for the buck: “triple and Quadruple plays”
slogan
Slogan
  • “listen, learn, and experience”
  • Portrays the museum as a fun, educational experience consistent with the theme.
theme
Theme
  • The theme of the advertising mix is simple, clean, and consistent.
  • Radio ads will feature a friendly voice talking about current exhibits and promotions. All radio ads will end with the closing line: “come listen, learn, and experience The Birthplace of Country Music Museum.
  • Print ads will contain a country or bluegrass band performing, our logo, and slogan with added information of current events and exhibits.
advertising mix
Advertising Mix
  • Budget = $10,000
  • Advertising will begin 2 months prior to Grand Opening.
  • Radio ads will run 2 weeks out of each month M-F on WXBQ from July 2011 - June 2012. ($2,552)
advertising mix1
Advertising Mix
  • ½ page ads will be ran in The Loafer 3 weeks out of each month, July 2011- June 2012.
  • The back cover for The Loafer will feature our advertisement for the 2 weeks prior to the grand opening. ($3570 – Total)
  • 1,000 direct mail postcards will be mailed throughout the Tri-Cities to families with grade school children.
advertising mix2
Advertising Mix
  • The 4x6 cards will contain a print ad and a coupon allowing recipients to get buy one get one free admission. ($1,500 – including shipping)
  • Leftover $2,378 shall be used to hold country music and bluegrass events integrating the brand name repetitively.
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