Team impact emmrial worley michael brandon lynnsey lewis joseph lewis and cagney farmer
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Team impact emmrial worley michael brandon lynnsey lewis joseph lewis and cagney farmer

Team Impact: Emmrial Worley, Michael Brandon, Lynnsey Lewis, Joseph Lewis, and Cagney Farmer

Birthplace of Country Music Museum


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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