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Birthplace of Country Music Museum<br />Team Impact: Emmrial Worley, Michael Brandon, Lynnsey Lewis, Joeph Lewis, and Cagney Farmer<br />
History/About Museum<br />Bristol was named the Birthplace of Country Music in 1998 by the United States Congress.<br />The Museum plans to have the grand opening at the 2011 Rhythm and Roots Reunion.<br />The purpose of the museum is to educate and raise awareness of the cultural heritage of Bristol, TN/VA<br />
Threats to the Museum<br />The Downtown Kingsport Association<br />The Carter Family Fold Museum<br />
Establishing The Brand<br />Being that there is no tangible museum, there needs to be a lot of educating and promoting.<br />Creating a buzz in the community and the tri-city area.<br />Using the marketing budget to the best advantage.<br />The fact that there are no preconceptions about the brand gives us a clean slate.<br />
Target Market<br />Due to a limited budget ($10,000) we will focus on one target market, men and women with grade school children.<br />Biggest bang for the buck: “triple and Quadruple plays”<br />
Slogan<br />“listen, learn, and experience”<br />Portrays the museum as a fun, educational experience consistent with the theme.<br />
Theme<br />The theme of the advertising mix is simple, clean, and consistent.<br />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.<br />Print ads will contain a country or bluegrass band performing, our logo, and slogan with added information of current eventsand exhibits.<br />
Advertising Mix<br />Budget = $10,000<br />Advertising will begin 2 months prior to Grand Opening.<br />Radio ads will run 2 weeks out of each month M-F on WXBQ from July 2011 - June 2012. ($2,552)<br />
Advertising Mix<br />½ page ads will be ran in The Loafer 3 weeks out of each month, July 2011- June 2012.<br />The back cover for The Loafer will feature our advertisement for the 2 weeks prior to the grand opening. ($3570 – Total)<br />1,000 direct mail postcards will be mailed throughout the Tri-Cities to families with grade school children.<br />
Advertising Mix<br />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)<br />Leftover $2,378 shall be used to hold country music and bluegrass events integrating the brand name repetitively.<br />