1. Birthplace of Country Music Museum Team Impact: Emmrial Worley, Michael Brandon, Lynnsey Lewis, Joseph Lewis, and Cagney Farmer
2. 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
3. Threats to the Museum The Downtown Kingsport Association The Carter Family Fold Museum
4. 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.
5. 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”
6. Slogan “listen, learn, and experience” Portrays the museum as a fun, educational experience consistent with the theme.
7. 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.
10. 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)
11. 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.
12. 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.
