+National Association of Music MerchantsFoundation Marketing Plan

By Allison Lightfield

+Marketing Challenge

Opposition of the causeImportance of the causeFinding an easy way to

donate

+Unique Selling Proposition

Supports music education research to prove the importance of music in education

+Strengths and Weaknesses

Weakness: People are

unaware

Opportunity:To make a

difference

Strength: Good Reputation

Threat:To not meet the

needs

+Most Important Public

30-40 year old women with children

NashvilleValue Entertainment and

generous spendingMusic entertainment

television channels

+Objectives

+Objective 1

Our first objective is to enhance music programs in ten school districts by providing funding for classes and instruments. We will be enhancing donations by hosting a benefit concert with famous musicians will do this. We will strive for more schools in order to challenge the profits of the benefit. We will make this money in the next three months through ticket sales and money will be distributed to schools that apply for the grants. The focus is on the publics because they will be the group most reaping the benefits of this plan.

+Objective 2

We will give out scholarships to 30 deserving students in the U.S. who plan to study or have studied music in secondary education. These 30 students will be anywhere in the U.S. We will be able to achieve this goal by recording an album and selling it in which all donations will go to these scholarships of at least $500 a piece. This album will be sold on Itunes and online stores for 5 months. The money will then be distributed to deserving students who apply for the scholarship. These students will be supported in there aspirations to continue keeping music a vital part of their lives.

+Objective 3

We will award one music teacher of the year to honor their work in music in education. This will be awarded in May of 2011 based on applications. This objective will encourage teachers to continue to work hard with their students and their music programs.

+Trigger Event

Convention and ConcertSmall concerts and

informational boothsJoin email and mailing

lists

+Strategic Partnership

Vh1 Save the music

+Spokespersons

Informal - Arthur White Formal - Mike Huckabee

+Bumper Stickers

Your small donation could make a big difference.

Let the children play. Donate your money today.

+New Look!

+Reporter:

Roz Fehr

The Teaching Music Magazine

+Engage Fans on Facebook

Keep it FreshContent is KingWe Have a

Winner!

+4 Media Buys

Teaching Music Magazine ad

95.5 the wolf music station ads

Spots on Country Music Television

Facebook Page

+Gantt Chart

Increase awareness by 15%

Increase donations by 20%

Increase giving by 20%

12/23 1/22 2/21 3/22 4/21 5/21 6/20

Start DateCompleted

+Budgeting Strategy

Percentage Sales

+Thank you!