Visible Music CollegeMedia Planning and Strategy

Situation Analysis

-Limited Staffing-Growth-Communications-Marketing Plan

SWOT

Strengths Weaknesses1. Potential

2. Generate

3. Ability

4. Lack “man power”

5. No one to archive

6. No clear procedure

SWOT (cont.)

Opportunities Threats

7. Abundance

8. Location

9. Renovation

10. Niche

11. Other universities

12. Rise of tuition

Competitor Profile 1

North Central University(Minneapolis, MN)

-Summer Workshops

-Concerts

Competitor Profile 2University of Mobile

(Mobile, AL)

Research

Art related employment rate for TN:Between 35.8% and 27.9%(Music Directors, Composers, Audio and Video Technicians)Bureau of Labor Statistics

Research

63% of jobs will require a Bachelor’s degree(Georgetown University)

National Assembly of Local Arts Agencies (NALAA)Art industry $25.2 billion in personal income

$790 million in local government revenue (non-profits)

Marketing Objectives

Target Market:17-25Male and FemaleHigh school studentsTransfer students

Buyer Persona

-Brittany-18-High school Senior-Musical background-Wants a degree in Songwritingand Audio Engineering

Creative SamplesVisible Music College trains and equips musicians and professionals for the modern

music industry. See yourself. Be Visible.

Media Flowchart

OnlineOnline PrintPrint

OtherOther Traditional

Traditional

Press Release

VNR

Press Release

VNR

Mailing listBillboard

Ad

Mailing listBillboard

Ad

MagazineLocal

Newsletter

MagazineLocal

Newsletter

FacebookTwitter

WebsiteYouTube

FacebookTwitter

WebsiteYouTube

BudgetFree Platforms/Mediums:

Budget

Marketing Cost

Videography: $0Photography: $0-500Graphic Design: $0-500Postage/Mailing:$350Print Flyers: $500Event Announcements: $2500