18-Week Marketing Plan

Music City Rodeo 2026 | May 28-30

126 Days to Event
May 28-30, 2026 Nashville, TN
36,300 Total Capacity
Tickets Sold
6,441
As of Jan 23, 2026
Current Capacity
17.7%
of 36,300 seats
Target Goal
28,000
77% capacity
Tickets Remaining
21,559
to reach target
Progress to 28,000 Ticket Goal 6,441 of 28,000 tickets (23% of target)
6,441
Today
10,000
Week 9
16,000
Week 13
22,000
Week 16
28,000
Target

Target Outcomes

Campaign success metrics with full $478K marketing investment

Ticket Target
28,000
77% of capacity
Revenue Target
$2.5M
$90 avg ticket
Marketing ROI
5.2x
Revenue / Spend
Cost Per Ticket
$17
Marketing acquisition

Budget Allocation

Total marketing investment: $478,200

Channel Budget Share of Budget
Digital Advertising
Google Search, PMax, Meta Conversions
 $90,000
19%
Radio
Local, Extended Radius, Streaming
 $90,000
19%
Out-of-Home
Billboards, Wild Posting, Programmatic
 $71,200
15%
Content & Creative
Video, Photography, Design
 $60,000
13%
NFR Presence
National Finals Rodeo activation
 $50,000
10%
Partnerships
Brand collaborations & co-marketing
 $35,000
7%
TV
Cowboy Channel + Regional
 $25,000
5%
Print + Email/SMS + Other
Nashville Lifestyles, Direct marketing, VIP
 $57,000
12%

Digital Channel Strategy

Optimized allocation of $90,000 digital budget based on current ROAS performance

Performance-Based Allocation

Budget allocation prioritizes channels with proven ROAS: Google Search (12.44x), Google PMax (8.63x), and Meta Conversions (5.2x). Awareness-only campaigns (Engagement, Video Views) have been eliminated from the recommended mix.

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Google Search
$27,000
30% of digital
Expected: 10-12x ROAS
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Google PMax
$22,500
25% of digital
Expected: 7-9x ROAS
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Meta Conversions
$31,500
35% of digital
Expected: 5-7x ROAS
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Meta Retargeting
$9,000
10% of digital
Expected: 6-12x ROAS

Note: Meta budget focused on Facebook (75%) over Instagram (25%) based on audience demographics. Desktop bid adjustments +30% recommended. See Digital Advertising Audit for complete analysis.

18-Week Campaign Plan

Phased approach from January through event weekend

NOW
Jan 23 - Feb 14
Phase 1: Momentum
Launch Valentine's campaign, optimize digital channels, reallocate budget from awareness to conversion campaigns
$45,000
Target: 9,700 cumulative
Feb 15 - Mar 28
Phase 2: Acceleration
Spring Break push, OOH campaign launch, radio ramp-up, scale winning digital campaigns
$95,000
Target: 16,000 cumulative
Mar 29 - May 8
Phase 3: Conversion
Heavy retargeting, urgency messaging, artist social coordination, flash sales if needed
$165,000
Target: 24,700 cumulative
May 9 - May 30
Phase 4: Final Push
Countdown campaigns, last-chance offers, maximum urgency, FOMO activation
$127,000
Target: 28,000 final

Key Trigger Events

Scheduled moments designed to drive ticket sales spikes

February 7-14
Valentine's Couples Package
Buy 2 tickets, get VIP upgrade. Perfect date night positioning for couples.
Target: 2,000 tickets
March 8-15
Spring Break Flash Sale
48-hour limited offer on GA tickets. Urgency messaging + countdown.
Target: 1,500 tickets
April 1-7
Artist Announcement
Surprise artist addition with coordinated social media push and PR.
Target: 3,000 tickets
May 14-21
Last Chance Campaign
Price increase warning with countdown. "Only X tickets remain" scarcity.
Target: 2,500 tickets

Weekly Ticket Velocity

Required pace to reach 28,000 ticket goal

Phase Weeks Weekly Target Cumulative Goal % Complete
Current Today - 6,441 tickets 23%
Phase 1 - Momentum Weeks 1-3 1,100/week 9,700 tickets 35%
Phase 2 - Acceleration Weeks 4-9 1,200/week 16,000 tickets 57%
Phase 3 - Conversion Weeks 10-15 1,450/week 24,700 tickets 88%
Phase 4 - Final Push Weeks 16-18 1,100/week 28,000 tickets 100%
Industry Benchmark

Festival ticket sales typically follow a 20/30/50 curve: 20% in early period, 30% mid-campaign, 50% in final 60 days (Source: Eventbrite 2025). Current trajectory at 23% of target with 126 days remaining is within range but requires consistent acceleration.

Download Documents

Export data files for budget planning and reporting

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Budget Allocation

Channel-by-channel budget breakdown
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Campaign Performance

Digital ad performance by campaign
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Weekly Targets

19-week KPI targets and milestones
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Digital Ad Audit

Full performance analysis report
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