Updated Recommendations Based on Agent Network Analysis
Executive Summary
Total Marketing Budget
$478,200
Target Capacity
36,300
Cost Per Ticket Target
$13.17
Industry Benchmark
$12-18
Budget is adequate. Allocation needs adjustment to capture underserved segments.
Current Budget Analysis
Approved Budget Breakdown
Category
Allocated
% of Total
Digital Advertising
$90,000
18.8%
Radio/Streaming Audio
$90,000
18.8%
Out-of-Home (OOH)
$71,200
14.9%
Content/Creative
$60,000
12.5%
NFR
$50,000
10.5%
Partnerships (TBD)
$35,000
7.3%
TV
$25,000
5.2%
Print
$18,000
3.8%
Email/SMS
$12,000
2.5%
Kick-off Party
$12,000
2.5%
Contingency
$10,000
2.1%
Gifting/VIP
$5,000
1.0%
TOTAL
$478,200
100%
Sponsor/Noise Budget Available
Downtown Bar & Mall Programmatic: $15,000
Digital Advertising (shared): $90,000
Total Impressions Budget: $105,000
Focus Group Scoring by Segment
Based on analysis of 10 audience personas and 5 strategic agents:
Segment
Current Score
Gap
Primary Ticket Buyers (Artist Fans)
8.1/10
Minor
Nashville Tourists
7.8/10
Minor
VIP/Premium Seekers
7.5/10
Moderate
Corporate Entertainment
7.2/10
Moderate
Nashville Locals
6.0/10
Significant
Rodeo Purists
5.5/10
Critical
Family Segment
5.0/10
Critical
Current strategy effectively targets ~60% of potential audience but misses 40%.
Critical Gaps Identified
GAP 1: Rodeo-Specific Marketing - $0 Currently Allocated
Problem: The marketing plan barely mentions the actual rodeo. Rodeo purists (significant travel-willing audience) scored lowest at 5.5/10.
What They Want:
Stock contractor information
NFR qualifier announcements
PRCA sanctioning confirmation
Rodeo-focused content, not just concert promotion
Missing Channels:
PRCA website and newsletter advertising
Pro Rodeo Sports News
Rodeo publications and podcasts
Presence at regional rodeos (Texas, Oklahoma)
Cowboy/stock contractor content series
Impact if Unaddressed: Lose 3,000-5,000 rodeo-purist tickets
GAP 2: Nashville Local Strategy - Generic, Not Community
Problem: Nashville locals scored 6.0/10. Plan treats Nashville as an ad market, not a community to engage.
What's Missing:
Nashville Scene editorial partnership
Broadway venue cross-promotion
Music industry relationship building
Local influencer/ambassador program
Strategic industry comp allocation
"You can't buy Nashville - you have to earn it."
Impact if Unaddressed: No organic buzz, no earned media, industry skepticism
GAP 3: Corporate/B2B Sales Track - No Dedicated Approach
Problem: Corporate buyers are interested but have no clear path to purchase. Scored 7.2/10 due to missing suite info, group booking process, and dedicated contact.
Missing Channels:
LinkedIn B2B advertising
Nashville Business Journal partnership
Chamber of Commerce outreach
Direct corporate sales outreach
Opportunity: Corporate buyers spend $300-500/person. Target 15% of tickets (5,400) through this channel.
GAP 4: Family Segment - Completely Ignored
Problem: Family persona scored lowest at 5.0/10. Zero family-focused messaging exists.
What Families Need:
Family pricing (4-pack under $200)
Age-appropriate content confirmation
"Family Night" designation
Kid-friendly timing (not school nights)
Educational rodeo angle
Impact if Unaddressed: Miss 2,000-3,000 family group tickets
GAP 5: VIP Value Proposition - Unclear
Problem: VIP seekers willing to spend $500-1,000 but scored only 7.8/10 because they can't see exactly what they're getting.
Questions Unanswered:
What's included in each VIP tier?
Meet & greet - guaranteed or lottery?
Early entry timing?
Dedicated entrance?
Premium F&B specifics?
Exclusive merchandise?
Current "Gifting/VIP" budget ($5K) is comps, not marketing.
Recommended Budget Reallocation
No New Money Required - Reallocate from Overweight Categories
Category
Current
Recommended
Change
OOH
$71,200
$55,000
-$16,200
Radio/Streaming
$90,000
$82,000
-$8,000
TV
$25,000
$20,000
-$5,000
Contingency
$10,000
$5,000
-$5,000
Freed Up
$34,200
New Allocation Categories
New Category
Budget
Source
Rodeo Marketing
$12,000
OOH reduction
Nashville Local Activation
$10,000
Partnerships (from TBD)
Corporate/B2B Track
$7,200
Radio/TV reduction
Family Segment
$5,000
Contingency
Total Reallocated
$34,200
Detailed Recommendations
1. Rodeo Marketing - New $12,000 Allocation
Tactic
Budget
Timing
PRCA website banner ads
$3,000
Dec-Apr
Pro Rodeo Sports News ads (2 issues)
$2,500
Jan, Mar
Flyers/presence at Fort Worth Stock Show
$1,500
Jan
Flyers/presence at San Antonio Stock Show
$1,500
Feb
Cowboy/stock contractor video content series
$2,000
Dec-Apr
Rodeo influencer partnerships (5 accounts)
$1,500
Jan-Apr
Budget: $12,000
2. Nashville Local Activation - $10,000 from Partnerships TBD
Tactic
Budget
Timing
Nashville Scene advertorial + event listing
$4,000
Feb-Apr
Broadway venue cross-promo (5 venues)
$2,000
Mar-Apr
Local influencer program (10 Nashville creators)
$2,500
Feb-Apr
Music industry outreach event
$1,500
Feb
Additional Tactics (No Cost):
Strategic comp allocation: 300 tickets to Nashville music industry
Nashville Convention & Visitors Corp partnership
Local radio DJ relationships (leverage existing $60K radio buy)