Shanghai Disney Resort Digital Strategy
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This document outlines Shanghai Disney Resort's digital strategy to target established families with children aged 10-18 and incomes over $75,000 living in China, South Korea, Japan, the United States, and Russia. The strategy includes social media posts, a mom blog, Google AdWords ads, and mobile updates on construction to drive web traffic and reservations in the lead up to the park's opening. Metrics like web analytics, reservations, and park attendance will evaluate the $66,800 budget across blogging, Facebook, and Google ads over the 8 months until launch.
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Shanghai Disney Resort Digital Strategy
- 3. Established Families Demographics • Adults between the ages of 35-65 with children between the ages of 10-18 • Household income greater than $75,000 Goals • Keep kids happy and entertained with age-appropriate and family activities • Explore the world Challenges • Budget • Distance to each location/travel time How we help • Recognized for quality and entertainment • Options for every age • Cultural barriers
- 4. Content to Leverage • Authentically Disney and distinctly Chinese • The Enchanted Storybook Castle will be the tallest, largest and most interactive castle at any Disney park • First pirate-themed land in a Disney park • Longest Disney Parks parade route Inbound Tourism to China South Korea Japan United States Russia Vietnam
- 5. Social Media Users 73% Non- users 27% Age 30-49 User s 69% Non- users 31% Age 50-64 Facebook Users HOT NEWS! Shanghai Disney will be home to The Enchanted Storybook Castle, the LARGEST and most interactive castle of any Disney park! Example Facebook post: Shanghai Disney will feature the FIRST pirate-themed land in any #Disney park! #pirates Example Twitter post:
- 6. Social Frequency • 15 posts/week (1 FB, 2 Twitter) • Boost 2 FB posts each month • Facebook ad campaign with Disney and Shanghai or Hong Kong interests. $15/day
- 7. Mom Blog Categories: • Location based: Europe, China, Japan, France, Hong Kong, Shanghai • Shanghai Disney related: Treasure Cove, Adventure Isle, Gardens of Imagination, etc. Tags: hotels, resorts, flights, travel, packing, tickets, parking, transportation, rides and attractions, merchandise, special events, park tips, budget, disabilities, preteen, teens, time of year and weather
- 8. Google AdWords Keywords: disney world, disney, disney world tickets, wdw, disney vacations, disney world resorts, shanghai disney, china disney, disney asia, eurodisney, wdw hotels, wdw resorts Geography targeted: people living in the United States Traffic expected: 372,000+ clicks per day; 156,000+ impressions Cost per day: maximum of $250/day
- 9. Mobile Strategy • Construction Zone Advertising • Disney Cruise Lines – Europe and Mediterranean • Live feed of construction
- 10. Budget and Metrics KPI: Google Analytics Reservation Numbers Attendance in park 8 months until launch: Google AdWords: $250/day x 240 days = $60,000 Blog: Four bloggers x 1 post/week (32 weeks) x $25/post = $3,200 Facebook: $15/day x 240 days = $3,600 Total: $66,800
Editor's Notes
- Big Idea: our goal is to increase awareness in the United States of the new Shanghai Disney Resort and sell spring 2016 reservations for the grand opening
- Content to Leverage The Enchanted Storybook Castle will be the tallest, largest and most interactive castle at any Disney park. The castle will represent all the Disney princesses, instead of one. First pirate-themed land in a Disney park Disney’s 6th resort Longest Disney Parks parade route Opening spring 2016 Celebrates and incorporates China’s rich heritage One-of-a-kind destination Magical place both authentically Disney and distinctly Chinese Hong Kong Disney opened in 2005 Chinese focus of Tomorrowland 1,000 acres; 12,000 employees Disney also has big plans for the resort and surrounding area, the Shanghai Interational Tourism and Resorts Zone. There will also be the Disneyland Hotel and Toy Story Hotel, a shopping district called “Disneytown” and Wishing Star Park in the center, with walking paths and a lake.
- Since 73% of adults age 30-49 and 63% of adults age 50-64 use Facebook, it will be a valuable platform for posting content and engaging with fans. Not only will users have the ability to share your content easily, a lot of their friends will likely also use Facebook and see any activity a social connection has with our page.
- Frequency: 15 social media posts per week (1/week on Facebook, 2/day on Twitter) To increase our post reach and engagement, we will boost at least two of our Facebook posts each month, determined by our organic engagement within six hours of posting. These boosted posts will be paired with Facebook ads that drive to our Facebook page targeted to adults between 35-65 in the United States who have an interest in Walt Disney Parks and Resorts, EuroDisney, Shanghai, or Hong Kong. Daily budget will be $15 per day for pay-per-click advertising.
- By playing off the success of the Disney Mom’s blog that currently exists, we will create a special section of this blog dedicated to international travel and experiencing Disney in other countries outside of the United States. Maintaining a blog will help support website SEO and organic search rankings since regularly updated content on websites are rewarded with higher search engine results. Instead of creating an all-new blog, it makes sense to start contributing to the Disney Mom’s blog since it is already an established company blog and use tags and categories to make Shanghai Disney and international travel questions easier to find. Subject: Disney Categories: Location based: Europe, China, Japan, France, Hong Kong, Shanghai Shanghai Disney related: Treasure Cove, Tomorrowland, Adventure Isle, Gardens of Imagination, Mickey Avenue, Fantasyland, Shanghai Disneyland Hotel, Toy Story Hotel, Disneytown, Wishing Star Park Tags: hotels, resorts, flights, travel, packing, tickets, parking, transportation, rides and attractions, merchandise, special events, park tips, budget, disabilities, kids 5-10, preteen, teens, time of year and weather.
- Keywords: disney world, disney, disney world tickets, wdw, disney vacations, disney world resorts, shanghai disney, china disney, disney asia, eurodisney, wdw hotels, wdw resorts Geography targeted: people living in the United States Traffic expected: 372,000+ clicks per day, 156,000+ impressions Cost per day: maximum of $250/day
- Location-based marketing – advertising on the outside of the construction zone with links to videos showing the new concepts/designs. Sign up for the mailing list, get a free token. To encourage more families that are already exploring new countries via Disney Cruise Lines (Europe and Mediterranean cruises), we will add an area on each ship near the Customer Service desk that highlights the Shanghai resort. Each display will feature a TV with a live-stream of ongoing construction in Shanghai and design concept sketches.
- KPI: metrics Metrics we will use to determine success are an increase in page views for the Shanghai Disney Resort website and an increase in reservation numbers for spring 2016. Google Analytics We will establish Google Analytics at the beginning of our marketing efforts to the home page of the Shanghai Disney Resort. This will allow us to track inbound marketing efforts, see how many conversions we’re getting, and how much traffic is coming to the website.