+Walt Disney World EPCOTDigital Marketing PlanBy: Jennifer Spellman
+ Facts About EPCOT Was the brain child of Walt Disney himself EPCOT stands for the Experimental Proto- type Community of Tomorrow Was the second edition to the Walt Disney World Parks Has two parts to different areas Future World and World Showcase Future World has a variety of rides that all deal with innovative ideas. World Showcase has 11 different countries that each of which have an exhibit about the culture and a restaurant
+ Challenges for EPCOT Out of all four of the Walt Disney World Parks the EPCOT Resort experiences the lowest attendance. EPCOT appeals to an older generation but Walt Disney World is known for providing high quality family fun. It has some of the longest walks in the resort. World Showcase is more of a museum then an amusement park. EPCOT has to compete with the other three Walt Disney World parks on their Facebook and Twitter accounts, and with all Disney Vacation products on the Disney Company Blog.
+ Target Marketing Loyal Disney Followers Members of the Disney Vacation Club Holders of the Disney Rewards Visa Disney Honeymooners Those planning a Disney Vacation Families planning an educational vacation
+ EPCOT’s Over-Arching Theme Appeal to families by creating emphasizing an interactive cultural experience. Appeal to older generations by pushing the different festivals they have (i.e. Food and Wine and Flower and Garden)
+ Create a Separate Social Media Accounts By creating separate social media accounts for each park EPCOT will benefit greatly. Instead of having to fight for attention on the Facebook, Twitter, Blog, and Youtube accounts of Walt Disney World. EPCOT has a wealth of different topics that they could discuss: Interviews with cast members from the different countries in the World Showcase. Promoting the Food and Wine Festival and the Flower Garden Show. Informing those of different show times.
+ Mobile Applications Currently the only official Walt Disney World Resort applications that are offered are only available to Verizon users. By opening up this market they would be able to generate more profit. There are a plethora of different applications for free offering a list of wait times, show times, and a pre-made scavenger hunt. The Disney Company has such a high following that by creating their own for-profit apps they would receive more downloads from smart phone users then the free versions.
+ Google AdWords Utilize specific EPCOT keywords for Google AdWords to generate more website views. Examples Flower Garden Show Food and Wine Festival Interactive Learning Experience World Showcase Future World Test Track
+ Evaluating Success Comparable number of follower on social media sites with other Walt Disney World Resort. Increased visitors to the park. Increased views of website generated by Google AdWords
+ Budget and TimelineOverall Budget: $75,000 Social Media Campaign: $15,000 Mobile Advertising Campaign: $3,000 Google AdWords Campaign: $8,500 Other Advertising Necessity’s: $48,500This campaign will take place over one year. There will be intense marketing during high tourism season. Christmas time Spring Break Various Festivals Summer Vacation