Toy Story PR Plan

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A PR plan for the promotion of Toy Story 3

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Toy Story PR Plan

  1. 1. Toy Story 3 PR Program/ Campaign Plan Samantha Cox, Lauren Grunstein, Erika Peterson and Alex Shuck The Toys are Taking Over!
  2. 2. Research <ul><li>Previous “Toy Story” box-office success </li></ul><ul><li>Pixar at the box office </li></ul><ul><li>Weekend Box-Office Competition </li></ul>
  3. 3. Situation Analysis <ul><li>History </li></ul><ul><li>Need for campaign </li></ul><ul><li>Increase awareness </li></ul><ul><li>Economic resolution </li></ul>
  4. 4. Impact Objectives <ul><li>Opening weekend sales </li></ul><ul><li>Number one movie </li></ul><ul><li>Increase sales </li></ul><ul><li>Renew interest </li></ul><ul><li>New generation </li></ul>
  5. 5. Output Objectives <ul><li>Promotional products </li></ul><ul><li>Events </li></ul><ul><li>Media impressions </li></ul>
  6. 6. Audiences <ul><li>Young Adults </li></ul><ul><li>Children </li></ul><ul><li>Parents </li></ul>
  7. 7. Strategy <ul><li>Where are we now? </li></ul><ul><ul><li>Well established family company </li></ul></ul><ul><li>How did we get there? </li></ul><ul><ul><li>Years of reliable service </li></ul></ul><ul><li>Where do we want to be? </li></ul><ul><ul><li>Successful release of “Toy Story 3” </li></ul></ul><ul><li>How will we get there? </li></ul><ul><ul><li>Well-developed tactics </li></ul></ul>
  8. 8. Tactics <ul><li>Unrelated to the media </li></ul><ul><ul><li>Macy’s Thanksgiving Day Parade </li></ul></ul><ul><ul><li>Collector’s Edition DVD Set </li></ul></ul><ul><ul><li>Toy Story Parade at Disney World </li></ul></ul><ul><ul><li>McDonald’s Happy Meals </li></ul></ul><ul><ul><li>Where’s Woody? </li></ul></ul><ul><ul><li>Disney Store Event </li></ul></ul>
  9. 9. Tactics <ul><li>Related to the media </li></ul><ul><ul><li>Toy Story Takes Over Times Square </li></ul></ul><ul><ul><li>Interviews and Appearances </li></ul></ul><ul><ul><li>Premiere Party </li></ul></ul><ul><ul><li>After Party </li></ul></ul><ul><ul><li>Airing of Toy Story 1 & 2 </li></ul></ul>
  10. 10. Calendar * The parade, advertising and Happy Meal promotions will run continuously Nov. Dec. Feb. Mar. May Jun. 11/26 : Macy’s Thanksgiving Day Parade 12/8 : Collector’s Edition DVD Release 12/8: Ticket to the Toys Sweepstakes 2/1 : Disney World Parade begins 3/1 : McDonald’s Happy Meal Toy Story Toys 5/1: Coca-Cola/AMC Partnership 5/3 : Where’s Woody Launch 5/28-5/31 : Network TV premiere of Toy Story 6/4-6/6 : Disney In-store promotion 6/14-6/18 : Media Tour 6/14: Premiere/ After party 6/18 : Toy Story Takes Over Times Square
  11. 11. Budget
  12. 12. Evaluation <ul><li>Box-Office Figures </li></ul><ul><li>Merchandise Sales </li></ul><ul><li>Media Impressions </li></ul><ul><li>Website Analytics </li></ul><ul><li>Coca-Cola Partnership </li></ul>
  13. 13. Thank You! Any Questions?

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