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the Wizardly World of Harry Potter presentation the Wizardly World of Harry Potter presentation Presentation Transcript

  • By: Pamela Krausman NMDL Final Presentation April 24, 2010
  • Client’s Business
    • The Wizarding World of Harry Potter is to be created inside Universal Studios’ Islands of Adventure theme park. However, it’s an independent park owned in part by Warner Bros.
    • Based upon the “Harry Potter” books and movies by J.K. Rowling
    • It is set to open June 18, 2010
    • Approximately 20 acres
    • Will include the shopping village of Hogsmeade, the Forbidden Forest, and the grand castle of Hogwarts, as well as many other attractions
  • Challenges
      • New Park – will not know how business will be
      • Convincing families to come visit their park versus another one
      • The economy – if people still go on vacations
  • Goals
    • Overall
      • Become successful and make profit with the number of guests that attend
      • To become known as the “place to go” in regards to excitement and thrilling experiences
      • Keep the highly respectable and high quality appearance that the Harry Potter brand already holds
    • Online
      • Develop relationships via new media with possible visitors
      • Build a strong online presence – both by promoting their park with ads, but also by creating an impressive website
  • Social Media & Google AdWords
    • Twitter
      • People can “follow” the park and receive instant updates daily
    • Facebook
      • Fanpages can be created - which increases the amount of people who know about the park
    • Google AdWords
      • Would pick specific keywords associated with the park that is very targeted
      • Cheap way to advertise to the mass online
  • YouTube
    • Can announce news about the park
    • Shows upcoming promotions that can get the public visually excited
    • http://www.youtube.com/watch?v=_rvtZ3WwxxA
  • Public Relations
    • Include number of charitable events throughout the year (5% of ticket sales given to certain charity for example), to give good press to the park
    • Write press releases online to highlight the special events going on in the park
    • Give promotions during the slow seasons to potential attendees- will increase sales and give the park a good name
  • Metrics of Success
    • Managing the number of click per ad to see if they are being seen/action is being taken by the public
    • Seeing if social media sites, such as Twitter and Facebook, have positive feedback from users about the park
    • If the park is a success the first year it is open – is a good sign the online campaign was effective (perhaps ask park attendees how they heard about us)
  • Seasonal Timeline
    • Park is open 365 days a year, so would have consistent advertisements online
    • Would increase the ads during peak seasons
      • When children do not have school
      • When families go on vacation more
      • Holidays (Christmas, Easter, etc.)
      • Summer Vacation
  • Total Budget & Allocations
    • Since this is a new park
      • advertise with a high budget for the first 2 years so the public get knowledgeable about it
      • Decrease budget slowly, but still with a constant presence
    • Spend of advertising budget:
      • Social media sites (facebook, twitter)- 25%
      • Google AdWords – 20%
      • YouTube – 35%
      • Press Releases/promotions – 20%