the Wizardly World of Harry Potter presentation


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the Wizardly World of Harry Potter presentation

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