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the Wizardly World of Harry Potter presentation
the Wizardly World of Harry Potter presentation
the Wizardly World of Harry Potter presentation
the Wizardly World of Harry Potter presentation
the Wizardly World of Harry Potter presentation
the Wizardly World of Harry Potter presentation
the Wizardly World of Harry Potter presentation
the Wizardly World of Harry Potter presentation
the Wizardly World of Harry Potter presentation
the Wizardly World of Harry Potter presentation
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the Wizardly World of Harry Potter presentation

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Transcript

  • 1. By: Pamela Krausman NMDL Final Presentation April 24, 2010
  • 2. 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
  • 3. 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
  • 4. 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
  • 5. 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
  • 6. YouTube
    • Can announce news about the park
    • Shows upcoming promotions that can get the public visually excited
    • http://www.youtube.com/watch?v=_rvtZ3WwxxA
  • 7. 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
  • 8. 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)
  • 9. 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
  • 10. 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%

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