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Disneyland paris recommandation stratégique ISCOM 4ème année - Stratégie d'advocacy

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Dans le cadre de notre 4ème année à l'ISCOM Paris, mon équipe et moi même avons travailler sur une compétition professionnelle regroupant les 4ème années. C'est notre recommandation qui fut la gagnante.

Nous avons créé tous les éléments de cette présentation (vidéos, site web, créations graphiques, powerpoint)

Cette présentation n'est qu'une recommandation stratégique, née d'une réflexion d'étudiants dans un cadre scolaire mais avec une réelle demande de cet annonceur, libre à l'annonceur de disposer de celle-ci comme bon lui semble ou non.

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Disneyland paris recommandation stratégique ISCOM 4ème année - Stratégie d'advocacy

  1. 1. D. Amandine G. Antoine M. Philippine T. Louis U. Anabelle DISNEYLAND PARIS
  2. 2. RECOMMANDATION DISNEYLAND PARISDISNEYLAND PARIS ?
  3. 3. VOYAGE DANS LE TEMPS
  4. 4. NOTRE VISION DE L’ADVOCACY Mobiliser / RassemblerActiverRemercier
  5. 5. QUI TOUCHER ? SPECTATEURS « mon expérience s’arrête à la sortie du parc » AUTEURS «  Disney est ma philosophie de vie »   COMMENTATEURS «  J’aime Disney mais je ne suis pas sensible à l’expérience digitale que la marque me propose »  « je chercher à partager les contenus les plus engageants et les plus innovants  »   CONNECTEURS
  6. 6. Disney appartient à tout le monde 4 advocates Une vision par groupe engagement différent à la marque 1 Individu lien affectif unique ConStat
  7. 7. La question Comment accroitre le pouvoir de recommandation tout en valorisant le lien unique entre Disneyland Paris et ses advocates ?
  8. 8. La réponse en vidéo
  9. 9. DEPLOIEMENT Une opération digitale CRÉATION DE CONTENU ENGAGEMENT TEASING PARTAGE VALORISATION REMERCIEMENT
  10. 10. Site évènementiel
  11. 11. En résumé Teasing Concours Site 20 Emblèmes Challenge Cérémonie
  12. 12. Video intéractive Revivre son souvenir Tipp ex
  13. 13. Vers l’infini et au delÀ BORNES À L’ANNÉE SOCIAL MEDIA FEED  
  14. 14. Indicateurs d’efficacité AUTEURS Twitter analytics / FB analytics / Google analytics / Veille des blogs & sites •  16% des fans voient les actualités d’une PAGE •  1 membre twitter = 27 followers
  15. 15. Indicateurs d’efficacité AUTEURS COMMENTATEURS
  16. 16. En images / Vidéo
  17. 17. Retro planning
  18. 18. Budget Site événementiel Vidéo Emailing teasing Evénement 9 000 € 600 € 12 000 € 1 000 € Bornes interactives 100 000 € Plaques 400 € Community manager 15 000 € Honoraires 40 000 € TOTAL 138 000€
  19. 19. Conclusion

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