Steve Randazzo Keynote Presentation

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Steve Randazzo Keynote Presentation

  1. 1. The Magic of Integration<br />Presented by:<br />Steve Randazzo<br />President, Pro Motion, Inc.<br />
  2. 2. Insert “1-Disney GDGDD Opening.mov”<br />
  3. 3. The Magic of Integration<br />Give a Day.<br />Get a Disney Day.<br />
  4. 4. The Magic of Integration<br />Best Overall Promotion (WINNER)<br />Best Multidiscipline Campaign (WINNER)<br />Best Cause-Based Promotion (2nd Place)<br />
  5. 5. Introduction<br />
  6. 6. Insert “2-Disney GDGDD Pro Motion and Disney.mov”<br />
  7. 7. “It’s kind of fun to do the impossible.”<br />- Walt Disney<br />
  8. 8. Insert “3-Disney GDGDD Obama Volunteer.mov”<br />
  9. 9. Campaign Concept<br />
  10. 10. Campaign Concept<br />One Objective<br />Inspire 1 million people in the United States and Canada to volunteer for a day<br />(1 million volunteers x 8 hours = 8 million hours)<br />
  11. 11. Campaign Concept<br />Partnership<br />April 10-16, 2011<br />
  12. 12. Insert “4-Disney GDGDD Cans”<br />
  13. 13. Campaign Concept<br />Disney Departments<br />Promotions<br />Park Operations<br />Public Relations<br />Community Relations/Outreach<br />Special Events<br />CRM<br />Entertainment<br />Broadcast Synergy and Alliance<br />Digital<br />Worldwide Outreach<br />Advertising<br />
  14. 14. Campaign Concept<br />Integration Break-Out<br />Viral Videos<br />Partner with ABC Shows<br />Volunteer Resources<br />National Commercials<br />Media<br />Website<br />Good Morning America<br />Service Projects<br />Kick-Off Events<br />Sweepstakes<br />In-Market Radio and Television Visits<br />National Tour<br />Hospital Visits<br />Street Teams<br />Entertainment<br />
  15. 15. Tour Activation<br />
  16. 16. Tour Activation<br />5-City Launch<br />Chicago<br />Anaheim<br />Launch Slideshow<br />Miami<br />Atlanta<br />Toronto<br />
  17. 17. Insert “5-Disney GDGDD Launch.mov”<br />4.5x6<br />Launch Slideshow<br />
  18. 18. Tour Activation<br />21 Markets<br />Seattle<br />Boston<br />Portland<br />Chicago<br />Sacramento<br />Salt Lake City<br />New York<br />Philadelphia<br />Baltimore<br />Washington, DC<br />San Francisco<br />Las Vegas<br />Los Angeles<br />Dallas<br />Phoenix<br />San Diego<br />Jacksonville<br />Houston<br />Orlando<br />Tampa<br />Miami<br />
  19. 19. Tour Activation<br />In-Market<br />Media Day<br />Street Team Day<br />Project Day<br />
  20. 20. Insert “6-Disney GDGDD In-Market.mp4”<br />5x9<br />
  21. 21. Tour Activation<br />In-Market<br />Media Day<br />Insert “7-Disney GDGDD Media Day.mov”<br />3.75x6<br />
  22. 22. Tour Activation<br />In-Market<br />Street Team Day<br />Insert “8-Disney GDGDD Street Team Day.mov”<br />3.75x6<br />
  23. 23. Tour Activation<br />In-Market<br />Project Day<br />Insert “9-Disney GDGDD Project Day.mov”<br />3.75x6<br />
  24. 24. Results<br />
  25. 25. Results<br />Tour<br />21 hospital visits reached 1,900 children<br />70,000,000 impressions (on-site and in-market media)<br />$11.7M inpromotional media value<br />More than 12,000 spots on participating radio stations<br />1,567 volunteers gave 6,706 hours<br />
  26. 26. Results<br />Campaign<br />56 promotional partners (TV, radio, online)<br />1.2 billion impressions<br />Increased Park attendance over previous year<br />1,000,000 volunteers in 67 days<br />
  27. 27. Wrap-Up<br />Takeaways<br />your marketing strategy<br />Integrate<br />Team Commitment<br />Generate a 360-degree<br />“Sweet Spot”<br />Hit the between brand and cause-related efforts<br />Simple Process<br />Create a for consumers<br />Find a<br />to represent your brand in the field<br />Knowledgeable and Innovative Company<br />
  28. 28. “It’s kind of fun to do the impossible.”<br />- Walt Disney<br />
  29. 29. Wrap-Up<br />Thank You!<br />Steve Randazzo<br />Pro Motion, Inc<br />promotioninc.com/blog<br />facebook.com/promotioninc<br />twitter.com/promotioninc<br />Steve.Randazzo@promotion1.com<br />www.disneyparks.com<br />

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