Prof Comm Presentation


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Prof Comm Presentation

  1. 1. The Walt Disney Company “There’s a great big beautiful tomorrow shining at the end of every day”
  2. 2. Introduction  TheWalt Disney Company, officially established in 1923, has been a leader in Public Relations, Personal Selling, Sales Promotion, and Advertising throughout their rich history  Company seems to follow the model set by the lyrics to the song from Disney’s Carousel of Progress: “Man has a dream and that's the start He follows his dream with mind and heart And when it becomes a reality It's a dream come true for you and me”  Each area illustrates how Disney lives up to this model
  3. 3. History “It was all started by a mouse” – Walt Disney
  4. 4. History of the Company  Walter Elias Disney, Born 1901  Started animation company with his brother Roy  Mickey Mouse debuted in 1918  Expanded business to parks, television, radio, and more
  5. 5. Public Relations “The way to get started is to quit talking and begin doing”
  6. 6. Public Relations for Disney Parks  Head of worldwide public affairs: Leslie Goodman  Controlling of press releases  Deaths in Disney
  7. 7. Disney in the Community  Focus on making Disney available to everyone  Radio Disney  Targets younger fans and their parents
  8. 8. Personal Selling “To all that come to this happy place: welcome. Disneyland is your land.”
  9. 9. Company Wide • Forbes Magazine’s Most Reputable Company 2013 • “Four Keys Basics” • Cast Members are trained to use these personal selling Techniques • Provides consistency in service
  10. 10. Disney Parks vs. ABC Television Group • Directly interact with guests • Provide magical moments • TrainedTravel Agents • Radio Disney Road Crew • Prizes/Contests • Nationwide presence *Personal selling efforts made by other businesses (e.g. Studios) are minimal in comparison to the ones shown
  11. 11. Sales Promotion “You’re dead if you only aim for kids. Adults are only kids grown up, anyway.”
  12. 12. Sales Promotion Overview  Promotion of a company means connecting and communicating with the public in order to get them interested in to buy your companies products and or services.  3 largest areas of sales promotion: -Parks and Resorts -Film andTelevision -Sports Media Networks
  13. 13. Parks and Resorts  Sales promotions job is to promote the parks/resorts by making them appealing to people of all ages  Total of 11 parks/resorts specifically placed in certain areas around the world  Disney is promoting the MagicYourWay Package
  14. 14. Film and TV  Disney has made over 300 movies and continues to that usually appeal to younger children  They have been bringing back old movies such as Cinderella to appeal to older people as well as younger people  ABC and ABC Family Networks  Disney Channel  Commercials/ movie trailers
  15. 15. Sports Media Networks  ESPN  Worth 40 mil out of 84 mil  ESPNWideWorld of Sports Complex
  16. 16. Advertising “I have been up against tough competition all my life. I wouldn’t know how to get along without it.”
  17. 17. 3 Main Advertising Focuses  Disney Parks  Disney Hotels  Walt Disney Studios
  18. 18. Disney Park Advertising  Lure of bringing animated Disney characters to life  Allowing other companies to advertise in the parks.  Constantly improving and adding rides
  19. 19. Disney Hotel Advertising Offering package deals for Disney Hotels Extending the Disney experience
  20. 20. Walt Disney Studios • Merchandise opportunities that arise from Film and Television projects • Expensive cost of advertising films • Creating their own market from their Productions. (Disney Channel, Disney Stores)
  21. 21. Advertising in other Areas  “I’m going to DisneyWorld!”Well known slogan Super Bowl MVP’s always scream after game  Using celebrities as promotion for the Company
  22. 22. Conclusion  Bring entire company up to same standards as the Parks  Expand target audiences  Ending scammy/dishonest practices or be more open about them to change perception  “We keep moving forward, opening new doors, and doing new things, because we're curious and curiosity keeps leading us down new paths.”