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Erin Betman
Company Background
October 16, 1923
The Start of the Disney
Company

October 1, 1972

April 18, 1983

Disney World opens t...
The Problem

Disney
is

HUGE!
Target Audience
Young married
couples
expecting their
first child

Live in the
United States,
Canada and
Eastern Europe
Se...
The Big Idea
• Children who grow up
as Disney fans, tend to
stay Disney fans
• They then pass Disney
to their children, an...
Campaign
• Create social media
groups and email lists
for new parents to
share information about
their babies and Disney
p...
Tools and Tactics
•
•
•
•
•
•
•
•

Facebook
Twitter
Email
Instagram
Tumblr
Pinterest
YouTube
Don’t want it to seem
like ad...
Key Performance Indicators
• Facebook Analytics
• Amount of New
Followers/Subscribers
• Sales of Children’s
Merchandise
Marketing Goals
• Gain 500,000
subscribers to voluntary
email lists in the first
year
• Gain 750,000 members
into new pare...
Budget
25 Million
Dollars
Labor Costs
50 Million
Dollars

25 Million
Dollars

Content
Creation

Digital Resource
Programs
...
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Disney presentation

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Disney presentation

  1. 1. Erin Betman
  2. 2. Company Background October 16, 1923 The Start of the Disney Company October 1, 1972 April 18, 1983 Disney World opens to the public The Disney Channel begins broadcasting 18 hours of programming a day December 15, 1966 March 28, 1987 Walt Disney dies at the age of 65 The first Disney Store opens November 18, 1928 Steamboat Willie is released First Mickey Mouse cartoon December 21, 1937 Snow White and the Seven Dwarfs, Disney’s first feature-length animated film, is released April 2, 1940 Walt Disney Productions issues its first stock July 17, 1955 Disneyland, the first Disney theme park opens July 19, 1950 Treasure Island, Disney’s first completely live-action feature, is released April 18, 1994 March 10, 2009 D23, the official Disney fan club launches online October 12, 2005 Disney is the first to sell original television content through iTunes February 22, 1996 Beauty and the Beast, Disney’s first Broadway show, opens in New York Disney.com is launched July 31, 1995 September 1, 1995 Disney purchases Capital Cities/ABC Disney Online is formed to develop online presence
  3. 3. The Problem Disney is HUGE!
  4. 4. Target Audience Young married couples expecting their first child Live in the United States, Canada and Eastern Europe See Disney as family friendly and trendy
  5. 5. The Big Idea • Children who grow up as Disney fans, tend to stay Disney fans • They then pass Disney to their children, and so on • You never outgrow Disney
  6. 6. Campaign • Create social media groups and email lists for new parents to share information about their babies and Disney products • Opt-in advertising • Mickey’s Moms and Donald’s Dads
  7. 7. Tools and Tactics • • • • • • • • Facebook Twitter Email Instagram Tumblr Pinterest YouTube Don’t want it to seem like advertising
  8. 8. Key Performance Indicators • Facebook Analytics • Amount of New Followers/Subscribers • Sales of Children’s Merchandise
  9. 9. Marketing Goals • Gain 500,000 subscribers to voluntary email lists in the first year • Gain 750,000 members into new parent Facebook pages in the first year • Increase sales of baby products by 25% in the first two years
  10. 10. Budget 25 Million Dollars Labor Costs 50 Million Dollars 25 Million Dollars Content Creation Digital Resource Programs 100 Million Dollars

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