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Nicole Harrison, NMDL Summer 2014
Disney
Introduction
Disney World gives
vacation seekers a
magical trip they will
never forget
Target Audience
Adults
Children
Family
“You're dead if you aim only for kids.
Adults are only kids grown up,
anyway.” - Wa...
Big Idea
#DisneyVacations
We will use a social media campaign as part of
the digital marketing strategy. We want to:
- Inc...
Social & Digital Media Campaign
The hashtag
#DisneyVacations is
used as our social media
campaign to raise
awareness to ou...
Media
Channels of Communication:
Twitter - Facebook – Instagram
* Increase followers on Twitter
and Instagram by 20%
throu...
Spreading the Campaign
Our goal for #DisneyVacations is to make the
campaign so popular it becomes viral
Becoming viral:
-...
Advertisement Placements
Facebook
Twitter
Google
Orlando Vacation websites
Florida Tourism websites
Budget
Total Social Media Budget: $ 4 million
Strategy: $400,000 takes 3 months
Social Media Promoted Posts : 750,000
PPC ...
Goals
- Create a brand image for
Disney World.
- We want to inspire people
to be involved with Disney
World through the
#D...
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Disney digital strategy

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Disney digital strategy

  1. 1. Nicole Harrison, NMDL Summer 2014 Disney
  2. 2. Introduction Disney World gives vacation seekers a magical trip they will never forget
  3. 3. Target Audience Adults Children Family “You're dead if you aim only for kids. Adults are only kids grown up, anyway.” - Walt Disney
  4. 4. Big Idea #DisneyVacations We will use a social media campaign as part of the digital marketing strategy. We want to: - Increase awareness of vacations - Capture target audience & increase guests - Increase social media presence
  5. 5. Social & Digital Media Campaign The hashtag #DisneyVacations is used as our social media campaign to raise awareness to our target audience, while increasing the number of guests through social media promotion
  6. 6. Media Channels of Communication: Twitter - Facebook – Instagram * Increase followers on Twitter and Instagram by 20% through the #DisneyVacations campaign * Promoted Facebook posts
  7. 7. Spreading the Campaign Our goal for #DisneyVacations is to make the campaign so popular it becomes viral Becoming viral: - Contests to get people to use the hashtag - Celebrity ambassadors to use the hashtag
  8. 8. Advertisement Placements Facebook Twitter Google Orlando Vacation websites Florida Tourism websites
  9. 9. Budget Total Social Media Budget: $ 4 million Strategy: $400,000 takes 3 months Social Media Promoted Posts : 750,000 PPC ads and Internet Radio Ads: 1,000,000 for 3 months Celebrity endorsements:$ 1,000,000 for 3 months Management: $350,000 500,000 for daily adjustments
  10. 10. Goals - Create a brand image for Disney World. - We want to inspire people to be involved with Disney World through the #DisneyVacations campaign. - Build up our customers base by reaching our target audience. - Create lifeling customers who want to keep coming back

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