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Toy Story 3: Where’s Woody? Colleen Canty, Liz Jannarone, Marilyn Lopez and Emilie O’Toole
Agenda Research Situation Analysis Objectives Audience Strategy and Tactics Calendar  Budget Media Outreach Evaluation
Research Disney Pixar Toy Story  Toy Story 2
Situation Analysis Success of “Toy Story” franchise and other Disney Pixar films Summer release Competition from other films New opportunities
Objectives Output Impact Raise film interest, age 17 to 22. Increase college student ticket sales 10 percent by July 2  Expand Disney-Pixar fan base by 10 percent. Expand “Toy Story” franchise fan base by 10 percent  Raise campaign awareness National media coverage Local media coverage College media coverage Two giveaway events with promotional materials Sneak screening for 800 attendees Distribute 2,500 posters
Audience
Strategy  Where are we now? How did we get there? Where do we want to be? How will we get there?
Tactics: Where’s Woody Website – www.WheresWoody.com Contest Student Ambassadors On-campus Giveaway Events Sneak Screening Event
Calendar Calendar for Toy Story 3 Promotion January 4		Launch of the “Where’s Woody” Web site February 12		Ambassadors chosen and briefed March 15 - 31		Initial outreach to selected media targets April 1			Contest commences April 1 - 23		Character appearances and giveaway 			events on campus, coordinated by 				ambassadors April 19 			Distribute media advisory for sneak 				screening event April 23			Contest ends May 1			Sneak Screening Event at the Boston 				Marriott Copley Place June 18			“Toy Story 3” released in theaters across 			the U.S.
Budget
Media Outreach First media push - Campaign News Release  Local media Targeted beats Second media push - Event Media Advisory National and local media Targeted beats
Evaluation Surveys Personal interviews and focus groups Web site analytics
Toy Story 3 PR Campaign

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Toy Story 3 PR Campaign

  • 1. Toy Story 3: Where’s Woody? Colleen Canty, Liz Jannarone, Marilyn Lopez and Emilie O’Toole
  • 2. Agenda Research Situation Analysis Objectives Audience Strategy and Tactics Calendar Budget Media Outreach Evaluation
  • 3. Research Disney Pixar Toy Story Toy Story 2
  • 4. Situation Analysis Success of “Toy Story” franchise and other Disney Pixar films Summer release Competition from other films New opportunities
  • 5. Objectives Output Impact Raise film interest, age 17 to 22. Increase college student ticket sales 10 percent by July 2 Expand Disney-Pixar fan base by 10 percent. Expand “Toy Story” franchise fan base by 10 percent Raise campaign awareness National media coverage Local media coverage College media coverage Two giveaway events with promotional materials Sneak screening for 800 attendees Distribute 2,500 posters
  • 7. Strategy Where are we now? How did we get there? Where do we want to be? How will we get there?
  • 8. Tactics: Where’s Woody Website – www.WheresWoody.com Contest Student Ambassadors On-campus Giveaway Events Sneak Screening Event
  • 9.
  • 10. Calendar Calendar for Toy Story 3 Promotion January 4 Launch of the “Where’s Woody” Web site February 12 Ambassadors chosen and briefed March 15 - 31 Initial outreach to selected media targets April 1 Contest commences April 1 - 23 Character appearances and giveaway events on campus, coordinated by ambassadors April 19 Distribute media advisory for sneak screening event April 23 Contest ends May 1 Sneak Screening Event at the Boston Marriott Copley Place June 18 “Toy Story 3” released in theaters across the U.S.
  • 12. Media Outreach First media push - Campaign News Release Local media Targeted beats Second media push - Event Media Advisory National and local media Targeted beats
  • 13. Evaluation Surveys Personal interviews and focus groups Web site analytics

Editor's Notes

  1. Disney has younger audienceReputation for quality family entertainmentReaffirm their love for the Toy Story franchiseAddress needs of more publics, specifically college students  Where’s Woody campaign