walt disney world digital strategy
DESCRIPTION
My Walt Disney World StrategyTRANSCRIPT
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Walt Disney World Digital Strategy
By: Sarah Masson
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DIGITAL STRATEGY OVERVIEW:
• Bring more families to Disney World
• Increase amount of kids coming to Disney for their birthday
• Enhance overall brand image
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DIGITAL STRATEGY OVERVIEW CONTINUED:
• Increase brand awareness
• Influence decision makers
• Effectively use online tools
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TARGET AUDIENCE:
• Middle-aged males/females with families in the middle class or above
• Young kids (ages 5+) with families in the middle class or above
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SOCIAL MEDIA:
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INTERNET MARKETING:
• Largest part of our digital strategy
• Google AdWords
• Exciting offers and exclusive packages
• Blogging
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BUDGET:
• Factors:
• Social media 30%
• Pays per click 30%
• SEO 20%
• Mobile content 10%
• Email 5%
• Online content 5%
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MOBILE STRATEGY:
• Phone application that includes:
• Contests and prizes
• Blog posts
• News stories/Images +Videos
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MOBILE STRATEGY CONTINUED:
• Phone application also includes:
• Interactive game for kids
• Disney map that features:
• Rides, walking paths, booths, bathrooms, food locations, etc.
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MEASURING SUCCESS:
• 1 year time frame
• Goal is to increase:
• Population of kids coming to Disney for their birthdays
• Sales
• Overall PPC and SEO
• Create an effective and helpful phone application