I created this strategic plan for my JMC 310 Public Relations course. The situation used is completely hypothetical and in no way represents actual plans that Disney Parks and Resorts have for Disney California Adventure Park.
This campaign is designed to increase excitement and awareness around the announcement and construction of the Marvel-themed area we are opening at Disney California Adventure Park in December 2018.
This document outlines our plans to reach and educate existing Disney Parks and Resorts fans, our target family audience and Marvel fans about the new addition to Disneyland Resort. The plan is proposed to begin implementation in July 2017 and continue through December 2018.
The proposed budget is $98,000-$116,000 and will include a large-scale announcement at the Disney Parks and Resorts Presentation at D23 Expo 2017, a follow-up presentation during the Marvel segment at D23 Expo 2017, three press releases, four behind-the-scenes videos for the Disney Parks Blog, two Disney Parks Blog posts and media kits.
Guests of the Disneyland Resort are passionate about Marvel and those stories are currently only being told through character interactions at Disney California Adventure Park. Because the information is still confidential, our target publics do not know about the proposed Marvel-themed area we are opening at Disney California Adventure Park in December 2018.
The Walt Disney Company acquired Marvel Comics in 2009 and since then, Marvel Studios has created popular films including “the Avengers,” “Guardians of the Galaxy” and “Captain America the Winter Soldier.” Eleven movies are already announced and slated to come out through 2019.
In Disney Parks and Resorts, the Marvel Universe has been represented since 2013 with Iron Man Tech Presented by Stark Industries at Innoventions and Thor: Treasures of Asgard and now, Captain America and Spider-Man meet at Disney California Adventure Park.
In 2014, runDisney debuted its first “Avengers Super Heroes Half Marathon Weekend” at Disneyland Resort, where the third annual event will be taking place in November 2016.
In surveys conducted in-park of over 10,000 guests over the last three months with the resort’s Guest Research team, we have recognized that our audience would like to see more about the characters in the Marvel Comics universe. A survey conducted online also indicated that Marvel fans are more likely to visit the Disneyland Resort if there was a stronger presence of Marvel intellectual property.
This is why Walt Disney Parks and Resorts has decided to build a Marvel-themed section in Disney California Adventure Park at the Disneyland Resort. This is an opportunity to reach not only our typical audience of families with children ages 4 to 14, but other demographics as well.
The goal of our campaign is to educate our target publics about the new Marvel-themed area coming to Disney California Adventure Park.
Our target audiences are families with children ages 4 to14 in the United States, Marvel fans and fans of Disney Parks and Resorts.
PLAN TO REACH DISNEY PARKS AND RESORTS FANS
Through this campaign, one of our objectives is for 90 percent of Disney Parks and Resorts fans to know about the new Marvel-themed area coming to Disney California Adventure Park at the Disneyland Resort by its opening in December 2018.
Educate Disney Parks and Resorts fans about what Marvel-themed experiences will be coming to Disney California Adventure Park.
- Announce the new Marvel-themed area that is coming to Disney California Adventure Park at the D23 Expo in July 2017 during the Disney Parks and Resorts presentation to fans attending the expo and media outlets: $30,000-$35,000
- Release a Disney Parks Blog post with details about the new area after the D23 Expo announcement: $200-$400
- Release four behind-the-scenes videos leading up to the opening of the Marvel-themed area to be shared on the Disney Parks Blog: $5,000-$6,000 per video ($20,000-$24,000 total)
Level: This objective will be evaluated based on impact.
Method: To measure the impact, we will conduct both in-park and targeted online surveys. The questions will be added to the current surveys already in effect, in collaboration with the existing Guest Research team. For example, a question will simply ask if the guest is aware of the new Marvel area coming to Disney California Adventure Park. We will go further and also ask if the addition of the new land makes them more likely or less likely (or neutral) to visit Disneyland Resort.
Criteria: We will measure the increase in knowledge based on the number of respondents who say they are aware of the new area. We expect to see a response of “yes” from 70 to 80 percent of respondents. We expect to see a response of “more likely” or “neutral,” from that pool, in the 40 to 50 percent area.
Timing: These surveys will be conducted everyday in-park (at both Disneyland Park and Disney California Adventure Park) and online, after the announcement is made and up until the Marvel-themed area opens in December 2018. This is in line with current Guest Research operations at Disneyland Resort.
PLAN TO REACH FAMILIES WITH CHILDREN AGE 4 TO 14
We want 50 percent of parents of children ages 4 to 14 in the United States to become aware of the new Marvel-themed area coming to Disney California Adventure Park by its proposed opening in December 2018.
Educate families with children ages 4-14 about the Marvel-themed area coming to Disney California Adventure Park.
- Release press release and Disney Parks Blog post about a behind-the-scenes program on ABC in May 2018 about the new Marvel-themed land once ground has been broken and construction has begun; to coincide with “Avengers Infinity War Part 1” movie release: $2,700-$3,200
- Release a press release immediately following the D23 Expo Announcement with information for those media outlets that could not get to D23 Expo: $2,500-$3,000
Level: This objective will be evaluated based on implementation.
Method: We will look at ratings from the ABC program to determine how many people were reached during the broadcast. We will also look at the number of times the announcement is mentioned in the news and utilize content analysis to analyze share of voice and to gather the number of people potentially exposed to messages. We will measure implementation by utilizing our clippings service to gather the information and will analyze it using our in-house media analyst.
Criteria: We expect to average 6.8 million and have television ratings similar to that of “The Wonderful World of Disney: Disneyland 60” presentation, as measured by Nielsen. We expect to see a share of voice of 60 to 70 percent of the market share, as analyzed by content analysis.
Timing: The media ratings will be reviewed per broadcast (including if there are re-runs). We will analyze the media information information every three months leading up to the opening of the new area in December 2018.
PLAN TO REACH MARVEL FANS
Our third objective is to increase Marvel fans’ interest in visiting the Disneyland Resort by an increase in interest by 50 percent.
Educate Marvel fans about reasons they should come to the Disneyland Resort with the opening of the Marvel-themed area.
- Release a press release in collaboration with Marvel in their pressroom: $2,500-$3,000
- Release more information about the Marvel-themed area after the big Disney Parks and Resorts presentation at the D23 Expo at the Marvel presentation later in the day that speaks more to dedicated Marvel fans: $30,000-$35,000
- Share information on the Disney Parks Blog about the Disneyland Resort working with Marvel Collector Corps to include a special edition item in the September 2016 subscription box about the new Marvel-themed area coming to Disney California Adventure Park: $200-$400
- Send creative media kits to media outlets who cover comic book and movie news including Comic Book Resources, Gizmodo, IGN, GamesSpot etc.: $10,000-$12,000
Level: This objective will be evaluated based on impact.
Method: We will be measuring impact through attitude change. The current interest rating of Marvel fans regarding the Disneyland Resort is a two out of five rating, as gathered from Marvel website research. We will use this type of survey to monitor if the interest changes.
Criteria: We will measure attitude change based on the number of respondents who choose a three out of five rating or higher. We expect to see this positive feedback in the 60 to 70 percent level.
Timing: Once the area is announced, we will continue to measure Marvel fans’ interest rating in visiting the Disneyland Resort, comparing it against the benchmark of a two out of five rating every three months, continuing until the opening in December 2018. From there, this will be measured every six months.