New Media Drivers License

1. Nicole Harrison, NMDL Summer 2014
Disney

2. Introduction
Disney World gives
vacation seekers a
magical trip they will
never forget

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. 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. 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. Media
Channels of Communication:
Twitter - Facebook – Instagram
* Increase followers on Twitter
and Instagram by 20%
through the
#DisneyVacations campaign
* Promoted Facebook posts

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. Advertisement Placements
Facebook
Twitter
Google
Orlando Vacation websites
Florida Tourism websites

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. 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