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Assignment handed out Group signed Assign Roles Contract Project Plan and Workback First meeting Review all material ASSIGNMENT Discuss the Communication Objective(s) & Budget Segment, Target and Position Part Out-Bound Part In-Bound Part Measurement Part ASSIGNMENT Out-Bound Part (Cont.) In-Bound Part (Cont.) Measurement Part (Cont.) & Summary Cross-check all part First draft Meeting with teacher to review our report Edit the report base on the feedback Complete PowerPoint ASSIGNMENT Final editing Final meeting with the professor Complete the report & powerpoint Rehearsal ASSIGNMENT Rehearsal (Cont.) Presentation Due
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Inbound and Outbound Direct Response Marketing Plan Team members names: Kay Wing Man Liu, Junseo Lee, Bilal Fazal, Yingshi Zhou, Linh Nguyen Title of Campaign: Disney +
2 Table of Contents Primary Objectives
4
Communication Objectives
4
Campaign Timing
4
Budget
4
Table 1: Detailed budget breakdown Profile of Segment and Target
4 5
Current user - Figure A (Based on In-House Database)
5
Current user - FigureB (Based on the Commercial List)
6
Current user - Figure C (Based on the Commercial List)
8
The Best customer profile
9
The Next Best customer profile
10
Product’s Positioning in the Market
11
Positioning statement
11
Outbound Marketing Strategy
12
The outbound strategic tools used to reach the target audience
13
The objectives will be achieved
15
How this objectives work
15
How these tools are appropriate for the chosen target market
15
The research for supporting the decisions
16
Inbound Marketing Strategy - The first inbound marketing
19
Inbound Platform Development - The first inbound marketing
234
Inbound Marketing Strategy - The second inbound marketing
267
Inbound Platform Development - The second inbound marketing
346
3 Measurement
37
For the outbound marketing strategy
357
For the inbound marketing strategy
367
Summary
39
Reference
40
4 Primary Objectives ● To increase sales by 20% over 12-month period ● To grow customer database by 10% by February 1, 2021 (forming and building new profitable relationships) Communication Objectives ● To increase the Disney+ awareness by 30% among the adult age between 35 - 49 within 6 months. ● To Increase mobile/ tablet usages by 10% among new users within 3 months. Campaign Timing ● April 1, 2020 – February 1, 2021 Budget ● $500,000 (includes creative and media costs) Table 1: Detailed budget breakdown Item
Quota (e.g.Timing
Cost
/ Quantity For Outbound Website banner design fee Ad space (nation newspaper - digital) fee for the web banner Lifestyle , Billboard (970x250) , premium Coupon design fee - standard size (5.63" x 1.97")+ printing fee
1 time
$40
impression:
$51,796.8
327,000 / 16 weeks 60000 pcs
$9000
1 time
$1,099
2 months
$90
1 time
$30
100pcs
$4,235.95
YouTube influencer commission
1 time
$50,000
YouTube Ad design fee
1 time
$5
For Inbound For 1st inbound strategy Landing page design fee Landing page domain fee Design fee of the Disney quizzes’ prize package Disney quizzes’ prize package
5 Ad space (YouTube - Pre-roll)
Reach 300,000
$60,000
viewers Ad space (YouTube - Mid-roll)
Reach 300,000
$60,000
viewers For 2nd inbound strategy Leaderboard banner design fee
1 time
$40
Facebook ad design fee
1 time
$15
Ad space (Facebook) fee
10 months
$50,000
Ad space (kids game website) for the leaderboard banner
10 months
$24,320
1 time
$1,099
10 months
$450
1 time
$79,750
10 months
$450
1 time
$35
30,000 psc
$67,502.20
Landing page design fee Landing page domain fee Microsite design fee Microsite domain fee Gift set design fee Gift set fee Total: Profile of Segment and Target Current user - Figure A (Based on In-House Database) ● Demographic -
Female and male
-
1 to 5 children
-
Married/ single / Common-Law
● Psychographic -
Moderate self-esteem, fairly confident
-
Does not believe in climate change
-
NDP
-
Early Adopter
● Geographic
$459,957.95
6 Live in Vancouver, Halifax, Stratford, or Brampton. ● Behavioural -
Film Buff (loves movies and movie trivia)
-
Work is important
-
Values adventure
-
Likely to collects souvenirs per year (e.g. stamps, cars, chopsticks, trash)
-
Goes bird-watching 2x per week
-
Hates parties and socialising
-
Attends TIFF annually
● Benefit Segmentation -
Call to complain daily
-
Call to provide team with compliment 2x over last year
● Customer Care Contact -
Called to provide team with compliment 2x over last year
-
Calls to complain daily
● Usage Rate Segmentation -
Heavy User (Purchase 7 - 10 times within last year)
-
Brand loyalty
Current user - Figure B (Based on the Commercial List) Source: Vivadata / Medium/ Heavy Movies-# 2+ Times Attended-Past Month ● Demographic -
Male and female
-
35-49 year old
-
Married/ Living Together
-
Couple With Children Living at Home
-
HHI $75,000-$99,999
7 -
University/Other Non-University Cert. above
-
Full time
● Psychographic -
Agree advertising influences my purchase decisions
-
Agree advertising keeps me up to date about products/services available in the marketplace
-
Agree online TV streaming services have changed the way I watch television
-
Because of online TV streaming they now watch more television than they used to
-
Agree being able to stream or listen to the radio online has changed the way I listen to the radio
-
They couldn't live without my mobile phone
-
Often refer to the internet before making a purchase
-
Feel lost without my mobile phone/smartphone
-
Agree online product reviews have a major influence on my purchasing decisions.
-
They like to pursue a life of challenge, novelty and change
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Usually is the first amongst my friends to know what's going on
-
Enjoy entertaining at home
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Enjoy spending time with my family
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Agree sports and recreation are important to my family
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Agree when they see a new brand they often buy it to see what it's like
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Even though they have a favourite brand, if another brand is on special offer they buy it instead
● Geographic -
Live in Ontario
● Behavioural -
They often sit down for a meal together at home
-
They check a number of sources before making a significant purchase
-
Prefer to use internet via mobile
8 ● Usage Rate Segmentation -
Heavy User (Watch movie more than 2 times monthly)
Current user - Figure C (Based on the Commercial List) Source: Vivadata / Online Viewing (TV/Video)-Time Spent Watch/Stream/Past 7 Days [5 hours+] ● Demographic -
Male & Female
-
35-49 year old
-
Single or Married/Living Together
-
Couple With Children Living at Home
-
HHI $40,000-$59,999
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University/Other Non-University Cert. above
-
Full-time job
● Psychographic -
Agree online TV streaming services have changed the way they watch television
-
Because of online TV streaming they now watch more television than they used to
-
They couldn't live without my mobile phone
-
They often refer to the internet before making a purchase
-
They feel lost without my mobile phone/smartphone
-
Agree online product reviews have a major influence on their purchasing decisions
-
They usually are the first amongst their friends to know what's going on
-
Music is an important part of their life
-
Agree it is important their household is equipped with the latest technology
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They like to enjoy life and don't worry about the future
-
They often do things on the spur of the moment
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They find they are easily swayed by other people's views
-
They consider themselves to be a creative person
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They have a keen sense of adventure
● Geographic
9 -
Live in Ontario
â—? Behavioural -
Prefer to use internet
-
They wait until technology becomes cheaper before considering a purchase
-
When they see a new brand they often buy it to see what it's like
-
Even if they have a favourite brand, if another brand is on special offer they buy it instead
-
They check a number of sources before making a significant purchase
â—? Usage Rate Segmentation -
Heavy user (Spent more than 5 hours in the past 7 days to watch/streaming online viewing (TV/Video)
The Best customer profile The target audience in Figure C will be the best customer of Disney +. First, the usage rate in the segmentation for the Figure C is higher than other figures. Besides, the usage rate in Figure C is especially aimed to online viewing, and Disney + is a video on-demand streaming service. Therefore, it will be more closely to match with the products and services. All in all, the best customer for Disney + is a full-time adult aged between 35 and 49 with a household income between $40,000 and $59,999, university/another non-university certificate, living in Ontario. Moreover, they are either single or married, or living with their partners, or they are a couple with children living at home. They think online TV streaming services has changed the way they watch television, and has affected them to watch more television than they used to in the past prior to online streaming. They are addicted to their mobile. Also, they often refer to the internet and take a look at the review before making a purchase, and they are easily swayed by other people's views. Then, they usually are the first among their friends to know what's going on. They think music is an important part of their life. They like to enjoy life and don't worry about the future. They often do things on the spur of the moment, and think that it is important for their households to equip with the latest technology.
10
The Next Best customer profile The target audience in Figure B will be the next best customer of Disney +, as this figure has a similar profile with the best customer (Figure C) except they have a higher household income at $75,000-$99,999.
11 Product’s Positioning in the Market
Premium
Licensed content
Own Content
Standard Figure 1. Product positioning map of Disney +
Positioning statement For the family who wants to enjoy watching more personalization video with a wider choice with convenience, comfort, and speed in premium feature, Disney+ is the subscription video-on-demand streaming service that satisfies the customer’s streaming needs by offering a premium service and more owned content. Unlike Netflix and other streaming services which have to pay extra for 4k viewing, Disney + offers all of this in one price.
12
Outbound Marketing Strategy We will focus on our next best customer (Figure B) in the outbound marketing strategy as we want to win over competitive loyals and non-users. Based on the research (Vividata, 2018): ● 51.0% of the targets in Figure B are more likely to take a vacation or personal travel with children on trips in the past 12 months. ● 35.7% of the targets in Figure B took the vacation or personal travel with children on trips in the past 12 months. ● 25.0% of the targets in Figure B are more likely to have a vacation or personal travel by air in the past 12 months. ● 39.3% of the targets in Figure B have a vacation or personal travel by air in the past 12 months. ● 39.3% of the targets in Figure B traveled outside Canada for a vacation in the past 12 months. ● 24.0% of the targets in Figure B are more likely to travel outside Canada for a vacation in the past 12 months. ● 72.4% of the targets in Figure B agree that they always look out for special offers. ● 37.9% of the targets in Figure B agree that they tend to make impulse purchases, and they are 31.0% more likely to do that. ● 20.7% of the targets in Figure B agree that they buy new products before most of my friends, and they are 17.0% more likely to do that. ● 37.9% of the targets in Figure B agree that when they see a new brand they often buy it to see what it's like, and they are 44.0% more likely to do that. ● 48.3% of the targets in Figure B agree that they think that well-known brands are better, and they are 33.0% more likely to think like that. ● 48.3% of the targets in Figure B agree that shopping online makes their life easier, and they are 41.0% more likely to think like that.
13 â—? 48.3% of the targets in Figure B agree that shopping online makes their life easier, and they are 41.0% more likely to think like that. â—? 24.1% of the targets in Figure B are personal use to plan or make a purchase by email coupons, and they are 31.0% more likely to do that. â—? 55.2% of the targets in Figure B are frequence to use flyers or inserts to purchase home entertainment items, and they are 23.0% more likely to do that. The outbound strategic tools used to reach the target audience 1. Sample: When consumers purchase one of the Disney vacations and opt in the special offers, they will receive a free 3-month trial of Disney+. After the free trial is complete, the consumer can purchase an additional 9 months at half price which incentivizes them to continue using the service and becoming an adopter. 2. Coupon: After the customer completes the free trial of Disney + for 3 months, they are able to continue enjoying the 20% off the Disney+ service for 9 months by using the coupon. As well, people can receive the coupon when they purchase any Disney Movie DVD/Blu-ray, and they can enjoy 20% off the first purchase of Disney+ service. After the customer makes a purchase of any Disney Blu-ray or DVD they will receive a free coupon in encouraging them to try the service for one month for free. 3. Loyalty Program: Based on the Database built from The Disney Vacation and DVD coupon offers, we will email our consumers the D23 membership offer through an application. If the customer signs up for the membership using the application, they will receive Disney + with signing up through the membership as part of the perks of being a D23 member.
14
Figure 2. Demo of the coupon using for “DVD/Blu-ray� plan
Figure 3. Demo of the web banner on digital newspaper.
15
Figure 4. Demo of the web banner on digital newspaper. The objectives will be achieved Primary Objectives -
To increase sales by 20% over a 12-month period.
-
To grow customer database by 10% by February 1, 2021 (forming and building new profitable relationships).
Communication Objectives -
To increase the Disney+ awareness by 20% among the adult age between 35 -49 year old within 6 months.
-
To Increase the usage of mobile/ tablet by 10% among new users within 3 months.
How this objectives work When a consumer books a Disney Vacation package which pairs with Disney +, it can help to increase the awareness of Disney +, because it lets people who purchase the vacation package know about the Disney + is a service they offer. Then, as the people have to register the free trial of Disney+, we will be able to collect the information from them to help build our database. This means we can grow our customer database substantially. Besides, the target can enjoy half off the next 9 months after the free trial ends. It allows us to increase sales over a 12-month period by the discount being offered to the customer. How these tools are appropriate for the chosen target market First, the next best customer group (Figure B) is between the ages of 35-49 with a household income of $75,000-$99,999, which means they would have enough discretionary income to spend extra on vacations, entertainment, and some other non-essential goods and services as well. In addition, based on the report (Vividata, 2018), the targets in Figure B are the heavy traveler that
16 they enjoy the vacation or personal travel outside Canada by air. Then, according to Statistics Canada, tourism expenditure in Canada rose 0.6% in the 2nd quarter of 2019 following a 0.5% increase in the 1st quarter. Also, compared to 2018, the number of outbound travelers in Canada was 2.8% higher in the first 9 months of the year (Statistics Canada, 2019). Whether they travel individually or with friends/families, they need to book hotels and flights, and that is when Disney+ can bundle with these booking packages. The sampling and coupon through the travelling product can reach our targets effectively as they are heavy travelers. As Figure B has a high value and high risk for Disney +, offering the sampling and discount can help change them into Disney + loyal consumers. First, sampling is effective for introducing its features and benefits, and it is one of the most effective sales promotion tactics. Second, it helps shift any lagging adopters into new users who want to try the service. This will help to increase awareness and expand our consumer base. The research for supporting the decisions Here are the statistics that support the evidence, in which lodging business including campsites, hotels, and other lodging types is in growth since 2014 (Euromonitor, 2019).
Table 2: Other Lodging Sales: value 2014 - 2019
17
Again, airline sales experienced growth between 2014 and 2019 as well, it is anticipated to continue growing due to the increasing inbound and outbound traveling demands in Canada (Euromonitor, 2019).
Table 3: Airlines Sales: Value 2014 - 2019
The following outbound campaigns are based off of the research of our target market and their personal characteristics. For the outbound campaign, we will be trying to achieve is Disney Vacations together with Disney +. We will offer an exclusive Disney+ deal to those individuals who book vacations at any one of the 2 resorts in North America. When you sign up for a vacation with Disney Vacations and opt into our other offers, we will be giving consumers 3 months of Disney + for free. That is a value of $39.99. Moreover, this will be voluntary when to entice the consumer to continue using Disney+ after the free trial ends. If they sign up for 6 more months of Disney +, they will get 10%
18 off their next Disney Vacation. The promotion will run from April 1, 2020 until February 1, 2021, just before our 50 anniversary of Disney World celebrations. What we hope to achieve with this campaign is to build a database with the individuals who sign up for our resort vacations. Again, this will be voluntary when opting for our special offers. We will be collecting data from whoever opts in. By allowing us to gather the data, we can get much more consumer insights into who exactly are taking vacations and helping us target more specific targets. As we stated earlier in the personality traits of the next best target, this target group enjoys taking vacations and this incentive will help Disney + gain brand loyal subscribers. Our strategy is perfectly made for our target group, which is why this strategy is effective. Also, Disney resorts are on the top 20 list of travel destinations for Canadians around the world, which is why this would be a perfect opportunity to expand the consumer base of Disney + through these methods.
Another outbound marketing plan for Disney + is that we will be offering a coupon for a free trial of one month with the purchase of any Disney Movie DVD/Blu-ray. With the shift from the physical medium and the wave of streaming services, this will help shift usually lagging adopters into maybe earlier than expected adopters. We hope to achieve the goal of wanting people who want to own media a way to easily convert them, and once they see the Disney + and offering what they have, we expect them to get hooked. The shopping habits of our target audience is they actually enjoy purchasing home video entertainment, and they also enjoy using the internet. Therefore, if we are able to shift their habits from purchasing physical media and making them use the streaming service with the coupon offer, this will help us gain new subscribers, and also conceive lagging adopters to switch over.
Figure 5. The logo for D23
The final outbound marketing campaign is the D23 Fan club ( The Official Disney fan club in the world) app. Our goal with this campaign is to increase the mobile integration for our
19 consumer base using Disney+. With the database expanded, we will reach our potential consumer base with an offer to download the D23 app. If the consumer downloads the app, it will prompt them to sign up and give them purchases options .The memberships range from $99.99 for one individual to $129.99 for a family of 4. The Value of Disney + is $69.99, so we will offer them Disney + for free for 1 years: June 1, 2020 – December 31, 2020 between the period, if they sign up through the app from one year of service, and the D23 memberships if you were to buy it without promotion. With D23, some of the things that already come with it additional to disney + annual gifts further discounts and many more special offers.
Figure 6. Gold member benefits Inbound Marketing Strategy [The first inbound marketing: The contest of Disney + songs cover] ● Promoting Inbound Strategy ○ A contest idea Audiences will be able to enter the contest through a video that covers the songs of the movies belonging to Disney +. According to the research, Disney +’s best targets agree that music is an important part of their life. Moreover, Disney + movies are famous for having good quality songs, and many people listen and sing these songs. That's why this contest will attract a certain amount of people. A headline is 'Be the voice of the next Disney + movie!'. This phrase can strongly attract Disney’s fans having strong loyalty. Since our targets are couples with children living at home, we divide the competition into adults and children to increase participation. This inbound marketing aims to increase Disney+ awareness by 30% among the adult age between 35-49-year-old within 6 months. Since this contest will offer prizes that will attract the target, and when the
20 customer is interested in the contest, they will realize that Disney + is launched currently. In order to reach the goal of increasing sales by 20% over-12-month period, this contest offers free service + as a prize. This can increase the possibility of customers initiating to purchase the service after the free trial ends. To reach the goal of growing customer database by 10% by February 1, 2021 (forming and building new profitable relationships), this contest can ask participation’s preferences for communicating with them when they apply for the contest. ○ Digital Ad for promoting the content In December 2019, YouTube has more than 1.9 billion logged-in visits each month. 149 million people log in to YouTube every day. Viewers watch YouTube videos for an average of 1 hour a day. Lastly, there are over 5 billion video views each day (Stout, 2019). Our target is 35-49 years old. Generation X accounts for more than 1.5 billion views on YouTube every day (Hayes, 2019).
In the 3rd quarter of 2017, Youtube is the leading social network in Canada with 74%. This ad campaign is best suited to run on Youtube (Clement, 2017).
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Figure 7. Video View Growth on Facebook and YouTube Also, according to this chart, Youtube video views are high in all areas except business (Erickson, 2019). Therefore, this promotion will be advertised and promoted on YouTube. ● Influencer outreach According to the research, Disney +’s best targets agree that they usually are the first among their friends to know what's going on. Moreover, as Youtube grows, many people watch Youtube videos, and Youtuber's influence grows. Moreover, 80% of marketers said that influencer marketing is effective. Google searches for "influencer marketing" grew 1500% since 2016 (Baker, 2019, para. 17). Therefore, the event will be promoted through the famous YouTubers, who have the cover video of songs as the main content to attract many people in a short time. These YouTubers will cover the Disney + song first and post a video covering the song and introducing this event.
Figure 8. Demo influencer outreach ad on YouTube ● Online Videos
22 Contest's commercial, with Disney's famous songs medley as background music, will be posted on YouTube as pre-roll and mid-roll ad. This ad introduces the prizes and how to apply. The link will be added to the landing page to make it easier for the audience to access. The ad will be highlighted the headline "Be the voice of the next Disney movie" during the commercial to encourage audiences to visit the landing page.
Figure 9. Demo of the Pre-Roll / Mid-Roll ad on YouTube â—? Platform This promotion will be placed on a landing page. Since the landing page can be tailored to meet the business goal and can encourage visitors to take action. Moreover, the landing page can set up clear actions so users can take action as easily as possible (McCormick, 2016, para. 4 - 6). These benefits are needed to get the audience to fill out the application to participate in the contest: "Be the voice of the next Disney movie".
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Figure 10. Demo of the landing page â—? Key message The headline is 'Be the voice of the next Disney + movie!'. The contest gives the winner an opportunity to participate in the soundtrack of the next Disney + movie and post their video on the Disney + homepage. It will make the audience feel that they are a part of Disney +. Inbound Platform Development [The first inbound marketing: The contest of Disney + songs cover] â—? Landing page The landing page announces that Disney + holds the contest of covering songs from Disney + movies. The landing page contains the information of this contest and application form.
â—‹ Offer
24 -
This competition will select three winners in each category (Adults & Children). Also, the winner's video will be posted on Disney +'s main page for six months. Whoever wins the first prize will get the opportunity to participate in the soundtrack of the next Disney + movie.
-
100 participants will receive the package of goods (ex. Elsa's Gloves, Captain America's Shield, Darth Vader’s Mask) of the movies in Disney + as the raffle prizes, so that they can be interested in other movies in Disney +. It will be announced through email.
○ Call to action -
The marketing wants customers to be interested in launching Disney + and hosting events for Disney fans. It allows customers to browse the movies belonging to Disney + to enter the competition. We will also collect their emails for the announcement of the results during the entry process. Participants will have a checkbox asking whether they will agree to receive marketing information.
-
Add YouTube video views and likes to the criteria to make more people know Disney +.
○ Response device -
The landing page contains an entry form. It is located next to the description of the contest to make it easier for the audience to take action.
25
Figure 11. Demo of the entry form
â—? Detail â–ś Schedule 1) Participation Period:
26 May 04, 2020(Mon) 12:00AM ~ Jun 30, 2020(Tue) 11:59PM 2) Post on YouTube: Aug 01, 2020(Sat) 12:00AM (*The number of views and likes will be counted by Sep 30, 2020(Wed) 11:59PM) 3) Winner Announcement: Oct 15, 2020(Thu) 12:00AM (Winners will be announced through e-mail address participants provided) ▶ Participation Method Fill out the application form in the landing page. ▶ Winning Selection Criteria (*Disney + selects the appropriate videos first and posts them on Disney +’s YouTube channel.) - Disney + Evaluation 50% - Youtube Views 25% - Youtube Likes 25%
Inbound Marketing Strategy [The second inbound marketing: "Who are you in Disney world?"] ● Promoting Inbound Strategy ○ A content idea Step 1: Customer will see the ads as leaderboard banners on websites and Link click ad on Facebook. When they feel interested about the ad, they will click on the ad and it leads them to a microsite Step 2: Customers can do a quiz through the microsite to discover which of the Disney character they will be. Disney is aimed not only at children but also at parents or adults who still have a child-like spirit, and appreciate the lessons learned in their movies. The kind of quiz must be appealing to entice people's curiosity. Headline is "Who are you in Disney world?",because the objectives here are targeting at family members including mom, dad and kids.
27 Step 3: After answering the questions, customers will be required to sign up for their email to get the information about the character that matches with them. Step 4: Disney+ will send them an email back, which has the character and information. Also, Disney+ will offer them to register to get a free package with this Disney character. The information includes name, age, gender, address and subscription to Disney + for future news and promotions. The inbound campaign will seamlessly converted into outbound campaign because the offer will be given to the consumer after the survey form. Step 5: A package which includes 1 poster with the full detail about information of the character in the back, a coupon offer 15% off for the first purchase Disney+ using special code, and 2 special stickers (the matching characters and Disney logo). Step 6: From the database, Disney now can convert the percentage of customers who subscribe and buy the product. â—‹ Digital Ad for promoting the Content Facebook:
Figure 12. Social Network Users Worldwide, by Platform, 2019 & 2023 According to Enberg, J (2019), Facebook is and will be the number one top social network users worldwide from 2019 to 2023 with 2021.7 million users. With the average of 58 minutes of spending everyday on Facebook, users can see and interact in a lot of news, activities ( Dustin W. Stou), 2019)
28
Figure 13. Social Media Advertising Costs
With the average advertising cost ($0.97) (Webfx, n.d), Facebook is the cheapest place to advertise. Therefore, this promotion will be run and promoted on Facebook Kids game Website: All the websites are safe for kids and can be found by parents. List of potential websites to advertise: CBC: https://www.cbc.ca/kidscbc2/games Safe kid game: https://www.safekidgames.com/ Sesame street: https://www.sesamestreet.org/ Very well family: https://www.verywellfamily.com/best-free-educational-websites-for-kids-3129084
29 The above websites are known to be kids-friendly and safe, and running web banners on this site will engage our audience directly. While children do not have purchasing power, they can still greatly influence older members in their families or among friends to make purchasing decisions. â—? Website Ads: Leaderboard banner will be placed on top of the website so that it can catch the attention when customers just get in the website.
Figure 13. Demo of Leaderboard banner
Figure 14. Demo of Leaderboard banner on the kids game website
30 Facebook Ads:
Figure 15. Demo of the ad on Facebook â—?
Platform:
31 This promotion will be running on microsites for a period of time in order to advertise for Disney +. Using microsite can help Disney + increase brand awareness, engagement from the audience, also focus on our specific audience group.
Figure 16. Demo of the main page of the Microsite
Figure 17. Demo of questions in the quiz
32
Figure 18. Demo of submission page in the Microsite
Figure 19. Demo of email result
33
Figure 20. Demo of submission form in the email
Figure 21. Demo of the package (result poster + Stickers + Coupon)
â—? Key message
34 With the headline "Who are you in Disney world?", viewers will be curious as to which character they are in, they will click on the ad. With this strategy, we achieve primary objective with increasing sales by 20% over a 12-month period, growing customer database by 10% by February 1, 2021 (forming and building new profitable relationships). Also, communication objective is increasing the Disney+ awareness by 30% among adults aged between 35-49 year old within 6 months.
Inbound Platform Development [The second inbound marketing: "Who are you in Disney world?"] ● Microsite The microsite page show the quizzes that people can match them with a Disney character. ○ Offer After completing the quizzes, users will be asked to register an email to get the character that matches. After that, they will receive an email with their characters and some general facts. Also, they will be asked to provide their information like age, address to get a full package. The package will be included full details of character, 3 stickers of that character and an offer of 15% off for the first purchase of Disney+. ○ Call-to-action The marketing team wants customers to be attracted to the new Disney service. If the customer does not know the character after they make quizzes, they will feel curious, excited and want to learn more about the characters and content of the movie. -
Subscribe to Disney+ to get more information about future promotion.
-
Fill the information from name, age to address to get the Disney + package.
-
Purchase Disney+ service with the coupon discount.
○ Response device
35 The Microsite contains quiz form. In the email which will be sent back to the customer, will require to subscribe and fill in an entry form.
▶ Schedule 1) Disney + character quiz website launch :April 01 (Wed) , 2020 12:00AM 2) Ads post on Facebook and banners on websites: April 01 (Wed), 2020 12:00AM 3) Event ends: February 29 (Wed), 2021 11:59 PM 4) Data collect: March 1 (Thurs), 2021 12:00AM Measurement For the outbound marketing strategy ➢ Website banner ad:
For the website banner ad on the digital newspaper website, Disney+ can measure success through the click-through rates (CTRs) data to know the number of people who have clicked the ad. It represents the response rate of the campaign, and the percentage of tangible action
is taken by the target. Disney+ can understand how much awareness is gained. ➢ The website:
Disney+ can gain the data of the Conversion Rate. People go to the website through the web banner ad, and people enjoy the free trial of Disney+ for 3 months. It shows the percentage of those completing the action that Disney+ wants, and the result of the percentage of tangible action is taken by the target.
➢ Coupon:
36 For the coupon which follows by the purchase of DVD/Blu-ray, Disney+ can measure the number of people using coupons to purchase the service.
For the inbound marketing strategy ➢ The ad on YouTube, Facebook or Kids games website:
It is similar to the website banner ad used in outbound marketing strategy. Disney+ can gain the CTRs data to see how many people have visited the landing page through the ad, and knowing how Disney+ increases the awareness. Then, Disney+ can gain the data of the Conversions Rate to measure about the percentage of tangible action is taken by the target.
➢ The video ad on YouTube:
It is similar to the website banner ad used in outbound marketing strategy. Disney+ can gain
the CTRs data to see how many people have visited the landing page through the video ad, and knowing how Disney+ increases the awareness. Then, Disney+ can understand the number of times the ad has been viewed. It also represents the metric of awareness. ➢ Contest: Disney+ can measure the percentage of awareness increased and the success of the strategy by the number of people who have participated in the contest. Summary At the end of this campaign (which runs from April 1, 2020 – February 1, 2021), what we hope to achieve is using our inbound and outbound strategy in capturing all new consumers to the already fastest-growing streaming service ever (CNBC,2019). The Target being the ages of 35-49 male or female and married with kids under 12 with a household income of at least $75,000+ in Canada. With Disney +, there is an opportunity to capture this market and make both early adopters and lagging adopters consumers. We hope to achieve the measurements that were put forward by
37 using Disney core products to bundle or entice consumers to try and hopefully convert them into lifelong Disney + subscribers. Also, with our unique contest and signing up to discovering your Disney character, this will greatly expand our database and achieve who and where we need to target in the future. This differs from our outbound campaign, when we will have people with their permission of course, opting into special offers buy booking a disney vacation, a ready database of people who are using or interested in other Disney products helps us achieve a loyal consumer base already. Also by creating the contest “Be the next Disney star”, this will engage a whole new demographic, and with our other inbound campaign “Discover you Disney” , it will create young and old participants in a wide range and give us unlimited possibilities. Finally our competition does not have the resources or the clout that Disney has. Our main competitor Netflix had a 7 year head start but have already in only 3 countries signed up 10 million people in the first month (CNBC,2019). In the end we hope that all our consumers wish upon a star and their streaming wishes come true, because we believe in making lifelong memories that every generation can share on Disney +.
38
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