Walt Disney World Digital Strategy

By: Sarah Masson

DIGITAL STRATEGY OVERVIEW:

• Bring more families to Disney World

• Increase amount of kids coming to Disney for their birthday

• Enhance overall brand image

DIGITAL STRATEGY OVERVIEW CONTINUED:

• Increase brand awareness

• Influence decision makers

• Effectively use online tools

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

SOCIAL MEDIA:

• Facebook

• Twitter

• Instagram

INTERNET MARKETING:

• Largest part of our digital strategy

• Google AdWords

• Exciting offers and exclusive packages

• Blogging

BUDGET:

• Factors:

• Social media 30%

• Pays per click 30%

• SEO 20%

• Mobile content 10%

• Email 5%

• Online content 5%

MOBILE STRATEGY:

•  Phone application that includes:

• Contests and prizes

• Blog posts

• News stories/Images +Videos

MOBILE STRATEGY CONTINUED:

• Phone application also includes:

• Interactive game for kids

• Disney map that features:

• Rides, walking paths, booths, bathrooms, food locations, etc.

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