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A complete PR plan for the mock premiere of Walt Disney\'s upcoming full length 2-D animated film, The Princess and the Frog. PR Plan includes event planning strategy, media plan, budget, press calendar, sample news release, company bio, media advisory and more. Slide show design, implementation and production were all created by me for my media relations class at Boston University in Fall of 2008.
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Hannah Lobel
Marisa Martinez
Tracey Pavlicin
Jackie Williams
R e s e a R C HDisney is leader in the children’s film industry,
followed by Dreamworks Pictures SKG
One of Disney’s most successful brands is the Disney Princess Collection
•Over $3 billion brand
•25,000 products
Enchanted had a $34 million opening weekend
Situation AnalysisWhy PR plan is needed for premiere:
•First movie in new generation of 2-D animated princess classics
•Renewal of past audience interests
Potential problems:
•New audience = new interests to cater to
•Social/cultural changes:
Potential opportunities
•New Orleans setting of film (cause-related PR)
•Jazz music theme
O b j e c t i v e sMain objective: Attract as many people to go
to theaters to view the Princess and the Frog as possible
Impact we plan to make:
•Reach target audience
•Increase store sales
•Remain leader in family entertainment
Output we plan to put in:
•Jazz Festival
•Oprah Winfrey Show
•Katrina efforts
A u d i e n c e Target audience: 2 – 13 year old girls of all backgrounds, races, and family incomes
Girls play fantasy dress-up and use Disney Princess products for their bedroom décor
Children’s influence ranks number one for selecting a movie
Capitalize on these behavioral trends
S t r a t e g yWhere we are now:
Established leader in family entertainment
How we got there:
Films, theme parks, products, internet promotion over past 70 years
Where do we want to be:
Continue impacting imaginations, while growing and learning as a company
How will we get there:
Through PR promotion for The Princess and the Frog
“Never stop dreaming”
t a c t i c sUnrelated to the media:
•Youth Jazz Festival
•The Princess and the Frog premiere
•Proceeds of sales
•McDonalds toys
Related to media:
•Oprah Winfrey Show
•Print publications
•Talk shows/radio shows
C a l e n d a rDecember 2008
•Dec. 26 - Movie trailer released in theaters
August 2009
•Aug. 1- Jazz Festival submissions begin
September 2009
•Movie trailer to be released on television
•Sept. 1- Jazz Festival submissions due
October 2009
•Oct. 15- Jazz Festival participants are announced
November 2009
•Nov. 27- News release for premiere is distributed
December 2009
•Dec. 4- Media Advisory for premiere distributed
•Dec. 5- Youth Jazz Festival
December 2009
•Dec.17 – 18- Tapings of Oprah Winfrey show in New Orleans
•Dec. 18- Premiere Day
January 2010
•Jan 1.- McDonald’s Happy Meal toy release
•Jan. 15- Begin advertisement for sing along version in theaters
February 2010
•Feb. 5 – Sing Along version of The Princess and the Frog to come out in theaters
December 2010
•December 31- Last day for sales of The Princess and the Frog product proceeds to go to Katrina foundations
B u d g e tStaff Time
PR Team's Salary$90,000 x 4 = $360,000
Graphic Designer's Salary$50,000
Event Coordinator (Décor)$100,000
Total$510,000
Out of Pocket Expenses
Temp Agency (150 workers)
$50,000 Park Rental (2 days)
$40,000 Television Advertising
$50,000,000 Print Advertising
$40,000,000 Tent Rental
$500,000 Screen (all inclusive)
$100,000 Furniture Rental
$75,000 Heating and Lighting
$20,000 Travel and Accomodations
$3,000 Contingencies$9,798,000
Total$99,288,000
Grand Total (of both columns)$99,798,000
E v a l u a t i o nImpact we made:
Reach target audience- ticket salesIncrease store sales- net profit from product
salesRemain leader in family entertainment- ticket sales, product sales, dvd sales, website
hits
Output we put in:Jazz Festival- number of kids who entered
contestOprah Winfrey Show- ratingsKatrina efforts- money raised for foundations
Research Methods:
Content Analysis
Focus Groups- kids in target audience and parents
Online survey (connected to kids games)