DisneyDaze

Marketing Plan

TABLE OF CONTENTS
EXECUTIVE SUMMARY 2
I.

MARKETING STRATEGY. 3

II.

PRODUCT.......... ................. 5

III. PRICE.................. 6
IV. PROMOTION.. 7
WEBSITE/APPLICATION7
SOCIAL MEDIA...7
MOBILE MARKETING. 8
EMAIL MARKETING 8
CONTENT MARKETING..... 8
ANALYTICS.. 8
V.

DISTRIBUTION 9

VI. BUDGET AND SALES FORECASTING. 13

SWOT ANALYSIS.. 15

Executive Summary
Our ultimate goal for our product DisneyDaze, is to provide a seamless, easy, accessible, and
affordable streaming service containing new, and everyones favourite old classic Disney movies,
television shows and music. To put into words, our mission statement is to deliver Disneys
industry leading content globally and domestically. While using Disneys vast portfolio of brands
and content, we will deliver the most creative and innovative programming. It is universally
known that Disney is an integral and influential part of the lives of people of all ages and
generations past and present. With DisneyDaze, decades of Disneys content will be available on
a singular platform, bringing nostalgia to every demographic who enjoys the magical works and
productions of Disney.
When using our service, consumers will be able to receive high-speed, and HD quality media,
available on internet browsers, Android and IOS apps, as well as Smart TVs. With tactical and
strategic planning, we see our product becoming immensely popular, receiving excellent reviews,
and becoming a household name, while making a great deal of profit in return. From observing
our competitors, such as Netflix, Amazon and Hulu, we closely recognized their strengths but also
their weaknesses and threats, and from that, we believe that we are well equipped with the skills
and tools to avoid the negative trends that they tend to experience.

Promotion
Disney Daze is an online service and respectively our promotion will be tailored to a full spectrum
digital marketing strategy that is renouncing from traditional paid media such a s, print, TV &
radio commercials or billboards. Instead, our aim is to distribute the budget towards the most
effective digital marketing channels such as:
1. Website & Native Application

The website and native application represent

our core resources for streaming the content
to our customers; we will develop the
following strategies:

Create a User Interface (UI) & User Experience

(UX) to create a comfortable long time

browsing to keep a low Bouncing Rate. That imply mostly Interactive Visuals, Simplicity &
Clarity.

Web application security through using HTTPS protocol and various account verification
steps when the customer is using unrecognized device or from an unrecognized location
to secure personal & financial information.

Optimizing website across all major browsers & mobile devices.

Customized library that generates content suggestions automatically based on searches

within the website.

The List a feature design to boost user engagement allows you to create your own lists
with movies that customers have watched or want to watch. This will be also synchronized
with reputable movie, TV and celebrity content sources (IMDB & Rotten Tomatoes) to
post reviews and ratings.

Integrating Social Media Sharing buttons on the main page as well as content pages to
share immediately the content you are viewing. The user can hit share button for the
preferred social media channel while being on the content page and it will automatically
generate a 20-second trailer of the movie or episode along with the option to comment.

2. Social Media
Facebook
With 1.59 billion monthly active users and revenues doubling every year, Facebook is by
far the largest platform in terms of reach, demographics and geography making it the
most important social media channel for brand presence and advertising.
Scheduling 7 posts a week for the core Disney Daze brand and 3 weekly posts for
our micro brands (movies, TV shows)
Delivering the content through native Facebook videos.
Create sharable content - content with an emotional value, catchy headlines, and
easy to recognize graphic elements.
Creating targeted campaigns by means of Facebook payed ads for promotion of
the new & existing movies & TV shows, as well as yearly corporate branding
campaigns.
Be highly responsive and interact with users

Twitter
Using the main page to cover the new & existing content that is posted with
trending hashtags and accompanied by graphic content which engages users.
Retweeting in a timely manner the posts of the fans who endorse our content
stimulating more engagement.
Managing the affiliated pages of movies & TV shows (micro-brands) to connect
with fans of these shows using engaging posts that can also rise curiosity in people
that did not watch these.
Instagram
Using Instagram as a platform to reach young people (sub-30 age range),
predominantly the page will contain teasers, promotional posters, and graphics
consisting of famous quotes or movie sequences meant to engage followers into
the promoted content as well as to rise brand awareness, companies culture and
build loyalty bounds using smart-hashtags.
Promoting the brand by means of contests to increase followers base to future
convert the prospects into clients.
Using the newly released advertising platform, Disney Daze will have a wide reach
to millennials users with Carousel ads and Video ads.
Youtube

The Youtube strategy will focus on our promotional video content (teasers and
branding campaigns) with an accent on driving viewers to our website/application
through the hyperlinked integrations.
Advertise new movies & TV shows through in-display ads and pre-roll ads to both
subscribers and non-subscribers.
Web exclusive videos enclosing interviews with the cast and behind the scenes

Google +
Google + will be used for sharing content that is more likely to drive users to the
website due to the importance of this social network for successful search engine
rankings.
Google+ Communities will give us the opportunity to organize groups of people
around affiliated movies and TV shows to strengthen the connection between the

brand (DisneyDaze) and the sub-brands (movies and TV shows) potentially

attracting people who likes the content to become subscribers of the service.
3. Mobile Marketing
Mobile video advertising designed for smartphones and tablets that are able to
redirect users to our application.
Mobile payments for the convenience of paying using your device through online
wallets or QR code payments.
Create the content that is compatible with personalized content and ads offered
through personal assistants such as Siri, Google Now and Cortana.
Customizable content for each device
Vertical mute short video ads
4. Email Marketing
The email marketing strategy will be focused on two streams first - informative and
promotional which is design to announcing the general monthly schedule as well as the
personalized based on users preferences and previous searches, promotion of the new
content available. The second stream is to pursue customers that are in their one-month
trial period to become a permanent member, for the existing customers to upgrade their
subscription to Premium and for people that close their subscription offer exclusive threemonth trial period.
5. Content Marketing
Original Content

The main advantage to have over our competitors is the 100% exclusive content.
Offering current television programing unlike our major competitor Netflix that
only offers a small numbers of its own content for instant viewing.
Content diversification - besides our Movie and TV shows, offering official Disney
music collection & Disney themed games and E-Books.

6. Analytics
At this point when we are just at the beginning and with no customer base it might be
premature to talk about analytics, but are we will building a system that will be running
with the first subscription. The analytics system will be developed enough to provide

information on user behaviour like when the video is paused, fast-forwarded or rewind,
the day and time at which the content is watched, the device used, the in-app and in-web
browsing habits, etc. All this information will provide us a better understanding on how
to retain visitors (increased time spent with the service decreases the canceling rate), on
what should be added or changed (post-play suggestion) and of course, the quality of the
content provided.