Walt Disney Margo group 4 (1)
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Group Assignment #6 (30%)
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CONTENT MARKETING
MANAGEMENT
SMD110
Content Marketing Strategy: Walt
Disney
1.
Product/Service:
Walt Disney is a well-known global entertainment conglomerate that offers a wide range of goods and services.
These consist of TV shows, products, theme parks, animation and live-action films, and the Disney+ streaming service. People of
all ages are drawn to their diverse offers, which provide a unique and captivating entertainment experience.
2.
Problems Solved By Disney:
Walt Disney is the answer for anyone seeking excellent, family-friendly entertainment. Disney
provides a dependable solution in a world where it can be challenging to locate entertainment appropriate for all age groups.
Families can take pleasure in an enjoyable, multigenerational viewing experience that allows parents and kids to laugh together.
3.
Benefits For The Consumers:
Disney's ability to create magical experiences is its primary advantage for customers. Disney
transports people to amazing worlds full of wonder and imagination with its enduring characters, engrossing tales, and theme
park experiences. For viewers all over the world, the firm creates enduring memories by fostering feelings of delight and nostalgia.
4.
Differentiation From Competitors:
Walt Disney is distinct from its competitors due to its possession of renowned intellectual
property. Thanks to properties like Marvel, Pixar, Star Wars, and the classic Disney Princesses, the firm has a vast and beloved
library of characters and tales. Disney stands out in the entertainment sector thanks to its unique roster, which draws a varied
audience with a range of interests.
Disney's theme parks and activities also provide more than your typical amusements. They provide unique, immersive experiences that
highlight the company's commitment to creating enchanted and life-long memories for guests. Disney+ also distinguishes itself as a
streaming service that offers unique access to a broad variety of content, fusing well-known classics with brand-new, original projects.
Walt Disney is positioned as a leader in the entertainment sector because to this uniqueness, which offers customers all over the world a
comprehensive and unmatched entertainment experience.
Objectives
•
Walt Disney's main goal is to maintain its position as the global leader in the entertainment and information industries, as suggested by the
facts provided. This calls for a dedication to providing unparalleled storytelling experiences that highlight renowned companies, imaginative
talent, and state-of-the-art technology. The main objective is to provide a broad range of entertainment and information items to inspire,
educate, and amuse a worldwide audience, even though no explicit numeric sales or growth targets are mentioned.
Smart Objectives
•
Objective:
Increase engagement and audience size on Disney+ by 20% in the next fiscal year.
•
Specific:
Obtain a 20% increase in viewership and user interaction on the Disney+ platform.
•
Measurable:
Track and evaluate indicators related to user engagement, such as the number of subscribers, the average amount of time
spent on the site, and the usage of premium content.
•
Achievable:
It is feasible to achieve a 20% increase in engagement given the growing trend in the popularity of streaming services and
Disney's extensive content library.
•
Relevant:
As a matter of fact, the goal fits in perfectly with Disney's overarching plan to position itself as a leading creator and information
source. Increasing engagement on platforms such as Disney+ is facilitated by this strategic focus, especially in the Direct-to-Consumer
market.
•
Time-Bound:
Reach the objective of a 20% increase in involvement by the end of the following year's fiscal year.
•
Conclusion:
Within the upcoming fiscal year, the Content Strategy Plan's SMART goal is to grow interaction and viewership on Disney+ by
20%. This goal is Time-bound, Specific, Measurable, Achievable, and Relevant to Disney's Overarching Objectives. It is a strategic effort that
fits with the mission and vision of the organisation and aims to enhance the performance of a crucial platform.
Buyer Persona:
•
Corporate Partnership Executive:
•
Demographics:
Age: 28-45
Gender: Male/Female
Urban/Suburban residence
Middle to Upper-Class
•
Professional Background:
•
Holds a degree in Business, Marketing, or a related field.
•
5-10 years of experience in corporate partnerships or business development, preferably in the entertainment industry.
•
Ambitious and aspires to play a key role in securing and maintaining strategic corporate partnerships for Disney.
•
Life Events:
•
People in this stage of their careers could be on the verge of accomplishing major career milestones, like taking on leadership roles or
leading innovative projects in their existing roles. This represents a turning point in their professional development where they can focus on
making significant contributions to their organisations and furthering their careers.
•
People going through this phase may also be handling significant life milestones like having a family or buying a home. A further dimension
to their entire life experiences during this time is added when they reconcile these personal accomplishments with their work obligations.
Contd,
•
Information Sources:
•
assembles professional knowledge from a variety of reliable web sources, industry journals, and newsletters.
•
Engages in proactive interactions with peers, coworkers, and industry experts to remain up to date on the most recent developments and
prospects within the field.
•
connects with people in their business and broadens their professional network by using social media platforms for both personal and
professional networking.
•
Social Media Habits:
•
mostly uses LinkedIn to network professionally and keep up with news and advancements in the field.
•
Engages in active participation in business community debates and real-time updates on Twitter.
•
Perhaps keeps up with Disney's official social media profiles on different platforms to be updated on company news and releases.
•
Values:
•
respects originality and ingenuity, particularly when forming noteworthy and significant business alliances.
•
respects openness and clarity in conversations and commercial transactions.
•
agrees with Disney's stance on upholding moral business conduct and offering family-friendly entertainment.
•
Challenges & Goals:
•
tries to form alliances that significantly advance Disney's brand and overarching commercial goals.
•
actively looks for innovative ways to combine Disney's intellectual property into alliances, expanding the company's reach throughout a range of
sectors.
•
strikes a balance between her demanding job schedule and her hobbies outside of her family and herself.
Contd
•
Fears:
•
Concerns about maybe losing out on important joint venture prospects or not fitting joint ventures into Disney's well-established brand
image.
•
Potential worries about how competitive the entertainment sector is and how important it is to always innovate in order to stay ahead.
•
Influencing Factors:
•
When it comes to creating collaborations, an individual's preference for family-friendly entertainment and compatibility with Disney's ideals
are important factors.
•
Recognition of the role that ethical and sustainable business practises have in building relationships.
This thorough buyer profile provides insightful information about the characteristics, education, experiences, sources of information, social
media usage, values, difficulties, and anxieties of a Walt Disney Company corporate partnership executive. This kind of data is essential for
tailoring marketing campaigns and content strategies to appeal to and successfully engage this powerful decision-maker in the company.
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