Erin Betman

Company Background

The Problem

Disney is

huge!

Target Audience

Young married couples

expecting their first child

See Disney as family

friendly and trendy

Live in the United States, Canada and

Eastern Europe

The big idea

• Children who grow up as Disney fans, tend to stay Disney fans

• They then pass Disney to their children, and so on

• You never outgrow Disney

Campaign

• Create social media groups and email lists for new parents to share information about their babies and Disney products

• Opt-in advertising• Mickey’s Moms and

Donald’s Dads

Tools and Tactics

• Facebook• Twitter• Email• Instagram• Tumblr• Pinterest• YouTube• Don’t want it to seem

like advertising

Key Performance Indicators

• Facebook Analytics• Amount of New

Followers/Subscribers• Sales of Children’s

Merchandise

Marketing Goals

• Gain 500,000 subscribers to voluntary email lists in the first year

• Gain 750,000 members into new parent Facebook pages in the first year

• Increase sales of baby products by 25% in the first two years

budget