Post on 14-Jan-2015
description
Toy Story 3 PR Program/ Campaign
Plan
Samantha Cox, Lauren Grunstein, Erika Peterson and Alex Shuck
The Toys are Taking
Over!
Research
• Previous “Toy Story” box-office success
• Pixar at the box office
• Weekend Box-Office Competition
Situation Analysis
• History
• Need for campaign
• Increase awareness
• Economic resolution
Impact Objectives• Opening weekend sales
• Number one movie
• Increase sales
• Renew interest
• New generation
Output Objectives
• Promotional products
• Events
• Media impressions
Audiences• Young Adults
• Children
• Parents
Strategy• Where are we now?
– Well established family company
• How did we get there?– Years of reliable service
• Where do we want to be?– Successful release of “Toy Story 3”
• How will we get there? – Well-developed tactics
Tactics• Unrelated to the media
– Macy’s Thanksgiving Day Parade
– Collector’s Edition DVD Set
– Toy Story Parade at Disney World
– McDonald’s Happy Meals
– Where’s Woody?
– Disney Store Event
Tactics• Related to the media
– Toy Story Takes Over Times Square
– Interviews and Appearances
– Premiere Party
– After Party
– Airing of Toy Story 1 & 2
CalendarNov. Dec. Feb. Mar. May Jun.
11/26: Macy’s Thanksgiving Day Parade
12/8: Collector’s Edition DVD Release
12/8: Ticket to the Toys Sweepstakes
2/1: Disney World Parade begins
3/1: McDonald’s Happy Meal Toy Story Toys
5/1:Coca-Cola/AMC Partnership
5/3: Where’s Woody Launch
5/28-5/31: Network TV premiere of Toy Story
6/4-6/6: Disney In-store promotion
6/14-6/18: Media Tour
6/14: Premiere/ After party
6/18: Toy Story Takes Over Times Square
* The parade, advertising and Happy Meal
promotions will run continuously
Budget10%
60%
4%
26%Events
Promotions
Staff Time
In-KindDonations
Evaluation
• Box-Office Figures
• Merchandise Sales
• Media Impressions
• Website Analytics
• Coca-Cola Partnership
Thank You!Any
Questions?