Toy Story PR Plan

Click here to load reader

Embed Size (px)

description

A PR plan for the promotion of Toy Story 3

Transcript of Toy Story PR Plan

  • 1. Toy Story 3 PR Program/ Campaign Plan Samantha Cox, Lauren Grunstein, Erika Peterson and Alex Shuck The Toys are Taking Over!

2. Research

  • Previous Toy Story box-office success
  • Pixar at the box office
  • Weekend Box-Office Competition

3. Situation Analysis

  • History
  • Need for campaign
  • Increase awareness
  • Economic resolution

4. Impact Objectives

  • Opening weekend sales
  • Number one movie
  • Increase sales
  • Renew interest
  • New generation

5. Output Objectives

  • Promotional products
  • Events
  • Media impressions

6. Audiences

  • Young Adults
  • Children
  • Parents

7. 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

8. Tactics

  • Unrelated to the media
    • Macys Thanksgiving Day Parade
    • Collectors Edition DVD Set
    • Toy Story Parade at Disney World
    • McDonalds Happy Meals
    • Wheres Woody?
    • Disney Store Event

9. Tactics

  • Related to the media
    • Toy Story Takes Over Times Square
    • Interviews and Appearances
    • Premiere Party
    • After Party
    • Airing of Toy Story 1 & 2

10. Calendar * The parade, advertising and Happy Meal promotions will run continuously Nov. Dec. Feb. Mar. May Jun. 11/26 : Macys Thanksgiving Day Parade12/8 : Collectors Edition DVD Release 12/8:Ticket to the ToysSweepstakes 2/1 : Disney World Parade begins 3/1 : McDonalds Happy Meal Toy Story Toys 5/1: Coca-Cola/AMC Partnership 5/3 : Wheres 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 11. Budget 12. Evaluation

  • Box-Office Figures
  • Merchandise Sales
  • Media Impressions
  • Website Analytics
  • Coca-Cola Partnership

13. Thank You! Any Questions?