Disney Pixar and the Launch of The Incredibles 2: PR campaign proposal

Disney Pixar and the Launch of The Incredibles 2: PR campaign proposal

Our research concluded:

Disney and Pixar are both different companies whom both focus mainly on family friendly films. In 2006 Disney brought Pixar thus making it a subsidiary. The transaction cost Disney $7.4 billion. Prior to this the two companies collaborated purely on distribution. This all changed in 1991 when Disney effectively saved Pixar from bankruptcy. However, following this landmark in the couple's relationship Pixar experienced skyrocketing success whilst Disney sizzled. Eventually it was concluded that Disney needed Pixar to continue its success as they were more technologically equipped to maintain the speed of modern technology despite Since then Disney and Pixar both singularly and conjoint have become more successful than ever before. As Disney is the owner of Pixar, throughout the rest of this proposal we have referred

What you should know about us:

Positive PR are a PR agency that have been in the business for a combined time of 20 years. Our team consists of four main professionals, however the one that will be working on this project is Paige Bowater, a visual and conceptual expert. Her specialties include event management, tailoring projects for children and graphics design. Our company has worked for various competitors such as Nickelodeon and Cartoon Network, as well as some none media based organisations such as CocaCola, Birmingham Childrens Hospital and The Arches Project. Some campaigns that you may recognise include The Big Sleuth and 'Are you CN what we're sayin'. This previous experience makes us the perfect company for you to collaborate with on this promotional project.

Our idea:

The idea that we would like to propose to you is a 6-month campaign. As your main consumer is already children and young parents, we want you to picture this. Close your eyes and picture the life of a parent, draw on your own experiences if you are one. Every day is the same routine, wake up, get dressed, wake the kids up, get them ready, make them breakfast, do their lunches, take them to school, go to work, deal with client after client and meeting after meeting, then sit in traffic to pick them up from the school gates, get them home, washed, fed and in bed, before cleaning and heading to bed yourself to do the same thing again the next day. It's exhausting and thankless! Well how about we give children a chance to say thank you and parents a chance to feel recognised for all their hard work? How can we do this I know you're thinking? It's simple. A Mr and Mrs Incredible UK competition. Sheets for competition entries will be sent out to schools for pupils to fill in and then submit. We can then analyse the responses and invite the 6 finalists (3 male and 3 female), along with their families to an event held in London. This will act as a crowning ceremony where the winners will be announced and arrangements can be made for their prize, which will be a weeks' vacation in Disney World Florida.

Here is how we concluded the previous idea:

Firstly, we carried out a PEST analysis of Disney. PEST stands for political, economic, social and technological, and is used to analyse the impact these 4 categories have on a company.

Political

Explanation

Economic

Explanation

Tax

Due to the profit margin of the company you pay high taxes. Although this may initially seem negative it does contribute to the animation industry.

Global Financial issues

Issues with finances worldwide can cause issues for profits.

Political views

Political views vary from country to country, any views therefore expressed during a piece or by a company, however subtly, can impact the success of distribution worldwide.

Cheaper competitors

Producers in countries such as India have the facilities to produce animation for a cheaper rate, thus making their profits initially higher.

International regulations

Film regulations can vary from country to country, this also potentially causes a problem with distributions.

Social

Explanation

Technological

Explanation

Social trends

Trends such as the development of smartphones and apps create issues for the traditional movie viewing experience. However, Disney has tackled that through the use of DisneyLife, an app which allows the owner to views films and play games, all 100% Disney.

Changes in technology

Technology has changed drastically over the last 30 years. The initial concept of Disney's production, which included all hand drawn pieces is now obsolete, in comparison to modern computer animation. Although this software I more expensive it does create a better-looking piece overall.

Culture

Cultures vary for country to country, thus making it difficult to produce a 'One size fits all' film. Disney have attempted to tackle this through films such as Aladin and Pocahontas.

Technological advancements

This point almost connects customer preference, social trends and changes in technology. As productions are now more popular through demand on a smartphone through an app, your company has only in 2015 became a part of the online world through your launch of DisneyLife. Although this means with a higher demand for content, production must be quicker it does mean that distribution is no longer as much of an issue financially.

Customer preference

For many years going to the cinema and viewing a Disney film was the most effective way to make a profit, however now with advances in technology this isn't necessarily a customer preference.

Secondly we carried out a SWOT analysis. SWOT stands for strengths, weaknesses, opportunities and threats. This covers both external and internal factors with strengths and opportunities being categorized as helpful and weaknesses and threats being harmful.

Strengths (Internal)

Weakness (Internal)

Opportunities (External)

Threats (External)

Amazing Talent

Many films have the same plot which can become repetitive to some audiences.

Disney have the opportunity to build a eco-friendlier through their theme parks.

Apps such as Netfilx, have a similar concept to DisneyLife and more subscribers.

Media conglomerate

There has been previous friction between Disney and Pixar.

Chance to collaborate with emerging markets in upcoming developing countries.

Disney do have competitors in various markets such as 21st Century Fox, Sony, and Time Warner.

Successful history

Huge fan base

Strong management abilities

Financial giant

Next Positive PR identified stakeholders and competitors as well as performing a perception audit of Disney Pixar.

Stakeholders

Competitors

Owners

21ST Century Fox

Shareholders

Sony

Audience

Time Warner

Animators

Viacom inc

Distributing networks such as cinemas

CBS

Employees

Comcast

People with connections to the theme park

Nickelodeon

Companies Disney own

Perception audit

How do we aim to represent Disney Pixar through this project?

We aim to show that Disney Pixar....

How could this be perceived by the public?

How could this alter their view of the company?

Are a family based company

The public could take this project two different ways. It could potentially come across as negative in that Disney Pixar are merely trying to advertise their theme park, however it is more likely to come across as positive, in that Disney Pixar want to thank parents through their children for the constant support which has led to their success.

Hopefully this could change people's views of the company, into thinking that although their films are family orientated, and usually suited to a younger audience, they do want to get the parents of this audience involved more in future projects, thus making Disney more appealing to a wider audience.

Appreciate parent contribution to their success

Aim to bring families together

Are interested in the publics personal stories

Here is the breakdown of our proposal:

Our strategy is to get your stakeholders (young children), to fill in one of the forms (see our idea) and therefore get their families involved with the competition and in turn with Disney Pixar, thus changing the perception that Disney only cares about its child audience.

We will use social media to spread the idea amongst parents, as our target audience to participate is primary school children therefore they will not have access to such networks. There will be a Facebook page and Twitter page with downloadable content such as terms and conditions for the contest, a downloadable form for the parents to give to their children if they so wish as well as updates and exclusive content leading up to the release of The Incredibles 2, however our predictions show that the Facebook page should be more successful as young parents between 27- 40 more commonly use Facebook than Twitter.

Here is how we intend to gain publicity:

How?

Why?

A radio advert on a network such as Heart Fm during the school run.

This will inform both parents and children about the campaign thus hopefully encouraging them to get involved.

A magazine advertisement in WDW magazine.

Thus informing Disney loyal audiences about the project.

Social Media through family bloggers.

We would send a press pack to family journalists Patricia Carswell and Louise Tickle, as well as bloggers such as Emma Shilton, Erica Price and Chris Taylor, in the hope they will share the information with their audiences.

Schedule

February

March

April

May

June

July

On February 1st the campaign will begin.

All copies of the entry forms need to be issued to schools by March 10th to allow an entire month for them to be filled in and submitted.

April 10th is the deadline for submissions. This allows 3 weeks before the successful entries will be contacted.

All successful candidates will be contacted by the 10th of May.

June 10thwill be the day of the crowning ceremony.

July 1st - July 14th will be used to analyse the success of the project.

All social media aspects will be launched by the 14th as well as the website. (www.theincredibles2.com/mrandmrsincrediblecomp)

June 14this when The Incredibles 2 comes out.

How will we check the success?

After the project is over and the winners have been announced, Positive PR will evaluate the success of the campaign. This can be done in many different ways. To begin with we will analyse the Box Office profits from the opening weekend of The Incredibles 2, and compare it with similar films produced by Disney Pixar, thus determining if there was a higher profit. We can also determine the success by the increase in following on Facebook and Twitter, an increase in interaction on social media and simply the amount of entries the competition received in comparison to similar campaigns other companies have conducted.

The Budget:

Item

Justification

Website

Price

Venue

This will be the venue for the awards ceremony. The 6 finalists and their family will be offered to stay in the same hotel for the night after the event.

Various were researched, they were all located in London and had minimum 4 stars.

£1000-£1500

Printing

This will be for posters, flyers and the handouts, which will be issued to schools to get involved with

£400

Radio Advertisement

To gain coverage of the event. Will be a 30 second advert aired around 3:45 to target parents on the school run who may know someone and will also encourage children in the car to participate in the handouts at school. Ideally it will be on a station such as Heart FM.

http://www.radioadvertising.co.uk/costs

£2500

Prize

A trip to Disney World Orlando, for either a couple up to 5 depending on the winners circumstances.

https://www.expedia.co.uk/Hotel-Search?packageType=fh&searchProduct=hotel&c=1320ff84-f145-4c4d-9f35-28405d64c321&rfrr=PKG.SR.Refine.Date&adults=2&destination=Walt+Disney+World%C2%AE+Resort,+Lake+Buena+Vista,+Florida,+United+States+of+America&ttla=MCO&startDate=3/7/2018&endDate=10/7/2018&sort=recommended

£4636-£9660

PR Team

This will be for one member of staff working 20 hours a month over a 6 month period. It covers my services and travel.

£5000

Catering

This is the food for the finalist ceremony.

£50 per head

£5000

Transport for the finalists

This section of the budget is flexible as at this time we do not know who the finalists will be. It will cover train fare for the Finalist, and adult partner and up to 3 children.

£1000

In summary, our idea will take place over a 6 month period with our main aim been to involve the parents more in this family company. This will be done through a competition to help the adults of the UK feel more appreciated. Should this be successful, potentially this could become a worldwide, annual event. Thank you so much for considering Positive PR and if you have any questions do feel free to contact us through positivepr@outlook.com.