Hannah Lobel

Marisa Martinez

Tracey Pavlicin

Jackie Williams

http://disney.go.com/disneypictures/princessandthefrog/

R e s e a R C HDisney is leader in the children’s film industry,

followed by Dreamworks Pictures SKG

One of Disney’s most successful brands is the Disney Princess Collection

•Over $3 billion brand

•25,000 products

Enchanted had a $34 million opening weekend

Situation AnalysisWhy PR plan is needed for premiere:

•First movie in new generation of 2-D animated princess classics

•Renewal of past audience interests

Potential problems:

•New audience = new interests to cater to

•Social/cultural changes:

Potential opportunities

•New Orleans setting of film (cause-related PR)

•Jazz music theme

O b j e c t i v e sMain objective: Attract as many people to go

to theaters to view the Princess and the Frog as possible

Impact we plan to make:

•Reach target audience

•Increase store sales

•Remain leader in family entertainment

Output we plan to put in:

•Jazz Festival

•Oprah Winfrey Show

•Katrina efforts

A u d i e n c e Target audience: 2 – 13 year old girls of all backgrounds, races, and family incomes

Girls play fantasy dress-up and use Disney Princess products for their bedroom décor

Children’s influence ranks number one for selecting a movie

Capitalize on these behavioral trends

S t r a t e g yWhere we are now:

Established leader in family entertainment

How we got there:

Films, theme parks, products, internet promotion over past 70 years

Where do we want to be:

Continue impacting imaginations, while growing and learning as a company

How will we get there:

Through PR promotion for The Princess and the Frog

“Never stop dreaming”

t a c t i c sUnrelated to the media:

•Youth Jazz Festival

•The Princess and the Frog premiere

•Proceeds of sales

•McDonalds toys

Related to media:

•Oprah Winfrey Show

•Print publications

•Talk shows/radio shows

C a l e n d a rDecember 2008

•Dec. 26 - Movie trailer released in theaters

August 2009

•Aug. 1- Jazz Festival submissions begin

September 2009

•Movie trailer to be released on television

•Sept. 1- Jazz Festival submissions due

October 2009

•Oct. 15- Jazz Festival participants are announced

November 2009

•Nov. 27- News release for premiere is distributed

December 2009

•Dec. 4- Media Advisory for premiere distributed

•Dec. 5- Youth Jazz Festival

December 2009

•Dec.17 – 18- Tapings of Oprah Winfrey show in New Orleans

•Dec. 18- Premiere Day

January 2010

•Jan 1.- McDonald’s Happy Meal toy release

•Jan. 15- Begin advertisement for sing along version in theaters

February 2010

•Feb. 5 – Sing Along version of The Princess and the Frog to come out in theaters

December 2010

•December 31- Last day for sales of The Princess and the Frog product proceeds to go to Katrina foundations

B u d g e tStaff Time 

PR Team's Salary$90,000 x 4 = $360,000

Graphic Designer's Salary$50,000

Event Coordinator (Décor)$100,000

Total$510,000

Out of Pocket Expenses

Temp Agency (150 workers)

$50,000 Park Rental (2 days)

$40,000 Television Advertising

$50,000,000 Print Advertising

$40,000,000 Tent Rental

$500,000 Screen (all inclusive)

$100,000 Furniture Rental

$75,000 Heating and Lighting

$20,000 Travel and Accomodations

$3,000 Contingencies$9,798,000

Total$99,288,000

Grand Total (of both columns)$99,798,000

E v a l u a t i o nImpact we made:

Reach target audience- ticket salesIncrease store sales- net profit from product

salesRemain leader in family entertainment- ticket sales, product sales, dvd sales, website

hits

Output we put in:Jazz Festival- number of kids who entered

contestOprah Winfrey Show- ratingsKatrina efforts- money raised for foundations

Research Methods:

Content Analysis

Focus Groups- kids in target audience and parents

Online survey (connected to kids games)