Hannah Lobel
Marisa Martinez
Tracey Pavlicin
Jackie Williams
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)