10. Campaign Concept One Objective Inspire 1 million people in the United States and Canada to volunteer for a day (1 million volunteers x 8 hours = 8 million hours)
13. Campaign Concept Disney Departments Promotions Park Operations Public Relations Community Relations/Outreach Special Events CRM Entertainment Broadcast Synergy and Alliance Digital Worldwide Outreach Advertising
14. Campaign Concept Integration Break-Out Viral Videos Partner with ABC Shows Volunteer Resources National Commercials Media Website Good Morning America Service Projects Kick-Off Events Sweepstakes In-Market Radio and Television Visits National Tour Hospital Visits Street Teams Entertainment
18. Tour Activation 21 Markets Seattle Boston Portland Chicago Sacramento Salt Lake City New York Philadelphia Baltimore Washington, DC San Francisco Las Vegas Los Angeles Dallas Phoenix San Diego Jacksonville Houston Orlando Tampa Miami
25. Results Tour 21 hospital visits reached 1,900 children 70,000,000 impressions (on-site and in-market media) $11.7M inpromotional media value More than 12,000 spots on participating radio stations 1,567 volunteers gave 6,706 hours
26. Results Campaign 56 promotional partners (TV, radio, online) 1.2 billion impressions Increased Park attendance over previous year 1,000,000 volunteers in 67 days
27. Wrap-Up Takeaways your marketing strategy Integrate Team Commitment Generate a 360-degree “Sweet Spot” Hit the between brand and cause-related efforts Simple Process Create a for consumers Find a to represent your brand in the field Knowledgeable and Innovative Company
28. “It’s kind of fun to do the impossible.” - Walt Disney
29. Wrap-Up Thank You! Steve Randazzo Pro Motion, Inc promotioninc.com/blog facebook.com/promotioninc twitter.com/promotioninc Steve.Randazzo@promotion1.com www.disneyparks.com
