School Project

1. The Walt Disney
Company
“There’s a great big beautiful tomorrow shining at the end
of every day”

2. Introduction
 TheWalt Disney Company, officially established in 1923, has been
a leader in Public Relations, Personal Selling, Sales Promotion, and
Advertising throughout their rich history
 Company seems to follow the model set by the lyrics to the song
from Disney’s Carousel of Progress:
“Man has a dream and that's the start
He follows his dream with mind and heart
And when it becomes a reality
It's a dream come true for you and me”
 Each area illustrates how Disney lives up to this model

3. History
“It was all started by a mouse” – Walt Disney

4. History of the
Company
 Walter Elias Disney, Born 1901
 Started animation company with his brother Roy
 Mickey Mouse debuted in 1918
 Expanded business to parks, television, radio, and more

5. Public Relations
“The way to get started is to quit talking and begin doing”

6. Public Relations
for Disney
Parks
 Head of worldwide public affairs: Leslie Goodman
 Controlling of press releases
 Deaths in Disney

7. Disney in the
Community
 Focus on making Disney available to everyone
 Radio Disney
 Targets younger fans and their parents

8. Personal Selling
“To all that come to this happy place: welcome. Disneyland
is your land.”

9. Company Wide
• Forbes Magazine’s Most
Reputable Company 2013
• “Four Keys Basics”
• Cast Members are trained to
use these personal selling
Techniques
• Provides consistency in service

10. Disney Parks
vs. ABC
Television
Group
• Directly interact with guests
• Provide magical moments
• TrainedTravel Agents
• Radio Disney Road Crew
• Prizes/Contests
• Nationwide presence
*Personal selling efforts made by other businesses (e.g. Studios) are minimal in comparison to the ones shown
https://www.youtube.com/watch?v=aDqJSPlC4mY

11. Sales Promotion
“You’re dead if you only aim for kids. Adults are only kids
grown up, anyway.”

12. Sales Promotion
Overview
 Promotion of a company means connecting and communicating
with the public in order to get them interested in to buy your
companies products and or services.
 3 largest areas of sales promotion:
-Parks and Resorts
-Film andTelevision
-Sports Media Networks

13. Parks and
Resorts
 Sales promotions job is to promote the parks/resorts by making them
appealing to people of all ages
 Total of 11 parks/resorts specifically placed in certain areas around the
world
 Disney is promoting the MagicYourWay Package

14. Film and TV
 Disney has made over 300 movies and continues to that usually appeal to
younger children
 They have been bringing back old movies such as Cinderella to appeal to
older people as well as younger people
 ABC and ABC Family Networks
 Disney Channel
 Commercials/ movie trailers

15. Sports Media
Networks
 ESPN
 Worth 40 mil out of 84 mil
 ESPNWideWorld of Sports Complex

16. Advertising
“I have been up against tough competition all my life. I
wouldn’t know how to get along without it.”

17. 3 Main
Advertising
Focuses
 Disney Parks
 Disney Hotels
 Walt Disney Studios

18. Disney Park
Advertising
 Lure of bringing animated
Disney characters to life
 Allowing other companies to
advertise in the parks.
 Constantly improving and
adding rides

19. Disney Hotel
Advertising
Offering package deals for Disney
Hotels
Extending the Disney experience

20. Walt Disney
Studios
• Merchandise opportunities
that arise from Film and
Television projects
• Expensive cost of advertising
films
• Creating their own market
from their Productions.
(Disney Channel, Disney
Stores)

21. Advertising in
other Areas
 “I’m going to DisneyWorld!”Well known slogan Super Bowl MVP’s
always scream after game
 Using celebrities as promotion for the Company

22. Conclusion
 Bring entire company up to same standards as the Parks
 Expand target audiences
 Ending scammy/dishonest practices or be more open about them
to change perception
 “We keep moving forward, opening new doors, and doing new
things, because we're curious and curiosity keeps leading us down
new paths.”