Walt Disney founded the Disney company in 1923 and released its first animated short, Steamboat Willie in 1928. Some key events include the release of Snow White in 1937, Disneyland opening in 1955, and Disney World opening in 1971. Walt Disney passed away in 1966. The company has since expanded to include theme parks, movies, television channels, Broadway shows, stores, and digital platforms. Disney's size and brand recognition makes it well-suited to target new parents and establish lifelong Disney fans. The proposed campaign would create social media groups and email lists for new mothers and fathers to share about their babies and Disney products. The goal is to gain 500,000 email subscribers and 750,000 social media members in the first year

1. Erin Betman

2. Company Background
October 16, 1923
The Start of the Disney
Company
October 1, 1972
April 18, 1983
Disney World opens to the
public
The Disney Channel begins
broadcasting 18 hours of
programming a day
December 15, 1966
March 28, 1987
Walt Disney dies at the
age of 65
The first Disney Store
opens
November 18, 1928
Steamboat Willie is
released
First Mickey Mouse
cartoon
December 21, 1937
Snow White and the Seven
Dwarfs, Disney’s first
feature-length animated
film, is released
April 2, 1940
Walt Disney Productions
issues its first stock
July 17, 1955
Disneyland, the first
Disney theme park opens
July 19, 1950
Treasure Island, Disney’s
first completely live-action
feature, is released
April 18, 1994
March 10, 2009
D23, the official Disney fan
club launches online
October 12, 2005
Disney is the first to sell
original television content
through iTunes
February 22, 1996
Beauty and the Beast,
Disney’s first Broadway
show, opens in New York
Disney.com is launched
July 31, 1995
September 1, 1995
Disney purchases Capital
Cities/ABC
Disney Online is formed to
develop online presence

3. The Problem
Disney
is
HUGE!

4. Target Audience
Young married
couples
expecting their
first child
Live in the
United States,
Canada and
Eastern Europe
See Disney
as family
friendly and
trendy

5. The Big Idea
• Children who grow up
as Disney fans, tend to
stay Disney fans
• They then pass Disney
to their children, and so
on
• You never outgrow
Disney

6. Campaign
• Create social media
groups and email lists
for new parents to
share information about
their babies and Disney
products
• Opt-in advertising
• Mickey’s Moms and
Donald’s Dads

7. Tools and Tactics
•
•
•
•
•
•
•
•
Facebook
Twitter
Email
Instagram
Tumblr
Pinterest
YouTube
Don’t want it to seem
like advertising

8. Key Performance Indicators
• Facebook Analytics
• Amount of New
Followers/Subscribers
• Sales of Children’s
Merchandise

9. Marketing Goals
• Gain 500,000
subscribers to voluntary
email lists in the first
year
• Gain 750,000 members
into new parent
Facebook pages in the
first year
• Increase sales of baby
products by 25% in the
first two years

10. Budget
25 Million
Dollars
Labor Costs
50 Million
Dollars
25 Million
Dollars
Content
Creation
Digital Resource
Programs
100
Million
Dollars