2. Introduction “Tier One, The Top Level of Strategic Marketing” Crystal Chong (CEO)–experience in sales, marketing, branding, and CRM in the film, fashion, consumer goods, retail, specialty advertising, biotech, and e-commerce industries, including work with brand names and Fortune 500 companies (Nordstrom, Wells Fargo, Pepsi, Mattel, Disney, Estee Lauder, Baxter Bioscience). Dikran Iskenderian (CCO) – entrepreneur and owner of Zankou Chicken restaurants. Yu-Hsien Lin (CFO) – experience in B2B and B2C marketing and communication campaigns in the entertainment, fashion and non-profit industries. Instructor of financial education program at Citi Bank Taiwan. Chukwuma 'Chu' Morah (CTO) – experience in social media marketing for video game companies and social networks such as Terminal Reality (creators of the Ghostbusters video game) and Yelp. Takashi Oba (CIO) – experience as a system engineer and marketing assistant at Yahoo! JAPAN Research and Mitsubishi Credit Corporation. Natalia Starikova (CLO) – experience in the tourism and hospitality industry with the Hard Rock Café, Ritz Carlton, and Baltshug Kempinski Hotels.
12. Situational Analysis: Observations Shift due to recession Less traveling People choose: lower cost, more value, closer-to-home attractions Only Disney is growing in attendance (Disneyland Resort 8% and Disney California Adventure 9.5% growth): continuous promotion constantly adding value synergy between parks and movies selling more to existing customers
13. Marketing Research: Executive Summary Online survey, sample size of 95 Findings Which AP benefits are most important Strong interest in other theme park annual pass (AP) programs Lessons Learned USH AP value problems What people enjoy about visiting theme parks Conclusions Importance of certain AP benefits Main USH retail channels for ticket sales Takeaways Viable opportunities exist
14. Marketing Research: Methodology Obtained primary research via an online survey Created with Survey Gizmo Survey conducted from 12:00am on 10/11/10 to 11:59pm on 10/14/10 Research population: residents of the Greater LA area (LA, Orange, Riverside, Ventura, and San Bernardino counties) n =95 respondents
15. Marketing Research: Key Findings Respondents said that rides and the opportunity to socialize with friends and family are what they enjoy most at theme parks. Admission discounts for friends/family and parking privileges are the most important AP benefits. The three most common reasons why visitors did not purchase an AP were “the cost was too expensive,”“the lack of new attractions,” and “the distance from the park was too great.”
16. Marketing Research: Key Findings of USH gate purchasers have a stronger interest in another theme park’s annual pass. Disneyland’s AP is the most wanted. of respondents have visited Universal Studios Hollywood before, yet only 6% are AP members of the respondents need a great experience from a previous visit to warrant an AP renewal. of AP members own a smart phone capable of accessing the Internet
17. Marketing Research: Lessons Learned There is an issue with the perceived value of an USH Annual Pass There is a disconnect between converting Universal Studios Hollywood visitors into Annual Pass holders Mobile phones could help improve visitor engagement Parking is more important than expected Benefits of the Universal Studios Hollywood AP are not clear Being able to socialize is also a big part of the theme park experience. Low awareness of USH AP programs
18. Marketing Research: Key Conclusions A positive, engaging experience is what drives AP sales SoCal Annual Pass members value unlimited admission, admission discounts for friends and family, and parking benefits highly The low perceived value of the AP and lack of new attractions are keeping people from buying USH APs Respondents value Disneyland’s AP more than Universal’s AP
19. Marketing Research: Key Conclusions Gate and Internet sales are the leading drivers of theme park passes People who purchase tickets through grocery/dept stores spend more ($83.5 on average) than other USH theme park goers ($52 on average) Annual Pass information at the gates is too confusing Having straightforward information at the gates is important
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21. New channels of distribution can help raise awareness and sales of APs
22. Added value can create loyalty and interest in USH and the AP membership
23. More exclusive incentives, events, activities, and products (gifts-with-purchases and purchasable merchandise) can also add value
54. Strategic Marketing Programs and Recommendations Time frame: May 2011 - May 2012 Big focus on new attraction: The Transformers Ride Media and Methods Additional Annual Events and Seasonal Activities Public Relations, Broadcast TV, and Radio Partnerships and New Distribution Channels Outdoor Advertising Print Advertising Online Advertising Social Media & Mobile Promotions USH Park Upgrades & Out-of-Budget Recommendations
55. Events & Activities Goal: To add more value and interests by creating engagement
56. Events & Activities More events create more interest in USH attendees More events for AP members creates more value Integration with PR and Social Media Dress up the park and have small events and activities for holidays and celebration days, in addition to Halloween and Christmas: Added contests and activities for children and family Added concerts and performances Gifts for special events given with purchase or participation Mobile Scavenger Hunts (will be discussed later) Find Your Hearts, Easter Egg Hunt, USH Anniversary Gift Hunt, Pumpkin Patch Find, Find Grinchmas Gifts
57. Events & Activities Added major events (brings USH and AP members back): “Where movie magic comes to life” – Film Festival (Summer) [can be expanded to weekly or monthly event if desired] Film event with guest speakers and entertainment industry panel Film showcase of some of Universal’s 4000 movies Movie event – can watch films in the park (AP members can vote) Gifts: film canister, bag, director’s slate, USB flash drive & keychain with promotional material
58. Events & Activities “USH Food Festival” – located at Perrier Courtyard (Fall) Local and well-known restaurants serving food, chef presentations, book signings Gifts: bag, bookmarks, drinkware, food containers, plates, travel sized utensils Special Event – Transformers 3 Ride
60. Public Relations, Broadcast TV, and Radio Promote events on daytime TV and Radio that reaches local audience Radio KIIS FM (Clear Channel) USH AP Special when you mention KIIS FM KIIS at the opening of USH Transformers Ride opening or during Halloween or Christmas Transformers Ride and special deal with AP Membership sign up NewsTalk KFI-AM (640) – spoken advert
61. Public Relations, Broadcast TV, and Radio Utilizing existing networks and affiliates: NBC LA -“Today in LA,”“Daily Connection”, “Channel 4 News” – announcement within broadcast NBC Shows “America’s Got Talent,”“Minute to Win It,”“Parenthood” - tickers within shows for sweepstakes Saturdays on NBC – kids show broadcasting from USH “Access Hollywood (LIVE),” “Access Hollywood,” “EXTRA”– within interview – special events like Halloween Horror Nights, Grinchmas, and Transformers Ride launch “The Ellen DeGeneres Show,”“The Tonight Show w/ Jay Leno” – “promoting” events at USH
62. Public Relations, Broadcast TV, and Radio Reach growing Hispanic-American population and target: Universal NBC’s Telemundo T52 “Noticiero 54: A Las 6:00PM” and at show breaks – USH AP commercial (done for Grinchmas, add AP promo) “Acceso Total” – interview stars like George Lopez at USH– especially during opening of Transformers Ride and Holiday Events #1 Spanish Radio Stations: FM 107.1 KSSE (Super Estrella), FM 96.3 KXOL, FM 107.5 KLVE
63. Partnerships and New Distribution Channels Goal: To provide new awareness and create easily memorable associations that benefit the perception of the USH brand
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66. Partnerships and New Distribution Channels SoCal AMC Theaters – coupons for Universal with tickets for Transformers 3 tickets (10% off AP) Mini-flyer with movie ticket Universal’s GE Money AMEX Double points for using Universal Amex on USH Birthday - July 15 Quadruple points for using at USH on your birthday Presale opportunities Sneak Peak Events
67. Partnerships and New Distribution Channels Gift Card Mall - sell USH AP passes at GCM locations Coke - Coke Rewards – use points to win a Special Event Day – USH Transformers Ride Preview Days Burger King – co-brand with Transformers 3 promos, collect all stickers to win AP or discounts, tease Transformers ride
76. Outdoor Advertising - Bus Wrap A moving billboard in local LA areas Creates brand awareness and provides messages to mobile populations – those in vehicles and those on foot
77. Print Advertising Some having QR codes linking to coupon or website special Can track what mobile device and browser, how many times the site was checked and when, and the location of the QR site founded In programs, flyers, poster stands, and inside table tops at LA’s “watering holes” Dodgers Stadium, Hollywood Bowl, Staples Center, Caruso Affiliated, Westfield Malls, General Growth Properties Malls, Macerich Malls, Simon Malls in the Greater LA Area Newspapers and magazines LA Times, Entertainment Weekly, Hollywood Reporter, La Opinion
79. Online Advertising Display advertising on related websites Movie-related sites: Fandango, RottenTomatoes, MovieTickets.com LA-centric sites: LATimes.com, LAmag.com, WhereLA.com Annual Pass call-to-action Links to AP purchase section of site
82. Social Media Goal: Attract new visitors, retain AP members online, and show a face to the park Highlight latest events at USH, both inside and outside the park Content for AP members (ex: e-mail newsletter/digital magazine) Run by newly-hired, dedicated Social Media Manager So how can we unlock the full potential of YOUniversal?
83. Moms...and their blogs! Women have a greater influence on entertainment purchases for the family than men... of all vacation purchases in the US are made by women* - (2009) “Moms have a big say in where the family goes for entertainment…creating a team of mom evangelists is smart.” – Cindy Gordon, former VP of Publicity for Universal Orlando "Mothers trust other mothers" - Sarah Hodson, Head of Publicity of Disney UK *Source: UNICAST (2010)
84. Social Media Invite them to special preview events Special sneak peek at the new Transformers Ride for their family ‘Quid pro quo’ Double-edged sword Have them participate with YOUniversal Feature their articles Have them contribute articles
85. Social Media Offer chances to win prizes by “Liking” the official Universal Studios Hollywood Facebook page Facebook exclusive offers, surprise offers Make the official Twitter page look more “official” Tie both Twitter & Facebook together with YOUniversal and other events happening at the park
86. Mobile A majority of those who attend Universal Studios Hollywood own a smartphone We can use this to create a more engaging theme park experience
87. Mobile – Virtual Rewards Partner with Foursquare Create exclusive badges Prizes for the ‘mayor’ of USH during a promotional period Integrate ‘Places’ and ‘Deals’ to the Facebook page
88. Mobile – Scavenger Hunts Introduce mobile scavenger hunts at the park Post clues for different check-in locations on Facebook, Twitter and YOUniversal Attendants check-in or scan barcodes (via Stickybits) to win prizes Why stop there? Let LA be the playground Have them check-in at USH’s partners around LA
90. Promotions for Gaining AP Members Groupon – Half-off Annual Pass daily deal At Comic-Con (July 21-24, 2011) – Transformers Ride Teaser Cards with 10% off AP On certain games at Dodger Stadium, if Dodger’s Win, then you get 25% off AP Online Exclusives Temporary Deals Buy one AP and bring a friend for the day free Friend can upgrade Helps generate new membership
91. For AP Members ONLY AP Exclusives help generate new memberships and increase USH social activity Dedicated e-mails and newsletters with sneak peaks, event presales, and online only exclusives For those that are no longer AP member E-mails with deals made to entice them to renew Specially made cover sheet for AP Newsletter that will try to entice them back
92. For AP Members ONLY AP Exclusive Merchandise Transformers 3 – collectible only sold to AP Members Online Exclusives Temporary Deals – today only; Limited Time Only Presale; Sneak Peak events
93. For AP Members ONLY Premiums – an exclusive limited edition premium – to get them to come back and spend USB keychain with info and a link that takes you to AP website, tote bag, tin, clear playing cards Transformers Ride opening – exclusive USH collectible that is only purchased at the park with AP pass Seasonal Premiums Springtime – umbrella; Easter Egg with something in it Earth Day – bag, water tins, plants Summer – keychain fan, sunscreen, lip balm, towel, car shades Fall/Winter - keychain with flashlight Winter - Annual Christmas time limited edition special collectible when they spend $30 or more at a specific dining place within the park; Ornament Before New Years - calendar
94. For AP Members ONLY - Promos Renewals Special Coupon: 25% off merchandise with a $50+ purchase when you renew AP membership Friends & Family Promo (July) Renew your AP and bring a friend for the day free Private Shopping Event (September) 25% off Merchandise Birthday Promotions for Current AP Holders Valid during birthday month only Sent via direct mail birthday coupon 25% off someone else’s AP, valid during your birthday month 25% off to renew within your birthday month
95. USH Park Upgrades Website – add more brand personality and link to AP opportunity On-site Signage at City Walk, at Front Gate, at Ticket Center Booth, inside the park AP info on pamphlets/maps Personnel Training – front gate to up sell Hire a dedicated Social Media Manager Merchandise – for special occasions Special packaging with gift card inside USH Exclusive joint merchandise – e.g. Hasbro USH Scrabble Transformers Game; Collectibles only sold at the park; special booklet of Transformers characters at USH
97. ‘Out-of-Budget’ and Other Recommendations CRM program for AP program – track AP activities inside USH activities and track renewals; better CRM can also offer and track referral offers Newer Experiences - more rides and update rides with “seasonal” specials within the ride More events, shows, specials, exclusives and limited timed products. Dining Experience - add fine dining, special dining (by celebrity director or actor), dining shows (e.g. characters, animals, dancing), and having lunch with USH’s famous characters
98. ‘Out-of-Budget’ and Other Recommendations Pricing Strategy Change – make pricing structure less confusing Add a Parking Pass option or include parking to all AP Passes Augmented Reality Ad – PC/Mobile 3D engagement USH Official Smartphone Mobile Application – Features: wait times, trip planner, events, deals, other parts of the social media campaigns, and more
103. Project Summary Conclusion – By adding awareness, value, engagement, brand personality, new distribution channels, and overall brand equity to USH and theAP program with the strategies presented, we calculate that attendance, acquisitions, and renewals for the AP program will increase by 387,000. Program Timing – May 2011 to May 2012 Program Budget – $1 Million Program Logistics – By contracting Tier One, execution of the strategies provided can immediately take effect, in which revisits, AP sales, and AP renewals will grow.
104. USH and TIER ONE Why USH? USH's challenge is a great opportunity to exercise our expertise and help USH increase its revenue, build its brand, and expand its relationships. Why Tier One? Tier One has an average of 10 years of diverse and complementary experiences with various industries, partnerships, and relationships that have been successful and can be beneficial to USH. Tier One’s key points of differentiation Cost efficient and timely with quality Professional social media operations Enhanced customer relationship management Creative partnership development
106. Sources 5 Secrets to Walt Disney World's Success: http://www.demc.com/artman/publish/article_130.shtml 10 reasons why meetings and events are important in tough times: http://event-management.bestmanagementarticles.com/a-31069-10-reasons-meetings-and-events-are-important-in-tough-times.aspx Roller coaster economics: http://www.economist.com/blogs/freeexchange/2010/04/queueing Peak Times, Crowd Levels:http://www.wdwinfo.ca/walt-disney-world/when-to-go/peak-times--crowd-levels Themed Entertainment Association and Economics Research Associates, Attraction Attenance Reports: 2006- http://www.themeit.com/attendance_report2006.pdf 2007- http://www.inparkmagazine.com/2007report.pdf 2008- http://www.themeit.com/TEAERA2008.pdf 2009- http://www.aecom.com/deployedfiles/Internet/Capabilities/2009%20Theme%20Index%20Final% Theme Park Insider: www.themeparkinsider.com
107. Sources Universal Studios Japan: http://www.usj.co.jp/e/ USJ Re-entry problem, dining issues: http://www.usj.co.jp/news/2008/1212_1.html Caruso Affiliated and Glendale Galleria: http://articles.glendalenewspress.com/keyword/general-growth-properties SPORTS and EVENTS can drive revenue (OTX Research, 2009) Social Experiences involving communication is growing (OTX Research, 2009) US Population, Census: http://www.census.gov/population/www/socdemo/hispanic/files/Internet_Hispanic_in_US_2006.pdf Hispanic Media and Growth: http://news.yahoo.com/s/nm/20101026/tv_nm/us_univision Toy Industry Association, Toy Industry Statistics, 2007 - 2009: http://www.toyassociation.org/AM/PDFs/Trends/ToyMarkets10.pdf
108. Sources QR Codes: http://searchengineland.com/what-is-a-qr-code-and-why-do-you-need-one-27588 http://www.foxypropaganda.com/qr-codes-top-reasons-to-use-qrcodes/ The benefits of using Groupon: http://www.helium.com/items/1810053-great-deals Woman's buying power: http://www.automoblog.net/2008/03/06/the-51-minority-womens-buying-power/ Hjelm, B. (2010) What Women Want From The Web Report. UNICAST. http://www.unicast.com/about/press.aspx?id=94. <Accessed 22 June 2010> Mack, A. & Miley, M. (2009) The New Female Consumer: The Rise of the Real Mom. Advertising Age. <Accessed 12 Nov 2010>
