Karan Gaba || Elizabeth Tolhurst || Michael Armstrong

Siddharth Bangar || Zarin Tasnim

Communications Strategy

Summer 2015 to 2016

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Executive Summary The purpose of this report is to formulate a marketing campaign for the brand Disney XD with the goal of increasing viewership amongst boys aged 6-10. Market research indicates that Disney XD is unable to compete against its competitors on the Foxtel kids Entertainment package, receiving only a small portion of viewers. The campaign outlined aims to increase brand awareness among the target audience and facilitate interaction with Disney XD characters. This would increase viewership and help maintain it in the long term due to an intrinsic connection with the characters. The current issues faced by the channel are misinterpretation of Disney XD with Disney Channel, lack of awareness and increased interest in alternative media.

In order to address these issues, the report details a multi-platform strategy incorporating bought, owned and earned media that includes the following:

Creative Writing Competition A creative writing competition is proposed to be implemented in primary schools for children aged between 6 and 10. The children would be provided with the start of a story relating to Disney XD characters and be asked to complete the story. This would give the children a better understanding of the plot summaries and character backgrounds, bringing the target audience close to the Disney XD universe. The children with the top story in each of the five states would then be shortlisted and invited to the National Events held by Disney XD. The finalists will get prizes, the winner will get their story animated and showed on Disney XD and the winner’s school will receive 30 iPads.

National Events One-day events would be held across Australia during mid-January 2016, in outdoor parks with the goal of attracting 6-10 year old boys. The activities would incorporate Disney XD characters into traditionally popular sports and games to create interaction between the target audience and the characters. This would also be of interest to parents as it will be promoted as a fun activity in the school holidays. The events would form the platform for the finals of the creative writing competition and would also be televised on a special broadcast on Disney XD.

Mobile Application The Disney XD mobile app would offer a variety of attractions for children and act as a link between all other strategies outlined in the report. One of the main features of the app is a Dubsmash competition, wherein kids would be encouraged to upload Dubsmash videos of themselves to Disney XD, Marvel and Star Wars related sounds. The best Dubsmashes would then be featured on the channel, hence rewarding the children for watching. This would also increase brand affinity and form a link between the target audience and the channel content. Additionally the application would also feature tutorial videos for the creative writing competition and promotions for the events and cross-branding partner, Milo.

Cross Branding A cross-branding strategy between Disney XD and Milo is proposed where Disney XD offers naming rights to their events and contest, promotion through the app and advertisement space and stalls at the events, in turn for which Milo would feature Disney XD promotion on their packaging. Both brands would also mutually benefit from linking a points system within the Disney XD app to Milo’s product sales. A selected ratio of Milo products would also contain a figurine of a Disney XD character, further enhancing the connection between the target audience and characters.

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Strategy X This strategy is set out to achieve two separate objectives that could radically improve brand awareness and henceforth viewership. The first objective is to create separation between Disney XD and other properties of Disney such as Disney Channel, Disney Junior, Walt Disney Pictures, etc. The second is to create a controversial wave of posts over social media, by intentionally creating negative publicity. Initially, Disney XD would advertise on YouTube with a selection of videos that show Avengers characters assault an unsuspecting Mickey Mouse. The hope is that this would be looked on as insensitive and harsh towards a lovable character, leading to a string of posts on social media that increase brand awareness significantly.

Limitations The report faces strong limitations on the amount and quality of research that was utilised. Due to lack of sufficient resources, the data presented in this report may vary in reality. Statistics are supported by internet resources that are credible, however it is recommended that Dentsu Aegis conduct further research to verify. Budgets presented in this report are also sourced from various websites and rely on approximations that need to be revised before implementation.

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Table of Contents

EXECUTIVE SUMMARY ................................................................................................................. 1 CREATIVE WRITING COMPETITION ............................................................................................................. 1 NATIONAL EVENTS .................................................................................................................................. 1 MOBILE APPLICATION .............................................................................................................................. 1 CROSS BRANDING ................................................................................................................................... 1 STRATEGY X ........................................................................................................................................... 2 LIMITATIONS .......................................................................................................................................... 2

INTRODUCTION ........................................................................................................................... 5

MARKET ANALYSIS ....................................................................................................................... 5

CAMPAIGN OBJECTIVES ............................................................................................................... 5

SWOT ANALYSIS ........................................................................................................................... 6 STRENGTHS ............................................................................................................................................ 6 WEAKNESSES ......................................................................................................................................... 6 OPPORTUNITIES ...................................................................................................................................... 6 THREATS ................................................................................................................................................ 6

STRATEGY 1: CREATIVE WRITING COMPETITION ........................................................................... 6 OBJECTIVES ............................................................................................................................................ 6 ACTION PLAN ......................................................................................................................................... 6 ADVANTAGES ......................................................................................................................................... 7 RISKS .................................................................................................................................................... 7 BUDGET ................................................................................................................................................. 7

STRATEGY 2: NATIONAL EVENTS ................................................................................................... 7 OBJECTIVES ............................................................................................................................................ 7 ACTION PLAN ......................................................................................................................................... 8 ADVANTAGES ......................................................................................................................................... 8 RISKS .................................................................................................................................................... 9 BUDGET ................................................................................................................................................. 9

STRATEGY 3: MOBILE APPLICATION .............................................................................................. 9 OBJECTIVES ............................................................................................................................................ 9 ACTION PLAN ......................................................................................................................................... 9 ADVANTAGES ....................................................................................................................................... 10 RISKS .................................................................................................................................................. 10 BUDGET ............................................................................................................................................... 11

STRATEGY 4: CROSS-BRANDING ................................................................................................. 11 OBJECTIVES .......................................................................................................................................... 11 ACTION PLAN ....................................................................................................................................... 11 ADVANTAGES ....................................................................................................................................... 11 RISKS .................................................................................................................................................. 11 BUDGET ............................................................................................................................................... 11

STRATEGY X ............................................................................................................................... 12 OBJECTIVES .......................................................................................................................................... 12 ACTION PLAN ....................................................................................................................................... 12 ADVANTAGES ....................................................................................................................................... 12 RISKS .................................................................................................................................................. 12

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BUDGET ............................................................................................................................................... 13

CAMPAIGN TIMELINE ................................................................................................................. 13

CONCLUSION ............................................................................................................................. 13

LIMITATIONS & RECOMMENDATIONS ........................................................................................ 14

REFERENCES .............................................................................................................................. 15

APPENDICES .............................................................................................................................. 18 APPENDIX A ......................................................................................................................................... 18 APPENDIX B: BUDGETS ....................................................................................................................... 0 APPENDIX C: PRIMARY RESEARCH DATA ............................................................................................ 1

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Introduction The report outlines a communications campaign for Disney XD in summer 2015/ 2016. It focuses on the current market position of the children’s entertainment channel and suggests marketing and communication strategies to enhance this position. The goal is to overcome the declining viewership and increase awareness amongst the target audience of 6-10 year old boys. The report will look at a multi-platform campaign in order to effectively increase affinity between channel and target audience and in turn viewership.

Market Analysis The current broadcasting market in Australia is divided into two major groups, free-to-air television and pay-tv. The pay-tv sector is dominated by Foxtel. Currently pay-tv is subscribed to by only 28-30% of the Australian households (Little 2014) whilst almost 83% of all TV viewing is of free-to-air channels (OzTam 2015). This negatively affects the concerned brand, Disney XD, as it is offered through Foxtel, a paid television provider.

Disney XD competes with other channels on the Foxtel Kids package including Disney Channel and competitors Cartoon Network and Nickelodeon. Disney XD is severely lagging behind in terms of ratings, compared to Cartoon Network and Disney Channel (OzTam 2015). They also compete against popular free to air TV channels such as GO! and Gem.

Campaign Objectives Increase viewership of Disney XD by 50% (particularly viewership in boys)

Increase brand awareness among core target audience (boys aged 6-10) and secondary

audience (parents of children aged 5-12)

Build affinity between brand and target audience

Target audience can distinguish Disney XD from associated brands such as Disney Channel and Disney Junior

0

0.1

0.2

0.3

0.4

0.5

0.6

0.7

0.8

DisneyChannel

Disney Junior Disney XD CartoonNetwork

Nickelodeon

% share of all viewing

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SWOT Analysis The SWOT analysis forms the basis for the marketing solutions provided in consecutive sections.

Inte

rna

l F

act

ors

Strengths Weaknesses

Disney XD holds rights to popular brands

such as Star Wars and Marvel

Affiliation to Disney means increased

brand awareness

Based on the most popular pay-tv

provider – Foxtel

Brand recognition is strong

Audiences find it hard to distinguish

Disney XD from Disney’s other properties

More girls watch Disney XD

Cartoon Network has stronger viewership

rates

The channel is only available through the

Kids package on Foxtel

Ex

tern

al

Fa

cto

rs

Opportunities Threats

Pay-tv market is expecting growth in the

upcoming year (Little 2014)

The channel is on the same kids package

as Cartoon Network and Nickelodeon –

children who already have access to these

channels can watch Disney XD

Free-to-air programming for children

Rising popularity of computer applications, internet media, games, apps,

etc. (News.com.au 2014, see Appendix A

Chart 1)

Cartoon Network and Nickelodeon competing for a similar target audience

on Foxtel

STRATEGY 1: CREATIVE WRITING COMPETITION Whilst brand recognition is relatively strong for Disney XD it has been indicated through primary research that only 13% of children note XD characters or shows as their favourite (see Appendix A Chart/Table 2). To increase engagement with the brand a creative writing competition will be held. The competition will be targeted towards primary schools and the winner will not only get their story animated and put on the Disney XD channel however the child’s school will also receive 30 free iPads plus accessories.

Objectives 100% increase in children who identify in Disney XD characters as their

favourite

Target secondary market with educational promotion

Action Plan The strategy is nationwide and it aims to reach all states and territories across Australia. Our approach will be targeted towards the top 20 primary schools in each capital city as well as a few rural communities such as Griffith and Alice Springs. Other schools and individuals will have the ability to enter the competition as well through an online form. Targeted schools will receive promotional material such as Disney XD wristbands and small action figures whereas other schools will be targeted through advertisement on the Disney XD channel, website and app.

The competition will include beginnings to 5 different stories provided to the kids based on Star Wars and Marvel universes. The children then must write a 4 minute long story following the chosen introduction. Videos and general tips on how to write an effective story will be provided

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on the Disney XD app. The best storey from each state will be shortlisted for the final round of the competition.

There will be five finalists in each state and these finalists would be taken to the National Events held in their closest capital city (discussed in Strategy 2). They will also receive a large package of promotional material. The final contestants would be treated like celebrities with a limousine pick up, chauffer and a walk on the red carpet. The finalist’s stories will be produced in an inexpensive format and distributed over the Disney XD mobile app, through which viewers can vote for their favourite story. The video with the highest votes from every state then gets their story animated in higher quality and featured on Disney XD between shows. The winning schools would also win by receiving free iPads.

Advantages This strategy enables Disney to reach their target audience and instigate a connection with the Star Wars and Marvel characters. In addition a positive brand image is formed in the minds of parents and general public, as Disney XD is seen as a socially responsible brand that is supporting education. This particular strategy would also act as a survey where Disney will be able to gauge what type of stories kids would like to see, which could help plan future programming.

Teachers and parents will be willing to engage with this communications idea as it is educational and also provides strong incentives to the children themselves and the schools. It is also a great activity for children to complete at the end of their schooling year when often all syllabus work is completed.

Risks There is a risk of a negative impact on the brand image as Disney XD may look like its interfering with education for financial gain.

Budget

Expense Item Associated Cost ($)

Animation of Short Films (Ross 2012) 70,000

iPads (x30 for each school) 100,000

Limousine Hire (Quicksilver Limousines 2015) 15,000

Merchandise for Winners ($3,000 each) 15,000

Disney XD Merchandise for Finalist Schools 20,000

Total 220,000

STRATEGY 2: NATIONAL EVENTS To achieve the objective of promoting awareness of Disney XD with parents and increasing viewership it is proposed that nationwide events are held for the primary target audience. The events would be one-day attractions held at multiple capital cities across Australia. They would include boy-centric activities such as live action games, sports activities, competitions and plenty of opportunities to interact with Disney XD characters and brand.

Objectives Appeal to parents as a free and fun activity for children

Achieve an attendance of between 8000 – 15000 children at each event

Increase brand recognition and association with Disney XD characters

Increase sales of our cross-branding partner, Milo (discussed in strategy 4)

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Action Plan The events would be held in Sydney, Melbourne, Adelaide, Perth and Brisbane as these are areas of high population density, lower median age and higher median income (ABS 2015). This ensures that Disney XD is holding the events near their target audience who are younger and have more ability to afford Foxtel. Another aspect that will increase the popularity of the events is the choice of location being large, public parks that are easily accessible by public transport. (Please see Appendix A Table 3 for full list of locations as well as other proposed event details).

The execution of the events would be towards the latter end of the campaign. This not only ensures that the events are held in the school holiday period however it also allows sufficient time to advertise the event across other aspects of the communications strategy. Firstly the finals of the Creative Writing Competition would take place here. Secondly, the event would be advertised on the Disney XD application with extra reward points given for attending the day. Thirdly Milo would be strongly incorporated into the events day giving free refreshments to the attendees.

Asides from advertising the events on the Disney XD application and Creative Writing Competition, methods of promotion would involve the use of local radio stations, websites and newspapers, an effective method of communicating to the secondary target market, parents. It will be branded as a fun and active day for children, allowing them to spend time outdoors away from technology. It is presumed that local advertisers such as event websites, hotel staff, etc. would use the event as a suggestion to parents for a school holiday activity, leading to free publicity. The events will also be highly advertised on Disney XD channel and website to ensure existing customers stay connected to the brand. Other possibilities include banners in high traffic areas, social media posts and emails.

Another crucial component to ensuring this strategy is successful is to create the right mix of activities. If the children enjoy the event and engage well with the characters, it is more likely that they will encourage their parents to buy the Kids package on Foxtel (Beder 1998). The activities will be interactive, action-oriented and branded with Disney XD characters and shows. They involve the following:

Kim and Courtney Live Show!

Karate demonstration (potentially with guest appearance from a cast member of Kickin’ It)

Phineas and Ferb science experiments

Zorb soccer – Spiderman and Hulk are goal keepers

Touch football – Kim and Courtney play too

Laser tag skirmish played with Star Wars teams in costumes - Rebels v Enterprise.

Meet and greets with Disney XD characters

Water fights (to cool down in Summer)

Free Milo refreshments

Advantages There are many advantages to holding national events. Firstly the high amount of advertisement paired with the events will increase brand awareness for Disney XD whether the target audience attends events or not. It is also an effective way to engage with not only the primary target audience 6-10 year old boys but also the secondary target audience, their parents. For parents these events give Disney XD a community sense that helps them associate more readily with the brand (Kids Matter 2015).

Another advantage of holding these national events is that they encourage a lot of free publicity. Local media stations are willing to engage with and advertise such events as they help to create a greater sense of community and also raise the profile of the city (Grames & Vitcenda 2012), in

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addition to economic and social benefits. More importantly, the events facilitate interaction between young boys and Disney XD characters creating a stronger connection between network and audience (Public Relations Sydney 2015).

Risks There are a few associated risks of holding the events. Firstly as they are held in summer event coordinators would need to consider the heat or possible rainfall and have facilities ready to accommodate any issues this may cause. Holding national events is also a costly strategy and if target quotas are not met it could mean a large portion of the budget is spent ineffectively.

Another key concern is that Nickelodeon holds the event Slimefest (Forsyth 2014), which involves live entertainment and activities for attendees. The point of differentiation however for Disney XD is firstly that the events will be strongly aligned to XD characters and TV shows and that they are held at five places across Australia rather than two. The events will also be more suitable to a younger generation than Slime Fest. Organisation of the events will also need to occur quickly as councils often require approximately 6 months’ notice before the hire of parks (Adelaide City Council 2015).

Budget Expense Item Associated Cost ($)

Park Hire (including water and electricity) 200,000

Actors 30,000

Public Liability Insurance 10,000

Laser tag skirmish hire 20,000

Zorb ball hire 30,000

Transport 6,000

Staff costs (including security and event staff) 25,000 Character costumes 1,000

Port-a-loos 10,000

Food Stalls Nil

Advertisement 30,000

Total 362,000

STRATEGY 3: MOBILE APPLICATION Due to the growing use of smart phone applications amongst boys aged 6-10 (Yeomans 2013) it is crucial that Disney XD creates an innovative and engaging application (app). The app will provide a new platform for interacting with the target audience as well as raise awareness and advocate the channel within a small period of time.

Objectives Increase consistent viewership from the boys aged 6-10 demographic Increase brand rapport Increased channel exposure and awareness Promote a local connection to Disney XD

Action Plan The proposed Disney XD app will employ the already popular phone application, Dubsmash. Boys aged 6-10 will upload Dubsmash videos of themselves lip syncing lines from popular Disney XD shows, such as Marvel’s Avengers Assemble and Star Wars Rebels. The videos with the best lip syncs will be played in advertisement breaks on the Disney XD channel, with contestants able to win prizes such as Marvel Lego and bikes. As the best Dubsmashes would

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broadcast on Disney XD, the target market would be likely to tune in. In addition, the app would host content themed mini-games, such as platform Star Wars. The games would include rewards for knowing the recent happenings in the story line, again creating incentive for the target market to watch the channel. The same games as the website will also be on the app and the children can use their log in details to continue their progress.

Supplementary to the Dubsmash competition and mini-games, the app will use a levelling system as further incentive for the target market to interact with Disney XD. Playing a mini-game would earn one point; participating in the Dubsmash competition would earn 10 points for each video and 100 if successfully placed on the Disney XD channel; participating in an event such as the creative writing competition would earn 50 points with an additional point per view of videos related to the creative writing competition (tips and hints). Additionally points would be offered for purchase of cross-branding partner, Milo, products, depending on the particular product purchased (discussed in strategy 4). As points accumulate users will rise through ranks, as well as receive greater prizes and discounts. As evidenced through Qantas’s induction of a similar system, frequent flyer points, the levelling systems on the app would incentivise boys aged 6-10 to not only use the application, but also attend the various events and watch Disney XD thereby increasing brand affinity and viewership.

The following is a potential list of ranks used in the in application levelling system:

Rank Number of points needed

Lab rat 0 points Storm trooper 150 points

Spider-man 300 points

Jedi 750 points

Avenger 1000 points

Advantages The app will allow the target market to interact with Disney XD content in an enjoyable fashion with the ease and convenience provided by mobile phones and tablets. Moreover, those unaware of Disney XD or unable to tune in can still connect with the channel content through mini-games.

The app also is also relatively inexpensive to create and maintain and allows a great medium for promoting other strategies in the campaign such as the events and creative writing competition. The app allows for some funds to be recovered through allowing advertisement of other games as well as in app purchases (Tomas 2012; Egan 2014).

Risks This strategy also has a few associated risks. Firstly, overburdening the application with features may reduce the users enjoyment, thereby reducing effectiveness. Secondly, parents may not be happy with their child uploading a video of themselves for the Dubsmash competition. As such, parental consent must be urged. And finally, the cost of discounts and prizes of merchandise may exceed expectations and prove a liability.

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Budget Expense Item Associated Cost ($)

Creation of Application (Hurd 2015)

Developers

Designers

Art directors

Product managers

Account managers

150,000 50,000 40,000 10,000 30,000 20,000

Total 150,000

STRATEGY 4: CROSS-BRANDING Cross branding is often one of the most effective ways brands can connect better to their target audiences. As Milo and Disney XD share the same target market and high energy branding it is proposed that the two companies join for a period of the communications campaign.

Objectives Increase awareness of Disney XD

Save costs through advertising with Milo

Engage directly with secondary target audience

Action Plan Disney XD and Milo can work together throughout the communications campaign to save costs. Firstly Disney XD can feature ads for Milo in its app as well as offer naming rights for the National Events. They can also offer stalls during the events for Milo to distribute samples or sell products. In return Milo would feature promotions for the Disney XD app and National Events on their packaging. Certain Milo products could also contain a figurine of a Disney XD character, reinforcing the connection between the target audience and the characters. In addition, the sales of Milo products would also contribute to points on the Disney XD app.

Advantages The main advantage of such a cross-branding initiative is that it enables Disney XD to reach a broader audience to promote consequent strategies. It will be hugely effective in raising brand awareness with the secondary target market and will benefit Milo as children have a large impact on their parents’ spending in the supermarket (Beder 1998). Parents are also more willing to buy Milo for their children than other food as it is marketed as healthy. Another small but significant advantage is that Disney XD and Milo have the same brand colour which helps to create stronger affinity. Depending on the negotiations Disney XD may be able to win this deal at no additional cost

Risks This is a high risk strategy as negotiations with Milo or any other cross branding agency would be lengthy and expensive. It is also difficult to estimate the cost saving that would occur.

Budget Expense Item Associated Cost ($)

Figurine manufacture, design and distribution 120,000

Legal fees incurred by negotiations with Milo (assumed in-house counsel available)

30,000

Total 150,000

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STRATEGY X One of the biggest challenges facing Disney XD is that it is not separately identifiable from the main Disney icon. Whilst this may allow a stable support base for the subsidiary brand, it also strangles Disney XD’s ability to target 6-10 year old boys. This is because the wider established Disney Channel heavily targets girls. Thereby, Disney XD also attracts girls, despite tailoring content towards 6-10 year old boys. Moreover, Dentsu Aegis stated Disney XD is in a “stronger position amongst girls” than it is with the target audience (Dentsu Aegis 2015). In response to this issue we have developed Strategy X.

Objectives Create a divide in the public’s mind between the perceptions of Disney

and Disney XD

Spread awareness of Disney XD through an advertising campaign that

straddles the lines between appropriate and inappropriate, without negatively impacting Disney XD’s image, in order to turn viral, hence

increasing viewership

Action Plan Strategy X surrounds the idea that in order to capture the attention of 6-10 year old boys, Disney XD must shed the image of the girl-oriented Disney Channel. To do so an animated video of Marvel’s Iron Man and Mickey Mouse will be created and played through YouTube advertisements. The video will contrast the content of Disney XD and Disney, represented by Ironman and Mickey Mouse respectively. Ironman will fire his detachable electronic hand at Mickey whilst saying, “Away Rodent, the future is now!” The incorporation of the Disney XD slogan, combined with the Iron Man fight sequence, will resonate an image of Disney XD as an action based television channel. Moreover, the juxtaposition of Mickey Mouse and Ironman will further solidify that Disney XD is separate from its parent concern The Walt Disney Company and other associated brands.

Advantages The potential negative publicity generated through the depiction of unwarranted violence, as well as the disregard for a longstanding icon for children, Mickey Mouse, is likely to increase viewership of Disney XD. Stanford Graduate School of Business stipulates negative publicity can increase purchase “likelihood” by increasing “product awareness” [Berger et al 2010]. This is evident in the example of the movie Borat, where Hotels.com received a “300%” increase in requests for information about Kazakhstan after the crude movie made unceasing fun of the nation [Stanford Graduate School of Business 2011]. Moreover, the advertisement may flirt with the inappropriate in such a way that it becomes viral, thereby drawing immediate social media attention to the fun and action oriented television channel. This behaviour would be typical of the internet as negative stories receive more attention than positive ones (Walker 2010). As awareness increases boys aged 6-10 will desire to understand the attention surrounding Disney XD, as such they will begin to watch the channel’s content. Therefore, strategy X will increase viewership and awareness of the Disney XD channel.

Risks Strategy X is precarious in that it carries significant risks:

The animation may delve too far into the inappropriate and damage the reputations of Disney, Disney XD, and Marvel. As such, parents may be wary to allow their children to

watch Disney XD thereby negatively impacting on viewership

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The animation may not gain the viral traction needed to develop widespread awareness

of Disney XD

It is for the myriad of risks Strategy X generates that it should only be considered as an option, not as an essential facet of the communication strategy. Dentsu Aegis should weigh the risks and advantages before commencing this strategy.

Budget As this campaign ideally would only be implemented on YouTube for enough time to create a social media buzz, the costs of advertising would be minimal with negligible costs of production as these would be short 30 second animations. An appropriate budget of $50,000 could be allocated to this strategy.

Campaign Timeline As each component of the communications campaign overlaps it is essential that the release of strategies is timed sequentially so that each action promotes the next. This not only ensures that cost efficiency is achieved but it also allows the campaign to be integrative and stronger as a whole.

See the following table for the proposed Campaign Timeline:

November December January

Early Schools introduce

creative writing

competition

Strategy X released

Mid Disney app is suggested

to parents of

participating schools as

a way to access writing

tips

Dubsmash competition would initiates, keeping

the audience interested

in the app

Early Cross branded Milo

products hit shelves –

extra points given on

app if Milo products

purchased

Late Last date for entries to

the creative writing

competition, post which

entries are shortlisted

and top 5 entries from each state are animated

and produced for

screening at the events.

Early – Mid National events take

place to finalise the

winners of the creative

writing contest followed

by the special broadcast

featuring the winners’

animated stories and

overall coverage of the

event.

Conclusion This communication campaign forms an integrative strategy aimed at creating affinity between the Disney XD brand and their primary target audience, 6-10 year old boys. The creative writing competition helps generate interest and familiarity with the characters and the fictional universe in general. This would have a wide reach, as many students who wouldn’t have heard of the brand would be familiar with it, also influencing their friends to follow the channel.

The app plays a variable role in the campaign, and brings all the other aspects together. The app would engage the audiences using the games, the Dubsmash competition, and by rewarding them for their knowledge of the TV shows. Additionally, the reward of seeing themselves on TV would drive the children to engage with the app. Milo products achieve interest in the

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secondary market due to its health reasons and in the primary market due to the additional points offered towards the application. Additionally the Milo products and app would help promote the national events.

The events would then grab attention by providing attractions of interest to the kids, and interacting with XD characters would further increase brand awareness. The events would also provide a platform for the finale of the creative writing competition, and then be televised on Disney XD further increasing the incentive to subscribe for those who attend.

A potential action in the communications strategy would be to attempt to create negative publicity to help increase brand awareness. This would be done through a video depicting Mickey Mouse being “bashed up” or kicked by popular Disney XD characters such as Iron Man. This idea would disassociate Disney XD from the Disney brand and would also appeal to 6-10 year old boys through violence.

OVERALL BUDGET Expense Item Associated Cost ($)

CREATIVE WRITING COMPETITION 220,000

NATIONAL EVENTS 362,000 MOBILE APPLICATION 150,000

CROSS BRANDING 150,000

STRATEGY X 50,000

MISCELLENIOUS EXPENSES 68,000

Total 1,000,000

Limitations & Recommendations Strong limitations exist on the primary and secondary research backing this report. The lack of resources to conduct primary research limited the sample size and diversity and limited secondary research to databases and sources that are freely available. Further specialised research on target audience viewing preferences is strongly recommended before implementation. Budgets that are presented in the report are based on approximate figures based from approximations and Internet sources.. In addition, research is also recommended to evaluate funding that can be generated by selling advertising space and stalls at National Events. The Cross-Branding with Milo is a hypothetical scenario, while Milo would be an appropriate brand it would be beneficial to look at various brands and conduct negotiations before a decision is made. The brand should be readily available and visible at supermarkets, likeable to children and adults alike and have nutritional properties to align well with Disney XD and core target markets.

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Hurd, M 2015, ‘What Does It Cost to Develop An App’, Fueled, Viewed 15th July 2015,

<http://fueled.com/blog/how-much-does-it-cost-to-develop-an-app>.

Little, S 2014, ‘IBISWorld industry report J5622 Pay television in Australia’ December 2014,

viewed 14th July 2015,

<http://clients1.ibisworld.com.au.ezproxy.uow.edu.au/reports/au/industry/currentper

formance.aspx?entid=1817#KED>.

OzTam 2015, Consolidated Metropolitan Total TV Share of All Viewing 5 City Share Report - All

Homes, OzTam, viewed 10th July 2015,

<http://www.oztam.com.au//documents/2015/OzTAM-20150628-

B1NatSTVShrRchCons.pdf>.

OzTam 2015, Consolidated National Subscription TV Share and Reach National Share and Reach

Report - Subscription TV Homes only Week 27 2015, OzTam, viewed 10th July 2015,

<http://www.oztam.com.au//documents/2015/OzTAM-20150628-

A1MetTTVShrCons.pdf>.

Park Lands Events Booking Application 2015, Adelaide City Council, viewed 15th July 2015,

<http://www.adelaidecitycouncil.com/assets/documents/FORM-park-lands-book-an-

event-application.pdf>.

Pricing 2015, Quicksilver Limousines, viewed 16th July 2015,

<http://www.quicksilverlimos.com.au/pricing>.

Ross, MC 2012, How Much Does a Video Cost?, Digicast Productions, viewed 16th July 2015,

<http://www.digicast.com.au/marketing-video-blog/bid/90470/How-much-does-a-

video-cost>.

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good>.

Communications Strategy

17

Thomas, C 2012, 5 Ways Free Apps Make Money, Blue Cloud Solutions, viewed 15th July 2015,

<http://www.bluecloudsolutions.com/blog/5-ways-free-apps-money>.

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Communications Strategy

18

Appendices

Appendix A

CHART 1:

CHART 2:

0 2 4 6 8 10 12 14 16

Homework

Chores

Paid work

Volunteering

Computer

Family

Friends

TV

Sport

Hours spent/week

ABC Kids 7%

Cartoon Network

34%

Disney XD 13%

Go! 33%

N/A 13%

Communications Strategy

19

TABLE 2:

City Location Date Time Potential Local Advertisement Vendors

Sydney Centennial Park Saturday 9/1/16 9am – 4pm

Newspaper

Sydney Morning Herald

Inner West Courier

Manly Daily

Liverpool Leader

Fairfield Advance Radio

2Day FM

Nova

KIIS Website

http://www.whatsonsydney.com/

http://www.sydney.com/events

Melbourne Royal Botanic Gardens

Sunday 10/1/15 9am – 4pm

Newspaper

The Age

Herald Sun

Melbourne Times Weekly

St Kilda News Radio

Fox FM

Triple M

Kiis Website

http://www.thatsmelbourne.com.au/

http://www.au.timeout.com/melbourne/aroundtown

http://www.onlymelbourne.com.au/

Adelaide Victoria Park Saturday 16/1/15 9am – 4pm

Newspaper

The Advertiser (Adelaide)

Adelaide Hills Weekender

The Courier Radio

Hit107

TABLE 3:

Communications Strategy

1

Mix FM Website

http://www.weekendnotes.com/adelaide/whats-on-this-weekend/

http://whatsoninadelaide.net.au/

http://www.adelaidecitycouncil.com/whats-on

Perth Kings Park Sunday 17/1/15 9am – 4pm

Newspaper

Perth Now

The West

Western Suburbs Weekly Radio

Hit92.9

Mix Website

http://www.westernaustralia.com/

http://visitperthcity.com.au/

http://www.enjoyperth.com.au/

Brisbane New Farm Park Saturday 25/1/16 9am – 4pm

Newspaper

Quest Community News

Sunshine Coast Daily

Brisbane Times

Brisbane Courier Mail Radio

973FM

HitFM

96five Website

http://www.visitbrisbane.com.au/whats-on/this-week?sc_lang=en-au

http://www.brisbane.qld.gov.au/whats-on

http://www.mustdobrisbane.com/what's-on-in-brisbane

APPENDIX B: BUDGETS

EVENTS BUDGET

CREATIVE WRITING COMPETITION BUDGET

Park Hire (including water and electricity)

Actors Public Liability

Insurance

Laser tag skirmish hire

Zorb ball hire

Transport

Staff costs (including security and event

staff)

Character costumes

Port-a-loos Food Stalls

Advertisement

Animation of Short Films(Ross 2012)

iPads (x150) (30 for eachschool)

Limousine Hire(Quicksilver Limousines2015)

Merchandise for Winners($3,000 each)

Communications Strategy

1

APPENDIX C: PRIMARY RESEARCH DATA

PREFERRED ACTIVITY AFTER SCHOOL

0

1

2

3

4

5

6

7

8

9

ComputerGames

Cricket iPad Sleep TV

Total

Total

Communications Strategy

2

DO YOU PREFER PLAYING GAMES OR WATCHING TV?

WHICH IS YOUR FAVORITE SHOW?

0

1

2

3

4

5

6

7

8

Both Games TV

Total

0

0.5

1

1.5

2

2.5

3

3.5

4

Communications Strategy

3

WHAT’S YOUR FAVOURITE TIME TO WATCH CARTOONS?

HAVE YOU HEARD ABOUT DISNEY XD?

0

1

2

3

4

5

6

7

Sunday Morning 5:00:00 PM 6:00:00 PM 7:00:00 PM

Total

No 40%

Yes 60%