Disney's Corporate Brand

Who's the leader of the club that's made for you and me? M-I-C-K-E-Y M-O-U-S-E!








One of the most successful examples of corporate and brand image building is the Walt Disney Corporation. They are the leaders in the industry and set the bar for other brands to aspire to reach. A company seeks to develop or align the expectations behind the brand experience. As a company you want to create an impression for your customers that your brand associated is special or unique and Disney has done just that. From the The Mickey Mouse Club to their new 3D picture UP Disney had provided a brand for all ages to grow and trust. Disney provides all entertainment needs for all demographics from movies to vacations destinations,Disney really supplies the full package.

What Does the Disney Brand Convey Today?
The Disney company, which is known for its animation and amusement parks, wanted to introduce a club giving members access to resorts, cruises and getaways. They needed their brand image to persuade consumers to consider Disney beyond the theme-park realm by leveraging Disney's brand and the distinct benefits inherent to each property or asset.




The Disney Vacation Club:

So why is the Disney Vacation Club so successful? Because of the successful brand image Disney has. Here are some of the ways Disney allows themselves to stand out of the crowd and can get so many people to join their vacation club.



" A World of Choices, A Lifetime of Memories"

1. Web Presence check out the website here
The Disney Vacation Club website is very interactive, and links can be found to the site, via any other Disney owned website.Lets explore their website:

"It's not just a Disney Vacation, it's a lifetime of vacation memories. Disney Vacation Club offers you hundreds of destinations around the world, money-saving benefits and the Disney level of quality that exceeds your expectations. "

In the first paragraph of their website they explain that by joining the vacation club you can travel around the world and an affordable price and Disney will ensure to exceed your expectations.

They offer a free information DVD delivered right to your home, provide pages for question answers and testimonials, and even a page on the website to compare the disney vacation club to similar vacation clubs offered.


2. Disney Teams up: Building Relationships
Disney Vacation Club has signed a multi-year contract with the timeshare exchange company Group RCI.

Disney's Celebration-based time-share division says the pact with RCI, a subsidiary of Wynham Worldwide Corp., will provide members with "a significantly broader range of resort experiences," including access to destinations across six continents and 25 countries. Check out the full article here

The relationship Disney has established will not only get them a larger company base but strengthen the credibility of their vacation club and the business of RCI.


3. Mirror Mirror on the Wall: Disney's Image:
Disney has the unique ability to grow with their key public. Disney fans can start at a very young age as easily as a Mickey Mouse plush toy, a trip to Disney world during childhood, or a child's favorite TV show. Disney can capture young audiences at a very young age. The brand is so versicle that they can keep their fans loyal for a long period of time. What a better way to share your love of Disney and the kid in your heart than allowing yourself and your family to be apart of the Happiest Place on Earth and be members of the Disney Vacation club.

4. New Media:


Twitter: The Disney Vacation Club uses twitter and other forms of social media to reach their target audiences. Check out the Disney Vacation Club twitter page here



Facebook: The Disney Vacation Club also uses Facebook to promote their vacation club check it out here

Disney In Corporate Crisis

Disney Monorail Crash On July 5th, 2009
After the fourth of July fireworks around 2a.m. two of Walt Disney World's monorail trains collided at the Walt Disney World Transportation and Ticket Center, killing one of the Monorail operators at the scene. There were eight other passengers on board, but no one else was seriously injured. The driver of the second train was taking the the hospital for examination but was released. The Driver who was killed was a 21 year old college student, said to be working his dream job. He always wanted to drive the "highway in the sky". This was the first accident in the 38 year history of the Walt Disney World Monorail System. For the full story click here. Too see the aftermath of the crash here is amateur video footage by a bystander. ( please note this clip is a little graphic)

How Did Disney Handle This Situation:
Disney released the following statement after the crash:

Walt Disney World Vice President of Public Affairs Mike Griffin issued a statement offering condolences to the employee's family.

"Today, we mourn the loss of a fellow cast member. Our hearts go out to the family and fellow cast members who lost a co-worker and a friend. Safety of our guests and cast members is our top priority. We will work with law enforcement to determine what happened," Griffin said in the statement.Griffin would not comment on the circumstances surrounding the crash."They are extremely rare," Griffin said of accidents at the park. "The safety of our guests and cast are a top priority above all else."

More on Mike Griffin Click here

So How Did Griffin Do?

Griffin's statement was sincere. He address that Disney is mourning the loss of an employee and friend, and they send their condolences to the family and friend affected by this accident. He also addresses that Disney has agreed to work with law enforcement to determined what happened.


My Opinion:

The Most Important Thing In Crisis Management: BE PREPARED

Remember these steps Griffin:

Regret
Reform
Restitution
Responsibility

Positive Feedback: This statement was done well because he did not admit that Disney was at fault before confirming the cause of the accident,and he also did not say it was not their fault. He made it known that Disney is cooperating with the law enforcement to determine the cause of the accident. Griffin also noted that accidents at Disney parks are rare and the safety of their guest is Disney's top priority.


Negative Feedback: I think that Griffin should have said that Disney was looking into the circumstances surrounding the crash, but was unsure at the time the exact reasoning for the incident. Instead of refusing to comment about the situation.


For a map of the Walt Disney World Monorail System click here

Disney and Griffin Did a fine job handling this crisis. Hakuna Matata ( No Worries!) Disney

Disney Investor Relations

Disney's Annual Report: How Disney Did In 2008?

Check Out Disney's 2008 Report here

Disney had a very professional and easily accessible to all of their shareholders. It is written for their shareholders, employees, and all those involved in their company. The report is divided into their key business components, these areas include the following:






1. Studio Entertainment
2. Parks and Resorts
3. Media Networks/Broadcasting
4. Media Networks/ Cable
5. Media Networks/ ESPN
6. Disney Interactive Media Group
7. Walt Disney International
8. Corporate Responsibility

Disney does more than simply post their earnings, profits, and losses. They are telling the story of their last year earnings in a very simple thematic way that readers can relate to. This effort to really connect with all involved with the company is a great marketing move. Feeling like you have a connection with the company is very important. After taking a look at this annual report Disney shareholders will feel proud and positive about their company.


Bob Iger - CEO of Disney wrote the following letter to shareholders in 2008


So How Did Bob Do?
This letter was very well written for the publics Disney was trying to reach in sharing their company efforts with those who care most about their company. The letter as well as the annual report really was a chance for Disney to tell their story.

Addressing The Economy:
Iger address that although the country is facing one of its tougher economic situations members of the Disney family should not be discouraged. Iger believes that this is only a test for one of the most creative and innovative companies out there.


So How Did Disney Past the Test?
PR people of Disney made it clear to their shareholders and all members of their "cast" what three events and advancements in the company truly made Disney stand out in the 2008 fiscal year. The first contributing factor, a small robot named Wall•E. "Disney Pixar enthralled audiences around the world with an original, unique, and memorable film" Said Iger. He personally thanked director Andrew Stanton and his team of creative film makers for their success. Check Out Wall•E Here




The 44th presidential election on ABC allowed Americans to turn to anchors such Charlie Gibson and Diane Sawyer. Iger believes that this great mixture of reporting and analysis was key to their success in taking part of a memorble and historic election. For ABC political coverage click here!



Iger also thanked Disney Imagineers for their innovative new ride Toy Story Mania. " The result of this engaging attraction combine the wonder and lovability of the Toy Story characters with breakthrough technology. The result is yet another theme park experience that distinguishes our company and causes people to say "Only Disney can do that". Check it out



Why was this a good PR move?
Highlighting these three main accomplishments really allows shareholders and cast members too see the versatility of the company. Not only was their a success in the movie industry, but with ABC news, and in the park and resort industry. This announcement allows a sneak peak on a few of the new ideas and implementations Disney has had and just how successful they have been within a year time-span. Shareholders and employees alike can feel confident in the company they support and are able to see exactly where Disney is making strides in the first page of the letter from Bob Iger.

A Review of Disney's News Release:
As of November 12th 2009 Disney launched their most recent release and review of 2009! Check it out here

CEO Bob Iger was quoted:
“Although last year was a difficult one due in part to the weak global economy, I'm pleased with the way our businesses have responded to the downturn,” said President and CEO Robert A. Iger. "We've stayed focused on our long-term strategy, efficiently managed costs, and continued to invest in initiatives to deliver future growth. We also have adapted our organization to respond to and take advantage of the changes taking place in our businesses and will continue to do so as we position Disney to thrive for years to come."

So how did Disney Do with their report?
- It's written in technical language but then breaks the technical language down in a simple written summary for all to be able to follow.

Bob's Quote: I think that Bob did a good job with his statement. It is believable because he has addressed the issue of the economy and has admitted that although Disney has to face the tough economy they are prepared. He shows credibility and confidence by ensuring investors that Disney has a plan and will continue to be successful through the years to come. I think Bob did a great job in ensuring his stakeholders and investors that Disney will seek their heights even through the tough economy because of the plan they have begun to use.

How Disney Makes Everyone's Dreams Come True

Walt Disney Gives Back

Walt Disney himself was a person who gave back. During his life he frequently visited children in hospitals and guided the company he created to become supportive of many organizations and to help children in need.


The Heart of Disney- To help children and families in need, as well as protect our environment and our future.


Disney Focuses on corporate giving in many ways:
-Special wishes for children with life threatening medical conditions
-Financial support for children’s hospitals
-Disney care packages for children in hospitals
-Disaster relief such as events of earthquakes and natural disaster
-Boys and Girls Club of America
-Community service projects such as Disney Minnie which supports youth lead projects around the world.
-Disney worldwide conservation fund- the study of wildlife protection and habitats
Check Out Disney's Corporate Giving Website

Employee Volunteers

VoluntEARS – in progress for over 25 years, and have donated 5 million hours in over 42 countries.
-Employees volunteer in a variety of areas such as ; children and families, arts and creativity, and community service
-They are involved with reading programs for children, tutoring programs, theater programs, science programs, mural painting in public places, family volunteer day where they pack food boxes for the homeless on the holidays, cleanup projects, home building, tree planting etc.
Check out Diney's Global VoluntEAR efforts here!!

Program Evolution
- Disney believes that along with their community outreach and volunteer efforts they will remain faithful to their traditions and continue to the support of the positive development of children and families. ” We will continue to support the positive development of children and families and be mindful of the global nature of our business, without losing sight of the local communities where our Cast Members and employees can make an immediate and long-lasting impact. With these tenets in mind, we look forward to continuing Disney's work to support communities and to reporting our progress”

How does that relate to the Disney's lines of business?
Disney strives to bring families together and to enhance the lives of children, who are our future. Giving back to children in need is another way for Disney to help our future shine. “The Walt Disney Company dedicates financial resources and various in-kind gifts to brighten the lives of children in need around the world. In 2008, Disney donated more than $209 million in cash and in-kind support to various charities around the world and continued to draw upon our unique magic to make wishes come true for children and families. “

How does the program enhance the company’s reputation?
Giving back to the community enhances the Disney Company’s reputation. This allows customers, stakeholders, competitors, and opponents to see all of the good that comes out of their company and how they are putting the hard work and money that they put into their company right back to the community. This will have the public trusting Disney as a company and feel comfortable spending money on their products and supporting their causes.

Give a Day Get a Disney Day
On January 1, 2010 when you sign up here to volunteer a day of service with a participating charity, you will get a one day FREE admission pass to any Walt Disney World Theme Park. For more information check it out here

Miss Piggy and the rest of the Muppets are excited for Give a Day Get a Disney Day more information in this clip

Out of the Disney Vault and in Stores Today!

Originally released December 21st 1937 Walt Disney's first full length feature production Snow White and the Seven Dwarfs is coming out of the vault and back on to family room televisions. The classic has been re-released and will be available on DVD on October 6, 2009. You can find more information on Snow White and other Disney Classics at the Disney Vault Website. Disney also offers quick and easy shopping out of their vault at their Disney Store online.



Also new in Disney Consumer Products is Toy Story Mania For Nintendo Wi. The game is based on Disney's popular new 4D attraction located at their Hollywood Studios in Disney World, and Disney's California Adventure. The game is another way to get everyone excited for their 3D release of double feature Toy Story 1 and 2 coming to theaters October 2, 2009, and Toy Story 3 in theaters June, 18th 2010 . The game features 3D carnival inspired shooting games with all of your favorite toy story characters.


After personally experiencing this attraction at Walt Disney's Hollywood Studios I was very impressed. The ride was a big step up from their Buzz Lightyear Space Ranger Spin which is still located in the Magic Kingdom. The New ride Toy Story Mania is a spinning 3D adventure fun for those of any age. My favorite part of the ride was the scenery they provided, you really do feel like you are in a world of toys. For a sneak peak on the new ride check it out hereI think that re-releasing Toy Story 1 and 2 in 3D is the best campaign to promote Toy Story 3. The double feature will grab great attention in theaters and already has people talking about their expectations for Toy Story 3. I also think the new ride is another great way to promote the Toy Story Brand. Disney held a press conference the day of Toy Story Mania's opening in Walt Disney World, and made sure to put a full force of adverting for their new attractions and movies. The Toy Story brand is one we can all relate to and I think Disney is doing a great job to get those of all ages to fall back in love with Woody and Buzz.

Come on Disney the Tomorrowland of the Internet is Social Media!

Does Mickey Facebook? Does Donald Tweet?

The Answer is YES! Disney does have a social networking page on Facebook! Check it out here!


Their Facebook page includes Disney photos, videos, events and Facebook only exclusive sneak peaks. The page also allows Disney followers on Facebook to see what kind of events Disney is putting on that the public can attend.

Hey Mickey want some tips?
Lets see how we can make your Facebook benefit your company....
- First off make a Facebook page for each section of the company and link it back to your main Disney Facebook. Right now the page has links to your external websites.
- Encourage your friends to ask questions about the company and make sure to answer them in a timely manner
- Provide incentives for your friends on Facebook to follow you. Have Facebook only promotions.
- Make a Facebook page for popular Disney characters with announcements for consumer products dealing with those specific characters. Link this back to Disney's main page.
- Make a Facebook page for Resorts and provide special offers. Link this back to Disney's main page.

Hey Donald Stop Quacking Start Tweeting!!
After searching on twitter and the web for a while I have come to the conclusion that a Disney Twitter has not been created. If Disney does have a twitter they are not using it correctly.

How Twitter Can Benefit Disney:
- Link Disney's Twitter and Facebook
- Link Disney's Twitter to all of their external sites
- Provide up to date park happenings for visitors
- Provide incentives for followers
- Promotions for hotels
- Movie premiere information
- Keep Shareholders in the know about company happenings
- Provide special deals through twitter only.

Disney D23 is now tweeting, the ultimate Disney insider club!!! - check it out



Minnie has the right idea! She is reaching out to YOU!
When it comes to social networking and new media Disney has done and excellent job teaming up
with YouTube. They have created a Disney Parks YouTube channel.The channel allows Disney Fans and Guest of their theme parks to post their home movies from their vacations. This allows them to share their experiences from their trip with all YouTube viewers. Disney also releases videos for upcoming events and new travel packages. The site also provides links to Disney's vacation booking website, and links to all of their parks around the world.

Disney D23 - The Disney Fan Dream

On March 10th 2009 Disney opened their doors to their dedicated fans by creating the first ever official community for Disney fans. They named it D23 after the year 1923 when Walt Disney himself began his dream and opened Disney Studios.

So why D23??
Disney President and CEO Bob Iger states on the D23 website....

"At Disney, we're known for having a fantastic legacy built on timeless storytelling, beloved characters and unforgettable experiences," Bob said today at the meeting. "But equally important to the Disney legacy are our fans, who keep the magic alive by passing on Disney's timeless stories generation after generation. As a way of saying 'thank you,' we've created D23. We hope you'll join us as we celebrate our fans everywhere and share the magic of Disney's past, present and future."

Membership for D23 includes:

- Disney Twenty 23 quarterly publication

- Membership card

- Disney collectables

- Advanced screenings

- Disney film gatherings

- D23 annual expo

The D23 Expo:

Sept 10^th 2009 at the Anaheim Convention Center marked the first D23 Expo convention. The convention was held for D23 members only offering them a variety of entertainment and information about the beloved company. The convention also featured a sneak peak of Disney’s newest the Princess and the Frog. Mickey and Donald were there along with big celebrity appearances such as Miley Cyrus, Robin Williams, and Johnny Depp.

So How Did D23 Do with PR?

- They used their website for details and applications for convention

- Twitter account for D23 members and all of twitter followers to follow

- A Facebook page for members and of D23 to discuss the big event

- A spread in Business Week

- Articles in various newspapers

- Many Media hits

What I would recommend...
- Promote D23 in their theme parks. Some of Disney's biggest fans are in their parks all of the time. I also think that direct mail should have to those who are valued returning customers andstay at Disney Resorts.
- Perhaps D23 should have promoted in hotel rooms, and other Disney conventions. Disney did get a great turn out for this event, and did an excellent job getting the word out there. I think that a more personal approach for targeting their biggest fans.