ADV Writing Assignment

Strategic Message Planner: Disney+

Advertising Goal:

Disney+ goal is to initially target audiences young and old that can experience and connect with the movies, TV shows, and extras that are included with this new subscription. Disney wanted to provide fans and followers a central place where they could watch the latest movies and TV shows. 

Client: Key Facts

Disney+ was announced months ago and had a large swell of anticipation around it, just recently debuting on Tuesday, November 12th. They It will be focused on film and television content from Walt Disney Studios and Walt Disney Television Original films and television series based on new and existing properties are also planned. There will be different levels 

Product: Key Features

Access to Disney, Pixar, Marvel, Star Wars and National Geographic movies and TV shows at the touch of a finger. One of the main features of Disney+ is having the option of upgradable plans that add on different services. The basic plan starts at $6.99 each month, or $69.99/yr and then there is another option for $12.99 each month that includes Hulu and ESPN+. Disney

Target Audience: Demographics and Psychographics

The audience that Disney+ is targeting cannot be compared to your typical advertising strategy because they attract all ages of people and focus more on targeting the people they know love Disney productions and the company as a whole. Kids of all ages are obviously going to take up a large percentage of watch time for each family’s account, but with the options of Marvel, Star Wars and National Geographic the older family members and parents can enjoy their shows too.  

Product Benefits

Some product benefits for consumers are that millennials have the opportunity to rewatch and connect with their childhood movies. I think that is why Disney+ is so appealing to the younger generations. Another product benefit of Disney+ is that the cost of it is only $6.99 a month and you have access to hundreds of Disney productions spanning back to it’s beginning. 

Direct Competitors and Brand Image

The biggest direct competitors of Disney+ include Vudu, Amazon, HBO, and the biggest of all being Netflix. Disney previously had movies and TV shows on some of the competitors service, but have since removed all of them and combined them on the new Disney+ website. The brand image of Disney will not change much if at all for now because of how established and known world wide Disney is. The old saying “If it aint broke don’t fix it” could be appropriately used to describe the game plan and strategy for Disney+.

Indirect Competitors and Brand Image

The first indirect competitors that come to mind are Red Box, big box stores like Walmart and Target, and also the streaming of movies on illegal websites. 

Product Brand Image (current image, desired image, and related challenge)

The image of this product obviously will stem from the rest of Disney itself, but it may also begin to develop its own identity and continue to branch out in the subscription based services field.

Strategic Message: The Promise

Disney+ message is that no matter your age they have something you can and will enjoy. The whole idea of this service is to have the users childhood memories, favorite movies and shows, and the possibilities to explore everything Disney has to offer.

Supporting Evidence: The Proof

Disney announced they already have over 10 million users and are still growing every single day. Starting in October of 1923, Disney has accumulated millions of fans worldwide and the love for it is passed down through the generations.