I attend QUT and have completed assignments for units with serval real world clients, so I have decided to post some of my more special pieces on here. One unit in particular pushed the idea of Brand Me, and how I had to become the preferred brand against someone else in the advertising industry. This was the assignment that created the need for this blog.
This unit was advertising management where the report was to complete an situation analysis of the industry and the dream market we wish to work for. The current problem within that market, the objectives for Brand Me and the brand promise. My dream market is theme parks, with this report focusing on Village Roadshow Theme Parks, Disney Interactive Studios, and Universal Park & Resorts.
Below is my assignment, would have just attached it but only pictures can be.
Advertising Management:
Assessment
Introduction
The Advertising Industry is vast and with global advertising revenue
continuing to grow, graduates need to decide what section of the industry they
want. Advertising is becoming a part of me and the only way to really love
your job is to combine two things you love, which equals theme parks. Below
is a situation analysis of the advertising industry after the global recession and
positions held within the industry. Following that is a break down of the three
main theme park owners and operators Disney, Universal and Roadshow,
with how I could fit.
Problem Definition is a hard step within the report identifying the issue of
breaking into a perfect industry pursued by the objectives and the target
audience. Lastly is the Brand Promise with the plan of attack, skills and
attributes to get the dream job I deserve.
Situation Analysis of the Advertising Industry
During the global recession the industry took a hit with revenues declining and
employees being layoff. Following this the industry started to rebound in 2010
and 2011 with a boot in the economic growth and large name companies
finding themselves on firmer ground. The global advertising revenue
continues to grow with $427 billion in 2010 and $449 billion in 2012, a large
5% increase, with top growing areas being movie screens, online and mobile
devices. Mobile advertising spending grew 79% in 2010 to $743 million, then
to $1.45 billion in 2011 with predictions that it will grow to $2.61 billion at the
end of this year. From this advertisers are faced with new realisms when
thinking over the various media, with traditional media being not as effective
with their consumers. The younger audience are in more control, choosing
what they watch, read and listen to ultimately deciding what advertising they
are exposed to. (Plunkett, 2012)
Positions
There are two roles within the company I aim to achieve, each having certain
skills. Account Management (Advertising Manager) who; maintains good
shareholder relationships, coordinates day to day work within the company,
moves ideas around and overseas the advertising business/campaigns. The
other is as an Account Planner who; is intense and often highly original
consumer research based, represents the consumers POV, combines
marketing research with strategic development to bring consumer insight to
bear on the creative process, to work closely with account management
teams and creative teams and an expert on the consumer.
Theme Park Market
The theme park industry, worldwide, has grown significantly in the past
several decades; this is greatly influenced amount of marketing and
advertising campaigns. It is a place to attempt to create a fantasy atmosphere
of another place and time and for this reason I wish to work within this
industry and the companies listed below is my ultimate goal.
Village Roadshow Theme Parks – Village Roadshow Limited
The Village Roadshow Theme Parks are within the Village Roadshow
Limited company having an internal advertising department. It is an
international entertainment company operating in four primary business
segments; theme parks, cinema exhibition, film distribution and film
production and music. The parks and resorts segment owns and
operates Warner Bros Movie World, Sea World, Wet’n’Wild Water
World, Sea World Resort and Water Park, Australian Outback
Spectacular, Paradise Country and Village Roadshow Studios. With
plans to develop Wet’n’Wild Hawaii and Wet’n’Wild Phoenix.
The advertising, for the whole company, was $93,735,00 in 2010 and
$95,658,000 in 2011, with profit from within the theme park market $96
million in 2010 and $87.2 million in 2011. The drop was due to the start
of year Queensland Floods that shut parks and reduced tourists.
(Village Roadshow Limited, 2011)
Disney Interactive Studios – The Walt Disney Company
Disneyworld and other associated Disney Theme Parks are within The
Walt Disney Company having an internal advertising department. Is an
international entertainment company operating in five primary business
segments; media networks, studio entertainment, consumer products,
parks and resorts and interactive media. The parks and resorts
segment owns and operates Florida’s Walt Disney World Resort,
Disney Cruise Line, the Disneyland resort in California, Adventures by
Disney, and the Disney vacation club. It also holds interest in the
Disneyland Paris and Hong Kong Disneyland resorts and licenses the
Tokyo Disney Resort in Japan. In April 2011, the firm began
construction of the Shanghai Disney Resort. In 2010 the total sales
were $38,063,000,000 with a profit of $4,313,000,000 and the 2011
total sales were $40,893,000,000 with a profit of $4,807,000,000
(Plunkett, 2012).
Universal Parks & Resorts – NBS Universal LLC
Universal Theme Parks are within the NBS Universal LLC company
having an internal advertising department. It is an international
entertainment company operating in four divisions: television group,
digital media, parks and resorts and film. Theme park and resorts
segment operates Universal Parks and resorts, including wholly-owned
Universal Orlando resort, as well as the two newest additions,
Universal Studio Singapore and Universal Studios Japan that opened
in May 2011. In 2010 total sales were $16,901,000,000 with a profit of
$2,261,000,000 figures for 2011 were unavailable. (Plunkett, 2012)
How I fit in
Starting in any company, especially coming right out of university, it is
expected to start at the bottom with long hours and low pay. Starting in a
company would be about learning their style and the style of competitors and
how to make this business shine. The dream job after graduating would be to
work within one of the above internal advertising markets, just sometimes a
fallback position is required. In this case it is any position within the theme
park industry, to gain the knowledge of the consumer to support more
consumer POV when applying again. At the moment Brand Me has little
brand recall, so there is an opportunity to advertise.
Problem Definition
The industry of advertising is borderline perfection with strong competition and
similar position strategies it is not easy to break into. Advertisers are faced
with new realisms with traditional media being not as effective and younger
audience deciding what advertising they are exposed to. Communication is
needed to push Brand Me above the others, as the current market is in need
of a generation Y mature graduate with a passion for the theme park market
and can be moulded into the perfect addition to the team.
Advertising Objectives
1. To increase awareness of Brand Me, by contact, among 100% of the
target industries, theme park internal advertising departments by the
end of 2012.
2. To have 50% brand recall, by promoting an online blog, among the
targeted theme park internal advertising departments by execution of a
personal creative strategy by the start of 2013.
3. To have 70% of the targeted theme park internal advertising
departments to report a preference for Brand Me over another brand by
the end of the 9-month campaign.
Target Audience
The target audience is companies that house theme parks that have internal
advertising departments. The intended parties are the management teams
within the advertising division that need to be driven to learn about Brand Me
via either my CV and cover letter or my online blog.
Brand Promise
Theme Parks are a fantasy world one can get lost in and to advertise that is to
see what is not there, it requires someone who can research, analysis, write,
present, work in a team, but also believe. It also requires someone who
knows everything about the consumer behaviour, how they feel when they
enter this magical place, or the emotions that run through when there are
driving there.
Plan of Attack
To get my hands into the theme park industry requires determination and
shear will. Section 2 mentioned my dream companies, tracking their theme
park annual reports and new advertising ideas are important, to understand
their insights. I currently am redesigning Softball Queensland’s website for
Heat and Patriots to bring them to the generation Y technology and style of
advertising, which helps me gain work place skills. A tailored Resume and
Cover Letter are already used when applying to Australian base theme park
companies, but upon closer graduation fixtures will be required to contact the
US companies. All access will end with a call to action towards my blog for
them to involve more senses in the experience and to create a stronger and
more lasting impression.
Skills
I am due to complete my Bachelor of Business majoring in Advertising and
IMC (Integrated Marketing Communications) at the end of this year, 2012.
Those majors were chosen as they cross paths often, but also gives a clear
picture of what my job really entails. Maintaining websites and social media
sites is important in my work experience as well as communicating with
different departments to come up with a singular result. Organisational merits
are high with the attention to detail. These skills are all transferrable across
not only jobs but also career lines.
Attributes
Who doesn’t like to get lost in another world. To open a book and completely
vanish from the world to enter a reality were the impossible is possible. Fairies
sore above and pirates fight beside you the real world just doesn’t exist. What
makes me unique, and completes my brand insistence, is that I visit these
places often in my books and movies and come out believing in miracles.
Reference
Garcia, J. (2012). TV ads, parks life Disney’s quarterly profits 21%. Retrieved
from
http://search.proquest.com.ezp01.library.qut.edu.au/docview/1011601597
Plunkett, J. (2012). Plunkett’s Advertising & Banding Industry Almanac 2012.
[EBL version]. Retrieved from
http://www.qut.eblib.com.au.ezp01.library.qut.edu.au/patron/FullRecord.aspx?
p=883498&echo=1
Village Roadshow Limited. (2011). Annual Report 2011. Retrieved from
http://www.villageroadshow.com.au/upload/Document/VRL%20AnnualReport
2011.pdf
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