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SeaWorld

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by

Renu Eapen

on 13 March 2015

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Transcript of SeaWorld

SeaWorld
The Agency
stationed in Toronto
Canada's most awarded public relations agency
years of experience
SeaWorld Parks & Entertainment
Challenges
rebuilding their reputation with the general public
public’s perception of their organization in the ethical treatment of animals
lack of transparency during recent events has diminished public trust
Porter's Five
Rivalry Among Existing Firms
Low Threat
SeaWorld offers families a unique experience that sets them aside from the competition
park-to-park tickets
ticket deals, packages and passes online all year round
Threat of New Entrants
Low Threat
SeaWorld is still a prosperous company
serious potential threat would be a competing park that loudly voiced ethical treatment of their animals
a company based on amusement as well as safety and well being of the animals.
Bargaining Power of Consumers
Low/ Medium Threat
SeaWorld has interactive attractions that involve park-goers in the events’ experience
Threat of Substitute Products
High
SeaWorld provides family with an exciting, memorable and educational experience
exciting and memorable experiences are offered at many competing entertainment parks
Bargaining Power of Suppliers
High
1976, SeaWorld was prohibited to capture whales in Washington
Objectives
To improve unethical living conditions and rebuild and expand tanks by 2018
To rebuild SeaWorld’s brand image as a safe, nurturing environment for both animals and visitors by April, 2015
To increasing brand loyalty and organizational awareness by 65 per cent by April, 2015
widely known for its display of sea animals and water life

intended to create a connection between guests and wildlife

on February 22, 2014, a dolphin at SeaWorld San Antonio bit the hand of a nine year old child

the incident prompted controversy, calling into question the ethical care and treatment of animals at SeaWorld


Strategies and Tactics
To improve unethical living conditions and rebuild and expand tanks by 2018.

Improve on the habitats of animals

SeaWorld should work with a marine biologist as to plan and create a well-established homes for the animals
To rebuild SeaWorld’s brand image as a safe, nurturing environment for both animals and visitors by April, 2015
Hire Experts
Seaworld must have professionally trained and certified marine biologists as researchers/analysts who can train and take care of these animals
To increasing brand loyalty and organizational awareness by 65 per cent by April, 2015.
Educate the public on why SeaWorld is safe for sea animals
Use social media such as Facebook and Twitter to get people involved in their conversations and build a strong support group
Create a video announcement on SeaWorld and its upcoming changes
Increase Awareness and Supporters
Join forces with PETA
Create a virtual video experience on the developments of new habitats and present it through the website
Key Messages
To our current and future guests of SeaWorld
SeaWorld strives to provide a safe, friendly, and educational environment for guests of all ages. We truly believe each and every person will return home with fun-filled and marine life-enlightened memories after a visit with us
To animal-rights activist groups
SeaWorld is dedicated to ensuring the safety and proper treatment of all species housed in our facilities. Our finned-friends are the stars of the show, so we make certain every need of every creature is met
To the employees of SeaWorld
SeaWorld’s employees are one of our major assets. All staff is thoroughly trained and qualified for their positions, and SeaWorld is extremely thankful and appreciative that some of the best individuals around have chosen to work with us
Budget
$350 / hour
5 employees for the SeaWorld account
they have educational programs that discuss marine life, animal rescues and documentaries
Family excursions such as road trips, cruises, vacations and documentaries can be used for education purposes
SeaWorld needs suppliers for food service, rollercoaster rides, lighting and theatrical equipment, props, housing for animals, food for animals, trainer/ diving wear, insurance and legal services and capturing and transporting of sea creatures.
100,000 billable hours (estimated)
Monthly Media Relations

Press Release

Online Monitoring

Website Content/ Design
Total: $30, 250- $40,000
Evaluation
social media
public response
employee survey
animal life span- long term
Full transcript