Marketing Strategy

I am Welcome.

My name is Bethany.

I'm here to discuss a new marketing strategy with you

due to co vid 19 a universal Orlando resort.

First, I want to talk about where we are right

now, Dick.

To sum it all up, Cova 19 is definitely one

of the biggest impacting factors right now in business.

Um, it has forced a lot of businesses, thio clothes

or even filed for bankruptcy.

This marketing strategy is to help us understand how we

cannot go down that same path and to drive our

business forward during the global pandemic.

Upon a SWAT analysis of our organization, we have a

lot of really great strengths, some weaknesses, some great opportunities,

but also some threats that we need to discuss before

moving forward.

Our strength lies in our investment in our team members

and in our communities.

We do great education reimbursement programs for our team members.

We have volunteer opportunities for the community.

We do professional internships for our team members and we

also have merchandise that's specifically donates their proceeds.

Two different charities as well.

Some of our weaknesses may lie in the health of

our team members during this global pandemic, our location, which

is nestled in between I four and some communities that

already exist.

Communication, which is always a weakness in companies because you

can never really fully understand how one person communicates with

another. And it's always something that needs improvement and that

we are owned by a parent company.

So in our current climate, we are very thankful for

being owned by a parent company because they are helping

us financially to support our opportunities which lie in expanding

globally. So we are opening the new park in Beijing.

We're also opening a new park here in Orlando is,

well, Universal's epic universe.

We are opening new resorts around in the Orlando area

as well, and we're definitely capitalizing during our global pandemic.

Some of the threats, as you know the economy is

shrinking. Cova, 19 is impacting the travel in leisure industry

at an alarming rate and surrounding theme parks and resorts.

They are constantly comparing us to other theme parks in

the area and inclement weather.

While this may not seem like something that could very

much impact when our business hours air so short, a

rainstorm at three o'clock that we get every day definitely

does a number on our business.

However, we dio increasing Pancho sales on also the very

inclement weather like hurricanes that do happen to come and

cause part closure.

Sometimes this brings me to my first focus area, our

first focus areas.

We want to talk about how we're going to keep

guests returning to our area and into our theme parks.

Yeah, and the answer was so easy it was to

offer a mission incentive.

So we were offering by a day and get the

rest of the year for free.

This creates an obtainable visit for guests.

They are going to come back time after time because

they only have to pay to come in once.

This is great for families that air staying for a

week. And they don't have to pay for a park

ticket for every single day that they're here.

But pay once.

This also drives the incentive for visits throughout the rest

of the year.

A ZX Well, this also encourages our locals to become

annual pass holders.

So that way they're coming more frequently throughout the eras.

Well, but once we get those guests into our location,

how do we make sure that we're capitalizing them.

Since we're losing out on admission, thats brings me to

focus area, too.

How do we keep the guests spending way?

Offer merchandise incentives?

So great way to capitalize on the returning guests is

to offer in park exclusive promotions.

So these in Park Exclusive promotions we already have one

currently going on, and that is to spend $175 and

get ah, free wizarding world of Harry Potter wand with

their purchase.

I think this is a great way to capitalize on

collectors on people that do visit the parks more frequently

because it's offering an item that you can Onley get

if you spend this threshold.

And if you have a family of four, this is

very obtainable by simply buying a T shirt for everyone

in the family, which run between $25.40 dollars, depending on

what you're getting, uh, and a couple of souvenirs for

family and friends.

When put into that perspective, it is much more obtainable

for the guests to say, Okay, yeah, maybe I'm probably

going to spend $175 and if I'm already going to

be spending that much.

I might as well just get this one, too, because

it's completely free with my purchase.

So this offers the strategy to have those returning guest

spending more money on their visits.

And if we change the incentive, maybe every couple of

months, it keeps that guess more engaged in the merchandise

world as well, bringing us on to focus area three.

It's how do we keep the guest spending on food

and beverage?

So we talked a little bit about how we're going

to keep them.

Spending in merchandise and keeping those sales increased their on

the tangible goods were also going to talk about how

we're going to keep them spending on food and beverage.

So as of right now, we do offer in park

exclusive promotions for food and beverage.

These include the dining packages that we have for daily

use. So they purchase the dining card at the merchandise

locations and they pick different dining plans based off of

their families needs.

They can do one that is just strictly for ah

quick service restaurant, or they can do once for table

service. Restaurants is well, so they have different tiered systems

and they're going to pick the one that works best

for them.

This offers them a discount on their dining, along with

the out of guarantee that they're going to be spending

this money here already, so might as well do it

as a deal.

Uh, this encourages them to spend their money in food

and beverage and not just bring snacks from home or

thio, not eat while they're within the park's.

They also get beverages with ease, so it make sure

you keep them hydrated while they're staying as well.

Now, most of these plans are already in place.

Um, my goal of this presentation is to up our

marketing strategy and market thes more often in a different

locations. Currently, there are only being marketed once you are

within the park.

However, if we made this more obtainable in this information

more readily available to our guests before they even enter

the park, they can plan their day around thes investment

opportunities for their merchandise or for their food and beverage.

This way it increases thedc, a Munich ation about the

offerings, and the word of mouth gets out a lot

quicker. Um, so I encourage just Thio use thes opportunities

in our social media posts and so forth.

So that way there's more discussion about it.

Yeah, it's no wonder that cove it is affecting all

of our businesses around us, enforcing ones into closures and

bankruptcies. But with a push for a marketing strategy to

increase. It is going to lessen the burden on our

company and we will, and we'll be less likely Thio

have our business clothes or go bankrupt.

These will increase and drive results in our areas so

hopefully we will remain lucrative throughout the rest of the

global pandemic.

Thank you so much for your time today.

I hope you have enjoyed and we will be discussing

Marketing Strategy

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