Communications Plan: Disney+
Communications Plan: Disney+
Abstract:- The main motive of this report is to develop lowest likes are 128. Ultimately, it has been evaluated that
social media marketing planning. Disney+ has been the brand receive the highest likes on their feeds by
adopted to understand and evaluate its social media sharing the videos is 4862 and has maximum engagement
marketing plan. Therefore, this report helps to in the organisation is 38896.
understand and examine the customer journey of Disney+
through which the awareness of the brand and its services I. INTRODUCTION
are analysed that are offered to their consumers. The
consumers also evaluate and explore the different benefits Disney+ is an American subscription video-on-demand
and subscription plans which are offered by the brand to over-the-top streaming service that is owned and operated by
satisfy the need and demands of their audiences. Disney+ the Media and Entertainment Distribution, which is a division
also stream an online video at an affordable price which of the Walt Disney Company. Disney+ also known as Disney
also motivates and encourages consumers to be loyal to Plus that is launched in 2019 in the United States and streams
the brand for a long period of time. The analysis of the online videos at an affordable price. It is a streaming house
social media audit of Disney+ has assisted in for different shows and movies from Marvel, Star Wars,
understanding the activities that are done on Instagram Disney, Pixar, National Geographic and many more shows
between 1 September 2022 to 30 September 2022. Disney+ (Disney+, 2022).
gains the highest likes on their feeds are 4862 and the
In the international market, it also involves general efficient audiences that include exclusive original services
entertainment within the brand. The company also provide such as length films, short movies, documentaries, and
streaming services to their consumers from the Walt Disney animated series. The brand is currently available in more than
Company, Disney+ is a different part of the Disney Media 150 countries across Asia/Pacific, North America, Latin
and Entertainment Distribution Segment. The brand also America, Europe, and Africa (Disney+, 2022).
provides services which offer the growing collection to their
According to the graph presented below, it has been in the last quarter of the year 2021 (Statista, 2022). The
analysed that the company is earning an average monthly company has made several smart decisions with their digital
revenue of 3.91 US dollars per paying subscriber, in the marketing strategies where the brand reconnects with its
fourth quarter of 2022. Moreover, it has been analysed that audiences with the help of displaying old content to them.
the revenue of the company has decreased from 4.12 dollars
Disney+ presents and promotes online video streaming in the further report that assists in evaluating the activities of
services which are full of quality stories and content that are the social media platform from 1st September 2022 to 30th
screened to their audiences. The main target market of the September 2022. Moreover, the social media campaign is
company is children and the young generation where it based on the social media audit that is reflected in the report.
displays stories to make life more fun and exciting. The report Along with this, by analysing the 6M frameworks, the
includes the customer journey of Disney+ the association of planning of the social media campaign is developed
customer journey mapping. After understanding the customer effectively.
journey of Disney+, an audit of the social media is included
II. MAPPING THE CUSTOMER JOURNEY with this, it also assists the consumer to satisfy the need and
demands of the consumer and attain the interest of the
Customer journey mapping is a systematic procedure of consumers for expanding the business (Patti, et al., 2020).
creating a customer journey map where the interaction of With the help of customer journey mapping, it assists the
consumers is analysed with the brand. It also assists to marketers of Disney+ to target their potential consumers for
analyse the interest and demands of the consumers which evaluating their different touch points. Furthermore, to attain
helps to expand the business in the competitive international the interest of consumers the brand needs to make its websites
market (Micheaux and Bosio, 2019). Customer journey more effective and target the market and expand its business
mapping is essential and beneficial as it is a strategic through different social media platforms (Rudkowski, et al.,
approach for analysing the expectations of consumers. Along 2020).
Awareness: It is the initial stage of the customer journey After analysing the subscription plans and their benefits
where the consumers analyse and identify the brand in the the consumer makes the purchase from the brand and
competitive market. It also ensures to provide awareness utilises the products and services that are offered by
about the products and services that are offered by Disney+.
Disney+. With the help of effective and innovative Retention: Retention is the stage where the consumers are
advertisements on different social media platforms building trust and loyalty with the brand. Moreover, in this
encourage consumers to purchase the subscription plan stage, the audiences are happy with the services and
for enjoying the services provided by the brand. products that are offered by Disney+ in the competitive
Consideration: It is the second stage that helps to market and gain the trust and loyalty of the consumers.
understand and examine the demands and requirements of Advocacy: This is the last stage of the customer journey
the consumers to satisfy their needs. Moreover, where the audience encourages and motivates other
consumers also analyse and judge the subscription plan consumers to purchase and utilise the services and
and services of the different brands offering original series products of the brand. Therefore, the consumer can share
and movies. With the help of this, the audiences evaluate their positive or negative views and opinions with others
and explore the different subscription packages that which assists the brand to expand its business in the
include several benefits to their consumers for retaining competitive market.
them for a long period of time.
Purchase: In this stage, the consumer analyses the prices
of the different subscription plans and retain the
consumers for a long period of time within the company.
III. SOCIAL MEDIA COMMUNICATION PLAN Message: Framing and developing an effective message is
important to attain the interest and expectations of
It is necessary and essential for the company to expand consumers with the help of social media campaigns. The
their business in the international market for growing creation and framing of the appropriate message can be
effectively in the long term. Along with this, to analyse and easy and simple to understand the meaning of the message
evaluate an efficient and effective social media to their target audience. Thus, the brand can ensure to
communication plan, it is important to understand and fulfil the need and demands of their consumer and satisfy
implement the 6M frameworks which include mission, their expectations. Along with this, it is essential and
market, media, money, message and measurement. necessary for the brand to frame and prepare a systematic
and unique message that also ensures to attain the interest
Mission: The main purpose of the brand is to develop a of their target audiences.
social media plan to understand and evaluate the mission Measurement: The measurement is assumed as the last
of the company. The mission assists the brand to improve stage of the social media campaign where the brand can
and enhance its revenue, sales, new shows and movies, understand and evaluate the process of the campaign
service quality and many services. An effective social carrying out. It is essential to examine making the
media plan helps to analyse and understand the main campaign process successful and it helps to achieve its
target and goals of the brand. It helps the company to appropriate result. It assists to analyse and evaluate the
attain the interest of consumers and expand its business detailed information related to the campaign of Disney+.
effectively. Mission assists the brand to manage its work
and schedule them accordingly which highly distracts the IV. CONCLUSION
brand to interact with its consumers. Along with this, it
also ensures that the brand is associated with its Based on the above-detailed information, it can be
consumers to expand the business in the competitive concluded that Disney + is an American video online
market. streaming platform where the brand connects with its
Market: A competitive market is an essential place where audiences to satisfy their needs and demands. The company
efficient and potential consumers of the company are ensures to expand its business in the international market
highly targeted to consume the services of the brand. It is through innovative and creative social media campaigns and
a place which helps the brand to attain the interest of the advertisements. Effective advertisements assist the brand to
consumers by communicating and interacting with their gain the interest, trust and loyalty of the consumers which
target audience to increase the revenue, sales and growth also increases the percentage of watching their original
of the company. Thus, it helps the brand to promote and shows, series and movies. Therefore, a social media audit is
share its ideas and thoughts with its target market for an effective strategy which assists to understand the regular
building their interest. activities of the brand that has been done from 1st September
Media: In the current market, there are various social 2022 to 30th September 2022. Through analysing and
media platforms where the brand can interact and prepare examining their social media audit, it is understood that
effective information to attain the interest of the Disney + is regularly active with its activities. It also displays
consumers. Moreover, an effective social media platform different videos, images and reels to provide the details and
helps the brand to expand its business in the competitive descriptions of their shows, series and movies.
market through a social media plan. Media is an effective
medium to interact and communicate with its consumers During the social media audit, it has been examined and
and improve the awareness of the brand in the analysed that the company is highly active on their Instagram
international competitive market. Thus, with the help of social media platform where they interact and communicate
different media, the consumers ensure to analyse the with its audiences to fulfil their needs and demands. It is also
effective information that is delivered by the company to been examined that before launching the series, movies and
fulfil the need and requirements of the consumers. The shows the brand highly indulge the interest of consumers
information that is shared with their consumers needs to regarding the same. Along with this, with the help of social
be related to the services provided by the brand. media audit, the activities of Disney + have been gained with
Therefore, the selection of an appropriate social media its likes, shares, comments and engagement with its
platform is essential to improve the communication and consumers. Through this, consumers can analyse the reaction
interaction between the consumer and brand in the of other consumers through the comments and shares
campaign planning to target their audience effectively. included in the social media platform. With the help of social
Money: Money is an important component in the 6M media marketing plans, Disney+ ensures to improve and
frameworks of the social media plan as it helps to analyse, increase their performance, revenue and sales of the company
manage and run the campaign planning effectively. For with the help of 6M frameworks which include mission,
starting an effective social media campaign planning it is market, media, money, message and measurement. It has
essential to accumulate and identify the budget that is been evaluated that the framework assists the brand to plan
required to run the campaign effectively in the its effective future social media campaigns for expanding and
competitive market. Therefore, money is considered an growing its business in the competitive market.
essential medium to make a friendly budget to run the
campaign on the social media platform and chose their
target market.
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