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-228600228600PROJECT PROPOSALPrepared for:Storybook LandPrepared by: Charnae Jubilee, Elizabeth Mudrock,Carolyn Dyer, and Jessica MacyDate: November 7, 2013IntroductionWe were hired by Storybook Land to transform their amusement park into a place where children can immerse themselves into the lives of their favorite storybook characters.? From the opening of the park in 1955, Storybook Land’s vision was to create a kid friendly amusement park that will last from generation to generation.? Staying true to their traditional values of educating while entertaining, Storybook Land will continue to attract the hearts of children through their storybook themed rides, parades, and events. After researching Storybook Land’s assets and speaking with the Park Director, it has become clear that the classic amusement is in need of some new ideas. Through new programs and events, we plan to keep the amusement park’s core values while introducing appealing ideas for generations to come. Audience AnalysisAfter talking with the Park Director of Story Book Land we discovered the demographics of visitors are children from the ages of 5 to 11 years old. We have also incorporated parents and grandparents with children of this age because they are the ones who will bring their children to the park. ?There are multiple psychographics of our target audience due to the age gap in each group. Our children in kindergarten to 5th grade psychographics are children who are focus on having fun. They still expect rewards when they do something good and they tend to enjoy social outing with friends and family.The parents and grandparents of children ages 5 to 11 have a desire to make their kids happy and want to help them get a proper education. A day at Storybook Land is guaranteed to be a long lasting gratifying family memory.? Parents and grandparents can relax after a long workweek by spending the day laughing with their kids at the park.? ObjectivesStory Book Land is a fantastic amusement park and should be better known.? We want to establish Storybook Land’s name and make them a contender against places such as Sesame Place, Dorney Park, and Six Flags.? We want children to chose going to Story Book Land with their friends rather than the other amusement parks. In order for this to happen, Storybook Land must become better known.? Classic fairytales have been passed down from generation to generation and we want Storybook Land to continue the tradition by representing these classic fairytale characters.? No matter what age you are the inner child comes out and gets excited when you see your favorite princess coming towards you.? Story Book Land is all about being a family friendly place, so it is important that we place our focus on these beloved characters. Our last objective is to create even more ways families can enjoy time together and motivate them to continue to return year after year.-68580015494027432001549400150495Message StrategyIn order to attract new guests to Storybook Land, we have created two local events that will appeal to our target demographic.? The first event will be a sweepstakes called Prince or Princess of the day and our second event will be a reading event called Storybook it.? In addition to these two events, we will discuss hosting birthday parties in the park.Prince/Princess of the DayOur sweepstakes event, Prince or Princess of the Day will take place at the end of the school year and Storybook Land will draw five winners. To enter, children in kindergarten to sixth grade must bring in their report card consisting of A’s and B’s to the park during one of their visits throughout the year. A minimum of two A’s is required. The children are eligible for entry September through June, during the calendar school year. This will influence attendance throughout the year. In return, their name will be entered into the summer drawing. Each child is allowed to enter as many times as they get a report card with the good grade requirements. This translates to up to four entries per student, one good report card per marking period during the current school year. The winners will be selected during the last week of June. Once the winners are chosen, they will select one of several dates that they wish to become prince or princess.Beginning in July, contest winners will have a very magical day at the park! The winner and his or her family will be greeted at the door by Bubbles the Dragon and a princess character. He or she can dress up in his or her own royal costume. As part of the package, the winner has free admission to the park for the day. Additional family members and friends who also attend enter the park with regular admission prices. Considering that most of the rides require to two per row (and how it is always fun to share!) the winner is encouraged to bring a friend to tag along. As part of “Prince/Princess of the Day”, the winning student is granted “front of the line” access, meaning they are given permission to cut to the front of the lines of rides and attractions throughout Storybook Land. In addition, the winner gets to have lunch with characters from one of the storybook themes of their choice. These storybook themes include characters from Alice and Wonderland, Peter Pan, and classic Disney princesses, and of course Bubbles the Storybook Land dragon.0607060This promotion will guarantee the family to have fun and want to come back to make more memories as lasting as the Prince/Princess of the Day experience.Storybook-ItReading statistics among childrenThe average reader spends about 1/6th of the time they spend reading actually rereading words.Forty-four percent of American 4th grade students cannot read fluently, even when they read grade-level stories aloud under supportive testing conditions.In a class of 20 students, few if any teachers can find even 5 minutes of time in a day to devote to reading with each student.This is where we step in! One other promotion suggested to Storybook Land is Storybook-It. Based off of Scholastic’s Book It program; Storybook Land puts its own whimsical spin on the successful campaign. With ticket purchase, park goers may receive a small Storybook-It booklet to participate in the program. On average, elementary students of a third grade reading level read about 30 minutes a day. As part of the program, participants are required to track up to 800 minutes of reading or more. That may sound like a lot, but that is only about one month’s worth of daily reading. The students’ parent or guardian must sign off for the number of minutes read and provide the title of the book. During the participant’s next visit to the park, the booklet can be turned in to claim half-priced admission for the student. Example BookletName:Grade:Total Minutes Read:Book TitleMinutes ReadParent signature1.2.3.4.5.6.7.8.9.10.11.12.13.14.15.16.17.18.19.20.Birthday PartiesThe one big promotional event missing from Storybook Land is the option of park guests to hold birthday parties at the vicinity. This is a great opportunity to increase not only attendance and awareness, but also revenue. Held in the picnic pavilion, park goers may have birthday parties with a minimum of ten guests. Regular admission for adults and children is $23.50. For $30 per guest, the birthday party package will include admission to the park, lunch, and a birthday cake. The birthday guest of honor gets this for free! Decorations are to be provided by the family hosting the birthday party. Lunch options include either a pizza party for the whole birthday party, or a choice of chicken fingers, hamburgers, or hot dogs. Before presents are opened during the birthday party, there will be a storybook reading with one of the characters. The event will be hosted by Bubbles the dragon and a member of Storybook Land staff.21336063500Target MediaBirthday PartiesIn order to create revenue for Storybook Land’s new birthday parties we have to attract the media. To accomplish this we will invite a local New Jersey celebrity from the show, Real Housewives of New Jersey, to the park. Not only will we offer free admission for her and her family but we will also offer providing a free birthday party as a bigger incentive. First of all, this will attract the paparazzi that follow the Housewives around. This will place pictures and stories of the family at Storybook Land into popular magazines. I addition, the housewives usually bring some conflict when they go out into public places. Which will create a soft story for news stations. Even though the story may have a negative twist towards the Housewife, it will still provide the information the Storybook land is now having birthday parties. The Today show will pick up this story because their audience is generally female parents. Which means that the Today show tends to air positive and negative stories that include families. Prince or Princess of the Day/ Storybook-ItTo get the word out about Storybooks new events, Storybook Land will first post the information onto their Facebook page and onto their website. The event will be placed on the home page of the website and will provide summaries of the prizes and how your child can enter.In addition, Storybook land will create local, New Jersey elementary school assemblies. The schools included will be schools located in Egg Harbor township; since they are the mostly likely to visit Storybook Land. These include: Egg Harbor Slaybaugh Elementary School, H.Russell Swift Elementary School, Clayton J. Davenport Elementary School, Dr.Joy Miller Elementary school, Trocki Hebrew Academy of Atlantic, Atlantic Christian School, and Atlanticare Kids. Staying true to our park mission, the school assemblies will focus on the themes of bullying and the importance of reading. Prince Charming and Cinderella will come to the school to ready Storybook stories, The Ugly Duckling and Cinderella, respectively. After they are done reading their book and discussing it, the characters will introducing Storybooks new events and hand out flyers to the teachers; who will then give them to their students. Lastly, to add some fun to the assembly, Bubbles the dragon will make and appearance and dance around and get the audience involved. 17678402413000Grandparents DayGrandparents play a huge role in their grandchildren’s childhood and development. September 7th is National Grandparent’s Day, so from September 1st through September 7th, grandparents will get half off admission when they bring their grandchildren, and we will celebrate them. We will have tea parties set up for the grandparents and instead of the grandparents of the characters reading the story books, the children can read their favorite story books to their grandparents. There will be card making, picture painting, cookie and cupcake decorating, gift making and so many more activities for the children to do in honor of their grandparents. We can send characters over to local nursing and retirement homes to get the word out.Food Can DriveIn Egg Harbor Township, 4.0% of families and 6.1 % of the populations live below the poverty line, including 8.8% of those being under the age of 18. With the holiday season approaching, there will be many families who won’t be able to have a Thanksgiving or Christmas dinner. Beginning September 15th though December 15, each family that brings a canned good or non-perishable item for our food drive will receive 15% off park admission. During our food drive, we will have some of the most popular storybook characters walking around and reading popular sharing and caring. For this, we can send characters to local malls, local businesses and restaurants to get the word out.PhilanthropyAccording to Forbes magazine, when a business adopts a widely recognized philanthropy, it can increase sales by 12%. So we will adopt the Make A Wish Foundation. We will send princes and princesses around to local hospitals to read to the children. Also, for every 100 tickets sold, we will sponsor a child to come to the park. They will get free admissions, food vouchers, and 2 free books to take home. To get the word out about this, we will send characters to local hospitals, schools, malls, businesses, restaurants, and to the Atlantic City boardwalk.Evaluation ProcessThe goal of our proposal is to increase awareness of the park and attendance throughout the year. To evaluate the success of the events, our company will research certain aspects of the park prior to the new promotional events and compare them to the stats after the events. Storybook Land will first compare the total park revenue, including ticket sales, food sales, birthday party sales, and gift ship sales. We will then compare each of these sales separately to see which have had the most impact.In addition, we will look for changes in Birthday party sales after our target media events. ................
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