Whether you’re a 5-year-old kid going for your first time or an 85-year-old visiting for the 10th, there’s nothing quite like going to Disney World. For this week’s assignment, I’ll be acting as a social media specialist for one of Disney’s most unique attractions: Epcot. Known for its incredible food selection from around the world, Epcot is truly an eclectic experience that allows visitors to feel as though they’ve traveled the world in just a day.
For the purposes of this assignment, I will be creating a hypothetical IMC plan for the month of April. Please keep in mind that this is strictly hypothetical and is for academic purposes only. My ideas are by no means a reflection of the Disney or Epcot brands. Facebook posts will be made roughly every other day. There will be daily Twitter posts. Instagram will also be utilized in conjunction with both social networking sites.
Goals
With the International Flower & Garden Festival beginning this weekend, the month of April will be critical in terms of drawing in a crowd. In addition, there are several other events that I would target through social media and with an IMC approach. Here are some goals to strive for during the month of April:
1. Increase Epcot Twitter account following by 5 percent
2. Increase Epcot Facebook page likes by 5 percent
3. Set monthly attendance record for Flower & Garden Festival during April
IMC Calendar
April 1
Facebook: Getting ready to plan a weekend getaway? Feel the freshness of spring at Epcot’s International Flower & Garden Festival! Find out all the details here and #BookEpcot today!
Twitter: Plan your weekend getaway today and #BookEpcot to visit the world-renowned #FlowerandGardenFestival http://bit.ly/1Es1aZU
Instagram: Plan your weekend getaway today and #BookEpcot to visit the world-renowned #FlowerandGardenFestival
April 2
Twitter (8 a.m.): Meet all your favorite #DisneyPals at the #EpcotCharacterSpot all day long!
Twitter (3 p.m.): Our #CanadianLumberjacks sure can rock a flannel. Watch them in action at the Mill Stage tonight! #Timber
Instagram: Our #CanadianLumberjacks sure can rock a flannel. Watch them in action at the Mill Stage tonight! #Timber
April 3
Facebook: It’s #FlashbackFriday! Take a trip back to the ’90s and meet Aladdin and Jasmine in Morocco before taking a trip to France to meet Belle from Beauty and the Beast!
Twitter: Take a trip back to the ’90s and meet Aladdin and Jasmine in Morocco before taking a trip to France to meet Belle #FlashBackFriday
Instagram: Take a trip back to the ’90s and meet Aladdin and Jasmine in Morocco before taking a trip to France to meet Belle from Beauty and the Beast #FlashBackFriday
April 4
Twitter: Cap off your #Epcot experience with our stunning fireworks display at the World Showcase Lagoon #IllumiNations
Instagram: Cap off your #Epcot experience with our stunning fireworks display at the World Showcase Lagoon #IllumiNations
April 5
Twitter: Take a Sunday stroll and enjoy the fresh fragrance of our #FlowerandGardenFestival
April 6
Facebook: Ready to start your week off on the right foot? Get started on booking a family vacation to Epcot to enjoy tasty food and attractions from around the world. Buy your tickets today at https://disneyworld.disney.go.com/tickets/.
Twitter: Start your week off right by booking a family vacation to #Epcot. Find tickets at http://bit.ly/1cZmLYk #MakeMagicHappen
April 7
Twitter: Looking for a little taste of Latin America? Grab lunch at the brand new Botanas Botanico. Go #UnderTheSea and try the ceviche!
Instagram: Looking for a little taste of Latin America? Grab lunch at the brand new Botanas Botanico. Go #UnderTheSea and try the ceviche!
April 8
Facebook: Ready to take the plunge under the sea? Epcot’s DiveQuest is a unique scuba experience that provides unlimited visibility and incredible access to marine life and coral. Call 407-WDW-TOUR to book your snorkel tour today!
Twitter: Go #UndertheSea with our #DiveQuest scuba experience. Call 407-WDW-TOUR to book your snorkel tour today!
Instagram: Go #UndertheSea with our #DiveQuest scuba experience. Call 407-WDW-TOUR to book your snorkel tour today!
April 9
Twitter: Trek to China and take a picture with Mulan in honor of #TBT #WorldTraveler
Instagram: Trek to China and take a picture with Mulan in honor of #TBT #WorldTraveler
April 10
Facebook: Our sixth Fun Fresh Weekend at the Epcot International Flower & Garden Festival kicks off today! Our stages will be rockin’ with tunes by The Village People as part of our #GardenRocksConcertSeries.
Twitter: Know what’s more fun than livin’ at the YMCA? Seeing The Village People live at #Epcot! http://bit.ly/1ATGyUr
April 11
Twitter (9 a.m.): Grow your ideas about #GreenLiving with IFAS at the @UF Stage from 1-4 p.m. today
Twitter (3 p.m.): Missed out on #TheVillagePeople yesterday? They’ll be back on stage tonight at our #GardenRocksConcertSeries!
April 12
Twitter: Learn tips and tricks about #gardening at the Greenhouse Stage from 11-2 with Cindy Stump and Andre Hanson from @Disney’s Horticulture
April 13
Facebook: Visitors of all ages will enjoy our tremendously talented Sbandieratori Di Sansepolcro. Watch our Italian flag throwers perform dazzling displays of Tuscan art that will make you feel like you’re right in the heart of Italy.
Twitter: Take a trip to #Italy and watch Sbandieratori Di Sansepolcro dazzle with displays of authentic flag throwing #BookEpcot
Instagram: Take a trip to #Italy and watch Sbandieratori Di Sansepolcro dazzle with displays of authentic flag throwing #BookEpcot
April 14
Twitter: Find an authentic taste of France at #FleurdeLys. You won’t want to miss out on their famous gnocchi or confit de canard #BonAppetit
April 15
Twitter: Dive down under with #DolphinsinDepth for an intimate underwater experience unlike any other. Book at http://bit.ly/1hUIWUr
Instagram: Dive down under with #DolphinsinDepth for an intimate underwater experience unlike any other. Book at http://bit.ly/1hUIWUr
April 16
Twitter: Take a picture with your favorite #Disney character at #Epcot and post as #TBT
Instagram: Take a picture with your favorite #Disney character at #Epcot and post as #TBT
April 17
Facebook: Celebrate Earth Day Weekend at Epcot with two extra days of Disney fun! The sweet, sultry tunes of John Secada will be one of the highlights of our seventh Fun Fresh Weekend! Find out more information at http://bit.ly/1ATGyUr.
Twitter: Celebrate #EarthDayWeekend at Epcot with the sweet, sultry tunes of John Secada #FunFreshWeekend
April 18
Twitter: Check out the #GreenhouseStage today as Tom MacCubbin shares his #tipsandtricks on how to make your garden blossom.
April 19
Twitter: Check out Rochelle Greayer of @PithandVigor as she presents at the #FreshEpcotStage from 12-3 p.m. this afternoon.
April 20
Twitter: Start your week of #healthyeating right with a taste of #FloridaFresh. Support the state’s economy while boosting your immune system with local produce.
Instagram: Start your week of #healthyeating right with a taste of #FloridaFresh. Support the state’s economy while boosting your immune system with local produce.
April 21
Twitter: Want to re-live your #Epcot experience? Check out your YouTube channel for the latest #Disney videos: http://bit.ly/1FwAshf
April 22
Facebook: Finally, the moment you’ve been waiting for! Wrap up your Earth Day Weekend with the unwrapping of our newest sand sculpture based on the new Disneynature film Monkey Kingdom.
Twitter: We’re unveiling our newest sand sculpture based on the new film #MonkeyKingdom. Don’t miss out on the reveal!
Instagram: We’re unveiling our newest sand sculpture based on the new film #MonkeyKingdom. Don’t miss out on the reveal!
April 23
Twitter: Our final #FunFreshWeekend of April is just a day away. Book your tickets now at http://bit.ly/1cZmLYk #BookEpcot
April 24
Facebook: The final weekend of April features Florida Fresh Weekend and you can bet we’ve got a great lineup planned. You won’t want to miss the musical act of The Guess Who. Check out their top hit: https://www.youtube.com/watch?v=sw8nXCx5qgo
Twitter: #FloridaFreshWeekend is here! Check out our musical act #TheGuessWho at http://bit.ly/1rDu3cY #BookEpcot
April 25
Twitter: Our #GreenhouseStage features two top-notch authors and a special guest. Listen to Heather McPherson and Katie Farmand share #gardening tips & tricks.
Instagram: Our #GreenhouseStage features two top-notch authors and a special guest. Listen to Heather McPherson and Katie Farmand share #gardening tips & tricks.
April 26
Twitter: Professional horticulturist and landscape designer Jessi Bloom shares her #tipsandtricks from 12-3 p.m. at our #FreshEpcotStage today!
April 27
Facebook: Discover the story behind Walt Disney’s dream to build #Epcot. The UnDISCOVERed Future World walking tour is a four-hour trip into the mind of our creator and his vision that led to the creation of one of the world’s most fascinating tourist attractions.
Twitter: Want to find out the history of how #Epcot was built? Reserve your spot on the #UnDISCOVERED Future World tour today: http://bit.ly/1826qqx
April 28
Twitter: Book a #Disney resort for as little as $102/night. Find great deals on our gorgeous resorts at http://bit.ly/1dc6iGv #BookEpcot
April 29
Twitter: Enjoy a fresh dining experience at the #PineapplePromenade for unique pineapple-inspired dishes. The pineapple dog bites back with spicy Sriracha mayo #Yum
Instagram: Enjoy a fresh dining experience at the #PineapplePromenade for unique pineapple-inspired dishes. The pineapple dog bites back with spicy Sriracha mayo #Yum
April 30
Facebook: Recap your favorite #Disney experience with a picture at #Epcot or any of our other fabulous parks. Make sure to use the hashtag #TBT to re-live those unforgettable memories.
Twitter: Re-live your favorite #Epcot experience by posting a picture at #Disney with the hashtag #TBT
Instagram: Re-live your favorite #Epcot experience by posting a picture at #Disney with the hashtag #TBT
Stephen Sheehan Media 