Course Project Part 2 (Strategy)

Name of Company:
1) Research the demographics and psychographics of your company’s
target audience. Use Google search and library.ensign.edu.

2) Demographics – List 5-10 things you discovered about your company’s

target demographics. (List below)

1. Families and Children: Disney primarily targets children and families,

creating content and experiences designed to appeal to a broad age range,
especially kids aged 3-12.
2. Parents and Guardians: In addition to children, Disney also markets to
parents and guardians, emphasizing family-friendly content, nostalgia, and
safe entertainment options.
3. Millennials and Gen Z: Disney recognizes the importance of appealing to
Millennials and Generation Z through social media, streaming platforms like
Disney+, and contemporary franchise offerings.
4. Fans of Classic and Contemporary Content: Disney caters to both fans of
its classic animated movies (e.g., Mickey Mouse, Cinderella) and newer
franchises (e.g., Marvel, Star Wars).
5. Global Audience: Disney’s target demographics are worldwide, with localized
content and marketing tailored to various cultural and language groups.
6. Adult Audiences with Nostalgia: Disney also targets adults, leveraging
nostalgia with vintage characters and films, as well as content designed to
appeal to mature audiences via Marvel, Star Wars, and Pixar.
7. Premium and Affluent Consumers: Through Disney+, merchandise, and
theme parks, Disney caters to middle and upper-income consumers willing to
spend on entertainment and memorabilia.
8. Tourists and Vacation Enthusiasts: Visitors to Disney theme parks include
a broad demographic, from families to international tourists, spanning multiple
age groups.
9. Technology and Social Media Users: Disney targets tech-savvy
demographics that engage actively on social media, streaming services, and
digital content platforms.
10. Diverse Cultural Backgrounds: Disney aims to include diverse characters
and stories to resonate with multicultural audiences, reflecting global
demographics and social changes.

3) Psychographics – List 5-10 things you discovered about your company’s

psychographics. (List below)
1. Family-Oriented Values: Disney's target audiences often prioritize togetherness, family
bonding, and creating memorable experiences, which is reflected in their content and parks.
2. Nostalgia Seekers: Many Disney consumers, both young and adult, are driven by nostalgia,
seeking comfort through classic characters, films, and experiences that evoke childhood
memories.
3. Imagination and Creativity: Disney appeals to audiences that value imagination, fantasy, and
storytelling as a means to escape reality and explore new worlds.
4. Desire for Safe Entertainment: The brand attracts consumers who prefer wholesome, family-
friendly content that is free of violence or inappropriate themes.
5. Aspiration for Happiness and Optimism: Disney promotes themes of hope, positivity, and the
pursuit of happiness, aligning with audiences that seek uplifting and uplifting entertainment.
6. Interest in Adventure and Wonder: There’s a strong appeal to those who crave adventure,
exploration, and wonder—qualities embedded in Disney films, parks, and experiences.
7. Brand Loyalty and Identity: Many Disney consumers have a strong emotional attachment to
the brand, viewing it as part of their identity and lifestyle.
8. Interest in Pop Culture and Trends: Disney targets audiences that follow current trends,
including fandoms like Marvel, Star Wars, and Pixar, and participate actively in online
communities.
9. Valuing High-Quality and Innovative Content: Disney appeals to consumers who appreciate
well-crafted stories, cutting-edge animation, and innovative entertainment technology.
10. Desire for Unique Experiences: Disney fans highly value immersive experiences, whether
through theme parks, exclusive merchandise, or digital content, seeking to escape and
indulge in fantasy worlds.

4) Create Two Personas – Use the research you found about demographics
and psychographics to create two different personas for your company.
 Create a one-page visual on Canva.com for each persona to visualize what
each of these target customers looks like. Make sure your personas
represent two different age groups.
 Save your personas as pdf files and submit them in Canvas, along with this
worksheet.

5) Map A Customer Journey for Each Persona – Use Canva.com to create

two customer journey maps– one for each of your personas.
 Identify which persona you are mapping at the top.
 Label the Awareness stage, the Consideration stage, and the Conversion
stage.
 Explain the experience for the personas in each stage. For example,
describe how the young man goes from Awareness to Consideration, or
how the older woman moves from Consideration to Conversion. Explain
 what happens to facilitate these shifts.
 Save both of your Customer Journey Maps as pdf files as submit them in
Canvas and submit them in Canvas, along with this worksheet.

6) Touchpoints – identify two sets of touch points for your company (social
media, website, radio, billboards) one set of touch points for each
persona’s customer journey. (List below)

1. Family-focused Parent — someone planning a family vacation or visiting Disney with children.
2. Young Adult Disney Fan — someone interested in merchandise, events, or social experiences
related to Disney.
Persona 1: Family-focused Parent
Customer Journey Stage: Consideration / Planning
Touch Points:
 Website: Disney's official site with vacation packages, ticket information, and family-friendly
activities.
 Social Media: Facebook and Instagram pages showcasing family experiences, testimonials,
and special offers.

Persona 2: Young Adult Disney Fan

Customer Journey Stage: Engagement / Loyalty
Touch Points:
 Radio: Disney music channels or themed radio ads promoting upcoming merchandise releases
or events.
 Billboards: Urban billboards near entertainment districts or malls highlighting Disney-themed
events or exclusive merchandise.

7) 300 Word Write-up – Write a 300-word write-up explains why

understanding the demographics, psychographics, personas, touchpoints,
and the customer journey is so important to your company. How does this
information help the company make good marketing decisions? How does it
help the company create a digital marketing strategy? Based on what you
have seen of your company’s advertising, are they doing a good job of
reaching their target audience? Why or why not?

Understanding demographics, psychographics, personas, touchpoints, and the

customer journey is critical for Disney because it allows the company to develop a
deep and nuanced understanding of its audience. Demographics provide basic
information such as age, gender, income, and location, helping Disney identify the
core groups that are most likely to engage with their content and products.
Psychographics go further by exploring interests, values, lifestyles, and
motivations, enabling Disney to craft more personalized and relevant experiences.
Creating detailed personas and mapping the customer journey helps Disney
anticipate what customers need at each stage—from awareness and
consideration to purchase and loyalty. This strategic insight guides the company
in selecting the most effective marketing channels and messages. For example,
knowing where different personas spend their time online or what types of
content resonate with them ensures that Disney’s marketing efforts are targeted
and efficient.
In terms of digital marketing strategy, this knowledge allows Disney to design
campaigns that are highly tailored, engaging, and aligned with customer
preferences. It enables the company to create personalized digital content,
optimize touchpoints such as social media, websites, and email marketing, and
deliver seamless experiences across channels. These insights also facilitate data-
driven decision-making, helping Disney allocate budgets wisely and measure
campaign effectiveness.
From my observations of Disney’s advertising, it appears they are effectively
reaching their target audience. Their campaigns are visually appealing, evoke
emotional connections, and are present across multiple platforms, including TV,
social media, and digital ads. They successfully leverage their rich content and
brand loyalty to engage diverse audience segments, reaffirming their mastery in
understanding and appealing to their customers. This strategic approach keeps
Disney at the forefront of entertainment and continues to foster strong customer
relationships.

8) Submit your project in Canvas. You should submit the following files:
 This worksheet (#2,3,6 should be filled out)
 2 personas for your company
 2 customer journey maps
 300-word write-up.