Alexandra Brown

Los Angeles, CA

Toyota Motor Sales

x
Walt Disney World

During the Disney College

Program, I participated in the
Corporate Communications
Course. As a class, we were asked
to follow and research one other
large company and complete
group and individual projects
based on the particular
communication styles learned in
class.
The following are examples of the
work my group and I created for
our chosen company, Toyota.

Press Release

Assignment: Create a new

product or idea involving
both the chosen company
and Walt Disney World. Write
a press release announcing
its launch.
Idea: Disneys Magic
Carpet, a private valet
service for Disney Vacation
Club Members in partnership
with Toyota Motor Sales.

Alexandra Brown
(303) 918-4559
alexandra.brown@disney.com

FOR IMMEDIATE RELEASE

NEW DISNEY-TOYOTA TRANSPORTATION PARTNERSHIP TO PROVIDE SERVICE

TO DISNEY VACATION CLUB GUESTS
TORRANCE, Calif., July 16, 2015 In response to the increasing demand of resort and park
transportation for guests around The Walt Disney World Parks and Resorts, Toyota Motor
North America has announced plans to partner with The Walt Disney Company to offer a
complimentary personal car service exclusively for Disney Vacation Club Members. This
new transportation division, Disneys Flying Carpet, will join other Walt Disney World
Transportation segments, with operations run by Trever Ocock, Director of Transportation
Operations, and Jason Kirk, Vice President of Transportation Operations.
Beginning in January 2018, Disney Vacation Club members will receive all of the benefits of
Disneys Magical Express, including bypassing airport baggage claim and transportation to
their resort, as well as the added benefit of a fuel-efficient personal car and driver to
accompany them for the duration of their stay.
We are very excited to finally join the world of hospitality to create such a unique service
with such a prominent leader in the industry, said Jim Lenz, CEO of Toyotas North
American Region. Our passion for improvements and creating products that exceed our
customers expectations go hand-in-hand with Disneys mission to create innovative and
memorable travel experiences for their guests. We hope that Disneys Flying Carpet will
soon expand to other Disney properties, allowing more opportunities for magic making for
both companies.
Toyota has been named one of the Worlds Greenest Companies, and as a company
dedicated to improving our sustainability while improving guest satisfaction, we cold not be
more thrilled to see them join the Disney family, said Meg Crofton, President of Walt
Disney Parks and Resorts United States.
This new service will optimize travel for guests during their stay, as well as Disney and
Toyotas dedication to sustainability by using fuel- and cost-efficient vehicles. In addition,
personal cars will set a new standard of convenience, comfort, and style for Toyota customers
already being upheld by Walt Disney World Parks and Resorts. Association with the Walt
Disney Company will also initiate a partnership with Orlando International Airport, creating
more opportunities for Toyota transportation to and from the airport.

The vehicles issued have yet to be determined, however both companies have agreed upon
using vehicles with Toyotas Hybrid Technology to increase sustainability by decreasing
emissions and increasing cost effectiveness for both the companies and the guests.
Similar to Disneys Magical Express, Disney Vacation Club members will be able to book
Disneys Flying Carpet through the Disney Reservation Center. Guests will have specially
tagged luggage which will be brought to them at their resort after they have arrived. Upon
arrival, their personal driver will meet the guests and escort them to their resort for check-in
and continued service during their stay. Guests will be able to call their driver from their
room telephones or by any mobile device to be picked up anywhere on Disney property and
at the airport.
As a result of this new partnership, Toyota and Disney plan to report fiscal interactions
between the two businesses for financial reporting purposes at the beginning of fiscal 2016.
###

Social Media
Campaign

Assignment: Design a
plan for 2 weeks of social
media posts for Toyotas
accounts to either
improve or maintain the
companys current
campaign model.
Criteria: Hashtags, photo
challenges, Conversation
encouragement, product
placement

14 TWEETS - TOYOTA GROUP: Laura, Zazzy, Nathan, Kate, Hanna

3.
1.

4.
2.

14 TWEETS - TOYOTA GROUP: Laura, Zazzy, Nathan, Kate, Hanna

5.

7.

6.

8.

9.

14 TWEETS - TOYOTA GROUP: Laura, Zazzy, Nathan, Kate, Hanna

10.

11.
14.

12.

13.

Product Marketing
Campaign

Assignment: Organize a
marketing campaign for a
new product, outlining a
targeted social media
strategy, financial outlook,
demographic and audience
specifications, public affairs
strategy, and creative
advertisement ideas.
Idea: A campaign for the
new Scion iA and iM.

Scion iM and iA Marke.ng Plan

Nathan Ginn VP of Corporate Finance

Hanna Carr VP Research and Development
Laura Bruns VP of Social Media
Zazzy Brown VP of Public Rela.ons
Ka.e Cherkinian Customer Service

Overview
Social Media
Market Share and Finances
Guest Rela.ons

Social Media Strategy

The iAM campaign
Diverse and engaging media content
Synchronized themed messaging
Addressing step 4 of planning
campaigns*
Mul.ple media plaQorms

*Corporate Communica.on, A Guide to Theory and Prac.ce p. 108 3rd edi.on

Social Media Strategy

Facebook
Focus on ad based content

TwiXer
Q & A feedback
Storm in the 2nd and 3rd quarter of the
campaign

Instagram
IAM Toyota; workers & audience
connec.on

Social Media
Partnering with LivingSocial
Desirable audience of auent, educated
households
56% make more than $75K
70% between ages 25-34
76% with a college degree

Ac.ve on social media

Ci#zen journalism and marke#ng
Share experiences through social media
90% buyers trust peer recommenda.ons
Corporate Communica.ons 6th Edi.on, pg 155-156
hXp://corporate.livingsocial.com/ourcompany/
hXps://www.youtube.com/watch?v=joXDMuLesU

Social Media
Marke.ng based on experiences
Unexpected opportuni.es and
adventures for our target market
Create an event or experience around iA
and iM
Generates buzz over social media
Includes hashtags, ads for TwiXer,
and statuses
hXp://corporate.livingsocial.com/ourcompany/
Corporate Communica.ons Course, Week 6: July 23, 2015

Stock Ac.vity

Spy
Weight
Return

-1.06%

TM

CONS

100%

100%

-6.91%

1.10%

Closing Price for August 19th, 2015: $126.04

Normal increase with introduc.on of new product:
3.77%

Yahoo Finance

Stock Ac.vity
SPY

TM

CONS

Daily Return

.00048

.000044

.00041

Annual Return

.12132

.01110

.10418

Daily Devia.on

.00711

.01055

.00666

Annual
Devia.on

.11283

.16754

.10562

Beta

.84001

.82703

Yahoo Finance

Budget
Total Project Budget $188,065,520
Ending Balance: $ 26, 787.68

Forbes.com
Salary.com
Smallbusiness.com

Representa.ve
Spokesperson for the company
Necessary in crisis
Provide informa.on to buyers and
stakeholders

Corporate Social Responsibility

Seeking harmony with people ,
society and the environment
Customer rst philosophy
High quality products (customer
demands)
No employees=no happy customers
Build long term goals with mutual
growth
Trust in their partners

CSR con.nued

Provide disclosure on opera.ng results

Financial condi.ons with shareholders
Reaching out to the community
Crea.ng a safe environment
Guiding principles & Global vision
Toyota way 2011 & Toyota Code of
Conduct

Conclusion
Incorporate all channels of Social
Media
Livingsocial
Guest Rela.ons

Venue Visit
Gift Proposal

My first assignment for By

Veronica Cole Events and
Designs was to research luxury
products to use as a thank
you after a venue visit and to
leave a positive impact for
future negotiations. I was
given a $50 budget for each
idea and asked to present
them upon beginning my
internship.
The following is the proposal
presentation.

Venue Gift Proposal

Zazzy Brown

Gender-Neutral
Fortnum and Mason Honeycomb Taster Selection
+ Crisps or Crackers

Honeycomb: 20 ($30)
o http://www.fortnumandmason.com/p-10344honeycomb-taster-selection.aspx
Crackers: approx. $10*
o * Will have to buy in-store. Not easily shippable

O&Co Italian Dinner for Two

$40
http://www.oliviersandco.com/gifts/under-50/anightintuscany2014-web.html

O&Co Trio of Flavored Olive Oils

$42
http://www.oliviersandco.com/gifts/under-50/trio-offlavored-olive-oils.html

O&Co Truffle Trio

$49
http://www.oliviersandco.com/gifts/under-50/truffle-trio1431.html

Vosges Exotic Truffle Collection, 9 pieces

$28
http://www.vosgeschocolate.com/product/exotic_truffles_9pc/
gift_ideas_30_75

Vosges Rosa Regale Sparkling Red Wine & Exotic Truffle

Collection

$50
http://www.vosgeschocolate.com/product/vosges-rosechampagne-exotic-chocolate-trufflesgift/wine_and_chocolate_gift_boxes

Chelsea Market Baskets Sampler

$35
http://www.chelseamarketbasket.com/product/Chelsea-MarketBaskets-Sampler/corporate-gift-options

Dean and Deluca Snacks on the Run 6 pack Box

$42
http://www.deandeluca.com/candy-and-confections/snacks-on-therun/snacks-on-the-run-160217942.aspx?s_z=8982

Dean and Deluca Movie Night Gift Tin, Small

$38
http://www.deandeluca.com/gifts/movie-nightgift.aspx?s_z=8979

Hot Beverage Gift Sets

Coffee Gift
Bodum French Press
o $20
o http://www.worldmarket.com/product/black-bodum-brazilfrench-press-coffee-maker.do?&refType=&from=Search
Dean and Deluca French Roast
o $15
o http://www.deandeluca.com/coffee-tea-cocoa/coffee-bytype/blends/dean-and-deluca-french-roast.aspx
Chocolate Cantuccini Biscotti
o $9.50
http://www.deandeluca.com/bakery-shop/cookies/chocolatecantuccini-cylinder.aspx
Tea Gift
Bodum French Press
o $20
http://www.worldmarket.com/product/black-bodum-brazilfrench-press-coffee-maker.do?&refType=&from=Search
Dean and Deluca Earl Grey Tea OR Fortnum and Mason Earl Grey
Supreme Tea
o $12 OR 4.75 ($7.25)
o http://www.deandeluca.com/coffee-tea-cocoa/tea-bytype/dean-and-deluca-earl-grey-tea.aspx OR
http://www.fortnumandmason.com/p-5188-earl-grey-teablack-tea-aromatic-tea.aspx
Fortnum and Mason Earl Grey Shortbread Cookies
o 6.95 ($11)
o http://www.fortnumandmason.com/p-9066-earl-grey-shortbreadtin.aspx
Coffee and Tea Gift
Bodum French Press
o $20
o http://www.worldmarket.com/product/black-bodum-brazilfrench-press-coffee-maker.do?&refType=&from=Search
Dean and Deluca French Roast
o $15
o http://www.deandeluca.com/coffee-tea-cocoa/coffee-bytype/blends/dean-and-deluca-french-roast.aspx
Dean and Deluca Earl Grey Tea
o $12
o http://www.deandeluca.com/coffee-tea-cocoa/tea-by-type/dean-anddeluca-earl-grey-tea.aspx

Less Gender-Neutral
Candles Gifts
Pear

Voluspa Petite Decorative Candle in Eden and Pear

o $9
o https://www.voluspa.com/index.php?route=product/product&path=67_
71_132&product_id=709
Harry and David Pears
o $24.95
o http://www.harryanddavid.com/h/fruit-gift/pears/1
OR
Pear and Hazelnut Spread from Dean and Deluca
o $8
o http://www.deandeluca.com/pantry/preserves/pear-hazelnut-fruitspread.aspx
o with Crisps or Crackers (approx. $10)*

Lavender
Voluspa Petite Decorative Candle in French Cade and Lavender
o $9
o https://www.voluspa.com/index.php?route=product/product&path=67_
71_132&product_id=806
Fortnum and Mason Lavender Honey
o $15
o http://www.fortnumandmason.com/p-6839-frenchlavender-honey-500g-jar.aspx
Fortnum and Mason Earl Grey Shortbread Cookies
o 6.95 ($11)
o http://www.fortnumandmason.com/p-9066-earl-grey-shortbreadtin.aspx
Champagne
Voluspa Classic Maison Boxed Votive in Crisp Champagne
o $9
o https://www.voluspa.com/index.php?route=product/product&path=66_
87&product_id=536&filter=16
Prestat Pink Marc de Champagne Truffles
o $24
o http://prestat.com/collections/chocolatetruffles/products/prestat-truffles-pink-marc-dechampagne
Macarons from Macaron Bee Box of 6
o $12
o http://www.macaronbee.com/sample-page/
o Order for pick-up
! Order at least 24 hours before

Prestat Chocolate Wafers

$19 each
o Orange and Cardamom
! http://prestat.com/collections/chocolatewafers/products/prestat-orange-cardamomchai-thins-200g
o Matcha Green Tea with a hint of Earl Grey
! http://prestat.com/collections/chocolatewafers/products/prestat-chocolate-wafersmatcha-green-tea-with-a-hint-of-earl-grey
o Dark and Milk Chocolate with Sea Salt and Caramel
! http://prestat.com/collections/chocolatewafers/products/prestat-dark-milk-sea-saltcaramel-thin-wafers
o White Chocolate Caflatte
! http://prestat.com/collections/chocolatewafers/products/prestat-chocolate-wafterswhite-chocolate-cafelatte

Studmuffin Desserts Stud-Buckets

$25 each
http://www.studmuffindesserts.nyc/stud-buckets/

Marks and Spencer A Little Treat Hamper

20 ($30)
http://www.marksandspencer.com/a-little-treat-hamper/p/p60044333

Williams-Sonoma Grilling Rub Set

$27.95
http://www.williams-sonoma.com/products/the-ultimate-grilling-rubcollection/