The answer - in my opinion - is not all that well.
In an effort to respond to the prompts for this assignment, I combed through the pages at the DVC website and through Google hits, trying to determine exactly what strategies DVC was using in regards to media relations. As a member myself (and therefore an involved and observing stakeholder), I wasn't entirely surprised that it was difficult to find, but I was surprised at how scarce it was even after searching. In fact, most of my Google hits led back to either fan websites or others associated with timeshares in general, not DVC specifically.
To begin with, the site map for DVC offers minimal contact information in regards to media inquiries. Though there are links about the program, resorts, FAQs and support, there are no direct contacts provided for media communications.
A Google search for "DVC Press Release" did bring me to a page dedicated to the topic, but the information is grossly outdated - the most recent release listed was posted over a year and a half ago (April 2010) and that pesky old version DVC logo still remains. I thought perhaps contact info would be available within the content of the release, but they all directed back to websites for more information.
One aspect of "new media" DVC has embraced is an active Facebook page, as discussed in a previous blog entry. The page is an effective way of engaging stakeholders through polls, announcements, and multimedia entries like photos and videos, and less than a year after its establishment, the page boasts close to just under 50,000 "likes". In terms of consistent branding, the familiar scroll of the Disney name identifies it as part of the larger company, though the actual DVC logo is not featured prominently on their profile page. Beyond Facebook and the occasional guest spot at the Disney Parks Blog, however, DVC has not yet become an active fixture in new media sites.
To be fair, DVC is a component of Disney, and their parent company provides a fairly useful and updated interface for access to the media. The corporate site provides news releases by date as well as a directive to contact via email for media inquiries related to the Walt Disney Company. Still, however, it does not provide a direct link to follow up on DVC related inquiries.
In my opinion, DVC's role in the Walt Disney Company is changing in the moment, so their media strategies are likely to change in the coming months and years as well. Up until recently, DVC has had a very targeted audience - as their reach expands, it will become increasingly necessary for them to expand their strategies as well.
Until then, I guess it's a matter of waiting for Mickey's people to call my people.
I wonder if the reason there is so little for DVC is that Disney wants to run everything through the parent company. Maybe I am giving them too much credit, but maybe its strategic.
ReplyDeleteFrankly even Mickey will have a had time keeping up with all ths new media - I find it overwhelming sometimes. Just tell me what I want to hear - value, savings and quality. What is the best deal and book it! Thanks for the Blog - its awesome.
ReplyDeleteKelly, I thought about the strategic end of things as well, but other entities within the brand seem to have a better structure in place. Like Lucy said, I think DVC may be having a hard time keeping up with new media, as some of the pages I found by searching individually (like the news releases, for example) were not available directly off the site unless you know the URL you were looking for. I think they may be outdated, and hopefully that's because DVC is managing a lot of changes and rolling out updates.
ReplyDeleteSometimes a company can make a conscious effort to focus or not focus on a particular line of business while rethinking their strategy or trying to build up another line. I wonder if families vacation as much as they used to. I bet Disney wonders that too, and that type of thinking may have Disney scaling back on their efforts to promote DVC.
ReplyDeleteInteresting how Disney is able to saturate the children and teen market with their tv shows via the ABC network yet they are struggling in their focus of their DVC business. I would imagine a Disney Family vacation would be very appealing to a specific window of time in a families years of traveling with the age appropriate kids wanting that type of vacation. Disney may be struggling with trying to market around this timing issue. Plus the fact that it is a full price vacation, make no bones about it, they are very clever when it comes to how much money you will pay to have your children's eyes light up at the sight of Mickey!!
ReplyDeleteI wonder if Disney realizes that media outreach for a business unit like DVC is more trouble than it's worth and that brand loyalty to the parent company, not media coverage, will attract visitors. Disney is arguably one of the biggest brands on the planet and probably can rely on that to sustain and grow DVC business.
ReplyDelete