UNIVERSAL

ORLANDO
S O C I A L
M E D I A
S T R A T E G Y
CONTACT:

LINDSEY RIEBEN SUBMISSION DATE:

lindseyrieben@universalorlando.com | (407) 363-8000 05 | 10 | 2020

TARGET MILLENNIALS WITH CHILDREN

MILLENNIALS WITHOUT CHILDREN

AUDIENCES PROFESSIONALS FROM GENERATION X

Image courtesy of Pew Research Center

SUMMARY
Universal Orlando Resort w ill use this
strategy to connect with target
audiences through
Instagram,  Facebook, YouTube , and
LinkedIn.  The focus is to use
demographic research to individualize
content based on target audience
prevalence on different platforms. 
"Content is everything in digital
communication" (Newsom & Hayne s
2017, 79) . Content will rang e from blog
posts, images, videos, qu izzes, and
company announcements. 

SOCIAL MEDIA
PLATFORMS
01 INSTAGRAM
T h e l a r g e s t a g e c a t e g o r y u s i n g I n s t a g ra m i s 1 8 - 2 4 ye a r s
old which encompasses the lower portion of the Millennial age
b ra c ke t ( Tra n 2 0 2 0 ) . B y u s i n g I n s t a g ra m , U n i ve r s a l O r l a n d o R e s o r t
can hone in on this target audience. Content will feature iconic
c h a ra c t e r s f r o m t h e t h e m e p a r k a n d s u p p o r t   key m e s s a g e s o f
d i ve r s i t y, p r ov i d i n g   a p l a c e t o e s c a p e , a n d p r ov i d i n g a p l a c e f o r
g u e s t s t o b e t h e m s e l ve s .  

02FACEBOOK
"Facebook allows interes te d fans to keep up w ith the la test
information about your o rganization and its products and
services, and a way to share directly w ith othe r F acebook fans"
( Newsom & Haynes 2017 , 78) . F acebook's larg est demographic s
are18-29 year-olds and 30 - 49 year-olds, w hich encompa sses all
target audiences (Chen 20 20) . Universal Orlando R esort w ill use
Facebook's range of demog rap hics to engag e w ith a ll three
target audiences with a focus on Millennials  as th ey a re t he
maj ority of guests visiting the me park s ( Piacenza 2018). 

03 YOUTUBE
YouTube is more popular than any othe r social media platform
and  is popular among younger ag e brackets.  Eight y- one perc ent
of U.S. parents use YouTu be to find content for th eir kids ( Smith
2020) . Universal Orlando R esort  w ill use YouTube to reach
Millennial parents by producing content that enc ourages qua lity
family time. 

04 LINKEDIN
Universal Orlando Resort w ill use LinkedI n to reach our
secondary target audience of professionals ag ed 41- 60.
Content will persuade pr ofessionals to book conf erenc es and
meetings for their business at Universal Orlando R esort 's
venues. LinkedIn is "all b usiness, all the time ," so Universal
Orlando Resort will post comp any announcements and c ontent
that will influence business to business decisions ( New som &
Haynes 2017, 78) . 

REFERENCES:
Chen, Jenn. 2020. "Social media demographics to inform your brand’s strategy in 2020."
     Sprout Social, Inc. Published May 5, 2020. Accessed May 28,
     2020. https://sproutsocial.com/insights/new-social-media-demographics/
Dimock, Michael. 2019. "Defining generations: Where Millennials end and Generation Z
     begins." Pew Research Center. Published January 17, 2019. Accessed May 7,
     2020. https://www.pewresearch.org/fact-tank/2019/01/17/where-millennials-end-
     and-generation-z-begins/

Newsom, Doug and Haynes, Jim. Public Relations Writing (11th ed.). Wadsworth, 2017.
Piacenza, Joanna. 2018. "To Draw in Millennials, Theme Parks Rely on Nostalgia and
      Tech." Morning Consult. Published June 28, 2018. Accessed May 7,
      2020. https://morningconsult.com/2018/06/28/draw-millennials-theme-parks-rely-
      nostalgia-tech/

Smith, Kit. 2020. "57 Fascinating and Incredible YouTube Statistics." Brandwatch.     
      Published February 21, 2020. Accessed May 7,
      2020. https://www.brandwatch.com/blog/youtube-stats/

Tran, Tony. 2020. "Instagram Demographics That Matter to Social Media Marketers in
     2020." Hootsuite Blog. Published February 4, 2020. Accessed May 7,
     2020. https://blog.hootsuite.com/instagram-demographics/