Marketing is Universal: Keeping the Guest at Heart

In our program developed with and endorsed by DECA, students learn the dynamic marketing strategies used to promote one of the world’s leading theme park resort destinations. In an everchanging world of digital media and increased competition, they’ll hear stories of getting it right while remaining innovative and bold. From understanding the role of research and data, to discussing the importance of guest engagement, students are exposed to the process of developing a marketing strategy in the current business climate. With real-world examples of our integrated marketing campaigns, students learn the significance of staying true to brand values and to always keep the guest at the center of decision-making.

New Marketing Program Lets Students Explore Universal Orlando Marketing Campaigns From Start To Finish

Marketing is Universal: Keeping the Guest at Heart educates students from middle school to college by giving them real examples while keeping things fun.

Participating students learned insights and best practices from some of Universal Orlando’s talented marketing executives. They also learned from business leaders representing some of the most successful Orlando-based entertainment and sports organizations.

Our partnership with DECA’s comprehensive learning programs directly supports the national curriculum standards defined by the National Career Clusters Framework. Within our new education program is a teacher toolkit that includes pre-visit lessons that are designed around industry-validated National Career Clusters knowledge and skill statements. Students will also discover the vital steps used to create Universal Orlando’s most successful marketing campaigns from start to finish.

Brand Essence

Students will learn about Universal Orlando’s promise to always put the guest first and create a vacation destination that’s spontaneous, offbeat and audacious. The brand essence is always at the heart of all marketing campaigns.

Research Process

Sharing this process helps students understand how Universal Orlando develops marketing strategies from the early stages. This segment of the program shows how our destination takes research findings and turns them into campaigns and experiences that resonate with our guests.

Competition Analysis

One of the most important parts of developing a marketing strategy is keeping up with the competition. With annual events like Mardi Gras, Halloween Horror Nights and Holidays, a constant stream of new attractions—Race Through New York Starring Jimmy Fallon, Fast & Furious – Supercharged, and the opening of our new water theme park, Universal’s Volcano Bay – there’s never a shortage of new things to do at Universal Orlando which keeps us competitive in a crowded market.

Distribution Channels

Once students learn how we create successful marketing campaigns, we tell them how these campaigns become conversations with our guests. We’re able to reach all of our guests in a way that resonates with them as individuals, using both traditional media like advertising and digital distribution channels like social media.

As a former educator, I know how important it is to make sure students are learning and engaged at the same time. That’s why all of our youth programs—including Marketing is Universal: Keeping the Guest at Heart—are designed to take students beyond the classroom with exciting, real-world examples of how they can apply what they’re learning to an actual career.

Contact Just Orlando Youth Tours to learn how you can bring education to life for your students.