Design and Implementation Process

O4

DESIGN AND IMPLEMENTATION PROCESS

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LEARNING UNIT

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INDEX

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IMPLEMENTATION

DESIGN

MEASUREMENT

FINANCING

MARKETING

1. design

KidZania’s Variable Program design process involves extensive research, creative meetings, constant feedback, and learnings review of prior implementations.Improvement is an ongoing process, which requires constant communication among all participants.

2. financial

Once the annual Variable Program budget has been set, it is important to define actual costs and secure Industry Partner participation.

2.1. budgeting

An annual budget for Variable Program needs to be determined, assigning to each program (to be implemented) an amount of the total budget. When budgeting Variable Programs, it is important to define what percentage of the total cost will be absorbed by KidZania and which by the Purpose Partner (if the Purpose Partner participation is not secure total costs needs to be taken into consideration).

2.2. SECURING PURPOSE PARTNER PARTICIPATION

Once the Annual Calendar has been reviewed the Industry Partners team needs to start approaching the potential Purpose Partners and confirming participation. When an Industry Partner is secured, it is important to define what will be provided by the Purpose Partner (investment, products, marketing, and media, etc.) and adjust the budget accordingly

Question

When budgeting for Variable Programs, what factors are typically considered for the cost share between KidZania and Purpose Partners?

The percentage of total cost absorbed by KidZania depends solely on the program's theme.

The budget considers the confirmed participation of a Purpose Partner and their contribution

The type of special activities planned (main event, plaza activities, etc.)

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Which of the following cost categories is NOT included in the special activities budget for Variable Programs?

Staffing requirements for the special activities

Amounts and costs of the main event

Costs of F&B and Retail products

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3. MARKETING

Every KidZania city needs to implement creative marketing strategies to create connections with its customers and build effective and profitable relationships with its Purpose Partners and other strategic partners.

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4. implementation

Requires many areas from State and Metropolitan Government to work in tandem. Constant communication, accurate planning and teamwork are necessary to successfully implement every program.

4.3 PROCUREMENT

4.2 CONSTRUCTION AND FIT-OUT

4.1 CONTENT

4.5 SALES

4.6 TRAINING

4.4 MARKETING AND PROMOTIONS

4.7 OPERATIONS

4.9 RETAIL

4.8 FOOD & BEVERAGES

Question

How far in advance of the program kick-off should all construction and fit-out elements be completed?

As soon as possible after the program design is finalized.

At least three days before the program starts.

At least two weeks before the program starts.

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When should staff training ideally take place for a Variable Program?

As soon as the marketing and promotional plan is complete.

Once construction and fit-out are finalized.

Before any construction or fit-out work begins.

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5. MEASUREMENT

Measuring popularity and profitability factors of all implemented Variable Programs is crucial to detect strengths and areas of opportunity

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CONGRATULATIONS! YOU´RE NOW AN EXPERT ON VARIABLE PROGRAMS

LEARNING UNIT

There are three types of budgets that need to be considered in the budgeting process:

• Special activities: this budget includes the elements required, amounts and costs of the special activities. Operation costs, such as staffing requirement.

• F&B and Retail: this budget includes production costs, amounts, and suggested selling price of all.

• Marketing: this budget includes costs and amounts of vinyls, banners, posters, brochures, billboards, as well as the mass and local media expenses required.

Marketing objectives will typically include the following:

• Promote KidZania´s activities/events to bolster local interest and drive attendance

• Spotlight what kids will learn and how the will have fun
• Capture photo and video assets that can be used to excite the media and encourage near-term coverage

• Reinforce the KidZania brand heritage and mission
• Engage parents through social media channels

CONTENT

Content team is the driver of the implementation process. They need to following up and keep track of each part of the process to assure the program is implemented as per its design and within the set schedule.

All fixed and variable elements required for the execution of the Variable Program need to be placed and handed out to operations at least two weeks prior to the program’s kick-off. It is recommended to use the facility’s local maintenance equipment as much as possible to reduce production costs.

Purchasing orders need to be placed with sufficient anticipation to assure all elements are delivered on time. Elements should start arriving at the facility’s warehouse at least two weeks prior to kick-off.

Once the Variable Program has kicked-off, constant Marketing and Promotion tools need to be implemented in each facility to increase awareness and drive attendance for the duration of the program.

Group Sales needs to work constantly to promote and secure group and private event bookings and take as much advantage as possible of the unique content offer to be able to increase group sales during the program.

It is important that Content, Human Resources and Operations work in tandem to assure timing and training requirements are met accordingly. Training sessions should be held once construction and fit-out have been finalized so that staff members have all the necessary elements to receive proper training.

Operations team needs to verify that everything is in place and according to schedule to be able to start operation. Construction & Fit-Out, elements, seasonal F&B and merchandise, theming, promotional materials, etc.

Products need to be in stock prior to Variable Program kick-off. Point of Sales displays also need to be ready and themed according to the season’s style.

Seasonal merchandise needs to be in stock prior to Variable Program kick-off; and point of sales displays also need to be ready and themed according to the season’s style. During the planning stage, it is very important to consider merchandise orders and delivery times to assure products arrive on time.

5.1 PROFITABILITY

It is important to document and measure the results among regular and variable programming. There are several indicators to be considered when measuring results:

• Higher attendance compared to prior year’s benchmark
• Higher visitor expenditures:

- Per-cap tickets: base price tickets, higher price tickets in high season, low price tickets in low season - F&B, Merchandise, Media: Seasonal items vs. Regular items

• Purpose Partners adhesion

- New - Existing

• Free Advertising: TV, Radio, Newspapers, web
• Corporate Social Responsibility events
• Loyalty Program repetition
• Social Media engagement

5.2 FEEDBACK

A key point in the success of its design and implementation is to keep constant communication and feedback among all participants. Documentation, analysis of guest’s and other facilities’ experiences, is essential to continuously improve and exceed our guest’s expectations.