Paws & Bricks: Marketing Adventure at LEGO Land

9th, 10th, 11th, 12th Grades

Project
8 weeks

Paws & Bricks: Marketing Adventure at LEGO Land

Xiaoqian Bi

Purpose

In this project, students will explore the intersection of marketing, entrepreneurship, and product design to enhance pet experiences at a theme park like LEGO Land. Through hands-on activities, they will develop a comprehensive business plan, conduct market research, and create promotional materials. The project aims to cultivate skills in pricing strategy and consumer behavior analysis, culminating in a public exhibition of their innovative solutions.

Learning goals

Students will develop market research skills to identify consumer needs and preferences for pet-related experiences in a theme park setting. They will learn to design promotional materials, including posters and social media content, to effectively communicate their ideas. Students will explore pricing strategies and apply them to determine optimal pricing for their proposed products or services. Additionally, they will gain experience in writing comprehensive business plans that incorporate key components necessary for launching and sustaining a new venture. Through hands-on activities and collaboration with community partners, students will enhance their understanding of entrepreneurship and product design.

Standards

Common Core - CCSS.ELA-LITERACY.CCRA.W.7: Conduct short as well as more sustained research projects based on focused questions, demonstrating understanding of the subject under investigation.
Common Core - CCSS.ELA-LITERACY.CCRA.SL.4: Present information, findings, and supporting evidence such that listeners can follow the line of reasoning and the organization, development, and style are appropriate to task, purpose, and audience.
Common Core - CCSS.MATH.CONTENT.HSF.LE.A.1: Distinguish between situations that can be modeled with linear functions and with exponential functions.

Products

Students will create detailed business plans that outline their entrepreneurial ventures, focusing on enhancing pet experiences at a theme park. They will design marketing posters and develop social media pages to promote their ideas, incorporating effective pricing strategies. Additionally, students will build models using LEGO pieces to visually represent their concepts, culminating in a curated exhibition showcasing their innovative solutions.

Launch

Kick off the project with an immersive field trip to LEGO Land and a LEGO factory, where students can explore the operations and design elements firsthand. Engage with theme park employees and operational managers to understand the intricacies of creating experiences for visitors, including pet-friendly initiatives. Facilitate discussions with pet lovers to gather insights and share stories, setting the stage for students to brainstorm innovative solutions that enhance pet experiences in theme parks.

Exhibition

Students will curate an exhibition space to showcase their LEGO models, marketing posters, and social media campaigns. The exhibition will include a mini showcase at LEGO Land, allowing students to present their innovative ideas and business plans to theme park visitors and staff. This event will provide students with the opportunity to engage with the community, receive feedback, and celebrate their creative solutions for enhancing pet experiences at the park.

Week 1	Day 1	Day 2	Day 3
Activities	Project Kickoff and Introduction - Launch the project with an immersive field trip to LEGO Land and a LEGO factory, engaging with theme park employees and operational managers to gather insights into pet-friendly initiatives and theme park operations (60 min)	Pet Experience Brainstorm - Facilitate a discussion with pet lovers to share stories and brainstorm innovative solutions for enhancing pet experiences in theme parks, focusing on real-world applications and creativity (30 min) Essential Questions Exploration - Delve into the essential questions of the project, discussing how pricing strategies affect consumer behavior and the key components of a successful business plan (30 min)	Market Research Introduction - Introduce students to market research skills, guiding them to identify consumer needs and preferences for pet-related experiences in a theme park setting (30 min) LEGO Model Prototyping - Begin initial prototyping with LEGO pieces to visualize ideas for pet experiences, encouraging creative expression and collaboration (30 min)
Deliverables	1. Draft of survey questions for consumer research on pet experiences at theme parks.
Preparation	1. Coordinate and schedule the field trip with LEGO Land and LEGO factory. 2. Secure permissions for students to talk with pet lovers and theme park employees. 3. Prepare travel logistics and safety measures for the field trip. 4. Gather materials for brainstorming sessions, including whiteboards and markers. 5. Provide resources on market research techniques and consumer behavior analysis.

Week 2	Day 1	Day 2	Day 3
Activities	Market Research Deep Dive - Conduct focused market research activities to identify specific consumer needs and preferences for pet experiences in theme parks, using surveys and interviews with theme park visitors and employees (60 min)	Pricing Strategies Workshop - Explore various pricing strategies and analyze their effects on consumer behavior, applying them to determine the optimal price for proposed pet-related products or services (30 min) LEGO Model Refinement - Continue refining LEGO models to visually represent innovative solutions for pet experiences, integrating feedback from market research findings (30 min)	Business Plan Essentials - Introduce the key components of a successful business plan, guiding students to outline their initial business plan drafts for enhancing pet experiences in theme parks (30 min) Collaborative Ideation Session - Facilitate peer collaboration to exchange ideas and provide constructive feedback on each other's business plan drafts, fostering a culture of teamwork and critical thinking (30 min)
Deliverables	1. Completed market research report outlining key findings from surveys and interviews 2. Draft of the market research section in the business plan
Preparation	1. Prepare survey and interview questions tailored to gather insights on pet-related experiences at theme parks 2. Arrange virtual or in-person meetings with community partners like pet lovers and theme park employees 3. Provide students with access to online research tools and databases for analyzing existing theme park offerings 4. Organize group brainstorming sessions with materials like whiteboards and sticky notes for idea generation

Week 3	Day 1	Day 2	Day 3
Activities	Pricing Strategy Analysis - Analyze different pricing strategies and their influence on consumer behavior, focusing on determining optimal pricing for pet-related products (30 min) LEGO Model Enhancement - Enhance LEGO models based on pricing strategy insights, ensuring alignment with consumer preferences identified in market research (30 min)	Business Plan Development - Expand initial business plan drafts by incorporating pricing strategy insights and refining the value proposition for pet experiences (30 min) Community Partner Engagement - Engage with LEGO Land marketing managers to gather feedback and refine business plans, emphasizing practical application of strategies (30 min)	Promotional Poster Design - Design promotional posters that effectively communicate the value and pricing strategy of pet-related products, leveraging creative design principles (30 min) Social Media Campaign Creation - Develop social media content that aligns with promotional posters, focusing on engaging storytelling and audience targeting (30 min)
Deliverables	1. Completed market research report detailing findings from surveys and data analysis 2. Draft of the market analysis section of the business plan 3. Initial sketches and concepts for promotional materials, including posters and social media ideas
Preparation	1. Prepare survey questions and tools for data collection, ensuring they are clear and relevant to the essential questions 2. Provide access to digital tools for data analysis, such as spreadsheets or survey software 3. Gather examples of effective market analysis sections from existing business plans to guide students 4. Supply art materials and digital design tools for creating promotional material concepts

Week 4	Day 1	Day 2	Day 3
Activities	Feedback Integration Session - Review feedback from LEGO Land marketing managers and peers to refine business plans and promotional materials, focusing on actionable improvements (30 min) Social Media Strategy Workshop - Develop a comprehensive social media strategy for promoting pet-related experiences, emphasizing audience engagement and platform-specific content (30 min)	LEGO Model Finalization - Complete and polish LEGO models representing pet experience innovations, ensuring alignment with business plans and promotional strategies (30 min) Mock Presentation Preparation - Prepare and practice presenting business plans and marketing materials, focusing on clear communication and persuasive techniques (30 min)	Peer Presentation and Feedback - Conduct mock presentations to peers, receiving constructive criticism and refining presentation skills for upcoming exhibitions (30 min) Exhibition Planning Session - Plan logistical details for the upcoming exhibition, including space layout, display arrangements, and presentation schedules (30 min)
Deliverables	1. Revised marketing posters and social media page designs incorporating peer feedback 2. Draft of the pricing strategy section for the business plan
Preparation	1. Organize and schedule a virtual meeting with LEGO Land marketing managers 2. Prepare a set of guiding questions for the meeting to facilitate productive discussion 3. Gather materials for poster creation, such as design software access or art supplies 4. Set up a peer review protocol to guide constructive feedback exchange

Week 5	Day 1	Day 2	Day 3
Activities	Business Plan Integration - Integrate feedback from Week 4 to refine business plans, ensuring alignment with promotional materials and pricing strategies (30 min) LEGO Model Showcase Preparation - Prepare LEGO models for exhibition by ensuring they effectively represent innovative pet experience solutions (30 min)	Exhibition Setup Practice - Conduct a practice setup for the exhibition space, focusing on layout and display arrangement to optimize presentation flow (30 min) Storytelling Workshop - Develop compelling narratives for presentations that highlight the project's impact on enhancing pet experiences at theme parks (30 min)	Community Partner Presentation - Present refined business plans and LEGO models to community partners, including LEGO Land operational managers, for final feedback (30 min) Exhibition Feedback Roundtable - Facilitate a roundtable discussion with peers and community partners to receive constructive feedback and insights for final exhibition preparations (30 min)
Deliverables	1. A draft of the business plan with a focus on the pricing strategy section. 2. Initial LEGO model representing the pet-friendly experience concept.
Preparation	1. Gather resources on different pricing strategies, including articles, videos, and case studies. 2. Prepare materials for drafting business plans, such as templates and guidelines. 3. Ensure access to LEGO pieces and building materials for model construction. 4. Schedule time for peer feedback sessions to review business plan drafts and LEGO models.

Week 6	Day 1	Day 2	Day 3
Activities	Final Business Plan Review - Conduct a comprehensive review of business plans, ensuring all elements are cohesive and reflect feedback from previous sessions (30 min) Marketing Material Refinement - Refine promotional posters and social media content, ensuring alignment with business plan objectives and target audience (30 min)	LEGO Model Final Touches - Apply final enhancements to LEGO models, ensuring they clearly communicate the proposed pet experiences and are exhibition-ready (30 min) Peer Feedback Session - Engage in peer review, providing and receiving feedback on business plans and promotional materials to maximize impact and clarity (30 min)	Exhibition Space Planning - Finalize the layout and design of the exhibition space, ensuring effective flow and visibility of all projects (30 min) Presentation Rehearsals - Practice presenting business plans and marketing materials, focusing on delivery and audience engagement for the exhibition (30 min)
Deliverables	1. A comprehensive market research report summarizing findings on consumer behavior and preferences. 2. A detailed pricing plan for the proposed product or service, including rationale and strategy. 3. A draft of the financial section of the business plan. 4. Storyboard for a promotional video.
Preparation	1. Provide students with templates and guidelines for conducting effective market research. 2. Arrange access to online resources and databases for market research purposes. 3. Organize a virtual or in-person guest lecture from a marketing manager at LEGO Land to discuss pricing strategies. 4. Prepare examples of successful pricing strategies in the theme park industry for analysis. 5. Ensure availability of video editing tools and software for creating storyboards.

Week 7	Day 1	Day 2	Day 3
Activities	Final Business Plan Presentation - Present final business plans to peers, emphasizing key components such as pricing strategies and market research insights (30 min) Peer Feedback and Revision - Engage in a focused feedback session with peers to identify areas for improvement and make necessary revisions to business plans (30 min)	Marketing Material Showcase - Display and review marketing posters and social media pages, assessing their effectiveness in communicating the project's value proposition (30 min) Social Media Strategy Refinement - Collaborate to refine social media strategies based on feedback, ensuring alignment with marketing goals and target audience engagement (30 min)	Exhibition Setup and Walkthrough - Set up the exhibition space and conduct a walkthrough to ensure all elements are ready for public presentation (30 min) Final Presentation Practice - Conduct a full run-through of presentations, practicing delivery and refining based on peer and mentor feedback for maximum impact (30 min)
Deliverables	1. Finalized business plan document, incorporating all feedback and revisions. 2. Refined LEGO models, marketing posters, and social media pages prepared for exhibition. 3. Presentation script and materials for the mock presentation session.
Preparation	1. Provide access to digital tools and software for finalizing business plans and creating promotional materials. 2. Arrange for a peer review session space and necessary materials for feedback exchange. 3. Set up a mock presentation area with audio-visual equipment for practice sessions. 4. Organize reflection activity materials, such as journals or digital platforms for students to document their reflections. 5. Ensure all exhibition materials, such as poster boards, display stands, and LEGO pieces, are available and ready for student use.

Week 8	Day 1	Day 2	Day 3
Activities	Exhibition Space Finalization - Ensure all elements of the exhibition space are in place, with clear signage and optimal flow for visitors (30 min) Presentation Setup - Arrange materials and technology for presentations, ensuring smooth transitions between student groups (30 min)	Exhibition Dress Rehearsal - Conduct a full rehearsal of the exhibition, focusing on timing, audience engagement, and smooth transitions (30 min) Feedback Integration Session - Gather last-minute feedback from peers and mentors to make final adjustments to presentations and displays (30 min)	Public Exhibition Opening - Host the exhibition showcasing LEGO models, business plans, and marketing materials to theme park visitors, staff, and community partners (30 min) Reflection and Celebration - Facilitate a reflection session to discuss insights gained, challenges overcome, and celebrate accomplishments, encouraging peer recognition (30 min)
Deliverables	1. Finalize and submit the comprehensive business plan, incorporating feedback from critiques and revisions. 2. Complete and present the LEGO model showcasing the pet experience enhancement concept at the theme park. 3. Prepare and organize the exhibition space for showcasing the project outcomes, including marketing posters and social media campaigns. 4. Conduct the final exhibition event, presenting the project to theme park visitors, community partners, and peers.
Preparation	1. Gather all feedback from previous critiques with LEGO Land marketing managers, parents, teachers, and peers to refine the business plan and exhibition materials. 2. Ensure all LEGO model components are complete and visually represent the proposed pet experience enhancements. 3. Prepare exhibition materials, including posters and digital content for social media, ensuring they are ready for presentation. 4. Coordinate with community partners and theme park staff to finalize exhibition logistics and ensure smooth event execution. 5. Arrange transportation and access for exhibition participants, ensuring all materials and models are securely transported to the exhibition venue.