the new zoo experience strategic marketing proposal l.
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The NEW Zoo Experience Strategic Marketing Proposal The Start of Something Special.. Current Situation Very little marketing Free public relations through paper and weekly TV spot Mostly ‘word of mouth’ advertising 52% Family and friends 38% Word of mouth Positive/Negative information flow

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Presentation Transcript
current situation
Current Situation
  • Very little marketing
  • Free public relations through paper and weekly TV spot
  • Mostly ‘word of mouth’ advertising
    • 52% Family and friends
    • 38% Word of mouth
  • Positive/Negative information flow
goals
Goals
  • Increase awareness
  • Increase traffic
  • Increase involvement
  • Increase revenue
    • via concession stand and gift shop
  • Increase overall welfare of the NEW Zoo
product definition
Product Definition
  • Wholesome family entertainment
  • Educational environment
  • Variety of animals
strengths
Strengths
  • Unique entertainment medium
  • Trails create a large draw for nature enthusiasts and athletes
  • Dedicated staff and booster group
  • High level of ‘customer’ satisfaction
    • 4.33 rating on scale of 5 (5=highest)
opportunities
Opportunities
  • Fill void in low-cost family entertainment
  • Involvement in schools and youth groups
  • Cross-promotional tools
  • Internet Site
  • Vastly untapped market
marketing strategy
Marketing Strategy
  • Proactive marketing program
  • Promote ‘Total Package’
  • Utilize every aspect of the Reforestation Camp
  • Focus on youth and families
    • 73% of visitors had families with children under 18
communication strategy
Communication Strategy
  • Direct contact with schools & youth groups
    • 60% of parents desire children’s programs
  • Mailings to potential visitor groups
  • Proposals outlining available school programs
action programs
Action Programs
  • Children’s programs
  • The NEW Zoo Experience
  • Summer Programs
  • Reforestation Camp integration project
the new zoo experience
The NEW Zoo Experience
  • Target Market
    • 3rd through 7th grade children
  • Classroom presentation
    • Volunteer/Intern
  • Litter We Know
    • Learn respect for environment
  • Trip to Zoo
    • Trail of Discovery
activities incentives
Activities & Incentives
  • Habitat Lap Sit
  • Bag of goodies
    • coupons and parental info.
  • T-Shirt and Poster
summer programs
Summer Programs
  • The Zoo and You
    • Children’s introduction to the Zoo
  • The Zoo and You Too
    • Interactive education program
  • Missing Critters
    • Endangered species education
  • Critters Can
    • Recycling revenue
camp integration projects
Camp Integration Projects
  • Nature identification walks
    • Little cost involved
  • Adopt-A-Trail program
    • Sponsor sections of trail
toward the future
Toward the Future
  • Gradual rollout of programs
  • Very little direct cost
    • Tangible benefits