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Beartooth Nature Center. Problem. 1. The Beartooth Nature Center is unknown to its target audience in terms of both its existence and its mission.
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Problem • 1. The Beartooth Nature Center is unknown to its target audience in terms of both its existence and its mission. • 2. The Beartooth Nature Center needs to identify the benefits for its target audiences to visit, care about, be involved, and continuously support its mission. • 3. The Beartooth Nature Center has limited resources and thus must clearly identify its target audiences with the most growth opportunity.
Research • Awareness Study: Team Wilkinson 1 • 51% of respondents aware of BNC. • 60% say featured animals are primary reason they visit • 60% will visit for more than once • 60% want updated exhibits to keep interested • 70% will visit while in Red Lodge • 25% will make it a primary destination • 33% are aware of its mission • 85% think it is a benefit to children
Research • Team Van Maren 1 • The Beartooth Nature Center needs to identify the benefits for its end user target audiences to visit, care about, be involved, and continuously support its mission. • 1. 62.1% of 30 respondents are willing to travel 1-60 miles to arrive at the zoo. • 37.9% - “Most definitely”would visit • 40% were aware
Research • Team Wilkinson 2 • The Beartooth Nature Center needs to identify the benefits for its Donor target audiences to visit, care about, be involved, and continuously support its mission. • 1. Quantitative Survey • 2. Sample size of 5000 from Donor list • 3. Research Instrument approved • 4. Analysis in Spring 2011 • Objectives • Find out motivation of donors. • Find intrinsic and extrinsic incentives
Research • Team Van Maren 2 • The Beartooth Nature Center has limited resources and thus must clearly identify its target audiences with the most growth opportunity. • Current visitors are mainly women with families • 90% Female • 8 people that accompanied were 41 years old or older • 7 people that accompanied were 5 years old or younger • Almost all visitors were tourist rather than residents • Only 2 respondents from Montana(Red Lodge, Sidney) • 5 people heard through friends or family • 100% of respondents personally enjoyed viewing the animals the most
Overall research conclusions • Overall area residents have a lower awareness (40%) level than familie (50%). Unless there are groups attending, the primary visitors to BNC are tourists from out of state as guests of their Red Lodge friends. This means there is a greater opportunity for an increase in visitors from residents. Also residents bring tourists as guests and create a base a repeat customers as well as donors. • Families and schools will provide the majority of the visitors as 86% of the people surveyed agreed that children would benefit from visiting The Center. • According to the data collected a billboard would not be the best option for the Beartooth Nature Center to increase it’s awareness.
Overall research conclusions Cont. TV ads or using the internet to promote its business is the best option for the Beartooth Nature Center. The majority of the people surveyed (77%) were either neutral or unaware of The Centers’ mission meaning it doesn’t need to re-focus its mission but make it more well-known. 61% of the people surveyed agreed that feature animals are typically the reason they are interested in visiting a zoo while only 9% disagreed.
Strengths Cont. • Good relationship with outside competitors/businesses • Community support • Good story • Land free and clear to use • Great web design and information • ‘Going green’ • Education building on site with instructors • Open daily all year
Target Market • All Tourism Targets • 560,000 • Elementary Schools • 22 schools • (approximately 8,000 families) • Montana Fair, Zoo Visitors • 370,000 • All Donor Sponsor Targets
Perceptual Map Donors Social/Self Satisfaction Child Sponsorship BNC Distant Tragedies Personal Causes Haiti United Way Obligation/Pressure
Perceptual Map Residents Unique to Montana The Nile BNC Spectator Participator The Zoo State Fair Available Anywhere
Perceptual Map Tourists Certainty Rodeo BNC Spectator Participator Yellowstone Skiing Uncertainty
Brand Statement • Needs to include • Certainty • Participation • Personal Cause • Universalism • Hedonism • Stimulation • Achievement A unique and guaranteed interaction with Montana’s rescued wildlife
Creative Brief • Focus group testing begins in January • Three different campaign tones • Humorous animal personification • Heartfelt connection with humans • Escape to nature • Graphics use live animals in videos and photography as heroes • High quality production • Intended result is to establish a personal connection
At the Beartooth Nature Center… Every animal has “equill” rights
We All Have a Tale… Learn Theirs at the BNC
Final Creative Research, Budget, Timeline
Group comprised of 5 females, 1 male. All females worked at Elder Grove Elementary School in Billings, MT. All participants had children, and had also heard of the Beartooth Nature Center. Three of the group members had attended the Center at some point in time. Print Advertisements: Raccoon: everyone liked. Suggested that this be the artistic poster to give away and sell. Also, use this picture to encourage donations on website. Fox “tail to tell”: everyone liked. Best for educational and promotional flyers (schools). Mountain lion: most liked, but did not like that it was caged in. General Promotional Suggestions: -put website on all promotional items -mention available tours -mention how to donate Television Scripts: Raccoon: everyone liked. Fox: everyone liked, especially the suspenseful music and the interaction with Jeff. Lions: most liked. Porcupine: everyone strongly disliked. Family: everyone disliked. General Television Suggestions: -end all with the owls -end all with audio and visual that tell the customer where to go -everyone liked funny commercials because they catch attention and people talk about them -encourage donations with fox commercial -make sure to mention Red Lodge and Montana (where animals are native) -add map and website to commercials at the end Summary Of Focus Group Findings
Donor Proposal Summary Donors would like to sponsor specific animals Donors believe that BNC needs to use donations for advertising Housing only native animals to the region is important to donors Convenient giving is important Most donors do not read the financials from the BNC Donors encourage a new facility for the BNC and would like updates on the progress
What it means to be a Beartooth Nature Center Donor • Become a Wild Parent • Annual Donations • Brochure with donor information
BillingsEvent Proposal The Scout Show- March 19, 2011 No charge, offering inside or outside booth Located at Pavillion at Metra Park Contact: Shelli Butz at (406)671-1569 Hand out or offer pamphlets and brochures about family events at the center, also offer membership forms Wants the kids to engage with the animals, this includes touching them and petting them Possible petting zoo Shelli wants a poster promoting the scout show hung in the visitors center (attached with admission form) Big Sky State Games- Summer 2011 Cost is minimum $500 for sponsorship- this gets you in the program and flyers in the bags Possible partnership could be available Wake Up Your Life- new run put on by BSSG on June 18, 2011. Negotiations for sponsorship pricing still in process. Put on by Blue Cross Blue Shield. Contact Karen Gall at (406)254-7426 Billings Mustangs Radio/Print combo- includes a half page advertisement and an announcement on the radio during home games. Cost is $792 5 night event sponsorship- sponsors 5 home games per sponsor (multiple sponsors) for $625, or $1,000 gets 5 night sponsorship and a half page in the program Season for the Mustangs run June to September 2011 Help the fan club with 50/50 sales, you split the winnings with the fan club or boosters if you help out, and you get 25% of the pot, usually around $150 a night for the help
Red Lodge • Home of Champions Rodeo and Parade- July 2-4, 2011 • Float in the parade- free of charge • Hand out fliers while walking through the parade • Booth at the parade with animals (appropriate for a rodeo setting, barn animals). This could be a petting zoo on the rodeo grounds • Advertisements in the women’s magazine in Red Lodge available • Hand out flyers at parade and rodeo • Contact: Shari DeSaveur at (406)446-2422 for advertizing in the magazine, also advertising rep. for rodeo • Contact: Glory Mahan at (406)446-1232 for parade opportunities • Contact: Jody Klessens at (406)425-1687 for information on animals appropriate for a petting zoo on the rodeo grounds • Beartooth Rally / Iron Horse Rodeo- July 15-17, 2011 • Petting zoo and posters throughout the event • Owner of Bone Daddy’s in Red Lodge runs the rally • Contact: Tim Buckstead at (888)827-2663 • Tim is willing to help, said BNC does food at the rodeo • Talked about hanging posters at the event and handing out flyers • Other events to advertise with posters or flyers include events at Red Lodge Mountain Resort during the winter months. Also advertising with posters in the town of Red Lodge would get the name out to tourists that the BNC does exist and is another attraction in town. For events at Red Lodge Mountain, contact Jeff Carroll at (406)446-2610 ext. 104, or email jcarroll@redlodgemountain.com. • Attachments: Scout Show poster to hang in the BNC until the show and a booth admission form, Billings Mustangs advertising price card
Event Budget • Scout Show • Free of charge • 300 fliers • 2 posters • Big Sky State Games • $500 for sponsorship • Minimum 3,000 fliers • Billings Mustangs • Radio/Print Combo- $792 • No fliers • No posters • Home of Champions Rodeo and Parade • Free of charge • 500 fliers • 1 poster • Beartooth Rally • Free of charge • 500 fliers • 1 poster • Total- $1,292 • Fliers- 4,300 • Posters-4
School Curriculum • Kindergarten • Presentations will be between 30 minutes to an hour. • Presentations will be tailored to suit age group; fun and exciting without being overly technical. • Children in this age group will receive a small poster and a flyer to take home to their parents. • The flier will have a coupon that has a ‘free admission’ for a child when they are accompanied by a paying adult. • 3rd Grade • Presentations will be between 45 minutes to an hour. • Presentations will be slightly more technical than the kindergarten group, but not overwhelming to students. • Children in this age group will receive a small poster, flyer to take home (with admission coupon) and trading cards. • When the entire set of trading cards is collected, students will be able to take them to the BNC for a free admission for themselves and an accompanying adult. • School/Grade Assemblies • Presentations will be tailored to fit the needs of the school and could be the normal 45 minutes to one hour or longer as needed. • Presentations will be tailored to fit the education grouping; if it is a K-6 assembly, then the material will be applicable and interesting to the entire group. • http://www.beartoothnaturecenter.org/Site/Media/slideshow.html?backgroundColor=%23000000&reflectionHeight=100&reflectionOffset=2&captionHeight=100&fullScreen=0&transitionIndex=2
Onsite field trips • The BNC already has their own set-up for offering on site field trips, but could benefit from the school district knowing more about the field trips that it offers. • Website • The website address should be placed on every piece of printed material that goes out. It has many valuable learning tools on the website and this information should be made available to those in the education community in order to further garner interest. • The website should also be ‘shown’ during presentations. • Trading cards • The trading cards should focus on the ‘8’ most popular animals. (Bears, mountain lions, raccoons, porcupine, wolves, owls, lynx and fox.) Their ‘tale’ should be printed as well as their statistics (age, diet, species, etc.) on the back of the card. When the entire set is collected, Jeff has agreed that it can be turned in for a free admission, which should be printed somewhere small on the back of the card as well. • Parents information • Parents should receive a flyer with every child that attends a presentation. This information will go home with the children. On that flyer, the website address, phone number and hours of operation should be available. This is the flyer that will have the ‘free’ admission coupon.
