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The NEW Zoo Experience Strategic Marketing Proposal

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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The NEW Zoo Experience Strategic Marketing Proposal

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  1. The NEW Zoo ExperienceStrategic Marketing Proposal The Start of Something Special..

  2. 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

  3. Goals • Increase awareness • Increase traffic • Increase involvement • Increase revenue • via concession stand and gift shop • Increase overall welfare of the NEW Zoo

  4. Product Definition • Wholesome family entertainment • Educational environment • Variety of animals

  5. 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)

  6. Opportunities • Fill void in low-cost family entertainment • Involvement in schools and youth groups • Cross-promotional tools • Internet Site • Vastly untapped market

  7. 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

  8. 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

  9. Action Programs • Children’s programs • The NEW Zoo Experience • Summer Programs • Reforestation Camp integration project

  10. 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

  11. Activities & Incentives • Habitat Lap Sit • Bag of goodies • coupons and parental info. • T-Shirt and Poster

  12. 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

  13. Camp Integration Projects • Nature identification walks • Little cost involved • Adopt-A-Trail program • Sponsor sections of trail

  14. Toward the Future • Gradual rollout of programs • Very little direct cost • Tangible benefits

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