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Group 2 Ashley, Meg, Nicole, Courtney

Group 2 Ashley, Meg, Nicole, Courtney. Situation/Issue Analysis. The LP Zoo is looking for ways to increase ticket sales Raise awareness of adult and educational programs at the Zoo. Organization Analysis. The Lincoln Park Zoo has been in existence since 1868

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Group 2 Ashley, Meg, Nicole, Courtney

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  1. Group 2 Ashley, Meg, Nicole, Courtney

  2. Situation/Issue Analysis • The LP Zoo is looking for ways to increase ticket sales • Raise awareness of adult and educational programs at the Zoo

  3. Organization Analysis • The Lincoln Park Zoo has been in existence since 1868 • The largest and most popular zoo in Chicago • Low awareness/visibility of Educational Programs • Low visibility for Adult Programs

  4. Facebook: Who’s Checking In

  5. Twitter: What People are Saying

  6. Publics Analysis (Education): Current Customers/Members • Lives in city • Age 46-48, female, Caucasian, kids at home • Average income: $85,000, • College degree: 90% • Loves the Zoo and feels an emotional bond • Visits 7 times a year and uses benefits • Social Media savvy

  7. Publics Analysis (Education): Desired Customer • Non Zoo Members • Mothers • New to education programs • Social Media Savvy • Tweens/Teens • Heavy Social Media Users • Twitter, Facebook, FourSquare, Blogs • Live near Zoo

  8. Publics Analysis: Main Competitors • Shedd Aquarium • Asleep with the Fishes Overnight Program; Teen Work Study; Club Shedd; Spooky Seas Family Overnight • Brookefield Zoo • Sleepover Safaris; Windows into the zoo; Zoo World Patch • Field Museum • For Teens- Take the Field; Youth Design Team; Digital Planet • Museum of Science and Industry • Science Minor Clubs; Science Minors; Science Achievers; Snoozeum; Saturday Science Club

  9. Campaign Objectives • Increase awareness of adult events and educational programs by 25% by September 2012 • Increase social media engagement/activity by 25% by September 2012 • Increase attendance at zoo events by 10% by September 2012

  10. Strategies – Education Programs • Conduct traditional and social media outreach to build awareness • Build audience for education programs by linking to concepts with strong appeal • Engage potential and repeat attendees

  11. Tactics – Education Programs • Conduct media outreach and increase visibility to build awareness • Mommy blogger event • FourSquare education event badge • Twitter accounts for popular animals • Increase visibility at zoo • Engage potential and repeat attendees • Zoo intern blog • Jr. zookeeper program • LPZoology degree • Build audience by linking to concepts with strong appeal • Education-themed birthday parties • Summer camp discount • Jammin’ discount

  12. Awareness Tactics – Education • Mommy Blogger Event • Have special event for local mommy bloggers and their kids • Thechicagomoms.com and secondcitymommy.com. • Attend an educational program • VIP feeding time • Go behind the scenes (reptiles-kids get to touch one) • Meet zoo intern; introduced to zoo intern blog • See the baby monkey • Refreshments provided • Messaging: Exclusive event, chance to get special access to zoo, preview a program with their child

  13. Awareness Tactics – Education • Offer zoo badge on FourSquare. • Users “check-in” to get a discount on educational programs for their children • Create Twitter accounts for popular animals (similar to @BronxZooCobra) • Tweet educational idea from animal’s perspective • “Come see me eat dinner and learn about my time in the wild today at 5!

  14. Awareness Tactics – Education • Promote education programs to zoo visitors • Posters in women’s bathroom/on bathroom stalls • Create educational program calendar that is easily visible by zoo visitors • Incorporate education program messaging into animal feedings • Enhance education programs visibility on Zoo website • Messaging: The zoo’s education programs explore zoo experiences not available to the public.

  15. Enhance Appeal Tactics – Education • Birthdays at the Zoo • Wrap educational program in an animal-themed birthday party • Apes, big cats, bears • Scavenger hunt takes kids behind-the-scenes at the zoo • Messaging: Unique, trendy birthday party idea that also incorporates education, one-up other mothers with fun and education based party that keeps kids busy

  16. Enhance Appeal Tactics – Education • Host Jammin’ at the Zoo concert featuring a tween artist to promote education programs • Potential Radio Disney partnership • Receive discount to education program with Jammin’ ticket • Summer camp attendees get discount on education program

  17. Engagement Tactics – Education • Intern Blog • Calendar of educational events • Educational posts • Downloadable activity sheets • Links to main LPZ website • Messaging section • Direct Messages • “Wall” posts • Live chat Messaging: Information is educationally based, and teens will look up to and aspire to be zoo intern

  18. Engagement Tactics – Education • Jr. Zookeeper mentorship program • Select older teens from nearby universities mentor young teens about biology at the zoo. • Award Lincoln Park Zoology degree • Child who attends three programs • Messaging: Teens look up to college students and aspire to be like them, so give them a positive role model/mentor for education

  19. Publics Analysis (Adult): Potential Customers • Lives in city • 21+ age group • In college /recent graduates and young professionals • Heavy social media users • Visit the zoo occasionally/have positive emotions towards zoo • Looking for different events in the city

  20. Tactics: Adult Events Conduct media outreach and increase visibility to build awareness • Blogger Event • Specific tweets about adult events • Tandem tweets with local wine bars • Increase visibility at the zoo • Build audience by linking to event’s special interest • Wine tasting event • Partner with local wine bars • Photography event • Horticulture • Farmers markets • concepts • concepts with high-appeal concepts • Engage potential and repeat attendees • Tweet chat • Guest blog posts on specialty blogs linking to LPZ main website • Facebook albums • FourSquare Badges

  21. Awareness Tactics: Adult Events • Blogger Event • Invite niche bloggers to event at zoo • Wine (atfirstglass, chicagofoodies) • Photography (chicagouncommon) • Horticulture (sprouthome) • Inform bloggers of adult events available at the zoo • Offer them a discount at a future adult event • Have zoo experts guest blog on niche sites • Tweet chat with experts • Open to members, twitter followers, blog followers Messaging: Exclusive event to inform online gatekeepers, inform wider public of zoo events

  22. Awareness Tactics: Adult Events • Place informational posters in high traffic areas of zoo • Use QR codes on posters at zoo • Retool website to showcase adult events and include testimonials Messaging: You are already at the zoo, why not check out one of these events

  23. Special Interest Tactic: Adult Events • Host wine tasting events at Café Brauer • Partner with local wine bars (Kafka Wine Co., Vrai Amour, The Poison Cup) • Local wine sommelier gives a presentation about wines being offered • Presentation on adult events by zoo expert • Takeaway from event (ex. Wine and Wildflowers miniature bottle of wine with wildflower seeds) • Draw winners from filled out surveys at events • Winners receive bottle of wine from partners Messaging: Mutual benefit, get to try out two Chicago businesses at once. There is more to the zoo than just the animals

  24. Lincoln Park Zoo Wine & Wildlife Name: Email: How did you hear about our event? Please circle 1-5 for the fallowing questions (1=Very Dissatisfied, 5=Very Satisfied) 1)Rate the overall experience 1 2 3 4 5 2)Quality of presentation 1 2 3 4 5 3)Quality of presenter 1 2 3 4 5 4)Chances of you returning 1 2 3 4 5 5)Would you recommend this event to a friend? 1 2 3 4 5

  25. Special Interest Tactics: Adult Events • Photography • Host ticketed event giving attendees special access for photographing the zoo • Presentation from a photography expert (blogger) • Expert on zoo adult events serves as host/emcee for event • Informs attendees of other popular adult events • Themed (Nocturnal animals, reptiles, etc.) • Takes place after zoo has closed • Horticulture and gardening • Work with local farmers markets to cross promote adult events • Place booths at farmers markets • Give out seed packets with event information printed on the packets to avoid waste • Discount if you return seed packet at the event

  26. Engage Tactics: Adult Events • Tweet Chats with experts from adult events • Zoo experts guest blog on niche blogs from blogger event, links to main LPZ site • Earn FourSquare Event Badges • Create Facebook albums from events • Allow attendees to post their own photos to album • Select winner for best photo (prize is discount on an adult event) Messaging: The same tools you used to find out about the events can now be used to interact with other to share your experiences and learn more.

  27. Evaluation Methods • Hootsuite, bit.ly, klout • Surveys at events • Measure attendance at events • Measure increase in tweets/mentions/#tags • Measure increase in FB and Twitter followers • Google key words

  28. Campaign Schedule:

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