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ADOPTING A HUMAN ANIMAL AT THE CALGARY ZOO

ADOPTING A HUMAN ANIMAL AT THE CALGARY ZOO. How Do You ZOO??. Thursday September 23, 2004. What’s the Calgary Zoo to you ?. A place to see animals A place to save animals A place to learn about animals A place to smell animals A place to give to animals A place to care for animals

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ADOPTING A HUMAN ANIMAL AT THE CALGARY ZOO

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  1. ADOPTING A HUMANANIMAL AT THE CALGARY ZOO How Do You ZOO?? Thursday September 23, 2004

  2. What’s the Calgary Zoo to you ? A place to see animals A place to save animals A place to learn about animals A place to smell animals A place to give to animals A place to care for animals A quiet place to relax

  3. YES, all that plus…. A relaxing stroll in the gardens The coolest playground in the city A place to save the planet A quiet oasis in the middle of downtown A one-of-a-kind kids summer camp A place for fun and learning all in one

  4. Who would we like to message with? • Families • Kids • Adults – no kids • Educators • Donors • People who care about the environment • People who like to learn – science types • Flower children • Corporations

  5. Who are these groups? • Families – females 25-44 w/ kids under 9 • Kids – all kinds big and small • Double Income No KidS-gardening, learning, committed to environmental causes • Teachers, School Groups – a living classroom • Retirees, Empty Nesters – donations, gardening, learning • Corporations – meetings, AGMs, fancy functions

  6. What’s our message to each of these groups Families (females 25-44 w/ kids under 9) • Value for entertainment $ • Safe place to take the kids • Different way to learn • Start the appreciation for the environment • Great family outing

  7. Kids – all kinds , big and small • Coolest playground in the city • Awesome animals • Different than school learning • Adults – (D.I.N.K.S.) • A place for relaxation and beauty (After Hours) • Help support us for the next generation • Ease your social conscience

  8. Teachers & School Groups • A living classroom • Witness nature in addition to reading about it • Retirees & Empty Nesters • You’ve got the time (weekdays) and $$$ to learn and enjoy • Think about your legacy…a donation perhaps

  9. How do we know what the message should be? • Clearly articulated corporate objectives • Defined target markets and target audiences • Ongoing membership and customer research • Annual focus groups • Participation in omnibus studies by outside consultants • Continual analysis to further customer understanding

  10. Media & Public Relations…..planting the seeds ! • Need to exercise caution with the sheer volume and variety of messages • Catchy stories are good but must always fit our 4 pillars – conservation, education, recreation and scientific study

  11. Media & Public Relations…..what seeds to plant ? • With heightened environmental awareness we are able to balance our lighter stories with ones that highlight our conservation involvement • Over the course of a year we receive in excess of $1 million in publicity value

  12. Our Commercial Messages

  13. Memberships • May 1, 2002 launched a two tier system • Designed to differentiate between those seeking purely recreation at a discount and those that may respond to a higher calling • Save the planet • Ego stroke • Want privilege and prepared to pay

  14. Membership

  15. Families, Kids, Tourists

  16. Planned Giving

  17. Corporations

  18. Conservation Research Corporate

  19. Education

  20. Seniors Adopt An Animal

  21. When one tugs at a single thing in nature, he finds it attached to the rest of the world. John Muir Conservationist

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