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The NEW Zoo Experience Strategic Marketing Proposal

The NEW Zoo Experience Strategic Marketing Proposal

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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