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Marketing at Chester Zoo

Marketing at Chester Zoo. Mission Statement. To be a Major Force in Conserving Biodiversity Worldwide. Conserving biodiversity worldwide. Education Charity. We get no aid or regular grants from the government (unlike museums). BUT. We can reclaim VAT on most things We qualify for Gift Aid

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Marketing at Chester Zoo

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  1. Marketing at Chester Zoo

  2. Mission Statement To be a Major Force inConserving Biodiversity Worldwide

  3. Conserving biodiversity worldwide

  4. Education Charity We get no aid or regular grants from the government (unlike museums) BUT . . . We can reclaim VAT on most thingsWe qualify for Gift Aid We do not pay full Business Rates 98% of our income comes from our visitors

  5. Zoo Income 2006 Total income £19,299,000

  6. Zoo Expenditure 2006 Plus capital expenditure = £5,200,000

  7. Marketing Chester Zoo Marketing Objectives 1. Maintain existing business. 2. Core communication. 3. Delivering excellent service. 4. New product development.

  8. Market Research

  9. Visitor Profile

  10. When do visitors come to the zoo?

  11. Media plan for 2007

  12. Media breakdown 2007

  13. Competitors’ spends per visitor • Based on MMS spends which tend to underestimate actual spends • £300k budget represents 26p per visitor (MMS spend £173k only 15p each) • Not excessive compared to similar attractions and competitors

  14. Where do our visitors come from? 30 min = 17% 30-60min = 41% 60-90min = 19% 90-120min = 9% 90min 30min 120mins+ = 15% 120min 60min

  15. Market penetration

  16. The Marketing Mix

  17. Product

  18. Place

  19. 110 acres open to the public, 400 acres owned by NEZS

  20. Price

  21. A comparison of some 2007 prices * Includes a Gift Aid donation

  22. Promotion

  23. TV Advertising…

  24. Press advertising and Posters

  25. Press advertising and Posters

  26. Printed promotional material Leaflet

  27. Printed promotional material Leaflet - inside

  28. Printed promotional material Memberships and adoptions leaflets

  29. Publicity

  30. Celebrity/VIP Visits Elizabeth Hurley Nick Knowles Prof. Robert Winston David Attenborough Bill Oddie

  31. Newspaper publicity Into Soap magazine

  32. Newspaper publicity The Sun

  33. Wildlife Magazine 1977

  34. How much publicity does the zoo attract? Press 100 press releases – many more newspaper stories Television and Radio Equivalent advertising value of £6 million!

  35. Competition

  36. VISITS MADE IN 2006 TO VISITOR ATTRACTIONS (Source: ALVA)

  37. Chester Zoo and other English wildlife attractions (2006)

  38. In Comparison to some European Zoos (2005)

  39. Any Questions?

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