The NEW Zoo Experience Strategic Marketing Proposal

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 (5highest)

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 childrens programs
• Mailings to potential visitor groups
• Proposals outlining available school programs

9
Action Programs

• Childrens 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
• Childrens 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