Zoos

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Zoos
95-731 Business Strategy and Electronic Commerce
Non-Profit to Consumers
Halit Akcaglayan Naresh Bhaskar Chad Carter
Connie Chen Teguh Djojoargono Heinz, CMU
Spring 2000
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Players around the world
SanDiego Zoo www.sandiegozoo.org/ Switzerland www.zoo.ch/
Lincoln Park Zoo, Chicago www.lpzoo.com/menu.html New Zealand www.aucklandzoo.co.nz/
Cincinnati Zoo and Botanical Gardens www.cincyzoo.org Australia www.wps.com.au/business/taronga/taronga.htm
Canada www.torontozoo.com Brazil www.bauru.com/zoo
Demark www.knuthenborg.dk Spain www.zoomadrid.com
Germany www2.zoo-hannover.de/zoo Japan www.hokkai.or.jp/kushiro-zoo
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Basics

• Missions Conservation of wild life, species,
  nature, habitats or environment.
• Sources of Financial Support Ticket sales,
  donations, corporate sponsorship, special events.
• On-line Services Online store, Ticket sales,
  Membership, Donations, Information (news, maps,
  directions), Education.
• Categories Animal zoos, aquaria, research
  oriented zoos, virtual zoos, safari parks.
• Zoo Index
• http//www.mindspring.com/zoonet/www_virtual_lib
  /zoos.htmlindexes

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Sample Front Page (Denmark) www.knuthenborg.dk
Opening page of the site

Main English language page
Menu of options for navigation
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Sample Zoo Store (U.S.) www.sandiegozoo.org
Main menu on opening page of the San Diego Zoo
site
San Diego Zoo http//www.shopzoo.com/home.html
The store at the San Diego Zoo site sells
stuffed animals
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Target Audience

• Primarily targeted at the population
• of the city the zoo is located in
• Constituents
• School groups
• Tourists
• Children and families
• Citizens supporting wild life and habitat
  preservation

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Attracting customers

• Discount Promotions
• Local Corporate Sales
• National Corporate Military Sales
• Special Market Sales
• Travel Industry Sales
• Convention Catering Sales
• Ads in the Media
• Flyers, Posters, Banners

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Attracting customers (continued)

• Provision of information on the mission of the
  wild life park/zoo
• Introduction of the features of the actual site
  and prices
• Introduction of the amusement, education and
  research programs for children and adults (e.g.
  birthday parties at zoo, research and recreation
  centers on wild life protection)
• Discounted family membership program
• Voluntary animal adoption program in return for
  donations

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Value added

• Ticket programs
• Special tours
• Catered events (e.g. birthday parties)
• Picnics, excursions
• Donor clubs
• Information provision
• Educational features
• Shopping outlet

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Value added (continued)

• Online video clips
• Panda Cam
• (San Diego Zoo)

The response to Panda Cam has been phenomenal
- Zoos Web manager
Panda Cam is history-in-the-making. Never before
have this many people been able to watch a giant
panda mother raise her newborn infant. - Giant
panda team leader
Thank you, thank you. Im mesmerized by the
Panda Cam. And so are my kids. Elaine G.
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Value added (continued)

• Partnership opportunities
• Opportunities for corporations that include
  sponsorship, cause-marketing, licensing,
  advertising, and possibly co-branding.
• Strive to exceed both the partners and the zoos
  own shared marketing objectives, while
  maintaining commitment to mission.
• Deliver consumer loyalty, a great sales climate,
  year-round benefits, community roots and
  international recognition.

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Sample Prices San Diego Zoo

• Membership options
• 76 Dual Membership 2 adults in the same
  household
• 60 Single Membership 1 adult
• Both options include
• 1 year's free unlimited admission to the San
  Diego Zoo and Wild Animal Park
• 2 free guest passes (35 value)
• 1 year's subscription to Zoonooz magazine (15
  value)

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Sample Prices Cincinnati Zoo

• 270 Associate Club Membership
• 2 adults at 1 household and children
• free parking
• 8 free guest passes
• 140 Patron Club Membership
• 2 adults at 1 household and children
• free parking
• 6 free guest passes

• 64 Family Membership
• 2 adults at 1 household and children
• 53 Single Parent Membership
• 1 adult and children
• 38 Individual Membership
• 1 adult
• 31 Student Membership
• 1 full-time college student
  

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Trying zoos online

• Email notification when the zoo puts new exhibits
  and attractions online
• Online gift membership offer
• Promotions from the online zoo store
• News and articles related to current wildlife and
  habitat conservation issues
• An Online Zoo is a virtual zoo on the web that
  only provides information on animals and
  locations to see them. Note that such zoos may be
  for-profit or not-for-profit outfits.

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One shot to repeat customers

• Educational features Source of information for
  children on wildlife
• School affiliate program Generate repeat visits
  from student body
• Donor/Member-only areas Offer additional
  information and features
• Collect membership information Initiate data
  warehousing and make intelligent use of customer
  database

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One shot to repeat customers (continued)

• Virtual safaris Video clips and image albums to
  simulate safari experience
• Interactive games for kids on the site
• Animal sounds Audio clips that quiz children to
  match images and sounds
• Pet-related information for children and parents
  Partner with SPCA
• Regular updates Prompt customer to check back
  often for new zoo stuff

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Recommendations

• Implement better-designed, attractive,
  user-friendly interface
• Include Search functionality
• Partner with Rainforest Café
• Coupons for dinner at the restaurant
• Vouchers for free visits to the zoo
• Generate donations for Protect-a-Species
  program, through clicks to sponsors, as in the
  Hunger website.

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Recommendations (continued)

• Information on restaurants, hotels, airport
  access rental cars in the area
• Partner with online city tour operator
• Choice of shipping carriers and other parameters
  for zoo store
• Advance permission marketing to achieve donor
  agreement to auto-deduct donations on periodic
  basis
• Raffles, accumulate points, giveaways