Wild and free

1
Wild and free

• A Utopia Communications PR Plan
• for the
• Cape May
• County Zoo

2
The Cape May County Zoo

• Positive Points
• 80 acres of natural settings
• Free admission family-friendly
• Centrally located entrance off GSP
• 400,000 visitors per year
• Negative Points
• Entrance and parking look run-down
• Poor communication among staff no info center
• Little or no media coverage unprofessional ads
• Website has outdated info not user-friendly

3
Situation Analysis

• Mission To care for animals in as natural
  environment as possible while providing the
  residents of Cape May County and surrounding
  areas with an educational and fun destination
• Intended audiences Cape May County residents,
  greater NJ-PA area, greater Phila. area media
• Timing Prepare for tourist season now carry
  plan into 2008 off-season

4
Measurable Goals

• Achieve at least one positive media mention per
  month
• Attract 10 more visitors in the off-season
  (Sept-May)

5
Media Opportunities

• Television
• WMGM TV-40
• NJN TV
• Newspapers
• The Press of Atlantic City
• Cape May Star and Wave
• Cape May County Herald
• The Cape May Gazette
• The Wildwood Leader
• Radio
• WAYV 95.1 FM
• New Jersey 101.5 FM
• WCZT 94.3 FM

6
Getting the Word Out

• Media Kit
• Promotional CDs
• Press Releases
• Video News Release
• Sea Rescue Mission
• Environmental enrichment
• Zoo To You program
• Establish better relationship with media
• Use existing contacts to make new ones
• New website
• Frequently updated information
• More user-friendly

7
Message, Audience, and Channel
8
Maximize Current Resources

• Make first impressions count
• Maintain an eye-catching entrance
• Employees personally greet all visitors
• Customer-relations training
• Professional phone manners
• All staff knowledgeable about zoo
• Make donating an enjoyable activity
• Vote for favorite animal
• Donations for specific purposes

9
Advertise Your Value

• Use a logo
• Brand all zoo vehicles
• Use logo on zoo uniforms, signs
• Rent billboards during summer months
• Atlantic City Expressway
• Route 47 from Wildwood
• Maximize use of current brochures
• Distribute locally in visitor centers, malls
• Updated map with trivia, activities
• Zoo bumper stickers as handouts
• Distribute to zoo personnel
• Give them as prizes in zoo contests

10
Special Events

• Holiday Gift Exchange
• Parents bring one wrapped gift per child
• Santa in the aviary for photos, gift giving
• Cookies and cocoa
• Boo at the Zoo
• Creepy-crawly animals featured
• Big cats get pumpkins to gnaw on
• Cookies and juice boxes
• Easter Celebration
• Chicks and bunnies petting zoo
• Egg hunt in the park
• Cookies and juice boxes

11
Allocation of Funds
12
Evaluation

• Headcount of visitors as they enter once a week
  for first 3 months of plan
• Count visitors once a month each month afterward
• Gather all news media throughout greater Phila.
  Region (emphasis on South Jersey) and count media
  mentions of zoo
• Compare donations in August, December, May