Zoos and Aquariums

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Zoos and Aquariums
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A Strong Player in the Leisure Market

• More than 143 million visitors are drawn to U.S.
  zoos and aquariums per year.
• This tops the combined attendance at all NFL, NBA
  and Major League Baseball games.
• About 3.6 million households are members of their
  local zoo or aquarium.
• Zoos and aquariums serve their local economies as
  powerful tourist attractions.

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The Facts

• On any given day, more than 700,000 animals are
  cared for in the nations zoos and aquariums.
• Zoos and aquariums invest 83 million annually in
  educational programs.
• These institutions participate in species
  survival plans covering 149 species.
• Conservation and science research also takes
  place in zoos and aquariums.

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Working for the Environment

• Visits to zoos and aquariums prompt individuals
  to take action on the environment and
  conservation.
• Zoo and aquarium visitors believe that these
  institutions play an important role in
  conservation and animal care.
• Zoos and aquariums enhance public understanding
  of wildlife.

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Through the Turnstiles

• Women and children are the primary audience for
  zoos and aquariums.
• They are also easily influenced by
  anti-zoo/aquarium marketing strategies.
• Zoos and aquariums have responded with
  educational efforts on their role in preserving
  wildlife.

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The Need For Education

• Current consumer perceptions about zoos and
  aquariums are conflicted.
• Consumers often dont understand the conservation
  role that zoos and aquariums play.
• Another misconception is that zoos are privately
  owned and very wealthy.
• Some are run by charitable organizations, while
  others are run by different levels of government.

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Counteracting Misconceptions

• To counteract these misconceptions, zoos and
  aquariums should send the following messages

• Inspire audiences by communicating the
  conservation message.
• Be recognized as an expert voice on conservation
  issues.
• Be trusted as a reliable and accurate information
  source.
• Accept constructive criticism and work to address
  any legitimate concerns.

THE MEDIACENTER
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Communicating Achievements

• Zoos and aquariums can also communicate their
  achievements through some of the following
  messages

• Zoos and aquariums are an effective force for
  conservation.
• Zoos and aquariums are unique in offering living
  animals and staff expertise.
• Zoos and aquariums can encourage visitors to
  understand the link between the animals they see
  and the animals in the wild.
• Zoos and aquariums can affect not just what
  people think of the institutions, but also about
  their part in helping to preserve biodiversity
  and habitats.
• These institutions have an ethical approach to
  the care of animals.

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Advertising Strategies

• Zoos and aquariums are an important player in the
  leisure-activities market, and compete for local
  consumers with businesses that offer other
  leisure pursuits. A campaign that includes
  advertising on local television can highlight
  these institutions as a viable leisure option,
  and focus on their role in preserving animals and
  educating the community on environmental and
  conservation issues.

THE MEDIACENTER
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Advertising Strategies

• Televisions unique combination of sight, sound
  and motion is ideally suited for presenting local
  zoos and aquariums in the best possible light. In
  addition, local stations can conduct promotions
  aligning zoo/aquarium staff with station talent
  to encourage more visitor traffic and to focus on
  the zoos or aquariums role in enhancing
  community life.

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Advertising Strategies

• As an outdoor leisure option, zoos require an
  advertising schedule with a high number of
  placements during warm-weather months. Aquariums
  would benefit from a schedule with consistent
  exposures throughout the year and such a
  schedule would help zoos as well by keeping them
  top of mind with local consumers.

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WHY TV?
The answer is three simple reasons!
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WHY TV?
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WHY TV?
Remember,Only television can give youThe right
messageTo the right peopleAt the right timeIn
the right place!
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THE MEDIACENTER