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Situation/Issue AnalysisSituation/Issue AnalysisThe LP Zoo is looking for ways to
increase ticket salesRaise awareness of adult and
educational programs at the Zoo
2
Organization AnalysisOrganization AnalysisThe Lincoln Park Zoo has been in
existence since 1868 The largest and most popular zoo
in ChicagoLow awareness/visibility of
Educational ProgramsLow visibility for Adult Programs
3
Publics Analysis (Education): Publics Analysis (Education): Current Customers/MembersCurrent Customers/MembersLives in cityAge 46-48, female, Caucasian,
kids at home Average income: $85,000, College degree: 90% Loves the Zoo and feels an
emotional bond Visits 7 times a year and uses
benefits Social Media savvy
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Publics Analysis (Education): Publics Analysis (Education): Desired Customer Desired Customer Non Zoo Members Mothers
◦New to education programs◦Social Media Savvy◦Tweens/Teens
Heavy Social Media Users Twitter, Facebook, FourSquare, Blogs Live near Zoo
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Publics Analysis: Main Publics Analysis: Main CompetitorsCompetitorsShedd Aquarium
◦ Asleep with the Fishes Overnight Program; Teen Work Study; Club Shedd; Spooky Seas Family Overnight
Brookefield Zoo◦ Sleepover Safaris; Windows into the zoo; Zoo World
Patch
Field Museum◦ For Teens- Take the Field; Youth Design Team; Digital
Planet
Museum of Science and Industry◦ Science Minor Clubs; Science Minors; Science
Achievers; Snoozeum; Saturday Science Club
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Campaign ObjectivesCampaign ObjectivesIncrease awareness of adult
events and educational programs by 25% by September 2012
Increase social media engagement/activity by 25% by September 2012
Increase attendance at zoo events by 10% by September 2012
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Strategies – Education Strategies – Education ProgramsProgramsConduct traditional and social
media outreach to build awareness
Build audience for education programs by linking to concepts with strong appeal
Engage potential and repeat attendees
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Tactics – Education Tactics – Education ProgramsPrograms
Conduct media outreach and increase visibility to build awareness•Mommy blogger event•FourSquare education event badge•Twitter accounts for popular animals•Increase visibility at zoo
Build audience by linking to concepts with strong appeal•Education-themed birthday parties•Summer camp discount•Jammin’ discount
Engage potential and repeat attendees•Zoo intern blog•Jr. zookeeper program•LPZoology degree
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Awareness Tactics – EducationAwareness Tactics – EducationMommy Blogger Event
◦ Have special event for local mommy bloggers and their kids Thechicagomoms.com and secondcitymommy.com.
◦ Attend an educational program VIP feeding time Go behind the scenes (reptiles-kids get to
touch one) Meet zoo intern; introduced to zoo intern blog See the baby monkey Refreshments provided
◦ Messaging: Exclusive event, chance to get special access to zoo, preview a program with their child
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Awareness Tactics – Awareness Tactics – EducationEducation
◦Offer zoo badge on FourSquare. Users “check-in” to get a discount on
educational programs for their children
◦Create Twitter accounts for popular animals (similar to @BronxZooCobra) Tweet educational idea from animal’s
perspective “Come see me eat dinner and learn about my
time in the wild today at 5!
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Awareness Tactics – Awareness Tactics – EducationEducation
◦Promote education programs to zoo visitors Posters in women’s bathroom/on bathroom
stalls Create educational program calendar that is
easily visible by zoo visitors◦Incorporate education program
messaging into animal feedings ◦Enhance education programs visibility
on Zoo website◦Messaging: The zoo’s education
programs explore zoo experiences not available to the public.
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Enhance Appeal Tactics – Enhance Appeal Tactics – EducationEducationBirthdays at the Zoo
Wrap educational program in an animal-themed birthday party Apes, big cats, bears
Scavenger hunt takes kids behind-the-scenes at the zoo
Messaging: Unique, trendy birthday party idea that also incorporates education, one-up other mothers with fun and education based party that keeps kids busy
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Enhance Appeal Tactics – Enhance Appeal Tactics – EducationEducationHost Jammin’ at the Zoo concert
featuring a tween artist to promote education programs◦Potential Radio Disney partnership◦Receive discount to education
program with Jammin’ ticketSummer camp attendees get
discount on education program
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Engagement Tactics – Engagement Tactics – EducationEducationIntern Blog
◦Calendar of educational events◦Educational posts◦Downloadable activity sheets◦Links to main LPZ website◦Messaging section
Direct Messages “Wall” posts Live chatMessaging: Information is educationally based,
and teens will look up to and aspire to be zoo intern
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Engagement Tactics – Engagement Tactics – EducationEducationJr. Zookeeper mentorship program
◦Select older teens from nearby universities mentor young teens about biology at the zoo.
Award Lincoln Park Zoology degree◦Child who attends three programs
Messaging: Teens look up to college students and aspire to be like them, so give them a positive role model/mentor for education
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Increase awareness of adult events and education programs
by 25% by September 2012
Conduct media outreach and
increase visibility to build awareness
• Mommy blogger event
• FourSquare education event badge
• Twitter accounts for popular animals
• Increase visibility at zoo
Increase Social Media Engagement/Activity
by 25% by September 2012
Build audience for education programs
by linking to concepts with strong appeal
• Education-themed birthday parties
• Summer camp discount
• Jammin’ discount
Increase attendance at Zoo events by 10% by September 2012
Engage potential and repeat attendees
• Zoo intern blog• Jr. zookeeper
program• LPZoology degree
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Publics Analysis (Adult): Publics Analysis (Adult): Potential CustomersPotential CustomersLives in city21+ age group In college /recent graduates and
young professionalsHeavy social media usersVisit the zoo occasionally/have
positive emotions towards zooLooking for different events in
the city21
Tactics: Adult EventsTactics: Adult Events
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Build audience by linking to event’s special interest•Wine tasting event• Partner with
local wine bars•Photography event•Horticulture • Farmers
markets
conceptsconcepts with high-appeal
concepts
Engage potential and repeat attendees•Tweet chat•Guest blog posts on specialty blogs linking to LPZ main website•Facebook albums•FourSquare Badges
Conduct media outreach and increase visibility to build awarenessBlogger EventSpecific tweets about adult eventsTandem tweets with local wine barsIncrease visibility at the zoo
Awareness Tactics: Adult Awareness Tactics: Adult EventsEventsBlogger Event
◦ Invite niche bloggers to event at zoo Wine (atfirstglass, chicagofoodies) Photography (chicagouncommon) Horticulture (sprouthome)
◦ Inform bloggers of adult events available at the zoo
◦ Offer them a discount at a future adult event◦ Have zoo experts guest blog on niche sites◦ Tweet chat with experts
Open to members, twitter followers, blog followersMessaging: Exclusive event to inform online
gatekeepers, inform wider public of zoo events
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Awareness Tactics: Adult Awareness Tactics: Adult EventsEvents
Place informational posters in high traffic areas of zoo
Use QR codes on posters at zooRetool website to showcase
adult events and include testimonials
Messaging: You are already at the zoo, why not check out one of these events
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Special Interest Tactic: Adult Special Interest Tactic: Adult EventsEvents Host wine tasting events at Café Brauer
◦ Partner with local wine bars (Kafka Wine Co., Vrai Amour, The Poison Cup)
◦ Local wine sommelier gives a presentation about wines being offered
◦ Presentation on adult events by zoo expert Takeaway from event (ex. Wine and Wildflowers
miniature bottle of wine with wildflower seeds) Draw winners from filled out surveys at events
◦ Winners receive bottle of wine from partners
Messaging: Mutual benefit, get to try out two Chicago businesses at once. There is more to the zoo than just the animals
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Lincoln Park Zoo
Wine & Wildlife
Name: Email:How did you hear about our event?
Please circle 1-5 for the fallowing questions(1=Very Dissatisfied, 5=Very Satisfied)
1)Rate the overall experience 1 2 3 4 5 2)Quality of presentation 1 2 3 4 5
3)Quality of presenter 1 2 3 4 5 4)Chances of you returning 1 2 3 4 5
5)Would you recommend this event to a friend? 1 2 3 4 5
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Special Interest Tactics: Special Interest Tactics: Adult EventsAdult Events Photography
◦ Host ticketed event giving attendees special access for photographing the zoo
Presentation from a photography expert (blogger) Expert on zoo adult events serves as host/emcee for
event Informs attendees of other popular adult events
Themed (Nocturnal animals, reptiles, etc.) Takes place after zoo has closed
Horticulture and gardening◦ Work with local farmers markets to cross promote adult
events◦ Place booths at farmers markets
Give out seed packets with event information printed on the packets to avoid waste
Discount if you return seed packet at the event
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Engage Tactics: Adult Engage Tactics: Adult EventsEventsTweet Chats with experts from adult eventsZoo experts guest blog on niche blogs from
blogger event, links to main LPZ siteEarn FourSquare Event BadgesCreate Facebook albums from events
◦ Allow attendees to post their own photos to album
◦ Select winner for best photo (prize is discount on an adult event)
Messaging: The same tools you used to find out about the events can now be used to interact with other to share your experiences and learn more.
28
Increase awareness of zoo programs by 25% by September
2012.
Conduct media outreach and
increase visibility to build awareness
•Blogger Event•Specific tweets about adult events•Tandem tweets with local wine bars•Increase visibility at the zoo
Increase Social Media engagement/activity
by 25% by September 2012
Build audience for adult events by
linking to concepts with high-appeal
concepts
•Wine tasting event•Partnering with local wine bars
•Photography event•Partner with Farmers Markets
Increase attendance at zoo events by 10% by September 2012
Engage potential and repeat attendees
•Tweet chat•Guest blog posts on specialty blogs linking to LPZ main website•Facebook albums•Facebook event pages/event albums•Foursquare 29
Evaluation MethodsEvaluation MethodsHootsuite, bit.ly, kloutSurveys at eventsMeasure attendance at eventsMeasure increase in
tweets/mentions/#tagsMeasure increase in FB and
Twitter followersGoogle key words
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Campaign Schedule:Campaign Schedule:March •Begin social media efforts (FB, Twitter,
FourSquare)•Intern Blog
April •Start student sponsor program•Post schedules of animal feedings•Begin outreach to local wine bars
May •Place promotional posters materials in zoo•Contact mommy bloggers•Partner with local wine bar•Start tandem tweets with wine bar
June •Host mommy blogger event•Host wine tasting event•Host photography event•Reach out to niche bloggers•Participate in local farmers markets
July •Participate in local farmers markets•Host niche blogger event•Host public tweet chat for experts and bloggers
August Begin Evaluation
Beginning of September Finish Evaluation
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