Marketing Plan

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Table of Contents

Organization Assessment 4

a.) History 5

b.) Organization Philosophy 7

c.) Operational Structure 8

d.) Marketing Materials and Organization Image 11

e.) Description of Facilities, Programs, Products, and Services 14

f.) Financial Status of John Ball Zoo 15

g.) Objectives and Goals of John Ball Zoo 18

h.) Conclusion of Organization Assessment 19

Research Assessment 20

a.) Global Assessment 21

b.) Industry Assessment 24

c.) Market Assessment 27

d.) Mystery Shopping 30

e.) Social Media Assessment 34

f.) Competitive Assessment 36

g.) SWOT Analysis 38

h.) Primary Research Recommendations 39

i.) Conclusion of Research Assessment 40

Target Market Assessment 41

a.) Male and Female College Students 42

b.) Seniors ages 65 and up 46

c.) Single Stay at Home Moms 51

d.) Business Groups 56

MPC Mix 59

a.) MPC Mix for College Students 60

b.) MPC Mix for Single Moms 66

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c.) MPC Mix for Seniors 62 and Up 73

d.) MPC Mix for Business Groups 80

e.) Social Media Chart 86

Sample Collateral 88

a.) Collateral for College Students 89

b.) Collateral for Single Moms 90

c.) Collateral for Elderly people 91

d.) Collateral for Business Groups 92

e.) References 93

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History of the Organization

John Ball

John Ball was born in 1794 in New Hampshire. He was a teacher, a lawyer, a realtor, an

explorer, an adventurer, a legislator, and the man who gave the original 40 acres to create John Ball Park. Upon his death in 1884, John Ball left the acres of land to the City of Grand Rapids to

be used as a park. At the time of the gift, the city fathers were skeptical of its value. However by the 1890's what was then known as the Ball 40 had become the "Central Park" of Grand

Rapids(John Ball Zoological Society,2001). Honoring John Ball

In 1925, the city of Grand Rapids honored John Ball by commissioning a statue of him to be placed in John Ball Park. The bronze statue was sculpted by Pompeo Coppini and based on a design submitted by a local schoolgirl. The statue represents John Ball and two of his children (John Ball Zoological Society,2001).

The Park

1891 city commission records provide the first mention of animals at the park. A debate occurred as to whether money should be allocated to purchase some animals to supplement

the orphaned and injured animals currently being housed by park workers at the Ball 40. Though the city fathers decided to not use city funds, several of them chipped in from their

own pockets and purchased a few animals for what would become the Zoo (John Ball Zoological Society,2001).

John Ball Park became the official name and the City purchased the land surrounding the original 40 acres to increase its size to 140 acres. In 1905 the budget for John Ball Park was $5000. The next highest budget for a city park was $80. A conservatory, a dance parlor, bandstand, carriage trails, swimming pool, formal gardens and, of course, the Zoo made it the most popular recreational spot in the city (John Ball Zoological Society,2001).

Overcoming the Depression

During the Depression, the Zoo fell on hard times. Most of the collection was given to

other zoos. Some animals, the buffalo and deer, were butchered to help feed the poor and only a few aging animals remained.

In 1949, Katherine Whinery, a resident of Grand Rapids and a zoo lover, became

determined to form a Zoo Society and resurrect the John Ball Zoo. She met with the mayor and asked for help and guidance. An invitation was sent to every service club in Grand Rapids asking

for one member to attend a meeting to discuss rebuilding the Zoo. The City offered to hire a zoo director, rebuild and maintain the Zoo if the private citizens would form an organization to

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assist with private contributions and support to offset the cost of building new exhibits and

purchasing animals. The result of this meeting was the formation of the John Ball Zoological Society.

In 1949 Fred Meyer, who had been working at the Lincoln Park Zoo in Chicago, was hired as the first zoo director. The first "new" exhibit also was built and opened--Monkey Island.

Through the 50's and 60's, a new Zoo was built in John Ball Park. The entire community worked hard to build a good zoo.

In 1979, the Zoo Society and the City created a Zoo Master Plan to renovate and expand the Zoo over the next 20 years. The Plan was divided into four phases. The first phase was devoted to renovation of the older core of the Zoo and was completed in 1985.

As a result of the renovations, in 1983 John Ball Zoo became the first zoo in Michigan

to receive accreditation by the American Association of Zoos and Aquariums (John Ball Zoological Society,2001).

History in the Making

A path to history-making change at the zoo was finished in 2013. Countless hours went into the process that took John Ball Zoo to single, nonprofit management. The actual transfer occurred January 1st, 2014. John Ball Zoo, still owned by Kent County, is now operated entirely by a non-profit, rightly named John Ball Zoo. Though you will no longer see the name John Ball Zoo Society, the important work done by the society in the past and the work yet to be done to fulfill the Zoo’s mission of conservation, education, and recreation is unwavering (John Ball Zoo, 2014)

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Organization Philosophy

The Mission of the John Ball Zoo is to help individuals gain information about, respect for and

an understanding of the Animal Kingdom by:

▪ Providing a quality zoological facility that is accredited by the American Zoo and Aquarium

Association and promotes good animal husbandry.

▪ Providing diverse educational opportunities.

▪ Enhancing the entertainment and recreational opportunities available to the Citizens of and

Visitors to Kent County and West Michigan.

▪ Actively participating in local, state, national and international conservation and research

programs.

▪ And achieving significant breeding and reproductive records.

John Ball Zoo Society has long-standing values and beliefs that root back to the

construction of the zoo. The largest value and belief of the John Ball Zoo is that it was created

for the education and advancement for the need of wildlife conservation and preservation. This

is meant to inform guests that the conservation and preservation of these animals needs to be

considered or they may become extinct in the future. The mission of the John Ball Zoo includes

providing a quality zoological facility that is accredited by the American Zoo and Aquarium

Association and promotes good animal husbandry. Providing diverse educational opportunities.

Enhancing the entertainment and recreational opportunities available to the Citizens of and

Visitors to Kent County and West Michigan. Actively participating in local, state, national and

international conservation and research programs. Also achieving significant breeding and

reproductive records.

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Operational Structure

Nominate the initial 19 member Board with staggered terms to allow for the successful transition of Board members over time. Members of the TNC could serve one year terms on the new Board, subject to re‐appointment by the full Board

The TNC would engage the “transition coordinator” who will manage the transition process on behalf of the new Board until the transition is completed, the Board has been appointed and the management structure is operational.

The CEO will be hired by the Non‐Profit Board once the transition date for the combined organization has been established.

Until the time that the CEO is hired, the Transition Coordinator utilizes the resources of the Zoo Director and the Society's Executive. Director to implement the tasks to be completed for the successful transition of the John Ball Zoo. The Transition Coordinator does not supervise any employees and reports only to the President of the new Board.

Typically, the Transition Coordinator is a short‐term engagement (3 ‐ 6 months; with one renewal option) that involves hiring someone from the Grand Rapids region who has

strong business/people management skills and no long term desire to work for the Zoo ‐ only a short‐term stake in the future of the Zoo.

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The New Zoo Governance and Organizational Structure: The Non‐Profit

t‐for‐profit responsible for all aspects of Zoo operations: administration, operations, facilities, collections, education, visitor services, marketing and fund‐raising

the County as a permanent Board representative

The Board will be responsible for hiring the CEO of the Zoo, who will be responsible for

managing the daily operations of the Zoo. The Board will provide governance and leadership to the CEO and Zoo.

d members will be recruited based on their passion for the Zoo’s mission and community, their skills, and their commitment to maintain and grow a highly

successful organization. Some of the existing John Ball Zoological Society Board members may continue to participate in the Board or its Committees to retain the

experience and relationships previously established by the Society ‐ particularly its relationships with donors and pending pledge agreements. Additional community

members will be recruited to participate in the Board, its committees and projects to complete and complement the leadership of the Non‐Profit.

Zoological Society, if necessary, and a long‐term management agreement with the County to operate and manage the John Ball Zoo, including the County’s annual financial

appropriation to the Zoo.

The New John Ball Zoo

operating and managing the Zoo

Commissioners

support and investment in the Zoo to maintain and expand the Zoo’s programs, activities, events, capital facilities, expansion,

and vision

hin a flexible, entrepreneurial, governance and management approach

that respond the challenges of the 21st century.

Directors and provide their counsel and support to sustain the long‐term success of the John Ball Zoo

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staff

Michigan region

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Marketing Materials and Organization Image

The image that John Ball has developed over the year’s ranges greatly. It has grown in attendance over the years and has really opened its doors to numerous animal interactions.

Today the zoo is seen in a more positive light then ever. It allows for hands on experience and is located in just down town Grand Rapids. Visitors today see the zoo as a place to take their

family to really interact with animals and the outdoors.

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Website

Logo

John Ball Zoo’s website has it all. The formatting of the

website needs work for it to become more welcoming and

user friendly but it does provide a great amount of

information. From Zoo information, to attractions,

events, food, education, and much more it’s hard not to

find what you’re looking for. Along with this, the website is updated frequently and that is

a huge plus for users.

The logo for John Ball Zoo seems to come off as confusing

to most people and certainly kids. Many times guests will ask

what animal the logo is an image of. In reality the logo is of

a tiger, eagle, and a bear. Although this seems to be a problem of not being able to

determine what the logo actually is, it would be really

hard to change a logo that has been around for such a long

time at the Zoo. However, this is a marketing decision that

should be considered.

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Map

Footsteps Brochure

The Zoo map looks brilliant to the eye. It draws in kid’s

attention and really gets them excited to see the zoo.

However the placement of the exhibits on the map compared

to real life seemed to be slightly skewed and could use

a little tweaking.

The Footsteps Brochure allows for kids to see different

types of animals and gets them excited. This is a brilliant

marketing tool for John Ball Zoo because it attracts both

children and parents, drawing them in to want to sponsor

their very own animal.

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Description of Facilities, Programs, Products and Services Available

The John Ball Zoo has multiple different Facilities with in their grounds, including the

Ballroom outside of the zoo entrance, the Bissell Tree house, Van Andel Aquarium, as well as a

gift shop and Tropics building. These do not even include all of the animal enclosures. John Ball

Zoo also offers many different programs, products, and services for its guests and members.

One of these products would be the zoo membership for a year, which allows the guest to

enter our zoo for free with their membership as well as free or reduced price entrance fees for

over 140 different zoos and aquariums. As well as a few other small discounts of items and food

around the John Ball Zoo. The John Ball Zoo also offers up event spaces for Weddings,

Birthdays in the zoo as well as in the Ballroom, a Band shell for music in the park. Inside the

Zoo there are many different opportunities for the education of guests including animal talks by

the zoo interpreters, Stingray touching, budgie feedings, Camel rides, a zip line and a high ropes

course. There is also a zoo school to teach kids about the animals during summer classes and

even get a chance to have a sleep over at the zoo! Included below is a map of the zoo used by

the John Ball Zoo for their brochures.

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Financial Status

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While looking at this chart it can be seen that the total income made was less than the

total expenses by $453,013 dollars. This means that the John Ball Zoo had spent more in the

2013 year than what they had received. Leading to the question of what did the John Ball Zoo

do wrong to outspend the amount that was earned? A large part was due to upgrades to the

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zoo, including spending to create the new tiger exhibit in the forest realm, along with the

creation of the Treetop Outpost, the new children’s play area. It can also be seen that the

largest portion of both the income and expenses are from Visitor services, fortunately the

income for visitor services was higher than the expenses showing that the John Ball Zoo had

spent the money here correctly in 2013. (First Financial picture)

The next chart that can be seen below is from the John Ball Zoo’s Statements of Financial

Position with the differences between the 2013 and 2012 years respectively. Looking at the

numbers a bit closer than the first chart, it can be seen that the assets in 2012 were spent on

the improvements to the tiger exhibit and the Treetop Outpost can be moved over into the

equipment that can be depreciated. While the liabilities are lower in 2013 than in 2012

meaning that the John Ball Zoo owed less money to others than in 2012 allowing for a slight

decrease in assets as well. (Second Financial table)

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Objectives & Goals

One of the John Ball Zoo’s goals is to make a postivite impact on our community and

natural world. While on January 1st, 2014 the John Ball Zoo Society became solely owned and is

no loger called the John Ball Zoo Society and is offically known as the John Ball Zoo, the society

has done so much to help with this goal of preservation, conservation, and recreation. This goal

is considered to be reached by teaching the visitors all about the animals and what they can do

to make sure these animals are around for as long as possible. Also from the report of the 2013

year it can be seen that the zoo had a record beaking summer with an attendance of 470,000

visitors! For a non-profit business this money can be used for the expansion and upgrades to

current and future exibits for the animals.

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Conclusions of Organization Assessment

Overall the John Ball Zoo is a wonderful zoo that looks to be excelling already with its

current efforts. This is clearly seen in the fact that in the 2013 annual report the zoo had set a

new record for attendance, showing that even with the current ecnomy people are still

interested in visiting the zoo to see the animals and learn about all of them and what can be

done to protect and preserve these animals. The John Ball Zoo also offers many different

rentals, facilities and products to entice many different people to vist the park and use different

aspects of the park. Marketing wise it has a strong foot forward, yet just as many business still

do, has room to grow and complement the exisiting materials to continue growing their brand

and zoo overall.

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Global Assessment

1. Zoos With a Bad Reputation

According to the Captive Animals’ Protection Society zoos are known to being a

miserable place for animals where animals are known to being in small places for 18

hours a day. They don’t provide sufficient space for animals. For example tigers and

lions have 18,000 times less space in zoos. Zoos are known to causing animals to

suffer leaving lions to pace 48% of their time pacing and showing behavioral issues.

Zoos are shown to be causing animals to die prematurely causing 40% of lion cubs

to die before turning 1 month. Lastly, animals are trained to preform tricks

including sea lions, birds, elephants, and dolphins. Zoos have bad reputations that

are causing negative thoughts to be created about zoos (10 Facts about Zoos, 2012).

Relevance: With these negative thoughts in mind it is crucial for John Ball Zoo to

understand the negatives that zoos’ reputations have. Many people are against

animal cruelty or holding animals in unfit captivity. It is important for John Ball Zoo

to understand these negative thoughts and do their best to relay to its potential

guests that they do their best to keep animals safe, comfortable, and in the best

natural like exhibits that they live in. It is important for guests to understand that

John Ball Zoo is a zoo who meets standards of animal exhibits and gives them the

best homes possible while at the same time making the animals happy and treating

them right.

2. Minimum Wage Increase in Michigan

As stated by MLive starting after Labor Day weekend in Michigan, minimum wage

was raised from $7.40 per hour to $8.15 an hour. This increase is the first raise in six

years. It is said that by 2018 the estimated minimum wage will be $9.25, a twenty

percent increase from the original $7.40 wage.

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Relevance: John Ball Zoo is a big business in Grand Rapids which employees many

people. It is important for John Ball Zoo to be aware of these changes and how they

could affect their business. Because there are so many employees currently working

at John Ball Zoo, this means more money will be spent on wages. John Ball Zoo with

have to earn more money by either raising prices or getting more business. The best

way to do this would be to market more in order to breakeven with the more

spending on wages. With this in mind John Ball Zoo will be able to readjust its

spending or marketing.

3. Summer Travel Soars; Many Americans to Spend More

According to American Express in 2013, summer traveling plans were expected to

be up 17% from a previously collected from American Express Spending and Saving

Tracker. More than two-thirds of consumers were planning on getting away during

the three summer months. Of the summer travelers, two-thirds were said to have

taken at least a one week long trip, 26% planned a two week vacation or longer. Of

those asked travelers were said to open their wallets and spending more to dine out

and splurging on activities and experiences. While vacationing, 24% said they would

be partaking in learning and educational activities(Summer Travel, 2014).

Relevance: With so many more people traveling and spending money while on

vacation, it is important for John Ball Zoo to know that more people will be opening

their wallets when on vacation for fun activities. This information will help the zoo

understand that people are spending more money during the summer, especially on

things like going to the zoo. This could allow John Ball Zoo to market more

specifically to places or people outside of Grand Rapids in order to encourage people

to come for a visit. With more people willing to go on vacations, there is a new target

market for travelers the zoo could reach out too.

4. Healthier Food Options

According to WebMd, modeling good healthy eating habits in your kid’s life is

important. Like so many restaurants, there are now healthier options being made

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available. Eating healthier allows children to maintain a healthy weight and normal

growth. It is most important for kids to cut down on the fat intake while focusing on

eating low-fact or non-dairy products, poultry without skin, lean cuts of meats,

whole grain breads and cereals, and healthy snacks such as fruits and veggies. Many

restaurants are making a change encouraging better eating and adjusting the kids

menu adding better choices to choose from. It is also important to reduce amount of

sugar and salt, which could be most affected by sugar sweetened drinks. According

to Healthy Kids, 30% of the kids asked ate confectionary sugar at least 4 times a

week. About 55% of boys and 44% girls admitted to drinking 2 quantities of 500ml

of soda every day. One in five students indicated they ate potato chips or salty

snacks at least four times a week as well (Alli, 2014).

Relevance: With so many parents focusing on healthy eating, John Ball Zoo could

benefit from this information by adjusting their menus. Instead of serving hot dogs

or burgers, the zoo could focus on leaner chicken nuggets. Instead of fries or chips,

veggies or fruit slices could be made available and instead of soda juice or milk

could be an option. This new change could attract a new group of people and serve

as a good market idea. Healthy eating is becoming very big and widely accepted, and

with a healthy emphasis and push towards these healthy changes, the zoo could

really benefit.

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Industry Assessment

1.Zoos Go Green!

MIT Sloan Management. (2012, January 23). Greening Business. Retrieved from earthshare.org,

as of today, there are a total of 21 zoos who belong to the Association of Zoos and Aquariums

who are using sustainable practices and going green. This includes focusing on bird-safe

buildings, climate change and biodiversity, energy and atmosphere, environmental education,

LEED certification, materials and products that can be recycled and compostable, removing the

amount of waste, and conserving water. These practices are becoming very popular and many

guests find green practices a positive action. As more and more zoos do this they are making a

collective effort, which makes a big difference. In an energy efficient study gathered by MIT

Sloan Management, of the 500 energy efficient business leaders asked 42% said their sales have

increased over the past one to two years of going green. The same study discovered that 35%

of consumers are willing to spend more on green products or at energy efficient businesses.

Relevance: With this new change in going green among many of the zoos and museums in the

industry. It is beneficial for John Ball Zoo to consider doing the same. This new popular move

towards being sustainable seems to attract more and more guests these days. With things like

recycling bins, compostable plates, utensils, and napkins, saving water, and variety of life in

habitats, John Ball Zoo can attract a new crowd of eco-friendly supporters while also making a

difference in their community. With 21 businesses already doing it, this trend seems to be

developing fast.

2.The Change to Interactive Exhibits

According to Oregon Coast Aquarium there has been a growing trend and change in the use of

interactive activities at exhibits. Instead of signs, zoos are now using more interactive elements

to enhance a guest’s experience. This is a way to engage people who cannot read the original

informational signage that is usually posted. It is noted that the main struggle is getting people

to first walk over and actually read a sign. These new interactive ideas would entice people over

easier. Things like 3-D objects, hands on objects, props, whole body experiences, or videos are

all things that would easier attract people into learning.

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Relevance: With this new trend of new interactive developing, it is important for John Ball Zoo

to be aware of these changes. John Ball Zoo does have signage with information written on

them about each animal or exhibit. Although this can be beneficial for those who take the time

and read it, these signs leave out a learning opportunity for younger kids who can’t read or who

are not attracted by words on a plaque. These new interactions could entertain guests of all

ages while teaching them about the animals and their habitats. This new benefit could be

beneficial to John Ball Zoo and with a change in interactions, new guests would want to come

and check them out.

3. Rotating Exhibits

Jon Coe speaks about the new use of rotation exhibits. A animal rotation strategy is a way to

move animals sequentially between 2 or more exhibits that are interconnected as well as off

display areas where animals can go. With this rotation of animals, there is always a surprise

factor of which animals will be shown in an exhibit at a time while identification graphics are

displayed to keep track of which animal is being presented. This rotation method creates a

randomization to the exhibits giving the guests excitement of not knowing what they will see

next. This rotation method is also said to increase appropriate and natural animal activities and

interaction with the environment, and other species.

Relevance: This new trend, which is very different from a common zoo where each animal has

its own exhibit which it lives in as long as it is being housed at a certain zoo, could attracted a

lot of curious people to John Ball Zoo if they take this method into consideration. This method

could enhance guest experience and giving them a surprise factor when guessing which animal

is in which cage. Although this new rotation would take money and time to implement, it could

save on space and give the animals a healthier and more active lifestyle, along with making the

guests happy and marketing a new attraction.

4. Creating a Mobile App

As cellular phones are becoming a necessity when leaving home, Betty Bij(2012) describes the

growing trend of mobile apps in the zoo industry. With an easy way to access locations of

entertainment, food, exhibits, restrooms, attractions, events, games for children such as

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scavenger hunts, or a daily schedule, mobile apps are growing for zoos and aquariums making a

guests experience better. These apps allow guests to access all the information on their

personal device.

Relevance: Upon researching it was discovered that John Ball Zoo does not have a mobile app

like so many other zoos today. With this new trend of easily accessible information, John Ball

Zoo could benefit from creating a personalized mobile map. This would help guests find

anything they would need. With a large spanned out zoo with many exhibits, having

information at their ready would allow guests to have a better visit with no confusion of layout.

Mobile activities, a schedule, or upcoming events would all be accessible allowing guests to get

the information instead of having to find an information guest or act an employee. This trend is

really expanding to enhance the guests visit and John Ball Zoo could really make a difference

with these apps.

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Market Assessment

1.Kids going to Zoos Annually

According to the Association of Zoos and Aquariums, in the industry both zoos and aquariums

have over 50 million children visitors with families every year. These guests include any child

who visits with their family whether they are on vacation and looking for something to do or

just going for a daily visit to the park. These 50 million children only create some of the annual

population of the attendees, while also counting in the family members they bring with them

on a daily basis (Association of Zoos and Aquariums, 2014).

Relevance: It is important for John Ball Zoo to be aware of this statistic. It gives them an

estimate of how many children visit a zoo or aquarium type business a year. This could give

them a glimpse of what their potential business might consist of. It could also g ive John Ball Zoo

an idea on who to market too in the future. With so many annual visitors of the younger age, it

is important for them to realize this potential and focus on these demographic, meaning

children and their families.

2. Number of Kids going on Field Trips to Zoos or Aquariums Annually

According to the Association of Zoos and Aquariums we have discovered that there are a total

of 12 million student learners who go on school planned field trips who visit these zoos and

aquariums each year. This includes all ages from pre-school, middle school, high school, or even

college. These guests have planned visits to these zoos or aquariums specifically for learning

experiences through their school. With these student field trips, the students are speci fically

learning about the zoo, animals, or the science involved. Zoos create a great educational

learning experience and they are very popular in many schools. These types of field trips allow a

new kind of learning experience as well (Association of Zoos and Aquariums, 2014).

Relevance: With such a high number of children visiting on education terms, it is important for

John Ball Zoo to understand the amount of field trips schools and kids are taking each year.

After discovering this information, it is crucial for John Ball Zoo to really emphasis their

educational opportunities that they have available. This will be marketed to schools and places

of education in order to attract as many students for field trips as possible. With so many

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educational activities available, John Ball Zoo is a great place for a learning experience, and it is

important for them to market themselves based on this demographic that has been discovered.

3. Number of Children in Grand Rapids

According to Grand Rapids Demographics and Statistics for 2013-2014 there are about 7,657

children under the age of five in Grand Rapids, 6,567 children between the age of five and nine

in Grand Rapids, and 5,936 children between the age of ten and fourteen in Grand Rapids.

Children make up a majority of the guests and reasoning behind going to a zoo. These kids that

range from newborn to the age of 14 make up about 11% of the total current population in the

city of Grand Rapids. (Grand Rapids Demographics, 2014).

Relevance: With 11% of Grand Rapids’ population being made up of children under the age of

14, it is important for John Ball Zoo to understand the current population of its most popular

visitors. A zoo is a very kid oriented place, basing many of its activities and opportunities for the

younger ages. Now that John Ball Zoo has an idea of the amount of children there are in the

area between newborn and 14, they are able to see how many kids in the area they are directly

marketing too. With this data, John Ball Zoo can predict the amount of children guests they may

have visit as well.

4.Family Homes in Grand Rapids

According to Grand Rapids Demographics and Statistics for 2013-2014 there are a total of

41,015 family homes out of the total 72,126 homes in the city of Grand Rapids. Within these

family homes, 1,902 of these family homes are occupied by a single dad with no wide present,

while 14,064 of these family homes are occupied by single moms with no husband present

(Suburban Statistics, 2014).

Relevance: These demographics help John Ball Zoo understand that in the surrounding area,

family homes make up over half of the households in Grand Rapids. Seeing that John Ball Zoo is

a very kid and family orientated place it is important for the zoo to understand the

demographics of family homes in its community. With this information in mind, John Ball Zoo is

able to know to market on more family based opportunities going on, seeing as they make up

half of the homes. The populations of single parented homes are also important to consider

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when marketing. Seeing as single parents occupy over 15,000 homes, this is another thing that

John Ball Zoo could use as a target market.

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Mystery Shopping

The following analysis provides observations, summaries, and recommendations for John Ball Zoo located in Grand Rapids, Michigan. Examinations were completed in hopes of finding ways

to make smarter and more proficient decisions at John Ball Zoo. Observations were conducted by Alison Miller, Chelsea Dennis, Kate Phillips, and Pat Mac Donell.

The purpose of this analysis is to investigate the ways in which John Ball Zoo needs to become more concentrated, were they are excelling, and how they properly handle their customer

clientele. Research was conducted through a mystery shop process and then calculated to be shown in a chart format.

Agency Name: John Ball Zoo

Introduction/Expectation: Our group chose to mystery shop the John Ball Zoo. The zoo is a great spot for all ages in the Grand Rapids community. Yearly, the zoo draws in thousands of

people and the group was intrigued to understand why and how these customers might feel about this experience. Staff Involved: Admissions Staff

Social Media: The Facebook page was very up to date. It appeared to be updated frequently while involving other things that are going on within the Grand Rapids community. The

Facebook page had more pictures of the animals and their food, drawing in potential customers to read on about how they can become involved with feeding the animals. The Facebook page

also gives customers a chance to share their photos and experiences. Coupons on the Facebook page were also available since the busy summer season is probably beginning to

dwindle down and attendance is declining. Telephone: Contacting John Ball Zoo by telephone turned out to be a pleasant surprise. At first, it began with an automated phone call, but after navigating the way to admissions, a woman introduced John Ball Zoo and asked how she could help me. She continued to answer all questions about hours, cost, directions, and much more with clarity and friendliness. Her enthusiastic and animated response was conductive to encouraging attendance. She concluded our conversation with a friendly, “Have a great day!” Website: The John Ball Zoo Society website was very informative and interactive. It gives information about every aspect that one would need to know before visiting the zoo. It even included coloring pages and games for kids. It tells about upcoming events, the seasonal hours

for the entire year, pricing, event space, rentals, unique activities that make this zoo different

from any other zoo, as well as a section of how individuals can get involved. The webpage is very informational and encourages people to call if you have any questions arise.

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Online Reviews: Reviews on John Ball Zoo were overall very pleasing. People tend to love what

the zoo has to offer and believe that it is a great place to take famil ies for a fun day. Pricing tends to be reasonable for most people and the animals are a huge hit. Additionally, ample

amounts of interaction with animals and the zoo staff are important to the guests and keep them wanting to come back for more.

Team Conclusions: 1. John Ball Zoo’s communication through social media, websites, telephone was very

informative and helpful. It provides all the necessary information to answer potential questions and encourage visitors to the zoo. 2. All had high expectations and majority of the expectations were met. 3. Found it interesting that there was nothing on website, reviews, or social media that indicated any sort of recovery or place to go if you had a bad experience. It was noted that there were no flags to report bad experiences. Recommendations: 1. More pictures on website to engage clientele of all ages.

2. Group members had high expectations for quality communications from various sources at

John Ball Zoo. These expectations were met after receiving their social media pages, online reviews, website and phone communications. 3. Specials for non-members or raise admissions prices and eliminate the additional experience prices. 4. Add first aid to map and signage to help guide guests to where they are going and to reduce confusion. 5. More advertising throughout the Grand Rapids Area by leaving brochures at different places around the city or adding a billboard during the peak season. This would keep the zoo in the forefront of visitor’s minds.

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Analysis Chart:

33

Analysis Table:

PERFORMANCE IMPORTANCE

4 4.25 Safety

3.75 3.5 Cleanliness

4.5 4 Appropriate Signage

3.5 4 Layout/ Accessiblility

3 3 Weather Protection

4.5 4.25 Overall Interior

4.25 4 Overall Exterior

4.75 4.5 Price/Value

5 4.25 Educational Activities

3.75 3.75 Brochure/Advertsing

3 3.75 Staff Identifiable

3 3.5 Staff Apperence

5 4.5 Adventure Tourism Activites

3.5 3.25 Food and Beverage

4 3.25 Product Display

4.5 3.25 Animal Feedings

4.75 3.5 Events/Event Space

3.25 4 First Aid

4.5 3.75 Souveniers

4 3.75 Greeting

4.25 4 Friednliness

3.25 4 Apperciation

3.75 4.5 Honesty

4.75 4.5 Knowledge

4.25 3.5 Animal Interaction

4.5 4 Staff Interaction

4.25 4 Appropriate policies and procedures

3.75 4.25 Availability

2.75 2.75 Positive Recovery

2.75 2.75 Empathy

2.75 3.5 Listening

2.75 3 Offers for Resolution

2.75 3 Satisfactory Resolution

2.5 3.5 Response Time

3.808823529 3.742647059

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Social Media Assessment

35

John Ball Zoo social media sites appear to be frequently updated. They all include links

to their original website that will give answers to most questions. The Twitter page and

Facebook page all have a relatively large number of followers considering the Grand Rapids

area is not an extremely large metropolis area. They also include photos of animals at the zoo

and activities for visitors to become personally involved in anticipation of a visit. The website is

very informative and organized in a logical and easy way to navigate. It provides tabs that

include information about parties and rentals, education and conservation as well as visitor’s

guide and ways to contact the organization if other questions arise. There are also links to the

Zoo Blog, Facebook, and Twitter. The website also includes multiple activities and games for

children which helps to raise the level of anticipation for this age group.

All of the social media sites include opportunities to contact the zoo via email, live chat,

or phone call. This gives visitors many ways to get their questions answered or concerns

addressed. Zoo Goes Boo is an event that many zoos offer during this time of year when

attendance is declining. Currently, all social media sites are promoting this event. It appears

that John Ball Zoo is utilizing social media as extensively as possible to promote and encourage

visitors.

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Competitive Assessment

John Ball Zoo: Craigs Cruisers: Children’s Museum: Fredrick Meijer

Garden:

Size 140 acres 5,000 sq. feet 1,290 sq. feet

Amphitheatre

139 acres including indoor and

outdoor handicap accessible land

Services - 36,000 species

- Over 1100 animals

- Zip line

- Ropes course - Trolley

- Camel Rides

- Petting zoo

- Sting Ray lagoon

- Budgy Aviary - Ballroom (meeting space)

- Treehouse

- Birthday parties

- Multiple arcade games

- Indoor and outdoor go karts

- Putt-put golf

- Laser tag - Bumper boats

- Birthday party packages

- Meeting space

- Permanent exhibits

- Featured exhibits

- Meeting Space

- Offers membership package - Educational classes

- Sculptures

- Horticulture

- Gardens

- Exhibits - Music

Prices $8.50 Adults (ages 14-61)

$7.50 Seniors (ages 62 and up)

$6.50 Children (ages 3-13)

Free Children (ages 2 and

under)

Offers group discounts

$12.99 1 buffet, 2 attractions

$12.99 3 attractions, $15 arcade

$12.99 1 buffet, 1 attraction,

$5 arcade

$12.99 2 attractions, $5 arcade

$12.99 1 buffet, $10 arcade $21.99 1 buffet, 5 attractions

$21.99 1 buffet, 3 attractions

$21.99 1 buffet, 4 attractions,

$5 arcade

$32.99 1 buffet, 8 attractions

Free for Children under 1

$8.00 Ages 1 and up $7.00 Ages 65 and up

$6.00 Military Families

Free for Pals Members

$1.50 Family night on

Thursday

$12.00 Adults (ages 14-64)

$9.00 Seniors and Students $6.00 Children (ages 5-13)

$4.00 Children (ages 3-4)

Free for Children (ages 2 or

younger)

Free for members

Products - Souvenir shop

- Tiger Paws Pizza

- The Lions Den

- The Whistle Stop

- Monkey Island Café

Offers multiple prizes that you

can win through playing

games and earning tickets

- Books

- Offers online activities

- Gardens Café

- Meijer Garden Gift shop

Target

Markets

Served

- Families - Young Children

- Couples

- Teenagers - Young children

- Families

- Children of all ages - Families with young children

- Families - Children

- Adults

Hours Peak Season:

Mon- Sun 9:00am- 6:00pm

Mon- Thurs 3:00pm-9:00pm

Friday 11:00am-11:00pm Saturday 10:00am-11:00pm

Sunday 12:00pm-9:00pm

Mon Closed

Tues-Wed 9:30am-5:00pm Thurs 9:30am-8:00pm

Fri- Sat 9:30am-5:00pm

Sunday 12:00am- 5:00pm

Monday 9:00am-5:00pm

Tuesday 9:00am- 9:00pm Wed- Sat 9:00am- 5:00pm

Sunday 11:00am- 5:00pm

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Address

Phone #

Website

John Ball Zoo

1300 W Fulton Street

Grand Rapids, MI 49504

(616) 336-3400

www.johnballzoosociety.org

Craigs Cruisers

5730 Clyde Park Ave.

Wyoming, MI 49509

(616) 530-2900

www.craigscruisers.com

Grand Rapids Children’s

Museum

11 Sheldon Ave, NE Grand Rapids, MI 49503

(616) 235-4726

www.grcm.org

Fredrick Meijer Gardens

1000 East Beltline Ave. NE

Grand Rapids, MI 49525

(616) 957-1580

www.meijergardens.org

38

SWOT Analysis

SWOT Analysis Chart:

Strengths

Multiple Hands on experiences

Many options of places to eat Lots of Animals

Only Zoo in Grand Rapids area

Superior meeting and event space

Trolley to view the zoo Affordable for the average

family

Weaknesses

Limited hours due to climate

Not enough coverage for bad weather

Extra activities being an additional charge

Hilly land makes it difficult for elderly people to navigate

Opportunities More promotions/ coupons

during the off season

Hosting more meeting and events

Expand facilities Advertise- Billboards, pamphlets Network with other similar

facilities to connect and possibly offer a packaged deal.

Threats Lack of business in the off

season

Competitors in the area targeting the same market

Not open year round

Location is not by a heavily traveled road (near residential)

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Primary Recommendations John Ball Zoo has created a beautiful facility for observing wildlife in a natural setting for

visitors in the surrounding Grand Rapids community. One recommendation to take maximum

advantage of this facility would be to advertise more to local businesses, schools, and churches

in the area. Making organizations aware of the meeting room accommodations and events that

are possible would create more business. This could be accomplished through a variety of ways

such as advertising in church bulletins, telecommunications, radio and television

advertisement, and billboards.

Another recommendation would be to network with other similar facilities to not only

discover how they advertise and deliver services to visitors, but to also consider ways to join

forces to increase business. Perhaps similar facilities could offer discount rates to visitors who

offer both facilities. They could also consider coordinating events and share successful ideas for

education events, social media, or marketing ideas.

A last recommendation might be to offer services for those who might find the hilly

terrain difficult to walk. A variety of other ways to assist these visitors in viewing the park might

be utilizing motorized scooters, Pedi cabs, or even small tractors with wagons. All of these

recommendations have the potential for increasing business.

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Research Assessments Conclusion

The John Ball Zoo facility provides and exceptional environment for unique wildlife and

opportunities for visitor s to observe it in a natural environment. As a whole the zoo does a

great job with their marketing. They are priced competitively compared to their competition in

the Grand Rapids area. They also do a phenomenal job with executing their social media sites

and webpage. All of the social media sites provide links to the website that includes all

questions one could possibly have about attending the zoo. Their social media pages are very

interactive for all ages. While doing the mystery shop analysis we noticed how prompt John Ball

zoo was through telephone and how easily accessible the webpage was. Although there will

always be threats, new trends, and new opportunities to keep up with, John Ball Zoo continues

to progress and strive to be the best zoo they can be.

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42

Male and Female College Students within a 30 mile Radius of the Grand Rapids

Area Demographic/ Geographic:

There are over 20 colleges in the greater Grand Rapids Area

College students represents over 82,000 full and part time students (The Right Place) Although the Zoo does not necessarily target to college students, all colleges in the

Grand Rapids area are within a reasonable distance of the zoo

Between the ages of 18-22

Many college students live in the downtown Grand Rapids area or work nearby

The zoo is located in the heart of the city making it accessible to 82,000 of college students

Psychographic:

An affordable place to go on a date or to go with your friends

When families come to visit a good place for all ages to spend quality time together

Low price for the average college student who is on a tight budget

Easily accessible due to the fact that it is located in the center of Grand Rapids

Having activities, such as the zip line, can be a thrilling experience for a college s tudent Syncographic:

Average college student is on campus from September- April, however, many students stay through the summer for work, internships, etc.

May have a sporadic schedule and available to take up some of the zoos down time during the day or late afternoon

Behavioral:

75% maintain jobs while attending school (State University, 2013)

Earns an average of $647 per month leaving the John Ball Zoo a very affordable place to go (State University, 2013)

This generation is extremely tech savvy, the best way to reach out to any college

student would be through social media

Benefits: Spending quality time with their friends or family while getting an education about

animals A way to get away from the stress of school and relax for an affordable price

Physical exercise and emotional enjoyments

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Why is this Market Important?

This market is important because Grand Rapids has a huge population of college students. Although college students are typically in school from September- April, Many of the students

stay in the Grand Rapids area during the summer for work. This is a huge opportunity for John Ball Zoo to target the college student market during their peak season.

Target Market Size:

The target market size of the college student population in the Grand Rapids area is over 82,000 students. This is an untapped resource for the zoo to expand upon and generate greater profits. A breakdown of this market is listed below. College Enrollment

Institution 2013 Enrollment

Aquinas College 2,300

Baker College 3,557

Calvin College 4,034

Central Michigan University - GR 329

Thomas M. Cooley Law School 354

Cornerstone University 1,384

Davenport University - Western Region 3,990

Ferris State University - Kendall College of Art and Design 1,450

Ferris State University 14,707

Grace Bible College 303

Grand Rapids Community College 16,613

Grand Valley State University 24,447

Hope College 3,388

Kuyper College 317

Montcalm Community College 1,787

ITT Technical Institute 694

Kuyper College 320

Montcalm Community College 2,062

Michigan State University - West 200

Muskegon Community College 4,875

Northwood University 108

Spring Arbor University 86

Western Michigan University - Grand Rapids 1,480

Chart received from The Right Place Data Center.org

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Target Market SWOT Analysis:

Strengths

Weaknesses

Opportunities

Threats

John Ball Zoo’s peak time is when most college students are on summer vacation

John Ball Zoo does not try to target to this market

Statistics have changes and students are now maintaining jobs while attending school

Students are willing to spend some money if an affordable price

Grand Rapids offers multiple things to do for college students

Lots of places offer college discounts

John Ball Zoo is very on top of their social media

Center of most colleges in the Grand Rapids area

Friendly staff Enjoyable experience

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Positioning Assessment:

Marketing Objective: Increase the number of college students (18-22) who come to the zoo

within 30 miles of the Grand Rapids area by 250 students by December 31, 2015.

Target Market Summary:

The John Ball Zoo mainly chooses to target young children and families. College students are another market that will undoubtedly help to increase their profits during their down time.

This untapped market is a group of consumers who are tech savvy, often employed, with money to spend. This group often shows an interest in conservation, which would be another marketing tool to use to draw in this population. The John Ball Zoo offers a variety of hands on experiences that could attract this market. For example, thrill seekers may want to visit the zip

line, pet stingrays, or ride a camel. John Ball Zoo should consider a variety of ways in which to attract this potential market for the purpose of increasing its profits.

Accessible

Not Accessible

High Cost Low Cost

Children’s Museum

John Ball Zoo

Fredrick Meijer Gardens

Craigs Cruisers

College Students

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Seniors age 62 plus within 25 miles of the Grand Rapids Area Demographic/ Geographic:

In Grand Rapids there are 396,363 senior households with people of the age 65 or older and 973,392 households with one or more people over the age of 65 currently living there (US Census, 2012)

In Grand Rapids there are 173,716 living with a grandchild under the age of 18

There are a total of 71,116 grandparents who are currently responsible for their grandchild from newborn to age 5 (US Census, 2012)

Of the 1,333,325 seniors in Grand Rapids, 491,718 have a disability (US Census, 2012)

This includes those who live in Grand Rapids, Michigan

This can also include all senior citizens who live within the 49501-49515 zip codes

Senior citizens in Kent County and some of the surrounding areas. Psychographic:

Older visitors like a place that is very welcoming and comfortable.

The price must also be generally medium seeing as the older population is usually very careful on spending and on a budget.

Grandparents value time with their Grandchildren and often have more time for special activities that parents do (Building Blocks, 2013)

Syncographic:

It is more likely that this target market will visit John Ball Zoo with more moderate

weather. This would be on a calm day, with no weather infractions. They are more available during the day on weekdays and have a lot of free time

The older population usually will go out during the months with nice weather such as fall, summer, and spring. As well as May, June, September and October. This is when the weather is not to extreme.

Behavioral: It is estimated that in a senior household, $2,060 are used on average for

entertainment in a year. (Retired Brains, 2013)

Within a year, it is also said that seniors spend approximately $7,781 on transportation alone (This would be helpful in discovering how far our target is willing to spend on

getting somewhere for entertainment). (Retired Brains, 2013) Americans over the age of 55 spend 50% of all vacation and dollars in America.

(Villarreal, 2014)

Adults aged 55 plus represent 1/3 of the United States’ internet users and the number

of seniors 65 plus have grown from 2004-2009 by 55%. (Inspire Influence, 2013)

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Adults aged 55 plus get most of their news from online, newspapers, or the news on television (Inspire Influence, 2013)

Benefits:

To spend more time with their family members for more specifically their younger grandchildren from the ages of 3-7.

John Ball Zoo can offer individual opportunities as well for seniors who wish to visit the zoo in their free time or enjoy animals.

Why is this Market Important?

With an 11% of the population represented by senior citizens in Grand Rapids there is a very large opportunity for this market. I have selected this target market because with 8% of the

population being under the age of 5, going to the zoo would be a great for grandparents and their grandchildren. It is important to market as many different markets as possible. John Ball

Zoo already has a senior and kid discount, however if they marketed to seniors specifically

there is a large possibility of growth for this target market.

Target Market Size: According to the US Census Data, approximately 11% of the percent of the population is

above the age of 65. There were a total of 1,333,325 people over the age of 65 in the year 2011 in Grand

Rapids.

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Target Market SWOT Analysis:

Strengths Many things to do with grandchildren

Open during the day

Open during the spring, summer, and

fall months Fun and Friendly atmosphere

Close parking

Memberships available Helpful Staff

Weaknesses Very hilly and not very accessible

Over crowded on nice days Price could be a little high for this

target market

Opportunities Provide easier access for the elderly

Target more for family fun places Discount more grandparents and kids Add coupons or promotions for this

target market Create a grandparents Day Event

Threats Competitors- there are many

family friendly places for grandparents to bring children

Price- other local places offer better prices for seniors or kids

Accessibility- could cause problems for this target market.

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Accessible

Not Accessible

High Cost Low Cost

Children’s Museum

John Ball Zoo

Fredrick Meijer Gardens

Craigs Cruisers

Senior Citizens

Positioning Assessment:

Marketing Objective: To increase senior sales (age 62 and up) within 25 miles of Grand Rapids

by $1,000 by October 2015.

Target Market Summary: This target market is made up of all seniors over the age of 62 who would be willing to visit

John Ball Zoo. This target market consists of all of those who live within 25 miles of the Zoo. The purpose for their visit will be mainly marketed as spending time with their families or more

specifically their Grandchildren. What Has Been Learned About John Ball Zoo:

So far it has been discovered that John Ball Zoo is not as elderly friendly as other opportunities in the Grand Rapids area. The zoo’s website, commercial, or newspaper ad would be the best

way for John Ball Zoo to reach this target market. It was also dis covered that they are very family friendly and a good place to visit for kids. It was found that John Ball Zoo is more

50

expensive than its competitors and less accessible as well. John Ball Zoo also is open during the

warmer seasons and could attract this target market easily, especially for day visits.

51

Stay at home moms between the ages of 25 and 40 with children between the

ages of 2 and 8 that live within 25 miles of John Ball Zoo.

Demographic/Geographic:

Woman living and spending time within 25 miles of the Grand Rapids area with kids.

Married or unmarried between the ages of 25 and 40 with kids between the ages of 2 and 8.

Stay at home mother with one or more kids. Psychographic:

Moms looking to spend quality time with their children in a unique and fun setting.

Moms interested in ways to educate their children in a hands experience to further their education.

Woman looking to get themselves and their children out of the house, where they can

spend time in the same environment while both having fun.

Syncographic: Woman with children, that are available during the day.

Available for summer when children need something to keep them busy. Moms that have kids during the day while father is gone at work.

Kids that are available for summer camp.

Summer months for mothers to take their children outdoors.

Behavioral: Money spent on educating children.

Money is spent on summer activities that increase the educational time children spend outdoors.

Money is spent on extra curricular activities outside of school.

Time is put into finding interest of children and provides for family time.

Benefits: Family time with children in a learning environment.

Outdoor activity that gets kids moving and learning while spending quality time with mom.

Helps in education of animals that live in our environment and how kids can safely interact with them if they come into contact.

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How to reach them:

Different media sources such as stay at home mom online websites like meetup.com and Moms club of Grand Rapids are a perfect ways to advertise the Zoo. Additionally, radio station

commercials and TV ads will catch both the mothers and child’s interest. Another way to reach stay at home moms in the Grand Rapids area is by targeting the daycare

centers, preschools, pediatric centers and elementary schools in which their children attend. Since there are numerous places moms could be and hobbies they could be engaged in, its best

to go where they have to take their children. Why is this Market Important? Targeting this market is crucial. Moms want a place they can take their kids to spend time with them, get outdoors, and watch them learn. Children want a place they can run around and have fun. The Zoo is the perfect place for both. Since stay at home moms need something to do with their kids during the day and they have money to spend, (they can afford to stay at home) the zoo gives them just that. By targeting this market we can bring in more moms all around the

Grand Rapids area and keep the moms that are already coming to the zoo to come back for

more visits. Target Market Size:

21,627 Females age 25-40 in Grand Rapids according to the United States Census Bureau(United States Census Bureau).

Grand Rapids population 192,294 (United States Census Bureau).

Based on the above statistics we estimate the number of Stay at home Moms to be an estimated 7,000 in the Grand Rapids area.

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Target Market SWOT Analysis:

Positioning Assessment:

Strengths Hands on learning experiences

throughout the zoo Healthy snack choices

Exciting ways to get children excited

about coming to the zoo Unique experiences such as animal

touching

Friendly, caring staff

Offers summer camps

Only zoo in Grand Rapids Area

Weaknesses Large terrain for children to cover

Extra costs for additional

experiences Hard to see animals in some

exhibits Bad weather is l imiting

No room to grow/ permanent

location

Cleanliness throughout the zoo

seasonal

Opportunities Improve education for children

Awareness of animals

Advanced technology providing more

animal research More advanced animal interactions

Membership discounts Various events

Threats Criticism for animal abuse

Limited staff available for lower

level positions High costs for animal care and

protection Cheaper

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The positioning chart suggests that John Ball Zoo is in a great position in their market when looking at what is important to stay at home moms. They provide a great amount of family time

at the zoo with an exceeding amount of education to accompany it. However, competition is doing well also, and the children’s museum is doing a better job of educating through the

experiences they provide. Many other activities in this category allow for family time but John Ball Zoo still provides more education during that time.

Marketing Objective: Increase the number of stay at home moms that live within 25miles of the zoo, with children between the ages of 2 and 8, that wish to spend more educational family time together, by 200 visits by the end of the 2015 summer season.

Family Time

No Family Time

No Learning Lots of Learning

Children’s Museum

Target Market

Fredrick Meijer Gardens

Craigs Cruisers

John Ball Zoo

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Conclusion: After concluding the above research of targeting stay at home moms in the Grand

Rapids area between the ages of 25 and 40 with children between the ages of 2 and 8, it is found that this market is a promising one to go after. Following researching the market, it is

discovered that mothers want, and will provide their children with educational, fun experiences, that they can be apart of as well. Targeting this market correctly has the potential

of bringing in a large increase in sales to John Ball Zoo, along with educating hundreds of children throughout the Grand Rapids area about the environment and wild animals that live all

around the world.

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Business groups with in 30 miles of the greater Grand Rapids area Demographic/ Geographic:

Business groups with in 30 miles of the greater Grand Rapids area. Business groups looking for team building exercises.

Groups looking for alternate off-site locations.

Local Businesses with in 30 miles of Grand Rapids.

People who work and live within 20 miles.

People who commute to the greater Grand Rapids work market. Psychographic:

Businesses that are looking to teach their “teams” team building off-site.

Groups wanting to use different experiences for learning purposes in a fun and active

way. Syncographic:

Business groups that are available before or after work on weekdays.

Available during the spring or fall during the zoo’s slower times of the year.

Behavioral: Money spent on training and team building.

Money spent to increase teamwork and productivity. Benefits:

Draw business in from large groups of 10-20 at one time.

Spread word of mouth to other local businesses.

Use John Ball Zoo facilities during down periods.

Why is this Market Important? This market is important because it fills a void in the John Ball Zoo by bringing in groups to use

the facilities during times where the zoo has a difficult selling admissions as well as “experience” tickets such as Zip lining and High Ropes course.

Target Market Size:

The target market size has been decided on because there was a significant job growth in Grand Rapids and Kent County over the years. Reports from the US Census have shown there was a hike of nearly 4% from November 2012 to November 2013. Harger (2014) reported 15,500 nonfarm establishments since 2012, and 52,000 business firms since 2007.

57

Target Market SWOT Analysis:

Positioning Assessment:

Strengths Wonderful atmosphere

Downtown location

Offers various team building exercises

Out of the office training Amazing view

Weaknesses Weather dependability

Hours of operations

More children friendly than

business professional

Emerging business group events

Opportunities Large market to reach

Business group expansion

Team building exercises would improve own employee teams

Threats Many other meeting and event

spaces in Grand Rapids area

Hours of operation

Most view the zoo as only for kids not for business

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Marketing Objective: Increase the number of business groups (25-55) with in 30 miles of the Grand Rapids area by 15-30 groups by December 2015.

Target Market Summary: We would like to market to the Business groups parties who are interested in team building

exercises outside of the office with their employees ages ranging from 25-55 located with in 30 miles of the greater Grand Rapids area that are available before, after work or on weekends.

Accessible

Not Accessible

High Cost Low Cost

Children’s Museum

John Ball Zoo

Fredrick Meijer Gardens

Craig's Cruisers

Business Groups

59

60

MPC Mix For College Students within a 30 Mile Radius

Anticipation

-Lots of advertising via social media

-Email Blasts

-Campus newspaper articles

Travel To

- Have a game for them to play while

driving

Destination

-A large sign while they are pulling in

that says " Welcome to the Jungle!"

Travel From

-Hand out collateral such as water bottles,

hats, or lanyards

Reflection

- Email a survey for students to take

- Email students asking for feedback

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SMARTT Marketing Objective: Increase the number of college students (18-22) within 30 miles

of the Grand Rapids area by 250 students by December 31, 2015

Marketing Mix: Offerings:

Discounts- Offer specific discounts for local college students when they show their I.D.

College/family day- Help to sponsor an event at the zoo during the college family weekends that colleges offer. Could offer a family or group discount to the zoo that

weekend. Open the zoo at night- “ Welcome to the Jungle Event” Light up the zoo at night, as well

as the animals, have a costume contest for students with most unique animal costume, hire a popular DJ, pass out glow sticks with JBZ labeled on the side. This could be a fun

new annual event for college students to participate the activities that John Ball Zoo has to offer.

Advertise for the “Thrill Seekers”- Advertise that John Ball Zoo offers a ropes course, zip line, and camel rides

Distribution Place:

On local college campuses

Local bars downtown Grand Rapids such as MoJo’s, Gardella’s, Founders, Brewery Vivant, Grand Rapids Brewing, HopCat, etc…

Coffee shops such as Starbucks, The Bitter End, Madcap, and Biggby

Restaurants such as Main Street Pub, Peppinos, San Chez, Big O’ Cafe Pricing:

Discounted for one day a month.

Specials one day a week for things like discounted food or group pricing or first 20

people to enter the zoo get a free t-shirt and free entry fee.

Coupons for free activity such as free ropes course or camel ride.

Between $4-$6 for all college students. Promotional Mix: Brand Message:

These are some logos that could grasp the attention of potential clients that are in the middle age range. It was important to focus on the family fun aspect, as well as the fun John Ball Zoo

gives for people of all ages to enjoy. These slogans focus on ideas that seniors would value the most.

A great place to spend a day with the family

A way to build connections between family members A fun experience for all ages

Positive place for families

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Also a fun place for college students Collateral:

Lanyards- college students are always looking for lanyards to put their keys and I.D.’s but wont pay money for a lanyard due to limited funds.

Pin- College students are always looking for pins to put on their backpack or lanyard as a way to create diversity to their backpacks as every college student has their own.

Hat- Hats are a great affordable way for John Ball Zoo to create awareness to other college students

Plastic Water bottle- All Students bring water bottles to class. Having a John Ball Zoo water bottle would give awareness to other college students of a fun activity to do in

their free time. Promotional Events:

College night Light up the zoo at night for college event and call it “ Welcome to the Jungle” hiring a

DJ, light up the animals, zoo, activities the zoo has to offer at night when most college

students have their free time. Host events for discounted rate once a week for college students

Attend Campus Life Night events for all colleges in the Grand Rapids area.

Communication Mix: Public Relations:

Distribute collateral to bars, colleges, and local restaurants/shops

The zoo isn’t just a place for kids, fin place for college students as well

Press Release to Campus paper Community Relations

Attend charity events in the Grand Rapids area

Host blood drive Host more events for college students

Advertising:

Lease billboard near colleges

College newspapers

Email video to students Ads on the side of local busses such as the 50

Sponsorship: Sponsor sporting events for local colleges

Sponsor campus events

Offer to host fraternity/sorority events at the zoo

Offer college clubs money or collateral

Internet: Email blasts

More interactive social media (games/ prizes)

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Update Facebook, twitter, and Instagram once a week Viral Marketing:

More interactive social media

Posting more photos and ways for people to comment on Twitter and Facebook page

Becoming more involved with the Grand Rapids community

Revenue VS. Costs

According to the chart on the next page, it would be costing the John Ball Zoo $3,850 to

potentially target the college student market in the Grand Rapids area. Most of all they will be

donating a lot of time to target this market. By doing things like sponsoring events for college

students or going to things like Campus life night and advertising to the student market I

believe that over time this will help to increase their revenue. If they were to host one major

event for college students such as “ Welcome to the Jungle” I believe it would not only draw in

students to the zoo on other nights/ weekends but as well as students families when colleges

host family weekends. By taking on the college student market, John Ball Zoo would likely

increase their revenue.

Target Market Objective: Increase the number of college students (18-22) within 30 miles of the Grand Rapids area by 250 students by December 31, 2015

Actions

Timeline/Budget/Responsibility Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec BUDGET RESPONSIBILITY

“Welcome to the Jungle” Event

Time and $2,000 Event Staff

Family weekend Celebrations

$1,000 and Time Event Staff

Column in local college

newspapers

$250 Marketing and

Advertising

One Page Flyer in local Newspaper $250

Marketing and Advertising

Volunteer with college students Time

Volunteer Coordinator

Host a Blood Drive Time Event Staff

Place ad on bulletin board

$50 and Time

Marketing and Advertising

Sponsor on campus club event

$200 and time

Sponsoring Department

Handout Free coupons

Time Adverstising and

Regular Staff

Banner ad place on websites $100

Marketing and Advertising

Make the website more user friendly

Time Website Designer

Posting on Social Media

Time Promotions

Intern

Final Observations:

My final observations for John Ball Zoo would be that the college student market is a

completely untouched market by the zoo. Considering there are no other zoos in the West

Michigan and no other activities like it, it would most likely only increase their revenue. College

students are always looking for fun, new memories to make with their families and friends. By

attempting to spend time to target this market there is not much to lose.

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Anticiptation:

Send out a monthly newsletter of events that have happened

at the zoo

Travel To:

A promotional DVD of what to expect when coming to the zoo for

children to watch

.

Destination:

Provide information about the animals

and include a scavenger hunt

Travel From:

Any merchandise purchased at the gift shop or pictures that

were taken will remind them of thier

visit.

MPC Mix for Stay at home Moms

A hand written Thank You note

including a magnetic picture

frame

Reflection:

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SMARTT Marketing Objective: Increase the number of stay at home moms that live within

25miles of the zoo, with children between the ages of 2 and 8, that wish to spend more educational family time together, by 200 visits, by the end of the 2015 summer season.

Marketing Mix

Offerings:

▪ Moms to mom’s club- This offer would be conducted in a way in which stay at home moms around the Grand Rapids area could meet together on a specified time or times during the week with their children. This is so moms can meet one another and for their kids to make new friends through a fun and learning experience. They will receive a discounted

rate in the time block allocated for the moms to moms club. Ex. Monday-Thursday 10am-1pm moms to moms club gets half off zoo admission.

▪ Zoo Kids hunt- Set up just like a scavenger hunt but for the Zoo! Kids will enjoy a fun day with their moms finding all of the items/animals listed on the hunt. Once they complete the hunt they will receive an award (magnetic frame) for their accomplishments and mom will be happy her children were occupied and attentive during their zoo trip.

▪ Bring one kid get one free- This allows for moms to bring one of their children without having

to pay for another or if a child wants to bring a friend to the zoo. This allows the mom to not have to worry about the extra cost of more than one child causing for a pricey trip.

▪ Mom’s Getaway- Bring kids in from 1:00pm to 3:00pm on Monday and Tuesday’s for a zoo

learning experience with a teacher at the zoo. Moms get this time to shop, run errands, or just relax!

Distribution Place:

Doctor offices/Pediatrician offices- Both mothers and children will be found in healthcare centers, this will be the perfect place to catch the eyes of both knowing they are certain to be there at some point.

• Day cares/Schools- If you catch the child’s eye first they are going to show it to their parents.

Targeting schools will allow for the kids to become interested and in turn bring it home to their mother.

• Kids Meals at Fast Food- The perfect place to show advertisement for the zoo kids hunt.

Present at Fast foods in the Grand Rapids area.

Pricing:

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• Bring one kid get one free- Bring in one child to get one free Monday through Thursday.

Perfect if mothers have more than one child or if kids want to bring a friend to the Zoo!

• Mom’s to moms discounted rate- Moms to moms club gets a package rate after s igning up for the club.

• Specials offer on different times/days of the week for children.

Promotional Mix:

Brand Message: Design a more appealing logo, one that will catch the eye of potential visitors

especially children and mothers.

Collateral:

Magnet picture frame to remind children and mother of their visit at the zoo everyday.

Promotional DVD of what to expect to see at the zoo to get children excited.

Post cards to past visitors to send updates on animals and remind mothers and children of events coming up.

Stuffed animal tigers to promote the Tigers 1st year anniversary at the zoo. Newsletter to children at the Zoo highlighting exciting events that happened that month

and what’s coming up next.

A zoo hunt brochure given to children when they enter the zoo.

Promotional Events:

Green Movement Promotional Event- Being green is popular in today’s society and the

zoo is a perfect place to promote the movement even more. Having a day exclusively devoted to presenting a way for moms to bring their kids to the zoo to learn about protecting animals and being environmentally friendly is a perfect promotional event. The kids will have a fun and exciting way to learn about the environment and mothers are happy their children are acquiring knowledge about the environment. Talks from zookeepers will be provided and even a “Zoo Clean Up” period at different times throughout the day.

Zoo Keeper appreciation day- Dedicate an entire day to the hard work zookeepers do at the zoo each and everyday. Discussions will be going on at different times throughout the day about the zookeepers describing what a typical day at the zoo looks like for

them. There will also be the chance to dine with a zookeeper for lunch through a raffle draw on the day of the event. All proceeds will be given back to the animals.

Tigers of the realm 1st year anniversary/How are they doing? - Celebrate the first

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anniversary of John Ball Zoo’s Tiger’s of the Realm. Give updates on the tigers and

provide facts about the animals. Also have a zoo Keeper talk throughout the day to guests and provide times of feeding to the tigers for guests to come watch. Kids will

receive a tiger stuffed animal on their way through the zoo.

Communication Mix

Public Relations: Supply schools with collateral. This will include a coloring book with dates of

events at the zoo including the Moms to moms club, the kids Zoo hunt, and the discounted rates during the week. Kids will be able to see all the different animals the John Ball Zoo has and be able to take it home to show to their mothers.

Community Relations: Attend an event at an animal shelter to show support to the community. Relate this in a newsletter sent out that month to draw attention to the event to get more of the community involved. This will be done in hopes that the the zoos visitors will see the zoo’s care for the community and how much it means.

Direct Sales: Personal written thank you cards to the mothers and children that attend our special offerings at the zoo. This will communicate our appreciation to them and allow for us to

keep in contact after the visit. Kids will be excited to receive a letter in the mail from the zoo (and remind them of their visit) and mothers will value the gesture. This will also allow the zoo

to keep track of the amount of times certain moms visit the zoo which can also be expressed in appreciation through the letters.

Sponsorship: Sponsor the Tigers of the realm day first anniversary at the zoo for kids! Kids get in free when the “growl” like a tiger at one of the zoo staff. Drinks and snacks will be provided

throughout the zoo day along with fun facts about the tigers and how their first year at the zoo went.

Quality service and Stewardship: Develop a script directly for employees to say to the moms

that bring their kids to the zoo or when they make a phone call to the zoo. This script will not be word for word but more as guideline to talk to mothers about the mom to mom club, about the

kids zoo hunt, and our bring one kid get one free deal. This will show the mothers that their kids and their business are important to the zoo.

Internet: Post photos of animals with the children on social media (Facebook and Instagram) and a story about their visit. This is a good way for the zoo to communicate with the public and

learn about the visitors and why they are coming to the zoo. It also gets the guests excited about being presented on the zoo Facebook page and will encourage other mothers to bring

their kids o the zoo to do the same.

Viral Marketing: Videos of children interacting with the animals updated weekly on both the website and Facebook page. Use this to excite potential moms and children to come to the zoo

so they can have an exciting experience just like the one posted on social media. This will also

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show guests everything the zoo has to offer and how much fun it is to encounter the zoo.

Target Market Objective: Increase the number of stay at home moms that live within 25miles of the zoo, with children between the ages of 2 and 8, that wish to spend more educational family time together, by 200 visits, by the end of the 2015 summer season.

Actions

Timeline/Budget/Responsibility Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec BUDGET RESPONSIBILITY

Magnetic Frames $800 Marketing and

Advertising

Post Cards $100 Marketing and

Advertising

Stuffed Tigers $500 Marketing and

Advertising

Newsletter $600 Marketing and

Advertising

Brochure $500 Volunteer

Coordinator

Radio Adds $600 Event Staff

Scavenger Hunt $200 &

Time Marketing and

Advertising

Facebook Updates Time Sponsoring Department

Tigers First anniversary Event

Time

Advertising and Regular Staff

Employee Script Time Marketing and

Advertising

Thank You cards

Time Website Designer

Revenue VS. Costs

Although it is hard to accurately determine the amount of stay at home moms that come to the zoo and exactly how much they spend we can estimate by increasing the number by 200 visits (including the children they bring) this would bring in an estimated $3,600 to the zoo annually. However, with this increase would come additional costs that would equal out to be around the same, and even slightly less coming in at an estimated $3,300. So it is concluded that the money used to spend on additional ways to bring in the mothers and children, and the actual

revenue they would bring in, it would be worth it to follow through with these actions.

Final Observations: John Ball Zoo has the potential to benefit greatly by targeting stay at home moms more

directly. It is shown through this research that the revenue brought in outweighs the cost and by targeting them correctly it could have a great outcome for the zoo. Taking the steps such as

creating a moms to moms club, a scavenger hunt, and by providing thank you cards, are three very important steps I think the zoo should go after. These steps are not very costly and could

bring a lot in return to the zoo. Additionally, this provides a way for mothers to get their kids outdoors and learning, which would also benefit our community greatly.

Anticiptation: Commercials will be

places on news channels in the

morning and in the evening promoting the zoo as a family

place to visit.

Travel To:

There will be signs along highways

within 10 miles of the Zoo, showing which exit to take or how

many miles until the destination.

Destination:

A worker will greet every guest with a

smile upon enterance and wish the a good day upon departure.

Travel From:

Any merchandise purchased at the gift shop or pictures that

were taken will remind them of thier

visit.

Reflection:

Thank you letters will be sent out

personally thanking our senior guests for

thier visit,.

MPC Mix for Seniors 62+

SMARTT Marketing Objective: Increase senior sales (age 62+) within 20 miles of John Ball Zoo by $1,000 dollars by September 2015.

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Marketing Mix:

Offerings:

Special Carts- There will be special carts that can transport the Zoo’s elderly or handicapped guests. This will allow them to enjoy the zoo with their family when the

walking conditions may be a struggle for them.

Activities for Grandparents and Kids: There will be certain occasions where grandparents will be able to participant in a special activity with their grandchild while at the zoo. These activities could include a craft to make with the help of each other, a special animal viewing or petting, or a special game to play.

Cheaper AARP/Veterans Rate- Have a rate of 3$ off for veterans and AARP members.

Distribution Place:

Local Pharmacies- Local pharmacies in the Grand Rapids area will have available special

coupons or promotion pieces such as a brochure, flyer, or trinket on their counter or in a common area.

Local Diners- Local diners in the Grand Rapids area will have a flyer on their placemat, menu, or presented on their checkout counter, in site for all potential guests to see.

Eyeglasses store- Coupons, brochures, or trinkets handed out at businesses that sell

eyeglasses to get the attention of customers.

Pricing:

Bring a Kid for Free Day- There will be an option for senior citizens to bring a kid for free. This will allow free admission for one child per senior on any day of John Ball Zoo’s

season. Kids bring a Grandparent for free day- there will be an option for children’s to bring a

grandparent for free. This will allow free admission for one senior per child on any

Sunday of John Ball Zoo’s season.

Promotional Mix:

Brand Message: These are some logos that could grasp the attention of potential clients that are older in age. It was important to focus on the family fun aspect, as well as the fun John Ball Zoo gives for people of all ages to enjoy. These slogans focus on ideas that seniors would value the most.

A great place to spend a day with the family

A way to build connections between family members A fun experience for all ages

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Collateral:

These are some collateral pieces that John Ball Zoo could use to directly market to the senior

target market. These items are not only trinkets that would make certain tasks easier, but they are also paper marketing materials that could also get the attention of this market. These items

will be placed at all the distribution places listed above.

Microfiber cloth for cleaning glasses with logo, phone number, and new slogan.

Brochure that will introduce a new family oriented slogan and invite guests to experience the fun

Post card addressed directly to customer that will be sent to wish them a happy holidays or happy birthday to encourage them to spend a day at “a great place to spend the day with the family”

A rubber jar opener grip with logo, slogan, and phone number. These grips make opening up stubborn jars or cans easier for people. These are common items in kitchens today.

Promotional Events:

These are all promotional events that are focused on what the elderly target market might enjoy. These events are all planned for the idea of attracting more seniors to John Ball Zoo.

Host an open house inviting seniors to try out new specialized carts for their convenience. This event will allow the guests to see the new addition of carts that will transport guests around the park. These carts can be used for the handicapped, injured, or elderly that would have trouble walking at John Ball Zoo’s not accessible friendly.

Host a Veterans day celebration and recognition ceremony for those who have served. This celebration will attract many older guests to celebrate those who have served.

Many activities and gifts will be included to help show the appreciation that John Ball Zoo has for the veterans.

Host a Senior day made especially for Seniors to celebrate and recognize all that they do with their families. On National Grandparents Day the zoo will host a celebration for its

elderly guests. This will give the seniors appreciation and allow them to spend quality time with their families. This event will hopefully push this target market to return once

they see all that there is to offer.

Communication Mix: Public Relations:

Monthly column in newspaper talking about the zoo and different ways it is being utilized (family events, event space, etc.) This column will cover any events or big

promotions that the zoo is putting on. With these all posted in the local newspapers, hopefully many people will see them.

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Publish a story about the staff volunteering at a VFW, American Leigon, or nursing home in newsletter at these places. This story will show that John Ball Zoo staff is appreciative and willing to help and volunteer with the older crowd. This will give the senior target market the idea to check out the zoo on another occasion.

One page flyer in Grand Rapids Press about Senior Day celebration. With this flyer being printed all over that Grand Rapids area, the senior target market will be able to see

what the celebration entails and what will be happening. This will hopefully catch the eye of potential customers.

Community Relations

Host a bingo event for families or the community to enjoy and play a fun game. Bingo is a common game played by many elderly people. By hosting a bingo event there is hope that this will attract many people of the senior target market to the zoo.

Attend a veteran’s charity event to show John Ball Zoo’s support. If the zoo staff attends a veteran charity event this is show that the staff is committed to helping people who fall within this target market. This will hopefully boost curiousness and entice the target

market to visit. Host volunteer opportunity with local veterans

Host a can drive, donating collections to senior homes, VFW, or American Legion. Hosting a can drive will allow people to help out local places that help the senior target

market while also promoting the zoo.

Advertising:

John Ball Zoo has many different communication ways to advertise their company. These are all advertising opportunities that the zoo could use to directly market the seniors target market. These ideas are all based off of what seniors like to do and read in their free time. These

advertisements are hoped to be seen by many potential guests on the zoo and reach out to the target market.

Place ads on bulletin boards in high senior populated areas

Place ads in local newspapers Place ads in magazines such as Time, Today’s Seniors, AARP, or Readers Digest

Informational ads placed in Yellow Pages

Billboards placed around Grand Rapids

Sponsorship:

There are many opportunities in Grand Rapids where the zoo could sponsor events to get more

senior guests. These are certain things that John Ball Zoo could to specifically attract attention of the senior target market. These are all events or activities that are common for the older crowd and with the zoo hosting them, it could attract a lot of potential guests in the future.

77

Sponsor a bingo tournament at the VFW

Sponsor a car show in the area

Sponsor a knitting club and book club

Internet:

With a high Internet use among adults 55 or older, communicating through the internet would

be an easy way to get attention of the senior target market.

Banner ad at the top of online newspaper sites or television news sites that express the new opportunities or slogans that the zoo is promoting.

Place information on user-friendly websites with easy access to information. With websites that are easier to maneuver and information easier to find, the older people will be able to access any information they may need when thinking about visiting the zoo.

Utilize Facebook, updating it at least once a week. With social media growing in popularity among the seniors, it is important to post regularly promoting new ideas and

events that would attract the seniors.

Guerilla:

Free coupons handed out by zoo staff at VFW, American Legion, Grocery Stores, and pharmacies. With the staff directly handing these things out, there may be more of a

chance of getting potential guests. Staff could answer questions directly and encourage people to visit.

Loyalty program for non-members communicated by brochure placed in distribution areas. With this loyalty program being promoted in distribution areas with special offers, this target market will hopefully be interested in learning more about

Target Market Objective: Increase senior sales (age 62+) within 20 miles of John Ball Zoo by $1,000 dollars by September 2015.

Actions

Timeline/Budget/Responsibility

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec BUDGET RESPONSIBILITY

Open house for specialized carts

Time and $500 Event Staff

Veteren’s Day Celebrations

$1,000 and Time Event Staff

Host a Senior Day Celebration

$1,000 and Time Event Staff

Column in local newspaper

$250 Marketing and

Advertising

One Page Flyer in local Newspaper $250

Marketing and Advertising

Game of Bingo Event

$500 and Time

Event Staff and Marketing

Volunteer with local veterans Time

Volunteer Coordinator

Host a Can Drive to Raise Money Time Event Staff

Place ad on bulletin board

$50 and Time

Marketing and Advertising

Ad in Magazine $250

Marketing and

Advertising

Sponsor a

knitting club event

$200 and

time

Sponsoring

Department

Handout Free

coupons

Time

Adverstising and

Regular Staff

Banner ad place

on websites $100

Marketing and

Advertising

Make the website

more user friendly

Time Website Designer

Posting on Social Media

Time Promotions

Intern

Final Observations:

With so many opportunities that John Ball Zoo has for marketing to the senior target market, I

recommend that they find a way to really get the attention of this age group. The seniors could

bring in a lot of business whether it is a day with their grandkids or a whole family outing. A zoo

a good place to bond and these values are important to most seniors. Due to the lack of

accessibility I would also recommend that John Ball Zoo highly think about changing their paths.

Most are currently rocky and hilly. Even just paving these passageways would be easier for the

elderly, handicapped, and injured.

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MPC Mix For Business Groups

Anticipation

-Prearrivial package, Information on Team

Building sessions

Travel To

- Maps included in prearrival package

from business to the John Ball Zoo for easy

traveling

Destination

-Tour guide to meet group upon arrivial,

Complete team building activities,

receive tee shirt

Travel From

-Pictures of John Ball Zoo and the session as

souvenirs

Reflection

-Thank you emails, discount offers for a

return visit

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SMARTT Marketing Objective: Increase the number of business group visitors from within 30

miles of the greater Grand Rapids area by at least 15 to 30 groups by December 31, 2015

Marketing Mix:

Offerings:

▪ Allow Business groups to take part in a larger more extensive team building exercises ▪ Each level increases the difficulty, therefore increasing the bond between co-workers Distribution Place: • Restaurants • Local businesses, at the front desk • Local conventions, have a table or booth set up for information

Pricing: • Fixed rate of $200 dollars for groups up to ten people • Additional $15 dollars per person after ten people • Each person will receive a John Ball Zoo exclusive tee-shirt Promotional Mix: Brand Message:

Currently no changes

Collateral:

Use of a press release to reach the local community businesses

Business cards to reach the business group event planner Promotional Events:

Invite managers from local businesses for a free trial of the team building exercises to see i f they what they would be bringing their team members (employee’s) to do

Communication Mix: Public Relations:

Press release to local news stations and radio stations, such as WOOD T.V. 8 or WOOD radio or WJRW radio to inform about John Ball Zoo’s newest offers on local business team

building events Community Relations

Become a sponsor local business events around Grand Rapids to show support of the

82

companies

Advertising: Advertise through the press release specific to business groups sent to WOOD T.V. 8, WOOD

radio WJRW radio Direct Sales:

Directly selling to local businesses, and offer referral coupons to the companies who refer

us to other companies for a team-building event Reach out to past groups through either email or postcard thanking them for their past visit

Sponsorship: Sponsor local events and have a booth/table available for companies to see that we offer

team-building events

Internal Marketing: Train all current employees on what the team-building event includes by allowing them to

complete the event Quality service and Stewardship:

Offer a survey at time of event completion, to see what the business groups thought about the event, what could be changed or improved upon, and if they were refer our event to other business groups

Internet:

Place a link that is easy to find on the John Ball Zoo website, as well as create banners and ads that will reach the business workers of the greater Grand Rapids area

Email blast to local businesses explaining the offerings Search engine optimization Viral Marketing:

Consistently release new press releases updating the message to reach a wider audience, post consistently on our social media sites that can also reach business groups

Revenue VS. Costs Consider buying tee shirts with a John Ball Zoo Team Building logo in bulk of 300 would cost

$1,782.00 or $5.94 a piece

83

Cost of having four employees running each hour long event at the price of $9.00 or $36.00

per event

Selling one hour-long event for 10 people would cost $94.50 with the tee shirts and employee wages.

Increasing team building sessions by 15 business groups for the year would cost $1,417.5

while 30 sessions would cost $2,835.00

Sales from each event would be $3,000.00 for 15 groups and $6,000.00 for 30 groups Revenues would be $1,582.50 for 15 sessions and $3,165 for 30 sessions

Target Market Objective: Increase local business groups by 15 to 30 groups by December 31st, 2015

Actions

Timeline/Budget/Responsibility

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec BUDGET RESPONSIBILITY

Column in local newspaper $250

Marketing and Advertising

One Page Flyer in local Newspaper $250

Marketing and Advertising

Host a Can Drive to Raise Money Time Event Staff

Handout Free coupons Time

Advertising and Regular Staff

Banner ad place on websites,

Search Engine Optimizations $100

Marketing and Advertising

Make the website more user friendly Time Website Designer

Posting on Social Media Time

Promotions Intern

Final Observations:

The target market of local business groups with in 30 miles of the greater Grand Rapids area

should be considered by the John Ball Zoo as a market to actually act upon

Social Media Chart

Social Media Channels

Current # Goal # Goal Share

July Week 1

Week 2

Week 3

Week 4

31,102 35,000 60 Shares

Fourth of July Post

Promo YouTube Channel

Zoo story to share

Business group post

2,153 2,200 25 Retweets

Fourth of July Tweet

Zoo Jokes End of month

discount tweet

Aquarium post

150

250 X Animal Birthday

Zip line/ Ropes Course Video

Animal Collage

Follow Requests

From followers

16 Subscribers 10 Videos

30 Subscribers

1 per month

30 Shares promo video

Animal visiting video

X X

88

89

Collateral for College Students

Collateral for College Students

By offering these water bottles to college students as a free giveaway it would be a great

advertisement for John Ball Zoo. Almost all college students carry around water bottles with

them to class. It is Also, a more eco- friendly option due to the fact that you can wash, refill,

and reuse these water bottles rather than buying water bottles from the store and throwing

them away when you are done. Other college students would see the John Ball Zoo logo and

get the idea to visit the zoo in their free time.

John Ball Zoo

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Collateral for Seniors 62 and Up

This is a piece of collateral, a microfiber cloth, which is commonly used to clean of screens or

more than likely glasses. These sheets can be used to remove smudges and dirt off of

eyeglasses. Because eyeglasses are so common among the elderly population whether it is for

reading or everyday vision, it would be appropriate to hand these out to potential guests. These

products will have the John Ball Zoo logo placed right on the front, as well as the name of the

company and a phone number to reach staff with any questions. This product could spark the

interest of anyone with glasses and could potentially help John Ball Zoo reach out to more

senior guests.

Collateral for Single Moms

More color needs to be added to

the logo to draw more attention besides displaying it in Black and

white or green and white.

Animals need to be more distinguishable.

More appealing, modern, and catching to the eye, similar to

Bronx Zoo’s logo.

Easier to look at.

Include “John Ball Zoo” in the logo.

Separation of animals.

Be more consistent and strict about how the logo is displayed in different places.

John Ball Zoo would benefit greatly by modernizing their logo. As seen, the old logo is hard to look at and it is unclear as to what animals are being presented in the logo. By making this logo more

up-to-date, more attractive, and by including “John Ball Zoo” in the logo, it will attract the eyes of numerous potential guests. The new

logo will spark the attention of old and new guests and make them wonder what else is new at the zoo,

Collateral Press Release for Business Groups

FOR IMMEDIATE RELEASE 9th, December, Tuesday 2014

For Information Contact:

Patrick, Lawrence, (616)-336-2107

John Ball Zoo offering brand new team building sessions for local businesses

John Ball Zoo is now officially offering a brand new team building exercise for local

businesses that are meant to increase workplace productivity. The team building exercises for

local businesses will cost $200 dollars for an hour session for 10 people, and an additional $15

dollars per person after the initial 10. Those who complete the session will receive their own

John Ball Zoo Team Building tee shirt that they will be able to wear with pride after the event.

The sessions has been called “ a wonderful training experience,” by Chelsea Dennis, and

“a gateway to amazing camaraderie between employees,” by Patrick Mac Donell. The sessions

last one hour and are comprised of Zip lining, a high ropes course challenge as well as other

activities that force the local business employees to trust one and another.

For further information contact Patrick Lawrence at (616)-336-2107.

-End-

Works Cited

Building Blocks. (2013, April 5). A Special Family Bond - Grandparents. Retrieved from

http://www.bblocks.samhsa.gov/family/Time/grandparents.aspx

College Enrollment (2013). In The Right Place. Retrieved November 11, 2014, from

http://www.rightplace.org/Data-Center/Education.aspx

Inspire Influence. (2013). Facts and Fiction - Resources - 50-Plus, Baby Boomer Marketing:

Immersion Active. Retrieved from http://www.immersionactive.com/resources/50-

plus-facts-and-fiction/

Retired Brains. (2013). Where Seniors Spend Money. Retrieved from

http://www.retiredbrains.com/products-services/where-seniors-spend

State University.com (2013, November). In A Look at the spending Habits of College Students.

Retrieved November 11, 2014, from

http://www.stateuniversity.com/blog/permalink/The-Spending-Habits-of-College-

Students.html

United States Census Bureau. (2012). American FactFinder - Results. Retrieved from

http://factfinder2.census.gov/faces/tableservices/jsf/pages/productview.xhtml?src=bk

mk

Villarreal, P. (2014, January 22). How Are Seniors Spending Their Money? Retrieved from

http://www.ncpa.org/pub/ib135

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