Marketing at Chester Zoo

Mission Statement

To be a Major Force in Conserving Biodiversity

Worldwide

Conserving biodiversity worldwide

Education CharityWe get no aid or regular grants from the government

(unlike museums)

BUT . . .

We can reclaim VAT on most thingsWe qualify for Gift Aid

We do not pay full Business Rates

98% of our income comes from our visitors

Zoo Income 2006

45%

6%14%

30%

2%

2%1%

Admissions (£8,635,000)

Memberships(£1,192,000)

Monorail (£468,000)

Education and Research(£103,000)

Donations (adoptions,donations and Gift Aid) -(£2,680,000)Shops and restaurants(£5,758,000)

Other (£463,000)Total income £19,299,000

Zoo Expenditure 2006

Plus capital expenditure = £5,200,000

48%

6%

5%

0%

4%

33%

4%Animals and Plants(£9,037,000

Marketing (£1,045,000

Education (£957,000)

Research (£52,000)

Outreach (£685,000)

Costs of generating funds(£6,067,000)

Other (£793,000)

Chester Zoo Marketing Objectives

Marketing

1. Maintain existing business.

2. Core communication.

3. Delivering excellent service.

4. New product development.

Market Research

Visitor Profile

0

5

10

15

20

25

30

35

40

0 to

11

12

to 1

5

16

to 1

9

20

to 2

4

25

to 3

4

35

to 5

4

55

+

Age category

Perc

enta

ge o

f vis

itors

0

50000

100000

150000

200000

250000

j f m a m j j a s o n d

Month

Nu

mb

ers

of

visi

tors

When do visitors come to the zoo?

Chester Zoo 2007 Annual Plan PlannedTotal

Publication Size Promotions No Budget Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov DecTelevision Weeks

Granada Television 30"/10" Commercial x 200 TVRs Easter 2 £49,000.00Granada Television 30"/10" Commercial x 100 TVRs May Bank Holiday 1 £24,000.00Granada Television 30"/10" Commercial x 100 TVRs Spring Bank Holiday 2 £24,500.00Granada Television 30"/10" Commercial x 400 TVRs Summer Holidays 7 £79,000.00

Yorkshire Television (West) 30" Commercial x 100 TVRs Easter 2 £37,500.00Yorkshire Television (West) 30" Commercial x 50 TVRs May Bank Holiday 1 £16,000.00Yorkshire Television (West) 30" Commercial x 50 TVRs Spring Bank Holiday 2 £16,000.00Yorkshire Television (West) 30" Commercial x 200 TVRs Summer Holidays 7 £54,000.00

£300,000.00Inserts Inserts

Daily Mail - Weekend 420,000 Inserts - Granada Pre Easter 1 £12,600.00Daily Mail - Weekend 250,000 Inserts - Yorkshire Pre Easter 1 £7,500.00

670,000 in total

Closer 122,000 Inserts - Granada Pre Summer 1 £3,416.00Closer 115,000 Inserts - Yorkshire Pre Summer 1 £3,220.00Heat 87,000 Inserts - Granada Pre Summer 1 £2,436.00Heat 80,000 Inserts - Yorkshire Pre Summer 1 £2,240.00Now 74,000 Inserts - Granada Pre Summer 1 £2,072.00Now 50,000 Inserts - Yorkshire Pre Summer 1 £1,400.00Radio Times 124,000 Inserts - Granada Pre Summer 1 £3,844.00Radio Times 140,000 Inserts - Yorkshire Pre Summer 1 £4,340.00

792,000 in total £43,068.00Press Insertions

Local Press Feature Support Various tbc £20,000.00National Press - North Editions Snatch Space Contingency Various tbc £20,000.00

£40,000.00Radio Weeks

105.4 Century FM 30" Commercial x 5 OTH Half-Term 2 £12,000.00Chester's Dee 106.3 FM 30" Commercial x 5 OTH Half-Term 2 £500.00MFM 103.4/ Classic Gold 30" Commercial x 5 OTH Half-Term 2 £1,100.00Real Radio (Yorkshire) 30" Commercial x 5 OTH Half-Term 2 £5,200.00

Chester's Dee 106.3 FM 30" Commercial x 5 OTH Frost Fair 2 £500.00Key 103 & Magic 1152 30" Commercial x 5 OTH Frost Fair 2 £9,600.00MFM 103.4/ Classic Gold 30" Commercial x 5 OTH Frost Fair 2 £1,100.00Radio City & Magic 30" Commercial x 5 OTH Frost Fair 2 £9,000.00

£39,000.00Additional ActivityGuiding Magazine Full Page Colour Gereric Offer 1 £1,975.00Scouting Magazine Full Page Colour Gereric Offer 1 £3,200.00

Data Base Marketing 43,000 Addresses Families Direct 1 £5,250.00

Viral Marketing 75,000 E-mails/SMS Messages Various 1 £11,625.00£22,050.00

Media Budget £444,118.00

2007

Media plan for 2007

67%

10%

9%

9%5%

TV (£300,000)

Newspaper Inserts(£43,000)

Press (£40,000)

Radio (£39,000)

Other (£22,050)

Media breakdown 2007

Competitors’ spends per visitor

Ad budget / Visitors

£0.00£0.10£0.20£0.30£0.40£0.50£0.60£0.70£0.80£0.90£1.00

• Based on MMS spends which tend to underestimate actual spends

• £300k budget represents 26p per visitor (MMS spend £173k only 15p each)

• Not excessive compared to similar attractions and competitors

30 min = 17%

30-60min = 41%

60-90min = 19%

90-120min = 9%

120mins+ = 15%

Where do our visitors come from?

120min

90min

60min

30min

Market penetration

21%

9%

4%

2%

0%

5%

10%

15%

20%

25%

0-30 min 30-60 min 60-90 min 90-120 min Over 2 hours

visits as a % of population

The Marketing Mix

Product

Place

110 acres open to the public, 400 acres owned by NEZS

Price

Attraction Adult price

Chester Zoo £10.95* (off-peak) (14.95* peak)

London Zoo £16.00*

Knowsley £11.00

Blue Planet £12.00

Alton Towers £32.00 (£24.00 online)

* Includes a Gift Aid donation

A comparison of some 2007 prices

Promotion

TV Advertising…

Press advertising and Posters

Press advertising and Posters

Printed promotional material

Leaflet

Leaflet - inside

Printed promotional material

Memberships and adoptions leaflets

Printed promotional material

Publicity

Celebrity/VIP Visits

Bill Oddie David Attenborough

Prof. Robert Winston

Elizabeth Hurley

Nick Knowles

Newspaper publicity

Into Soap magazine

The Sun

Newspaper publicity

Wildlife Magazine

1977

How much publicity does the zoo attract?

Press

100 press releases – many more newspaper stories

Television and Radio

Equivalent advertising value of £6 million!

Competition

VISITS MADE IN 2006 TO VISITOR ATTRACTIONS (Source: ALVA)

SITETOTAL VISITS CHARGE/FREE % +/-

Blackpool Pleasure Beach 5,730,000 F -4%

Tate Modern 4,915,000 F +21%

British Museum 4,837,878 F +7%

The National Gallery 4,562,471 F +9%

Natural History Museum 3,754,496 F +22%

Science Museum 2,421,440 F +19.8%

Victoria and Albert Museum (South Kensington) 2,372,919 F +24%

Tower of London 2,084,468 C +7.9%

St Paul’s Cathedral 1,626,034 F/C +17%

National Portrait Gallery 1,601,448 F +4%

Tate Britain 1,597,000 F -8%

National Maritime Museum 1,572,310 F +3.7%

Kew Gardens 1,357,522 C -10.4%

Edinburgh Castle 1,213,907 C +2%

British Library 1,182,393 F +6%

Chester Zoo 1,161,922 C +6.7%

Eden Project 1,152,332 C -2%

Canterbury Cathedral 1,047,380 F/C -0.7%

Westminster Abbey 1,028,991 C +0.1%

Roman Baths & Pump Room, Bath 986,720 C +3%

National Gallery of Scotland Complex 942,788 F/C +26.2%

ZSL London Zoo 905,303 C +7.6%

National Rail Museum 902,149 F +17%

York Minster 895,000 F/C +11%

Chester Zoo and other English wildlife attractions (2006)

Wildlife Attraction (Paid for)Visitor

Numbers

Chester Zoo 1161922

Studland Beach & Nature Reserve 1000000 E

London Zoo 883092

Longleat House 855235

Bristol Zoo 567142

Marwell Zoo 510955

Colchester Zoo 473228 E

Paignton Zoo 463546

Whipsnade Wild Animal Park 446829

Woburn Safari Park 424137

In Comparison to some European Zoos (2005)

*Admission

Name / City of Zoo

Attendance 2004

Size (ha) Funding Status

£7.28 Berlin Zoo & Aquarium

2,240,488 35 Share holder co + gov support

£7.15 Stuttgart 1,804,513 28 Corporation + gov aid

£9.03 Zurich 1,800,000 27 Non profit private corporation, aid from city

£7.94 Vienna 1,725,000 17 Nat gov corporation

£10.59 Arnhem (Burgers)

1,515,000 45 Private

£6.57 Basel Zoo 1,503,724 12 Non profit private foundation, aid from city

£10.92 Rotterdam 1,500,091 26 Non profit private foundation, aid from city

£1.93 Moscow 1,451,547 21 Municipal

£11.25 Emmen 1,400,000 36 Non profit

£5.95 Munich 1,387,732 36 Non profit

£5.81 Stockholm 1,293,704 33 Nat gov

£10.65 Copenhagen 1,232,599 11 Private trust + gov & city aid

£9.26 Genova 1,230,000 1 Municipal, admin by private company

£7.61 Leipzig 1,164,392 23 Municipal

£11.58 Amsterdam 1,130,000** 14 Foundation + city aid

£7.28 Berlin Tierpark 1,112,168 160 Non profit private foundation + gov aid

£3.66 Budapest 1,118,499 10 Municipal

£3.31 Karlsruhe 1,018,900 17 Municipal

£7.28 Hannover 1,010,201 21 Private co + gov aid

£14.95 Chester 1,087,000 44 Charity

£2.15 Prague 972,000 166 Municipal

Any Questions?