The Palm Beach ZooA Look At Strategies to Meet The

Mission

Presented by:RedRopes DigitalAugust 2014

The Zoological Society of the Palm Beaches exists to

inspire people to act on behalf of wildlife and the

natural world.

Challenge:

How to increase awareness of and attract visitors to the zoo to engage with the wonder of wildlife and leave visitors committed to doing their part to conserve animal habitat and our

natural resources.

Let’s Break this into Three Objectives

• Increase awareness & attract visitors

• Create fun and informative ways to engage with wildlife

• Deliver the conservation message

Where Do we Start?

Research!• Understand the

target market• Identify Competition–Other entertainment

options–Other charitable

opportunities–Other partnerships

• Benchmark other zoos, aquariums museums, attractions

Engage stakeholders

(staff, community, board) “Brain

Trust”

Target Market : Visitors

Palm Beach Local Florida Local

(families, singles, teens/tweens)

Seasonal ResidentsVacationers

Target Market : Partners

Business Press Thought leaders

What will motivate them to visit or work with the zoo?What’s the best way to deliver our conservation message?

Competition

Where can our target market go instead the zoo? Can we bring some of that to the zoo?Can we Partner with our competition?

What do other zoos, aquariums do to raise awareness and attract visitors?How do they deliver the conservation message?Who else can we look at to benchmark?

Benchmarking

• People are in different places when it comes to conservation• Lots of people want to do right by the planet but don’t know where to start

What’s the best way to deliver our conservation message?

Action Plans developed using

Classical Strategic Planning

ObjectiveStrategy

Tactic

Action Plan – Attract & Increase Awareness

Strategy: Target Local Palm Beach & surrounding counties residentsTactics: • Advertising and PR – align all

efforts under editorial calendar• Execute events targeting families

and singles• Execute online with Yelp, Trip

advisor, Local bloggers• Tie into national events with

specific programs ( Earth Day, etc.) Update website to include animal bios, revise blog to make more personal, expand YouTube Channel/Instagram

• Schedule quarterly photo contests, Develop “tweet From the zoo” program

Action Plan – Create Fun Ways to Engage with WildlifeStrategy: Develop fun educational programs and signage working with business partners to help fund exhibits and activities at the zooTactics:• Cross promote with local

businesses quarterly – (Whole Foods has strong local programs)

• Discuss permanent exhibits with large companies headquartered in PB county ( Office Depot, Jarden)

• TBD – stakeholders ( staff/board) will play a large role in developing tactics to create signage and activities in the zoo.

Action Plan – Deliver Conservation Message

Objective: Deliver the conservation messageStrategy: Connect people to conservation with immersive experiences Tactics: • Create wallet fold-out brochure

(seafood watch) for RSPO Palm Oil

• Focus on “Edutainment” for zoo signage

• Create engaging/ interactive experiences in the zoo

• Explore how we can work more with top national groups (WWF Rainforest, RSPO, )

• Pick a quarterly topic to complement our main “Palm Oil” message

Educate

Entertain

Empower!

Simply Put

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