Tracy Aviary That IsCOMM 3630 Absolute Communication Tom Love, John YoungrenUniversity of Utah, Dept. of Communication23 Nov. 2015

TEAM TRACYGordon SmithAdison RiceCaroline MoretonDenail ChurchillAbraham Tinklepaugh

Our band of “Twitchers”British word for birdwatcher

Gordon Smith, PR/Planning/Launch/$

Adison RiceResearch/Design/creative

Caroline Moreton,Social Media/PR

Abraham TinklepaughEditor/Layout/Media/PR

Denai Churchill,Graphics/Design/Creative

TEAM TRACY

Vision & MissionTracy that is, not the Aviary that was

VISIONOur ultimate goal is to increase profits, and elevate interest in Tracy Aviary, by promoting the Tracy Aviary that is and will be, rather than the Tracy that was.

Our MissionGrassroots

MISSIONOur mission is to launch a successful grassrootscampaign that will increase Tracy Aviary memberships, by cultivating excitement for upcoming exhibits, and by reintroducing its image as the Tracy Aviary that Is, now a far more valuable attraction.

CLIENT - Tracy Aviary that is, not wasCONSUMER - Diverse personas from all walks of lifeCOMPETITION - The Other Players

“3 C’s” Market AnalysisClient, Consumer, Competition

ClientMarket Analysis

Tracy ValuesIf Tracy Aviary was a person, she’d be:

Honest

Friendly

Hard-working

Captivated by nature

Concerned about wildlife

Family & community-oriented

She’s a “hoot” to be around

S.W.O.T. AnalysisStrengths, Weaknesses, Opportunity, Threats

STRENGTHS• Personalized interaction with birds from around the globe

ALL-YEAR ROUND• More Bang for your bill compared to other activities• Located at the heart of historic Liberty Park • Tracy Aviary is a special part of our Salt Lake community• Renovated space and new exhibit• Diverse revenue streams offer flexibility• One of only two aviaries in the US• Community & Conservation

S.W.O.T AnalysisWeaknesses

WEAKNESSES• Seasonal, dependent on Mother Nature• Smaller budget compared to competitors• The “Old Tracy Aviary”, competing with old prejudices• Not well known, obscure to some degree• Hidden, difficult to find, but…

S.W.O.T. AnalysisOpportunity

OPPORTUNITY• People love Tracy Aviary• New Treasures of the Rainforest exhibit• Target audience uses social media daily• Renovations redefine the Tracy image• Venue and special event rentals• Partnerships with each new share

S.W.O.T. AnalysisThreats

THREATS• Andy is an aging superstar• Economic downturn • Lack of funding/smaller budget• People remember Tracy that was• Competitors

ConsumersDiversity from Stroller to Corporate

Stroller Moms (younger in Utah)Weekend DadsGrandparents

Children of all agesMillennials/Couples

Corporate

Image query:Tracy Aviary stroller Moms from Google images

Birders from all walks of life…Consumer Personas

Tamie (late 30’s/early 40’s)Tamie is a stay-at-home mom looking to take her kids onadventures during the day. Tamie’s been to Tracy Aviaryonce this year already. She enjoys places that provide peaceand quiet for herself as well as fun for her kids. She hasfound that it is too much work to take them to an amusementpark. Tamie Spends her spare time on Pinterest as well asTwitter and Facebook.

Away from Zoo crowds,in the open

Birders from all walks of life…Consumer Personas

Walter (early 30’s) Walt is a single dad who’s always looking for fun weekend activities to share with his kids. Walter remembers the old Tracy, but hasn’t been back since the renovations. He enjoys Utah’s natural beauty, and wants to share his love of nature with his kids. He listens to sports radio and likes to stay current through social media.

Image harvested from Google, query: “Daddy’s Tracy Aviary”

Birders from all walks of life…Consumer Personas

JeffJeff is a student. He has been trying to build up more courage to ask girls out on dates. He has been out on a few but Jeff doesn’t have much money and is looking for an alternative to dinner and a movie. He enjoys going to the Park Café for breakfast.

From Google Images, query: “Date at Tracy Aviary”

Birders from all walks of life…Consumer Personas

Ron and Ginny (60-ish)Ron and Ginny have many grandchildren. Usually they take the grandkids out to the park to run around and play games. They haven’t been to Tracy Aviary since the renovations. They want somewhere the kids can play without worry. Ron and Ginny get their news from radio, television, or Facebook.

Bill and Monica Bill and Monica are madly in love. They’re looking for a unique wedding and reception venue that won’t break the bank. They have been to Tracy before, but didn't know about Chase Mill event rentals. They have many in-state family members, and need somewhere close. Monica does the majority of the wedding planning. She’s often on Tumblr, Pinterest, and Instagram.

Elisha and Todd’s Amphitheater Reception at Tracy Aviary, via Google Images

Birders from all walks of life…Consumer Personas

Birders from all walks of life…Consumer Personas

Photo by Trent Nelson, Salt Lake Tribune

Lisa (early 20’s)Lisa is a new student at the University of Utah. She’slooking to experience everything Utah has to offer. Lisahasn’t heard of Tracy Aviary yet, and she’s eager to makefriends. She’s usually busy until noon-ish, and hasbeen looking for new things to do. She uses Facebook forcommunication and news.

Competitor AnalysisThe Other Players

The Other Players• The Hogle Zoo• Lagoon• City Creek• Natural History Museum• Liberty Park

Consumer Survey Have you been to Tracy Aviary this year?

“Have you been to Tracy Aviary in the last year?”

City Creek SurveyWhere have you been this year?

City Creek Survey“Have you been to Tracy Aviary in the last year?”

We surveyed 20 local residents at City Creek Mall, a premier shopping destination full of diverse crowds.

FINDINGS● Recent visitorship at Tracy Aviary is on the rise● People who already know Tracy Aviary really appreciate it● Many who had not been to Tracy weren’t from Utah, and had

not heard about Tracy Aviary● 20% of respondents had year-long memberships

Image rescued from Google, via CityCreek.com

Brand StrategyWhat we already know...

September 2013 - August 2015 35% growth

September 2013 – August 2015 showed 40% growth

September 2013 – August 2015 showed 115% growth

February 2014 – August 2015 zero presence to 461 posts and 1787 followers

Brand StrategyNumbers to think about 2014 - 2015

Numbers from 14-15• Membership - $65,000 ~1,800 households• Gift Shop revenue is $145,000• Education revenue is $55,000 – includes outreach,

camps and classes• Admissions revenue (126,000 visitors) was $350,000.

We are budgeting $385,000 in FY16

Brand Strategy30/30/30/10

Tracy Aviary 30/30/30/10 Rule30% third-party content30% original engaging content30% be the expert10% shameless self-promotion

Brand StrategyWhere, How, Because

We want to...1. INSPIRE the minds/opinions of

target audience/demographic 2. INCREASE revenues through3. AWARENESS, ATTENDANCE and

ENGAGEMENT with the Tracy experience that is, and will be.

Brand StrategyHow do we get there?

Work, analyze, produceWe get there by...1. WORKING work with Tracy Aviary2. ANALYZING historical information, primary and

secondary data3. PRODUCING multiple options that Tracy Aviary can

choose from

This will work Because…1. Campaign will increase

engagement online.2. Because we are not only a

part of the crowd whose attention we want,

3. We specialize in coming up with creative solutions to unique opportunities.

Campaign ConfidenceEngaged, Aware, Specialist

Brand StrategyPlatform

PLATFORMPOSITION

Tracy Aviary is about community and conservation, not just cool birds

PROMISEPhenomenal bird education and world-class experience

PERSONALITY“Our smile is our uniform.”

Tracy Aviary’s MessageConservation, Experience, People

THE MESSAGECONSERVATION

A tradition of conservation. Tracy Aviary is the oldest free-standing aviary in the US

EXPERIENCERelaxed, open space for play, learning and special events

PEOPLE

Who inspire curiosity and caring through education and conservation

#HM

#HatchingMoreA Tag to Do More

#HatchingMorecuriosityweddings

awarenessnights together

world-class experienceplay

conservationlearning

communitypartnerships

adventuregifts

explorationcrafternoons

Media Strategy Audio Inspiration for Broadcast

“Inspire Your Curiosity at the new Tracy”

Image from TracyAviary.org via Goohgle ImagesEngage Imagine Learn

Media Strategy#HatchingMore Weddings

Media Strategy#HatchingMore Kid for a Day

Looking out the window at banners after Tracy,Charlotte said, “I’d like to see bigger, and more colorful ones.”

After the VisitPicasso’s Banner Idea

Not to disappoint, we came up with this bird-painted design, applicable as a bus-stop broadside, invitation, postcard, or a wrap for the bus itself...

Bird-painted

“That’s a Picasso”

Media Strategy Wear to Share T

#HatchingMore

Media Strategy#HatchingMore From Crafternoons to Gift Shop

Media StrategyLittle Hatchlings Crafternoon

Hatching your creativity

Crafternoons at Tracy Aviaryby Denai Raquel

Media StrategyMonthly “Crafternoon”

Media StrategyMonthly “Crafternoon”

Media StrategyMonthly “Crafternoons”

Media StrategyMonthly “Crafternoons”

Social Media StrategyPinterest

• Include Tracy Aviary wedding and event pictures • Also include wedding cake ideas • And other wedding ideas unrelated to the aviary • Monthly Little Hatchlings Crafternoon

Media Strategy#HatchingMore Open Mic at Tracy

• Attract older millennials to Tracy Aviary• Possibly alcohol • Amphitheatre is a perfect venue for spoken word • Themes to raise awareness, generate interest, and most

of all, to bring people together at Tracy Aviary#HatchingMore Nights Together

Media StrategyReusable Bags

• Sold at Whole Foods, Sam Wellers Bookstore and the Gift Shop at Tracy Aviary

• At checkout, customers can donate $2 to Tracy Aviary, for which they will receive a reusable Tracy Aviary bag

• Perfect for the environmentally conscious because Tracy Aviary is the moral alternative to Hogle Zoo

Media StrategyReusable bags

Social Media StrategiesTwitter

• Instead of pushing Instagrams to Twitter, upload pictures directly to Twitter with new caption

• It’s less convenient to click a link in a Tweet than to look at a picture in a Tweet

• Tweet a bird fact every Friday, with the hashtag #TracyBirdFactFriday or #TracyFactsFriday

Current Twitter Page

Our Idea

Social Media StrategyYouTube

How we want to use YouTube• Video idea, “The day in the life of a Tracy bird”• Video idea keepsake event or wedding videos• The second most popular video on the current page is

of an eagle for an eagle scout court of honor….from 5 years ago! this can be improved

• Crafternoon Videos• DIY crafting videos

Community PartnershipsPromotion, Events, Local Merchants

Park Cafe PromotionalCorporate/Keepsake EventsLocal Merchant Ideas• Whole Food’s at Trolley Square• Sam Weller’s Bookstore, Public Library, • Red Cross • Big Brothers• Odyssey House of Utah (alternative

activity for Adolescent Odyssey House)• United Way (Continuing Partnership)

United Way, Salt Lake Internal Campaign eventUnited Way Internal Campaign wrapped up with a luncheon at Tracy Aviary, catered by Sugarhouse BBQ. http://goo.gl/4Mmj7s

Budgets$$$

• $2,000 to YouTube ads• $20,000 for Radio ads• $20,000 for Web banners

$500/mo for monthly Crafternoons

• $1,200/yr for mailers and paper goods

• $5,000 to Twitter promotion• $3,000 to Pinterest

promotion

HASHTAGS ARE FREE!!

MeasurementsGift Shop, Memberships, Education, Visitors, Budget 2016

• Gift Shop revenue is $145,000• Membership - $65,000 ~1,800 households• Education revenue is $55,000 – includes outreach,

camps and classes• We had 126,000 visitors, admission revenue was

$350,000.• We are budgeting $385,000 in 2016

MeasurementsAttendance, events, membership, social media

• 300% increased attendance for all events in the future• 90-100% booked for events/wedding during peak

season• 20% attendance/membership increase from last year• Differentiating social media presences• 30% of all social media will be user generated

QUESTIONS?Thank you, Tracy Aviary

PLEASE DON’T FORGET ABOUT OUR PRECIOUS RAINFORESTS. THEY’RE IMPORTANT TO ALL OF US.

Systems Thinking

#HATCHINGMORE