Group 2Ashley, Meg, Nicole, Courtney

Situation/Issue AnalysisSituation/Issue AnalysisThe LP Zoo is looking for ways to

increase ticket salesRaise awareness of adult and

educational programs at the Zoo

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Organization AnalysisOrganization AnalysisThe Lincoln Park Zoo has been in

existence since 1868 The largest and most popular zoo

in ChicagoLow awareness/visibility of

Educational ProgramsLow visibility for Adult Programs

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Facebook: Who’s Facebook: Who’s Checking InChecking In

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Twitter: What People are Twitter: What People are Saying Saying

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Publics Analysis (Education): Publics Analysis (Education): Current Customers/MembersCurrent Customers/MembersLives in cityAge 46-48, female, Caucasian,

kids at home Average income: $85,000, College degree: 90% Loves the Zoo and feels an

emotional bond Visits 7 times a year and uses

benefits Social Media savvy

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Publics Analysis (Education): Publics Analysis (Education): Desired Customer Desired Customer Non Zoo Members Mothers

◦New to education programs◦Social Media Savvy◦Tweens/Teens

Heavy Social Media Users Twitter, Facebook, FourSquare, Blogs Live near Zoo

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Publics Analysis: Main Publics Analysis: Main CompetitorsCompetitorsShedd Aquarium

◦ Asleep with the Fishes Overnight Program; Teen Work Study; Club Shedd; Spooky Seas Family Overnight

Brookefield Zoo◦ Sleepover Safaris; Windows into the zoo; Zoo World

Patch

Field Museum◦ For Teens- Take the Field; Youth Design Team; Digital

Planet

Museum of Science and Industry◦ Science Minor Clubs; Science Minors; Science

Achievers; Snoozeum; Saturday Science Club

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Campaign ObjectivesCampaign ObjectivesIncrease awareness of adult

events and educational programs by 25% by September 2012

Increase social media engagement/activity by 25% by September 2012

Increase attendance at zoo events by 10% by September 2012

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Strategies – Education Strategies – Education ProgramsProgramsConduct traditional and social

media outreach to build awareness

Build audience for education programs by linking to concepts with strong appeal

Engage potential and repeat attendees

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Tactics – Education Tactics – Education ProgramsPrograms

Conduct media outreach and increase visibility to build awareness•Mommy blogger event•FourSquare education event badge•Twitter accounts for popular animals•Increase visibility at zoo

Build audience by linking to concepts with strong appeal•Education-themed birthday parties•Summer camp discount•Jammin’ discount

Engage potential and repeat attendees•Zoo intern blog•Jr. zookeeper program•LPZoology degree

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Awareness Tactics – EducationAwareness Tactics – EducationMommy Blogger Event

◦ Have special event for local mommy bloggers and their kids Thechicagomoms.com and secondcitymommy.com.

◦ Attend an educational program VIP feeding time Go behind the scenes (reptiles-kids get to

touch one) Meet zoo intern; introduced to zoo intern blog See the baby monkey Refreshments provided

◦ Messaging: Exclusive event, chance to get special access to zoo, preview a program with their child

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Awareness Tactics – Awareness Tactics – EducationEducation

◦Offer zoo badge on FourSquare. Users “check-in” to get a discount on

educational programs for their children

◦Create Twitter accounts for popular animals (similar to @BronxZooCobra) Tweet educational idea from animal’s

perspective “Come see me eat dinner and learn about my

time in the wild today at 5!

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Awareness Tactics – Awareness Tactics – EducationEducation

◦Promote education programs to zoo visitors Posters in women’s bathroom/on bathroom

stalls Create educational program calendar that is

easily visible by zoo visitors◦Incorporate education program

messaging into animal feedings ◦Enhance education programs visibility

on Zoo website◦Messaging: The zoo’s education

programs explore zoo experiences not available to the public.

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Enhance Appeal Tactics – Enhance Appeal Tactics – EducationEducationBirthdays at the Zoo

Wrap educational program in an animal-themed birthday party Apes, big cats, bears

Scavenger hunt takes kids behind-the-scenes at the zoo

Messaging: Unique, trendy birthday party idea that also incorporates education, one-up other mothers with fun and education based party that keeps kids busy

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Enhance Appeal Tactics – Enhance Appeal Tactics – EducationEducationHost Jammin’ at the Zoo concert

featuring a tween artist to promote education programs◦Potential Radio Disney partnership◦Receive discount to education

program with Jammin’ ticketSummer camp attendees get

discount on education program

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Engagement Tactics – Engagement Tactics – EducationEducationIntern Blog

◦Calendar of educational events◦Educational posts◦Downloadable activity sheets◦Links to main LPZ website◦Messaging section

Direct Messages “Wall” posts Live chatMessaging: Information is educationally based,

and teens will look up to and aspire to be zoo intern

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Engagement Tactics – Engagement Tactics – EducationEducationJr. Zookeeper mentorship program

◦Select older teens from nearby universities mentor young teens about biology at the zoo.

Award Lincoln Park Zoology degree◦Child who attends three programs

Messaging: Teens look up to college students and aspire to be like them, so give them a positive role model/mentor for education

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Increase awareness of adult events and education programs

by 25% by September 2012

Conduct media outreach and

increase visibility to build awareness

• Mommy blogger event

• FourSquare education event badge

• Twitter accounts for popular animals

• Increase visibility at zoo

Increase Social Media Engagement/Activity

by 25% by September 2012

Build audience for education programs

by linking to concepts with strong appeal

• Education-themed birthday parties

• Summer camp discount

• Jammin’ discount

Increase attendance at Zoo events by 10% by September 2012

Engage potential and repeat attendees

• Zoo intern blog• Jr. zookeeper

program• LPZoology degree

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Publics Analysis (Adult): Publics Analysis (Adult): Potential CustomersPotential CustomersLives in city21+ age group In college /recent graduates and

young professionalsHeavy social media usersVisit the zoo occasionally/have

positive emotions towards zooLooking for different events in

the city21

Tactics: Adult EventsTactics: Adult Events

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Build audience by linking to event’s special interest•Wine tasting event• Partner with

local wine bars•Photography event•Horticulture • Farmers

markets

conceptsconcepts with high-appeal

concepts

Engage potential and repeat attendees•Tweet chat•Guest blog posts on specialty blogs linking to LPZ main website•Facebook albums•FourSquare Badges

Conduct media outreach and increase visibility to build awarenessBlogger EventSpecific tweets about adult eventsTandem tweets with local wine barsIncrease visibility at the zoo

Awareness Tactics: Adult Awareness Tactics: Adult EventsEventsBlogger Event

◦ Invite niche bloggers to event at zoo Wine (atfirstglass, chicagofoodies) Photography (chicagouncommon) Horticulture (sprouthome)

◦ Inform bloggers of adult events available at the zoo

◦ Offer them a discount at a future adult event◦ Have zoo experts guest blog on niche sites◦ Tweet chat with experts

Open to members, twitter followers, blog followersMessaging: Exclusive event to inform online

gatekeepers, inform wider public of zoo events

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Awareness Tactics: Adult Awareness Tactics: Adult EventsEvents

Place informational posters in high traffic areas of zoo

Use QR codes on posters at zooRetool website to showcase

adult events and include testimonials

Messaging: You are already at the zoo, why not check out one of these events

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Special Interest Tactic: Adult Special Interest Tactic: Adult EventsEvents Host wine tasting events at Café Brauer

◦ Partner with local wine bars (Kafka Wine Co., Vrai Amour, The Poison Cup)

◦ Local wine sommelier gives a presentation about wines being offered

◦ Presentation on adult events by zoo expert Takeaway from event (ex. Wine and Wildflowers

miniature bottle of wine with wildflower seeds) Draw winners from filled out surveys at events

◦ Winners receive bottle of wine from partners

Messaging: Mutual benefit, get to try out two Chicago businesses at once. There is more to the zoo than just the animals

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Lincoln Park Zoo

Wine & Wildlife

Name: Email:How did you hear about our event?

Please circle 1-5 for the fallowing questions(1=Very Dissatisfied, 5=Very Satisfied)

1)Rate the overall experience 1 2 3 4 5 2)Quality of presentation 1 2 3 4 5

3)Quality of presenter 1 2 3 4 5 4)Chances of you returning 1 2 3 4 5

5)Would you recommend this event to a friend? 1 2 3 4 5

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Special Interest Tactics: Special Interest Tactics: Adult EventsAdult Events Photography

◦ Host ticketed event giving attendees special access for photographing the zoo

Presentation from a photography expert (blogger) Expert on zoo adult events serves as host/emcee for

event Informs attendees of other popular adult events

Themed (Nocturnal animals, reptiles, etc.) Takes place after zoo has closed

Horticulture and gardening◦ Work with local farmers markets to cross promote adult

events◦ Place booths at farmers markets

Give out seed packets with event information printed on the packets to avoid waste

Discount if you return seed packet at the event

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Engage Tactics: Adult Engage Tactics: Adult EventsEventsTweet Chats with experts from adult eventsZoo experts guest blog on niche blogs from

blogger event, links to main LPZ siteEarn FourSquare Event BadgesCreate Facebook albums from events

◦ Allow attendees to post their own photos to album

◦ Select winner for best photo (prize is discount on an adult event)

Messaging: The same tools you used to find out about the events can now be used to interact with other to share your experiences and learn more.

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Increase awareness of zoo programs by 25% by September

2012.

Conduct media outreach and

increase visibility to build awareness

•Blogger Event•Specific tweets about adult events•Tandem tweets with local wine bars•Increase visibility at the zoo

Increase Social Media engagement/activity

by 25% by September 2012

Build audience for adult events by

linking to concepts with high-appeal

concepts

•Wine tasting event•Partnering with local wine bars

•Photography event•Partner with Farmers Markets

Increase attendance at zoo events by 10% by September 2012

Engage potential and repeat attendees

•Tweet chat•Guest blog posts on specialty blogs linking to LPZ main website•Facebook albums•Facebook event pages/event albums•Foursquare 29

Evaluation MethodsEvaluation MethodsHootsuite, bit.ly, kloutSurveys at eventsMeasure attendance at eventsMeasure increase in

tweets/mentions/#tagsMeasure increase in FB and

Twitter followersGoogle key words

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Campaign Schedule:Campaign Schedule:March •Begin social media efforts (FB, Twitter,

FourSquare)•Intern Blog

April •Start student sponsor program•Post schedules of animal feedings•Begin outreach to local wine bars

May •Place promotional posters materials in zoo•Contact mommy bloggers•Partner with local wine bar•Start tandem tweets with wine bar

June •Host mommy blogger event•Host wine tasting event•Host photography event•Reach out to niche bloggers•Participate in local farmers markets

July •Participate in local farmers markets•Host niche blogger event•Host public tweet chat for experts and bloggers

August Begin Evaluation

Beginning of September Finish Evaluation

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