understanding audiences cct 10 21 10
DESCRIPTION
Chicago Zoological SocietyTRANSCRIPT
Understanding Two Diverse Audiences
Chicago Zoological Society
Jo-Elle Mogerman
Christopher Panek
Chicago Zoological Society
• People = Conservation currency
• Operates Brookfield Zoo
• 2M+ guests annually
• 100K+ member households
Selected Audiences• Two audiences
– Latino– African-Americans
• Why?
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Members who Reside inCook County
Non-Members whoReside in Cook County
CZS Staff
Cook County Population(2009)
Caucasian
Non-Caucasian
2010
Process
• Literature review• Focus Groups
– Leisure time decision making– Product offering/messages
• Recommendations on how to– Increase membership– Increase gate
Key Findings• Key pieces of information for
decision making is hard to decipher– What to expect from the
experience – Admission price options– Hours of operation– How to get here
• Upon explanation membership is appealing
Key FindingsLatinos-Acculturation• 1st Generation
– Zoo experienced as adult– ↑Language barrier– Use word of mouth & local
information sources
• 2nd Generation & Beyond– More likely to do what they
did as children– ↓Language barrier – Varied media
African-Americans-Cultural lens• Respect• Representation• Varied media
Key FindingsLeisure Values• Fun• Active• Educational• Family
Actions and Results• Diversifying images in advertising and
membership pieces• Testing different direct mail membership
lists• Testing different marketing strategies
Latino Member Households
3.00%
5.00%
7.00%
2006 2007 2008 2009
Actions and ResultsNon-Member Visits
9.0%10.0%11.0%12.0%13.0%14.0%15.0%
2006 2007 2008 2009 2010
AA
Latino
Member Visits
3.0%
5.0%
7.0%
9.0%
11.0%
2006 2007 2008 2009 2010
AA
Latino
Next Steps
• Develop messaging that is inclusive of African-American leisure values– Advertising– Membership
• Examine membership offerings and presentation
• Examining our gate presentation• Considering quantitative research
Questions?