Tucson Zoological Society

Marketing Case Study

Background:

The Tucson Zoological Society partnered with LP&G to create a strategic marketing plan and increase exposure of Reid Park Zoo. The goal of the project was to drive front gate traffic in order to boost membership, interest, knowledge and involvement. A combination of pro bono and paid services by LP&G allowed the TZS to maximize reach with their limited resources.

Goals:

•	Increase front gate visitation in order to increase membership, interest, knowledge and involvement
•	Increase Hispanic population visitation

Research:

A unique research model evaluated what themes would increase visitation (both first-time and repeat) as well as identified what messages would work across different market segments. It also revealed an under-valued and under-marketed demographic audience: the Hispanic family.

The research found that visitors' key reason for enjoying the zoo was that it was a great place to be outdoors with the family.

Strategies and Tactics:

•	Recommended that the existing Reid Park Zoo logo be refreshed - the word "zoo" was not prominent in the visual, making it hard to read
•	Planned, created and implemented an awareness campaign. A variety of media was used, and many of the "buys" were donations by local media outlets, saving the Society tens of thousands of dollars:
	•	Print advertising in local newspapers
	•	Outdoor boards
	•	Bus benches
	•	Radio spots
	•	Sponsorship tie-ins
•	Combined the campaign theme "Come Play Outside" with animal photography from the zoo through the generous contribution of zoo docent/photographer, Fred Hood. The professional-quality images paired with the new logo and colorful graphics created a fresh and fun look for the zoo
•	Organized several special events involving a variety of partners. Live radio remotes with local Spanish stations helped increase awareness to this new target audience, as well as Spanish language out-of-home media
•	Recommended investment in a zoo mascot, and procured a plush, friendly-looking lion. A naming contest provided the focus for one of the radio remotes
	•	At the "Name Our New Lion Contest" event the zoo partnered with a local Pepsi distributor to sample a new soda, and local Wendy's restaurants also provided dessert coupons and promoted the event on tray liners in their outlets
	•	Temporary tattoos of "Leo" were given out at the event, and children who had chosen the winning name were invited back to the zoo for a group photo, which was later sent to them
	•	Leo continues to make appearances (in his logo vest) at a variety of zoo and city functions and family events
•	Designed new rack card, replacing the an existing brochure. Intead of a four-panel version, a new two-sided card in both Spanish and English was created. This piece is distributed regionally, and that is also given away at functions as take-away information
•	Produced a variety of logo items like water bottles and mouse pads to be given away at events

Results:

Gate traffic during the image campaign was up nearly 8% over the previous year, while nationally zoo attendance was down approximately 3%.

Read about our work for Long Realty.