ADOPTING A HUMANANIMAL AT THE CALGARY ZOO

How Do You ZOO??

Thursday September 23, 2004

What’s the Calgary Zoo to you ?

A place to see animals

A place to save animals

A place to learn about animals

A place to smell animals

A place to give to animals

A place to care for animals

A quiet place to relax

YES, all that plus….

A relaxing stroll in the gardens

The coolest playground in the city

A place to save the planet

A quiet oasis in the middle of downtown

A one-of-a-kind kids summer camp

A place for fun and learning all in one

Who would we like to message with?

• Families• Kids• Adults – no kids• Educators• Donors• People who care about the environment• People who like to learn – science types• Flower children• Corporations

Who are these groups?

• Families – females 25-44 w/ kids under 9• Kids – all kinds big and small• Double Income No KidS-gardening, learning,

committed to environmental causes• Teachers, School Groups – a living classroom• Retirees, Empty Nesters – donations, gardening,

learning• Corporations – meetings, AGMs, fancy functions

What’s our message to each of these groups

Families (females 25-44 w/ kids under 9)• Value for entertainment $• Safe place to take the kids• Different way to learn• Start the appreciation for the

environment• Great family outing

Kids – all kinds , big and small

•Coolest playground in the city

•Awesome animals

•Different than school learning

Adults – (D.I.N.K.S.)

•A place for relaxation and beauty (After Hours)

•Help support us for the next generation

•Ease your social conscience

Teachers & School Groups

•A living classroom

•Witness nature in addition to reading about it

Retirees & Empty Nesters

•You’ve got the time (weekdays) and $$$ to learn and enjoy

•Think about your legacy…a donation perhaps

How do we know what the message should be?

• Clearly articulated corporate objectives• Defined target markets and target audiences• Ongoing membership and customer research• Annual focus groups• Participation in omnibus studies by outside consultants• Continual analysis to further customer

understanding

Media & Public Relations…..planting the seeds !

• Need to exercise caution with the sheer volume and variety of messages

• Catchy stories are good but must always fit our 4 pillars – conservation, education, recreation and scientific study

Media & Public Relations…..what seeds to plant ?

• With heightened environmental awareness we are able to balance our lighter stories with ones that highlight our conservation involvement

• Over the course of a year we receive in excess of $1 million in publicity value

Our Commercial Messages

Memberships• May 1, 2002 launched a two tier system• Designed to differentiate between those seeking

purely recreation at a discount and those that may respond to a higher calling– Save the planet– Ego stroke– Want privilege and prepared to pay

Membership

Families, Kids, Tourists

Planned Giving

Corporations

Conservation Research Corporate

Education

Seniors Adopt An Animal

When one tugs at a single thing in nature, he finds it attached to the rest of the

world.

John Muir

Conservationist