beartooth nature center
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Beartooth Nature Center. Problem. 1. The Beartooth Nature Center is unknown to its target audience in terms of both its existence and its mission. - PowerPoint PPT PresentationTRANSCRIPT
Beartooth Nature Center
1. The Beartooth Nature Center is unknown to its target audience in terms of both its existence and its mission.
2. The Beartooth Nature Center needs to identify the benefits for its target audiences to visit, care about, be involved, and continuously support its mission.
3. The Beartooth Nature Center has limited resources and thus must clearly identify its target audiences with the most growth opportunity.
Problem
Gender and Society's Gender and it's effect on two animal rights campaigns•Deals with Gender. When a campaign is
gender specific it runs the risk of losing part of its target market. In this case, one campaign was successful while the other did not adhere to the gender principle and failed.
The marketing strategy focuses on the residents that live in the county. There may be some environmental
issues in the area, and if the Nature Center can act as a spearhead to
develop and disseminate environmental information to the
public, including local schools, the local people may become more aware of the Nature Center and
support what it's doing.
Secondary Research
The Arctic Refuge Defense Campaign
• Reasons for Success• Helped bring awareness to the community about that the climate crisis
• This can help to bolster support for local greenhouse gas reduction measures and build the national mandate for strong federal action immediately
• Talked about how the animals would be affected
Chesapeake Bay Stewardship Program
• Reasons for Success
• Hot community topic• Went directly to the community and explained the importance of keeping the water way clean
• Focus area wasn’t over whelming
• Researched the Community before campaigning
• They have an established Non-profit organization Friends of the Occoquan
• Knew demographics
Chip Hold Nature Center
• Reason for Success • Hired professional staff
• Used college interns and volunteers to augment programming and instruction
• Secured funding for personnel services
• Developed programming in partnership with schools
• Developed marketing strategies for the four county target service area
• Developed public and private partnerships
Secondary Research Cont.
Awareness Study: Team Wilkinson 151% of respondents aware of BNC.60% say featured animals are primary reason
they visit 60% will visit for more than once60% want updated exhibits to keep interested70% will visit while in Red Lodge25% will make it a primary destination33% are aware of its mission85% think it is a benefit to children
Research
Team Van Maren 1The Beartooth Nature Center needs to identify
the benefits for its end user target audiences to visit, care about, be involved, and continuously support its mission.
1. 62.1% of 30 respondents are willing to travel 1-60 miles to arrive at the zoo.
• 37.9% - “Most definitely”would visit• 40% were aware
Research
Team Wilkinson 2The Beartooth Nature Center needs to identify the
benefits for its Donor target audiences to visit, care about, be involved, and continuously support its mission.
1. Quantitative Survey 2. Sample size of 5000 from Donor list3. Research Instrument approved4. Analysis in Spring 2011
ObjectivesFind out motivation of donors.Find intrinsic and extrinsic incentives
Research
Team Van Maren 2The Beartooth Nature Center has limited
resources and thus must clearly identify its target audiences with the most growth opportunity.
Current visitors are mainly women with families 90% Female 8 people that accompanied were 41 years old or older 7 people that accompanied were 5 years old or younger
Almost all visitors were tourist rather than residents Only 2 respondents from Montana(Red Lodge, Sidney)
5 people heard through friends or family100% of respondents personally enjoyed viewing the
animals the most
Research
Overall research conclusions1. Overall area residents have a lower awareness
(40%) level than familie (50%). Unless there are groups attending, the primary visitors to BNC are tourists from out of state as guests of their Red Lodge friends. This means there is a greater opportunity for an increase in visitors from residents. Also residents bring tourists as guests and create a base a repeat customers as well as donors.
2. Families and schools will provide the majority of the visitors as 86% of the people surveyed agreed that children would benefit from visiting The Center.
3. According to the data collected a billboard would not be the best option for the Beartooth Nature Center to increase it’s awareness.
Overall research conclusions Cont.1. TV ads or using the internet to promote its
business is the best option for the Beartooth Nature Center.
2. The majority of the people surveyed (77%) were either neutral or unaware of The Centers’ mission meaning it doesn’t need to re-focus its mission but make it more well-known.
3. 61% of the people surveyed agreed that feature animals are typically the reason they are interested in visiting a zoo while only 9% disagreed.
• Strengths• Community support• Logo, Website• Open daily all year • Low-cost and tax deductable• Good location, close to Yellowstone• Most inclusive native wildlife facility in the
regionWeaknesses Out grown current facilityAnimal turnover FundingUnhealthy on a landfill They don’t have a main attraction animalE.g. the tiger at Montana ZooAdvertisingNot publicized enoughNot enough signs to easily attract people driving throughLocation isn’t well known•
Strengths and Weaknesses Overview
Good relationship with outside competitors/businesses
Community support
Good story
Land free and clear to use
Great web design and information
‘Going green’
Education building on site with instructors
Open daily all year
Strengths Cont.
• 19,000 total Students• Elementary- 22 Schools• Middle School- 7 Schools• High school- 4 Schools
School District
• Highway 212 Billings to Red Lodge- 356,000 vehicles last year
• Beartooth Rally- 10,000 total visitors• Red Lodge Ski- 110,000 total visitors• Red Lodge Iron Horse and Parade- 90,000 total
visitors
Regional Tourism
• Yellowstone County- 129,352• Other Counties- 30,350• Big Area Events- 300,000• Zoo Visitors- 70,000
Area Population/
Large Events
Key Opportunities
•Wild at Heart•Feast for the Beast•Howl at the MoonEvents
•Pet Smart•Veterinarians•Kenmark (Fox)•Yellowstone Valley Woman’s Magazine•Harley Davidson•Pierce
Donors/Sponsorships
•Tourism Infrastructure Investment Program (TIIP)•Environmental Education Grants Program•Montana Legacy Project (preserving Montana land) Increased access to public landGrants
Key Opportunities Cont.
Threats
Competition for
funding
Economic Downturn
Competition of
Rivalry
Threats Overview
Tourism
Not Primary Destination
Location is hidden
BNC may be too inconsistent with main
purpose
Unawareness
Weather
Elementary Schools
Cost of Field Trips
Logistics of Planning a Field Trip
Acquiring Chaperones
Fitting into the Curriculum
Montana Fair, Zoo Visitors
(370,000)More Exotic Animals at
the Zoo
Larger Facility at the Zoo
More Activities to do in the Billings area
Fair usually takes up a full day
Additional Traveling to BNC
Threats by Target Market
Donors/Sponsors
Limited Donation Pool
Donors/Sponsors would rather donate to businesses that are more
visible to the public
Donors/Sponsors may not support the idea of building a larger facility
Inconsistent with brand image
Economic/Environmental
ThreatsCost/limited time
Capacity of Red Lodge
Weather/Seasonal
Bad Highway
Budget Cuts for Schools
Threats by Target Market
All Tourism Targets 560,000
Elementary Schools22 schools(approximately 8,000 families)
Montana Fair, Zoo Visitors370,000
All Donor Sponsor Targets
Target Market
Reach Think Feel Do25% 12% 6% 3% 938,000*3%
= 28,140
Marketing Objectives
Means End Chain
Universalism
Donors
Tourists
Residence
Stimulation
Tourists
Residence
Hedonism
Tourists
Residence
Power
Donors
Achievement
Donors
Self direction
Donors
Perceptual Map Donors
Distant Tragedies
Social/Self Satisfaction
Personal Causes
Obligation/Pressure
BNC
United WayHaiti
Child Sponsorship
Perceptual Map Residents
Spectator
Unique to Montana
Available Anywhere
Participator
BNC
The Zoo State Fair
The Nile
Perceptual Map Tourists
Spectator
Certainty
Uncertainty
BNC
Participator
Yellowstone Skiing
Rodeo
Needs to includeCertaintyParticipationPersonal CauseUniversalismHedonismStimulationAchievement A unique and guaranteed interaction with
Montana’s rescued wildlife
Brand Statement
Befriend the Beast
Focus group testing begins in JanuaryThree different campaign tones
Humorous animal personification Heartfelt connection with humansEscape to nature
Graphics use live animals in videos and photography as heroes
High quality production Intended result is to establish a personal
connection
Creative Brief
We get a lot of tail at the Beartooth Nature Center
At the Beartooth Nature Center…
Every animal has “equill” rights
We All Have a Tale…
Learn Theirs at the BNC
Take a “paws” and relax at the beartooth nature center
Research, Budget, Timeline
Final Creative
Summary Of Focus Group Findings
Group comprised of 5 females, 1 male. All females worked at Elder Grove Elementary School in Billings, MT. All participants had children, and had also heard of the Beartooth Nature Center. Three of the group members had attended the Center at some point in time.Print Advertisements:
Raccoon: everyone liked. Suggested that this be the artistic poster to give away and sell. Also, use this picture to encourage donations on website.
Fox “tail to tell”: everyone liked. Best for educational and promotional flyers (schools). Mountain lion: most liked, but did not like that it was caged in. General Promotional Suggestions: -put website on all promotional items -mention available tours -mention how to donate
Television Scripts: Raccoon: everyone liked. Fox: everyone liked, especially the suspenseful music and the interaction with Jeff. Lions: most liked. Porcupine: everyone strongly disliked. Family: everyone disliked. General Television Suggestions:
-end all with the owls -end all with audio and visual that tell the customer where to go -everyone liked funny commercials because they catch attention and people talk about them -encourage donations with fox commercial -make sure to mention Red Lodge and Montana (where animals are native) -add map and website to commercials at the end
Review Final Scripts
Summary of Donor Research
Donor Proposal SummaryDonors would like to sponsor specific animalsDonors believe that BNC needs to use donations for advertisingHousing only native animals to the region is important to donorsConvenient giving is important Most donors do not read the financials from the BNCDonors encourage a new facility for the BNC and would like updates on the progress
Become a Wild Parent Annual DonationsBrochure with donor information
What it means to be a Beartooth Nature Center Donor
BillingsEvent Proposal The Scout Show- March 19, 2011
No charge, offering inside or outside booth Located at Pavillion at Metra Park Contact: Shelli Butz at (406)671-1569 Hand out or offer pamphlets and brochures about family events at the center, also offer
membership forms Wants the kids to engage with the animals, this includes touching them and petting them Possible petting zoo Shelli wants a poster promoting the scout show hung in the visitors center (attached with
admission form) Big Sky State Games- Summer 2011
Cost is minimum $500 for sponsorship- this gets you in the program and flyers in the bags Possible partnership could be available Wake Up Your Life- new run put on by BSSG on June 18, 2011. Negotiations for sponsorship
pricing still in process. Put on by Blue Cross Blue Shield. Contact Karen Gall at (406)254-7426 Billings Mustangs
Radio/Print combo- includes a half page advertisement and an announcement on the radio during home games. Cost is $792
5 night event sponsorship- sponsors 5 home games per sponsor (multiple sponsors) for $625, or $1,000 gets 5 night sponsorship and a half page in the program
Season for the Mustangs run June to September 2011 Help the fan club with 50/50 sales, you split the winnings with the fan club or boosters if you
help out, and you get 25% of the pot, usually around $150 a night for the help
Red Lodge Home of Champions Rodeo and Parade- July 2-4, 2011
Float in the parade- free of charge Hand out fliers while walking through the parade Booth at the parade with animals (appropriate for a rodeo setting, barn animals). This could be
a petting zoo on the rodeo grounds Advertisements in the women’s magazine in Red Lodge available Hand out flyers at parade and rodeo Contact: Shari DeSaveur at (406)446-2422 for advertizing in the magazine, also advertising
rep. for rodeo Contact: Glory Mahan at (406)446-1232 for parade opportunities Contact: Jody Klessens at (406)425-1687 for information on animals appropriate for a petting
zoo on the rodeo grounds Beartooth Rally / Iron Horse Rodeo- July 15-17, 2011
Petting zoo and posters throughout the event Owner of Bone Daddy’s in Red Lodge runs the rally Contact: Tim Buckstead at (888)827-2663 Tim is willing to help, said BNC does food at the rodeo Talked about hanging posters at the event and handing out flyers
Other events to advertise with posters or flyers include events at Red Lodge Mountain Resort during the winter months. Also advertising with posters in the town of Red Lodge would get the name out to tourists that the BNC does exist and is another attraction in town. For events at Red Lodge Mountain, contact Jeff Carroll at (406)446-2610 ext. 104, or email [email protected].
Attachments: Scout Show poster to hang in the BNC until the show and a booth admission form, Billings Mustangs advertising price card
Event Budget Scout Show
Free of charge 300 fliers 2 posters
Big Sky State Games $500 for sponsorship Minimum 3,000 fliers
Billings Mustangs Radio/Print Combo- $792 No fliers No posters
Home of Champions Rodeo and Parade Free of charge 500 fliers 1 poster
Beartooth Rally Free of charge 500 fliers 1 poster
Total- $1,292 Fliers- 4,300 Posters-4
School Curriculum Kindergarten
Presentations will be between 30 minutes to an hour. Presentations will be tailored to suit age group; fun and exciting without being
overly technical. Children in this age group will receive a small poster and a flyer to take home to
their parents. The flier will have a coupon that has a ‘free admission’ for a child when they are
accompanied by a paying adult. 3rd Grade
Presentations will be between 45 minutes to an hour. Presentations will be slightly more technical than the kindergarten group, but
not overwhelming to students. Children in this age group will receive a small poster, flyer to take home (with
admission coupon) and trading cards. When the entire set of trading cards is collected, students will be able to take them
to the BNC for a free admission for themselves and an accompanying adult. School/Grade Assemblies
Presentations will be tailored to fit the needs of the school and could be the normal 45 minutes to one hour or longer as needed.
Presentations will be tailored to fit the education grouping; if it is a K-6 assembly, then the material will be applicable and interesting to the entire group.
http://www.beartoothnaturecenter.org/Site/Media/slideshow.html?backgroundColor=%23000000&reflectionHeight=100&reflectionOffset=2&captionHeight=100&fullScreen=0&transitionIndex=2
Onsite field trips The BNC already has their own set-up for offering on site field trips,
but could benefit from the school district knowing more about the field trips that it offers.
Website The website address should be placed on every piece of printed
material that goes out. It has many valuable learning tools on the website and this information should be made available to those in the education community in order to further garner interest.
The website should also be ‘shown’ during presentations. Trading cards
The trading cards should focus on the ‘8’ most popular animals. (Bears, mountain lions, raccoons, porcupine, wolves, owls, lynx and fox.) Their ‘tale’ should be printed as well as their statistics (age, diet, species, etc.) on the back of the card. When the entire set is collected, Jeff has agreed that it can be turned in for a free admission, which should be printed somewhere small on the back of the card as well.
Parents information Parents should receive a flyer with every child that attends a
presentation. This information will go home with the children. On that flyer, the website address, phone number and hours of operation should be available. This is the flyer that will have the ‘free’ admission coupon.
Events Schools Donors Tourists TotalsFlyers : 5000
10,000 10,000 5,000 25,000
Big Posters : few
1000 500 1000 2500
Med Posters: 500
500 500 1000
Banners: 4 2 1 5
Materials Required
3/21 3/28 4/4 4/11 4/18Shoot Photography$1000
Shoot Film$1000
Finalize Designs$1000
Edit$1000
PrintSign Contracts$2 to $4,000
Schedule
Media ScheduleRegional EventsRed Lodge EventsSchool PromotionsWebsiteCarbon County News YouTube and Public RelationsTelevision- PSA's NBC ABC CBS FOX BresnanOutdoorHighway SignDonor Sponsor Materials
Total Cost
April MayOctober June JulyJanuary February MarchAugust September November December
ItemPhotography $1500Film $2000Design $2000Printing $2500
Budget