marketing at chester zoo. mission statement to be a major force in conserving biodiversity worldwide
TRANSCRIPT
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Marketing at Chester Zoo
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Mission Statement
To be a Major Force in Conserving Biodiversity
Worldwide
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Conserving biodiversity worldwide
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Education CharityWe get no aid or regular grants from the government
(unlike museums)
BUT . . .
We can reclaim VAT on most thingsWe qualify for Gift Aid
We do not pay full Business Rates
98% of our income comes from our visitors
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Zoo Income 2006
45%
6%14%
30%
2%
2%1%
Admissions (£8,635,000)
Memberships(£1,192,000)
Monorail (£468,000)
Education and Research(£103,000)
Donations (adoptions,donations and Gift Aid) -(£2,680,000)Shops and restaurants(£5,758,000)
Other (£463,000)Total income £19,299,000
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Zoo Expenditure 2006
Plus capital expenditure = £5,200,000
48%
6%
5%
0%
4%
33%
4%Animals and Plants(£9,037,000
Marketing (£1,045,000
Education (£957,000)
Research (£52,000)
Outreach (£685,000)
Costs of generating funds(£6,067,000)
Other (£793,000)
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Chester Zoo Marketing Objectives
Marketing
1. Maintain existing business.
2. Core communication.
3. Delivering excellent service.
4. New product development.
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Market Research
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Visitor Profile
0
5
10
15
20
25
30
35
40
0 to
11
12
to 1
5
16
to 1
9
20
to 2
4
25
to 3
4
35
to 5
4
55
+
Age category
Perc
enta
ge o
f vis
itors
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0
50000
100000
150000
200000
250000
j f m a m j j a s o n d
Month
Nu
mb
ers
of
visi
tors
When do visitors come to the zoo?
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Chester Zoo 2007 Annual Plan PlannedTotal
Publication Size Promotions No Budget Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov DecTelevision Weeks
Granada Television 30"/10" Commercial x 200 TVRs Easter 2 £49,000.00Granada Television 30"/10" Commercial x 100 TVRs May Bank Holiday 1 £24,000.00Granada Television 30"/10" Commercial x 100 TVRs Spring Bank Holiday 2 £24,500.00Granada Television 30"/10" Commercial x 400 TVRs Summer Holidays 7 £79,000.00
Yorkshire Television (West) 30" Commercial x 100 TVRs Easter 2 £37,500.00Yorkshire Television (West) 30" Commercial x 50 TVRs May Bank Holiday 1 £16,000.00Yorkshire Television (West) 30" Commercial x 50 TVRs Spring Bank Holiday 2 £16,000.00Yorkshire Television (West) 30" Commercial x 200 TVRs Summer Holidays 7 £54,000.00
£300,000.00Inserts Inserts
Daily Mail - Weekend 420,000 Inserts - Granada Pre Easter 1 £12,600.00Daily Mail - Weekend 250,000 Inserts - Yorkshire Pre Easter 1 £7,500.00
670,000 in total
Closer 122,000 Inserts - Granada Pre Summer 1 £3,416.00Closer 115,000 Inserts - Yorkshire Pre Summer 1 £3,220.00Heat 87,000 Inserts - Granada Pre Summer 1 £2,436.00Heat 80,000 Inserts - Yorkshire Pre Summer 1 £2,240.00Now 74,000 Inserts - Granada Pre Summer 1 £2,072.00Now 50,000 Inserts - Yorkshire Pre Summer 1 £1,400.00Radio Times 124,000 Inserts - Granada Pre Summer 1 £3,844.00Radio Times 140,000 Inserts - Yorkshire Pre Summer 1 £4,340.00
792,000 in total £43,068.00Press Insertions
Local Press Feature Support Various tbc £20,000.00National Press - North Editions Snatch Space Contingency Various tbc £20,000.00
£40,000.00Radio Weeks
105.4 Century FM 30" Commercial x 5 OTH Half-Term 2 £12,000.00Chester's Dee 106.3 FM 30" Commercial x 5 OTH Half-Term 2 £500.00MFM 103.4/ Classic Gold 30" Commercial x 5 OTH Half-Term 2 £1,100.00Real Radio (Yorkshire) 30" Commercial x 5 OTH Half-Term 2 £5,200.00
Chester's Dee 106.3 FM 30" Commercial x 5 OTH Frost Fair 2 £500.00Key 103 & Magic 1152 30" Commercial x 5 OTH Frost Fair 2 £9,600.00MFM 103.4/ Classic Gold 30" Commercial x 5 OTH Frost Fair 2 £1,100.00Radio City & Magic 30" Commercial x 5 OTH Frost Fair 2 £9,000.00
£39,000.00Additional ActivityGuiding Magazine Full Page Colour Gereric Offer 1 £1,975.00Scouting Magazine Full Page Colour Gereric Offer 1 £3,200.00
Data Base Marketing 43,000 Addresses Families Direct 1 £5,250.00
Viral Marketing 75,000 E-mails/SMS Messages Various 1 £11,625.00£22,050.00
Media Budget £444,118.00
2007
Media plan for 2007
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67%
10%
9%
9%5%
TV (£300,000)
Newspaper Inserts(£43,000)
Press (£40,000)
Radio (£39,000)
Other (£22,050)
Media breakdown 2007
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Competitors’ spends per visitor
Ad budget / Visitors
£0.00£0.10£0.20£0.30£0.40£0.50£0.60£0.70£0.80£0.90£1.00
• Based on MMS spends which tend to underestimate actual spends
• £300k budget represents 26p per visitor (MMS spend £173k only 15p each)
• Not excessive compared to similar attractions and competitors
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30 min = 17%
30-60min = 41%
60-90min = 19%
90-120min = 9%
120mins+ = 15%
Where do our visitors come from?
120min
90min
60min
30min
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Market penetration
21%
9%
4%
2%
0%
5%
10%
15%
20%
25%
0-30 min 30-60 min 60-90 min 90-120 min Over 2 hours
visits as a % of population
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The Marketing Mix
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Product
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Place
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110 acres open to the public, 400 acres owned by NEZS
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Price
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Attraction Adult price
Chester Zoo £10.95* (off-peak) (14.95* peak)
London Zoo £16.00*
Knowsley £11.00
Blue Planet £12.00
Alton Towers £32.00 (£24.00 online)
* Includes a Gift Aid donation
A comparison of some 2007 prices
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Promotion
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TV Advertising…
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Press advertising and Posters
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Press advertising and Posters
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Printed promotional material
Leaflet
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Leaflet - inside
Printed promotional material
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Memberships and adoptions leaflets
Printed promotional material
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Publicity
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Celebrity/VIP Visits
Bill Oddie David Attenborough
Prof. Robert Winston
Elizabeth Hurley
Nick Knowles
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Newspaper publicity
Into Soap magazine
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The Sun
Newspaper publicity
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Wildlife Magazine
1977
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How much publicity does the zoo attract?
Press
100 press releases – many more newspaper stories
Television and Radio
Equivalent advertising value of £6 million!
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Competition
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VISITS MADE IN 2006 TO VISITOR ATTRACTIONS (Source: ALVA)
SITETOTAL VISITS CHARGE/FREE % +/-
Blackpool Pleasure Beach 5,730,000 F -4%
Tate Modern 4,915,000 F +21%
British Museum 4,837,878 F +7%
The National Gallery 4,562,471 F +9%
Natural History Museum 3,754,496 F +22%
Science Museum 2,421,440 F +19.8%
Victoria and Albert Museum (South Kensington) 2,372,919 F +24%
Tower of London 2,084,468 C +7.9%
St Paul’s Cathedral 1,626,034 F/C +17%
National Portrait Gallery 1,601,448 F +4%
Tate Britain 1,597,000 F -8%
National Maritime Museum 1,572,310 F +3.7%
Kew Gardens 1,357,522 C -10.4%
Edinburgh Castle 1,213,907 C +2%
British Library 1,182,393 F +6%
Chester Zoo 1,161,922 C +6.7%
Eden Project 1,152,332 C -2%
Canterbury Cathedral 1,047,380 F/C -0.7%
Westminster Abbey 1,028,991 C +0.1%
Roman Baths & Pump Room, Bath 986,720 C +3%
National Gallery of Scotland Complex 942,788 F/C +26.2%
ZSL London Zoo 905,303 C +7.6%
National Rail Museum 902,149 F +17%
York Minster 895,000 F/C +11%
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Chester Zoo and other English wildlife attractions (2006)
Wildlife Attraction (Paid for)Visitor
Numbers
Chester Zoo 1161922
Studland Beach & Nature Reserve 1000000 E
London Zoo 883092
Longleat House 855235
Bristol Zoo 567142
Marwell Zoo 510955
Colchester Zoo 473228 E
Paignton Zoo 463546
Whipsnade Wild Animal Park 446829
Woburn Safari Park 424137
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In Comparison to some European Zoos (2005)
*Admission
Name / City of Zoo
Attendance 2004
Size (ha) Funding Status
£7.28 Berlin Zoo & Aquarium
2,240,488 35 Share holder co + gov support
£7.15 Stuttgart 1,804,513 28 Corporation + gov aid
£9.03 Zurich 1,800,000 27 Non profit private corporation, aid from city
£7.94 Vienna 1,725,000 17 Nat gov corporation
£10.59 Arnhem (Burgers)
1,515,000 45 Private
£6.57 Basel Zoo 1,503,724 12 Non profit private foundation, aid from city
£10.92 Rotterdam 1,500,091 26 Non profit private foundation, aid from city
£1.93 Moscow 1,451,547 21 Municipal
£11.25 Emmen 1,400,000 36 Non profit
£5.95 Munich 1,387,732 36 Non profit
£5.81 Stockholm 1,293,704 33 Nat gov
£10.65 Copenhagen 1,232,599 11 Private trust + gov & city aid
£9.26 Genova 1,230,000 1 Municipal, admin by private company
£7.61 Leipzig 1,164,392 23 Municipal
£11.58 Amsterdam 1,130,000** 14 Foundation + city aid
£7.28 Berlin Tierpark 1,112,168 160 Non profit private foundation + gov aid
£3.66 Budapest 1,118,499 10 Municipal
£3.31 Karlsruhe 1,018,900 17 Municipal
£7.28 Hannover 1,010,201 21 Private co + gov aid
£14.95 Chester 1,087,000 44 Charity
£2.15 Prague 972,000 166 Municipal
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Any Questions?