2010 - 2011 Annual Report - Zoos South Australia

CONTENTSYear In ReviewWild TimesCommunications & PartnershipsCommunicationsPartnershipsCommunity PartnershipsFundraisingMarketingTourismMedia PartnershipsMembership And Animal AdoptionBequestsGrantsVisitor ExperiencesEvents ReportVolunteer ProgramsHuman ResourcesFinancial ReportAdmissionsFinalsMarketing2010 – 11 has seen a shift from general tactical marketingactivity throughout the year to a more focused quarterlycampaign structure. This approach generates greater cutthrough,is more efficient and enables cross functionalcollaboration to produce integrated marketing solutions.This methodology will be greatly enhanced into the future.In addition to the introduction of quarterly campaigns,the need for integrated marketing across all disciplineshas become a priority. Developing campaigns which includetraditional marketing, online, PR, and other teams suchas visitor experience, membership/sponsorship and eventsgives us the opportunity to promote the same message atthe same time.To reflect this approach the areas of Public Relations andOnline were restructured and integrated into the Marketingteam within 2010 – 11.The key quarterly campaigns implemented during theyear included the introduction of four female chimps toMonarto. This campaign was designed to raise awarenessof Monarto Zoo and provided consumers with a compellingreason to visit. The chimps arrival was effectively used toraise awareness for Monarto Zoo in general. The marketingactivity included heavy Public Relations and an integratedabove the line campaign including bus backs, full page pressadvertisements and posters. The campaign also employeda significant web presence to drive consumers to bookadmission tickets on-line.The campaign resulted in increased levels of attendance atMonarto Zoo and significant PR exposure of the new femalechimps arrival to the group.Marketing – 1 of 2