ADOPTING A HUMAN ANIMAL AT THE CALGARY ZOO

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ADOPTING A HUMANANIMAL AT THE CALGARY ZOO

• How Do You ZOO??

Thursday September 23, 2004
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Whats 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

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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

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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

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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

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Whats 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

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• 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

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• Teachers School Groups
• A living classroom
• Witness nature in addition to reading about it

• Retirees Empty Nesters
• Youve got the time (weekdays) and to learn
  and enjoy
• Think about your legacya donation perhaps

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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

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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

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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

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Our Commercial Messages
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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

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Membership
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Families, Kids, Tourists
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Planned Giving
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Corporations
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Conservation Research
Corporate
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Education
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Seniors
Adopt An Animal
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When one tugs at a single thing in nature, he
finds it attached to the rest of the world.

• John Muir
• Conservationist