Marketing at Chester Zoo. Mission Statement To be a Major Force in Conserving Biodiversity Worldwide.
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Marketing at Chester Zoo
Mission Statement
To be a Major Force in Conserving Biodiversity
Worldwide
Conserving biodiversity worldwide
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
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
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)
Chester Zoo Marketing Objectives
Marketing
1. Maintain existing business.
2. Core communication.
3. Delivering excellent service.
4. New product development.
Market Research
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
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?
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
67%
10%
9%
9%5%
TV (£300,000)
Newspaper Inserts(£43,000)
Press (£40,000)
Radio (£39,000)
Other (£22,050)
Media breakdown 2007
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
30 min = 17%
30-60min = 41%
60-90min = 19%
90-120min = 9%
120mins+ = 15%
Where do our visitors come from?
120min
90min
60min
30min
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
The Marketing Mix
Product
Place
110 acres open to the public, 400 acres owned by NEZS
Price
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
Promotion
TV Advertising…
Press advertising and Posters
Press advertising and Posters
Printed promotional material
Leaflet
Leaflet - inside
Printed promotional material
Memberships and adoptions leaflets
Printed promotional material
Publicity
Celebrity/VIP Visits
Bill Oddie David Attenborough
Prof. Robert Winston
Elizabeth Hurley
Nick Knowles
Newspaper publicity
Into Soap magazine
The Sun
Newspaper publicity
Wildlife Magazine
1977
How much publicity does the zoo attract?
Press
100 press releases – many more newspaper stories
Television and Radio
Equivalent advertising value of £6 million!
Competition
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%
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
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
Any Questions?
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