Marketing 2008 Nn

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

97% of our income comes from our visitors

Zoo Income 2007Zoo Income 2007Zoo Income 2007

47%

31%

3%

10%

7%2%0%

Admissions (£10,318,000)

Memberships (£1,432,000)

Monorail (£520,000)

Education and Research(£43,000)

Donations (adoptions,donations and Gift Aid) -£2,080,000Shops and restaurants(£6,634,000)

Other (£558,000)Total income £21,585,000

Approximate spend per head £15

Zoo Expenditure 2007

Plus capital expenditure = £3,476,000

53%

5%4%

0%

3%

31%

4%Animals and Plants(£11,438,000)

Marketing (£1,045,000)

Education (£879,000)

Research (£40,000)

Outreach (£722,000)

Costs of generating funds(£6,841,000)

Other (£884,000)

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

When do visitors come to the zoo?

0

50000

100000

150000

200000

250000

300000

Nu

mb

er o

f V

isit

ors

Month

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

30 min = 17%

30-60min = 41%

60-90min = 19%

90-120min = 9%

120mins+ = 15%

Where do our visitors come from?

120min

90min

60min

30min

The Marketing Mix

Product

Place

Price

Attraction Adult Price (peak)

Child price

(peak)

Chester Zoo £14.95* £10.95*

London Zoo £17.00* £13.50*

Knowsley £12.00 £9.00

Blue Planet £13.95 £9.95

Alton Towers £35.00 £26.00

* Includes a donation

A comparison of some 2008 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

Zoo Days

Worth 4 million pounds in advertising

How much publicity does the zoo attract?

Press

148 press releases – many more newspaper stories

Television and Radio

Equivalent advertising value of £6 million!

Competition

Visitor numbers to other tourist attractions 2007(Source: ALVA)

  Site Total visits Charge/Free % =/-

1 Blackpool Pleasure Beach 5500000 F -3

2 British Museum 5418265 F/C 12

3 Tate Modern 5191840 F 6

4 The National Gallery 4159485 F -8

5 Natural History Museum 3600119 F -4.1

6 Science Museum 2714021 F 11

7 Victoria and Albert Museum (South Ken) 2435300 F 3

8 Tower of London 2064126 C -1

9 National maritime Museum 1695739 F 10

10 St Paul's Cathedral 1623881 F/C 0

11 National Portrait Gallery 1607767 F 0.5

12 Tate Britain 1593277 F/C 0

13 Kew Gardens (RBG) 1427096 F/C 5.1

14 British Library 1355425 C 15

15 Chester Zoo 1335773 C 6.7

16 Edinburgh Castle 1229703 C 2

17 ZSL London Zoo 1132366 C 25.1

18 Eden Project 1128107 C -2.3

19 Caterbury Cathedral 1068244 F/C 2

20 Westminster Abbey 1058362 F/C 2.9

In Comparison to some European Zoos

*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?