Zoos

ZoosHalit Akcaglayan | Naresh Bhaskar | Chad Carter

Connie Chen | Teguh Djojoargono

Heinz, CMU | Spring 2000

95-731: Business Strategy and Electronic Commerce

Non-Profit to Consumers

Players around the worldSanDiego Zoowww.sandiegozoo.org/

Switzerlandwww.zoo.ch/

Lincoln Park Zoo, Chicagowww.lpzoo.com/menu.html

New Zealandwww.aucklandzoo.co.nz/

Cincinnati Zoo and Botanical Gardenswww.cincyzoo.org

Australiawww.wps.com.au/business/taronga/taronga.htm

Canadawww.torontozoo.com

Brazilwww.bauru.com/zoo

Demarkwww.knuthenborg.dk

Spainwww.zoomadrid.com

Germanywww2.zoo-hannover.de/zoo

Japanwww.hokkai.or.jp/kushiro-zoo

Basics

Missions: Conservation of wild life, species, nature, habitats or environment.

Sources of Financial Support: Ticket sales, donations, corporate sponsorship, special events.

On-line Services: Online store, Ticket sales, Membership, Donations, Information (news, maps, directions), Education.

Categories: Animal zoos, aquaria, research oriented zoos, virtual zoos, safari parks.

Zoo Index:http://www.mindspring.com/~zoonet/www_virtual_lib/zoos.html#indexes

Sample Front Page (Denmark) www.knuthenborg.dk

Main Englishlanguage page

Menu of optionsfor navigation

Opening page of the site

Sample Zoo Store (U.S.) www.sandiegozoo.org

San Diego Zoo:http://www.shopzoo.com/home.html

The store at theSan Diego Zoo sitesells stuffed animals

Main menu onopening page of theSan Diego Zoo site

Target Audience

Primarily targeted at the populationof the city the zoo is located in

Constituents:– School groups– Tourists– Children and families– Citizens supporting wild life and

habitat preservation

Attracting customers

Discount Promotions Local Corporate Sales National Corporate & Military

Sales Special Market Sales Travel Industry Sales Convention & Catering Sales Ads in the Media Flyers, Posters, Banners

Provision of information on the mission of the wild life park/zoo

Introduction of the features of the actual site and prices

Introduction of the amusement, education and research programs for children and adults (e.g. birthday parties at zoo, research and recreation centers on wild life protection)

Discounted family membership program Voluntary animal adoption program in

return for donations

Attracting customers (continued)

Value added

Ticket programs Special tours Catered events (e.g. birthday parties)

Picnics, excursions Donor clubs Information provision Educational features Shopping outlet

Value added (continued)

Online video clips – Panda Cam (San Diego Zoo)

“Panda Cam is history-in-the-making. Never before have this many people been able to watch a giant panda mother raise her newborn infant.” - Giant panda team leader

“Thank you, thank you. I’m mesmerized by the Panda Cam. And so are my kids.” – Elaine G.

“The response to Panda Cam has been phenomenal”

- Zoo’s Web manager

Value added (continued)

Partnership opportunities: Opportunities for corporations that

include sponsorship, cause-marketing, licensing, advertising, and possibly co-branding.

Strive to exceed both the partner’s and the zoo’s own shared marketing objectives, while maintaining commitment to mission.

Deliver consumer loyalty, a great sales climate, year-round benefits, community roots and international recognition.

Sample Prices : San Diego Zoo

Membership options:

$76 Dual Membership – 2 adults in the same household

$60 Single Membership – 1 adult

Both options include:– 1 year's free unlimited admission to the

San Diego Zoo and Wild Animal Park– 2 free guest passes ($35 value)– 1 year's subscription to “Zoonooz”

magazine ($15 value)

Sample Prices : Cincinnati Zoo

$270 Associate Club Membership:– 2 adults at 1

household and children

– free parking– 8 free guest passes

$140 Patron Club Membership:– 2 adults at 1

household and children

– free parking– 6 free guest passes

$64 Family Membership:– 2 adults at 1

household and children

$53 Single Parent Membership:– 1 adult and children

$38 Individual Membership:– 1 adult

$31 Student Membership:– 1 full-time college

student

Trying zoos online

Email notification when the zoo puts new exhibits and attractions online

Online gift membership offer Promotions from the online zoo store News and articles related to current

wildlife and habitat conservation issues

An “Online Zoo” is a virtual zoo on the web that only provides information on animals and locations to see them. Note that such zoos may be for-profit or not-for-profit outfits.

One shot to repeat customers

Educational features: Source of information for children on wildlife

School affiliate program: Generate repeat visits from student body

Donor/Member-only areas: Offer additional information and features

Collect membership information: Initiate data warehousing and make intelligent use of customer database

One shot to repeat customers (continued)

Virtual safaris: Video clips and image albums to simulate safari experience

Interactive games for kids on the site Animal sounds: Audio clips that quiz

children to match images and sounds Pet-related information for children and

parents; Partner with SPCA Regular updates: Prompt customer to

check back often for new zoo stuff

Recommendations

Implement better-designed, attractive, user-friendly interface

Include “Search” functionality Partner with Rainforest Café:

– Coupons for dinner at the restaurant – Vouchers for free visits to the zoo

Generate donations for “Protect-a-Species” program, through clicks to sponsors, as in the Hunger website.

Recommendations (continued)

Information on restaurants, hotels, airport access & rental cars in the area

Partner with online city tour operator Choice of shipping carriers and other

parameters for zoo store Advance permission marketing to

achieve donor agreement to auto-deduct donations on periodic basis

Raffles, accumulate points, giveaways