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GO BANANAS! A PR CAMPAIGN FOR THE SANTA ANA ZOO


“This book is quite aPEELing.”

PRESENTED BY PUA SZE YUEN, LAUREN MEYER, TAYLOR HARTMAN, COLIN SOMMER & SHAUN HAYWARD

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INSIDE the peel

TABLE OF CONTENTS EXECUTIVE SUMMARY

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SOCIAL MEDIA

CLIENT FACT SHEET

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POSTER

INTRODUCTION

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CAMPAIGN MATERIALS

BACKGROUND

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FEATURE ARTICLE

SWOT ANALYSIS

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SPOKESPERSON BIO

SITUATION ANALYSIS

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PRESS RELEASE MEDIA ALERT

PART ONE KEY PUBLICS

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GOALS AND OBJECTIVES

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THE PLAN

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COMMUNICATION TABLE

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BUDGET SUMMARY

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CALENDAR

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EVALUATION OF CAMPAIGN

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PART TWO LOGO REDESIGN

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DIRECT MAIL

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WEBSITE

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NEWSLETTER

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MEDIA PITCH

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PART THREE RESEARCH OVERVIEW

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PRIMARY RESEARCH

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INTERVIEWS

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EVENT RECAP

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TREND RESEARCH

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BIBLIOGRAPHY

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THANKS A BUNCH!

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EXECUTIVE summary

Founded in 1952 with land donated by local citrus farmer, Joseph E. Prentice, the Santa Ana Zoo is home to over 121 species of primates, birds, reptiles, amphibians, and invertebrates. The zoo’s initial lease stipulated that the facility constantly holds fifty monkeys at a time, and that condition still holds true today. Accredited by the American Association of Zoos and Aquariums, the zoo focuses on instilling a passion for the natural world through conservation education. Exhibits feature animals from the rainforest, grasslands, and desert regions of South America, and transport zoo visitors to a place far from Orange County.

CORE PROBLEM/OPPORTUNITY If the Santa Ana Zoo does not increase their positive awareness in the community, the zoo will be unable to financially sustain their educational programs, conservation efforts and credibility with the public, which in turn will hinder the visitor’s experience, volunteer retention, donations and zoo membership.

CORE OBJECTIVES To increase the Orange County general public about the Santa Ana Zoo by increasing the awareness of their conservation and eduational programs.

CORE STRATEGIES To expand its target demographic by reaching out to college students and other target markets by repositioning the Santa Ana Zoo’s brand and image.

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CLIENT FACT sheet

FACT SHEET Mission: To instill a passion for the natural world through education, recreation and conservation. Organization: Operating as a non-profit organization separate from the city of Santa Ana, The Friends of the Santa Ana Zoo supports the zoo’s fundraising activities, as well as general operations, capital improvements and new program development. Membership to FOSAZ includes free admission to the zoo, with reciprocal admission to more than 100 zoos and aquariums, a subscription to the newsletter, a 10% discount at the zoo gift shop, and invitation to members events. History: The zoo opened in 1952 on land donated to the city by a local businessman and citrus grower, Joseph E. Prentice. He stipulated that the city maintain a park named after him, and display at least fifty monkeys. Facility: Major renovations to the grounds and exhibits in the late 1970’s led to accreditation by the American Association of Zoos and Aquariums in 1985. In 1990, the current master plan was adopted, which focuses on the diversity of wildlife in South America. The first phase, Amazon’s Edge, opened in September of 1993, and was folllowed by the Rainforest Conservation Exibit in May of 1994. The zoo’s first walk-through aviary, Colors of the Amazon, recreating a South American rainforest, opened in August of 1996. The year 2004 marked the opening of the Crean Family Farm featuring a farmyard and train ride. In spring 2010, Tierra de las Pampas opened, recreating the grasslands of Argentina, and with it, an exhibit for giant anteaters. These new exhibits, along with the zoo’s ongoing program of exhibit renovation advance the zoo’s mission of instilling a passion for the natural world through recreating, education and conservation. Programs: The zoo offers tours, zoo labs, scout programs, outreach programs, summer camps and on-ground presentations. Collection: 121 species, 11 endangered species, and 388 individual animals Hours: Everyday 10am - 4pm. Closed Thanksgiving Day, Christmas Day, and New Years Day. Admission: $7 for children and seniors, $10 for adults. Free for members.

1801 E. Chesnut Avenue, Santa Ana CA 92701 | Tel: (714) 647-6575 | santaanazoo.org

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INTRODUCTION campaign

Peel open the book, ripe with inspiration, a PR campaign that’s always in season

GO BANANAS!

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BACKGROUND info

Zoos today are used as learning tools for youth, and conservation for our ever-growing endangered species population. The zoo industry as a whole is growing at a rate where smaller zoos (operating as non-profits) cannot keep up with the ever-growing fiscal demands of running a facility and attracting visitors. Founded in 1952, The Santa Ana Zoo has geared its focus towards animals and plants located in South and Central America. The primary focus of the AZA accredited zoo is recreation, education, and conservation. It is home to four primary exhibits, Tierra De Las Pampas, Amazon’s Edge, Colors of the Amazon Aviary, and Crean Family Farm. Competition among zoos in southern California has increased due to much larger parks, like the San Diego Zoo and the LA Zoo, both of which host over 3,000 to animals in each park (Figuracion). The size of these parks have dwarfed zoos that are confined to a smaller area with no room to expand. They are able to open new exhibits frequently due to heavy funding and create campaigns that need not be approved by an outside entity. Zoos like the San Diego Zoo and LA Zoo are also able to hire staff and rely on employees rather than volunteers to handle all their marketing efforts, including the biggest one today, social media.

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SWOT analysis

STRENGTH A boutique zoo that focuses on animals and plants from Central and South America

THREATS Restrictions from the Santa Ana City Council

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WEAKNESS Lack of cohesive marketing materials, location, funds and community knowledge

OPPORTUNITIES New target markets and social media opportunities


SITUATION analysis

The Santa Ana Zoo is dedicated to conserving endangered species and plants from South and Central America. The Santa Ana Zoo offers educational programs, including summer camps and scout programs to educate zoogoers about the importance of preserving endangered species through the zoo’s conservation efforts. The zoo’s annual black-tie fundraiser, Zoofari, raises money for zoo improvements. The zoo hosts a myriad of special events, such as Boo at the Zoo, Brew at the Zoo and their summer concert series, Sunsets at the Zoo. For the 2012 fiscal year, roughly 280,000 guests visited the zoo. The Santa Ana Zoo primarily draws local residents, stroller moms, and mothers with young children to the facility. Zoo executives believe that the stigma that surrounds Santa Ana is one of the elements that brings a negative image to the zoo. There is little to no consistency with their marketing materials in terms of colors, layout and amount of content. These problems fall back on the city and the time-consuming approval process. This lack of support and urgency strongly impacts the zoo. However, with these issues come a variety of opportunities, including redesigning the zoo’s publications and capitalizing on the upcoming opening of the ocelot exhibit in 2014. The zoo has already formed partnerships with California State University, Long Beach, and this gives them the opportunity to form relationships with other colleges, including Chapman University, University of California at Irvine, and California State University, Fullerton. The goal of this campaign is to develop one cohesive marketing package to assist with the zoo’s image and increase their number of visitors.

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“The real banana split.” e

PART ONE 9


KEY publics

College Students

Stroller Moms

Elementary Schools

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KEY publics

College Students This public encompasses 18 to 23 year old students that are currently enrolled in a local college or university in Orange County. Although these students lack the funds to donate towards the zoo, they are highly interested in new and exciting weekend activities. The zoo offers a variety of programs that could be advertised and aimed toward this demographic. For example, Brew at the Zoo features beer tasting at their live music concert series, Sunsets at the Zoo. Most students are avid social media users and are constantly relying on peers and friends to spread news about popular activities and venues. By drawing in this demographic, the zoo would increase its popularity and prominence in the Orange County area. This target demographic could also pair up with the zoo for social functions, such as date parties, fraternity exchanges, welcome week or university programming events.

SELF INTERESTS Inexpensive activities, close proximity to campus, a unique weekend adventure or potential date night

INFLUENTIALS Other peers or friends, clubs on campus, including but not limited to: Greek life, university programming offices, student campus life offices, first year programming and housing, and orientation programming

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Elementary Schools Most public elementary schools have a standarized science curriculum that can utilize the zoo’s programs and facilities. The zoo has programs that run during the weekdays, and a Zoo-Mobile that can travel to Orange County schools and serve as a mobile habitat. Self-interests: Adding a supplement to subjects learned inside the classroom, bringing trained professionals into the school environment, inexpensive field trips, and the convenience of bringing the school closer to the zoo environment. Influentials: Orange County school districts, parents, teachers, principals, and California state educational requirements

Stroller Moms Many of the eduational programs at the zoo are targeted toward students in pre-school and elementary school. Mothers constantly looking to spend quality time outside of the home with their children. The zoo caters to this public with a myraid of programs and special events. Self-interests: Child-rearing, broadening their children’s educational opportunities, positive parent/child interactions Influentials: Parents at pre-schools, elementary schools, and teachers.

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GOALS & objectives GOAL # 1 To inform the Orange County general public about the Santa Ana Zoo and increase awareness of their conservation efforts and educational programs.

OBJECTIVES

• Post on Facebook approximately 2-3 times per day (10-15 times per week), on Twitter 4-5 times per day (20-25 per week), and write 2-3 blog posts per week about animal births, exhibit updates, volunteer opportunities, industry news, etc. • Reach out to editorial calendars (i.e., OC Weekly, Riviera and OC Register) about upcoming events • Create themed days to keep social media activities cohesive. For example: Monkey Mondays. Items posted are monkey themed to increase awareness about the zoo’s 50 monkeys • Achieve at least 5,000 likes on the Facebook page by summer 2013 (currently 3,086) and 5,000 followers on Twitter by summer 2013 (currently at 2,443) • Launch one social media specific campaign to announce the new ocelot exhibit in July 2013

GOAL # 2 To expand the zoo’s target demographic by capitalizing on the current stroller mom demographic and engaging college students and elementary schools by repositioning the zoo’s brand and image.

OBJECTIVES

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• Partner with student civic engagement and service departments in at least three Orange County colleges (i.e., Chapman University, University of California at Irvine, California State University, Fullerton) to provide service and volunteer opportunities • Collaborate with Greek life philanthropies to raise $5,000 by December 2013 • Host university events (i.e., greek events, orientation events) at the zoo to increase visitors and awareness within the college demographic • Cater to young adults by hosting early evening “festival” programs including concerts, beer tastings and farmer’s markets • Collaborate with local restaurants and vendors/food trucks to serve guests during events


THE PLAN

The “Go Bananas!” campaign is broken down into three sections to engage our three target demographics: COLLEGE STUDENTS STROLLER MOMS ELEMENTARY SCHOOLS

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COMMUNICATION table

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BUDGET summary

PRESS AND PROMOTIONAL NEWS RELEASE PRINT PRESS KIT NEWSLETTER ELECTRONIC PRESS KIT

0 0 300 500

WEBSITE UPDATE GRAPHIC DESIGN (CUSTOM SOCIAL MEDIA LOGOS) IN-HOUSE PHOTOGRAPHY IN-HOUSE COPY WRITING DOMAIN/HOSTING WEBSITE DEVELOPER (WEBMASTER)

300 0 0 30

SPECIAL EVENT POSTAGE SPECIAL EVENT MEDIA ALERT INVITATIONS (700 + INVITED) DJ/SOUND/LIGHTING RENTAL FOOD TRUCKS NO-HOST BAR(ONE BARTENDER AT $25/HR) TABLES CHAIRS TABLE LINENS/FLATWARE/PLATES/GLASSES IN-HOUSE PHOTOGRAPHY FACEPAINTER FLORIST POP UP TENT

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400 0 900 3000 0 70 200 1200 1000 0 200 300 300


MEDIA PITCH EMAIL

0

SPOKESPERSON BIO

0

ZOOMOBILE VISITS GAS ARTS SUPPLIES

300 400

MERCHANDISE BUMPER STICKERS MONKEY HAND KOOZIE BANANA KEY CHAIN CHILDREN’S ART KIT/SAZOO ACTIVITY BOOK REUSABLE WATER BOTTLES

TOTAL

400 100 600 200 300

$11,650

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CALENDAR of events

DAILY ACTIVITIES The following are daily goals regarding social media posting. These are to be executed after redesigning all social media platforms, and should be updated consistently in order to stay relevant and engaging. • One Facebook post • Two Twitter posts • One Instagram picture (uploaded to Facebook)

WEEKLY ACTIVITIES By updating these items weekly, social media platforms will continue to be effective, and target audiences will be engaged and interested in events at the zoo. • One blog post (two if there is an event one a specific week) • Send email blast • Update media list • Update merchandise and inventory

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MONTHLY ACTIVITIES The following would primarily be media activities and event planning. Prepare for each event well in advanced in order to be as efficient and organized as possible. • Create press kit • Write feature article • Write newsletter • Write SaZoo’s Bio • Create direct mail piece • Write press releases for news and events • Host audience specific events • Visit PTA meetings • Update website • Visit Farmer’s market • Write media pitch • Write newsletter

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EVALUATION of campaign

By meeting the goals below following the conclusion of the campaign, we can measure if the campaign has been successful.

OBJECTIVE # 1 Increase weekday visits by 1,000 people per month for 2013

EVALUATION TACTICS • Track weekday visits through regular statistic tracking on a monthly basis from January 2013 to December 2013 • Track event participation with an increase in attendance at all zoo events and aim for an increase of 25% • Use hashtags, retweets, likes, etc. on social media platforms to track visitors based on key publics • Increase the number of memberships in 2013 by 10%

OBJECTIVE # 2 Expand events to increase credibility and awareness for the top three target demographics

EVALUATION TACTICS

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• Attract stroller moms to events by engaging to local schools, 5-10 influential bloggers, participating in local farmer’s markets, and utilizing audience specific social media • Attract college students by increasing zoo awareness through special events that cater toward their interests with summer concerts, food and drink events, discounted tickets, and an efficient use of social media platforms • Target local elementary schools by increasing Zoo-Mobile visits in Orange County, host a student campaign, and increase school visits to the zoo


OBJECTIVE # 3 Increase stroller mom visits during weekday hours of operations

EVALUATION TACTICS

• Host 2-3 mother/child specific events per year • Participate in bi-weekly farmer’s markets in Orange County • Get one feature per month in a “Mommy Blog” and reach out to 2-5 blogs with zoo news and event announcements • Attend an elementary school welcome back week and speak at PTA meetings in surrounding communities

OBJECTIVE # 4 Increase zoo awareness with local college students

EVALUATION TACTICS

• Partner with local breweries for the “Brew at the Zoo” program to bring beer and food to the zoo facility • Invite 4 - 5 Southern California bands to the zoo’s summer concert series • Offer discounts on summer season zoo tickets to students with valid college student IDs • Reach out to University publications in the Orange County area to promote special events

OBJECTIVE # 5 Increase visits and field trips with local Orange County elementary schools

EVALUATION TACTICS

• Increase number of Zoo-Mobile visits by 10% in 2013 academic year • Increase student involvement with greater number of activities and expansion of zoo’s volunteer and educational programs. • Encourage local students to participate in volunteer opportunities at the zoo

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“Do you PEEL the fun?” e

PART TWO 23


LOGO redesign

LOGO REDESIGN The Santa Ana Zoo is a boutique zoo that is known as the “Home of 50 Monkeys.” The new logo reflects the “Go Bananas!” campaign, and adopts the yellow banana and monkey theme into the design. The logo will be consistently used without manipulation to maintain a strong brand image.

SYMBOLS The Santa Ana Zoo has an extentsive collection of primates. The “Go Bananas!” campaign is the rebranding initiative, and the monkey and banana symbols are used on the new logo.

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DIRECT MAIL

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WEBSITE

The website renovation will feature a new interface that ties into the new identity of the Santa Ana Zoo. It is clean and easy to navigate as the website cascades down to the following navigation tabs: home, about us, visitor information, education, contact and press. The homepage will have links to the different social media pages. This new look is a modern take on the current Santa Ana Zoo website.

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NEWSLETTER

MONKEY BUSINESS #GoBananas

SAZOO’s 61st BIRTHDAY

INSIDE THE PEEL

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UPCOMING EVENTS April 18 - 19: University of California Master Gardeners April 20: Zoo-B-Que June 9, June 23, July 7, July 21: Sunset at the Zoo August 24: Zoofari 2013

MONKEY CORNER: Their tails can be up to three feet long and they have opposable thumbs.

SANTA ANA ZOO 1801 E CHESTNUT AVE. SANTA ANA, CA 92701

redesign

santaanazoo.org

Monkeys live in groups, known as troops, and travel together to find food

STORY AND NEWSLETTER IDEAS - One feature story from each specific month in the voice of SaZoo - “Monkeying Around” section which gives facts about monkeys each week - A section for upcoming events and promotions - Follow Jazzoo throughout the summer as he gives updates on the concert series - Feature article about the banana campaign: conservation efforts, etc. - Story about a young child and their experience at the zoo - A section where members and zoo guests can rent out facility space with a number or email to contact

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SOCIAL MEDIA TWITTER

#DIY your own frosted animal cracker cookies tonight as a family http://bit.ly/17f9iuA A monkey is any primate that is not a human, prosimian, or ape #SAZOO #50Monkeys

Tweets should be posted 2-3 times per day, and should be engaging, entertaining and relate to values and goals of the Santa Ana Zoo (i.e., Conservation facts, industry news, SAZOO events, and exhibit Q&As.) All links should be posted via a bit.ly account to keep the URL short and under the 140 character limit.

FACEBOOK

Facebook is an outlet in which members, visitors, board members and volunteers can stay updated on upcoming events or programs. Posts should include photos, questions to stimulate conversation, announcements and industry news. Posts must be updated at a minimum of once per day; moreso if an upcoming event is being publicized.

WORDPRESS

Blogs will primarily target the stroller mom or “mommy blogger� demographic. These mothers are looking for content that makes their visit to the zoo worthwhile for both themselves and their children. The most successful blogs contain three main elements: strong and engaging content, good understanding of the audience, and a quick and easy read. Photos and graphics will help further illustrate an idea and engage the audience.

INSTAGRAM

This collaborative community uses photo sharing capabilities to communicate with followers. Instagram can be used to encourage visitors to post their photos from their zoo visits with the hashtags: #SAZOO #SantaAnaZoo and #GoBananas. The application can also be used internally to promote events, inform followers about new animals or events. Photos from the Santa Ana Zoo Instagram can be shared on Twitter, the blog, and Facebook for a cohesive campaign.

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POSTER

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CAMPAIGN materials

KOOZIES

BUMPER STICKER

REUSABLE WATER BOTTLE

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FEATURE redesign article

Orange County residents will not have to worry about having fun this summer thanks to what the Santa Ana Zoo has in store. The zoo, which recently undertook a new branding campaign, has dedicated their summer plans to encourage their visitors to “Go Bananas!” Outdoor concerts, barbeques and craft beer tastings are just a few of the exciting events the Santa Ana Zoo will be hosting during the months of June, July and August. “We wanted the residents of Orange County to enjoy a beautiful zoo in their own backyard this summer,” said

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Friends Of The Santa Ana Zoo communications committee chair, Steve McGuigan. “By catering to all ages for the events this summer, we hope to bring a new energy to the zoo.” The new campaign capitalizes on the zoo’s 50 monkey Guiness Book of World Records accomplishment. “We have a group of beautiful animals here that you won’t find at any other zoo in California,” said McGuigan. “The zoo’s 50 monkeys on-site gives us a unique element I think people want.” Visitors will have their first chance to go bananas during

the summer concert event, Sunset at the Zoo on June 9 from 5:30 to 7:30 p.m. The zoo will sell several craft beers from around the Orange County area for attendees to taste. There will be live music from local bands, craft tables, a petting zoo, and carousel rides for the crowd to enjoy. If you miss the summer kickoff event, don’t worry, because it will be a recurring event throughout the season!


SPOKESPERSON

redesign

bio

Hello Zoo-goers! Welcome to the Santa Ana Zoo! My name is SaZoo, a squirrel monkey who lives at the Santa Ana Zoo. During your visit you can find me swinging from tree to tree and hanging out with 50 of my monkey friends. If you are lucky, you will find me spending time with my cousin, Jazzoo, picking fruit from our favorite orange tree near the colorful birds. Jazzoo is always distracting me by playing the blues and preparing for our summer concert series, Sunsets at the Zoo. The zookeepers occasionally let him play the saxophone while I join him in on the harmonica. We love getting to meet all of the visitors that come to the zoo, and of course, always enjoy monkeying around! Did you know that, since the zoo’s opening in 1952, the zoo has always had 50 monkeys running around? That means lots of bananas for us! I spend a lot of my time overseeing the zookeepers and other animals, but be sure to stop by and meet me and all of my zoo friends! Lots of love and have a banana-ful day!

SaZoo SPOKESPERSON TIPS redesign SAZOO would give the “Go Bananas!” campaign a voice and a consistent, relatable character to be used throughout social media. Each week, visitors would be updated on SaZoo and his cousin, Jazzoo, in order to help promote special events and promotions. This biography would ideally be used on the website or on signage posted signage before entering the zoo. This publication would also be placed onto facility brochures and maps.

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PRESS release

PRESS RELEASE For Immediate Release: 04/01/13

The Santa Ana Zoo “Goes Bananas” with New Program SANTA ANA, Calif - The Friends of the Santa Ana Zoo is taking to the classroom and expanding its educational outreach programs to include a broader range of activities, said president, Cathie Decker. Plans include the addition of a zoo arts and crafts program, “zoo mobile” visits to local elementary schools, and the creation of a young explorer’s volunteer program, which will allow school children the opportunity to participate in many of the daily animal care duties of the zoo. “Our hope is that this program will introduce the importance of conservation and preservation to a larger amount of students,” said zoo director, Kent Yamaguchi. “We want the zoo to enter the classroom and become a valuable learning destination for students, parents, and educators.” As well as targeting school children in Santa Ana and the surrounding region, the zoo will be providing additional resources to teachers that will tie into the existing public school curriculum. “We are seeking to increase awareness and involvement within our local school districts, and we feel this is a fantastic place to start,” said Yamaguchi. The Santa Ana Zoo is located at 1801 East Chestnut Avenue, and is open daily from 10am-4pm. For more information please visit santaanazoo.org.

1801 E. Chesnut Avenue, Santa Ana CA 92701 | Tel: (714) 647-6575 | santaanazoo.org

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MEDIA alert

MEDIA ALERT FOR IMMEDIATE RELEASE THE SANTA ANA ZOO HOSTS ZOO-B-QUE TO THANK MEMBERS FOR CONTINUOUS SUPPORT

SANTA ANA, CALIF. -WHAT : The Santa Ana Zoo is hosting “Zoo-B-Que”, a members-only event featuring free hot dogs, discounted ride tickets, music, craft tables, and an opportunity drawing. WHO : Santa Ana City Council, Board Members of the Friends of the Santa Ana Zoo WHEN : April 20, 2013, 11:00 a.m.-2:00 p.m. WHY : The Santa Ana Zoo invites members to “Go Bananas!” at this members’ only event. The Santa Ana Zoo saw an opportunity to plan an event as a way to show their appreciation and gratitude towards their members for their continuous support. WHERE : 1801 E Chestnut Avenue, Santa Ana, CA 92701

1801 E. Chesnut Avenue, Santa Ana CA 92701 | Tel: (714) 647-6575 | santaanazoo.org

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MEDIA

redesign pitch

MEDIA PITCH Subject: Go Bananas at the Santa Ana Zoo! Hi PUBLICATION, We’re “going bananas” down here at the Santa Ana Zoo and would love for you to come check out all of our new summer offerings! I’ve highlighted two different events I think would be perfect for PUBLICATION. Zoo-B-Que April 20, 2013, 11 a.m. - 2 p.m. The Santa Ana Zoo is hosting “Zoo-B-Que”, a member’s only event. Come enjoy free hot dogs, discounted ride tickets, music, craft tables, and an opportnity drawing. Sunset at the Zoo, featuring “Brew at the Zoo.” June 9, 2013, 5:30 - 7:30 p.m. This event is open to the public. Bring a picnic and join us for an evening of live music, beer tasting, craft tables, train/carousel rides and animals. Free with price of admission. The following link includes the calendar of events at the zoo in the coming months: http://www.santaanazoo.org/newseveb.htm Please let me know if you require any additional information we have available. Hope to speak with you soon! Friends of The Santa Ana Zoo

1801 E. Chesnut Avenue, Santa Ana CA 92701 | Tel: (714) 647-6575 | santaanazoo.org

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“It’s Chimply marvelous.” e

PART THREE 36


RESEARCH overview

After completing our original research and analysis from surveys, personal interviews and an on-site review, we have concluded the following based on our findings:

Social media is a powerful tool that has not been utilized.

The zoo’s primary shortcomings are its location and lack of community awareness.

Visitors are content with their experience, but lack the desire to return. Taking these three items into consideration, this campaign seeks to transform the way that visitors perceive the zoo and to reach out to a new target demographic. It is also designed to reposition and restructure the Santa Ana Zoo’s public image to effectively enhance its presence in Orange County. With the rebranded logo and a revamp of its marketing materials, the new campaign’s visual aesthetics are simple, modern, and appeal to one of our primary audiences -- college students. This campaign is designed to reinforce the purpose of the zoo to a larger demographic in the hopes of promoting greater educational and conservation efforts.

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PRIMARY research

We conducted two surveys on Survey Monkey to better understand the internal leadership and thoughts surrounding the zoo, and to test the awareness of our primary target market, college students. Below are the results from both surveys:

DONORS, BOARD OF DIRECTORS, MEMBER

This chart shows the breakdown of those who took the survey and their affiliation with the Santa Ana Zoo.

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PRIMARY research

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CONCLUSION The findings conclude that the zoo facility is in good condition, kept clean, and the exhibits well maintained. Staff and volunteers are friendly, helpful and knowledgeable about the wide variety of animals that call the zoo home. Special events are well thought out, but cater toward those who have an affiliation with the Friends of the Santa Ana Zoo or the city of Santa Ana. Events do not succeed in bringing in additional demographics or assist in visitor retention. The variety of animals at the zoo is somewhat lacking, however, due to expansion constraints, the lack of animal diversity is not an immediate matter of interest at this point. In addition to the questions above, research shows that the main publics visiting the zoo are families, young children and young professionals.

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PRIMARY research

COLLEGE STUDENTS

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CONCLUSION The focus group survey was completed by 48 local college students and is a good representation of this potential target market. Although only few students had visited the zoo prior to the survey, those that did were satisfied by their experience. A majority of those who had visited discovered the zoo through word-of-mouth. There were no repeat visits in the pool of respondents. Students could be persuaded to visit the zoo if offered free or discounted tickets. Current exhibits and educational programs do not appear to be a factor in their decision to visit the facility.

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INTERVIEWS KENT YAMAGUCHI - ZOO DIRECTOR CATHI DECKER - FRIENDS OF THE SANTA ANA ZOO PRESIDENT 1. How do you want the zoo to be perceived by the public, and why should they continue visiting the zoo? The Santa Ana Zoo is an urban oasis, a quiet and calm get away where people can enjoy the animals and learn about them. The zoo is also a safe place where families can spend safe, quality time together, and learn about the animals. 2. What sets the Santa Ana Zoo apart from its competitors? The Santa Ana Zoo is an intimate place. You can get physically and emotionally close to the animals where at the LA or San Diego Zoo you are quite removed from the animals. 3. Where do you see the zoo progressing over the next five years? In the next five years we will add a small exhibit or two but we will not be substantially different than we are today. 4. What do you hear zoo guests say about their experiences at the zoo? The zoo is clean and lush. The zoo needs more animals. 5. Is there a target market that the zoo would like to reach but has been unable to? Our primary target market is families with small children (under age 6). We have been able to reach them but we could do a much better job since the market is so large. I would not target older children as they would be disappointed with their experience here. Probably the market I would like to reach but haven’t so far is young adults without children. 6. Currently, what is the zoo’s overall biggest challenge? Money, or lack of it. We need more money to hire staff so we can have more animals. We need more money to build new exhibits and bring in more animals and replace our old exhibits. People won’t come back if they don’t think they’ve seen enough interesting animals or if they don’t see the big animals they would expect to encounter at a zoo.

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FEBRUARY 20TH MEETING WITH STEVE MCGUIGAN RESULTS Strengths • Boutique Zoo, specialized • Featured in Ripley’s Believe it or Not • Animal conservation headquarters- Headquarters for OC • Focused animal species from Central and South America • AZA certified Weaknesses • It’s located in Santa Ana- stigma • Activities must go through Santa Ana first • City of Santa Ana doesn’t control social media activities, events, press activities, etc. • Takes 2-3 months to change any marketing materials Statistics • 283,000 people visited the zoo in 2012 (projected was 250,000) • 2,000 visit on a regular basis, aiming for 3,000 in 2013 Media & Publications • Newsletters released quarterly • Santa Ana Zoo reachs out to Parent Magazines, Mommy blogs including: - Parenting OC and OC Family Magazine - Orange County Mom Blog.Com, The Mom Blog - Orange Coast Magazine, Riviera, OC Register and OC Weekly • 90 % is done through social media: Facebook, Twitter, Foursquare, Flickr, Photobucket and a blog Target Market • Primary: stroller moms • Secondary: senior citizens, particularly those with grandchildren • Tertiary: late teens & early 20’s

CONCLUSION To create an effective campaign, the scope and reach of the zoo’s activities, exhibits, and programs must include a more diverse audience through positive community awareness and expansion of the zoo’s programming.

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EVENT recap

WHO: Members of the Santa Ana Zoo and the general public WHAT: Zoo-B-Que WHEN: Saturday, April 20th, 2013 WHERE: The Santa Ana Zoo WHY: To hold an annual barbeque for the members of the Santa Ana Zoo

ZOO-B-QUE

The barbeque was held on a lawn near the entrance with a volunteer greeting attendees. The volunteer was not checking to see if those entering were official members and as a group walked in with no problem. We also had to engage the volunteer to determine what activities were occuring inside the event, and what literature she had for visitors. She promptly handed us fliers and a scavenger hunt game to use throughout the zoo. We continued through the barbeque and visited a silent auction table set up with one older woman behind all 15 auction items. Although a silent auction is usually self-explanatory, it would have been nice to have the woman engaging those around the table. The food was set up on a long banquet table with younger volunteers grilling hot dogs. The hot dogs and condiments were then placed in the hot sun in large vats on an assembly line. Since it was a warmer day, the condiments had become warm and developed a film on top of each of the vats. We took our hot dogs, but decided against using any of the condiments due to the lack of sanitary consideration.

EVENT EXPERIENCE -

Upon entering the zoo we were greeted by two Santa Ana Zoo employees and their monkey mascot ‘Sazoo.� We noted that the employees had fliers and looked approachable for visitors. It was an easy entrance with no delay entering the park. Unfortunately, there was no official signage outside the gates informing visitors of the event that day, only a small banner located on a gate away from the entrance. This lack of signage continued throughout the event.

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SUCCESSES Attendance • Greater than the average weekend day Parking and Entry • There was no shortage of parking at the zoo Silent Auction • The auction was not regulated as well as it should have been. However, the zoo set the bar high for the standard of items contributed for the auction. Atmosphere • There was a great atmosphere throughout the zoo. All the visitors seemed to be having a great time and there was positive energy in the air.

WEAKNESSES Event Visibility • The event itself was not heavily advertised outside or within the zoo. There should have been distinct signage about the event location and activities for the Zoo-B-Que. Visitors need to be told where to go. Barbeque Sanitary Standards • Food preparation and presentation was unsanitary. Volunteers • The volunteers of the events and zoo itself should have been more informed on talking points to share with event guests. Barbeque Entertainment • Their set was peppered with announcements but the audience ignored them. Having a more noteworthy performance would keep people on the lawn enjoying the music and listening to the entertainment. Activities/Crafts • The activities and crafts were scattered throughout the zoo and should have been more visible.

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COMPETITORS IN ORANGE COUNTY The zoos in Orange County lack community interest and fundraising elements to make them successful. Throughout the region, there are only two prominent zoos: The Santa Ana Zoo, and the Orange County Zoo located at Irvine Regional Park. Both parks operate off funds from their respective cities and local donations, while relying on volunteers to assist in day-today activities and operations. Current trends that are appearing within both parks are youth educational programs and special events for the holidays. Specifically, both parks work closely with local schools and scout troops to inform and educate them about nature and different species. There is a lot of opportunity to expand their current fundraising efforts, youth programming, and to create a cohesive marketing voice.

COMPETITORS IN CALIFORNIA Each of the competitors have a specific focus, similiar to how the Santa Ana Zoo capitalizes on its monkeys. The competitors do a decent job promoting their specific niche exhibits through social media and frequent press releases. For example, the LA Zoo took a seasonal approach and shipped in snow each Saturday during the winter months. This attracted visitors looking to watch the animals play in the snow. They had local news outlets covering the event and used social media to share event details. The San Diego Zoo recently promoted their upcoming koala exhibit, set to open in May 2013. Press releases were written to invite their visitors to compete in a photo contest. Both the LA and San Diego Zoo have also pitched feature stories to media outlets featuring sick and injured animals getting the treatment they need in the zoo’s healthcare facilities. The stories create an emotional appeal to entice customers to visit.

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ZOOS IN THE UNITED STATES In an era where promotion has transcended into a digital realm, zoos are increasing their use of social media. Tweets, photos, posts, and videos written in the voice and of the animals in the zoos are able to create a unique identiy for each channel. The exchange and addition of new animals in zoos becomes a way for organizations to attract a greater number of visitors. Zoos must remain proactive and seek out ways to reach out to the public and raise awareness about their conservation efforts.

TRADE PUBLICATIONS Zoos and Aquariums offer an affordable and rewarding educational experience for both adults and children alike. The World Association of Zoos and Aquariums (WAZA), offer these organizations a collective voice and allows each corporation to network with each other to find ways to market to audiences everywhere. More than 700 million visitors pass through the gates of the zoos and aquariums united in the WAZA network each year. The combined efforts of zoos and aquariums are not to simply showcase animals, but to use animals as a gateway to provide education on the world’s many differing cultures, as well as the role of sustainability, conservation, and science. The following are considered to be the most important elements when considering the marketing and management of zoos. - Linking ex situ and in situ approaches to species management (animals in native habitats vs. in man made habitats) - Global conservation planning - Global Sustainability and climate change - Interdisciplinary approaches to animal care, management, and welfare - Using animals as a means to educate audiences on the world’s many cultures - Conservation of wetlands - Importance of biodiversity/responsible breeding

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SOCIAL MEDIA Both the Santa Ana Zoo and the Orange County Zoo participate in social media, but in ways that are specific to their niche market and the type of audience they are trying to attract. Both organizations need to be up-to-date on their social media activities by announcing upcoming events, promotions, sharing photos of animals and exhibits, and maintaining a conversation with their target audiences. Both zoos in the Orange County area participate in social media activities through Facebook and Twitter pages due to the ease and accessibility of updating their information. Blogs are also used as a way to share new information regarding changes and programming at the zoos. For example, the Santa Ana Zoo used their blog to announce the birth of a giant baby anteater. However, all of these zoos do not participate frequently enough on their social media platforms and do not hold active conversations with potential visitors. In order for social media to be successful, transparency and frequent communication about relevant news articles and announcements. Overall, theses trends are showing growth as social media is a new medium for public relations efforts.

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BIBLIOGRAPHY “20th Anniversary of Zoofari Raises Nearly $80,000.” Santa Ana Zoo.<http://www. santaanazoo.org/newsevec.htm> ABC News 1. “San Diego Zoo Panda ‘Diagnosed With Acute Cuteness’” ABC News. ABC News Network, 31 Jan. 2013. Web. 11 Feb. 2013. <http://abcnews.go.com/GMA/video/sandiego-zoo-panda-diagnosed-acute-cuteness-18365782>. “Animals in Action Orange County Zoos Beavers (Betty & Buckley).” News Watch. <http:// newswatch.nationalgeographic.com/2012/12/14/animals-in-action-orange-county-zoos-beavers-betty-buckley> Ashline, Jo. “Christmas Comes to the Orange County Zoo.” Orange County Register. OC Moms, 6 Dec. 2012. http://www.ocregister.com/articles/zoo-379522-fuzzy-christmas.html Association of Zoos and Aquariums. N.p., n.d. Web. 11 Feb. 2013. <http://www.aza.org/>. Burns, Amy Clarke. “Zoo Reopens, Introduces New Ocelots.” The Greenville News. N.p., 08 Feb. 2013. Web. 09 Feb. 2013. http://www.greenvilleonline.com/article/20130207/ NEWS/302070056/Zoo-reopens-introduces-new-ocelots Climate Literacy Zoo Education Network. N.p., n.d. Web. 11 Feb. 2013. <http://clizen.org/>. “Conservation through Zoos and Aquariums.” Conservation : WAZA : World Association of Zoos and Aquariums. N.p., n.d. Web. 11 Feb. 2013. <http://www.waza.org/en/site/conservation>. “Friends of OC Zoo - Nonprofit Report.” Guidestar.com. GuideStar USA. <http://www.guidestar.org/organizations/26-0746426/friends-orange-county zoo.aspx> Good, Shane. “The Future of Zookeeping and the Challenges Ahead.” American Organization of Zookeepers. N.p., n.d. Web. 11 Feb. 2013. <http://aazk.org/akf/viewpoint/the-futureof-zookeeping-and-the-challenges-ahead/>. Hill, Karen. “Zoo Serves up Cocktails for Conservation.” Timesfreepress.com.N.p., 07 Feb. 2013. Web. 09 Feb. 2013. http://www.timesfreepress.com/news/2013/feb/07/zoo-serves-upcocktails-for-conservation/ International Union for Conservation of Nature. N.p., n.d. Web. 11 Feb. 2013. <http://www. iucn.org/>.

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BIBLIOGRAPHY redesign

Kightlinger, Cathy. “Zoolala -- The Indianapolis Zoo’s New Fundraiser Is for City Leaders.” Indianapolis Star. N.p., 10 Jan. 2013. Web. 09 Feb. 2013. <http://www.indystar.com/article/20130110/LIFE08/301100350/Zoolala-Indianapolis-Zoo-s-New-Fundraiser-City-Leaders> Leung, Lily. “Promoting San Diego Zoo’s Panda Cub.” U-T San Diego. U-T San Diego, 21 Jan. 2013. Web. 11 Feb. 2013. <http://www.utsandiego.com/news/2013/jan/21/social-media-san-diego-zoo-panda/>. Muldoon, Katy. “Oregon Zoo Pays $400,000 for Lily and Tusko, Elephant Calf and Her Father.” The Ian. N.p., 08 Feb. 2013. Web. 09 Feb. 2013. <http://www.oregonlive.com/portland/index.ssf/2013/02/oregon_zoo_pays_400000_f or_lil.html> “Orange County Parks Facebook.” Facebook. Web. <https://www.facebook.com/OrangeCountyParks>. “OC Parks Twitter.” Twitter. Web. <https://twitter.com/OCParks>. San Diego Zoo. “SAN DIEGO ZOO: Koala Exhibit Will Open May 24.” Blog.pe.com. The Press Enterprise, 01 Feb. 2013. Web. 11 Feb. 2013. <http://blog.pe.com/themeparks/2013/02/01/san-diego-zoo-koala-exhibit-will-open-may-24/>. “Santa Ana Zoo Annual Report.” Santa Ana Zoo, 25 Apr. 2011. <http://www.santaanazoo.org/contact.htm> “Santa Ana Zoo Facebook.” Facebook. Web. <https://www.facebook.com/pages/Santa-Ana-Zoo/104105752962788?fref=ts> “Santa Ana Zoo Twitter.” Twitter. Web. <https://twitter.com/SantaAnaZoo>. “The Santa Ana Zoo Blog.” The Santa Ana Zoo at Prentice Park. Web. <http://santaanazoo. blogspot.com/>. The Associated Press. “Elephant Calf at San Diego Zoo Safari Park Must Have Tusk Removed Because of Infection.” The Republic. The Republic, 31 Jan. 2013. Web. 11 Feb. 2013. <http://www.therepublic.com/view/story/9f183b3033584ac5958b54c0cb0fcf2c/CA-Elephant-Tusk>.

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The LAist. “Snow Days Transform L.A. Zoo Into Winter Wonderland.” LAist. LAist, 17 Jan. 2013. Web. 11 Feb. 2013. <http://laist.com/2013/01/17/snow_days_transform_la_ zoo_into_winter_wonderland.php>. “The National Zoo’s Live-Tweeting Just Gets Cuter and Cuter.” Jaunted The Pop Culture Travel Guide RDF. N.p., 05 Feb. 2013. Web. 09 Feb. 2013. <http://www. jaunted.com/story/2013/2/4/151920/6223/travel/The+National+Zoo’s+Live-Tweeting+Just+Gets+Cuter+and+Cuter> Thompson, Tina. “Friends of the OC Zoo.” Friends of Harbors, Beaches, and Parks.< http://www.fhbp.org/programs/oc-zoo.html> “Types of Zoos.” National Geographic. N.p., n.d. Web. 11 Feb. 2013. <http://education. nationalgeographic.com/education/encyclopedia/zoo/?ar_a=1>.. Water and Nature Initiative. N.p., n.d. Web. 11 Feb. 2013. <http://www.waterandnature. org/>. “Water Sustainability and Climate (WSC).” National Science Foundation. N.p., n.d. Web. 11 Feb. 2013. <http://www.nsf.gov/ >.

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THANKS A BUNCH

redesign

STEVE MCGUIGAN CHRISTOPHER TRELA KENT YAMAGUCHI CATHI DECKER FOSAZ CITY OF SANTA ANA RESEARCH PARTICIPANTS

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Go Bananas!  

PR Campaign for the Santa Ana Zoo