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Zoos - Andrew.cmu.edu

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Zoos - Andrew.cmu.edu
95-731: Business Strategy and Electronic Commerce
Non-Profit to Consumers
Zoos
Halit Akcaglayan | Naresh Bhaskar | Chad Carter
Connie Chen | Teguh Djojoargono
Heinz, CMU | Spring 2000
Players around the world
SanDiego Zoo
Switzerland
www.sandiegozoo.org/
www.zoo.ch/
Lincoln Park Zoo, Chicago
New Zealand
Cincinnati Zoo and Botanical
Gardens
Australia
www.cincyzoo.org
www.wps.com.au/business/taronga
/taronga.htm
Canada
Brazil
Demark
Spain
Germany
Japan
www.lpzoo.com/menu.html
www.torontozoo.com
www.knuthenborg.dk
www2.zoo-hannover.de/zoo
www.aucklandzoo.co.nz/
www.bauru.com/zoo
www.zoomadrid.com
www.hokkai.or.jp/kushiro-zoo
Basics

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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
Opening page of the site
Main English
language page
Menu of options
for navigation
Sample Zoo Store (U.S.)
www.sandiegozoo.org
Main menu on
opening page of the
San Diego Zoo site
San Diego Zoo:
http://www.shopzoo.com/home.html
The store at the
San Diego Zoo site
sells stuffed animals
Target Audience


Primarily targeted at the population
of 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

Attracting customers (continued)


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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
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)
“The response to Panda
Cam has been phenomenal”
- Zoo’s Web manager
“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.
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
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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-aSpecies” 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 autodeduct donations on periodic basis
 Raffles, accumulate points, giveaways

Fly UP