Proposal given to Palm Beach Zoo August 2014

1. The Palm Beach Zoo
A Look At Strategies to Meet The Mission
Presented by:RedRopes Digital
August 2014

2. The Zoological Society of the Palm
Beaches exists to inspire people to
act on behalf of wildlife and the
natural world.

3. Challenge:
How to increase awareness of and attract visitors
to the zoo to engage with the wonder of wildlife
and leave visitors committed to doing their part
to conserve animal habitat and our natural
resources.

4. Let’s Break this into Three
Objectives
• Increase awareness & attract visitors
• Create fun and informative ways to
engage with wildlife
• Deliver the conservation message

5. Where Do we Start?
Research!
• Understand the target market
• Identify Competition
–Other entertainment options
–Other charitable
opportunities
–Other partnerships
• Benchmark other zoos,
aquariums museums,
attractions
Engage stakeholders (staff,
community, board) “Brain Trust”

6. Target Market : Visitors
Palm Beach Local Florida Local
(families, singles, teens/tweens)
Seasonal Residents Vacationers
Target Market : Partners
Business Press Thought leaders
What will motivate them to visit or work with the zoo?
What’s the best way to deliver our conservation message?

7. Competition
Where can our target market go instead the zoo?
Can we bring some of that to the zoo?
Can we Partner with our competition?

8. What do other zoos, aquariums do to raise awareness and
attract visitors?
How do they deliver the conservation message?
Who else can we look at to benchmark?
Benchmarking

9. • People are in different places when it
comes to conservation
• Lots of people want to do right by the
planet but don’t know where to start
What’s the best way to deliver our
conservation message?

10. Action Plans
developed using
Classical Strategic Planning
Objective
Strategy
Tactic

11. Action Plan – Attract & Increase Awareness
Strategy: Target Local Palm Beach & surrounding counties residents
Tactics:
• Advertising and PR – align all efforts under editorial calendar
• Execute events targeting families and singles
• Execute online with Yelp, Trip advisor, Local bloggers
• Tie into national events with specific programs ( Earth Day, etc.)
Update website to include animal bios, revise blog to make more
personal, expand YouTube Channel/Instagram
• Schedule quarterly photo contests, Develop “tweet From the zoo”
program

12. Action Plan – Create Fun Ways to Engage with Wildlife
Strategy: Develop fun educational programs and signage working with
business partners to help fund exhibits and activities at the zoo
Tactics:
• Cross promote with local businesses quarterly – (Whole Foods has
strong local programs)
• Discuss permanent exhibits with large companies headquartered in
PB county ( Office Depot, Jarden)
• TBD – stakeholders ( staff/board) will play a large role in developing
tactics to create signage and activities in the zoo.

13. Action Plan – Deliver Conservation Message
Objective: Deliver the conservation message
Strategy: Connect people to conservation with immersive experiences
Tactics:
• Create wallet fold-out brochure (seafood watch) for RSPO Palm Oil
• Focus on “Edutainment” for zoo signage
• Create engaging/ interactive experiences in the zoo
• Explore how we can work more with top national groups (WWF
Rainforest, RSPO, )
• Pick a quarterly topic to complement our main “Palm Oil” message

14. Educate
Entertain
Empower!
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