Sam Langton

1. Marketing at Chester Zoo

2. Mission Statement To be a Major Force in Conserving Biodiversity Worldwide

3. Conserving biodiversity worldwide

4. Education Charity We get no aid or regular grants from the government (unlike museums) BUT . . . We can reclaim VAT on most things We qualify for Gift Aid We do not pay full Business Rates 97% of our income comes from our visitors

5. Zoo Income 2007 Zoo Income 2007 Zoo Income 2007 Total income £21,585,000 Approximate spend per head £15

6. Zoo Expenditure 2007 Plus capital expenditure = £3,476,000

7. Chester Zoo Marketing Objectives Marketing 1. Maintain existing business. 2. Core communication. 3. Delivering excellent service. 4. New product development.

8. Market Research

9. Visitor Profile

10. When do visitors come to the zoo?

11. Media plan for 2007

12. Media breakdown 2007

13. 30 min = 17% 30-60min = 41% 60-90min = 19% 90-120min = 9% 120mins+ = 15% Where do our visitors come from? 120min 90min 60min 30min

14. The Marketing Mix

15. Product

18. Place

20. Price

21. * Includes a donation A comparison of some 2008 prices £35.00 £13.95 £12.00 £17.00* £14.95* Adult Price (peak) £26.00 £9.95 £9.00 £13.50* £10.95* Child price (peak) Alton Towers Blue Planet Knowsley London Zoo Chester Zoo Attraction

22. Promotion

23. TV Advertising…

24. Press advertising and Posters

25. Press advertising and Posters

26. Printed promotional material Leaflet

27. Leaflet - inside Printed promotional material

28. Memberships and adoptions leaflets Printed promotional material

29. Publicity

30. Celebrity/VIP Visits Bill Oddie David Attenborough Prof. Robert Winston Elizabeth Hurley Nick Knowles

31. Newspaper publicity Into Soap magazine

36. The Sun Newspaper publicity

37. Wildlife Magazine 1977

38. Zoo Days Worth 4 million pounds in advertising

39. How much publicity does the zoo attract? Press 148 press releases – many more newspaper stories Television and Radio Equivalent advertising value of £6 million!

40. Competition

41. Visitor numbers to other tourist attractions 2007 (Source: ALVA) 2.9 F/C 1058362 Westminster Abbey 20 2 F/C 1068244 Caterbury Cathedral 19 -2.3 C 1128107 Eden Project 18 25.1 C 1132366 ZSL London Zoo 17 2 C 1229703 Edinburgh Castle 16 6.7 C 1335773 Chester Zoo 15 15 C 1355425 British Library 14 5.1 F/C 1427096 Kew Gardens (RBG) 13 0 F/C 1593277 Tate Britain 12 0.5 F 1607767 National Portrait Gallery 11 0 F/C 1623881 St Paul's Cathedral 10 10 F 1695739 National maritime Museum 9 -1 C 2064126 Tower of London 8 3 F 2435300 Victoria and Albert Museum (South Ken) 7 11 F 2714021 Science Museum 6 -4.1 F 3600119 Natural History Museum 5 -8 F 4159485 The National Gallery 4 6 F 5191840 Tate Modern 3 12 F/C 5418265 British Museum 2 -3 F 5500000 Blackpool Pleasure Beach 1 % =/- Charge/Free Total visits Site

42. In Comparison to some European Zoos Municipal 166 972,000 Prague £2.15 Charity 44 1,087,000 Chester £14.95 Private co + gov aid 21 1,010,201 Hannover £7.28 Municipal 17 1,018,900 Karlsruhe £3.31 Municipal 10 1,118,499 Budapest £3.66 Non profit private foundation + gov aid 160 1,112,168 Berlin Tierpark £7.28 Foundation + city aid 14 1,130,000** Amsterdam £11.58 Municipal 23 1,164,392 Leipzig £7.61 Municipal, admin by private company 1 1,230,000 Genova £9.26 Private trust + gov & city aid 11 1,232,599 Copenhagen £10.65 Nat gov 33 1,293,704 Stockholm £5.81 Non profit 36 1,387,732 Munich £5.95 Non profit 36 1,400,000 Emmen £11.25 Municipal 21 1,451,547 Moscow £1.93 Non profit private foundation, aid from city 26 1,500,091 Rotterdam £10.92 Non profit private foundation, aid from city 12 1,503,724 Basel Zoo £6.57 Private 45 1,515,000 Arnhem (Burgers) £10.59 Nat gov corporation 17 1,725,000 Vienna £7.94 Non profit private corporation, aid from city 27 1,800,000 Zurich £9.03 Corporation + gov aid 28 1,804,513 Stuttgart £7.15 Share holder co + gov support 35 2,240,488 Berlin Zoo & Aquarium £7.28 Funding Status Size (ha) Attendance 2004 Name / City of Zoo *Admission

43. Any Questions?