The document discusses strategic communication for a zoo, outlining a framework that includes defining goals and target audiences, determining key messages for each audience, and selecting tactics and metrics to achieve goals. A chart shows the zoo's main revenue sources and how time is allocated does not align. The document also lists factors like quality animal experiences and conservation work that give the zoo a competitive advantage.

1. Keeping the ‘Strategy’ in ‘Strategic Communications’ is a key
to making sure the Zoo is achieving its mission.
The Process of Strategic Communication
Biz Target Target
Strategy Tactics Metrics
Goals Audience Message
Continuous Process Improvement
Who are my
How does What is our What are the
target audiences For each How do
marketing competitive tactics that best
for each goal? audience, wha we
connect to the advantage? communicate the
Drill down as t is my proven measure
Zoo’s overall Who are our message to the
deep as message? success?
goals? competitors? target audience?
possible.
1

2. How do we spend our time?
Revenue FY13
Other
Admissions
17%
25%
Foundation 8%
Members State Gov
23% 27%
Revenue Source Revenue % Time %
Admissions 25%
State Gov 27%
Members 23%
Foundation 8%
2

3. What give us a competitive advantage?
the Zoo ACTIVITY SYSTEM the quality animals experience and
Quality No one can replicate
Animal exhibits like we can. These animals are beloved and
Exp spark curiosity and amazement.
Feel good component: Your dollars have a
Conservation
larger purpose. They help support the zoo’s
conservation programs.
You get a healthy dose of education with your
Edutainment
entertainment. It’s more than just thrills.
Universal Animals appeal to almost everyone, from
appeal grandparents to kids.
Family The Zoo is a great place to spend
Time wholesome, quality time with your family and
kids.
3

4. How would you fill this in now, for both the zoo and the marketing
department?
Strategy:
Our Aspiration
What do we want to achieve?
Where We Will Play
In which markets?
With which customer groups?
How We Will Succeed
What’s our winning position?
What will we do different/better?
What will we do to deliver that position?
4 Adapted from Harvard Business School Strategy Summary Worksheet

5. Who are our target audiences?
Goal & Strategy Revenue
Audiences
Messages
Tactics
Metrics
5