Mission – Marketing – Membership (AMMC 2013)

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Mission, Marketing, Membership: A Magic Mix for Success. Presented by: Dana Hines, Karin Jaros, Rosie Siemer, and Maureen McCarthy

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  • The term "Goldilocks planet" is used for any planet that is located within the habitable zone (HZ) and with conditions roughly comparable to those of Earth. The name originates from the story of Goldilocks and the Three Bears, in which a little girl chooses from sets of three items, ignoring the ones that are too extreme (large or small, hot or cold, etc.), and settling on the one in the middle, which is "just right.”
  • Animal births,
  • STOP -- I came from Corporate, brand mgmt., trademark mgmt, customer service, consumer marketing and affinity programs --- the Zoo had a healthy membership program of close to 40,000 member HH’s in place. I inherited a robust M program
  • We utilize the headline use Can You Come Out and Play
  • Visitor researchMember research
  • Headline works with variety of messages,Stingray – exhibit openingAnniversary -- 100 year ZootennialChild drawing of the penguins
  • Vision created two years prior Ready for new SL arenaZoo commitment for major investment
  • Collaborative across the organizationCommunicationCollaboration
  • $120 million campaign
  • Beanie and Roby
  • PAUSE there were challenges! Membership mailings are in Jan, M, May – springtime is new member season for our Zoo
  • 80,000 circulation
  • Timing worked!
  • All about the animals!
  • PR Department +++
  • Results Membership over 48,000 HH +12% over 2011 & up 20% since 2009
  • Mission – Marketing – Membership (AMMC 2013)

    1. 1. A Magic Mix for SuccessAMMC 2013Mission – Marketing - Membership
    2. 2. • Dana Hines, President and CEO, MembershipConsultants - Moderator• Karin Jaros, Head of Membership and AnnualFund, The Morton Arboretum• Rosie Siemer, Principal, fiveseed• Maureen McCarthy, Manager, MembershipPrograms, Saint Louis ZooPresenters
    3. 3. Dana HinesPresident and CEOA Magic Mix for SuccessMission – Marketing – MembershipIntroduction
    4. 4. Membership Department PositioningWhere do we fit? Are we marketing? Are wefundraising? Are we the promoters of ourorganization’s mission?We are all of that!Mission – Marketing – Membership
    5. 5. How is Membership Positioned in Your Organization?
    6. 6. Does Membership planning occur with and do you have thesupport of the following Departments? (check all that apply)
    7. 7. • Membership is out in front of other departments withgraphic needs• Membership can’t “fit into” Marketing or IT’s emailcommunications schedules• Institutional marketing messages and Membershipmarketing messages are disparate• Marketing databases and Membership database don’ttalk, overlap but no one coordinates• Members expect to “know first” – and should!• Member online communications are not specific to theirmembership status• …and many other scenarios!Common Challenges
    8. 8. Karin L. JarosHead of Membership and Annual FundA Magic Mix for SuccessMission – Marketing – MembershipMembership and Marketing
    9. 9. Full color vintage illustration of the Three Bears discovering that someone has eaten their porridge.Drawing was scanned from a 1933 children’s fairy tales book.Membership and Marketing can be likeGoldilocks and the Three Bears.The porridge is too cold. It’s too warm. Or –if you’re lucky – it can be “just right”!The Three Bears
    10. 10. Or, Membership and Marketing can be likethe Goldilocks Zone – an area of space inwhich a planet is just the right distancefrom its home star (or sun) so that itssurface is neither too hot nor too cold.For example, Venus roasts in a runawaygreenhouse effect and Mars exists as afrozen, arid world. But in between - onEarth - the conditions are just right (so thatliquid water remains on the surface of theplanet without freezing or evaporating outinto space). Planets that may be “just right”are in the Goldilocks Zone.The Goldilocks Zone
    11. 11. How does this analogy play out forMembership and Marketing?It’s a bit like standing around a campfire ona very cold night. Stand too far away andyou freeze, stand too close and you catchon fire and burn to death.If the Membership and Marketingdepartments are too far away, then therelationship freezes and life can’t emerge. Ifthey orbit too closely the relationship canbe roasting hot and nothing can live.It gets a bit more complex than this, ofcourse! And it also has some prettysignificant implications for the search forextraterrestrial life . . .Just Right
    12. 12. How do you get it “just right”?• Process•Communication•Communication•Communication•Communication•Communication•Communication•And More CommunicationJust Right
    13. 13. Mission – Marketing – Membership
    14. 14. Mission – Marketing – Membership
    15. 15. Make Membership and Marketing yourGoldilocks story.If the porridge is too cold. If the porridge is toowarm. If the bed is too big. If the bed is toosmall.It’s your job to . . .Make it “JUST RIGHT.”Get into the Goldilocks Zone!Your Goldilocks Story
    16. 16. Rosie SiemerPrincipalA Magic Mix for SuccessMission – Marketing – MembershipDigitalIntegration
    17. 17. • Content Strategy• Authority and Responsibility• Advertising/Promoted PostsFacebook
    18. 18. • Special PromotionsFacebook
    19. 19. • Membership TabsFacebook
    20. 20. • Raise awareness, drive traffic to membershipwebpages, capture prospect data• Highly targetable• Thread in mission-oriented messaging• Capture member stories• Integrating online/offline• Earned and paid media• Adherence to TOSContests
    21. 21. • Shared goals, metrics, schedules & reporting• Google Analytics (traffic and conversion goals)• Google AdWords/Targeted Display Advertising• Tailored email campaigns and landing pagesA Seat at the Table
    22. 22. • QR Codes• Text Campaigns• Mobile Optimized/Apps• SoLoMoThe Mobile Imperative
    23. 23. Mission – Marketing –Membership: A MagicMix for Success
    24. 24.  Saint Louis Zoo Overview Brand Messaging Media Campaign 2012 Media and MembershipSaint Louis Zoo
    25. 25. Mission of the Saint Louis Zoo To conserve animals and their habitatsthrough animal management, research,recreation and educational programsthat encourage the support and enrichthe experience of the public.
    26. 26.  Animals: 19,000 Acres: 90 Forest Park: 1,371 acres, 7th largesturban park in the U.S. Annual Visitors: 3,000,000+ 2012 Record Year : 3,500,000! 2nd only to Arch in Tourism Attendance AZA – Association of Zoos andAquariums Named America’s #1 Zoo in 2004Saint Louis Zoo
    27. 27. Organization StructureExternalRelationsDevelopmentPublic AffairsMarketing -MembershipPublic RelationsGroup SalesWelcome DeskOperationsInternalRelationsHumanResourcesTrainingVolunteerServicesInternalCommunicationsVisitor RelationsInformationSystemsAnimalCollectionsRegistrarAquatics/HerpsCarnivoresPrimatesAntelopeElephantsBirdsInvertebratesChildren’s ZooWater QualityZoologicalOperationsAnimal HealthEducationConservationResearchAnimalCollectionsBusinessOperationsFood ServiceGift ShopsRidesFacilitiesGrounds andHousekeepingDistributionFinanceGuest ServicesArchitecture& PlanningPlanning andProjectDevelopmentDesignConstructionAdministration27President & CEO
    28. 28.  Organization Structure Vice President of External Relations• Responsibilities include Marketing andMembership Membership reports intoDirector, Marketing Manager, Membership Operationsand ProgramsSaint Louis Zoo
    29. 29.  Manager, Membership Operations andPrograms• 40 Employees – Full time, Part time, Seasonal• Welcome Desk “Front End Staff”• Membership Services “Back End Staff” – DataManagement, Fulfillment, Communications• Zoo Friends Services – Donor phone calls• We support donors, visitors and events• Seasonal peaks exist in all areasSaint Louis Zoo
    30. 30.  Membership Department benefits frombeing part of the Marketing Department Membership messages are consistentwith overall Zoo media plans Media may feature new Exhibit,Theme, Animal News or a Zoo EventSaint Louis Zoo
    31. 31.  Strong Marketing, PublicRelations, Development andMembership Departments have existedfor many years Core Brand messages remainconsistent Animals Always Zoo logo “It is all about the animals…”Saint Louis Zoo
    32. 32. Can You Come Out and Play? Launched in 1997 Based directly from brand position:• The Zoo is a great place to spend the day outdoorswith your family• Always features animals and families• Campaign is always TARGETED to women 25 – 54• Tone is always fun; reminder that a Zoo visit is fun
    33. 33.  Can You Come Out andPlay?• Research Based• Part of our Brand Message• Emotional Connection with VisitorsSaint Louis Zoo
    34. 34. Billboards
    35. 35. Web Banner Sample
    36. 36. Web Banners These appear on otherweb sites Clicks take user backto Zoo site.
    37. 37. Web Banners Sample
    38. 38. Membership MarketingCan You Come Out and Play?Featured on Direct Mail
    39. 39. Membership Marketing –Can You Come Out and Play?Animals + Attractions
    40. 40.  Membership Department benefits frombeing part of the Marketing Department Membership messages are consistentwith overall Zoo media plans Sea Lion Sound exhibit opened in 2012Saint Louis Zoo
    41. 41. Sea Lion Sound 2012
    42. 42. First Major Exhibit Since 2009 Sea Lion Showrated amongtop valueattractions Sea lion basinamong originalexhibits
    43. 43. Sea Lion Sound - Plans Creative Strategy• “Immerse yourself in the new Sea Lion Soundexhibit as sea lions swim over and around you fora one-of-a-kind experience.” Strategic Direction Internal CommunicationCritical for Success
    44. 44. CommunicationExternalRelationsDevelopmentPublic AffairsMarketingMembershipPublic RelationsGroup SalesWelcome DeskOperationsInternalRelationsHumanResourcesTrainingVolunteerServicesInternalCommunicationsVisitor RelationsInformationSystemsAnimalCollectionsRegistrarAquatics/HerpsCarnivoresPrimatesAntelopeElephantsBirdsInvertebratesChildren’s ZooWater QualityZoologicalOperationsAnimal HealthEducationConservationResearchAnimalCollectionsBusinessOperationsFood ServiceGift ShopsRidesFacilitiesGrounds andHousekeepingDistributionFinanceGuest ServicesArchitecture& PlanningPlanning andProjectDevelopmentDesignConstructionAdministration44President & CEO
    45. 45. Sea Lion Sound The Living PromiseCampaign $18 million investment Underwater viewing tunnel Opened June 30, 2012 Member preview weekprior
    46. 46. Sea Lion Sound New Sea Lion ShowArena Sea Lion ShowTickets are aMember Benefit
    47. 47. Sea Lion Sound
    48. 48. Change in Promotional CalendarApril May June July Aug Sept Oct Nov DecCan YouComeout andPlayCanYouComeout andPlayCanYouComeout andPlaySeaLionSoundSeaLionSoundSeaLionSoundBoo at theZooWildLightsWildLights Tunnel Delayed Scheduled for June 30 opening rather than early May Adjusted New Member Mailing schedule accordingly
    49. 49. Billboards
    50. 50. Billboards
    51. 51. Bus Shelters
    52. 52.  Membership direct mail campaigncoincided with opening of exhibit Media coverage of exhibitopening Delayed Mailing from May to June Shared photographySea Lion Sound Extended toNew Member Campaign
    53. 53. Sea Lion Sound New MemberDirect Mail Program
    54. 54. Sea Lion Sound New MemberDirect Mail Program
    55. 55. Media Excitement
    56. 56. Sea Lion Sound New MemberOnsite Brochure
    57. 57. Sea Lion Sound
    58. 58. Sea Lion Sound Great PublicExcitement! TV Radio Print Membership• Show tickets• Extended “New MemberSeason”
    59. 59. Saint Louis Zoo 2012 Great new Animal Experience Media Support Great Weather Record 3.5 Million Visitors Membership – Record Yearwith 48,000 Members!
    60. 60. Lessons Learned Marketing Support of MembershipEfforts is critical Zoo Support is important Feature your logo• – Reinforce brand messageSaint Louis Zoo
    61. 61. Lessons Learned Aim for consistent messages toConsumer Share Imagery, Headlines when itmakes sense Stay consistent with core brandmessages• Animal Imagery• It’s all about the animals!Saint Louis Zoo
    62. 62. THANK YOUTo conserve animals and their habitats through animalmanagement, research, recreation, and educational programs that encouragethe support and enrich the experience of the public.
    63. 63. THANK YOUMaureen McCarthyManager, Membership Programs and OperationsSaint Louis Zoomccarthy@stlzoo.org
    64. 64. THANK YOUMaureen McCarthyManager, Membership Programs and OperationsSaint Louis Zoomccarthy@stlzoo.org

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