Singapore zoo

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Singapore zoo

  1. 1. Singapore Zoo<br />A Communications Proposal<br />Michael Lung<br />18 December 2009<br />
  2. 2. Agenda<br />Background<br />Business Objectives<br />Case Study Overview<br />Target Audience<br />Segmentation<br />Insights<br />Communications Objectives<br />Review<br />Solutions Overview<br />8. Summary<br />9. KPIs<br />9. Investment<br />Appendix<br />a. Solutions<br />Phase 1<br />Phase 2<br />b. Case Studies Review<br />
  3. 3. Background<br />
  4. 4. Background<br />1) Approximately 20/80 tourist-local visitor ratio<br />2) 30% increase of tourist visits over last year<br />3) 6% increase of local visits in previous year<br />Source: financial and attendance reports 06-09<br />
  5. 5. Business Objectives<br />Increase the number of visits from:<br />repeat visitors (of local)<br />unique visitors (of tourists)<br />Maximize existing & creation of new revenue streams<br />Driving more awareness of existing activities that market the Zoo as a social space (events, F&B) (http://www.expresstravelworld.com/20091130/market08.shtml)<br />Exploring sponsorship and donation opportunities<br />Further consultation required to validate assumptions<br />
  6. 6. Case Study Review:Overview<br />See appendix for details<br />
  7. 7. Target Audience: Segmentation<br />Visit frequency<br />Never<br />Often<br />Inactive (3 years +)<br />Prospective (1-3 years)<br />Within 1 year<br /><ul><li>Have never been
  8. 8. Haven’t been since I was a kid
  9. 9. “You’ve seen them once, you’ve seen them all”
  10. 10. I’ve been wanting to visit again but (physical/social factors)
  11. 11. I ‘m looking for something new to do in Singapore
  12. 12. I enjoy visiting often
  13. 13. My young children enjoy visiting </li></ul>Local<br /><ul><li>Have never been
  14. 14. “You’ve seen them once, you’ve seen them all”
  15. 15. I’ve heard about it but never been
  16. 16. I’ve heard about it and keen go see
  17. 17. I’ve been once before and want to see what’s new</li></ul>Tourist<br />Further research required to validate assumptions<br />
  18. 18. Target Audience: Segmentation<br />Visit frequency<br />Never<br />Often<br />Inactive (3 years +)<br />Prospective (1-3 years)<br />Within 1 year<br /><ul><li>Have never been
  19. 19. Haven’t been since I was a kid
  20. 20. “You’ve seen them once, you’ve seen them all”
  21. 21. I’ve been wanting to visit again but (physical/social factors)
  22. 22. I ‘m looking for something new to do in Singapore
  23. 23. I enjoy visiting often
  24. 24. My young children enjoy visiting </li></ul>Local<br /><ul><li>Have never been
  25. 25. “You’ve seen them once, you’ve seen them all”
  26. 26. I’ve heard about it but never been
  27. 27. I’ve heard about it and keen go see
  28. 28. I’ve been once before and want to see what’s new</li></ul>Tourist<br />Further research required to validate assumptions<br />
  29. 29. Target Audience: Segmentation<br />Visit frequency<br />Never<br />Often<br />Inactive (3 years +)<br />Prospective (1-3 years)<br />Within 1 year<br /><ul><li>Have never been
  30. 30. Haven’t been since I was a kid
  31. 31. “You’ve seen them once, you’ve seen them all”
  32. 32. I’ve been wanting to visit again but (physical/social factors)
  33. 33. I ‘m looking for something new to do in Singapore
  34. 34. I enjoy visiting often
  35. 35. My young children enjoy visiting </li></ul>Local<br /><ul><li>Have never been
  36. 36. “You’ve seen them once, you’ve seen them all”
  37. 37. I’ve heard about it but never been
  38. 38. I’ve heard about it and keen go see
  39. 39. I’ve been once before and want to see what’s new</li></ul>Tourist<br />Further research required to validate assumptions<br />
  40. 40. Target Audience: Segmentation<br />Visit frequency<br />Never<br />Often<br />Inactive (3 years +)<br />Prospective (1-3 years)<br />Within 1 year<br /><ul><li>Have never been
  41. 41. Haven’t been since I was a kid
  42. 42. “You’ve seen them once, you’ve seen them all”
  43. 43. I’ve been wanting to visit again but (physical/social factors)
  44. 44. I ‘m looking for something new to do in Singapore
  45. 45. I enjoy visiting often
  46. 46. My young children enjoy visiting </li></ul>Local<br /><ul><li>Have never been
  47. 47. “You’ve seen them once, you’ve seen them all”
  48. 48. I’ve heard about it but never been
  49. 49. I’ve heard about it and keen go see
  50. 50. I’ve been once before and want to see what’s new</li></ul>Tourist<br />Further research required to validate assumptions<br />
  51. 51. Target Audience: Segmentation<br />Visit frequency<br />Never<br />Often<br />Inactive (3 years +)<br />Prospective (1-3 years)<br />Within 1 year<br /><ul><li>Have never been
  52. 52. Haven’t been since I was a kid
  53. 53. “You’ve seen them once, you’ve seen them all”
  54. 54. I’ve been wanting to visit again but (physical/social factors)
  55. 55. I ‘m looking for something new to do in Singapore
  56. 56. I enjoy visiting often
  57. 57. My young children enjoy visiting </li></ul>Local<br /><ul><li>Have never been
  58. 58. “You’ve seen them once, you’ve seen them all”
  59. 59. I’ve heard about it but never been
  60. 60. I’ve heard about it and keen go see
  61. 61. I’ve been once before and want to see what’s new</li></ul>Tourist<br />Further research required to validate assumptions<br />
  62. 62. Target Audience: Insights <br />Convenience (Primary Audience)<br />How can I benefit from a repeat visit experience?<br />Exhibits, F&B, relevant social events<br />Do I compromise on quality of these services just because I’m at the zoo?<br />But I must plan my own trip and I may miss out on something<br />Unique experience (Secondary Audience)<br />“You’ve seen any zoo once, you’ve it all”<br />What interactions define a unique experience?<br />Service<br />Exhibits, shows<br />Personal take-away from visit<br />What experiences can I share and follow beyond the visit?<br />Further research required to validate assumptions<br />
  63. 63. Communications Objectives<br />Long Term<br />To demonstrate the Zoo as a convenient environment that offers unique and quality 360 experiences. <br />Short Term<br />Build deeper interactions with core services<br />Driving awareness and persuasion<br />Preparation of interaction (setting expectations)<br />Depth and range of experience<br />Sustaining the relationship beyond<br />Supporting advocacy<br />Gain greater credibility as provider of quality support services (F&B, events, customer service)<br />Further consultation required to validate assumptions<br />
  64. 64. Review<br />ATL<br />1<br />Grey/JCDecaux<br />
  65. 65. Review<br />Website & fanpage<br />2<br />Last post Jan 09<br />
  66. 66. Review<br />EDM<br />3<br />
  67. 67. Review<br />Education Programmes<br />4<br />Tertiary Level<br /><ul><li>Singapore Polytechnic and ITE students
  68. 68. tourism and hospitality courses
  69. 69. observe operational aspects of running the world-class attractions. 200 students have participated</li></ul>Source: financial and attendance reports 09<br />
  70. 70. Website<br />ATL<br />Reach<br />Attention<br />Interest<br />Desire<br />Action<br />Decision making process<br />Review<br />Conversion Point<br />Zoo Visit / Booking<br />3<br />EDM<br />2<br />Facebook Fanpage<br />1<br />Education programmes<br />4<br />
  71. 71. Website<br />4<br />Blogs<br />Conversion: Zoo Visit<br />Solutions Overview<br />EDM<br />ATL<br />3<br />Reach<br />Twitter <br />2<br />Facebook Fanpage<br />1<br />Education programmes<br />Attention<br />Interest<br />Desire<br />Action<br />Decision making process<br />
  72. 72. Marketing Platform<br />Phase 1 Social tools: Roles<br />Marketing Platform<br />1<br />Incentives<br />FACEBOOK<br />Interest Desire<br />Website<br />Marketing Exec <br />
  73. 73. Marketing Platform<br />Phase 1 Social tools: Roles<br />Marketing Platform<br />1<br />Incentives<br />FACEBOOK<br />Interest Desire<br />Website<br />Marketing Exec <br />2<br />Key Exhibits @SGZooAndyTiger<br />@SGZooPanda<br />@SGZooHuey<br />Key Services<br />@SGZooEdu<br />@SGZooEvents<br />General<br />@SGZoo<br />Sustained Engagement<br />Marketing Exec <br />Active Response Mechanism<br />Zoo keepers<br />Dept heads<br />
  74. 74. Marketing Platform<br />Phase 1 Social tools: Roles<br />Marketing Platform<br />1<br />Incentives<br />FACEBOOK<br />Interest Desire<br />Website<br />Marketing Exec <br />2<br />Key Exhibits @SGZooAndyTiger<br />@SGZooPanda<br />@SGZooHuey<br />Key Services<br />@SGZooEdu<br />@SGZooEvents<br />General<br />@SGZoo<br />Sustained Engagement<br />Marketing Exec <br />Active Response Mechanism<br />Zoo keepers<br />Dept heads<br />3<br /> POS enhancements<br />Drive visitors online to support actual visit<br /><ul><li>Website fact sheets (of next exhibit)
  75. 75. Twitter feeds</li></ul>Enhancing the experience<br />
  76. 76. Marketing Platform<br />Phase 1 Social tools: Roles<br />Marketing Platform<br />Word of Mouth<br />1<br />4<br />Incentives<br />FACEBOOK<br />Blogger engagement Food, Event Org., customer service Blogs.<br />Interest Desire<br />Website<br />Marketing Exec <br />2<br />Key Exhibits @SGZooAndyTiger<br />@SGZooPanda<br />@SGZooHuey<br />Key Services<br />@SGZooEdu<br />@SGZooEvents<br />General<br />@SGZoo<br />Sustained Engagement<br />Marketing Exec <br />Active Response Mechanism<br />Zoo keepers<br />Dept heads<br />3<br /> POS enhancements<br />Drive visitors online to support actual visit<br /><ul><li>Website fact sheets (of next exhibit)
  77. 77. Twitter feeds</li></ul>Enhancing the experience<br />
  78. 78. Website<br />4<br />Blogs<br />Conversion: Zoo Visit<br />Overview: Phase 1<br />EDM<br />ATL<br />3<br />Reach<br />Twitter <br />2<br />Facebook Fanpage<br />1<br />Education programmes<br />Attention<br />Interest<br />Desire<br />Action<br />Decision making process<br />
  79. 79. Website<br />4<br />Overview: Meeting Objectives<br />Blogs<br />credibility as provider of quality support services <br />Conversion: Booking & Zoo Visit<br />EDM<br />ATL<br />3<br />Reach<br />Twitter <br />2<br />deeper interactions with core services<br />Facebook Fanpage<br />1<br />Education programmes<br />Attention<br />Interest<br />Desire<br />Action<br />Decision making process<br />
  80. 80. KPIs<br />Increase in visitor #<br />5% increase in yearly visitors (1.64m)= 82k additional visitors<br />Yearly Increase in restaurant customers<br />Yearly Increase in event attendees<br />3000 followers, 3000 fans within first 6 months<br /># of quality interactions (comments, photos, videos) from customers in new channels<br />2% of total visitors (1.64m)= 32,800 interactions/year (2733/mth) = 12,000 interactions within first 6 months<br /># of zoo visitor issues solved<br />1 per week= 52 real experiences enhanced<br />
  81. 81. Estimated Investment<br />Phase 1<br />Phase 2 (Optional)<br />Gadgets 3k<br />Consultation & Training 5k<br />Design 6k<br />Production fees 8k<br />Contests 10k<br />(Blogger engagement 15k)<br />Total SGD 47k<br />Regional Consultation & coordination 5k/mth<br />iPhone App 35-50k<br />Facebook app 20-30k<br />
  82. 82. Discussion<br />Active response mechanism <br />Resource requirements<br />Audience assumptions<br />Research requirements<br />Market Segmentation<br />Perceptions, barriers to conversion<br />Behaviour online/offline<br />Brand identity alignment<br />Local competitor analysis<br />
  83. 83. Appendix<br />Solutions<br />Phase 1<br />Phase 2<br />2. Case Study Review<br />San Francisco Zoo<br />Houston Zoo<br />Maryland Zoo<br />
  84. 84. Phase 1 Social tools: Roles<br />1<br />FACEBOOK<br />Marketing Exec <br />Fan page as general marketing platform<br />To compliment website info push<br />Drive awareness promos and events<br />Updates from all exhibits<br />To begin conversation, siphon the initial group<br />Incentivize fan following<br />Driving fans from website, facebook ads, EDMs and collaterals<br />Facebook exclusive updates/promos<br />Contests<br />Development of high-quality database and behaviourial understanding<br />Creation of media opportunities (sponsorship) and drive to donations<br />
  85. 85. Phase 1 Social tools: Roles<br />2<br />Key exhibits <br />Key services<br />Zoo keepers<br />Provide opp to drive a deeper passion<br />Train internal staff to capture ongoings from around the zoo<br />Key animals have own feeds, managed by keepers (mkting exec)<br />Developing a story for audience to follow<br />Health problems<br />Mood swings<br />Logistics <br />Family dynamics<br />Puts one-time visit into context<br />@SGZoo<br />General feed:<br /><ul><li>Promos, Events,
  86. 86. Updates & images from all areas</li></ul>@SGZooEdu<br />@SGZooEvents<br /><ul><li>Customer service with teachers
  87. 87. Updates to schedules
  88. 88. Open events to attend</li></ul>Creation of media opportunities (sponsorship) and drive to donations<br />Marketing Exec <br />Dept heads<br />
  89. 89. Phase 1: POS activities<br />Enhancing the actual visit<br />Drive visitors online to support actual visit<br />Website fact sheets (of next exhibit)<br />Twitter feeds<br />Incentivize<br />Pop quizzes<br />Exclusive animal encounter sessions<br />3<br />
  90. 90. Phase 1: Online credibility<br />Blogger engagement<br />Food KOLs<br />Event planning agencies<br />Create KOLs, in-depth documentation and sharing of an experience<br />Providing a common place for them to share their opinions <br />Schedule planning (service)<br />F&B (support)<br />Zoo experience (core)<br />4<br />
  91. 91. Phase 2 Solutions <br />Full facebook profiles for key zoo personalities<br />- if response warrants <br />Localization<br />Of communications<br />China social networks (sales agent), India, ASEAN<br />Viral<br />Internal culture of capture and share<br />Cute case studies going viral - awareness of exhibits<br />Driving traffic to other online assets<br />Zoo game facebook app<br />
  92. 92. Phase 2 Solutions <br />Location Based Services<br />iPhone app<br />Itinerary planner (maximise your visit)- must see animals, scheduled showtimes, drive to transport and F&B outlets<br />Customized Podcast download<br />Location tweets<br />Tag tweets, photos, videos to (street)map to relive and share experience with friends<br />Location-sensing applications<br />Supporting offline experience (photos) with online information<br />Blutoothupdates<br />ATL<br />Driving engagement with exhibit personalities<br />“Catch up with your wildest friends”<br />Rewarding sustained online engagement<br />Increasing awareness of support services<br />http://ifones.com/review-disneyland-ca-planner/<br />
  93. 93. Case Study Review: San Francisco<br />
  94. 94. Case Study Review : San Francisco<br />Source: www.ibelieveinadv.com<br />
  95. 95. Case Study Review : San Francisco<br /><ul><li>@SFZoo KOL TweetupEvent
  96. 96. “special guest" benefits for those attending the tweetup.
  97. 97. discounts for both local San Franciscoans and non-residents,
  98. 98. access to formerly restricted areas
  99. 99. and an exclusive encounter with zoo exhibits
  100. 100. improve its day-to-day operations and create a viral link with its visitors.
  101. 101. featured on Mashable.com
  102. 102. several key staff were subscribed to Twitter
  103. 103. use it to interact with the visitors as well as to provide up-to-date information on what is happening inside the zoo.
  104. 104. coordinate with staff in case of accidents.
  105. 105. public relations tool, as numerous websites and blogs have posted articles about zoo events such as KOL gatherings tweetup</li></li></ul><li>Case Study Review : Houston<br />
  106. 106. Case Study Review : Houston<br />
  107. 107. Case Study Review : Houston<br />
  108. 108. Case Study Review : Houston<br />
  109. 109. Case Study Review : Maryland<br />
  110. 110. Case Study Review : Maryland<br />
  111. 111. Case Study Review : Maryland<br />Maryland Zoo Youtube video<br />
  112. 112. References<br />
  113. 113. Thank You<br />Michael Lung<br />Michael.lung85@gmail.com<br />+65 91890465<br />

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