The Nashville Zoo is looking for a marketing plan to promote their Brew at the Zoo event in May and enhance their mission of conservation. The plan should address understanding customer needs, promoting the Zoo's mission through social media, PR, websites, email, signage and events. It should also include costs and benefits, and goals of increasing engagement, memberships, and interest in the Zoo's newsletter. A schedule is provided for developing the plan between January and April 2014.

1. Brew at the Zoo Marketing Challenge
The Nashville Zoo would like to enhance on-site marketing for the Brew at the Zoo
event in May. The marketing objective is to promote the Zoo and stimulate interest
in its mission.
Key Issues
1. How do we best promote the Zoo’s mission(conservation successes, impact
on community and future growth) during the event?
2. How do we encourage guests to use Twitter, Instagram and Facebook while
at the event?
3. How can we effectively communicate with guests after the event to help build
on the interest generated by the event?
Elements of the Marketing Plan
The marketing plan must address the following:
Understanding of customer needs
Promotion plan to gain commitment to the Zoo’s mission
o Social media
o Public relations
o Website
o Email
o Signage
o Events within the event
o Other
Costs, expected benefits and measures for recommended plan
Goals
As a result of the on-site marketing, guests will:
Increase their engagement with Zoo social media
Buy memberships to the Nashville Zoo
Increase interest in Nashville Zoo e-news
Schedule
1/23/14
2/18/14
4/9/14
4/15/14
Project Kickoff in 126 Wilson Hall, 11:00 to 12:15
Q&A with project teams in 215 Calhoun Hall, 4:00 to 6:30
Teams present their projects, location TBD, 4:30 to 8:10 p.m.
3 Finalists present in class, 126 Wilson Hall, 11:00 to 12:15
1/14/2014