1. Communication Plan
Media release, backgrounder and event proposal from Monarto zoo communication
plan university assignment.
Media Release
Monarto Zoo is roaring with excitement as it is set to begin its ‘Safari
experience’ project
Monarto zoo has just received a $900,000 tourism grant from the South Australian
Government to assist in the implementation of their safari park project. Zoos SA chief
executive Elaine Bensted said “the grant is incredibly exciting as it enables the
organisation to begin our master plan. This is great news for visitors who will be
given a unique experience as well as vastly improved financial ability for Zoos SA’s
to continue and expand its conservation efforts”.
The master plan had been postponed awaiting appropriate government funding and
corporate sponsorship to prevent an over commitment of financial resources as was
the case in 2009 with the panda exhibit. “We know that the zoo over-extended itself
when it went into its last major development and I've given an absolute guarantee that
won't be occurring," Ms Bensted said.
Along with major sponsor Westpac Bank, Zoos SA is planning to build both luxury
safari style and cabin style accommodation at their Monarto open range zoo site. The
project aims to increase tourism opportunities and to promote increased functions at
the venue. The project is planned to boost South Australia’s tourism from interstate as
well as internationally. The cabin style accommodation will appeal to families as well
as assist the Zoo to encourage educational camps from both schools and universities,
as it will make the location more accessible. The luxury accommodation aims to
allow visitors a safari experience and is planed to generate increased interest in the
location for weddings as well as corporate events. "We're very proud of what we
deliver already and we want this plan to help us deliver our mission which is to save
species from extinction and to connect people with nature," Ms Bensted said.
Zoos SA are a conservation-based charity that relies on visitors, volunteers, sponsors
and fundraising to assist its many conservation projects both in South Australia and in
various locations internationally. The Project is expected to take five years to
complete and will provide 30 extra jobs for the state.
Media release backgrounder
Zoos SA have developed a 20-year plan for both of its sites to assist in making the
organisation more economically viable.
Zoos SA is in better financial shape after being millions of dollars in debt only four
years ago following the global financial crisis. Zoos SA attributed this to the declining
economic conditions and insufficient corporate sponsorship. Adelaide zoo received its
largest visitor numbers in their 132-year history with Monarto also recording its
largest visitor numbers in 2015 (Dayman, 2015).
Despite its recent operating surplus successes the South Australian Government had
to bail out Zoos SA in 2015 as it struggled to pay back a loan with Westpac,
preventing the sale of land at the Monarto site. This highlights the need to ensure the
continually increase in economic viability. The new safari style accommodation will

2. be a large contributor to the future success of Monarto as a function site and tourist
attraction.
The 20- year plan includes introducing several new species including Nyala, Maned
wolf and significantly expanding the number of Rhinos at the Monarto site. Zoos SA
have already completed its initial phase of the master plan by completing the nature’s
playground at Adelaide Zoo in 2015. The plan has been developed to ensure the
organisation meets its mission to save species from extinction and to connect people
with nature (Zoos SA, 2015).
Monarto Annual Fundraising Ball Event Proposal
A charity ball at Monarto could showcases their function facilities whilst generating
revenue from tickets. This type of event gives Monarto a chance to inform guests
about their current success at the zoo and also raise money for future conservation
projects. The function room can be set up with pledges for animal adoption among
other fundraising activities such as raffles and silent auctions. This event also
achieves engagement and increased awareness of the research and conservation
efforts of the zoo. Advertising for the Monarto Annual Fundraising Ball would begin
in June with the event being held over the October Labour day weekend on the
Sunday night.
Objectives:
1. To generate action among current corporate sponsors, specifically to maintain
current sponsorship over the next 12 months.
2. To generate action among potential corporate sponsors, specifically to
increase corporate sponsorship at Monarto by two organisations within 12
months.
3. To generate awareness amongst Adelaide primary schools, specifically to
generate interest in education opportunities at Monarto zoo. Aiming to
increase education visits by 6% in 12 months.
4. To maximize awareness of volunteer opportunities among educational
institutes, specifically South Australian primary schools and agricultural,
environmental and animal science University students. Increasing educational
institution awareness by 2000 people in 12 months.
5. To increase action of volunteer opportunities among educational institutes,
specifically South Australian primary schools and agricultural, environmental
and animal science University students. Increase of 5 % of student
engagement, specifically 100 of the 2000 students over 12 months.
6. To increase fundraising among the South Australian public, specifically
increasing fundraising contribution from 7% of total zoo revenue annually to
10% over 12 months.
Aim of the event:

3. The event would be fore mostly to provide fundraising opportunities for Monarto
Zoo. The event would be the perfect platform to address interested publics on the
progress of the conservation organisation as well as how to get involved both
financially and through volunteer activities. All of the objectives could be addressed
at this event through adoption pledge stands, stands for corporate sponsorship
information, discussing education efforts from the previous year and stands around
the venue discussing future education opportunities. Providing information on getting
involved with the organisation will assist with awareness and achieving company
objectives.
Event Venue:
The charity ball location is proposed to be the waterhole function centre at Monarto
zoo. Due to this there would be no venue hire fee due to Zoos SA ownership of the
function centre. The Monarto hospitality team is sufficiently experienced to hold the
charity ball evident from their success with multiple events throughout the year. All
required furniture and resources to be utilized by the event are already at the function
centre.
Menu:
Entrée
Duck & shitake pie, butternut puree, peach & muscatel relish
Main
Cider roasted free-range turkey, sweet potato & sage rosti, apricot & cranberry
stuffing, maple baby carrots, jus
Dessert
Sticky date pudding with ice-cream
Tea and coffee
Budget:
Advertising budget:
Table 1. Advertising plan for the Monarto annual fundraising ball. (Cost figures allow for
work done free of charge from sponsorShowpony Advertising).
Activity Audience Outcome Method of
delivery
When Quantity Cost
Annual
fundraising
ball
General
public,
members,
animal
adopter’s and
corporate
businesses
Generate
awareness
and
interest in
the event
Email,
Facebook,
The
Advertiser,
Radio
June to
October
34000
emails
1 Facebook
event
4 Newspaper
ads (1 per
week in
June)
$3000
Event operation budget:
Table 2. Monarto Annual Fundraising Ball operations budget

4. Kitchen Staff 4 $100
($25 per hour for 4
hours)
$400
Bar/ Waiting Staff 8 $125
($25 per hour for 5
hours)
$625
Entertainment 2
Band and DJ
$250 $500
Food and Beverage 200 pax $30 $6000
Security 4 $200
($40 per hour for 5
hours)
$800
Total $8,325
Event Revenue:
Table 2. Monarto Annual Fundraising Ball Ticket Sales Prediction
Ticket type Ticket price Estimated ticked
sales
Total ticket
revenue
Adult $80 100 $8,000
Child $65 50 $3,250
Member/Sponsor $70 50 $3,500
Total N/A 200 $14,750
Table 3. Monarto Annual Fundraising Ball Ticket Revenue
Ticket revenue Event expenditure Total revenue
$14,750 $8,325 $6,425