The Palm Beach Zoo aims to increase awareness, attract visitors, and deliver a conservation message through its mission. To achieve these objectives, the zoo will research its target markets of local and seasonal visitors, identify competition, and benchmark other institutions. It will then develop action plans around attracting visitors through advertising, events, and social media, engaging visitors through educational programs and exhibits supported by business partners, and delivering the conservation message through hands-on experiences, signage, and partnerships with conservation groups. The goal is to inspire visitors to support wildlife and habitat conservation.