The communications proposal outlines plans to increase visitor numbers at Singapore Zoo through a multi-phase social media marketing strategy. Phase 1 involves establishing zoo personalities on Facebook and Twitter to build engagement and drive visits. It also aims to enhance the actual visitor experience through mobile apps and promotions. Phase 2 expands localization and explores gamification through mobile apps to further interactions and advocacy. Key goals include boosting repeat visits and new revenue streams through deeper customer relationships online and offline.

1. Singapore Zoo A Communications Proposal Michael Lung 18 December 2009

2. Agenda Background Business Objectives Case Study Overview Target Audience Segmentation Insights Communications Objectives Review Solutions Overview 8. Summary 9. KPIs 9. Investment Appendix a. Solutions Phase 1 Phase 2 b. Case Studies Review

3. Background

4. Background 1) Approximately 20/80 tourist-local visitor ratio 2) 30% increase of tourist visits over last year 3) 6% increase of local visits in previous year Source: financial and attendance reports 06-09

5. Business Objectives Increase the number of visits from: repeat visitors (of local) unique visitors (of tourists) Maximize existing & creation of new revenue streams Driving more awareness of existing activities that market the Zoo as a social space (events, F&B) (http://www.expresstravelworld.com/20091130/market08.shtml) Exploring sponsorship and donation opportunities Further consultation required to validate assumptions

6. Case Study Review:Overview See appendix for details

8. Haven’t been since I was a kid

9. “You’ve seen them once, you’ve seen them all”

10. I’ve been wanting to visit again but (physical/social factors)

11. I ‘m looking for something new to do in Singapore

12. I enjoy visiting often

14. “You’ve seen them once, you’ve seen them all”

15. I’ve heard about it but never been

16. I’ve heard about it and keen go see

17. I’ve been once before and want to see what’s newTourist Further research required to validate assumptions

19. Haven’t been since I was a kid

20. “You’ve seen them once, you’ve seen them all”

21. I’ve been wanting to visit again but (physical/social factors)

22. I ‘m looking for something new to do in Singapore

23. I enjoy visiting often

25. “You’ve seen them once, you’ve seen them all”

26. I’ve heard about it but never been

27. I’ve heard about it and keen go see

28. I’ve been once before and want to see what’s newTourist Further research required to validate assumptions

30. Haven’t been since I was a kid

31. “You’ve seen them once, you’ve seen them all”

32. I’ve been wanting to visit again but (physical/social factors)

33. I ‘m looking for something new to do in Singapore

34. I enjoy visiting often

36. “You’ve seen them once, you’ve seen them all”

37. I’ve heard about it but never been

38. I’ve heard about it and keen go see

39. I’ve been once before and want to see what’s newTourist Further research required to validate assumptions

41. Haven’t been since I was a kid

42. “You’ve seen them once, you’ve seen them all”

43. I’ve been wanting to visit again but (physical/social factors)

44. I ‘m looking for something new to do in Singapore

45. I enjoy visiting often

47. “You’ve seen them once, you’ve seen them all”

48. I’ve heard about it but never been

49. I’ve heard about it and keen go see

50. I’ve been once before and want to see what’s newTourist Further research required to validate assumptions

52. Haven’t been since I was a kid

53. “You’ve seen them once, you’ve seen them all”

54. I’ve been wanting to visit again but (physical/social factors)

55. I ‘m looking for something new to do in Singapore

56. I enjoy visiting often

58. “You’ve seen them once, you’ve seen them all”

59. I’ve heard about it but never been

60. I’ve heard about it and keen go see

61. I’ve been once before and want to see what’s newTourist Further research required to validate assumptions

62. Target Audience: Insights Convenience (Primary Audience) How can I benefit from a repeat visit experience? Exhibits, F&B, relevant social events Do I compromise on quality of these services just because I’m at the zoo? But I must plan my own trip and I may miss out on something Unique experience (Secondary Audience) “You’ve seen any zoo once, you’ve it all” What interactions define a unique experience? Service Exhibits, shows Personal take-away from visit What experiences can I share and follow beyond the visit? Further research required to validate assumptions

63. Communications Objectives Long Term To demonstrate the Zoo as a convenient environment that offers unique and quality 360 experiences. Short Term Build deeper interactions with core services Driving awareness and persuasion Preparation of interaction (setting expectations) Depth and range of experience Sustaining the relationship beyond Supporting advocacy Gain greater credibility as provider of quality support services (F&B, events, customer service) Further consultation required to validate assumptions

64. Review ATL 1 Grey/JCDecaux

65. Review Website & fanpage 2 Last post Jan 09

66. Review EDM 3

68. tourism and hospitality courses

69. observe operational aspects of running the world-class attractions. 200 students have participatedSource: financial and attendance reports 09

70. Website ATL Reach Attention Interest Desire Action Decision making process Review Conversion Point Zoo Visit / Booking 3 EDM 2 Facebook Fanpage 1 Education programmes 4

71. Website 4 Blogs Conversion: Zoo Visit Solutions Overview EDM ATL 3 Reach Twitter 2 Facebook Fanpage 1 Education programmes Attention Interest Desire Action Decision making process

72. Marketing Platform Phase 1 Social tools: Roles Marketing Platform 1 Incentives FACEBOOK Interest Desire Website Marketing Exec

73. Marketing Platform Phase 1 Social tools: Roles Marketing Platform 1 Incentives FACEBOOK Interest Desire Website Marketing Exec 2 Key Exhibits @SGZooAndyTiger @SGZooPanda @SGZooHuey Key Services @SGZooEdu @SGZooEvents General @SGZoo Sustained Engagement Marketing Exec Active Response Mechanism Zoo keepers Dept heads

75. Twitter feedsEnhancing the experience

77. Twitter feedsEnhancing the experience

78. Website 4 Blogs Conversion: Zoo Visit Overview: Phase 1 EDM ATL 3 Reach Twitter 2 Facebook Fanpage 1 Education programmes Attention Interest Desire Action Decision making process

79. Website 4 Overview: Meeting Objectives Blogs credibility as provider of quality support services Conversion: Booking & Zoo Visit EDM ATL 3 Reach Twitter 2 deeper interactions with core services Facebook Fanpage 1 Education programmes Attention Interest Desire Action Decision making process

80. KPIs Increase in visitor # 5% increase in yearly visitors (1.64m)= 82k additional visitors Yearly Increase in restaurant customers Yearly Increase in event attendees 3000 followers, 3000 fans within first 6 months # of quality interactions (comments, photos, videos) from customers in new channels 2% of total visitors (1.64m)= 32,800 interactions/year (2733/mth) = 12,000 interactions within first 6 months # of zoo visitor issues solved 1 per week= 52 real experiences enhanced

81. Estimated Investment Phase 1 Phase 2 (Optional) Gadgets 3k Consultation & Training 5k Design 6k Production fees 8k Contests 10k (Blogger engagement 15k) Total SGD 47k Regional Consultation & coordination 5k/mth iPhone App 35-50k Facebook app 20-30k

82. Discussion Active response mechanism Resource requirements Audience assumptions Research requirements Market Segmentation Perceptions, barriers to conversion Behaviour online/offline Brand identity alignment Local competitor analysis

83. Appendix Solutions Phase 1 Phase 2 2. Case Study Review San Francisco Zoo Houston Zoo Maryland Zoo

84. Phase 1 Social tools: Roles 1 FACEBOOK Marketing Exec Fan page as general marketing platform To compliment website info push Drive awareness promos and events Updates from all exhibits To begin conversation, siphon the initial group Incentivize fan following Driving fans from website, facebook ads, EDMs and collaterals Facebook exclusive updates/promos Contests Development of high-quality database and behaviourial understanding Creation of media opportunities (sponsorship) and drive to donations

87. Updates to schedules

88. Open events to attendCreation of media opportunities (sponsorship) and drive to donations Marketing Exec Dept heads

89. Phase 1: POS activities Enhancing the actual visit Drive visitors online to support actual visit Website fact sheets (of next exhibit) Twitter feeds Incentivize Pop quizzes Exclusive animal encounter sessions 3

90. Phase 1: Online credibility Blogger engagement Food KOLs Event planning agencies Create KOLs, in-depth documentation and sharing of an experience Providing a common place for them to share their opinions Schedule planning (service) F&B (support) Zoo experience (core) 4

91. Phase 2 Solutions Full facebook profiles for key zoo personalities - if response warrants Localization Of communications China social networks (sales agent), India, ASEAN Viral Internal culture of capture and share Cute case studies going viral - awareness of exhibits Driving traffic to other online assets Zoo game facebook app

92. Phase 2 Solutions Location Based Services iPhone app Itinerary planner (maximise your visit)- must see animals, scheduled showtimes, drive to transport and F&B outlets Customized Podcast download Location tweets Tag tweets, photos, videos to (street)map to relive and share experience with friends Location-sensing applications Supporting offline experience (photos) with online information Blutoothupdates ATL Driving engagement with exhibit personalities “Catch up with your wildest friends” Rewarding sustained online engagement Increasing awareness of support services http://ifones.com/review-disneyland-ca-planner/

93. Case Study Review: San Francisco

94. Case Study Review : San Francisco Source: www.ibelieveinadv.com

96. “special guest" benefits for those attending the tweetup.

97. discounts for both local San Franciscoans and non-residents,

98. access to formerly restricted areas

99. and an exclusive encounter with zoo exhibits

100. improve its day-to-day operations and create a viral link with its visitors.

101. featured on Mashable.com

102. several key staff were subscribed to Twitter

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. coordinate with staff in case of accidents.

106. Case Study Review : Houston

107. Case Study Review : Houston

108. Case Study Review : Houston

109. Case Study Review : Maryland

110. Case Study Review : Maryland

111. Case Study Review : Maryland Maryland Zoo Youtube video

112. References

113. Thank You Michael Lung Michael.lung85@gmail.com +65 91890465