Revenue at the Maryland Zoo in Baltimore often fluctuates depending on state and local economic conditions. When the economy declines, the zoo receives less funding from the state and city of Baltimore as well as less support from corporate and private sponsorship.
However, membership has remained relatively steady. Membership has remained at more than 10,000 members despite spending changes on marketing and communications by the Board of Directors. (See the Maryland Zoo’s Annual Reports for financial details at http://www.marylandzoo.org/publications/)
PHASE 2: Recommended Promotion Strategy using a postcard campaign. Now that you have conducted a SWOT Analysis and Environmental Scan for the Maryland Zoo, you should have a better idea of the challenges and opportunities facing the Maryland Zoo.
The next step then is to identify the target market segments that would be most relevant for the Maryland Zoo to promote membership sales. Be specific as possible and include age demographics, geographic areas, income, psychological influences, situational influences and sociocultural influences (see Chapter 5).
Your Recommended Promotion Strategy must include the following:
- the target market segment;
- the marketing message;
- the estimated cost of printing, acquiring target market lists, and mailing the postcard;
- your projections showing how you expect the campaign to perform;
- and how you will track the results of the campaign to determine if it was successful;
Here are very good resources for selecting a target market list:
Here are a few resources you may find helpful when creating your postcard:
(Worth 10 points. This is your opportunity to get feedback on this portion of the assignment before you turn in the final project in Phase 4.)