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ZoosHalit Akcaglayan | Naresh Bhaskar | Chad Carter
Connie Chen | Teguh Djojoargono
Heinz, CMU | Spring 2000
95-731: Business Strategy and Electronic Commerce
Non-Profit to Consumers
Players around the worldSanDiego Zoowww.sandiegozoo.org/
Switzerlandwww.zoo.ch/
Lincoln Park Zoo, Chicagowww.lpzoo.com/menu.html
New Zealandwww.aucklandzoo.co.nz/
Cincinnati Zoo and Botanical Gardenswww.cincyzoo.org
Australiawww.wps.com.au/business/taronga/taronga.htm
Canadawww.torontozoo.com
Brazilwww.bauru.com/zoo
Demarkwww.knuthenborg.dk
Spainwww.zoomadrid.com
Germanywww2.zoo-hannover.de/zoo
Japanwww.hokkai.or.jp/kushiro-zoo
Basics
Missions: Conservation of wild life, species, nature, habitats or environment.
Sources of Financial Support: Ticket sales, donations, corporate sponsorship, special events.
On-line Services: Online store, Ticket sales, Membership, Donations, Information (news, maps, directions), Education.
Categories: Animal zoos, aquaria, research oriented zoos, virtual zoos, safari parks.
Zoo Index:http://www.mindspring.com/~zoonet/www_virtual_lib/zoos.html#indexes
Sample Front Page (Denmark) www.knuthenborg.dk
Main Englishlanguage page
Menu of optionsfor navigation
Opening page of the site
Sample Zoo Store (U.S.) www.sandiegozoo.org
San Diego Zoo:http://www.shopzoo.com/home.html
The store at theSan Diego Zoo sitesells stuffed animals
Main menu onopening page of theSan Diego Zoo site
Target Audience
Primarily targeted at the populationof the city the zoo is located in
Constituents:– School groups– Tourists– Children and families– Citizens supporting wild life and
habitat preservation
Attracting customers
Discount Promotions Local Corporate Sales National Corporate & Military
Sales Special Market Sales Travel Industry Sales Convention & Catering Sales Ads in the Media Flyers, Posters, Banners
Provision of information on the mission of the wild life park/zoo
Introduction of the features of the actual site and prices
Introduction of the amusement, education and research programs for children and adults (e.g. birthday parties at zoo, research and recreation centers on wild life protection)
Discounted family membership program Voluntary animal adoption program in
return for donations
Attracting customers (continued)
Value added
Ticket programs Special tours Catered events (e.g. birthday parties)
Picnics, excursions Donor clubs Information provision Educational features Shopping outlet
Value added (continued)
Online video clips – Panda Cam (San Diego Zoo)
“Panda Cam is history-in-the-making. Never before have this many people been able to watch a giant panda mother raise her newborn infant.” - Giant panda team leader
“Thank you, thank you. I’m mesmerized by the Panda Cam. And so are my kids.” – Elaine G.
“The response to Panda Cam has been phenomenal”
- Zoo’s Web manager
Value added (continued)
Partnership opportunities: Opportunities for corporations that
include sponsorship, cause-marketing, licensing, advertising, and possibly co-branding.
Strive to exceed both the partner’s and the zoo’s own shared marketing objectives, while maintaining commitment to mission.
Deliver consumer loyalty, a great sales climate, year-round benefits, community roots and international recognition.
Sample Prices : San Diego Zoo
Membership options:
$76 Dual Membership – 2 adults in the same household
$60 Single Membership – 1 adult
Both options include:– 1 year's free unlimited admission to the
San Diego Zoo and Wild Animal Park– 2 free guest passes ($35 value)– 1 year's subscription to “Zoonooz”
magazine ($15 value)
Sample Prices : Cincinnati Zoo
$270 Associate Club Membership:– 2 adults at 1
household and children
– free parking– 8 free guest passes
$140 Patron Club Membership:– 2 adults at 1
household and children
– free parking– 6 free guest passes
$64 Family Membership:– 2 adults at 1
household and children
$53 Single Parent Membership:– 1 adult and children
$38 Individual Membership:– 1 adult
$31 Student Membership:– 1 full-time college
student
Trying zoos online
Email notification when the zoo puts new exhibits and attractions online
Online gift membership offer Promotions from the online zoo store News and articles related to current
wildlife and habitat conservation issues
An “Online Zoo” is a virtual zoo on the web that only provides information on animals and locations to see them. Note that such zoos may be for-profit or not-for-profit outfits.
One shot to repeat customers
Educational features: Source of information for children on wildlife
School affiliate program: Generate repeat visits from student body
Donor/Member-only areas: Offer additional information and features
Collect membership information: Initiate data warehousing and make intelligent use of customer database
One shot to repeat customers (continued)
Virtual safaris: Video clips and image albums to simulate safari experience
Interactive games for kids on the site Animal sounds: Audio clips that quiz
children to match images and sounds Pet-related information for children and
parents; Partner with SPCA Regular updates: Prompt customer to
check back often for new zoo stuff
Recommendations
Implement better-designed, attractive, user-friendly interface
Include “Search” functionality Partner with Rainforest Café:
– Coupons for dinner at the restaurant – Vouchers for free visits to the zoo
Generate donations for “Protect-a-Species” program, through clicks to sponsors, as in the Hunger website.
Recommendations (continued)
Information on restaurants, hotels, airport access & rental cars in the area
Partner with online city tour operator Choice of shipping carriers and other
parameters for zoo store Advance permission marketing to
achieve donor agreement to auto-deduct donations on periodic basis
Raffles, accumulate points, giveaways